Strategic communication management

Duration: 5 weeks
Professors: Scientific Adviser Dr. Zaneta Trajkoska, Senior Lecturer Pegja Ashanin Gole, MA

Course description

Explore communication concepts and gain skills that will increase your effectiveness as a leader and in handling crises. The course Strategic communications and crisis communication studies the practice of strategic communication as a management function, with a particular focus on issues management and crisis communication.

What you will learn

• You will analyse the contribution of public relations to specific dilemmas around “fake news”, covert lobbying and the misuse of social media;
• You will analyse the codes of professional bodies and their importance for the ethical dilemmas of public relations;
• You will know the components of propaganda and persuasive communication and how to apply them in a communication campaign;
• You will analyse the application of public relations in the public, corporate and non-governmental sectors;
• You will analyse and apply the intercultural and multicultural context of public relations.

Literature

Anthonissen, P. F. (ed.)(2008) Crisis Communication : Practical Public Relations Strategies for Reputation Management and Company Survival. London and Philadelphia, Kogan Page;

Argenti, P. A., Howell, R. A., Beck, K. A. (2005) The Strategic Communication Imperative. MIT Sloan Management Review, 46(3)

Coombs, W. T. & Holladay, S. J. (eds)(2010). The Handbook of Crisis Communication. Malden, Oxford: Wiley-Blackwell

Coombs, W. T. (2013). Crisis Management and Communications (Updated September 2014).

Cutlip, S. M., Center, A. H. and Broom, G. M. (2006) “Management process,” in Effective Public Relations. Upper Saddle River, N.J. and London: Prentice Hall.

Everse, G. (2011) Eight Ways to Communicate Your Strategy More Effectively. Harvard Business Review [online], 22 August 2011

Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D. & Sriramesh, K. (2007) Defining Strategic Communication. International Journal of Strategic Communication, 1(1).

Heath, R. L. (ed.) (2013) Encyclopedia of public relations. 2nd edn. Los Angeles, SAGE Publications.

Leighton, N., T. Shelton (2008). Proactive crisis communication planning. London and Philadelphia: Kogan Page.

Lurati, F. (2005): Negotiating the Crisis Response: A Negotiation Approach to Crisis Response Management. Università della Svizzera Italiana, Facoltà di Scienze della comunicazione, Lugano.

Nothhaft, H. et al. (2018) “Strategic Communication: Reflections on an Elusive Concept,” International Journal of Strategic Communication, 12(4).

Regester, M., J. Larkin (2008): Risk Issues and Crisis Management in Public Relations. London and Philadelphia: Kogan Page, CIPR.

Smith R. D. (2005) Strategic Planning for Public Relations. 2nd edn. Mahwah, NJ & London: Lawrence Erlbaum Associates.

Theaker, A. (2012) The Public Relations Handbook. 4th edn. London & New York, Routledge.

Tkalac Verčič, A. (2016) Definiranje komunikacijskog problema, Akcija i komunikacija, Vrednovanje, in: Odnosi s javnošću. Zagreb, HUOJ.

Tkalac Verčič, A. (2016) Obilježja javnosti; Situacijska teorija komunikacijskog ponašanja, in: Odnosi s javnošću. Zagreb, HUOJ.

Tench, R. & Yeomans, L. (eds.)(2006). Exploring Public Relations. London: Prentice Hall.

Tuneva, M. (2011) Voved vo odnosite so javnosta [Introduction to public relations]. Skopje, School of Journalism and Public Relations.

Verčič, D., Grunig, J. E. (2002) The origins of public relations theory in economics and strategic management. In: D. Moss, D. Verčič, G. Warnaby, Perspectives on Public Relations Research. London, New York, Routledge.

Volk, S. C. and Zerfass, A. (2018) “Alignment: Explicating a Key Concept in Strategic Communication,” International Journal of Strategic Communication. Routledge, 12(4),

Werder, K. P., Nothhaft, H., Verčič, D. & Zerfass, A. (2018) “Strategic Communication as an Emerging Interdisciplinary Paradigm,” International Journal of Strategic Communication, 12(4).

Wilcox, D. L., Cameron, G. T. and Reber, B. H. (2015) Public Relations: Strategies and Tactics. 11th edn. Boston [etc.], Pearson.

Zerfass, A., Verčič, D., Nothhaft, H., & Werder, K. P. (2018) “Strategic Communication: Defining the Field and its Contribution to Research and Practice,” International Journal of Strategic Communication, 12(4).

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Dimitar Kovachevski

Course description

The strength and size of an organisation’s reputation reflect the way a complex range of stakeholders perceives it. Very often there is a gap between how the organisation intends to be seen and reality, that is, how stakeholders actually see it. This may be due to a range of forces – some slow, predictable and controllable, others sudden, unpredictable and relatively uncontrolled. The aim of this course is for you to understand reputation and brand as the most important intangible asset of organisations.

What you will learn

• You will know the essence of good reputation and brand management and how competitive advantage and business success can be achieved through building a good reputation and sustainable brands;
• You will be able to apply the process and main steps of building strong brands and winning reputations for at least two reasons: first, to position corporate communications as a success factor in organisations and, second, to achieve the main corporate goals.

Literature

Charles J. Fombrun and Cees B.M. Van Riel (2004). Fame & Fortune – How Successful Companies Build Winning Reputations, FT Prentice Hall (273 pages), translated into Macedonian

Brand management handbook (2000), prepared by Suzana Panova Nikiforova, MA

AIRMIC (2015). Defining and managing reputation risk: A framework for risk managers. Reputation Institute (in English)

Leslie de Chernatony (2001, 2010) From Brand Vision to Brand Evaluation, Butterworth Heinemann

Cees B.M. Van Riel and Charles J. Fombrun (2007) Essentials of Corporate Communications, Routledge Taylor&Francis Group (pp. 38–61), in English

Phillip Kotler and Kevin L Keller (2006) Marketing Management: The International Edition, Prentice Hall Inc.

