COURSE IN DEPTH
Year one
In order to complete this course a student must successfully complete all the following CORE modules (totalling 120 credits):
Researching the Media and Communication
40 credits
This module underpins the first year of the course and provides a solid understanding of the development and influence of mass media. From critiquing media texts to considering audiences, this enlightening module will help you see media today in new and exciting ways, to enhance your own media output.
Introduction to Media Contexts and Practice 1 - Understanding Public Relations
20 credits
Understanding Public Relations - Week-by-week, this module will cover all the core components of modern PR practice. You will use your news and consumer awareness to inform lively discussions and workshop activities. As an emerging PR practitioner, you will consider target audiences and discover how to use different platforms and channels for the benefit of your client or cause.
Introduction to Media Contexts and Practice 2 - Events and Exhibition Planning
20 credits
This hands-on module will equip you with the appreciation of and tools for establishing and running an effective event. A key activity in many PR campaigns, events and exhibitions are great platforms to reach an audience and through research and planning, you will develop your own ideas for hosting a successful event.
Media and Influencer Engagement
20 credits
Find out how to bend the media to your whim and what makes influencers so influential. During this module, you will develop core media and influencer relations skills. It establishes an understanding of the dynamic of the relationship between the press, broader media, bloggers, vloggers and other social media influencers. You will then begin to create content that can be used across a wide range of platforms and channels.
Global and Community Impact
20 credits
Media and PR have influence and impact upon stakeholders and publics from hyperlocal and regional levels to national and international reach. This module will explore a range of challenging briefs where PR support can make a difference to different groups and deliver measurable outcomes – and you will come up with the communication goods!
Year two
In order to complete this course a student must successfully complete all the following CORE modules (totalling 80 credits):
Live Production 2
40 credits
In Live Production 2 you will build on skills developed in production work in year one. You will research, plan and develop production material relevant to your production specialism. You will learn industry-level, specialist practical skills and develop your own professional practice through a range of production activities and workshops. The aim is to encourage you to be original and creative while recognising professional contexts and audience demands.
The module will give you the freedom to apply specialist and integrated media production skills through experimentation and group learning in your production area. You will apply the skills you have learnt to offer solutions to real production challenges. Your solutions will demonstrate your critical understanding of the issues related to media production contexts.
Research - PR Concepts and Contexts
20 credits
In this module, you can be expected to examine PR activity in a societal context, including role plays of ethical and professional dilemmas. Informed by past and present examples and case studies, you will gain a deeper understanding of the purpose and function of PR and the content within which the industry finds itself today.
PR Planning and Delivery
20 credits
From analysis through to evaluation, you will learn how to thoroughly research, creatively develop, successfully deliver and effectively evaluate a PR campaign, creating your own proposal whilst also working on a group pitch presentation to a chosen client.
In order to complete this course a student must successfully complete at least 40 credits from the following indicative list of OPTIONAL modules.
One Faculty optional module
20 credits
The programme structure allows you to choose an option from modules that are operated on a faculty-wide basis. This option is taken in semester two of year two:
Collaborative Practice – this module allows for collaboration with students from other Schools within the Art, Design and Media faculty.
Work Experience – you may choose to undertake an additional work placement.
Live Project – you will work to a brief on a real-world or simulated project. A series of live project briefs will be set each year, including an option based on an overseas visit.
One School of Media optional module
20 credits
The programme structure allows you to choose an option from modules that are offered within the School of Media across other programmes. Some options are closely aligned with your area of study but you may choose to take an option from any in the following list (note that not all options may be offered each year). This option is taken in semester two of year two:
- Creating Compelling Content
- Campaigning and Investigative journalism
- Lifestyle and Branded Media Content
- Bi-Media drama
- Television Studio
- Music, Media and Digitalisation
- Digital Content Distribution
- Advanced Visual Communication
- Music Industry Promotional Practices
- Commercial Production for Radio
- Radio Documentary
- Fashion Photography
- Photojournalism
- Gender, Sexuality and the Body
- Comedy in the Media and Popular Culture
- Perspectives on Community and Alternative Media
- Race, Ethnicity and the Media
- Media and Materiality
- Fandoms and Subcultures
- Communities of Practice: Culture, Heritage and Space
- Film Cultures
- Media Censorship and Regulation
- Celebrity Culture
Core modules are guaranteed to run. Optional modules will vary from year to year and the published list is indicative only.
Year three
In order to complete this course a student must successfully complete all the following CORE modules (totalling 120 credits):
Major Project
60 credits
This last piece of the puzzle is in your hands. You can decide how to frame your final year project in order to apply your skills, demonstrate your competencies and create something that exists in the real world. Whether it is your own PR agency, in collaboration with peers, working to live briefs, or establishing an area of PR research to further inform your practice, this Major Project will give you the chance to take a confident step into the industry, and the experience to back it up.
Live Production 3
20 credits
In Live Production 3 you will further develop production skills from your first two years. You will research, plan and develop production material relevant to your production specialism. You will take an experimental and innovate approach to develop your own professional practice through a range of production activities and workshops. The aim is to encourage you to synthesis skills in research and production in order to showcase your creativity whilst recognising professional contexts and audience demands.
The module will give you the freedom to apply specialist and integrated media production skills through individual and group learning in your production area. You will consult with industry in order to develop solutions to real production challenges. Your solutions will demonstrate your critical understanding of the issues related to media production contexts.
Promotional Culture
20 credits
Promotional Culture sets PR in a wider context, looking also at advertising, publicity, marketing and branding, but through a cultural studies lens. Enterprise Start Up is for those students considering striking out on their own, with an emphasis on practical advice.
Professional and Academic Development
20 credits
You will consider what it means to be a public relations or media professional and work to refine your portfolio and create a distinctive CV. These workshops will also help provide you with practical skills so you can present yourself, and your work, in person and on paper, with confidence
