School of Business Administration Turiba - aiknc

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3Legal Address:Graudu Street 68, Riga, LV  1058Founders:SIA  Birznieka biznesa centrs
LKCS Tur+ba
SIA  AVE ASTRA Financing:Self-financedTotal number of Students:4817Telephone:7622551, 7619008Fax:7619152E-mail address: HYPERLINK "mailto:turiba@turiba.lv" turiba@turiba.lv; Andris.Petersons@turiba.lvPerson authorized for completing accreditation formalities:Dean of Faculty of public relations A.Ptersons
Contents
 TOC \h \z \t "Head1;1;Head2;2;head3;3;head4;4"  HYPERLINK \l "_Toc93302879" 1. Resolution of the Senate – the administrative and decision-making institution on the implementation of the study programme.  PAGEREF _Toc93302879 \h 4
 HYPERLINK \l "_Toc93302880" 2. Licence  PAGEREF _Toc93302880 \h 5
 HYPERLINK \l "_Toc93302881" 3. Document certifying the provision for continuation of higher studies in a different study programme or the same programme at a different educational institution in case of liquidation of the aforesaid study programme.  PAGEREF _Toc93302881 \h 7
 HYPERLINK \l "_Toc93302882" 4. Overview of the Study Programme  PAGEREF _Toc93302882 \h 8
 HYPERLINK \l "_Toc93302883" 5. Advertising and informative support for the programme  PAGEREF _Toc93302883 \h 12
 HYPERLINK \l "_Toc93302884" 6. The Assessment of the perspectives of the study programme from the Latvian state point of view  PAGEREF _Toc93302884 \h 13
 HYPERLINK \l "_Toc93302885" 6.1. The compliance of the study programme to professional standards  PAGEREF _Toc93302885 \h 13
 HYPERLINK \l "_Toc93302886" 6.2. The Survey of Employers and the Results  PAGEREF _Toc93302886 \h 16
 HYPERLINK \l "_Toc93302887" 7. Evaluation of the study programme  PAGEREF _Toc93302887 \h 21
 HYPERLINK \l "_Toc93302888" 7.1. The Aims and Tasks of the study programme  PAGEREF _Toc93302888 \h 21
 HYPERLINK \l "_Toc93302889" 7.2. Organization of Study programme  PAGEREF _Toc93302889 \h 21
 HYPERLINK \l "_Toc93302890" 7.3. Practical implementation of the study programme  PAGEREF _Toc93302890 \h 24
 HYPERLINK \l "_Toc93302891" 7.3.1. Methodology of Studies.  PAGEREF _Toc93302891 \h 24
 HYPERLINK \l "_Toc93302892" 7.3.2. The Form of Studies  PAGEREF _Toc93302892 \h 25
 HYPERLINK \l "_Toc93302893" 7.3.3. Research work carried out by Academic Personnel  PAGEREF _Toc93302893 \h 26
 HYPERLINK \l "_Toc93302894" 7.3.4. Research work topics for students  PAGEREF _Toc93302894 \h 27
 HYPERLINK \l "_Toc93302895" 7.4. Methods of evaluation and Grounds for their choice  PAGEREF _Toc93302895 \h 28
 HYPERLINK \l "_Toc93302896" 7.5. The Students of the programme  PAGEREF _Toc93302896 \h 29
 HYPERLINK \l "_Toc93302897" 7.5.1. The number of students and the dynamics  PAGEREF _Toc93302897 \h 29
 HYPERLINK \l "_Toc93302898" 7.5.2. Number of students matriculated  PAGEREF _Toc93302898 \h 30
 HYPERLINK \l "_Toc93302899" 7.5.3. Analysis of the students’ survey  PAGEREF _Toc93302899 \h 31
 HYPERLINK \l "_Toc93302900" 7.5.4. The involvement of the students in the improvement of the study programme  PAGEREF _Toc93302900 \h 33
 HYPERLINK \l "_Toc93302901" 7.6. The academic personnel involved in the study process  PAGEREF _Toc93302901 \h 33
 HYPERLINK \l "_Toc93302902" 7.6.1. The Number of academic personnel  PAGEREF _Toc93302902 \h 34
 HYPERLINK \l "_Toc93302903" 7.6.2. Scientific research by academic personnel, qualification  PAGEREF _Toc93302903 \h 35
 HYPERLINK \l "_Toc93302904" 7.6.3. Books published by academic personnel involved in public relations  PAGEREF _Toc93302904 \h 35
 HYPERLINK \l "_Toc93302905" 7.6.4. Academic personnel training and improvement policy  PAGEREF _Toc93302905 \h 35
 HYPERLINK \l "_Toc93302906" 7.7. Financial sources and provision of infrastructure  PAGEREF _Toc93302906 \h 37
 HYPERLINK \l "_Toc93302907" 7.8. External Relations  PAGEREF _Toc93302907 \h 38
 HYPERLINK \l "_Toc93302908" 7.8.1. Relations with potential employers  PAGEREF _Toc93302908 \h 40
 HYPERLINK \l "_Toc93302909" 7.8.2. Comparison with similar programmes abroad  PAGEREF _Toc93302909 \h 41
 HYPERLINK \l "_Toc93302910" 7.8.2.1. Comparison with similar study programme in Latvia  PAGEREF _Toc93302910 \h 41
 HYPERLINK \l "_Toc93302911" 7.8.2.2. Comparison with similar study programmes in European Unions Institutions  PAGEREF _Toc93302911 \h 45
 HYPERLINK \l "_Toc93302912" 8. Plans for development of study programme  PAGEREF _Toc93302912 \h 48
 HYPERLINK \l "_Toc93302913" 8.1. Plan of development  PAGEREF _Toc93302913 \h 48
 HYPERLINK \l "_Toc93302914" 8.2. Measures for implementing the plan  PAGEREF _Toc93302914 \h 48
9. Appendices:
Minutes of the Senate sitting.
Authorization to conduct the process of accreditation.
Profit and loss statement of School of Business Administration Turiba for the financial year 2002/2003.
Cooperation treaty with International Higher School of Practical Psychology and Vidzeme University College.
Diploma and its supplement.
Description of study courses.
Programme “Public relations” and advertising times and media used by School of Business Administration Turiba.
Professional standards.
List of enterprises surveyed.
References for the programme “Public relations”.
Programme of Practice for 1st, 2nd and 3rd study courses.
Cooperation treaties.
CVs of academic personnel.
Recommended diploma topics.
Library resources on public relations at School of Business Administration Turiba.
Study Regulations.
Examination Regulations.
Regulations on the compilation and defence of academic papers.
Formatting requirements for tasks to be carried out independently.
Enrolment Regulations for 2004/2005.
Regulations on the Senate.
List of Teaching Staff.
List of Publications by Teaching Staff.
Self-evaluation by the Faculty of public relations for 2003/2004.


1. Resolution of the Senate – the administrative and decision-making institution on the implementation of the study programme.

The 2nd level professional higher educational study programme “Public relations” was approved by the Senate of School of Business Administration Turiba on 22nd January 2003.
(Refer to Appendix 1 for the minutes of the respective Senate sitting. Refer to Appendix 2 for the authorization to complete accreditation formalities.)
2. Licence
3. Document certifying the provision for continuation of higher studies in a different study programme or the same programme at a different educational institution in case of liquidation of the aforesaid study programme.

The Satversme (constitution) of School of Business Administration Turiba (hereinafter- SBAT) states “ School of Business Administration Turiba guarantees with all its assets that it would provide students the opportunity for continuation of higher studies in a different study programme or the same programme at a different educational institution in case of liquidation of the aforesaid study programme.”
The guarantee should be considered from two aspects - First of all, the stability of the SBAT (quality of the study process, provision of adequate teaching staff, financial stability, possibility of development and enhancement etc.) and secondly the compatibility of the aforesaid programme with other similar programmes (possibility of continuation of studies in case of liquidation of the programme).
Firstly SBAT has been in operation since 1994. The turnover and profit of SBAT has increased year by year (refer to Appendix 3 for SBATs’ financial statement and profit and loss statement for 2002/2003). Analysing the financial stability and proper organization of operations, it should be stated that there is no threat of liquidation in the near future.
The number of students and teaching staff has been on the rise year by year and the number of academic staff has stabilized. More than 70% of the pedagogical workload is performed by full time teaching staff.
SBAT provides the students with the study process for the current study year as well for the whole duration of the programme. The study contract concluded with the each individual student by the Rector on behalf of SBAT states not rights and obligations of SBAT but also its liabilities. Study contracts are concluded for each study year thereby allowing SBAT to monitor the change in the number of students. The system of monthly payment for studies is convenient for students allowing them to terminate studies if they are not satisfied with the content and organization of studies
Secondly, students have the opportunity for continuation of their studies in other higher educational institutions in case the study programme is liquidated as the programme “Public relations” proposed for accreditation is similar in structure and content to that implemented by Vidzeme University College and International Higher School of Practical Psychology, Rigas’ StardiFa University, Baltic Russian Institute and the University of Latvia, where students study communication advertising and public relations. The faculty of public relations of SBAT has concluded a treaty on cooperation with International Higher School of Practical Psychology (IHSPP) and Vidzeme University College (VUC) (Refer to Appendix 4 for the aforesaid treaty with International Higher School of Practical Psychology and Vidzeme University College).

4. Overview of the Study Programme

The 2nd level professional higher educational study programme “Public relations” is implemented by the Faculty of public relations. The aforesaid programme has been drawn up in accordance with provisions of the Cabinet of Ministers No. 841 on 2nd level professional higher educational study programme standards and professional standards for “Public relations managers”.
The main field of qualification and acquisition of Bachelors’ degree: public relations in theory and practice, advertising management, project management, marketing, economics and professional practice work at public relations enterprises.
Degree awarded: professional bachelors’ degree in public relations management.
Level of Qualification: 5.
Qualification Acquired: public relations manager (2419). Upon successful completion of the programme a diploma and diploma supplement recognised in Europe is awarded (refer Appendix 5).
Mandatory programme requirements: Successful completion of the programme that includes basic and optional study courses, 26 weeks of practice work at public relations enterprises with the aim of developing professional skills and an evaluation of these skills, compilation and defence of academic papers and a diploma paper and obtaining not less than 160 credit points.
The content of the study programme comprises academic and professional basic study courses, practice, optional and specialty courses, independent academic and research work. Please refer to  REF _Ref92609236 \h  \* MERGEFORMAT Tab.1. for 2nd level professional higher educational study programme “Public relations” for full time studies approved in 2004 and  REF _Ref92609280 \h  \* MERGEFORMAT Tab.2. for 2nd level professional higher educational study programme “Public relations” for part time studies approved in 2004.
Tab. SEQ Table \* ARABIC 1. Study programme “Public relations” for full time studies

N. p. k.Study coursesCreditsHaurs 1.year2.year3.year4.yearControl1.sem.2.sem.3.sem.4.sem.5.sem.6.sem.7.sem.8.sem.amountH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPAMandatory courses1361632442887172407192405141445142164112888252166120224A1Introduction to public relations22412412                     A2Cultural History of European States and Nationalities34814813                     A3Computer technology34814813                     A4Social psychology34814813                     A5Management23613612                     A6Business ethics236136IE2                     A7English for special purposes8192448IE2481248IE24812            A8National economics3481   4813                  A9Language theory and practice3481   4813                  A10Marketing3601   6013                  A11Advertising basics2361   3612                  A12Research methodology3481      4813               A13Entrepreneurial basics3481      4813               A14Advertising theory and practice3481      4813               A15Legal aspects of public relations3481      4813               A16Public relations theory and practice3481         4813            A17Communication science3481         4813            A18Corporate public relations3601            6013         A19Basics of Journalism3601            6013        A20Accounting basics3601            6013         A21Management information systems2361            3612         A22Mass and political psychology3481               4813      A23Sales management and communication3481               4813      A24Political science3601               6013      A25Project management2361               36IE2      A26Finance management3481               4813      A27International public relations3481               4813      A28History of philosophy2361                  3612   A29Strategic management2361                  3612   A30Government institutions and public relations 2361                  3612   A31Planning of public relations campaigns2361                  3612   A32Work with media2361                  3612   A33Crisis communication2361                  3612   A34Practice26 4    IE4    IE4    IE6    IE12A35Study papers6 3    12    12    12      A36State examination12 1                      112BLimited optional subjects182889   48242412108363612   7224   B1Verbal and nonverbal communication2241  24IE2                  B2Electronic presentations2241   24IE2                  B3Advertising and communication synthesis2241   24IE2                  B4Intercultural communication2241      24IE2               B5Design and layout workshop2361         36IE2            B6Direct communication2361         36IE2            B7Speech culture2361         36IE2            B8Photo and video workshop2361            36IE2         B9Social psychological training2361            36IE2         B10Discussion and manipulation theory2361                  36IE2   B11Acting skills2361                  36IE2   B12Audiovisual technologies2361                 36IE2   CFree optional courses 6963      241236123612         C1Improvisation2241      24IE2               C2Methods of team work2241      24IE2               C3German for special purposes6963      24IE236123612         C4Art in Latvia2361         3612            C5Business etiquette2361            3612         C6Music as a form of communication2361            3612          Total for the study programme 1602016562887172889232887182889222886152888252888160224
Tab. SEQ Table \* ARABIC 2. Study programme “Public relations” for part time studies

Nr.Study coursesCredits Hours 1.year2.year3.year4.year5.yearCtrl.1.sem.2.sem.3.sem.4.sem.5.sem.6.sem.7.sem.8.sem.9.sem.amountH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPH.Ctrl.CPAMandatory courses1368284414471712071912051472514108411132823120612121140212A1Introduction to public relations21211212                        A2Cultural History of European States and Nationalities32412413                        A3Computer technology32412413                        A4Social psychology32412413                        A5Management22412412                        A6Business ethics212112IE2                        A7English for special purposes896424IE2241224IE22412               A8National economics3241   2413                     A9Language theory and practice3241   2413                     A10Marketing3361   3613                     A11Advertising basics2121   1212                     A12Research methodology3241      2413                  A13Entrepreneurial basics3241      2413                  A14Advertising theory and practice3241      2413                  A15Legal aspects of public relations3241      2413                  A16Public relations theory and practice3241         2413               A17Communication science3241         2413               A18Corporate public relations3241            2413            A19Basics of Journalism3241            2413           A20Accounting basics3361            3613            A21Management information systems2241            2412            A22Mass and political psychology3241               2413         A23Sales management and communication3241               2413         A24Political science3241               2413         A25Project management2121                     12IE2   A26Finance management3361               3613         A27International public relations3241               2413         A28History of philosophy2121                  1212      A29Strategic management2121                  1212      A30Government institutions and public relations 2241                  2412      A31Planning of public relations campaigns2241                  2412      A32Work with media2241                  2412      A33Crisis communication2241                  2412      A34Practice26 4    IE4    IE4    IE6    IE12   A35Study papers6 3    12    12    12         A36State examination12 1                         112BLimited optional subjects181449   1212121248242412   24242424   B1Verbal and nonverbal communication2121  12IE2                     B2Electronic presentations2121   12IE2                     B3Advertising and communication synthesis2121                     12IE2   B4Intercultural communication2121      12IE2                  B5“B5Design and layout workshop22242411         24IE2               B6Direct communication2241         24IE2               B7Speech culture2121                     12IE2   B8Photo and video workshop2241            24IE2            B9Social psychological training2241            24IE2            B10Discussion and manipulation theory2121                  12IE2      B11Acting skills2121                  12IE2      B12Audiovisual technologies2121                 12IE2      CFree optional courses 6363      121212121212            C1Improvisation2121      12IE2                  C2Methods of team work2121      12IE2                  C3German for special purposes6123      12IE212121212            C4Art in Latvia2121         1212               C5Business etiquette2121            1212            C6Music as a form of communication2121            1212             Total for the study programme 160100856144717132821144718132820144615132823144816363180212
The difference between full time and part time study programmes is the breakdown of courses during the semesters and the whole duration of the studies. The above-mentioned distribution allows part time students to combine studies and work.
The comparison of 2nd level professional higher educational study programme to State standard can be seen in  REF _Ref92618863 \h  \* MERGEFORMAT Tab.4 (page 22) and the comparison to professional standard can be seen in  REF _Ref92617347 \h  \* MERGEFORMAT Tab.3 (page 13). (Refer to Appendix 6. far a description of the study courses.)

5. Advertising and informative support for the programme

The advertising and informative support can be divided into two parts:
Advertising about SBAT;
Advertising about the study programme “Public relations”.
The advertising was created with the aim of informing potential students about the opportunities for studies in such a programme, the duration and quality of studies (refer to Appendix 7. for Programme “Public relations” and advertising times and media used by School of Business Administration Turiba). The advertising materials are available at the library and the department for development of SBAT.
6. The Assessment of the perspectives of the study programme from the Latvian state point of view

6.1. The compliance of the study programme to professional standards

The professional standards for the public relations manager were approved be the decree No. 649 of the Ministry of Education and Science as of 29th December 2003. (Refer to Appendix 8 for Professional standards).
It could be concluded upon analysing and comparing the study programme “Public relations” with professional standards (refer to  REF _Ref92617347 \h  \* MERGEFORMAT Tab.3) that study programme “Public relations” meets all the requirements.

