COURSE OR HONOURS SUBJECT TITLE: PG Cert/Diploma/MSc Communication, Advertising and Public Relations

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1 SECTION B1: PROGRAMME SPECIFICATION COURSE OR HONOURS SUBJECT TITLE: PG Cert/Diploma/MSc Communication, Advertising and Public Relations 1 AWARD INSTITUTION/BODY: University of Ulster 2 TEACHING INSTITUTION: University of Ulster 3 LOCATION: Jordanstown 4 ACCREDITED BY: Chartered Institute of Public Relations 5 FINAL AWARD: PG Diploma in Communication, Advertising & Public Relations MSc Communication, Advertising & Public Relations 6 MODE OF ATTENDANCE: Full-time & Part-time 7 SPECIALISMS: Communication; Advertising; Public Relations 8 COURSE CODE: 1681 (PG Dip, F-T) 1687 (MSc, F-T) 6053 (PG Dip, P-T) 6054 (MSc, P-T) 9 DATE WRITTEN/REVISED Effective 2009/10 10 EDUCATIONAL AIMS OF THE COURSE The course aims to provide students with a well-balanced grounding in both the theoretical and practical study of Communication, within Public Relations and Advertising contexts, and the opportunity to explore such application within the marketing and political lobbying disciplines also. It will enable students to develop a critical understanding and expertise in the academic and professional aspects of these disciplines, through the provision of a structured curriculum which provides students with the knowledge upon which they can develop and expand their understanding. It further aims to develop students ability to undertake primary research within the broad field of Communication, with emphasis on, but not limited to Public Relations and Advertising, and to further develop their knowledge and skills in this domain, enhancing future prospects for employment. 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 (May 2008) and policies; current research or other advanced scholarship carried out by academic staff; subject benchmark statement; there are no QAA subject benchmark statements for the academic subject at Masters level (see; rkingfeb06.pdf) 10

2 requirements of professional body: Chartered Institute of Public Relations (CIPR) national and University qualifications and credit frameworks; MASTERS AWARD IN COMMUNICATION, ADVERTISING AND PUBLIC RELATIONS: The course provides opportunities for students to achieve and demonstrate the following learning. Successful students will be able to: 11K KNOWLEDGE AND UNDERSTANDING OF SUBJECT K1 K2 K3 K4 have acquired a critical understanding of the central questions and current issues, both academic and professional, within the fields of Communication, Advertising and Public Relations appreciate the strategic importance of Communication, Advertising and Public Relations in the business world, and be able to design comprehensive strategies which utilise to maximum effect the communication options open to organisations be able to apply core communication knowledge to effectively integrate theory and practice have a practical understanding of how established techniques of research and ethical inquiry create and interpret knowledge in the field of communication ; groupwork 11I INTELLECTUAL QUALITIES I1 I2 I3 I4 I5 I6 have the ability to understand the application of theoretical and academic evidence to the professional contexts of communication, advertising and public relations; have the capacity for critical, analytical and independent thinking in both theoretical and practice contexts of debate and interaction; be able to design comprehensive strategies which utilise to maximum affect the communication options open to organisations demonstrate an ability to deal with complex issues systematically and creatively with a range of problem solving strategies demonstrate an ability to engage in critical evaluation of arguments evidence, theories, models and methodologies in current communication research demonstrate an understanding of technology applications in the communication industry 11

3 11P PROFESSIONAL/PRACTICAL SKILLS P1 P2 P3 P4 P5 demonstrate planning and organisational skills by effectively managing resources in order to meet specified criteria perform effectively and productively independently perform effectively and productively in small teams display practices of self reflection and self exploration as required for continuous professional development exhibit research skills, including the ability to select methods appropriate to particular projects, to execute objective research plans, and to provide structured conclusions and critical evaluations 11T TRANSFERABLE SKILLS T1 use information and communication technology for the retrieval, manipulation and presentation of qualitative and/or quantitative information T2 communicate effectively, persuasively and fluently in speech and/or writing in a variety of contexts T3 solve problems and make decisions by establishing criteria and creating, identifying and evaluating options T4 work autonomously and act on own initiative in planning and implementing projects T5 take responsibility and initiative for gaining and acting upon appropriate advice and guidance from relevant sources T6 deliver effective presentations PG DIPLOMA AWARD IN COMMUNICATION, ADVERTISING AND PUBLIC RELATIONS The course provides opportunities for students to achieve and demonstrate the following learning. Successful students will be able to: 11K KNOWLEDGE AND UNDERSTANDING OF SUBJECT K1 have acquired a critical understanding of the central questions and current issues, both academic and professional, within the fields of Communication, Advertising and Public Relations 12

