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: 2021-11-12
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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

  • Lithuanian media today: insights of journalists and practitioners about the situation, challenges, tendencies
  • Organizational communication: from A to Z.
  • Public relations: tools, methods, case studies
  • Communication with the media: how to build a relationship with the media so that your information is relevant to journalists?
  • Company image building and reputation management
  • The importance of internal communication for the company’s image and reputation
  • Marketing Basics: How Much Is It Good To Know About Communication For A Person
  • Creating a Strategic Brand Identity: Strategy and Brand Management
  • Visual communication in social networks: trends, case studies, tools and platforms
  • Creative writing and ways of creating stories
  • Copywrite: How to create brand content and slogans
  • Neuromarketing, conversions, user behavior
  • Media Planning: Why is it relevant not only for high-budget communication campaigns and what you need to know?
  • Influence on psychology and mechanics
  • Strategic communication planning and implementation
  • Crisis management in communication

Lecturers

Public relations and marketing communication professionals, experienced lecturers, recognized experts in their fields, working with leading organizations and brands in Lithuania and abroad - communication managers, heads of public relations and advertising agencies, other communication professionals with many years of experience. All faculty members in the program have been working in their fields for more than 10 years.

Goda Januškevičiūtė

Head of the Study Program

Goda Januškevičiūtė

More than 15 years managerial experience in public relations and marketing. Former communication and marketing strategist at ''Vilnius City Opera'', head of the public relations department of the ''SBA Group''. Among the largest clients are ''Qatar Airways'', ''Telia'' and ''General Financing''. This year she is the head of industrial events at ''Scanorama''.

Indrė Baltušė

Indrė Baltušė

Founder of the branding agency ''Imagine'', brand strategist, advising on strategic identity and marketing communication for 14 years. Advising clients such as ''Birštonas Mineral Waters'', ''Wolf Engelman'', ''Kempinski'', ''ICOR'', ''Northway'', ''Suslavičius-Felix'' , "Vilnius Vodka", "Roche", "Caffeine", ''KALEV'' and others.

Andrius Baranauskas

Andrius Baranauskas

Founder and head of the reputation agency ''Winning'', former head of ''Tele2'' corporate communications for the Baltic States.

Aistė Jakimavičiūtė Bikauskė

Aistė Jakimavičiūtė Bikauskė

Creative director of the branding agency "Imagine". Studied design in Lithuania and Finland, organizes conferences on visual culture "Penketai". She has worked with the brands "WePower", "Birštonas mineraliniai vandenys", "Maxima", ''Alna'', "Swedbank" and others.

Kęstutis Gečas

Kęstutis Gečas

Senior Partner at ''INK agency''. Has worked in the communications and media business for 27 years, having founded a number of public relations agencies. He started his career as a journalist. He is also a business partner at ''bigNow'', co-author of the ''Dansu Dansu'' blog.

Goda Januškevičiūtė

Goda Januškevičiūtė

More than 15 years managerial experience in public relations and marketing. Former communication and marketing strategist at ''Vilnius City Opera'', head of the public relations department of the ''SBA Group''. Among the largest clients are ''Qatar Airways'', ''Telia'' and ''General Financing''. This year she is the head of industrial events at ''Scanorama''.

Jolita Kochanskė

Jolita Kochanskė

Head of ,,INK agency'', an integrated communication agency with more than 12 years of experience in public relations projects, integrated communication campaigns, international communication projects, crisis management. Among the clients consulted – ''Huawei'', ''Barclays'', ''Alma littera'', ''Thermo Fisher Scientific Baltics''.

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.

Daiva Lialytė

Daiva Lialytė

Head of the public relations company ''Integrity PR'' and member of the board, member of the council of the Communication Industry Association (KIA), lecturer at Vilnius University. He has been working in the field of communication for 23 years.

Valdas Lopeta

Valdas Lopeta

Head of Corporate Affairs and Communications, ''Lidl Lietuva''. More than 16 years of experience in communications. Former Head of Communications at ''Danske Bank''.

Renata Matkevičienė

Renata Matkevičienė

Head of the Department of Corporate Communication Research, Vilnius University, Associate Professor, Doctor. Founder of the "Social Leaders' Breakfast" events in Lithuania, who has organized about 20 meetings on the topics of socially responsible business. Member of the VU Faculty of Communication Council. She has been working in the field of communication for 16 years.

Linas Migonis

Linas Migonis

Creative director of ''Fabula'' agency. He gained experience in creative agencies "Love", "TBWA Vilnius", "Not Perfect", "TRUTH". His works have been awarded "Baltic Best", "Adrenaline", "Password" awards. Among the clients - ''Telia Lietuva'', ''Maxima'', ''Rimi'', ''Lidl'', ''Swedbank'', ''Šiaulių bankas'', ''Švyturys - Utenos alus'', ''Red Bull '' and others.

Tomas Nemura

Tomas Nemura

Founder and head of the digital marketing agency ''Choco Agency'', consults the largest brands in Lithuania and forms their online communication strategies.

Daivaras Ulinskas

Daivaras Ulinskas

Project director of the international media planning agency ''CARAT'', media planning specialist working with the largest clients in Lithuania. He teaches media planning at Vilnius University.

Viktorija Urbonaitė

Viktorija Urbonaitė

Founder and creative manager of the creative house "Kregždynas". Author of trainings on creativity, writing and storytelling. Author of books, presenter of television programs. Head of communication content of the pope's visit to Lithuania.

Rimvydas Valatka

Rimvydas Valatka

Journalist, editor, political commentator. During his 3 decades-long career in journalism, he lead the biggest national newsrooms – lrytas.lt, 15min.lt, “Veidas”. He is also the Signatory of the Act of Independence of Lithuania.

Price: 1300 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 12th of November ending on 18thof 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