Public Relations and Advertising Management

Bachelor’s programme 160 CP

This programme has been developed in cooperation with representatives of the Latvian Advertising Association and the Latvian Public Relations Association, precisely defining the skills and knowledge that young professionals need.

Accredited: until 25 November 2023

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General information

  • Duration:
    4 years (full-time)
    4.5 years (part-time)
  • Type:
    Full-time, Part-time in person (evenings and Saturdays) every other week
  • Language:
    English (full-time day studies), Latvian (full-time, part-time)
  • Credit points:
    160 CP (240 ECTS)
  • Fee:
    For citizens and permanent residents of the Republic of Latvia:
    2780 EUR (full-time in Latvian)
    EUR 2480 (part-time in Latvian)
    EUR 3460 (full-time in English)

    EU, EEA, CIS, Ukraine, Georgia and Turkmenistan citizens:
    EUR 2780 (full-time in Latvian)
    EUR 2480 (part-time in Latvian)
    EUR 3000 (full-time in English)

    Non-EU citizens:
    EUR 4400 (full-time in English)

This programme has been developed in cooperation with representatives of the Latvian Advertising Association and the Latvian Public Relations Association, precisely defining the skills and knowledge that young professionals need: the ability to ensure open communication between the company and the public in order to promote support for the company’s activities, create a favourable attitude, purposefully raise the prestige of the company and its products or services, develop a communication and media strategy, prepare press releases, create content for websites and social networks, etc. A competitive advertising professional is characterised by the ability to “think outside the box” – a number of courses in the programme are dedicated to honing these skills, including “Unconventional Advertising and PR Campaigns”, “Creative Imagination Development”, “The Creative Process”, “Intercultural Communication”.

Both day and evening studies are delivered in person, especially as they include many interactive study methods: media training, role-plays, visits to media organisations and media agencies, revealing the real working environment that awaits young professionals after graduation (students also get a deeper insight during their internships). Theoretical knowledge is acquired through lectures, seminars and consultations with research supervisors. RISEBA also provides guest lectures and seminars led by Latvian and foreign leaders in the advertising, marketing and public relations industry.

1st year

Business Communication
Introduction to Advertising
Introduction to Public Relations
Introduction to Theories of Mass Communication
Fundamentals of Computer Graphics
Introduction to Scientific Research
Non-Verbal Communication
Philosophy
Current Issues of the Modern Latvian Language in the Aspect of Communication
Fundamentals of Journalism
Information Capture and Its Interpretation
Fundamentals of Persuasive Communication
Social Psychology
Development of a Post-Industrial Society
Creative Process
Business Etiquette and Protocol
Internship

2. year

Marketing Communication
Communication Ethics
Politics and Communication
Presentation Skills
Types of Advertising
New Information (media) Technologies
Business Activities
Sociology
Accounting
Legal Aspects of Business Activities
Theories of Public Opinion
Reputation Management
Branding
Unconventional Advertising and PR Campaigns
Communication Psychology in a Group
Project Management
Internship

3. year

Study courses for qualifications/specialisations
Online Communication
Media Relations
Legal Aspects of Mass Communication Processes
Fundamentals of Visual Communication
Management
Integrated Marketing Communication
Organisational Psychology
Public Administration
Consumer Behaviour
Fundamentals of Composition
History of Advertising / Public Relations
Colour Theory
Introduction to Advertising Design
Copywriting in Advertising / Public Relations
Media Planning
Introduction to Semiotics
Public Relations Tactics and Strategy
Public Relations: Practice
Acting
Public Speaking Technique
Legal Aspects of Events
History of Latvian Culture
Event Management
Visual Design of the Event
Event Marketing
Internship

4th year

Study courses for qualifications/specialisations
International Public Relations
Crisis Communication Management
Media Semiotics
Marketing of Services
Marketing Communication on the Internet
Computer Graphics in Advertising
Planning and Managing Advertising / Public Relations Campaigns
Advertising Idea Development
Stage Management
Event Production
Event Scenario
Event Directing

Internship
Bachelor’s thesis

Additional optional courses:
Public Relations in Politics
Creative Imagination Development
Second Foreign Language (Spanish, French, Russian)
Computer Graphics Programmes
TV Journalism
Intercultural Communication
Experience Marketing
Content Marketing
Theories of Career Development
Corporate Culture and Communication

There is also the opportunity to obtain the Cambridge English Business (BEC) certificate during the studies.

Admission rules

Please read the admission rules published on our website under Study at RISEBA -> Admission rules

Career opportunities

Upon completion of the programme, graduates are prepared to work as advertising and public relations specialists or managers in organisations of a wide variety of industries – both in the private, state and local government sectors. Graduates have particularly wide career opportunities in advertising, media and marketing agencies that work with Latvian and world-renowned brands. The knowledge acquired in this programme enables graduates to create and develop their own personal brand or business.

Opportunities for further study

After graduation, a student can continue his/her education in the programme “Business Management”

Any student of the bachelor’s programme who has completed at least one year of study can participate in the Erasmus+ exchange programme.
A student can study for 1 or 2 semesters at one of RISEBA’s partner universities. The duration of study mobility is 2–12 months.
The student does not have to pay for the period spent in the study and internship exchange programme abroad; the tuition fee is covered by the partner university, but the student continues to pay the RISEBA tuition fee. For the period spent abroad during mobility, the student is awarded an Erasmus+ scholarship to cover the costs of transport and accommodation.
* Erasmus+ internship mobility provides that a student can undergo an internship in one of the companies of interest in one of the Erasmus+ programme countries. For this internship period, the student receives an Erasmus+ scholarship. The duration of internship mobility is 2–12 months.
Find out more about Erasmus+ and how to apply here!

Marija Janova
Senior study program administrator
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Anna Stepanova
Senior study program administrator
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Evita Petroviča
Admissions specialist
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208, Meža iela 3
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Anna Kvelde Mg.sc.soc
Head of Career Development and Alumni Centre, Acting Director of the Undergraduate programme "Public Relations and Advertising Management"
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