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Core Modules


International Public Relations Theory

International Public Relations Theory consists of three components: International Public Relations Theory (70%), Campaign Analytics (20%) and Multi-platform Content (10%).

The largest component, International Public Relations Theory charts the historical development of international PR, explores the emerging areas of the industry and considers topical areas such as ethics and corporate social responsibility. Students will also build a greater understanding of organisations and the need for effective public relations to be practiced at strategic management level.

Campaign Analytics seeks to explore the practical approaches taken in using a range of social media research tools to assist organisations in gathering market intelligence, or research for strategic planning purposes. The module will help students develop an insight into how organisations use market intelligence to develop brand loyalty/preference, customer satisfaction and how analytics can be used to identify emerging markets.

Multi-Platform Content teaches the key techniques to produce content for a number of internal and external media formats. Despite the proliferation of media channels that require different writing styles, deadlines and immediacy of content, the skills required to tell a story are still key to engaging an audience and the component will develop students that can write for a number of different platforms including newsletters, news releases, feature articles, blog posts, website content and even tweets. This component is delivered over two semesters.

Global Communications Management

This will look at the wider global approaches - both theoretical and practical - to communications management and will cover marketing communications, comms measurement, digital, PR and promotion and advertising.

Research Methods I and II

This double module introduces students to the techniques of information gathering and retrieval, the use and application of different sources and methods for writing and research and how to analyse, use and present data drawn from a wide range of sources.

International Public Relations Practice

International Public Relations consists of three components, International Public Relations Practice (70%), Media Law (20%) and Multi-platform Content (10%).

International Public Relations Practice will allow students to apply the theory covered in the autumn semester and also familiarise themselves with a range of strategies and tactics required to undertake a practically focused group project, and an individual campaign document. This year students produced a portfolio of creative work for an international NGO. Assignments for this module are pitched as if they are ‘real-life’ client scenarios so students work to strict briefs, timescales and budgets and have to produce work of a professional client standard.

These skills and techniques will be invaluable to future practitioners; however despite having a practical focus the module will reinforce the benefits of practicing PR at a strategic management level.

Media Law

The idea behind this component is to introduce students, who have no background knowledge, to some of the legal issues they may encounter in the PR and communication industry. A number of legal topics and the areas of law chosen for consideration are all relevant to the work you may expect to carry out once in employment.

Digital Communications Management

This module explores the theory and practice of using digital media, the internet and social media in relation to all aspects of PR, including media relations, public affairs, investor relations, and internal communications.

The above modules are followed by the Dissertation.

Dissertation

This synthesis of theory and practice culminates in a final dissertation of 15,000 to 20,000 words where students have the opportunity to apply what they have learnt to an area of personal PR interest, allowing the development of specialist knowledge in a particular sector of PR that students may wish to pursue professionally.  This piece of advanced academic study would also enable further research in the field of international public relations.