UNIVERSITY OF ULSTER PROGRAMME SPECIFICATION COURSE / SUBJECT TITLE: BSC HONS PUBLIC RELATIONS / PUBLIC RELATIONS (MINOR)

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1 UNIVERSITY OF ULSTER PROGRAMME SPECIFICATION COURSE / SUBJECT TITLE: BSC HONS PUBLIC RELATIONS / PUBLIC RELATIONS (MINOR) PLEASE NOTE: This specification provides a concise summary of the main features of the course/provision and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if he or she takes full advantage of the learning opportunities provided. More detailed information on the specific learning outcomes, content and the teaching, learning and assessment methods of each module can be found in the course/subject student handbook. 1 AWARDING INSTITUTION/BODY: UNIVERSITY OF ULSTER 2 TEACHING INSTITUTION: UNIVERSITY OF ULSTER 3 LOCATION: JORDANSTOWN CAMPUS 4 ACCREDITED BY: CHARTERED INSTITUTE OF PUBLIC RELATIONS 5 FINAL AWARD: BSC HONS PUBLIC RELATIONS WITH DPP/DIAS / BSC HONS (MAJOR) WITH OUBLIC RELATIONS MINOR / AB AND CERT HE EXIT AWARDS 6 MODE OF ATTENDANCE: FULL TIME / PART TIME 7 SPECIALISMS: NONE 8 UCAS CODE: P210 9 DATE REVISED: REVISED JULY EDUCATIONAL AIMS OF THE COURSE The BSc Hons in Public Relations aims to produce graduates who are prepared for a career in public relations and who have developed a critical appreciation of relevant academic and professional disciplines required to generate, implement and evaluate effective strategies. The programme s graduates will also have acquired an understanding of the theoretical and empirical basis of public relations and a knowledge of the realities of how integrated organisational communication operates in public/media relations and associated disciplines of public affairs, marketing, advertising and broadcasting. Our graduates also will have acquired the habit of critical, analytical and independent thinking necessary for employment, further academic progression and continuing personal and professional development. Public Relations minor The Public Relations Minor aims to develop students understanding of the theoretical and empirical basis of public relations and a knowledge of the realities of how integrated organisational communication operates in public/media relations contexts. It aims to produce graduates with real world experience of planning, developing and evaluating public relations campaigns. Exit awards At Certificate of Higher Education level, the PR student will have been introduced to study at HE level and will have gained an overview of the area of PR, public affairs and strategic communication. At Associate Bachelor s degree level, the PR student will have developed a practical and strategic understanding of the role of public relations in the context of integrated communications. For the student on the Public Relations Minor, this understanding will be focused specifically on the development and implementation of public relations strategies. In pursuit of these general aims, the programme will have the following assessable levels of achievement: To achieve an Honours Degree a student must successfully complete 360 credits.

2 To achieve an Associate Bachelor s (AB) Degree a student must successfully complete 240 credits. To achieve a Certificate of Higher Education a student must successfully complete 120 credits. 11 MAIN LEARNING OUTCOMES The following reference points were used to inform the development of the programme and its learning outcomes: The University s Vision and core strategic aims, teaching and learning strategy and policies. Current research or other advanced scholarship carried out by academic staff. Subject benchmark statement QAA 251 August 2008:, media, film and cultural studies. Requirements of the professional body Chartered Institute of Public Relations. Mission statement and division structure of the International Association (ICA). National and University qualifications and credit frameworks. The programme provides opportunities for students to achieve and demonstrate the following learning articulated at Honours degree, Associate Bachelor s degree and Cert HE levels. The learning outcomes at AB level are referenced with the same number as the equivalent graduate level version of the outcome to allow for cross-referencing. The annotation in brackets indicates which programmes deliver the learning outcome: SS= single subject; Min = Minor. Where the annotation is in italics, this indicates that the learning outcome in question depends on selection of a module that is optional for that programme. Successful students will be able to: 11K KNOWLEDGE AND UNDERSTANDING OF SUBJECT (HONS DEGREE ) K1 Demonstrate an critical understanding of bodies of knowledge relevant to public relations and communication theory. (SS, Min) K2 Demonstrate an informed knowledge of the historical development of, and the legal, ethical and regulatory frameworks which affect the public relations industry and related media, advertising and marketing industries. (SS, Min) K3 Demonstrate a theoretical knowledge and understanding of interpersonal communication, the analysis and practice of social interaction and applied communication skills. (SS) K4 Demonstrate an understanding of the economic forces that frame the PR and media industries and the role of such industries in contemporary organisational, political and cultural life. (SS, Min) K5 Critically evaluate the role of traditional and emergent technologies in PR production, content manipulation, distribution and use. (SS, Min) K6 Demonstrate an engagement in current issues and debates in public relations, informed by scholarship and professional practice. (SS, Min) K7 Demonstrate a detailed understanding of public relations practice and the characteristics of effective public relations campaigns. (SS, Min) K8 Explain processes of effective and ineffective interpersonal interaction in dyadic, group and institutional/organisational contexts. (SS)

