Standard training program for the Public Relations major.

STANDARD TRAINING PROGRAMPUBLIC RELATIONS

(Issued together with Decision No. 3072/QD-DT dated September 19, 2012 of the Director of Vietnam National University, Hanoi)

 

Industry code: 52.36.07.08

Major Name: Public Relations

English name: Public Relations

Degree awarded: Bachelor's

Training duration: 4 years

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

1. Training objectives

1.1. General Objectives

The undergraduate public relations program trains graduates with the necessary knowledge, skills, and attitudes to effectively build, maintain, and develop the image and two-way relationships between agencies, organizations, businesses, and their target public groups through the provision and exchange of information in an accurate, truthful, and reliable manner. Graduates will also be capable of researching and teaching public relations issues in businesses, higher education institutions, and research facilities. After completing the course, students will have the competence to work professionally in public relations in government and non-governmental organizations, media outlets, businesses, professional public relations service companies, political and social organizations, etc. They will also be able to continue their studies at a higher level, accumulate experience, and become leaders and experts in the field of public relations.

1.2. Specific Objectives (Learning Outcomes)

1.2.1. Knowledge Output Standards

1. Learning outcomes regarding general knowledge

• To understand and apply in practice the scientific knowledge system and the basic principles of Marxism-Leninism. To understand the basic, systematic knowledge of Ho Chi Minh's thought, ethics, and cultural values, and the fundamental contents of the revolutionary line of the Communist Party of Vietnam.
• Remember and explain the basic concepts of information, Von Neumann principles, and communication networks. Use common information processing tools. Understand and apply the basic concepts of relational databases, relational database management systems, and management programming.
• Understand the main points of foreign language texts within your area of ​​expertise. Communicate fluently and naturally to be able to interact regularly with native speakers. Write clear, detailed texts on a variety of topics.
• Understand and apply basic scientific knowledge in the field of physical education and sports to training and self-improvement. Apply basic techniques, tactics, and competition rules to community sports activities.
• Understand the basic content of the Party and State's military guidelines and national defense and security tasks in the new situation. Apply the learned knowledge to combat in conventional warfare conditions.

2. Learning outcomes for the Social Sciences and Humanities

• Students understand and demonstrate their awareness of the foundations of social sciences and humanities, particularly in the fields of political science, psychology, sociology, history, and economics.
• Students understand the roles of the fields.Social Sciences and Humanitiesin social life, especially in the digital age, integration, and globalization.

3. Learning outcomes for subject areas and groups of subjects.

• Students understand and are able to apply the theories and principles of communication, interpersonal communication, and mass media communication to communicate effectively through written, spoken, and other forms.
• Understanding the fundamental and core issues of journalistic law and ethics, media, and public relations in professional practice.
• Understand and analyze the role and strengths of mass media channels in society. Understand the different professional fields and jobs within the media and public relations industry.
• Understanding the operational model of media organizations and the roles and responsibilities of individuals within those organizations.
• Demonstrate an understanding of fundamental concepts and theories of communication and mass media (the role of journalism and media in social life, basic functions of communication, principles of journalistic ethics, etc.) in order to become a public relations specialist or professional communicator.

4. Learning outcomes for the subject area.

• Demonstrate awareness and ability to exercise the rights and responsibilities of public relations professionals in society. Understand and apply the professional ethical principles 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 begin to apply this knowledge to designing public relations programs in practice.
• Understand the requirements for accuracy, speed, fairness, and integrity in communication activities; the dynamism, flexibility, and comprehensiveness in business management; and apply these requirements in public relations operations. Be able to recognize and apply the difference between reality and the perspective of evaluating specific public relations programs.
• Understand the roles and relationships between individuals in the internal or external public relations process of an organization. Understand the process of managing internal and external communications using different methods.
• Demonstrates critical thinking, creativity, and independence in evaluating and assessing information, analyzing and applying guidance documents; ability to organize and implement public relations plans in the form of various public relations programs according to established strategies (e.g., community relations strategy, employee relations strategy, media relations strategy...), or special events.
• To have a basic understanding of the elements and principles in designing, presenting, and producing internal and external public relations communication products in print, radio, television, web formats, etc., and to be able to apply knowledge in this field to professional practice.

1.2.2. Skill Output Standards

Upon completion of the course, students will possess the following skills:

ButHard skills

1. Professional skills

- Research, plan, communicate, and evaluate domestic and international public relations campaigns.

- Communicating and interacting with leaders, colleagues, clients, partners, the media, sponsors, and other public groups of the organization.

