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Public Communication
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Summary of the Profile
Objective(s) of a study programme:
The Undergraduate Study Program in Public Communications (in Lithuanian) is aimed at preparing highly qualified communications and media professionals to engage in information and communication activities in professional fields and media sectors and at providing them with the necessary expertise, knowledge, awareness, and skills (1) to create journalistic and other types of informational content while integrating different media and communicational elements, (2) to initiate and practically implement various types of communication projects, and (3) to apply the lessons of an interdisciplinary university education in different fields of public communication and information environments.
Learning outcomes:
1. Master professional skills, and posses awareness of relevant current affairs and analytical thinking:
1.1. Create journalistic, public relations and other type of communications content in a professional way; analyze and assess it, and develop strategies and communication plans in order to achieve the goals of modern organizations;
1.2. Master professional skills and competences such as professional (journalistic or PR) writing, analytical thinking, argumentative expression, information and results presentation, public speaking, communication in professional (also foreign) language.
2. Have scientifically-based knowledge about communication process:
2.1. Understand the functions of public communication in a democratic society and its specificity in various political, economic, or socio-cultural contexts;
2.2. Analyze, interpret and explain theoretical models of communication, assess the factors that determine the nature and success of communication processes;
2.3. Apply different research methods in the analysis of communication processes and their interrelationships.
3. Conduct himself/herself within the norms of professional norms and ethics:
3.1. Understand, critically analyze, and evaluate professional (journalistic or PR) activities from the legal, ethical, and professional perspectives.
4. Conduct himself/herself within the changing requirements for communication environments and conditions:
4.1. Master professional skills to combine creatively different communication activities and self-initiated projects and to execute them, to predict market and communication transformations, and to respond adequately to constantly changing business and communications environments;
4.2. Work in teams, take responsibility and provide leadership, adapt to rapidly changing media environments (and their economic, technological, and cultural conditions), and possess associational thinking and other collaborative work initiatives.
Activities of teaching and learning:
Expected program study results are to be achieved by applying various study forms, methods, and teaching techniques, such as: lectures, analysis of practical examples, discussions, case studies, also work in groups, consultation, and practical assignments (e.g., case analysis, blog-writing, opinion-writing, essay, project, interactive workshops and poster-making sessions), individual work, etc. Face-to-face and distance teaching and learning forms are implemented as well.
Methods of assessment of learning achievements:
Written exams; professional internship; case studies; small-scale researh projects; journalistic commentaries and columns, essays; interviews; PR materials (press releases, etc.); video-, audio- and photo-stories; reports; presentations; communication projects (PR strategies; PR campaign plans, etc.); media products (TV and radio shows and programs, magazine, online blog, etc.), portfolio of practical work.
Framework:
Study subjects (modules), practical training:
Study field subjects in this program consist of 184 ECTS credits worth of courses:
1. Basic theoretical subjects (93 ECTS) (there basic subjects of the study field ensure that students gain basic theoretical as well as practical knowledge): “Introducing Public Communication Studies”. “News Sociology and Public Discourse”, “Basics of Journalism”, “Quantitative Research Methods for Communication”, “Public Communication Regulation”, “Social Responsibility and Ethics of Communication” , “Qualitative Communication Research”, “Technologies and Innovations in Knowledge Professions”, “International Communication and Global Perspectives”, “Risk Communication and Sustainable Development”, “Analysis of Popular Culture”, “Political Communication”, etc.
2. Special (professional) subjects (60 ECTS) (those include more complex and specific courses, and are designed to develop professional skills necessary for public communication activities within the field):
2.1. Applied courses in Journalism: “Journalism Theory and Practice”, “Creative and Feature Writing”, “Audiovisual Communication and Scriptwriting”, “Investigating and Critical Journalism”;
2.2. Applied courses in PR: “Theory and Practice of PR and Strategic Communication”, “Corporate Communication”, “Communication Management”, “Rhetoric and Public Speaking”.
2.3. Applied courses in Modern Publishing: “Principles of Multimodal and Interactive Communication”, “Graphic Design and Publishing”.
3. Two professional internships in the fields of Journalism and PR (8 ECTS each), which transfers the knowledge gained in the academia to practice in a professional setting (C3) and to the final thesis writing.
4. Final BA thesis (15 ECTS).
Specialisations:
None.
Optional courses:
As their main study field subjects students can choose 22 ECTS credits worth of subjects from other BA programs in Social Sciences and Humanities, such as: “Networking Society Communications”, “Social Economy and Civil Society”, “Social Psychology”, “Information vizualization”, “Representations, Identity and Principles of Visual Communication”, “Marketing Communications”, etc.
Distinctive features of a study programme:
Part of the programme modules are taught in English.
