Communication

Total Hours in Course162

Number of hours for lectures24

Number of hours for seminars and practical classes24

Independent study hours114

Date of course confirmation23.03.2022

Responsible UnitInstitute of Business and Management Science

Course developer

Uzņēmējdarbības un vadībzinātnes institūts

Lāsma Līcīte-Ķurbe

Dr. oec.

Course abstract

Students gain an in-depth knowledge of the essence, trends and types of communication. Students develop understanding of the role of communication, are able to apply various forms and methods of communication, use appropriate ways of visualization, and can evaluate the results of implemented communication.
The aim of the course is to gain an in-depth knowledge of and skills in the development of various forms of communication, appropriately visualize the content of communication, as well as to evaluate the results of the implemented communication.

Learning outcomes and their assessment

Knowledge:
Students will be able to:
• Demonstrate a comprehensive knowledge of the essence, trends and types of communication – assignments, practical work.
• Demonstrate a specific knowledge of communication and crisis communication – an assignment, practical work.
• Demonstrate an in-depth knowledge of critical thinking and arguing, as well as persuasion techniques to ensure effective communication – assignments, practical work.
Skills:
Professional skills
• Use the acquired theoretical knowledge and skills to create a message for various media – an assignment, practical work.
• Create a visualization for research results by using appropriate IT tools – assignments, practical works.
• Identify and apply various persuasion techniques in communication – assignments, practical works.
• Critically evaluate and analyse information in the media, substantiating its reliability – practical work.
• Organize a meeting, discussion and working group according to the developed agenda and selected tools – practical work.
General skills
• Find, critically assess and creatively use information for performing a task and finding a solution – assignments, practical work.
• Cooperate and communicate with others – assignments, practical work.
• Skills to explain and present the results of work to others – assignment, practical work.
Competences:
• Define and come up with solutions for different types of communication, substantiate the solutions and identify the causes of ineffective communication – assignments, practical work.

• Implement effective communication and evaluate its results, using the theoretical knowledge and skills acquired.

Course Content(Calendar)

Lectures
1. The essence and role of communication. Trends in communication and the factors influencing communication that determine the audience’s attention and actions (2 hours).
2. Press releases and articles for the media. Basic principles in creating press releases and articles. Selection of visual materials for a press release and an article (2 hours).
3. Regional media. Their role in shaping public opinion and building public confidence (1 hour).
4. Communication on social media. Texts and visuals for the Internet environment and social network users. Techniques for engagement of an audience in social media (2 hours).
5. Stories – one of the forms of communication. Elements and format of a good story. Story for different target groups. Inclusion of the story in scientific communication (2 hours).
6. Critical thinking and argumentation. Principles of critical thinking in information analysis (2 hours).
7. Persuasion techniques, their types, application and examples. Leaders in communication with society, their role in building public trust (2 hours).
8. A public speech. Formulation of the message. Poses and gestures, choice of clothes. Techniques for dealing with awkward issues (3 hours).
9. Press conference. Organization and management of press conference (1 hour).
10. Online presentations. Basic principles of making an effective online presentation. Work with attention of the audience (2 hours).
11. Crisis communication. Types of crises and techniques for communication with the media in crisis situations (3 hours).
12. Communication visualization. Infographics as a way of disseminating information and a method of visualization. Pictograms. Posters (3 hours).
13. Management of working groups, meetings and discussions. Development of an agenda. Tools and techniques for obtaining, grouping and transmitting information. Establishment and management of a working group (2 hours).
14. Communication strategy. Defining the purpose, tasks and target audience of the communication. Positioning and messages. Directions of communication. Communication plan (3 hours).
15. Measurement of communication efficiency (2 hours).
Practical tasks
1. Group work: An analysis of examples, identifying the elements influencing the audience attention and actions (1 hour)
2. Creation of a press release (2 hours)
3. Comparison of editor columns in regional media (1 hour)
4. Assignment 1: Creation of an article for the mass media about scientific research. Selection of visual materials for visualization of the article (3 hours)
5. Creating a message for social networks: the headline, content, hashtags (2 hours)
6. Group work: An analysis of stories, identifying the elements of good story formation. Development of proposals for the improvement of stories (1 hour)
7. Creating a story on a given topic (research), including the main elements of the story (2 hours)
8. Situation analysis: An information analysis based on the principles of critical thinking (1 hour)
9. Group work: Identification of persuasion techniques on the mass media (2 hours)
10. Public speech training: Creating a message and communicating it to the public (2 hours)
11. Role game: organization of press conference (2 hours)
12. Situation analysis (about scientific research): identification of the cause of a crisis situation and an analysis of the implemented crisis communication (1 hour)
13. Infographics for scientific research (2 hours)
14. Poster for scientific research (2 hours)
15. Organization of a meeting (2 hours)
16. Group work: Elaboration of a communication strategy (2 hours)
17. Group work: Measuring the effectiveness of communication for different media messages (2 hours)

18. Assignment (presentation) 2: A presentation about the research results, including appropriate types of communication visualization and basic principles of the message (3 hours)

Requirements for awarding credit points

The final grade consists of the cumulative assessment of study results (100 points), which depends on the assessment of both assignments:
• Creation of an article for the mass media about scientific research. Selection of visual materials for visualization of the article – 50 points.
• A presentation about the research results, including appropriate types of communication visualization and basic principles of the message – 50 points.

All practical tasks have to be completed.

Description of the organization and tasks of students’ independent work

Assignment 1: Creation of an article for the mass media about scientific research. Selection of visual materials for visualization of the article – 50 points.
Assignment (presentation) 2: A presentation about the research, including appropriate types of communication visualization and basic principles of the message – 50 points.
A score of 10 is equal to one point on a 10-point marking scale.

Criteria for Evaluating Learning Outcomes

The assessment of the course depends on the assessment of both assignments – a score of 10 is equal to one point on a 10-point marking scale.
The assignments are assessed in accordance with the assessment procedure established for the assignment.

Compulsory reading

1. Kazaka O. Pirmā PR grāmata. Rīga: Trendsetter Publishing,2019. 182 lpp.
2. Bergstrems B. Vizuālā komunikācija. Rīga: Jāņa Rozes apgāds, 2009. 240 lpp.
3. Beks K. Mediju un komunikācijas zinātne. Rīga: SIA “Biznesa augstskola Turība”, 2021., 384 lpp.
4. Praude V., Šalkovska J. Integrētā mārketinga komunikācija I. Rīga: Burtene, 2015., 464 lpp.

5. Lehtonens J., Siliņa R., Ābelniece B. Riska un krīzes komunikācija. Rīga: Turība, 2011., 198 lpp.

Periodicals and other sources

1. International Journal of Communication. Online ISSN: 1932-8036
2. Media and Coomunication. Online ISSN: 2183-2439

3. Coomunication Research. Online ISSN: 1552-3810

Notes

Forest Science

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