Public Relations

Module Description :

An important constituent of modern marketing policy is the method of projecting the image of a product, brand or company to both the market and the wider public. There are various ways of projecting an image which are related to, but not identical to, advertising. It may, or may not, be concerned with the particular attributes of a product or service, but is frequently designed to influence the context in which a company’s operations take place. It is important for marketing managers to understand the role of public relations in the spectrum of policies pursued by an organisation.

Module Content :

Nature and objectives of public relations; place of public relations in the marketing mix; relationship between public relations and advertising; role of public relations in manufacturing, services, and the public sector; cost effectiveness of public relations; reason for failure of public relations; media selection for public relations and message formations; sponsorship; limitations of public relations as a promotional tool; evaluation of campaigns.

Posted in MBA in marketing