Background and Rationale

This course aims to facilitate student’s understanding of the key concepts and underlying philosophy of the public relations discipline as well as the strategic use of public relations in adding value to integrated marketing programmes. It will emphasize on the comprehension of the management and organisation processes of PR and the understanding of the uses of public relations to attain marketing objectives. Students will be guided to understand the key principles, tools, strategic planning process and evaluation process of MPR. 

Learning outcomes

At the end of the course students will be expected to:

(i)    Apply the underlying ideas and tools of public relations (PR) and marketing public relations (MPR) as well as the methods for their implementation.
(ii)   Illustrate the role and value of PR and MPR in the promotional mix and recognise its importance in integrated marketing communication programmes. 
(iii)  Critically explain the strategic planning and evaluation processes of PR and MPR.
(iv)  Classify the uses of public relations in attaining marketing objectives.