MKTG143 Public Relations Management

Department of Business Studies: Marketing

I. Course Number and Title
MKTG143 Public Relations Management
II. Number of Credits
3 credits
III. Number of Instructional Minutes
IV. Prerequisites
V. Other Pertinent Information
VI. Catalog Course Description
This course deals with the application of public relations tools and techniques and the management of public relations campaigns. Topics include methods of public relations research, strategic planning, preparation of public relations materials, and the use of controlled and uncontrolled media.
VII. Required Course Content and Direction
  1. Course Learning Goals

    Students will:

    1. integrate public relations into marketing by using public relations research and strategic planning;
    2. organize and promote special events;
    3. create related content for publications;
    4. work and communicate competently in a variety of broadcast media for public relations coverage; and
    5. demonstrate an understanding of how to manage crises and public issues.
  2. Planned Sequence of Topics and/or Learning Activities

    1. introduction to public relations
    2. public relations practitioners
    3. management process of public relations
    4. communications in public relations
    5. ethics and professionalism
    6. crisis management
    7. legal considerations
  3. Assessment Methods for Course Learning Goals

    1. Students are assessed on a public relations plan in which they will organize and promote special events and create related content for publications.
    2. Students are assessed on a complete media campaign using integrated marketing communications based on their PR (public relations) plan.
    3. Case studies in crisis management are analyzed and assessed.
  4. Reference, Resource, or Learning Materials to be used by Student:

    See course syllabus.

Review/Approval Date 5/15/08; Revised 11/2011; New Core 8/2015