MCM 312: Organisation and Management of Advertising and Public Relations Agencies

Learning Outcomes

At the end of this course, the students will:

  1. outline and discuss the principles of organising and managing advertising and public relations agencies;
  2. produce a list of guidelines for starting an enterprise in advertising and public relations;
  3. explain the functions of the various departments of a full-service advertising and public relations agencies; and
  4. discuss good agency/client relationship highlighting the importance of digesting clients’ marketing problems and proffering ideas that will increase their visibility, sales, reputation and profit.
Course Contents

Establishment of effective guidelines for starting an enterprise in advertising or PR; The organization and management of the various departments of a full-service agency. It is a practical course for the study of the importance of advertising and public relations agencies; their management and reasons why clients change agencies. The course should be reinforced with visits to some frontline agencies in the advertising and public relations industries to understand agency operations after which the students are expected to prepare and present in class a proposal for starting and running either advertising or public relations agencies.