Artesis Plantijn Hogeschool Antwerpen
Business en Recht
ALSEM: Public Relations/238802/3342/2425/1/52
Study guide

ALSEM: Public Relations/2

38802/3342/2425/1/52
Academic year 2024-25
Is found in:
  • International programmes Business and Law
This is a single course unit.
Study load: 3 credits
Teaching staff: Desmet Philippe
Languages: English
Scheduled for: Module 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2024 ()
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,50 hours

Short description

You examine how a company can protect or change its image. You are introduced to techniques that a company can use to professionally establish, improve or terminate relationships with target groups. How do you communicate in times of crisis? How can you use social media to influence your relationships?

Prerequisites

There are no prerequisites for this course.

Learning outcomes (list)

2.3 You identify problems and contribute to their resolution.
The student analyzes and critically discusses PR actions taken by an organization.
9.2 You conduct internal and external communication both written and oral with an eye for cross-cultural nuances.
The student communicates in English at the C1 level, both orally and in writing.
9.3 You correctly assess stakeholder questions and desires and tailor your communications to the target audience.
The student formulates policy recommendations to maintain better relationships with relevant audiences.
The student formulates reputational actions for a concrete problem situation.
9.5 You are discreet and communicate in accordance with professional ethics and corporate culture.
The student formulates policy recommendations to communicate in a crisis situation.
11.1 You will build a network and maintain your contacts in a professional manner.
The student formulates policy recommendations to communicate through social media.
12.3 You contribute to the success and image of the organization.
The student formulates policy recommendations for the reception of VIP guests.

Course content

What is PR?
Who is responsible for PR?
With which target groups can/should the PR manager communicate?
What are the tasks of a PR manager?
Organisation of an open day
Internal PR
Community Relations
Media relations
VIP treatment
Social Media
Crisis communication
Manners in a professional context

Study material (list)

Mandatory

Educational organisation (list)

Exam duration
Estimated time for testing2,50 hours
Learning Activities
Lectures and / or tutorials24,00 hours
Work time outside of contact hours52,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Eerste examenperiodeKnowledge and comprehension test once during class weeks60,00a written examination
Eerste examenperiodeSkills assessment during the examination series40,00an oral examination
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge and comprehension test during the examination series60,00a written examination
2nd examination periodSkills assessment during the examination series40,00an oral examination