Unit Information Form (UIF)

Transcription

1 Unit Information Form (UIF) UIF0809 The UIF provides essential information to students, staff teams and others on a particular unit. Please refer to the University s Guidance notes on Unit Information Forms before completing the details below SECTION 1 - Changes made to Section 1 of the UIF will require Faculty level approval. If substantial changes to Units/Courses are required, consult with Sub Dean (Quality Enhancement) for advice Unit Name Unit Code Public Relations Issues MAR008-6 Level 7 Credit Value 15 Location of Delivery Summary/Overview Luton Campus Public relations is a powerful tool for any organisation, whether in the commercial, voluntary, public or political sectors. The PR industry has seen dramatic growth and functional fragmentation as specialisms have emerged, each with their own specialists. From its beginnings as almost a cottage industry with only a tangential relationship to the main thrust of marketing communications, PR has come of age and the increasing requirement for accountability has inevitably meant that a more planned and research led approach is needed. This unit will enable students to understand the main functions of PR both at a corporate level, as a key tool for reputation management, and as part of an integrated marketing communications programme. To do this it firstly seeks to develop a critical appreciation of the issues relating to public relations and engagement with research into the area. The unit aims to engage the student with traditional public relations theories and contemporary practices, issues and advances. Specifically, the unit seeks to: Aims Develop a conceptual understanding of the various roles for public relations in contemporary marketing communications Develop critical awareness of current issues in public relations Critically evaluate successful strategies of crisis and issues management Develop an appreciation of the fundamental differences between public relations used as a strategic reputation management tool compared to its use as a marketing tool. Develop an appreciation of the issues and advances in evaluation of public relations. Page 1 of 7

2 Develop critical awareness of the problems and benefits of integration with other elements of the marketing communications mix Core Learning Outcomes Learning Outcomes On completion of this unit you should be able to: Assessment Criteria To achieve the learning outcome the following methods of assessment will apply: Appreciate the various roles and techniques employed within public relations programmes Identify and critically evaluate the implications of current issues and debates in public relations Critically evaluate and make recommendations on strategies for crisis and issues management Have in-depth knowledge of evaluation issues and strategies for public relations Develop critical awareness of the problems, benefits, opportunities and risks of integrating public relations within an overall marketing strategy Demonstration of an alternative PR strategy in Assessment 1. Initial assessment in class of the students abilities to identify current issues and debates. Further assessment in the group presentation. A written assignment critically appraising a given crisis management case study, with recommendations on possible alternative strategies that might have been employed. This will be assessed in Assessment 1, of which it is a requisite. This element is not explicitly assessed. However, it is subsequently assessed within the context of the Dissertation. Page 2 of 7

3 SECTION 2 - Any changes made to Section 2 of the UIF will normally require Faculty level approval Period of delivery Pre-requisites/Restrictions Student Activity (10 notional learning hours = 1 credit) Semester 1 Activity Notional Learning Hours Lectures Seminars/tutorials Lab/Field work Workshops Rehearsals Assessment e-learning Self-directed study Group work Other (specify) Total 150 The unit will be taught in two-hour sessions, each comprising approximately one hour of tutor input and one hour of student based activity and discussion. The formal input will give brief introductory input to the subject, but subsequently will focus on three particular aspects of public relations, namely: 1. Issues and Crisis Management 2. Marketing Public Relations (MPR) 3. Employee/Internal Relations In addition, input and class discussion on PR evaluation will take place towards the end of the teaching programme. Approach to Learning In addition, in groups of 3 or 4, students will be expected to identify and research another aspect of public relations, to include; Corporate Communications Public Affairs Lobbying Investor relations These will be allocated to the groups early in the programme and agreed with the tutor. Groups will present their findings to the rest of the class. Different groups will research different topics. The vehicle for this will be the student presentations in Weeks 13 and 14 to the whole class. This utilises Peer Tutoring, which is understood to improve retention to 80%-90%, compared to 10%-20% for a standard lecture format. Communication To help with the development of this you will Skills Development Be required to present and justify research, proposals, plans and campaigns both orally and in writing. Develop ideas, solutions, and recommendations and alternative strategies and present these in writing. Engage intelligently in sustained discussion on a given critical issues as part of the end of module presentation. Present verbally, visually and in writing to demanding internal critics. Information Literacy Page 3 of 7

