Subject 'Public Relations and Media Communication'

Year:   2011/2012    2012/2013    2013/2014    2014/2015    2015/2016    

Content and resources:
1. Corporate image and personal branding
2. Modern media solutions as a business opportunities
3. Social media, multimedia solutions
4. PR and public media, basics of media relations
5. Presentation of communication plan with argumentation and "unique selling points (USB)" (video, website, press materials, etc.)

The aim of the course:
This course is designed to provide an overview of various forms of media, public relations, advertising, and communication with the press to provide tools for establishing and strengthening the company's image.

Learning outcomes:
- The learner is able to evaluate the strengths and weaknesses of a variety of media channels, set communication goals, and to design appropriate communication messages suitable for the chosen channel.
- The learner knows the fundamentals of media relations and is able to develop appropriate behaviour and reaction techniques.
- The learner understands the role of advertising and branding in creating the business value.
- The learner is able to design and analyse advertising and media campaigns efficiently/effectively, maximizing the strengths of different media types.

A description of the learning method
Experiential learning (is a form of active learning, which allows reaching conclusions and theories through experiencing real-life situations similar to professional lives, and through their subsequent analysis).

Students must be prepared for active participation during the tutorials as well as during the team-work, and also be prepared to take the responsibility for their own learning. This means that the learning form experienced is not traditional lecturing and test evaluation, but new knowledge is constructed in collaboration with other students and therefore assessed formatively, requiring everyone’s contribution to learning activities.

(2 EAP= 52 hours; 15 contact hours (3x5), 37 hours of independent work)

Portfolio, self- and peer-assessment

Public relations and media

2014: AT  KT*  

2013: AT  KT*  RG*  

2012: AT*  ET*  GI*  KT*  TI*  

2011: GI*  

* Optional subject