B1.2 BSc Hons Communication Management and Public Relations

Transcription

1 B1.2 BSc Hons Management and Public Relations UNIVERSITY OF ULSTER PROGRAMME SPECIFICATION COURSE OR HONOURS SUBJECT TITLE: BSc Hons Management and Public Relations (with Associate Bachelor s degree and CertHE exit awards and optional DPP/DPP[I] and DIAS) PLEASE NOTE: This specification provides a concise summary of the main features of the course 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 course handbooks. 1 AWARD INSTITUTION/BODY: University of Ulster 2 TEACHING INSTITUTION: University of Ulster 3 LOCATION: Jordanstown 4 ACCREDITED BY: Chartered Institute of Public Relations (CIPR) 5 FINAL AWARD: Bachelor of Science (with Honours) (with DPP/DPP[I]/DIAS) 6 MODE OF ATTENDANCE: Full-time/Part-time 7 SPECIALISMS:, Public Relations 8 COURSE CODE: XXX 9 DATE WRITTEN: Effective from 2015/16 10 EDUCATIONAL AIMS OF THE COURSE The degree will provide students with a strong theoretical and empirical basis in communication, conceived of as a social science, and in the theory and practice of public relations as an integrated form of strategic communication management. This will offer a holistic and fully synthesised approach to strategic internal (interpersonal, group, organisational) and external (public relations, political, media) communication. The curriculum also reflects new and emergent digital technologies relevant to these fields. There is a strong emphasis on the integration of theory and application throughout the degree and a key aim is to foster complementarity between theoretical understanding and professional practice in applied, work-based settings. The course will also equip students to identify opportunities for, plan and undertake research in the field of communication and public relations; this may take the form of academic or industry-based research or a combination of both. The capacity for critical, analytic and independent thinking in both theoretical and applied contexts will 1

2 also be fostered. Throughout, critically reflective skills necessary for continuing personal development will be engendered. The core learning outcomes will be delivered through the curriculum as outlined below, work-based learning opportunities and an optional placement year where students work in a supervised industry based setting. There is also a strong global/international dimension delivered throughout the curriculum and in formalised options (a) to study abroad as part of the degree credits in year 2 and (b) to spend an intercalary year studying specialised electives at a US university as an alternative to placement. 11 MAIN LEARNING OUTCOMES (GRADUATE LEVEL) 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 existing programmes in and in Public Relations which will be synthesised within this degree current research or other advanced scholarship carried out by academic staff, including extended supervised student research (2012) on the feasibility, attractiveness and target market for this degree QAA subject benchmark statements for:, Media, Film & Cultural Studies (2008); and Psychology (2010) requirements of professional, statutory or regulatory bodies: Chartered Institute of Public Relations course regulation criteria national and University qualifications and credit frameworks relevant European or international reference points; International Association; European Research and Education Association; Chartered Institute of Public Relations; British Psychological Society; International Association of Business Communicators The course provides opportunities for students to achieve and demonstrate the following learning. 2

3 Successful students will be able to: 11K K1 K2 K3 K4 K5 K6 K7 K8 K9 K10 K11 K12 K13 K14 K15 KNOWLEDGE AND UNDERSTANDING OF SUBJECT Demonstrate understanding of communication management as an integrated set of theories, ideas and applied professional practices in a range of contexts, to encompass a dual focus on internal and external communication. Articulate the nature of communication as a social science, its central paradigms, theories and approaches to research. Demonstrate a critical understanding of public relations theory and practice, its central paradigms, theories and approaches to research. Discuss the nature and significance of creativity in communication and public relations practice. Detail in a reflective way the role of communication in the regulation of social and professional life. Explain processes of effective and ineffective interpersonal communication, including dyadic, group and institutional. Demonstrate understanding of the nature and functions of communication in organisations, as well as the means to measure and improve communication practices in this setting. Discuss the historical development of public relations as academic and applied discipline. Explain key practices of public relations and their strategic selection and application Demonstrate awareness of the legal, ethical and regulatory frameworks of public relations and corporate communication. Demonstrate understanding of the role of political and media structures in shaping communication practices and reception. Explain the dynamics of public and everyday discourse in shaping identity, culture and society, including processes of globalisation and diversity. Demonstrate a critical understanding of the role of traditional and emergent technologies, including, particularly, digital communications, in communication content and use and management. Achieve an understanding of current issues and debates in communication and public relations, informed by scholarship and professional practice. Demonstrate a detailed understanding of strategic communication practice and the characteristics of effective public relations campaigns Teaching and Learning Methods: Knowledge and understanding will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, including a dissertation or an industry-based project, directed reading and independent study. 3

