Strategic communication role in promoting social change (SZF_220)
About Study Course
Objective
Create interest in students and an in-depth understanding of public relations work in today’s environment - how stratagenic communication is used as a business promoter and influencer of social processes. Create an understanding of strategic communication, its relationship to mass communication, systemic theories, etc. theories and patterns of behaviour.
Prerequisites
Knowledge of mass communication and public relations is desirable.
Learning outcomes
1.As a result of the completion of the course, students have acquired knowledge of the nature of strategic communication, the historical progress of the development of the concept, the different definitions.
Students understand the determinants of the development of strategic communication in society, environment, politics and economics and understand the consistencies that demand a strategic approach to the development of modern communication.
Students understand how explanatory theories and patterns of strategic communication, behavioural change can be used in integrated marketing communication projects.
1.Is able to apply a strategic communication approach to integrated communication practices by providing communication organisations for achieving objectives or changing behaviour.
1.Able to analyse the relationship of the strategic communication approach with system theories and other theories, as well as patterns of behaviour change and communication, and understand how to combine the strategic approach with these theories and models to ensure integrated communication.
Able to provide theoretical justification and explain the use of strategic communication within the framework of the socio-ecological model, justifying the choice of communication intervention methods, able to analyse the target audience and generate messages relevant to the purpose and lecture theatres of communication.
Understands the importance and application of strategic communication knowledge in shaping political, integrated marketing communication and social communication.
Is able to take responsibility for the results of collective work by working together on the development of campaigns.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| Strategic and Public Relations Management | 1 | Master's | Required | Vita Savicka |
