DESCRIPTION OF DEGREE PROGRAMME (Admission year: 2015-2016)


1.

Title of the degree programme

National Code

Public Relations Management Master`s Degree Programme

621N20026


2.

Official name of the awarding institution(s)

Language of instruction

Mykolas Romeris University

Lithuanian


3.

Kind of study

Cycle of studies

Level of qualification

University studies

II cycle

VII level


4.

Mode of study and length of programme in years

Length of the degree programme in ECTS credits

Student's workload

Contact work hours

Independent work hours

Full-time study 1,5 years

90

2430

630

1800


5.

Study area

Field (branch) of the programme

Social sciences

Management


6.

Degree and/or qualification awarded

Master of management


7.

Programme Director

Contact information

Ingrida Bartkutė

bartai@mruni.eu


8.

Accreditation organization

Period of reference

Centre for Quality Assessment in Higher Education

2016.08.31


9.

Purpose of the programme

To prepare masters of management in the field of public relations for professional work in modern business, public and non-governmental organizations. Half of academic year graduate program leads to creative innovation and open knowledge society members who are able to apply and consolidate the position of co-operation, logic-based information and communication strategies. The program aims to align several related fields of study and to present such things, which develops information management, effective communication and public relations, corporate management and marketing skills.


10.

Profile of the programme

Study content: discipline(s)/subject area(s)

Orientation of the programme

Distinctive features

The program is made of 7 study course subjects, consisting of 48 credits: Public Relations Theory and Practice, Strategies of Public Relations, Scientific Research, Decision-Making Modeling, Strategic Project Management, Strategic Management, Strategic Marketing Management. Students can choose three subjects from the offered six (18 credits): Managerial Psychology, Image Management in Organization, Leadership, Interest Groups and Lobbying, Value Management, Social Conflicts, their Dynamics and Management, Official Protocol.

The program is rather applied than theoretical nature and focused on the practices in order to prepare the managers of communication units and public relations agencies for effective work in both private and public sectors’ organisations in Lithuania and the European Union.

It's a new program and similar programs are not offered at the Mykolas Romeris University. Currently, only some subjects are taught in faculties of the MRU. The proposed program will be implemented in collaboration of Policy and Management Faculty, also Faculty of Economics and Finance, Faculty of Social Policy.

Qualification requirements and regulations

According to the Description of the Lithuanian Qualifications Framework, level VII qualifications are acquired through graduate university (II cycle) studies. The qualification provides for complex activities consisting of different interrelated tasks which may cover several related areas of professional activities. That is the reason why the performance requires expert evaluation of the most recent knowledge in the close and more distanced areas of activities; discovery of new facts in applied research of the professional activity area, creative theoretical knowledge and application of the results of scientific research. The activities are performed independently, by way of setting prerogatives of an activity area, making independent decisions, which are oriented towards improvement and perfection of the activities. The activities imply managing the activities of other employees, thus qualifications of this level include abilities to independently carry out applied research, to provide consultations in an area of activities, to coordinate projects related to the upgrading of other individuals’ qualifications and implementation of innovations, to analyse and present activity results. As the technological, management and organizational progress is witnessed in all areas of activities, the activities and their environment are subject to constant change, the changes are difficult to anticipate, the activities consist of volatile combinations of tasks. The activity change requires the ability to make innovative decisions based on research results, to assess alternative solutions and possible social and ethic consequences of the activities.

Description of the Lithuanian Qualifications Framework
Description of General Requirements for the Master‘s Study Programs
Procedure for Assessment of Mykolas Romeris University Learning Outcomes


11.

Admission requirements

Specific arrangements for recognition of prior learning

Specific requirements for graduation

These who have bachelor degree are invited to study the programme. Also those who haven't completed management, public administration and strategic management courses are to take the exams of the subjects themselves during studying process.

If the content of studying subject programs and amount of studying credits corresponds with the program requirements, the prior studies are acknowledged (formal and unformal).

To collect 90 ECTS credits also to prepare and defend master’s final work (thesis)


12.

Access to further studies

Individuals acquiring public relations management master's degree under this program, could further improve their knowledge of decision-making process, deepen understanding of the individual, interpersonal and group behavior characteristics, shape and improve communication, conflict and stress reduction skills, and etc. and improve their skills in various strategic management public relations and human resources management courses. Also graduates of this program will have possibility to continue their further education in the graduate school of the faculty of Politic and Management.


13.