4 K2 K3 K4 appreciate the strategic importance of Communication, Advertising and Public Relations in the business world, and be able to design comprehensive strategies which utilise to maximum effect the communication options open to organisations be able to apply core communication knowledge to effectively integrate theory and practice have a practical understanding of how established techniques of research and ethical inquiry create and interpret knowledge in the field of communication ; groupwork 11I INTELLECTUAL QUALITIES I1 I2 I3 I4 I5 I6 have the ability to understand the application of theoretical and academic evidence to the professional contexts of communication, advertising and public relations; have the capacity for critical, analytical and independent thinking in both theoretical and practice contexts of debate and interaction; be able to design comprehensive strategies which utilise to maximum affect the communication options open to organisations demonstrate an ability to deal with complex issues systematically and creatively with a range of problem solving strategies demonstrate an ability to engage in critical evaluation of arguments evidence, theories, models and methodologies in current communication research demonstrate an understanding of technology applications in the communication industry 11P PROFESSIONAL/PRACTICAL SKILLS P1 P2 P3 P4 P5 demonstrate planning and organisational skills by effectively managing resources in order to meet specified criteria perform effectively and productively independently perform effectively and productively in small teams display practices of self reflection and self exploration as required for continuous professional development exhibit research skills, including the ability to select methods appropriate to particular projects, to execute objective research plans, and to provide structured conclusions and critical evaluations 13

5 11T TRANSFERABLE SKILLS T1 use information and communication technology for the retrieval, manipulation and presentation of qualitative and/or quantitative information T2 communicate effectively, persuasively and fluently in speech and/or writing in a variety of contexts T4 work autonomously and act on own initiative in planning and implementing projects T5 take responsibility and initiative for gaining and acting upon appropriate advice and guidance from relevant sources T6 deliver effective presentations PG CERTIFICATE (EXIT AWARD) IN COMMUNICATION, ADVERTISING AND PUBLIC RELATIONS The course provides opportunities for students to achieve and demonstrate the following learning. Successful students will be able to: 11K KNOWLEDGE AND UNDERSTANDING OF SUBJECT K1 K3 have acquired a critical understanding of the central questions and current issues, both academic and professional, within the fields of Communication, Advertising and Public Relations be able to apply core communication knowledge to effectively integrate theory and practice ; groupwork 11I INTELLECTUAL QUALITIES I1 I3 have the ability to understand the application of theoretical and academic evidence to the professional contexts of communication, advertising and public relations; be able to design comprehensive strategies which utilise to maximum affect the communication options open to organisations 14

6 I6 demonstrate an understanding of technology applications in the communication industry 11P PROFESSIONAL/PRACTICAL SKILLS P1 P2 P3 demonstrate planning and organisational skills by effectively managing resources in order to meet specified criteria perform effectively and productively independently perform effectively and productively in small teams 11T TRANSFERABLE SKILLS T1 use information and communication technology for the retrieval, manipulation and presentation of qualitative and/or quantitative information T2 communicate effectively, persuasively and fluently in speech and/or writing in a variety of contexts T6 deliver effective presentations 15

7 PROGRAMME LEARNING OUTCOME MAP MASTERS IN COMMUNICATION, ADVERTISING AND 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 TITLES Public Relations Managing Communication Policy Analysis Marketing & Research Principles Organisational Communication Advertising Research Methods Political Lobbying Video Strategy Production for New Media Global Marketing Dissertation COD E PUP 802 MKT XXX 808 OUTCOMES K1 K2 K3 K4 I1 I2 I3 I4 I5 I6 P1 P2 P3 P4 P5 T1 T2 T3 T4 T5 T6 16

