Uliya V. Artemova

The relevance of the study is conditioned, first of all, by the increased requirements to the competency of university graduates. The modern labour market imposes higher and higher requirements for communicative skills in a foreign language, especially in such in-demand spheres as marketing. Graduates of non-linguistic specialties who speak a foreign language in the professional sphere have a significant competitive advantage. The existing methods of teaching foreign languages do not always adequately meet the needs of students majoring in non-linguistic specialties in the formation of professionally oriented communicative competence. The development and testing of the effectiveness of new methods, taking into account the specifics of the marketing sphere and the possibilities of AI, is highly relevant. The aim of the research is to determine and quantitatively evaluate the effectiveness of the methodology of teaching foreign language communication in marketing for students of non-linguistic profile using artificial intelligence technologies. The study of the effectiveness of the methodology of forming foreign language communication in the field of marketing for non-language students using artificial intelligence technologies is based on the qualitative approach to the research. This approach focuses on understanding the essence of the phenomenon, studying the opinions and experience of the participants. The results of the study suggest the assignment of specific indicators of the effectiveness of using the methods of foreign language communication formation in the sphere of marketing of non-language students with the use of artificial intelligence technologies: statistically significant improvement of academic indicators of task performance; correlation between the frequency and effectiveness of students‘ use of artificial intelligence tools; students’ feedback, etc. The research contributes to scientific knowledge by studying the effectiveness of AI application in the formation of foreign language communicative competence in a narrow professional sphere. It allows obtaining new data on the interaction of technologies and teaching methods. The results of the research can be used for the development of new curricula and methodological aids for teaching foreign languages in marketing, as well as for the professional development of teachers. The obtained data will help to determine the optimal ways of using artificial intelligence technologies in the educational process. In general, the study responds to the important need for the development and implementation of innovative methods of teaching foreign languages, which will improve the competitiveness of graduates of non-language specialties in the modern labour market.

The change in the geography of business cooperation in various sectors of Russian industry and its intensification does not exclude the use of English as a language of international communication, which makes the services of specialists in the field of management and marketing in demand in the modern market. This makes us recognize the problem of teaching students marketing communication in English not only important and relevant, but also allows us to understand its modern nature, which is fundamentally different from the generally accepted nature of teaching a professionally oriented foreign language. The significance of the study of the online platform Twee and its digital tools in teaching marketing communication in English lies in the fact that the designated educational platform has not been sufficiently studied in Russia for a number of reasons. One of them is the predominance and spread of traditional methods of teaching a foreign language. The purpose of the study is to analyze the pedagogical potential of the online platform Twee and its digital tools in teaching marketing communications in English. The article describes the main stages of experiential learning with the participation of students studying in the area of training 38.03.02 “Management”, specialization “Marketing and Digital Communications”. Based on the results of the study, a conclusion was made about the breadth of didactic properties and functions of the Twee online platform and its digital tools in teaching marketing communications in English: interactivity, information content, visibility, autonomy, ease of use, instant access and providing feedback connections that contribute to the effective development of communicative competence of students in higher education. The theoretical significance of the work lies in substantiating the importance of using the pedagogical potential of the Twee online platform and its digital tools in teaching marketing communications in English. The practical significance lies in the development and implementation of a step-by-step system of tasks for the formation of communicative competence in teaching second- and third-year students marketing communications in English, as well as in the use of research results by higher school teachers to improve methods of teaching foreign languages.