Tab. SEQ Table \* ARABIC 3. Comparison of the study programme “Public relations” with the professional standards

DutiesTasksSubjectsMonitoring and analysis Latvian and Foreign mass media, databases etc. and other sources of public information. 1.1. Analysing the society, media and public and political agenda. Political science
Mass and political psychology
Public relations theory and practice
Government institutions and public relations
Social psychology
Introduction to public relations1.2. Precisely orient oneself in publications that concern organizational operations in the given field. Public relations theory and practice
National economics
Management
Business ethics
Research methodology
Corporate public relations1.3. To gather information on public opinion and the main tendencies in other spheres of organizational operations and follow the changes in legislation. Introduction to public relations
Public relations theory and practice
Government institutions and public relations
Communication science
Legal aspects of public relations
Entrepreneurial basics1.4. Prepare and propose analytical overview on the monitoring results to the management of the organization. Marketing
Research methodology
Computer technology
Planning of public relations campaignsPlanning, organization and evaluation of public relations events 2.1. Create, modify and implement internal and external communication plans on different scales. Business ethics
Government institutions and public relations
Communication science
Verbal and nonverbal communication
Management
Planning of public relations campaigns2.2. Organize and conduct press conferences, presentations, special events (inauguration ceremonies, anniversaries, fund raising, VIP visits, competitions, award ceremonies etc.). Write scripts (plans). English for special purposes
German for special purposes
Verbal and nonverbal communication
Language theory and practice
Acting skills
Audiovisual technologies
Direct communication
Speech culture
Business etiquette
Methods of team work in public relations 2.3. Prepare informative and other types of texts on the enterprise/ organization for distribution to mass media. Basics of journalism
Advertising and communication synthesis
Direct communication
Electronic presentations
Finance management2.4. Organize publishing of booklets, brochures, information gathering, annual statements and other special materials. Photo and video workshop
Design and layout workshop
Audiovisual technologies
Language theory and practice
Accounting basics
Marketing
National economics2.5. Manage the publishing and update of enterprise home pages on the Internet. Computer technology
Management information systems
Design and layout workshop
Photo and video workshop
Direct communication 2.6. Presenting in front of an audience, preparing presentations for others, coordinating the specialists job in order to successfully present to the public the viewpoint of the enterprise on important issues. Crisis communication
Social psychological training
Corporate public relations
Work with media
Acting skills
Speech culture
Verbal and nonverbal communication
Discussion and manipulation theory
Improvisation
Business etiquette 2.7. Perform review of public relations basic and secondary functions as well as monitoring and evaluation of campaigns and activities. Marketing
Public relations theory and practice
Legal aspects of public relations
Strategic management
Planning of public relations campaigns
Project management
Research methodology
Social psychology
Sales management and communicationUseful (empirical) research, training organization and provision.3.1. Organize a survey of clients, as well as other target audiences on issues concerning organizational activities. Drafting useful research programmes and budgets and hiring research firms. Introduction to public relations
Research methodology
Social psychology
Methods of team work
Communication science
Crisis communication 3.2. Conduct survey of personnel on their professional needs and performance enhancements. Assist in the introduction of innovative changes in the organizational culture, policies and structure. Management
Strategic management
Research methodology
Corporate public relations
Social psychology
Verbal and nonverbal communication
 3.3. Plan and implement training courses for the improvement of quality/effectiveness of communication. Consult the management and staff on public relations issues. Methods of team work
Crisis communication
Speech culture
Verbal and nonverbal communication
Direct communication
Discussion and manipulation theory 3.4. Submit recommendations based on empirical research on the further improvement of public relations operations. Communication science
Speech culture
Social psychological training
Discussion and manipulation theory
Management
Strategic management
Methods of team work
Business ethicsCommunicativeness. 4.1. Manage essential professional communication technologies, systems types and methods. Computer technology
Intercultural interaction
Communication science
Language theory and practice
Advertising theory and practice
Direct communication 4.2. Able to use and perfect one’s communication competence. Maintain high quality and further enhance speech and writing culture, perfect oneself as a lingual personality. Communication science
Work with media
Social psychological training
Language theory and practice
Speech culture
Verbal and nonverbal communication
Direct communication
Discussion and manipulation theoryProfessional growth. 5.1. Follow the latest Latvian and international public relations periodicals, training and theoretical literature as well as topical research work on current issues and tendencies in social sciences.English for special purposes
German for special purposes
Computer technology
Research methodology
Study paper
It is to be concluded upon assessment of the comparison included in the table that the study programme “Public relations” fulfils all the requirements of the professional standard. The study programme comprises study courses – National Economics, Basics of Entrepreneurship, Strategic Management, Accounting Basics, and Financial Analysis that is not included in the standard but broadens the scope of knowledge and allows the student to understand the basic principles of business administration. The necessity for these basics is also highlighted by the results of the survey of employers (refer  REF _Ref92618335 \h  \* MERGEFORMAT Fig.3, page 18.).

6.2. The Survey of Employers and the Results

There are more than 70 public relations enterprises in Latvia. Many specialists currently operate in Latvia’s enterprises. The “Latvian Association of Public Relations Professionals” has approximately 100 members – physical entities. The “Latvian Association of Public Relations Enterprises” founded in 2001 has 13 members.
The faculty of public relations of SBAT carried out a survey of public relations specialists working in more than 30 different enterprises.
The survey was aimed at ascertaining the skills and mandatory subjects necessary for public relations managers. The respondents were asked the following questions:
Is there a demand for public relations managers in the labour market at present? (Refer  REF _Ref92689848 \h  \* MERGEFORMAT Fig.1)
What are the skills necessary for good public relations managers? (Refer  REF _Ref92618271 \h  \* MERGEFORMAT Fig.2)
What study subjects public relations managers must master? (Refer  REF _Ref92618335 \h  \* MERGEFORMAT Fig.3)
Is there a significant difference in the qualification obtained from State and Private higher educational institutions? (Refer  REF _Ref92618414 \h  \* MERGEFORMAT Fig.4)
Would you employ a graduate without experience for the position of a public relations manager? (Refer  REF _Ref92618558 \h  \* MERGEFORMAT Fig.5)

Fig. SEQ Figure \* ARABIC 1. Results of survey of potential employers (1)
embed Excel.Chart.8 
91% of the respondents share the opinion that there is a definite demand for public relations managers in the labour market.














Fig. SEQ Figure \* ARABIC 2. Results of survey of potential employers (2)

embed Excel.Chart.8 
The bigger part of respondents stresses the importance of communication skills and the skills to adapt to changing market conditions and social and business demands.

Fig. SEQ Figure \* ARABIC 3. Results of survey of potential employers (3)
embed Excel.Chart.8 
The bigger part of the respondents agrees that it is very necessary to master such subjects like psychology and PR of organizations, institutions and enterprises.

Fig. SEQ Figure \* ARABIC 4. Results of survey of potential employers (4)
embed Excel.Chart.8 
60% of the respondents do not see a significant difference in the qualification obtained from State or Private higher educational institutions.

Fig. SEQ Figure \* ARABIC 5. Results of survey of potential employers (5)

embed Excel.Chart.8 
66% respondents stress the necessity for practical experience as public relations managers.

Summarising the data the following conclusion can be made:
Public relations managers are in demand.
Communication skills and the ability to adapt to the market situation, and social and business demands are essential.
SBAT offers all the necessary courses that should be mastered by public relations managers.
Employers do not see a significant difference in the qualification obtained from State and Private higher educational institutions.
Prior practical experience in public relations is important for the position of public relations specialists.
(Refer Appendix 9. for the list of enterprises surveyed.)
7. Evaluation of the study programme

7.1. The Aims and Tasks of the study programme

The aim of the study programme is to provide knowledge and develop practical skills necessary for public relations managers in accordance with professional standards.
The aim of the study programme is to provide the students upon successful completion of studies the access to postgraduate studies, the development of competitiveness of the graduates and enhancement of a highly developed, original and creative personality.
The following tasks have been formulated with the aim of achieving the above-mentioned aims:
Organize and develop a proper and precise study system;
To develop and enhance the informative and material technical provisions for the study process;
Motivate the students' in their chosen specialty;
To develop the skills and abilities necessary for obtaining and using information during the everyday study process.
It should be concluded that the tasks formulated can be successfully performed and the aims set can be achieved.

7.2. Organization of Study programme

The structure of the study programme is determined by the State Standards for 2nd level professional higher educational studies. The contents of the study programme “Public relations” provides students the necessary professional competence – a set of skills, knowledge and attitude as a whole that is necessary for successful performance as a public relations manger.
The study programme “Public relations” for the study year 2003/2004 has been perfected during the process of the year taking into account the professional practice in the field, the recommendations of the Council of faculties, the wishes of the students and the technological changes. The amendments were approved by the Senate at the sitting on 29th April 2004.
The comparison of Public relations programme to the 2nd level professional higher educational State standards can be seen in the  REF _Ref92618863 \h  \* MERGEFORMAT Tab.4.













Tab. SEQ Table \* ARABIC 4. The comparison of study programme “Public relations”
to the 2nd level professional higher educational State standard

No.Mandatory requirementsRegulations on 2nd level professional higher educational State standards Study programme offered by SBAT Study subjects and credits1.General educational study coursesMin. 20 CP20 CP1.1.Humanitarian and social science study courses8 CPEnglish for special purposes (8CP)1.2.Social, Communicative sciences12 CPNational economics (3CP)
Management (2CP)
Strategic management (2CP)
Entrepreneurial basics (3CP)
History of philosophy (2CP)2.Basic theoretical courses in the speciality and information technologyMin. 36 CP36CPIntroduction to public relations (2CP)
Computer technology (3CP)
Management information systems (2CP)
Direct communication (2CP)
Social psychology (3CP)
Mass and political psychology (3CP)
Marketing (3CP)
Language theory and practice (3CP)
Research methodology (3CP)
Public relations theory and practice (3CP)
Communication science (3CP)
Political science (3CP)
International public relations (3CP) 3.Professional specialized courses in the specialityMin. 60 CP60CPCultural history of European states and nationalities (3CP)
Business etiquette (2CP)
Advertising theory and practice (3CP)
Legal aspects of public relations (3CP)
Corporate public relations (3CP)
Basics of journalism (3CP)
Advertising basics (2CP)
Project management (2CP)
Sales management and communication (3CP)
Finance management (3CP)
Accounting basics (3CP)
Government institutions and public relations (2CP)
Planning of public relations campaigns (2CP)
Work with media (2CP)
Crisis communication (2CP)
Verbal and nonverbal communication (2CP)
Electronic presentations (2CP)
Advertising and communication synthesis (2CP)
Intercultural communication (2CP)
Design and layout workshop (2CP)
Speech culture (2CP)
Photo and video workshop (2CP)
Social psychological training (2CP)
Discussion and manipulation theory (2CP)
Acting skills (2CP)
Audiovisual technology (2CP) 4.Optional coursesMin 6 CP6CPImprovisation (2CP)
Methods of team work (2CP)
German for special purposes (6CP)
Art in Latvia (2CP)
Business etiquette (2CP)
Music as a form of communication (2CP)5.PracticeMin 26 CP26 CP6.State examinationMin 12 CP12 CP
It could be concluded that the study programme “Public relations” fully meets the State standards for 2nd level professional higher educational programmes.
SBAT has to develop public relations specialists who would be able to successfully compete in the labour market and therefore the study programme has been developed taking into consideration the practice in this field, the recommendations of the Council of faculties, the wishes of the students and the technological changes. (Refer Appendix 10 for references for the study programme “Public relations”).
In accordance with the recommendations of council of faculties and a survey of students conducted in 2003/2004, the procedure of practice was amended. The students have to undergo practice even in the 1st study year from 2004/2005 (Refer Appendix 11 for programme of practice for study courses 1, 2, and 3.)
The total scope of the study programme “Public relations” is 160 credits. The content of the study programme in accordance with credits is as follows:
Study courses 116 credits;
Practice 26 credits;
Diploma paper 12 credits;
Academic papers 6 credits.
72.5% of the credits are study courses, 16.25% - practice work, 11.25% - diploma and academic papers. (Refer Appendix 12 for cooperation treaty).

7.3. Practical implementation of the study programme

The organization of the study process in SBAT is in accordance with the Laws on Education, Law on Higher Education Studies and law on Professional Education.
The organization and implementation of studies in SBAT is regulated by:
study programme;
study course programmes;
study year plan;
calendar of studies;
study regulations;
examination regulations;
practice regulations.
These documents are available in the student’s manual and on the SBAT Internet page.
Refer to  REF _Ref92609236 \h  \* MERGEFORMAT Tab.1 (page 9) for 2nd level professional higher educational study programme “Public relations”.

7.3.1. Methodology of Studies.

The implementation of the programme is creative using the following teaching methods:
Lectures are basically used for study courses where there is not a lot of literature available or where this method is the most effective (for e.g. History of European States and culture, Management, Economics etc.).
Dialogue is used for study courses where the knowledge is gained together with the learning of communication skills (for e.g. Social psychology, Business Ethics, Verbal and nonverbal communication etc.).
Practical lessons are used mainly for specialized professional subjects (for e.g. Computer technologies, Language in theory and practice etc.).
Practice where student learn their practical skills and get acquainted with professional activities (practice after the 1st, 2nd and 3rd study year).
Public lectures, leading specialists in the field of public relations and marketing from Latvia and abroad provide students with the latest up to date information (such lectures have been conducted by Arnis Kluinis (editor of national economics dept.,  R+gas Balss ), Andrejs Vaivars (editor of commentaries,  Dienas Bizness ), Mra Auguste (director,  KPMS ) etc.).
Seminars are used in almost all study courses. It allows the students to develop their oratory skills and the ability to argument their views as well as develops their presentation skills.
Student conferences in foreign languages attract a lot of interest. Students discuss topical issues related to their field in foreign languages and deepen their knowledge of foreign languages (English/ German for special purposes).
A distribution of the teaching methods used can be seen in the  REF _Ref92619674 \h  \* MERGEFORMAT Fig.6.

Fig. SEQ Figure \* ARABIC 6. Teaching methods
embed Excel.Chart.8 

It could be concluded that various teaching methods are being used and the teaching staff are free to choose the most effective teaching method.

7.3.2. The Form of Studies

The students are offered a choice of a suitable time or form of studies that is shown in  REF _Ref92619757 \h  \* MERGEFORMAT Tab.5.
Tab. SEQ Table \* ARABIC 5. The Form of Studies

Study YearForm of StudyTime of StudiesTimeDays1st Study YearDay8.15 –14.45 5days/weekEvening18.15 –21.20Mondays, Wednesdays, ThursdaysExtramural18.15 –21.20 Alternate Fridays 9.00 – 18.50Alternate Saturdays2nd Study yearDay8.15 –14.45 5days/weekEvening18.15 –21.20Mondays, Wednesdays, ThursdaysExtramural18.15 –21.20 Alternate Fridays 9.00 – 18.50Alternate Saturdays
These study forms have been created to meet the market demands and allows students to combine studies with work.

7.3.3. Research work carried out by Academic Personnel

The theme of research work defines the present situation in the field of public relations, reflects the interest of the teaching staff of the “Public relations” programme, students and the partners in cooperation. The students have the opportunity to participate in SBAT organized scientific conferences and research carried out by SBAT academic personnel.
SBAT devotes a lot of attention to the improvement of the qualification of its academic personnel. There are 7 associate professors, 9 docents among the teaching staff of the study programme “Public relations”. 12 of the staff have Doctors’ degree and 9 at present are doing their doctoral studies. The teaching staff regularly attends seminars on actual topics in their field and participate in scientific and research work. (Please refer Appendix 13 for CV’s of Academic personnel).
The academic personnel of the study programme “Public relations” (2004/2005, 1st Semester) have participated in the following seminars and conferences:
“Planning and the Launch of Marketing Hits”; Latvia;
“The use of Hypnosis in the creation of Brand and Advertising”, Latvia;
Conference - exhibition IST 2004 “Participate in Your Future”, Hague, Netherlands;
International Programme Nordplus Neighbour workshops, seminars “Distance Learning, Virtual College and University Courses - How do we want to do it?”, Stavanger, Norway;
“Economic Development and Corruption Growth in Baltic States”, Estonia;
International Conference “Development of economy: theory and practice”, Vilnius, Lithuania.
SBAT organizes International scientific research conferences every year:
“Business Environment: legal basis and quality” in 1999
"Transformation of Economic and Social Development: Processes, Tendencies and Results: in 2001
“Entrepreneurship and the legal environment - Processes, Tendencies and Results”: in 2002.
“Development of Sustainable Tourism: tendencies, experience and opportunities” in 2003.
“Business options, problems and risks and their solutions concerning globalisation” in 2004.
The topic for the 2005 May conference is “Public Relations: Quality, benefits and risks” organized by the faculty of public relations. The themes for the conference would include the following:
Quality criteria in public relations.
Strategy of creation of a corporate image.
Legal norms in public relations.
Ethics in public relations.
The role of public relations in non-governmental organizations.
The openness of Public institutions to the public.
Performance appraisal in public relations.
The role of education in the development of an informative society.
The development of Integrity in public relations.
The research topics of the teaching staff match the aims and contents of the study programme. These scientific achievements enrich the study content and the scientific research carried out increases the qualification of the teaching staff.

