Abstract:

This study describes the genealogy of a discipline and its adoption into the academic practice. Didactic adaptability and research skills materialized when connecting teaching and scientific stakes to the needs of the labor market, equipping future Architecture graduates with communication skills, relational skills, and marketing skills, in addition to their specific training. The skills and competencies this discipline aims to provide will enable future architects to use words, to work with them in order to build meanings and, furthermore, to come up with meaningful solutions and strategies for action in the reality around them. Through the discipline of Marketing and Communication for Architecture, recently included in the curriculum of the Faculty of Architecture and Urban Planning in theTechnical University of Cluj-Napoca, we respond to a challenge triggered by context and needs. Thus, we propose an interdisciplinary product, which, from a thematic point of view, is located in an area of overlap of several sciences. By interdisciplinarity we do not mean a simple slide between domains, but the open interaction between certain competencies or contents, a subtle synthesis between several disciplines. The present paper focuses on the curriculum of the discipline which, through a relational and contextual approach, capitalizes on the syncretism of marketing, communication, and architecture. Our conclusions suggest that an architecture-oriented discipline, but combining perspectives from other professional formulas, has the potential to innovate and enrich the resource paradigm. The competencies obtained by studying this discipline can open paths to professional opportunities for Architecture students. Considering the reality that marketing and communication are dimensions of the professional life of an architect, we believe that including this discipline in the curriculum of the Faculty of Architecture and Urban Planning is relevant and useful. As an academic discipline, Marketing and Communication for Architecture cannot be analyzed and described exhaustively as a static or finite concept. It remains open to a permanent synchronization of the learning objectives with the needs of the architecture labour market and to the integration of new elements and features.

Keywords:

Architecture, marketing, communication, academic disciplines, interdisciplinarity.