Research purpose. The main task of this article consists in outlining several conceptions of teaching that we consider crucial to develop knowledge, skills and personal qualities in future managers, which they need in a constantly changing innovative business environment.
Design/Methodology/Approach. Methods of contrastive analysis, method of decomposition and questionnaire survey form the methodological basis of research.
Findings. As a result of empirical research, the article describes the level of students’ demand for mastering innovative skills and the extent to which this demand is met in the framework of educational programme.
Originality/Value/Practical implications. The method elaborated in the article is easily applicable in different educational programmes, economic subjects and environments as well as different curriculum plans. It is expected that improved learning skills and satisfaction will increase learning outcomes in long-term outlook. The article suggests new integrated teaching approach to organising collaborative work so that the full potential of students in solving economic problems is developed through and alongside the use of interactive learning tasks. It relies on thorough analysis of reasons for students’ critical attitude towards creative and innovative thinking in their profession.