4 To help with the development of this you will:- Use of the Internet as a research tool; analysis of websites, use of online data/journals e.g. Keynote, EBSCO; use of Powerpoint as a presentational medium. Research and Evaluation To help with the development of this you will:- Undertake primarily secondary investigations of companies, case studies, brands and target audiences/publics and be required to assess and prioritise information as input into academic work and PR plans. Creativity and Critical Thinking To help with the development of this you will:- Both analyse and propose PR solutions to crisis management/reputation management problems. Critical thinking will be developed through acquaintance with and application of marketing communications theory and research. Critical thinking will also be important in group work and in receiving peer and tutor feedback. Be presenting a written critical appraisal of e.g. a crisis management case study, making recommendations and proposing alternative strategies. Present as a group your critical evaluation of a particular PR aspect not covered in the formal input. Assessment Strategy There will be two assessments; 1. An in-course written assignment, to essay format, in which students will be expected to critically evaluate a given crisis management case study and make (post-hoc) recommendations for alternative handling of the crisis (50%) 2. A group presentation in front of the whole class in which students will critically evaluate a given aspect of public relations not covered in formal input (50%) Page 4 of 7

5 Learning Outcomes Submission week Assessment Description of Assessment Weight No Assessed (assignments) or Method* Method % length (exam) 1 RE 50 X 9 2 PR 50 X X X 13/14 *The following codes for assessment methods apply:- AR artefact PC practical CB computer-based PF performance CS case study PL placement DI dissertation or project PO portfolio EX exam PR presentation GR group report RE individual report IT in-unit test OR oral LR literature review OT other SECTION 3 - Once initial approval of the unit has been given, the Unit Co-ordinator may make changes to this section, following appropriate consultation Outline Teaching Schedule Students will be given a basic introduction to public relations as a discipline for corporate tool for reputation management and as a marketing tool (Week 1). The teaching will then focus on three specialist areas of public relations, which will be covered in depth, viz. 1. Issues and crisis management (Weeks 2, 3 & 4) 2. Marketing public relations (Weeks 5, 6 & 7) 3. Employee/Internal Relations (Weeks 8, 9 & 10) The teaching in these specialist areas will be over three weeks and each area will be enhanced by discussion and evaluation of case studies. Midway through the unit, students will identify further aspects and issues of public relations in order to research and critically evaluate them for the student presentations in Weeks 13 & 14 that comprise Assessment 2. Week 11 will cover evaluation of public relations. Week 12 will cover the philosophical and practical aspects of integration of public relations into an overall marketing strategy. Recommended Resources NOTE: Across the public relations curriculum on this MA Public Relations there will be a number of important textbooks that will appear either as essential textbooks or as background material. There will be some overlap across the units and so, with the best interests of the students in mind, the group of textbooks that are regarded as essential to the course as a whole will be highlighted thus in the lists of resources. It may be that the main publisher, Pearson Education, will be able to offer an incentive to students or develop a custom-made volume from a variety of its relevant authors. Essential Tench, R and Yeomans, L (2006) Exploring Public Relations, Pearson Education Limited: ISBN Center, A; Jackson, P; Smith, S and Stansberry F(2008) Public Relations Practices: Managerial Case Studies and Problems (7 th edition) Pearson Education ISBN Page 5 of 7

6 Background L'Etang, J; Pieczka, M (editors) (2006) Public Relations: Critical Debates and Contemporary Practice, Lawrence Erlbaum Associates ISBN Seitel, F (2006) The Practice of Public Relations (10 th edition) Prentice Hall NJ USA; ISBN Wilcox, D (2000) Public Relations Strategies and Tactics Addison Wesley Longman Pickton D, Broderick A (2001) Integrated Marketing Communications Prentice Hall: ISBN De Pelsmacker P, Geuens M, Van den Bergh J (2001) Marketing Communications Prentice Hall: ISBN Journals and Magazines Journal of Public Relations Research International Public Relations Review PR Week, Haymarket Publishing Public Relations Quarterly Marketing, Haymarket Publishing Marketing Week, Centaur Publications Ltd. Investors Chronicle The Times The Financial Times Note: latest editions of all texts will be used SECTION 4 Administrative Information Faculty Field Department/School/Division Unit Co-ordinator Business School Marketing Marketing Neville Hunt Version Number 3 Body approving this version Date of University approval of this version (dd/mm/yyyy) Shared Units Indicate below all courses which include this Unit in their diet MSc Marketing Communications MA Public Relations Form completed by: Name: Neville Hunt Date: January 2009 Page 6 of 7

7 Authorisation on behalf of the Faculty Teaching Quality and Standards Committee (FTQSC) Chair: Date:... Unit Updates Date (dd/mm/yyyy) Nature of Update FTQSC Minute Ref: Page 7 of 7