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MKT 438 Final Exam Guide
MKT 438 Entire Course

• MKT 438 Week 1 Individual Assignment Defining
  Public Relation Paper (2 Papers)
• MKT 438 Week 1 DQ 1
• MKT 438 Week 1 DQ 2
• MKT 438 Week 1 DQ 3
• MKT 438 Week 2 Individual Assignment Public
  Relations Case Study (BP) (2 Papers)
• MKT 438 Week 2 Team Assignment Part I Public
  Relations Campaign (Delta Airlines)

• Complete the Final Examination.
• 1. The objective of public relations is
  to sell
• 2. The R-A-C-E approach to defining
  public relations includes the following
  components
• 3. The job of public relations
  professional is very much that of an
  interpreter, where he interprets

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MKT 438 Week 1 DQ 2
MKT 438 Week 1 DQ 1

• Should a company be concerned with public
  opinion? Why or why not?

Which PR communication tool do you feel is the
most effective? Why?
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MKT 438 Week 1 Individual Assignment Defining
Public Relation Paper (2 Papers)
MKT 438 Week 1 DQ 3
What role does PR play in your organization?
Explain your answer.

• This Tutorial contains 2 Papers
• Resources University Library, Internet
• Write a 700- to 1,050-word paper in which you
  define PR. Include in
• your paper
• Explain your personal definition of PR

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MKT 438 Week 2 DQ 2
MKT 438 Week 2 DQ 1

• At what stage of the PR campaign should
  evaluation occur? Explain your answer. What are
  three types of evaluation techniques used in PR?
  What are examples of each?

• What are some positive and negative aspects of
  publicity?

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MKT 438 Week 2 Individual Assignment Public
Relations Case Study (BP) (2 Papers)
MKT 438 Week 2 DQ 3

• How would PR research impact a PR team? Give an
  example.

• This Tutorial contains 2 Papers
• MKT 438 WEEK 2 Public Relations Case Study
• MKT 438 WEEK 2 Public Relations Case Study
  Resource The Practice of Public Relations
  textbook, University Library, Internet

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MKT 438 Week 3 DQ 1
MKT 438 Week 2 Team Assignment Part I Public
Relations Campaign (Delta Airlines)

• Part I Public Relations Campaign MKT 438 WEEK 2
• Resources The Practice of Public Relations
  textbook, University Library, Internet.
• Select a PR scenario from the following list
• An organization wants to position itself as a
  leader in embracing diversity in the workplace

• What PR tools are critical in building long-term
  relationships an organization's publics? What are
  the advantages and disadvantages of these tools?

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MKT 438 Week 3 DQ 3
MKT 438 Week 3 DQ 2

• What is your organization's relationship with the
  local, regional, national, and global media? How
  does it impact your organization's PR coverage?

• How critical is the internal communications
  process in PR? Explain.

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MKT 438 Week 3 Team Assignment Part II Public
Relations Campaign Resources (Delta Airlines)
MKT 438 Week 3 Individual Assignment
Organizational and Societal Functions of Public
Relations Paper (2 Papers)

• This Tutorial contains 2 Papers
• MKT 438 WEEK 3 Organizational and Societal
  Functions of Public Relations Paper
• Resources The Practice of Public Relations
  textbook, University Library, Internet
• Select an organization with which you are familiar

• MKT 438 WEEK 3 Part II Public Relations Campaign
  Resources The Practice of Public Relations,
  textbook, University Library, Internet
• Write a 700- to 1,050-word paper in which you
  recommend strategies to build media relations and
  generate publicity for the organization selected
  in Learning Team Meeting One.

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MKT 438 Week 4 DQ 2
MKT 438 Week 4 DQ 1

• Why is it important to integrate anticipated
  crisis responses in an organization's proactive
  PR planning?

• What potential effects can a crisis have on an
  organization? Explain your answer.

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MKT 438 Week 4 Individual Assignment Effective
Communication Case Study Analysis
MKT 438 Week 4 DQ 3

• Read the case on the Exxon Valdex. What do you
  see as the top PR problems from this case and
  what would you do differently if you were in the
  PR department?

• Resource The Practice of Public Relations
• Select one of the following case studies located
  in The Practice of
• Public Relations or a case study

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MKT 438 Week 5 DQ 2
MKT 438 Week 5 DQ 1

• How has technology impacted the dissemination of
  information to global publics?

• How can the power of PR influence and change your
  point of view? Is this ethical?

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MKT 438 Week 5 Individual Assignment Managing a
Crisis Using PR Simulation Summary
MKT 438 Week 5 DQ 3

• How has globalization, technology, and diversity
  affected PR in the past five years? 

• MKT 438 WEEK 5 Managing a Crisis Simulation
• Resources Managing a Crisis Using Public
  Relations simulation
• Complete the simulation.
• Write a 1,050- to 1,400-word summary answering
  the following questions
• What does proactive planning mean?

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MKT 438 Week 5 Team Assignment Final Public
Relations Campaign (Delta Airlines)

• Resources The Practice of Public Relations,
  textbook, University Library, Internet
• Part I Write a 700- to 1,050-word paper that
  will include the following elements in your
  Public Relations Campaign
• An analysis of the relationship between the
  Public Relations Campaign and marketing

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