Concept of the integrative-acmeological formation of image culture in the process of preparation of marketing manager

Relevance of research is caused by changes in domestic and foreign education, is aimed at productive entry of young professionals in a world of their chosen profession, to highlight the problem of formation of competences, culture professional, able not only to analyze the current phenomena in society, but also to make their own decisions in the new socio-economic and political conditions, skillfully set goals and to design vectors to achieve them. The article substantiates the necessity of revision of the training system in line with the integrative-acmeological approach to the process of formation of professional and personal qualities. Of course, the research problem is centered on the training of specialists in communication and marketing areas where the image component becomes subject-based. The conditions of modern higher school is aimed at academic training, but not fully focused on building a conscious progressive self-development in a situation of professional education and growth, taking into account the value attitude to the profession and aspiration to her heights of self-actualization and awareness of the benefits for the socio-cultural environment. These circumstances target the higher education system to a qualitatively new productive level of training of specialists of a new type of successful, self-sufficient person, a basis of communication which becomes image culture. This social ordering and social demand determines the importance of image culture formation of a future Manager-the marketer as a specialist main result of which is the culture of consumer information, satisfaction and the formation of consumer preferences and stimulate demand through the creation of a unique proposal, establishment of communication with the target market and partners.