The discipline "Development of communication strategy (implemented in English)" is implemented at the Faculty of Advertising and Public Relations by the Department of Integrated Communications and Advertising.
Purpose of the discipline: formation of a system of knowledge that will help students in the future to use strategic planning of marketing communications as an effective tool for marketing and commercial activities within commercial organizations, as well as teaching the basic principles of planning communication campaigns.
The main objectives addressed in the course of the discipline include:
The discipline is aimed at the formation of competencies:
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Competency (code and name) |
Competency indicators (code and name) |
Learning outcomes |
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ПК-1 Capable of organizing and managing a unit (enterprise) in advertising and public relations |
ПК-1.3 supervises and regulates the implementation of project work in advertising and public relations |
Know: the principles of project work in advertising and public relations; the main stages of the strategic planning process; Be able to: develop plans for communication campaigns; plan and allocate project resources to the main stages of the plan; monitor the progress of the strategy; Know how to anticipate risks when planning communication strategies; |
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ПК-3 Is able to carry out authoring activities to create a text of advertising and public relations and (or) other communication product of any level of complexity, taking into account the specifics of communication tasks and the existing international and domestic experience |
ПК-3.4 integrates communications for effective implementation of the communication strategy |
Know: the essence and concept of integrated communications; To be able to: formulate the goals of communication strategies and select adequate communication tools; Know how to apply the studied approaches to the formation of the goals of communication projects in practice. |
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ПК-4 Able to create and manage intangible assets (brands) in the organization |
ПК-4.4 Based on the brand value assessment, prepares recommendations for making marketing decisions regarding goods (services, brands) and improving the organization's business processes in the field of brand management, |
Know: the principles of intangible assets (brands) development and management; the essence and concept of brand value and brand capital; To be able to: apply communication tools to increase brand equity; Possess: skills to develop communication strategies to increase brand equity |
Contacts: Chub Anna Alexandrovna
