PRMM Course Content

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Type                                                    :  Core

Course Code                                       :  PRMM 11015

Title                                                     :  Fundamentals of Public Relations 

 

Learning Outcomes                          

After the completion of this course unit the students will be able to demonstrate knowledge in, Clarifying the basic definitions and analysis of Public Relations.

  • Discussing various aspects and unique characteristics in the field of Public Relations.
  • Utilizing the general Public Relations concepts in the context of a specific profession.
  • Contextualizing selected classifications, types, distinctions, models, and its conception and development through the history of PR as a discipline.

Course Contents                                :

Introduction to Public Relations, Perspectives of Public Relations, Basic components of Public Relations, Definitions of Public Relations, Classifications and types of Public Relations, Theories and Concepts of Public Relations and its Social Applicability in the various professions, Government Relations and Public Opinion (Government Relations for Organization at both the Political and Public Service level including lobbying, Advocacy and Regulatory issues, Coalition Building, Public Opinion from variety of  angles, Media and Democracy), Applied Public Relation Communication, Diversity and Community Relations (Managing the Relationship of Organizations with Local and Cultural Communities including neighbors, Grass-Roots Associations, Local Government and Media),

Methodology                                      :  Lectures, Discussions, Interactive contacts,

Scheme of Evaluation                        :  Assignments, Presentations and Examination.

Recommended Readings                   :

  • Theaker, A. (2006). The Public Relation Hand Book, U.K, Routledge (Second edition).
  • Boorstin, D. J. (1964). the Image; A Guide to Pseudo-events in America: New York, Harper & Row Publishers
  • Dilenschneider,R.L. (1990). Power and Influence; Mastering the Art of Persuasion, New York: Prentice Hall Press.
  • Bernays, E. L. (1986).The Later Years: Public Relations Insights, New York: H & M Publishers.

Type                                                    : Core

Course Code                                       : PRMM 12025

Course Title                                        : Media & Communication Contexts and Applications

Learning Outcomes                           :

After the completion of this course unit the students will be able to demonstrate knowledge in,

  • Using Core concepts of Communication, Levels of Communication,
  • Clarifying the basic definitions and analysis of Media and Communication in terms of Public Relations.
  • Applying the usage and behavioral pattern of Public Relation in the Media Messages and Texts.
  • Contextualizing the applicability of general Public Relations concepts in thecontext ofa Media and Communication professions

Course Contents                                :

Introduction to Communication and Media, History of Communication models and evolution  along with PR techniques, Perspectives, Basic Components, Definitions, Classifications and types of Communication Social Psychology of Communication and Public Relations, Mass Media effects, Media Culture, Popular Culture, Context  in which Media operate (Regulation, Practical constrains), building relationship with journalists, Media Theory and current trends in Media uses and Technology, Strategies and tools for Communicating through Media, Including Massage Development, Spokesperson training and Media Events, Crisis and Risk Communications

Methodology                                      :  Lectures, Discussions, Interactive contacts,

Scheme of Evaluation                        : Assignments, presentations and examination.

Recommended Readings                   :

  • Schramm,W. (1988).The Story of Human Communication: Cave Painting to Microchip,

New York: Harper & Row Pub

  • Wilcox, D. L. (2000). Public Relations writing and Media Techniques. NewYork. Routledge.
  • Bivins, T. H. (1989). Public Relations Writing: the essentials of Style and format
  • Wilcox, D. L and Cameron, G. T. (1988). Public Relations: Strategies and Tactics

(8thEdition).London.Sage.                     


Type                                                    :  Optional

Course Code                                       :  PRMM 11033

Title                                                     :  Strategic Public Relations

Learning Outcomes                           :

After the completion of this course unit the student should be able to;      Clarify the basic definitions and analysis of Public Relations.

  • Discuss various aspects and unique characteristics in the field of Strategic Public Relations.
  • Apply the general Public Relation concepts in the context of a specific profession.
  • Design selected classifications, types, distinctions, models, and its conception and development through the history of PR as a discipline.

Course Contents                                :

Introduction to Strategic Public Relations, Perspectives of Strategic Public Relations, Basic Components of Public Relations, Definitions of Public Relations, Classifications and types of Public Relations, Theories and Concepts of Public Relations and its Social Applicability in the various professions, Government Relations and Public Opinion (Government Relations for Organization at both the Political and Public service level including lobbying, Advocacy and Regulatory issues, Coalition Building, Public Opinion from variety of  angles, Media and Democracy), Applied Public Relations Communication, Diversity and Community Relations.

 

Method of teaching & Learning       :  Lectures, Discussions, Active Learning

Scheme of Assessment                      :  Assignments, Viva presentations and end of semester examination.

