Profile of a bachelor's degree graduate:
Graduates of the Media and Communication Studies programme in the Public Relations study programme at the 1st level of bachelor's study are equipped with the basic theoretical knowledge, skills and experience necessary for positions in the communication departments of companies from various sectors, state institutions, non-profit organisations, as well as in communication agencies for clients from a wide range of fields. They master all techniques of working with the public, have sufficient knowledge of the media market and its specifics, and are able to work on communication projects in cooperation with other team members. They strive to build a positive image and good reputation for small or medium-sized institutions. This is a study programme in which it is important to know how to implement individual activities in practice, so great emphasis is placed on the practical part of teaching during the course of study so that graduates are prepared for practice and can immediately engage in the work process. Graduates will gain an overview of the latest knowledge, hypotheses, concepts, problems and unresolved issues in the field of media and communication studies with a special focus on public relations. Based on their theoretical knowledge, they will be able to formulate problems and, using their practical skills, find suitable solutions that are applicable to different companies, implement various communication strategies (e.g. content creation, planned and operational implementation of communication processes in various situations, plan and implement various types of communication campaigns, social media campaigns, press conferences, briefings, communication at informal meetings with journalists, monitoring and analysis of media outputs, manage crisis communication, create various types of outputs. As communication is currently shifting primarily to the online environment, they are also prepared for all challenges and changes in this area.
Learning objectives - required outcomes for bachelor's degree graduates:
Theoretical knowledge
Graduates of the bachelor's degree programme in public relations:
- acquire a wide range of theoretical knowledge in the fields of marketing theory, marketing communication, public relations, digital communication, media marketing, media research, as well as other key areas of public relations,
- master the basics of related disciplines such as economics, law, psychology, ethics, management and non-verbal communication,
- all subjects are taught in English, which deepens students' skills in professional communication in a foreign language, thereby expanding their employment opportunities.
- they know how to use the information gained from theoretically oriented subjects to analyse situations, they are able to work with various types of data and sources, and at the same time evaluate the relevance and credibility of the information obtained in both online and offline environments,
- has a command of the specifics of a foreign language in the field of public relations,
- demonstrate relevant knowledge of marketing theory and marketing communication with an emphasis on PR and media relations, as well as communication in the online space, management and creation of various types of communications/outputs,
- gains an overview of specific areas such as crisis communication, employer branding, public affairs and CSR/ESG.
Practical skills and abilities
Graduates of the Media and Communication Studies programme in the Public Relations study programme at the 1st level of bachelor's study:
- are able to set up a communication strategy for a small or medium-sized company and implement it independently or as part of a team, are able to work in a communication agency
- can participate in the organisation of all types of communication activities in relation to the internal and external environment, participate in the creation and implementation of communication projects and plans
- is able to create basic communication outputs in all types of media, knows how to appear before the media,
- can be part of a crisis team and participate in proposing crisis communication solutions for both internal and external environments
- is able to create and implement a company communication strategy on social networks,
- is able to create various types of creative outputs,
- can work with data and evaluate the relevance of individual sources and tools.
Additional knowledge, abilities and skills
Graduates of the bachelor's degree programme in public relations:
- has skills in the form of adaptability to current and future developments and changes in the communications market,
- can work effectively as a member of a team implementing public relations tools,
- have developed organisational and time management skills,
- are able to find solutions to problems in creative and effective ways,
- is able to apply current legal and ethical standards,
- has developed communication and presentation skills,
- has the ability to critically assess the impact of the media on target groups
- is able to take on a leadership role in solving communication tasks.
