[Public Relations] Syllabus

[First Semester and 2018/2019]

Instructor Information

General Information

Description

This course aims at introducing the student to the concept of public relations and the nature of its activity and its basic principles. It also allows the student to learn about the most important characteristics of the public relations officer to be qualified to work in the field of public relations, in addition to creating a clear idea of its basic functions and its role in the organization and. this course contributes to developing the student's analytical ability and linking the various concepts presented by the course with the actual working life.

Expectations and Goals

This course aims to:

1 - make the student learn about the concept of public relations and its principles.

2 - Identify the public relations parties.

3 – recognize The characteristics of the employees in the Public Relations Department 

4 - Identify the most important means of communication that can be used by public relations in communication with the public.

5. Introducing students to modern applications and concepts of public relations management.

Language(s) of Instruction:  Arabic                 Textbook(s) Language(s) Arabic,English

Course Materials

Required Text

Collected material: Public Relations, has been relying on a set of references and articles to prepare, the most important ones:

- goda, Mahfouz Ahmed, Public Relations: Concepts and Practices, Fourth Edition, Amman: Dar Zahran, 2006.

- Gupta, Sonic and Lehman, Donald, Customer Management as Long-Term Investments, Beirut: Arab Science House - Publishers, First Edition, 2006.

- Tawfiq, Amr Abdel Rahman, CRM, Cairo: Center for Professional Experience of Management, 2007.

- Nguyen, ThuyUyen H. et al," Strategies for successful CRM implementation", Information Management & Computer Security, Vol.15 No.2, 2007.

Zineldin, Mosad," The royalty of loyalty: CRM, quality and retention", Journal of Consumer Marketing, 23/7, 2006.

Course Schedule

The concept and nature of public relations

The principles of public relations

parties of public relations

Characteristics of Public Relations Officer

Founding and training of public relations officer

The image and its types

Factors affecting the formation of image

Customer Relationship Management

Means of communication in public relations

Means of communication in public relations

Public relations and public opinion

Measuring public opinion

Public Relations and Management of Contemporary Challenges

Public Relations and Management of Contemporary Challenges

Public Relations Research

Testing Schedule