Public Relations training program

STANDARD TRAINING PROGRAMPUBLIC RELATIONS INDUSTRY

(Issued with Decision No. 3072/QD-DT dated September 19, 2012 of the Director of VNU)

 

Industry code: 52.36.07.08

Major: Public Relations

English name: Public Relations

Graduation title: Bachelor

Training period: 4 years

Training unit: Faculty of Journalism and Communication, University of Social Sciences and Humanities, Vietnam National University, Hanoi.

1. Training objectives

1.1. General objectives

The public relations undergraduate education program trains bachelors with the knowledge, skills, and attitudes necessary to carry out activities to build, maintain, and develop the image and two-way relationships between agencies, organizations, businesses, etc. with their target public groups through providing and exchanging information in a correct, accurate, and honest manner; having the ability to research and teach public relations issues at businesses, higher education institutions, research institutions, etc. After the course, students have the capacity to work in public relations in government agencies, non-governmental agencies, media agencies, businesses, professional public relations service providers, political and social organizations, etc., and have the ability to continue studying, participate in higher education, and accumulate experience to become leaders and experts in the field of public relations.

1.2. Specific objectives (Output standards)

1.2.1. Knowledge output standards

1. Output standards for general knowledge

• Understand and apply in practice the scientific knowledge system of the basic principles of Marxism-Leninism. Understand the basic, systematic knowledge of Ho Chi Minh's ideology, ethics, cultural values, and the basic contents of the Revolutionary Line of the Communist Party of Vietnam.
• Remember and explain basic knowledge about information, Von Neumann principle, communication network. Use common information processing tools. Understand and apply basic knowledge about relational database, relational database management system, and management programming.
• Understand the main ideas of foreign language text in his/her field of specialization. Communicate with a degree of fluency and spontaneity that enables regular interaction with native speakers. Produce clear, detailed text on a wide range of subjects.
• Understand and apply basic scientific knowledge in the field of physical education and sports in the training process and self-training. Apply basic techniques, tactics, and competition rules in community sports activities.
• Understand the basic content of military guidelines and defense and security tasks of the Party and State in the new situation. Apply learned knowledge to combat under normal combat conditions.

2. Output standards for knowledge in the field of Social Sciences and Humanities

• Students understand and demonstrate their awareness of the foundations of social sciences and humanities, especially the fields of political science, psychology, sociology, history and economics.
• Students understand the role of the fieldsSocial sciences and humanitiesin social life, especially in the digital age, integration and globalization.

3. Output standards on knowledge of industry and industry groups

• Students understand and are able to apply theories and principles of communication arts, interpersonal communication, and mass media communication to communicate effectively in writing, speech, and other forms.
• Understand the basic and core issues of Law and Ethics of journalism, communication and public relations in professional activities.
• Understand and analyze the role and strengths of mass media channels in society. Understand different career fields and jobs in the media and public relations industry.
• Understand the operating model of media agencies and the roles and responsibilities of individuals in organizing those activities.
• Demonstrate understanding of basic concepts and theories of media and mass communication (the role of journalism in social life, basic functions of media, principles of journalism and media ethics, etc.) to become a public relations specialist or professional communicator.

4. Output standards of industry knowledge block

• Demonstrate awareness and ability to exercise the rights and responsibilities of public relations professionals in society. Understand and apply the principles of professional ethics and civic duties of public relations staff in contributing to the multifaceted development of the country. Understand the process of building, implementing and evaluating a public relations program or campaign, and initially apply knowledge to the design of public relations programs in practice.
• Understand the requirements for accuracy, agility, fairness and honesty in communication activities; dynamism, flexibility, comprehensiveness in business management and apply these requirements in the process of public relations operations. Have the ability to perceive and apply the difference between reality and evaluation perspectives of specific public relations programs.
• Understand the roles and relationships between individuals in the public relations process within or outside an organization. Understand the process of managing internal and external communications using different methods.
• Demonstrate the ability to think critically, creatively and independently, when evaluating, assessing information, analyzing and applying guidance documents; the ability to organize and implement public relations plans in the form of different public relations programs according to the proposed strategy (eg: community relations strategy, employee relations, media relations...), or special events.
• Basic understanding of the elements and principles in designing, presenting and producing internal and external public relations communication products in print, radio, television, websites... and being able to apply knowledge of the above fields into professional practice.

1.2.2. Output standards on skills

After completing the course, students will have the following skills

-Hard skills

1. Professional skills

- Research, plan, communicate, and evaluate internal and external public relations campaigns

- Communicate and exchange with leaders, colleagues, customers, partners, media, sponsors and other public groups of the organization

- Write and express the organization's message through different forms of media (print, radio, television, website, slogans...)

- Choose communication channels appropriate to work purposes

- Evaluate work results using qualitative and quantitative methods

- Search, organize and manage funding sources and sponsorship for the organization's communication activities.

- Receive, process and evaluate feedback from individuals, agencies and social organizations.

2. Ability to reason, think and solve problems

- Detect, perceive, criticize, express opinions on ongoing issues and propose and implement activities to solve problems related to expertise.

- Linking various resources in an interdisciplinary manner to promote effective problem solving.

