Magistracy
Speciality Code:
7M03204
Speciality Name:
Public Relations
Faculty:
Journalism
Qualification:
- Scientific and pedagogical direction - Master of Social Sciences
- Model of graduating student
- Mandatory disciplines
- Elective disciplines
- Professional
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.
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.
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The Basic Trends in Kazakhstan PR
- Number of credits: 5
- 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.
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The integrated PR-Decisions
- 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 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.
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History and Philosophy of Science
- Number of credits: 3
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose: Understanding of modern philosophy as a system of scientific knowledge, including worldview in rational-theoretical comprehension. The discipline includes aspects of the evolution and development of scientific thinking, historical moments, the contribution of scientists and scientific schools to the formation of science, and ethical and social aspects of scientific activity.
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Scientific bases PR
- 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 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.
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Pedagogy of Higher Education
- Number of credits: 5
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose: To provide pedagogical theories and practical strategies for effective teaching in higher education, fostering critical thinking, and academic success. The course explores instructional methods, curriculum design, assessment techniques, and classroom management strategies preparing educators to create inclusive and stimulating learning environments.
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Psychology of management
- Number of credits: 3
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Formation of knowledge about the fundamental concepts of management psychology for the practical application of the most critical aspects of management in professional interaction. Basic principles of management psychology, personality in management interactions, management of personality behavior, modern ideas, psychology of managing group phenomena, motivation, and practical reflection.
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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.
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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.
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Writing and Preparation of masters Dissertation
- Number of credits: 12
- Type of control: Master Dissertation
- Description: The main purpose of "The implementation of a Master Thesis": the formation of master students in preparation for the defense of the thesis for the Master in specialty (by industry). During the study of course, master student's should be competent in: 1. demonstrate the progress of solving problems arising in the course of research activities and requiring in-depth professional knowledge; 2. to argue for carrying out theoretical or experimental research within the framework of the tasks, including a mathematical (simulation) experiment; 3. can choose the necessary research methods, modify existing methods and develop new methods, based on the tasks of the specific study; 4. to use foreign languages for independent work on normative sources and scientific literature; 5. formulate the goals and objectives of the dissertation research, determine the scientific novelty and practical significance of the results of research activities; to develop a structurally methodological scheme for performing research.
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Organization and Planning of Scientific Research (in English)
- Number of credits: 5
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline is to form the research culture of the future specialist, and to study the theoretical and methodological principles of organizing research activities in the context of the development of science and society. The discipline is aimed at developing the ability to conduct independent scientific research using methods and techniques of analysis, and information scientific resources.
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Foreign language (professional)
- Number of credits: 5
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose is to acquire and improve competencies by international standards of foreign language education and to communicate in an intercultural, professional, and scientific environment. A master's student must integrate new information, understand the organization of languages, interact in society, and defend his point of view.
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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.
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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.
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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.
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Creation and support of Kazakhstani brands
- 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.
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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.
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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.
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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.
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Business-communications
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline is to form the ability of undergraduates to provide communication support to the business, t.ch. small and medium management practices. Learning outcomes. Upon successful completion of the discipline, undergraduates should be able to: 1. to design PR-tools aimed at improving the competitiveness of a commercial company in the market; 2. overcome the most and collective barriers to communication; 3. use the Rickert scale to relate networking to the modern values of society; 4. maintain an atmosphere of business competition based on smart approaches with the application of world outlook principles of searching for like-minded people; 5. offer monetization of communication services. Purpose of the discipline. Discipline is a practical course, which will examine the functioning of the system of institutional elements of PR and related areas that provide the business capital of the business by involving new partners in cooperation. The subject operates PR-means aimed at improving the competitiveness of a commercial company in the market through the expansion of management practices and increased cooperation.
