INTRODUCTION TO PUPLIC RELATION AND CREATIVE ADVERTISING (2 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: explain the origins, tasks, and roles of public relations and advertising; explain public relations research, theories, ethics, and positive values in relations with the community; analyze public relations cases using appropriate theories and techniques; design a public relations plan using appropriate techniques; explain the principles of advertising and its impact on society; explain the structure of an advertising company and its respective roles; apply appropriate processes in making a good advertisement; as well as interpret and apply the results of market research and consumer knowledge to design suitable advertising.

Topics:

The class exposes students to the roles and tasks of public relations and advertising. It explores the development of Public Relations, in the world and in an Indonesian context and to Public Relations trends. This course is also an introduction to advertising in terms of how we create an ad depending on the brand. Knowledge of the brand is essential, which is why this course will focus on understanding the society in which the brand exists, the impact of advertising in society, market research, and agency structure to execute good advertising. In the beginning of the class, students will discuss theories and towards the end of the class they will also discuss the ethics of Public Relations and advertising and also their implications to the laws. In a practical side, the class also discusses strategic management in Public Relations and the advertising practice, different communication channels and the types of media, as well as public relations and advertising strategies and campaigns.

Pre-requisites: None