Communication Platform: Studies ? Challenge for Business, Business ? Opportunity for Studies

Every single moment of communication is important while integrating studies into business, and business into studies: everything should be on time and in its own place. The main problem is how to convert unexploited opportunities into a challenge for a mutually beneficial result. The aim is an added value for studies-business and business-studies integration, which is obtained while analysing the study programme speciality modules together with business enterprises via studies-business and business-studies communication. This article analyses Vilniaus kolegija/University of Applied Sciences, Faculty of Business Management (hereafter VK VVF) Advertising Management (hereafter RV) and business enterprises’ cooperation opportunities. New study process form allows to purify speciality related subjects not only by integrating one into another, but also by closely relating to business. The ability to present theoretical knowledge to a student simultaneously together with the business enterprise representative, forms an assumption for encouragement of not only student’s motivation for studies and self-realization, but also for opportunities to cultivate loyal employees or product users. The added-value for studies and business brings mutual benefit, which therefore stimulates a desire to improve and focus on career development or to foresee broad opportunities for company benefit. The survey and research results show that contemporary challenges for studies and business mobilize both cooperating parts for deep communication which leads to new and innovative opportunities. The examples presented in the article are based on observation, personal experience and direct communication with business enterprises, graduates, social partners and encompass a 3-year study cycle with lectures, practicums, events, internships and contracted research final theses. Only after reaching the compatibility and renewal of all these processes, comprehensive fulfilment of students and teachers’ expectations for implementing new teaching and learning trends, is possible.