3 11K KNOWLEDGE AND UNDERSTANDING OF SUBJECT (ASSOCIATE BACHELOR S DEGREE ) K1 Demonstrate an understanding of bodies of knowledge relevant to public relations and communication theory. (SS, Min) K2 Demonstrate knowledge of the historical development of, and the legal, ethical and regulatory frameworks which affect the public relations industry and related media, advertising and marketing industries. (SS, Min) K3 Demonstrate a theoretical knowledge and understanding of interpersonal communication, the analysis and practice of social interaction and applied communication skills. (SS) K4 Demonstrate an understanding of the economic forces that frame the PR and media industries and the role of such industries in contemporary organisational, political and cultural life. (SS, Min) K5 Demonstrate understanding of the role of traditional and emergent technologies in PR production, content manipulation, distribution and use. (SS, Min) K6 Achieve an awareness of current issues and debates in public relations, informed by scholarship and professional practice. (SS, Min) K7 Demonstrate an understanding of public relations practice and the characteristics of effective public relations campaigns (SS, Min) K8 Explain processes of effective and ineffective interpersonal interaction in dyadic and group contexts. (SS) 11K KNOWLEDGE AND UNDERSTANDING OF SUBJECT (CERTIFICATE OF HE) K1 K2 K3 K4 K5 K6 K7 K8 K9 K10 Describe the concepts of public relations and communication. Describe interpersonal communication, the analysis and practice of social interaction and applied communication skills. Describe business / organisational communication sectors, environments and specialisms. Describe the importance of the role of holistic organisational communication tools, by integrating theory and practice. Describe a range of methods of public relations and communication research and gained experience in their application. Describe the legal, ethical and regulatory frameworks in relevant disciplines. Describe the concepts of individual and organisational entrepreneurship. Describe the historical development of public relations in a local, national and global context. Describe the role of traditional and emergent technologies in communication production, manipulation, distribution and use. Describe processes of effective and ineffective interpersonal interaction in dyadic, and group contexts. Learning and Teaching Methods that will enable the outcomes to be achieved: Lectures, tutorials, seminars, practical workshops, placement, group-work, communication lab-work (involving CCTV), guest speakers, Web-CT, fieldwork, research projects (including a dissertation), directed reading and independent study. Assessment Methods that enable the outcomes to be demonstrated: Practical business / organizational / brand and cause projects, written unseen exams, written seen exams, workbooks, case studies, diaries, essays, observation, project preparation and dissertation. 11I INTELLECTUAL QUALITIES (HONS DEGREE)

