Public Relations, Media and Marketing

BA single or combined honours Public Relations and Media 2019/20

Year of entry

Clearing places available

This degree, accredited by the Chartered Institute of Public Relations, offers you the chance to develop your skills and knowledge in the interlinked disciplines of public relations and media.

You will develop your talent for communication and learn how to identify a target audience, prepare effective messages and select appropriate media channels. You will learn how to use social media, design and creative skills in response to the needs of the digital environment.

You will benefit from a multidisciplinary approach, taught by academic experts, experienced practitioners, guest speakers, and a ‘learning by doing’ approach. This degree  blends creative, technical and professional skills.

You will explore areas including:

  • analysing the meaning of adverts and text
  • public relations practices
  • design and develop campaigns

This CIPR (Chartered Institute of Public Relations) accredited degree offers you the chance to develop your skills and knowledge in the interlinked disciplines of public relations and media. Designed with industry practitioners and underpinned by theory to inform best practice, it will equip you with a blend of professional communication skills, highly desired by employers.

You will develop your personal and professional communication talents, learn how to identify a target audience for a PR campaign, prepare effective messages and select appropriate media channels to achieve organisational goals. These fundamental aspects of PR are underpinned by a wider strategic context as you explore brand, crisis and reputation management. In response to the needs of a digital PR environment, you will be taught the professional use of social media, design and creative skills.

Print, broadcast and niche media are also investigated so you can design effective PR campaigns that reach a range of audiences. You will benefit from the multidisciplinary context of this degree, taught by academic experts in PR and media and using experienced practitioners, guest speakers, and a ‘learning by doing’ approach so you build your skills and decision-making throughout your degree.

This degree achieves the perfect blend of creative, technical and professional skills. The emphasis on the teaching and learning is to understand core theoretical principles and then apply them to current and commercial settings.

Throughout your degree you will be set communication problems from real clients and then work in teams to present solutions, helping you apply your academic knowledge and build your professional skills through exposure to commercial situations.

Top reason to choose this course

This degree offers you a chance to explore two interconnected disciplines and then develop a clearer focus on one particular area, safe in the knowledge you have all the related information to be able to understand how PR and media all contribute to the wider needs of the organisation.

This creative and practical course will suit you if you are looking to cover all aspects of public relations while also developing your communication skills. This will enable you to apply and implement tactics and strategy to meet the needs of the clients and organisations you work with.

To help you gain an opening in your chosen area of work, internships form an integral part of your degree. Internships are flexible enough to be taken part-time throughout your study or in shorter, concentrated periods outside teaching terms to gain experience and build a credible profile for the future. 

You can study French, German, Italian, Mandarin Chinese and Spanish as part of, or alongside, your course.

more info

You will take a mix of core and optional modules to ensure you have a good knowledge of PR and Media and all the related subjects. This ensures we comply with the needs of the CIPR and the wider PR industry.

Within this degree you will develop your oral and written communication and team building skills and improve your creative, practical and technical skills using a wide range of computer software packages to produce creative communications materials. You will develop an appreciation for the role that marketing plays within an organisation to help it grow and survive and use case studies, academic research and hands-on learning to develop your research skills and apply knowledge in different settings.

Work experience

This degree includes, as part of the Professional Work Based Learning module, a requirement to spend at least 20 days within a related PR or media role. Previous students have worked for London Fashion Week, Marks and Spencer, Holiday Extras, as well as other specialist design and PR companies located both locally to Kent and across the world.

If you have any further questions you can contact Programme Director Sarah O'Hara who will be happy to help. 

Year one

Core Modules will include

Introduction to Public Relations (20 Credits)

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.

Professional Practices (20 Credits)

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 you for 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.

Design Practice (20 Credits)

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.

Media Meanings and Messages (20 Credits)

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.

Year two

Core modules

PR: Campaign and Planning (20 Credits)

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.

Media Industries (20 Credits)

The aim of this module is to enable you to understand how the media and creative industries work, their characteristics and the policies which impact upon them, and the cultural and creative artefacts they produce.

Publishing Practices (20 credits; compulsory for SH and optional for CH)

The module aims to develop your professional communication and creative practices, and deepen your understanding of forms of multimedia communication through a specific focus on writing skills. The module also aims to extend your grasp of ethical issues, media theories and their impact on the communication process. You will apply these through practical exercises to communicate effectively through a variety of media. Key areas of practice, which may include print and online journalism, feature and review writing, copywriting for public relations, advertising and media relations for print and online media, offer you insights into how the creative industries interact with technology.

