Development of professional competence of bachelors of advertising and public relations

Abstract

In accordance with the bachelor education program of advertising and public relations at the Borys Grinchenko Kyiv University the graduates are meant for mastering the competencies aimed at implementing organizational, managerial, project-oriented, communication, advertising-information, market research and forecasting- analytical activities. It is the competence approach, based on “the culture of professional self-positioning, professional identity, namely formation of the ability to self-determination, self-actualization, self-realization, self-evaluation and self-development", that grows now in widespread popularity in formal education systems. Moreover, the competence approach is the methodological basis for the process of professional identification of the students in higher education institutions, as the higher education reform enters a new phase characterized by the increased attention to development of ideas of a competent approach aimed at developing the state education standards of the third generation.

The article substantiates a need for clarification of the nature and characteristics of professional competences of bachelors of advertising and public relations; it is stated on insufficient study of professional competencies of bachelors of advertising and public relations, the essence of professional competencies of future professionals of the field of the study; the points of view of various researchers as to the content and nature of professional competence are represented; the teacher’s role in development of students’ competencies of higher education institutions are given.

Also it is revealed the general and professional competencies represented in the educational bachelor programs of advertising and public relations of Borys Grinchenko Kyiv University; it is represented a set of professional competencies in terms of the employer; it is marked an important role in the process of formation of professional competencies of various technologies, forms and methods of teaching, combined with a set of approaches implemented in the educational institution. The conclusions deal with the conditions, which the content of the process in formation of professional competencies of advertising and public relations bachelors depends on.