Підготовка майбутніх магістрів медицини до реалізації маркетингу в професійній діяльності

Abstract

Дисертацію присвячено проблемі підготовки майбутніх магістрів медицини до реалізації маркетингу в професійній діяльності. Проведено аналіз концептуальних засад підготовки майбутніх магістрів медицини у контексті сучасних реформаційних процесів галузі й освітніх реформ. Означено дефініції „підготовка майбутніх магістрів медицини до реалізації маркетингу”, „реалізація маркетингу в професійній діяльності”, „готовність майбутніх магістрів медицини до реалізації маркетингу в професійній діяльності”. Визначено сутність професійної підготовки і структуру готовності майбутніх магістрів медицини до реалізації маркетингу в професійній діяльності: компоненти (ціннісний, мотиваційний, інформаційно-пізнавальний, операційно-технологічний і особистісний), критерії (мотиваційно-ціннісний, когнітивний, організаційно-діяльнісний, рефлексивний), відповідні їм показники, рівні сформованості (низький, середній, високий). Визначено, обґрунтовано й експериментальним шляхом перевірено ефективність педагогічних умов, моделі й науково-методичного забезпечення підготовки майбутніх магістрів медицини до реалізації маркетингу в професійній діяльностіДиссертация посвящена проблеме подготовки будущих магистров медицины к реализации маркетинга в профессиональной деятельности. Проведен анализ концептуальных основ подготовки будущих магистров медицины в контексте современных процессов реформирования отрасли и образовательных реформ. Определено дефиниции понятий "подготовка будущих магистров медицины к реализации маркетинга", "реализация маркетинга в профессиональной деятельности", "готовность будущих магистров медицины к реализации маркетинга в профессиональной деятельности". Определена сущность профессиональной подготовки и структура готовности будущих магистров медицины к реализации маркетинга в профессиональной деятельности: компоненты (ценностный, мотивационный, информационно-познавательный, операционно-технологический и личностный), критерии (мотивационно-ценностный, когнитивный, организационно-деятельностный, рефлексивный), соответствующие им показатели, уровни сформированности (низкий, средний, высокий). Определено, обоснованно и экспериментальных путем проверена эффективность педагогических условий, модели и научно-методического обеспечения подготовки будущих магистров медицины к реализации маркетинга в профессиональной деятельностиDissertation is devoted to the complex investigation of the problem of training of future Masters of Medicine for realization of marketing in professional activity. The content of the key concepts has been indicated, in particular: «training of future Masters of Medicine for realization of marketing» – purposeful, systematic, dynamic process of students' training at Medical Higher Educational Institutions, aimed at developing professional special competence, professional medical culture in general, as well as formation of readiness for marketing realization in professional activity in particular; «readiness of future Masters of Medicine for realization of marketing in professional activity» – integral characterization of a personality which is based on possession of professionally oriented competences and qualities which together reflect the formation of a conscious poly-subject personal-professional position in the healthcare market, determine the sufficient level of the ability to use marketing technologies in the practice of providing medical services and increase economic competence of future specialists; «realization of marketing in professional activity» – organic component of medical workers’ professional activity, which is supposed to establish the purposeful, highly-qualified subject-subject interaction in the format of individual or organizational model for medical service provision, the creation and usage of up-to-date medical technologies, effective medicines, the introduction of modern medical technologies, promotion of scientific ideas taking into account the real consumer demands and economically sound policy of the modern healthcare market. It has been determined and grounded that there exist such pedagogical conditions of future Masters’ of Medicine readiness for realization of marketing in professional activity as: formation of future Masters’ of Medicine motivational-valuable attitude to realization of marketing in their professional activity in the process of professionally oriented economic disciplines study; integration of economic and professional-medical knowledge enabling formation economic competence as the basis for future Masters’ of Medicine readiness for realization of marketing in their professional activities; the usage of innovative pedagogical and information-communication technologies training for developing practical skills for realization of marketing in professional activities. The dissertation also represents different types of scientific and methodological support for professional training process which is based on: motivational and valuable resources of professional «I-image» activation and the reflexive possibilities of future Masters of Medicine in the healthcare market; providing internal subject and interdisciplinary integration of economically and professionally oriented academic disciplines’ content; the usage of modern pedagogical and information-communication technologies in educational process of Medical Higher Educational Institutions in order to form students’ readiness for realization of marketing in their professional careers. The pedagogical experiment’s content and methodology of conducting on preparatory, qualifying, forming and final stages have also been revealed. The results of quantitative and qualitative analysis of experimental data confirming the effectiveness of the implemented pedagogical conditions, model and scientific-methodological support of future Masters’ of Medicine preparation for realization of marketing in their professional activity have been presented as well. In the process of conducting experimental and research work, the author has proved the efficiency of innovative pedagogical and information-communication technologies’ application (contextual learning, mixed and inverted learning, problem tasks and situations solving, project activity, group discussion, brainstorming, business games, work in small groups, case-study, Smart technologies, Webinars, Web-quests, etc.). All these methods are supposed to help with forming the students’ necessary competences for realization of marketing; increasing their economic competency; stimulating their cognitive interest; intensifying their professional motivation to continuous economic self-education at the post-graduate stage of training. Future Masters’ of Medicine development for motivational-valuable awareness of necessity and significance of formation of the appropriate marketing behavior of a professional doctor as a subject of realization of the state social policy in the field of healthcare, individual and professional qualities which are important for establishment of professional subject-subject and deontologically balanced relationships with medical service consumers, working out «work-roles» within marketing environment of the healthcare market were secured via self-evaluation methods, carrying out reflexive exercises, creative work, Skype-communications, watching the experienced practitioners’ video interviews, drawing up own economic competence perspective development programs, etc.