EMPLOYERS' REQUIREMENTS DURING UPDATING THE CONTENT OF DESIGNERS PROFESSIONAL TRAINING

This research is aimed at determining the competencies expected by stakeholders from graphic designers, based on the method of analyzing job advertisements for graphic designers in Ukraine, taking into account the analysis of similar advertisements in Poland as an additional labor market (200 job advertisements in Ukraine and 100 job advertisements in Poland), to determine ways to update the professional training of graphic designers in the system of higher education. The systematized and processed results of the analysis indicate that the vast majority of employers need a universal specialist with project execution skills for static printed production, as well as developed competencies in the field of digital design to create visual communications for the online representation of companies while preserving visual identity. The results can be used to update curriculums, educational programs, the content of courses, forms, methods of teaching, methods of interaction between teachers and students of the "Graphic Design" specialty.