Keyword: «marketing communication»

The new media has made the communication strategy a more integral component of the marketing strategy, where the two components converge. This article discusses the implications of this shift in terms of integrated marketing communication, drawing on existing academic and practical literature. It is assumed that the effective use of new media means that communication activities will guide tactics and strategy, rather than manage them. How you transmit a message is just as important as the message itself. A corporate culture can give your organization an important strategic advantage in these changing times. But what your culture consists of – goals, values, and practices-must be effectively communicated in accordance with best practices. Therefore, it is very important to focus not only on what you are communicating, but also on how you are communicating it.

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.