4 Assessment Methods: Modules are assessed by a combination of coursework and examinations; some modules may be coursework only. Each module adopts a unique assessment strategy and may include one or more of the following: essays, practical reports, labbooks, workbooks, class tests, written seen exams, written unseen exams, webbased examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation, project preparation and dissertation. 11I I1 I2 I3 I4 I5 I6 I7 I8 I9 I10 INTELLECTUAL QUALITIES Critically appraise the contribution of theory to an understanding of communication and public relations Compare and contrast different models, perspectives and intellectual debates within the study and practice of communication management and public relations Bring a holistic and integrated perspective to bear on communication and public relations issues, which recognises the central role of communication context. Adopt creative and flexible perspectives and employ creativity and innovation in dealing with public relations and strategic communication issues. Understand the underlying assumptions in selecting analysis approaches and techniques in addressing strategic communication and public relations problems/practices. Demonstrate a critical understanding of media forms and their relation to communication messages. Critically reflect upon personal communication performance in social, relational and professional contexts Discuss the communicative effects of different language choices and communication practices in casual and professional settings Devise and evaluate methods for the investigation and resolution of theoretical and professionally orientated problems/questions. Analyse and extrapolate from data acquired through exploratory, conclusive and performance-monitoring research. Teaching and Learning Methods: Intellectual qualities will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, including a dissertation or an industry-based project, directed reading and independent study. 4

5 Assessment Methods: Intellectual qualities will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation, project preparation and dissertation. 11P P1 P2 P3 P4 P5 P6 P7 PROFESSIONAL/PRACTICAL SKILLS Demonstrate competence in a range of communication skills, strategies and processes relevant to social and professional settings. Demonstrate the ability to plan, develop and evaluate strategic communication and public relations campaigns. Creatively use digital communication platforms in public relations and communication practice. Design and implement strategies for evaluating and enhancing interpersonal and organisational communication performance and management. Select and implement appropriate research techniques for gathering, managing and analysing public relations and strategic/organisational communication data Be creative, adaptable and reflective in producing communication messages for different audiences Produce competent professional and academic writing for communication management and public relations. Teaching and Learning Methods: Professional and practical skills will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, including a dissertation or an industry-based project, directed reading and independent study. Assessment Methods: Professional and practical skills will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation, project preparation and dissertation. 5

6 11T T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 TRANSFERABLE SKILLS Communicate effectively in a variety of settings. Organise and deliver messages tailored to specific audiences. Display disciplined inquiry, analysis and evaluation, thereby supporting further academic study or successful transition to the world of work. Manage time and resources independently and effectively through planning and organisation. Work in a self-directed manner and to evaluate and implement feedback from others. Work cooperatively and productively in group contexts and to reflect upon personal performance in these settings Demonstrate awareness of and apply entrepreneurial skills and/or career planning skills. Deliver work to a given length, format, brief and deadline. Make effective use of a range of information communication technology (ICT), in particular, digital communication. Demonstrate creativity in personal and professional contexts. Teaching and Learning Methods: Transferable skills will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, including a dissertation or an industry-based project, directed reading and independent study. Assessment Methods: Transferable skills will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation, project preparation and dissertation. 6

7 11 PROGRAMME LEARNING OUTCOME MAP GRADUATE LEVEL PART 1: KNOWLEDGE/UNDERSTANDING & INTELLECTUAL SKILLS Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. Italics indicate optional modules. All modules are 20 credits unless otherwise indicated. MODULE OUTCOMES TITLES LEVEL CODE K 1 and Language 107 K K K K K K K K K K K K K K I1 I2 I3 I4 I5 I6 I7 I8 I9 I Public Relations & Marketing s Practice 126 Social Psychology of 109 The Creative PR Practitioner XXX Interpersonal Skills and Strategies 111 Language, Media 7

8 and Society XXX Written for Public Relations and Advertising 325 Advanced Interpersonal 315 Political 3XX in Groups and Teams 318 Digital Media XXX PR Research, Strategy and Evaluation 352 Student Exchange Programme (semester