Duration: 5 weeks
Professors: Assoc. Prof. Dr. Sally Broughton Micova, Ilina Mangova, MA

Course description

This course deals with ideas about the power of communication and the ways different political actors use that power. It examines how these actors use the media in political communication, the use of polls, petitions and public opinion surveys, the roles of journalism and public relations, and populist communication, especially during elections.

What you will learn

• You will be able to critically assess the role of communication in national and international politics;
• You will understand the relations between political actors, the media and citizens in shaping and making decisions;
• You will know the communication tools used by a given political actor, how to present them to others and how to advise that actor on applying political communication.

Literature

McNair, Brian. (2018) An introduction to political communication (5th edition). London: Routledge Taylor & Francis

Hill, S. J., Lo, J., Vavreck, L., & Zaller, J. (2013). How Quickly We Forget: The Duration of Persuasion Effects From Mass Communication. Political Communication, 30(4)

Gilliam Jr, F. D., & Iyengar, S. (2000). Prime suspects: The influence of local television news on the viewing public. American Journal of Political Science

Anstead, N., & O’Loughlin, B. (2015). Social media analysis and public opinion: The 2010 UK General Election. Journal Of Computer-Mediated Communication, 20(2)

Leeper, T. J., & Slothuus, R. (2014). Political parties, motivated reasoning, and public opinion formation. Political Psychology, 35(S1)

Davies, N. (2009). Flat Earth news: an award-winning reporter exposes falsehood, distortion and propaganda in the global media. London: Vintage

Scammell, M. (2007). Political brands and consumer citizens: The rebranding of Tony Blair. The Annals of the American Academy of Political and Social Science, 611(1)

Street, J. (2004). Celebrity Politicians: Popular Culture and Political Representation. British Journal Of Politics & International Relations, 6(4)

Negrine, R., (2008) The Transformation of Political Communication. Basingstoke, Hants: Palgrave Macmillan.

Reinemann, C. et al. (2016) “Chapter 2 Populist Political Communication: Towards a Model of Its Causes, Forms, and Effects” in Populist Political Communication in Europe. Routledge

Oliver, J. E., & Rahn, W. M. (2016). Rise of the Trumpenvolk: Populism in the 2016 Election. The ANNALS of the American Academy of Political and Social Science, 667(1), 189-206.

Olins, W. (2005) “Chapter 9 Making a National Brand” in The new public diplomacy. soft power in international relations. Basingstoke [UK]; New York : Palgrave Macmillan

Wheeler, M. (2011). Celebrity diplomacy: United Nations’ Goodwill Ambassadors and Messengers of Peace. Celebrity Studies, 2(1)

Yarchi, M (2016) “Terror Organizations’ Uses of Public Diplomacy: Limited versus Total Conflicts”, Studies in Conflict & Terrorism

Duration: 5 weeks
Professors: Scientific Adviser Dr. Zaneta Trajkoska, Slavica Biljarska Mircheski, MA

Course description

What is the role and impact of digital communications in contemporary society? The course offers a theoretical and practical basis for effectively including social media in (public) communication strategies. You will explore transparency and the creation of identities online, the effects of digital communication on particular audiences, conversation and stakeholder engagement on social media, and you will formulate and evaluate digital communication strategies.

What you will learn

• You will be able to analyse the characteristics of target audiences, use data analysis, manage stakeholders, create messages and choose appropriate tactics and channels;
• You will know how to create relevant content that ranks highly in search engines;
• You will improve your skills in communication and content creation on social media;
• You will be able to create and apply digital communication strategies;

Literature

Austin, E. and Pinkleton, B. (2015). Strategic public relations management: planning and managing effective communication programs. 3rd ed. New York: Routledge.

Danielewicz-Betz, A. (2016). Communicating in Digital Age Corporations. London: Palgrave Macmillan.

Diaz-Ortiz, C. (2019). Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits. HarperCollins Leadership.

Ess, C. (2014). Digital media ethics. 2nd ed. Cambridge: Polity Press.

Freberg, K. (2019). Social Media for Strategic Communication: Creative Strategies and Research-Based Applications. Thousand Oaks, California: SAGE.

Ledford, J. (2009). SEO: Search Engine Optimization Bible. 2nd ed. Indianapolis: John Wiley & Sons.

Lipschultz, J. (2018). Social media communication: concepts, practices, data, law and ethics. 2nd ed. New York: Taylor & Francis Group, Routledge.

Motion, J., Heath, R. L., & Leitch, S. (2016). Social Media and Public Relations: Fake Friends and Powerful Publics. London and New York: Routledge.

Penn, W. S. (2013). Storytelling in the Digital Age. New York: Palgrave Macmillan.

Phillips, D. and Young, P. (2013). Online public relations. 3rd ed. London [etc.]: Kogan Page.

Quesenberry, K. (2019). Social media strategy : marketing, advertising, and public relations in the consumer revolution. Lanham: Rowman & Littlefield.

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Sally Broughton Micova

Course description

In this course you will learn about the main economic concepts and issues relating to the media, the most relevant economic characteristics of the media industry and media markets, and the links between technology, design and content and all relevant economic aspects. The focus is on the specific characteristics of media companies and organisations, how they are reflected in media strategies, supply and demand in the media industry, the structure and functioning of the media and advertising industries, the economics of online media and more.

What you will learn

• You will critically assess the economic challenges and opportunities for media firms;
• You will understand the key processes taking place in the media industry;
• You will identify the interests and strategic options of media companies in today’s media market;
• You will know the regulatory and political environment in which the media operate and their interests in potential policy changes affecting the media market.

