The University Of Georgia
Program name: Public Relations and Advertising
Study Level: Graduate
Program leader: Bibilashvili Leli
Study language: Georgian
Qualification: Master of Advertising and Public Relations
Program capacity: 120
Program permission: Enrollment of students in the second level of academic higher education (master's programs) is carried out based on the results of the unified master's exams or by the order of the Minister of Education and Science of Georgia No. 224/N (December 29, 2011), after successfully passing the exam in the English language (written) and oral interview in the profession. Students are enrolled based on administrative registration and the presidents’ order.
Program goals:

The program aims to promote the country's development in terms of strategic communications and advertising development, and to achieve this goal, to raise qualified and highly competent public relations and advertising professionals who will be socially minded and active citizens with democratic values. The program aims to equip graduates with the skills of planning and implementing research, advertising and public relations strategies. Graduates will be employed in the business and financial sector, other private and public agencies, international and non-governmental organizations, and research and consulting services in public relations, branding, and advertising.

Methods for Attaining Learning Outcomes:

• Interactive lectures
• Practical assignments
• Role-playing;
• News analysis;
• Conducting small-scaled research;
• Critical analysis
• Group assignments
• Projects
• Problem Solving tasks
• Case study and analysis (case study);
• Critical assessment of one's work;
• Constructive criticism of the work of others
• Writing topics
• Literature review
• Presenting a presentation
• Discussions
• Critical analysis
• Lecture-seminars
• Textbook analysis
• Explanatory method
• Demonstration method
• Literature review
• Finding relevant material online or in the library
• Essays
• Verbal, i.e. oral method
• Visual lectures
• Debate
• Teamwork

Learning outcomes:
Knowledge and understanding
  • After the program completion, graduates have

    • The understanding of underlying mechanisms of defining and developing strategic plans for public relations and advertising, as well as the so-called knowledge of copywriting features;
    • In-depth knowledge of sociological research methods (including in-depth interviews, focus groups, content analysis);
    • A deep and systematic knowledge of strategic brand planning and communication, as well as 4-dimensional branding
    • Have deep and systematic knowledge of the development and decline cycles of mass media, the peculiarities of the emergence of media theory in the era of propaganda, as well as Laswell's propaganda theory, Walter Lippmann's theory of public opinion formation, deep and systematic knowledge of the four nations of mass communication theories, including the era of mass society and mass culture and the peculiarities of the emergence of media industries.
    • Deep knowledge of retail and organizational consumer behaviour, in particular, the various stages of product and service purchase (problem identification, information search and source selection, mental accounting, evaluation and selection of alternatives, decision making on product purchase);
    • In-depth and systematic knowledge of primary media ratings measurement tools, including Nielsen TV ratings, Arbitron radio ratings, magazine and newspaper, Internet, and outdoor advertising ratings

  • Skills
  • After the program completion, graduates have

    • The skills of defining, implementing, and presenting the developed strategy, as well as analyzing and evaluating strategies in a multidisciplinary environment of public relations and advertising strategy and tactics;
    • Ability to conduct research independently using qualitative and quantitative methods;
    • Ability to evaluate strategic brand management, brand concept, elements and communication components;

  • Responsibility and autonomy
  • After the program completion, graduates

    • Acknowledge such important professional responsibilities as academic integrity in the research process, ethical norms about the organization's competitors and customers in the conduct of strategic activities of advertising, marketing, public relations;
    • Work autonomously on scientific research and applied research reports carried out by others for continuous professional growth
  • Date of approval: 03-20-2012
    Approval protocol number: 09-12
    Date of program update:
    Update protocol number: 06-16
    Program details:
    Teaching Process Characteristics:

    The Master's Program in Advertising and Public Relations consists of 120 ECTS. To obtain a Master's Degree in Advertising and Public Relations, a student must complete the core subjects of the Advertising and Public Relations Master's program, including the Master's Research Paper in Advertising and Public Relations. The main subjects of the program amount to 96 credits, and the student must accumulate 24 credits from the elective subjects of the program.

    Program Core

    Code Subject ECTS Semester
    COMM5130Communication Theories6 1
    MKTG5110Marketing Management6 1
    MKTG5210Consumer Behavior6 1
    SOCL5210Social Research6 1
    ADVM5215Advertising6 2
    COMM5111Public Relations6 2
    ADVM5110Media Messages and the Technique of their use6 3
    ADVM5230Advertisement Strategy6 3
    COMM5140Media Planning and Selling6 3
    COMM5220Strategy and Tactics of Public Relations6 3
    COMM6111Strategic Brand Management6 3
    COMM6215Master's Thesis in Public Relations and Advertising30 4

    Credits sum:


    Program Elective

    Code Subject ECTS
    COMM6130Media Relations Strategy6
    COMM6155Online Communications6
    MGMT5230Strategic Management6
    MGMT6110Organization Behavior6
    MGMT6130Project Management6
    COMM5135Strategy of Integrated Marketing Communications6
    COMM5210Function Research in Public Relations6
    COMM5230Global Marketing and Advertising6
    COMM5235Psychology of Advertising6
    COMM5240Advertising Research6
    COMM6120Issues and Crisis Management6

    Credits sum:


    Matrix Of Privequisites

    Point GPA The university assessment   The general assessment in Georgia
    97-100 4,00 A+ A Excellent
    94-96 3,75 A
    91-93 3,50 A-
    87-90 3,25 B+   Very good
    84-86 3,00 B B
    81-83 2,75 B-  
    77-80 2,50 C+   C good
    74-76 2,25 C
    71-73 2,00 C-
    67-70 1,75 D+   D Satisfactory
    64-66 1,50 D
    61-63 1,25 D-
    51-60 1,00 E E Sufficient
    Not passed
    41-50   FX FX Insufficient
    <40   F F Failed

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