University level training program in Public Relations

TRAINING PROGRAM FOR UNIVERSITY DEGREE IN: PUBLIC RELATIONS

CODE: 52.36.07.08

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

 

PART I: GENERAL INTRODUCTION TO THE TRAINING PROGRAM

1. Some information about the training program

-Name of training major:

+ Vietnamese: Public Relations

+ English: Public Relations

-Training code:52.36.07.08

- Graduation title:Bachelor

-Training time:4 years

-Degree nametcareer:

+ Vietnamese: Bachelor of Public Relations

+ English: The Degree of Bachelor in Public Relations

-Unitassignedtrain:University of Social Sciences and Humanities, Vietnam National University, Hanoi.

2. Training objectives

The undergraduate program in Public Relations 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 on 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, companies providing professional public relations services, 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.

3. Admission information

Admission form: According to regulations of Hanoi National University.

PART II: OUTPUT STANDARDS OF THE TRAINING PROGRAM

1. About knowledge and professional capacity

1.1. About knowledge

Graduates of the training program have in-depth theoretical knowledge in the training field; master the techniques and have practical knowledge to be able to solve complex tasks; accumulate basic knowledge of basic principles, natural and social laws in the training field to develop new knowledge and be able to continue studying at a higher level; have knowledge of management, operation, law and environmental protection related to the training field; and have specific knowledge and professional capacity as follows:

1.1.1. General knowledge

Students understand and apply the knowledge and methodology of Marxism-Leninism and Ho Chi Minh thought, have a dialectical materialist worldview and outlook on life, have political awareness and a firm class stance;

Able to use basic foreign languages ​​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 block 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.

1.1.3. Industry and industry group knowledge

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 press and 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.

1.1.4. 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, initially applying 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 internal or external public relations process of an organization. Understand the process of managing internal and external communications in different ways;

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 Autonomy and responsibility

- Have the ability to lead in the specialized and professional fields that have been trained; have initiatives in the process of performing assigned tasks; have the ability to self-orient and adapt to different working environments; self-study, accumulate knowledge and experience to improve professional qualifications; have the ability to draw conclusions on common specialized and professional issues and some complex technical issues; have the ability to plan, coordinate, promote collective intelligence; have the ability to evaluate and improve professional activities on a medium scale.

2. About skills

2.1. Professional skills

2.1.1. Professional skills

- Have the skills to complete complex tasks requiring the application of theoretical and practical knowledge of the trained field in different contexts; have the skills to analyze, synthesize, evaluate data and information, synthesize collective opinions and use new achievements in science and technology to solve practical or abstract problems in the trained field; have the ability to lead expertise to handle local and regional scale problems.

- 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 communication (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.

2.1.2. 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.

2.1.3. 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.

2.1.4. 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.

2.1.5. 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.

2.1.6. Organizational context

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

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

2.1.7. 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.

2.1.8. 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.

2.2. Additional Skills

2.2.1. Personal 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.

2.2.2. Teamwork skills

- Building and operating effective working groups;

- Link groups.

2.2.3. Management and leadership skills

- Organize and assign work within the unit;

- Evaluate individual and collective performance;

- Linked with major partners.

2.2.4. Communication skills

- 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...

2.2.5. Foreign language communication skills

- Have specialized foreign language skills at a level where one can understand the main ideas of a report or speech on familiar topics in work related to the trained field; can use foreign languages ​​to express and handle some common professional situations; can write simple reports and present opinions related to professional work.

2.2.6. Other supporting skills:

- Information technology and computer science: proficient in common software (WORD, EXCEL, POWER POINT, SPSS...).

3. Output standards on moral qualities

3.1. Personal ethics

- Ready to face difficulties;

- Persistent, hardworking, enthusiastic, passionate about creativity;

- Sympathize and share with colleagues.

3.2. 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;

- Cultural behavior of media staff.

3.3. Social ethics

- Comply with the laws and policies of the Party and State;

- Preserve and promote national cultural identity;

- Maintain and promote the image of public relations staff in society.

4. Job positions that students can take after graduation

-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 consulting 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 communication 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.

5. Ability to learn and improve after graduation

- Bachelor of Public Relations can study for master's degree in Public Relations, Journalism, Media Management and other related majors, suitable majors in the system of majors currently allowed to be trained by the Ministry of Education and Training.

PART III: TRAINING PROGRAM CONTENT

1.Summary of training program requirements

Total creditsof the training program	135credit
General knowledge block (cPhysical Education, National Defense Educationg– security, complementary skills):	27 credits
-Knowledge block by field:	26 credits
+ Required	20 credits
+ Optional	6/10 credits
-Knowledge block by industry:	18credit
+ Required	12 credits
+ Optional	6/15credit
-Knowledge of the industry group:	14credit
+ Required	11credit
+ Optional	3/9credit
-Industry knowledge block:	50credit
+ Required	29credit
+ Optional	9/18credit
+Tpractice, thesisgraduate/alternative courses for graduation thesis:	12credit

2. Training program framework

Number TT	Course code	Course name (written in Vietnamese and English)	Number of credits	Number of credit hours			Prerequisite course code
				Theory	Practice	Self-study
I		General knowledge block (excluding courses from 9 to 11)	27
1	PHI1004	Basic principles of Marxism-Leninism 1 Fundamental Principles of Marxism – Leninism 1	2	24	6
2	PHI1005	Basic 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	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	Russian Basic 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	Russian Basic 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	Russian base 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 Defense Education	8
11		Additional Skills Soft Skills	3
II		Knowledge block by field	26
II.1		Required courses	20
12	MNS1053	Scientific research methods Research Methods	3	36	9
13	THL1057	State and general 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 foundation 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	Practice Vietnamese writing Practicing on Vietnamese Texts	2	20	10
23	LIB1050	Introduction to Information Competency Introduction to Information Literacy	2	20	10
III		Knowledge block by industry	18
III.1		Required courses	12
24	JOU1051	General Journalism 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	Public Relations Overview Fundamentals of Public Relations	3	36	9
III.2		Elective courses	6/15
28	MNS1100	General Management Science General Management Science	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 communication and public opinion Sociology of Mass Communication and Public Opinion	3	39	6		SOC1051
IV		Knowledge block by industry 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 of journalism and media Media law and ethics	3	36	9
35	JOU1151	Basic methods in communication 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	Annual report Annual report	3	3	3	39
V		Industry knowledge block	50
V.1		Required courses	29
40	JOU3025	Public Relations Theory Public relations theories	3	39	6
41	JOU3026	Brand building and development 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	Advertising Overview Fundamentals of Advertising	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	Radio and television engineering 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 Multimedia	3	30	15
54	JOU3050	Production of press publications Print newspaper production	3	15	30		JOU3042
V.3		Internship and graduation thesis/graduation thesis replacement course	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 for graduation thesis
58	JOU4062	Public relations theory and practice 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 subjects belonging to the general knowledge block are counted in the total credits of the training program, but the assessment results of these subjects are not counted in the semester average, the average score of the subjects and the cumulative average score.