Veidlapa Nr. M-3 (8)
Study Course Description
Health Communication
Course Code
SUUK_145
Branch of Science
Earth and related Environmental sciences; Environmental engineering
ECTS
3.00
Target Audience
Public Health
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Vita Savicka
Structure Unit Manager
Liāna Deklava
Structural Unit
Department of Rehabilitation
Contacts
Riga, 3 Cigoriņu Street, suuk@rsu.lv, +371 67611559
About Study Course
Objective
Course objective is to create interest in students and in-depth understanding of the strategic communication with the public, as well as the achievement of society's attitudes and behavior change, social change in society that focus on health indicators have improved. Students acquire knowledge of health naturalism media work, and how to recognize misinformation.
Preliminary Knowledge
Not required.
Learning Outcomes
Knowledge
1.Students understand principles of the organization communication with the public, knowledge of communication disciplines (marketing communication, public relations, content marketing, etc.). As well as understand the reputation and image concepts, the concept of social responsibility, social marketing and health communications nature. Students understand the nature of media work and the principles of cooperation with it.
Skills
1.Knows how to prepare communication plans, as well as materials for the mass media, are able to respond to journalist questions.
Competences
1.Are competent in the multidisciplinary field of health communication.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
• Students are constantly studying literature sources.
• Must prepare two groups presentations: social marketing campaigns and health communication campaigns and present them during a seminar.
• Report: Marketing Communications specifics of the health care sector (7 to 10 pages).
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
• Participation in seminars and group work presentation: 30%.
• Report grade: 30%.
• Examination: 40%.
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Specifics of communication and discipline of the information society era. Tactical and strategic communication. Communication tools and their differences. Advocacy and lobbying principles theory.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Communications planning principles and steps. Audience segmentation principles.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basic principles of crisis communication. Social responsibility and use of the organization.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The reputation and image of it`s constituent elements. Communication to the public as an image-building tool.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Health communication theory and its multidisciplinar essence, health communication determinants of importance.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social marketing and planning. Social marketing 7 P analysis.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social marketing campaign plan.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social marketing campaign plan.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Health communication plan using a wide range of communication and access to a range of tools.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Health communication plan using a wide range of communication and access to a range of tools.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Cooperation with the media. Media divison and characteristics. Media tasks and operating principles.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Forms of cooperation with the media (press releases, press conferences, briefings, initiation, etc.).
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Preparation of information materials for mass media.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Preparation of information materials for mass media.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Preparation of answers and reporting provison for mass media. Media training.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Preparation of answers and reporting provison for mass media. Media training.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
32 Academic Hours
Final Examination:
Exam
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Specifics of communication and discipline of the information society era. Tactical and strategic communication. Communication tools and their differences. Advocacy and lobbying principles theory.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Communications planning principles and steps. Audience segmentation principles.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Basic principles of crisis communication. Social responsibility and use of the organization.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The reputation and image of it`s constituent elements. Communication to the public as an image-building tool.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Health communication theory and its multidisciplinar essence, health communication determinants of importance.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social marketing and planning. Social marketing 7 P analysis.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social marketing campaign plan.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Social marketing campaign plan.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Health communication plan using a wide range of communication and access to a range of tools.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Health communication plan using a wide range of communication and access to a range of tools.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Cooperation with the media. Media divison and characteristics. Media tasks and operating principles.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Forms of cooperation with the media (press releases, press conferences, briefings, initiation, etc.).
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Preparation of information materials for mass media.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Preparation of information materials for mass media.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Preparation of answers and reporting provison for mass media. Media training.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Preparation of answers and reporting provison for mass media. Media training.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
32 Academic Hours
Final Examination:
Exam
Bibliography
Required Reading
1.
Alan R., Andreasen. Social marketing in 21st century. London. SAGE Publication, 2006. (akceptējams izdevums)
2.
Berry, D. Health Communication: Theory And Practice. New York. McGraw-Hill, 2007. (akceptējams izdevums)
3.
James Gruning. Excellence in Public Relations and Communication Management, 1992. (akceptējams izdevums)
4.
John Dalton and Susan Croft. Managing corporate reputation. A Specially commissioned report. London: Thorogood. 2003. (akceptējams izdevums)
5.
Charles Fomburn. Reputation: realizing value from the corporate image. Harvard Business School Press, 1996. (akceptējams izdevums)
6.
Philip Kotler. Ned Roberto Nancy Lee. Social marketing: Improving the quality of life. SAGE Publication, 5th ed. 2016
7.
Renata Schiavo. Health communication: from theory to practice. San Francisco. Jossey-Bass, 2014.
Additional Reading
1.
Clarke Caywood. The Handbook of Strategic Pulic Relations & Integrated Communications, 2012
2.
Dennis L., Wilcox, Phillip H.Ault, Warren K. Agee. Public Relations. Strategies and Tactics, 2015
3.
Donald E. Parente, Bruce G. Vanden Bergh, Arnold M. Barban. Advertising Campaign Strategy, 2006
4.
Don W. Stacks. Primer of Public Relations Research, 2016
5.
Dowling Grahame. Creating Corporate reputation. Oxford: University Press, 2001
6.
Merten Klaus. Einführung in die Kommunikationswissenschaft, Muenster, 1999
7.
Ronald D. Smith. Strategic Planning for Public Relations, 2021
Other Information Sources
1.
Friedman, M. (1970). The Social Responsibility of Business is to Increase its Profits. The New York Times Magazine. Retrieved May 5, 2008
2.
https://www.prsa.org/aboutprsa/ethics/#.Vrcd0vl95D8 (skatīts 07.02.2016.)
3.
https://ethicsinpr.wikispaces.com/Professional+codes+of+ethics (skatīts 07.02.2016.)
4.
http://healthleadersmedia.com/supplemental/9798_browse.pdf ( skatīts 07.02.2016.)
5.
Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System, 2021. (skatīts 07.02.2020)