BUMK 758?

The course provides in-depth study of public relations and communication for MBA students. The course includes an introduction to communication strategy, function and performance. Students will be introduced to the principles of executive and personal branding; media relations and media training; corporate social responsibility; community relations; integrated marketing communication; crisis communication; social media; and how organizations manage relationships with government, investors, employees and other important audiences. The course is taught in cooperation with the Public Relations Society of America and is a part of PRSA's MBA Pilot Project. The Smith School has been selected as one of just five MBA programs to test the course. Students' evaluations of the class and its content will be used by PRSA to improve the course before it is offered by PRSA to MBA programs across the country.