Infopaket

Media Production: Promotion

061 «Журналістика»

Обов’язкова дисципліна для ОП

First

2023/2024

3 Semester

5

1.1 Know the theory of advertising and PR communications on the Internet. 1.2 Know the principles of creating high-quality digital content and its promotion via online channels. 1.3 Know the ways of influencing public opinion with the help of online communication tools. 2.1 Develop a communication strategy to promote media products on the Internet. 2.2 Choose the right communication channels to promote media products. 2.3 Shape the content of communication using various methods and tools. 3.1 Present the results of their work. Discuss and reasonably defend their own opinion. Evaluate colleagues' work. 3.2 Work in a project team to create models for promoting digital projects. 4.1 Work independently on the material and manage their time.

Full-time form

1. Know the basics of communication activities. 2. Have basic skills in creating communication content. 3. Be able to work with scientific and educational sources.

The course aims at developing students' understanding of the theoretical background and practical skills of promoting media products in online space through effective use of PR technologies, principles of advertising management and media planning, project management and digital marketing tools. It helps to master practical methods and tools for promoting projects in the modern digital world, with needs of the target audience, product specifics and positioning, competitors' communication activities and other factors in mind. It covers the study of the specifics and principles of advertising and PR activities to promote media products in online space and is based on methods of effective use of digital communication channels and creation of relevant textual and visual content. It aims at providing students with knowledge and practical skills in their subject area, familiarising them with approaches to developing communication strategies and tactics for promoting media products on the Internet, and teaching them how to use digital marketing tools. It is aimed at developing effective teamwork skills, coordinating activities with colleagues while jointly creating digital projects.

1. Rouls Deniel. Tsyfrovyy brendynh. Povne pokrokove kerivnytstvo zi stratehiyi, taktyky, instrumentiv ta vymiryuvanʹ, Kyiv: Fabula, 2020. 2. Bidenko S., Zolotarevych I. Reputatsiynyy antystres: Instruktor dlya vlasnykiv i top-menedzheriv biznesu / Serhiy Bidenko, Iryna Zolotarevych. Kyiv : Yakaboo publishing, 2021, 224 s. 3. Balabanova L.V., Yuzyk L.O. Reklamnyy menedzhment: pidruch. Donetsʹk: DonNUET, 2016, 414 s. 4. Luk'yanetsʹ T.I. Reklamnyy menedzhment: Navch. posibnyk. K.: KNEU, 2014, 440 s. 5. Halvorson K. Content Strategy for the Web : Second edition. Berkeley, California : New Riders, 2012, 198 p. 6. Hrantraytinh. Metodychni rekomendatsiyi dlya orhaniv publichnoyi vlady shchodo napysannya proektnykh zayavok : posibnyk. Kharkiv : Rehionalʹnyy tsentr mizhnarodnykh proektiv i prohram, 2013, 78 s.

Lectures, practical classes, independent work

Each module includes lectures and practical classes. After each of them, students are assigned questions and tasks to prepare for practical classes. Independent work involves studying sources, completing assignments for each topic, and creating a digital project in stages. The assessment of students' progress is carried out in two forms: semester assessment (practical classes, tests, independent work, module paper) and final assessment (exam). Successful completion of the assignment (practical classes, independent work, exam) means obtaining at least 60% of the maximum score. The total amount of points is 100 points (of which the semester assessment is a maximum of 60 points, and the final assessment (exam) is a maximum of 40 points). Upon completion of modules 1-4 and 5, two module papers are conducted in the form of a test (assessment of theoretical and practical knowledge related to the programme topics).

Ukrainian