Veidlapa Nr. M-3 (8)

Course Description Status: Approved

Course Description Version: 25/26.R.1.00

Description Period: 2025./26 academic year rudens semestris

Study Course Accepted: -

Study Course Description

Public Relations in an Integrated Marketing Communication System: Campaign Management, Political Campaigns and Marketing

Main Study Course Information

Course Code
KSK_048
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Communication Science
LQF
Level 7
Study Type And Form
Full-Time

Study Course Implementer

Course Supervisor
Vita Savicka
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts

Dzirciema street 16, Rīga, szf@rsu.lv

About Study Course

Objective

To arise interest and profound understanding in students about public relations work within the scope of integrated marketing communication (IMC) by implementing different integrated communication activities – both in the state and political, as well as social area, as well as to make them understand strategic communication, its link to mass communication, system theories and other theories and behavioural models.

Preliminary Knowledge

Preferable to have knowledge in mass communication and public relations.

Learning Outcomes

Knowledge

1.After mastering the course, students have obtained knowledge about the nature of strategic communication, the history of development of the concept, different definitions. Students understand the factors underpinning the development of strategic communication in society, environment, policy and economy and understand the consequences, which require a strategic approach to the creation of modern communication. Students understand how strategic communication, theories and models explaining the change of behaviour can be used in integrated marketing communication projects.

Skills

1.Students are able to use a strategic communication approach in communication practice ensuring communication for the achievement of goals or change of behaviour of an organisation.

Competences

1.Students are able to analyse the link of the strategic communication approach to system theories and other theories, as well as change of behaviour and communication models and understand how to combine the strategic approach with these theories and models to ensure integrated communication. Able to provide a theoretical justification and to explain the use of strategic communication within a social ecological model, justifying the choice of communication intervention models, able to analyse the target audience and to create messages relevant to the purpose of communication and audiences. Students understand the importance and use of strategic communication knowledge in shaping political, integrated marketing communication and social communication. Able to assume responsibility for the results of team work, when working together to develop a campaign.

Assessment

Individual work

Title
% from total grade
Grade
1.

Individual work
-
-
Team work (3 persons per team). Social campaign strategy presentations. In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.

Examination

Title
% from total grade
Grade
1.

Examination
-
-
2.

Examination
-
-
Students are able to draft an integrated communication plan based on mastered theories – up to 7 points. Students are able to draft an integrated communication plan by choosing an appropriate theoretical justification and creating ideas that can be implemented in practice – grade from 7 to 10.

Study Course Theme Plan

FULL-TIME
Part 1

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Behavioral economics and its application in communication.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Social capital, innovation diffusion, chaos theory and their use in communication. Social ecology theory and social ecological models.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Behavioral economics and its application in communication.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Social marketing as a concept of social and health communication. 7P social marketing.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Social capital, innovation diffusion, chaos theory and their use in communication. Social ecology theory and social ecological models.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Social capital, innovation diffusion, chaos theory and their use in communication. Social ecology theory and social ecological models.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Behavioral economics and its application in communication.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Strategic communication as tool

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Social capital, innovation diffusion, chaos theory and their use in communication. Social ecology theory and social ecological models.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Social capital, innovation diffusion, chaos theory and their use in communication. Social ecology theory and social ecological models.
Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)

Bibliography

Required Reading

1.

Christensen, M. (2014). Communication as a Strategic Tool in Change Processes.

2.

Röttger, U., & Preusse, J. (2013). External Consulting in Strategic Communication : Functions and Roles Within Systems Theory. In International Journal of Strategic Communication 7(2):99-117.

3.

Singaiah, G., & Laskar, S. R. (2015). Understanding of Social Marketing : A Conceptual Perspective. In Global Business Review,16(2), 213–235.

4.

Crawshaw, P. (2014). Changing Behaviours , Improving Outcomes? Governing Healthy Lifestyles Through Social Marketing. In Sociology Compass, 9, 1127–1139

5.

Dulek, R. E., & Campbell, K. S. (2015). On the Dark Side of Strategic Communication.

6.

Leigh, A. (2015). How behavioural economics does and can shape public policy. The Economic and Labour Relations Review, 26(2), 339–346.

7.

Walter, N., Ball-Rokeach, S. J., Xu, Y., & Broad, G. M. (2018). Communication Ecologies: Analyzing Adoption of False Beliefs in an Information-Rich Environment. Science Communication, 40(5), 650–668.

8.

Victorian Curriculum and Assessment Authority. (2011). Social-Ecological Model. Health Promotion, 2011.

9.

McGill, B., O’Hara, B. J., Bauman, A., Grunseit, A. C., & Phongsavan, P. (2019). Are Financial Incentives for Lifestyle Behavior Change Informed or Inspired by Behavioral Economics? A Mapping Review. American Journal of Health Promotion, 33(1), 131–1

10.

Mullainathan, S., & Thaler, R. H. (2015). Behavioral Economics. International Encyclopedia of the Social & Behavioral Sciences: Second Edition, 437–442. h

11.

Fischer-Kowalski, M. (2015). Social Ecology. International Encyclopedia of the Social & Behavioral Sciences: Second Edition, 254–262.

12.

Mary, K. (1996). Bringing order to chaos : Communication and health.

13.

Christensen, M. (2014). Communication as a Strategic Tool in Change Processes.

14.

Caywood, Clarke L. The Handbook of strategic public relations & integrated communications / edited by Clarke L. Caywood. New York : McGraw-Hill, 2012.

15.

Cheng, Hong, Philip Kotler un Nancy R. Lee. 2011. Social Marketing for Public Health: Global Trends and Success Stories. Sudbury: Jones and Bartlett Publishers

16.

Donovan, Rob, and Nadine Henley. 2010. Principles and Practice of Social Marketing: An International Perspective. Cambridge University Press

17.

Rogers, Everett M. 1983. Diffusion of Innovations. New York: A Division of Macmillan Publishing Co., Inc.

Additional Reading

1.

Hoffjann, O. (2018). The role of play in strategic communication. In Public Relations Inquiry, 7 (1), 83-101

2.

Thomas, G. F., & Stephens, K. J. (2015). An Introduction to Strategic Communication. In International Journal of Business Communication, 2015, Vol. 52(1) 3 –11

3.

McLeroy, Bibeau, Steckler, & G. (1988). The social ecological model as a framework for Determinants. Health Education & Behavior : The Official Publication of the Society for Public Health Education.

4.

Lundberg, C. C. (1972). TOWARD A MODEL OF SOCIAL CHANGE. Academy of Management Proceedings, 1972(1), 53–57.

5.

Barnes, R. L. (2012). Overview of the Political Advocacy Process. Advocacy Strategies for Health and Mental Health Professionals : From Patients to Policies, 29–50.

6.

Myers, C. (2018). Public relations or “ grassroots lobbying ” ? How lobbying laws are re-de fi ning PR practice. Public Relations Review, 44(1), 11–21.

7.

Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. 2601(December).

8.

Sirgy, B. M. J., Morris, M., & Samli, K. C. (1985). The Question of Value in Social Marketing : Use of a Quality of Life Theory to Achieve. 2(2). In American Journal of Economics and Sociology, 44(2), 215-228

9.

Schermer, V. L. (2012). Group-as-a-Whole and Complexity Theories : Areas of Convergence. Part I: Background and Literature Review. In Group Analysis, 45(3), 275–288.