Introduction to Public Relations
This module aims to help you become more independent, reflective and self-managed by introducing them to key communications concepts and higher skills (particularly written communication) associated with a university education and a professional career in PR, media and marketing. It additionally aims to create awareness of the strategic role of the media and communications in order to achieve successful outcomes in professional development and organisational settings.
Branding and Advertising Essentials
This module aims to provide you with a foundation in branding and an understanding of the role that advertising and marketing communications play in supporting the brand. It will explore the principles of branding and how it relates to advertising and PR and also lays a foundation for advertising and marketing study.
Marketing Principles and Practice
The aim of the module is to provide you with an introduction to marketing, its fundamental concepts and an overview of marketing practice. You will cover the development of the marketing concept and examine the ways in which it differs from the production, product, and sales approaches to business. This will develop into a wider understanding of the differences between the operational role of marketing and how it is applied as an organisational focus.
Introduction to Professional Communication
This module will help you to become independent, reflective and self-managed. It introduces you to key communications skills required in the media and communications industries and in Higher Education. It focuses on developing your employability within the Media and Communications industries. You are introduced to basic communications theory and models. This knowledge empowers you to develop written and presentation skills to deliver messages confidently in an appropriate, professional way in different media. From communications such as emails, to proposals, assignment planning and writing, pitches and presentation skills, you will learn to achieve successful and persuasive communication, arguing a case and defining audiences
This module provides practical opportunities for you to explore aesthetics and design in relation to digital media products and use a range of software applications suitable for the design and production of simple design, web authoring and digital imaging. You will gain knowledge of the basic principles of layout and typography and of hierarchies of information using both image and text in web formats.
Making Media Meanings and Messages.
The aim of this module is to introduce you to a range of analytical tools that will help you to decode the meaning of media texts – their appearance, sound, structure and context. You will look at the way in which texts are constructed in order to generate meaning and in order to persuade an audience of a particular interpretation.
Public Relations the Media and Sustainability
The module explores public relations and its ethical relationship to power and persuasion. Through case studies and working to a live campaign brief, the module will help you to develop your own PR communication and campaign strategies to raise awareness of issues of sustainability and organisational responsibility. The module encourages you to critically reflect on the role of public relations communications within organisations as well as the relevance of public relations beyond its organisational functions. By equipping you with an understanding of ethical professional practice it develops key skills that employers require in the PR and communications sectors.
Creative Media Practice
This module integrates practical and theoretical issues as you consider the ways in which digital media, computers, the web, mobile phones, digital cameras etc. play an important role in our social and economic practices. You will explore the methods, codes and conventions and uses of digital media technologies in order to develop your own practical digital project. You will develop a better technical knowledge of the application of a variety of appropriate formats and skills such as digital photography, media streaming, digital imaging, desktop publishing etc. You will gain knowledge and practice in relation to planning, implementation and evaluation of your own digital media project.
Marketing Communication (CIM)
This module aims to enable you to differentiate between tactical and strategic marketing activity. You will use a range of analytical models to help you in your decision-making and enable you to write a marketing plan.
Introduction to Digital Marketing
The aim of the module is develop your practice, knowledge and professional skills across a range of digital marketing tools and appreciate the implications of digital marketing planning in both business-to-consumer and business-to-business markets. This will help you understand the nature and role of digital marketing on the whole marketing function and explore the implications and effects of digital marketing for the design and development of modern marketing. As part of this you will also need to appreciate the ways in which digital media and marketing activity can be monitored and evaluated to improve future performance.
You will appreciate the wider use of corporate communications and its role in building a brand image and corporate reputation and develop your written skills applicable to a range of marketing communication methods and channels. You will analyse and identify effective writing, develop good communication skills to craft and convey original and persuasive marketing messages to the target audience, appreciate how different media and platforms require a different writing style to improve communication effectiveness, using an appropriate tone of voice to communicate core messages.
Likely optional modules
Advertising in Context
The aims of this module are, firstly, to enable you to understand how advertising and attitudes to it from the media industry, governments, interested lay people and advertisers themselves have affected advertising practice since the birth of formalised advertising agencies. Secondly, to provide a number of examples on which you can draw on in your own advertising communications.
