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Public Relations and Marketing Communications Curriculum

Course of Study

Major: 43 credits, including PR 111, 220, 222, 320, 415, 450, 475; BU 210, 220; AR 114, 311; MC 103, 105, 107 (or test out), MC 250; and PH 355

Minor: 18 credits, including PR 111, 222, 320, 415; BU 210 and 4 electives from the following: PR 220, 321; AR 114, 311; EC 103; FH 332, 338; EN 340; BU 200, 220, 226, 230, 320; AR 311, PH 355; PR 450

Audit Sheets

Public Relations and Marketing Communications Major
Public Relations and Marketing Communications Minor
Social Media Certificate

Course Descriptions

PR 111 Introduction to Public Relations (3)
Introduction to the strategies and tactics of public relations and the persuasive forces that shape public opinion, such as print and electronic media, and the ethical considerations behind persuading target publics; the role and function of PR in society and within the management function of organizations; the study of strategic public relations processes; and its potential as a career. An examination of PR activities in diverse areas including counseling firms, corporations, nonprofits and trade organizations.

PR 220 Journalism (3)
Introduction to the role of the journalist and the relationship between journalists and public relations professionals. An examination of what constitutes "news" and the principles and ethics of reporting. The class explores the basics of writing news and feature stories.

PR 222 Advertising (3)
Introduction to the strategies and tactics of advertising, its role in society, and its potential as a career. An examination of advertising activities including preparation of advertising campaigns. Comparative study of advertising media. The development of creative solutions to communication challenges.
Prerequisite: BU 210 or instructor permission

PR 288, 488 Special Topics in Public Relations
An in-depth examination of timely topics relevant to public relations.

PR 320 Writing for Public Relations (3)
Study of the conceptual and technical skills required of practitioners to communicate messages through a variety of channels and styles to reach an organization's publics. News releases, PSAs, newsletters, brochures, speeches, internet/web, and other written communication vehicles.
Prerequisite: PR 111

PR 321 Grant Writing (3)
Introduction to the role of the grant writer in the nonprofit sector. Emphasis on the ethics of fundraising and development and the attitudes and values associated with the act of asking for money. Provides an overview of the various types of fundraising. Opportunity to write a grant for a local nonprofit.

PR 415 Creating the Campaign (3)
Creation of a strategic public relations campaign for a Greater Cleveland community organization. The entire public relations process is implemented, beginning with defining the communication problem, identifying audiences, developing objectives, strategies, tactics, budgets, timetables and evaluation methods.
Prerequisites: PR 111 and 320

PR 450/MIS 450 Research Analysis & Messaging Strategy (4)
This course focuses on research analysis and subsequent development, evaluation, and implementation of social media and customer relationship management strategies. Topics discussed will include: evaluating the need for social media within a business context; analyzing the impact of social media use on a business’s marketing efforts; and understanding the proper tools for reach, message and manageability of social media strategy. Students will create and implement a social media plan that is practical and manageable for a small business or nonprofit client.
Prerequisite: Successful completion of MC 360, MIS 350 and PR 320 or permission of instructor

PR 461, 462 Independent Study (1-3, 1-3)
Directed study of specific problems or topics in public relations. Approval of program director is required.

PR 475, 476 Academic Internship (credit varies)
Directed practical experience in public relations.
Prerequisites: PR 111, 220, 222, 275, 320, 412 and 415

PR 199, 299, 399, 499 External Learning Assessment (credit varies)
Measurable and verifiable learning that has occurred outside of the traditional classroom. Numerical designation indicates level of proficiency in the topic. Courses for which there is an exact Ursuline College equivalent are listed by the appropriate numerical designation. "PL" is listed before all course titles for which credit is granted through external learning assessment.