Type:
Bachelor
Speciality:
031804.01.6 - Public Relations
Specialisation:
031804.01.6 - ---
Qualification awarded:
Bachelor of Public Relations
Programme academic year:
2024/2025
Mode of study:
Full time
Language of study:
Հայերեն
1. Admission criteria/requirements
Admission to the Bachelor's program is carried out according to the "Regulation of admission to RA state and non-state higher educational institutions (according to Bachelor's and continuing and integrated educational programs)" approved by the Government of the Republic of Armenia.
2. Programme Objectives
· To provide students with deep and comprehensive knowledge of communication management, basic methodological approaches related to the formation of public opinion, patterns of modern mass media operation, and communication concepts.
· To develop students' abilities to apply the methods of analysis of mass social processes, collective behavior, social interaction, and forms of manifestation of interdependence.
· To develop students' abilities to carry out consultations aimed at the formation of favorable working relationships, supporting effective communication, corporate culture, organization's reputation and credit, image formation, implementation, and control of intra-organizational events.
· To develop students' abilities to apply the methods of analysis of mass social processes, collective behavior, social interaction, and forms of manifestation of interdependence.
· To develop students' abilities to carry out consultations aimed at the formation of favorable working relationships, supporting effective communication, corporate culture, organization's reputation and credit, image formation, implementation, and control of intra-organizational events.
3. Educational outcomes of the programme
Upon completion of the course, the student will be able to:
- To explain the interdisciplinary nature and theoretical foundations of public relations (philosophical, sociological, psychological, economic, political science, cultural, anthropological, ethical, etc.),
- To get to know communication theories, models, communication management, basic approaches to public opinion formation,
- To describe the relationship between public relations theory and practice;
- To discuss social science fundamental and private theories such as sociological, political science, socio-psychological, socio-economic, management, etc.
- To interpret corporate reputation, brand and image formation, development patterns, operational concepts,
- To establish the patterns and cooperation issues of mass communication and modern mass media,
- To discuss the principles of publicizing ideas and values significant for society or individual social groups, public awareness about them, classify modern platforms of social communication and modern communication technologies used
- To develop and present PR strategies aimed at establishing effective communications between organizations and the public, plan PR projects,
- To submit proposals and develop recommendations aimed at improving the organization's reputation and credit,
- To develop information packages (PR documents) and organize appropriate events aimed at informing the public about the activities and programs of the organizations.
- To analyze current information and communication processes,
- To analyze the foundations of public trust in socially important ideas, programs, or organizations implementing these programs,
- To develop oral and written messages, practice public speaking and presentations,
- To analyze the forms of manifestation of mass social processes, collective behavior, social interaction,
- To conduct social research, and collect qualitative and quantitative data.
- To organize the work on a scientific basis, to cite and refer to relevant literature, to ensure its academic integrity, and to avoid plagiarism,
- To apply information and communication technologies (ICT) and skills (Word, Excel, Access, PPT, SPSS) for drafting, managing, processing, information coordination, and processing, as well as communication, social sector documents,
- To assess the necessary time, financial, human, and other resources to effectively implement program planning,
- To observe the rules of professional ethics, to evaluate personal responsibility towards society and the state, to pursue the implementation of democratic principles, and to preserve national and universal values.
4. Assessment methods
Evaluation of students is carried out according to "The Order of Organization of the Educational process of YSU". The order specifies that the courses are divided into four groups according to the form of evaluation: with final evaluation, without final evaluation, without evaluation of mid-term exams and check-ups.
Course with the final assessment
Two mid-term and one final exams are scheduled. Each of the mid-term exams is assessed for a maximum of 4 points, independent work - a maximum of 3 points, participation in the course - a maximum of 2 points, the final exam - a maximum of 7 points.
Course without final assessment
There are two mid-term exams, a mid-term check-up, and one independent work. Each of the mid-term exams is evaluated for a maximum of 4 points, the mid-term check-up - a maximum of 2 points, independent work - a maximum of 8 points, and participation in the course - a maximum of 2 points.
