Module/Course Description

Course Title: Public Relations

Course Code: UU-MKT-3000-ZM

Programme: Bachelor of Business Administration - ZM

Credits: 12.00

Course Description:

The main objectives of the course are to:
Understand the key concepts and underlying philosophy of the public relations discipline.
Comprehend the management and organization processes of PR.
Understand the strategic use of public relations in adding value to integrated marketing programs.
Understand the uses of public relations to attain marketing objectives.
Understand the key principles and tools of MPR
Understand the strategic planning process of MPR
Understand the evaluation process of MPR

After completion of the course students are expected to be able to:
apply the underlying ideas and tools of public relations (PR) and marketing public relations (MPR)
illustrate the role of PR and MPR in integrated marketing communication programs.
define and state the strategic planning and evaluation processes of PR and MPR
classify and categorize the uses of public relations in attaining marketing objectives

Prerequisites: UU-Bsc-IND100-ZM, UU-FNT-103-ZM

Prerequisites Categories: Semester 1, Semester 2, Semester 3, Semester 4, Semester 5, Semester 6

Typical Module duration: 4.0 Week(s)


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