Recommended Readings                   :

  • Theaker, A. (2006). The Public Relation Hand Book. U.K, Routledge.
  • Boorstin, D. J. (1964). the Image; A Guide to Pseudo-events in America: New York, Harper & Row Publishers.
  • Dilenschneider, R. L. (1990). Power and Influence; Mastering the Art of Persuasion. New York: Prentice Hall Press.
  • Bernays, E. L. (1986). The Later Years: Public Relations Insights. New York: H & M Publishers.

Type                                                    : Core

Course Code                                       : PRMM 21015

Course Title                                        : Advertising & Marketing in Public Relations

 

Learning Outcomes                           :

After the completion of this course unit the students will be able to demonstrate knowledge in,

  • Using Core concepts of and levels of advertising and marketing in the process of Public Relations.
  • Clarifying the basic definitions, Concepts and Theories in Advertising and Marketing.
  • Applying Various Public Relations strategies used in the Advertising and Marketing Campaigns and Programmes.
  • Contextualizing the applicability of general Public Relation concepts with the context Advertising and Marketing.

Course Contents         :

Introduction to Advertising and Marketing with concepts, models, Theories Models and Evolution along with PR Techniques, Perspectives, Basic Components, Definitions,

Classifications and Types of  Advertising and Marketing, Different aspects of Marketing Operations, Analysis and Research of Market Opportunities, Planning , Implementation and control of the Marketing Programme (Product, Promotion, Distribution and Pricing).

Methodology                                      : Lectures, Discussions, Interactive contacts,

Scheme of Evaluation                        : Assignments, presentations and examination.

Recommended Readings       :

  • Scott, D. M. (2007). The New Rules of Marketing and PR. London.Sage.
  • Kotler, P. (2004).Advertising Vs.PR: Kotler on Kotler.NewYork. Routledge.
  • Ries, Al and Ries, Laura. (2004). The fall of Advertising and the Rise of PR.NewYork.Sage.

                                                                     : Core

                                                                     : PRMM 22025

                                                                     : Media and Communication Management

After the completion of this course unit the students will be able to demonstrate knowledge in,  Using key Concepts and Theories of Media & Communication Management. 

  • Clarifying the necessity of the Management in both Media and Communication Planning.Applying various management strategies used in the PR Programmes.
  • Contextualizing the applicability of media & Communication management concepts with thePR.

Course Contents        :  

Introduction to Media Management, Communication Planning (Communication plans in real Situations, Environmental Scanning, Audits, Strategy and Implementation of Plan including timelines, Working with suppliers and consulting skills, Emphasis on Evaluation and return on investment Communication), Cooperate Communication, Organizational Communication, Internal stakeholder Communication (Communication with the full range of stakeholders), Including employees, Management board, Volunteers and foundations, as well as audiences specific to the Organization such as students, Patients, Members, Organizational culture, Labor Relations, Mobilizations of stakeholders and issues, Change Management, Public Relations event Management, Project Management and Organizational Management, Fund raising and Philanthropy, Financial Communication Behavior in Organizations (the implication of Management and the  essential concept of Social Psychology such as motivation, Perception, Attitude change and Organization), Transcultural Leadership,

Methodology                                      :  Lectures, Discussions, Interactive contacts,

Scheme of Evaluation                       :  Assignments, presentations and examination.

Recommended Readings                  :


                                                                    : Optional

                                                                    : PRMM 21033

                                                                    : Critical Thinking & Crisis Management

After the completion of this course unit the students should be able to;

  • Use core concepts and levels of critical thinking and crisis Management in the process of Public Relations.
  • Clarify the basic definitions, Concepts and Theories in Crisis Management.
  • Apply various critical thinking strategies used in the Advertising and Marketing Campaigns and Programmes.
  • Judge the applicability of general concepts of critical thinking in Managing Crisis in Business Management.

Course Contents                            :

Introduction to Critical thinking  and Crisis Management with Concepts, Models, Theories  models and evolution  along with PR Techniques, Lateral Thinking, Organizational behavior, Business Communication, Conflict Management, Change Management, Principles and dispositions of Critical thinking, Habits and traits of mind, Reflective thought, Efficiency of Critical thinking, Crisis Leadership, Models and Theories Associated with Crisis Management, Examples of successful Crisis Management, Public sector Crisis Management.

Method of teaching & Learning      : Lectures, Discussions, Active Learning.

Scheme of Assessment                      : Assignments, Viva presentations and end of semester Examination.

Recommended Readings      :

  • Fink, S. (1986). Crisis Management. London. Sage.
  • Fearnbanks, K. (2004). Crisis Communication; a casebook approach. New York, Rutledge.
  • Moon, J. (2008) Critical thinking; an exploration of theory and practice. New York. Rutledge.
  • Title, P. (2011) Critical thinking; an appeal to reason.UK, Rutledge.

                                                                     : Core

                                                                     : PRMM 31015

                                                                     : Law, Ethics & Regulations in Public Relations

After the completion of this course unit the students will be able to demonstrate knowledge in,

  • Using key concepts and theories of Media & Communication law, Ethics and Regulations with refer to Public Relations.
  • Clarifying the necessity of knowing law, Ethics and Regulations of Public Relations.
  • Applying various laws and ethical codes used in the Public Relations Programmes.
  • Contextualizing The Applicability of law, Ethics and Regulations in terms of Public Relations.

