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TERRA ECONOMICUS

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  • 2013
  • No 3.3
  • Formation of professional competencies of experts in a system of marketing management of competitive ability of a commercial bank

Formation of professional competencies of experts in a system of marketing management of competitive ability of a commercial bank

TERRA ECONOMICUS, , Vol. 11 (no. 3.3),
p. 14-19

Formation of the knowledge-based economy demands diffusion of innovations in the national educational system and educational market nowadays. To an increasing degree the system of education in Russia is accepted by business community as a life-long process. Also the knowledge-based economy does have an impact on changes in a paradigm of modern marketing. Marketing management of a competitive ability of a commercial bank is aimed at not only winning a rival with competitors but on creating some joint customer-unique value with consumers of banking products. In order to fulfill it there is a need in indepth market knowledge, customers’ insights, and skilled staff capable to master cognitive technologies. The most important part of competitive resistance of a bank is a competency building approach or modeling of competences as a method of marketing management of personnel. In the article competency researched in the tideway of unity of knowledge, professional experience, as well as ability to think on fit when doing and some behavioral patterns of a human aimed at current business situation. Post-experience education helps banking personnel to gain high performance on a basis of knowledge development as well as know-how and personal characteristics. There are three types of competences in order to estimate a level of competent ability of an employee: managerial, professional and corporate, the complex of which serve as a basis of a competitive ability.


Keywords: competitive ability; competency based approach, knowledge based economy; marketing management; banks; strategy; competency model

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Publisher: Southern Federal University
Founder: Southern Federal University
ISSN: 2073-6606