3. Ability to research and explore knowledge

- Search, collect documents, analyze text content

- Forming scientific hypotheses

- Implement qualitative and quantitative research methods

- Use software to analyze statistical data

- Hypothesis testing

- Application of research in practice

4. Ability to think systematically

- Systematize basic theories related to the major, holistic/logical thinking, multi-dimensional analytical thinking

- Combine interdisciplinary knowledge to detect problems, correlations between problems and find out development trends of the research field

- Identify priority problems and find solutions

5. Social and external context

- Assess the social and external context related to the major, identify the role of public relations graduates

- Plan and find solutions to adapt to changes and demands of the job, taking advantage of personal knowledge and skills for development.

- Take advantage of advances in professional development around the world

6. Organizational context

- Awareness of organizational context and adaptation to work requirements in different organizational models (government, non-governmental, business, school…)

- Connecting through internal communication within the organization, contributing to the formation of organizational culture, working successfully in the organization

7. Ability to apply knowledge and skills into practice

- Apply diverse knowledge and skills acquired during study and internship to work after graduation

- Summarize career lessons learned in practice based on comparison with acquired knowledge

8. Ability to innovate, develop and lead change in the profession

- Ability to creatively apply knowledge and skills acquired during university studies

- Ability to participate in management activities related to trained professional work

- Ability to prepare for further self-training or to participate in advanced post-graduate training courses

-Soft skills

1 - Self-control skills

+ Arrange work plan scientifically and reasonably.

+ Quickly adapt to changes in living and working environment.

+ Study and self-study, self-research for life.

+ Analyze the qualities of colleagues to exchange and learn.

+ Know how to choose and use sports equipment to practice, self-check health to suit your physical capacity.

+ Have self-protection skills and the ability to serve in combat under normal combat conditions.

2 - Teamwork skills

+ Build and operate effective working groups.

+ Link groups.

3 - Management and leadership skills

+ Organize and assign work in the unit.

+ Evaluate individual and group performance.

+ Linked with major partners.

4 - Communication

+ Organize ideas and communication content.

+ Communicate in writing, via email/media

+ Ability to present fluently.

+ Have interpersonal communication skills: consulting customers, exchanging and sharing with colleagues...

5 - Foreign Languages ​​- Information Technology

+ Foreign language proficiency: English B1 equivalent to IELTS 4.0, able to listen, speak, read, and write fluently and regularly in one's field of expertise.

+ Computer science and information technology: Proficient in using common information processing and storage tools on computers to solve problems. Proficient in some common office software such as WORD, EXCEL, POWER POINT, SPSS... Good use of a specific database management system.

1.2.3. Output standards on moral qualities

- Personal ethics

+ Clearly identify Marxism-Leninism and Ho Chi Minh Thought as the compass and ideological foundation for all practical activities. Study and follow Ho Chi Minh's moral example. Build trust in the Party's leadership, strive for the Party's ideal goals, foster and enhance students' sense of responsibility for the country's important tasks.

+ Have a sense of volunteerism, high discipline, and responsibility for yourself in the process of physical exercise to improve health.

+ Confident, flexible, dare to face risks and difficulties

+ Persistent, hard-working, enthusiastic, passionate about creativity, self-respect, cultural understanding, highly adaptable to circumstances, conditions and working environment.

+ Sympathize and share with colleagues

- Professional ethics

+ Comply with the code of professional ethics set forth by the agency/organization/professional association.

+ Dedicated, hard-working, honest and responsible.

+ Professional working style.

+ Behavioral culture of media staff

+ Apply information technology and foreign languages ​​to daily work to improve work quality and build a modern working style.

- Social ethics

+ Love the country, love socialism, be proud of and respect the nation's tradition of fighting against foreign invaders, be vigilant against the plots and tricks of hostile forces, and be ready to defend the Fatherland.

+ Comply with the laws and policies of the Party and State.

+ Preserve and promote national cultural identity

+ Building, maintaining and promoting the image of public relations staff in society

1.2.4. Career orientation of public relations graduates

-Group 1- Specialistpublic relations:Have the capacity to work in state and private agencies, enterprises, economic and international organizations, social and non-governmental organizations...; can undertake jobs such as press relations, community relations, event organization, internal communication organization...; future development prospects can become department heads, boards, division directors, project directors and business directors.

-Group 2 - Analysts and consultantspublic relations:Able to work at companies and organizations that consult on corporate communications management, relevant Ministries, Departments, Boards and Sectors; able to undertake the following jobs: assistant in analyzing and reporting on the internal and external communications environment of the unit; assistant in building and implementing communications strategies in business, developing human resources, building and developing brands, reputation... of the enterprise; future prospects can become analysts, consultants, senior leaders of enterprises and organizations.

- Group 3 - Researchers and lecturerspublic relations:Able to research and teach in universities and research institutions; can take on the following jobs: participating in research on issues related to communication and public relations, teaching assistant, lecturer in subjects: introduction to public relations, public relations practice, public relations strategy and tactics, public relations campaigns...; future prospects can become researchers, senior lecturers, managers in the field of training and research on communication and public relations.

