School Of Business Administration Turiba

School of Business Administration Turiba

Faculty of Public Relations

Accreditation papers

2nd level higher professional

educational study programme

PUBLIC RELATIONS

Riga 2004

School of Business Administration Turiba is submitting for ACCREDITATION

2nd LEVEL PROFESSIONAL HIGHER EDUCATIONAL STUDY PROGRAMME

PUBLIC RELATIONS

The title of the programme: / Professional higher educational study programme “Public relations”
Educational classification code: / 4234202
Duration of the study programme: / 4 years, 160 credits
4,3 years, 160 credits
Enrolment requirements: / Secondary education
Degree awarded: / Professional bachelors’ degree in social management
Qualification: / Public relations manager
Name of the higher educational establishment: / School of Business Administration Turiba Ltd.
Place of implementation of the programme: / School of Business Administration Turiba, Graudu Street 68, Riga, LV -1058
Form of Studies: / Full time studies, Part time studies.
Educational Institution No.: / No 3343800213
Legal Address: / Graudu Street 68, Riga, LV –1058
Founders: / SIA “Birznieka biznesa centrs”
LKCS Turība
SIA “AVE ASTRA”
Financing: / Self-financed
Total number of Students: / 4817
Telephone: / 7622551, 7619008
Fax: / 7619152
E-mail address: / ;
Person authorized for completing accreditation formalities: / Dean of Faculty of public relations A.Pētersons

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Contents

1. Resolution of the Senate – the administrative and decision-making institution on the implementation of the study programme. 4

2. Licence 5

3. Document certifying the provision for continuation of higher studies in a different study programme or the same programme at a different educational institution in case of liquidation of the aforesaid study programme. 7

4. Overview of the Study Programme 8

5. Advertising and informative support for the programme 12

6. The Assessment of the perspectives of the study programme from the Latvian state point of view 13

6.1. The compliance of the study programme to professional standards 13

6.2. The Survey of Employers and the Results 16

7. Evaluation of the study programme 21

7.1. The Aims and Tasks of the study programme 21

7.2. Organization of Study programme 21

7.3. Practical implementation of the study programme 24

7.3.1. Methodology of Studies. 24

7.3.2. The Form of Studies 25

7.3.3. Research work carried out by Academic Personnel 26

7.3.4. Research work topics for students 27

7.4. Methods of evaluation and Grounds for their choice 28

7.5. The Students of the programme 29

7.5.1. The number of students and the dynamics 29

7.5.2. Number of students matriculated 30

7.5.3. Analysis of the students’ survey 31

7.5.4. The involvement of the students in the improvement of the study programme 33

7.6. The academic personnel involved in the study process 33

7.6.1. The Number of academic personnel 34

7.6.2. Scientific research by academic personnel, qualification 35

7.6.3. Books published by academic personnel involved in public relations 35

7.6.4. Academic personnel training and improvement policy 35

7.7. Financial sources and provision of infrastructure 37

7.8. External Relations 38

7.8.1. Relations with potential employers 40

7.8.2. Comparison with similar programmes abroad 41

7.8.2.1. Comparison with similar study programme in Latvia 41

7.8.2.2. Comparison with similar study programmes in European Unions Institutions 45

8. Plans for development of study programme 48

8.1. Plan of development 48

8.2. Measures for implementing the plan 48

9. Appendices:

1.  Minutes of the Senate sitting.

2.  Authorization to conduct the process of accreditation.

3.  Profit and loss statement of School of Business Administration Turiba for the financial year 2002/2003.

4.  Cooperation treaty with International Higher School of Practical Psychology and Vidzeme University College.

5.  Diploma and its supplement.

6.  Description of study courses.

7.  Programme “Public relations” and advertising times and media used by School of Business Administration Turiba.

8.  Professional standards.

9.  List of enterprises surveyed.

10.  References for the programme “Public relations”.

11.  Programme of Practice for 1st, 2nd and 3rd study courses.

12.  Cooperation treaties.

13.  CVs of academic personnel.

14.  Recommended diploma topics.

15.  Library resources on public relations at School of Business Administration Turiba.

16.  Study Regulations.

17.  Examination Regulations.

18.  Regulations on the compilation and defence of academic papers.

19.  Formatting requirements for tasks to be carried out independently.

20.  Enrolment Regulations for 2004/2005.

21.  Regulations on the Senate.

22.  List of Teaching Staff.

23.  List of Publications by Teaching Staff.

24.  Self-evaluation by the Faculty of public relations for 2003/2004.

1. Resolution of the Senate – the administrative and decision-making institution on the implementation of the study programme.

The 2nd level professional higher educational study programme “Public relations” was approved by the Senate of School of Business Administration Turiba on 22nd January 2003.

(Refer to Appendix 1 for the minutes of the respective Senate sitting. Refer to Appendix 2 for the authorization to complete accreditation formalities.)

