Course specification and structure
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UDMEPURE - BA Media and Public Relations

Course Specification

Validation status Validated
Highest award Bachelor of Arts Level Honours
Possible interim awards Bachelor of Arts, Diploma of Higher Education, Certificate of Higher Education, Bachelor of Arts
Total credits for course 360
Awarding institution London Metropolitan University
Teaching institutions London Metropolitan University
School School of Computing and Digital Media
Subject Area Creative Technologies and Digital Media
Attendance options
Option Minimum duration Maximum duration
Full-time 3 YEARS  
Part-time Day 4 YEARS  
Course leader Luke Tredinnick

About the course and its strategy towards teaching and learning and towards blended learning/e-learning

The BA Media and Public Relations combines the study of the media and public relation to enable students to develop their employability profile and career options in public relations, media relations and corporate communications roles.

The media are central to the experience of modern life: television, radio, print media, cinema, social media and the Internet all operate as channels for information, education, politics, art and entertainment. They are also channels central to the professional practices of public relations, media relations, and corporate communications. Understanding the media is critical to understanding how to use the media as a part of public and media relations strategies. This course explores the relationship between the media, and public relations practice developing a critical and vocationally focussed approach that combined practical and theoretical study.

Through studying the BA Media and Public Relations students will develop a critical understanding of the difference the media make to the social, political, and economic worlds we inhabit, as well as the ways in which they shape our symbolic world: the world of perceptions, meanings and values.
Students will also learn about the principles of public relations, media relations and corporate communications, including embedding public relations practice in new media technologies.

The course is taught using a combination of traditional, and innovative teaching methods, fostering problem-based and inquiry-based learning, and reflective engagement. This active learning is supported by a combination of lectures, workshops, seminars, tutorials, specially prepared online resources, work placement and field trips. Development of employability and professional practice is integrated into the curriculum. Students are encouraged to reflect on their learning process, preparing for knowledge creation, life-long learning and leadership.

A blended learning strategy is employed to enhance the learning experience, facilitate communication between students and tutors and develop collaboration among students. The Virtual Learning Environment (VLE) will be used as a platform to support online activities, facilitate formative assessment and related feedback, as well as a tool to integrate useful online learning materials provided by research institutions, academic publications, professional organisations and other relevant sources.

In addition, students will be able to develop practical skills including photography, video production, and audio production. Student will also be developing transferable skills that will be of value in a variety of academic and employment contexts, with various modules helping to develop a range of critical abilities, a creative and imaginative approach to problem solving, and skills of analysis and presentation.

Course aims

The BA Media & Public Relations aims to prepare students to live and work in contemporary society by enabling them to develop competencies to forge successful careers in the media, public relations, media relations, corporate communications and related roles. It aims to do these things by:

  1. Introducing students to a range of appropriate theoretical, methodological and practical frameworks for understanding the media, their production, consumption, and symbolic meanings, and the relationship between these and the professional practice of public relations, media relations, and corporate communications.
  2. Encouraging students to develop mastery in the critical analysis of media texts, institutions, and audiences including their historical contexts by successfully applying their learning in a range of ways including work related learning and independent project work, in particular through applying that learning to the analysis, understanding and practice of public relations, corporate communications, and media relations in the development of reflective professional practice.
  3. Expanding the intellectual and imaginative capacities of students through the development of a reflective understanding of the changing nature of media and public relations roles in society, by emphasising their responsibilities for reflecting on and questioning the diverse ideas, values and practices which underlie these changes.
  4. Enabling students to develop practical and transferable skills including but not limited media production, report writing, product pitching, presenting, project work and time management. Enabling students to take responsibility for defining their future career profiles through the choices that they make in their studies.
  5. Providing a supportive and nurturing educational environment where students are encouraged to pursue their intellectual, professional, or creative development and encouraged to form peer support networks as part of the wider learning community.

Course learning outcomes

The following learning outcomes incorporate and depend on systematic understanding of the key aspects of the knowledge base of Media and Public Relations, including a coherent and detailed knowledge of some specialist areas in depth.

On successful completion of this course students will be able to:

  • deploy accurately established techniques of analysis and enquiry within Media and Public Relations;
  • devise and sustain arguments, and/or to solve problems, using ideas and techniques, some of which are at the forefront of Media and Public Relations;
  • describe and comment upon particular aspects of current research, or equivalent advanced scholarship, in Media and Public Relations, recognising the uncertainty, ambiguity and limits of knowledge;
  • manage their own learning, and to make use of scholarly reviews and primary sources (for example, refereed research articles and/or original materials appropriate to Media and Public Relations;
  • apply the methods and techniques that they have learned to review, consolidate, extend and apply their knowledge and understanding, and to initiate and carry out projects;
  • critically evaluate arguments, assumptions, abstract concepts and data (that may be incomplete), to make judgements, and to frame appropriate questions to achieve a solution - or identify a range of solutions - to a problem;
  • communicate information, ideas, problems and solutions to both specialist and non-specialist audiences;
  • exercise initiative and personal responsibility, including decision-making in complex and unpredictable contexts;
  • undertake appropriate further training of a professional or equivalent nature

Assessment strategy

Assessments are designed to facilitate learning and personal development by supporting the learning outcomes at programme and module level and by allowing opportunities for extensive formative feedback. Assessments are designed to test the full range of academic competencies expected of students, and to allow opportunities for students to demonstrate their individual strengths, interests, and achievements. Published assessment criteria operate at programme and module level to facilitate student understanding, learning and engagement.

