Course Code: AA127 • Study year: I • Academic Year: 2024-2025
Domain: Business Administration • Field of study: Business Administration
Type of course: Compulsory
Language of instruction: English
Erasmus Language of instruction: English
Name of lecturer: Ionela Gavrilă Paven
Seminar tutor: Silvia - Stefania Maican
Form of education Full-time
Form of instruction: Class
Number of teaching hours per semester: 56
Number of teaching hours per week: 4
Semester: Summer
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 4

Course aims:

The objective of this discipline is to know and understand the fundamental concepts, theories and methods in the field and specialty area; their adequate use in professional communication.
Their adequate use in professional communication; to apply the fundamental methods and principles for solving well defined, typical situations/problems in the field, with qualified assistance.
To draw up professional projects with methods and principles acknowledged in the field of communication and public relations.
Knowledge, understanding of the basic concepts, theories and methods of the field and area of specialization; their proper use in professional communicationUse of basic knowledge for explaining and interpreting various types of concepts, situations, processes, projects
Applying some basic principles and methods for solving well-defined problems / situations, typical of the field under qualified assistance conditionsAppropriate use of standard evaluation criteria and methods to assess the quality, merits and limitations of processes, programs, projects, concepts

Course Entry Requirements:


Course contents:

1. Introduction in Communication (Meaning and definition of communication) 2. Communication Skills (Barriers to Effective Communication, Guidelines for Effective Communication) 3. Written Communication (Commercial Letter Types, Written Communication, Principles of Better Writing, Steps of Writing a Report, Kinds of Reports in Inter-Departmental Communication) 4. Verbal Communication (Advantages and Disadvantages of Oral Communication, Characteristics of Good/Effective Presentation, Public Speaking and Negotiations) 5. Non-Verbal Communication (Types of Non-Verbal Communication, Body Language) 6. Meaning and Scope of Public Relations (Definitions and components of public relations, Functions and Careers of Public Relations, Public Relations and Related Concepts, Public Relations Publics) 7. Evolution and Process of Public Relations (Origins and Pioneers of Public Relations, Models of Public Relations, Models of Public Relations, Research in Public Relations) 8. Writing and Speaking in Public Relations (The Challenge of Writing and Speaking in Public Relations, Editing and Proofreading, The Press Release, Speaking in Public Relations) 9. Public Relations in Action (Public Relations Planning, The Public Relations Plan,Public Relations for Non-profit Organisations, Crisis Communication Management, Steps in Crisis Communication) 10. Public Relations and Society (The Role of Public Relations in Society, Public Opinion and Propaganda, Public Relations and the Law, Ethics in Public Relations, Cases in Public Relations)

Teaching methods:

Lecture, Discussions.

Learning outcomes:

This discipline offers the ability to: form the students’ skills needed in the business communication with their partners and imposed by the economic practice; familiarize the students with the fundamental concepts employed in communication in companies, a business relations, negotiation and public relations; become aware of the need and significance of the PR department in a company, and about the mode of creating and implementing successful public relations in companies.

Learning outcomes verification and assessment criteria:

Oral examination – 70%,Verification during the semester – 30%.

Recommended reading:

Laudon, Kenneth C.; Laudon, Jane Price, Business Negotiation And Communication: Monograph, -, Czestochowa, 2011, -.
Langford-Wood, Naomi; Slater, Brian, Critical Corporate Communications: A Best Practice Blueprint, John Wiley&Sons, Chichester, 2002, -.
Gamble, Michael W.; Gamble, Teri Kwal, Instroducing Mass Communication, S.L.:Mcgraw-Hill Book Company, -, 1985., -.
Gavrila-Paven I.;, Business Communication and Public Relations - Course, 1 Decembrie 1918 University of Alba Iulia, Alba Iulia, 2019, -.
Gavrila-Paven I.;, Business Communication and Public Relations, Seria Didactica, Alba Iulia, 2014, -.