2. Licence

3. Document certifying the provision for continuation of higher studies in a different study programme or the same programme at a different educational institution in case of liquidation of the aforesaid study programme.

The Satversme (constitution) of School of Business Administration Turiba (hereinafter- SBAT) states “ School of Business Administration Turiba guarantees with all its assets that it would provide students the opportunity for continuation of higher studies in a different study programme or the same programme at a different educational institution in case of liquidation of the aforesaid study programme.”

The guarantee should be considered from two aspects - First of all, the stability of the SBAT (quality of the study process, provision of adequate teaching staff, financial stability, possibility of development and enhancement etc.) and secondly the compatibility of the aforesaid programme with other similar programmes (possibility of continuation of studies in case of liquidation of the programme).

Firstly SBAT has been in operation since 1994. The turnover and profit of SBAT has increased year by year (refer to Appendix 3 for SBATs’ financial statement and profit and loss statement for 2002/2003). Analysing the financial stability and proper organization of operations, it should be stated that there is no threat of liquidation in the near future.

The number of students and teaching staff has been on the rise year by year and the number of academic staff has stabilized. More than 70% of the pedagogical workload is performed by full time teaching staff.

SBAT provides the students with the study process for the current study year as well for the whole duration of the programme. The study contract concluded with the each individual student by the Rector on behalf of SBAT states not rights and obligations of SBAT but also its liabilities. Study contracts are concluded for each study year thereby allowing SBAT to monitor the change in the number of students. The system of monthly payment for studies is convenient for students allowing them to terminate studies if they are not satisfied with the content and organization of studies

Secondly, students have the opportunity for continuation of their studies in other higher educational institutions in case the study programme is liquidated as the programme “Public relations” proposed for accreditation is similar in structure and content to that implemented by Vidzeme University College and International Higher School of Practical Psychology, Rigas’ Stardiņa University, Baltic Russian Institute and the University of Latvia, where students study communication advertising and public relations. The faculty of public relations of SBAT has concluded a treaty on cooperation with International Higher School of Practical Psychology (IHSPP) and Vidzeme University College (VUC) (Refer to Appendix 4 for the aforesaid treaty with International Higher School of Practical Psychology and Vidzeme University College).

4. Overview of the Study Programme

The 2nd level professional higher educational study programme “Public relations” is implemented by the Faculty of public relations. The aforesaid programme has been drawn up in accordance with provisions of the Cabinet of Ministers No. 841 on 2nd level professional higher educational study programme standards and professional standards for “Public relations managers”.

The main field of qualification and acquisition of Bachelors’ degree: public relations in theory and practice, advertising management, project management, marketing, economics and professional practice work at public relations enterprises.

Degree awarded: professional bachelors’ degree in public relations management.

Level of Qualification: 5.

Qualification Acquired: public relations manager (2419). Upon successful completion of the programme a diploma and diploma supplement recognised in Europe is awarded (refer Appendix 5).

Mandatory programme requirements: Successful completion of the programme that includes basic and optional study courses, 26 weeks of practice work at public relations enterprises with the aim of developing professional skills and an evaluation of these skills, compilation and defence of academic papers and a diploma paper and obtaining not less than 160 credit points.

The content of the study programme comprises academic and professional basic study courses, practice, optional and specialty courses, independent academic and research work. Please refer to Tab.1. for 2nd level professional higher educational study programme “Public relations” for full time studies approved in 2004 and Tab.2. for 2nd level professional higher educational study programme “Public relations” for part time studies approved in 2004.

