Digital technologies and modern teaching methods of the discipline «Advertising technologies in business and politics»

Abstract

In the context of the digital transformation of educational processes, there is an increasing need to update the teaching methods of the discipline «Advertising technologies in business and politics». Traditional lecture and seminar formats are giving way to interactive, multimedia and adaptive approaches, which requires a systematic study of the effectiveness of integrating digital tools into the learning process. The purpose of the article is to assess the impact of modern electronic platforms, case method and simulation models on the quality of students' acquisition of professional competencies in the field of advertising. The following methodological techniques were used in the work: content analysis of domestic and foreign publications on digital learning; a sociological survey of teachers and students (n=120) using standardized questionnaire tools; a pedagogical experiment implemented within two study groups of the same university using a blended-learning platform and virtual advertising campaigns. The data was analyzed using the methods of variation statistics and indexing of competence indicators. In the experimental group, there was a significant increase in motivation (p<0.05) and involvement in the learning process compared with the control group. The average score on the formative assessment increased from 3.4 to 4.2 (on a five-point scale). The students successfully developed digital media strategies and advertising cases using web analytics tools and visualization programs. The teachers noted a 30% reduction in the time required to prepare materials and an improvement in the quality of feedback through the use of LMS modules and messenger bots. The data obtained confirms the effectiveness of the introduction of digital technologies in teaching advertising technologies in the field of business and politics. The combination of interactive simulators, online simulations, and mobile applications makes it possible to optimize teaching activities and enhance the practical significance of learning tasks. The research results can be scaled to other humanities and social sciences, which opens up prospects for further development of digital pedagogy in universities.