CAMPAIGN DESIGN IN PUBLIC RELATIONS

Course Description

This course provides students with comprehensive knowledge on how to design and implement effective public relations campaigns. Emphasizing both theory and practice, the course enables students to apply the concepts they learn through the development of their own campaign projects. Students are encouraged to think both creatively and critically as they explore methods for crafting original and impactful communication strategies. The course covers all key components of campaign development—such as research, media planning, and creative messaging—highlighting the importance of integrating these elements into a cohesive whole. By the end of the semester, students are expected to design and present an original public relations campaign that reflects their understanding and skills.

CAMPAIGN DESIGN IN PUBLIC RELATIONS

Evaluation Tools (Active Term)

Course outcomes

1. 01 Design (4) and implement (4) an adverting campaign.
2. 02 Construct (4) an advertising brief according to profesional guidelines.
3. 03 Apply (4) the principles of integrated marketing communication in campaing planning.
4. 04 Develop (5) a budget for an advertising campaign.
5. 05 Analyze (4) and discuss (5) implecit messages in product placement advertising.

Course Syllabus

Reference Books & Course Materials

1. 01 Public Relations Planning: A Practical Guide for Strategic Communication, Edward T. Vieira, Jr. and Yulong Li - Routledge © 2024
2. 02 Public Relations Campaign Strategies: Planning for Implementation by Robert Kendall.

Learning Outcomes

1. L01 List the steps in Public Relations campaign design. SOLO 3
2. L02 Conduct research and planning for developing a public relations campaign. SOLO 3
3. L03 Devise media planning for their campaign. SOLO 5
4. L04 Conduct SWOT and competitor analysis. SOLO 3

Program Outcomes

1. P01 1. Recognized and applied all the learning tools and techniques learnt which they will implement throughout their lives and future careers.
2. P02 2. Become confident in their knowledge and skills so that they can successfully study and work on their own.
3. P03 3. Attained a high level of professionalism through the fundamental knowledge and skills gained in both marketing and digital fields.
4. P04 4. Demonstrated a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media and management, as well as the interconnectedness of these disciplines in the running of an organization.
5. P05 5. Been able to critically implement their knowledge and skills in both written, oral and digital forms to an intended audience, based on creative and analytical approaches.
6. P06 6.Demonstrated their understanding of the ethical and protected use of various new media such as social media, mobile technology, web analytics, search engine optimization, and viral advertising in both their studies and careers.
7. P07 7. Implemented best practices in business for planning, decision-making, and problem-solving based on collaborative work and studies.
8. P08 8. Demonstrated effective communication skills in addition to in-depth of analysis and synthesis which are essential in multicultural educational and work contexts.
9. P09 9. Demonstrated critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, formulate and evaluate potential solutions.
10. P10 10. Been able to implement ideas and concepts through the development and creation of digital content for effective social media marketing strategies, and designing and evaluating the effectiveness of interactive web sites to increase web traffic flows, visibility, consumer satisfaction and response rates.
11. P11 11. Embodied integrity in their work and actions, honor confidentiality, followed generally accepted codes of conduct in the digital marketing industry.
12. P12 12. Devoted themselves to follow the codes of ethics, improve privacy issues with social media, conflict, and citizenship in order to frame a better understanding of digital marketing.

Po-Lo Matrix