|Updated:||2 February, 2016|
The aim of this course is to provide a comprehensive picture of communication management in different branches of industry. You will learn about peculiarities of communication in B2B manufacturing, B2B services, B2C manufacturing, B2C services. The course will train you to single out unique characteristics of promoted products in different industries, to identify target audiences, and to develop strategic concepts of communication programs for innovative projects.
|Hours of lecture||Hours of discussion||Hours of independent study||Total numbers of hours|
Please note that the time spent on independent study exceeds hours of lecture and discussion.
The course will cover the following topics:
- Methodological Principles of Industrial Public Relations
- definition problems
- Franz Bogner’s classification
- subject and object of PR
- strategic communication in industry
- efficiency of Russian industries and their lifecycle
- three types of managerial activities
- Communication Peculiarities in Industrial Public Relations
- business peculiarities in B2B manufacturing, B2B services, B2C manufacturing, B2C services
- PR peculiarities in IT
- PR peculiarities in the sphere of metallurgy and new materials
- PR peculiarities in the energy industry
- Public Relations in Industry
- project presentations and discussion
- Glen M. Broom, Bei-Ling Sha (2013). Cutlip and Center’s Public Relations. International Edition. Pearson
- Dennis L. Wilcox, Glen T.Cameron (2014). Public Relations, Strategies and Tactics. 10th edition. Pearson
- Public Relations Review. Elsevier http://www.sciencedirect.com/science/journal/03638111
- Vasilenko, A. (2002). PR krupnykh rossijskikh korporatsij. GU-VShE (in Russian).
- Chernov, D. (2012). Strategicheskie kommunikatsii rossijskogo biznesa. http://books.ikm.hse.ru (in Russian).
- Gurov, F. (2011). PR IT kompanij: rossijskaya praktika. Alpina-Publishers (in Russian).
- Company websites
- Journal articles
You will work on your project throughout the semester and present it at a seminar.
It is a pass/ fail course. To get a pass, you should actively participate in discussions, successfully complete two tests, and present the results of your project.