4 I1 I2 I3 I4 I5 I6 I7 Engage critically with major thinkers and intellectual paradigms within fields relevant to public relations and put them to productive use. (SS, Min) Develop critical frameworks and professional judgement in the analysis of problems, debates and issues relevant to contemporary public relations theory and practice. (SS, Min) Critically analyse, interpret and evaluate different perspectives on the role and function of PR in organisational, social and political life. (SS, Min) Devise methods for the investigation and resolution of professionally orientated research problems. (SS, Min) Analyse, abstract and extrapolate from data acquired through exploratory, conclusive and performance-monitoring research. (SS, Min) Make informed choices in selecting and applying communication analysis approaches and techniques. (SS) Critically reflect upon personal communication performance. (SS) 11I INTELLECTUAL QUALITIES (ASSOCIATE BACHELOR S DEGREE ) I1 Engage with major thinkers and intellectual paradigms within fields relevant to public relations and put them to productive use. (SS, Min). I2 Develop frameworks and judgement in the analysis of problems, debates and issues relevant to contemporary public relations theory and practice. (SS, Min). I3 Analyse, interpret and evaluate different perspectives on the role and function of PR in organisational, social and political life. (SS, Min). I4 Devise methods for the investigation and resolution of professionally orientated research problems. (SS, Min). I5 Analyse, abstract and extrapolate from data acquired through exploratory, conclusive and performance-monitoring research. (SS, Min). I6 Make informed choices in selecting and applying communication analysis approaches and techniques (SS). I7 Critically reflect upon personal communication performance (SS). 11I INTELLECTUAL QUALITIES (CERTIFICATE OF HE) I1 I2 I3 I4 I5 I6 Recognise major thinkers, debates and intellectual paradigms within relevant fields and put them to productive use. Recognise how different communication professions operate and interact in their social, technological, economic, legal and political contexts. Appreciate theoretical concepts used to develop practical, communication solutions. Be aware of problems, debates and issues relevant to professional communication theory and practice. Recognise choices in selecting and applying communication analysis approaches and techniques. Recognise personal communication performance. Learning and Teaching Methods that will enable the outcomes to be achieved: Lectures, tutorials, seminars, practical workshops, placement, group-work, communication lab-work (involving CCTV), guest speakers, Web-CT, fieldwork, research projects (including a dissertation), directed reading and independent study. Assessment Methods that enable the outcomes to be demonstrated: Practical business/organisational/brand and cause projects, written unseen exams, written seen exams, workbooks, case studies, diaries, essays, observation, project preparation and dissertation. 11P PROFESSIONAL/PRACTICAL SKILLS (HONS DEGREE ) P1 Demonstrate an ability to plan, develop and evaluate public relations campaigns. (SS, Min)

5 P2 Communicate effectively and creatively using a variety of media and reporting formats demonstrating an understanding of media forms. (SS, Min) P3 Produce competent professional writing for the public relations context. (SS, Min) P4 Conduct exploratory, conclusive and performance-monitoring research using qualitative and quantitative research methods. (SS, Min) P5 Demonstrate competence in a range of communication skills, strategies and processes relevant to social and professional settings (SS) P6 Design and implement intervention strategies for enhancing communication performance (SS) 11P PROFESSIONAL/PRACTICAL SKILLS (ASSOCIATE BACHELOR S DEGREE) P1 P2 P3 P5 Demonstrate an ability to evaluate public relations campaigns. (SS, Min) Communicate using a variety of media and reporting formats demonstrating an understanding of media forms. (SS, Min) Produce competent writing for the public relations context. (SS, Min) Demonstrate competence in a range of communication skills, strategies and processes relevant to social and professional settings. (SS) 11P PROFESSIONAL/PRACTICAL SKILLS (CERTIFICATE OF HE) P1 P2 P3 P4 P5 P6 Demonstrate awareness of strategies in public relations and public affairs. Identify forms of communication using a variety of media and reporting formats which demonstrates awareness of media forms and audiences. Demonstrate awareness of effective, productive and independent performance. Demonstrate awareness of effective and productive small team performance. Compare their own work and that of others in a reflective manner to academic and professional issues, debates and conventions. Demonstrate awareness of a range of communication skills, strategies and processes relevant to social and professional settings. Learning and Teaching Methods that will enable the outcomes to be achieved: Lectures, tutorials, seminars, practical workshops, placement, group-work, communication lab-work (involving CCTV), guest speakers, Web-CT, fieldwork, research projects (including a dissertation), directed reading and independent study. Assessment Methods that enable the outcomes to be demonstrated: Practical business/organisational/brand and cause projects, written unseen exams, written seen exams, workbooks, case studies, diaries, essays, observation, project preparation and dissertation. 11T TRANSFERABLE SKILLS (HONS DEGREE ) T1 T2 T3 T4 T5 T6 T7 Gather, organise and communicate ideas and information in order to formulate coherent arguments in academic and professional contexts. (SS, Min) Deliver work to a given length, format, brief and deadline, properly referencing sources and ideas and making use of a problem-solving approach. (SS, Min) Work productively, responsibly and accountably in a team. (SS, Min) Work effectively and productively independently. (SS, Min) Consider and evaluate their own work and that of others in a reflective manner with reference to academic and professional issues, debates and conventions. (SS, Min) Engage effectively with technology, in particular new information and communication technologies. (SS, Min) Deliver effective oral presentations. (SS) 11T TRANSFERABLE SKILLS (ASSOCIATE BACHELOR S DEGREE)

