This chapter analyses how the six undergraduate programmes in communication management in Flanders (Belgium) refer to or include management in their curricula in order to support the career plans of their students. As communication is inherently integrated in business courses, it will attempt to determine how management is included in BAs in communication management, and how it is defined both from the perspective of the programme responsible and of practitioners’. It proposes a six-point model for a ‘managerial attitude’ extracted from the interviews and reflections of the practitioners’ managerial needs for public relations to be embedded in a company’s policy and brought on the board’s agenda when strategic decisions are made.
Cotton, A.-M. and Van Betsbrugge, E. (2016), "Communication and Management: An Obvious Relationship? The BA Curricula in Communication Management in Flanders", The Management Game of Communication (Advances in Public Relations and Communication Management, Vol. 1), Emerald Group Publishing Limited, Bingley, pp. 45-67. https://doi.org/10.1108/S2398-391420160000001003
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