After the program completion, graduates have:

• The Knowledge of principles of planning in strategic communications, including applying and conducting relevant research methods (qualitative, quantitative), also acknowledges the prominent facets and peculiarities of planning advertising, brand concept creation and communication, social media and multimedia techniques, integrated marketing communication, and message development for various communication channels.
•  The understanding of the importance of public relations and strategic communications, both at the level of the organization and the country and at the same time, graduates acknowledge the relationship of PR with other fields such as marketing, international marketing communications, the role of PR in integrated marketing communications, the relationship between sales strategy and public relations.
• The Knowledge of public relations functions, duties such as writing-editing, research, consulting, and the parts of the field of public relations (including lobbying, public information, development, advertising;
• The Knowledge of marketing plan development features, as well as 4P (product, price, place, promotion)
• The Knowledge of the peculiarities of the public speaking process
• The Knowledge of the peculiarities of creating news and the significant role of media
• Knowledge of Adobe program features such as Photoshop, Illustrator, InDesign, Adobe Bridge, and Premiere.

After the program completion, students are able to:

• Create and implement a strategic communications plan based on predetermined guidelines, including developing and implementing tactical steps; graduates can use media tools during public relations (preparation of articles, reports, multimedia products). Also, they prepare advertising briefs and advertising campaigns, define and code a message for different communication channels, plan communication activities through social media, prepare news releases, conceptualize brand elements and devise brand communication plans, and develop integrated marketing communications strategies;
• Perform qualitative and quantitative research based on supervision, assess and analyze the current situation and competitive environment using SWOT and secondary research techniques, and interpret and communicate research results;
• Assess the target audience for a specific campaign, including demographic, psychographic and behavioural characteristics; determine and evaluate the communication message within the campaign using qualitative and quantitative research; analyze and evaluate the effectiveness of the implemented campaigns and advertising activities and campaigns, thus, assess the success/failure of the brand concept and communication activities using methods specific to the field, including brand audit.

after the program completion, graduates

• Are capable of working with professional and other sources for continuous self-development;
• Recognize ethical responsibility during professional activity, such as academic integrity, respect towards competitors, democratic values ​​(freedom of speech and expression, human rights and others) and the responsibility of the public relations practitioner as a two-way, not one-way, communicator to the public and the organization