This article examines assertive communication as a key component in the formation of social and citizenship competences in the context of higher education. Assertiveness is presented both as an individual skill and as a pedagogical tool that supports the development of autonomy, confidence, and constructive interaction. The study was conducted with 43 students in the educational and qualification degree "Master" in the specialty "Preschool and Primary School Pedagogy" at the Burgas State University "Prof. Dr. Assen Zlatarov". As part of the training, the students participated in training in assertive behavior, including role-playing real-life situations - friendly relationships, teamwork and communication between parents and teachers. The analysis of the cases shows that assertiveness allows for a clear statement of personal boundaries, respectful expression of needs and maintaining positive relationships without conflicts. The results emphasize that assertive communication builds trust, cooperation, and balance between personal and professional commitments. In conclusion, assertiveness is being established as a universal strategy for forming active citizens, capable of participating constructively in public and professional life, while contributing to the sustainable development of the community.