Discover your place in the media and public relations field with this exciting contemporary degree. The Media and Public Relations BA is designed to give you an outstanding experience and understanding of the media and public relations industries, including hands-on experience of video production, television production and photographic work. The degree with equip you with the practical knowledge and insight to forge your career in media and public relations, taking personal responsibility for creative projects, and for crafting the media message.
In the most recent Destinations of Leavers from Higher Education (DLHE) survey, 100% of all 2017 graduates from this course were in work or further study within six months.
The Media and Public Relations BA combines London Metropolitan University’s world leading expertise in the media and media industries with career-focused study of public relations.
Understanding the media is critical to developing the skills to use media as part of public and media relations strategies. In this degree you’ll explore the relationship between the media and public relations practice to develop a critical and vocationally-focused approach.
The degree programme is designed to equip you with practical skills in media production and the ability to take these skills into commercial marketing contexts. You’ll gain hands-on practice based learning with our first-class media resources including video and television production, as well classroom based grounding in the media industries and corporate environments. You’ll learn how to operate a camera, budget a marketing campaign and manage a creative team. Option modules enable you to specialise in specific parts of the media or commercial industry and your final project will enable you to demonstrate your skills and expertise to employers.
The course is supported by trips and visits, guest lectures and various other activities.
You’ll be assessed through coursework, reports, practice based work such as filming projects or poster presentation and essays. There are a limited number of formal exams on the degree.
In addition to the University's standard entry requirements, you should have:
If you do not have traditional qualifications or cannot meet the entry requirements for this undergraduate degree, you may still be able to gain entry by completing the Media and Communications Extended degree.
All applicants must be able to demonstrate proficiency in the English language. Applicants who require a Tier 4 student visa may need to provide a Secure English Language Test (SELT) such as Academic IELTS. For more information about English qualifications please see our English language requirements.
The modules listed below are for the academic year 2018/19 and represent the course modules at this time. Modules and module details (including, but not limited to, location and time) are subject to change over time.
Year 1 modules include:
This module will develop an understanding of the role and purpose of Public Relations (PR) together with an appreciation of the societal context and global business environment within which PR operates. From a practical perspective, it will also aim to develop students’ writing skills with a specific focus on public relations copywriting.
The module provides an introduction to the breadth of written public relations material, such as press releases, articles, press notices and pitches, required to deliver public relations campaigns. The module also considers how the media interacts with public relations practitioners via written material and how the media goes on to use written contributions from the public relations sector.
Additionally, in recognition of the huge increase in global social media usage, the module will examine how this has resulted in an explosion of user-generated content that is significantly influencing how PR is practiced in the 21stC.
Project/event management skills will also be considered within this PR context. Delivery consists of 3-hour CCT using a combination of lectures (including guest speakers) seminars and industrial visits. Assessments comprise a group presentation, an individual coursework and an unseen exam.
The module focuses on the role of genre in media production and consumption. Each delivery will explore three different genres, provide an introduction to the history of each, an overview of its conventions, a discussion of significant media texts within that genre, and opportunities for students to critically engage with genre texts. The module will address genre issues across a range of media forms, including film, television, radio, advertising, literature, mass publishing, and video games. The specific types of media genres addressed each year will change to reflect the changing media marketplace, and the changing critical tradition of media and cultural studies. Typical indicative genre forms covered by the module may include: science fiction, crime drama, heist movies, romantic comedies, situation comedies, soap operas, specific genres of documentary (such as biographical documentaries or science documentaries), the thriller, film noir and neo-noir, or martial arts movies.
The module provides an introduction to media history and some of the key arguments and research areas in the field. Both history and theory are approached through contemporary issues and debates and the relationship of each to theoretical, social, cultural and economic contexts is emphasised. Discussion of theory addresses the problems posed by different intellectual traditions and places them in their appropriate critical contexts, while a historical perspective enables the technologies of the mass and new social media to be understood in relation to wider social developments.
This Level 4 module introduces students to debates around the use of social media in business contexts. The module contextualises the understanding of social media with reference to the history, theory and practice of social media in corporate contexts, as well as setting out social media practice. The module combines theory based learning of the contexts and uses of social media with practice based learning around the use of social media in specific employability oriented contexts.
