Resumen de The teaching of public relations in hei: a comparative study of Portugal and Brazil
Inés Guerra Santos, Fábia Ortega Borges, Joana Padrão, Christine Schwa Hartley
With the aim of planning the future and making the best choices, the Higher Education Institutions (HEIs) have been, a little around the world, defining strategic plans in the short and medium term. To do this, they set achievable goals, but depend on increasingly demanding levels of performance and efficiency. In such a competitive universe, as it is nowadays the Higher Education, the definition of both objectives and strategies is privileged by to conduct comparative studies capable of making known the best practices and, at the same time, provide clues to achieve competitive advantages. It is in this context that the present study is aimed to compare the portuguese and brazilian reality at the level of the curricular offer of the Public Relations Degree