7.3.4. Research work topics for students

The research work of students of the study programme “Public relations” are evaluated during the 1st, 2nd, 3rd and 4th study courses. The research work is based on the theoretical knowledge, practical skills and information acquired during the study year.
During the first year the students have to prepare a study paper either in Management Science or Economics. In the year 2003/2004 students compiled a study paper in management science. Public relations is a management function it is vital to research the role of public relations from this aspect.
The main themes of study papers of 1st year students of 2003/2004 can be seen in  REF _Ref92620392 \h  \* MERGEFORMAT Tab.6.
Tab. SEQ Table \* ARABIC 6. Study themes for the 1st study year

No.Themes1.The behaviour of individuals during communication.2.Ways of motivating employees at the enterprise N.3.Analysis of personnel management at the enterprise N.4.Conflicts at work.5.Analysis of the Internal and External environment at the enterprise N.
During the 2nd study year students have to compile a study paper in communications and public relations. The recommended themes for the research papers can be seen in the  REF _Ref92620428 \h  \* MERGEFORMAT Tab.7.
Tab. SEQ Table \* ARABIC 7. Study themes for the 2nd study year

No.Themes1.The role of photographs in visual communication.2.Analysis of the corporate mission and brand values at the enterprise N.3.An event as a public relations and marketing instrument.4.Analysis of social theory and its implementation.5.Analysis of public relations market.6.Public relations and ethics.7.Public relations as an element of virtual politics: the Latvian experience.8.The Creation of a philanthropist image at the enterprise N as a means of corporate communication. 9.Analysis of culture and tradition as a basic source of advertising communication.10.Planning, implementation and control of marketing at the enterprise N. 
During the 3rd study year the students have to compile a paper in communications and public relations. The recommended themes can be seen in the  REF _Ref92620519 \h  \* MERGEFORMAT Tab.8.



Tab. SEQ Table \* ARABIC 8. Study paper themes for the 3rd study year

No.Themes1.Analysis of the reputation of the enterprise N.2.Analysis of the quality standards of public relations at the enterprise N.3.Evaluation of the planning and implementation of media campaigns at the enterprise N.4.The changing role of a Brand – from a marketing instrument to corporate principles.5.Analysis of the European public relations experience.6.The application of international communication strategies locally in Latvia.7.Analysis of crisis management in public relations at the enterprise N.8.Focus groups – a necessary instrument for the analysis of public relations. 9.Communication management at the enterprise N.10.Analysis of the interpretation of the social environment in advertising clips.
During the 4th study year the students compile their diploma paper. Students can opt from 10 topics in Management Science, 10 topics in Economics and 34 topics in communication science. (Please refer to Appendix 14 for SBAT recommended list of Diploma topics. The list of literature available in the SBAT library can be seen in Appendix 15).

7.4. Methods of evaluation and Grounds for their choice

The quality policy developed by SBAT is aimed at satisfying the needs of the client offering him relevant qualitative service. All the structural units of SBAT work in accordance with the requirements defined in the SBAT quality manual.
SBAT, whose operations are based on continuous improvement and perfection, as well as excels in business and quality management principles has received the Latvian Quality Associations’ award for the year 2001.
The quality of SBAT operations is based on the quality control system introduced that provides for the following:
study process that is regulated by the law on higher educational institutions;
the implementation of the programme and its development is monitored by the Senate of SBAT by means of self-evaluation study carried out each year that analysis the programmes;
the study process is monitored by the deans and the departments by means of hospitality visits during lessons, checking of study journals, student surveys and other methods;
each year instruction manuals are distributed among students.
The methods of evaluation and their choice are determined by the respective departments. The system of evaluation is determined for each study course programme. The system is regulated by study regulations (refer Appendix 16), examination regulations (refer Appendix17), regulations on the compilation and defence of academic papers (refer Appendix 18), and formatting requirements for tasks to be carried out independently (refer Appendix 19).
The evaluation of the student is a continual process that sums up all the positive achievements of the student – regular examinations, final examinations at the end of a study course, practice reports, evaluation of compilation and defence of diploma paper. The evaluation is accordance with requirements of the State academic education standards and the decree of the Ministry of Education and Science of the Republic of Latvia No.208 as of 14.04.1998 “ On unified registration of study evaluation results” in a 10 point grading system. The students are informed on the examination requirements and terms at the beginning of each study year.
Students are required to successfully complete all the examinations foreseen in the respective programmes (regular tests, papers), at the end of the course- final examinations (examination or test) and study paper, and the studies are successfully completed with the compilation and defence of the diploma paper. At the end of each year there is a students’ conference in foreign languages, wherein students present their papers in a foreign language thereby acquiring an in depth knowledge of their own specialty in a foreign language as well as improving their public speaking skills.
The average grades obtained by students in the different form of studies for the year 2003/2004 can be seen in the  REF _Ref92620663 \h  \* MERGEFORMAT Tab.9.
Tab. SEQ Table \* ARABIC 9. Average student grades for 2003/2004.

Form of studiesDayEveningExtramural6.886.997.13
It could be concluded that the extramural students achieved the best results in 2003/2004.

7.5. The Students of the programme

The increase in the number of students in the SBAT study programme “Public relations” shows that the programme is modern and in demand. Refer  REF _Ref92620734 \h  \* MERGEFORMAT Tab.10. for the No. of students.
Tab. SEQ Table \* ARABIC 10. No. of students in the Faculty of public relations

Study YearForm of studiesDayEveningExtramural1st study year5848722nd study year503226
7.5.1. The number of students and the dynamics

The total number of students studying in the study programme “Public relations” in 2004/2005 is 261- 41.38% in the day department, 30.65% in the evening department and 27.97% in the extramural department (refer  REF _Ref92620795 \h  \* MERGEFORMAT Fig.7).










Fig. SEQ Figure \* ARABIC 7. Comparison of No. of students in the day, evening and extramural dept.
embed Excel.Chart.8 
The main reasons for the decrease in the number of students in the 2nd year are as follows: discontinuation of studies due to family or health reasons, work or travel abroad. The above conclusion was reached based on the application for discontinuation submitted by students to the Study Information Centre.

7.5.2. Number of students matriculated

Enrolment of students at SBAT is in accordance with the regulations on enrolment of students (refer Appendix 20 for Enrolment Regulations for 2004/2005). The number of students matriculated in the study programme “Public relations” during 2003/2004 can be seen in  REF _Ref92684768 \h  \* MERGEFORMAT Tab.11.
Tab. SEQ Table \* ARABIC 11. No. of students matriculated in the study programme
“Public relations” for the academic year 2003/2004.

Study YearForm of studiesDayEveningExtramural1st study year663439
139 students were matriculated for the study programme “Public relations” of the academic year 2003/2004.
Tab. SEQ Table \* ARABIC 12. No. of students matriculated in the study programme
“Public relations” for the academic year 2004/2005.

Study YearForm of studiesDayEveningExtramural1st study year554547
147 students were matriculated for the study programme “Public relations” for the academic year 2004/2005 (refer  REF _Ref92684902 \h  \* MERGEFORMAT Tab.12). In comparison with the study year 2003/2004 the number of students matriculated rose by 2.8%. The number of students in the day department has decreased in 2004/2005 but the number of students in the evening and extramural form of studies has increased. The main reason – possibility of combining work with studies. The increase in the number proves that the programme is popular and in demand.

7.5.3. Analysis of the students’ survey

SBAT regularly conducts student surveys to evaluate the study process.
A survey of all the students on the study programme “Public relations” was conducted at the end of the study year 2003/2004. The performance of the teaching staff, recommendations on the improvement of the study courses was conducted. The following subjects had the best assessment results:
Social psychology (95%),
Internet, T.V., Press, and Radio Advertising (92%),
Verbal and Non verbal Communication (90%),
Marketing (85%),
Cultural History of European States and Nationalities (84%).
Subjects like Business Ethics (57%), Management (56%), National Economics (48%), Language in Theory and Practice (44%) had a lower rating. Students of the 1st Study year studying English for special purposes were divided into 7 sub groups. 69.57% of the students were satisfied with this subject.
A survey was conducted among 2nd year students at the beginning of 2004 in the day, evening as well as extramural department. Students were asked to answer the following questions:
Why did they choose to study at SBAT? (Refer  REF _Ref92685064 \h  \* MERGEFORMAT Fig.8)
Were they satisfied with the Public relations programme? (Refer  REF _Ref92685142 \h  \* MERGEFORMAT Fig.9)
How did they evaluate the knowledge gained? (Refer  REF _Ref92685228 \h  \* MERGEFORMAT Fig.10)

Fig. SEQ Figure \* ARABIC 8. Results of student survey (1)

embed Excel.Chart.8 
Students have opted for studies at SBAT as they are interested in the study programme “Public relations” that is being offered; they are satisfied with the campus and location of SBAT, technical provisions (library, computer classrooms, Internet, overhead projectors, etc.) and the attitude towards students and teachers and the quality of studies.
Fig. SEQ Figure \* ARABIC 9. Results of student survey (2)
embed Excel.Chart.8 
The greater part of the students (97%) was satisfied with the programme being offered, which shows that the programme meets all the needs of the students.

Fig. SEQ Figure \* ARABIC 10. Results of student survey (3)
embed Excel.Chart.8 
Students evaluate highly those skills that are practically useful.
The student survey conducted at the end of 2003/2004 shows what should be improved in the study programme “Public relations”. Student’s recommendations are as follows:
to use the workshop method in lectures more often;
to introduce practice at the end of the 1st study year as well.
Taking into account the recommendations the following changes were made:
programme of practice was included at the end of 1st study year;
lectures were organized as workshops more often;
lectures are read by specialists - practitioners;
guest lecturers were invited to read public lectures on public relations, advertising and journalism;
students have more optional subjects to choose from;
students are informed regularly about events conducted by faculty of public relations over the Internet;
an event was organized at the `7des palace in September and the students of the faculty of public relations cleaned the palace and its surroundings.
It could be concluded upon analysing the results of the students’ survey that the study programme “Public relations” fully meets the market demands and satisfies the students’ needs for high quality education.

7.5.4. The involvement of the students in the improvement of the study programme

The students of the Faculty of public relations are actively involved in the decision-making process regarding the study programme “Public relations”. There are 2 students in the Council of Faculty of public relations. One student is a member of the students’ self-governing body.
The students are given the opportunity to plan their examination schedule with the teachers themselves. The faculty has all the e-mail addresses of students and all students or definite groups are electronically informed about important issues. Students can send other students messages or ask for clarifications from the faculty as well.
The students could directly influence the study process by actively participating in the SBAT students’ self-governing body. The students’ self-governing body is an institution that represents the student’s interests in academic, cultural, social and material issues at SBAT.
The tasks of SBATs’ students’ self-governing body are:
to represent SBATs’ students on a national and international scale;
to represent the students' interest in academic issues;
to organize the election of students’ representative in the Senate;
to provide for the participation of the elected representatives in the sittings of the Senate and the Constitutional Assembly;
to organize and coordinate extracurricular activities for SBAT students;
to provide students information regarding current events at SBAT and the operations and activities of the students’ self-governing body.
The students’ self-governing body observes the SBAT constitution, normative enactments of the Republic of Latvia, Internal rules of SBAT, students’ self-governing body regulations as well as other documents regulation SBAT activities.

7.6. The academic personnel involved in the study process

The academic personnel are elected by the SBAT Senate in accordance with the relevant election regulations. (Refer Appendix 21 for Senate regulations.)


7.6.1. The Number of academic personnel

The study programme “Public relations” is implemented by 35 members of the teaching staff, 7 of whom are associate professors (Dr.oec. U.Gods, Dr.oec. S.Keišs, Dr.paed. A.Baumanis, Dr.psych. G.Svence, Dr.sc.ing. A.Balodis, Dr.sc.ing. A.Kia
enko, Dr.phil. J.Broks), 9 docents (Mag.oec., Mag.paed. A.Medne, Mag.hist., Mag.soc. A.Ptersons, Dr.hist. G.Zem+tis, Dr.phil. J.Broks, Dr.sc.ing. A.Balodis, Dr.sc.ing. O.On~evs, Dr.oec. S.Kristapsone, Mag.paed. P.V+tols, Dr.sc.ing. I.V+ksne).
12 of the teaching staff are doctors (Dr.oec. U.Gods, Dr.oec. S.Keias, Dr.sc.ing., MBA A.Kia
enko, Dr.sc.ing., MBA I.V+ksne, Dr.paed. A.Baumanis, Dr.oec. S.Kristapsone, Dr.philol. A.Pried+tis, Dr.sc.ing. O.On~evs, Dr.psych. G.Svence, Dr.sc.ing. A.Balodis, Dr.phil. J.Broks, Dr.hist. G.Zem+tis), 9 are currently undergoing doctoral studies (Mag.hist., Mag.soc. A.Ptersons, Mag.art. G.Blunavs, MBA R.ZvirgzdiFa, Mag.pol. O.Balodis, Mag.oec., Mag.paed. A.Medne, Mag.soc.sc. G.LiepiFa, Mag.oec. I.Kalve, Mag.paed. E.KramiFa, Mag.paed. P.V+tols), 21 with masters degrees and 2 with higher education, who are specialists in their respective fields. (Refer to Appendix 22 for a list of teaching staff according to study year. Refer Appendix 13 for the CVs of academic personnel and Appendix 23 for their scientific research publications.)
Refer to  REF _Ref92688551 \h  \* MERGEFORMAT Fig.11 and  REF _Ref92688610 \h  \* MERGEFORMAT Tab.13 for information regarding academic personnel.

Fig. SEQ Figure \* ARABIC 11. Academic personnel, type of contract (% of the total number)
EMBED Excel.Chart.8 \s
The full time staff of BAT carries out around 80% of the tasks.

Tab. SEQ Table \* ARABIC 13. Qualification of teaching staff involved in the study process

Teaching Staff NumberTotal35Doctor’s degree12Master’s degree21Higher Professional education2
34,29% of the teaching staff are doctors, 60% are with master’s degree, and only 5,71% have just higher educational degree. Out of those with masters’ 9 or 42,86% are doing their doctoral studies.

7.6.2. Scientific research by academic personnel, qualification

The fields of research of academic staff involved in the study programme “Public relations” are as follows:
Public relations ethics;
Social responsibility in public relations;
Performance appraisal in public relations;
Public relations as a management function;
Quality criteria in public relations;
Public relations as an enterprise development tool;
Public relations – latest theoretical notions;
Globalisation of Business;
Tendencies and opportunities for development of Latvian business environment;
The impact of business on personality;
The process of democratisation of language;
Modelling and optimisation of business processes;
Problems concerning education in Latvia and their solutions.
(Refer Appendix 13 for CV’s of academic personnel. Refer Appendix 23 for list of publications of academic staff.)

7.6.3. Books published by academic personnel involved in public relations

T.Lapsa “Public relations in theory and practice”;
E.KramiFa  Oratory skills in communication /now printing/;
A.Pried+tis  Cultural dialogue: history and theory of intercultural communication /being compiled/.

7.6.4. Academic personnel training and improvement policy

Personnel training objective: advance the professional, methodological, pedagogical and psychological knowledge and educational level or re-qualification for the purpose of working out and implementing current or future programs, projects or processes of the enterprise in compliance with the legislative acts.
The professional development of level and qualification of the personnel is:
short-term - by attending further-education courses, seminars, conferences and by taking part in experience exchange trips/events,
long-term - vocational education, secondary professional education or higher education for acquiring a professional qualification, bachelor's degree, master's degree or doctor's degree,
continuous - by way of studying literature in specialization, experience sharing with colleagues, gaining more on enlightenment, etc.



Planning and organization of SBAT personnel training
Centralized training: studies are planned and organized by the Personnel Department with regard to proposals of the heads of SBAT administrative and structural units, in compliance with the teaching plan.
Decentralized training (training at the level of structural units):
studies are planned and provided by the heads of structural units with regard to the specific character of each structural unit.
heads of structural units prepare teaching plans and coordinate thereof with their senior managers and Personnel Department.
The teaching plans are approved by the Chairman of the Board. The teaching plans could be revised subject to the training event actuality or expediency at a certain time period.
Funds for training of personnel of teaching units are included in the academic and scientific activity budget, of other units for short-term training - in the Personnel Department budget.
Further distribution of information gained during training
Upon completion of short-term training, the employee shall coordinate the expediency of further distribution of information with the head of structural unit of Personnel Department and within two weeks shall:
publish a paper on the Internet, or
give a lecture;
disseminate electronically or orally information to the colleagues.
Evaluation of training activities
Heads of structural units shall provide within six months upon completion of the employee's training for evaluation of its efficiency by way of control of how the employee applies his acquired knowledge on the performance of one's direct official duties. The head of structural unit shall plan the employee's further training proceeding from above evaluation. Refer  REF _Ref92688793 \h  \* MERGEFORMAT Tab.14 for a list of academic staff involved in doctoral studies.





















