module specification

The module presents an overview of the current key issues of Fundraising and Public Relations (PR) in the context of Events, Leisure, Tourism and the broader Creative Industries. This module aims to develop a broad, informed and critical understanding of some of the key and complex issues surrounding fundraising, in UK and worldwide. It also examines some key contemporary issues, theoretical and practical perspectives in PR at both national and global levels. Both underpinned by current academic and professional research in Fundraising and PR, to aid students to gain insights into contemporary, academic and applied practices.
Aims of the module:
1. To enable students to enhance their understanding of the theory and practice of Fundraising and PR in the relevant industry context.
2. To enable students to critically understand and use theoretical and practical skills and tools related with Fundraising and PR in the relevant industry context.
3. To equip students to critically discuss issues and increase their awareness of the impact and influence of Fundraising and PR related issues in the decision making process of Events, Leisure, Tourism and the broader Creative Industries sector.
4. To stimulate critical awareness in the light of relevant academic theories and current professional practice, and the ability to apply, current theories, practices and tools of Fundraising and PR, in professional settings.

No pre-requisites; available for Study Abroad: YES

1. Introduction to PR. LO1
2. PR theories and principles. LO1
3. PR models, planning, strategy and practice. LO1
4. The relationship between PR, marketing, corporate communications and strategy. LO1
5. PR strategic issues, corporate social responsibility (CSR). LO1
6. Strategic communication campaign fundamentals and new technologies. LO1
7. A managerial perspective of PR. LO1
8. Introduction to fundraising and fundraising techniques; a reality-check. LO2
9. Building effective fundraising strategies. LO2
10. Fundraising strategic development, monitoring and evaluation. LO2
11. Motivations for giving, donors and sponsorship. LO2
12. Raising funds from institutions and tax effectiveness. LO2
13. Corporate and institutional support, sponsorship and the regulation of fundraising practice. LO2
14. Fundraising ethics, law, compliance, regulation, professional practice and other issues (e.g. money laundering, ethics). LO2

The learning and teaching strategy for this module involves an approach using a variety of teaching and learning tools, such as blended learning (via the use of VLE), experiential learning, students’ responsibilities and opportunities for reflective learning, professional and personal development.

The module will be delivered over a 12-week period, consisting of 3 hours of face-to-face contact each week. Key theories, models and concepts of Fundraising and PR will be covered during the weekly sessions through seminars, tutorials, case study analysis, question and answer sessions, group discussions, presentations and student-led group activities (such as reflective peer discussions), and the like. Teaching materials will be accessible via the VLE (WebLearn).

Students should individually and/or in their respective teams, prepare for all sessions and assignments in advance of each session. Also students will be supported on key issues in relation to preparation, for the in and out of class work. They will be responsible for initiating requests for help, to ensure that they conduct timely, all pre-sessional and follow-up activities and reading.

The module draws on a wide-range of academic research and professional experience. It introduces core concepts and encourages students to develop a critical, analytical approach to problem solving professional issues, related to Fundraising and PR in Events, Leisure, Tourism and the broader Creative Industries sector. Students will develop an awareness of different theoretical and practical perspectives, so that the complexity of Fundraising and PR issues and practice is explored as rigorously as possible.

To ensure a positive and productive student learning experience the programme blends class-based lectures, tutorials, seminars, and case-study group work as well as self-directed learning, VLE activities (including reflective commentary) and presentations. Classroom sessions will be supported by web-based materials and recommended pre and follow-up-readings.
In addition, we aspire to involve internal/external guest speakers and conduct other professional activities, based on students’ initiatives. This will provide an opportunity to enable students to obtain a greater hands-on understanding of the role of Fundraising and PR in Events, Leisure, Tourism and the Creative Industries context.

Students will be required to prepare for all activities that they need to undertake to support their learning and the module sessions. They should also engage in additional individual academic and practitioner-based research, learning and reading, including for example, independent research through academic journals and other university resources.

Digital literacy development
The learning,  teaching and assessment strategy for this module will enable students to develop their capabilities in digital literacy and information handling appropriate to professional/master’s level study as outlined in the Open University Digital and Information Literacy Framework (DILF: available to view at https://www.open.ac.uk/libraryservices/pages/dilframework/)

At the end of this module you should be able to:
LO1
Critically understand, evaluate, synthesise and debate contemporary frameworks, concepts and issues of PR within the broader Creative Industries sector, by adopting and applying appropriate perspectives of PR in a given situation, making critically and informed choices.
This should be underpinned by the reflective and critical use of appropriate academic and professional literature. [Assessed in A1].

LO2
Demonstrate a critical understanding of the concepts, models and techniques used in Fundraising, within the broader Creative Industries sector, by identifying, analysing, presenting and explaining key concepts and issues.
This should be underpinned by critical and reflective use of appropriate academic and professional literature. [Assessed in A2].

This module will be assessed through two assessment components.

A 3,000-word individual essay that will attest for the critical understanding, evaluation and application of contemporary frameworks, concepts and issues of PR, with a focus on Events, Leisure, Tourism and the broader Creative Industries sector. The essay will thus demonstrate student ability to apply appropriate perspectives of PR to a given situation, making critical and inform choices, via the use of appropriate academic and professional literature. [Assesses LO1].

A 20-minute individual presentation will assess the ability of students to present critically the concepts, models and techniques used in Fundraising in the appropriate industry context. Students will have to demonstrate that they have identified, analysed, explained and applied key concepts to resolve specific fundraising issues, underpinned by appropriate academic and professional literature. Submission of documents in week 13, presentations over 2 weeks, week 13-14 (academic year week 28-29). [Assesses LO2].

Formative feedback will be provided on both assessments. Students will be able to submit an outline (in weeks 5 and 11, respectively), which should include identified components and issues from the relevant academic and professional literature. Feedback on drafts in weeks 6 and 12 will feed forward to identify needs for improvements or further development, or seek clarifications in advance of submission and presentations.

Library TALIS Link:
https://londonmet.rl.talis.com/lists/32F68435-B931-6578-2C98-293A18B2A0CC.html

Textbooks:

Core Textbooks:

Page, J.T. and Parnell, L.J. (Eds) (2019) Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communication, SAGE Publications.

Sargeant, A. and Shang, J. (2017) Fundraising Principles and Practice Hardcover, 2nd Edition, John Wiley & Sons.

Other Literature:
Collett, P. and Fenton, W. (2011) The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers, John Wiley & Sons.

Cornwell, T. B. (2014) Sponsorship in Marketing: Effective Communication through Sports, Arts and Events, Abingdon: Routledge.

Fitzpatrick, K. and Bronstein, C. (2006) Ethics in Public Relations: Responsible Advocacy, SAGE Publications.

Herbst, N.B. and Norton, M. (2012) The Complete Fundraising Handbook, 6th Edition, Directory of Social Change.

Kolah, A. (2015) Improving the Performance of Sponsorship, Abingdon: Routledge.

Luttrell, R.M. and Capizzo, L.W. (2019) Public Relations Campaigns: An Integrated Approach, SAGE Publications.

Masterman, G. (2011) Sponsorship for a return on investment, Abingdon: Routledge.

Mc Donnell, I. and Moir, M. (2013) Event Sponsorship, Taylor and Francis.

Morton, V. (Eds) (2017) Corporate Fundraising and Partnerships, 5th Edition, Directory of Social Change.

Moss, D. and DeSanto, B. (2012) Public Relations: A Managerial Perspective, SAGE Publications.

Seitel, F.P. (2016) The Practice of Public Relations, 13th Global Edition, Pearson.

Skildum-Reid, K. and Grey, A.M. (2014) The Sponsorship Seeker's Toolkit, 4th Edition, McGraw-Hill Professional.

Tench, R. and Yeomans, L. (2017) Exploring Public Relations: Global Strategic Communication, Pearson.

Worth, M.J. (2016) Fundraising Principles and Practice, SAGE Publications.

Journals:
Event Management
International Journal of Event and Festival Management
International Journal of Hospitality and Event Management
International Journal of Event Management Research
City Marketing and Branding
Journal of Convention and Event Tourism
Journal of Tourism and Leisure Studies
Leisure Studies
Tourism Management
Journal of Sustainable Tourism
Journal of Service Management
Journal of Hospitality, Leisure, Sports and Tourism Education
Journal of Policy Research in Tourism, Leisure and Events
Annals of Tourism Research
Conference and Incentive Travel
Event Management
Journal of Policy Research in Tourism Leisure and Events
International Journal of Sports Marketing and Sponsorship
Advances in Public Relations and Communication Management
Public Relations Review
Journal of Public Affairs
Journal of Communications Management
Corporate Communications: An International Journal
Journal of Promotional Communications
Public Relations and Communication Management
Social Marketing Quarterly
Successful Fundraising

Websites:
Arthur w. Page Society: https://page.org/
PR moment: https://www.prmoment.com/
PR Week: https://www.prweek.com/uk
Campaign, Media Week: https://www.campaignlive.co.uk/media
Fundraising UK: https://fundraising.co.uk/
The Chronicle of Philanthropy: https://www.philanthropy.com/
Directory of Social Change: https://www.dsc.org.uk/

Other resources:
International association for the measurement and evaluation of communication (amec): www.amecorg.com
Chartered Institute of Public Relations: https://www.cipr.co.uk/
Public Relations and Communications Association (PRCA): https://www.prca.org.uk/
Institute for Public Relations (IPR): https://instituteforpr.org/
The International Public Relations Association (IPRA): https://www.ipra.org/
Chartered Institute of Marketing: https://www.cim.co.uk/
ESOMAR (The European Society for Opinion and Market Research): www.esomar.nl
Charity Commission for England and Wales: https://www.gov.uk/government/organisations/charity-commission
European Sponsorship Association: https://sponsorship.org/
International Sponsor Council (ISC): http://www.sponsorcouncil.org/
Association of Fundraising Professionals: https://afpglobal.org/
National Council of Nonprofits: https://www.councilofnonprofits.org/
As available via university Library Services and SCONUL Access Scheme