UDC 378.14
DOI: https://doi.org/10.59694/ped_sciences.2025.14.194
THE ESSENCE AND STRUCTURE OF MARKETING COMPETENCE AMONG EMPLOYEES OF ENGINEERING COMPANIES SPECIALISING IN WATER TREATMENT AND WASTEWATER PURIFICATION
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SLOTSKYI Oleg Mykolayovych
PhD student of the Department of Pedagogy and Innovative Education
Lviv Polytechnic National University
ORCID іD: https://orcid.org/0009-0004-7988-7325
Abstract:
The article is devoted to the problem of substantiating the essence and structure of marketing competence among employees of engineering companies specialising in water treatment and wastewater purification. It is justified that nowadays there is a demand for experts who not only possess deep technical knowledge but also demonstrate competencies in marketing and client interaction management.
The research is founded on the findings of previous scholarly and pedagogical studies. The article aims to define the essence and structure of marketing competence among employees of engineering companies specialising in water treatment and wastewater purification. The marketing competence is defined as an integrated system of knowledge, skills, abilities, values, and attitudes, which the employee applies to effectively utilise marketing tools for market analysis, develop strategies for promoting engineering solutions in water treatment and wastewater purification, adapt marketing instruments to the specifics of technical products and services, and establish longterm partnerships with clients and investors, we structure marketing competence based on its systemic components.
The article presents the key components (motivational, cognitive, and praxeological). We conceptualise the motivational component of marketing competence among employees of engineering companies specialising in water treatment and wastewater purification as a combination of interests, needs, motives, values, and attitudes that represent their intrinsic motivation to acquire marketing competence within corporate training settings. We propose defining the cognitive component of marketing competence among employees of engineering companies as an integrative quality of a specialist, reflecting their capacity for analytical thinking, strategic forecasting, and market adaptation.
The praxeological component of marketing competence among employees of engineering companies specialising in water treatment and wastewater purification defines their ability to apply knowledge, skills, and expertise in managing marketing processes and ensuring the company’s competitiveness.
Keywords: marketing competence, engineering company specialising in water treatment and wastewater purification, employee of an engineering company.
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