Keyword: «проектная деятельность»

Currently, Russia is experiencing changes in all areas: society, economy, politics, and culture. This affects both communication within society and the education system, which is why there is a need to implement innovative management. Education is one of the most important social institutions in every person's life, so the educational process, materials, and methods need to be given more attention from the perspective of innovative management. The development of recommendations for creating optimal forms of organizing innovative activities at a university. Keywords: hotel business, advertising, advertising strategy, service sector. The purpose of the study is to develop recommendations for the optimal forms of organizing innovative activities at a university.