Infopaket

International Communications and Global Media

ВБ 3.2

Вибіркова дисципліна для ОП

Second

2021/2022

3 Semester

6

To know: - Structure of media-analytics market - Structure of informational flows in Ukrainian media-space - Principles of measurement of mediacommunications efficiency - Methods of sampling and variables choice Skills of: - automatic monitoring systems usage. - elaborating the technical tasks of the analysis on the basis of inquiries of the client. - identification of strong and weak points of commercial or political brand communications. - assessing the informational campaign results and quality of its operating. - Conducting the marketing analysis of the content of social networks, making decisions based on the prospects of certain goods and services. Communication: - Present team results of media research, motivating the team to mutual work on the presentation.

Full-time form

1. Basic knowledge of Ukrainian media market situation, current social and political situation in Ukraine. 2. Basics skills in using Excel, PowerPoint, abilities of clearly articulating opinions.

Digitalization and mediatization are evidently powerful global trends having peculiar manifestations in Ukraine. Domestic communications market experiences growing demand for media-analytics. The latter is provided by media services of political, commercial brands and political technologists. The required skills include abilities to follow communication trends, identify informational campaigns, assess the communication efficiency.

1. Zakharchenko A.P. Zasady kilkisnoho analizu informatsiinykh kampanii / A.Zakharchenko //Information Society. - 2017. - Issue 26 (July-December). – s.19-30. 2. Austin, E.W. and Pinkleton, B.E. (2015), Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns Routledge, Routledge, New York and London, 398 p. стор. 3. Daymon, C. and Holloway, I. (2011), Qualitative Research Methods in Public Relations and Marketing Communications, Routledge: London, New York, 400 p.

Knowledge is generated on lections, practical skills – on practical classes where the method of projects is applied.

Evaluation during the semester: 1. Creating a complex search query for monitoring systems, which provides the result relevant to the task of analysis. 2. Writing a technical task for analysis. 3. Team project to create an analytical presentation on the analysis of the effectiveness of communication of a commercial or political brand. 3. Self-preparatory assignments – individual projects for creating analytical presentations. During the semester, two presentations are prepared: analysis of the information campaign and marketing analysis of the content of social networks. The pass-fail examination: Is conducted in writing. Pass-fail examination evaluates in complex the written test (РН1.1.) and presentation of self-preparatory assignments on concept and technical task of individual media-research (РН 3.1). During pass-fail examination the student shall give reasoned answers to questions related to his/her work.

English