Professional Documents
Culture Documents
04ee9ABS - BBA - 6 - PUBLIC - RELATIONS - AND - CORPORATE - IMAGE
04ee9ABS - BBA - 6 - PUBLIC - RELATIONS - AND - CORPORATE - IMAGE
Course Objective:
The course is aimed at developing in students an understanding of Corporate Image and the tools of Public relations applicable in
today’s business scenario.
Course Contents:
Module I: Corporate image
Understanding Corporate Image, Corporate Image Building: A Marketing Exercise, an overview to Marketing, understanding the
Marketing Mix – Product, Price, Place, Promotion
Module V: Exercising PR
In-house PR, PR Agencies, Modes of PR and Media Handling, PR Events, Crisis Management in Public Relations
Examination Scheme:
Components CT HA C V A EE
Weightage (%) 10 5 5 5 5 70
References:
• Marketing Management, Philip Kotler
• Integrated Marketing Communications, PR Smith with Jonathan Taylor
• IMC, Tom Duncan