MCM 314: International Public Relations and Advertising

Learning Outcomes

At the end of this course, the students will

1. explain how to investigate and measure soft power through media communication campaigns and case studies addressing, trade policy and agenda like human rights, environmental protection and terrorism;
2. analyse trends, issues and problems confronting public relations departments in multinational corporations and other organizations involved in international trade and business;
3. discuss the problems confronting public relations department in multinational corporations explain international and the complications of cross-cultural and multilingual problems in public relations;
4. discuss the principles in advertising and their applications in various countries;
5. explain issues of cultural norms and how not to infringe these; and
6. discuss the exportation, importation and adoption of foreign advertising and their economic and social consequences.

Course Contents

The course is focused on behaviour in sciences approach to international communications. It analyses trends, issues and problems confronting public relations departments in multinational corporations and other organizations involved in international trade and business. It also examines the exportation, importation and adoption of foreign advertising programmes and their economic and social consequences; and deals with principles in advertising and their applications in various countries, issues of cultural norms and care not to infringe these; choosing appropriate symbols and images; the message and ensuring it is understood.