Formation of analytic competences of the marketologist in programs of additional professional education

Requirements for professional competencies marketers from the side of employers are beginning to drastically change: in addition to a common understanding of the theory of marketing, more attention is being paid to analytical skills, strategic and creative thinking. Analytical competencies presuppose the possession of tools for data representation and visualization, statistical and econometric analysis methods, software application packages for data analysis and visualization (such as Microsoft Excel, Power BI), statistical and econometric analysis (such as IBM SPSS, R), online analytics Google Analytic, Yandex Metrica); ability to analyze the results of marketing research, data accounting and CRM-systems. According to some estimates, the salary of a marketer, if he has analytical competencies, rises two or more times. The use of SMART-technologies in marketing gives wide opportunities that need to be used, and these opportunities are associated not only with communications, but also with a significant amount of information that needs to be processed to ensure quality marketing planning. Based on such competencies, it becomes possible to implement highly effective marketing business processes and projects based on KPI.