Human Capital and Its Role in Modern Business
Authors: Karkashadze Nargiza , Gugeshashavili Tinatin , Ukleba Shura 
Published: January 2024

The article “Human capital and its role in modern business” is aimed at determining the importance of human capital and its role in modern business, as well as its importance in developing the economy and society. The article also describes three levels of the competitiveness of human capital, such as nano, micro and macro levels, which form a multi-level cone of the competitiveness of human capital. The article highlights how important, under the conditions, is raise knowledge and form those professionals who will be able to invent, introduce and generate new innovative products, technologies and services, in particular regarding the role of marketing and marketers in the evolution of modern business. The article analyzes the education system in the world and gives a description of the 10 best educated countries, among which South Korea is ranked first, while the best education system in terms of efficiency is in Switzerland, Denmark, etc. The article also mentions the education system of Georgia, which has the best position in the Caucasus region. The paper analyzes the role of investment in education and provides the dynamics of statistical data for 2016-2023. The article focuses on who is a marketer and what role he has in business development, from which it is clear that this is a person who can promote the organization's products and services, develop effective marketing strategies, increase sales to meet customer needs, and thereby strengthen the company's financial stability and place in the market. The article provides an analysis of the results of the research, from which it is clear that 27.3% of the interviewed respondents believe that the level of qualification of marketers is inadequate, therefore, in their opinion, attention should be paid to the training of qualified specialists, in particular: improving the skills of developing marketing strategies; knowledge of foreign languages and issues of studying competition in the field. The article focused on the theoretical and practical experience of today's marketers, and the results in this regard are as follows: It is less possible to get practical experience in Georgia - 9.1%; Marketers often do not have enough experience - 18.5%; Successful marketers have good knowledge and skills -18.5%. Marketers working in modern successful companies really have theoretical and practical marketing experience - 53.9%. The article presents important considerations related to the company's interest in training highly qualified marketers: Usually, the company should be very interested in this, but in reality pays inadequate attention to the issue of raising their qualifications; As time goes by, companies are more aware of the need and necessity of marketing, so we believe that the company should constantly take care of raising their qualifications; The company is not interested in that; The company is rarely interested in that. Based on all of the above, in our opinion, it is important for the best marketer to have the following skills: Willingness to continuously study new marketing strategies; To know their customers and markets; To demonstration time management skills; To withstand a large workload; To study and understand their competitors; To set precise and effective goals; To constantly develop their skills. Considering the fact that most companies want to have business relations with foreign partners in order to strengthen their financial stability, it is necessary for a marketer to be proficient in a foreign language at a B2 level. Article in Georgian.