Communication Campaigns in Public Relations and Advertising – (M.Sc.)

This master´s programme is aimed at training professionals that are able to assume most part of the current tasks related to advertising communication and public relations. It is supposed to be an applicative master´s, mainly oriented towards professional training. The programme enables master´s students: 1. to identify the social stakes that an organization may face and to influence decision making on organizational policies and strategies; 2. to establish the social responsibilities that the organization must assume in relation to the various participants and to develop policies and flexible, coherent programmes adjusted to social changes; 3. to conceive and manage ways of intervention, both within the organization and between the organization and the multiple component parts of the extra-organizational environment. General and fundamental knowledge of marketing, human resources management, research methods in communication studies is substantiated by professional training based on the application of basic practices underlying public relations and advertising (internal communication, media relations, communication marketing, branding, copywriting, publicity on-line). The central axis of training in the field of public relations relies on a formula in which theory and practice are manifest in integration activities. These integration activities are accompanied by the critical reflection on professional performance and on the organizational requirements within the context of an on-going democratic society.