Public Opinion and PR
Major: Finance, Banking and Insurance
Code of subject: 6.000.00.M.002G
Department: Sociology and Social Work
Lecturer: PhD,, Associate Professor Makukh Oksana
Semester: 3 семестр
Mode of study: денна
Завдання: General competences: ЗK 1. Ability to apply knowledge in practical situations. ЗK 2. Ability to communicate in a foreign language. ЗK 3. Ability to work in a team. ЗK 4. The ability to be critical and self-critical. ЗK 5. Ability to communicate with representatives of other professional groups of different levels (with experts from other fields of knowledge/types of economic activity). ЗK 6. The ability to act socially responsibly and consciously. ЗK 7. Skills of interpersonal interaction. ЗK 8. Ability to learn and master modern knowledge. ЗK 9. Ability to use information and communication technologies. ЗK 10. The ability to generate new ideas (creativity). ЗK 13. Ability to plan and manage time. ЗK 14. The ability to identify problems and make informed decisions. ЗK 15. Ability to motivate people and move towards a common goal Special and professional competencies СК 4.Ability to collect, analyze and summarize social information using sociological methods. ФКС 1.1. Ability to create public relations texts; ФКС 1.5 The ability to work out various approaches to solving applied problems and tasks in the field of professional activity (in particular, of a socio-informational and socio-technological nature); ФКС 1.6. Ability to monitor and analyze the situation in united territorial communities; ФКС 2.1. Basic knowledge of the functional features of public opinion in the sphere of public administration and self-government; ФКС 2.4. Ability to understand modern changes in the structure of the resource potential of the information society;
Learning outcomes: PH01. To use the conceptual apparatus of sociology in educational, research and other spheres of professional activity. PH03. Apply the provisions of sociological theories and concepts to the study of social changes in Ukraine and the world. PH04. To explain the patterns and peculiarities of the development and functioning of social phenomena in the context of professional tasks. PH06. Effectively perform various roles (in particular, organizer, communicator, critic, idea generator, executor, etc.) in a team in the process of solving professional tasks. PH07. To be able to use information and communication technologies in the process of searching, collecting and analyzing sociological information. PH08. Justify one's own position, make and argue independent conclusions based on the results of research and analysis of professional literature. PH09. Be able to develop a program of sociological research. PH10. Possess the skills of collecting social information using quantitative and qualitative methods. PH11. Present the results of own research for specialists and non-specialists Зн1. Conceptual scientific and practical knowledge. Ум1. Advanced cognitive and practical skills/skills, mastery and innovation at the level required to solve complex specialized tasks and practical problems in the field of professional activity or study K1. Conveying information, ideas, problems, solutions, own experience and arguments to specialists and non-specialists. K2. Collection, interpretation and application of data AB1. Management of complex technical or professional activities or projects. AB2. Ability to take responsibility for making and making decisions in unpredictable work and/or learning contexts. AB4. Organization and management of professional development of individuals and groups.
Required prior and related subjects: Prerequisites: Theory of communications and modern media discourse, Ukrainian language for professional direction Co-requisites: Sociology of advertising
Summary of the subject: Upon completion of the discipline, students will learn to study public opinion, influence it, segment the public, create a positive image and reputation using the system communication technologies. They will also be able to plan and implement a political PR campaign, state, non-state and business environment
Опис: Public opinion and sociological features of its research. Functions of public opinion. Formation of public opinion: laws, channels, mechanisms, resources. Public opinion and power. Society as an object of public opinion. Types and types of the public. Target audience and its segmentation. Communication: laws, axioms, rules. Communicative resources of influence on the formation of public opinion. Crisis communications. PR in the modern information society. PR as a technological process and communication technology. Communication campaign as the basis of a PR campaign. Peculiarities of a PR campaign in crisis conditions. PR in business, state and non-state sectors.
Assessment methods and criteria: • Work in practical classes: oral examination, use of interactive forms of learning, individual control work (40%) • final control (control measure, exam): written form (60%)
Критерії оцінювання результатів навчання: work in practical classes (oral interviews, reports, case studies, interactive exercises, discussions, intelligence maps, abstracting scientific literature), individual tests; final control (control measure - tests).
Порядок та критерії виставляння балів та оцінок: 100–88 points – (“excellent”) is awarded for a high level of knowledge (some inaccuracies are allowed) of the educational material of the component contained in the main and additional recommended literary sources, the ability to analyze the phenomena being studied in their interrelationship and development, clearly, succinctly, logically, consistently answer the questions, the ability to apply theoretical provisions when solving practical problems. 87–71 points – (“good”) is awarded for a generally correct understanding of the educational material of the component, including calculations, reasoned answers to the questions posed, which, however, contain certain (insignificant) shortcomings, for the ability to apply theoretical provisions when solving practical tasks; 70 – 50 points – (“satisfactory”) awarded for weak knowledge of the component’s educational material, inaccurate or poorly reasoned answers, with a violation of the sequence of presentation, for weak application of theoretical provisions when solving practical problems. 49-26 points - ("not certified" with the possibility of retaking the semester control) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to apply theoretical provisions when solving practical problems; 25-00 points - ("unsatisfactory" with mandatory re-study) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to navigate when solving practical problems, ignorance of the main fundamental provisions.
Recommended books: Bilous V. S. Zviazky z hromadskistiu (pablik ryleishnz v ekonomichnii diialnosti): navch. Posib / V. S. Bilous. – K.: KNEU, 2005. – 275 s. Pocheptsov H. Pablik ryleishnz: navch. posib. - K., 2000. Klymanska L. Chutky yak sposib orhanizatsii ta samoorhanizatsii informatsiinoho prostoru polityky / L. Klymanska // Ukrainska natsionalna ideia: realii ta perspektyvy rozvytku: Zb. nauk. pr. – Lviv, 2008. – Vyp. 20 – S. 71-80 Klymanska L. D. Politychnyi dyskurs sotsialnoi problemy yak komunikatyvna tekhnolohiia/ L.D.Klymanska //Hileia: naukovyi visnyk. Zbirnyk naukovykh prats / Hol. red. V.M. Vashkevych. – K.: VIR UAN, 2013. – Vypusk 68 (№1). – 934 s. – S.322-327 Makukh O. Instytut vlady: komunikatsiinyi pidkhid /O. Makukh// Visnyk Lvivskoi derzhavnoi finansovoi akademii: Humanitarni nauky / Holov. red. H. P. Vasianovych. – L. : LDFA, 2008. – №8. – S. 145–151. Makukh O. Mediaosvita v Ukraini ta masovi informatsiini protsesy / Oksana Makukh // Materialy II Vseukrainskoi naukovoi konferentsii «Ukraina v systemi hlobalnoho informatsiinoho obminu: teoretyko-metodolohichni aspekty doslidzhennia i pidhotovky fakhivtsiv». ( Lviv, 25-26 zhovtnia 2013 r.). – Lviv: Liha-Pres, 2013. – S. 48–51 Tolkachov I. Vynyknennia ta stanovlennia pressluzhb orhaniv derzhavnoi vlady yak osnovnoho instrumentu zdiis nennia derzhavnytskoho PR [Elektronnyi re - surs] / I. Tol kachov. — URL: http://archive.nbuv.gov. ua/portal/natural/Nvuu/PSF/2009_11/Tolkachov.pdf Tkach L. M. Zviazky z hromadskistiu yak fenomen upravlinnia informatsiinymy protsesamy / L. M. Tkach, K. A. Prokofieva, A. Yu. Khodakovska // Visnyk Prydniprovskoi derzhavnoi akademii budivnytstva ta arkhitektury. – 2016. – № 6. – S. 62-68
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