Authorised by Academic Registrar, April 1996
Objectives Students who complete this subject will be able to demonstrate an understanding of the nature of PR consultancy/client relationship; formulate PR programs for various types of clients in the private and public sectors; evaluate PR campaigns using formal research methods.
Synopsis This subject provides students with insight into the operation of specialist PR consultancies, and PR units within organisations (business, government departments and non-profit organisations). Through consideration of a range of such situations, students will be able to demonstrate their ability to utilise knowledge and skills developed in earlier subjects towards the effective and efficient management of such units and the issues with which they deal.
Assessment Assignment (3000 words): 30% + Team assignment (4000 words): 40% + Examination (2 hours): 30%