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Corporate Communication and Marketing
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Summary of the Profile
General Description:
Objective(s) of a study programme:
To prepare a communication professional capable of planning and managing the internal and external communication of an organisation, researching the market and consumer behaviour, designing and implementing marketing strategies, and possessing leadership, teamwork and organisational skills, a broad range of erudition, critical thinking, and media literacy, and able to develop their professional competences through life-long learning.
Learning outcomes:
Knowledge and its application
1. Knows and understands basic communication concepts, is able to describe theories and models that analyse the organization's internal and external communication processes.
2. Knows theories of social sciences (law, ethics, psychology, philosophy, etc.) and how they can be applied to ensure the protection of copyright and consumer rights in creative services and products.
3. Understands the regulatory and self-regulatory systems of modern communications, their functions, marketing types, the impact of marketing environment forces on the marketing activities of the organization.
4. Is able to apply theoretical foundations for subjects providing practical knowledge of the field of activity (sociology, statistics, information and communication technologies, etc.), allowing analysis and evaluation of the activities of organisations at local, national and global level.
Research skills:
5. Is able to conduct applied research, while selecting and adapting methods, to process data using modern information and communication technologies, and to critically analyse and interpret research results, in accordance with the ethical principles of social sciences research.
Special abilities
6. Is able to identify, critically assess and independently develop various types of communication content.
7. Is able to develop and implement communication plans, to adapt the elements of the marketing complex to the target market, taking into account behavioural factors and interests of consumers, and to foster the image of the organisation.
8. Is able to select different communication channels, apply different media tools, creative techniques, public and mass communication technologies, realising organization's communication and marketing objectives in a changing environment.
9. Is able to manage the organization's internal and external communication, marketing elements, independently and within the team, while applying the principles of strategic communication.
10. In accordance with the rules on the protection of personal data, the protection of copyright and related rights and norms of professional ethics, seeks to ensure the protection of the copyright and consumer rights of creative services and products.
Social abilities:
11. Effectively communicates in writing, orally and visually, is able to work in a team, while planning and implementing communication and marketing activities.
12. Addresses professional tasks in accordance with professional ethics and legal norms, while applying human, financial and time resources management capabilities.
13. Applies social responsibility competences in communication and collaboration with professionals of related area, the public and domestic and foreign partners.
14. Understands the differences in intercultural communication related to values, attitudes and behaviours based on race, ethnicity, religion, gender and age, and is able to communicate in foreign languages.
Personal abilities:
15. Is able to carry out a variety of professional, creative, self-expressive and innovative activities in a changing environment, in accordance with the principles of freedom of expression, social responsibility, protection of human rights and other principles of democracy and civil society.
16. Is able to critically assess and reflect personal professional activities and implement lifelong learning principles.
17. Is able to make decisions independently, plan one’s activities and seek goals, while revealing leadership qualities and adapting to changes.
Activities of teaching and learning:
Lectures, workshops, seminars, discussions, individual and group tasks, presentation of their results, practice, excursions, individual writing tasks, case studies, concept mapping, “guest” lectures, reality simulation, problem-solving based learning, role playing, reflexion, analysis of literature, etc.
Methods of assessment of learning achievements:
Ten-point criteria-based assessment system and cumulative assessment system are used consisting of interim assessments, practical, control tasks, student's independent written work, course paper, individual and group assignments, case study, presentation of results assessment and examination. The final assessment consists of interim assessments and exam assessment in accordance with the proportions provided for each subject description.
Framework:
Study subjects (modules), practical training:
Communication Psychology, Basics of Economics, Information and Communication Technologies, Communication Theory, Professional Language, Writing Styles, Organisational Communication, Statistics, Applied Research Methodology, Management, Public Speaking, Information Law, Marketing, Market Research, Visual Communication, Integrated Marketing Communication, Event Organization and Engineering, Change Management and Communication (in Lithuanian / English), Social Media (in Lithuanian / English), Information Security, Professional Ethics, International and Intercultural Communication (in English), etc.
Practices: Organizational Communication, Digital Communication, Pre-graduation (total duration – 20 weeks).
Specialisations:
Optional courses:
Student can choose to study: Foreign language (English, German, Russian, etc.), Philosophy / Sociology; alternatives of subjects for deepening in the field: Creative Industries / Digital Marketing Communication (in Lithuanian / English); Creative Project Management / Brand Management; Media Discourse / International Marketing (in Lithuanian / English); etc.
Distinctive features of a study programme:
The communication specialist prepared at Šiauliai State College will be able to work in any type of organisation in Lithuania or abroad, will not only be skilled with modern internal and external communication tools and methods, but will also be able to apply them in order to achieve the marketing objectives of the organisation, create and maintain the image of the organisation, present the organisation to the public, communicate and cooperate with partners and customers of the organisation, and will be able to act creatively and constructively in a changing environment. Individual subject topics are taught by the social partners in the study process, i.e. teachers who come from foreign higher education institutions, part of the study programme is carried out in English.
Access to professional activity or further study:
Access to professional activity:
Graduates work as communication, marketing communication specialists, public relations specialists, public relations specialists, press representatives. Graduates can do communication work (including organisational, managerial) in a variety of organisations: business, manufacturing or trade, education, media, advertising, publishing, tourism, leisure and entertainment industries, architecture and urbanism, cultural and artistic organisations; develop individual creative industries business projects; provide advisory services of internal and external communication organisation; and apply modern information and communication technologies.
Access to further study:
Graduates can continue their studies in Lithuanian and foreign higher education institutions in communication, information, and management study fields second cycle study programmes.
