The University for World-Class Professionals MSc Public Relations and Media Management Part-time Online Distance Learning Starting February
About MSc Public Relations and Media Management Welcome to the Faculty of Business and Law at Manchester Metropolitan University, one of the largest Faculties of its kind in the UK. Course overview Underpinning PR theory and strategy, the course also explores campaign planning using the latest digital and social media techniques, investigates corporate reputation management, including media law, and provides a senior practitioner view of current management and leadership practice in public relations. Teaching uses a unique blend of live delivery, webinar and web-based learning platforms, which provide networking opportunities for attendees. You will take part in live webinars with tutors and fellow students, bringing a virtual classroom to your own home or office. Each session is recorded, allowing you the opportunity to access material at a later stage. Units of study You will study four taught units of 30 credits each, plus the Research Project or Dissertation (60 credits) to achieve the Masters qualification with 180 credits. The Public Relations Research Project/Dissertation A Master s research project or dissertation is a substantial, original, and independent piece of scholarly work. It should demonstrate your awareness and understanding of the relevant theories and schools of thought related to PR. If you are currently working for an organisation, or running your own business, you may wish to consider carrying out a Consultancy Dissertation. Here, you can base your research on a particular organisation or company maybe your own or that of a client and conduct original research into a specific business problem or area. Public Relations Theory and Strategy Communications Theory: Models of linear communication; persuasive communications; identifying stakeholder groups and defining publics; network theory. Public Relations Strategy: PR audit and determination of issues; defining objectives, defining audience and message themes. Campaign Planning: Planning structure and format; integrating communications planning; campaign scheduling and budgeting; researching and evaluating campaign effectiveness. Strategy and Planning for Digital and Social Media Communications Digital & Social Media Communications Strategy: Customer acquisition strategy; developing the digital and social media proposition; user experience, customer effectiveness, experience design and usability. The Digital and Social Media Channel: Search Engine Marketing and PPC; affiliates; e-mail marketing, mobile applications and mobile futures; approaches to social media marketing. Contemporary and best practice tool use and management. Digital & Social Media Communications Campaign Planning: Acquisition and retention planning; developing digital and social relationships, customer retention and value analysis; managing digital and social media customer value; digital and social analytics, engagement, ROI, ROE, campaign evaluation. 2 Faculty of Business and Law
Who should apply? This innovative part-time online, interactive course is designed for busy PR professionals who want to continue their professional development by adding an academic discipline to their practical experience. Professionals in mid to senior positions in both in-house and agency-side roles such as communications managers and senior account managers with experience in the PR profession would benefit from this course. If I was down to my last dollar, I would spend it on public relations. Bill Gates Experienced professionals whose initial qualifications predate the development of digital communications, or who wish to progress to a strategic PR management role will find this course equally valuable. It will also suit journalists, marketers or other professionals seeking a career move into public relations. Career considerations This course will help position you as a plus-two candidate capable of rapid promotion through a strong portfolio of professional skills as well as academic theory. Graduates from our professional level PR courses have an excellent record in career progression. Many have reported promotion in their own organisations or appointment to more senior roles in other organisations, in some cases before completing the course. Corporate Reputation and Media Management Corporate Reputation Management: Managing corporate culture, image, identity and reputation; corporate branding; relationship management; integrated communications; issues and crisis management, including minimising online crises; corporate social responsibility; evaluation and accountability. Managing Media Relationships: Strategic media relations management; journalist/pr practitioner relationship management; monitoring and evaluating media effectiveness. Media Law and Practice: Perspectives for public and private sector PR specialists; media law; media regulation post-leveson; legal aspects of social and digital media. Leadership and Consultancy Management Leadership and Management: Leadership and management theory; what leadership means in PR; thought leadership; managing creative teams; language of leadership; budgetary and resource management; influencing management at strategic levels. Ethics and Professionalism: Principles of ethics, codes and guidance; ethics in public relations; professionalism; networks; accountability; CPD. Business Research and Consultancy Skills (Research Methods): Developing a research strategy; qualitative