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Course Description

This course approaches PR as a strategic support function to marketing communications in digital and social media environments. Accordingly, the course will prepare students to appreciate, manage, and measure audience-informed PR that increases a brand’s earned media, visibility, and reputation. Students will learn how to apply the measurement techniques for digital PR through analytics of online interactions, online engagement and the like. The course covers digital PR topics applicable to corporations, nonprofits, and the entertainment industry (celebrities).

Prerequisites

This course requires special permission from the Marketing Communication department for enrollment. Enrolled students must have completed either the Master's in Digital Marketing & Data Analytics or the Master's in Marketing from Emerson College.
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