Communication Project as a Tool of a Professional Communication Development: Case Study

Abstract

Background. Applied bachelor's degree involves the training of practice-oriented graduates, and the main goal of training in this case is the acquisition of the most practical knowledge, skills and abilities that allow them to be involved in production processes straight after the graduation. In addition to the system of work placement the implementation of a communicative project at the graduation course is an important tool allowing graduates to work out their skills and abilities, and to form the basis of the student's thesis.Purpose. This study analyzes the pathways of the communication project implementation of such projects in the context of the educational activities of future specialists.Materials and Methods. The project is a multi-level practical activity for establishing partnerships between the “Dialogue of Hearts foundation” with the media and the commercial sector. The main research methods applied are analysis and a systematic approach. Classification and comparison methods were also used. The communication project implementation was based on a four-stage marketing model. The goal setting of the project was carried out according to the five-stage model of P. Drucker. The contractor had a crowdfunding task to raise funds for one of the fund's programs. The results of the project were monitored using the the set of KPIs (the number and quality of publications in the media, media coverage, the amount of funding raised).Results. The result of the project was a developed instruction for establishing communication support for the foundation's charitable activities, illustrating the development of the graduate's key competencies.Implications. The article may be of interest to teachers of communication disciplines, practitioners in the field of communication support for charity, and recent graduates in the field of crowdfunding, as it contains a description of the key mechanism for solving the problem of attracting funds to a charitable foundation.