Образ человека будущего, Том 7 (СИ)

We offer to consider the most appropriate, in our opinion, training program for experts in public relations for "Bachelor" degree.

At the University of Tampa (US), in the first year of study, the emphasis is laid on various aspects of marketing communications [Conestoga College, 2017]. Special attention is paid to such subjects as event marketing, branding and copywriting. The program includes also a large number of subjects related to economics (microeconomics, macroeconomics, fundamentals of economics and basics of economic research). This strategy of subject presentation was chosen for students to have a better idea of how advertising, marketing, and business are related between each other.

During the second year students have an opportunity to acquire more practical knowledge related to the preparation of advertising campaigns both through traditional means and through using electronic media. In addition, students are taught how to start and to operate their own advertising agency and how to use psychological techniques in work with clients. Other disciplines, such as consumer demand study, evaluation of campaigns" effectiveness and planning and purchase of large media companies. Much attention is given to the objective component, related to work based on Web 2.0 technologies to develop creative and analytical skills in the field of electronic media.

In the last year students work mainly individually and conduct, researches related to branding, development of promotional strategies and integrated marketing communications.

They complete degree work. Alternatively, they can be offered training module on production. This allows student to employ, gain more knowledge that is practical and receive credit for this activity. This module lasts for a year. The student is obliged to go to work and attend classes at the same time. The mark is put with regard to individual training schedule of a student, which is compiled at his place of work.

Future Human Image. Volume 7, 2017 75

The Main Determinants of Improvement of Model of Educational Training of Specialists in the Field of PR Based on Competency Approach by Andrii Kyrychok

Masters

The study analysed 35 training programs for education level "Master" in the field of public relations. The analysis showed that in masters" training in this field the same trend as in the bachelors" training remained. Western universities offer different periods for training of experts - 1, 1.5 or 2 years. Domestic and Russian universities offer training period of 2 years; credit exposure is also different.

In general, training program for "Master" degree is more narrow than for "Bachelor" but domestic education system contains a large number of subjects of social and humanitarian sciences, which sometimes prevail in the ratio of professionally-oriented disciplines. The study, the same as for bachelors, divided them into four different categories: advertising and PR; communication; marketing; business and management. The amount and character of disciplines for "Master" degree differed significantly from "Bachelor" degree in Western universities. In Ukrainian, universities amount and character of disciplines almost had no differences with the disciplines of "Bachelor" degree. Western programs tend to have more administrative functions of public relations and to study subjects related to communications and research.

It was also found that the average total credit exposure varies in different countries. For example, in Europe and the USA the average total credit exposure is 90 credits, at Russian universities - 124 credits, and at Ukrainian universities - 108 (Fig.2)

Fig. 2. The average amount of credits for EPP of "Master" degree.

In terms of these figures, we can conclude that the quality of training, but not quantitative content of the program plays an essential role. Master"s degree of education at the West provides high mobility of students with possible employment in the workplace and a lot of practical training, while domestic universities hardly change the approach to training of master"s degree. Here is a list of ten disciplines, which according to credit indicator and frequency at high schools showed the highest result: PR in politics 6.6k/25; Crisis PR 6.6/25; PR in Business 6.6/24; Imageology 6.4/23; Information Wars 6.2/22; Media Planning: 6.1/21; Strategic Planning 6.1/19; Political Consulting 6.0/18; Strategic PR 5.9/17; Human Resources 5.5/16.

We offer to consider the most appropriate, in our opinion, training program for experts in public relations for "Master" degree.

The program at George Washington University (USA) is based on the integration of disciplines that are intended to learn the work with customers, innovation management, and

76 Future Human Image. Volume 7, 2017

The Main Determinants of Improvement of Model of Educational Training of Specialists in the Field of PR Based on Competency Approach by Andrii Kyrychok