The professional development program "Mini MBA in Strategic Communications & Media Management" has commenced at Khoja Akhmet Yassawi University in Turkistan. The program has brought together organizational leaders, media managers, journalists, press secretaries, and professionals in public relations (PR), social media marketing (SMM), and marketing from various regions of Kazakhstan.
The primary objective of the program is to enhance professional competencies in strategic communications and media management, develop skills in designing organizational communication strategies, foster effective engagement with mass media, and strengthen the ability to manage modern media platforms.
"Today, we are launching a new project that marks an important step for our university. An MBA is not merely a program that teaches management skills. It requires a deep understanding of individuals, society, and interpersonal relationships. After all, people are the most valuable resource of any organization. Therefore, effective human resource management and evidence-based decision-making are of great importance," said Zhanar Temirbekova, Rector of the University.
The "Mini MBA in Strategic Communications & Media Management" program is designed to run for six months and consists of three modules. Practical sessions are delivered by Bakyt Amanzholkyzy, an expert in strategic communications and marketing who holds a master's degree in communications from Northwestern University in the United States, and Nurmukhamed Baigara, a journalist, media manager, political scientist, and Chief Producer of the Khabar TV channel.
The three-day Media Bootcamp, held as part of the first module, was attended by Zhanibek Kalym, Press Secretary of Atyrau University; Karlygash Ashirkhanova, Director of the Institute for the Development of Public Accord under the Department of Science; and Sanim Marat, a specialist at the Media Center.
As part of the Media Bootcamp, participants attended lectures and practical workshops covering ten key areas. These included the fundamentals of strategic communications, project management and analytics, PR and marketing analytics, speechwriting, artificial intelligence tools in communications, crisis communication, media project management, media analytics, building the image and reputation of organizations and their leaders, and developing communication strategies.
"After working in the media industry for nearly eight years, I decided to shift my professional focus toward communications. While pursuing my master's degree at Northwestern University in the United States, I came to understand the importance of communications and marketing not only for businesses but also for the public and quasi-public sectors. Since then, my goal has been to combine the professional experience I have gained in Kazakhstan and the United States with theoretical knowledge and share it with the participants of this course. Through this program, we will explore communications, marketing, and sales techniques while exchanging practical experience," said trainer Bakyt Amanzholkyzy.
At the conclusion of the Media Bootcamp, participants will present and defend their projects, demonstrate the practical application of their newly acquired knowledge, and receive professional development certificates.
In addition to strengthening professional competencies, the program provides an opportunity for media and communications specialists from different regions of Kazakhstan to exchange experiences, expand their professional networks, and establish new partnerships.
Sanim Marat, Media Center Specialist