Course without mid-term exams
There is one mid-term oral examination, one independent work, and a final exam.
The mid-term oral examination is evaluated with a maximum of 3 points, independent work with a maximum of 8 points, participation in the course with a maximum of 2 points, and the final exam with a maximum of 7 points.
In the case of a course with a research component, the research paper replaces any of the mid-term exams. The student's research is evaluated during the semester.
The professional internship component is assessed in the form of a check-up. The Bachelor's final paper is evaluated on a scale of 20 points.
Course with the final assessment
Two mid-term and one final exams are scheduled. Each of the mid-term exams is assessed for a maximum of 4 points, independent work - a maximum of 3 points, participation in the course - a maximum of 2 points, the final exam - a maximum of 7 points.
Course without final assessment
There are two mid-term exams, a mid-term check-up, and one independent work. Each of the mid-term exams is evaluated for a maximum of 4 points, the mid-term check-up - a maximum of 2 points, independent work - a maximum of 8 points, and participation in the course - a maximum of 2 points.
Course without mid-term exams
There is one mid-term oral examination, one independent work, and a final exam.
The mid-term oral examination is evaluated with a maximum of 3 points, independent work with a maximum of 8 points, participation in the course with a maximum of 2 points, and the final exam with a maximum of 7 points.
In the case of a course with a research component, the research paper replaces any of the mid-term exams. The student's research is evaluated during the semester.
The professional internship component is assessed in the form of a check-up. The Bachelor's final paper is evaluated on a scale of 20 points.
5. Graduates future career opportunities
There are wide employment opportunities for graduates with a Bachelor's degree in "Public Relations" in RA, due to the demand for the use of communication technologies and PR tools in both state and public sectors of society, as well as in local and international organizations.
The list of possible places of employment and professional activity for graduates of the "Public Relations" Bachelor's educational program is not limited to the organizations presented below:
• RA Government,
• Ministries, state inspection bodies, committees, departments, services
• The President's Staff,
• RA NA Public Relations Department,
• Local self-governing bodies: relevant divisions of municipalities of regional governorates,
• "Public Relations and Information Center" SNPO,
• "Orbeli" analytical and research center,
• Departments responsible for public relations, marketing, and communications of financial and banking organizations,
• Educational institutions,
• Medical institutions and rehabilitation centers,
• Hospitality and service sector organizations: hotels, guesthouses, restaurants, etc.
•Departments responsible for public relations, marketing, and communications of telecommunication companies,
• Large and medium-sized IT companies, startups,
• Relevant departments of the funds,
• Mass media,
• Departments responsible for public relations, marketing, and communications of private large, medium, and small enterprises,
• Public relations, marketing communications, branding professional services companies, advertising agencies,
• Research companies, research centers,
• Non-governmental organizations, associations dealing with various social issues,
• Cultural organizations: theaters, museums, etc.
• Public local and international organizations and foundations, etc.
Graduates of the program can also continue their studies abroad, as the content of the educational program is coordinated with the programs of leading universities in the field.
The list of possible places of employment and professional activity for graduates of the "Public Relations" Bachelor's educational program is not limited to the organizations presented below:
• RA Government,
• Ministries, state inspection bodies, committees, departments, services
• The President's Staff,
• RA NA Public Relations Department,
• Local self-governing bodies: relevant divisions of municipalities of regional governorates,
• "Public Relations and Information Center" SNPO,
• "Orbeli" analytical and research center,
• Departments responsible for public relations, marketing, and communications of financial and banking organizations,
• Educational institutions,
• Medical institutions and rehabilitation centers,
• Hospitality and service sector organizations: hotels, guesthouses, restaurants, etc.
