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.
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.
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.