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Learning Opportunity: Integrated Communication

Integrated Communication

Course Information

Objective(s) of a study programme:

This graduate study program is aimed at preparing qualified communications and PR professionals to work in modern business, public and non-governmental organizations. Graduates of the program are able to design, analyze, evaluate, coordinate and influence various communication activities, to create and maintain accurate, consistent and effective communication internally and externally. It combines different fields and professional activities, including competences in information management, effective communication and public relations.Future professionals in integrated communications gain not only theoretical and practical knowledge, they are developing skills of cooperation and partnership, responsibility and tolerance, actively engage in university‘s, city’s and country’s public life, participate in community projects.
Learning outcomes:

1. Generic competences to integrate theoretical, empirical and methodological knowledge acquired during the studies, and demonstrate strong ethical perspective in integrated communications and public relations:
1.1. Demonstrate knowledge of communication theories and models, critically analyze the role of public relations in dissemination of information, and apply underlying theories for analysis of integrated communications programs and campaigns;
1.2. Identify and anticipate cultural, social, political, market and technological changes and their implications for contemporary public relations and communications practice;
1.3. Apply quantitative and qualitative research methodologies and analytical tools to integrated communications and public relations research;
1.4. Demonstrate understanding of the communication regulation and corporate social responsibility, and apply legal and ethical principles in resolving professional questions;
1.5. Demonstrate effective communication skills across cultures and audiences in personal and professional life.
2. Specific competences to plan, manage and evaluate communications and public relations products and campaigns meeting high professional standards in a wide range of activities:
2.1. Design and implement hands-on field-based integrated communications campaign and public relations plan, while applying problem solving approach;
2.2. Identify various audience segments and articulate public information strategy methods for reaching diverse audiences; produce communications materials and campaigns to target specific audiences and analyze them in terms of desired effects;
2.3. Apply research, measurement and evaluation methods and tools to provide grounded evidence of the success or failure of integrated communications campaigns;
2.4. Integrate different techniques, tools and methods in corporate and institutional communication and public relations, applying the principles of professionalism.
Activities of teaching and learning:

Expected program study results are to be achieved by applying various study forms, methods, and teaching techniques, such as: lectures, analysis of practical examples, discussions, case studies, also work in groups, consultation, and practical assignments (e.g., case analysis, blog-writing, opinion-writing, essay, project, interactive workshops and poster-making sessions), individual work, etc. Face-to-face and distance teaching and learning forms are implemented as well.
Methods of assessment of learning achievements:

Written exams; professional internship; case studies; PR materials (press releases, etc.); reports; presentations; communication projects (PR strategies; PR campaign plans, etc.); portfolio of practical work.
Study subjects (modules), practical training:

Integrated Communications study program volume is 90 ECTS credits; the compulsory subject’s part of the program consists of:
1. Seven obligatory courses, which are research oriented and amount to 42 ECTS credits: “Risk and Crisis Communication”, “Communication Research Methodology”, “Social Structure and Organizations”, “Public Communication Policy”, “Integrated PR Strategies”, “Organizational Communication”, and “Organizational Psychology”.
2. 30 ECTS credits are assigned the final thesis writing (6 ECTS for Project Management and 24 ECTS for Master Thesis).


Optional courses:

Within the program students choose 3 elective courses (total of 18 ECTS), such as: “Propaganda Criticism”, “Communicative Rhetoric”, “Critique of Communicative Reason”, “Popular and Visual Culture”, “International and Intercultural Communication”, Creative Strategic Communications”.
Distinctive features of a study programme:

Program is 3-semester long (90 ECTS credits).

Reference Data

Education Level:
Thematic area:
Teaching Language:
Study Type:
Access requirements: 

Minimum education - Higher education, Minimum qualification - Bachelor of Communication and Information



Provider Information

Provider Name: 
Vytautas Magnus University
Provider Type: 
Provider Contact Info: 

Provider phone number: +370-37-222739 Provider email: info@vdu.lt Provider URL: http://www.vdu.lt

Qualifications Awarded

Reference Data

Qualification Awarded:
Master in Public Relations
Awarding body:

Vytautas Magnus University

Awarding body contact info:

Provider phone number: +370-37-222739 Provider email: info@vdu.lt Provider URL: http://www.vdu.lt

Course Locations

Reference Data

Course address:

Kauno m. sav. Kauno m. K. Donelaičio g. 58