8 PROGRAMME LEARNING OUTCOME MAP PG DIPLOMA IN COMMUNICATION, ADVERTISING AND 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 TITLES Public Relations Managing Communication Policy Analysis Marketing & Research Principles Organisational Communication Advertising Research Methods Political Lobbying Video Strategy Production for New Media Global Marketing COD E PUP 802 MKT MKT XXX OUTCOMES K1 K2 K3 K4 I1 I2 I3 I4 I5 I6 P1 P2 P3 P4 P5 T1 T2 T3 T4 T5 T6 17

9 PROGRAMME LEARNING OUTCOME MAP PG CERTIFICATE (EXIT AWARD) IN COMMUNICATION, ADVERTISING AND 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 TITLES Public Relations Managing Communication Policy Analysis Marketing & Research Principles Organisational Communication Advertising Research Methods Political Lobbying Video Strategy Production for New Media Global Marketing COD E PUP 802 MKT XXX OUTCOMES K1 K2 K3 K4 I1 I2 I3 I4 I5 I6 P1 P2 P3 P4 P5 T1 T2 T3 T4 T5 T6 18

10 12 STRUCTURE AND REQUIREMENTS OF THE REWARD FULL-TIME ROUTE This course is studied fulltime over a period of one year. Semesters one and two comprise a total of six taught modules. Students can exit at this point with a Postgraduate Diploma. In Semester three students complete an individual dissertation. Each taught module has a credit value of either fifteen or thirty credits, and the dissertation a value of sixty credits. Credit weighting is in proportion to the nominal effort required by the student, thus for a fifteen credit module the corresponding number of student effort hours is one hundred and fifty. Credit weighting is also reflected in the amount and range of assessment. The structure of the course is such that in each of semesters one and two, students are required to take two compulsory modules and one optional. In semester one the compulsory modules are Public Relations (30 credits) and Managing Communication (15 credits). Students may then select one from Policy Analysis, Marketing and Research Principles or Organisational Communication. Each of these modules has a 15 credit weighting. In semester two the compulsory modules are Advertising (30 credits) and Research Methods (15 credits). Students may then select one from Political Lobbying, Global Marketing or Video Strategy Production for New Media. Each of these modules has a 15 credit weighting. The rationale for this structure is that the compulsory modules provide student with the fundamental, theoretical and practical underpinnings of the course; the optional module will enable each student to choose one module which is of particular academic or professional interest to him or her. Upon successful completion of semester one (60 credits), students may exit with a Postgraduate Certificate. Upon successful completion of the taught modules in semesters one and two (120 credits), students can exit from the course with a Postgraduate Diploma. In order to progress to the MSc level, students must have an overall average at this stage of 50%. In semester three, students undertake an individual dissertation, the successful completion of which allows them to complete the course with an MSc (180 credits). PART-TIME ROUTE The taught part of the course (PG Dip) is normally studied part-time over two years. In semester one, year one, students will take a compulsory thirty credit point module Public Relations. In semester two the compulsory 15 credit module Research Methods and one optional module are taken. In year two, semester one, students will take the 15 credit compulsory module and one 15 credit option, and in the second semester the compulsory 30 credit module in Advertising. Upon successful completion of the taught modules in semesters 19

11 one and two, students can exit from the course with a Postgraduate Diploma. In order to progress to the MSc level, students must have an overall average at this stage of 50%. In year three, students undertake an individual dissertation, the successful completion of which allows them to complete the course with an MSc. Particular features of this programme (whether studied full or part-time) include the balance between academic and professional skills, evidenced both in teaching and learning methods. The opportunity to devise and execute a detailed piece of research through the dissertation is of further significance. Progression and coherence is maintained through the application of prerequisites and co-requisites where relevant. The language of instruction is English PG CERT/DIP/MASTERS IN COMMUNICATION, ADVERTISING AND PUBLIC RELATIONS MODULE DETAILS Module Title Year 1Semester Public Relations 710 Managing Communication PUP802 Policy Analysis * MKT702 Marketing & Research Principles * 701 Organisational Communication * Semester 2 Credit Level Credit Points Module Status [compulsory/ optional] M 30 Compulsory M 15 Compulsory M 15 Optional M 15 Optional M 15 Optional 712 Advertising M 30 Compulsory 816 Research M 15 Compulsory Methods 713 Video Strategy and Production for New Media * M 15 Optional 703 Political Lobbying * M 15 Optional Awards PG Certificate (60 credits) 20

