CATALOG - University of Maryland University College

PRPA (Public Relations)PRPA 601 Public Relations Theory and Practice (3)Prerequisites: MRKT 600 and 601 (or MRKT 620). A study of therelationship between the management function of policy formulationand the communication process of disseminating ideas andinformation to the organization’s public. The process of planningand executing public information and public relations programs toaddress the concerns of the organization’s various publics are examined.Topics include message formation, media selection and audiencedifferentiation. The impact of the Internet on public relationspractices is explored in depth.PRPA 602 Public Relations Techniques (3)Prerequisite: PRPA 601. A presentation of advanced writing techniquesdesigned to improve skills in the writing of specialized publicrelations materials. Emphasis is on audience, message, and channelidentification. Topics include special communication techniquesnecessary for broadcast and electronic media.PRPA 610 Crisis Communication Management (3)Prerequisite: PRPA 602. An examination of current approaches tocrisis definition, issue management, and crisis communicationsmanagement. Traditional and Web-based approaches to analyzingcrisis and communications management issues are applied usingappropriate public relations research, theory, and case examples tobetter identify issues and audience segmentation requirements anddevelop strategic public responses to crisis situations.PRPA 620 Global Public Relations (3)Prerequisite; PRPA 610. A study of the role, function, and influenceof public relations in a global environment. Topics includeglobal trends, multicultural communication knowledge and skills,multiple cultures and diversity within nations, national mediastructures and public policy, and international legal and ethicalcodes in public relations. Global case studies are used to developand implement strategic and creative communications plans.PRPA 650 Public Relations Campaigns (3)(Formerly PRPA 670.) Prerequisite: Completion of 30 credits,including all core and specialization courses for the public relationsspecialization (except MGMT 670); approval of program directorrequired for internship option. A study of public relations campaignsthat integrates content from previous coursework. Focus ison creating a public relations strategy and a plan to execute thatstrategy for an existing organization. Critical principles of publicrelations are reviewed and applied in real-world settings.SWEN (Software Engineering)SWEN 603 Systems Engineering (3)(Formerly MSWE 603.) An examination of the systems engineeringprocess, with special emphasis on software engineering as adiscipline within systems engineering. Topics include an overviewof system theory and structures, elements of the system life cycle(including systems design and development), risk and trade-offanalyses, modeling and simulation, and the tools needed to analyzeand support the systems process.SWEN 640 Software Project Management (3)(Formerly MSWE 640.) A study of the current theory and practiceof software development project management. Topics includeintegration, scope, time, cost, quality, human resources, communications,risk, and procurement management as defined in theInstitute of Electrical and Electronics Engineers (IEEE) Standardfor project management. The relationship between each knowledgearea and the detailed processes required to manage software projectsis explored. Various approaches to software project planning,software project estimating, networks and scheduling, trackingand control, and technical and support processes are analyzed.Principles are applied through the development of a softwareproject management plan for a complex system.SWEN 645 System and Software Standardsand Requirements (3)(Formerly MSWE 645.) An examination of major models of softwarerequirements and specifications (sequential and concurrentsystems), existing software standards and practices, and formalmethods of software development. A comparative survey of variouslanguages and methods serves to emphasize similarities and significantdifferences. Topics also include writing system and softwarerequirements, formal specification analysis, formal description reasoning,models of “standard” paradigms, and translations of suchmodels into formal notations.www.umuc.edu/grad 103