28 April 2007 Communication Management Erasmus College Brussels.

28 April 2007 Communication Management Erasmus College Brussels


Is there a future for Is there a future for ““Communication Management”Communication Management”

education?education?

A ten-year educational experience at Erasmus College Brussels A ten-year educational experience at Erasmus College Brussels supports and validates this option.supports and validates this option.

Ilse Godts and dr. Lieve DesmetIlse Godts and dr. Lieve Desmet

With thanks to Department Head Luk Laermans, Head of Educational Programmes Liliane Priem and all our colleagues at the Communication Department


Professional Bachelor

=

making students

job-ready

=> professional world is core reference point


How do we know what job-ready means?

• Traineeships: 150 one hour in-depth interviews +

reports every year

• Some 50 real-life projects every year, all commissioned

by the professional world

• Specialised guest lecturers/speakersSpecialised guest lecturers/speakers

• Significant number of own lecturers with

previous/current on-the-job experience


These intense, diverse, wide-ranged contacts

make us

PRIVILEGED WITNESSES

of the professional world


The input we gather as privileged witnesses determines our decisions on

CONTENTS METHODS NAME

of the Professional Bachelor educational programme


The Flanders’ context

Decree 2003: rationalisation – Bachelor/Master

Decree 2004:

Restriction name ‘Marketing Communications’ to marketing degrees

Prescription of only two possible communication graduation programmes:

(Flanders = dutch-speaking part of Belgium)

“Public Relations” and “Commercial Communication”


The name Erasmus College Brussels has chosen for its educational programme

None of the other commonly used terminology such as advertising communication, commercial communication or marketing communication were withheld.


What do we witness that supports this choice?

Defining Communication Management tasks Organisational changes Diversification

Marketing logic and strategies Integration Modern marketing communication plans New areas of specialisation and new tools

Targeting students, the professional field and our own workforce


What do we witness that supports this choice ?





Marketing logic and strategies Integration Modern marketing communication plans

New areas of specialisation and new tools




Marketing logic and strategies Integration Modern marketing communication plans New areas of specialisation and new tools

Targeting students, the professional field and our own workforce



Relative relevance of names like

‘commercial communication’ ‘advertising’

‘public relations’‘marketing communication’ …

for the educational and the professional world


““Communication Management”Communication Management”

• Can cover the contents of an up-to-date educational Can cover the contents of an up-to-date educational programme of integrated communication managementprogramme of integrated communication management

• Holds the promise of delivering the all-round Holds the promise of delivering the all-round communication professionals companies and communication professionals companies and agencies today needagencies today need

• Helps building the recognition communication Helps building the recognition communication management deserves as a full and separate area of management deserves as a full and separate area of managementmanagement


The European Educational Debate

The recognition of communication management as a discipline and profession

A consultation platform for the Communication Management discipline between industry and education on an official European level

Europe to take initiative on a short term in the benchmarking of the higher educational landscape (colleges and universities)

Erasmus College Brussels asks


Is there a future for ‘CIs there a future for ‘Communication Management’ommunication Management’ education?education?

A ten-year educational experience at Erasmus College Brussels proves:

‘Communication Management’

IS THE FUTUREIlse Godts and dr. Lieve Desmet

With thanks to Department Head Luk Laermans, Head of Educational Programmes Liliane Priem and all our colleagues at the Communication Department

28 April 2007 Communication Management Erasmus College Brussels.

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