Keyword: «advertising students»

This article examines the problem of forming professional competencies among students specializing in "Advertising and Public Relations" amid the transformation of higher education toward practice-oriented learning. The relevance of the study is determined by the need to bridge theoretical training with real-world market challenges. The university's own brand is proposed as a primary platform for skill development. Using Ryazan State University named after S.A. Yesenin (RSU) as a case study, the article analyzes opportunities for involving students in university brand promotion processes. It is revealed that the presence of a registered trademark, brand book, and diverse target audiences creates a unique environment for "participant observation" and the implementation of student projects. The study substantiates the effectiveness of a project-based approach that enables students to experience the full cycle of advertising management. Based on the research findings, the authors conclude that implementing a continuous model of student participation in university brand communications across all stages of education is essential to overcome the gap between academic knowledge and practical skills.