Application of Immersive Technologies in Teaching Business English in Higher Education Institutions for the Formation of Situational Speech

The integration of immersive technologies, such as virtual reality (VR) and augmented reality (AR), into higher education has become a highly relevant and timely topic in the context of modern education and the evolving demands of the global labor market. Proficiency in business English is increasingly crucial for career success, yet traditional teaching methods often fail to provide sufficient practice in real-life communication contexts. This paper aims to explore the effectiveness of immersive technologies in enhancing business English instruction, particularly in the development of situational speech and communication skills in business settings. The research employs a mixed-methods approach, combining qualitative and quantitative techniques such as surveys, interviews, and observations, as well as an experimental phase where students use VR, AR, and 360° content to practice business English. The findings indicate that immersive technologies significantly improve students' language skills by providing a platform for interactive learning in realistic business scenarios. Despite some initial difficulties with adapting to new learning formats, students reported higher levels of engagement, improved confidence, and better preparedness for real-world business communication. The results have both practical and theoretical relevance. Theoretically, they contribute to the understanding of how immersive technologies can reshape language education, while practically, the findings offer meaningful insights for educators looking to integrate these tools into their curricula. Further research is expedient to assess the long-term impact and optimize the integration of immersive technologies in language learning.