L T P/S SW/F TOTAL
Course Title: Public Relations & Corporate Image W CREDIT
UNITS
Course Level:UG 3 - - - 3
Course Code: MKTG306
Credit Units: 03
Course Objectives: The course objective is to make the students understand, appreciate and expose them to the concepts of Public Relations philosophies,
essentiality and principles with an aim to managing, controlling and improving corporate image and related aspects for any organization. In addition to
empower the students with basic knowledge and skill to implement crisis and issue management techniques in any organization. These concepts will assist in
better understanding of the Corporate World and its functioning.
Pre-requisites: Basic understanding of Marketing as a concept and the Tools and techniques required for Marketing.
Student Learning Outcomes: Upon completion of course the student should be able to
1. Achieve clear understanding of Corporate Image
2. Understand the essence of creation of Corporate Image
3. Understand the concept of Public Relations and the tools of Public relations applicable in today’s business scenario.
4. Understand the ways to build reputation with different entities using Public relation tools and effective media handling.
5. Understand the benefits of Strong Public Relations.
6. Understand the concepts of CSR and corporate image.
Course Contents/Syllabus:
Weightage (%)
20
Module I Corporate Image and its implications in Society
Descriptors/Topics
Understanding Corporate Image, Corporate Image Building: A Marketing Exercise, an overview to Marketing,
understanding the Marketing Mix – Product, Price, Place, Promotion
Ways to build corporate image and sustainable reputation, concept of corporate social responsibility and building
corporate image though its relationship between identity image and reputation.
Module II Marketing Communication & its Role in Corporate Image Building 20
Descriptors/Topics
Introduction to the tools used for marketing communication – Advertising, Visual Corporate Identity, Public Relations,
Sales Promotion, Direct Marketing, Sales Management, Sponsorships, Exhibitions, Packaging, Merchandising and
Point-of-Purchase Materials, E-Marketing and Customer Service
Module III Public Relations 20
Descriptors/Topics
Understanding Public Relations, Role and Scope of PR, Corporate Image and PR, PR as part of Marketing
Communications. In-house PR, PR Agencies, Modes of PR and Media Handling, PR Events, Crisis Management in
Public Relations, interchangeable nature of Issue and Crisis Management.
Module IV Public Relation& Publications 20
Descriptors/Topics
Concept of Publication in Public Relations and its importance for sustained Corporate Image - In-house Journals, Ghost
Writing, Media Writing, Press releases, brochures & leafelets.
Module V Research in Public Relations 20
Descriptors/Topics
Building Information Resources, Areas of PR research: Public Opinion Research, Media Tracking, Content Analysis,
Campaign Examination, Benchmark Studies , PR Audit.
Pedagogy for Course Delivery: The course will be a combination of theoretical and tutorial styles. The lectures will be inclusive of Presentations, Case Study
Discussions, Article Reviews and Audio and Video representations of Corporate practicing the concepts mentioned during the course.
Assessment/ Examination Scheme:
Theory L/T (%) Lab/Practical/Studio (%) End Term Examination
30 70
Theory Assessment (L&T):
Continuous Assessment/Internal Assessment End Term
Examination
Components (Drop CT HA Case Viva A EE
down)
Weightage (%) 10 5 5 5 5 70
Text & References:
Text:
Public Relations: Principles, Cases and Problems, H. Frazier Moore, Frank B. Kalupa, R.D. Irwin, Edition 9
References:
Marketing Management, Philip Kotler, Pearson
Integrated Marketing Communications, PR Smith with Jonathan Taylor, Korgan Pages
IMC, Tom Duncan, McGraw Hill