Literature

Albarran, A. B. (2010). The media economy. New York: Routledge. (Chapters 1, 4, & 7) Anderson, C. (2004). The Long Tail. Wired,

Chyi, H. I., & Chadha, M. (2011). NEWS ON NEW DEVICES. Journalism Practice, 6(4), 431‐449. Doyle, G. (2002). Understanding media economics. London: SAGE. (Chapters 1, 4, 7 & 9)

Doyle, G. (2010a). From Television to Multi‐Platform: Less from More or More for Less? Convergence: The International Journal of Research into New Media Technologies, 16(4), 431‐449.

Doyle, G. (2010b). Why culture attracts and resists economic analysis. Journal of Cultural Economics, 34(4), 245‐259.

Hollifield, C. A. (2004). The Economics of International Media. In A. Alexander, J. Owers, R. Carveth, C. A. Hollifield & A. N. Greco (Eds.), Media Economics: Theory and Practice (pp. 85‐106). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.

Hoskins, C., McFadyen, S., & Finn, A. (2004). Media economics : applying economics to new and traditional media. Thousand Oaks, Calif.: Sage Publications. (Chapters 2‐4 & 13)

Jenkins, H. (2006). Convergence culture : where old and new media collide. New York: New York University Press.

Livingstone, S., & Lunt, P. (2007). Representing Citizens and Consumers in Media and Communications Regulation. The ANNALS of the American Academy of Political and Social Science, 611(1), 51‐65.

Peruško, Z., & Popoviç, H. (2008). Media Concentration Trends in Central and Eastern Europe. In K.

Jakubowicz & M. Sükösd (Eds.), Finding the Right Place on the Map. Bristol: IntellectBooks. Picard, R. G. (2002). The economics and financing of media companies (1st ed.). New York: Fordham University Press. (Chapter 6)

Puppis, M. (2009). Media Regulation in Small States. International communication gazette, 71(1‐2), 7‐17

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Ljupcho Efremov

Course description

In this course you will learn the most important elements of the research plan you will carry out as part of your master’s thesis. The knowledge you gain is equally useful for carrying out a smaller research project collecting empirical data and for secondary analysis of data from other studies.

What you will learn

• You will be able to design a research plan;
• You will be able to construct a survey questionnaire, guidelines for in-depth interviews and focus groups, and a coding frame for content analysis;
• You will know how to collect and evaluate secondary data;
• You will be able to interpret the collected data, write a research report and present research results orally.

Literature

Trpevska, Snezhana (2011) Istrazhuvanje i pribiranje informacii [Research and information gathering] (authorised lectures), Skopje: School of Journalism and Public Relations.

Bryman, A. (2009), Social Research Methods, Oxford University Press.

Wimmer, Roger D., and Dominick, Joseph R. (2011), Mass Media Research, An Introduction (8th Edition), Thomson Wadsworth Publishing Co.: Belmont, CA. (electronic edition)

Stacks, D. W. (2011) Primer of Public Relations Research, Second edition, New York: The Guilford Press.

Austin, E.W., Pinkleton, B.E. (2010) Strategic Public Relations Management: Planning and Managing Effective Communication Programs, Second edition, London: Lawrence Erlbaum Associates, Publishers.

Duration: 1 year

Assignment description

The master’s thesis is the student’s independent work, which systematises existing academic knowledge and constitutes original research. The thesis topic should fall within the relevant scientific field of the master’s programmes and is chosen on the student’s own initiative or agreed with one of the professors. Through the thesis, the student should demonstrate an understanding of important current issues in the field and the ability to carry out research, analyse the results and draw sound conclusions. The thesis should also be finalised as a well-written and properly organised document.

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Sally Broughton Micova

Course description

This course highlights the importance of the public dimension in today’s diplomacy. It also explains the role of public diplomacy as an instrument used by state and non-state actors to understand or influence culture, attitudes and behaviour, and to build and advance various kinds of relationships.

What you will learn

• You will be able to analyse approaches in public diplomacy and identify realistic and functional tools and methods for different situations;
• You will be able to plan strategies for building a country’s image based on best practices;
• You will be able to assess and evaluate the behaviour of various governmental and non-governmental actors in international relations and politics.

Literature

Melissen, J. (ed.). 2009. The New Public Diplomacy: Soft Power in International Relations (Macedonian edition). Skopje: Prosvetno delo

Nye, Joseph S. “Public diplomacy and soft power.” The Annals of the American Academy of Political and Social Science 616.1 (2008): 94-109.

Aronczyk M. (2013) Branding the Nation: The Global Business of National Identity Oxford: Oxford University Press CHAPTER 1

Pigman, G. A., & Deos, A. (2008). Consuls for hire: Private actors, public diplomacy. Place Branding & Public Diplomacy, 4(1), 85-96

Wheeler, M. (2011). Celebrity diplomacy: United Nations’ Goodwill Ambassadors and Messengers of Peace. Celebrity Studies, 2(1), 6

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Meri Karanfilovska

Course description

This course will introduce you to the basics of entrepreneurship and the principles of developing a venture and business plan in the media sphere. It interweaves general concepts of entrepreneurship with the specifics of the media business, in particular the way the internet and new technologies are transforming the media economy. It also covers all the legal and financial aspects and preconditions for launching a new media venture in the Macedonian environment.

What you will learn

• You will be able to describe and analyse your own media environment in order to launch a new media venture;
• You will be able to draw up a business plan for a new media venture, taking into account the specifics of different business models in the media industry, including a full marketing plan;
• You will gain the knowledge and skills typical of a successful entrepreneur in the media sphere.

Literature

Robert A. Baron, Scott A. Shane, Entrepreneurship: A Process Perspective (Macedonian edition), Kochani: Geneks, 2011

Mike McKeever, How to Write a Business Plan, NOLO, 2010

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Jasmina Mironski

Course description

What is the value of public relations for organisations of every kind? Are public relations linked to persuasion and propaganda? Is there a consensus on what public relations are? The course Foundations of modern public relations will guide you through these current topics and debates, providing insight into theoretical approaches and different ideas about how public relations should be practised.

