Objectives and competences

Core competenceis: • Ability of verbal and non-verbal communication in organization. • Ability to team-work Generic competencies: • Ability to plan, implement and evaluate the advertising campaign. • Ability to plan, implement and evaluate the PR activities.

Content (Syllabus outline)

1. The Shannon’s Model of a Communications System, Symbols: Meaning and Interpretation, Pereception, Cognition, Emotion. 2. Theories of Business Communication 3. Image, Identity, Reputation and Brand Value 4. Evolution of the concept of marketing communication 5. Development of the concept of PR: Grunig's Models of Public Relations and Strategic Public Relations Management 6. Managing Public Relations and Brand Image through Social Media 7. Classical and New paradigms of PR and marketing communication 8. External Negotiation 9. Lobbying 10. Crisis Communication 11. New approach to communication, focusing on the social responsibility and communication needs of organizations and their social environment. 12. Evaluating Communication-research work

Learning and teaching methods

• Teacher centred methods (50%) • Individual student centred methods (50%)

Intended learning outcomes - knowledge and understanding

Knowledge : • The knowledge about theory of marketing communication. • The knowledge about theory PR . Understanding: • Understanding the role of the identity. Application: • Application of marketing theory in practice. • Application of PR theory in practice. Analysis: • Analysis of the effects of marketing communication. • Analysis of the effects of PR.

Intended learning outcomes - transferable/key skills and other attributes

Readings

1. Ferjan, Marko. Poslovno komuniciranje. Maribor: Univerzitetna založba Univerze, 2017. ISBN 978-961-286-092-9, doi: 10.18690/978-961-286-092-9. 2. Ferjan, M. (2019). Image, identiteta in ugled univerze (2. del): kje začeti? UMniverzum, 9, 17–19. 3. Ferjan, M. (2018). Image, identiteta in ugled univerze (1. del): kje začeti? UMniverzum, 8, 23–26. 4. Ferjan, M. (2022). Žvižganje in žvižgači = Whistle blowing and whistleblowers. V Management v krizah: izbrana poglavja (str. 5–40). Univerza v Mariboru, Univerzitetna založba. doi:10.18690/um.fov.1.2022.1

Prerequisits

- Completed Tutorials and assignments are prerequisites for the exam