Competence-based ranking in training of specialists in the field of strategic communications, advertising and public relations

Abstract

The article represents the authors’ methodology in assessing the level of professional training of specialists in the field of advertising and public relations within the framework of competence-based approach to education. The authors consider it insufficient to rank the students based on purely academic performance and suggest changing the existing criteria to assess the level of acquired skills and competences required in the future profession. To increase the learning motivation, it is suggested to use the creative potential of future public relations specialists. The authors’ approach involves the introduction of gamification elements, including scenes and vocabulary known to students from computer games. Special attention is paid to transparent and visual organisation of ranking tables. Such ranking has been tested at MGIMO – University for a number of years and has shown an increase in motivation and, as consequence, learning outcomes. This methodology may be used to improve the efficiency of the educational process in advertising, strategic communications, public relations, branding, and similar disciplines in humanities and social studies where competences are an integral part of professional training.