and quantitative research methods; primary and secondary data collection and analysis; planning a research project. Course Leader For any questions about the content of the course, please contact the Course Leader: Dr Jane Tonge Email: j.tonge@mmu.ac.uk Advanced Standing for CIPR Diploma Holders Practitioners who hold a CIPR Diploma in Public Relations already have the equivalent of one third of a Masters degree, as they qualify for advanced standing on this course and are exempt 60 credits (i.e. two units). If this applies to you, then you will only need to take the following units to achieve the MSc: Strategy and Planning for Digital and Social Media Communications Leadership and Consultancy Management Research Project/Dissertation Further information Please visit our e-prospectus for full details of the course, the latest fee information and guidance on how to apply www.mmu.ac.uk/13461 www.business.mmu.ac.uk/postgraduate 3
Start dates and study pattern This course starts in early February and you will study one unit per academic semester. It is recommended that you submit your application no later than November to allow time for processing and preparation. While the learning is wholly online, this is supplemented by optional induction and foundation days held at Manchester Met Business School in Manchester. Indicative timetable As you will complete most of your learning online in your own time, there is no specific study timetable. Each unit lasts for 16 weeks, or one semester. The first ten weeks are teaching weeks followed by six weeks for assessment preparation. Semester Period Unit Semester 1 February June 2016 Unit 1 Public Relations Theory and Strategy Semester 2 September December 2016 Unit 2 Strategy and Planning for Digital & Social Media Communications Postgraduate Certificate (PgCert) achieved Semester 3 February June 2017 Unit 3 Corporate Reputation and Media Management Semester 4 September December 2017 Unit 4 Leadership and Consultancy Management in PR Postgraduate Diploma (PgDip) achieved Semester 5 February December 2018 Unit 5 Dissertation/Research Project Masters (MSc) achieved On average, you can expect to engage in approximately two hours of online teaching and tutorials per week, which you will need to supplement with your own reading, preparation and assessment work. This may vary depending on the unit studied and your individual work rate but you can expect an approximate study time of 10-12 hours per week. Each unit is preceded by two integral Foundation Days, which will introduce you to each topic area and the assignments, and provide an opportunity to engage with tutors and network with fellow practitioners in workshops and discussions. An Induction Day will also be available before your first unit of study to familiarise you with the University and online course delivery. These sessions will be recorded so that students unable to attend can access the material online at their own convenience. 4 Faculty of Business and Law
Explaining MSc/PgDip/PgCert The MSc Public Relations and Media Management can be studied in three distinct stages. This means you do not have to study the entire programme in one go, allowing you to step on and off the programme if other commitments arise. The three stages are determined by the number of credits that you accumulate. The number of credits are determined by each taught unit, which is worth 30 credits each. If you successfully complete two taught units (60 credits), you are awarded a Postgraduate Certificate (PgCert). If you successfully complete all of the taught units (120 credits), you are awarded a Postgraduate Diploma (PgDip). If you complete the taught units (120 credits) successfully, you can then write a dissertation or research project (another 60 credits) to complete the full Masters (MSc). PgCert (60 credits): 12 months part-time PgDip (120 credits): 24 months part-time MSc (180 credits): up to 36 months part-time Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad. Richard Branson www.business.mmu.ac.uk/postgraduate 5
Postgraduate Certificate in Public Relations and Digital Communications The Postgraduate Certificate in Public Relations and Digital Communications is both a recognised postgraduate qualification, and a pathway programme onto our MSc Public Relations and Media Management. The course is an online, interactive and part-time one that is specifically designed for busy PR professionals to study alongside their working lives, or for those wanting to move into the public relations industry. As well as an underpinning in public relations theory and strategy, the course explores public relations campaign planning using the very latest digital and social media techniques. Units are delivered using a blend of live delivery, webinar and web-based learning platforms building on Foundation Days for each unit, which will provide networking opportunities. Applicants holding a CIPR Diploma in Public Relations are exempt from taking Unit 1 for this PgCert. Units of study There are two units of study on this course which qualifies you for the Postgraduate Certificate in Public Relations and Digital Communications. Completion of this course also provides advanced entry onto our MSc in PR and Media Management. Public Relations Theory, Strategy and Planning Communications Theory: Models of linear communication; persuasive communications; identifying stakeholder defining publics; network theory. Public Relations Strategy: PR audit and determination of issues; defining objectives, defining audience and