Year 2 modules include:
This module is designed to introduce students to the advertising process and the role it plays within the changing global technological environment of marketing communications. The module presents theoretical frameworks and models which are relevant to brand advertising and explores traditional and on line advertising practice. The content includes advertising theories and models; the strategic advertising brief; how agencies work with clients; how advertising is developed and produced; how advertising is evaluated and measured, (the metrics); the development of offline and online media; how advertising works within the regulatory framework in which advertising operates across markets and international cultures
This module critically examines the history of media audience research focusing on theoretical, methodological and ethical questions. Students study different ways of conceptualising and researching the relationship between media and audiences. They learn to evaluate and apply key concepts, theories and methods in designing and conducting their own piece of audience research.
This module provides a thorough grounding into the institutions, economics, technologies, texts, audiences and production practices, of television broadcasting. The module combines theoretical discussion of the television medium, with practice-based learning in television studio production.
The University has a policy that all undergraduates must, at either Level 5 or 6, take a Work Related Learning (WRL) module i.e. a module which requires them to directly experience and operate in the real world of work and to reflect on that episode in order to identify skill and knowledge areas that they need to develop for their career. This module (and “partner” modules, namely, Creating a Winning Business 2 (Level 6) and Creating a Successful Social Enterprise 1 and 2), are module options available to ALL University students to fulfil the University’s WRL requirement.
This module challenges students to be creative in identifying a new business opportunity and in examining the viability of all aspects of the idea in the real world context e.g. testing potential customers’ views. As a result of the feedback received and enquiries carried out, the idea will change and develop over the duration of the module. Throughout the module, students are required to not only apply the business development theory taught but also to continuously reflect on how they have applied the theory and the skills and knowledge gained from their work. This reflective dimension promotes the development of practical attributes for employment and career progression.
The QAA Benchmark on Business and Management (2015) emphasises the attribute of “entrepreneurship” and of “the value of real world learning”. In terms of promoting work related skills, the module specifically focuses on practical techniques for generating and developing new business ideas and so develops creative thinking. In addition, it requires students to examine market potential and prepare a “pitch” as if seeking investment. The module requires a high level of self-reliance to pursue their business idea. Students develop an understanding of the role of new ideas in business start-ups, business growth and development.
These skills and techniques are of practical relevance to anyone considering starting a new business, working for a Small or Medium sized Enterprise (SME) or taking on an intrapreneurial role within a larger organisation where the business environment is constantly evolving and producing new challenges and opportunities.
For those students keen to go beyond this module and start their own business, they can apply to the Accelerator for access to “seed” money and advice and support.
This module enables students to undertake a short period of professional activity either part-time/vacation employment; work placement; not-for-profit sector volunteering or a professional project led by an employer.
The work related learning activity must be for a minimum of 105 hours. These hours can be completed in a minimum of 15 working days (based on 7 hours per day) full-time during the summer, or over a semester in a part-time mode. The activity aims to: enable learners to build on previous experience and learning gained within academic studies and elsewhere; provide opportunity for personal skills and employability development and requires application of subject knowledge and relevant literature. Learners will be supported in developing improved understanding of themselves, and the work environment through reflective and reflexive learning in reference to the Quality Assurance Agency Subject Benchmark Statements for the appropriate degree programme.
Students will be contacted prior to the semester to ensure they understand requirements of securing work related activity in advance. Support is provided to find and apply for suitable opportunities through the Placements and Careers teams. The suitability of the opportunities will be assessed by the Module Team. Learners may be able to utilise existing employment, providing they can demonstrate that it is personally developmental and involves a certain level of responsibility. It is a student's responsibility to apply for opportunities and engage with the Placement and Careers team to assist them in finding a suitable role.
The module is open to all Business and Management undergraduate course programmes (for semesters/levels, see the appropriate course specification.)
