Course objectives

The purpose of this course is to equip students with the skills and mindset of marketing and communications professionals by providing them with the tools and methods to cut through the media clutter and utilise technology effectively along with their imagination and empathy to effectively engage modern media meshing, multitasking, and overstimulated audiences. Its objective is to provide a holistic perspective on the latest developments in the fields of advertising and public relations.

Learning outcomes

Upon completion of the course students are expected to be able to:

• Criticise contemporary theories and methodologies related to public perceptions, image and reputation enhancement and restoration, traditional and digital public relations
• Apply techniques and tools for interpersonal and mass media communications through state-of-the-art digital technologies
• Apply effectively value proposition communication
• Develop effective media, advertising and communication plans
• Use immersive and engaging brand and corporate communications
• Build and manage media and stakeholder relations
• Analyse the current media ecology and landscape.

Course content

• Organisational reputation cocreation
• Perception Management
• Interactive, immersive, and viral advertising
• Guerrilla approaches to brand engagement generation
• Earned media and encouraging live content sharing
• Social media streams to amplify the effect of communicative products
• Personal selling and negotiation
• Public Relations and branded events management
• The contemporary media landscape
• Media relations
• Publicity generation
• Crisis communications