12471 (v.2) Marketing of Services 570

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Lecture:

1 x 3 Hours Weekly

Syllabus:

Honours program unit. Introduction to the principles and practices of services marketing. Topics include - the unique features of marketing of services, behavioural aspects and the particular characteristics of consumers of services, service quality and the development of a service strategy.

Unit Outcomes:

On successful completion of this unit students will have- Understanding of the strategic position of public relations within modern organisations. Appreciated the central importance of ethics, professionalism and quality in Public Relations practice. Developed the technical skills required for entry-level positions in Public Relations. Developed strategies and tactics in the context of a real life public relations case. Become ready for employment as a public relations intern.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Baskin, O., Aronoff, C. and Lattimore, D. (1997). Public Relations: The Profession and the Practice. (fourth edition). Dubuque, Brown and Benchmark. Cutlip, S.M., Center, A.H. and Broom, G.M. (1994). Effective Public Relations. (seventh edition). New Jersey, Prentice Hall. Dozier, D.M., Grunig, L.A. and Grunig, J.E. (1995). Manager's Guide to Excellence in Public Relations and Communication Management. New Jersey, Lawrence Erlbaum Associates. Grunig, J.E. and Hunt, T. (1984). Managing Public Relations. Florida, Holt, Rinehart and Winston. Howard, C.M. and Mathews, W.K. (1994). On Deadline: Managing Media Relations. (second edition). Illinois, Waveland Press. Hunt, T. and Grunig, J.E. (1994). Public Relations Techniques. Fort Worth, Harcourt Brace. Johnston, J. and Zawawi, C. (2000). Public Relations: Theory and Practice. Sydney, Allen and Unwin. Kendall, R.L. (1996). Public Relations Campaign Strategies: Planning for Implementation. (second edition). New York, HarperCollins. Newson, D., Turk, J.V. and Kruckeberg, D. (1996). This Is Public Relations. (sixth edition). California, Wadsworth. Seitel, F.P. (2001). The Practice of Public Relations. (eighth edition). USA, Prentice Hall.

Unit Texts:

Harrison, K. (2002). Strategic Public Relations. (third edition). Guildford, Vineyard Publishing. Moss, D. and DeSanto, B. (2002). Public Relations Case Studies: International Perspectives. London, Routledge.

Unit Assessment Breakdown:

Class Participation (including interactive client workshop) 10%, Client Strategy Proposal 30%, Client Presentation 20%, Final Examination 40%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 2	Y
2004	Bentley Campus	Short Period 4	Y
2004	Mktg Inst of S'pore	Trimester 1A	Y