Providing specialization in a contemporary field, at the convergence of communication and new technologies in full force, through:

• the training of specialists with a higher education for specific communication in the digitalized society, on mobile devices and in the new media;
• the development of young people’s communication skills based on new technologies, modern skills to keep up with an increasingly digital professional world;
• providing the skills to develop communication strategies, to build the organizational/personal image on social platforms and channels such as Facebook, LinkedIn, Instagram, Youtube, X (Twitter);
• the provision of an educational offer in the continuous training system for regional and national human resources;
• the creation of a strategy for the affirmation of the organizational culture, the image and the institutional identity in the landscape of a computerized society.

General Objectives:

• the use of valid tools for communication in the current technological media;
• the capacity to interact in the digital environment;
• the capacity to continue professional development and lifelong learning through acquired the adaptability for the use of new and emerging media;
• the capacity for critical assimilation, processing and exploitation of information through the junction between communication and technology;
• the mastery of verbal, paraverbal and nonverbal language resources in communication.

Specific Objectives:

• the assimilation of knowledge about new media, under the conditions of globalization and digitization and the continuous increase of social interconnection;
• the creation and management of public relations campaigns in classical and digital media;
• the provision of students with the appropriate tools to perform in strategic communication according to the latest technological tendencies that shape the media field;
• the use of research methods and techniques from the social sciences within the domains of public relations and advertising;
• the implementation and development of internal and external organizational communication systems;
• the development of operational skills on digital platforms in the context of unlimited access to information;
• the development of mediation skills for crisis and conflict resolution;
• the development of interpersonal, inter-institutional, intercultural, and international communication skills

Professional Competencies:

PC 1 The identification and use of the language, methodologies and specialized knowledge in the field of communication sciences;

PC 1.1 The definition of the main field-specific concepts, their use and specialized terminology in multiple situations;

PC 1.2 The conceptual explanation of communication situations and specialized issues in the field.

PC 1.3 The application of the deontological principles and the ethical norms that form the basis of the organization and functioning of the activities specific to the specialized field, the description of the means of organization of the profession and its values.

PC 1.4 The application of national and European legislation regarding free access to information, intellectual property, copyright etc. in the process of professional communication and in research/information activities;

PC 1.5 The development of specific investigatory and intervention projects in the specialized field;

The use of new information and communication technologies (NICT);

P.C 2.1 The identification and understanding of theories regarding information management, media communication, classical and digital media systems, their dynamics and the effects of media communication.

P.C 2.2 The identification the particularities of the specialized use of various media types in communication

P.C 2.3 The use of appropriate technologies in the creation and professional communication of various information products, respecting the public's right to be correctly informed.

P.C 2.4 The use of standard criteria and methods for evaluating the quality and limits of the use of various technologies within concrete acts of information and communication.

P.C 2.5 The creation of portfolios regarding the media dimension of an act of information and/or professional communication.

PC 3 The identification and use of communication strategies, methods and techniques in the public relations process;

P.C 3.1 The definition of concepts, theories, paradigms and methodologies used in communication analysis.

PC 3.2 The handling of communication and the public/audience from the perspective of field-specific parameters.

PC 3.3 The use of research methods to define problems of public interest and their resolution through specific planning models.

PC 3.4 The identification and use of relevant techniques and indicators for monitoring and evaluating communication processes.

PC 3.5 The development of an effective communication plan in defined public communication situations.

PC 4 The creation and promotion of a public relations product;

PC 4.1 The identification of adequate concepts and methods for the development of a PR product.

PC 4.2 The explanation and interpreting of a PR even from the perspective of strategic planning.

PC 4.3 The application of appropriate methodological frameworks for the creation of a PR product.

PC 4.4 The validation of PR programs and products through specific evaluation techniques.

PC 4.5. The drafting of documents for the presentation of a PR product.

PC 5 The provision of specialist assistance in crisis communication management and/or communication conflict mediation.

PC 5.2 The correct use of communication and mediation methods, techniques, tactics, and strategies

PC 5.2 The use of rhetorical, argumentative, and semiotic tools for the removal of dysfunctions in communication and/or mediation.

PC 5.3 The use of communication strategies and methods in crisis management and/or mediation.

PC 5.4 The critical evaluation of methods and models used in crisis communication management and/or mediation of communication conflicts.

PC 5.5 The development of crisis communication plans and/or mediation of communication conflicts.

Transversal competencies:

TC1. The application of theoretical insights and practical considerations in prevalent professional challenges in order to achieve effective and ethical resolutions

TC2. The use of efficient working strategies within diverse team settings to accomplish specific tasks across various hierarchical levels.

TC3. The self-evaluation of the need for vocational training with the aim of labor market insertion, in light of the unprecedented evolution of new media, in a globalized and digitalized landscape.