Academic year
2025-26
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).
Prerequisites
There are no prerequisites for this course.
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?
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)
Public Relations / Digitapcursus BULA / AlsemMandatoryEducational organisation (list)
Evaluation (list)
Evaluation(s) for first exam chance
| Moment | Form | % | Remark |
| 1st examination period | Knowledge and comprehension test once during class weeks | 60,00 | a written examination |
| 1st examination period | Skills assessment during the examination series | 40,00 | an oral examination |
Evaluation(s) for re-sit exam
| Moment | Form | % | Remark |
| 2nd examination period | Knowledge and comprehension test during the examination series | 60,00 | a written examination |
| 2nd examination period | Skills assessment during the examination series | 40,00 | an oral examination |
Evaluation (text)
The total examination time consists of the scheduled time plus ¼ extra examination time for all students. This therefore already includes the extra examination time as an individual adjustment.