6 T1 T2 T3 T4 T5 T6 T7 11T T1 T2 T3 T4 T5 T6 T7 T8 Gather, organise and communicate ideas and information in order to formulate coherent arguments in academic and professional contexts. (SS, Min) Deliver work to a given length, format, brief and deadline, properly referencing sources and ideas and making use of a problem-solving approach. (SS, Min) Work productively, responsibly and accountably in a team. (SS, Min) Work effectively and productively independently. (SS, Min) Consider and evaluate their own work and that of others with reference to academic and professional issues, debates and conventions. (SS, Min) Engage effectively with technology, in particular new information and communication technologies. (SS, Min) Deliver competent oral presentations. (SS) TRANSFERABLE SKILLS (CERTIFICATE OF HE) Gather, organise and communicate ideas and information in order to make arguments in academic and/or professional contexts. Deliver oral presentations. Have awareness of the need to manage resources to deliver work to a given length, format, brief and deadline, properly referencing sources and ideas. Appreciate technology, in particular information communication technology. Work in a team. Work independently. Reflect on how they work with others. Have awareness of the importance of acting on appropriate advice and feedback from relevant sources. Learning and Teaching Methods that will enable the outcomes to be achieved: Lectures, tutorials, seminars, practical workshops, placement, group-work, communication lab-work (involving CCTV), guest speakers, Web-CT, fieldwork, research projects (including a dissertation), directed reading and independent study. Assessment Methods that enable the outcomes to be demonstrated: Practical business /organizational / brand and cause projects, written unseen exams, written seen exams, workbooks, case studies, diaries, essays, observation, project preparation and dissertation.

7 11 PROGRAMME LEARNING OUTCOME MAP (BSc Hons Public Relations) Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. MODULE OUTCOMES TITLES CODE K1 K2 K3 K4 K5 K6 K7 K8 I1 I2 I3 I4 I5 I6 I7 P1 P2 P3 P4 P5 P6 T1 T2 T3 T4 T5 T6 T7 Language and CMM107J1 Video for Digital CMM108J1 Marketing CMM104J1 Interpersonal 1 CMM111J2 Public Relations CMM126J2 International Politics POL117 Written CMM325J1 Media Discourse CMM3??J1 Interpersonal 2 CMM315J1 PR and Public Affairs: Strategy and Evaluation CMM352J2 Advertising CMM355J2 Research Methods CMM317J2 Placement CMM338 Project (40 credits) CMM538J4 Advanced Public Relations CMM537J1 Organisational Comm. (Optional) CMM507J1 International Marketing (Optional) MKT519J1 Political Lobbying CMM547J2 Interpersonal 3 CMM536J2 (Optional) Advanced Advertising (Optional) CMM533J2 Discourse Power and Representations (Optional) CMM555J2