What you will learn

• You will analyse the contribution of public relations to specific dilemmas around “fake news”, covert lobbying and the misuse of social media;
• You will analyse the codes of professional bodies and their importance for the ethical dilemmas of public relations;
• You will know the components of propaganda and persuasive communication and how to apply them in a communication campaign;
• You will analyse the application of public relations in the public, corporate and non-governmental sectors;
• You will analyse and apply the intercultural and multicultural context of public relations.

Literature

Tench R., Yeomans L. (2013). Exploing Public Relations (3rd ed.). Pearson Education, Tench, Ralph, Yeomans, Liz_Pearson Education Limited

Theaker A. (2011). The Public Relations Handbook. Routledge.

Robert Heath L. R. (2004). Encyclopedia of Public Relations. Sage Publications, Inc.

Duration: 5 weeks
Professors: Prof. Dr. Vesna Shopar, Zoran Dimitrovski, MA

Course description

Critical thinking is the process through which we build and support our own views and beliefs and assess the strength of other people’s arguments in real-life situations. Analytical writing is a skill acquired through critical and analytical reading and thinking, by breaking down the subject observed and analysing its parts. Through practical exercises and discussion, learn to recognise and construct arguments and to apply the skills and techniques of argumentation and analysis.

What you will learn

• You will develop the habit of assessing and defending the rationality of your own views, beliefs and values, as well as those of others;
• You will approach problems from different angles and recognise the complexity of the most controversial issues;
• You will appreciate the value of critical thinking in decision-making.

Literature

Critical Thinking, Students Introduction, 4th edition (2010) G. Bassham, W. Irwin, H. Nardone, J. M. Wallace

Writing Analitically,5th edition, David Rosenwasser, Jill Stephen

Critical Thinking: What is and Why it Counts, Peter A. Facione

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Meri Karanfilovska

Course description

How does news, depending on how it reaches the public, change an organisation’s future? How are messages conveyed through an integrated marketing campaign using the coordinated use of public relations and the full range of techniques? Get to know traditional and non-traditional marketing disciplines, as well as the principles and practice of persuasion, advocacy and social marketing.

What you will learn

• You will learn to use different IMC tools as part of an organisation’s communications (advertising, public relations, direct marketing, sales, social media);
• You will understand the principles of public relations and social media management as part of an organisation’s communication strategy (and thus part of the company’s overall strategy);
• You will learn to plan and create a communication programme;
• You will know the methods for measuring the success of communication programmes.

Literature

Bowen, S. A., Rawlins B., and Martin T.: Mastering Public Relations, v. 1.0 Chapter 7.2

Rawlins, B. L. (2006): Prioritizing Stakeholders for Public Relations.

Clow, K. E. and Baack, D. (2007): Integrated Advertising, Promotion, and Marketing Communications. 3rd ed. New Jersey.

Meerman Scott, D. (2013), 4th ed.: The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly.

Van Belleghem, S. (2012): The conversation Manager: The Power of the Modern Consumer, the End of the Traditional Advertiser. Paperback.

Qualman, E. (2011): Soicalnomics. How social media transforms the way we live and do business. New Jersey.

Sprague, D., Codella, P. (2009): Integrated Marketing in the Digital World.

Blanchard, O. (2011): Social Media ROI. Managing and Measuring Social media Efforts in Your Organization. Indiana.

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Sefer Tahiri

Course description

What is the future of television and other media? What kind of programmes and content will be broadcast in the coming years? What is the role of blogs, vlogs, podcasts and social networks? The course focuses on digital media as new media enabled by the electronic transmission of information, and on media convergence – their growing closeness and tendency to merge.

What you will learn

• You will be able to analyse digital media and their relationship with traditional media;
• You will understand the principles of the new regulatory policy aimed at encouraging new services and removing market barriers;
• You will understand media convergence and its opportunities and threats for the media industry, consumers and advertisers;
• You will be able to identify, analyse and create services and content for different audience segments in a converged market.

Literature

Dzozef Tjurou. Mediji danas- Uvod u masovne komunikacije. Clio 2009

Stanko Crnobrnja. Estetika televizije i novih medija. Clio 2010

Žarko Paić. Visual Communications (Macedonian edition). Goten, 2013

Knopp, Michael & Scheuer, Alexander. Digital Television Glossary

European Audiovisual Observatory 2004

Preissel et al. (eds.). Telecommunication Markets: Drivers and Impediments Springer Physica-Verlag HD. 2009

Alabau, A. and Guijarro, L.The Electronic Communications Policy of the European Union. Editorial Universitat Politecnica di Valencia, 2011

Duration: 5 weeks
Professor: Assoc. Prof. Anita Maček

Course description

This course will introduce you to the nature of innovative management and entrepreneurship. The emphasis is on the characteristics of entrepreneurs, the principles of entrepreneurship and the need for innovation in entrepreneurship and management. Other topics include the business environment, the knowledge-based economy, innovative business models and feasibility analysis.

What you will learn

• You will know and understand the basic principles and characteristics of entrepreneurship;
• You will gain an understanding of the knowledge-based economy;
• You will understand new business models;
• You will be able to prepare a business plan, scenarios for writing it and a feasibility analysis.

Literature

Burns, P. (2014) New Venture Creation

Amit, Raphael and Christoph Zott (2010). “Business model Innovation: Creating Value in times of change”. Working paper, July 2010. IESE, University of Navarra.

Rodney Overton. Feasibility studies – made simple. E-book. 2007. 110 pages (Getting started, p. 4-14; Writing your study.)

Duration: 5 weeks
Professor: Senior Lecturer Pegja Ashanin Gole, MA

Course description

The course will introduce you to the study and application of communication management, that is, understanding communication as a management function. It addresses both the theory and practice of (1) organisational processes, forms of organisation and their management, and (2) communication processes and their management.