This module focuses on the role of public relations (PR) in the commercial activities of organisations. In particular it addresses the importance of winning (and maintaining) customers, and with meeting competitive challenges in the highly competitive world of modern capitalism. The module discusses how PR interfaces with consumer marketing, together with the manner in which organisations use PR tools to interact with consumers in a trading environment. Delivery consists of 3-hour CCT using a combination of lectures (including guest speakers) and seminars
This module examines the relationship between the media, crime and criminal justice. It examines the way crime and the law – and our understandings of them – are produced, reproduced and challenged in and through the contemporary media. The module considers how crime and criminals have been portrayed by the media over time, and assesses the different theoretical perspectives applied to media representations of crime and criminality. It examines the various ways the media actively work to construct crime as a news story, analysing the way the media sift and select crime stories, prioritizing some and excluding others, editing words and pictures and selecting particular tones and styles in their reports to create particular interpretations and viewpoints. The module also considers media portrayals of crime, criminals, victims and criminal justice agencies in a range of fictional and factual representations across TV, film and popular fiction. The social and cultural impact of these media representations is also discussed, with attention is given to the ways they may contribute to escalating fears of crime and how far they may contribute, themselves, to violence and criminal behaviour. Focusing on cultural, critical, and qualitative understandings of the relationships between crime and the media, the module draws on ideas and theories developed not only in the field of Criminology, but also the disciplines of in Sociology, Media, Communications and Cultural Studies.
This module introduces students to the history, theory and practice of photojournalism and documentary photography. The module is slanted towards practice, and provides an opportunity for students to enhance their existing photographic skills as well as their understanding of journalistic and documentary photography. The module will provide practical tuition in the skills of street photography, portraiture, photographing objects in motion, and narrative photography, and will encourage and support students in the conception and development of their own documentary photographic projects. The module will also provide historical and theoretical contexts for students’ developing photographic practices, enabling them to critically reflect of their practice.
This module explores the important relationships between the media and young people’s cultural experiences and expressions. The media are a ubiquitous presence in the lives of contemporary youth - the television shows they watch, the music they listen to, the video games they play, and the websites they visit all play a major part in young people’s lives, offering them a stream of different experiences, ideas and knowledge. This module considers the broad body of interdisciplinary scholarship that analyses youth’s relationship with media, and the nature of media texts aimed at young people. Attention is given to the way the media represent youth and target young people as a specific market for goods and entertainment, and also to the development of particular media forms aimed at young audiences – for example, specific kinds of advertising, distinctive film genres and TV formats,and particular kinds of social networking website. Consideration is also given to the possible influence of the media on youth’s behaviour, and to the ways young people actively engage with the media and make it meaningful in their lives. Here, particular attention is given to issues of gender, ethnicity, sexuality and social class, and the role they play in patterns of young people’s media usage and their practices of cultural expression.
Year 3 modules include:
This module addresses the role of mediated representation and communication in the development and reproduction of cultural and social identities. Drawing on a range of recent critical theories, it considers a broad spectrum of symbolic forms from the fields of film, TV, magazines, popular literature and advertising, and relates them to the social construction of social identities including ethnicity, class, gender and sexuality. The module has a particular emphasis on anti-essentialist notions of identity, and on the influence of post-structuralism on identity and subjectivity.
The aim of this course is to present a critical review of key aspects of contemporary theory, research and practice in political communications and to address how these may be challenged by and transformed by new technologies and by sophisticated methods for shaping personalised messages. Using an inter-disciplinary perspective, the course will present the key theoretical concepts pertaining to political communication as normally understood in the West, then pose normative and empirical questions on how they can be assessed outside those contexts.
This module introduces students to the range of skills and competencies of public relations (PR) and the different areas of PR practice in which they are used. In particular, the module examines the different types of public relations consultancies and the role of in-house practitioners.
After examining these different employment contexts for PR practice, students are encouraged to build on their own employability. This is done through a combination of individual and team projects, based on a series of workshops and lectures (some of which will be led by practitioners) which result in the development of individual PR practice portfolios of achievement.
Delivery Weekly 3-hour CCT using a combination of 1.5 hour lectures, including presentations from outside speakers, and 1.5 hour seminars orworkshops depending on the learning outcomes of the sessions.
For most of the undergraduate students, this final document submitted for assessment represents the most extensive piece of written academic work that you will ever have attempted! The choice for topic largely rests with you. It is important that the chosen topic should be feasible, interesting and stimulating. The project should conform to the specifications set out in this handbook and be submitted by the required deadline.
The aim of this module is to equip you with a thorough understanding of applied research methodology and to enable you to apply your knowledge in a practical way through the project. The key areas emphasised are research methods and methodology.
