Abstrakt

The article presents an introduction to the concept of the features and skills that are targeted to build a communication manager based on the available literature on the subject. The article describes comprehensive competencies that can be used in practice. The publication begins with an indication of communication in the light of current literature on the subject, an explanation of the characteristics of communication in the opinion of university students. For the purposes of the article, a case study was conducted in the period November 2022 - January 2023. The essence of the study is, first of all, to encourage students to describe the competencies of head of communication in today’s market reality. The entire publication is summarized by the conclusion and a list of literature.

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