8 11 EXIT AWARD LEARNING OUTCOME MAP: Associate Bachelor s Degree Public Relations Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. MODULE OUTCOMES TITLES CODE K1 K2 K3 K4 K5 K6 K7 K8 I1 I2 I3 I4 I5 I6 P1 P2 P3 P5 T1 T2 T3 T4 T5 T6 T7 Language and CMM107J1 Video for Digital CMM108J1 Marketing CMM104J1 Interpersonal 1 CMM111J2 Public Relations CMM126J2 International Politics POL117 Written CMM325J1 Media Discourse CMM3??J1 Interpersonal 2 CMM315J1 PR and Public Affairs: Strategy and Evaluation CMM352J2 Advertising CMM355J2 Research Methods CMM317J2 11 EXIT AWARD LEARNING OUTCOME MAP: Certificate of Higher Education in Public Relations Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. MODULE OUTCOMES TITLES CODE K1 K2 K3 K4 K5 K6 K7 K8 I1 I2 I3 I4 I5 I6 P1 P2 P3 P5 T1 T2 T3 T4 T5 T6 T7 Language and CMM107J1 Video for Digital CMM108J1 Marketing CMM104J1 Interpersonal 1 CMM111J2 Public Relations CMM126J2 International Politics POL117

9 11 PROGRAMME LEARNING OUTCOME MAP (Public Relations Minor) Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. MODULE OUTCOMES TITLES CODE K1 K2 K3 K4 K5 K6 K7 I1 I2 I3 I4 I5 P1 P2 P3 P4 T1 T2 T3 T4 T5 T6 Language and CMM107J1 Public Relations CMM126J2 Written CMM325J1 PR and Public Affairs: Strategy and Evaluation CMM352J2 Advanced Public Relations CMM537J1 Political Lobbying CMM547J2 11 EXIT AWARD LEARNING OUTCOME MAP: Associate Bachelor s Degree Public Relations (Minor) Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. MODULE OUTCOMES TITLES CODE K1 K2 K3 K4 K5 K6 K7 I1 I2 I3 I4 I5 P1 P2 P3 P4 T1 T2 T3 T4 T5 T6 Language and CMM107J1 CMM126J2 Public Relations Written CMM325J1 PR and Public Affairs: CMM352J2 Strategy and Evaluation

10 12 STRUCTURE AND REQUIREMENTS FOR THE AWARD This course is studied full-time over a period of three or four years. There are three years for the honours degree for the award of BSc Hons Public Relations. If a placement or alternative year of study is successfully completed in Year 3 students will graduate at the end of four years with a BSc Hons Public Relations with a Diploma in Professional Practice (DPP) in the case of placement, or a Diploma in International Academic Studies (DIAS) in the case of study abroad. Where the placement takes place outside the UK, the student will be awarded the DPP(International). Students may take the programme in a part-time mode (subject to negotiation with Course Director). Exit points are articulated as follows: to achieve an Honours Degree a student must successfully complete 360 credits; to achieve Associate Bachelor s (AB) Degree a student must successfully complete 240 credits; to achieve a Certificate of Higher Education (Cert HE) a student must successfully complete 120 credits. Progression and coherence is maintained through the application of pre-requisites and corequisites where relevant. Particular features of the professional partnerships, opportunities for work based learning, varied teaching/learning methods and real life practical assignments and skills development. BSc Hons Public Relations Module Title Credit Level Credit Points Module Status Awards Year 1 Language and 4 20 C Video for Digital Media 4 20 C s Marketing 4 20 C Public Relations 4 20 C Interpersonal C International Politics 4 20 C Cert HE Year 2 Interpersonal C Media Discourse 5 20 C Written 5 20 C Public Relations and Public Affairs 5 20 C Strategies and Evaluation Advertising 5 20 C Research Methods 5 20 C Associate Bachelor s degree Year 3 Project 6 40 C Advanced Public Relations 6 20 C Political Lobbying 6 20 C Organisational 6 20 O Advanced Advertising 6 20 O Interpersonal : The 6 20 O Training Context International Marketing 6 20 O Discourse Power and Representation 6 20 O BSc Hons degree