Likely optional modules

Advertising and Branding (20 Credits)

The aims of this module are, firstly, to enable you to understand how attitudes to advertising, from the media industry, governments, interested laypeople and advertisers themselves, have affected advertising practices since the birth of formalised advertising agencies and, secondly, to provide a number of examples on which you can draw in your own advertising communications.

Web and App Design (20 Credits)

This module integrates practical and theoretical issues as you consider the ways in which digital media, computers, the web, mobile phones and digital cameras 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 and desktop publishing. You will gain knowledge and practice in relation to planning, implementation and evaluation of your own digital media project.

Global Experience (20 Credits)

In this module, you will become self-aware of your own cultural assumption and how these inform professional practice and develop an informed understanding of other people’s ways of thinking and acting on the world. You will develop knowledge, attitude and skills that will help you communicate and operate effectively and appropriately within multicultural contexts and teams. In addition, you will acquire specific, critical understanding of how similar and different the practice of your future profession may be in different national and/or cultural environments, and develop an intercultural set of skills enabling you to navigate across cultural similarities and differences in your future career.


Year three

Core modules

Professional Work-Based Learning (20 Credits)

This module aims to develop your potential for employability and your work related skills for a wide variety of professions in the media, cultural and communication industries. It will do so by supporting and developing your skills in obtaining (preferably) relevant work experience, or by bringing you into contact with industry professionals who will help to set project/problem-based work experience or through a relevant industry-based research case study (this could be work shadowing, reflective diary, portfolio, and research report). The module aims to develop student employability by creating an appreciation of relevant organisational cultures, policies and processes, and by developing your ability to evaluate the outcomes of professional practice.

Individual Research Project (20 or 40 credits)

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 aims to prepare you for the world after your graduation.

PR Practices (20 credits)

This module will develop your knowledge of the link between PR planning and organisational goals, including the academic, professional and ethical perspectives required to plan, research and critically analyse a public relations campaign as part of a team. In doing so, the module will provide you with an in-depth understanding of how contemporary PR theories, communication models and strategies, such as crisis management, relate to PR ethics and the delivery of successful PR campaigns.

Likely optional modules

Multimedia Practice (20 Credits)

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.

Advertising Practices (20 credits)

This module is above all a practical one, geared towards the production of an advertising campaign that assists a local small enterprise or charity. After clear guidance as to what is involved in such a campaign, you will be allocated into teams and either be assigned a real small enterprise or charity for which you need to generate an effective campaign or they may find their own small enterprise/charity for the same purpose.

Social Media Practices (20 credits)

This module will examine organisational and business practices of social media, and how these differ from individual uses. It will provide you with perspectives from various subject areas, including Media and Communications, Public Relations, Sociology and Business Studies. You will explore how social media industries operate and the factors that influence their practices. 

Successful graduates are equipped to enter a range of roles across the creative industries sector.

There are a wide range of jobs in PR, social media, marketing, digital marketing, press and publicity, event management, corporate communication, research and customer insight, media planning and customer service in addition to wider graduate roles in retail, education, the civil service, public and voluntary sectors. Increasingly graduates opt to apply their entrepreneurial skills and develop their own businesses.

For those seeking a wider European experience, the Erasmus exchange programme provides opportunities for you to study in Europe for part of your degree, generally for a term in year two. This degree also prepares you for postgraduate study at all levels through to PhD.


Tuition Fees for 2019/20 have not yet been finalised. Course webpages will be updated with Tuition Fee information once these have been agreed.

Additional course costs

Although we aim to minimise any additional costs to students over and above the course tuition fee, there will be some additional costs which students are expected to meet.

Costs applicable to all students

Text books Own purchase text books
Travel to other sites Where travel to other sites is required, this will be payable by the student
Library Fees and Fines Where students fail to return loaned items within the required time they will be responsible for the cost of any Library Fees and Fines applicable
Printing & Photocopying The cost of printing and photocopying undertaken by students to support their individual learning are payable by the student
Graduation ceremonies It is free for the student to attend the ceremony itself. Guest tickets and robe hire / photography are additional costs payable by the student

Course specific costs

Field Trips

Any trips or visits which are part of the assessment process will not be charged

Trips and visits to places of interest and which are relevant to your total learning experience which are optional will be charged

Professional Body accreditation

Optional and is related to specific modules being studied.

