College: Graduate School of Social Sciences

This specialization focuses on strategic communications and promotional activities used by organizations to engage with their audiences, build brand reputation, and drive business growth. Students gain skills in marketing communications, public relations, advertising, social media management, and crisis communications, preparing for careers in marketing, public relations, communication, and related fields.

Learning Objectives:

• Understand principles and strategies of marketing communications.
• Develop skills in public relations and corporate communications.
• Learn advertising and promotional techniques.
• Explore social media management and digital marketing.
• Analyze consumer behavior and market trends.
• Develop critical thinking, creativity, and communication skills.

Main Outline:

1. Introduction to Marketing Communications and Public Relations
   • An overview of marketing communications, public relations principles, industry trends, and strategic communications.
2. Marketing Principles
   • Fundamentals of marketing, consumer behavior, and market research.
3. Theory and Practice of Public Relations
   • Principles of public relations, media relations, crisis communication, and corporate social responsibility.
4. Advertising and Promotion
   • Advertising strategies, creative development, media planning, and campaign management.
5. Social Media Management
   • Strategies for managing and leveraging social media platforms to engage and promote the brand.
6. Digital Marketing
   • Online marketing techniques, search engine optimization, content marketing, and digital analytics.
7. Crisis Communications
   • Strategies for managing and communicating during organizational crises and auditory threats.
8. Consumer Behavior and Market Research
   • Understanding consumer decision-making processes, market segmentation, and research methods.
9. Practical/Applied Training
   • Real-world experiences in marketing communication and public relations in agencies, companies, or non-profit organizations.
10. Graduation Project
    • A comprehensive project applying marketing communication and public relations skills, such as developing a marketing campaign, creating a public relations plan, or conducting market research.

Assessment Methods:

• Marketing communication plans, public relations strategy analyses, advertising campaign projects, social media management plans, digital marketing reports, crisis communication case studies, consumer behavior analysis, and market research reports, internship reports, graduation projects, group projects, and presentations.

Recommended Textbooks:

• "Introduction to Marketing Communication and Public Relations" by various authors.
• "Marketing Principles" by various authors.
• "Theory and Practice of Public Relations" by various authors.
• "Advertising and Promotion" by various authors.
• "Social Media Management" by various authors.
• "Digital Marketing" by various authors.
• "Crisis Communications" by various authors.
• "Consumer Behavior and Market Research" by various authors.

Prerequisites:

Basic knowledge of marketing and communication and an interest in strategic communication and public relations.

Program Duration:

Typically 4 years for a bachelor's degree.

Certification:

Graduates can earn certifications from professional organizations like the Public Relations Society of America (PRSA), the International Association of Business Communicators (IABC), or equivalent marketing and public relations certifications.

Target Audience:

Aspiring marketing communication experts, public relations specialists, advertising professionals, social media managers, digital marketers, and professionals seeking careers in marketing agencies, public relations firms, corporations, non-profits, and related fields. This specialization equips students with the strategic communication and promotional skills needed to excel in marketing communications and public relations and supports careers in various roles within marketing, public relations, communication, and related industries.