Discussions on Public Relations and MarketingTrends in Spanish University Degrees. Comparative Study on Portugal, the US and the UK

  1. Fernández-Souto, Ana Belén 1
  2. Vázquez-Gestal, Montserrat 1
  3. Rúas-Araújo, José 1
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Revista:
Revista Internacional de Relaciones Públicas

ISSN: 2174-3681

Ano de publicación: 2020

Título do exemplar: Relaciones Públicas en tiempos del confinamiento

Volume: 10

Número: 19

Páxinas: 157-178

Tipo: Artigo

DOI: 10.5783/REVRRPP.V10I19.651 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Revista Internacional de Relaciones Públicas

Resumo

The following is a reflection on Spanish undergraduate studies that combine the concepts of marketing and public relations. Sharing origins and often functions and specialists, both concepts have run parallel paths that have merged on multiple occasions. This evolution has been studied from different points of view. Initially, marketing experts included PR techniques as an additional tool to grant it a greater specific instrumental relevance over time. On the other hand, PR scholars have tried to dissociate themselves from marketing in order acquire an independent position within the field of communication. In Spain, these conceptual differences are currently blurred due to the creation of new university degrees and double degrees combining both disciplines. This trend is evidenced within the Spanish university market which, throughout this article, will be compared to other markets, namely the American and the British ones, as a scientific reference for both concepts, and to the Portuguese one, given its geographical proximity. We will reflect on the reasons that have led the Spanish university market to combine both concepts and to offer official studies that include them in their nomenclature, far from the historical tradition in this country, where studies in public relations have been related to the field of communication, while those in marketing have been related to the field of economics. The identification of this trend in the job market of organisational communication professionals poses new challenges to training institutions, especially to universities.

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