Study program

Public Relations And Marketing Communication

The purpose of these studies is to equip public communication practitioners with theoretical, but most importantly – the practical – knowledge of how to manage communication processes professionally using contemporary methods and tools of public relations and marketing.

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Studies start: 2018-11-10
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Program

The aim of this program is to provide theoretical knowledge and practical skills that are needed to successfully manage a complex media landscape to effectively communicate ideas, organisations, projects. The program is structured to facilitate the mastering of different public relations (PR) and marketing tools that are extensively used by professionals in contemporary communication.

Objectives

  • Introduce the fundamentals of PR and marketing communications
  • Analyse and provide insights into logics of public sphere
  • Introduce principles of organisational communication
  • Develop and strengthen skills of crisis management
  • Introduce to methodologies of leadership and creativity
  • Introduce to psychological techniques used in communication
  • Strengthen media relations skills
  • Strengthen skills of creative writing and visual imaging
  • Develop abilities of effective social media communication
  • Introduce to strategies of how to choose creative agencies to be partners in communication projects
  • Develop ability to individually create a successful communication project

Teaching methods

Lectures, seminars, case studies, simulations, modelling of real world situations, development of personal PR and marketing communication project.

Study structure

110 academic hours, two fundamental courses:

  • Public relations and effective organizational communication
  • Marketing communication: advertising, fundamentals of creativity, media planning

Main topics

  • Public sphere: national tendencies
  • Organizational communication: internal, marketing communication and corporate communication
  • PR: theory and practice
  • Strategic planning of communication
  • Social responsibility
  • Media relations
  • Public speaking, rhetoric
  • Crisis management
  • Marketing communication theory and practice
  • Marketing project planning (need, budget, calendar)
  • Digital marketing: what needs to be done and what does not in the social media
  • Creative writing, visual culture
  • How to choose a PR, marketing or advertisement agency
  • Preparation and defence of final PR/marketing communication project

Lecturers

Subjects of the course are taught by experienced lecturers, higly skilled by experts in PR and marketing fields, most of whom have extensive experience working on an international level - university researchers, business executives, highly-paid communication and marketing specialists. The list of teachers as well as the program itself is reviewed every year and new professionals are being invited to share their knowledge and experience.

Indrė Baltušė

Head of the Study Program

Indrė Baltušė

Author and leader of Lithuanian Journalism Centre’s Public Relations and Marketing Communication professional study programme. Expert in integrated communication, founder and leading partner of branding and design agency IMAGINE, former partner at „INK Agency”.

Algirdas Davidavičius

Algirdas Davidavičius

Master of public speaking, philosopher, expert in social psychology. Media and information literacy researcher at the Vilnius policy analysis institute. Lecturer at Vytautas Magnus University in Kaunas.

Andrius Baranauskas

Andrius Baranauskas

Head of corporate communication at one of the biggest Lithuanian telecommunication companies “UAB Tele2”, also its former press officer for many years. He has extensive experience in working as a communication professional for many industries, incl. food, pharmaceutical, financial etc.

Daiva Lialytė

Daiva Lialytė

Works in the field of communication from 1998. Teaches at Vilnius University’s Faculty of Communication. Currently she is the head and the board member of “Integrity PR” company, also the Council Member of the Association of Public Relations Agencies.

Gintaras Šeputis

Gintaras Šeputis

Executive Director of Association of Lithuanian Communication Agencies. Former Creative Director at VRS agency, former director of public broadcaster’s LRT TV program “The signs”. Expert of visual communication, creativity teacher.

Goda Januškevičiūtė

Goda Januškevičiūtė

PR and communication expert with more than 10 years experience in leading roles of big and prominent Lithuanian business and art organisations – former communication strategist at „Vilnius City Opera“; Chief Communication Officer at SBA company.

Jonathan Howard

Jonathan Howard

Has long working experience as a strategist of advertising agencies „Saatchi & Saatchi“ and „BBDO“ in London. Teacher of strategy planning and creativity. He has worked with most biggest advertisement chains, such as „McCann Erickson”, „Y&R“, „Fallon“ and others.

Kęstutis Gečas

Kęstutis Gečas

Works in the field of communication already for 17 years. Founded several PR and communication agencies, incl. „INK Agency”. His career started in the biggest, at the time, Lithuanian daily newspaper “Lietuvos rytas”. Council Member of the Association of Public Relations Agencies.

Monika Garbačiauskaitė-Budrienė

Monika Garbačiauskaitė-Budrienė

Creator of the most popular Lithuanian internet daily DELFI.lt and it’s first Editor-in Chief. She is one of the first in the generation of young Lithuanian journalists to create new tradition of independent media.

Rosita Kajackaitė

Rosita Kajackaitė

A conversion optimization practician and analyser. The head of digital marketing and conversion optimization. Works mainly in Lithuanian and USA markets.

Rūta Latinytė

Rūta Latinytė

Head of PR of publishing company „Šviesa“. Former press officer of the Lithuanian telecommunication company „Bitė LT“. Founder of creative agency „Flexus“, doctorate researcher at the Institute of Literature and Folklore.

Viktorija Urbonaitė

Viktorija Urbonaitė

Expert in creative writing, copywriter for famous magazines “Happy 365”, “L’Officiel Fashion”, contributor of the publisher “Alma Littera”. Founder of the creative writing workshop house “Kregždynas”.

Price: 1000 EUR

The amount can be paid in two equal parts (one at the beginning of the course, another – in the middle)

Duration: 5 months starting from 11th of November ending on 30st of March.
Lectures taking place on Friday evenings and Saturday mornings.
Course schedule and exact course venue will be announced to the enrolled course participants only before the very beginning of the course.

Language: Lithuanian only

Registration