Basics of Public Relations, Advertising, and Branding KPW-AC-SM>BaofPR
This course explores the cultural, psychological, and social foundations of public relations, advertising, and branding. Moving beyond traditional economics, the course focuses on media culture, visual metaphors, brand archetypes, consumer psychology, and behavioral insights. Students will learn how brands build meaning and connect with audiences in the digital age. The course has a practical workshop profile: working in pairs, students will design and pitch an integrated promotional campaign concept as their final project.
Koordynatorzy przedmiotu
Efekty kształcenia
KNOWLEDGE
Upon completing the course, the student will:
K_W01 Understand how PR, advertising, and branding shape popular culture, social structures, and media landscapes.
K_W02 Know the basic rules of social communication, media relations, and consumer engagement in modern media.
K_W03 Understand the role of human perception, psychology, and cultural values in shaping consumer decisions and media reception.
K_W04 Know basic analytical tools and methods used to study media content, visual symbols, and audience behavior.
K_W05 Understand ethical and legal standards in advertising, brand management, and media communication (including the risk of "woke washing" and manipulation).
K_W06 Understand how digital technologies, AI, and social media transform modern advertising, branding, and public relations.
SKILLS
Upon completing the course, the student will:
K_U01 Design an integrated promotional campaign concept using modern media tools and creative strategies.
K_U02 Apply theories of visual metaphors, brand archetypes, and cultural symbols to create engaging advertising content.
K_U03 Analyze consumer behavior and design communication strategies using psychological and behavioral insights.
K_U04 Create effective promotional texts, copy, and visual briefs tailored to various media platforms.
K_U05 Critically evaluate ethical and cultural aspects of communication to avoid manipulation and cultural misunderstandings in global markets.
K_U06 Present and pitch creative advertising concepts clearly and professionally in English.
SOCIAL COMPETENCES
Upon completing the course, the student will:
K_K01 Work effectively in pairs and teams to plan and execute creative communication projects.
K_K02 Think entrepreneurially when developing brand strategies and marketing solutions.
K_K03 Show social responsibility and high ethical standards when creating public messages and evaluating brand authenticity.
K_K04 Care about the high quality, reliability, and social impact of the information and content they produce.
K_K05 Be open to continuous learning and adapting to rapid technological changes in the media and advertising industry.
Literatura
Hackley, C., & Hackley, R. A. (2021). Advertising and Promotion (5th ed.). SAGE Publications, Inc.
Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: The Future is Immersive. John Wiley & Sons.
Coombs, W. T., & Holladay, S. J. (2012). Managing Corporate Social Responsibility: A Communication Approach. Wiley-Blackwell.
Doorley, J., & Garcia, H. F. (2020). Reputation Management: the Key to Successful Public Relations and Corporate Communication. Routledge.
If specific chapters or readings are required for a particular class, excerpts and materials will also be uploaded to MS Teams.
Uwagi
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W cyklu 2026/2027-Z:
Contact hours (lectures) 30 hours |
Więcej informacji
Dodatkowe informacje (np. o kalendarzu rejestracji, prowadzących zajęcia, lokalizacji i terminach zajęć) mogą być dostępne w serwisie USOSweb: