Makovich G.V.

Purpose. Based on a comparative analysis of authentic texts published in the journals Scopus and Web of Science and possessing the a priori qualities of the academic text, and scientific articles in collections indexed by the RICC, to identify the structural and content blocks of scientific texts that require special attention. Methodology and methods. The study is based on a comparative analysis of scientific texts published in journals indexed by Scopus and the Web of Science, with scientific texts published in the journals of the RINC database. Procedures and tools for content analysis are also applied. A questionnaire is produced. Results and practical significance. 1. The degree of correspondence of Russian publication practice to the international traditions of academic writing has been revealed. 2. A strategy is proposed for teaching academic writing to that part of the teachers who does not have the competence to conduct academic communications in English Scientific novelty. The methodical methods of teaching academic writing in Russian are based on authentic texts of academic writing that serve as samples of linguistic material, speech constructions and cliches.

Purpose. To determine method of converting competence approach declared in higher education in a real instrument of market development. Methodology and Methods. The study is based on a comparative analysis of the American and British schools of competences study and generalization of the results of observation of the competence approach implementation progress in modern Russian higher education. Results and practical significance. 4. The authors diagnosed the effects of organizational conflict in the modern educational activity, when educational standards were adopted to perform universities before professional standards appeared. As a result «efficiency» and «success» as the attribute specifications of competencies of formed educational programs were only declared due to the lack of institutionalization of appropriate indicators and metrics in real practice and the market. 5. Institutionalization of competence is determined by the national character and features of the placement of the state national priorities in the development of science, technology and culture. National interests define the impulse of forming the respective competences in educational programs. National interests can determine the formation of competencies that can be unique and not be converted into other national competency system. 6. The authors proposed a general management plan for the conflict situation that has developed in higher education in the implementation of the competence approach. Scientific novelty. The article reveals the dialectic of professional and official, professional and personal competencies in the process of institutionalization. The authors argue the need to define competencies that form the educational program, taking into account the competencies, which are presented in the relevant professional standards, and those priorities which are set by national interests.

Purpose. Development of principles of implementation of key positions of personnel marketing into the operation of an enterprise. Methods. Content analysis of scientifi c literature and periodicals on the issues of personnel management and marketing, practical use of modern marketing technologies in human capital management. Results. The article considers the content of marketing complex from the point of human capital management, shows the importance of analytical support of marketing personnel management, identifi es branding as one of the effective tools of human capital development. Advantages are revealed that the enterprise, which has built the employer image, gets. Scientifi c novelty: main principles of personnel marketing implementation are shown and methodological features of this implementation, suggesting the achievement of economic and social impact in the enterprise are highlighted.

Aim. Studying management communicative practices to identify communicative technologies as means of influencing the addressee. Methods. The study is based on the intent-analysis method and communicative-diagnostic method, questionnaire and comparative method were also used to study communication in an organization. Results. The research identified a set of communicative influence means, regularly used in organizational practice for implementing management goals. These techniques got their definition in terms of their belonging to one or another regular communication system communication technology. Attitude to the means of various communication technologies and methods of interaction in the professional practice of different professional groups, in particular civil servants and representatives of the advertising business is identified. Scientific novelty. Scientific novelty is to reveal regular communication tools of influence in professional practice, to consider these techniques as components of the integral existing systems communication technologies, to identify communication priorities in different occupational groups, to establish connections between these priorities and specifics of professional thinking, value paradigm prevailing in certain occupational group.