Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Conference Paper Faculty Publications- Conference Papers Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Ezhova, Elena; Kushchenko, Alisa; Mary Anita, E.A.; Semikovennova, Elena Title A name given to the resource Digital Competencies in the Structure of Training of Advertising and Public Relations Specialists Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Lecture Notes in Networks and Systems;Volume;1616 LNNS;pp.112-120 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-3-032-04365-8_10" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-3-032-04365-8_10</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105019504782?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105019504782?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Ezhova E., North Caucasus Federal University, Stavropol, Russian Federation; Kushchenko A., North Caucasus Federal University, Stavropol, Russian Federation; Mary Anita E.A., CHRIST (Deemed to be University), Bangalore, India; Semikovennova E., North Caucasus Federal University, Stavropol, Russian Federation Description An account of the resource The article examines the problem of the formation of digital competencies in the training of specialists in the field of media communications. An extensive review of the literature on the issue under study is given. The article examines the trends in the transformation of the profession of a communicator in the context of the intensive development of the latest technologies in the field of big data, gamification, artificial intelligence, etc. The article presents the research results on the basis of which an innovative educational program for training specialists in the field of advertising and public relations has been developed. The program includes modules related to general digital literacy, artificial intelligence resources, management in the digital environment, Internet marketing, technologies for working on various media platforms, as well as project activities using digital technologies. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025. Subject The topic of the resource Digitalization; Educational Program; Gamification; Higher Education; Media Communications; Neural network; Project-based learning Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH Relation A related resource ISSN: 23673370; ISBN: 978-303204364-1; Language A language of the resource English Type The nature or genre of the resource Conference paper Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online