国际通识课程 20.Syllabus of Public Relations

SYLLABUS OF PUBLIC RELATIONS

Instructor: ZHAO WANTING

Office Phone:51278249

Email:sisuwanting@126.com

REQUIRED TEXT

1. Excellence in Public Relations and Communication Management by Grunig; Grunig, James E;ISBN13：9780805802269

DESCRIPTION

Public Relations is a basic course for management major. This course introduces the student to the basic concepts, theories, and areas of study that comprise the field of public relations. This course aims at helping the students to lay solid fundamentals of research and work in the field of public relations in the future. This course will enable to help the students understand and master the basic concepts and theories, strengthen their ability to engage in the theoretical research and practical work, to think independently, and to analyze and solve the problems.Throughout this course we will discuss theimpact of public relations role in society and economic development.

OBJECTIVES

This course will be taught by using multi-medium, stressing basic concepts and basic theories, paying more attention to help the students to master the basic skills, applying public relations theories into company strategies in order to strengthen the ability to combine theories with practice, master the structure and contents of textbook, deepen the comprehension and application of basic knowledge so as to enhance the interest of their study.

Upon satisfactory completion of the course, students should:

• Be able to understand the concepts and principles of public relations

• Enhance their ability to analyze and solve problems

• Familiarize the students with the approaches, techniques and policies of  public relations

• Apply a series of basic public relations principles to practice

• Integrate  with other subjects and combine relative business skills and principles together in order to gain a comprehensive perspective on business world

COURSE ASSESSMENT

• Class Attendance: 10%. Responsible attendance is expected of each individual enrolled in this course. Iwill circulate a sign-up sheet every day that we are scheduled to meet and you will forfeit one full percentagepoint for every unexcused absence beyond three. If you miss a lecture you  are responsible for obtaining anymissed notes and/or handouts on your own unless you are officially excused.

You may be officially excused from a class meeting for one of four reasons: (1) You have an illness that prevents you from attending class and a doctor's note to that effect; (2) You have a personal emergency like a death in the family and are either excused before class or can document the emergency afterwards; (3) You have a university sponsored obligation (participation in a sporting event or student organization sponsored project)and are excused before the examination or case presentation; or, (4) You have the absence officially excused in writing by the Dean of Economics & Management.

• Group/individual presentation & Class discussion: 20%. Students will be assigned presentations  on the course topics, and are encouraged to actively participate in the class discussion.

• Assignment: 20%. The students should finish the assignments such as key concepts, questions for review, problems and application in the related chapters, and hand in them on time.

• Examinations: 50%.  There will be 2  examinations (please note specific days and dates listed in the calendar) including the Midterm and Final examinations during this semester.  Midterm Exam will be worth 20%, while the Final will be worth 30%. The questions will come from the assigned reading material, the lecture notes, as well as classdiscussions and exercises. Test paper  will be presented withdefining, multiple choice, true/false,  short essay, and long essay questions.

COURSE CONTENTS