THE REASON WHY STUDENTS CHOOSE COMMUNICATION AND PUBLIC RELATIONS FACULTIES

Our research analyses students’ motivation when choosing a Communication and Public Relations faculty, as well as their expectations with regard to this bachelor’s degree specialisation. Our analysis is based on questionnaires used in two Bucharest universities – the National School of Political and Administrative Studies (public university) and the “Dimitrie Cantemir” Christian University (private university). As many as one hundred respondents were included in the research, all first-year students, 50 from each university. Our study shows that there is a lack of communication between the universities and their potential candidates, phenomenon which may generate first-year students’ dissatisfaction with the faculties, bearing direct consequences on university abandonment/dropout. Another important component of our research refers to the growing role of the internet in high school graduates’ information about university curricula. Consequently, universities should restructure their marketing strategy and adapt themselves to the young people’s mass communication style.