Publicity and promotion
Dr Carol Steiner
6 points * One 2-hour lecture and one 1-hour tutorial per week * Berwick * Prerequisite: MKT1221
Objectives Students who complete this subject will be able to develop appropriate objectives for publicity and promotion campaigns; conceptualise and plan campaigns to meet objectives; evaluate the effectiveness of publicity and promotion campaigns; identify research which might be used in planning and evaluating publicity and promotions.
Synopsis This subject introduces students to the theory and practice of publicity and promotion as public relations tools. Through exposure to practitioner accounts and critical analysis of case studies, students will be able to plan and coordinate effective publicity and promotion campaigns that support strategic objectives.
Assessment Releases portfolio (3000 words): 20% * Campaign plan: 20% * Learning journal: 10% * Class participation: 10% * Examination (2 hours): 40%
Prescribed texts
Newsom D This is PR: The realities of public relations Wadsworth, 1989
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