# 1 Marketing Communications


Practical application of successful theories and models in the planning and implementation of a mixed marketing communication process.


Trainer - Giorgi Barkalaia

Duration - 6 hours (2 meetings)


# 2 Branding


Course Objective


The course aims to introduce students to the basics of branding. Provide information on the knowledge and technologies required for branding. The specific objectives of the course are as follows:


Introduce students to the effectiveness of branding as one of the most important means of communication, Provide maximum information about the progress of all stages of branding and the importance of each.




  • Basic concepts of branding;
  • How a brand is created;
  • Methods of creating a brand;
  • The main attributes of the brand;
  • Practical work;
  • Trainer - Andro Metreveli
  • Duration - 6 hours (2 meetings)



# 3 Marketing Research


The marketing research course is focused on teaching the key issues of marketing research planning and production that the research product user should possess. The course covers the following issues: assessing the need for marketing research; identifying a research problem and research stages; Research design and information gathering; Analysis and application of research results.


Course Topic Description:


Topic 1: The need for marketing research and research stages


  • Overview of marketing research application situations
  • Assess the need for marketing research
  • Marketing research planning
  • The stages of marketing research
  • Research problem assessment and research objectives


Topic 2: Research design and information gathering


  • Research design and research methods
  • Collection of secondary and primary information
  • Basic issues of questionnaire preparation
  • Overview of respondent selection methodology and selection principles


Topic 2: Analysis of research results


  • Analysis of information obtained as a result of research
  • Using the results to solve a marketing problem
  • Trainer - David Tsiklauri
  • Duration - 6 hours (2 meetings)


# 4 Digital Marketing


Duration - 6 hours (2 meetings)


# 5 Digital Marketing and Communication


During these meetings we will review how to set up our own company, organization or initiative in the digital world, how to understand who our segment is and what products or services we need to offer them.


Trainer - Mirian Jugheli

Duration - 6 hours (2 meetings)


# 6 Strategic Communication


  • History of public relations and key models
  • History of public relations - the determinants of the emergence of the profession, historical and economic preconditions.
  • The main models of public relations, their characteristics; the difference between public relations and strategic communication
  • Public Relations - The main stages and components of the communication process, the factors that influence the process and the outcome.
  • Proven approaches and technologies for attitude formation and change.
  • Reputation, image and stereotype - the relationship between the three constructs
  • Reputation as a construct, its basic dimensions,
  • Reputation assessment; Reputation audit and management
  • Social responsibility - as a manifestation of civic position, solidarity and participation and as an important component of reputation;
  • Basic principles of CSR project planning and implementation


Trainer - Maia Gabunia

Duration - 6 hours (2 meetings)


Public relations models and modern approaches, corporate and online reputation assessment and management


A synthesis of theoretical and practical knowledge that reflects the multifaceted face of the front line of public relations.


After 6 hours, you will know:


  • Types, structure, tasks and goals of the press service;
  • Media communication strategy, tactics and forms;
  • Main elements of media planning;
  • Basic rules for creating information material.


 Trainer: Tea Pertaia

Duration: 6 hours (2 meetings)


Strategic communications; Crisis communications; Communication campaign planning according to OASIS principle


Strategic Communications - Basic Essences and Principles




  • What is strategic communications?
  • Effective communications
  • 4 parameters of strategic communications
  • Basic principles of communications
  • Stages of impact
  • Strategic Communications Vs. Public relations


Crisis communications




  • What is a crisis?
  • Types of crises
  • Crisis Anatomy
  • What is communication during crises?
  • What causes unpreparedness for the crisis?
  • What should be done before the crisis?
  • What should be done in times of crisis?
  • What should be done after the crisis?


