109028 Moscow, 8/2 Maly Tryokhsvyatitelsky Pereulok, Building 1
8 (495) 772-95-90 (доб. 22475)
8 (495) 772-95-90 (доб. 22851)
Deputy School Head
8 (495) 772-95-90 (доб. 22473)
Deputy Head for Prospective Student Affairs
Bolotova A., Mnatsakanyan A.
M.: HSE, 2015.
Solovyeva O., Logunova O.
In bk.: Digital Transformation and Global Society Third International Conference, DTGS 2018, St. Petersburg, Russia, May 30 –June 2, 2018, Revised Selected Papers, Part I. Iss. 858. Cham: Springer, 2018. P. 474-482.
The School of Integrated Communications is innovative and unique learning environment. It is one of the first communication schools in Russia offers higher education embraced in a wide range of communication techniques and technologies aimed to establish the effective dialogue between an organization and its public. Being a part of National Research University “Higher School of Economics” in Moscow, the School of Integrated Communications takes advantage of the location in diverse and global city with access to a lot of education facilities, renowned faculty, and internships in leading PR and advertising companies.
The goal of the School is the preparation of world-class specialists in the field of advertising, public relations and new media, knowledgeable in theoretical and practical aspects of mass and special communication, skilled in new media technologies, advertising, PR, instruments of design and media content management, media planning, project management, marketing research. It is a question of preparation both generalists in the field of integrated communications and narrower specialists in areas of advertising, PR and new media.
The School of Integrated Communications is offering students the opportunity to try their hand at developing a logo or a social network campaign concept. Our workshops are a unique chance to complete a real task, exactly mirroring those carried out by PR or advertising agencies, such as creating a slogan, developing an advertising campaign plan, designing a website and so on.
The mission of the Workshops is to promote the more practical side of things that are being studied by the students of the School of Integrated Communications. This is a place where theoretical knowledge is implemented in real projects, which later can become part of your portfolio for future employers.
Currently two Workshops are available at the School.
Social media have become an integral channel of communication between PR, advertising specialists and their target audience. It is no longer enough to know the principles of working on Facebook or Twitter; the labour market in PR and advertising demands specialists able to think strategically and with an understanding of the practical techniques and methods needed to maintain long-term relations with social network users. The Workshop in Social Media promotes practical skills for working with the internet audience, such as developing and publishing online advertisements, creating discussion platforms or brand communities, promo sites, special events, and online press conferences.
As part of the Workshop, students learn to solve both strategic and tactical tasks. How can you get millions of internet users to watch a video about your product? Strategic thinking is vital here, and more specifically, knowing the intricacies of social network platforms, the best time and place for publication, contents, and defining ‘influence agents’. Which content should be published on a corporate page in Facebook so that users discuss it? In this case, the ability to fulfill simple tactical micro-tasks will be necessary (developing an online quest, survey etc.).
Visualizing communication is the latest trend in the PR and advertising industry. These days, many things that we have previously expressed verbally are being delivered in a graphical form. The workshop on Visual Identity is a creative workshop where students can become creators, designers, film directors, or illustrators for the duration of the project. The tasks in this field are extremely varied. As part of these workshops, students create logos, infographics, brand books, decorations for corporate events, multimedia presentations, and webpages. Visual identity is a unique area which, on one hand, requires a systemic knowledge of branding, and on the other hand, involves practical skills in design. How can we make a logo convey associations related to the brand’s values? In order to complete this task, students will need to analyze the brand, choose those visual forms which best reflect the brand’s components, and work with relevant software, such as Adobe Photoshop, Adobe Illustrator and others.