PEDAGOGICAL ASPECTS OF INTEGRATING CRM SYSTEMS INTO THE TRAINING OF BACHELOR'S STUDENTS IN MANAGEMENT IN UKRAINE AND ABROAD

Abstract

The article is devoted to a comparative analysis of the integration of digital and CRM competencies into bachelor’s educational programs in the field of Management in higher education institutions of Ukraine, the European Union, and the United States. The relevance of the study is обусловлена by the global digitalization of the economy, the transformation of managerial activities, and the growing labor market demands for future managers who are capable of effectively using modern digital tools for customer relationship management and business process optimization. The purpose of the article is to identify the key features, challenges, and prospects for integrating CRM competencies into the content of bachelor’s programs in Management, as well as to substantiate the need for a systematic approach to developing practical skills in the use of CRM systems within professional training. The research analyzes the conceptual foundations of educational programs, their structure and flexibility, interdisciplinarity, teaching methods and learning technologies, organization of practical training, cooperation with the business environment, assessment systems, and the degree of integration of digital management technologies. The study reveals that Ukrainian bachelor’s programs in Management are predominantly oriented toward an academic and theoretical model of professional training, characterized by limited curricular flexibility and a fragmented integration of digital and CRM tools. In contrast, educational programs in leading universities in the European Union and the United States demonstrate a practiceoriented, competency-based, and interdisciplinary approach, incorporating active learning methods such as case studies, project-based learning, internships, business simulations, and hands-on experience with real CRM platforms. It is established that the insufficient level of systematic integration of CRM competencies in Ukrainian management education limits the development of practical skills related to customer data analysis, digital decision-making, and the implementation of datadriven management solutions. The article substantiates the necessity of modernizing professional training programs for future managers by strengthening the digital component, embedding CRM systems into the content of academic disciplines, expanding practice-oriented teaching methods, and aligning educational programs with international standards and current labor market requirements. The findings contribute to the development of recommendations for improving the quality and relevance of management education in the context of digital transformation and provide a foundation for enhancing the professional competitiveness of graduates in a globalized business environment.