12 MKTxxx Global M 15 Optional PG Diploma (120 credits) Marketing * Semester M 60 Compulsory MSc (180 credits) DISSERTATION PART-TIME Year 1 Semester Public M 30 Compulsory Relations Semester Research M 15 Compulsory Methods 713 Video Strategy M 15 Optional and Production for New Media * 703 Political M 15 Optional Lobbying * MKTXXX Global M 15 Optional PG Certificate (60 credits) Marketing * YEAR 2 Semester Managing M 15 Compulsory Communication PUP802 Policy Analysis M 15 Optional * 701 Organisational M 15 Optional Communication * MKT Marketing & M 15 Optional Research Principles * Semester 2 PG Diploma (120 credits) 712 Advertising M 30 Compulsory YEAR DISSERTATION M 60 Compulsory MSc (180 credits) * select only one from options available in any semester. 21

13 13 SUPPORT FOR STUDENTS AND THEIR LEARNING Students and their learning are supported in a number of ways: Induction process Programme review Staff student consultative meetings Study Skills Seminars WEBCT Course/Subject Director Adviser of Studies Personal Development Planning Career Development Centre Information Services Department Student Support Department Sport and Recreation Department International Office CELT Students Union Chaplaincy Specialised technical support (design and broadcasting) Specialised resource room (including editing suite) Student handbook Professional body membership and industry support 14 CRITERIA FOR ADMISSION Applicants must hold a degree, with at least 2ii Honours standard or equivalent or demonstrate their ability to undertake the course through the accreditation of prior experiential learning. Applicants must provide evidence of competence in written and spoken English (GCSE C or equivalent); or for International students IELTS 7 or TOEFL

14 15 EVALUATING AND IMPROVING THE QUALITY AND STANDARD OF TEACHING AND LEARNING Quality and standards are evaluated and improved through consideration of: External benchmark standards (see section 11), including the CIPR. (see document: Criteria and Procedures for CIPR Recognition of Degree Programmes in Public Relations: Revised: January 2008) Staff student consultative meetings are held in each semester, attended by student representatives, the course director, and lecturing staff. Student representation reflects both local and international students. At the end of semester two, a Programme review is conducted to which all students are invited to attend. Feedback, both written and verbal is provided by the students, on all aspects of the course including induction and study skills sessions. Views of graduates in the National Student Survey An industry panel exists, which is consulted on professional aspects of course content and graduate quality in terms of preparation for the industry. Views of external examiner, who visits once per year, and provides written comments regarding student work and course administration, in each semester Student performance data and career progression University processes for initial approval, periodic re-approval and annual monitoring. In addition, there are University/Faculty/School strategies for teaching and learning. 23

15 16 REGULATION OF STANDARDS Assessment rules The pass mark for both the PGDip & MSc, and within individual modules is 50%. Marks in the condonable band of 45 49% may be condoned at the discretion of the course committee, however Compulsory modules may not be condoned. Performance Levels To achieve award of PGCert, the relevant three modules(see table section 12 above), amounting to 60 credits, must be passed To achieve award of PGDip all six taught modules (120 credits) must be passed In addition, to achieve award of PGDip with distinction, a pass mark of 70% or above must be achieved in 60 credits To achieve award of MSc all six taught modules and the dissertation must be passed. In addition, to achieve award of MSc with distinction, a pass mark of 70% or above must be achieved in 90 credits and should include the 60 credit dissertation External examiners There is one external examiner appointed to the course. 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 Outcomes of Research Assessment Exercise (due 2008) seven members of staff in the school have been returned External funding for teaching and learning initiatives: a number of staff have received external research funding Course is accredited by the CIPR (2004/05, due for reaccreditation Sept. 2009) ASM review process 24

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