Health Communication

Study Course Description

Course Description Statuss:Approved

Course Description Version:4.00

Study Course Accepted:10.10.2022 09:29:47

Study Course Information
Course Code:		SUUK_145		LQF level:		Level 6
Credit Points:		2.00		ECTS:		3.00
Branch of Science:		Environmental Science; Environmental Management		Target Audience:		Public Health
Study Course Supervisor
Course Supervisor:		Vita Savicka
Study Course Implementer
Structural Unit:		Department of Sports and Nutrition
The Head of Structural Unit:
Contacts:		Riga, 3 Cigoriņu Street, suukrsu[pnkts]lv, +371 67611559
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		8	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		16
Classes (count)		8	Class Length (academic hours)		2	Total Contact Hours of Classes		16
Total Contact Hours								32
Part-Time - Semester No.1
Lectures (count)		8	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		16
Classes (count)		8	Class Length (academic hours)		2	Total Contact Hours of Classes		16
Total Contact Hours								32
Study course description
Preliminary Knowledge:
Not required.
Objective:
Course objective is to create interest in students and in-depth understanding of the organization and feasible strategic communication in the organization and the development of a relationship with the public, as well as the achievement of society's attitudes and behavior change, social change in society that focus on health indicators have improved. Students acquire knowledge of communication methods – marketing communications, content marketing, public relations. In practice, students acquire skills in strategic communications planning and implementation.
Topic Layout (Full-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Specifics of communication and discipline of the information society era. Tactical and strategic communication. Communication tools and their differences. Advocacy and lobbying principles theory.			Lectures		1.00	auditorium
2	Communications planning principles and steps. Audience segmentation principles.			Lectures		1.00	auditorium
3	Basic principles of crisis communication. Social responsibility and use of the organization.			Lectures		1.00	auditorium
4	The reputation and image of it`s constituent elements. Communication to the public as an image-building tool.			Lectures		1.00	auditorium
5	Health communication theory and its multidisciplinar essence, health communication determinants of importance.			Lectures		1.00	auditorium
6	Social marketing and planning. Social marketing 7 P analysis.			Lectures		1.00	auditorium
7	Social marketing campaign plan.			Classes		2.00	auditorium
8	Health communication plan using a wide range of communication and access to a range of tools.			Classes		2.00	auditorium
9	Cooperation with the media. Media divison and characteristics. Media tasks and operating principles.			Lectures		1.00	auditorium
10	Forms of cooperation with the media (press releases, press conferences, briefings, initiation, etc.).			Lectures		1.00	auditorium
11	Preparation of information materials for mass media.			Classes		2.00	auditorium
12	Preparation of answers and reporting provison for mass media. Media training.			Classes		2.00	auditorium
Topic Layout (Part-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Specifics of communication and discipline of the information society era. Tactical and strategic communication. Communication tools and their differences. Advocacy and lobbying principles theory.			Lectures		1.00	auditorium
2	Communications planning principles and steps. Audience segmentation principles.			Lectures		1.00	auditorium
3	Basic principles of crisis communication. Social responsibility and use of the organization.			Lectures		1.00	auditorium
4	The reputation and image of it`s constituent elements. Communication to the public as an image-building tool.			Lectures		1.00	auditorium
5	Health communication theory and its multidisciplinar essence, health communication determinants of importance.			Lectures		1.00	auditorium
6	Social marketing and planning. Social marketing 7 P analysis.			Lectures		1.00	auditorium
7	Social marketing campaign plan.			Classes		2.00	auditorium
8	Health communication plan using a wide range of communication and access to a range of tools.			Classes		2.00	auditorium
9	Cooperation with the media. Media divison and characteristics. Media tasks and operating principles.			Lectures		1.00	auditorium
10	Forms of cooperation with the media (press releases, press conferences, briefings, initiation, etc.).			Lectures		1.00	auditorium
11	Preparation of information materials for mass media.			Classes		2.00	auditorium
12	Preparation of answers and reporting provison for mass media. Media training.			Classes		2.00	auditorium
Assessment
Unaided Work:
• Students are constantly studying literature sources. • Must prepare two groups presentations: social marketing campaigns and health communication campaigns and present them during a seminar. • Report: Marketing Communications specifics of the health care sector (7 to 10 pages).
Assessment Criteria:
• Participation in seminars and group work presentation: 30%. • Report grade: 30%. • Examination: 40%.
Final Examination (Full-Time):		Exam
Final Examination (Part-Time):		Exam
Learning Outcomes
Knowledge:		Students understand principles of the organization communication with the public, knowledge of communication disciplines (marketing communication, public relations, content marketing, etc.). As well as understand the reputation and image concepts, the concept of social responsibility, social marketing and health communications nature. Students understand the nature of media work and the principles of cooperation with it.
Skills:		Knows how to prepare communication plans, as well as materials for the mass media, are able to respond to journalist questions.
Competencies:		Are competent in the multidisciplinary field of health communication.
Bibliography
No.	Reference
Required Reading
1	Alan R., Andreasen. Social marketing in 21st century. London. SAGE Publication, 2006. (akceptējams izdevums)
2	Berry, D. Health Communication: Theory And Practice. New York. McGraw-Hill, 2007. (akceptējams izdevums)
3	James Gruning. Excellence in Public Relations and Communication Management, 1992. (akceptējams izdevums)
4	John Dalton and Susan Croft. Managing corporate reputation. A Specially commissioned report. London: Thorogood. 2003. (akceptējams izdevums)
5	Charles Fomburn. Reputation: realizing value from the corporate image. Harvard Business School Press, 1996. (akceptējams izdevums)
6	Philip Kotler. Ned Roberto Nancy Lee. Social marketing: Improving the quality of life. SAGE Publication, 5th ed. 2016
7	Renata Schiavo. Health communication: from theory to practice. San Francisco. Jossey-Bass, 2014.
Additional Reading
1	Clarke Caywood. The Handbook of Strategic Pulic Relations & Integrated Communications, 2012
2	Dennis L., Wilcox, Phillip H.Ault, Warren K. Agee. Public Relations. Strategies and Tactics, 2015
3	Donald E. Parente, Bruce G. Vanden Bergh, Arnold M. Barban. Advertising Campaign Strategy, 2006
4	Don W. Stacks. Primer of Public Relations Research, 2016
5	Dowling Grahame. Creating Corporate reputation. Oxford: University Press, 2001
6	Merten Klaus. Einführung in die Kommunikationswissenschaft, Muenster, 1999
7	Ronald D. Smith. Strategic Planning for Public Relations, 2021
Other Information Sources
1	Friedman, M. (1970). The Social Responsibility of Business is to Increase its Profits. The New York Times Magazine. Retrieved May 5, 2008
2	https://www.prsa.org/aboutprsa/ethics/#.Vrcd0vl95D8 (skatīts 07.02.2016.)
3	https://ethicsinpr.wikispaces.com/Professional+codes+of+eth… (skatīts 07.02.2016.)
4	http://healthleadersmedia.com/supplemental/9798_browse.pdf ( skatīts 07.02.2016.)
5	Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System, 2021. (skatīts 07.02.2020)