MSMC5012 Marketing Strategies in Public Relations
This course focuses on the critical role that public relations professionals play as strategic thinkers and business partners in driving organizational strategies and marketing goals. The nature, role and formation of public opinion, techniques for measuring public opinion will also be investigated. The integration of marketing and public relations with internal communications will be stress to ensure consistent organizational support and image. Students will engage in critical analysis and discussion of public relations case studies with emphasis on applying course principles in their evaluation. Teams will be established to develop a public relations campaign plan for presentation in the final class and ensuing class discussion will concentrate on the potential effectiveness of each plan.