Diploma (Dip.) Public Relations and Communications Management

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Courses & Workshops

Required Courses
CPRL 510 Fundamentals of Public Relations. (3 credits)
Winter 2019, Fall 2019, Winter 2020
Survey and history of public relations practice, its various sub-specialties and its role in the organizational structure. Theories of communication and applications of theoretical knowledge in the field. Recent trends and best practices in both private and not-for-profit sectors. Professional ethics and associations.
CPRL 520 Applied Public Relations Communication. (3 credits)
Winter 2019, Fall 2019, Winter 2020
Identification, analysis and solution of communication problems in a variety of public relations contexts. Emphasis on planning, audience, research, content, effectiveness, language, editing and design of communication tools. Practical approaches to print and Internet communication, oral presentations, and writing for media.
CPRL 530 Internal Stakeholder Communication. (3 credits)
Fall 2019, Winter 2020
Communication with the full range of internal stakeholders, including employees, management, Board, volunteers and foundations, as well as audiences specific to the organization such as patients, students, members, etc. Topics include organizational culture, labour relations, mobilization of stakeholders and issues/change management (i.e. mergers, acquisitions, partnerships).
CPRL 531 Media Context and Applications. (3 credits)
Winter 2019, Winter 2020
Context in which media operate (regulation, ownership, practical constraints). Building relationships with journalists. Media theory and current trends in media uses and technology. Strategies and tools for communicating through media, including message development, spokesperson training and media events. Crisis and risk communications.
CPRL 535 Public Opinion and Public Policy. (3 credits)
Winter 2019, Winter 2020
How organizations, voters, media and interest groups work to influence public policy, and how the efforts of each affect the others. Government relations at the political and public service level, including lobbying, advocacy, and regulatory issues. Coalition building. Public opinion research methods and theory. Media and democracy.
CPRL 540 Communication Planning. (3 credits)
Winter 2019, Spring/Summer 2019, Winter 2020, Spring/Summer 2020
Communication plans in real situations. Topics include environmental scanning, audits, strategy and implementation of plan, including timelines, budgeting, working with suppliers and consulting skills. Emphasis on evaluation and return on investment of communication.
CPRL 541 Ethics in Public Relations. (3 credits)
Fall 2019
Public relations practitioner's role and influence in the ethical organization: corporate social responsibility, laws and regulations on governance, and public accountability. Legal and ethical behaviour related to sustainable development and globalization. The ethical public relations practitioner: professionalism, codes of ethics, issues in practice.
3-6 credits from:
CPRL 533 Communications in the Corporate Sector. (3 credits)
Winter 2019, Winter 2020
This course will provide exposure to issues and functions essential for practice in the corporate sector, issues management, crisis communications, financial communications, branding and reputation management, as well as communications related to mergers and acquisitions. It will also provide the basic financial literacy necessary for any communications management professional.
CPRL 534 Communications in the Not-For-Profit Sector. (3 credits)
This course will provide exposure to issues and stakeholders important to not-for-profit organizations: NGOs, charitable foundations, cultural organizations, health and education institutions and community organizations. It will cover socio-political issues affecting these organizations as well as planning and methods for communications with donors, volunteers, regulators, funding agencies and corporate partners.
CGM2 510 Project Management: Tools and Techniques. (3 credits)
Winter 2019, Spring/Summer 2019, Fall 2019, Winter 2020, Spring/Summer 2020
Focus on main concepts and theories of project management from initiation to close-out. Topics include: project life cycle, planning, scheduling, implementing, monitoring, controlling, close-out and ethics. The concepts presented apply to projects of various sizes, types and degrees of complexity.
CMIS 530 Digital Analytics and Targeting. (3 credits)
Fall 2019
Covers fundamental techniques in measuring and analysing the digital marketing experience success and effectiveness as well as using audience data to improve advertising and content using targeting and experiments. How to measure, analyze, and act upon the evolving internet technologies and trends.
CMIS 542 Strategic Internet Marketing. (3 credits)
Introduction to electronic marketplaces and their evolving role in e-business focusing predominantly on the use of general and vertical marketplaces by businesses. Social media marketing including new channels of marketing, advertising and communication will also be discussed.
CMIS 544 Digital Marketing Automation, Planning and Technology. (3 credits)
Winter 2019, Winter 2020
Covers the fundamental concepts needed to develop a digital marketing plan. Enables students to gain an understanding of market behaviour, translation of corporate goals into digital marketing objectives, basic overview of various strategic approaches to align to objectives, as well as implementation and control.
CMR2 542 Marketing Principles and Applications. (3 credits)
Winter 2019, Fall 2019, Winter 2020
Covers the different aspects of marketing operations: the marketing concept, the analysis and research of market opportunities, the planning, implementation, and control of the marketing program (Product, Promotion, Distribution, and Pricing). The course focuses on Canadian market environment and Canadian marketing institutions. Lectures and case studies on an individual basis and/or involving team work will be used.
CORG 551 Behaviour in Organizations. (3 credits)
Winter 2019, Fall 2019, Winter 2020, Spring/Summer 2020
The implications for management and the essential concepts of social psychology such as motivation, perception, attitude change and organization. Group and organizational dynamics will be the major emphasis of the course. Classroom discussion and student participation is encouraged.
CPRL 515 Fund-raising and Philanthropy. (3 credits)
The organization as donor and as fund-raiser. Social, legal and regulatory context of fund-raising and corporate giving. Role and structure of foundations, government agencies and other donor organizations. Corporate community support. Fund-raising campaigns (planning and methods), donor relations, working with volunteer leadership, information management, ethics and accountability.
CPRL 532 Public Relations Event Management. (3 credits)
Fall 2019
Management of events in support of strategic organizational objectives for relations with investors, clients, employees, government, media or community. Special events as part of public awareness or fund-raising programs. Topics include planning, budgeting, financial support, logistics, protocol, working with suppliers and partners, promotion and evaluation.
CPRL 590 Topics in Public Relations. (3 credits)
Specialized course covering an advanced topic in the public relations management area selected from current issues or themes in literature.
"All of the instructors have worked in the fields in which they teach, so they are up to date with the latest practices. I enjoyed working on real-life examples and learning solutions that I could immediately apply at work. The instructors want you to succeed. If you want additional help, they go above and beyond to find it for you. They're very approachable, often staying after class to answer questions and offer advice. They really care about you."
Angela G.
Graduate, Public Relations
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