Russian companies do not have enough certified internet marketers
The Association of Internet Developers ( AIR ) has proposed to introduce the specialty "Internet marketing" in universities. So far, no university in Russia is preparing specialists for the promotion of goods and services on the Internet.
“The state and business are increasingly interested in promoting their products and services, communicating information to consumers and receiving feedback from the public via the Internet. Today in Russia, 73 million people use the Internet, of which 40 million make purchases through the world wide web. Over the past year, the e-commerce market in our country grew by 31%, and the online advertising market - by 20%, ”according to a letter that was sent to the Ministry of Education and Science of Russia. He was also signed by representatives of the Guild of Information Technologies and Digital Communications at the Moscow Chamber of Commerce and the Association of Interactive Agencies.
Today, about 30% of public services are provided in electronic form. By 2019, this figure will increase to 70%. Today, 82% of companies have a need for internet marketers. Last year there were 76% of such companies.
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Olga Baklanova, head of the department for attracting personnel and corporate communications of the Yulmart company, told Kommersant that it is really not easy to select a “high-quality specialist in the field of Internet marketing”.
According to the calculations of the head of the training committee of the Association of Internet Developers, Ekaterina Shukalova, the company can allocate up to 300 thousand rubles to train one internet marketer. To obtain the necessary qualifications you need to pass three to five courses in this area. And each course can cost from 20 to 50 thousand rubles.
“The difference between the marketer and internet marketer professions is significant: the marketer needs knowledge of technology, programming and Internet technologies to work in this position. I cannot take the marketer and immediately throw him on the embrasure of Internet marketing, ”explains Ms. Shukalova. In her opinion, even a specialist with technical knowledge will not be able to cope with a position without a humanitarian base.
“The ability to work with tools, with complex products and with a multimillion audience can and should be trained within the company. But it is also necessary to know marketing as a professional field, tools that empirical sciences such as sociology, statistics operate with, in order to be able to competently compose and conduct an experiment, read statistical data, ”a Yandex representative argues.
From the candidate for the position of Internet marketing is required the ability to solve problems such as:
• evaluation of the effectiveness of channels to attract traffic and advertising campaigns;
• analysis of the behavior of site visitors;
• allocation of audience segments;
• increase site conversion.
"The ministry always considers such initiatives with the obligatory involvement of the expert community (specialized universities, employers' associations of the sphere from which the initiative originates," said the representative of the Ministry of Education and Science.
He also added that at the undergraduate level, 50% of the curriculum is allowed to change. Therefore, universities can independently make changes in curricula, adapting them to the needs of employers.
“The state and business are increasingly interested in promoting their products and services, communicating information to consumers and receiving feedback from the public via the Internet. Today in Russia, 73 million people use the Internet, of which 40 million make purchases through the world wide web. Over the past year, the e-commerce market in our country grew by 31%, and the online advertising market - by 20%, ”according to a letter that was sent to the Ministry of Education and Science of Russia. He was also signed by representatives of the Guild of Information Technologies and Digital Communications at the Moscow Chamber of Commerce and the Association of Interactive Agencies.
Today, about 30% of public services are provided in electronic form. By 2019, this figure will increase to 70%. Today, 82% of companies have a need for internet marketers. Last year there were 76% of such companies.
')
Olga Baklanova, head of the department for attracting personnel and corporate communications of the Yulmart company, told Kommersant that it is really not easy to select a “high-quality specialist in the field of Internet marketing”.
According to the calculations of the head of the training committee of the Association of Internet Developers, Ekaterina Shukalova, the company can allocate up to 300 thousand rubles to train one internet marketer. To obtain the necessary qualifications you need to pass three to five courses in this area. And each course can cost from 20 to 50 thousand rubles.
“The difference between the marketer and internet marketer professions is significant: the marketer needs knowledge of technology, programming and Internet technologies to work in this position. I cannot take the marketer and immediately throw him on the embrasure of Internet marketing, ”explains Ms. Shukalova. In her opinion, even a specialist with technical knowledge will not be able to cope with a position without a humanitarian base.
“The ability to work with tools, with complex products and with a multimillion audience can and should be trained within the company. But it is also necessary to know marketing as a professional field, tools that empirical sciences such as sociology, statistics operate with, in order to be able to competently compose and conduct an experiment, read statistical data, ”a Yandex representative argues.
From the candidate for the position of Internet marketing is required the ability to solve problems such as:
• evaluation of the effectiveness of channels to attract traffic and advertising campaigns;
• analysis of the behavior of site visitors;
• allocation of audience segments;
• increase site conversion.
"The ministry always considers such initiatives with the obligatory involvement of the expert community (specialized universities, employers' associations of the sphere from which the initiative originates," said the representative of the Ministry of Education and Science.
He also added that at the undergraduate level, 50% of the curriculum is allowed to change. Therefore, universities can independently make changes in curricula, adapting them to the needs of employers.
Source: https://habr.com/ru/post/292524/
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