Keyword: «sjm»

Modern provisions of the higher education system are conditioned by the transforming requirements of the labor market. In accordance with this, new, more flexible teaching methods appear that take into account the needs of not only business, but also the individual needs of students. Tools and methods are borrowed from other areas of application. Thus, the journey map tool came from marketing to education, which is aimed at studying the educational experience and needs of the student. The study of the student's educational path reflects the competence approach, the essence of which is focus on professional and personal abilities. The aim of the article is to determine the stages of developing a student journey map (SJM) as a tool for forming competences while training future managers; as well as the development of SJM in the discipline "Marketing". The study used theoretical and empirical methods, such as analysis, synthesis, generalization, semi-structured interview. As a result of the study, the main stages of SJM development were identified, which include: defining goals and objectives, collecting and analyzing data, creating a student portrait, defining key student actions, defining interaction points, analyzing emotions and needs, visualization. These stages can be applied when developing SJM in any area of education and at any stage, since they represent a system plan. The conducted semi-structured interview of students allowed us to create a portrait of a first-year student, whose main characteristics are: minimal knowledge of marketing, desire to gain new knowledge, active use of social networks, adaptation to a new social environment, desire for teamwork, adaptation to university requirements, high technological requirements. The theoretical significance of the study lies in the analysis of the literature of domestic and foreign authors studying the aspects of the competence-based approach in education; synthesis and generalization of the studied concepts of the competence-based approach. The practical significance of the study is represented by the definition of the stages of SJM development in the preparation of future managers.