•Departments responsible for public relations, marketing, and communications of telecommunication companies,
• Large and medium-sized IT companies, startups,
• Relevant departments of the funds,
• Mass media,
• Departments responsible for public relations, marketing, and communications of private large, medium, and small enterprises,
• Public relations, marketing communications, branding professional services companies, advertising agencies,
• Research companies, research centers,
• Non-governmental organizations, associations dealing with various social issues,
• Cultural organizations: theaters, museums, etc.
• Public local and international organizations and foundations, etc.
Graduates of the program can also continue their studies abroad, as the content of the educational program is coordinated with the programs of leading universities in the field.
6. Resources and forms to support learning
The following auxiliary resources are used in the learning process:
· YSU library,
· A library at the disposal of the faculty, Chair, and professors,
· Electronic library,
· Internet resources,
· Audio-visual learning resources,
· Educational films
· Technically equipped auditoriums and mobile appliances (computers, projectors, players, printers).
· YSU library,
· A library at the disposal of the faculty, Chair, and professors,
· Electronic library,
· Internet resources,
· Audio-visual learning resources,
· Educational films
· Technically equipped auditoriums and mobile appliances (computers, projectors, players, printers).
7. Educational standards or programme benchmarks used for programme development
As orientations and standards of the educational program, the standards implemented in the RA university system and derived from the Bologna process, localized in Armenia, for example, the state academic standard for the "Public Relations" specialty, were used.
In addition, for the development and processing of this program in a narrow professional sense, some structural and content elements of similar Bachelor and Master's programs of leading foreign universities were used, as well as quality assurance approaches, including:
1) Pearson Institute of Higher Education, BA in Public Relations,
2) EU Business School, BA in Communication and Public Relations,
3) London College of Communication, BA (Hons) Public Relations,
4) APR, Universal Accreditation Board, Study Guide for the Examination for Accreditation in Public Relations,
5) State academic standard of higher professional education. Specialty 350400 - Public relations. Qualification - Specialist in public relations. (Issued by Ministry of Education of Russian Federation 14.03.2000),
6) National Research University "High School of Economics", the undergraduate educational program "Advertising and Public Relations".
At the same time, the educational program also corresponds to local and international standards for the training of public relations specialists (developed by the International Public Relations Association (IPRA)).
In addition, for the development and processing of this program in a narrow professional sense, some structural and content elements of similar Bachelor and Master's programs of leading foreign universities were used, as well as quality assurance approaches, including:
1) Pearson Institute of Higher Education, BA in Public Relations,
2) EU Business School, BA in Communication and Public Relations,
3) London College of Communication, BA (Hons) Public Relations,
4) APR, Universal Accreditation Board, Study Guide for the Examination for Accreditation in Public Relations,
5) State academic standard of higher professional education. Specialty 350400 - Public relations. Qualification - Specialist in public relations. (Issued by Ministry of Education of Russian Federation 14.03.2000),
6) National Research University "High School of Economics", the undergraduate educational program "Advertising and Public Relations".
At the same time, the educational program also corresponds to local and international standards for the training of public relations specialists (developed by the International Public Relations Association (IPRA)).
8. Requirements for the academic staff
The lecturer's professional abilities must meet at least three of the mentioned requirements.
1. General Abilities
Teaching/Pedagogical
· ability to make a work program (calendar plan) for the course,
· Knowledge of interactive teaching methods, and ability to use active learning techniques.
Research
· the ability to work with various scientific sources, as well as to use Internet information resources,
· the ability to conduct sociological and marketing research,
· ability to lead a research group.
Communication
· the ability to communicate verbally with the audience,
· ability to present research results in writing,
· knowledge of a foreign language (at least following the B1 level of English).
ICT application
· basic computer skills (fluency in MS Office package: Word, Excel, Power-Point),
· the ability to use modern social platforms,
· skills to prepare and disseminate presentations (pptx, prezi, canva, etc.).
Other abilities
· knowledge of professional ethics and legal norms regulating public relations (in particular, in the field of communications),
· the ability to estimate the necessary resources and implement projects effectively,
· planning and time-management skills.
