Modules
- Media Theory and Campaigning (20 credits) - This module aims to provide a solid disciplinary orientation to key problems and theories in the field of mass communication and media studies in a historical perspective. It introduces persuasion and theories of learning to contribute to students’ ability to engage critically with media campaigning and public communication. Students apply their theoretical knowledge to campaigning and reflect on the ethics of professional practice. The module provides students with the theoretical expertise needed to examine critically the concept and practice of public relations.
- Strategic Communication and Digital Practice (20 credits) - On this module students develop a critical understanding of the role of strategic communication within wider contexts including business, organisations, agencies, campaign groups and NGOs. They take a critical perspective to ethics, social responsibility and social justice and explore how strategic communication can impact on society. Theory is applied to produce creative PR campaigns including a range of communication activities and digital tactics.
- Digital Communications (20 credits) - The evolution, diffusion, and adoption of digital technologies have fundamentally altered the way we live, work, relate to one another, and conduct business. These technological and societal changes are having a far-reaching impact on the communications, public relations and marketing disciplines, presenting huge challenges as well as opportunities to the industry. This module provides a sound theoretical and practical knowledge of digital communications based on a critical understanding of current and emerging technologies, digital strategies and social media platforms. The module examines a number of topics including: digital strategy; social media; search engine optimisation; online community building and management; stakeholders analysis; issues management; web analytics and big data; content marketing; web design; online customer journey; ethical and legal aspects of digital communications; and more.
- Public Affairs (20 credits) - On this module students to develop knowledge of public affairs as a strategic organizational function focused on the political environment. It enables students to develop a sound conceptual framework for professional public affairs practice (with special attention to aspects of political communication) and strategic planning and public affairs competencies including research and problem definition, argumentation and campaign planning. Students reflect on public affairs as a professional practice including consideration of ethics and regulation.
- Optional modules: You will also select two further 20 credit options, which may include an Industry-based Learning and Professional Development module (this involves a communication placement or other forms of experiential learning such as a work-based project or freelance working) as well as a choice from a range of other modules.
Optional modules may include:
- Media Theory and Media Campaigning
- Strategic Communication Planning and Digital Practice
- Digital Communication
- Strategy and Leadership
- Accounting for Managers
- Markets, Innovation and the International Consumer
- Marketing and Society
- Leadership, Governance and Strategy: Not-for-profit
- Fundraising, Development and Finance
- Managing Corporate Resources
- Planning and Marketing Cultural Projects
If undertaking the MSc, you will also complete a Dissertation (60 credits) or a Master’s Communication Project (60 credits). Students taking the Dissertation will normally be required to take a research module in one of the optional slots.
Specified module exemptions are awarded to applicants who already hold some CIPR diploma level awards and those who join the course from an established pathway.
