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2011-2012 University Catalogue
The University of the Arts
  Feb 22, 2018
2011-2012 University Catalogue [ARCHIVED CATALOG]

CMMC 324 - Introduction to Public Relations

3 credits
This course explores the fundamentals of public relations, viewed as a marketing communications tool, with special attention to its role in the non-profit sphere. The course reviews the functions of a wide range of marketing communications tools and explores how PR can be used in conjunction with them to achieve an organization’s objectives, helping students to come to understand the role of public relations in the overall marketing communications plan. Students learn how to coordinate messages in order to allow the company to speak with one voice and reinforce one overall corporate identity, with special attention to social marketing and the public. A series of projects culminates in students developing a public relations proposal for a non-profit organization.

Priority enrollment to Communication majors and Strategic Advertising minors.