INS 2403 Public Relations Campaign Strategies - RE-SIT EXAMINATION
APPLIES TO ACADEMIC YEAR 2012/2013
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INS 2403 Public Relations Campaign Strategies - RE-SIT EXAMINATION Responsible for the course Peggy S Brønn Department Department of Communication - Culture and Languages Term According to study plan ECTS Credits 15 Language of instruction Norwegian Introduction This is the capstone course in the Public Relations sequence in which you will put into practice all of the academic and creative knowledge you have amassed in your study of PR at BI in order to develop a comprehensive communications campaign. Students will work in groups to research, plan, implement and evaluate a public relations strategy for a specific client. They will also make a formal presentation of the campaign to the client. Objective When finished with this course students will be able to create an integrated communications campaign that is designed either to inform, influence attitudes or to achieve a desired behavior. Specifically they will:
Prerequisites Students must have taken both INS2500 and MRK 2301in order to be eligible to take this course. Compulsory reading Books: Sayre, Shay. 2005. Campaign planner for integrated brand communications. 3rd ed. Mason, Ohio : Thomson/South-Western Smith, Ronald D. 2009. Strategic planning for public relations. 3rd ed. New York : Routledge Other: Artikkelkompendium tilgjengelig på Blackboard Recommended reading Course outline
Formulating strategies Using effective communication
Computer-based tools Students must have knowledge of basic Microsoft Office Programs. They must also be able to use the internet for research purposes. Course structure The first part of the course in the fall is based primarily on 36 hours of lecture and will introduce the students to the process of developing campaign strategies, including discussing the many different types of campaigns. Cases will be used to illustrate some campaigns, supplemented by guest lecturers. Some part of the class time will be spent discussing media stories that are relevant to the course. Students are expected to be prepared to participate in discussion. Students in this course should at a minimum be familiar with the many electronic sources of information available to them. The second part of the course is based on lecture and independent learning. Student groups will develop a strategic communication campaign for a selected organization, issue, cause, etc. The final campaign will be presented to the client as a written proposal and in an oral presentation (pitch) to the client. The lecturer will act in the role of supervisor for the student agencies but students are expected to work independently to master the project. The number of groups will depend on the size of the class. INS 2403 is based on 2 semesters: INS 2404 Public Relations Campaign Strategies part 1 - fall INS 2405 Public Relations Campaign Strategies part 2 - spring Examination A final grade will be given upon a term paper, solved individually or in grops of 2-3 students. Examination code(s) INS 24031 -Term paper- accounts for 100 % of the total grade in INS2403 Public Relations Campaign Strategies, 15 credits. Examination support materials Part 1 -- no aids allowed. Part 2 -- all aids allowed. Re-sit examination This course was lectured for the last time autumn 2010. Re-sit exam will be offered every term from autumn 2011 even spring 2013. Additional information |
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