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Week |
Subject |
Related Preparation |
| 1) |
Course introduction and overview
Public Relations, history and evolution |
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| 2) |
Corporate Communication
Organizations and communication function
Internal and employee communication |
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| 3) |
Corporate communication
Corporations communicating their vision, mission and values |
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| 4) |
Culture
Hofstede's national cultural dimensions |
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| 5) |
Hofstede's dimensions of organizational culture |
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| 6) |
Cultures of the organizations
Power culture, role culture, person culture, task culture |
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| 7) |
Assessing an organizations's culture
Midterm |
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| 8) |
Individual and social approaches to communication
Social role theory
Role congruity theory
Transformational leadership |
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| 9) |
Communication accommodation theory
Accommodation through onvergence and divergence |
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| 10) |
Group communication theories
Groupthink |
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| 11) |
Organizational assimilation and identification |
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| 12) |
Employee communication channels
Media selection
Media richness
Traditional channels |
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| 13) |
Employee communication channels
Online channels
Intranets
Blogs |
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| 14) |
Change management, preparing employees for times of change
Overview |
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Program Outcomes |
Level of Contribution |
| 1) |
To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media |
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| 2) |
To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics. |
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| 3) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works. |
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| 4) |
To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications. |
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| 5) |
To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. |
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| 6) |
To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings. |
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| 7) |
To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns. |
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| 8) |
To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. |
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| 9) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes. |
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| 10) |
To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. |
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| 11) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. |
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| 12) |
To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications. |
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| 13) |
To be able to explain and describe business marketing activities, economics, business law and global business practices. |
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| 14) |
To be able to recognize national and international, social and cultural dimensions of public relations. |
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