INNOVATIVE APPROACHES TO TEACHING ENGLISH FOR MARKETING AND MANAGEMENT STUDENTS IN FINE ARTS AND DESIGN UNIVERSITIES

Abstract

This thesis examines effective and innovative approaches to teaching English to Marketing and Management students studying at art and design universities. In modern higher education, English plays a significant role in professional communication, international cooperation, and academic development. Students specializing in marketing and management need practical language skills to participate in global business environments, communicate with foreign partners, and access international professional resources. Therefore, traditional language teaching methods should be combined with interactive and student-centered approaches.

The study focuses on communicative language teaching, cognitive learning strategies, project-based instruction, and technology-supported education as productive methods for improving students’ English proficiency. Special attention is given to the creative characteristics of art and design students, whose learning styles often require visual, collaborative, and practice-oriented activities. The use of presentations, discussions, case studies, business simulations, and multimedia resources helps students develop professional vocabulary, critical thinking, and communication skills.

The article concludes that integrating innovative teaching methodologies with profession-oriented content creates a more motivating and effective educational environment. Such approaches not only improve language competence but also prepare future marketing and management specialists for successful participation in international academic and professional contexts.