Keyword: «project-based approach»

The article addresses the problem of training advertising students for promoting company services on the Internet in the context of digital transformation of marketing communications. The relevance of the study is determined by the gap between classical academic education, focused on the fundamental foundations of communication theory, and the operational needs of business, which requires specialists proficient in specific digital tools, end-to-end analytics methods, and capable of managing advertising budgets. Based on the analysis of scientific literature and the generalization of pedagogical experience implemented at the Institute of History, Philosophy and Political Sciences of Ryazan State University named after S. A. Yesenin in the field of study 42.03.01 «Advertising and Public Relations,» the authors identify four key competency blocks of a modern Internet marketer: analytical, media-creative, instrumental (tactical), as well as a block of soft skills and managerial skills. The article substantiates a system of teaching methods that ensures the integration of theory and practice, including the project-based approach (working with real cases of local businesses), the use of simulators and trainers, laboratory analytics (analyzing anonymized data from partner companies), and mentoring with the involvement of practicing marketers. It is concluded that the comprehensive application of these methods makes it possible to develop in students the professional competencies demanded by the market when promoting services in the digital environment.