Trips and visits to places of interest and which are relevant to your total learning experience which are optional will be charged

Professional Body qualifications

Optional and fees range between approximately £100 and £250 depending on the Professional body, the subject and the level of the award.

General principle policy

The University’s general principles policy for additional course fees are set out here

CategoryIncluded in the tuition feeAdditional cost to student
Field trips (including trips abroad and trips to museums, theatres, workshops etc) No, if the trip contributes to the course as an optional module. Yes if the trip is optional.
Travel and accommodation costs for placements  No

Travel and accommodation costs for professional placements within the Education and Health & Wellbeing Faculties.

Travel and accommodation costs for other work placements. 
Text books No Own purchase text books.
DBS / Health checks No Yes
Professional Body registration No Yes
Travel to other sites (e.g. travel to swimming pool for lessons) No Yes
Clothing / Kit Yes, where the clothing / kit is essential for Health & Safety reasons. Yes, where the clothing is kept by the student and not essential for health and safety reasons.
Learning materials Essential learning materials (excluding text books) in connection with the course. Additional materials beyond the standard provision essential for the course or where the costs are determined by the student’s area of interest and the outputs are retained by the student.
Library fees and fines No Yes
Printing and photocopying No Yes
Social events No, unless the event forms an essential part of the course. Yes, unless the event forms an essential part of the course.
Graduation ceremonies It is free for the student to attend the ceremony itself. Guest tickets and robe hire/ photography are additional costs payable by the student.

Each module is worth 20 credits and you must study 120 credits each year. Modules combine 50 hours of contact time (lectures and seminars) plus 150 hours of self-directed study in addition to preparation and production of assessments.

Across your modules you will experience a range of approaches to learning, teaching and assessment to support diverse learning styles and develop a range of writing skills and personal skills such as analytical skills.

Your teaching takes various forms including interactive lectures, seminars, practical workshops, tutorials or online learning via the Virtual Learning Environment, for example by a webinar. Seminars and workshops are a space to discuss and question your understanding and actively participate in practical, creative or problem solving tasks.

To support your individual needs, tutorials are offered to discuss your progress, assessments, study skills and other issues relating to your undergraduate experience.

Research and reading are a critical part of every module with specific tasks provided in handbooks and on the Virtual Learning Environment. Tutors also point you to other useful learning resources online including webinars and MOOC’s (Massive Open Online Content) which are also part of your learning experience.

You will be assessed through a number of methods including essays, reports, business simulations, presentations, reflective logs, and case studies, both individually and as a group. This mixture is intended to build individual knowledge and skills in the application of theory and best practice to realistic business scenarios. The emphasis is on developing critical and creative thinkers who can demonstrate effective teamwork, decision-making and leadership skills.

Our main campus in Canterbury has city centre facilities on its doorstep and, of course, you will benefit from all the new creative arts building has to offer.

Professional accreditation

This degree is accredited by the Chartered Institute of Public Relations (CIPR) to ensure that when you graduate you will meet the professional expectations of prospective employers and have the opportunity to gain professional body qualifications. It also allows you access to a range of resources which will help you in your assessments and career choices.

Specialist facilities

Tutors on this degree are actively engaged in working directly with employers and conducting related research. As a result of these partnerships, you are allowed access to commercial media databases for the purposes of your assignments and this in itself offers you a competitive edge when applying for jobs on graduation.

Industry links

We work with industry stakeholders aligned to the continued development of our teaching, research and knowledge exchange. Some of these come in as guest lecturers and we also have masterclasses by visiting professors chosen for their continuing expertise in business and management. These established links have helped some of our students to secure placements.


Full-time study

Apply via UCAS

Part-time study

Apply directly to us


Full-time study

Need some help?


For advice on completing your application please contact the Course Enquiry Team:

Tel:+44 (0)1227 928000 (0)1227 928000


Contact our International Team

Fact file

UCAS course code

  • PP23

UCAS institution code

  • C10


  • 3 years full-time, 6 years part-time


  • September 2019

Entry requirements

  • A typical offer would be 88-112 UCAS Tariff points..



Last edited 15/08/2019 14:38:00

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Last edited: 15/08/2019 14:38:00