This research focuses on identifying the pedagogical potential of developing students' assertive competence through a value-based communication culture. Based on a modern competency-based approach, the study explores mechanisms for forming students' abilities to express their views openly, confidently, and respectfully in interpersonal interactions.

The structural components of assertive competence (cognitive, affective, behavioral, and reflective) are identified, and pedagogical conditions along with innovative educational technologies for their development are substantiated. The research findings contribute to enhancing students' communicative activity, social responsibility, and overall communication culture in higher education institutions.

Assertive behavior, assertive competence, value-based communication culture

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