Standard undergraduate training program in Public Relations

UNIVERSITY-LEVEL TRAINING PROGRAM IN PUBLIC RELATIONS

CODE: 52.36.07.08

(Issued under Decision No. 3596/QD-DHQGHN, dated September 30, 2015)(by the Director of Hanoi National University)

 

PART I: GENERAL INTRODUCTION TO THE TRAINING PROGRAM

1. Some information about the training program

ButName of the training program:

+ Vietnamese: Public Relations

+ English: Public Relations

ButTraining program code:52.36.07.08

- Graduation title:Bachelor

ButTraining duration:4 years

ButName of diplomatGraduation:

+ Vietnamese: Bachelor of Public Relations

+ English: The Degree of Bachelor in Public Relations

ButUnitassigned the tasktrain:Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.

2. Training Objectives

The Public Relations undergraduate 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.

3. Admission Information

Admission method: As per the regulations of Hanoi National University.

PART II: LEARNING OUTCOMES OF THE TRAINING PROGRAM

1. Regarding knowledge and professional competence

1.1. Regarding knowledge

Graduates of this training program possess in-depth theoretical knowledge in their field of study; master technical skills and have practical knowledge to solve complex tasks; accumulate foundational knowledge of basic principles, natural and social laws in their field of study to develop new knowledge and be able to continue studying at a higher level; have management, operational, legal and environmental protection knowledge related to their field of study; and possess specific knowledge and professional competence as follows:

1.1.1. General knowledge block

Students understand and apply the knowledge and methodology of Marxism-Leninism and Ho Chi Minh Thought, possess a dialectical materialist worldview and philosophy of life, and have firm political awareness and class standpoint;

Possesses basic foreign language proficiency with listening, speaking, reading, and writing skills equivalent to level 3 according to the 6-level Foreign Language Proficiency Framework for Vietnam.

1.1.2. Knowledge Area in 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.

1.1.3. Knowledge of subject areas and subject groups

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 law and ethics in journalism, 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.

1.1.4. Subject-specific knowledge 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.

Understanding the requirements for accuracy, speed, fairness, and integrity in communication activities; dynamism, flexibility, and comprehensiveness in business management; and applying these requirements in public relations operations. Possessing the ability 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 Autonomy and Responsibility

- Possesses leadership skills based on professional training; demonstrates initiative in carrying out assigned tasks; is capable of self-direction and adapting to different work environments; independently learns and accumulates knowledge and experience to improve professional skills; is able to draw conclusions on common professional issues and some technically complex problems; has the ability to plan, coordinate, and leverage collective intelligence; and is capable of evaluating and improving professional activities on a medium scale.

2. Regarding skills

2.1. Professional skills

2.1.1. Professional skills

- Possesses the skills to complete complex tasks requiring the application of theoretical and practical knowledge of the field of study in various contexts; has the skills to analyze, synthesize, and evaluate data and information, synthesize collective opinions, and utilize new scientific and technological achievements to solve practical or abstract problems in the field of study; has the capacity to provide professional leadership in handling local and regional-scale issues.

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

- Communicating and exchanging information 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.

2.1.2. Reasoning and problem-solving abilities

- 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.

2.1.3. Ability to research and discover knowledge

- Searching for, 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.

2.1.4. Systematic thinking ability

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

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

- Identify priority problems and find solutions.

2.1.5. 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.

2.1.6. 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.

2.1.7. Ability to apply knowledge and skills to practice

- Applying the diverse knowledge and skills acquired during studies and professional internships to work after graduation;

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

2.1.8. 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.

2.2. Supplementary skills

2.2.1. Personal Skills

- Organize work plans in a scientific and logical manner;

- Adapt quickly to changes in living and working environments;

- Learning, self-learning, and self-research throughout life;

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

2.2.2. Teamwork Skills

- Building and managing effective work teams;

- Connecting the groups.

2.2.3. Management and Leadership Skills

- Organizing and assigning tasks within the unit;

- Evaluating the performance of individuals and groups;

- Established connections with key partners.

2.2.4. Communication Skills

- 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.

2.2.5. Foreign Language Communication Skills

- Possess specialized foreign language skills at a level sufficient to understand the main points of a report or speech on familiar work-related topics; able to use the foreign language to express and handle some common professional situations; able to write simple reports and present opinions related to professional work.

