Course Summary

This course combines a thorough understanding of mass-media theory and practices together with an insight into the workings of the public relations industry. The public relations element of the curriculum covers both theoretical and practical aspects of PR. It embraces the complete range of public relations activities and stresses the importance of an integrated approach. The media practices curriculum will enable you to become an effective and responsible media analyst and communicator, and to understand the role of media in contemporary societies. You will study the practices involved in producing, describing, analysing and responding to the media.

Why choose this course?

Key features

• Relates the critical study of media practices to public relations practice
• Includes units which focus on career development and the work environment
• Students on this course have access to our industry-standard facilities, and there is also a wide range of extra-curricular events and activities (arts festival, student film screenings, conferences) to complement your studies

Areas of study you may cover on this course include:

• Media theory
• Film and television studies
• Analysis of the various creative industries
• Marketing communications, PR skills and corporate strategy
• Media institutions
• Media and PR interface
• Independent film production

BAMUB-S

Assessment

Students are assessed in a variety of ways. The majority of modules are assessed through coursework, portfolios, essays, presentations or in a few cases, exams. Presentations are usually given and assessed in the context of a group seminar. You will also produce media artifacts in the area of your specialism.

At level 1 you are assessed on your understanding of the fundamental concepts and disciplines of which Mass Communications and Public Relations are composed. You are required to comprehend the basic range of intellectual concepts which form the foundations of the subject areas and will be assessed on your ability to articulate such concepts in a coherent manner, in a variety of written assessments / written briefs.

At level 2 you are assessed on your ability to apply the basic concepts of the disciplines introduced in level 1 to existing controversies and issues on which there is already a body of research and critical opinion. You also should be able to demonstrate the inter-relationships between critical theory and media practice and between the theory and the practice of public relations.

At level 3 you will be required to demonstrate independent powers of judgement. This may be in the form of analysing and criticising a media text or institution in an original manner, or presenting a coherently structure public relations campaign. In all cases you will be expected to show an awareness of the major theories and practices of the disciplines. You will progress from well defined briefs to more open-ended and challenging assessments, which culminate in the student initiated level 3 project, which hopefully will combine the areas of media and public relations.

Course Learning Outcomes

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

1. To articulate and demonstrate how the media are affected by cultural, political, economic and ethical contexts.

2. To explain, analyse and criticise controversial issues surrounding the media and to formulate your own position clearly.

3. To demonstrate a knowledge of the central role of the media at all levels of cultural and social organisation and a critical awareness of the implications of such a role.

4. To show an awareness of different historical developments within the media.

5. To draw upon your knowledge and understanding of media theories to critically reflect upon your own media practice and experiences.

6. To contribute to team work at a number of levels, setting group aims allocating roles and responsibilities, working to a common purpose, negotiating and problem solving.

7. To demonstrate familiarity with the core knowledge base of public relations and an appreciation of its changing nature.

8. To understand the full range of tasks undertaken by a public relations professional.

9. To understand and demonstrate a critical awareness of the moral, ethical, environmental and legal issues which must be considered by a public relations practitioner.

10. To demonstrate their research and problem solving skills by critically understanding and evaluating methods of acquiring, interpreting and analysing business information.

The programme is consistent with the QAA subject benchmark threshold statements.

External Benchmarking

QA Subject Benchmark statements:

Communication, Film, Media and Cultural Studies; Business

Educational Aims

The general aims of the course are:

• To develop your intellect and stimulate your imagination, to increase your powers of understanding and judgement, and to build skills of communication, problem solving and analysis


• To develop in you both practical and academic skills in research, summarising, preparing logical arguments, clear thinking and powers of persuasion


• To develop personal skills, so that you possess personal confidence, the ability to work in groups, and the ability to express your creativity, both individually and as part of a team


• To allow you to develop responsibility for your own learning and an ability to initiate research projects, to be able to establish working relationships with others, as well as being sufficiently conversant with media industries to be eligible for employment upon leaving the course

The PR side of the degree aims to provide you key knowledge and business skills to pursue a career in public relations, to develop your public relations counseling and planning capabilities, including the understanding and development of objectives and strategies, and to develop your competence in key public relations implementation skills.

The Mass Communications side of the degree aims to allow you to acquire knowledge of social, political and historical dimensions of contemporary media forms and institutions and introduce you to the major schools of critical theory and their relationship to the media and media texts. It will also allow you to select and use an appropriate medium with sufficient command so that you can express yourself, influence or inform opinion and provide you with practical experience of current media institutions and their working methods.

Student support

At institutional level, the university has in place a range of easily accessible support structures for new and existing students. Other areas of university-wide student support include: housing, health, conselling, study support, special needs and disability advice, and careers service. CETL also runs workshops on skills and employability for students. The university chaplaincy runs regular meetings, social events and trips. The Student Union provides additional support and activities.

Course specific support is also in place. First year students receive a comprehensive induction in the week prior to the commencement of the term. In addition to this, course leaders will meet with their student groups to explain course structure and other issues relating to the student experience. Subsequently each level of your studies will be introduced by individual unit leaders. These introductions will give you outlines of your course and units, a description of the ways you will be encouraged to develop your knowledge and skills, and signpost resources and materials to assist the process of your learning and success.

All students at level 1 will be allocated a personal tutor. This academic will be responsible of monitoring your academic progress throughout your first year and will help you with any academic or personal issues that might come up. The personal tutor is your consistent point of contact for support and guidance, but will on occasion refer you to other university staff for specific issues.

Further support is provided by lecturers who have Open Hours for their students, by the CATS Faculty administrative team, and the media administration team.

Throughout your course, you will have continuous access to online support through BREO VLE (Virtual Learning Environment). BREO provides a range of online resources and should be the first port of call for you in terms of university wide and module specific announcements, as well as module specific materials.

Team working

Being an effective member of a team is a vital part of working in the media and PR industries. The media have evolved a variety of ways of organising people into creative teams and producing highly complex outputs.

You will learn how these teams function and the key roles that are required. Early in your course you will experience many of these roles, learning as you do so about your own strengths and the best ways for you to interact with other team members. As you progress through the course you will develop more specialist capabilities and will probably concentrate on a specific key role as part of your Special Project.

A number of your assessed pieces will be based on group work and you will be assessed on both your individual contribution to the project and the quality of the final outcome.

Career Management Skills

Presentations by practitioners, regular input from the careers service during all levels of your study (starting during induction week, concluding during the workshops for the level 3 project), as well as specifically designed modules with the world of work in focus, will help you be ready for your career.

The teaching team is in constant contact with the Careers Service to foster collaboration between both sections and to incorporate career awareness and management skills into the curriculum. Careers colleagues deliver workshops in several modules throughout the three years of the degree.

Career/Further study opportunities

Many companies employ media and PR graduates as an essential part of their business. Former media students now work in magazine publishing, journalism, media research and digital media production.

Our graduates have found employment in marketing, advertising and PR companies as account or marketing executives. Former students now work in magazine publishing, journalism, media production and research, digital media production and teaching. Many of our students work freelance, and also as copywriters or in-house press officers.

Further study:

Postgraduate opportunities in a range of MAs in Media as well as in Business. Research opportunities leading to MA or PhD by research.

Entry

Standard:

Standard entry requirements for UK students - http://www.beds.ac.uk/howtoapply/ukugentryreqs

Students from the European Union - http://www.beds.ac.uk/howtoapply/eu/guides

International students - http://www.beds.ac.uk/howtoapply/international/apply

Additional:

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

Students entering the communications field will have consumed a wide range of the products they will be analysing in their studies. Our teaching therefore takes these often familiar media texts and uses them to introduce you to the theoretical and practical tools at your disposal. This is done in a variety of ways at all levels.

In the more theoretically based modules (for example, Understanding Television), visually illustrated lectures introduce you to the main theoretical concepts and models used in describing, analysing and criticising the media. Smaller groups of students in seminars and workshops then put these theories and models into practical applications. This then forms the basis for assessment in the form of an essay, exam or presentation.

Throughout the programme, students are also expected to undertake independent reading to supplement and consolidate what is being taught / learnt and to broaden their individual knowledge and understanding of the subject. Each module involves the discussion and debate of the key issues and concepts both orally, and in writing, and formative and summative assessment based upon the knowledge and understanding of such issues and concepts.

Throughout all the core modules, teaching is based on one hour lectures, with complementary screening and or demonstration sessions, supported with a group seminar. Where practical production work is undertaken by students in option modules, technical support and instruction are given in the form of training and demonstration sessions. Group work is an important element of media practice and public relations assessment, which accurately reflects the way in which the industry works. You will be required to work in groups in order to gain a practical insight into the practical difficulties and rewards of collaboration, and several modules include assessment that involves group work. As part of this assessment, you will both practice and analyse what is involved in group work: all aspects of management of group work, preparation, decision making, allocation of roles, storyboarding, production schedules, post production activities, critical review of the production.

Modules at levels 2 and 3 build upon this foundation to develop your independent study skills for the final special project at level 3. As you assume a greater autonomy and responsibility in your own learning so too will you approach your academic studies and practical work with increasing rigor. Equipped to further develop your interests in academic study or professional training, graduates will have a range of sophisticated skills for analysing communication and providing original and convincing solutions to communication problems. You will be able to give voice to personal ideas and opinions as well as representing other peoples points of view with clarity and conviction.

Professional, Statutory and Regulatory Body Accreditation

N/A

Students with disabilities

The University of Bedfordshire is committed to ensuring that curricula across all courses are inclusive to all students. The Disability Advice Team is available to discuss any issues students may have and can provide services such as sign language interpreters, note takers, dyslexia screening / tuition and support with mobility on campus. They offer confidential advice and information about academic and personal issues, adjustments in examinations, applying for the Disabled Student's Allowances (DSA) and buying suitable equipment. The Disability Advice Team communicates regularly with unit and course leaders to ensure the needs of students are covered.