2. Professional Abilities
· PR, sociological, marketing, political, media research and analysis, diagnostic and evaluative research skills,
· Ability to develop and present PR strategies, plan and implement PR projects,
· ability to identify target audiences and carry out strategic communication with them,
· skills in developing oral and written PR messages,
· creative writing skills for developing PR documents, information packages, other relevant texts,
· ability to prepare and deliver public speeches,
· media relations skills,
· ability to manage media events,
· the ability to organize and manage special corporate events: press conferences, briefings, conferences, presentations, etc.,
· the content of communication in social networks - the ability to manage and provide content,
· ability to develop an image formation strategy, carry out visual communication,
· ability to develop and implement brand communications.
3. General requirements
Academic degree
· a scientific degree and/or rank in the field of social sciences, or, in some cases, a Master's degree obtained at a foreign university in a given or related specialty,
· availability of at least 3 scientific and/or methodological publications in the last 5 years,
· at least 3 participations in conferences and/or workshops in the last 5 years.
Pedagogical experience
· at least 3 years of experience in teaching professional courses and/or conducting training,
· participation in local or international training and/or professional qualification improvement courses during the last 5 years.
Practical experience
· at least 5 years of work experience in public relations or a related field: sociology, management, political science, journalism, psychology, marketing, branding, advertising, etc.
Other requirements
• Teaching portfolio: availability of online materials for at least 50% of taught subjects. The average of grades obtained by the student survey results: at least 4.0 (for active professors).
1. General Abilities
Teaching/Pedagogical
· ability to make a work program (calendar plan) for the course,
· Knowledge of interactive teaching methods, and ability to use active learning techniques.
Research
· the ability to work with various scientific sources, as well as to use Internet information resources,
· the ability to conduct sociological and marketing research,
· ability to lead a research group.
Communication
· the ability to communicate verbally with the audience,
· ability to present research results in writing,
· knowledge of a foreign language (at least following the B1 level of English).
ICT application
· basic computer skills (fluency in MS Office package: Word, Excel, Power-Point),
· the ability to use modern social platforms,
· skills to prepare and disseminate presentations (pptx, prezi, canva, etc.).
Other abilities
· knowledge of professional ethics and legal norms regulating public relations (in particular, in the field of communications),
· the ability to estimate the necessary resources and implement projects effectively,
· planning and time-management skills.
2. Professional Abilities
· PR, sociological, marketing, political, media research and analysis, diagnostic and evaluative research skills,
· Ability to develop and present PR strategies, plan and implement PR projects,
· ability to identify target audiences and carry out strategic communication with them,
· skills in developing oral and written PR messages,
· creative writing skills for developing PR documents, information packages, other relevant texts,
· ability to prepare and deliver public speeches,
· media relations skills,
· ability to manage media events,
· the ability to organize and manage special corporate events: press conferences, briefings, conferences, presentations, etc.,
· the content of communication in social networks - the ability to manage and provide content,
· ability to develop an image formation strategy, carry out visual communication,
· ability to develop and implement brand communications.
3. General requirements
Academic degree
· a scientific degree and/or rank in the field of social sciences, or, in some cases, a Master's degree obtained at a foreign university in a given or related specialty,
· availability of at least 3 scientific and/or methodological publications in the last 5 years,
· at least 3 participations in conferences and/or workshops in the last 5 years.
Pedagogical experience
· at least 3 years of experience in teaching professional courses and/or conducting training,
· participation in local or international training and/or professional qualification improvement courses during the last 5 years.
Practical experience
· at least 5 years of work experience in public relations or a related field: sociology, management, political science, journalism, psychology, marketing, branding, advertising, etc.
Other requirements
• Teaching portfolio: availability of online materials for at least 50% of taught subjects. The average of grades obtained by the student survey results: at least 4.0 (for active professors).
