ЕXPERIMENTAL VERIFICATION OF THE INFLUENCE OF AN INTEGRATIVE MODEL OF PERSONALIZED FOREIGN LANGUAGE TEACHING ON THE DEVELOPMENT OF ADVERTISING AND PR STUDENTS’ SOFT SKILLS

Abstract

The article addresses the relevant issue of developing university students’ soft skills. It argues that a personalized approach to foreign language education at a non-linguistic university is an effective tool for developing soft skills that are essential for increasing graduates’ competitiveness in the modern labor market. The author focuses on methods for implementing a personalized approach, namely: the station rotation model, project-based learning, case study method, and basket method. The objective of the study is to experimentally test the effectiveness of a personalized approach in the context of English language learning by students majoring in non-linguistic fields for developing creativity and teamwork skills. The article describes the criteria for determining the effectiveness of the approach and the results of an empirical study in the experimental group. Based on the analysis of the data obtained, a conclusion is reached regarding the high effectiveness of a personalized approach to foreign language instruction using the station rotation model, project-based and case study teaching, and online resources that can create, adapt, and differentiate educational content.