9 credits) Placement (full year) 338 International Academic Studies (full year) 5 IAS XXX Research Projects in CMPR 6 CMM 5XX and Organisations 6 CMM 507 Critical Perspectives in Public Relations 6 CMM 537 Dissertation 6 CMM 5XX Industry Project 6 CMM 5XX Metrics and Evaluation in Organisational 6 CMM XXX Political Lobbying 6 CMM 547 9

10 Rethinking 6 CMM 526 Groups, Identities and Relations 6 CMM PROGRAMME LEARNING OUTCOME MAP GRADUATE LEVEL CONTD PART 2: PROFESSIONAL/PRACTICAL & TRANSFERABLE SKILLS Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. Italics indicate optional modules. All modules are 20 credits unless otherwise indicated. MODULES TITLES LEVEL COD E and Language 107 OUTCOMES P1 P2 P3 P4 P5 P6 P7 T1 T2 T3 T4 T5 T6 T7 T8 T9 T 10 Public Relations and Marketing s Practice 126 Social Psychology of 109 The Creative PR 10

11 Practitioner 1XX Interpersonal Skills and Strategies 111 Language, Media and Society 1XX Written for Public Relations and Advertising 325 Advanced Interpersonal 315 Political in Groups and Teams Digital Media XXX 318 XXX 11

12 PR Research, Strategy and Evaluation 352 Student Exchange Programme (semester 2 60 credits) 324 Placement (full year) 338 International Academic Studies (full year) 5 IAS XXX Research Projects in CMPR 6 CMM XXX and Organisations 6 CMM 507 Critical Perspectives in Public Relations 6 CMM 537 Dissertation 6 CMM 5XX 12

13 Industry Project 6 CMM 5XX Metrics and Evaluation in Organisational 6 CMM XXX Political Lobbying 6 CMM 547 Rethinking 6 CMM 526 Groups, Identities and Relations 6 CMM

14 11 MAIN LEARNING OUTCOMES (ASSOCIATE BACHELOR S LEVEL) Modules at level 5 are mapped to the programme level learning outcomes for the Honours degree but while they address each of those outcomes as illustrated below, at this level, they are contributing developmentally to their achievement at the honours level. The achievement at this level is commensurate with descriptors for HE credit level 5. The programme provides the opportunity for students to achieve and demonstrate the following learning Successful students will be able to: 11K K1 K2 K3 K4 K5 K6 K7 K8 K9 K10 K11 K12 K13 K14 KNOWLEDGE AND UNDERSTANDING OF SUBJECT Demonstrate understanding of communication management as an integrated set of theories and applied professional practices in a range of contexts. Articulate the nature of communication as a social science, its central paradigms and theories. Demonstrate an understanding of public relations theory and practice, including its central paradigms and theories and show some critical reflection on these. Discuss the nature and significance of creativity in communication and public relations practice. Explain the role of communication in the regulation of human interaction. Explain processes of effective and ineffective interpersonal communication, including dyadic, group and institutional. Demonstrate understanding of the nature and functions of communication in work-related contexts, as well as the means to improve professional communication. Discuss the historical development of public relations as academic and applied discipline. Explain key practices of public relations and their application Demonstrate awareness of the regulatory frameworks of public relations and professional communication. Demonstrate understanding of the role of political and media structures in shaping communication practices and reception. Explain the dynamics of public and everyday discourse in shaping identity, culture and society. Demonstrate a critical understanding of the role of technologies, including digital communications, in communication content and use and management. Achieve an understanding of key debates in communication and public relations, informed by scholarship and professional practice. 14

15 K15 Demonstrate a practical understanding of strategic communication practice and the characteristics of effective public relations campaigns. Teaching and Learning Methods: Knowledge and understanding will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, directed reading and independent study. Assessment Methods: Modules are assessed by a combination of coursework and examinations; some modules may be coursework only. Each module adopts a unique assessment strategy and may include one or more of the following: essays, practical reports, labbooks, workbooks, class tests, written seen exams, written unseen exams, webbased examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation. 11I I1 I2 I3 I4 I5 I6 I7 I8 I9 I10 INTELLECTUAL QUALITIES Demonstrate an appreciation of how theory contributes to an understanding of communication and public relations. Compare and contrast different models and intellectual debates within the study and practice of communication management and public relations Bring a holistic and integrated perspective to bear on communication and public relations issues with recognition of communication context.. Adopt creative perspectives and employ creativity and innovation in dealing with public relations and strategic communication issues. Understand that analysis approaches and techniques are shaped by theory and purpose of the research. Demonstrate understanding of key media forms and their relation to communication messages. Critically reflect upon personal communication performance in social, relational and professional contexts. Discuss the communicative effects of different language choices in creating meaning and interpersonal relations. Devise methods for the investigation and resolution of basic research questions in communication and public relations. Analyse data acquired through exploratory and performance-monitoring research. Teaching and Learning Methods: Intellectual qualities will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), 15

