MKW2221

Public relations principles and practice

(BUS)

Mr Peter Scholem

6 points + 1-hour lecture and 2-hour tutorial per week + Second semester + Berwick + Prerequisite: MKW1220

Synopsis: The primary aim of this unit is to introduce students to the range and depth of contemporary theory and practice of public relations in an organisational setting. Applications of stakeholder theory and communication theory. The contributions which public relations can make to an organisation's performance.

Assessment: Four analytic reports (4000 words): 40% + Learning journal 20% + Class participation 10% + Examination (2 hours): 30%