Public Relations in an Integrated Marketing Communication System: Campaign Management, Political Campaigns and Marketing (KSK_048)
About Study Course
Objective
To arise interest and profound understanding in students about public relations work within the scope of integrated marketing communication (IMC) by implementing different integrated communication activities – both in the state and political, as well as social area, as well as to make them understand strategic communication, its link to mass communication, system theories and other theories and behavioural models.
Prerequisites
Preferable to have knowledge in mass communication and public relations.
Learning outcomes
After mastering the course, students have obtained knowledge about the nature of strategic communication, the history of development of the concept, different definitions.
Students understand the factors underpinning the development of strategic communication in society, environment, policy and economy and understand the consequences, which require a strategic approach to the creation of modern communication.
Students understand how strategic communication, theories and models explaining the change of behaviour can be used in integrated marketing communication projects.
Students are able to use a strategic communication approach in communication practice ensuring communication for the achievement of goals or change of behaviour of an organisation.
Students are able to analyse the link of the strategic communication approach to system theories and other theories, as well as change of behaviour and communication models and understand how to combine the strategic approach with these theories and models to ensure integrated communication.
Able to provide a theoretical justification and to explain the use of strategic communication within a social ecological model, justifying the choice of communication intervention models, able to analyse the target audience and to create messages relevant to the purpose of communication and audiences.
Students understand the importance and use of strategic communication knowledge in shaping political, integrated marketing communication and social communication.
Able to assume responsibility for the results of team work, when working together to develop a campaign.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| Strategic and Public Relations Management, SSAM | 2 | Master’s | Required | Vita Savicka |