Tab. SEQ Table \* ARABIC 14. Teaching staff involved in doctoral studies

Professional developmentEmployees’ Name and SurnameStudy PeriodName of the InstitutionDoctoral studiesIeva Kalve2004./2005.st.g.Latvian UniversityRosita ZvirgzdiFa2004./2005.st.g.Latvian Agricultural UniversityGatis Blunavs2004./2005.st.g.Latvian UniversityAndris Ptersons2004./2005.st.g.Latvian UniversityOskars Balodis2004./2005.st.g.Latvian UniversityAnna Medne2004./2005.st.g.Latvian UniversityEdgars KramiFa2004./2005.st.g.Latvian UniversityGuna LiepiFa2004./2005.st.g.Latvian UniversityPteris V+tols2004./2005.st.g.Latvian University

7.7. Financial sources and provision of infrastructure

The financial condition of SBAT is very stable. Self-finance, real estate, profit and investments are more than all the other private higher educational institutions taken together.
SBAT solely makes use of its own funds derived from business activity.
Information about the higher school teaching material-and-technical and information can be arranged in the following sections:
Material resources of SBAT;
Libraries, access to teaching and scientific literature, laboratories, duly equipped computer classrooms and lecture rooms;
Existing information systems and opportunities for information exchange with national and international information networks.
SBAT is located at 68 Graudu St., Riga, and a private territory. All classes, household and auxiliary premises are prepared for a bigger number of students - some 2000 – 2500 students staying in the higher school premises at the same time.
SBAT buildings were put on records of the Land Register as the higher school property on September 16, 1996. Pursuant to the Republic of Latvia Parliament law of November 4, 1995, the School of Business Administration Turiba was included in the list of educational objects of the national significance. There are 2 school buildings, a student hostel, two dining halls, two cafés, and a gym, a sport complex with a training-equipment hall, sauna, solarium, hairdressing salon, dentist's room, boiler house, service garage, and parking lot on the territory. All required conditions for studies have been created – new conference-halls, lecture rooms, computer classes, laboratories and rooms, a modern library with a large reading room. The lecture rooms are provided with high-quality visual aids - white boards, overhead transparency projectors and screens, audio and video equipment, and multimedia.
After reconstruction there is a modern two-floor library equipped with about 100 computerized working stations, free Internet access, services offered by agency LETA, full text electronic database NAIS, publications of Business Information Centre and electronic versions of latest press editions. The library has a book fund of more than 12000 titles and the total number of books exceeds 100,000. EBSCO (Elton B. Stephens Company) statistical data from October 2004 shows that SBAT electronic library is one of the most popular in Latvia. Refer to  REF _Ref92690118 \h  \* MERGEFORMAT Fig.12 for a comparison with other libraries.
Fig. SEQ Figure \* ARABIC 12. Use of electronic versions of all Latvian libraries
of higher educational institutions for the period October 2004
EMBED Excel.Chart.8 \s
Since 1997 SBAT publishing house has published more than 100 books whose authors are academic personnel from SBAT as well as from other institutions. The total number of copies in circulation exceeds 200,000. SBAT has donated more than 30,000 Ls worth of books to Schools and institutions under the promotional event  Dalies Tur+b during the past year.
SBAT is equipped with sate of the art conference halls and lecture rooms. The conference halls could be combined to seat more than 700 participants, and cultural or entertainment activities for more than 1500 people could be organized there. The Students have access to more than 460 computer terminals with free Internet access. A special courtroom replica has been built for training purposes.

7.8. External Relations

The Faculty of public relations has entered into a cooperation programme with Radom Academy of Economics, Poland on student exchange within the framework of Erasmus project. Academic staff of the study programme  Public relations (A.Ptersons, A.Medne) have lectured at the Estonian Business School, Estonia and at the Humanitarian Faculty, Vilnius University, Lithuania. A project  Nordic Plus” on unified ethics education programme in Baltic Sea Countries is being jointly undertaken with researchers from the Norwegian School of Management Norway and the University of Jyvakyla, Finland.
The academic staff of the programme have also worked as guest lecturers in exchange programmes: A.Kia
enko (Helsinki Technical University), G.Blunavs (Hlija Institute Porvo), I.V+ksne (King s College London).
Students of the study programme  Public relations are invited to attend lectures of guest lecturers, professional specialists, which are conducted at SBAT. The following lecturers have given lectures to study programme  Public relations students in the study year 2004/2005: Arnis Kluinis ( R+gas Balss Editor of National economics dept.), Andrejs Vaivars ( Dienas Bizness Editor of commentaries), Mra Auguste ( KPMS director), Juris Draguns (professor from Pennsylvania State University, USA), Anna Ignatjeva (Master of Communication Science, lecturer from Minnesota State University USA), Olafs Zvejnieks (Magazine  Kapitls editor), Juris RiekstiFa (Troupe  R+gas Vi=0;>2). - 9 C:070B5;L: A. [229]. - @54B;5@ $8;8?. 0@:5B8=3 =B@>;L / $8;8? >B;5@, 9-5 874.  !0=:B-5B5@1C@3: 8B5@ >@8O 8 ?@0:B8:0 8B5@ 2001.
}urnls  Kapitls .
advertising Basics
Programme  Public Relations 
Developed by MBA Iveta Up+te

Aims   to provide an idea of the essence of advertising, its aims, types and its influence on the decision making process of purchasers.
Background knowledge requirements – Marketing.
Tasks – to acquaint students with the process of evolution of advertising, the basic concepts of advertising and its role in business, its types, the effectiveness of advertising and its legal aspects.
Compulsory requirements – two regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumu\Studiju darbu uzdevumi\…
Contents
Evolution of advertising, its stages.
Advertising as a form of marketing communication.
Types of advertising (press, radio, TV, Internet), its comparative analysis.
Principles of creating effective advertisements.
Effectiveness of advertisements and its evaluation.
Social and legal aspects of advertising.
List of literature
Niedr+tis Jnis riks. Mrketings / Jnis riks Niedr+tis.  2., papild. izd.  R+ga : Biznesa augstskola Tur+ba, 2001.  267,[5] lpp. : tab.  (UzFmjdarb+bas bibliotka ; 20).  Bibliogr.: 271. lpp. (ABO 10, LAS 3, MC 287).
D. Edeirs. Efekt+va komunikcija. R+ga, 1999.
Katlips Skots M. Sabiedrisks attiec+bas = Public Relations / Skots M. Katlips, Alens H. Senters, Glens M. Brkms ; no angB;5@ $8;8?. 0@:5B8=3 =B@>;L / $8;8? >B;5@; 9-5 874.  !0=:B-5B5@1C@3 : 8B5@ >F80;L=0O ?A8E>;>38O. A8E>;>38G5A:85 70:>=K ?>2545=8O G5;>25:0 2 A>F8C9 ?A8E>;>388. >A:20 2001.
National economics
Programme "Public Relations"
Developed by Dr.oec. U#is Gods, Mag.oec. Ieva Bruksle

Aims – to provide knowledge of micro and macroeconomics, with an overview of general economic norms and the possibilities of its implementation in enterprises and state institutions.
Background knowledge requirements – general knowledge.
Tasks – to acquaint the students with the general norms at the level of enterprises and household administration, give a basic idea of: demand, supply, price, costing factors, conditions of household market behavioural patterns, basic principles of business activity in product and resource markets, acquaint students with the norms of macroeconomics and its role in the development of the state.
Compulsory requirements – three regular tests of the type determined by the teacher.
Scope – 3 credit points or 120 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumu\Studiju darbu uzdevumi\…
Contents
Basic economic issues; private property, competition, resources and its limitations.
Demand and supply, its flexibility and market balance.
Production and costs, its types. Breakeven point and profit.
Market forms and types of competition. Specifics of the labour market.
Macroeconomic aims, instruments and basic indicators. Inflation and employment.
Finance markets, banks and monetary policy.
Fiscal policy, its aims and types.
International economics: export and balance of payments.
List of literature
Neapors V. Mikroekonomika / V. Neapors, I. Ruperte, J. Saul+tis; V. Neapora red.  R+ga : [Kamene], 2000.  132 lpp. : tab.  Bibliogr.: 132. lpp. ABO 10, LAS 3, MC 290)/
V.Neapors, I.Ruperte, J.Saul+tis. Mikroekonomika. V.Neapora red. - Papild. izd. - R+ga : Kamene, 2002. - 132, [1] lpp. : tab., diagr. - Bibliogrfija: 132.lpp.  ISBN 9984-636-39-9
Gods U#is. Mikroekonomika : mc. l+dz. / U#is Gods.  R+ga : Biznesa augstskola Tur+ba, [2000].  (UzFmjdarb+bas bibliotka ; 5) 1. daM:>=>@=1CH, !. $8H5@.  >A:20 : =D@0-, 1997.  783 A.  @83. =072.: Macroeconomics / R. Dornbusch, S. Fischer. (LAS 1).
Samuelson Paul A. Microeconomics : A Version of Economics / Paul A. Samuelson, William D. Nordhaus.  13th ed.  New York etc. : McGraw-Hill Book Company, 1989.  658 p.  Includes index. (ABO 8, LAS 3).
www.savsbizness.lv
verbal and nonverbal communication
Programme "Public Relations"
Developed by Mag.paed. Edgars KramiFa

Aims  to provide students the knowledge of the norms of communication process and interaction of groups, to acquire the practical skills for effective communication and the ability to analyse one’s own and others’ behaviour in the communication process.
Background knowledge requirements – not necessary.
Tasks – 1) to develop the art of communication, to be able to develop personal and business contacts, etiquettes, to acquire an understanding of the communication structure, barriers and analyse definite situations; 2) to develop an understanding of interaction of verbal and nonverbal communication in dialogues and other communication aspects.
Compulsory requirements – two regular test of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – test.
Additional information – folder X:\Uzdevumi\studiju darbu uzdevumi\…
Contents
The essence of communicative contacts and professional communication at the conscious, sub conscious and unconscious level.
Language as a system and its relevance in communication.
Cultural value of language of texts (correctness, clarity, precision, simplicity, richness and change) in providing reliable information. Essential grammatical mistakes in Latvian.
Aids for expression of language, and the possibility of choice for conveying the precise idea in order to master skills.
Mastering basics elements of usage of words in journalism. Creating image, notion and association and conveying the image to business partners, making films.
Essence and content of nonverbal communication. Prerequisites for successful communication with social groups – listeners, audience, public and shaping its opinion.
The geographic position of communication in space.
The physical posture of communication participant (body language, pose) as a harmonising and mediating factor.
Body pantomime (motion, posture, gesture, mimics, dress) and its functional expression.
Physical aptitude, correction, self-control and relaxing one’s body for expressing thoughts. Getting rid of bad habits- manners in communication.
Overall physical development and stability, flexibility, easiness, resourcefulness, plasticity of the body for enhancing coordination and goal orientation in different spheres: work, everyday life, fetes, sports, dance etc.
Practical work on physical and mental relaxation during the communication process. Simulation games.
List of literature
Apinis P. Cilvks. Anatomija, fiziolo#ija, patolo#ijas pamati. R+ga: Nacionlais medic+nas apgds, 1998.- 800 lpp, il.,- ISBN 9984-92790-3.
Borns L.E. Psiholo#ija: izturaans un ts konteksts 3.da2 .. "5:AB 8 B5:AB>2>5 >1I5=85 / 0;5=B8= 0A8;L528G >340=>2.- !1: 5=8=3@. C=-B., 1993.- 87 A., AE5@5;>2 .. 57;2=K9  =525@10;L=>9 :>2, 0;8 $0B5=>28G =35;8G52.- >A:20: >;>40O 320@48O, 1991.- 238 A., 8;.- ISBN 5-23501-448-X.
Ferda . Topoaa aktiera 7ermeFa kultkra / rika Ferda.- R+ga: Liesma, 1968.- 108 lpp., il.
Gofmanis . Sevis izrd+aana ikdienas dz+v / rvings Gofmanis.- R+ga: Madris, 2001.- 199 lpp.- ISBN 9984-59-269-3.
Krneg+ D. K iegkt draugus un iepatikties cilvkiem / Deils Karneg+.- R+ga: Latvijas ~urnlistu savien+bas komerccentrs, 1990.- 158 lpp.
KramiFa E. Neverbls saziFas aspekti komunikat+vs kompetences apguvei augstskol / Edgars KramiFa // Valoda starpkultkru komunikcij.- Ventspils: 2004.- 29.-41. lpp.- ISBN 9984-648-62-1.
Morozovs V. Emociju valoda dz+vnieku un cilvka pasaul / Vladimirs Morozovs.- R+ga: Zintne, 1988.- 206.lpp., il.
Omrova S. Cilvks run ar Cilvku: saskarsmes psiholo#ija / Silva Omrova.- R+ga: Kamene, 1994.- 99 lpp.- ISBN 9984-9056-0-8.
Ondzule L. Kas var mani aizrunt& / Lolita Ondzule.- R+ga: Rasa ABC, 1999.- 78 lpp.- ISBN 9984-653-09-9.
P+zs A. 6ermeFa valoda / Alans P+zs.- R+ga: Jumava, 1995.- 208 lpp., il.- ISBN 9984-506-89-4.
SkujiFa Z. Jtnieks uz lodes: Pagtne, tagadne, nkotne / Zigmunds SkujiFa.- R+ga: Preses nams, 1996.-246 lpp., il.- ISBN 9984-00-189-9.
Mantegazza P. Die drei Grazien / Paul Mantegazza.- Jena: Hermann Goftenoble, [s.a.].- 311 s.
Mehrabian A. Tactics of social influence / Albert Mehrabian.- Englewood Cliffs (N.J.): Prentice- Hal, 1976.- 152 p.
Tubbs S.L. Interpersonal comunication / Stewart L. Tubbs & Sylvia Moss.- New York: Random Hause, 1978.- 328 p, ill., tab.- ISBN 0-39-432201-0.
@5A;02 .. -F8>=0;L=K5 >A>15==>AB8 D>@20=8O ;8G=>AB8 / 5@H>= >8A5528G @5A;02.- >A:20: 5403>38:0, 1990.- 140 A.- ISBN 5-7155-0213-6.
0@28= '.  2K@065=88 MF88 C G5;>25:0 8 682>B=KE / '0@;L7 0@28=.- !0=:B-5B5@1C@3 8 4@.: 8B5@, 2001.- 365 A.- ISBN 5-31800-070-3.
>E .-. A=>2K AF5=8G5A:>3> 42865=8O / 20= -428G >E.- 5=8=3@04: A:CAAB2>, 1962.- 105 A., 8;.
-:;>38O ;68 / >; -:4K. ., 04C30, 1993.
AB>@8O AB59. AB>@8G5A:0O 0=B@>?>;>38O. ., , 1996.
>B;8B8740B, 1988.
C=8FK=0 .. 56;8G=>AB=>5 >1I5=85. !0=:B-5B5@1C@3: 8B5@, 2001.
Dominick R. Joseph. The Dynamics of Mass Communication. New York: McGraw-Hill Pyblishing Company, 1990.
Thill J.V. & Bovee C.L. Excellence in Business Communication. USA: Pearson Education International, 2002.
Harris T.L. Value Added Public Relations. USA: Chicago, 1998.

english for special purposes 3
Programme "Public Relations"
Developed by Mag.paed. Ineta Lkka, Mag.paed. Krist+ne LiepiFa

Aims  to acquire communication skills required for definite business transactions, to develop the lexis and terminology in the given field and therefore facilitate the acquisition of knowledge in English and develop the ability of the students to communicate their knowledge and opinion both orally as well as in written form in English.
Background knowledge requirements – English for special purposes 1 and 2.
Tasks – to acquire professional lexis, perfect reading, listening, writing, and conversational skills necessary for leaders as well as workers in their professional sphere (refer to themes), systematically repeat or acquire (depending on the level) grammatical and structural units in English.
Compulsory requirements – three regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – test.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
Mass media for communication.
Mass media, their characterisation and choice.
Press conferences.
Press evaluation.

Public relations with credit institutions.
Cooperation of companies with banks.
Banking services. Methods of payment.
Processing loans.
Defending the company’s interest.
Justification for loans.
Cooperation with insurance companies.