2. Training program content

2.1.Summary of training program requirements

Total credits to be accumulated: 131 credits, including:

- General knowledge block (not including physical education, national defense education, and vocational training):		27 credits
- Knowledge block by field:		23 credits
- Obligatory:	17 credits
- Optional:	6/8 credits
- Knowledge block by industry:		18 credits
- Obligatory:	12 credits
- Optional:	6/15 credits
- Knowledge block by industry group:		12 credits
- Obligatory:	9 credits
- Optional:	3/6 credits
- Industry knowledge block:		38 credits
- Obligatory:	29 credits
- Optional:	9/21 credits
- Internship, practice and thesis blocks:		13 credits

Number TT	Subject code	Subject name	Number of credits	Number of credit hours			Prerequisite Course Number
				Theory	Practice	Self-study
I		General knowledge block (excluding subjects 9, 10, 11)	27
1	PHI1004	Basic principles of Marxism-Leninism 1	2	21	5	4
2	PHI1005	Basic principles of Marxism-Leninism 2	3	32	8	5	PHI1004
3	POL1001	Ho Chi Minh Thought	2	20	8	2	PHI1005
4	HIS 1002	Revolutionary line of the Communist Party of Vietnam	3	35	7	3	POL1001
5	INT1004	Basic computer science	3	17	28
6		Foreign language A1	4	16	40	4
	FLF1105	English A1
	FLF1205	Russian A1
	FLF1305	French A1
	FLF1405	Chinese A1
7		Foreign language A2	5	20	50	5
	FLF1106	English A2					FLF1105
	FLF1206	Russian A2					FLF1205
	FLF1306	French A2					FLF1305
	FLF1406	Chinese A2					FLF1405
8		Foreign language B1	5	20	50	5
	FLF1107	English B1					FLF1106
	FLF1207	Russian B1					FLF1206
	FLF1307	French B1					FLF1306
	FLF1407	Chinese B1					FLF1406
9	PES1001	Physical Education	4
10	CME1001	National defense and security education	7
11		Soft skills	3
II		General knowledge block by field	23
II.1		Required subjects	17
12	MNS1053	Scientific research methods	3	33	12
13	THL1057	State and general law	2	20	5	5	PHI1004
14	HIS1053	History of world civilization	3	42	3
15	HIS1056	Vietnamese cultural foundation	3	42	3
16	SOC1050	General Sociology	2	28	2
17	PSY1050	General Psychology	2	30
18	PHI1051	General logic	2	20	10
II.2		Elective subjects	6/8
19	INE1014	General Economics	2	20	8	2
20	EVS1001	Environment and development	2	20	8	2
21	MAT1078	Statistics for social sciences	2	18	6	6
22	LIN1050	Practice Vietnamese writing	2	10	10	10
III		General knowledge block by industry	18
III.1		Required subjects	12
23	JOU1051	General Journalism	3	39	6
24	POL1052	General political science	3	39	6
25	JOU1052	Public Relations Overview	3	39	6
26	JOU2017	Journalistic language	3	36	9
III.2		Elective subjects	6/15
27	SOC3006	Sociology of mass communication and public opinion	3	36	9		SOC1050
28	PHI1100	General Aesthetics	3	39	6
29	MNS1100	General Management Science	3	33	12
30	PSY1101	Media Psychology	3	39	6		PSY1050
31	ITS1100	Introduction to International Relations	3	45
IV		General knowledge block by industry group	12
IV.1		Required subjects	9
32	JOU1150	Journalism and media theory	3	33	12		JOU1051
33	JOU2019	Law and ethics of journalism and media	3	36	9
34	JOU1151	Basic methods in communication research	3	33	12
IV.2		Elective subjects	3/6
35	VLC3037	Communication culture	3	27	18
36	ITS3121	Global issues	3	39	6
V		Industry knowledge block	38
V.1		Required subjects	29
37	JOU3025	Public Relations Theory	3	39	6
38	JOU3026	Brand building and development	3	36	9
39	JOU3027	Public relations programs	3	36	9
40	JOU3057	Writing Skills for Public Relations	3	30	15
41	JOU3030	Event organization	3	30	15
42	JOU3037	Advertising Overview	3	30	15
43	JOU3042	Writing skills for print media	4	40	20
44	JOU3043	Writing skills for online journalism	3	36	9
45	JOU3040	Writing skills for radio and television	4	40	20
V.2		Elective subjects	9/24
46	JOU3038	Website design and content management	3	30	15
47	JOU3052	Organization and operation of press and media agencies	3	30	15
48	JOU3044	Radio and television engineering	3	30	15
49	JOU3028	Public relations campaign	3	30	15		JOU1052
50	JOU 3036	Negotiation and conflict management	3	36	9
51	JOU3049	Multimedia	3	30	15
52	JOU3050	Production of press publications	3	15	30		JOU3042
53	JOU3051	Annual report	3	9	36
V.3		Practice knowledge block and graduate	13
54	JOU4061	Professional internship	2		30
55	JOU4050	Graduation internship	5		75
56	JOU4051	Graduation thesis/ Or 2 alternative, elective subjects in block V.2.	6
		Total	131