Celebrity, News and the Media
The module aims to develop your professional skills by enabling you to analyse the role of celebrity as an idealised figure and as a vehicle for consumption associated with mass distribution, the rise of promotions industries and with technological advances in the media and cultural industries. Through a portfolio of research work you will explore celebrity as a set of cultural and commercial practices in a variety of media such as press, magazines, reality and talk show TV, photo-journalism and various forms of online media. Overall, the aim of the module is to develop your critical thinking about the links between public relations, the media, sustainability and ethics.
The aim of the module is to develop your critical understanding of advertising, both as an industry and as a social and cultural force. It aims to develop a practical and theoretical knowledge of the stages undertaken and techniques used in strategic advertising planning and management, and to give you an experience of developing a strategic advertising campaign.
Accounting for Business
Accounting for Business aims to develop knowledge and skills in understanding and applying accounting standards particularly in the preparation of financial statements of entities, including groups. Understanding the theoretical framework and how to analyse and interpret financial statements are essential.
Media and Creative Industries
The aim of this module is to enable you to understand how media, and creative industries work, their characteristics and the policies which impact upon them and the cultural and creative artefacts they produce.
This module will help you develop a theoretical and practical understanding of the role of PR in building relationships with stakeholders and gain an appreciation of the strategic and specialist roles of PR.
Professional Work Based Learning
This module aims to develop your personal and professional skills to enhance their employability in PR and related fields by engaging directly with practitioners. It will do so by supporting and developing your skills to obtain relevant work experience for at least 20 days and using this as basis for a reflective and analytical assessment when you return.
The aim of the module is to develop your understanding of the major aspects of strategic marketing and their role in the development of sustainable competitive advantage in an organisation. By the end of the module, you will be able to apply models of internal and environmental analysis, analyse the strategic role of the marketing mix and critically evaluate the contribution of strategic marketing to the organisation.
The aims of the module are to develop in your understanding of media as businesses, to enable you to critically analyse media organisations as social entities, and to improve your employability skills by providing you with opportunities to explore real-life management and entrepreneurship case studies.
Likely optional modules
The module aims to develop your opportunities to critically integrate theoretical perspectives with practical creative digital production. It aims to enable you to undertake an independent practical communication project from conception to completion in a specific area or areas of digital practice. You will also become proficient in the use of appropriate software and in editing, especially graphics, effects, formats and dissemination.
The module will consist of a broad syllabus addressing practical considerations of the nature of ethics, progressing through learning of a range of traditional and post-modern ethical theories, and the appreciation of these theories in the practical setting of modern business processes. You will study topics such as corporate social responsibility, sustainability and the environment, professionalism and integrity, ethics and technology, financial scandals, whistle-blowing and other emerging issues, by reference to case studies.
Marketing Culture and Communication
This module develops your understanding in relation to the importance of an appreciation of how the cultural context(s) for global marketing activities can be regarded as similar, or dissimilar to your home-country situation. Emphasis is given to language (spoken and ‘silent’) as a barrier to effective communication across the full range of marketing activities, but with particular emphasis on its value in relation to both personal and non-personal marketing communications activities such as face-to-face personal selling, and advertising and packaging, respectively.
Individual Research Project
The aims of this module are to enable you, under guidance of a tutor, to undertake an extended piece of focused research, building on work done in previous years by developing an in-depth study of one aspect of the media, provided that the project is deemed viable and ethical. It also aims to provide an opportunity for you to develop your research and analytical skills in conjunction with your awareness of ethical issues in research by combining disciplined academic study with personal interest. The module also helps you to develop your employability and professional skills and aids you to prepare for the world after graduation.
Social Media Marketing
The module will develop your critical understanding of the main activities involved in designing and implementing marketing communications using social media and online marketing. It will explore the activities and implementation of social media and online marketing for companies. You will create the basic elements of an effective website and explore online communication using digital media channels such as search engine marketing, online public relations, affiliate marketing, display advertising, email, social media and viral marketing. Finally, the module will examine the procedures used for monitoring and measuring the effectiveness of digital campaigns with a focus on Google Analytics.
The aim of the module is to develop your understanding of the theory and practice of brand management and communication in the modern enterprise. The module aims to develop your critical perspective on brands, their social and cultural impact in the developed world, and the ability to apply this knowledge to the brand planning process.
The aim of this module is to provide you with an appropriate critical awareness and understanding of marketing in a constantly changing global context. You will critically analyse of the nature of international, multinational and global marketing and the ways in which the contexts in which they operate, are similar to, or different from domestic marketing and examine current trends in world trade to anticipate key developments and appreciate the process of globalisation.