Creative processes in media education: building competitive human capital for sustainable development

Abstract

The article aims to explore how creative processes in media education—particularly in advertising and public relations—foster the development of professional and personal competencies in students, contributing to the competitiveness of human capital and the sustainability of creative industries. The study is based on a practice-oriented analysis of courses at Kazan Federal University, using creative techniques such as mental maps, brainstorming (direct and reverse), and visualization tools. These methods were assessed for their effectiveness in stimulating non-standard thinking, problem-solving, and project-oriented learning. Unlike traditional studies of media education, this research highlights creativity as both a pedagogical tool and a strategic resource for sustainable development. The integration of interactive methods with digital transformation programs positions creative education as a driver of competitive intelligence and innovation capacity. The application of structured creative practices enhances students’ ability to generate ideas, critically analyze problems, and adapt to dynamic market conditions. This not only improves educational outcomes but also prepares future specialists for the challenges of competitive and sustainable professional environments. The article contributes to the theory of sustainable competitive intelligence by demonstrating how creative methods in media education can strengthen innovation ecosystems, expand professional competencies, and align human capital formation with long-term sustainability goals