Cross cultural Influence on negotiations.
Similarities and differences.
Business etiquette and behaviour in different countries.
Negotiations.
List of literature
Wallwork Adrian. Business Options: student's book. - Oxford: Oxford University Press, 1999. - 189 p. (ABO-9, LAS-2, SKO-1).
Hollett Vicki. Business Objectives / Vicki Hollett. - New edition. - Oxford : Oxford University Press, 1996. - 191 p. (ABO-6, LAS-1, SKO-3).
Jones Leo. New International Business English : communication skills in English for business purposes / Leo Jones, Richard Alexander. - Cambridge : Cambridge University Press, 1998 Student's Book. - 176 p. (SKO-3, LAS-1).
Jacob Miriam. English for International Tourism / Miriam Jacob, Peter Strutt. - [Great Britain] : Longman. - 1997Course Book. - 127, (MC-358, ABO-2, LAS-2).
Jacob Miriam. English for International Tourism / Miriam Jacob. - [Great Britain] : Longman. - 1997Workbook. - 96 p. (MC-163, LAS-2).
Viney Peter. Survival English : International Communication for Professional People : contains wordlist in Estonian, Latvian, Lithuanian, Polish and Russian : travel, socializing, business, food & drink, money, hotels / Peter Viney, John Curtin. - Oxford : Heinemann Publishers, [199X] -Student's Book. - 1994. - 72,[55] p. (ABO-102, LAS-1).
David Cotton, David Falvey, Simon Kent. Market LeaderCourse Book : Intermediate Business English. - Harlow, Essex : Pearson Education Limited : Longman, 2001. - 176 p. (ABO-5, LAS-1, SKO-3)
Graham Tullis, Tonya Trappe. New Insights into Business. - [U.K.]: LongmanStudents's Book. - 2001. - 176 pp. (ABO-3, LAS-1, SKO-3).
MacKenzie Ian. Financial English with Mini-Dictionary of Finance / Ian MacKenzie. - England : LTP [Language Teaching Publications] Business, 1999. - 160 p. (SKO-3).
MacKenzie Ian. English for Business Studies : a course for Business Studies and Economics students / Ian MacKenzie. - Cambridge, United Kingdam : Cambridge University Press, 2002. - (Cambridge Professional English) Student's Book. - 208 p. (SKO-1, LAS-1).
Radice Francis. English for Banking : a writting skills course for banks and their customers / Francis Radice. – New York: Prentice Hall, 1998. – Macmillian Professional English. - 156 p.(LAS-, SKO-1).
Hicks Wynford. English for Journalists / Wynford Hicks. - 2nd ed. - London. - New York : Routledge, Taylor&Francis Group, 1998. - 131 p. (SKO – 1).
english for special purposes 4
Programme "Public Relations"
Developed by Mag.paed. Ineta Lkka, Mag.paed. Krist+ne LiepiFa

Aims  to acquire communication skills required for definite business transactions, to develop the lexis and terminology in the given field and therefore facilitate the acquisition of knowledge in English and develop the ability of the students to communicate their knowledge and opinion both orally as well as in written form in English.
Background knowledge requirements – English for special purposes 1, 2 and 3.
Tasks – to acquire professional lexis, perfect reading, listening, writing, and conversational skills necessary for leaders as well as workers in their professional sphere (refer to themes), prepare contracts, write reports on the topic “ Arranging visits for foreign guests” and present it at the student’s annual conference, systematically repeat or acquire (depending on the level) grammatical and structural units in English.
Compulsory requirements – four regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
International management styles.
Stress management.
Time management.
Management and management styles.
Business ethics.

Organising conferences, appointments and concluding contracts.
Planning the agenda for conferences.
Choice of conference venues and time.
Preparing invitations for conferences.
Booking accommodation for conferences.
Conference halls and technical provision (equipment, price, placement).
Types of contracts.
Making oral and written offers and acceptances
Negotiating the terms of a contract.
Making compromise.
Drafting and concluding contracts.

Presentations. Public speeches.
Structure of speech for conferences, meetings and presentations.
Making reports for conferences.
Work with literature sources. Preparing and presenting tables, graphs and other visual aids.
Meetings and conferences.
Giving and argumenting one’s opinion.
Leading discussions.
Presenting a project at a conference.
List of literature
Wallwork Adrian. Business Options: student's book. - Oxford: Oxford University Press, 1999. - 189 p. (ABO-9, LAS-2, SKO-1).
Hollett Vicki. Business Objectives / Vicki Hollett. - New edition. - Oxford : Oxford University Press, 1996. - 191 p. (ABO-6, LAS-1, SKO-3).
David Cotton, David Falvey, Simon Kent. Market LeaderCourse Book: Intermediate Business English. - Harlow, Essex : Pearson Education Limited : Longman, 2001. - 176 p. (ABO-5, LAS-1, SKO-3)
Jacob Miriam. English for International Tourism / Miriam Jacob, Peter Strutt. - [Great Britain] : Longman. - 1997Course Book. - 127, (MC-358, ABO-2, LAS-2).
Harding Keith. High Season : English for the Hotel and Tourist Industry / Keith Harding, Paul Henderson. - Oxford : Oxford University Press[Student's Book]. - 9th impr. - 2000. - 176 p. - Wordlist: p.172.-176. (ABO-20, MC-97).
Revell Rod. Five star English for the hotel and tourist industry / Rod Revell, Chris Stott. - Oxford : Oxford University Press, 1996. - 201 p. (LAS-1, SKO-3).
Viney Peter. Survival English : International Communication for Professional People : contains wordlist in Estonian, Latvian, Lithuanian, Polish and Russian : travel, socializing, business, food & drink, money, hotels / Peter Viney, John Curtin. - Oxford : Heinemann Publishers, [199X] -Student's Book. - 1994. - 72,[55] p. (ABO-102, LAS-1).
Church Nancy. How to Survive in the U.S.A. : English for travelers and newcomers / Nancy Church and Anne Moss. - 11th printing. - Cambridge : Cambridge University Press, 2000. - X, 134 p. (ABO-3, LAS-1, SKO-2).
Haines Simon. New First Certificate Masterclass / Simon Haines, Barbara Stewart. - Oxford : Oxford University PressStudent's Book. - 7th impr. - 1998. - 223, [1] p. (MC-351, ABO-2, LAS-2).
Jones Leo. New International Business English : communication skills in English for business purposes / Leo Jones, Richard Alexander. - Cambridge : Cambridge University Press, 1998 Student's Book. - 176 p. (SKO-3, LAS-1).
Graham Tullis, Tonya Trappe. New Insights into Business. - [U.K.]: LongmanStudents's Book. - 2001. - 176 pp. (ABO-3, LAS-1, SKO-3).
German for special purposes 1
Programme "Public Relations"
Developed by Mag.phil. Anita Emse

Aims – to acquire communication skills required for definite business transactions, to develop the lexis and terminology in the given field and therefore facilitate the acquisition of knowledge in German and develop the ability of the students to communicate their knowledge and opinion both orally as well as in written form in German.
Tasks – to acquire professional lexis, and grammatical skills in necessary to express oneself clearly in German on the given theme in accordance to the study programme.
Compulsory requirements – three regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons ( determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – test.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
Introductions. Getting acquainted. Making contact.
Formal and informal introductory forms of speech.
Small talk.
The role of appearance in developing contacts. The role of personality in developing contacts.
Receiving visitors at the office. Preparing an agenda for visitors.
National traits in business transactions.

Business lunches as a form of communication.
Oral and written invitations for business lunches.
Accepting and rejecting invitations.
Types of restaurants and table reservations.
Small talk during lunches.
National stereotypes in clothing, behaviour and traditions.
National cuisine.

Telephoning and making arrangements.
Telephoning language.
Receiving and forwarding information over the phone.
Telephone phonetics. Answering machines.
Written confirmation of telephone conversations.
Arranging appointments. Changing appointments.
List of literature
C.Conlin. Unternehmen Deutsch: Lehrwerk fuer Wirtschaftsdeutsch. Neubearbeitung Lehrbuch - Stuttgart: Ernst Klett International, 2000. - 216 S. (LAS-1, SKO-7).
Norbert Becker, Joerg Braunert, K. Heinz Eisfeld. Dialog Beruf 1: Deutsch als Fremdsprache fuer die Grundstufe. Ismaning: Max Hueber Verlag. 1997.  160 s. (MC-5, SKO-4, ABO-1).
Norbert Becker, Joerg Braunert, K. Heinz Eisfeld. Dialog Beruf 2: Deutsch als Fremdsprache fuer die Grundstufe. Ismaning: Max Hueber Verlag. [Kursbuch].  174 s. (MC-7, LAS-1).
Norbert Becker, Joerg Braunert. Dialog Beruf 3: Deutsch als Fremdsprache fuer die Grundstufe. Ismaning: Max Hueber Verlag. [Kursbuch].  172 s. (MC-4, SKO-2).
Miebs Udo. Kontakt Deutsch : Deutsch fuer berufliche Situationen : Videosprachkurs fuer Wirtschaftsdeutsch / Udo Miebs, Leena Vehovirta. - Berlin [etc.] : Langenscheidt : YLEKursbuch. - 1997. - 165, [1] S. (ABO-2, SKO-2).
W.Krause, A.Bayard. Geschäftskontakte. Begleitbuch zum Videosprachkurs. Langescheidt, Berlin, 1995. (SKO-1, LAS-1).
Buscha Anne. Geschaefts Kommunikation: Verhandlungssprache: Deutsch als Fremdsprache: Kursbuch und Cassette / Anne Buscha, Gisela Linthout. - 1.Aufl. - Ismaning: Hueber, 1997. - 120 S. (SKO-3).
Reimann Monika. Grundstufen-Grammatik fuer Deutsch als Fremdsprache / Monika Reimann. - Ismaning: Max Hueber Verlag, 2000Erklaerungen und Uebungen. - 3.Aufl. - 2000. - 237,[1] S. (ABO-1, LAS-2, SKO-6).
Hoeffgen Adelheid. Deutsch lerner fuer den Beruf. Ein lehrbuch fuer Deutsch als Fremdsprache. Ismaning: Verlag. fuer Deutsch. 1999., 264 s. (SKO-1).
German for special purposes 2
Programme "Public Relations"
Developed by Mag.phil. Anita Emse

Aims – to acquire communication skills required for definite business transactions, to develop the lexis and terminology in the given field and therefore facilitate the acquisition of knowledge in German and develop the ability of the students to communicate their knowledge and opinion both orally as well as in written form in German.
Background knowledge requirements – German for special purposes 1.
Tasks – to consolidate the knowledge gained in the study course “ German for special purposes 1” and continue the acquisition of professional lexis and language structures in accordance with the study programme and perfect one’s conversational and written skills.
Compulsory requirements – four regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons ( determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
1. The labour market.
Preparing job advertisements.
Advertisements looking for jobs.
Job descriptions.
Professions and occupations.
CV and application letters.
Job interviews
Labour contracts.
Rights and obligations of employers and employees.

2. Creating public relations in the enterprise and the society.
Making contact
Company profile.
Evaluating the development prospects of an enterprise
Proposals for the development of an enterprise
Conducting employee surveys.
Preparation and analysis of tables and graphs.

3. Products – projecting a positive image.
Describing products.
Market research.
Consumer research
Analysis of the results.
Product presentations at exhibitions and trade fairs.

4. Advertising – building an image of the company
Specifics of advertising lexis.
Principles of preparing advertisements (Copy).
Choice of advertising media.
Mass media for communication.
List of literature.
C.Conlin. Unternehmen Deutsch: Lehrwerk fuer Wirtschaftsdeutsch. NeubearbeitungLehrbuch. - Stuttgart: Ernst Klett International, 2000. - 216 S. (LAS-1, SKO-7).
Norbert Becker, Joerg Braunert, K. Heinz Eisfeld. Dialog Beruf 1: Deutsch als Fremdsprache fuer die Grundstufe. Ismaning: Max Hueber Verlag. / 1997.  160 s. (MC-5, SKO-4, ABO-1).
Norbert Becker, Joerg Braunert, K. Heinz Eisfeld. Dialog Beruf 2: Deutsch als Fremdsprache fuer die Grundstufe. Ismaning: Max Hueber Verlag. [Kursbuch] / 174 s. (MC-7, LAS-1).
Norbert Becker, Joerg Braunert. Dialog Beruf 3: Deutsch als Fremdsprache fuer die Grundstufe. Ismaning: Max Hueber Verlag. [Kursbuch] / 172 s. (MC-4, SKO-2).
Miebs Udo. Kontakt Deutsch : Deutsch fuer berufliche Situationen : Videosprachkurs fuer Wirtschaftsdeutsch / Udo Miebs, Leena Vehovirta. - Berlin [etc.] : Langenscheidt : YLEKursbuch. - 1997. - 165, [1] S. (ABO-2, SKO-2).
W.Krause, A.Bayard. Geschäftskontakte. Begleitbuch zum Videosprachkurs. Langescheidt, Berlin, 1995. (SKO-1, LAS-1).
Buscha Anne. Geschaefts Kommunikation : Verhandlungssprache : Deutsch als Fremdsprache: Kursbuch und Cassette / Anne Buscha, Gisela Linthout. - 1.Aufl. - Ismaning : Hueber, 1997. - 120 S. (SKO-3).
Reimann Monika. Grundstufen-Grammatik fuer Deutsch als Fremdsprache / Monika Reimann. - Ismaning : Max Hueber Verlag, 2000Erklaerungen und Uebungen. - 3.Aufl. - 2000. - 237,[1] S. (ABO-1, LAS-2, SKO-6).
Hoeffgen Adelheid. Deutsch lerner fuer den Beruf. Ein lehrbuch fuer Deutsch als Fremdsprache. Ismaning: Verlag. fuer Deutsch. 1999., 264 s. (SKO-1).
Art in latvia
Programme "Public Relations"
Developed by Dr.philol. Artkrs Pried+tis

Aims  to acquaint the students in detail with the different aesthetic styles of art in Latvia, by providing them extensive information on the respective creative tendencies in the history of Latvian culture and as a result create an information base for the gradates to fulfil their professional duties successfully and represent themselves in the communication process.
Tasks – acquaint the students with acting, literature, music, applied art concepts for stylistic solutions in the history of world culture; to overview the overall aesthetic forms in the history of Latvian culture from its origin to modern times; to analyse in detail the main stylistic art forms in Latvia and Latvian culture – gothic, roman, baroque, classicism, romanticism, realism, Jugend (art nouveau) style, historicism, impressionism, symbolism, cubism, expressionism, abstract art, fauvism, constructive art as well as review the aesthetic theory concepts with regards to modernism, avant-gardism and post modernistic concepts.
Compulsory requirements – two regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\...
Contents
Aesthetic philosophical conditions for the origin of different art forms, its essence and compatibility with the era in the general socio cultural context.
Argumentation of ideological, art and scientific theory of different art forms.
Technology and specifics of presentation of art forms.
Main art forms in the history of world culture.
Problems concerning differentiation of creative art approaches in modern times.
Roman and gothic art forms and its origin in Latvian culture.
Baroque architecture and classicism in Latvia.
Romanticism (neo romanticism) and realism features in Latvian theatre, music and literature.
Triumph of Jugend (art nouveau) style in Latvian architecture and applied art.
Modernism and avant-gardism in Latvian culture and its role in the history of Latvian culture.
Expression of socialistic realism in Latvia.
Ideological sources and tendencies of postmodernism in modern culture.
Art forms and mass culture industry in today s global context.
Art forms and the aesthetic choice prospects in modern day society.
List of literature
Loze I. Akmens laikmeta mksla Austrumbaltij. R.: Zintne, 1983.
Ornaments Latvij. Materili mkslas vsturei. R.: Zintne, 1994.
Bms R. Apceres par Latvijas mkslu simt gados. 18.gs.beigas-19.gs.beigas. R.: Zintne, 1984.
Lancmanis I. Rundles pils. R.: Zintne, 1994.
Lancmanis I. Jelgavas pils. R.: Zintne, 1979.
Grosmane E. Ventspils koktlnieki. R.: Zintne, 1981.
Latvieau tlotja mksla 1860-1940. R.: Zintne, 1986.
Elejas pils. Katalogs. R.: Rundles Pils muzejs, 1992.
Me~otnes mui~a. R.: Rundles Pils muzejs, 1993.
Pried+tis A. Rainis un simbolisms. Daugavpils: Saule, 1992.
Pried+tis A. Latvijas kultkras vsture. No vissenkajiem laikiem l+dz mksdienm. Daugavpils: A.K.A., 2000.
Pried+tis A. Ievads kulturolo#ij. Kultkras teorija un kultkras vsture. Daugavpils: A.K.A., 2003.
KrastiFa J. Jkgendstils R+gas arhitektkr. R.: Zintne, 1980.
KrastiFa J. Me~aparks. R.: Zintne, 1997.
Bru#is D. Historisma pilis Latvij. R.: Sorosa fonds-Latvija, 1997.
Cielava S. Latvieau glezniec+ba bur~uziski demokrtisko revolkciju posm (1900-1917). R.: Zintne, 1974.
Gombrihs P. Visprj mkslas vsture. R.: Zvaigzne ABC, 2001.
Voldemrs Matvejs. Raksti. Darbu katalogs. Sarakste. R.: Neputns, 2002.
Honour H., Fleming J. A World History of Art. London: Laurence King, 1991.
research methodology
Programma  Sabiedrisks attiec+bas
Developed by Dr.oec. Silvija Kristapsone