16 guest speakers, Blackboard, fieldwork and research projects, directed reading and independent study. Assessment Methods: Intellectual qualities will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation. 11P P1 P2 P3 P4 P5 P6 P7 PROFESSIONAL/PRACTICAL SKILLS Demonstrate competence in a range of communication skills, strategies and processes relevant to social and professional settings. Demonstrate the ability to plan and evaluate strategic communication and public relations campaigns. Creatively use digital communication platforms in public relations and communication practice. Design and implement strategies for evaluating and enhancing interpersonal communication performance. Select and implement appropriate research techniques for gathering and analysing public relations and communication data. Be creative and reflective in producing communication messages for different audiences Produce competent professional and academic writing for communication management and public relations. Teaching and Learning Methods: Intellectual qualities will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, directed reading and independent study. Assessment Methods: Intellectual qualities will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation. 16

17 11T T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 TRANSFERABLE SKILLS Communicate effectively in a variety of settings. Organise and deliver messages tailored to specific audiences. Display disciplined inquiry, analysis and evaluation, thereby supporting further academic study and professional application of knowledge. Manage time and resources, with some guidance, through planning and organisation. Work in a self-directed manner and to evaluate and implement feedback from others. Work cooperatively and productively in group contexts and to reflect upon personal performance in these settings. Demonstrate awareness of and apply entrepreneurial skills and/or career planning skills. Deliver work to a given length, format, brief and deadline. Make effective use of a range of information communication technology (ICT), in particular, digital communication. Demonstrate creativity in personal and professional contexts. Teaching and Learning Methods: Intellectual qualities will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, directed reading and independent study. Assessment Methods: Intellectual qualities will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation. 17

18 11 PROGRAMME LEARNING OUTCOME MAP ASSOCIATE BACHELOR S LEVEL PART 1: KNOWLEDGE/UNDERSTANDING & INTELLECTUAL SKILLS Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. Italics indicate optional modules. All modules are 20 credits unless otherwise indicated. MODULE OUTCOMES TITLES LEVEL CODE K 1 and Language 107 K K K K K K K K K K K K K K I1 I2 I3 I4 I5 I6 I7 I8 I9 I Public Relations & Marketing s Practice 126 Social Psychology of 109 The Creative PR Practitioner 1XX Interpersonal Skills and Strategies

19 Language, Media and Society 1XX Written for Public Relations and Advertising 325 Advanced Interpersonal 315 Political in Groups and Teams Digital Media 3XX 318 3XX PR Research, Strategy and Evaluation

20 11 PROGRAMME LEARNING OUTCOME MAP ASSOCIATE BACHELOR S LEVEL CONTD PART 2: PROFESSIONAL/PRACTICAL & TRANSFERABLE SKILLS Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. Italics indicate optional modules. All modules are 20 credits unless otherwise indicated. MODULES OUTCOMES TITLES LEVEL CODE P1 P2 P3 P4 P5 P6 P7 T1 T2 T3 T4 T5 T6 T7 T8 T9 T 10 and Language 107 Public Relations and Marketing s Practice 126 Social Psychology of 109 The Creative PR Practitioner 1XX Interpersonal Skills and

21 Strategies Language, Media and Society 1XX Written for Public Relations and Advertising 325 Advanced Interpersonal 315 Political 3XX in Groups and Teams 318 Digital Media 3XX PR Research, Strategy and Evaluation

