[major=BBA_HM | course_id=PFE201 | syllabus_id=13616 | semester=5 | combo=HM_COM3.1 | title=Public Relations Management for events]
Course ID: PFE201
Title EN: Public Relations Management for events
Title VI: PR cho sự kiện
Credits: 3.0
Prerequisites: EVN201/EVP201
Description: This course helps students answer three important questions: what is event public relations, why do we do it, and how do we do it?
This course applies the knowledge and skills needed by a public relations practitioner to design, organize and publish a special event as part of a broader public relations program or as an independent communication tool. Students will learn how to execute a PR campaign for an event and how to effectively lead and motivate a team. Students also participate in practical training to organize an event.
- Instructors will use a number of teaching methods such as group discussions and experience sharing, practical work practice instead of conventional teaching.
- Students will have the opportunity to present their work and thought processes related to this work.
Student tasks: - Students must attend more than 80% of contact slots in order to be accepted to participate the PR campaign pitch for event.
- Student is responsible to do all exercises, assignments and labs given by instructor in class or at home and submit on time
- Use laptop in class only for learning purpose
Tools: - Textbook
- Computer
- Internet
Course type: traditional
Decision: 1318/QĐ-ĐHFPT dated 11/27/2025
Approved date: 2025-11-27
CLO1: Identify basic concepts and principles of effective public relations for event.
[1] category=Class participation and preparation; type=on-going; weight=10.0; duration=During all courses; question_type=CLO7; grading_guide=; completion_criteria=; clos=>0
[2] category=Group project (Part 1); type=on-going; weight=10.0; duration=Slots 9; question_type=CLO1, CLO2, CLO3, CLO7; grading_guide=Chapter 1 - 8; completion_criteria=; clos=4
[3] category=Group project (Part 2_; type=on-going; weight=10.0; duration=Slot 20; question_type=CLO1, CLO2, CLO4, CLO7; grading_guide=Chapter 9 -19; completion_criteria=; clos=4
[4] category=Group project (Part 3); type=on-going; weight=10.0; duration=Slot 24; question_type=CLO1, CLO2, CLO5, CLO7; grading_guide=All Chapters; completion_criteria=; clos=4
[5] category=Group project (Part 4); type=on-going; weight=25.0; duration=Slot 27; question_type=CLO1, CLO2, CLO2, CLO3, CLO4, CLO5, CLO6, CLO7; grading_guide=All Chapters; completion_criteria=; clos=4
[6] category=Individual ASM; type=on-going; weight=15.0; duration=Slot 15; question_type=CLO1,CLO2,CLO7; grading_guide=Based on the given exercise or case study at the beginning of the course or follow lecturer's proposal; completion_criteria=; clos=>0
[7] category=Tests (2); type=on-going; weight=20.0; duration=30' in class
- Test 1: Slot 9
- Test 2: Slot 24; question_type=CLO1,CLO2,CLO7; grading_guide=Test 1: Topic 1 - 6
Test 2: Topic 7 - 13; completion_criteria=; clos=>0
[1] desc=Public Relations Strategies and Tactics; author=Dennis L. Wilcox
Glen T. Cameron
Bryan H. Reber; publisher=Pearson; edition=11th; isbn=978-1-292-05658-6; main=True; online=; note=
[2] desc=Successful Event Management: A Practical Handbook; author=Anton Shone, Bryn Pary; publisher=Cengage Publisher; edition=5th; isbn=9781473759114; main=; online=; note=Textbook EVN201
Session 1: -Course Overview
-Introduction to AI Integration in the course
-Topic 1: Defining Public Relations and Role & The Evolution and History of Public Relations
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: IT
ITU: Textbook Chapter 1 & 2
Slides
Materials: PFE201
Tasks: https://drive.google.com/drive/folders/1e4Z-_xtyWw8sQ5qY5pAL2Rd9vRVCAf9m?usp=sharing
Download: Review Chapter 1 & 2
Discussion

Session 2: Course Introduction
Course overview & introduction
Overview of course assessment
Topic 1: Defining Public Relations and Role & The Evolution and History of Public Relations
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: I, T
ITU: Textbook Chapter 1 & 2
Slides
Download: Review Chapter 1 & 2
Discussion

Session 3: Topic 2: Ethical Considerations and the Role of PR Professional Bodies for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T
ITU: Textbook Chapter 3
Slides
Materials: PFE201
Download: Review Chapter 3
Discussion

Session 4: Topic 2: Ethical Considerations and the Role of PR Professional Bodies for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T
ITU: Textbook Chapter 3
Slides
Download: Review Chapter 3
Discussion
CLO2: Identify, analyse and evaluate strategic public relations campaigns for event across a wide range of media and communication disciplines
Session 1: Topic 3: The Practice of Public Relations for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T
ITU: Textbook Chapter 4
Slides
Download: Review Chapter 4
Discussion

