Jean Monnet Network
Public Relations: Strategic Management of Business Communications

In today’s integrated and highly competitive world a company that is looking to take leading positions needs to develop its advancement policy as it may become one of the key competitive advantages in a rapidly changing business environment. This is why the main task for the leaders of PR departments, as well as leaders of the CEO level is to monitor the effectiveness and choose the most effective method of advancement.

Academic supervisor — Ludmila Salnikova — Ph.D. (Sociology), MGIMO assistant professor department of public relations; holder of RPRA certificate of professional qualification. A recognized expert in the area of reputation management, CEO of communication agency «L.S. Consulting», The National Award winner in the field of development of public relations "Silver Archer", a winner of the «For contributing to the educational process in the field of advertising, public relations, and related specialties» Award of Association of Communication Agencies of Russia (ACAR). Member of the Journalists Union of Russia. Additional training: Public Relations Skills and Theory. An advanced course on theory and practice of public relations Burson – Marsteller International, New York & Washington D.C. Industrial and commercial training (JCAP): Fundamentals of market economy, study of media business, British Council and British Industrial Union, London, Glasgow («DAILY RECORD» Publishing House). European series: A series of business seminars and trainings, European Union. Author of over 250 publications on modern communication technologies. Published books: tutorial «Authority, image, reputation», Moscow, 2006; «Reputation in Russian business: technologies for building and strengthening», Moscow, 2008 (winner of the All-Russian competition "Press Service of the Year-2008"); textbook «Reputational management: modern approaches and technologies», Moscow, 2013, republished in 2015 («The Best Textbook of the Year-2014» in the field of advertising, public relations, and related specialties); textbook «Modern communication technologies in business», Moscow, 2015 (The National Award winner in the field of development of public relations "Silver Archer").

The Program is designed for managers of companies, directors / managers for advertising and PR, as well as for anyone who wants to systematize or update existing experience, plans to be realized in this area as a project manager or a company working in the media market.

Program Structure

Module. Management and Economics of Businesses.

This module is aimed at forming a clear idea of management as an integrated management system and the formation of an economic and legal mentality in order to improve the efficiency of the organization.

  • Management: Theory and Practice of Organization Management
  • Economics for Managers
  • Strategic Management
  • Legal Basis of Business
  • Strategic Marketing
  • Risk Management

Module. Personnel Management and Personal Efficiency Growth

This module provides students with systematized knowledge and skills in the field of personnel management in a modern company. The module will prepare students to achieve their goals with minimal time and resources.

  • Modern Technologies of Human Resources Management and Motivation
  • Leadership and Personal Efficiency Growth
  • Organizational Behavior and Team-Building Technologies
  • Methods of Making Management Decisions
  • Ethics of Business

Module. Finances and Strategy of Businesses

The purpose of the module is to develop an understanding among the students about the functioning of the financial environment of the business. Students will learn to use the most effective methods and tools for developing, testing and implementing organizational strategy.

  • Financial Environment of Business
  • Financial Analysis
  • Management Accounting
  • Accounting for Managers
  • Business Planning
  • Project Management
  • Crisis Management of the Company
  • Theory and Practice of Interaction between Business and Government
  • Innovation Management: Theory and Practice of Foresight

Module. Specialty Disciplines

This module will provide students with the necessary knowledge, skills and practical skills in the field of modern communication technologies.

  • Technologies for Building Effective Communications with the Media
  • New Media
  • Reputation Management. Technologies of Reputation Management
  • Technologies for Constructing Effective Anti-crisis Communications
  • The Modern PR-service of the Organization
  • Effective Internal Corporate Communications
  • PR-Technologies of Promotion on the Internet
  • Specifics of Communications between Business and State Structures (Government Relations). Lobbying
  • PR and Law
  • Corporate Social Responsibility
  • Development of Communicational Competence

Module. Elective Disciplines

  • Management of Intellectual Assets of a Company
  • International Financial Reporting Standards
  • Wealth Management. Personal Financial Planning
  • Time Management
  • Dealing with Conflicts
  • Cross-Cultural Management
  • Effective Negotiations
  • Business Presentation Skills and the Art of Public Speaking
  • Enogastronomic Etiquette
  • Individual Coaching Sessions

Module. Business English

Site Visit Overseas Module (optional)

Upon completion of the program, students will

  • Understand the essence and features of the processes taking place in the foreign economic activity;
  • Achieve the most advanced management technologies considering the specifics of logistics processes;
  • Form effective development strategies;
  • Apply modern international management experience.

Students will also have the opportunity to interact with the industry leaders, which will allow them to learn about management practices of some of the best Russian and foreign companies first hand. During the study of business cases students will learn how to solve real world practical tasks when running a company. The Program includes a site visit to an actual industrial facility.

Certificate of Education

Students who successfully complete the MBA Program receive a Master of Business Administration degree with a specialization in «Public Relations: Strategic Management of Business Communications.»

Program cost — 720,000 RUB for the entire period of study. Payment is made by semester.

Program format — Modular (20 months), 6 two-week full-time intensive modules (from 10 a.m. to 9 p.m.); part-time (20 months) — 3 times a week, from 19:15 until 22:25.

Admission requirements:

  • Higher education degree
  • At least 25 years of age
  • At least 3 years of managerial experience
  • Applicant must have a leadership potential and a strong motivation to learn

Selection process for the MBA program

Stage 1

  • Registration
  • Motivational letter
  • Essay on a given topic

Stage 2

  • Solving of a business-case
  • Testing of English language skills

Stage 3

  • Interview with the supervisor of the program
  • Enrollment decision

Other admission requirements:

  • Registration Form
  • Letter of Application addressed to the MGIMO President
  • Complete Application Form
  • University diploma with all attachments and inserts
  • 1 photo 3x4 cm
  • Identification Document
  • Copy of the Work Record Card (If applicable)

The Program begins — 6 November 2017

For more information please contact us at: Phone number: +7(495)434-91-53 or +7(495)433-17-75 e-mail: business@inno.mgimo.ru

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