22 11 MAIN LEARNING OUTCOMES (CERT IN HIGHER EDUCATION LEVEL) Modules at level 4 are mapped to the programme level learning outcomes for the Honours degree but while they address each of those outcomes as illustrated below, at this level, they are contributing developmentally to their achievement at the honours level. The achievement at this level is commensurate with descriptors for HE credit level 4. The programme provides the opportunity for students to achieve and demonstrate the following learning Successful students will be able to: 11K K1 K2 K3 K4 K5 K6 K7 K8 K9 K10 K11 K12 K13 K14 K15 KNOWLEDGE AND UNDERSTANDING OF SUBJECT Demonstrate understanding of communication management as an integrated set of theories and applied professional practices. Articulate the nature of communication as a social science, showing knowledge of core paradigms. Demonstrate a basic understanding of public relations theory and practice, including core paradigms and theories. Discuss the nature of creativity in communication and public relations practice. Explain the role of communication in social interaction. Identify processes of effective and ineffective interpersonal communication in social and professional settings. Understand the role of communication in work-related contexts. Outline the development of public relations as academic and applied discipline. Explain key practices of public relations and their application Identify key regulatory frameworks of public relations and professional communication. Demonstrate understanding of the role of political and media structures in shaping communication practices. Discuss the role of discourse in shaping identity, culture and society. Demonstrate understanding of the role of communication technologies in shaping messages. Demonstrate understanding of key debates in communication and public relations. Demonstrate a practical understanding of strategic communication practice and effective public relations campaigns. 22

23 Teaching and Learning Methods: Intellectual qualities will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, directed reading and independent study. Assessment Methods: Intellectual qualities will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation. 11I I1 I2 I3 I4 I5 I6 I7 I8 I9 I10 INTELLECTUAL QUALITIES Appreciate the role of theory in shaping understanding of communication and public relations. Identify and compare different models within the study and practice of communication management and public relations Bring an integrated perspective to bear on communication and public relations issues with some reference to communication context. Deploy creativity and innovation in public relations and communication settings. Explain basic analytic approaches to data with an acknowledgement of different research assumptions and aims. Identify key media forms and explain their relation to communication messages. Reflect upon personal communication performance in social, relational and professional contexts. Discuss the communicative effects of language choices in creating meaning and interpersonal relations. Identify basic methods for the investigation of research questions in communication and public relations. Conduct preliminary analyses of communication and public relations data. Teaching and Learning Methods: Intellectual qualities will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, directed reading and independent study. Assessment Methods: Intellectual qualities will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, 23

24 workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation. 11P P1 P2 P3 P4 P5 P6 P7 PROFESSIONAL/PRACTICAL SKILLS Be able to use a range of communication skills and strategies relevant to social and professional settings. Be able to plan strategic communication and public relations campaigns. Creatively use digital communication platforms in public relations and communication practice. Deploy strategies for evaluating and enhancing interpersonal communication performance. Use basic research techniques for gathering and analysing public relations and communication data. Be creative and reflective in producing communication messages for different audiences Produce competent professional and academic writing for communication management and public relations. Teaching and Learning Methods: Intellectual qualities will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, directed reading and independent study. Assessment Methods: Intellectual qualities will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation. 11T T1 T2 T3 T4 T5 TRANSFERABLE SKILLS Communicate effectively in a variety of settings. Organise and deliver messages tailored to specific audiences. Display disciplined inquiry and analysis, thereby supporting further academic study and professional application of knowledge. Manage time and resources with structured guidance. Work in a self-directed manner and to evaluate and implement feedback from others. 24

25 T6 T7 T8 T9 T10 Work cooperatively and productively in group contexts and to reflect upon personal performance in these settings. Demonstrate awareness of and apply entrepreneurial skills and/or career planning skills. Deliver work to a given length, format, brief and deadline. Make effective use of information communication technology (ICT). Demonstrate creative and entrepreneurial skills. Teaching and Learning Methods: Intellectual qualities will be achieved through: lectures, tutorials, seminars, practical workshops, group-work, interpersonal communication practicals (involving CCTV), guest speakers, Blackboard, fieldwork and research projects, directed reading and independent study. Assessment Methods: Intellectual qualities will be assessed by a combination of coursework and examinations, selected from the following: essays, practical reports, lab-books, workbooks, class tests, written seen exams, written unseen exams, web-based examinations, presentations, group-work, case studies, diaries, essays, professional mentor observation. 25

26 11 PROGRAMME LEARNING OUTCOME MAP CERT IN HIGHER EDUCATION LEVEL PART 1: KNOWLEDGE/UNDERSTANDING & INTELLECTUAL SKILLS Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. Italics indicate optional modules. All modules are 20 credits unless otherwise indicated. MODULE OUTCOMES TITLES LEVEL CODE K 1 K 2 K 3 K 4 K 5 K 6 K 7 K 8 K 9 K 10 K 11 K 12 K 13 K 14 K 15 I1 I2 I3 I4 I5 I6 I7 I8 I9 I 10 and Language 107 Public Relations & Marketing s Practice 126 Social Psychology of The Creative PR Practitioner Interpersonal Skills and Strategies Language, Media and Society 109 1XX 111 1XX 26

