Discussions on Public Relations and Marketing: Trends in Spanish University Degrees. Comparative Study on Portugal, the US and the UK / Las relaciones públicas y el marketing: tendencias en los grados de las universidades españolas. Estudio comparativo co
DOI:
https://doi.org/10.5783/revrrpp.v10i19.651Keywords:
Marketing, Public Relations, University, Degree, Spain, Portugal, UK, USA, Relaciones Públicas, EspañaAbstract
Presentamos una reflexión sobre los estudios universitarios españoles que combinan los conceptos de marketing y relaciones públicas. Compartiendo orígenes y a menudo funciones y especialistas, ambos conceptos han recorrido caminos paralelos que se han fusionado en múltiples ocasiones. Esta evolución ha sido estudiada desde diferentes puntos de vista. Inicialmente, los expertos en marketing incluyeron las técnicas de relaciones públicas como una herramienta propia, pero éstas fueron alcanzando una mayor relevancia a lo largo del tiempo. Por otro lado, los estudiosos de las relaciones públicas han tratado de disociarse del marketing para adquirir una posición independiente dentro del campo de la comunicación.En España, estas diferencias conceptuales están actualmente desdibujadas debido a la creación de nuevos títulos universitarios y dobles títulos que combinan ambas disciplinas. Esta tendencia se evidencia en el mercado universitario español que, a lo largo de este artículo, se comparará con otros mercados: el americano y el británico, como referencia científica para ambos conceptos, y con el portugués, dada su proximidad geográfica.
Reflexionaremos sobre las razones que han llevado al mercado universitario español a conjugar ambos conceptos y a ofrecer estudios oficiales que los incluyan en su nomenclatura, lejos de la tradición histórica de este país, donde los estudios de relaciones públicas han estado relacionados con el campo de la comunicación, mientras que los de marketing han estado relacionados con el campo de la economía. La identificación de esta tendencia en el mercado laboral de los profesionales de la comunicación organizativa plantea nuevos retos a las instituciones de formación, especialmente a las universidades.
Palabras clave: Marketing, Relaciones Públicas, España, Portugal, UK, USA
Abstract
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.
Keywords: Marketing, Public Relations, Spain, Portugal, UK, USA
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