Module title: Professional Project in Public Relations Management

SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: DES10115
Module leader: Gary Lunt
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising
Prerequisites

There are no pre-requisites for this module to be added

2018/9, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Gary Lunt
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning & Teaching methods including their alignment to Los

Contemporary challenges in keeping abreast of theoretical developments and applied practice, such as new media, crisis management, etc., makes for a dynamic professional working environment and is essential for graduates in this field. The factors driving the learning and teaching strategy for this module are the need for a compelling and realistic approach which will guide students’ development of employability in the specialist sectors of public relations [LO 2&3].
A blended approach with regard to applied public relations theory and values-based practice will develop your analytical and diagnostic skills through case study analysis across a range of sectors and roles in seminars and workshops [LO 1-5].

Embedding of employability/PDP/Scholarship Skills

Early in this module you will develop further your knowledge, skills and understanding of the role of communication planning within a client project context before executing an agreed programme of objectives [LO 1, 3 & 5].

Assessment (formative or summative)

Throughout the module, formative group work (informed by case studies) will challenge your problem-solving abilities, and develop your transferable skills [LO 1-4]. Summative assessments (these being progress reports, professional presentation and project report writing) will also enable you to demonstrate the ability to be creative, to project manage the delivery and evaluation of a time-bound programme of client-related work [LO 1-5].
Team working will be essential, particularly in student-led seminars and workshops utilising action learning/research techniques. You will also further develop independent learning and vocational skills [LO 1&2].
VLE will be used as a resource tool. Teaching materials (including lecture notes, case study material and handouts) will be available on line. Links to various other resources will also be provided as appropriate.

Research / teaching l

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 15 1,2,3,4 5 HOURS= 0, WORDS= 2000
Report 15 1,2,3,4 7 HOURS= 0, WORDS= 2000
Project - Written 30 1,2,3,4,5 14/15 HOURS= 0, WORDS= 0
Report 30 1,2,3,4,5 14/15 HOURS= 0, WORDS= 4000
Reflective Log 10 1,2,3,4,5 14 HOURS= 0, WORDS= 1500
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100

Description of module content:

You will examine in depth, public relations concepts, techniques and practice in well-defined contexts and apply this knowledge in real-time situations with clients.
You will explore, through case study analysis, the operating nature of professional practice within agency, freelance and in-house roles in a diverse range of specialisms such as sports, celebrity, voluntary/charity, environmental, business to business, public sector, public affairs and consumer-orientated specialisms. Students will apply action learning techniques and lead the case study analysis each week.
A key focus of this module is working in groups to project develop and manage a live client campaign including research and analysis, objective-setting and tactical planning, through to campaign execution and meaningful evaluation.

Learning Outcomes for module:

On completion of this module you will be able to:
LO1. Make effective use of public relations theory underpinning the practice of contemporary public relations to diagnose and create solutions to specific problems and situations.
LO2. Apply the various elements of public relations planning, e.g. research, objective-setting, publics, media, evaluation, project management, resourcing and budgeting, and design a meaningful public relations plan that delivers organisational result.
LO3. Accurately assess the wider strategic context in which public relations operates, and the differing priorities and approaches for practitioners in various sectors and forms of employment.
LO4. Further develop critical skills in proposal writing, campaign planning, media relations, measuring and evaluating campaigns and wider public relations skills.
LO5. Demonstrate and reflect upon the role of PR consultant and practitioner.

Indicative References and Reading List - URL:

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