<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The marketing communication sector is experiencing a particularly intensive development, mainly due to the ongoing dynamic changes in the area of media, which are the driving force of communication changes. Numerous market studies prove that in the conditions of such rapid transformation processes, it is particularly important to provide students with current and desired by employers’ professional competences. The presented article verifies the system of shaping the so-called competences of the future in the sphere of marketing communication by analysing the practical form of education of Polish universities and the expectations of students from four European countries: Poland, the Czech Republic, Latvia and Slovakia. Conclusions regarding the lack of correlation of expectations within the triad: employers - academia - students were supplemented with the presentation of partial results of research carried out under the project “Media and Communication in Education and Science” (project financed by the National Agency for Academic Exchange under the program “International Partnerships”).</p>
</abstract>

The marketing communication sector is experiencing a particularly intensive development, mainly due to the ongoing dynamic changes in the area of media, which are the driving force of communication changes. Numerous market studies prove that in the conditions of such rapid transformation processes, it is particularly important to provide students with current and desired by employers’ professional competences. The presented article verifies the system of shaping the so-called competences of the future in the sphere of marketing communication by analysing the practical form of education of Polish universities and the expectations of students from four European countries: Poland, the Czech Republic, Latvia and Slovakia. Conclusions regarding the lack of correlation of expectations within the triad: employers - academia - students were supplemented with the presentation of partial results of research carried out under the project “Media and Communication in Education and Science” (project financed by the National Agency for Academic Exchange under the program “International Partnerships”).

Education in the Field of Marketing Communication. Divergent Expectations of System Participants -Experiences of 4 Countries

University of Information Technology and Management in Rzeszów

University of Information Technology and Management

MA student of University of Information Technology and Management in Rzeszów

Social Communication

This work is licensed under the Creative Commons Attribution 4.0 International License.

The marketing communication sector is experiencing a particularly intensive development, mainly due to the ongoing dynamic changes in the area of media, which...

Education in the Field of Marketing Communication. Divergent Expectations of System Participants -Experiences of 4 Countries

Published Online: Dec 31, 2021

Page range: 156 - 166

DOI: https://doi.org/10.2478/sc-2021-0014

Keywords
marketing communication, competences of the future, education, professional competences

© 2020 Sławomir Gawroński et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Education in the Field of Marketing Communication. Divergent Expectations of System Participants -Experiences of 4 Countries

Published Online: Dec 31, 2021

Page range: 156 - 166

DOI: https://doi.org/10.2478/sc-2021-0014

Keywordsmarketing communication, competences of the future, education, professional competences

© 2020 Sławomir Gawroński et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
marketing communication, competences of the future, education, professional competences