Communicative Features of Undergraduate Training in Advertising and Public Relations in Technical Higher Educational Institutions

Abstract

Currently, the issue of the quality of professional education and compliance of the competencies of university graduates with the requirements of professional community is acute. New technologies require new approaches to the educational process and teaching methods . The development of humanitarian training in technical universities was initiated by economic considerations related to transformations in the economy and the restructuring of higher education. However, the high efficiency of such educational programs is now confirmed if they combine special competencies and knowledge of the characteristics of a specific industry, which becomes a competitive advantage of graduates in the labor market. A good example confirming this approach is the training of bachelors in the field of Advertising and Public Relations in technical universities. The authors evaluated the effectiveness of communication features of bachelors training of a humanitarian profile in technical universities on the basis of such criteria as (1) the use of the scientific and educational potential of the university and its resources; (2) the interest caused by this direction among prospective students; (3) the specifics of the educational process; (4) the uniqueness of the competencies that graduates of a technical university have, (5) their demand in the labor market and socio-professional assessment. This study finalized in a poll of fourth (final) year undergraduate students studying in training profile “Advertising and Public Relations in the Aerospace Industry”. As the poll showed, graduates of humanitarian fields of training in technical universities can be characterized by lateral thinking, erudity, knowledge of industry specifics, and motivation to work in the chosen field. An important advantage of such training it the perception of students consists in application of knowledge gained in other industries. It is important to note that the high level of training is confirmed by the social and professional accreditation of the faculty.