Session 2: Topic 3: The Practice of Public Relations for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T
ITU: Textbook Chapter 4
Slides
Download: Review Chapter 4
Discussion

Session 3: Group assignment Part 1: Event PR campaign proposal
- Applying PR plan
Individual assignment guide
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO7; LO: I, T, U
ITU: Slides
Download: Review Chapter 1 - 4
Discussion

Session 4: Group assignment Part 1: Event PR campaign proposal
- Applying PR plan
Individual assignment guide
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO7; LO: I, T, U
ITU: Slides
Download: Review Chapter 1 - 4
Discussion
CLO3: Plan public relations campaign: Apply decision-making processes for an event with the support of AI tools to enhance analysis and strategic choices.
Session 1: Topic 4: The Role and Scope of Research in Public Relations & The Public Relations Process for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 5 & 6
Slides
Download: Review Chapter 5 & 6
Discussion

Session 2: Topic 4: The Role and Scope of Research in Public Relations & The Public Relations Process for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 5 & 6
Slides
Download: Review Chapter 5 & 6
Discussion

Session 3: Group assignment:
- Review and report Part 1
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO7; LO: T, U
ITU: Slides
Download: Review Part 1
Report and Discussion

Session 4: Group assignment:
- Review and report Part 1
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO7; LO: T, U
ITU: Slides
Download: Review Part 1
Report and Discussion
CLO4: Plan and execute public relations campaign: Develop and implement strategies and tactics, incorporating AI-assisted tools for risk management and effectiveness in PR of events.
Session 1: Topic 5: Communication Concepts and Practice in Public Relations for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 7
Slides
Download: Review Chapter 7
Discussion

Session 2: Topic 5: Communication Concepts and Practice in Public Relations for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 7
Slides
Download: Review Chapter 7
Discussion

Session 3: Topic 6: Evaluation and Measurement of Public Relations Programs for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 8
Slides
Download: Review Chapter 8
Discussion

Session 4: Topic 6: Evaluation and Measurement of Public Relations Programs for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 8
Slides
Download: Review Chapter 8
Discussion
CLO5: Plan and execute public relations campaign: Budget for PR of event
Session 1: Topic 1 - 6: Review
Group assignment submission - Part 1
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 1 - 8
Slides
Download: Review Chapter 1 - 8
Presentation & Discussion

Session 2: Topic 1-6: Test 1
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 1 - 8
Slides
Download: Review Chapter 1 - 8
Test 1

Session 3: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO4, CLO7; LO: T, U
ITU: Slides
Download: Review Chapter 5 - 8
Presentation & Discussion

Session 4: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO4, CLO7; LO: T, U
ITU: Slides
Download: Review Chapter 5 - 8
Presentation & Discussion
CLO6: Apply the PR campaign for event
Session 1: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO4, CLO7; LO: T, U
ITU: Slides
Download: Review Chapter 5 - 8
Presentation & Discussion

Session 2: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO4, CLO7; LO: T, U
ITU: Slides
Download: Review Chapter 5 - 8
Presentation & Discussion

Session 3: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO4, CLO7; LO: T, U
ITU: Slides
Download: Review Chapter 5 - 8
Presentation & Discussion

Session 4: Group assignment Part 2: Strategies and Risks analysis
- Present Part 1
- Guide Part 2
- Execute PR plan
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO4, CLO7; LO: T, U
ITU: Slides
Download: Review Chapter 5 - 8
Presentation & Discussion
CLO7: Appreciate and develop a professional and critical attitude towards the job of public relations for event.
Session 1: Topic 7: Public Opinion: Role, Scope, and Implications for event; Audiences for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 9 & 11
Slides
Download: Review Chapter 9 & 11
Discussion

Session 2: Topic 7: Public Opinion: Role, Scope, and Implications for event; Audiences for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 9 & 11
Slides
Download: Review Chapter 9 & 11
Discussion

Session 3: Topic 8: Conflict Management and Crisis
Communication for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 10
Slides
Download: Review Chapter 10
Discussion

Session 4: Topic 8: Conflict Management and Crisis
Communication for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 10
Slides
Download: Review Chapter 10
Discussion
Session 1: Group assignment Part 2:
- Review Part 2
- Execute PR plan (Cont.)
Individual assignment submission
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO4, CLO7; LO: T, U
ITU: Slides
Download: Review Chapter 9 - 11
Report & Discussion