Aims – to provide students knowledge on writing scientific research work.
Background knowledge requirements – background knowledge not necessary.
Tasks – to acquire skills to define the research topic, use literature sources, write scientific papers (papers, study papers), to format them in accordance with notes taken down as well as be able to write annotations and reviews.
Compulsory requirements – compiling a study paper and defence of study paper.
Scope – 3 credit points or 120 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
The role of study course in the study process and professional growth of an individual.
Scientific research work and its types (essays, papers, study papers, bachelor’s paper, diploma paper etc.).
Defining the topic of research work. Style of language used.
Types of literature used in research work and its classification.
Writing down information used in scientific research paper( making conspects, literature sources) Requirements for list of literature.
Structure of research paper (Introduction and its structure. Analytical part of research paper. Concluding part. ).
Formatting requirements for research work.
Methods of gathering information necessary for research work (document research, direct observation methods etc.).
Methods of processing and analysis of data gathered through research work (gathering data, classifying data. Statistical indicators, its calculation using computer programmes. Interpretation and analysis of statistical indicators).
Study paper projectand its defence.
List of literature
Raa
evska M., Miltuze A. Metodiskie nord+jumi kursa darbu izstrdaanai un aizstvaanai.  R.: LU PPF Psiholo#ijas noda285 8AA;54>20=8O 8 5D5:B82=K9 0=0;87 AB0B8AB8G5A:8E 40==KE. M., !0=:B?5B5@1C@3, 852  80A>DB  767, 2002.
5;;528: . !>F8>;>38G5A:89 4. M.-5AJ B;5@ $8;8?. 0@:5B8=3 =B@>;L / $8;8? >B;5@ ; 9-5 874.  !0=:B-5B5@1C@3 : 8B5@ >;AB8: . "5>@8O ?@020 8 3>AC40@AB20 2 AE5?@545;5=8OE. - >A:20, 2001.
@0640=A:>5 ?@02>. / ?>4 @54. @8H0520 !.  >A:20: .@8ABJ, 2000.
0284 ., >DD5-!?8=>78 . A=>2=K5 ?@02>2K5 A8AB52@5AB8.  >A:20: 564C=0@>4=K5 >B=>H5=8O, 1998.
A=>2K ?@020. / ?>4 @54. 070@520 . - >A:20, 1998.
A=>2K 3>AC40@AB20 8 ?@020. / ?>4 @54. CB0@8=0 . - >A:20, 2001.
@020 G5;>25:0. / ?>4 @54. C:0H520 . - >A:20, 2001.
"C2 . 2@>?59A:89 !C4 ?> ?@02025:0. - >A:20, 2001.
 HYPERLINK "http://www.vp.gov.lv" www.vp.gov.lv
 HYPERLINK "http://www.juridica.lv" www.juridica.lv
www.uncitral.org


public relations theory and practice
Programme "Public Relations"
Developed by Mag.pol. Oskars Balodis

Aims – to provide students theoretical knowledge of public relations and its different methods, history of development of public relations, its role in different spheres; analyse together with the students public relations practice in Latvia by motivating the students to use the theoretical knowledge gained in practice.
Background knowledge requirements – Introduction to public relations.
Tasks – to acquaint the students with the process of historical development of public relations, various public relations methods using effective management, planning and evaluation principles. To provide an overview of the specifics of the work of a public relations specialist, cooperation with others specialists and mass media representatives. To encourage the students to observe public relations activities in everyday life and think about the possibilities of effective use of public relations available in different spheres in order to improve the functioning of the entire organisation or institution.
Compulsory requirements – compulsory attendance of lectures and practical classes. Submit a report on public relations firms that are active in Latvia, describe their activities, objectives, suggest recommendations for improving their effectiveness and base these arguments on the public relations theory mastered during the course.
Scope – 3 credit points or 120 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\….
Contents
Introductory lecture. Course plan, requirements. Getting acquainted with the students and a needs analysis.
Definition, essence and main components of public relations.
Overview of the history of public relations. Origins of public relations.
Differences and challenges involved in public relations in the public and private sector.
Public relations and public opinion. The role of public relations in creating a reputation and in changing public opinion.
Different branches of public relations. Interrelation of public relations with other scientific spheres.
Different stages of the public relations process- good principles.
Public relations management theory. Developing relations with the public- management function.
Profile of public relations workers and their routine tasks.
Crisis communication.
Public relations activities.
Cooperation with the mass media. The role of mass media in the reflection of public relations activities.
Ethics in the public relations sphere.
Public relations companies and its personnel.
Public relations activities in the public sphere. Public relations activities in the NGO sector or in non-profit making organisations.
The latest trends in the public relations sphere.
Public relations sphere in Latvia.
List of literature
Veinberga S. Publiskas attiec+bas. R+ga: Zvaigzne ABC, 2004.
Austin E.W., Pinkelton B.E. Strategic Public Relation Management: Planning and Managing Effective Communication Programmes. London: Lawrence Erlbaum Associates, 2001.
Baskin O., Aronoff C. E. Public Relations. Memphis: Wm. C. Brown Publishers, 1992.
Biagu S. Media/Impact: an Introduction to Mass Media. California: Wadsworth, Inc., 1988.
Black S. The Practise of Public Relations. Oxford: Clays Ltd, 1995.
Cutlip S., Center A.H., Broom G. M. Effective Public Relations. New Jersey: Prentice Hall, 1982.
Cutlip S. Public Relations history. From the 17th to the 20th century. Hillsdale, New Jersey: Lawerence Erlbaum Associates, Publishers, 1995.
Harrison S. Public Relations. London: International Thomson Business Press, 1996.
Heath R.L. Handbook of Public Relations. London: Sage Publications, 2001.
Holtz S. Public Relations on the Net. New York: American Management Association, 1999.
Katus J., Volmer W.F. Government Communications in Netherlands. Hague, Sdu. Publishers, 2001.
Kendall R. Public Relation Campaign Strategies. New York: Addison-Wesley Educational Publishers, 1996.
Kitchen P.J. Public Relations Principles and Practice. Thomson Business Press, 1997.
Koehler J.W., Pankowski J.M. Quality Government. Florida, St. Lucie Press, Ltd., 1996.
Nye J.S., Zelikow P.D., King D.C. Why People Don’t Trust Government. London, Harvard University Press, 1997.
Seitel P. The Practice of Public Relations. Prentice Hall Inc., New Jersey, 1995.
Wilcox D.L., Ault P.H, Agee W.K., Cameron G.T. Essentials of Public Relations. New York: Addison Wesley Educational Publishers, 2001.
>G5?F>2 . 01;8: @8;59H=7. >A:20: &5=B@, 2004.
www.quidestar.org

direct communication
Programme "Public Relations"
Developed by Dr.sc.ing. Oskars On~evs, Dr.sc.ing Antons Kia
enko

Aims  to provide the students knowledge on: modern information exchange and dissemination aids and methods, its working principles, use its use resolving data security problems.
Background knowledge requirements – Computer technology.
Tasks – 1) to acquaint with principles of designing information systems based on Intranet and Internet technology; 2) to learn to design company’s external (Internet) home page and internal (Intranet) information system using FrontPage; 3) to learn to work with electronic mail systems and other electronic shared recourses; 4) to learn modern methods of data encryption and the use of electronic signatures (practical work based on programme PGP); 5) to learn to transform paper documents into MS Office documents..
Compulsory requirements – two regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – test.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\….
Contents
Structure of computer networks and its functioning principles.
Internet. Designing personal WEB pages and company information systems based on Internet technology.
Processing paper and electronic documents using electronic aids: scanning, OCR systems, data archives.
Electronic mail. Systems providing sharing of resources.
Resolving electronic data security problems in the communication process. Data encryption. Electronic signatures.
List of literature
Treiguts Egmonts. Datu droa+ba un datort+kli : mc. l+dz. / Egmonts Treiguts.  R+ga : Biznesa augstskola Tur+ba, 1999.  167 lpp.  (Datorzin+bu bibliotka ; 4). (MC 137, ABO 10).
Ang20=85 @5H5=89 : CF51=>5 ?>A>185 / .. >AA>2. - 2-5 874., 8A?@. 8 4>?. - >A:20 : >AC40@AB25=@89 C=825@A8B5B KAH0O H:>;0 M:>=>3@.: c. 269-[270].  ISBN 5-7598-0186-4
%>A:8=3 ;0=. C@A ?@54?@8=85 ?>A>185 / ?5@52>4 A 0=3;89A:>3> . . @K=>G:8=0.  >A:20 : 564C=0@>4=K5 >B=>H5=85, 1993.  350 A. (LAS 1).
www.smallbusiness.yahoo.com

Finance management
Programme "Public Relations"
Developed by Dr.oec. StaFislavs Keias

Aims  to understand the necessity of finance management and planning for an enterprise.
Background knowledge requirements  Entrepreneurial basics, National economics.
Tasks  acquaint the students with the functions of a finance manager, rights and responsibilities, forming skills of planning finances at an enterprise, provide the basics on current assets and floating capital, introduce the students with securities portfolios, investment project calculations, evaluations as well as terms for credits from commercial banks.
Compulsory requirements – three regular tests of the type determined by the teacher.
Scope – 3 credit points or 120 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumu\Studiju darbu uzdevumi\…
Contents
Finance and its management: essence, aims, planning and control mechanisms.
Finance analysis. Financial documents, Assets and liabilities and sources of finance.
Income and expenditure structure of an enterprise. Costing and profit. Types and coefficients of analysis of financial reports.
Financial forecasts and planning. Financial stability of an enterprise. Financial levers, planning and control of monetary assets.
Formation of current assets, instruments and its management.
Establishing securities portfolio, types and risks. Securities classification and price.
Planning and evaluating investments. Terms for availing loans.
List of literature
Rurne Marita. Finansu prvald+ba. Latvijas Izgl+t+bas fonds, 2001. 281 lpp.
Rurne Marita. UzFmuma finansu vad+ba.  R+ga : Tur+bas mc+bu centrs, 1997.  254, [2] lpp.  Izm. liter.: 251.  [252.] lpp. ( ABO 10, LAS 3, MC 307).
Bednarskis L. Finansu prskatu anal+ze / L. Bednarskis, V. Paupa, J. Vaikulis.  [R+ga] : Latvijas Universitte, 1994.  96, [1] lpp.  Bibliogr.: 96. lpp. ( ABO 10, LAS 3, MC 80).
Dkdele Al+na. Finansu vad+bas pamati : mc. l+dz. / Al+na Dkdele, Terza Korsaka. - R+ga : [Tlkizgl+t+bas att+st+bas fonds : Banku augstskola], 2001. - Liter. sar. nod. beigs. - ISBN ISBN 998465334X. - 99,[5] lpp.( ABO-29, LAS-3).
Krogzeme H. Finansu sistma un uzFmuma finansu saimniec+ba : (lekciju konspekts) / H.Krogzeme. - R+ga : R+gas Tehnisk Universitte : UzFmjdarb+bas vad+aanas profinstitkts, 1996. - (UzFmjdarb+bas finanses un kred+ts). - Bibliogr. saraksts: 60.lpp. - 60 lpp.(ABO-1).
Kutuzova Olga.  Finanses un kred+ts : mc. l+dz. / Olga Kutuzova. - 3., papild. izd. - R+ga : Biznesa augstskola "Tur+ba", 2003. - (UzFmjdarb+bas bibliotka ; 24). - Bibliogr.: 149.-150.lpp. - Grmat visi dati un atsauces dotas uz LR likumiem un normat+vajiem aktiem, kas pieFemti un publicti l+dz 2003.gada 1.apr+lim. - ISBN 9984609359. - 150,[1] lpp. : tab., sh.
".Aps+tis, I.Aa
uks, U.Crps ... [u.c.] Vrtspap+ru tirgus zin+bas; zintniskais red. A.Klauss ; priekav. aut. Guntars Kokorevi
s. - [R+ga] : R+gas fondu bir~a : Jumava, [2003]. - 211 lpp. : tab. - Bibliogrfija: 208.-209.lpp.  ISBN 9984-05-713-5  
!B>O=>20 ;5=0. $8=0=A>2K9 D5AA8>=0;L=K9 :C@A / ;5=0 !B>O=>20, . . (B5@= ; $8=0=A>20O 0:045 0=0;870. >A:20, =D@0. 1996.
}urnls  Bilance .
}urnls  Grmatvedis .
Laikraksts  Dienas Bizness .
www.vid.gov.lv

photo and video workshop
Programme "Public Relations"
Developed by director Jnis Ruaenieks

Aims – to provide students the knowledge on photo, audio and video making process, to acquaint them with basic principles of making advertisements and the development tendencies, copyrights and prepare the students for work in advertising agencies and the mass media.
Background knowledge requirements – History of culture at secondary school level, as well as some knowledge preferably on processes connected with mass media operations, advertising and public relations.
Tasks -1) to acquire knowledge of making audio, video and photo works; 2) to enhance one’s skills to analyse and create advertisements and estimate their costs; 3) to gain minimum knowledge of making audio video work, planning scenarios, writing texts for diction, work with video equipment- cameras, video and computer editing, sound effects; 4) to be able to orientate oneself and independently gain knowledge on the development tendencies in this particular sphere.
Compulsory requirements – compulsory attendance of lectures and practical classes. Two regular tests of the type determined by the teacher
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/2 of the amount are practical lessons.
Final examination – test.
Additional information – folder x:/Uzdevumi/Studiju darbu uzdevumi/…
Contents
Introductory lecture. Course plan, contents, and requirements. Introductory topic – photo and audio. Making audio advertisements.
Introductory topic – audiovisual work. Making audio advertisements. Scenario, plan and text for audition.
Principles of making audiovisuals. Basic requirements for audiovisual works.
The role of the director in the making of audiovisuals. The role of the cameraman.
Composition of the audiovisual frame, and terms and principles of its edition.
The role of music and sound in the creation of audiovisuals.
Principles of making advertisements, and estimating costs.
Media planning – radio and TV advertising.
Perception of appearing in front of the video and photo camera.
 Proper dressing in everyday life and for press conferences.
List of literature
D~ons Hed~ko. Fotografaana.  Zvaigzne ABC, R+ga: 2004.
Tims Hindls. Prasme uzstties.  Zvaigzne ABC, R+ga: 2004.
Jnis Rozenfelds. Intelektulais +paaums.  Zvaigzne ABC, R+ga: 2004.
Michael B.Karbo. Digitl kamera no A l+dz Z.  Egmont Latvija, R+ga: 2004.
S.W.Dunn, A.M.Barban, D.M.Krugman, L.N.Reid. Advertising, its role in modern marketing.  The Dryden Press, USA: 1990.
02;>2F52 . 8709= @5:;0:>;5=85 Next. - C?1.: 8B5@, 2003., 326 AB@.
(59=>2. -DD5:B82=0O @5:;0A:20: AL-89. 2003., 447 AB@.
www.oami.eu.int.
www. interbrand.com



accounting basics
Programme "Public Relations"
Developed by Dr.oec. StaFislavs Keias, Mag.oec. Inta Millere

