Master degree program
Public Relations

Public Relations

QUALIFICATION

  • Scientific and pedagogical direction - Master of Social Sciences

MODEL OF GRADUATING STUDENT

Upon completion of this educational program, students are expected to be able to:
1. Interpret, under the guidance and independently, generally accepted communication theories and public relations theories (PR), compare methods of communication support, offer measurable indicators of the effectiveness of the activities of public relations departments in the world and Kazakhstan.
2. Conduct the integration of advanced communication achievements into integrated solutions, carry out diagnostics of attention and coverage algorithms in social networks, using information about market conditions and consumers' expectations, taking into account the recommendations of IPRA, NAPR, UNESCO, etc.
3. Present consolidated PR solutions for Kazakhstan companies based on scientific synthesis, recommend trajectories for creating creative approaches for business communications and promotions in the digital environment, predict behavioral models of target audiences and opportunities for post-crisis development.
4. To carry out forecasting to improve the basic principles of development of the PR industry, to ensure the integrated use of tools to support Kazakh brands, to consider the specifics of each level of public relations in the procedural and structural aspects, including in a crisis.
5. To find new means of communication sustainability, to justify the possibilities of contact between the state, commercial and public sector, to test in the conditions of Kazakhstan the latest tools of public relations and advertising.
6. Apply methodological knowledge and skills in conducting scientific research, teaching and educational work, write essays, essays, reports in a foreign language.
7. Overcome existing stereotypes and barriers in the communication system on the basis of constant renewal of the approaches of society and the profession in the contextualization of public relations.
8. Develop local, regional and industry levels of public relations with the identification of resources for them and the availability of communication channels on the Internet, social networks, mobile applications.
9. Maintain an acceptable level of information security PR-projects.
10. Perform applied modeling of communication processes in the context of globalization in Kazakh, Russian, English and other languages.
11. To critically evaluate the results of our own scientific, pedagogical and professional activities and determine the trajectory of further professional and scientific self-improvement.
12. Teaching at the university, use in the learning process pedagogical and psychological methods, organize extracurricular work.

Program passport

Speciality Name
Public Relations
Speciality Code
7M03204
Faculty
Journalism

disciplines

Creation and support of Kazakhstani brands
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to form the ability of undergraduates to position brands in Kazakhstan, reinforcing their values. The course reveals the structure of a portfolio of brands of goods, services, territories, persons, taking into account the theory of T. Gad. The course proposes to evaluate the potential of Kazakhstani brands, to establish the causes of dissatisfaction with brands of consumers, to investigate communication preferences in the sphere of domestic brands.

Foreign Language (professional)
  • Number of credits - 6
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form practical skills in various types of speech activity in a foreign language. The training course builds the ability to perceive, understand and translate information in the modern global space, participate in scientific events to test their own research. The discipline is aimed at improving competencies in accordance with international standards of foreign language education.

History and Philosophy of Science
  • Number of credits - 3
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form a holistic systemic understanding of philosophy as a special form of cognition of the world, its main sections, problems and methods of their study in the context of future professional activity. The training course forms the theoretical and methodological basis of research work.

Organization and Planning of Scientific Research (in English)
  • Number of credits - 6
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline to form the ability to apply practical skills in the organization and planning of scientific research. The discipline studies: forms and methods of planning, organization and design of scientific articles and dissertations; forms of summarizing the results of scientific research in presentations, speeches, projects, articles.

Pedagogy of Higher Education
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form the ability to teach in universities and colleges based on knowledge of higher school didactics, theory of education and management of education, analysis and self-assessment of teaching activities. The training course is aimed at studying the trends in the development of education and the Bologna process. The course will help you master teaching and curatorial skills, various strategies and methods of teaching and education.

Psychology of management
  • Number of credits - 3
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to provide scientific training of highly qualified specialists based on the study of fundamental concepts of management psychology, creating prerequisites for a theoretical understanding and practical application of the most important aspects of the field of management in the process of professional formation. The course is aimed at studying the patterns of development and functioning of mental processes, the basics of effective interaction and conflict resolution, self-development and self-presentation.

Scientific bases PR
  • Number of credits - 6
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to form the ability of undergraduates to apply scientific approaches to research in PR- sphere. The course will examine the essence of PR concerning the subjects and objects of communication. The course examines the linear and functional schemes of interaction, quality standards of PR (Helsinki, 1997) and the development of the ideas of C. Botan, W. Hazleton, S. Katlip etc.

Strategy of Effective PR
  • Number of credits - 5
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The course aims to form the ability of undergraduates to conceptualize effectiveness as a key problem in modern public relations. The course reveals the main components of the principles of effective PR and the importance of KPI evaluation. In the course, the concepts of «new technology and organization» (J. Galbraith), «human technology» (J. Ellul), «information techno-structure» (P. Drucker) and others are considered.

The Basic Trends in Kazakhstan PR
  • Number of credits - 9
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to form the ability to systematize the reasons, conditions, and features of PR support in Kazakhstan. The course will examine the criteria of science, creativity, and effectiveness of the communication search in the context of traditional and digital approaches. The course will analyze PR models in Kazakhstan and CIS, identify major trends and develop scientific recommendations for its improvement.

The integrated PR-Decisions
  • Number of credits - 6
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to form the ability of undergraduates to create integrated solutions at the expense of synthesis of the best Kazakhstan and foreign experiences. In the course, know-how in PR will be considered. The course reveals the sources of new ideas and innovations based on: «intellectual technology» (D. Bell), «information society of the future» (J.-L. Servan-Schreiber) and «communication power» (M. Castells) etc.

