Syllabus - PRAD377 - MPR - Spring2011 - Hybrid class

Syllabus - PRAD377 - MPR - Spring2011 - Hybrid class -...

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Updated 4/4/11 -- THIS DOCUMENT IS SUBJECT TO CHANGE - CHECK BLACKBOARD FOR UPDATES Marketing Public Relations (PRAD377) Spring 2011 - Hybrid course Monday/Wednesday 1:30 – 3:00 p.m. Room: 14 E. Jackson, Room 1128 – in Loop - Daley Bldg - 11 th fl. Note that except where noted on the class schedule, this class will meet in person on Wednesdays and online on Mondays. Note that because of team activities, students must still be available during assigned class time on Mondays, but they may “meet” virtually with their teams. There will, however, be times when the teams should meet in person, but the location is up to you. Instructor: Patricia Whalen, Ph.D., Office Phone: 312-362-7992 Office: #1832 14 E. Jackson – Loop Home Phone: 847/663-1587 (do not call after 10 p.m.) E-Mail: [email protected] Mobile: 847-507-0626 Office Hours: Wednesdays: 3 – 5 p.m. by appointment (I will be glad to meet other times, such as before class, or on other days if these hours will not work for you. Just call or send me an email requesting a meeting and provide 2 to 3 available times if set office hours won’t work for you.) Course Description: Marketing Public Relations (MPR) is an important part of a reputation building or product branding effort. It also can be a valuable strategy for government agencies and non-profits that want to increase revenues, recruit members and volunteers, and spread an important message. The MPR course explores the uses of public relations to attain marketing objectives. Lectures and projects will demonstrate ways to use public relations strategically to add value to integrated marketing programs. Student teams will apply this knowledge to solve a real-world marketing public relations problem. Teams will prepare and present key aspects of a public relations plan that will be assigned by the instructor at the beginning of the course. Required Texts: The Marketers Guide to Public Relations in the Twenty-First Century by Thomas L. Harris and Patricia T. Whalen (Thomson, 2006). ISBN: 0-324-31210-5. Marketing Public Relations – A Marketer’s Approach to Public Relations and Social Media (2010) – by Gaetan Giannini, Prentice Hall, ISBN-10: 0136083005 - The companion web page is at: The instructor will also hand out or post additional readings on D2L from time to time. Students are accountable for these readings as well. Other Recommended Texts (not required): The New Rules of Marketing and PR by David Meerman Scott, (Wiley, 2007) The Fall of Advertising and the Rise of PR by Al and Laura Ries, (Harper-Collins, 2002). 1
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LEARNING OBJECTIVES FOR THIS COURSE: At the end of this course students will be able: To identify creative ways that PR can be an integral part of any marketing campaign. To identify both traditional and social media tools that can be used for strategic PR campaigns.
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Syllabus - PRAD377 - MPR - Spring2011 - Hybrid class -...

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