Profile of a graduate of the Bachelor's degree:
Graduates of the Media and Communication Studies in the Media Relations programme at the 1st level of the Bachelor's degree are equipped with the basic sum of theoretical knowledge, skills and experience necessary for practice in positions in the communication department of companies from various sectors, state institutions, non-profit organizations, as well as within communication agencies for clients from a wide range of areas. He/she is proficient in all techniques of working with audiences, has sufficient knowledge of the media market and its specifics, and is able to work in collaboration with other team members on communication projects. Makes efforts in building a positive image and good reputation of a small or medium-sized institution. It is a study programme in which it is important to be able to implement individual activities in practice, so a great emphasis is placed on the practical part of the course so that the graduate goes into practice prepared and is able to join the work process immediately. The graduate 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. On the basis of theoretical knowledge, the student can formulate a problem and, using practical skills, find appropriate solutions that are applicable to different companies, carry out the implementation of diverse communication strategies (e.g. content creation, planned and operational implementation of communication processes in different situations, plan and implement different types of communication campaigns, social media campaigns, press conferences, briefings, communication in informal meetings with journalists, monitoring and analysis of media outputs, manage crisis communication, create different types of outputs. As communication is nowadays moving mainly to the online environment, he is also prepared for all the challenges and changes in this direction.
Educational objectives - required outcomes for a bachelor's degree graduate
Theoretical knowledge
Graduate of the Bachelor's degree programme in media relations:
- acquire a wide range of theoretical knowledge in the field of marketing theory, marketing communication, public relations, digital communication, media marketing, media research, as well as other supporting areas of public relations,
- is proficient in the fundamentals of related disciplines such as economics, law, psychology, ethics, management and non-verbal communication,
- completes all subjects in English, thus deepening his/her skills in the field of professional communication in a foreign language, and thus expanding the graduate's employment opportunities.
- can use the information obtained from theoretically oriented subjects to analyse the situation, can work with different types of data, sources and at the same time evaluate the relevance and credibility of the information obtained in both onlining and offlining environments,
- is proficient in the specifics of a foreign language towards the field of public relations,
- Demonstrates relevant knowledge of marketing theory and marketing communication with emphasis on PR and media relations, as well as communication in the online space, management and creation of various communications,
- Gain insight in specific areas such as crisis communication, employer branding, public affairs and CSR/ESG.
Practical skills and abilities
Graduate of the Media and Communication Studies in the Media Relations programme at the 1st cycle of the Bachelor's degree:
- can set a communication strategy for a smaller company and implement it independently or in a team,
- can participate in the organisation of all types of communication activities in relation to the internal and external environment, participates in the creation and implementation of communication projects and plans,
- is able to create basic communication outputs in all types of media, is able to speak in front of the media,
- can be part of a crisis team and contribute to the design of crisis communication solutions to internal and external environments,
- is able to create a company's social media communication strategy and implement it,
- can create different types of creative outputs,
- can work with data and evaluate the relevance of individual sources.
Additional knowledge, skills and abilities
Graduate of the bachelor's degree programme in media relations:
- has skills in the form of adaptability to current and future events and changes in the communication market,
- can work effectively as a member of a team implementing public relations tools,
- has well-developed organisational and time management skills,
- can find solutions to problems in creative and effective ways,
- can apply current legal and ethical standards,
- has well-developed communication and presentation skills,
- has the ability to critically assess the impact of the media on target groups.
