Revision of university degrees: evaluation of the European convergence in Advertising and Public Relations degrees in Spain

Abstract

This study summarizes key informants’ assessments of the repercussions of the European convergence in Advertising and Public Relations degrees in Spain. Academics’ opinions about the development of degree curricula are gathered through focused interviews; noting changes to educational offerings; the relationship between universities and the business sector or the interest of the academy in the study of the profession. The results highlight the specificity of the degree as opposed to the generality of the bachelor degree as the most significant change. The selection of subjects at public universities has been conditioned by teaching staff. The convergence process has not encouraged the study of professional profiles and the relationship between the university and the professional sector is still inadequate.

Keywords

• Higher education
• advertising
• public relations
• European convergence
• professional profiles