Aims – to acquire the necessary accounting basics that would allow based on laws and enactments regulating entrepreneurship, accounting taxes etc. to understand and deal with the organisation of accounting and documentation in an enterprise, as well as gain knowledge on preparing balance sheets, profit and loss statements, cash flow statements and other accounting and statistical reports.
Background knowledge requirements – introduction to public relations, public relations theory and practice, national economics, advertising theory.
Tasks – 1) acquaint with accounting records, balance sheets, double entry method, reports etc. and other accounting elements; 2) to gain an understanding of documentation of economic activities based on accounting; 3) to record economic activities in accounting records and registers; 4) to prepare balance sheets, profit and loss statements, cash flow reports; 5) to acquaint with compilation of documents, accounting and statistical reports; 6) to gain knowledge on the organisation of accounting in an enterprise.
Compulsory requirements – three regular tests of the type determined by the teacher.
Scope – 3 credit points or 120 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
Accounting basics.
Accounting of long-term investments.
Fixed assets.
Long-term financial investments and their accounting.
Current assets.
Liquid assets.
Share capital and reserves.
Creditors.
Operating accounts.
Annual reports.
List of literature
R. Grigorjeva, A. Jesem
ika, I. Leibus, A. Svarinska. Grmatved+bas pamati: [mc. grm.] Latvijas Lauksaimniec+bas universitte. Grmatved+bas un finansu katedra ; Jelgava : [Latvijas Lauksaimniec+bas universitte], 2001.  88 lpp. : tab.  Bibliogr.: 85. lpp. (ABO 10; MC 187).
Benze Jnis. Finansu grmatved+ba : mc. grm. / Jnis Benze ; zin. red. D. Vanags.  R+ga: Grmatvedis, 1998.  322 lpp. (ABO 12 ;MC 101).
Grebenko Maija. Grmatved+ba : mc. l+dz.  R+ga : Adrems, 1998.  2. da2>3> AG5B>2>4AB20 / Ligita Krkmkalne...[u.c.].  R+ga : Mc+bu grmata, 1993.  100 lpp. (ABO 15).
Grmatve~u profesionls tikas pamatnostdnes: pras+bas attiec+b uz izgl+t+bu un ao pras+bu praktisk piemroaana.  R+ga : Zvrintu revidentu konsultciju birojs, 1995.  47 lpp. (LAS 1).
Dzintare Zane. Banku grmatved+ba : mc. metod. l+dz. / Zane Dzintare.  2., papild. izd.  R+ga : Biznesa augstskola Tur+ba, 2000.  151, [1] lpp.  (Banku zin+bu bibliotka ; 2).  Bibliogr.: 147.  149. lpp. (ABO 10; MC 17).
Latvijas Republikas Normat+vie Dokumenti. Grmatved+ba. Abonentizdevums. R+ga, Lietia7s informcijas dienests. (LAS 1).
Quantitative Methods For Business Decisions. Chapman & Hall. Yniversity and Professional Division. 1995. – 427 lpp. (ABO–1).
Accounting in a Business Context. Chapman & Hall. Yniversity and Professional Division. 1995. – 408 lpp. (ABO – 1).
Foundation Accounting. DP Publications Limited. Aldine Place. London W12,8W. 1995. – 377 lpp. (ABO – 1).
C4 $@M=:. CE30;B5@A:89 CG5B 4;O ?@54?@8=82K9 :C@A 2 2-E B. / ?5@. A 0=3;.  5->5 874. A 87=4@0:>2 . . !0CG8B5;L ?> 1CE30;B5@A:>?>;=.  >A:20: @>AA-CE: @>A?5:B, 1999.  416 A. (ABO 1).
>=> 1CE30;B5@A:>A=>2K B5>@88: ?@0:B8G5A:89 :C@A.  >A:20:   , 1999.  144 A. (ABO  1).
Grebenko Maija. Darba likums un grmatved+ba / Maija Grebenko. - R+ga : Lietia7s informcijas dienests, 2002. - (Bilances bibliotka). - ISBN ISBN 9984946142. - 120 lpp.
Podvinska Eina. Pievienots vrt+bas nodoklis : komentri par PVN likumu un t piemroaanas noteikumiem / Eina Podvinska. - R+ga : Lietia7s informcijas dienests, 2002. - (Bilances bibliotka). - ISBN ISBN 9984946134. - 126 lpp.
Januaka Marina. Finansu un grmatved+bas kontrole firm : praktiskas rekomendcijas uzFmjiem / Marina Januaka. - R+ga : SIA "Merkkrijs LAT", [2002]. - ISBN ISBN 9984640183. - 144 lpp.
Januaka Marina. Grmatved+ba visiem : praktisks pal+gl+dz., +ss kurss / Marina Januaka ; no kr. val. tulk. Zita Markvi
a. - 3., prstrd. un papild. izd. - R+ga : ZKC SIA "Inovcija", 2002. - Satur: Piel.: 1. Kontu korespondence (galvenie grmatojumi); 2. Kases operciju uzskaites noteikumi (LR MK noteikumi Nr.244 no 25.07.01.). - ISBN ISBN 998494154X. - 84 lpp. : tab.
IeFmumu un izdevumu uzskaite iedz+votju ienkuma nodok2.- >A:20: C7387, 1986.
24>:820 ... C7K:0 M?>E8 >7@>645=8O / ... 24>:820 ..!820.- >A:20: C7387, 1982.- ISBN 5-224-03724-7.
20 . 5;8:85 ?548O / =0CG.@54. @8=0 20.- >A:20: ;L@>7>2 . 8>D878G5A:85 >A=>2K 2>:0;L=>9 @5G8 / ..>@>7>2.- 5=8=3@04: 0C:0, 1977.- 231 A.
02;8H520 . 5B>48:0 ?>AB>=>2:8 3>;>A0 / O.02;8H520.- 5=8=3@04: C7K:0, 1964.- 123 A.
5B@CH:8= .. C7K:0;L=0O ?AB5@0?8O: B5>@8O 8 ?@0:B8:0 / 0;5=B8= 20=>28G 5B@CH:8=.- >A:20: ;04>A, 1999.- 176 A.- ISBN 5-691-00251-1.
Brauns J. Instrumentls mkzicaanas pirmskumi Latvijas teritorij Joachims Brauns // Latvju mkzika, 1975.- Nr.8.-692.- 721.lpp.
Gr+ns M. Latvieau gads, gadskrta un godi / Mar#ers Gr+ns, Mra Gr+na.- R+ga: Everest, 1992.- 452 lpp.,- ISBN 5-86844-003-X.
Mat+ss T. Par dziedaanas mkslu: vrojumi un atziFas vokls pedago#ijas darb / Tlis Mat+ss- R+ga: Liesma, 1977.- 98.lpp., att.
Morozovs V. Emociju valoda dz+vnieku un cilvka pasaul / Vladimirs Morozovs.- R+ga: Zintne, 1988.- 206.lpp., il.
Sarkisjans A. Par da~iem vokls mkslas jautjumiem / A.V.Sarkisjans: tulk. no krievu val.: I.Donava.- [R+ga]: Jzepa V+tola Latvijas valsts konservatorija, b.g.- 28 lpp.
Backe`s biographical dictionary of musicians: vol. I (A-Cone); vol. II (Conf-G); vol. III (H-Levi); vol. IV (Levy-Pisa); vol. V (Pisc-Stra); vol. VI (Stre-Zyli); / Nicolas Slonimssky.- New York [etc.]: Schirmen Books., 2001., ill.- ISBN 0-02-865525-7.
Hall E.T. The silent language / Edward T.Hall.- New York: Daubleday, 1959.- 240 p.
Kennedy D. The Oxford encyclopedia of theatre & performance Vol.1 (A-L); Vol.2 (M-Z) / Denis Kennedy.- Oxford [etc.]: Oxford University Press, 2003.- 1559 p., ill.- ISBN 1-19-860173-3.
3>@>2 .. 8385=0 3>;>A0 8 53> D878>;>38G5A:85 >A=>2K / =0B>;89 8E09;>28G 3>@>2.- >A:20: C7387, 1962.- 171 A.
5;L4KH ... C7K:0;L=0O M=F8:;>?548O B.1 (->=3); B.2 (>=3->@A); B.3 (>@B-:B); B.4 (:C-!82); B.5 (!8=-%59;); B.6 (%59=-/) / 3;. @54. ...5;L4KH.- >A:20: !>25BA:0O M=F8:;>?548O, 1973.- 1094 A., 8;.
8@:8= ... @0B:89 18>3@0D8G5A:89 A;>20@L 70@C156=KE :>78B>@>2 / A>AB. ... 8@:8=.- >A:20: !>25BA:89 :>78B>@, 1969.- 265 A.
!0@:8AO= .  =5:>B>@KE 2>?@>A0E 2>:0;L=>3> 8A:CAAB20 / A.B.!0@:8AO= // >?@>AK 2>:0;L=>9 ?5403>38:8 / @54. ..A:20: C7387, 1962.- 146 A.
(0;O?8= $. !B@>=8FK 87 59 687=8 / $54>@ 20=>28G (0;O?8=.- $@C=75: 4018OB, 1991.- 511 A., 8;., ?>@B@.- ISBN 5-6600-0184-%.
.AA>= . 52G5A:89 3>;>A / 0C;L .AA>=.- >A:20: C7K:0, 1974.- 262 A.
sales management and communication
Programme "Public Relations"
Developed by MBA Zaiga Oborenko

Aims  create an understanding of sales as a successful organisational function; acquire the basics of sales management, to gain an insight of sales as a component of marketing communication and as a direct link between the enterprise and the client.
Background knowledge requirements – national economics, marketing, entrepreneurial basics, management.
Tasks – 1) to understand the essence of sales, sales management, and sales communication, the role of sales in the model of business activities and its place in the marketing process as a whole, 2) to acquire the basic principles of sales management, 3) to acquire the principles of sales planning, organising and control in accordance with the marketing strategy, 4) to acquire the basics of implementation of a sales programme.
Compulsory requirements – two regular tests of the type determined by the teacher.
Scope – 3 credit points or 120 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
Introduction to sales management. Sales environment. Role of sales in marketing.
Sales strategy.
Purchasing and selling process. Concept of sales.
Role of sales in customer relations management. Sales strategy in accordance with customer relations management strategy.
Direct marketing. Use of Internet and IT in sales and sales management.
Laws and sales ethics.
Organisation of sales.
The strategic role of information in sales management.
Drafting a sales programme.
Salesman’s profile.
Specifics of personnel management in the sales structure.
Remuneration system in sales and motivation.
Sales evaluation and control systems.
List of literature
Darags O Reilijs, D~ulians Gibars. Dar+jumu attiec+bas ar pircjiem. R+ga: Tur+ba, 2001.
Fielder Robin. Outsell Your Competition. Consultative selling strategies for the 21st century. London: McGraw-Hill, 2002.
Jobber David, Lancaster Geoff. Selling and Sales Management. Pearson Education, FT Prentice Hall, London, 2003.
Johnston Mark W., Marshall Greg W. Churchill/Ford/Walker’s Sales Force Management. New York: McGraw-Hill, 2003.
;;5= ., CBB5= 6. @>4068. !?1: 8B5@, 2003.
@0=B !BN0@B. #A?5H=K9 2;8. 8=A:: 70= . C?8@>., #8;LO=, @53>@8 . 8G. #?@02;5=85 ?@>4060A:20: 740B5;LA:89 >20, 2004.
political science
Programme "Public Relations"
Developed by Mag.paed. Pteris V+tols

Aims  to help the student understand the essence of politics, its role in entrepreneurship, the participants, terms, historical tendencies, and help the student choose and build his own opinion about politics.
Background knowledge requirements – Latvian and general history course, Management, understanding of economic processes and philosophical thinking skills.
Tasks – 1) to provide the basic concepts on the essence of politics, forms, subjects, objects and their interaction; 2) to acquaint the student with political aids, their use in solving problems connected with business administration; 3) to acquire and refine political analysis and analytical skills as a whole.
Compulsory requirements – three regular tests of the type determined by the teacher.
Scope – 3 credit points or 120 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
The subject of political science.
Political culture in its influencing factors. Politics and morals.
The essence of politics, structure and aids. Objective and subjective limits of politics.
Political power. Process of acquiring and maintaining political power. Political and economic power in modern day society.
Subjects of politics, their essence and types.
Political institutions and problems concerning their development.
Political parties and social movements.
Political regimes, their essence, types, and transformation problems.
International relations, its essence. International politics.
Analysis of political process in Latvia.
List of literature
}aneta OzoliFa. Ievads politik: mc. l+dz. / redaktors Juris Goldmanis; priekav., 3.  5. lpp., R+ga: Zvaigzne ABC, 1998.  392 lpp.  (Politika un ties+bas).  Politikas terminu vrdn+ca: 326.  389. lpp. (ABO 10, LAS 2, MC 325).
Anrew Heywood. Politics/  London, Macmillan Foundations, 1997, 431. lpp.
ASV politisk iekrta / Ri
arda `rdera ori#inlizdevums, Ntana Glika 1989. g. prstrd. un atjaunots izd.  Prstrd., atjaunots izd.  Vienna : USIA Regional Program Office, 1989.  125 lpp. : fotogr., il.  Lit. saraksts: 123.  125. lpp. (ABO 2, LAS 3).
Aamanis Mi7elis. Politikas terminu vrdn+ca.  R+ga : Zvaigzne ABC, 1999.  128 lpp. (LAS  1).
Aamanis Mi7elis. Politolo#ija: Politikas subjekti.  R+ga, Zvaigzne ABC,2001.  40 lpp. 6.Cipeliuss Reinholds. Visprj mc+ba par valsti : politikas zintne / no vcu val. tulk. Dace Pl+kaa ; red. Ginta Leikarte.  R+ga : AGB, 1998.  355 lpp.  Ori#. nos.: Allgemeine Staatslehre / Reinhold Zippelius. (ABO 47, LAS 5).
Deksnis Eduards Bruno. Eiropas apvienoaans... integrcija un suverenitte / Eduards Bruno Deksnis ; red. Ivars Tirans ; Latvijas ZintFu akad. Baltijas strat#isko pt+jumu centrs.  R+ga : Junda, 1998.  580  lpp. : il., diagr., tab.  Bibliogr.: 504.  515. lpp.  Rd.: 575.  580. lpp.  Kopsav. ang340=>2A:>3> ; =0CG. @54. ?5@. ..;O:@8=A:89. - >A:20 : A?5:B @5AA, 2000. - 5@. A 874.: On Democracy / Robert A.Dahl. - New Haven ... [etc.] : Yale University Press, 1998. - 81;8>3@.: A.189-198. -ISBN ISBN 575670244X. - 203,[3] c. : B01.
0=0@8= .!.  ;>10;L=>5 ?>;8B8G5A:>5 ?@>3=>78@>20=85 : CG51=8: 4;O ABC45=B>2 2C7>2 / .!.0=0@8=. - >A:20 : ;3>@8B10;870F8O: ?@>F5AA 8 >AA:20 : >3>A, 2002. - 81;8>3@. 2 :>=F5 3;02. - ISBN 5940101135. - 253,[1] c.

sociopsychological training
Programme "Public Relations"
Developed by Mag.psych. Sandra Gudzuka

Aims  to perfect the student' s communicative competence: develop an understanding of the different aspects of the communication process and train effective communication skills.
Background knowledge requirements - experience in communication, understanding of basic concepts of social psychology.
Tasks – to develop the student’s ability of analysing the communication situation and group processes, develop the ability to communicate effectively and build adequate relationship, perfect individual communication style.
Compulsory requirements – two regular tests of the type determined by the teacher; 70% lecture attendance.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination - test.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
Introductory lecture on forms of group training, aims of the lesson, tasks and working principles of participants. Needs analysis of participants and compiling individual assignments.
Social perception. Exercises for checking the phenomena of human perception of one another. Perception precision, attention and memory training.
Individual communication style. Determining and defining factors influencing it. Verbal and nonverbal behavioural components. Influence of emotions and mind on human behaviour and actions.
Human behaviour in groups. Analysis of group phenomenon. The position of the participants and the diagnosis of the role in decision-making.
Effective communication skills. Training role-plays. Analysis of definite situations.
Client orientated behavioural principles, skills and attitude.
Communication with “difficult” partners. Manipulation techniques and its recognition.
Contact with the audience, technique of creating a public image. Managing group processes and manipulation techniques.
Consultative techniques. Listening and interview techniques.
List of literature
Dubkvi
sL.,6estere I. Saskarsme. Lietia7 eti7ete. R+ga:Jumava, 2003.
Aronson E., Wilson T., Akert R. Social psychology, USA: Longman, 1999.
Seiler W.J. Introduction to Speech Communication.Scott, Foresman&Company, USA, 1988.
@860=A:0O ..!., "@5BLO:>2 .. @0A:20, !@>;L:> . 01;8: @8;59H=7 >B 187=5A0 4> ?>;8B8:8. >A:20: $8=?@5AA, 2000.
;LH0=A:89. >;8B8G5A:89  . !.: 8B5@, 2003.
management information systems
Programme "Public Relations"
Developed by Mag.physic. Egmonts Treiguts

Aims  provide an initial overview of the use of management information systems and its design, provide skills required for database, designing forms and reports, data sorting, grouping and filtering and linking data bases to other documents.
Background knowledge requirements – Computer technology
Tasks – 1) to get acquainted with the principles of creation and management of databases; 2) learn to make database tables and entries; 3) to create different forms for data entries and editing; 4) create inquiries, criteria for sorting data – filtering and grouping, making calculations; 5) create layouts for different reports; 6) link documents to existing or new databases.
Compulsory requirements – three regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi\…
Contents
Basics of database management.
Database structure and principles of construction. Tables. Linking tables.
Database forms. Creating and designing layout for forms. Calculations.
Inquiries. Sorting inquiries. Data grouping and filtering.
Reports. Creating reports. Calculating reports.
Additional features of databases. Links with documents. Making envelopes and posting Data filtering.
Making compact databases. Improving databases.
List of literature
Luka~is Dzintars. Datu bzu vad+ba : Programma Microsoft Access / Dz. Luka~is ; rec. E. Treiguts ; red. V. Vvere ; iev. aut. Dz. Luka~is.  R+ga : Biznesa augstskola Tur+ba, 2000.  (Datorzin+bu bibliotka ; 5)  95, [8] lpp. (MC 312, ABO 10).
Ngelis Jnis. Microsoft Access 97 ikvienam.  R+ga : Datorzin+bu Centrs, 1998.  199 lpp. (MC 26, ABO 16).
Ngelis Jnis. Microsoft Access2000 ... no A l+dz Z.  R+ga : Datorzin+bu Centrs, 2000.  184 lpp.
}urnls  Sakaru Pasaule .

basics of journalism
Programme "Public Relations"
Developed by Dr.philol. Artkrs Pried+tis

Aims  to provide the knowledge on basic issues of journalism in order to orientate themselves as public relations specialists in the socio psychological functions and specific of mass media.
Tasks – to acquaint with the historical development of mass media, the role of the press in different eras, beginnings of the Latvian press and traditions, modern features of western journalism, thee work of a journalist in press issues, radio, TV, and the Internet, different literary styles of journalism, professional specifics, journalistic ethics and reputation in the society and the role of mass media in public relations.
Compulsory requirements – four regular tests of the type determined by the teacher.
Scope – 3 credit points or 120 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination - examination.
Additional information – folder x:/Uzdevumi/Studiju darbu uzdevumi/…
Contents
Journalism as a public service in the historical sense.
Journalism – socio political and ideological functions.
Culturological functions of the press.
Historical development and traditions of Latvian journalism.
Modern western journalism.
Journalism and technological improvement of mass media.
Journalism and mass communication technologies.
Journalism and democratisation of the society.
Journalism, power, censorship.
The job of press, radio and TV journalists.
Literary styles of journalism.
Journalism and the Internet.
Creative professional specifics of journalism.
Moral ethical norms of journalism and the reputation in the society.
Journalism and public relations.
List of literature
Grigulis A., Treijs R. Latvieau ~urnlistikas vsture. No pirmskumiem l+dz pirmajam pasaules karam. R.: Zvaigzne, 1992.
Pried+tis A. Latvijas kultkras vsture. No vissenkajiem laikiem l+dz mksdienm. Daugavpils: A.K.A., 2000.
Tomaakns I. Socils informtikas pamati. R.:Izgl+t+ba, 1999.
Sporne B. Informcijas sabiedr+bas teorijas aspekti. R.: Latvijas Universitte, 2002.
Foster J. Effective Writing Skills for Public Relations, London: The Institute of Public Relations, 2004.
>@>H8;>2 .. C@=0;8AB8:0. .: 740B5;LAB2> 8E09;>20 .., 2003.
8E09;>2 !.. !>2@5:A8. .: 740B5;LAB2> 8E09;>20 .., 2003.
(>AB0: .. 5?>@B5@: ?@>D5AA8>=0;87;48=3, 2003.
Jan Bierhoff & Mogens Schmidt. European journalism training in transition. The inside view. Maastricht: European Journalism Centre, 1996.
Acting skills
Programme "Public Relations"
Developed by Mag.paed. Edgars KramiFa

