1. SylabUZ
2. Wydział Ekonomii i Zarządzania
3. semestr zimowy 2023/2024
4. Zarządzanie - drugiego stopnia z tyt. magistra
5. Public relations

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Public relations - opis przedmiotu

Cel przedmiotu

The subject is intended to introduce students to the issues of public relations. As a result of the course, students will acquire theoretical and practical knowledge in the field of PR. Ability to use the terminology used in public relations, define terms related to PR, the ability to make public appearances and appear in the media. Compliance with the principles of PR ethics according to the Polish Public Relations Association. Developing the ability to work with the media. Getting acquainted with the role of public speaking in building and rebuilding the image of an organization. Preparing press conferences and PR strategies in the company. PR activity on the Internet. Developing teamwork skills.

Wymagania wstępne

Zapisz zmiany

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Zakres tematyczny

Lecture: Public Relations as a tool for communication between an organization and the market, PR as a way of creating the image of an organization/person. Company's cooperation with the media, public appearances (fairs, press conferences, etc.). Analysis of individual media as the choice of the best media. Dealing with difficult questions from journalists. Organizing events and concluding sponsorship deals. Conducting lobbying activities. The Internet as a modern means of communication within PR. Corporate social responsibility.

Project: practical advice on how to prepare PR activities in an enterprise/institution, where to start, how to develop a programme. Principles of cooperation with the mass media. Preparing a press release. The use of methods of dealing with difficult questions from journalists, e.g. in the event of a press conference, and especially in crisis situations. Preparation and dissemination of company publications, organization of events, conclusion of sponsorship agreements, lobbying activities. Preparation of a draft PR strategy for a selected company/institution.

Metody kształcenia

Lecture: conventional lecture, demonstration, discussion.

Project: group discussions, ideas exchange, individual works, group works, project method, case studies, classical problem method, literature studies, text, work with source document.

Efekty uczenia się i metody weryfikacji osiągania efektów uczenia się

Opis efektu	Symbole efektów	Metody weryfikacji	Forma zajęć

Warunki zaliczenia

Lecture: written exam (K_W01, K_W05), which will cover material from lectures and the project. The exam will be in the form of open and/or closed questions. The condition for receiving a credit is to obtain min. 51% of positive answers in the exam.

Date of the exam: according to the schedule of studies in the winter session

Ratings (scoring):

51%- 60% - sufficient (3.0)

61%-70% - sufficient plus (3.5)

71%-80% - good (4.0)

81%-85% - good plus (4.5)

86%-100% - very beaver (5.0)

Project: the assessment will consist of the assessment of the project on creating a Public Relations strategy for a specific market entity (enterprise/institution) (K_U01, K_U05, K_K07; K_K01) and tasks for individual and group solution (K_K07, K_K08).

The deadline for the final submission of the project concerning the development of a PR strategy for a given entity expires during the penultimate didactic classes in the winter semester.

The grade for the course consists of the grade for the project (50%) and the exam (50%). The condition for passing the course is positive grades from the project and the exam.

Literatura podstawowa

1. Lipschultz J. H., Social media communication : concepts, practices, data, law and ethics, Routledge, New York; London 2021.
2. Mazurek G., Tkaczyk J. (eds.), The impact of the digital world on management and marketing, Poltext: Kozminski University, Warsaw 2016.
3. Mazur B., Introduction to international busines: a cultural approach to management, University of Finance and Management in Białystok, Białystok 2006.

Literatura uzupełniająca

1. Journals and textbooks available at the UZ University Library (databases in alphabetical order) http://www.bu.uz.zgora.pl/
2. Owsinski B., Social media promotion for musicians : the manual for marketing yourself, your band, and your music, Bobby Owsinski Media Group, Burbank 2020.
3. Suhr H. C., Social media: the digital field od cultural production, Peter Lang Publishing, New York 2012.

Uwagi

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Zmodyfikowane przez dr inż. Mariola Michałowska (ostatnia modyfikacja: 28-05-2023 12:54)