What you will learn

• You will know the principles of strategic communication management as applied in public relations practice;
• You will understand the most common management and communication styles and how social influences affect the leadership process;
• You will develop communication management skills.

Literature

Argenti, P. A., Howell, R. A. & Beck, K. A. (2005) Strategic Communication Imperativ. MIT Sloan Management Review, 46 (3),

Gregory, A. (2008) Planning and Managing Public Relations Campaign,

Grunig J. E. & Grunig, L. A. (2006) Characteristics of Excellent Communication. In: IABC Handbook of Organizational Communication. San Francisco: IABC,

Heath, R. L. (ed.)(2013) The Encyclopedia Of Public Relations. 2nd ed. Sage Publications.

Oliver, S. (2009) Public Relations Strategy. London: CIPR,

Smith, R. (2005) Strategic Planning for Public Relations. 2nd ed, Lawrence Erlbaum Associates.

Tuneva, M. (2011) Voved vo odnosite so javnosta [Introduction to public relations], Skopje: School of Journalism and Public Relations

Verčič, D. & Grunig, J. E. (2000) The Origins of Public Relations Theory in Economics and Strategic Management.

Duration: 5 weeks
Professor: Prof. Dr. Vesna Shopar

Course description

You will study the world of interconnectedness and interdependence in the course Global relations. What are the economic, political, social, ideological and technological dimensions of global relations? What are their positive and negative aspects? What impact do they have on society, the state and business policy?

What you will learn

• You will understand the different aspects of global interconnectedness (economic, political, cultural, media) and how they intertwine with successful intercultural business practices, in both local and international contexts;
• You will be able to critically reflect on the role of global communications, especially in international relations, international business and intercultural relations.

Literature

Shopar V., A World of Interconnectedness and Interdependence, authorised lectures, 2013

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Marina Tuneva

Course description

Business decision-making should take the public interest into account and, through its own activities, have a positive impact on the environment, consumers, employees, stakeholders and the community as a whole. The course Corporate social responsibility will help you deal with serious ethical challenges in communication and deepen your understanding of how an individual moral sense influences companies’ decision-making processes and ethical behaviour.

What you will learn

• You will understand the need to change the ethical paradigm today, as well as the basic origins of social responsibility throughout history and the changes in business conduct;
• You will be able to analyse the behaviour of the main actors involved in social responsibility;
• You will be able to make business decisions based on socially responsible behaviour.

Literature

Mary V. Rorty, Introduction to Ethics

Ferrell O.C., Ferrell L., The Future of Business Ethics, University of New Mexico

Tuneva, M. (2010) Voved vo odnosite so javnosta [Introduction to public relations], School of Journalism and Public Relations, Skopje.

Brautović H., Brkan D., Public Relations Ethics and Ethical Codes

Parsons P., Ethics in Public Relations – A Guide to Best Practice, Kogan Page,

Rangan K., Chase L. A., Karim S., Why Every Company Needs a CSR Strategy and How to Build It

Hopkins, M. (2003) The Planetary Bargain – Corporate Social Responsibility Matters, Earthscan Publications Ltd.

Aras, G. and Crowther, D. (ed.), A Handbook of Corporate Governance and Social Responsibility, Ashgate Publishing Company.

Coombs T., Holladay S. J. (2012) Managing Corporate Social Responsibility: a Communication Approach, Wiley Blackwell.

Duration: 5 weeks
Professor: Prof. Dr. Slavica Cicvarić Kostić

Course description

The course will help you understand the competitive challenges and opportunities for brand building and see the framework for developing brand strategies in line with marketing and corporate strategy. It covers the processes of market research and data analysis, defining identity and positioning, brand management, and planning creative strategies in brand communication.

What you will learn

• You will know the process of creating and positioning a unique brand identity;
• You will know the creative strategies in media communication;
• You will be able to plan and run a brand campaign;
• You will know how to manage a brand.

Literature

Cicvarić, S. (2006). Brend-kreiranje, pozicioniranje, održavanje, Zadužbina Andrejević, Beograd

Kapferer, J. N. (2008). The New Strategic Brand Management – Creating and Sustaining Brand Equity Long Term, Kogan Page Limited, London and Philadelphia

Rowles, D. (2014). Digital Branding – A complete step-by-step guide to strategy, tactics and measurement, Kogan Page Limited

Vlastelica, T. (2007). Medijska kampanja – publicitet i oglašavanje, Zadužbina Andrejević, Beograd

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Sally Broughton Micova

Course description

The course studies the management of different types of media, including strategic decision-making, human resource management and technical aspects, and the analysis of the social and political conditions in which the media operate. You will also analyse the process of integrating broadcasting, cable television, the internet and telephony to produce new communication products and information services.

What you will learn

• You will know the specifics of managing different types of media;
• You will know the main elements of production and the possibilities of new media convergence;
• You will be able to explain the characteristics and functions of public service media;
• You will understand the role of the commercial and non-profit sectors in media pluralism.

Literature

Albarran, À., Chan- Olmsted, S. & Wirth, M. (Eds.). Handbook of media management and economics. Mahwah NJ: Lawrence Erlbaum, 2006

Katz Helen, THE MEDIA HANDBOOK: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. Lawrence Erlbaum Associates, Mahwah, New Jersey, London, 2003

Doyle Gillian , Understanding media economics. SAGE Publications London,Thousand Oaks, New Delhi., 2002

Richard L. Daft, Management (Macedonian edition). Kochani: Geneks, 2011

Jeremy Orlebar, DIGITAL TELEVISION PRODUCTION. A handbook. Oxford University Press Inc, 2002

Gunther Kress and Theo van Leeuwen, Reading images: the grammar of visual design. Routledge, 2006

Bruce Block, The visual story: creating the visual structure of film tv and digital media. Elsevier Inc. 2008

Matt York (Ed.). The Videomaker Guide to Digital Video and DVD Production. Elsevier Inc., 2004

John Watkinson, Convergence in Broadcast and Communications Media. Focal Press, 2001

Henry Jenkins, Convergence Culture: Where Old and New Media Collide. New York University Press, 2008

Duration: 5 weeks
Professors: Scientific Adviser Dr. Zaneta Trajkoska, Senior Lecturer Pegja Ashanin Gole, MA

Course description

Explore communication concepts and gain skills that will increase your effectiveness as a leader and in handling crises. The course Strategic communications and crisis communication studies the practice of strategic communication as a management function, with a particular focus on issues management and crisis communication.

