Strategic management in public relations and communications: planning and evaluation 1600-SZD-SPEC-ZS-KM
Providing specialist content in the field of strategic management in public relations; focusing on content regarding building and implementing PR strategies, planning and assessing public relations activities in accordance with the management in public relations model and the principles of public relations excellence based on standards of professionalism and PR ethics
Course coordinators
Learning outcomes
Knowledge | The graduate knows and understands:
WG_01 - to the extent necessary for existing paradigms to be revised - a worldwide body of work, covering theoretical foundations as well as general and selected specific issues - relevant to a particular discipline
within the social sciences
WG_02 - the main development trends in the disciplines of the social sciences in which the education is provided
WG_03 - scientific research methodology in the field of the social sciences
WK_01 - fundamental dilemmas of modern civilisation from the perspective of the social sciences
Skills | The graduate is able to:
UK_05 - speaking a foreign language at B2 level of the Common European Framework of Reference for Languages using the professional terminology specific to the discipline within the social sciences, to the extent enabling participation in an international scientific and professional environment
Social competences | The graduate is ready to
KO_01 - fulfilling the social obligations of researchers and creators
KO_02 - fulfilling social obligations and taking actions in the public interest, in particular in initiating actions in the public interest
KO_03 - think and acting in an entrepreneurial manner
And others: Knows and understands basic and extended concepts in the field of public relations, strategic communication, evaluation and research methods used in PR
Assessment criteria
Description of requirements related to participation in classes, including the
permitted number of explained absences: 1 absence allowed; attendance at classes, especially at the presentation of your own projects (last class)
Principles for passing the classes and the subject (including resit session): Assessment of own presentations (individual or group) + attendance; make-up: additional project
Methods for the verification of learning outcomes: Using the acquired knowledge in design presentations
Evaluation criteria: Successful completion of more than 50% of points for the project + attendance; standard grading scale
Practical placement
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Bibliography
D.W. Stacks, Primer of Public Relations Research, 2017;
K. Sriramesh, A. Zerfass, J.-N. Kim, Public Relations and Communication Management. Current Trends and Emerging Topics, 2013;
G.M. Broom, Effective Public Relations, 2009
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: