Course Summary

Throughout this exciting course you will develop a deep theoretical knowledge of the place of public relations in society and, in the context of marketing communications, as a fundamental tool of reputation management. In addition, you will build practical skills in public relations through engagement with the industry and leading practitioners. The combination theoretical and applied aspects of the course leads to high levels of employability and can form the basis of further postgraduate study.

The course teaches an integrated approach to marketing and communications, with public relations 'earning its keep' and justifying its place at the heart of corporate management. It encourages the inquisitive, rewards the hard-working and builds skills for those intending to further their careers at a high level in public relations. Throughout, it stresses critical thinking, reflective practice and self-reliance - all of which are characteristics expected of today's senior public relations practitioners. It develops skills in campaign planning and evaluation that are firmly rooted in understanding 'the brand', whether discrete or corporate.

The course will equip students with the core knowledge and theoretical underpinning of public relations and associated areas. It will develop key transferable skills of imagination and creativity, effective teamwork, communication, decision making and critical self-awareness - all core skills demanded by 21st century employers.

Why choose this course?

On successful completion of this course, you will be ideally placed to develop a career in public relations or within an integrated marketing communications discipline, whether in consultancy or in an in-house corporate function. Public relations is in great demand in today's society in a variety of spheres, including industry, commerce, government, the voluntary and service sectors - indeed anywhere there is a need to communicate or defend the activities of an organisation.

During the course you will:

• Mix with other postgraduate students from around the world in a unique environment
• Experience an emphasis on building student employability skills
• Benefit from links with leading UK agencies in public relations

Areas of study you may cover on this course include:

• Public relations issues
• Media relations
• Internal relations
• Crisis management
• Integrated marketing
• Marketing communications and society
• Public relations and social media

MAPBR

Assessment

The assessment strategy underlines the programmes concern with research and independent thinking, critical knowledge of marketing theory and practice, the ability to make information decisions and communicate these under time pressure and, finally, the all-important skills of teamwork and oral communication of ideas. Overall, the percentage weighting of assessment types within the programme is as follows:

A - Written Assignment 48%

B - End of unit examination 17%

C - Time-constrained in-class test 8%

D Oral presentation 21%

E Group Report 6%

The written assignments and group reports contribute to the learning outcomes focusing on the students abilities to research and critically evaluate elements of the curriculum in some depth. They generally allow students to use a variety of named sources to support their viewpoints

The end-of-unit examinations focus primarily on critical discussion of theory and current practice and provide the reassurance of guaranteed student authorship, and a true measure of the students own ability and understanding.

The time-constrained tests will be more cursory in nature, generally assessing top of mind awareness and understanding of elements of the curriculum.

The significant weighting given to individual and group presentations stresses the primacy of team work and of effective oral communication based on research and creative, holistic thinking about brand, organisational, media and stakeholder issues.

Course Learning Outcomes

The MA Public Relations programme takes as its key theme and driving force the concept and practice of public relations. Whilst the interest in this area of public relations is essentially business-orientated, the area cannot be fully understood without a critical appreciation of the macro environment within which it is set. Understanding this macro environment, which encompasses societal, political, cultural and economic influences, together with the knowledge of practical application is critical to producing rounded public relations professionals.

Upon successful completion of this course, you should be able to:

1. Critically debate the role and values of public relations in societal communication.

2. Demonstrate a critical understanding of the internal debates within the public relations profession in relation to its positioning within a corporate framework.

3. Propose and implement strategies addressing brand, target customer and media issues that acknowledge and involve all internal and external stakeholders.

4. Demonstrate conceptual, theoretical and methodological rigour in the application of knowledge of public relations to solving contemporary communications problems.

5. Demonstrate a sophisticated critical understanding of technological and social developments driven by the increasing and widening use of the Internet and how these will impact upon the practice of public relations.

6. Demonstrate specific creative abilities in the use of the tools of public relations including event management and persuasive written communication.

7. Communicate a critical awareness of cutting edge marketing communications and public relations thinking.

8. Produce and justify a creative integrated public relations plan that emanates from knowledge of current practice and a critical appraisal of relevant academic literature.

External Benchmarking

University of Bedfordshire Level Descriptors: Level M;

QAA Masters Awards in Business and Management; Chartered Institute of Public Relations.

Educational Aims

In keeping with the universitys general aims, the more specific modular scheme aims for post-graduate courses, and the employability agenda of CRe8, the MA Public Relations programme seeks to provide an education that builds, enhances and embraces student employability and opportunity within the broad area of public relations practice or academe. This is with the express intention of improving student employability in public relations, in the private, voluntary and public sectors, and in-house or in PR consultancies, on completion of the course. Thus, in addition to the academic curriculum, vocational factors including contemporary professional practice in public relations play a significant part in the programme, consistent with the rigour required at post-graduate level. Specifically, the programme seeks to:

• Provide a curriculum that reflects critical concern with current developments in Public Relations thinking and practice


• Develop students intellectual and imaginative powers and their critical understanding and judgement


• Stimulate an enquiring, analytical and creative approach on the part of the student to Public Relations strategy


• Encourage the ability to see relationships within the individual learning components


• Develop the ability to locate the field of study within a broad societal, cultural, business and ethical framework


• Develop transferable skills of


• Independent learning


• Problem - solving


• Research


• Independent judgement


• Initiative


• Creativity


• Teamwork


• Decision making and planning


• Personal responsibility


• Communication


• Critical self-awareness

Specifically, the course aims:

• To provide learning opportunities for students to develop a sophisticated critical knowledge and understanding of the theory and practice of public relations


• To develop the students critical appreciation of public relations from both a societal, cultural, economic and political perspective, and also from a strategic business and planning perspective


• To develop the students critical knowledge and understanding of the role for public relations within an holistic, integrated approach to marketing communications


• To develop high level competence in public relations practice


• To provide an opportunity for students to demonstrate research abilities founded on critical knowledge of current academic concerns and relevant published literature


• To enable a creative and open approach to decision-making, as would be embodied in a strategic public relations plan


• To develop in the student the critical knowledge, creative thinking and high-level skills to enable entry into the relevant job market


• To provide a basis for the students life-long learning and successful career development in his or her chosen professional arena

Student support

• University Counselling Service


• Course Tutor

Team working

Group work and the development and presentation of findings, critical thinking, creative campaigns etc. are a feature of all units, including the dissertation.

Career Management Skills

The programme is aimed at providing students with advanced knowledge and skills to facilitate employment and subsequent career development in public relations. The approach to public relations through the five specialist Public Relations units not only develop intellectual abilities, but also provide practical career development skills, and the student encounters with current issues and leading practitioners serves to add a experiential element too.

Career/Further study opportunities

Career:

Careers in Public Relations either in consultancy or in-house PR role, or within full service integrated marketing communications agencies.

Further study:

Preparation for PhD study in public relations, marketing communications or related topic.

Entry

Additional:

Candidates should have an appropriate background within which to contextualise the material delivered on the course. Both Business Studies, Media and Journalism degrees (or those with similar content) would provide an appropriate background with each complementing different aspects of the course. However, experience in business or Public Relations would compensate for an inappropriate first degree.

A good BA (Hons) in Business Studies, (or cognate discipline, e.g. Marketing or Marketing Communications) or Journalism or Media:

• Exceptionally, a good honours degree in social sciences or humanities (providing there is appropriate business / media content)


• Exceptionally candidates from any discipline with suitable business experience


• Appropriate command of English for EU / international students. IELTS 6.5

In other respects the standard University entry requirements will apply.

Candidates will be assessed on the basis of equality of opportunity at the national and international level as well as the local level and regardless of age, gender, race or personal circumstances.

UK students Undergraduate entry requirements

Standard entry requirements for Foundation degrees (FD/FdSc)

A foundation degree will be of particular interest if you have completed a Modern Apprenticeship, vocational A levels, BTEC National or equivalent.

Foundation degrees are also particularly suitable if you want to qualify while working.

• As a guideline, a typical offer would require you to obtain a UCAS tariff score of between 80-120 points, based on your level 3 studies.
• Students who require a Tier 4 Student Visa cannot apply for our foundation courses. For these courses the University of Bedfordshire is not able to sponsor Tier 4 Student Visa applications.

Many students studying for foundation degrees come to us through work-based routes so you can apply for a foundation degree even if you don’t have traditional academic qualifications.

We welcome applicants with relevant work experience.

Standard entry requirements for Undergraduate degrees (BA/BSc)

We will consider you as an individual and take into account all elements of your application, not just your qualifications. We are looking for both breadth and depth in your current studies as well as enthusiasm for the subject you wish to study.

The general requirement is one of the following:

• UCAS Tariff Score greater than 200, which should include either two A level passes or an AVCE Double Award
• An Access qualification
• Equivalent qualifications such as Irish Leaving Certificate, Scottish Highers, International Baccalaureate or BTEC National Diploma

Postgraduate taught courses

Postgraduate applications (MA/MSc) should be made direct to the University using the  standard University application form. There are some exceptions, please see individual course descriptions for details.

• UK/EU students application form
• International (non-EU) students application form
  

Students from the European Union

Entry requirements

As a general guide, to apply for a place on an undergraduate course (BA/BSc) at the University you need to have completed your high school education and have the required English qualification.

We have students from all the European Union member countries so we are quick to make decisions on most qualifications.

How to apply

International students

• Undergraduate applications (BA/BSc) can be made direct to the University or via our representatives in your home country. If you intend to apply to more than one university in the UK you should apply via UCAS. If you want to apply to the University of Bedfordshire only you should apply directly using our international application form (link below) or via our representatives in your home country
• Postgraduate applications should be made directly to the University using our international application form (link below) or via our representatives in your home country
• Healthcare, nursing and midwifery students Many of these courses are not available to overseas students due to UK immigration law in regard to bursary funding. Please contact international admissions to find out if you are eligible to apply
• BA Nursing Studies Level 3 (with or without Overseas Nursing Programme) is available to overseas students - please contact International Admissions by email at international-admissions@beds.ac.uk for further information

(Please note that applicants on a full student visa are not eligible for part-time study)

Course application form for international students

We recommend that you apply directly to the University where possible, as this allows us to offer the quickest turnaround time for your application.