Aims  to promote the practical acquisition and understanding of possibilities of development and perfection of personal individual expression in the professional sphere by developing courage, physical and mental relaxation and self-confidence for effective communication.
Tasks – to promote the understanding of the basic principles of acting and the possibilities of using it in everyday life in the professional sphere and in communication; develop sensor skills in communication, that facilitates in developing the creative skills of an individual and constantly perfect and improve oneself; perfect communication skills and communication experience on the verbal, para-verbal and nonverbal communication level by the effective, precise and flexible use of body mechanics and emotions in the communication process.
Background knowledge requirements - Inquiry process psychology, verbal and nonverbal communication, speech culture.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Compulsory requirements – two regular tests of the type determined by the teacher.
Final examination – test.
Additional information – folder x:/Uzdevumi/Studiju darbu uzdevumi/…
Contents
Basic elements of professional actor’s work for acquiring basic principles of psycho techniques. Actor’s ability to play a role. Internal and external technique – feeling of integrity in form and content. Style and genre.
World opinion and creativity. Nature, awareness of life and its recognition, richness of the soul and its condition as a prerequisite for imagination and creative cooperation.
Action –one of the main conditions for creating an image.
Role analysis in action: principles, given circumstances, events, evaluation of facts, main task, composed action, role lines, notions.
Attitude towards events and image. The significance of details in creating an image.
Requirements for teamwork and leadership. Stance in conflict situations and solutions.
Exercises for developing active and organisational skills.
Set of acting skills exercises for perfection of preceptors (vision, sound, taste etc.) senses, reaction time and precision, thinking, impression, imagination, and memory.
Socio cultural conditions of interaction of physical and mental feeling.
Etudes for communication with relaxed muscles, courage, unusual feelings and for interaction excuses.
Set of exercises for justification of circumstances and credibility.
Etudes that emphasise the event, evaluation of facts and active steps for achievement of goals and tasks. Special attention paid to communication using improvisation.
Individual and group exercises for promoting collective spirit and teamwork.
Etudes that emphasise the pace of actions – rhythm, evaluation of facts and events.
Techniques for perfecting effective acting skills in professional work.
Simulation role-play.
List of literature
Denijs R. Prasmes sazinties un uzstties / Ri
ards Denijs.- R+ga: J.Rozes apg., 2002.- 123 lpp.,- ISBN 9984-23-050-3.
Gofmanis . Sevis izrd+aana ikdienas dz+v / rvings Gofmanis.- R+ga: Madris, 2001.- 199 lpp.- ISBN 9984-59-269-3.
Ptersons P. Darb+bas mksla / Pteris Ptersons.- R+ga: Liesma, 1978.- 295 lpp.
Ptersons P. Drma k kritrijs: apceres / Pteris Ptersons.- R+ga: Liesma, 1987.- 343 lpp., il.
SmildziFa L. Ievads tetra sples pamatos / Ligita SmildziFa.- R+ga: RaKa, 1998.- 95 lpp.- ISBN 9984-15-075-1.
Spolina V. Improvizcija tetrim: darba paFmienu, mc+aanas un vad+aanas metodiska rokasgrmata / Viola Spolina.- [R+ga]: b.i., b.g.-131 lpp.
Spolina V. Tetra sples- improvizcijas / Viola Spolina.- R+ga: Preses nams, 1999.- 291 lpp.- ISBN 9984-00-367-1.
Zeltmatis. Skatuves mksla / Zeltmatis, Lejas KrkmiFa.- R+ga: J.Rozes apgds., 1923.- 438 lpp.
Goffman E. Wir alle spielen Theater / Erving Goffman.- Mqnhen [u.a.]: Piper, 1997.- 251 s.- ISBN 3-492-20312-4.
0@@> .. >A?> / 0= C8 0@@>.- >A:20, A:CAAB2>, 1979.- 391 A., 8;.
@H>2 .M. 568AAC@0 :0: ?@0:B8G5A:0O ?A8=>;>38O / 5B@ 8E09;>28G @H>2.- >A:20: A:CAB2>, 1972.- 350 A.
>E .-. A=>2K AF5=8G5A:>3> 42865=8O / 20= -428G >E.- 5=8=3@04: A:CAAB2>, 1962.- 105 A., 8;.
528GL- 0=G5=:> . T50B@0;L=>5 =0A;5485: 1-2 B>.- >A:20: A:CAAB2>, 1952.
!B0=8A;02A:89 K. !>1@0=85 A>G8=5=89 2 452OB8 B>A:20: A:CAAB2>, 1988.
Ferda . Topoaa aktiera 7ermeFa kultkra / rika Ferda.- R+ga: Liesma, 1968.- 108 lpp., il.
Hindls T. Prasme uzstties / Tims Hinds.- R+ga: Zvaigzne ABC, 2000.- 72 lpp.- ISBN 9984-17-665-7.
Hindls T. Prasm+ga intervija / Tims Hinds.- R+ga: Zvaigzne ABC, 2000.- 72 lpp.- ISBN 9984-17-701-7.
KramiFa E. Runas prasme saziF: monogrfija / Edgars KramiFa.- R+ga: BA Tur+ba, 2004.
Ma
s E. Skatuves runa un dai2>5 >1I5=85 / 0;5=B8= 0A8;L528G >340=>2.- !1: 5=8=3@. C=-B., 1993.- 87 A., AE53>;>20 .. !>F80;L=0O ?A8E>;>38O ?5G0B8, @048> 8 B5;52845=8O / . >3>;>20.- >A:20: 740B5;LAB2> >A:>2A:>3> C=825@A8B5B0, 1991.- 175 AB@.
Cepl+tis L. Izteiksm+gas runas pamati / Laimonis Cepl+tis, Nora Katlape.- R+ga: Zintne, 1968.- 251 lpp.
Edeirs D~. Efekt+va komunikcija / D~ons Edeirs.- R+ga: Asja, 1999.- 272 lpp.- ISBN 9984-511-34-0.
Krneg+ D. K att+st+t paaapziFu un ietekmt cilvkus publisks runs. K izbeigt raizaanos un skt dz+vot / Deils Karnegi.- R+ga: Reiterns, 1992.- 278 lpp.
KramiFa E. Runas prasme saziF: monogrfija / Edgars KramiFa.- R+ga: BA Tur+ba, 2004.
Baacke D. Medienpädagogik / Dieter Baacke.- Tuebingen: Niemeyer, 1997.- 105 s.- ISBN 3-48-437101-3.
Kennedy D. The Oxford encyclopedia of theatre & performance Vol.1 (A-L); Vol.2 (M-Z) / Denis Kennedy.- Oxford [etc.]: Oxford University Press, 2003.- 1559 p., ill.- ISBN 1-19-860173-3.
Schramm W. Television in the lives of our children / Wilbur Schramm, Jack Lyle, Edwin B.Parker.- Stanford: Stanford University Press, 1965.- 324 p., ill.
C;5=:> .. 0 :0:>20@820BLAO? / 8:B>@ ;04828G C;5=:> // !>F8>=8G5A:85 GB5=8O.- ISSN 1563-6550.- Nr.12 (1998.), 15 c.
Encyclopedia of information systems Vol.1 (A-D); Vol.2 (E-J); Vol.3 (K-R); Vol.4 (S-Z) / Hossein Bidgoli.- Amsterdam [u.a.]: Academic Press, 2003.- ill.- ISBN 0-12-227240-4.
Donald H.Johnston. Encyclopedia of international media and communications Vol.1 (A-E); Vol.2 (F-K); Vol.3 (L-P); Vol.4 (R-Z) /.- Amsterdam [u.a.]: Academic Press, 2003.- ill.- ISBN 0-12-387670-2.
Erik Barnow, Wilbur Schramm. International Encyclopedia of communications. Vol.1 Vol.2 /.- New York: Oxford University Press, 1989.- 1027p.,ill.- ISBN 0-19-505802-X.
Denis Kennedy. The Oxford encyclopedia of theatre & performance Vol.1 (A-L); Vol.2 (M-Z) /.- Oxford [etc.]: Oxford University Press, 2003.- 1559 p., ill.- ISBN 1-19-860173-3.
!02:>20 . K@078B5;L=K5 A@54AB20 @5G52>3> 2708459AB28O 2>20.- 5=8=3@04: , 1979.- 83 A.
!02:>20 . 8:B>@ 2 4>:C43C@5F:89 // Alma mater / (.- Nr.7 (1999., 8N;L), 44- 47 A.
Gasets H.Ortega. Mkslas dehumanizcija / Ortega i Gasets H. // Grmata / galv.red.: L.Briedis.- ISSN 1134-3181-77290.- Nr.10 (1990., oktobris), 21.-22.lpp.
work with media
Programme "Public Relations"
Developed by Mag.hist., Mag.soc. Andris Ptersons

Aims  to provide information on mass media and its role in the formation of public opinion.
Background knowledge  general knowledge of Latvian mass media and social and demographic structure of the society.
Tasks – to provide knowledge on the activities and aims of mass media. To create an understanding of how to work with the mass media and create the information product for different mass media in accordance with their requirements regarding communication style and audience as well as gain an understanding of the specifics of operations of different mass media, their layouts and schedules.
Compulsory requirements – two regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:/Uzdevumi/Studiju darbu uzdevumi/…
Contents
Mass media, their aims and objectives.
Classification of mass media and their role in forming mass awareness (public opinion). Similarities and differences between different mass media.
Printed mass media, working principles, aims and objectives. National and regional publications: daily newspapers, weekly editions, magazines, and publications for special target audience.
Specifics of work of electronic mass media.
Latest mass media. The use of latest mass media in creating public relations campaigns.
Mass media orientated on internal communication within an organisation.
The role of public relations specialist as a mediator between mass media and the information provider- enterprise.
Creating relationship with the mass media, and understanding between mass media and the information provider.
Determining the target audience for communication campaigns and the choice of mass media.
Creating a media plan and its main principles.
Principles of creating the information product for the printed media, electronic media and internal media of an organisation.
Preparing a schedule for the campaign.
List of literature
 HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Howard%2C%20Carole%20M./002-5635509-3978460" Carole M. Howard, Wilma K.Mathews. Managing Media Relations, - Waveland Press, 2000
Dorothy I.Doty. Marilin Pincus Publicity and Public Relations, - Barron’s Educational Series, 2001.
Dennis L. Wilcox.  HYPERLINK "http://www.amazon.com/exec/obidos/tg/detail/-/0321070143/qid=1083051168/sr=1-3/ref=sr_1_3/002-5635509-3978460?v=glance&s=books" Public Relations Writing and Media Techniques, - Longman, 2000.
 HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Breakenridge%2C%20Deirdre/002-5635509-3978460" Deirdre Breakenridge, Thomas J.DeLoughry,  HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=DeLoughry%2C%20Tom/002-5635509-3978460" Tom DeLoughry. The New PR Toolkit: Strategies for Successful Media Relations, Financial Times Prentice Hall, 2003.
 HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Schenkler%2C%20Irv/002-5635509-3978460" Irv Schenkler,  HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Herrling%2C%20Tony/002-5635509-3978460" Tony Herrling. Guide to Media Relations, - Prentice Hall, 2003.
Mathis M. Feeding the Media Beast. - Purdue University Press, 2002.
Merry Aronson, Don Spetner. The Public Relations Writer’s handbook, – Lexington books, 1993.
 HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Holtz%2C%20Shel/002-5635509-3978460" Shel Holtz. Public Relations on the Net: Winning Strategies to Inform, & Influence the Media, the Investment Community, the Government, the Public, & More, - AMACOM, 2002.
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planning public relations campaigns
Programme "Public Relations"
Developed by Dr.psych. Guna Svence

Aims  to provide students an insight into planning public relations campaigns.
Background knowledge  knowledge of Latvian mass media and social and demographic structure.
Tasks – to provide knowledge on the basic principles of planning public relations campaigns. The develop the student’s understanding of public relations campaign aims, objectives and choice of communication tactics. To promote the student’s skills and desire to independently analyse different public relations campaigns and use his knowledge to create a public relations campaign.
Compulsory requirements – two regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:/Uzdevumi/Studiju darbu uzdevumi/…
Contents
Concept of public relations and basic principles of its creation.
Briefing – Basis of public relations concept. Data gathering method – important prerequisite for qualitative briefing.
The role analysis in the choice of public relations strategy, and in planning a public relations campaign. Defining, grouping, summarising, evaluating and ranking problems by importance. SWOT analysis.
Defining the aims of public relations. General aims, strategic aims and tactical aims.
Communication strategy of the campaign.
Public relations campaign tactics. The use of classical public relations instruments for communication, as well as strengthening the campaign with new, creative public relations instruments.
Target audience of public relations campaigns. Defining the target audience by geographic, social, demographic and economic criteria.
Creating the public relations campaign message. Argumentation platform the basis for communication campaign. Different message forms for different target audiences.
Planning the schedule for public relations campaigns.
Planning the budget for public relations campaigns.
List of literature
Skots M. Katlips, Alens H. Senters, Glens M. Brkms. Sabiedrisks attiec+bas, - Avots, 2002.
 HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Gregory%2C%20Anne/103-2026107-7535810" Anne Gregory. Planning and Manageing a PR Campaign: A Step by Step Guide, - Kogan Page Ltd.; 2nd edition (February 1, 2001).
Sherry Devereaux Ferguson. Communication Planning: An Integrated Approach,- Sage Publications, 1999.
Merry Aronson, Don Spetner. The Public Relations Writer’s handbook, – Lexington books, 1993.
 HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Howard%2C%20Carole%20M./002-5635509-3978460" Carole M. Howard,  HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Mathews%2C%20Wilma%20K./002-5635509-3978460" Wilma K. Mathews. Managing Media Relations, - Waveland Press, 2000.
 HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=Breakenridge%2C%20Deirdre/002-5635509-3978460" Deirdre Breakenridge,  HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=DeLoughry%2C%20Thomas%20J./002-5635509-3978460" Thomas J. DeLoughry,  HYPERLINK "http://www.amazon.com/exec/obidos/search-handle-url/index=books&field-author=DeLoughry%2C%20Tom/002-5635509-3978460" Tom DeLoughry. The New PR Toolkit: Strategies for Successful Media Relations, Financial Times Prentice Hall, 2003.
Oliver S. Public Relations Strategy, London: Institute of Public Relations, 2004.
Shel Holtz. Public Relations on the Net: Winning Strategies to Inform, & Influence the Media, the Investment Community, the Government, the Public, & More, - AMACOM, 2002.
 HYPERLINK "http://www.allbusiness.com" www.allbusiness.com
www.cios.org
strategic management
Programme "Public Relations"
Developed by Mag.oec. Ieva Kalve

Aims – strengthen the knowledge on enterprise strategy, content and methods that help implement the strategy and teach the students to conduct a strategic analysis, planning and management of company’s operations.
Background knowledge requirements – management, marketing.
Tasks – 1) to acquaint the student with strategic analysis and the planning process, possibilities of recognition and analysis of the company’s internal and external environment; 2) teach the students to conduct a strategic analysis, planning and management of company’s operations.
Compulsory requirements – two regular tests of the type determined by the teacher.
Scope – 2 credit points or 80 academic hours. Includes contact lessons (determined by the Study plan) and individual studies. At least 1/3 of the amount are practical lessons.
Final examination – examination.
Additional information – folder x:\Uzdevumi\Studiju darbu uzdevumi…
Contents
Introduction to strategic thinking and management
Problems and solving methods
Overview of systems thinking
Company vision and mission.
Strategy – definition and school.
Strategic analysis and planning process: awareness of internal and external environment, formulating strategy, implementing strategy, evaluation and control.
Company management strategy, tactics, procedures, terms and control.
Essence of planning.
Hierarchical levels of company strategy: Corporate level, company or factory (plant) level, and functional level.
International entrepreneurial level.
Awareness and analysis of internal and external environment of the company.
SWOT (Strength, Weakness, Opportunity, Threats) analysis.
PEST and other types of analysis
External environment research.
Company and public relations.
Production unit research. 5 competitive factors of M. Porter.
Development tendencies.
Company’s internal environment factors.
Competitive advantage of the company.
Quality of company operations. Quality factors.
Innovative management.
Product and service value theory. Value chain.
Formulating strategy: Overall analysis of the situation, awareness of strategic alternatives. Choice of appropriate strategy.
Drafting and implementing a strategy.
Evaluation and control of strategic changes.
Use of information systems.
Performance appraisal.
Creating control systems.
Feedback and strategic correction.
Adapting strategy.
Changes and change management.
List of literature
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