Projects in Advertising and Public Relations by the IMSSH Follow the Communication Trends of 2020

In the current conditions of dynamic development in the communications market, in their turn caused by the strengthening competition in many industries and markets, the main trends in organizing advertising and company promotion technology are the merging of digital and physical environments, building of truly multi-channel communications, optimizing of investments in digital channels using artificial intelligence, and examining of interaction with clients seen as the main process ensuring companies’ competitiveness and survival in the near future and long term. It is precisely these tasks which make up the foundation for the new project of the Department of Journalism, Advertising and Public Relations, “Enterprise Promotion”, which began successfully in the beginning of the academic year.

“The specific goal of this project is to elaborate a concept for the communications development strategy of OOO Intersvyaz in the telecommunications services market of the Southern Ural region,” says Head of the Department of Journalism, Advertising and Public Relations Liudmila Shesterkina. “Third-year students of the Advertising and Public Relations programme are coping with this work successfully. In the current semester, three meetings have been held between employees of the company and project participants, two master classes from leading experts in the advertising market of Chelyabinsk have been offered, and an open defence of term papers on topics formulated by the partner company was organized."

In the new year, the project participants are aiming to strengthen the interaction and collaboration of the academic staff of the SUSU Department of Journalism, Advertising and Public Relations and Bachelor’s students ("Advertising and Public Relations in New Media" programme) with OOO Intersvyaz; organize a Laboratory of Neuromarketing Studies of Communicative Effect; form a package of advertising graphics and video materials to test the level of effectiveness of communicative effect; organize and conduct a study of the communications of enterprises in the telecommunications market of the South Ural region; develop recommendations to improve the effectiveness of the communicative effect of OOO Intersvyaz on target audiences; prepare scientific publications on this project for Scopus / WoS journals and collected papers of the State Commission for Academic Degrees and Titles; and organize the preparation of student reports on the project at applied science conferences.

“Our project aims to solve a wide range of tasks, from developing the practical skills of students to integrating the business tasks of a partner company into the educational activities of project participants and organizing serious research work,” comments the project manager, Candidate of Sciences (Pedagogy), Associate Professor of the Department of Journalism, Advertising and Public Relations Irina Lychagina. “This is facilitated by active interactions between students and leading experts of the Intersvyaz departments of marketing and public relations. In turn, we are ready to present a theoretical, methodological, and practical analysis of communications to modern companies and offer options for further development of the communication space based on innovative approaches and trends of 2020."

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