What you will learn

• You will analyse the contribution of public relations to specific dilemmas around “fake news”, covert lobbying and the misuse of social media;
• You will analyse the codes of professional bodies and their importance for the ethical dilemmas of public relations;
• You will know the components of propaganda and persuasive communication and how to apply them in a communication campaign;
• You will analyse the application of public relations in the public, corporate and non-governmental sectors;
• You will analyse and apply the intercultural and multicultural context of public relations.

Literature

Anthonissen, P. F. (ed.)(2008) Crisis Communication : Practical Public Relations Strategies for Reputation Management and Company Survival. London and Philadelphia, Kogan Page;

Argenti, P. A., Howell, R. A., Beck, K. A. (2005) The Strategic Communication Imperative. MIT Sloan Management Review, 46(3)

Coombs, W. T. & Holladay, S. J. (eds)(2010). The Handbook of Crisis Communication. Malden, Oxford: Wiley-Blackwell

Coombs, W. T. (2013). Crisis Management and Communications (Updated September 2014).

Cutlip, S. M., Center, A. H. and Broom, G. M. (2006) “Management process,” in Effective Public Relations. Upper Saddle River, N.J. and London: Prentice Hall.

Everse, G. (2011) Eight Ways to Communicate Your Strategy More Effectively. Harvard Business Review [online], 22 August 2011

Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D. & Sriramesh, K. (2007) Defining Strategic Communication. International Journal of Strategic Communication, 1(1).

Heath, R. L. (ed.) (2013) Encyclopedia of public relations. 2nd edn. Los Angeles, SAGE Publications.

Leighton, N., T. Shelton (2008). Proactive crisis communication planning. London and Philadelphia: Kogan Page.

Lurati, F. (2005): Negotiating the Crisis Response: A Negotiation Approach to Crisis Response Management. Università della Svizzera Italiana, Facoltà di Scienze della comunicazione, Lugano.

Nothhaft, H. et al. (2018) “Strategic Communication: Reflections on an Elusive Concept,” International Journal of Strategic Communication, 12(4).

Regester, M., J. Larkin (2008): Risk Issues and Crisis Management in Public Relations. London and Philadelphia: Kogan Page, CIPR.

Smith R. D. (2005) Strategic Planning for Public Relations. 2nd edn. Mahwah, NJ & London: Lawrence Erlbaum Associates.

Theaker, A. (2012) The Public Relations Handbook. 4th edn. London & New York, Routledge.

Tkalac Verčič, A. (2016) Definiranje komunikacijskog problema, Akcija i komunikacija, Vrednovanje, in: Odnosi s javnošću. Zagreb, HUOJ.

Tkalac Verčič, A. (2016) Obilježja javnosti; Situacijska teorija komunikacijskog ponašanja, in: Odnosi s javnošću. Zagreb, HUOJ.

Tench, R. & Yeomans, L. (eds.)(2006). Exploring Public Relations. London: Prentice Hall.

Tuneva, M. (2011) Voved vo odnosite so javnosta [Introduction to public relations]. Skopje, School of Journalism and Public Relations.

Verčič, D., Grunig, J. E. (2002) The origins of public relations theory in economics and strategic management. In: D. Moss, D. Verčič, G. Warnaby, Perspectives on Public Relations Research. London, New York, Routledge.

Volk, S. C. and Zerfass, A. (2018) “Alignment: Explicating a Key Concept in Strategic Communication,” International Journal of Strategic Communication. Routledge, 12(4),

Werder, K. P., Nothhaft, H., Verčič, D. & Zerfass, A. (2018) “Strategic Communication as an Emerging Interdisciplinary Paradigm,” International Journal of Strategic Communication, 12(4).

Wilcox, D. L., Cameron, G. T. and Reber, B. H. (2015) Public Relations: Strategies and Tactics. 11th edn. Boston [etc.], Pearson.

Zerfass, A., Verčič, D., Nothhaft, H., & Werder, K. P. (2018) “Strategic Communication: Defining the Field and its Contribution to Research and Practice,” International Journal of Strategic Communication, 12(4).

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Dimitar Kovachevski

Course description

The strength and size of an organisation’s reputation reflect the way a complex range of stakeholders perceives it. Very often there is a gap between how the organisation intends to be seen and reality, that is, how stakeholders actually see it. This may be due to a range of forces – some slow, predictable and controllable, others sudden, unpredictable and relatively uncontrolled. The aim of this course is for you to understand reputation and brand as the most important intangible asset of organisations.

What you will learn

• You will know the essence of good reputation and brand management and how competitive advantage and business success can be achieved through building a good reputation and sustainable brands;
• You will be able to apply the process and main steps of building strong brands and winning reputations for at least two reasons: first, to position corporate communications as a success factor in organisations and, second, to achieve the main corporate goals.

Literature

Charles J. Fombrun and Cees B.M. Van Riel (2004). Fame & Fortune – How Successful Companies Build Winning Reputations, FT Prentice Hall (273 pages), translated into Macedonian

Brand management handbook (2000), prepared by Suzana Panova Nikiforova, MA

AIRMIC (2015). Defining and managing reputation risk: A framework for risk managers. Reputation Institute (in English)

Leslie de Chernatony (2001, 2010) From Brand Vision to Brand Evaluation, Butterworth Heinemann

Cees B.M. Van Riel and Charles J. Fombrun (2007) Essentials of Corporate Communications, Routledge Taylor&Francis Group (pp. 38–61), in English

Phillip Kotler and Kevin L Keller (2006) Marketing Management: The International Edition, Prentice Hall Inc.

