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Lithuanian phylology and promotion
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Summary of the Profile
General Description:
Objective(s) of a study programme:
The aim of the study programme Lithuanian Philology and Advertising is to provide comprehensive university background knowledge; educate highly qualified specialists with wide profile with a strong theoretical basis in the Lithuanian language and literature, with fundamental knowledge in Lithuanian linguistics, literary criticism, the discourse of advertising and ability to relate the latter with the philological qualification in both professional and academic activities. This aim satisfies the general tendencies of the country’s labour market and the demands of employers; it also expands the graduates’ further career possibilities.
Learning outcomes:
The graduate is able to describe and analyse the phenomena of the Lithuanian language and literature on different levels; apply the required terminology in advertising research; apply the main strategies of advertising design; organise advertising business; is competent in analysing advertising as a linguistic, visual and artistic discourse; possesses skills in identifying, formulating and grounding the scientific problems; is able to carry out qualitative research, write and edit texts of various genres and prepare them for publishing; is able to prepare and manage projects; possesses competence in computer literacy; is familiar with the basics of law and marketing. The graduate understands the importance of lifelong learning; is competent in analysing the obtained information; is able to communicate in the first foreign language in various communicative situations and has adequate skills in the second foreign language; is able to communicate and work in an international environment and demonstrate creative and innovative behaviour under changing conditions; is able to understand and employ the scientific terms and research instruments.
Activities of teaching and learning:
The study programme Lithuanian Philology and Advertising includes lectures, seminars, practical lectures, professional practice and independent tasks. Each of the study programme outcomes is achieved by applying heterogeneous study modules based on both practical activities and theoretical studies. Traditional information methods (e.g. lectures, demonstration of video and audio recordings, illustration, etc.) and active teaching/learning methods (involving lectures, problematic lecturing, etc.) are employed. Practical lectures and seminars allow the application of student-oriented study methods (e.g. discussions, presentations, brainstorming, etc.). Independent studies include preparation of projects, essays and other written works. During the fourth year of studies, the students of Lithuanian Philology and Advertising carry out professional practice. Students are offered an opportunity to do it in publishing houses, editorial houses of various media, advertising agencies, cultural organizations and the like. In order to receive practice assessment, students need to hand in a report and work portfolio. The programme finishes with the defence of the Bachelor‘s Thesis. The students of the study programme Lithuanian Philology and Advertising carry out their research in the fields of linguistics, literary criticism or advertising discourse.
Methods of assessment of learning achievements:
Examination, project, colloquium, test, essay, report, public presentation, activities during seminars, case study, analysis of scientific text, analysis of theoretical literature, analytical written paper, creative composition and evaluation of the contribution of the colleagues.
Framework:
Study subjects (modules), practical training:
The undergraduate programme Lithuanian Philology and Advertising includes the following blocks of the course units: the study course units developing general knowledge and specific competences covering Literature and Linguistics related subjects; professional practice, Bachelor thesis; general university courses, other disciplines which aim at developing practical advertising related skills (verbal and non-verbal expressions, artistry, social and psychological impact of advertising, etc.).
Distinctive features of a study programme:
The programme forms the skills necessary for interdisciplinary communication in the contemporary discourse which could be characterised as the need for the ability to: write, create and analyse texts in the Lithuanian language; evaluate text functions in contemporary advertising discourse. The general and subject-specific competences of the study programme Lithuanian Philology and Advertising allow its graduates to compete in the labour market and ensure professional liability. The competences of the students are developed in two different interrelated and complementary directions: 1. Lithuanian Philology and 2. Advertising. The competence group provides the interdisciplinary and practical outcomes which are mainly supposed to develop the philological and advertising-related skills. In their turn, competences in Lithuanian Philology are split into more specific competences in Lithuanian Linguistics and Lithuanian Literature.
Access to professional activity or further study:
Access to professional activity:
The graduate may pursue a professional career as an editor, language manager in publishing houses, newspaper agencies, media, electronic publishing, cultural institutions; as a public relations specialist in advertising agencies, public and commercial offices.
Access to further study:
A graduate may continue studies in the Master programmes of Humanities; also, by taking extra exams – in Master programmes of Business and Public Administration.
