TEACHING BUSINESS ENGLISH TO ENTREPRENEURSHIP STUDENTS THROUGH PROFESSIONAL NEEDS AND INNOVATIVE PEDAGOGIES

This article discusses the methodology of teaching Business English to entrepreneurship students through professional needs and innovative pedagogical technologies. In modern higher education, English is not only a general communication subject; it is also a professional tool for pitching, negotiation, investor communication, customer service, digital branding and business correspondence. Therefore, entrepreneurship-oriented English courses should be designed on the basis of English for Specific Purposes, needs analysis, task-based learning, project-based learning, flipped classroom, case-study activities and digital collaboration. The purpose of the article is to propose an integrated model for developing professional communicative competence. The study uses document analysis, comparative analysis and pedagogical modelling. The results show that a needs-based and innovation-oriented course increases motivation, strengthens professional relevance and prepares students to use English in authentic business situations.