Duration: 5 weeks
Professors: Assoc. Prof. Dr. Sally Broughton Micova, Ilina Mangova, MA

Course description

This course deals with ideas about the power of communication and the ways different political actors use that power. It examines how these actors use the media in political communication, the use of polls, petitions and public opinion surveys, the roles of journalism and public relations, and populist communication, especially during elections.

What you will learn

• You will be able to critically assess the role of communication in national and international politics;
• You will understand the relations between political actors, the media and citizens in shaping and making decisions;
• You will know the communication tools used by a given political actor, how to present them to others and how to advise that actor on applying political communication.

Literature

McNair, Brian. (2018) An introduction to political communication (5th edition). London: Routledge Taylor & Francis

Hill, S. J., Lo, J., Vavreck, L., & Zaller, J. (2013). How Quickly We Forget: The Duration of Persuasion Effects From Mass Communication. Political Communication, 30(4)

Gilliam Jr, F. D., & Iyengar, S. (2000). Prime suspects: The influence of local television news on the viewing public. American Journal of Political Science

Anstead, N., & O’Loughlin, B. (2015). Social media analysis and public opinion: The 2010 UK General Election. Journal Of Computer-Mediated Communication, 20(2)

Leeper, T. J., & Slothuus, R. (2014). Political parties, motivated reasoning, and public opinion formation. Political Psychology, 35(S1)

Davies, N. (2009). Flat Earth news: an award-winning reporter exposes falsehood, distortion and propaganda in the global media. London: Vintage

Scammell, M. (2007). Political brands and consumer citizens: The rebranding of Tony Blair. The Annals of the American Academy of Political and Social Science, 611(1)

Street, J. (2004). Celebrity Politicians: Popular Culture and Political Representation. British Journal Of Politics & International Relations, 6(4)

Negrine, R., (2008) The Transformation of Political Communication. Basingstoke, Hants: Palgrave Macmillan.

Reinemann, C. et al. (2016) “Chapter 2 Populist Political Communication: Towards a Model of Its Causes, Forms, and Effects” in Populist Political Communication in Europe. Routledge

Oliver, J. E., & Rahn, W. M. (2016). Rise of the Trumpenvolk: Populism in the 2016 Election. The ANNALS of the American Academy of Political and Social Science, 667(1), 189-206.

Olins, W. (2005) “Chapter 9 Making a National Brand” in The new public diplomacy. soft power in international relations. Basingstoke [UK]; New York : Palgrave Macmillan

Wheeler, M. (2011). Celebrity diplomacy: United Nations’ Goodwill Ambassadors and Messengers of Peace. Celebrity Studies, 2(1)

Yarchi, M (2016) “Terror Organizations’ Uses of Public Diplomacy: Limited versus Total Conflicts”, Studies in Conflict & Terrorism

Duration: 5 weeks
Professors: Scientific Adviser Dr. Zaneta Trajkoska, Slavica Biljarska Mircheski, MA

Course description

What is the role and impact of digital communications in contemporary society? The course offers a theoretical and practical basis for effectively including social media in (public) communication strategies. You will explore transparency and the creation of identities online, the effects of digital communication on particular audiences, conversation and stakeholder engagement on social media, and you will formulate and evaluate digital communication strategies.

What you will learn

• You will be able to analyse the characteristics of target audiences, use data analysis, manage stakeholders, create messages and choose appropriate tactics and channels;
• You will know how to create relevant content that ranks highly in search engines;
• You will improve your skills in communication and content creation on social media;
• You will be able to create and apply digital communication strategies;

Literature

Austin, E. and Pinkleton, B. (2015). Strategic public relations management: planning and managing effective communication programs. 3rd ed. New York: Routledge.

Danielewicz-Betz, A. (2016). Communicating in Digital Age Corporations. London: Palgrave Macmillan.

Diaz-Ortiz, C. (2019). Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits. HarperCollins Leadership.

Ess, C. (2014). Digital media ethics. 2nd ed. Cambridge: Polity Press.

Freberg, K. (2019). Social Media for Strategic Communication: Creative Strategies and Research-Based Applications. Thousand Oaks, California: SAGE.

Ledford, J. (2009). SEO: Search Engine Optimization Bible. 2nd ed. Indianapolis: John Wiley & Sons.

Lipschultz, J. (2018). Social media communication: concepts, practices, data, law and ethics. 2nd ed. New York: Taylor & Francis Group, Routledge.

Motion, J., Heath, R. L., & Leitch, S. (2016). Social Media and Public Relations: Fake Friends and Powerful Publics. London and New York: Routledge.

Penn, W. S. (2013). Storytelling in the Digital Age. New York: Palgrave Macmillan.

Phillips, D. and Young, P. (2013). Online public relations. 3rd ed. London [etc.]: Kogan Page.

Quesenberry, K. (2019). Social media strategy : marketing, advertising, and public relations in the consumer revolution. Lanham: Rowman & Littlefield.

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Sally Broughton Micova

Course description

In this course you will learn about the main economic concepts and issues relating to the media, the most relevant economic characteristics of the media industry and media markets, and the links between technology, design and content and all relevant economic aspects. The focus is on the specific characteristics of media companies and organisations, how they are reflected in media strategies, supply and demand in the media industry, the structure and functioning of the media and advertising industries, the economics of online media and more.

What you will learn

• You will critically assess the economic challenges and opportunities for media firms;
• You will understand the key processes taking place in the media industry;
• You will identify the interests and strategic options of media companies in today’s media market;
• You will know the regulatory and political environment in which the media operate and their interests in potential policy changes affecting the media market.

