Vasilyev N.A. Important aspects of the process of building a baseline marketing maturity assessment methodology. Knowledge. Understanding. Skill. 2024. No. 1. Рp. 152-166.

Текст статьи на сайте журнала URL: https://journals.mosgu.ru/zpu/article/view/1912 (дата обращения 05.04.2024)

Abstract

The procedure for assessing the professional level of specialists is one of the important factors in the formation of a highly developed professional environment with a broad positive image and, accordingly, high status in society, which automatically makes specialists of the studied profession more in demand and highly paid. Unfortunately, in the world and in Russia there is no unified and universally recognized methodology for assessing the knowledge of specialists in the field of marketing, which undoubtedly harms the marketing sphere of activity, marketing as a profession, applied sociology as a science and makes it difficult to form common standards and requirements to the knowledge of specialists in this field. The methods used to assess the knowledge of specialists in the field of marketing and marketing research, as a rule, are of general assessment nature and do not allow comparing the level of knowledge in the field of marketing of different companies. In addition, the methods used are complex, require training and are not available for widespread use. To solve this problem, a universal assessment method was developed, which assumes several levels of marketing knowledge and marketing tools. The methodology was named the Basic Marketing Maturity Index (BMI). Based on the developed methodology, it becomes possible to further develop basic procedures not only for assessing knowledge in marketing, but also for assessing knowledge in other areas of activity. The article considers only marketing as research and development without marketing costs in advertising and PR (without advertising costs).