Resumen:
In general the organizations are going through countless change processes with regard to their management models, leading to carrying out restructuring in their internal environments and making adjustments faced with the recent scenarios demanded by the market. Faced with this it becomes necessary to analyze that with so many changes, especially with respect to professionals in the communication area, if it might be notable to broaden the competencies to place oneself in the market facing the new demands offered by the market. From another point of view, Higher Learning Institutions have a mission to offer professionals who are able to manage teams, plan strategies and present results so as to add value to the company where they work. Therefore, the need to reformulate course descriptions so as to incorporate new academic proposals. In Feira de Santana, in Bahia, UNEF was a pioneer in offering to the market a course in Social Communication in the Publicity and Propaganda program. Some years ago the market only demanded one individual qualified by his formation in Publicity and Propaganda. For this today there is need of a professional who is capable of interacting with countless medias, interpret different languages, manage communication departments, among other areas. Thus arises the following question: if the curricular matrix of the Publicity and Propaganda program of UNEF meets the basic needs to provide its students a formation focused on the demands of the work area, thus presenting the relevance of formation in management for professionals in the area of communication. The relevance of the work resides in the fact that it presents competencies and skills through specific courses which are able to propitiate criativity and innovation, which represent the fundamental elements for constituting a competitive differential. The methodology used was case studies with a descriptive goal, supported by a bibliographic and documental review. Finally the work points out that the publicity professionals graduated from UNEF are meeting the profile aimed at the demands which focus on interdisciplinary and multidisciplinary professionals demanded by this innovative and differentiated publicity worker faced with the aspirations of the current work market.