Tab.1. Study programme “Public relations” for full time studies

N.
p.
k. / Study courses / Credits / Haurs / 1.year / 2.year / 3.year / 4.year
Control / 1.sem. / 2.sem. / 3.sem. / 4.sem. / 5.sem. / 6.sem. / 7.sem. / 8.sem.
amount / H. / Ctrl. / CP / H. / Ctrl. / CP / H. / Ctrl. / CP / H. / Ctrl. / CP / H. / Ctrl. / CP / H. / Ctrl. / CP / H. / Ctrl. / CP / H. / Ctrl. / CP
A / Mandatory courses / 136 / 1632 / 44 / 288 / 7 / 17 / 240 / 7 / 19 / 240 / 5 / 14 / 144 / 5 / 14 / 216 / 4 / 11 / 288 / 8 / 25 / 216 / 6 / 12 / 0 / 2 / 24
A1 / Introduction to public relations / 2 / 24 / 1 / 24 / 1 / 2
A2 / Cultural History of European States and Nationalities / 3 / 48 / 1 / 48 / 1 / 3
A3 / Computer technology / 3 / 48 / 1 / 48 / 1 / 3
A4 / Social psychology / 3 / 48 / 1 / 48 / 1 / 3
A5 / Management / 2 / 36 / 1 / 36 / 1 / 2
A6 / Business ethics / 2 / 36 / 1 / 36 / IE / 2
A7 / English for special purposes / 8 / 192 / 4 / 48 / IE / 2 / 48 / 1 / 2 / 48 / IE / 2 / 48 / 1 / 2
A8 / National economics / 3 / 48 / 1 / 48 / 1 / 3
A9 / Language theory and practice / 3 / 48 / 1 / 48 / 1 / 3
A10 / Marketing / 3 / 60 / 1 / 60 / 1 / 3
A11 / Advertising basics / 2 / 36 / 1 / 36 / 1 / 2
A12 / Research methodology / 3 / 48 / 1 / 48 / 1 / 3
A13 / Entrepreneurial basics / 3 / 48 / 1 / 48 / 1 / 3
A14 / Advertising theory and practice / 3 / 48 / 1 / 48 / 1 / 3
A15 / Legal aspects of public relations / 3 / 48 / 1 / 48 / 1 / 3
A16 / Public relations theory and practice / 3 / 48 / 1 / 48 / 1 / 3
A17 / Communication science / 3 / 48 / 1 / 48 / 1 / 3
A18 / Corporate public relations / 3 / 60 / 1 / 60 / 1 / 3
A19 / Basics of Journalism / 3 / 60 / 1 / 60 / 1 / 3
A20 / Accounting basics / 3 / 60 / 1 / 60 / 1 / 3
A21 / Management information systems / 2 / 36 / 1 / 36 / 1 / 2
A22 / Mass and political psychology / 3 / 48 / 1 / 48 / 1 / 3
A23 / Sales management and communication / 3 / 48 / 1 / 48 / 1 / 3
A24 / Political science / 3 / 60 / 1 / 60 / 1 / 3
A25 / Project management / 2 / 36 / 1 / 36 / IE / 2
A26 / Finance management / 3 / 48 / 1 / 48 / 1 / 3
A27 / International public relations / 3 / 48 / 1 / 48 / 1 / 3
A28 / History of philosophy / 2 / 36 / 1 / 36 / 1 / 2
A29 / Strategic management / 2 / 36 / 1 / 36 / 1 / 2
A30 / Government institutions and public relations / 2 / 36 / 1 / 36 / 1 / 2
A31 / Planning of public relations campaigns / 2 / 36 / 1 / 36 / 1 / 2
A32 / Work with media / 2 / 36 / 1 / 36 / 1 / 2
A33 / Crisis communication / 2 / 36 / 1 / 36 / 1 / 2
A34 / Practice / 26 / 4 / IE / 4 / IE / 4 / IE / 6 / IE / 12
A35 / Study papers / 6 / 3 / 1 / 2 / 1 / 2 / 1 / 2
A36 / State examination / 12 / 1 / 1 / 12
B / Limited optional subjects / 18 / 288 / 9 / 48 / 2 / 4 / 24 / 1 / 2 / 108 / 3 / 6 / 36 / 1 / 2 / 72 / 2 / 4
B1 / Verbal and nonverbal communication / 2 / 24 / 1 / 24 / IE / 2
B2 / Electronic presentations / 2 / 24 / 1 / 24 / IE / 2
B3 / Advertising and communication synthesis / 2 / 24 / 1 / 24 / IE / 2
B4 / Intercultural communication / 2 / 24 / 1 / 24 / IE / 2
B5 / Design and layout workshop / 2 / 36 / 1 / 36 / IE / 2
B6 / Direct communication / 2 / 36 / 1 / 36 / IE / 2
B7 / Speech culture / 2 / 36 / 1 / 36 / IE / 2
B8 / Photo and video workshop / 2 / 36 / 1 / 36 / IE / 2
B9 / Social psychological training / 2 / 36 / 1 / 36 / IE / 2
B10 / Discussion and manipulation theory / 2 / 36 / 1 / 36 / IE / 2
B11 / Acting skills / 2 / 36 / 1 / 36 / IE / 2
B12 / Audiovisual technologies / 2 / 36 / 1 / 36 / IE / 2
C / Free optional courses / 6 / 96 / 3 / 24 / 1 / 2 / 36 / 1 / 2 / 36 / 1 / 2
C1 / Improvisation / 2 / 24 / 1 / 24 / IE / 2
C2 / Methods of team work / 2 / 24 / 1 / 24 / IE / 2
C3 / German for special purposes / 6 / 96 / 3 / 24 / IE / 2 / 36 / 1 / 2 / 36 / 1 / 2
C4 / Art in Latvia / 2 / 36 / 1 / 36 / 1 / 2
C5 / Business etiquette / 2 / 36 / 1 / 36 / 1 / 2
C6 / Music as a form of communication / 2 / 36 / 1 / 36 / 1 / 2
Total for the study programme / 160 / 2016 / 56 / 288 / 7 / 17 / 288 / 9 / 23 / 288 / 7 / 18 / 288 / 9 / 22 / 288 / 6 / 15 / 288 / 8 / 25 / 288 / 8 / 16 / 0 / 2 / 24

Tab.2. Study programme “Public relations” for part time studies