Organised work experience, work based learning, sandwich year or year abroad

Students are required to choose between fifteen credit work based learning or entrepreneurial alternative core modules at Level 5. Students will have an opportunity to engage with work experience and prepare a reflective piece of assessment associated with this placement. In addition, students have the opportunity to be part of the Study Abroad programme which involves an exchange with universities in the United States. Further, our students can engage with the Erasmus study programme and spend a semester at a university in another European country.

Modules required for interim awards

See Course Structure

Arrangements for promoting reflective learning and personal development

Reflective learning and personal development planning are core dimensions of this course. A variety of learning, teaching and assessment methodologies are deployed in order to assist the student in her self-reflected personal development and in acquiring the tools to engage in living as a citizen and pursuing economic activity in contemporary societies.

In the course of their study, students are asked to engage with theory and practice in a way that is grounded and concrete as well as dealing with abstract concepts. Reflective learning will vary across modules but will involve at all times engagement with peers and tutors in dealing with both formative and summative feedback on essays and reports; practice based modules all offer the opportunity for reflection on abstract theory and critical analysis of academic literature and policies; theoretical modules present opportunities to engage with abstract theory and test this against concrete examples.

Arrangements on the course for careers education, information and guidance

Career guidance and industry contextualisation is embedded throughout the programme. Visiting lecturers from the media industry will be arranged each year. Alumni lecturers from the media, digital media and communications subject area will also be organised regularly. Staff maintain strong links with the industry and receive requests for candidates for both volunteer or junior positions in the industry which are then passed on to the students. Further, the student has the opportunity to access the university careers service.

Other external links providing expertise and experience

Industry professionals are involved in delivering some specialist lectures. In addition, students have the opportunity to attend staff student seminars where papers are delivered by a variety of specialists from the Media and Academia.

Career opportunities

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.

Entry requirements

In addition to the University's standard entry requirements, you should have:

  • a minimum of grades BBC in three levels (or a minimum of 112 UCAS points from an equivalent Level 3 qualification, eg BTEC National, OCR Diploma or Advanced Diploma)
  • English Language GCSE at grade C (grade 4 from 2017) or above (or equivalent)
  • a passion for the media and desire to forge your career in media, marketing, public relations, or communications roles

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.

Official use and codes

Approved to run from 2016/17 Specification version 1 Specification status Validated
Original validation date 09 Aug 2016 Last validation date 09 Aug 2016  
JACS codes P300 (Media Studies): 50% , P210 (Public Relations): 50%
Route code MEPURE

Course Structure

Stage 1 Level 04 September start Offered

Code Module title Info Type Credits Location Period Day Time
MC4003 Introduction to Public Relations Core 30        
SM4001 Media Genres Core 30 NORTH AUT+SPR MON AM
          NORTH SPR+SUM    
SM4013 Media Histories Core 30 NORTH AUT+SPR TUE AM
SM4018 Social Media Businesses Core 30 NORTH AUT+SPR MON PM

Stage 2 Level 05 September start Offered

Code Module title Info Type Credits Location Period Day Time
MC5000 Advertising Concepts Theory and Practice Core 30        
SM5011 Television Studies Core 30 NORTH AUT+SPR FRI PM
SM5068 Researching Media Audiences Core 15 NORTH SPR THU PM
MN5W50 Creating a Winning Business 1 Alt Core 15 CITY SPR WED PM
          CITY AUT WED PM
MN5W55 Learning through Work Alt Core 15 CITY SPR WED AM
          CITY AUT WED AM
MC5054 Consumer Public Relations Option 15        
SM5051 Crime and the Media Option 15 NORTH SPR THU AM
SM5052 Youth Culture and the Media Option 15 NORTH SPR THU AM
          NORTH AUT THU AM
SM5066 Documentary Photography and Photography Journalism Option 15 NORTH AUT FRI AM
OL0000 Open Language Programme Module Option 15 NORTH SPR    
          NORTH AUT    

Stage 3 Level 06 September start Offered

Code Module title Info Type Credits Location Period Day Time
MC6060 Public Relations in Practice Core 15        
SM6003 Media, Culture and Identity Core 30 NORTH AUT+SPR TUE PM
SM6052 Media, Power and Politics Core 15 NORTH SPR WED AM
MC6P09 Marketing and Communications Project Alt Core 30 CITY AUT+SPR THU PM
SM6P05 Media and Communication Dissertation Alt Core 30 NORTH AUT+SPR WED PM
MN6055 Managing Corporate Reputation Option 15 CITY AUT MON PM
          CITY SPR MON PM
SM6054 Analysing Popular Music Option 15 NORTH AUT WED AM
SM6064 Globalisation and the Media Option 15 NORTH AUT MON PM
SM6065 Situation Comedies Option 15 NORTH SPR WED AM
OL0000 Open Language Programme Module Option 15 NORTH SPR    
          NORTH AUT