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Master Syllabus

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Administrative Unit: Business Administration Department
Course Prefix and Number: MKTG 332
Course Title: Public Relations
Number of:
Credit Hours 3
Lecture Hours 3
Lab Hours 0
Catalog Description:

Policies, strategies and procedures available to an enterprise in establishing and controlling its communications with its many publics. Prerequisites: MKTG 310.

Prerequisite(s) / Corequisite(s):

MKTG 310.

Course Rotation for Day Program: Offered Fall.
Text(s): Most current editions of the following:

Public Relations: Strategies and Tactics
By Wilcox, Cameron & Reber (Pearson)
Effective Public Relations
By Cutlip, Center and Broom (Pearson)
The Practice of Public Relations
By Seitel (Pearson)
Course Learning Outcomes
  1. Describe and apply the public relations process.
  2. Describe the functions of public relations and the tactics involved in public relations activities.
  3. Identify and describe an organization’s key publics and target audiences.
  4. Explain legal and ethical frameworks in public relations.
  5. Demonstrate an understanding of the importance of public relations as a part of marketing management functions within an organization.
Major Topics/Skills to be Covered:

This course requires a written and/or oral presentation.

  • Nature of communication in a public relations context.
  • Ethical dilemmas faced in public relations.
  • Creation and use of PR tools such as news releases, social media, media relations and in-person communication.
  • Create and critique public relations materials such as news releases, reports
  • Discuss current events and crises as a means to learn best practices in public relations, especially media relations.

Recommended maximum class size for this course: 35

Library Resources:

Online databases are available at the Columbia College Stafford Library.  You may access them using your CougarTrack login and password when prompted.

Prepared by: Brandi Herrman Date: January 25, 2016
NOTE: The intention of this master course syllabus is to provide an outline of the contents of this course, as specified by the faculty of Columbia College, regardless of who teaches the course, when it is taught, or where it is taught. Faculty members teaching this course for Columbia College are expected to facilitate learning pursuant to the course learning outcomes and cover the subjects listed in the Major Topics/Skills to be Covered section. However, instructors are also encouraged to cover additional topics of interest so long as those topics are relevant to the course's subject. The master syllabus is, therefore, prescriptive in nature but also allows for a diversity of individual approaches to course material.

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