Type
ELECTIVE

Department Abbreviation
MBA

Department
MASTER PROGRAM IN BUSINESS ADMINISTRATION (MBA)

Course Outlines

The course ‘Leadership, Communication and Public Relations’ aim at clarifying to the postgraduate students these three aspects of the contemporary management that are crucial for the effective performance of an organization.

The main purpose of this course is the students to acquaint and apprehend the importance, usefulness and appliance of these three fields in the academic and practical level.

In detail, its individual goals are the students to

• Understand and evaluate the meanings of corporate communication, public relations and leadership
• Realize the connection between them and the achievement of the organizational objectives
• Correlate these three meanings with those of marketing and human resources, forming a more integrated academic and practical knowledge on the human aspect of management.

After the successful attendance of this course, the student should:

• Apprehend the importance of effective communication, public relations and leadership for an organization
• Understand the differences between the transactional and transformational leadership, as well as how to implement them practically
• Distinguish the characteristics of the new and traditional media, as well as their selection criteria
• Realize the importance of the communication/ public relations strategy and develop a relative strategic planning
• Recognize the importance, characteristics and ways of formulating an effective organizational identify and image
• Perceive the importance, characteristics and ways of formulating an open communication climate within an organization
• Understand the ways organizations communicate, interactive and develop relationships with their stakeholders
• Know the stages and how to unfold public relations campaigns, using the traditional and new media
• Know how organizations can handle crises effectively
• Perceive how communication contribute to effective leadership
• Realize the role of public relations in crisis/ reputation management
• Understand the meaning and the content of corporate social responsibility
• Understand sponsoring and how to be implemented as a public relations tool.