Occupational profiles of graduates with examples

Graduates of the Public Relations Management program could work in the units of the communication management and public relations of differentbusiness, law, public administration, nonprofit organizations, also agencies, as public relations manager, project manager, independent consultant, also to work in the marketng, public opinion, media analysis, and other agencies developing their own businesses, providing public relations and image of the organization formation services. The program will also prepare a specialist who can continue to carry out their research work.


14.

Teaching and learning methods

Assessment methods

Self-study

Final work and/or examination

The exercise case studies, workshops

Simulated case study, practical case study, survey

Lectures, seminars, practical tasks and discussions

Situation analysis, test, evaluation tasks, case studies

Procedure for Assessment of Learning Outcomes
Description of the System of the Assessment of Learning Outcomes


15.

Generic competences

Programme learning outcomes

1.

interpersonal (interaction) skills

1.1

Is able to understand people psichological reactions

1.2

Is able to understand the dynamics of social conflicts and manage them

2.

ethical commitment and social responsibility

2.1

Is able to apply ethical attitudes and values, understands the importance of social responsibility

3.

decision making

3.1

Is able to analyze and evaluate the complexity of decision-making, efficiency and anticipate their consequences.

4.

scientific research skills

4.1

Knows and understands the applied research methods.

4.2

Is able to apply scientific research methods in written assignments

Subject specific competences

Programme learning outcomes

5.

ability to organize and plan

5.1

Knows, how to organize managerial activities

5.2

Is able to apply the knowledge of management, show leadership in tough times, to encourage colleagues to solve problems

6.

the ability to apply knowledge in practice

6.1

Is able to perform specific research in the field of public relations

6.2

Is able to justify, plan and manage internal and external organizational communication

6.3

Is able to develop and manage the organization's public information

6.4

Is able so understand and apply official protocol and etiquette

7.

public information management skills

7.1

Is able to develop and manage the organization's public information

7.2

Is able to to develop and implement public information programs

7.3

Is able to convincingly deliver and present information

7.4

Is able to form the image of an organization in the inner and outer environment

8.

ability to communicate with other experts

8.1

Is able to justify, plan and manage internal and external organizational communication

8.2

Is able to manage crises of an organization in its internal and external environment

9.

ability to shape the organization's image

9.1

Is able to form the image of the organization in the inner and outer environment

10.

ability to understand the principles of public relations marketing

10.1

Is able to apply marketing techniques in public relations management

11.

ability to lead

11.1

Is able to lead

12.

ability to obtain information from various sources also to analyze

12.1

Is able to obtain information from various sources also to analyze

12.2

Is able to assess the interests of different groups and combine them

13.

project development and management

13.1

Is able to properly initiate and implement projects in changes and development of public communication

13.2

Is able to create a strategic project and manage it

14.

understands and applies the principles of public relations and commerce psychology

14.1

Understands and applies the principles of public relations and commerce psychology


16. COURSE STRUCTURE DIAGRAM WITH CREDITS

Code

Course units

ECTS credits

Student's workload

Contact work hours

Independent work hours

1st YEAR

60

1620

530

1090

1 SEMESTER

30

810

298

512

Compulsory course

24

648

264

384

SN215M067941

Organizations Theory and Communication

6

162

66

96

SN215M067935

Public Relations Strategy

6

162

66

96

SN215M067936

Public Relations Theory and Practice

6

162

66

96

SN215M067940

Scientific Work and Master Thesis

6

162

66

96

Optional course

6

162

34

128

SN215M067925

Image Management in Organization

6

162

34

128

SN215M067926

Management Psychology

6

162

34

128

SN215M067927

Official Protocol

6

162

34

128

2 SEMESTER

30

810

232

578

Compulsory course

24

648

198

450

SN215M067932

Master Thesis

6

162

0

162

SN215M067922

Modeling of Decision Making

6

162

66

96

SN215M067938

Strategic Management of Marketing

6

162

66

96

SN215M067939

Strategic Project Management

6

162

66

96

Optional course

6

162

34

128

SN215M067934

Interest Groups and Lobbying

6

162

34

128

SN215M067928

Leadership

6

162

34

128

2nd YEAR

30

810

100

710

3 SEMESTER

30

810

100

710

Compulsory course

24

648

66

582

SN215M067933

Master Thesis

18

486

0

486

SN215M067923

Public Relations and Psychology of Commerce

6

162

66

96

Optional course

6

162

34

128

SN215M067937

Social Conflicts, Their Dynamics and Management

6

162

34

128

SN215M067924

Value Management

6

162

34

128