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MKT4634 - Fundamentals of Public Relations

Offering Academic Unit
Department of Marketing
Credit Units
3
Course Duration
One Semester
Pre-requisite(s)
Course Offering Term*:
Semester B 2024/25

* The offering term is subject to change without prior notice
 
Course Aims

After completing this course, students will be able:

  • to understand the communication framework made up of different stakeholders and  the role of public relations in business context;
  • to discuss essential public relations theories and concepts;
  • to adopt crisis communication tools analyse and solve organizational problems;
  • to develop a holistic communication plan by employing the mix of public relations and marketing communication tools.

Assessment (Indicative only, please check the detailed course information)
Continuous Assessment: 65%
Examination: 35%
Examination Duration: 2 hours
 
Detailed Course Information
MKT4634.pdf