Keyword: «marketing communications»

The article discusses the problems of filling of marketing communications trade organizations of various size and format, contributing to the growth of its competitiveness.

When developing marketing strategies, the selection of marketing communications plays an important role. The article examines marketing communications used by modern organizations and justifies the role of each. Based on the example of a joint-stock company specializing in the production and repair of agricultural machinery, there has been carried out an analysis of existing marketing communications. So the article has pre-sented the main ways to improve the marketing system at the enterprise.

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.