Session 2: Group assignment Part 2:
- Review Part 2
- Execute PR plan (Cont.)
Individual assignment submission
Topic: Offline; Teaching type: CLO1, CLO2, CLO3, CLO4, CLO7; LO: T, U
ITU: Slides
Download: Review Chapter 9 - 11
Report & Discussion

Session 3: Topic 9: Internet and Social Media: Role & Scope in Public Relations for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 13
Slides
Download: Review Chapter 13
Discussion

Session 4: Topic 9: Internet and Social Media: Role & Scope in Public Relations for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 13
Slides
Download: Review Chapter 13
Discussion
Session 1: Topic 10: Media Relations Management: Print Media & Electronic Media for event
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 14&15
Slides
Download: Review Chapter 14&15
Discussion

Session 2: Topic 10: Media Relations Management: Print Media & Electronic Media for event
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 14&15
Slides
Download: Review Chapter 14&15
Discussion

Session 3: Topic 11: Communicating Corporate Affairs for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 17
Slides
Download: Review Chapter 17
Discussion

Session 4: Topic 11: Communicating Corporate Affairs for event.
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 17
Slides
Download: Review Chapter 17
Discussion
Session 1: Topic 12: Public Relations in: Entertainment, Sports, Tourism and Government
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 18 & 19
Slides
Download: Review Chapter 18&19
Discussion

Session 2: Topic 12: Public Relations in: Entertainment, Sports, Tourism and Government
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 18 & 19
Slides
Download: Review Chapter 18&19
Discussion

Session 3: Topic 13: Event Management
Group assignment submission - Part 2
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 16
Slides
Download: Review Chapter 16
Discussion

Session 4: Topic 13: Event Management
Group assignment submission - Part 2
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 16
Slides
Download: Review Chapter 16
Discussion
Session 1: Group assignment Part 3: Budget and Evaluation
- Present Part 2
- Guide Part 3
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO4, CLO5, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 2: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO4, CLO5, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 3: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO4, CLO5, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 4: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO4, CLO5, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion
Session 1: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO4, CLO5, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 2: Group assignment Part 3:
- Present Part 2 (Cont.)
- Guide Part 3 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO4, CLO5, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 3: Topic 7 - 13 Review and Test 2
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 9 - 19
Slides
Download: Review Chapter 9 - 19
Presentation & Discussion

Session 4: Topic 7 - 13: Test 2
Group assignment submission - Part 3
Topic: Offline; Teaching type: CLO1, CLO2, CLO7; LO: T, U
ITU: Textbook Chapter 9 - 19
Slides
Download: Review Chapter 9 - 19
Test 2
Session 1: Group assignment part 4: PR campaign pitch
- Present Part 3
- Guide Part 4
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO5, CLO6, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 2: Group assignment part 4: PR campaign pitch
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO5, CLO6, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 3: Group assignment part 4: PR campaign pitch
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO5, CLO6, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 4: Group assignment part 4: PR campaign pitch
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO5, CLO6, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion
Session 1: Group assignment:
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
Topic: Offline; Teaching type: CLO1, CLO2, CLO5, CLO6, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 2: Group assignment:
- Present Part 3 (Cont.)
- Guide Part 4 (Cont.)
- Execute PR plan (Cont.)
Group assignment submission - Part 4
Topic: Offline; Teaching type: CLO1, CLO2, CLO5, CLO6, CLO7; LO: T, U
ITU: Slides
Download: Review Part 2
Presentation & Discussion

Session 3: Group assignment: Part 4
- PR campaign pitch
Topic: Offline; Teaching type: All CLOs; LO: U
ITU: Implement PR campaign Pitch
Download: Review all topic
Discussion

Session 4: Group assignment: Part 4
- PR campaign pitch
Topic: Offline; Teaching type: All CLOs; LO: U
ITU: Implement PR campaign Pitch
Download: Review all topic
Discussion
Session 1: Group assignment: Part 4
- PR campaign pitch
Topic: Offline; Teaching type: All CLOs; LO: U
ITU: Implement PR campaign Pitch
Download: Review all topic
Discussion

Session 2: Group assignment: Part 4
- PR campaign pitch
Topic: Offline; Teaching type: All CLOs; LO: U
ITU: Implement PR campaign Pitch
Download: Review all topic
Discussion

Session 3: Group assignment: Part 4
- PR campaign pitch
Topic: Offline; Teaching type: All CLOs; LO: U
ITU: Implement PR campaign Pitch
Download: Review all topic
Discussion

Session 4: Group assignment: Part 4
- PR campaign pitch
Topic: Offline; Teaching type: All CLOs; LO: U
ITU: Implement PR campaign Pitch
Download: Review all topic
Discussion