Internet Marketing Specialist in Programme Subject Area "Information, Library and Archival Studies": Functions and Competences in Convergent Professional Practices

Abstract

The aim of the article is to identify the Internet marketing specialist’s job functions and competencies in convergent professional practices, which are generalised and standardised in the Professional Standards of Related Activities. Such methods define the research methodology as information analysis of current Professional Standards, relevant to the activities of Internet marketing specialist; semantic analysis of the programme subject area, and semantic, logical and linguistic analysis of documents (e.g. educational and professional standards, training curriculum, professional scientific publications, Internet content); the pedagogical design is to integrate disciplines to the Internet marketing specialist educational and professional training curriculum. The scientific novelty of the study is in identifying functions and competencies of Internet marketing specialist in the programme subject area “Information, Library and Archival Studies”, in related professional activities, presented in the Professional Standards of Information Resources Specialist, Commodity Market Research Analyst and Advertiser; in implementing professionally-oriented disciplines, which form an educational model of training an Internet marketing specialist in the interaction and relationship of all its components together with other fields of professional and practical training. Conclusions. The uniqueness of the content of the “Management of Social and Communication Networks. Internet Marketing» curriculum within Information, Library and Archival Studies is determined by its subject orientation on digital means of work, convergence with curriculum in marketing and belonging to the subject field of information management, information-analytical and social-communicative activities following the theoretical content of the subject according to the standard of programme subject area 029 «Information, Library and Archival Studies». A comprehensive review of the functions of Internet marketing specialist in marketing and information-analytical professional practices and the use of social and communicative technology to position social actors in society (public relations, advertising, image-making, etc.) allows a systematic delineation of the competence of the specialist. The analysis of the Professional Standards of the Information Resource Specialist, Commodity Market Research Analyst, and Advertiser, as related to the activities of an Internet marketing specialist, made it possible to outline the competencies that should be included in the future specialist’s model to ensure its validity. The identified competencies allow to specify the educational and professional training curriculum and include generalised disciplines in the campus, which together with other professionally oriented disciplines, form an educational model of Internet marketing specialist training in the interaction and interconnection of all its components.