cultural and aesthetic parameters of societies and their influence in communication Knowledge of marketing processes and specific techniques: D18 4.08 1.09 5 positioning, segmentation and efficiency analysis and measurement Learn about advertising processes, organizational D19 structure, the 3.63 1.06 4 operation and management of enterprise communication. Source: Authors’ own creation 4.4. Professional competencies As we have seen, the set of professional competencies includes both the best and the worst valued of all the competencies of the questionnaire. The most valued competence was autonomously “learn and adapt to changes”, with an average score of 4.73 points on the Likert scale and a very low standard deviation of 0.57 points. The set of the 10 most valued competencies of all the questionnaire does not include any other professional competence. On the other hand, there are five professional competencies among the 10 lowest valued competencies. These competencies are technical and/or linked to the phases of audiovisual production (Adjust the quantity and quality of sound, light and colour during the production process; Recreate the sound environment of audiovisual or multimedia productions according to the text’s intent and narrative; Use animation techniques and special effects; Analyse the structures, contents and styles of television and radio programming; and Create and direct the full staging of audiovisual productions). All of these competencies received average scores below 3 points, i.e., they are usually considered as Important” or Important”. “Not “Slightly
cultural and aesthetic parameters of societies and their influence in communication D18 Knowledge of marketing processes and specific techniques: positioning, segmentation and efficiency analysis and measurement 4.08 1.09 5 D19 Learn about advertising processes, organizational structure, the operation and management of enterprise communication. 3.63 1.06 4 Source: Authors’ own creation 4.4. Professional competencies As we have seen, the set of professional competencies includes both the best and the worst valued of all the competencies of the questionnaire. The most valued competence was “learn autonomously and adapt to changes”, with an average score of 4.73 points on the Likert scale and a very low standard deviation of 0.57 points. The set of the 10 most valued competencies of all the questionnaire does not include any other professional competence. On the other hand, there are five professional competencies among the 10 lowest valued competencies. These competencies are technical and/or linked to the phases of audiovisual production (Adjust the quantity and quality of sound, light and colour during the production process; Recreate the sound environment of audiovisual or multimedia productions according to the text’s intent and narrative; Use animation techniques and special effects; Analyse the structures, contents and styles of television and radio programming; and Create and direct the full staging of audiovisual productions). All of these competencies received average scores below 3 points, i.e., they are usually considered as “Not Important” or “Slightly Important”.
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