Annexure ‘CD-01’

L T P Total Credit Units

4 0 0 4
Course Title: Public Relations and Corporate Image
Course Code:
Credit Units: 4
Course Level: UG

Course Objectives: The purpose of this course is to understand current theoretical and
methodological approaches to various underlying aspects of elements of promotion mix, specifically
public relations, and the consequent impact on the image of a firm amongst its stakeholders.

Prerequisites: Understanding basic concepts of Marketing Management.

Course Contents/syllabus:
Lecture
Hours
Unit I: Corporate Image and its implications in Society 18
 Understanding Corporate Image, Corporate Image Building: A Marketing
Exercise, an overview to Marketing, understanding the Marketing Mix – Product,
Price, Place, Promotion
 Ways to build corporate image and sustainable reputation, concept of corporate
social responsibility and building corporate image though its relationship
between identity image and reputation.
Unit II: Marketing Communication & its Role in Corporate Image Building 18
 Introduction to the tools used for marketing communication – Advertising, Visual
Corporate Identity, Public Relations,
 Sales Promotion, Direct Marketing, Sales Management, Sponsorships,
Exhibitions, Packaging, Merchandising and Point of-Purchase Materials, E-
Marketing and Customer Service
Unit III: Public Relations 18
 Understanding Public Relations, Role and Scope of PR, Corporate Image and
PR, PR as part of Marketing Communications.
 In-house PR, PR Agencies, Modes of PR and Media Handling, PR Events, Crisis
Management in Public Relations, interchangeable nature of Issue and Crisis
Management.
Unit IV: Public Relation, Research & Publications 18
 Concept of Publication in Public Relations and its importance for sustained
Corporate Image - In-house Journals, Ghost Writing, Media Writing, Press
releases, brochures & leaflets.
 Building Information Resources, Areas of PR research: Public Opinion Research,
Media Tracking, Content Analysis, Campaign Examination, Benchmark Studies,
PR Audit

Course Learning Outcomes: By the end of this course, students will be able to
 Demonstrate the basic concepts of Corporate Image.
 Learn the various concept of Public Relations and the tools of Public relations applicable in
today’s business scenario.
 Evaluate the current issues and trends of Public relations.
 Enhance comprehensive knowledge and practical skills to improve their ability for public
relations and corporate image.

Pedagogy for Course Delivery:

The course will be taught using a mix of theory and the case study method. The case studies will be
carefully chosen to give the students a good understanding of the importance of selecting a suitable
strategy. Team work and student participation will be encouraged through group assignments,
presentations and role plays. Periodic objective MCQ tests will be administered to ensure continuous
learning process.

List of Professional Skill Development Activities (PSDA):

1. (Industry Project): Students will research and give presentation on evaluating different
corporate image building techniques / “imagebuilding” campaigns of current market trends.
2. (Assignment) - Students will create a document to understand crisis management practices in
different scenarios.
3. (Presentation) – Student will present research work/article review/ case study reflecting their
learning on the course

Lectures: 63 sessions
Presentation / Seminar: 2
Mid Term Test and End Term Test: 2 sessions
Assignment: 2 sessions
PSDA: 3 sessions
Quiz: -
Total: 72 sessions

Theory L/T (%) Lab/Practical/Studio End Term Examination

(%)

100% -- 100%
 Assessment/Examination Scheme:

Bloom’s Level  Understanding Applying Analysing Evaluating

Course Learning CLO1 CLO2 CLO3, CLO4
Outcomes
Demonstrate the Learn the various Evaluate the Enhance
basic concepts of concept of Public current issues and comprehensive
Corporate Image Relations and the trends of Public knowledge and
tools of Public relations practical skills to
relations improve their
applicable in ability for public
today’s business relations and
scenario. corporate image.
Assessment type
/PSDA
Mid Term Test √ √

End Term Test √ √ √ √

Assignment √
Quiz 1 √ √ √
Quiz 2 √ √

Quiz 3 √ √ √ √

Quiz 4 √ √ √ √

Quiz 5 √ √ √ √

Quiz 6 √ √ √ √

Seminar/Class √ √ √ √
Presentation/PSDAs
Text / Reference Books:

Author Title Publisher Year of ISBN Pages

publicatio
n
H.Frazier Moore , Public Relations: Irwin 1985 978- 672
Bertrand R. Principles, Professional 0256031850
Canfield , Frank B. Problems and Publishing
Kalupa Cases
Philip Kotler Marketing Pearson 2015 978- 870
Management Education 9332557185
India
Paul Russell Smith, Marketing Kogan Page 2004 978331950465 696
Jonathan Taylor Communications: Publishers 0
An Integrated
Approach
Steve Mariotti Principles of McGraw-Hill 2004 978007253774 774
Advertising and 1
IMC