DESIGN EDUCATION AS A SEPARATE EDUCATIONAL FIELD

Rodina Maria Gennadyevna

The article examines psychological barriers arising among marketing graduates in the process of professional self-determination and specialization choice under conditions of digital transformation of the economy. The methodological framework includes systematic analysis of contemporary research in the field of professional development psychology, work motivation, and professional formation of specialists. The theoretical framework is based on the concepts of professional barriers, motivational readiness, and professional self-determination. Based on the analysis of labor market requirements, digital marketing development trends, and socio-psychological characteristics of marketers' personality, the main types of psychological barriers are identified and systematized: professional uncertainty barrier, digital competence barrier, motivational-value barrier, professional identity barrier, and adaptation barrier. An author's typology of barriers is proposed, taking into account the specifics of marketing activities under digitalization conditions. The research results can be used to improve the marketing training system and develop psychological support programs for graduates at the stage of professional self-determination.

Keywords:psychological barriers, professional self-determination, specialization choice, marketing, digital marketing, work motivation, professional development, digital economy, professional identity