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Information security of society and the individual
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline is to form the ability of undergraduates to understand the changes in the nature of information threats in real and virtual spaces for the correct use of PR tools. Learning outcomes. Upon successful completion of the discipline, undergraduates should be able to: 1. to fix the provisions of data protection in systems and networks, support the development of secure technologies in the framework of the “Digital Kazakhstan” program; 2. to carry out the intersubject exchange of all types of information to support those arising in violation of the information security of society and the individual; 3. modify the technology of work in connection with the development of the digital environment; 4. to observe the balance of open information and access to it; 5. prevent conflicts related to the information security of society and the individual. Purpose of the discipline. Discipline is a practical course that will examine the types of threats, strategies and technologies for the protection of society and the individual. The subject models the maintenance of information security at an acceptable level, including the directions of the Digital Kazakhstan program, the use of custom content, and data protection.
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The Information Systems in PR
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline is to form the ability of undergraduates to assess the typology of information systems in PR, which are used in the communication process. Learning outcomes. Upon successful completion of the discipline, undergraduates should be able to: 1. create a methodological focus on the assessment of the likely (if the observed trends continue) and the desired (subject to predetermined standards) state of the objects in the PR based on the use of information; 2. to adjust and select sources of information, to use in the communication process such qualities as initiation, optimism and selectivity for PR decisions, to maintain the information balance by deduction and apduction methods; 3. support the axes of information fields, determine the timing of the reception of information products, propose sound communication solutions; 4. to identify the traditional characteristics of information and communications on the basis of the works of R. Barth, D. Bell, P. Greis, C. Osgood, V. Schramm; 5. support the axes of information fields, determine the timing of the reception of information products, propose sound communication solutions. Purpose of the discipline. Discipline is a practical course in which the types of information will be considered, its difference according to the main criteria in PR, the typology and the sequence of communications in the basic subject of communications. The subject classifies the data sets proposed within the framework of the existing systems, isolates the means of updating information, studies the correction of the communication situation in specific conditions.
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The models of state ideologems: information risks
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline is to form the ability of undergraduates to unite multidirectional forces and mechanisms of government in the communicative space. Learning outcomes. Upon successful completion of the discipline, undergraduates should be able to: 1. to expand the application of the principle of civil consent as fundamental for public relations; 2. strengthen the integrative mission of communications capable of uniting different political forces for the development of the country; 3. to help consolidate multidirectional forces and mechanisms of government in the communicative space of the country and the world; 4. identify the public response to state initiatives; 5. assistance to civil society institutions. Purpose of the discipline. Discipline is a practical course in which the integrative mission of communications will be considered, capable of consolidating various political forces for the development of a country in order to find a consensus. The subject explains self-determination and awareness of the nation in the outside world, means of actualization of values and communicative support of state initiatives, it shows the most problematic areas for the implementation of state influence.
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Native, contextual, targeted advertising
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline is to form the ability of the undergraduates to model and analyze new forms of advertising. Learning outcomes. Upon successful completion of the discipline, undergraduates should be able to: 1. choose, based on new tools, the form of advertising to stimulate products and services; 2. use the methods of scientific analysis when modeling new types of advertising; 3. to interpret the substantive functional features of the native, context, targeted and other new types of advertising; 4. analyze the results of the impact of new types of advertising on target audiences; 5. apply creative and new ideas in promotional activities. Purpose of the discipline. Discipline is a practical course, which will consider the forms of differentiation of advertising content in a digital environment. The subject shows how, on the basis of new tools, to choose the forms of advertising to stimulate products and services, what incentives can be used to create advertising.
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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.
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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.
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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.
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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.
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Pedagogical
- Type of control: Защита практики
- Description: Aim оf discipline: formation of the ability to carry out educational activities in universities, to design the educational process and conduct certain types of training sessions using innovative educational technologies.
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Research
- Type of control: Защита практики
- Description: The purpose of the practice: gaining experience in the study of an actual scientific problem, expand the professional knowledge gained in the learning process, and developing practical skills for conducting independent scientific work. The practice is aimed at developing the skills of research, analysis and application of economic knowledge.