- Write and convey the organization's message through various forms of communication (print, radio, television, website, slogans, etc.)

- Choose communication channels that are appropriate for the purpose of the work.

- Evaluate work results using qualitative and quantitative methods.

- Searching for, organizing, and managing funding and sponsorships for the organization's communication activities.

- Receiving, processing, and evaluating feedback from individuals, agencies, and social organizations.

2. Reasoning and problem-solving skills

- Identify, recognize, critically analyze, and express opinions on current issues, and propose and implement solutions related to their expertise.

- Linking diverse resources in an interdisciplinary approach to promote effective problem-solving.

3. Ability to research and discover knowledge

- Searching, collecting documents, and analyzing text content.

- Formulating scientific hypotheses

- Implement qualitative and quantitative research methods.

- Using software to analyze statistical data.

Hypothesis testing

- Applying research findings in practice

4. Systematic thinking ability

- Systematizing fundamental theories related to the field, holistic/logical thinking, multi-dimensional analytical thinking.

- Combining interdisciplinary knowledge to identify problems, the correlations between problems, and find development trends in the research field.

- Identify priority problems and find solutions.

5. Social and external context

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

- Plan and find ways to adapt to changes and demands in the job, leveraging personal knowledge and skills for development.

- Taking advantage of advancements in professional development worldwide.

6. Organizational context

- Understanding the organizational context and adapting to job requirements in different organizational models (government, non-governmental organizations, businesses, schools, etc.)

- Connecting through internal communication within the organization contributes to shaping organizational culture and achieving success within the organization.

7. Ability to apply knowledge and skills to practice.

- Applying the diverse knowledge and skills acquired during studies and professional internships to post-graduation work.

- Summarize the professional lessons learned from practical experience, comparing them with the knowledge acquired.

8. The ability to create, develop, and lead change in one's profession.

- The ability to creatively apply the knowledge and skills acquired during university studies.

- Ability to participate in management activities related to the professional work for which they have been trained.

- Ability to prepare for further self-training or to participate in advanced postgraduate training courses.

ButSoft skills

1 - Self-reliance skills

+ Organize your work schedule scientifically and logically.

+ Quickly adapt to changes in living and working environments.

+ Learn and engage in self-learning and research throughout life.

+ Analyze the qualities of colleagues in order to exchange ideas and learn from them.

+ Know how to choose and use sports and exercise equipment for training, and self-assess your health to suit your physical capabilities.

+ Possesses self-defense skills and is capable of serving in combat under normal combat conditions.

2 - Teamwork skills

+ Build and manage effective work teams.

+ Connecting the groups.

3 - Management and Leadership Skills

+ Organizing and assigning tasks within the unit.

+ Evaluate the performance of individuals and groups.

+ Established connections with key partners.

4 - Communication

+ Able to organize ideas and communication content.

+ Able to communicate in writing, via email/other media.

+ Ability to give fluent presentations.

+ Possesses interpersonal communication skills: advising clients, exchanging and sharing information with colleagues, etc.

5 - Foreign Languages ​​- Information Technology

+ Foreign language proficiency: English B1, equivalent to IELTS 4.0, demonstrating fluency and regularity in listening, speaking, reading, and writing within one's professional field.

+ Computer Science and Information Technology: Proficient in using common computer tools for processing and storing information to solve problems. Proficient in several common office software programs such as WORD, EXCEL, POWER POINT, SPSS… Good command of a specific database management system.

1.2.3. Output standards regarding moral qualities

- Personal ethics

+ Clearly define Marxism-Leninism and Ho Chi Minh Thought as the guiding principles and ideological foundation for all practical activities. Study and follow the moral example of Ho Chi Minh. Build faith in the Party's leadership, strive towards the Party's ideals and goals, and cultivate and enhance students' sense of responsibility towards the nation's important tasks.

+ Possesses a voluntary attitude, high discipline, and a sense of responsibility towards oneself in the process of physical training and sports to improve health.

Confident, flexible, and willing to face risks and challenges.

+ Persistent, diligent, enthusiastic, passionate about creativity, self-respecting, culturally knowledgeable, highly adaptable to circumstances, conditions, and work environments.

Show empathy and understanding towards colleagues.

- Professional ethics

+ Adhere to the professional code of ethics set forth by the agency/organization/professional association.

+ Dedicated, committed, honest, and responsible.

+ Professional work ethic.

+ The code of conduct for media staff

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

- Social ethics

+ To love one's country and socialism, to be proud of and cherish the nation's tradition of fighting against foreign invaders, to be vigilant against the schemes and tactics of hostile forces, and to be ready to defend the Fatherland.

