Digital technologies opportunities in shaping project competencies of students in the “Media Communications” field

this article examines the role of digital technologies in developing project competencies among students in the “Media Communications” program. The authors emphasize that the digital transformation of education is fundamentally changing the learning process, making it more aligned with the real needs of the media industry. Digital platforms (collaboration tools, cloud services, social networks) expand access to information and interaction formats, enabling students to develop teamwork skills, role distribution, strategic planning, and deadline management. Special attention is paid to the integration of modern technologies: virtual and augmented reality tools for creating interactive simulations and testing ideas; analytical tools (including big data and machine learning) for audience research and project effectiveness evaluation; and multimedia software for comprehensive content production. The paper analyzes key aspects of project activities enhanced by digital solutions. It notes the growth of creative thinking, visual storytelling ability, critical information analysis, and media literacy. The importance of a practice-oriented approach through industry collaboration (engaging experts, participating in hackathons, working on real cases) is highlighted, as it boosts student motivation and accountability. However, the authors also identify significant challenges: insufficient methodological readiness of instructors for systematic technology integration; the need to develop students’ self-directed learning skills and critical tool selection; and ethical risks (copyright, data security). The article stresses the importance of balancing technological possibilities with the development of fundamental competencies—strategic thinking, emotional intelligence, content responsibility, and reflective capacity. It concludes that digital technologies, when methodically integrated into project-based learning, become an integral part of preparing competitive professionals capable of innovation and adaptation in a dynamic media environment.

project competencies, media communications, digital technologies, project-based learning, media education