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Li Ka Shing Library

Master of Science in Communication Management: Public Relations Theory

A joint programme by SMU, Singapore & USI, Lugano, Switzerland. This is the programme portal for the Academic Year 2012-2013. It points to useful electronic and print resources for the courses.

Course Description

This course provides a state of the art of public relations- and corporate communication theory. It selectively covers the classics (and some innovations) of management theory, organisational theory and social theory that are relevant to the communication profession. It also provides an intellectual framework to understand professional communication as both a management function and a social phenomenon. The course looks at theory to answer three overall questions: How does PR/communication management operate? What function does it fulfil for organisations? Why do societies have professional communication in the first place? Students are thus equipped with the highlights from the body of theoretical knowledge and are encouraged to develop an analytical understanding of the profession.

The use of electronic resources must comply with the Appropriate Use of Electronic Resources Policy and Singapore Management University Acceptable Use Policy