MKB3261

Public relations campaigns

6 points - One 3-hour workshop per week - Second semester - Berwick - Prerequisite: MKB3231

Objectives Students who complete this subject will be able to organise a PR program/campaign integrated with other strategic business or organisational plans; establish appropriate objectives, and plan and execute complex PR campaigns; manage the use of research to refine and develop PR strategy, operate at an entry level within PR consultancies or departments of major organisations with insight into the management processes which are used.

Synopsis This subject provides students with an integrative experience of using all the theory and processes to which they have been exposed through their course. Students will further study and use campaign planning and management tools. They will create from briefs two major PR campaigns with target groups involving multiple groups of stakeholders.

Assessment Group case study: 40% - Individual campaign plan: 40% - Examination (1 hour): 20%

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