Public Relations, Media and Marketing

BA single honours Public Relations and MediA 2020/21

Year of entry

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, media and marketing.

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 combines the expertise of the School of Media, Art and Design and the Business School to blend creative, technical and professional skills.

You will explore areas including:

  • planning marketing campaigns
  • analysing the meaning of adverts and text
  • public relations 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, media and marketing. Designed with industry practitioners and underpinned by theory to inform best practice, it will equip you with a blend of professional communication and marketing 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, media and marketing 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 combines the expertise of the School of Media, Art and Design and the Business School to achieve 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 and marketing 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.

This course benefits from Partner University status with the Public Relations Consultants Association (PRCA). A limited number of universities are endorsed by the PRCA for offering excellent courses that are intellectually rigorous and esteemed by employers.

Top reason to choose this course

This degree offers you a chance to explore three 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, media and marketing all contribute to the wider needs of the organisation.


Josh Spoelstra competed nationally and won a place to attend the Maggie Nally Memorial Lecture (through his membership with the CIPR) to attend a guest lecture at the Houses of Parliament in 2015.

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 will take a mix of core and optional modules to ensure you have a good knowledge of PR, Media and Marketing 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 marketing 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.

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

more info

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, media or marketing 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

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

Design Practice

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.

Year two

Core modules

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.

Advertising Strategy

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.

Year three

Core modules

Public Relations

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.

Strategic Marketing

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.

Media Futures

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

Multimedia Practice

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.

Business Ethics

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.

Brand Management

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.

Global Marketing

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.

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 2020/21 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, computer-based assessments, examinations, 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.

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.

The year two module, Marketing Planning and Communication, is accredited by the Chartered Management Institute and on successful completion you will be eligible for CMI Level 5 qualifications in Leadership and Management.This course gives exemption from the CIM Level 4 Marketing and Level 6 Strategic Marketing modules. 

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.

Fact file

UCAS course code

  • PP23

UCAS institution code

  • C10


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


  • September 2020

Entry requirements

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



Last edited 10/09/2019 12:00:00

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Last edited: 10/09/2019 12:00:00