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About Study Course

Credit points / ECTS:2 / 3
Course supervisor:Vita Savicka
Study type:Full time
Course level:Master's
Target audience:Information and Communication Science
Branch of science:Communication Sciences; Library Science


The aim of the course is to develop the graduate students’ understanding of the historical development of social marketing and health communication, which ends in the modern health communication approach and theoretical explanation. During the course, students acquire the ability to choose the appropriate theoretical approach to achieve information of the public, change of attitude or transformation of behaviour. The aspect of multidisciplinarity and cooperation in provision of health communication is highlighted during the course.


The course ”Communication Theories, Principles and Ethics” completed within the Bachelor’s level programme.

Learning outcomes


­Understanding of definitions, concepts and basic principles of social marketing and health communication and theoretical explanation of modern health communication approach.
­In-depth knowledge and understanding of basic and additional elements of social marketing, social marketing models and their use in health communication.
In-depth knowledge and understanding of the development of a health communication strategy – methods of analysis, planning principles, audience analysis, as well as of campaign evaluation methods.


­Compare and analyse, and choose the appropriate approach depending on the purpose of a communication campaign and explain in a reasoned manner the validity of the chosen approach.
­Prepare a communication campaign plan according to the campaign goals.
­Analyse and evaluate the efficiency of the campaign.


­Develop, plan and manage a multidisciplinary and collaborative health communication campaign to change the information, attitude or behaviour of the public.
­Analyse and evaluate the public health communication and determine its effectiveness.

Study course planning

Planning period:Year 2021, Autumn semester
Study programmeStudy semesterProgram levelStudy course categoryLecturersSchedule
Health Communication, VKM1Master’sRequiredVita Savicka