+ Comply with the law and the policies and guidelines of the Party and the State.

Preserving and promoting national cultural identity.

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

1.2.4. Career orientation for public relations graduates

ButGroup 1 - SpecialistsPublic relations:They possess the necessary skills to work in state and private agencies and enterprises, economic and international organizations, and social and non-governmental organizations; they can undertake roles such as managing press relations, community relations, event organization, and internal communications; future career prospects include becoming department heads, division directors, project managers, and business directors.

ButGroup 2 - Analysts and ConsultantsPublic relations:Graduates have the potential to work in corporate communications management consulting firms and organizations, as well as relevant Ministries, Departments, and Agencies. They can undertake tasks such as: assisting in analyzing and reporting on the internal and external communication environment of the organization; assisting in building and implementing communication strategies in business, developing human resources, building and developing the brand and reputation of the enterprise; and have future prospects of becoming senior analysts, consultants, and leaders within businesses and organizations.

- Group 3 - Researchers and LecturersPublic relations:Graduates have the potential to conduct research and teach in higher education institutions and research facilities; they can undertake jobs such as: participating in research on issues related to communication and public relations, working as teaching assistants, or teaching subjects such as: introduction to public relations, public relations practice, public relations strategies and tactics, public relations campaigns, etc.; future prospects include becoming researchers, senior lecturers, or managers in the field of training and research in communication and public relations.

2. Training program content

2.1.Summary of training program requirements

Total number of credits to be accumulated: 131 credits, including:

- General knowledge block ((not including Physical Education, National Defense Education, and Military Skills Training):		27 credits
- Knowledge areas by field:		23 credits
- Obligatory:	17 credits
- Optional:	6/8 credits
- Knowledge areas by field of study:		18 credits
- Obligatory:	12 credits
- Optional:	6/15 credits
- Knowledge areas categorized by subject group:		12 credits
- Obligatory:	9 credits
- Optional:	3/6 credits
- Subject-specific knowledge area:		38 credits
- Obligatory:	29 credits
- Optional:	9/21 credits
- Internship, practical training, thesis:		13 credits

Number TT	Course code	Subject name	Number of credits	Number of credit hours			Prerequisite course code
				Theory	Practice	Self-study
I		General knowledge block (excluding subjects 9, 10, and 11)	27
1	PHI1004	The fundamental principles of Marxism-Leninism 1	2	21	5	4
2	PHI1005	The fundamental principles of Marxism-Leninism 2	3	32	8	5	PHI1004
3	POL1001	Ho Chi Minh Thought	2	20	8	2	PHI1005
4	HIS 1002	The 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 by field	23
II.1		Compulsory subjects	17
12	MNS1053	Scientific research methods	3	33	12
13	THL1057	General State and Law	2	20	5	5	PHI1004
14	HIS1053	History of world civilization	3	42	3
15	HIS1056	Vietnamese cultural foundations	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 courses	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	Vietnamese writing practice	2	10	10	10
III		General knowledge block by subject area	18
III.1		Compulsory subjects	12
23	JOU1051	General Journalism and Media	3	39	6
24	POL1052	General Political Science	3	39	6
25	JOU1052	General Public Relations	3	39	6
26	JOU2017	Journalistic language	3	36	9
III.2		Elective courses	6/15
27	SOC3006	Sociology of mass media 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
son-in-law		General knowledge block by subject group	12
IV.1		Compulsory subjects	9
32	JOU1150	Journalism and media theory	3	33	12		JOU1051
33	JOU2019	Law and ethics in journalism and media	3	36	9
34	JOU1151	Basic methods in media research	3	33	12
IV.2		Elective courses	3/6
35	VLC3037	Communication culture	3	27	18
36	ITS3121	global issues	3	39	6
V		Industry knowledge block	38
V.1		Compulsory subjects	29
37	JOU3025	Theory of public relations	3	39	6
38	JOU3026	Building and developing a brand	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	An overview of advertising	3	30	15
43	JOU3042	Writing skills for print media	4	40	20
44	JOU3043	Writing skills for online newspapers	3	36	9
45	JOU3040	Writing skills for radio and television	4	40	20
V.2		Elective courses	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	Broadcasting and Television Technology	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	Newspaper production	3	15	30		JOU3042
53	JOU3051	Thesis	3	9	36
V.3		Practical Knowledge Block and graduated	13
54	JOU4061	Professional internship	2		30
55	JOU4050	Graduation internship	5		75
56	JOU4051	Graduation thesis Or two alternative, elective subjects from block V.2.	6
		Total	131