Master
2026/2027
Strategic Communications Management
ID 1257666
Type:
Compulsory course (Marketing: Digital Technology and Marketing Communications)
Delivered by:
Department of Marketing
When:
2 year, 2 module
Open to:
students of one campus
Language:
English
ECTS credits:
3
Contact hours:
24
Course Syllabus
Abstract
The course "Strategic Communications Management" is mandatory for students of the trajectory "Marketing Communications and Branding" of the Master program "Marketing: Digital Technologies and Marketing Communications."
As part of the discipline, students will study the structure of modern marketing communications, understand the difference between advertising technologies and PR tools, explore the evolution of the Russian media market, and understand what communication tools are appropriate for certain tasks. The course will focus on corporate PR tools, working with top company officials, synthesizing the GR/PR approach, communications in international markets, communication support for government projects, as well as working with cultural institutions, major sport events, etc. at the crossroad of marketing and PR. The course is full of real-life examples and practical tasks from current market practice at the intersection of disciplines
Learning Objectives
- To provide a broad overview of strategic communications management tools and explain the role of strategic communications in the company's business agenda
- To develop practical skills of working on projects with a complex system of stakeholders and with a complex synthesis of communication tools
Expected Learning Outcomes
- Understands the difference between communication projects in the field of B2B; B2G; B2C, and knows approaches and mechanics in promoting major national projects and initiatives, including legislation and regulations
- Understands the modern structure of the advertising and media market, knows the key media and the principles of working with them
- Gets practical skills in creating communication projects using the concept of storytelling, cross-media promotion with a planned communication effect
- Is able to write a brief and understands how to conduct a tender, as well as how to build an effective process of managing communication project
- Understands the roles between different responsible departments within the company and contractor agencies
- Is able to analyze the information field, use various tools to assess the company's reputation, and develops confident critical thinking while working with external information
Course Contents
- Definition of the Discipline. Key Concepts.
- Overview and Analysis of Communication Tools
- Media Landscape in Russia
- PR and Marketing in the Experience and Hospitality Industry
- PR in the Public Sector and Major National Projects
- International Communications
Assessment Elements
- Project work “Developing a Communication Strategy for a Russian Product/Client”Group assignment: developing communication and media strategy solutions, followed by a seminar presentation of the results. The work is carried out in teams of up to 5 people.
- Project work “PR for Experience Economy Brands”Project assignment on PR technologies in the experience economy and cultural sector.
- Practical assignment: developing a project briefPractical assignment on developing a brief for an outsourced PR agency.
- ExamThe exam is conducted in the form of a test that includes various types of test questions and short tasks (open-ended questions).
- AttendanceAttendance of lectures and seminars of the course.
Interim Assessment
- 2026/2027 2nd module0.1 * Attendance + 0.1 * Practical assignment: developing a project brief + 0.4 * Exam + 0.2 * Project work “Developing a Communication Strategy for a Russian Product/Client” + 0.2 * Project work “PR for Experience Economy Brands”
Bibliography
Recommended Core Bibliography
- Ali, L.M.A., Hassan, A., Gunied, H., Mohamed, F.A. (2024). Digital Public Relations Skills in the New Era. In: Hamdan, A., Harraf, A. (eds) Business Development via AI and Digitalization. Studies in Systems, Decision and Control, vol 538. Springer, Cham.
- Babka, S. (2023). Social Media in Public Relations. In: Social Media for Leaders. Springer, Wiesbaden. ISBN 978-3-658-42351-3
- Hassan, A., Angawi, M. (2024). Digital Public Relations and Communication Crisis. In: Hamdan, A., Aldhaen, E.S. (eds) Artificial Intelligence and Transforming Digital Marketing. Studies in Systems, Decision and Control, vol 487. Springer, Cham
- Sutherland, & Sutherland, K.E. (2025). Artificial Intelligence for Strategic Communication (1 ed.), ISBN 978-981-96-2575-8
Recommended Additional Bibliography
- _
- Introduction to strategic public relations : digital, global, and socially responsible communication, Page, J. T., 2019
- PR. Полное руководство, Маркони, Дж., 2006
- Public relations : a managerial perspective, Moss, D., 2011
- Как взорвать медиапространство : [искусство PR], Масленников, Р., 2021
- Медиасистема России - Вартанова Е. Л., Вырковский А. В., Гринберг Т. Э. - Издательство "Аспект Пресс" - 978-5-7567-1103-5 - 2021 - русский - https://e.lanbook.com/book/169636 - ЛАНЬ - 169636
- Медиасистема России : учебник для вузов, Вартанова, Е. Л., 2021
- Связи с общественностью в органах власти : учебник и практикум для вузов / под редакцией В. А. Ачкасовой, И. А. Быкова. — Москва : Издательство Юрайт, 2026. — 163 с. — (Высшее образование). — ISBN 978-5-534-07448-2. — Текст : электронный // Образовательная платформа Юрайт [сайт]. — URL: https://urait.ru/bcode/586637 (дата обращения: 02.07.2026).