This programme makes intensive use of audio and visual materials and so if you have difficulty accessing these you should discuss this with the Disability Advice Team in conjunction with the course team at the outset. Both teams will ensure that appropriate support is in place.

All students concerned that their studies may be affected by disability are encouraged to contact either their Field Chair, Course Leader or Personal Tutor for advice at whatever point in their course the need to do so becomes apparent.

Skills Development

Communication

To help with the development of this you will:

• Exercise your communication skills in a variety of audio visual and written media


• Complete assessments including writing a range of documents and in a range of styles and registers


• Explore different types of platforms for communication


• Practice oral communication presentations and within exercises that involve group work


• Explore the interactions between word and image


• Evaluate the needs and expectations of different audiences


• Produce work of different lengths, formats, properly referenced

Students who are diagnosed with needs for extra support with writing and communications skills development may be required to take extra classes provided by the University.

Information Literacy

To help with the development of this you will:

• Use IT for the production of your work and for research purposes


• Use both the internet and databases for seminar work and for assessment


• Receive induction about available IT sources from the subject librarian at several points during your studies


• Receive IT skills teaching in some modules


• Evaluate the usefulness and reliability of online sources


• Incorporate research from online journals for your assessments


• Attend research workshops about online research

Research and Evaluation

To help with the development of this you will:

• Identify your own information needs to support complex problem requirements


• Complete a complex search using appropriate primary and secondary sources and draw accurate conclusions independently using the subject methodology


• Analyse data using appropriate techniques


• Use appropriate IT resources independently to support previously identified areas

Creativity and Critical Thinking

To help with the development of this you will:

• Practice the analysis of media texts and business practices in their social, economic and historical context


• Decide on action plans and implement them effectively


• Manage time effectively in order to achieve intended goals


• Clearly identify criteria for success and evaluate your own performance against those criteria


• Formulate effective strategies for achieving goals when working with others

Improving learning and performance

Reflective practice and self evaluation are taught through most modules.

The critical and analytical skills you acquire will enhance your thinking throughout your career and will always be an asset. This means that you must acquire the higher level skill of being able to identify your development needs and to be able to enhance your skills through your own independent learning.

We will help you do this by progressively increasing the level of challenge set within assessment briefs and transferring support from direct prescriptive skills development to needs analysis and support for your own self-initiated learning activities.

Progress files

Students have constant access to the transcript of their results and progression through the SITS E-Vision system and in addition to the formal statistical outline of your individual progress you are encourage to have regular meetings with your personal tutor to assist the reflective process of monitoring your progress and the links between your course and your future career.

Professional standards

The code of conduct aims to teach students the importance of professional standards of behaviour in terms of attitude, approach to your work, the basics of meeting deadlines and sharing responsibilities in group work and respect for others and for equipment. Professional standards of work, presentation and approach are introduced throughout the course in every unit.

From the outset we will expect you to adhere to basic professional standards in all your work and in all your dealings with staff and other students. In particular:

• You must punctually attend all scheduled lectures, seminars and workshops. If unforeseen circumstances prevent you attending then you should notify your tutor, preferably in advance


• You must submit all assessed work before the deadline. You should note that the normal vagaries of life would not be acceptable as an excuse for missing a publication / transmission deadline within the industry and so we will apply the same standards. Computer problems and data loss will certainly not be accepted as a valid reason for non or late submission


• When working on a group project with other students you must play a full part in the group and deal with others professionally. You must provide your colleagues with appropriate contact details and maintain contact with them throughout the project


• When completing academic work you must adhere to the codes and conventions of academic writing with all sources acknowledged and referenced in accordance with the Universitys guidelines. Failure to adhere to these guidelines may constitute plagiarism - an academic offence


• The media is subject to a range of legislation and regulation. Your production work must conform to these limitations and any other legislation that impact on your work. In your final year you should be undertaking work that challenges conventions and tests boundaries. However, you should do this in consultation with your tutors and supervisor to ensure that you remain within the law. If in doubt, seek advice


• With access to a range of powerful communication techniques, you must always adhere to acceptable ethical principles, values and norms in the representation of people, particularly in terms of sexuality, religion, class, race and gender


• You may freely borrow production equipment from the Media Hub. The availability of equipment will always be limited and so you must ensure that you return it on time and in good order. Whilst you have University equipment in your possession you must take care to ensure that it is not lost or stolen and that you operate it in a safe manner and in accordance with training you are given

Strategy for developing and embedding the professional standards

Staff will refer to these standards throughout the programme. Some units deal with some aspects of the code explicitly, others will expect you to apply the code to your work. As you progress through the course you will be expected to develop your understanding of professional standards and how they are challenged and evolve in a changing media industry.

Adherence to these professional standards will be part of the formal assessment criteria for many of your assessments. Failure to comply with these standards will impact your grades and, ultimately, may prevent you from graduating. Failure to return equipment may also attract additional sanctions.