OASIS - Communication Campaign Planning Model




  • Information campaign and OASIS campaign planning instruction
  • What is a campaign?
  • Stages of campaign planning: goal, objectives, understanding the essence of the audience, strategy, implementation, evaluation.
  • Trainer - Irma Gegechkori
  • Duration 6 hours (2 meetings)


# 7 Social Media Development


  • General Overview, What shares does it hold in different fields today;
  • How much does it contribute to the activity? The direction of properly managed social media is what brings benefits.
  • Specifics of developers' work, recruitment.
  • Content processing
  • Setting up communication
  • Permanent routine
  • Right and wrong management
  • The practical part
  • Trainer: Ekaterine Zhvania
  • Duration: 6 hours (2 meetings)


# 8 Advertising and media placement


Media Management:


  • Strategic planning
  • Organization and coordination
  • Production, placement, promotion
  • Deployment (programming) strategies
  • Audience research
  • Audience segmentation
  • Communication channel strategy
  • Trainer - Tina Berdzenishvili
  • Duration: 6 hours (2 meetings)


# 9 Event Management


  • Festival - an idea.
  • What do festivals serve? Why is a festival important and what does it mean for the field of culture;
  • What social/economic benefits can festivals create for cities and countries;
  • How the festival program is organized; Who participates in the creation of the festival and what impact the festivals have on the development of the field or the audience;
  • What "Stars" means for the festival and what new discoveries mean - how discoveries are made
  • Directions - what we want to say, what we are talking about to the viewer
  • Modern technology - a new fine language and festivals
  • Risks - in organizing the festival
  • Risks in the relationship with the audience
  • Historical risks
  • Trainer Eka Mazmishvili
  • Duration: 3 hours (1 meeting)


# 10 Teamwork and leadership culture


Leaders instruments

Agile management

Trainer - Alexander Jejelava

Duration: 6 hours (1 meeting)



# 11 Effective Communications


The course will be divided into 2 conditional parts:


I - What is effective communication, effective communication planning and implementation

II - The Importance of Audience Knowledge and Public Speaking in Effective Communication, Key Factors and Practical Modules


I - Part


  • Effective communication
  • General overview of communication theory;
  • Types of communication, verbal, nonverbal and visual communication
  • Basic principles and components of effective communication.
  • How to plan effective communication?
  • How to improve personal communication skills?
  • How do we evaluate how effective communication is?
  • How to avoid obstacles in communication?
  • Communication campaign as an example of effective communication -
  • Development of a communication plan - on the example of the OASIS model (Along with the theory, concrete and real examples, practical exercises will be discussed)


Persuasive communication:


  • The main aspects of persuasive communication;
  • Source reliability, how to check source reliability;
  • The role of the message, its segmentation, formulation and its persuasiveness;
  • Creating the right messaging system as a persuasive communication defining tool.
  • Trainer: Maia Bigvava
  • Duration: 6 hours (2 meetings)


# 12 Recognized Principles of Media Activities MEDIA RELATION


  • The aim of this course is to enable the student to gain knowledge about the role, tasks and functions of the media at a theoretical level. To study the multifaceted processes of media activity - obtaining, creating, disseminating, exchanging information
  • Principles of operation of traditional media (press, radio, television) and modern media (global information network) and characteristics of impact on the audience
  • During the lecture course, the student will get acquainted with the specifics and features of public policy and coverage of social issues. In this context, the focus will be on the following areas: preparation/dissemination of announcements and press releases, planning and preparation of press conferences/briefings/public speeches, planning and preparation of media interviews


This lecture will focus on the essence of propaganda and PR, their distinguishing features and methods, as well as the specifics of their impact.



Trainer - Sopho Mosidze

Duration - 3 hours (1 meeting)


# 13 Speech rating




Essays and Customer/Listener Adaptation Techniques

The practical part


Trainer: Ekaterine Zhvania

Duration: 3 hours (1 meeting)


# 14 Fake news, misinformation and propaganda


In the age of information field diversity and social networking, one of the biggest challenges in the modern world is fake news and the dire consequences of manipulating public sentiment.


The aim of the course is to explain to the listener:


  • What is the impact of fake news on the political, ideological or other views of the society and how does it change the public mood in favor of "someone" or "something";
  • How is it created/strengthened and what does it serve? Spreading "myths";
  • How to detect fake news and false propaganda news sources;


Upon completion of the course, attendees will be able to:


  • Identify fake news - how many types, in what form and where they is found daily;
  • Where does the spread of fake news come from and how does it take shape in different eras;
  • What is the nature and impact of false information on the masses;
  • How to prevent the spread of false news;
  • What "myths" are the most dangerous for Georgia's independence and democratic development.
  • Trainer: Mariam Skhiladze
  • Duration: 6 hours (2 meetings)