• Course application form for direct applications [PDF]

How to complete your course application

Please read the Direct application instructions before completing the course application form.

Application forms for accommodation in the student halls at Bedford campus and Luton campus are available in the Student life section

Accreditation of prior certificated learning (APL)

APL is available for international students applying for undergraduate (Bachelor degree) study. Please do not use this APL form to apply for postgraduate courses.

Use the APL form to tell us about any non-standard qualifications and/or work experience you have that you think should be taken into consideration with your application. `

The APL form should be submitted at the same time as the course application form.

We regret we are unable to process APL forms from students who have not submitted a formal course application form.

• APL application form for International students [100Kb] updated 041007

What next?

Return your completed application to:

University of Bedfordshire
International Admissions
Park Square
Luton
Bedfordshire
LU1 3JU
United Kingdom

Contact International Admissions

T: +44 (0)1582 489326 (non-EU Students)
F: +44 (0)1582 743469
E: international-admissions@beds.ac.uk

Awarding institution

University of Bedfordshire

Teaching Strategy

The programme employs a range of traditional and some innovative teaching and learning strategies entirely consistent with the CRe8 requirements. Within that broad statement the T&L strategy can be summarised as:

• Building student self awareness by encouraging continuous self-reflection and peer evaluation and using it as important assessment mechanisms


• Being student-centred, using students as co-contributors to a collaborative learning process and driven by student performance


• Having a clarity of goals and how these can be achieved


• Co-operative through establishment of mutual respect of roles and requirements


• Collaborative working through having a substantial team work component


• Innovative, active and engaging approaches to the learning and assessment experience


• Challenging through emphasis on directed and independent research


• Vocational through use of case studies and real world experiences and challenges


• Fostering employability through key skills development linked to practice, including effective communication orally and in writing


• Firmly rooted in both the need for subject knowledge, context and critical debate


• Employing the virtual learning environment BREO as a teacher-student support and communication mechanism

Professional, Statutory and Regulatory Body Accreditation

Chartered Institute of Public Relations Approval to be sought post validation.

Students with disabilities

No course elements require special consideration in respect of disabled students.

Skills Development

Communication:

The idea of communication underpins the whole programme. To help with the development of this you will be required to present and justify research, proposals, plans and campaigns both orally and in writing. As can be seen above, a substantial part of the teaching and learning and assessment strategy addresses effective communication.

Information Literacy

To help with the development of this you will:

Use of the Internet as a research tool; analysis of websites, SMS etc. as communication media; use of online data/journals e.g. Keynote, EBSCO; use of Powerpoint as a presentational medium.

Research and Evaluation

To help with the development of this you will:

Through the analysis, processing and justification of marketing communications-related numerical data: budgets; brand equity; return on investment measurement e.g. AVEs; other technical formulae OTS, CPT, TVRs. Problem solving permeates much of the unit: for example, in the specialist units, in Integrated Marketing and in the practical part of the dissertation the core task is one of identifying, developing and presenting solutions to brand problems.

Creativity and Critical Thinking

To help with the development of this you will:

Problem solving permeates much of the programme: for example, in the specialist units, in Integrated Marketing and in the practical part of the dissertation the core task is one of identifying, developing and presenting solutions to brand problems. This is also fundamental to the New Media & Contemporary PR Practice unit.

Improving learning and performance

Students will generally be encouraged to reflect on their performance in individual tasks and identify learning needs and improvement strategies. Specifically, two of the units include a reflective element as part of the assessment strategy.

Progress files

The programme builds on the progress files that participants will have developed in their previous studies. The main vehicle for demonstrating developments will be in the project element (analogous to the level 3 Undergraduate approach). Nevertheless, the majority of units provide enabling opportunities for autonomous development in the areas of needs analysis, performance planning and management (especially within a group context) and presentation and evaluation. The most substantial evidential output is the dissertation but each participant will have a (self maintained) portfolio of individual and group tasks. The main mechanism for implementation will be through structured discussions with the dissertation supervisor but there will also be inputs from unit leaders.

Professional standards

• Staff and students will work with professional integrity at all times


• Staff and students will abide by the Code of Conduct as stated in the Universitys Student Regulations


• Staff and students should ensure contact details are current; staff should ensure that their availability is publicised and appropriate communication channels are agreed


• Students are expected to attend all classes, where there are mitigating circumstances staff must be informed promptly


• Staff and students must arrive on time for classes


• In all situations students and staff should dress and act appropriately


• Staff and students should work to sustain a culture of mutual respect


• All assessed work should be a students own and correctly referenced where material is taken from other sources


• Electronic devices must not be used during classes without express permission and mobile telephones must be switched off


• Student concerns should be raised promptly, through the appropriate channels

Strategy for developing and embedding the professional standards

The professional standards are included in the course handbook for reference by students. A range of the issues covered are explicitly included in induction sessions (putting them all in would subvert the purpose of induction) as they are of most significant impact in terms of the potential outcomes students, e.g. plagiarism. Many are also reinforced explicitly within unit handbooks and implicitly through the operation of the units and the example given by unit leaders.