PRN2120 Foundations of Public Relations
This unit will provide comprehensive exposure to the role of Public Relations in different organisations facing a diversity of issues and priorities. Through case study analysis and practical work, students will experience public relations problem solving and programming to sharpen communication planning skills and add specific operational experience. The unit also examines financial and budgetary aspects of public relations management as well as the ethical and social ramifications of public relations practice and codes of conduct.
CMM2120 Integrated Marketing Communication
This unit provides students with the necessary knowledge and skills to understand and use integrated marketing communications. The role of the individual elements within the promotional mix will be explored including direct marketing, sales promotion, personal selling, advertising and public relations. The synergies of combining different promotional elements will be addressed, with the view of facilitating different strategies designed to result in specific outcomes. Attention will be paid to creative strategies which go beyond the expected.
CMM2121 Communication Research
This unit addresses methods of establishing appropriate performance objectives for communications activities. It covers formal research (including qualitative and quantitative research methodology), focus group structuring and questionnaire design. The analysis and reporting of results will be addressed as will the interface with specialist professionals. Central to this unit is the ability to source and research information critical to planning, implementing, monitoring and evaluating communication activities.
CMM2123 Communication Management 2
This unit introduces students to the skills and concepts needed to manage communication successfully in today’s global political, economic, social and technological environments. The critical and theoretical approach offered in this unit builds an awareness and understanding of cross-cultural communication and develops an understanding of strategies and process for successful transnational communication. Students will explore the application of new communication technologies to traditional communication paradigms.
PRN3120 Public Relations Issues and Crisis Management
This unit examines the ‘issue management’ approach to PR practice. Life cycle issues, particularly the management of environmental and consumer interests, will attract particular attention. Through the analysis of case studies, the theory and principles of public relations are integrated with the practice of public relations. The unit includes practical experience in problem definition, strategic planning and analysis and includes implementation techniques. It will focus on ‘live’ public relations issues active at the time the unit is being taught.
ADV 3112 International Marketing
This unit will explore the advertising strategies behind global brand platforms. Students will investigate the planning and implementation strategies adopted by clients and agencies to embrace culture and social difference, to ‘think globally but act locally’. The unit will examine the impact of international and local regulations and laws of advertising in a global environment.
PRN3122 Corporate Communication
This unit focuses on how people relate to each other in organisational setting. It addresses communication up, down and across the organisation, among divisions and work units, among different professional and vocational specialties and within work teams. In addition to internal communication the unit addresses external communications with Government bodies, and with other significant publics. It examines the strategies and policies which must be in place to secure long-term harmonious relationships. The unit also looks at project management to achieve specific short-term objectives and the development of materials in support of organisational goals.
PRN3014 International Public Relations
This unit introduces students to the skills and concepts needed to manage communication successfully in today’s global political, economic, social and technological environments. The critical and theoretical approach offered in this unit builds an awareness and understanding of cross-cultural communication and develops an understanding of strategies and process for successful transnational communication. Students will explore the application of new communication technologies to traditional communications paradigms.
4 CURRENT BRIDGING UNITS
ADV2105 Consumer Behaviour
This unit provides participants with the skills to select and apply practical models from communications theory, consumer decision-making theory, and consumer behaviour theory to address the concept of brand equity and to create effective and ethical advertising messages. These models provide the theoretical foundation for consumer research, facilitating the strategic development of product and brand positioning, the advertising campaign plan, and the creative platform.
ADV2107 Strategic Branding
This unit directs students in the application of brand communication theories and strategies and assists in understanding how these theories can be applied to the positive communication of products, services and personalities. Students develop knowledge of unique brand attributes and various methods for presenting product, service and personality brands in an appropriate manner. Besides recognizing brand strengths and weakness, students will investigate a range of brand management methodologies for products, services and personalities.
CMM2122 Communication Management 1
Communicating effectively within a variety of contexts is a key requirement for success in today’s professional environments. Students will apply the theories explored in this unit to their own communication strategies used during in class projects. This unit also addresses public speaking and presentation; understanding and managing communication within organisations and using new communication technologies.
MST 2150 Media in Asia
This unit provides an overview of the media in Asia but with a focus on China, India, Japan and Indonesia. In each country the introduction, development and regulation of the various media will be analysed within a postcolonial context through case studies. In addition significant issues such as censorship, press freedom, the development of values through the media, propaganda and globalisation will be examined in detail.
4 MARKETING BRIDGING UNITS (TOTAL 16 UNITS PROGRAMME)
MKT 3600 New Product Development
This unit focuses on the role of new products within the organisation and society. It explores each step in the new product development process, including the strategy, opportunity identification, design, testing, product launch and profit management. The theory of New Product Development is studied, with practical application of these concepts by students with their own new product project. This third year marketing unit provides a managerial approach to new product development and implementation. It assumes a basic understanding of the fundamental principles of marketing and management. Some familiarity with marketing research is also strongly encouraged but not essential.
MKT 3601 Marketing Strategy
This capstone unit in marketing, designed for final year marketing students, features the formulation of competitive marketing strategies. The key feature of this unit is the comprehensive and in-depth coverage of external and internal analyses of select business situations, popular strategic models, especially the concept of sustainable competitive advantage, and strategy implementation.
MKT 3603 Customer Relationship Management
Customer Relationship Management (CRM) is essential for organisational success. This unit investigates CRM as a customer centred business practice. It covers the fundamentals of creating and managing mutually beneficial, long term business relationships. The aim is of the unit is to develop the functional and technical skills needed to deliver high quality customer service.
MKT 3120 International Marketing
This unit examines the nature and practice of international marketing and includes an introduction to the economic, political and legal dimensions. This unit will increase the students’ awareness of some of the problems inherent in the field of international marketing.