The training of specialists, researchers and leaders in the field of communication according to scientific and educational, national and European standards, through:

• the development of a strategy for affirming the organizational culture, image and institutional identity;
• the connection of academia and local society;
• the continuous emphasis on international cultural and scientific values;
• the establishment and maintenance of a psychological climate of communication, understanding, acceptance and cooperation between the organization and its public;
• the promotion of an educational offer in the university training system for regional and national human resources;
• the transfer of knowledge towards society and in service of society, so that through services and dedicated research, the university aims to create cooperative partnerships with other organizations in regional development.

General Objectives

• the capacity for analysis and synthesis;
• the capacity to empathize with the social environment;
• the ability to correctly perceive and efficiently exploit social, political and economic trends in terms of image and content;
• the capacity for critical assimilation, processing, corroboration and exploitation of theoretical information;
• the mastery of verbal, paraverbal and nonverbal language resources in communication.

Specific Objectives

• the development and management of public relations campaigns;
• the development and management of advertising strategies;
• the application of sociological research methods and techniques in the field of public relations and advertising;
• the implementation and development of internal and external organizational communication systems;
• 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 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;

CP 2. 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.

CP 5. Asistenţă de specialitate în gestionarea comunicării de criză şi/sau în medierea conflictelor de comunicare.

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 realistic resolution, with both theoretical and practical arguments, of various common professional situations, in order to address them efficiently and ethically;

TC2. The application of effective work techniques in a multidisciplinary team with the performance of certain tasks on hierarchical levels;

TC3 The self-assessment of the need for professional training for the purpose of insertion and adaptation to the requirements of the labor market.