Business Journalism (Journalism)

The program aims to train versatile journalists specializing in corporate media communications who are capable of shaping a positive corporate image, creating high-quality brand content, and effectively engaging with internal and external audiences in the digital environment.

The curriculum was developed in response to the needs of leading market players and experts in corporate journalism and media communications, and is based on an analysis of best practices in corporate media and brand journalism.

The unique nature of the "Corporate Media and Brand Journalism" specialization lies in the synthesis of fundamental journalistic skills and applied knowledge in corporate management, marketing, and PR. Unlike traditional journalism, our students learn to create content that addresses specific business objectives—ranging from boosting employee loyalty (internal communications) to promoting products, services, and the companies themselves in the external market.

The training process fosters the development of universal, general professional, and specialized professional competencies. Students receive a solid foundation in the humanities—studying philosophy, philology, history, and cultural studies—while also mastering applied disciplines such as sociology, the psychology of business communication, law, and economics. Particular emphasis is placed on developing creative thinking, communication skills, and a strategic approach to content creation, as well as on understanding journalistic ethical standards. We cultivate not merely authors, but reputation builders and managers of meaning.

Throughout their studies, students are actively engaged in project-based work: they develop real-world communication projects for partner companies, participate in international and inter-university conferences, and—under the guidance of leading faculty and industry practitioners—create and manage their own corporate media outlets. This enables graduates to have a solid portfolio and concrete job offers in hand by the time they complete their studies.

We teach students to understand a brand's unique character and convey its values ​​through various formats—ranging from long-form articles and interviews to podcasts and social media posts; to develop content strategies for companies; to utilize Big Data and analytics to study target audiences; to create unique content that enhances the reputation of businesses and the non-profit sector; and to interact effectively with press offices and advertising departments.