Data for 2021-2024 years

disciplines

Anti-crisis PR-response
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to form the ability of undergraduates to model the defense of preventive and reactive nature in the occurrence of crises. The course will analyze the communicative rules for information support and strengthening of the organization or person in crisis. The course examines the principles of regulation, prevention and minimization of the crisis based on the works of G. Dowling, O. Lerbinger and T. Coombs.

Business PR
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to the prevalence among undergraduates of developing invasive information support in producing goods –a course of analysis of changes in business promotion technologies and responses to new consumer requests. The subject is business PR as an active process of rapid response through discovery and digital channels to positive changes, both positive and negative.

Communication Policy and media asset management
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form the ability of undergraduates to create a suitable communication policy that meets the organization's and society's requirements. The course summarizes the creative and technical procedures for managing media assets with a high degree of response from target audiences. The subject adopts the advantages of classical means of influence for implementing PR programs in the face of intense competition and the digitalization of data.

Diagnostics of attention and coverage algorithms in social networks
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form the ability of undergraduates to build algorithmic PR-actions with the most sought-after accounts. The course focuses on relevance, downloads, dominance, taking into account the methods of D. Aaker, R. Reeves, W. D. Scott and the popularity of social networks. The course allows for international experience in social media outreach based on J. Barrence's performance-controlled concepts.

Digital PR Doctrines
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The discipline aims to form the ability of undergraduates to understand and evaluate digital PR doctrines. The course examines PR in the digital and mobile environment and the integration of sites and social media. The course introduces methods of connecting digital messages with current off-line technologies in the paradigms of R. Bukht, V. Khalin and L. Shilina.

Gender aspects of communication in the digital society of Kazakhstan
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to form the ability of undergraduates to correct gender asymmetry in modern realities by means of public relations. The course teaches how to apply communication tools to create a balance between the reflection of images of men and women. The course of the discipline considers the type of behavior in social networks, the balance of emotional coloring of messages for men and women, the means of objectification of the gender issue.

Models of state ideologies: quality and information risks
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to form the ability of undergraduates to combine the differently directed forces and mechanisms of state structures in the communicative space. The course will explore the integrative mission of communications that can consolidate different political forces for the development of the country. This course explains the qualitative self-definition and awareness of the nation in the world around it, the means of actualizing values and communicative support for state initiatives.

Networking: Kazakhstan's opinion leaders and active audiences
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The main objective of the course is to develop undergraduates' ability to attract opinion leaders and rank target audiences in Kazakhstan and around the world for networking. The course will examine the qualitative characteristics of opinion leaders and their interface with consumer audiences. The course will structure models for identifying opinion leaders, and the proportion of active audiences for professional, public, and personal diversity.

Neural networks in PR
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to develop in undergraduates the ability to apply neural network technologies in academic, scientific and future professional activities. The subject studies the means of creating information in machine-readable form for PR-communications. The course examines possible ways for PR to interact with audiences on various digital platforms, as well as ethics and safety of using artificial intelligence.

New types of advertising
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the course is to develop the ability of undergraduates to model and research new types of advertising. The course examines the forms of differentiation of advertising content in the digital environment and brand activism. The course will systematize the selection of new advertising tools to promote products and services.

Positioning in visual and interactive communications
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline – is to form the ability of undergraduates to integrate and evaluate the influence of visual and interactive techniques in communications. The course explores basic elements as techniques to focus the audience's attention through photos, videos, animations, and hyperlinks that accelerate audiences understanding of the meaning of PR activism. The course builds on the views of D. Mitchell, A. A. Buzinova, and P. Rand to enhance the multimedia and online characteristics of modern public relations.

Strategies of effective PR
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The course aims to form the ability of undergraduates to conceptualize effectiveness as a key problem in modern public relations. The course reveals the main components of the principles of effective PR and the importance of KPI evaluation. In the course, the concepts of «new technology and organization» (J. Galbraith), «human technology» (J. Ellul), «information techno-structure» (P. Drucker) and others are considered.

Sustainability and corporate social management
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The aim of the discipline is to form the ability of undergraduates to amplify the goals of sustainable development (SDG) through public relations. The course will consider information resonance, collaboration with opinion leaders, and the involvement of recipients in consideration of human development issues. The course will explore global practices of popularizing the discourse of societal and environmental sustainability in the 2030 Development Agenda.

Testing communication models in PR
  • Type of control - [RK1+MT+RK2+Exam] (100)
  • Description - The purpose of the discipline is to form in undergraduates the ability, under guidance and independently, to create communication models in PR. The course develops skills in testing the viability of public relations processes and their predictive KPIs. The discipline expands mastery of methods of analytical research undergraduates in the context of changing information paradigms and reducing the previous effectiveness of PR.

Data for 2021-2024 years

INTERNSHIPS

Pedagogical
  • Type of control - Защита практики
  • Description - Formation of practical, educational-methodical skills of conducting lectures, seminars, creatively apply scientific, theoretical knowledge, practical skills in teaching activities, conduct training sessions in the disciplines of the specialty; own modern professional techniques, methods of training, use in practice the latest theoretical, methodological advances, make educational, methodological documentation.

Research
  • Type of control - Защита практики
  • Description - The purpose of the research practice is acquaintance with the latest theoretical, methodological and technological achievements of domestic and foreign science, with modern methods of scientific research, processing and interpretation of experimental data. During the study of course, students should be competent in: - to understand the fundamental and applied research; - to understand the level of research, the stage of scientifically-research work - planning, organization and realization; - preparation, writing, representation and review of the project; - program research, methodological and procedural sections research; - systematize the base of scientific and technical information.

Data for 2021-2024 years