27 11 PROGRAMME LEARNING OUTCOME MAP CERT IN HIGHER EDUCATION LEVEL CONTD PART 2: PROFESSIONAL/PRACTICAL & TRANSFERABLE SKILLS Please Note: The matrix displays only the measurable programme outcomes and where these are developed and assessed within the modules offered in the programme. Italics indicate optional modules. All modules are 20 credits unless otherwise indicated. MODULES OUTCOMES TITLES LEVEL CODE P1 P2 P3 P4 P5 P6 P7 T1 T2 T3 T4 T5 T6 T7 T8 T9 T 10 and Language 107 Public Relations and Marketing s Practice 126 Social Psychology of The Creative PR Practitioner Interpersonal Skills and Strategies Language, Media and Society 109 1XX 111 1XX 27

28 12 STRUCTURE AND REQUIREMENTS FOR THE AWARD This course will be studied full-time over a period of three or four years. The honours degree for the award of BSc Hons Management and Public Relations will take three years full-time and comprise 360 degree credits. This will be delivered through six compulsory 20-credit modules in each of Years 1 and 2 (Levels 4 and 5) and three compulsory 20-credit modules and three optional 20-credit modules in Final Year (Level 6 Year 3 or 4 depending on whether a placement or study abroad has been completed). Students will be required to complete a supervised project at Level 6, but will have the choice between an academic dissertation or a vocational/industry-based project. Students may elect to spend the second semester of Year 2 at a European or US university. In this case, they will register on a 60-credit module, which will then form part of their degree credits. Students can also elect to complete a year of Placement or Study Abroad between Level 5 and Level 6. If this year is successfully completed, the students will graduate at the end of four years with the BSc Hons Management and Public Relations degree with a Diploma in Professional Practice (DPP or DPP[I]) in the case of placement or a Diploma in International Academic Studies (DIAS), in the case of study abroad. The DIAS will be offered through the University s International Academic Studies module. There are three optional modules in second semester, level 6, providing the students the opportunity to specialise in one the degree strands of particular interest to them. The programme may be studied on a part-time or a full-time basis and offers potential exit points at Level 4 (Certificate in Higher Education) and at Level 5 (Associate Bachelor s degree award). Progression and coherence is maintained through the application of pre-requisites and co-requisites where relevant. In the part-time mode, a maximum of four modules may be studied per year. The selection of modules allows for maximum flexibility in terms of structure and coherence. Modules from more than one level may be studied simultaneously such that a student may be completing their final level 4 module whilst also completing a level 5 module. Particular features of the course are: a holistic approach to strategic internal (interpersonal, group, organisational) and external (public relations, political, digital media) communication; extensive professional partnerships and accreditation, opportunities for work based learning and entrepreneurship an emphasis on creativity and innovation, direct application of theory throughout the curriculum, the use of varied teaching, learning and assessment methods, a focus on digital media communication, real life practical assignments and skill development, including CCTV-based interpersonal communication practicals and real-time analysis of group and team performance, the choice between a traditional academic dissertation or an industry based project in final year, ongoing and advanced development of 28

29 presentation skills, and opportunities to study abroad and develop global perspectives on communication and public relations theory and practice. The language of instruction is English. Module Title Credit Level Credit Points Module Status Awards Year 1 and Language 4 20 C Public Relations and Marketing s Practice 4 20 C Social Psychology of 4 20 C Language, Media and Society 4 20 C The Creative PR Practitioner 4 20 C Interpersonal Skills and Strategies 4 20 C CERT HE Year 2 Written for Public Relations and Advertising Advanced Interpersonal 5 20 C 5 20 C Political 5 20 C in Groups and Teams 5 20 C Digital Media 5 20 C PR Research, Strategy and Evaluation 5 20 C 29

30 Student Exchange Programme 5 60 O ASSOC BAC Optional Year 3 Work Placement 5 60 O International Academic Studies O Year 3/4 Research Projects in CMPR 6 20 C and Organisations 6 20 C Critical Perspectives in Public Relations 6 20 C Dissertation * 6 20 O * Industry Project * 6 20 O * Evaluation and Metrics in Organisational 6 20 O Political Lobbying 6 20 C Rethinking 6 20 O Groups, Identities and Relations 6 20 O BSC HONS * There will be a choice between the Dissertation and the Industry Project in second semester. Students must select one or the other. 30

