Abstract:

Interaction between a higher education institution and employers is based on strengthening of practice orientation and creative direction. It is implemented in combination of traditional (lectures, seminars, and practical classes) and innovative educational forms.

For example, Kyiv universities prefer to organize active and regular interactions between students and practitioners (field days, excursions to the agencies, master classes from advertising and PR experts, guest lectures from professionals, representatives of agencies, marketers of famous brands, press secretaries of government bodies, political and social organizations, etc.) under the Advertising and PR education programme. Such approach helps students to gain practice-oriented knowledge in different fields.

The aim of the research is gaining experience of guest lecture planning and implementation. Such lecture type is considered as an important and necessary form of interaction between a higher education institution and employers in our research; and first of all this interaction is essential for Advertising and PR bachelors in Kyiv universities over the previous two academic years (2018-2019 and 2019-2020). During this period, 21 guest lecturers have given their guest lectures in Kyiv universities.

After each lecture, we asked the students to fill in web questionnaires (Google forms) about invitations of advertising and PR practitioners as guest lecturers. All 2 and 3-year students got the questionnaires; and 52 % of the Google forms were filled in.

The survey shows that 34 % of respondents think that the best percentage of guest lectures in the practice-oriented educational process in higher education institutions is 30 %. 84 % of students consider that the most effective form of guest lectures is a workshop.

The article underlines importance of preparation for guest lecture; and the preparation begins with discussions on candidates and lecture topics, a lecture timetable and its format. The next preparation step is a pre-announcement on the official platforms of the higher education institutes and interactive activations with Facebook and Instagram audience.

The research materials allow emphasizing the guest lecture advantages. Such educational events are motivational, enlightening and interesting for students and teachers. Interaction between a higher education institution and employers transforms into further internship for students. It is a stepping stone in involving students into different projects with further employment after their studying. The number of students present on guest lectures is higher than the number of students present on regular lectures.

The further research of this aspect is in proposal of a questionnaire form creation for employers on the higher education institution platforms. This form can be completed online at the initiative of a guest lecturer. There will be a list of the training modules and timely topics need practical skills on this platform. All this information will be posted in the calendar of events. So, a guest lecturer will be able to choose the best time and day for their lectures.

Keywords:

Guest lectures, competences, higher education institution, employers, lecturer.