Application of Information Technologies in the Development and Implementation of Educational Programmes in the Field of Media Communications

Abstract

The research developed a methodology for analyzing big data containing information about the professions in the media and communications sector that are relevant in the digital transformation of the economy. Based on content analysis of the online job platform Head Hunter and open data from social media APIs, we ranked the most in-demand competences of specialists in the communications industry. These competences were classified and evaluated on a scale from narrowly professional Hard skills, including IT skills, to more universal flexible Soft skills. Information on new communication professions was systematized and the most important qualification requirements for specialists in these professions were identified. A typical set of labor conditions offered to communication professionals was also established. The competence model of a university graduate in the field of advertising and public relations was determined. Recommendations for transformation of the educational program on advertising and public relations are offered. The prospects of applying the methodology of labour market analysis in the improvement of educational programs in related industries are determined.