A new reality in the job market demands new strategies in education

Oficina de Portfolio - a case-study from IADE Creative University

ALEXANDRE DUARTE

Teacher at IADE Creative University, Researcher at UNIDCOM/IADE (E-mail: alexandre.duarte@iade.pt)

Abstract. This paper explores the dynamics between higher education and Job market in Portugal, in communication sciences area, throughout the analysis of a case study from a unique and pioneer academic course created by IADE Creative University. Higher education produces positional goods (Hirsch, 1976 cit. in Marginson, 2006) that provide access to social prestige and income-earning, but in an economy that recently received financial help from IMF, European Commission and European Central Bank, and that has an unemployment of 30.7% among young people from 15 to 24 years of age, the education and employment rates are, more than never, in the top of the agenda for students, parents, HEI (Higher Education Institutions) and even governments. In order to contribute to a high standard of teaching and top rates employment in the areas as Design, Advertising, Photography and Multimedia, IADE Creative University developed a six-month 100% practical course, that has professionals instead of teachers, called Oficina de Portfolio. The aims of this project are promoting creative thinking, developing strategies and integrated communication solutions for real clients and enhance the integration of students into the labour market, thereby contributing to a society that encourages knowledge, creativity and innovation for growth and human and social development. Working with major brands that associated to this project (as RED BULL, RENAULT, PORTUGAL TELECOM, MATUTANO, IGLO, BARCLAYS BANK, MARTINI and many others), students have the opportunity to create and present their work directly to real clients and use the result of their work to self-promotion, while brands can use this proposals, promoting students work, and fulfilling his role of social responsibility, creating job opportunities for young graduates. The success of this course can be measured by three indicators: (1) the number of candidates exceeds, in average, more than 150% the vacancies per edition, (2) Oficina de Portfolio has more than 95% of employment of his students and (3) the course is already considered an ongoing reference by all the stakeholders in the commercial communications portuguese market (associations, employers, students, teachers, parents and the media).

Keywords: Education, Communication, Creativity, Job Market, Employment.