Program Name (in Vietnamese):         QUAN HỆ CÔNG CHÚNG

Program Name (in English):               Public Relations

Field of Study:                                   Marketing

Education Level:                                Undergraduate

Code:                                                 7340115

Type of Training:                              Formal

  • General Objectives

The Public Relations program in Marketing at the Posts and Telecommunications Institute of Technology aims to develop and equip public relations professionals with fundamental knowledge and transferable skills to to thrive in today’s dynamic, integrated, and highly digitalized business landscape. The program prioritizes cultivating graduates with strong ethical foundations, social responsibility, and a commitment to national development.

Graduates will acquire a solid understanding of economics, social sciences, management, marketing, and organizational communication. They will also develop advanced expertise in public relations, with a particular focus on digital platforms and media. The program emphasizes the ability to work independently, adapt to evolving communication and public relations challenges, and continuously learn and improve.

Aligned with the Institute’s educational philosophy of “Knowledge – Creativity – Ethics – Responsibility,” the program strives to produce well-rounded individuals who contribute positively to industry, nation, and society.

  • Specific Objectives (POs)

1.2.1. Knowledge

[PO1] Understanding of core concepts in political theory, Vietnamese law, national security, and defense;

[PO2] Understanding of economic principles, market practices, and their application to business, marketing, communication, and public relations;

[PO3] Comprehensive understanding of marketing and communication principles and practices as a foundation for managing public relations across various platforms, especially digital ones;

[PO4] Comprehensive knowledge of public relations theories and methodologies, with demonstrated ability to conduct thorough analysis, develop strategic plans, manage execution, perform rigorous evaluations, and propose data-driven improvements, particularly within digital environments.

1.2.2. Skills

[PO5] Proficiency in applying basic public relations skills for managing public relations across various platforms, especially digital, in real-world settings;

[PO6] Strong complementary and soft skills for effective work in dynamic, digital, and professional environments.

1.2.3. Attitudes

[PO7] Ethical conduct, professional awareness, civic responsibility, creativity, and teamwork.

1.2.4 Foreign Language and Information Technology Proficiency

[PO8] Proficiency in English for professional purposes;

[PO9] Competence in basic and specialized IT tools and software for work, study, and research.

1.3. Employment Opportunities After Graduation

Upon graduation in Public Relations, students are qualified for roles in the following groups:

  • Group 1: Corporate and Organizational Communications

Communication and public relations officers in businesses (state-owned or private), political, economic, and social organizations, non-governmental organizations (NGOs), and international organizations. These roles may include, and are not limited to:

  • Public Relations Specialist
  • Marketing and Public Relations Specialist
  • Brand Development Specialist
  • Press Relations Specialist
  • Community Relations Specialist
  • Event Organizer
  • Internal Communications Specialist
  • Crisis Communications Specialist
  • Fundraising and Sponsorship Specialist
  • External Relations Specialist

These roles often lead to management positions in communications and branding departments within organizations and enterprises.

  • Group 2: Public Relations Consulting (working in agencies).

Public relations analysts and consultants at consulting firms or media and marketing service providers (agencies). Some key responsibilities of these roles may include:

  • Analyze and report on the media environment.
  • Develop communication and public relations plans to enhance organizational branding.
  • Implement communication and public relations strategies to develop organizational branding.
  • Evaluate and monitor communication and public relations plans to improve organizational branding.

These roles may lead to positions as analysts or consultants specializing in communication, public relations, and brand development.

  • Group 3: Academia and Research

Public Relations graduates can pursue academic careers by being researchers and lecturers in communication and public relations at universities and research institutions. Some key responsibilities of these roles may include:

  • Conduct research topics related to communication and public relations.
  • Teach courses in communication, public relations, and branding.
  • Group 4: Other Related Careers

Graduates may choose to start their own public relations businesses or pursue advanced degrees to specialize in specific areas of communication and public relations. Other careers aligned with the training of Public Relations graduates include:

  • Entrepreneurship or business ventures in the field of communication and public relations.

Participate in additional training to transition into related disciplines or pursue dual degrees or higher education in communication and public relations.

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