31 13 SUPPORT FOR STUDENTS AND THEIR LEARNING Students and their learning are supported in a number of ways: Induction process; Access to Course Director and academic staff. There is structured access for students to the Course Director in order to provide a single contact point for all issues relating to the course and subsequent studies advice. The ethos of the School is that of an open door policy. Individual Studies Advisor; Supervisor for final year Dissertation; Peer Support (staff student meetings, placement experience sharing, group assignments); Extra and co-curricular activities; Support in gaining EDGE award; Course handbook and written module guides; Support for work on Personal Development Planning (PDP); Placement preparation; Individual placement supervision and personal visits; Careers Development Centre; Industry/professional access and support; Professional Bodies membership; Information Services Support; Technician-led support based within the Faculty; Student Support Services Accommodation; Health; Counselling; Child Care; Disability Support; Student Finance; Sport and Recreation Department; International Office; Students Union; Chaplaincy. 14 CRITERIA FOR ADMISSION Applicants must satisfy the University s general entry requirements as set out in the prospectus or demonstrate their ability to undertake the course through the accreditation of prior experiential learning (APEL). The initial offer standard may vary from year to year. See prospectus entry. 31

32 15 EVALUATING AND IMPROVING THE QUALITY AND STANDARD OF TEACHING AND LEARNING External benchmark standards: QAA -, Media, Film & Cultural Studies (2008) and QAA - Psychology (2010); Views of students as expressed through staff/student consultation: Consultation takes place twice per academic year and views are considered at Course Committee meeting and actioned through the Programme Management System (PMS); Views of graduates in the National Student Survey (monitored on an ongoing basis via course management structures/pms); Views of employers: Ongoing engagement with employers through Placement supervision and reporting, Placement Employer awards, guest speakers from industry, classroom based research, internships and short-term work/research partnerships; Views of external examiners: Annual reports are received and are considered at Course Committee before actions are agreed, where relevant, and implemented via Course Director and the PMS; Student performance data and career progression: Graduate destinations and employment outcomes are considered fully at Course Committee and the teaching team is actively engaged with the University s Career Development Centre; University processes for initial approval, periodic re-approval and annual monitoring. In addition, there are University and Faculty strategies for teaching and learning. 16 REGULATION OF STANDARDS REGULATION OF STANDARDS Assessment rules Pass mark for course, modules and individual assessments: 40% (except Placement and International Academic Studies where pass mark is 50%) The award of BSc Hons Management and Public Relations is achieved after completion of 360 credit points. An exit award of Associate Bachelor s in Management and Public Relations is achieved after successful completion of 240 credit points. 32

33 An exit award of Certificate in Higher Education degree in Management and Public Relations is achieved after successful completion of 120 credit points. The award of Diploma in International Academic Studies (DIAS) is awarded on successful completion of the International Academic Studies programme in Year 3 and the successful completion of the associated degree. The award of Diploma in Professional Practice (DPP/DPP[I]) is awarded on successful completion of the Placement programme in Year 3 and the successful completion of the associated degree. Honours classification derives 100% from Level 6. AB classification derives from Level 5 modules. In order to be considered for a commendation, candidates must have obtained a mean of 60% or above at Level 5. In order to be considered for a distinction, candidates must have obtained a mean of 70% or above at Level 5. Cert HE classification derives from Level 4 modules. In order to be considered for a commendation, candidates must have obtained a mean of 60% or above at Level 4. In order to be considered for a distinction, candidates must have obtained a mean of 70% or above at Level 4. External examiners There will be three external examiners covering the relevant module/subject areas. 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 TEACHING AND LEARNING The course will be professionally recognised by the Chartered Institute of Public Relations (CIPR) Many staff hold qualifications in Higher Education teaching and/or are members of the Higher Education Academy. A majority of staff are members of the International Organisation (ICA) and/or the European, Research and Education Association (ECREA) A number of IPC/Organisational staff are members of the British Psychological Society (BPS).One is a Chartered Member and one is a Fellow. 33

34 All PR lecturers are Members of the CIPR. One is a Fellow. Staff sit on the Northern Ireland Public Relations committee of the CIPR and student representation on this body will be actively encouraged and facilitated. Some PR staff are members of the Publicity Association of Northern Ireland (PANI). The Annual Subject Review Process ensures scrutiny by colleagues outside of the subject area. 34