Communication has become one of modern day management’s main functions. Consequently it is necessary to promote the theoretical and empirical research in Communication Management in Latvia too. The introduction of doctoral study programmes provides for such opportunities. Doctoral studies are prerequisite for the education of knowledgeable, innovative highly qualified specialists for the communication labour market by directly increasing the level of professional competence of existing professionals as well as by indirectly developing the competence of academic personnel for lower level programmes. Moreover business higher education institutions are the right place for such Communication Management doctoral programmes as business executives have to be professional communicators and on the other hand communication specialists have to acquire modern management instruments.
The main directions of development of the Doctoral study programme "Communication Management" emerge from the SWOT analysis of the programme.
1.17.Strengths:
Innovative profile of Communication Science programme in contrast to other doctoral study programmes offered in Latvia with an interdisciplinary social science research orientation and productive link to other SBAT business disciplines, in particular, Management Science;
Compliance of programme content and academic personnel to modern day Communication Science content and development trends, especially in the field of organisational communication;
Qualified academic personnel, using and developing SBAT own academic personnel potential as well as by cooperating with other Latvian higher education establishments and especially active cooperation with foreign academic personnel to ensure competence transfer in the field of Communication Science;
The doctoral students of the programme are mainly experienced practitioners in the field of public relations and advertising with high motivation for research work;
Modern infrastructure of SBAT that provides the favourable study and research environment;
Rapid development of library resources and accessibility of latest scientific electronic literature database at the library;
Opportunities for doctoral students for regular participation in international scientific conferences organised by SBAT and publication of articles and research papers in scientific proceedings and other journals;
Theoretical seminars for doctoral students and department’s research projects as opportunities for productive interactive academic environment;
Opportunities for doctoral students to supervise study papers, theses as well as conduct lectures and seminars for Bachelor and Postgraduate programmes in Public Relations (according to the needs of the department).
1.18.Weaknesses:
Absence of strong scientific research tradition at SBAT as well as short experience in the implementation of doctoral studies (the programme under accreditation was the first SBAT doctoral study programme to be licensed in 2007);
High workload of doctoral students at their place of employment that hinders full-fledged doctoral studies and consequently relatively lesser scientific activity namely, publishing;
As it is the beginning of the programme a relatively small number of doctoral students that provides not so many opportunities for mutual exchange of academic opinions;
As master’s degree in Communication Science or Public Relations is not an obligatory enrolment requirement, the lack of basic knowledge in Communication Science partially hinders the implementation;
Comparatively low level of English language skills of doctoral students that does not allow them to interact freely in discussions with foreign professors and scientific advisors and actively use scientific journals and other latest scientific electronic literature databases;
Relatively high tuition fees during the first two years of implementation of the programme in connection to other similar programmes;
Programme does not foresee any state financed scholarship.
1.19.Opportunities:
Latvian communication management practice receives the recognition of internationally accepted doctoral researches;
European Social Fund financed project „Support for doctoral studies at SBAT” will stimulate successful doctoral students to complete their doctoral theses within the duration of studies;
As one can count the number of Communication Science doctors in Latvia by one’s fingers, the programme offers young researchers and scholars opportunities to build their career in this field;
Potential increase in interest to study in doctoral programmes, especially among public relation postgraduates and increase in the status of doctors;
With the development of doctoral study programme SBAT is considering different possibilities of promotion council’s formation;
There is a renewal of academic personnel at SBAT as well as in other bachelor and postgraduate programmes of other higher education establishments;
The communication science labour market is appended with innovative and creative specialists with doctoral degree who are able to independently carry out systematic and complex tasks.
1.20.Threats:
taking into account the particularly professional and practical nature and not academic nature of communication professions and relevant bachelor and postgraduate education as well, relatively high employment and remuneration prospects and entrepreneurship and profit earning possibilities in these profession there is a very slow growth in number of doctoral students and academic environment in this field;
not sufficient state support for doctoral studies at present;
workers with doctoral degrees do not feel an advantage in the communication labour market as the higher education level is not duly appreciated with higher salary especially in public administrative institutions;
difficulties in combining doctoral studies and work and thereby not finishing doctoral studies on time.