The module therefore has three main objectives:
1. To teach you how to work on a complex assignment that will be of value and interest to you and others, e.g. academia, businesses, over an extended period of time
2. To teach you how to collect information from a variety of sources, apply investigatory and analytical skills, present meaningful outcomes and draw relevant conclusions and recommendations
3. To teach you how to draw selectively and critically upon a body of knowledge, wisdom and information to produce new insights, ideas and perspectives.
This module is focused around the production of an engaged and lengthy piece of independent research. It provides students the opportunity to specialise in one area of the curriculum in their Honours year.
This module examines key theoretical approaches in the analysis of the production, distribution, consumption and meaning of popular music. It locates popular music as both a cultural form and a commercial enterprise. Examining the history and contemporary organisation of the music industry, the module considers the social production of popular music, and the impact of technological change on its creation and circulation. The module also considers key critical analyses of the nature and development of popular music as a cultural form. It explores the key social and cultural factors that shape our experience of music and the way we give it meaning within our lives, giving particular attention to issues such as gender, ethnicity, sexuality and social class. Drawing on studies produced within a range of theoretical fields, the module includes discussion of the impact of digital technologies on the music industry, the relationship between popular music and processes of globalisation, the construction of star personas and celebrity culture, and the nature of audiences, fans and subcultures.
This module focuses on international communications and the debates around globalisation and cultural imperialism; development and modernisation; the role of transnational regulatory bodies such as the WTO; the structure of the global media industries and centres of power; the development of contra flow in media and culture; Media Systems models; and de-westernising of media studies. The module includes engagement with studies of media in various countries and regions and analyses developments in telecommunications and the cultural industries.
The study draws on economics, politics, and sociology in considering the contemporary debates around shifts in power and the potential role of social and new media.
This module explores the importance of corporate reputation (and corporate communications), what it is, how and why it is managed it, how it affects the organisation’s performance, and how it may be perceived by an often complex group of internal and external stakeholders, including the media. Maintaining a strong corporate image, identity, and reputation is a strategic priority for most CEOs. Organisations which enjoy a strong corporate reputation in the market see this as a competitive advantage and crucial to improving financial returns, shareholder value and improved competitiveness. External forces, often globally driven, can quickly change the way stakeholders view the organisation, often as a result of sudden, often unforeseen and relatively unmanageable forces, leading to destabilisation, leadership change, criticism in the media, damage to the corporation’s reputation, and a fall in market value. Understanding and managing corporate reputation is complex, as it is not just the responsibility of the corporate communications team, or the CEO - it is the responsibility of all employees.
This up-to-date contemporary Module is a 15-credit ‘Option’ Module at Level 6 (Year 3), aimed at students who are interested in developing expertise in corporate reputation management and associated areas, such as corporate communications, branding, liaising with the media, and responding to reputational crises.
Employability in corporate communications continues to grow (see for example: http://careers.marksandspencer.com/career-areas/head-office/corporate-communications), its international dimensions are growing in importance (see for example https://www.warnermusiccareers.com/categories/corporate-communications), and many corporations see equality, diversity, and inclusion as a key part of their corporate strategy and corporate image, identity, brand and reputation (see for example https://www.btplc.com/Careercentre/lifeatbt/diversityandinclusion/index.htm).
Students will study a range of theories, models, concepts, and techniques in corporate reputation management, will work in small teams to analyse a range of high-profile companies and their corporate reputation management, and will therefore develop their own expertise in business communication and reputation management.
This module provides aims to develop students’ independent critical and analytical skills by exploring the relationship between situation comedy and the socio-cultural context of comedy production. The module will examine the history of situation comedy, and the development of the genre, focusing on both television and radio forms. The module will incorporate screenings of significant examples of British and US situation comedies, and analyse their relationship to the socio-cultural context of their production. The module will discuss key themes in the development of situation comedy including the representation of gender, ethnicity, sexuality, family, and modes of production including studio based production, mockumentary, and documentary style.
Graduates of this degree typically enter careers in media-related roles in the corporate and third sectors, including media relations work, public relations work, marketing work and media management roles. Students often pursue further study opportunities at master's level specialising in either media or marketing roles.
Please note, in addition to the tuition fee there may be additional costs for things like equipment, materials, printing, textbooks, trips or professional body fees.
Additionally, there may be other activities that are not formally part of your course and not required to complete your course, but which you may find helpful (for example, optional field trips). The costs of these are additional to your tuition fee and the fees set out above and will be notified when the activity is being arranged.
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