Annexure ‘‘AAB-CD-01’

Course Title: : Public Relations & Corporate Image

L T P/S SW No. of TOTAL CREDIT
Course Code: MKTG311 PSDA UNITS
2 2 3
Credit Units: 03

Level: UG (*L- Lecture *T – Tutorial *P – Practical *SW – Self work

*FW – Field work *PSDA - Professional Skill Development Activities)

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.

Prerequisites: Basic understanding of Marketing as a concept and the Tools and techniques required for Marketing

Course Contents/Syllabus:

Descriptors/Topics Weightage (%)

1 Module I: Corporate Image and its implications in Society

Descriptors/Topics 20 %
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.

2 Module II: Marketing Communication & its Role in Corporate Image Building

Descriptors/Topics 20 %
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

3 Module III: Public Relations

Descriptors/Topics 20 %
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.

4 Module IV: Public Relation& Publications

Descriptors/Topics 20 %
Concept of Publication in Public Relations and its importance for sustained Corporate Image - In-house Journals, Ghost Writing, Media Writing, Press
releases, brochures & leaflets.

5 Module V: Research in Public Relations

 Descriptors/Topics 20 %
Building Information Resources, Areas of PR research: Public Opinion Research, Media Tracking, Content Analysis, Campaign Examination, Benchmark
Studies, PR Audit.

List of Experiments (if any):

Course Learning Outcomes:

CLO1: To achieve clear understanding of Corporate Image,

CLO2: To analyze the essence of creation of Corporate Image

CLO3: To understand the concept of Public Relations and the tools of public relations applicable in today’s business scenario.

CLO4: To understand the concepts of CSR and corporate image

CLO5: To learn the benefits of Strong Public Relations.

CLO6: To evaluate the ways to build reputation with different entities using public relation tools and effective media handling.

Mapping of Course learning outcomes (CLOs) with Graduate Attributes (GA).

Course Learning Outcomes CLO1 CLO2 CLO3 CLO4 CLO5 CLO6

Graduate Attributes

Knowledge and Expertise of Business Environment and Management

Self-directed and Active learning

Research and Enquiry

Information & Communication Technology Skills

Critical thinking and Problem-Solving Abilities

Effective Business Communication

Creativity, Innovation & Reflective Thinking

Analytical & Decision-Making Ability

Leadership and Behaviour Skills

Multicultural Understanding & Global Outlook

Integrity, Ethics and Professional Conduct

Social Networking Skills & Emotional intelligence

Employability and Entrepreneurship

 Lifelong Learning

Environment and sustainability

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.

List of Professional Skill Development Activities (PSDA):

 PSDA 1 (Industry Project): Students will research and presentation on evaluating different corporate image building techniques / “image building” campaigns of current market trends.

 PSDA 2 (Assignment) - Students will create a document to understand crisis management practices in different scenarios.

 PSDA 3 (Presentation) – Student will present research work/article review/ case study reflecting their learning on the course.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

40% NA 60
%

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term Examination

Components (Drop down) Class Test Home assignment Case Viva Attendance EE

Weightage (%) 10 10 10 5 5 60

Lab/ Practical/ Studio Assessment:

Continuous Assessment/ Internal Assessment End Term Examination

Components Total

Weightage
(%)
Mapping Continuous Evaluation components/PSDA with CLOs

Mapping Continuous Evaluation components/PSDA with CLOs

Bloom’s Level > Remembering Understanding Applying Analyzing Evaluating Creating
Course CLO1 CLO2 CLO CLO4 CLO5 CLO 6
Learning 3
Outcomes
Assessment
type/PSDA
Assessment   
Component 1
Assessment   
Component 2
Assessment     
Component 3
Assessment   
Component 4

Text Books/ References Books:

Text Reading:
 Public Relations: Principles, Cases and Problems, H. Frazier Moore, Frank B. Kalupa, R.D. Irwin, Edition 9
 “Public Relations – The Profession and Practice”, Lattimore, Laskin, Heiman & Toth, third edition, Tata McGraw Hill, 2012 (LLHT).

References:

 “Public Relations Practices – Managerial Case Studies and Problems” Center, Jackson, Smith and Stansbury, Seventh Edition, Prentice Hall of India, 2008 (CJSS).
 Public Relations Practices, Managerial Case Studies and Problems, Allen H Center, Patrick Jackson, Stacey Smith, Frank R Stansberry, 7th Edition.
 Marketing Management, Philip Kotler, Pearson
 Newsom, Turk, Kruckeberg, “This is PR The Realities of Public Relations”. Wadsworth – Thomson Learning
 Handbook of Public Relations in India, Mehta. D. , Allied Publishing, Delhi.
 Integrated Marketing Communications, PR Smith with Jonathan Taylor, Korgan Pages
 IMC, Tom Duncan, McGraw Hill

Additional Reading:

 Harvard Business Review

 Journal of Public Relations Research
 Public Relation Review Journal - Elsevier
 Journal of Public Relations Education
 Journal of Communication Management
 Emerald Emerging Markets Case studies, Emerald
 Asia Pacific Journal of Management (APJM), Springer