TEACHING «BUSINESS ENGLISH» IN HIGHER EDUCATION INSTITUTIONS: COMMUNICATIVE ASPECT

The article highlights the importance of the communicative approach as one of the main methods of teaching Business English in higher education institutions, meeting the modern requirements for preparing students for professional activities in an international business environment. The study aims to analyze the communicative approach as an effective means of teaching Business English and to determine its role in forming students’ communicative competence. The communicative approach aims to integrate linguistic knowledge into real-life situations to develop practical interpersonal interaction skills. One of the key aspects is the formation of communicative competence, which ensures the ability to use linguistic tools in various sociocultural contexts appropriately. The role of non-verbal communication, which serves as an essential complement to verbal communication methods, is emphasized, as understanding non-verbal signals helps to reduce communication barriers between cultures. Publications by Ukrainian and Western experts in language didactics related to Business English teaching methods are analyzed. Various methodologies that promote the development of intercultural competence and the ability to communicate effectively with business partners are considered. It has been identified that one of the promising directions is the use of digital technologies, interactive platforms, and online resources, which significantly enhance students’ communicative competence. The main challenges students and teachers face in learning Business English are outlined, along with recommendations for their effective resolution. The prospects for further research include integrating advanced technologies into the educational process and developing new methodological approaches to improving business communication skills in higher education institutions.