11 BSc Hons Public Relations (Minor) Module Title Credit Level Credit Points Year 1 Language and 4 20 C Public Relations 4 20 C Module Status Awards Year 2 Written 2 20 C Public Relations and Public Affairs: Strategies and Evaluation 2 20 C Associate Bachelor s degree Year 3 Advanced Public Relations 6 20 C Political Lobbying 6 20 C BSc Hons degree 13 SUPPORT FOR STUDENTS AND THEIR LEARNING Students and their learning are supported in a number of ways: Induction process; Individual Studies Adviser; Access to Course Director and academic staff; Technical led support ( design and broadcasting ) University Student support services Accommodation, Health, Counselling, Disability Support, Educational Guidance, Student Finance, Nursery; I.T. and computer induction; Programme Handbook and written module study guides; Careers Development Centre; Placement preparation; Placement supervision; Series of lectures specifically tailored to preparation for Project (Dissertation); Supervisor for Project (Dissertation); Student Services and student-focused support; Industry/professional access and support; Professional Body (CIPR) membership, web support; Information Services Support; Technician-led support within the Faculty; International Office; Student s Union. 14 CRITERIA FOR ADMISSION TO THE COURSE 1. Satisfy the University s general entrance requirements. 2. Possess a pass at GCSE (grades A-C) or equivalent in Mathematics and English. 3. Conditional offers of places are based on the following initial asking grades: A level: a minimum of 320 UCAS tariff points to include grades AB. Irish Leaving Certificate: AABBBB ( ) Alternative qualifications deemed equivalent to GCSE/GCE A level are equally acceptable at the same level of achievement and with the same required subjects.

12 15 EVALUATING AND IMPROVING THE QUALITY AND STANDARD OF TEACHING AND LEARNING External benchmark standards for, Media, Film and Cultural Studies Views of students as expressed through staff/student consultation and module evaluation Views of graduates in the National Student Survey School of industry advisory panel Views of employers Views of external examiners Course Committees and School Boards Student performance data and career progression University processes for initial approval, periodic re-approval and annual monitoring. Professional Accreditation In addition, there are University/Faculty/School strategies for teaching and learning. 16 REGULATION OF STANDARDS Assessment rules Pass mark for course, modules and individual assessments: 40%. The award of BSc Hons Public Relations is achieved after successful completion of 360 credit points. The award of BSc Hons (Major) with Public Relations Minor is achieved after successful completion of 240 credit points in a designated Major subject and 120 credit points in the Public Relations minor subject. Honours classification derives 100% from level 6. Classification of Final Result (Honours Degree): Class I At least 70% Class II (division i) (IIi) At least 60% and less than 70% Class II (division ii) (IIii) At least 50% and less than 60% Class III At least 40% and less than 50% An exit award of Associate Bachelor s degree in Public Relations is achieved after successful completion of 240 credit points. An exit award of Associate Bachelor s degree in a Major with Public Relations as a Minor subject is achieved after successful completion of 160 credit points in the designated Major and 80 credit points in the Public Relations Minor. Final gradings for the Associate Bachelor s degree are awarded as follows: Pass with Distinction 70% Pass with Commendation 60% Pass 40% The award of Diploma in International Academic Studies (DIAS) is awarded on successful completion of the Business Education Initiative (BEI) programme in Year 3. The award of Diploma in Professional Practice (DPP) is awarded on successful completion of the Public Relations Placement programme in Year 3.

13 External Examiners There is one External Examiner. External Examiners are academic subject or professional experts appointed from outside the University. Their key functions are to contribute to the assurance of the standards of the award and the fair treatment of students. They are involved in the moderation and approval of assessments and the moderation of the marking undertaken by internal examiners. 17 INDICATORS OF QUALITY RELATING TO LEARNING AND TEACHING This course has been professionally recognised by the Chartered Institute of Public Relations (CIPR). All Public Relations lecturers are Members of the CIPR. One is a Fellow. Staff and students sit on the Northern Ireland Public Relations committee of the CIPR. The University s Programme Management System (PMS) ensures that there is scrutiny by colleagues outside of the subject area. Academic staff have considerable research and professional experience which informs their facilitation of student learning. In addition, many staff belong to professional bodies and / or hold a teaching qualification.

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