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

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 ofcommunication changes. Numerous market studies prove that in the conditions of such rapid trans-formation processes, it is particularly important to provide students with current and desired by em-ployers’ professional competences. The presented article verifies the system of shaping the so-calledcompetences of the future in the sphere of marketing communication by analysing the practical formof 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 ofexpectations within the triad: employers - academia - students were supplemented with the pre-sentation of partial results of research carried out under the project “Media and Communication inEducation and Science” (project financed by the National Agency for Academic Exchange under theprogram “International Partnerships”).