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MKM 208

Public Relations and Media Management

TU BBA · Semester 8 · BBA curriculum effective from 2021

Requirement
elective
Credits
3
Syllabus
1 sections

Syllabus

What this course covers and how the teaching time is divided.

course syllabus loaded.

Public Relations and Media Management Syllabus

Official TU PDF (pp. 23,24)

Tribhuvan University

Faculty of Management

Office of the Dean

Bachelor of Business Administration (BBA)

Course Title: Public Relations and Media Management

Course Code: MKM 208

Semester: Semester 8

Nature of Course: elective

Full Marks: 100

Pass Marks: 50

Credit Hours: 3 Cr.

Curriculum: BBA curriculum effective from 2021

Course Contents:

Lecture hours show the approximate classroom time allocated to each unit.

Unit 1.Introduction

5 hours
  • Concepts, objectives of public relations, nature of public relations
  • the process of public relations, Marketing communications system
  • linear model of communication
  • two-step communication model.

Unit 2.Public Relations & Marketing Practices

6 hours
  • Concept of marketing mix
  • Integrated Marketing Communication (IMC)
  • importance of IMC, promotion mix
  • difference between public relations and marketing, Public relations and advertising, advertising and publicity, ethics in public relations.

Unit 3.Public Relations Planning

6 hours
  • The tools of public relations
  • developing a public relations plan
  • Defining PR: problems and Issues
  • SWOT and PEST Analysis
  • Concept and process of strategic planning

Unit 4.PublicRelations Campaigns

6 hours
  • Concept of public relations campaigns
  • Media relations in PR campaign, writing News Release, Targeting the right people
  • Media roles and responsibilities, Media campaigns through traditional and new media.

Unit 5.Advertising Agency and Media

8 hours
  • Concept of media, role of media, media and promotion, print media, outdoor media, electronic media, online media
  • the concept of advertising agency
  • functions of advertising agency
  • types of advertising agency
  • Importance of creativity in advertising, role of magazines and Newspapers in advertising
  • FM/radio Advertising
  • Television commercial advertising (TVC)

Unit 6.Media Planning

6 hours

Concept of media planning; media planning process, criteria of media selection, purpose of media planning, problems of media planning, evaluation,andfollow-up.

Unit 7.Advertising Budgeting Process

5 hours
  • Concept of advertising budgeting, Methods to spend on advertising
  • percentage of sales
  • shares of market/share of voice method
  • the objective/task method
  • elements of media mix: Five (5Ms) in media strategy
  • Concept of Brand development Index (BDI) andCategory Development Index (CDI)

Unit 8.Public Relations Practices in Nepal

6 hours

Print media in Nepal, audio-visual media in Nepal, Role of Advertising Agencies in Nepal, Function and role of Advertising Agency Association of Nepal (AAN), practice of ATL and BTL in Nepal, PR practices in Nepal Addendum: At least one case will be administered at the end of each chapter. The student will also complete a project and a few other assignments as specified by the faculty member. Suggested Books Belch, G. E., Belch, M. A., & Purani, K. (2011). Advertising and promotion: An integrated marketing communications perspective. Tata McGraw-Hill Education Private Limited. Sontakki, C. N. (2014). Advertising and sales management. Kalyani Publishers. O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (2016). Advertising and integrated brand promotion. Thomson South-Western. Sachdeva, I. S. (2009). Public relations: Principles and practices. Oxford University Press. ***