Abstract:

The notion of "professional communication" as it is known in contemporary academic literature is notably ambiguous and multidimensional. This term has gained various interpretations. There are plenty of its definitions in Russian and foreign linguistic literature (dozens in Russian and over a hundred in foreign). The reason for this may be the diversity of academic insights which is implied by multilingual communication issue research. While teaching and learning professional communication, the specification of relevant domain scopes should be prioritized. This article deals with marketing discourse, which is one of the most important institutional discourse types. Intercultural communication skills can be formulated by way of applying certain approaches and principles. While drawing up such competences, a profession-specific factor should be borne in mind. This factor is made up of three components: a linguistic, a communicative, and a cultural component. All the results described in our research are successfully implied in the teaching process in two Russian universities at the courses of linguistics for Philology students. The main goal is to describe the techniques of teaching professional communication, and challenges the students face while mastering the language of their future profession.

Keywords:

Linguistics, marketing, marketing communication, professional communication, intercultural communication, marketing discourse.