Content area
Full text
KEYWORDS
Competency,
Marketing professionals,
Training mode
ABSTRACT
Based on the analysis of the competency and the studies of scholars on the marketing competence of talents, this paper sums up the marketing talent characteristics of competency and puts forward the marketing talents training mode. Marketing talent cultivation based on competency should be presented in the design of curriculum system, selection of teachers, teaching methods, social practices, and the shaping personality.
© ST. PLUM-BLOSSOM PRESS PTY LTD
1 Introduction
The concept of competency was first proposed by McClelland. Team headed by Professor David McClelland at Harvard University, after a lot of in-depth study found that some things may be called competency such as "the achievement motivation", "personal understanding", "team impact" which can affect fundamentally individual performance. In 1973, Professor McClelland published an article entitled The Measurement Competency Rather Than Intelligence, which expressed competency as "the knowledge, skills, abilities, traits, or motivation" which linked to the performance of work or a work or other important achievements that in the life of similar or directly [1].
Based on the researches of McClelland, the scholars presented their own understanding of the competence to further expand and enrich the content of the theory. Everts & Eads (1979) believe that competency is the study on the extent to which expected accomplishments shown on the knowledge, skill and affective behavior or judgment. Spencer (1993) points out that the competence is the fundamental features of individual potential which have the causal associations with the reference criterion (qualifying performance or outstanding performance). Chinese scholar Wang Zhongming (2000) with the realities in China, also gives the definition of competence, that competence is the cause of high performance knowledge, skills, abilities, and values, personality, motivation, and other features [2]. Spencer, McClelland & Spencer (1994) give a more complete definition to competency "can distinguish between the high performance with the general performance and through the credible way to measure the motivation, characteristics, the concept of self, attitudes, values, knowledge, recognized behavioral skills, and personal qualities" [3].
There are six levels in competency [4]: (1) Knowledge: information needed in a professional field; (2) Skills: the capacity of mastering and using special technical; (3) Social role: the individual cognitive and understanding for social standard; (4) The concept of self:...