28 April 2007 Communication Management Erasmus College Brussels
28 April 2007 Communication Management Erasmus College Brussels
28 April 2007 Communication Management Erasmus College Brussels
28 April 2007 Communication Management Erasmus College Brussels
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
28 April 2007 Communication Management Erasmus College Brussels
Professional Bachelor
=
making students
job-ready
=> professional world is core reference point
28 April 2007 Communication Management Erasmus College Brussels
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
28 April 2007 Communication Management Erasmus College Brussels
These intense, diverse, wide-ranged contacts
make us
PRIVILEGED WITNESSES
of the professional world
28 April 2007 Communication Management Erasmus College Brussels
The input we gather as privileged witnesses determines our decisions on
CONTENTS METHODS NAME
of the Professional Bachelor educational programme
28 April 2007 Communication Management Erasmus College Brussels
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”
28 April 2007 Communication Management Erasmus College Brussels
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.
28 April 2007 Communication Management Erasmus College Brussels
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
28 April 2007 Communication Management Erasmus College Brussels
What do we witness that supports this choice ?
Defining Communication Management tasks Organisational changes Diversification
28 April 2007 Communication Management Erasmus College Brussels
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
28 April 2007 Communication Management Erasmus College Brussels
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
28 April 2007 Communication Management Erasmus College Brussels
What do we witness that supports this choice ?
Relative relevance of names like
‘commercial communication’ ‘advertising’
‘public relations’‘marketing communication’ …
for the educational and the professional world
28 April 2007 Communication Management Erasmus College Brussels
““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
28 April 2007 Communication Management Erasmus College Brussels
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
28 April 2007 Communication Management Erasmus College Brussels
28 April 2007 Communication Management Erasmus College Brussels
28 April 2007 Communication Management Erasmus College Brussels
28 April 2007 Communication Management Erasmus College Brussels
28 April 2007 Communication Management Erasmus College Brussels
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