On the basis of the analysis of scientific literature on the identified problem of research, the essential features of the notion «readiness of future masters of management of educational institutions for marketing activity» are defined as integrative personal quality, which is determined by positive attitude, the presence of a set of theoretical knowledge and practical skills in marketing education, personal qualities and motivation to marketing activity, as well as the ability to self-assess the results of the specified activity. The preparation of future masters of management of educational institutions for marketing activity as a pedagogical problem was considered and the content and structure of marketing activity according to the management functions were clarified. The analysis of modern educational programs and training plans of future specialists was carried out. The criteria (motivational-value, cognitive-operational, personal, reflexive-regulatory) were determined and characterized, indicators (motivational-value: motivation to marketing activity and value orientations concerning professional development, cognitive-operational: possession of marketing competence, readiness for marketing activities; personality: the presence of professionally important personality traits, necessary for solving marketing problems; reflexive and regulatory: the development of reflexive able dren, the ability to assess their knowledge and skills in marketing education, the ability to predict conditions that increase the level and adjust it according to modern requirements) and levels (high, medium, low) formation of future schools masters management to marketing.
In the course of the research the model of preparation of future masters of management of educational institutions for marketing activity was developed and theoretically grounded. The essence of the model of training is the gradual organization of the process of mastering the future masters of management of educational institutions by marketing competence through the implementation of the functions of the target (aim), organizational and methodological (methodological approaches and principles, pedagogical conditions), content-operational (forms, methods, means, stages of preparation for marketing activities) and performance-oriented (criteria, indicators and levels of readiness of units) and training results. The developed model of the preparation of future masters of management of educational institutions to marketing activities was realized through the use of a set of didactic methods (problem lectures, problem seminars, case studies, brainstorming, business games, method of group work) and forms of training (practical classes, research work, thematic discussions, round tables, scientific conferences in the form of an interdisciplinary seminar) of professional training of future masters of management of educational institutions to the marketing activity. The introduction of these methods and forms of teaching in pedagogical practice contributes to raising the level of theoretical knowledge and practical experience of future specialists, their ability to carry out marketing activities of the educational institution.