2.2.6. Other supplementary skills:

- Computer science and information technology: proficient in using common software (WORD, EXCEL, POWER POINT, SPSS…).

3. Output standards regarding moral qualities

3.1. Personal Ethics

- Ready to face difficulties;

- Persistent, diligent, enthusiastic, passionate about creativity;

- Show empathy and understanding towards colleagues.

3.2. Professional Ethics

- Adhere to the professional code of ethics set forth by the agency/organization/professional association;

- Dedicated, diligent, honest, and responsible;

- Professional work style;

- The code of conduct for media professionals.

3.3. Social Ethics

- Abide by the law and the policies and guidelines of the Party and the State;

- Preserving and promoting the national cultural identity;

- To maintain and promote the image of public relations professionals in society.

4. Job positions that students can take on after graduation.

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 tasks such as managing press relations, community relations, event organization, internal communications, etc.; future career prospects include becoming department heads, division directors, project managers, and business directors.

ButGroup 2 - Analysts and ConsultantsPublic relations:Graduates are capable of working 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; future prospects include becoming experts in analysis, consulting, and senior leadership positions 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 lecturing on 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.

5. Opportunities for further learning and professional development after graduation.

- Graduates with a Bachelor's degree in Public Relations can pursue postgraduate studies in Public Relations, Journalism, Media Management, and other related or suitable fields within the system of majors currently permitted for training by the Ministry of Education and Training.

PART III: TRAINING PROGRAM CONTENT

1.Summary of training program requirements

Total number of creditsof the training program	135credits
General knowledge block (cPhysical Education and National Defense Education are not included.rice– security, supplementary skills):	27 credits
ButKnowledge areas by field:	26 credits
+ Required	20 credits
+ Choose	6/10 credits
ButKnowledge areas by field of study:	18credits
+ Required	12 credits
+ Choose	6/15credits
ButKnowledge areas of this field of study:	14credits
+ Required	11credits
+ Choose	3/9credits
ButAreas of expertise:	50credits
+ Required	29credits
+ Choose	9/18credits
+Tinternshipthesisgraduate/Substitute courses for the graduation thesis:	12credits

