Professionalization of education within the digital ecnomy and communicative competencies

The digital economy era raises new challenges for the professional competencies of collaborating persons for effective communication within organizational processes and across organizational borders. Effective communications in the context of total digitalization represent a significant factor for the competitiveness of individuals and businesses. These competences are to be formed within the higher education system. Today, the demand for professionalizing of education reflects the rapidly changing context of the real economic environment, the transformation uses the diverse tools such as involvement of professional partners in the learning process, flexible adaptation of educational technologies and content to the requirements of potential employers, to the conditions of the new economy. The article presents the multi-faceted experience of the Department of Advertising and Public Relations of the Polytechnic University in involving the professional community into education of future communication' specialists within the framework of training and practice, both in content and in performing applied tasks.