Literature

Albarran, A. B. (2010). The media economy. New York: Routledge. (Chapters 1, 4, & 7) Anderson, C. (2004). The Long Tail. Wired,

Chyi, H. I., & Chadha, M. (2011). NEWS ON NEW DEVICES. Journalism Practice, 6(4), 431‐449. Doyle, G. (2002). Understanding media economics. London: SAGE. (Chapters 1, 4, 7 & 9)

Doyle, G. (2010a). From Television to Multi‐Platform: Less from More or More for Less? Convergence: The International Journal of Research into New Media Technologies, 16(4), 431‐449.

Doyle, G. (2010b). Why culture attracts and resists economic analysis. Journal of Cultural Economics, 34(4), 245‐259.

Hollifield, C. A. (2004). The Economics of International Media. In A. Alexander, J. Owers, R. Carveth, C. A. Hollifield & A. N. Greco (Eds.), Media Economics: Theory and Practice (pp. 85‐106). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.

Hoskins, C., McFadyen, S., & Finn, A. (2004). Media economics : applying economics to new and traditional media. Thousand Oaks, Calif.: Sage Publications. (Chapters 2‐4 & 13)

Jenkins, H. (2006). Convergence culture : where old and new media collide. New York: New York University Press.

Livingstone, S., & Lunt, P. (2007). Representing Citizens and Consumers in Media and Communications Regulation. The ANNALS of the American Academy of Political and Social Science, 611(1), 51‐65.

Peruško, Z., & Popoviç, H. (2008). Media Concentration Trends in Central and Eastern Europe. In K.

Jakubowicz & M. Sükösd (Eds.), Finding the Right Place on the Map. Bristol: IntellectBooks. Picard, R. G. (2002). The economics and financing of media companies (1st ed.). New York: Fordham University Press. (Chapter 6)

Puppis, M. (2009). Media Regulation in Small States. International communication gazette, 71(1‐2), 7‐17

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Ljupcho Efremov

Course description

In this course you will learn the most important elements of the research plan you will carry out as part of your master’s thesis. The knowledge you gain is equally useful for carrying out a smaller research project collecting empirical data and for secondary analysis of data from other studies.

What you will learn

• You will be able to design a research plan;
• You will be able to construct a survey questionnaire, guidelines for in-depth interviews and focus groups, and a coding frame for content analysis;
• You will know how to collect and evaluate secondary data;
• You will be able to interpret the collected data, write a research report and present research results orally.

Literature

Trpevska, Snezhana (2011) Istrazhuvanje i pribiranje informacii [Research and information gathering] (authorised lectures), Skopje: School of Journalism and Public Relations.

Bryman, A. (2009), Social Research Methods, Oxford University Press.

Wimmer, Roger D., and Dominick, Joseph R. (2011), Mass Media Research, An Introduction (8th Edition), Thomson Wadsworth Publishing Co.: Belmont, CA. (electronic edition)

Stacks, D. W. (2011) Primer of Public Relations Research, Second edition, New York: The Guilford Press.

Austin, E.W., Pinkleton, B.E. (2010) Strategic Public Relations Management: Planning and Managing Effective Communication Programs, Second edition, London: Lawrence Erlbaum Associates, Publishers.

Duration: 1 year

Assignment description

The master’s thesis is the student’s independent work, which systematises existing academic knowledge and constitutes original research. The thesis topic should fall within the relevant scientific field of the master’s programmes and is chosen on the student’s own initiative or agreed with one of the professors. Through the thesis, the student should demonstrate an understanding of important current issues in the field and the ability to carry out research, analyse the results and draw sound conclusions. The thesis should also be finalised as a well-written and properly organised document.

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Sally Broughton Micova

Course description

This course highlights the importance of the public dimension in today’s diplomacy. It also explains the role of public diplomacy as an instrument used by state and non-state actors to understand or influence culture, attitudes and behaviour, and to build and advance various kinds of relationships.

What you will learn

• You will be able to analyse approaches in public diplomacy and identify realistic and functional tools and methods for different situations;
• You will be able to plan strategies for building a country’s image based on best practices;
• You will be able to assess and evaluate the behaviour of various governmental and non-governmental actors in international relations and politics.

Literature

Melissen, J. (ed.). 2009. The New Public Diplomacy: Soft Power in International Relations (Macedonian edition). Skopje: Prosvetno delo

Nye, Joseph S. “Public diplomacy and soft power.” The Annals of the American Academy of Political and Social Science 616.1 (2008): 94-109.

Aronczyk M. (2013) Branding the Nation: The Global Business of National Identity Oxford: Oxford University Press CHAPTER 1

Pigman, G. A., & Deos, A. (2008). Consuls for hire: Private actors, public diplomacy. Place Branding & Public Diplomacy, 4(1), 85-96

Wheeler, M. (2011). Celebrity diplomacy: United Nations’ Goodwill Ambassadors and Messengers of Peace. Celebrity Studies, 2(1), 6

Duration: 5 weeks
Professor: Assoc. Prof. Dr. Meri Karanfilovska

Course description

This course will introduce you to the basics of entrepreneurship and the principles of developing a venture and business plan in the media sphere. It interweaves general concepts of entrepreneurship with the specifics of the media business, in particular the way the internet and new technologies are transforming the media economy. It also covers all the legal and financial aspects and preconditions for launching a new media venture in the Macedonian environment.

What you will learn

• You will be able to describe and analyse your own media environment in order to launch a new media venture;
• You will be able to draw up a business plan for a new media venture, taking into account the specifics of different business models in the media industry, including a full marketing plan;
• You will gain the knowledge and skills typical of a successful entrepreneur in the media sphere.

Literature

Robert A. Baron, Scott A. Shane, Entrepreneurship: A Process Perspective (Macedonian edition), Kochani: Geneks, 2011

Mike McKeever, How to Write a Business Plan, NOLO, 2010