Download Unit title: PR in a World of Converging Communication Credit points

Unit title: PR in a World of Converging Communication
Credit points: 30
FHEQ level: 7
Unit designation: Traditional
Unit code: AMC707
School/Service:
Communications
and
Marketing
Programme Group: Advertising, Marketing
and Communications
Unit delivery model: CD
Max & Min Student No.: NA
TOTAL STUDENT WORKLOAD
Students are required to attend and participate in all the formal scheduled sessions for the
unit. Students are also expected to manage their directed learning and independent study in
support of the unit.
PREREQUISITES AND CO-REQUISITES: None
UNIT DESCRIPTION
This unit is designed for practitioners and/or those who have completed a relevant first degree
who wish to develop and expand their knowledge and experience of PR in a world of converging
communication disciplines and multimedia platforms. No matter what degree discipline or
practical background you might have experienced, the expert of the future needs to grasp how
the dynamic of stakeholder engagement is changing. The unit blends theory with practice
through the use of case studies with a focus on key contemporary and emerging issues and
practices within the public relations environment, most notably the blurring of traditional lines
between PR, advertising, marketing and brand journalism.
After initial consolidation of understanding of PR theory, the unit moves on to explore how it
fits both in theory and practice with advertising, marketing and brand content. Case studies
adapted to suit the interests of the cohort will be used to investigate the key practical aspects
of integrated communication within a strategic business and organisational framework.
Assessments are designed to test application of your learning in both theory and practice.
Interactive and intensive seminar activity between members of the cohort is central to the
format of this unit. This requires a strong commitment to self-directed study in advance of the
seminars, and a willingness to engage in class.
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding
K1
Deploy systematic and in-depth understanding of existing knowledge and practice both
within the field of public relations and how it relates to other disciplines;
K2
Engage effectively with ideas and methods in the profession and explore the boundaries
of current theory and developments in integrated communication and marketing
professional practice.
Practical & Professional Skills
P3
Develop confidence in designing, planning, resourcing, implementing and evaluating the
effectiveness of PR and multimedia communications activities, in a strategic business
framework
Cognitive Skills
C1
Demonstrate initiative in designing PR approaches in an integrated communication
methodology to address complex problems, both abstract and practical, and show some
originality in the solutions or conclusions reached and their justification.
Transferable and Key Skills
T1
Work effectively in group situations, as a group member or a leader, accepting
accountability for determining personal and group objectives and for achieving
outcomes, utilizing skills in negotiation, conflict resolution, team participation and task
management where needed;
T2
Work autonomously and self-critically, reflectively evaluating own performance and
that of others through awareness of professional requirements and expectations in the
field of PR.
AREAS OF STUDY
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The nature of strategic public relations within a corporate communications context
Principal PR theoretical constructs and their relationship to advertising, marketing and
brand journalism theory
Organisational dimensions: eg. who “owns” social media?
The dynamics of communicating corporate culture: identity, image, brand
Reputation Management in an integrated communication approach
Ethics of communication in a digital world
Management of communication channels and stakeholder relations
Issues and crisis management on an integrated basis
LEARNING AND TEACHING STRATEGY
Interactivity forms the teaching backbone of this unit. Material is delivered through intensive
round-table seminars supported by tutorials and small group work, supplemented by
independent and directed learning. The University’s VLE (Solent Online Learning) is key in
providing support, guidance and background material together with updated links to relevant
external sites. Transferable skills are developed through the independent, directed and taught
elements of this unit. In particular, research, collaborative learning and presentation skills are
all developed.
ASSESSMENT STRATEGY
The three elements of assessment test a range of skills and knowledge relevant to the field of
Public Relations in a multimedia context. A variety of assessment tools is employed in order
to replicate the demands of the commercial environment and to give students scope to develop
and demonstrate a range of communicative capabilities. The examination requires the ability
to critically analyse, evaluate and utilise knowledge under pressure. The essay invites students
to explore a key theme of corporate communication/public relations in depth. The application
of theory in resolution of the demands of professional practice is developed by the case study
assignment. This assignment in particular is also designed to enhance collaborative team
working skills – capabilities which are of crucial importance in professional practice. Formative
and developmental feedback is provided in tutorial elements of the delivery. Feedforward at
the summative assessment stage helps students apply their learning to other units.
ASSESSMENT
AE1
weighting:
assessment type:
25%
Individual Essay
length/duration:
online submission:
grade marking:
anonymous marking:
3000 words
Yes
Yes
Yes
AE2
weighting:
assessment type:
length/duration:
online submission:
grade marking:
anonymous marking:
50%
Group Client Case Study & Presentation
2500 words/20 min presentation
Yes/No
Yes
No
AE3
weighting:
assessment type:
length/duration:
online submission:
grade marking:
anonymous marking:
25%
Examination
2.5 hrs
No
Yes
Yes
Aggregation of marks
The marks for each element of assessment will be aggregated to give an overall mark for the
unit.
Re-assessment Arrangements
Group work within the academic year is subject to monitoring through tutorials throughout the
duration of the assignment but the group will normally be assessed as a whole. This gives due
emphasis to the importance of collaborative teamwork. However, the group assignment is also
subject to a published group work policy which includes guidelines for dealing with problems
within the group. Students who are referred for the group case study will have to complete an
appropriate individual piece of work
Unit Author: Dr Catherine Sweet
Date of version: February 2016
Unit history:
Unit Approved/Year Implemented/Code
Unit modified/Year Implemented/Code
May 2016
2016/17
AMC707