Anglo-American University in Prague Public Relations
| Course Name | Public Relations |
| Course Code | MKT 368 |
| Description | Upon successfully completing this course, students will have a basic understanding of the purpose, principles, and practice of Public Relations (PR) as an independent discipline and an integrated part of the complete marketing mix. In addition, a contemporary overview of Public Relations concepts in local and international business environments will be assessed using practical case studies. It will be emphasized that each student will come into contact with Public Relations techniques throughout their life and that understanding this field will benefit them even though they may not use this knowledge directly in their field of work. Students will create a real PR Campaign proposal for an existing organization to further enhance their knowledge of this field. A wide variety of public relations techniques and operating areas are examined, including Media Relations, International PR, the PR practitioner’s role, Content Marketing, and Corporate Social Responsibility (CSR), for example. |
| Learning Outcomes | Upon completion of this course, students should be able to: ● Demonstrate an understanding of how and where Public Relations fits within the Integrated Marketing Communications (IMC) concept ● Understand and be able to use PR terms ● Be able to explain how various organizations use PR practices to adapt to change, manage competition and conflict, and forge mutually beneficial relations with diverse organizational stakeholder publics ● Practice specific PR writing skills, including writing a Press Release and creating an Advertorial ● Understand the role of ethics within PR based on specific case studies ● Practice presentation skills and the ability to explain the studied topic to peers ● Be able to apply various theories of how active Publics form and how Stakeholder Publics can be identified and worked with to achieve goals ● Explain and demonstrate creativity and understanding of the concepts in an in-depth Public Relations Campaign Plan ● Demonstrate understanding of the new trends in PR utilized on the Internet and in social media and how they have affected traditional marketing and advertising trends ● Comprehend how PR is practiced in reality due to shared experiences from a guest speaker ● Improve communication and presentation skills through group work, analysis and individual presentations ● Apply the so-called circular four-step public relations process to create a campaign plan for a specific problem. This includes: identifying the key public targeted; properly writing campaign objectives; creating the essential campaign message and executions; and creating a media plan to carry the campaign ● Understand and discuss the implications of what is now being called a major paradigm shift—the impact of new media/social media—in public relations and marketing, including content marketing. |
| School | School of Business Administration (SBA) |
| Level | Bachelor |
| Number of credits (US / ECTS) | 3 US / 6 ECTS |
| Prerequisites | ECO120; MKT248(old track); ECO105; MKT248(new concentrations) |