Case Method as the Instrument of Detection and Analysis of Competences of Managers in the Sphere of Marketing

The main competences of managers of the sphere of marketing, namely research and strategic skills, require complex knowledge and abilities which can be revealed only by methods which don't limit answering in an opportunity to prove with respect thereto in work the assumption of the greatest efficiency a case method in comparison with by other methods of identification and the analysis of competences is made. The purpose of work is use studying a case method as the effective tool for identification and the analysis of competences of managers in the sphere of marketing. For achievement of an effective objective it is necessary to solve the following problems: 1) to give the characteristic of teoretiko-methodological approaches to the analysis a case method and educational cases; 2) to consider structure of internal marketing; 3) to carry out the analysis of necessary skills and competences of professional activity of marketing specialists; 4) to study methods of identification and the analysis of competences of candidates for a position of marketing specialists; 5) to formulate a universal method of the analysis of competences of the managers received with the help a case method; 6) to develop recommendations about use a case method in qualities of the analysis of competences of corporate training. Confirmation of a hypothesis of efficiency of identification and the analysis of research and strategic competences of managers in the sphere of marketing and candidates for their position with the help a case method in comparison with other methods became the main result of a research.