MKT4634 - Fundamentals of Public Relations

Offering Academic Unit
Department of Marketing
Credit Units
Course Duration
One Semester
Course Offering Term*:
Semester B 2023/24

* 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


Useful Links

Department of Marketing