The course is designed to impact basic strategic management skills and abilities to help the student to develop skills in strategic public relations management based on analysis of current and historical case studies. It shall help them to develop a conceptual framework for competitive strategies and learn techniques for formulating commercial goals, objectives and strategy. Also, students shall learn what is involved in developing, implementing and evaluating public relations strategies. It is also designed to provide them insights on understanding an organisation’s internal and external environment; as well as identifying and addressing public relations situations that emerge in these environments.