Course Contents                                 :

Introduction to Law and Ethics, History of Law and Ethics, Classification and Types of Media and Public Relations ethics, Importance of Public Relations, Regulations, Constitution of Public Relations Ethics within a Media & Communication Campaign, Public Relations practitioner’s role and influence in the ethical organization: Corporate Social Responsibility, Laws and Regulations on Governance and Public Accountability. Legal and Ethical behavior related to Sustainable Development and Globalization. Ethical Public Relation Practitioner: Professionalism, Code of Ethics, Issues in Practice)

Methodology                                      : Lectures, Discussions, Interactive contacts,

Scheme of Evaluation                       : Assignments, Presentations and Examination.

Recommended Readings                  :

  • Singer,P. (1979). Practical Ethics. U.K, Cambridge University Press
  • Thomas, D. and Wehane, P. A. (1979). Ethical issues in Business: A philosophical Approach.Englewood Cliffs, NJ: Prentice – Hall
  • Michael,R.(1996). The Responsible Manager: Practical Strategies for Ethical Decision Making. West Hartford, CT: Resources for Ethics and Management,
  • Ferre,J. P and Willihnganz, S. C. (2005). Public Relations and Ethics: A Bibliography. London. Sage.
  • Sejb,P and Sejb, P.M. (1994). Public Relations Ethics, Harcourt Brace & Co. New Delhi. Sage.
  • Sejb, P.M. (1994). Campaigns and Conscience, The Ethics of Political Journalism, Praeger Pub Text
  • Fitzpatrick, K. R. and Bronstein, C. (ed.)(2006). Ethics in Public Relations: Responsible Advocacy, U.S.A.

Type                                                   : Core

Course Code                                      : PRMM 32025

Course Title                                       : Public Relations and Media Management Research

 

Learning Outcomes                           :

After the completion of this course unit the students will be able to practice and demonstrate knowledge in,  

  • Applying theoretical aspects of Media and Public relations in the context of relevant Professional sectors.
  • Researching pertinent aspects of Media and Public Relationswith reference to special fields of practice
  • Practicing the Media and Public Relations in the professional settings.

Course Contents                                : 

Research Methodology, Market Research, PR Research, Data Analyzing and Interposition, Report Writing.  

For this course unit, it is essential to complete an original study from either a Research or a Professional project work study.

Methodology                                      : Lectures, Discussions, Interactive contacts,

Scheme of Evaluation                       : Project Report and presentation

Recommended Readings                  : 

  • Wimmer, R.D & Dominick,J.R.(2005).Mass Media Research; An introduction. Australia, Thomson & Wadsworth.
  • Jensen, K. B. (2006). A Handbook of Media and Communication research; Qualitative and Quantitative Methodologies. London and New York, Rutledge.
  • Glander, T. (2000). Origins of Mass Communications Research During the American Cold war; Educational Effects and Contemporary Implications. Mahwah, New Jersey, Lawrence Erlbaum.
  • Riffe, D.; Lacy, S.; Fico, F.G. (2005). Analyzing media Messages ;using Quantitative Content analysis in research. Mahwah, New Jersey, Lawrence Erlbaum.

Type                                                     : Optional

Course Code                                      : PRMM 31033

Course Title                                        : Corporate Communication

 

Learning Outcomes                          :

After the completion of this course unit the students should be able to;

  • Use keyConcepts andTheories of Corporate Communication
  • Clarifythe necessity of the Management in both Media and Communication Planning
  • Apply various ManagementStrategiesused in the PR Programmes
  • Design the Applicability of Media & Communication Management Concepts with thePR

Course Contents        :  

               Introduction    to     Media    Entrepreneurship,    Communication    Planning,    Coperate

Communication, Organizational Communication, Internal Stakeholder Communication, Organizational Culture, Labor Relations, Mobilizations of stakeholders and issues,

Change Management, Public Relations Event Management, Project Management and

Organizational Management, Fund raising and Philanthropy, Financial Communication Financial PR, Behavior in Organizations, Trans-Cultural Leadership, Small- Business Management.

Method of Teaching & Learning    :  Lectures, Discussions, Active Learning.

Scheme of Assessment                      :  Assignments, Viva presentations and end of semester examination.

Recommended Readings                  :

                Management    And     Economics     (LEA's     Media     Management    and     Economics

Series).London. Sage.

  • Joep C. (2011). Corporate Communication: A Guide to Theory and Practice. London, Sage.
  • Goodman, M.B; Peter B.H. (2010). Corporate Communication: Strategic Adaptation for Global Practice. N.Y, Peterlang. 

 

©{2018} Department of Mass Communication. All Rights Reserved. Designed By M.K.de Pasqual

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