Veidlapa Nr. M-3 (8)
Study Course Description
Strategic communication role in promoting social change
Course Code
SZF_220
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Information and 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
-
About Study Course
Objective
Create interest in students and an in-depth understanding of public relations work in today’s environment - how stratagenic communication is used as a business promoter and influencer of social processes. Create an understanding of strategic communication, its relationship to mass communication, systemic theories, etc. theories and patterns of behaviour.
Preliminary Knowledge
Knowledge of mass communication and public relations is desirable.
Learning Outcomes
Knowledge
1.As a result of the completion of the course, students have acquired knowledge of the nature of strategic communication, the historical progress of the development of the concept, the different definitions. Students understand the determinants of the development of strategic communication in society, environment, politics and economics and understand the consistencies that demand a strategic approach to the development of modern communication. Students understand how explanatory theories and patterns of strategic communication, behavioural change can be used in integrated marketing communication projects.
Skills
1.Is able to apply a strategic communication approach to integrated communication practices by providing communication organisations for achieving objectives or changing behaviour.
Competences
1.Able to analyse the relationship of the strategic communication approach with system theories and other theories, as well as patterns of behaviour change and communication, and understand how to combine the strategic approach with these theories and models to ensure integrated communication. Able to provide theoretical justification and explain the use of strategic communication within the framework of the socio-ecological model, justifying the choice of communication intervention methods, able to analyse the target audience and generate messages relevant to the purpose and lecture theatres of communication. Understands the importance and application of strategic communication knowledge in shaping political, integrated marketing communication and social communication. Is able to take responsibility for the results of collective work by working together on the development of campaigns.
Assessment
Examination
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Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Report |
-
|
-
|
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The report should be written on one of the subjects covered by the lectures using compulsory and recommended literature (volume 15 pages). |
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|
2.
Integrated Communication Plan |
-
|
-
|
|
Is able to develop an integrated communication campaign plan based on acquired theories of up to 7 points. Able to develop an integrated communication plan by selecting an appropriate theoretical basis and creating workable ideas from 7-10 points. |
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Behavioural economics and its application in communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social capital, innovation diffusion, chaos theory and their use in communication.
Social ecology theory and socio-ecological models. Application of behavioural patterns in communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Behavioural economics and its application in communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social marketing as a concept of social and health communication. Social Marketing 7 P.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social capital, innovation diffusion, chaos theory and their use in communication.
Social ecology theory and socio-ecological models. Application of behavioural patterns in communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social capital, innovation diffusion, chaos theory and their use in communication.
Social ecology theory and socio-ecological models. Application of behavioural patterns in communication.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Behavioural economics and its application in communication.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Strategic communication as an impact tool
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Social capital, innovation diffusion, chaos theory and their use in communication.
Social ecology theory and socio-ecological models. Application of behavioural patterns in communication.
|
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. (akcpetējams izdevums)Suitable for English stream
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. (akcpetējams izdevums)Suitable for English stream
3.
Singaiah, G., & Laskar, S. R. (2015). Understanding of Social Marketing : A Conceptual Perspective. In Global Business Review,16(2), 213–235.Suitable for English stream
4.
Crawshaw, P. (2014). Changing Behaviours , Improving Outcomes? Governing Healthy Lifestyles Through Social Marketing. In Sociology Compass, 9, 1127–1139 (akcpetējams izdevums)Suitable for English stream
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.Suitable for English stream
8.
Victorian Curriculum and Assessment Authority. (2011). Social-Ecological Model. Health Promotion. (akcpetējams izdevums)
Additional Reading
1.
Rogers, Everett M. (2003). Diffusion of Innovations. New York: A Division of Macmillan Publishing Co., Inc. (akcpetējams izdevums)Suitable for English stream
2.
Donovan, Rob, and Nadine Henley. (2010). Principles and Practice of Social Marketing: An International Perspective. Cambridge University Press (akcpetējams izdevums)
3.
Cheng, Hong, Philip Kotler un Nancy R. Lee. (2011). Social Marketing for Public Health: Global Trends and Success Stories. Sudbury: Jones and Bartlett Publishers (akcpetējams izdevums)Suitable for English stream
4.
Caywood, Clarke L. (2012). The Handbook of strategic public relations & integrated communications / edited by Clarke L. Caywood. New York : McGraw-Hill. (akcpetējams izdevums)
5.
Mary, K. (1996). Bringing order to chaos : Communication and health. (akcpetējams izdevums)Suitable for English stream
6.
Fischer-Kowalski, M. (2015). Social Ecology. International Encyclopedia of the Social & Behavioral Sciences: Second Edition, 254–262.Suitable for English stream
7.
Mullainathan, S., & Thaler, R. H. (2015). Behavioral Economics. International Encyclopedia of the Social & Behavioral Sciences: Second Edition, 437–442.
8.
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), 131–1Suitable for English stream