message themes. Campaign Planning: Planning structure and format; integrating communications planning; campaign scheduling and budgeting; researching and evaluating campaign effectiveness. Strategy and Planning for Digital and Social Media Communications Digital & Social Media Communications Strategy: Customer acquisition strategy; Developing the digital and social media proposition; user experience, customer effectiveness, experience design and usability. The Digital and Social Media Channel: Search Engine Marketing and PPC; Affiliates; e-mail marketing, mobile applications and mobile futures; approaches to social media marketing. Contemporary and best practice tool use and management. Digital & Social Media Communications Campaign Planning: Acquisition and retention planning; Developing digital and social relationships, customer retention and value analysis; managing digital and social media customer value; digital and social analytics, engagement, ROI, ROE, campaign evaluation. 6 Faculty of Business and Law
Start dates and study pattern This course starts in early February and is delivered in ten months part-time through distance learning. Each unit consists of ten weeks of teaching followed by six weeks for assessment preparation. On average, you can expect to engage in approximately two hours of online teaching and tutorials per week, which you will need to supplement with your own reading, preparation and assessment work. This may vary depending on the unit studied and your individual work rate but you can expect an approximate study time of 10-12 hours per week. Indicative timetable Semester Period Unit Semester 1 February June 2016 Unit 1 Public Relations Theory and Strategy Semester 2 September December 2016 Unit 2 Strategy and Planning for Digital & Social Media Communications Course Leader If you have any questions about the course content, please contact the Course Leader: Dr Jane Tonge Email: j.tonge@mmu.ac.uk Further information Please visit our e-prospectus for full details of the course, the latest fee information and guidance on how to apply www.mmu.ac.uk/13462 www.business.mmu.ac.uk/postgraduate 7
About the Faculty of Business and Law We have 7,400 students on campus, supported by 280 teaching staff, studying across a five Academic Departments: Accounting, Finance, and Economics Management Marketing, Operations and Digital Business Postgraduate, Professional and Commercial Manchester Law School Facilities Our state-of-the-art Business School opened in 2012 and is situated in central Manchester close to all local transport links and amenities. The multi award-winning building boasts excellent sustainable credentials and an inspiring, professional environment for our students to learn, study and develop. Our postgraduate students enjoy exclusive access to the top floor of the building, where facilities include Harvard-style seminar rooms, lecture theatres, IT zones, laptop counters and a common room. The Business School is also adjacent to the Sir Kenneth Green Library, which is open 24 hours a day. Research strengths The research area of business, management and law, is the focus for the strategic development of research in a wide range of related disciplines across the University. The Centre for Business and Society is the research arm for the Faculty and consists of five synergistic research centres studying: Enterprise International Business and Innovation People and Performance Policy Modelling Institute of Place Management The Centre for Business and Society is also home to the Faculty s Graduate School for Business and Law. This is a thriving community of doctoral researchers exploring emerging issues of importance to business and society. For more information visit www.business.mmu.ac.uk Professional accreditations The Business School is proud to have close relationships with the PR industry and professional bodies. We hold multiple accreditations and associations with professional bodies to ensure our academic programmes meet industry standards. This also means our students can gain exemptions from professionally accredited awards. Chartered Institute of Public Relations (CIPR) The Chartered Institute of Public Relations is the professional association for PR practitioners. CIPR Diploma holders qualify for exemptions from both the MSc PR and Media Management and the PgCert PR and Digital Communications. Both courses are currently pending CIPR approval however; our other postgraduate and undergraduate courses are fully approved by the CIPR and teaching staff on the programmes are active CIPR members. Public Relations Consultants Association (PRCA) PRCA is the professional body that represents UK PR consultancies, in-house communications teams and PR freelancers. The Business School is a PRCA Partner University, which means as an MMU student, you can tap into a comprehensive range of free benefits, which include unlimited access to PRCA online training courses, best practice tools and information about current work placements and training scheme opportunities. More information: You can view the full course listing on our e-prospectus at www.mmu.ac.uk/13461 Questions about the course content can be answered by the Course leader, Dr Jane Tonge email j.tonge@mmu.ac.uk T: +44 (0) 161 247 3984 How to apply Applications should be made using the online application form available from the course listing on our e-prospectus. Alternatively, you can download the University s direct application form which is available from: www.mmu.ac.uk/study/ postgraduate/apply