SRJC Course Outlines

8/14/2020 1:11:18 PMBMK 57 Course Outline as of Fall 2002

New Course (First Version)

Discipline and Nbr:  BMK 57Title:  INTRO PUBLIC RELATIONS  
Full Title:  Introduction to Public Relations
Last Reviewed:5/9/2016

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum1.50Lecture Scheduled1.5017.5 max.Lecture Scheduled26.25
Minimum1.50Lab Scheduled08 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total1.50 Contact Total26.25
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  52.50Total Student Learning Hours: 78.75 

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 

Catalog Description:
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The principles and practical applications of public relations within a business marketing setting: communications strategies to build strong relationships with an organization's customers and stockholders.  Topics include writing press releases, product launches, media relations, planning a public relations program, integrated marketing, event publicity and investor relations.


Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
PR and marketing communications strategies to build strong relationships with an organization's consumers and stockholders.  Key topics include press releases, media relations, product launches and event marketing.
(Grade or P/NP)

Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Transfer Credit:CSU;
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP


Associate Degree:Effective:Inactive:
CSU GE:Transfer Area Effective:Inactive:
IGETC:Transfer Area Effective:Inactive:
CSU Transfer:TransferableEffective:Fall 2002Inactive:
UC Transfer:Effective:Inactive:

Certificate/Major Applicable: Not Certificate/Major Applicable


Outcomes and Objectives:
Upon completion of the course, students will be able to:
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At the end of the course, students will have the ability to:
1. Identify and compare the various techniques of marketing communications
2. Compose marketing briefs and press releases
3. Construct the PR portion of an integrated marketing campaign
4. Solve communication challenges within the business setting
5. Evaluate the effectiveness of an organization's PR efforts
6. Organize a successful marketing/PR event
7. Prepare an effective PR strategy for a new product launch
8. Employ strategic thinking and influencing for successful media
9. Evaluate product attributes and translate them into viable PR

Topics and Scope
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The students will be required to apply the following concepts:
1. Communication management
2. Integrated marketing communications
3. Image shaping
4. Situational analysis
5. Marketing writing, pitch preparation, follow-up
6. Ethics and responsibility
7. Crisis management
8. Print, broadcast, electronic media
9. Investors, government regulations, communities
10. Multicultural/International requirements

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1. examine and discuss case studies
2. write a Public Relations plan
3. prepare an event plan
4. participate in creative team activities
5. analyze persuasive marketing communication
6. press releases or other PR materials

Methods of Evaluation/Basis of Grade.
Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.Writing
10 - 20%
Written homework, project report: online/direct marketing plan
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
20 - 30%
Homework problems, oral presentations and team activities
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
40 - 50%
Class performances, Performance exams
Exams: All forms of formal testing, other than skill performance exams.Exams
10 - 20%
Multiple choice
Other: Includes any assessment tools that do not logically fit into the above categories.Other Category
10 - 20%
Class participation

Representative Textbooks and Materials:
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Effective Public Relations by Cutlip, Center and Brown, Published by
Prentice Hall, copyright 2000

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