Advertising and Public Relations

• Introduction to Communication Specialisations
• Interpersonal and Business Communications
• Digital Technology in Advertising and PR
•  Advertising and Public Relations Psychology
• Media Planning
• Information Technologies and Databases in Applied Communications
• Basics of Project Management in Advertising and Public Relations
• Theory and Practice of Advertising
• PR Theory and Practice
• Advertising and Public Relations Law and Ethics
• Mass Media Theory and Practice
• Russian Media Landscape (in English)
• Organization and Realization of Communication Campaigns
• Speech Communication in Public Relations and Advertising
• Marketing Research in Advertising and PR

The programme has professional and public accreditation from the Association of Communication Agencies of Russia (ACAR), the Certificate dated 6 July 2017.

• Vera Achkasova, Doctor of Political Science, Professor, Head of the Department of Public Relations in Politics and Public Administration, Member of the North-Western Branch of the Russian Public Relations Association, Member of the Russian Political Science Association, and Member of the Association of Public Relations Teachers
• Dmitry Gavra, Doctor of Sociology, Professor, Head of the Department of Public Relations in Business, creator of the institutional theory of public opinion and the spherical and substantial concept of the external image of the state; author of the monograph Public Opinion as a Sociological Category and Social Institution; Professor Emeritus
• Eleonora Glinternik, Doctor of Art Studies, Professor, Head of the Department of Advertising, Member of the Russian Union of Artists, Member of the Union of Designers of Russia, Member of the National Academy of Design, and holder of the medal ‘In memory of the 300th anniversary of St Petersburg’

• The academic programme provides: fundamental knowledge of communication and the communication process; and the features of the activities of an advertiser and PR specialist in various spheres of society. Students get acquainted with creative techniques for solving communication problems and the latest communication technologies; and they master effective methods of influencing the target audience
• Students in the academic programme have an opportunity to do an internship at the Clinic of Communication Projects. The format of the Clinic enables students to put into practice the knowledge acquired in the training process by carrying out projects from employers
• An integral part of the programme is close relations with employers. They take part in conducting classes, giving master classes, and working in state examination commissions. This training system helps students to find easily places for practical training and to find employment
• The programme teaching staff are committed to the principle of continuing education: graduates from the bachelor's programme can enter the master's programme in the range of profiles of the ‘Advertising and Public Relations’ programme
• The academic programme is implemented taking into account the projects with professional standards developed by the associations of employers in the field of advertising and public relations. These are the Russian Association of Public Relations, and the Russian Association of Communication Agencies. It also considers the requirements of individual employers for graduates of this programme
• The additional qualification ‘Specialist in Promotion and Distribution of Mass Media Products’ significantly broadens the graduate’s professional competencies and enhances their competitiveness in the labour market

Graduates of the programme:

• know an algorithm for creating an image matrix and are able to use it to position a company / organisation and its head offline and online
• are able to take part in the development and implementation of a communication strategy
• have the skills to be well-reasoned in writing and orally
• are able to hold debates and react against hostile rhetoric
• know a methodology for expert evaluation of the effectiveness of using communicative technologies

Graduates are trained for a career in advertising, communication and PR agencies, PR departments and press services of business entities — enterprises, organisations, large, medium and small companies, as well as PR departments and press services of governmental agencies, political parties, fractions in representative bodies and public organisations.