Features of Competence Approach as a Leading Component of Marketing Control System at the Enterprise

Abstract

The article is devoted to the features and modern tendencies of competence approach management at the enterprise. The competence-oriented approach in marketing system assumes continuous use of thepossibilities of organizational transformations allowing to provide interests equilibrium of business activity participants and promoting steady business maximization. The authors speak about history and development of this approach since 70th of the last century. Advantages of competence approach are marked in comparison with the tests applied earlier to assess managers' professionalism in business sphere. The list of the most competences demanded by Russian business leaders following the results of 2018 is given. The basic elements and methods of personnel estimation system according to the competence approach are presented. The authors discloses the purposes, problems, results and methods applied by the marketers and managers in estimation at HR-policy, formation of personnel reserve, personnel certification, and etc. On the basis of the work of leading management experts in competence approach assumptions concerning future development of all marketing control system with application of competences are made.