Learning outcome

After this course the student will

Knowledge
- have a broad knowledge at the nature, scope, function and importance of public relations and of the roles and responsibilities of public relations practitioners,
- be familiar with basic public relations terminologies, techniques and strategies

Skills
- examine the multi-faceted roles of PR professionals must have, with a focus on develping effective communications as well as building and maintaining successful corporate and brand identities.

General Competence
- understand and have insight into the role of events, media plans, publicity stunts and the "art of the pitch"
- know how to develop a full PR plan, including press releases, media alerts and budgets
- have insight into relevant academic and professional ethical issues

Course Description

Communications -Effective Writing Techniques (Press Releases, Media Alerts) -Pitching - Story Seeding - Consumer Behaviors - Consumers Outreach -Event Planning - Event Management - Budgets - Media Platforms - Media Planning - Media Buying - Media Relationships - Advertising - Editorial - Short Leads - Long Leads - Corporate & Brand Identity - Publicity Stunts - Consumer and Market Research - Social Media - Viral Marketing - Sponsorship - Brand Collaborations - Ethics Agency Management

Teaching and Learning Methods

Lectures, professional visits, exercises and readings.

Assessment Methods

Written mid-term examination, 2 hours, 40% grade. Written final examination, 4 hours, 60% grade.

Minor adjustments may occur during the academic year, subject to the decision of the Dean