UDC 378

Kostyushina Yu.I.¹ (Ryazan, Russian Federation) – kosjuly@mail.ru; Plekhanova O.V.² (Ryazan, Russian Federation) – o.plehanova@rsu-rzn.ru

¹Ryazan State Medical University named after Academician I.P. Pavlov

²Ryazan State University named after S.A. Esenin

Abstract.The relevance of the study is determined by the contradiction between the growing labour market demand for specialists with integrative professional and communicative skills (the ability to create effective advertising and PR texts taking into account marketing goals and target audiences) and the persistent fragmentation of curricula in speech disciplines («Russian Language and Speech Culture») and marketing communication disciplines («Integrated Marketing Communications») in higher education programmes. The aim of the study is to theoretically substantiate and propose a system of methodological techniques ensuring the integration of speech and marketing training for students of the «Advertising and Public Relations» field of study in order to develop their professional skills. The methodology is based on competence-based, activity-based, contextual, integrative and communicative approaches; theoretical analysis of literature, modelling and pedagogical design methods have been applied. The results of the study include the authors’ development of a set of techniques aimed at developing students’ ability to consciously link linguistic solutions with marketing tasks: for written speech (genre-marketing constructor, A/B text testing, integrative case portfolio), for oral speech (pitch presentation, «Press conference» role-play, debates on communication strategy), as well as integrative formats (creation of an integrated media product, «Copywriting under constraints» workshop, analysis of real-world cases with speech errors). The necessity of interdisciplinary feedback and joint assessment of products by teachers of both cycles is substantiated. The scientific novelty lies in the systematisation of methodological techniques in which marketing purpose acts as a genre-forming factor of a speech utterance, something that has not previously been presented as a holistic model for non-philological training programmes. The practical significance consists in the possibility of directly implementing the proposed techniques into the syllabi of the disciplines «Russian Language and Speech Culture», «Principles of Marketing», and «Integrated Marketing Communications» to improve the quality of professional communicative training of graduates.

Keywords: professional communicative skills, integrative approach in education, interdisciplinary interaction, practice-oriented learning, development of students’ oral and written speech, pedagogical teaching techniques.

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For citation: Kostyushina, Y. I., & Plekhanova, O. V. (2026). Integration of speech and marketing-communication training: Development of professional skills of university students. CITISE, 2, 922-933. (In Russian).