2. Training program framework

Number TT	Course code	Course name (Written in both Vietnamese and English)	Number of credits	Number of credit hours			Prerequisite course code
				Theory	Practice	Self-study
I		General knowledge block (excluding courses from grades 9 to 11)	27
1	PHI1004	The fundamental principles of Marxism-Leninism 1 Fundamental Principles of Marxism – Leninism 1	2	24	6
2	PHI1005	The fundamental principles of Marxism-Leninism 2 Fundamental Principles of Marxism – Leninism 2	3	36	9		PHI1004
3	POL1001	Ho Chi Minh Thought Ho Chi Minh Ideology	2	20	10		PHI1005
4	HIS1002	The revolutionary line of the Communist Party of Vietnam The Revolutionary Line of the Communist Party of Vietnam	3	42	3		POL1001
5	INT1004	Basic Computer Science 2 Introduction to Informatics 2	3	17	28
6		Basic Foreign Language 1 Foreign Language 1	4	16	40	4
	FLF2101	Basic English 1 General English 1
	FLF2201	Basic Russian 1 General Russian 1
	FLF2301	Basic French 1 General French 1
	FLF2401	Basic Chinese 1 General Chinese 1
7		Basic Foreign Language 2 Foreign Language 2	5	20	50	5
	FLF2102	Basic English 2 General English 2					FLF2101
	FLF2202	Basic Russian 2 General Russian 2					FLF2201
	FLF2302	Basic French 2 General French 2					FLF2301
	FLF2402	Basic Chinese 2 General Chinese 2					FLF2401
8		Basic Foreign Language 3 Foreign Language 3	5	20	50	5
	FLF2103	Basic English 3 General English 3					FLF2102
	FLF2203	Basic Russian 3 General Russian 3					FLF2202
	FLF2303	Basic French 3 General French 3					FLF2302
	FLF2403	Basic Chinese 3 General Chinese 3					FLF2402
9		Physical education Physical Education	4
10		National defense and security education National Defence Education	8
11		Supplementary skills Soft Skills	3
II		Knowledge areas by field	26
II.1		Required courses	20
12	MNS1053	Scientific research methods Research methods	3	36	9
13	THL1057	General State and Law General State and Law	2	20	5	5	PHI1004
14	HIS1053	History of world civilization History of World Civilization	3	42	3
15	HIS1056	Vietnamese cultural foundations Fundamentals of Vietnamese Culture	3	42	3
16	SOC1051	General Sociology General Sociology	3	39	6
17	PSY1051	General Psychology General Psychology	3	45
18	PHI1054	General Logic General Logics	3	31	14
II.2		Elective courses	6/10
19	INE1014	General Economics General Economics	2	20	10
20	EVS1001	Environment and development Environment and Development	2	26	4
21	MAT1078	Statistics for Social Sciences Statistics for Social Sciences	2	20	10
22	LIN1050	Vietnamese writing practice Practicing on Vietnamese Texts	2	20	10
23	LIB1050	Introduction to Information Literacy Introduction to Information Literacy	2	20	10
III		Knowledge blocks by subject area	18
III.1		Required courses	12
24	JOU1051	General Journalism and Media Fundamentals of Mass Communication	3	39	6
25	POL1052	General Political Science General Politics	3	39	6
26	JOU2017	Journalistic language Media Language	3	39	6
27	JOU1052	General Public Relations Fundamentals of Public Relations	3	36	9
III.2		Elective courses	6/15
28	MNS1100	General Management Science General Management Sciences	3	36	9
29	PHI1100	General Aesthetics General Aesthetics	3	36	9
30	ITS1100	Introduction to International Relations Introduction to International Relations	3	30	15
31	PSY1101	Media psychology Psychology of Communication	3	30	15		PSY1051
32	SOC3006	Sociology of mass media and public opinion Sociology of Mass Communication and Public Opinion	3	39	6		SOC1051
son-in-law		Knowledge areas categorized by subject group	14
IV.1		Required courses	11
33	JOU1150	Journalism and media theory Communication Theory and Process	3	39	6		JOU1051
34	JOU2019	Law and ethics in journalism and media Media law and ethics	3	36	9
35	JOU1151	Basic methods in media research Research Methods in Communication	3	33	12
36	JOU3046	Organization and operation of press and media agencies Organization and operation of media agencies	2	27	3
IV.2		Elective courses	3/9
37	PSY1153	Communication psychology Communication Psychology	3	36	9
38	ITS3121	global issues Global Issues	3	39	6
39	JOU3051	Thesis Annual report	3	3	3	39
V		Industry knowledge block	50
V.1		Required courses	29
40	JOU3025	Theory of public relations Public relations theories	3	39	6
41	JOU3026	Building and developing a brand Branding	3	36	9
42	JOU3027	Public relations programs Public relations programs	3	36	9
43	JOU3057	Writing skills for public relations Writing for public relations	3	30	15
44	JOU3030	Event organization Event management	3	30	15
45	JOU3037	An overview of advertising Fundamentals of Cooperation	3	30	15
46	JOU3042	Writing skills for print media Writing for print newspaper	4	40	20
47	JOU3059	Writing skills for online newspapers Writing for online journalism	3	36	9
48	JOU3040	Writing skills for radio and television Writing for broadcasting	4	40	20
V.2		Elective courses	9/18
49	JOU3038	Website design and content management Website design and administration	3	30	15
50	JOU3044	Broadcasting and Television Technology Broadcasting technologies	3	30	15
51	JOU3028	Public relations campaign Public relations campaign	3	30	15		JOU1052
52	JOU 3036	Negotiation and conflict management Negotiation and Conflict management	3	36	9
53	JOU3049	Multimedia Multi-media	3	30	15
54	JOU3050	Newspaper production Print newspaper room	3	15	30		JOU3042
V.3		Internship and graduation thesis/alternative course to graduation thesis	12
55	JOU4052	Practical training Fieldwork	2	3	9	18	JOU1052
56	JOU4050	Graduation internship Supervised Internship	5	3	12	60	JOU1052
57	JOU4051	Graduation thesis	5				JOU1052
		Alternative courses to replace the graduation thesis.
58	JOU4062	Theory and practice of public relations Public relations theory and practice	3	30	15		JOU1052
59	JOU4063	Applied public relations Applied public relations	2	20	10		JOU1052
		Total	135

Note:Foreign language courses, which belong to the general knowledge block, are counted towards the total credits of the training program, but the evaluation results for these courses are not included in the semester GPA, the overall course GPA, or the cumulative GPA.