|Full time||1 year||September 2016|
Our Public Relations and Corporate Communications MA is designed for people who want to build their careers in internal communications or public relations (PR) and enhance their understanding of corporate social responsibility (CSR).
This course is highly practical and involves the kind of hands-on learning that encourages flexible thought. It has a strong basis in business and marketing, rather than journalism, so it prepares you to excel in challenging or commercial environments. Whether you need to send a consistent message to multiple departments in government, or to a company's numerous external stakeholders, you will graduate with the ability to see the bigger picture and adapt your communications technique.
You will learn to:
You will learn to select appropriate research methods and undertake theoretically-grounded research project which generates findings that inform management decisions. Through it you will learn to apply your research skills and gain experience managing a large-scale research project. These advanced research skills will prepare you for a highly adaptable career in marketing, and differentiate you as a future business leader.
You will research a specific area of marketing in depth. Once you have identified a topical issue or problem, you will write a research proposal and dissertation that combine academic rigour with practical marketing implications. You will communicate your findings as you would do in the workplace – by writing a management report.
The Public Relations and Corporate Communications MA is made up of six modules worth a total of 180 credits. This is an indicative list of modules and is not intended to be definitive.
This module will prepare you for a successful career in communications. It is designed to give you an integrated view of the key components of the marketing communications mix – advertising, sales promotion, public relations and interactive marketing – within the wider context of communications planning.
You will consider theory, concepts, and the operational aspects of marketing communications strategy and planning. The module is delivered through a combination of lectures, guest speaker sessions, workshops, case study analysis and student presentations.
This module contains two key elements – cross cultural communications and internal communications. Knowledge and competence in both are essential for success in today's global and fast-changing environment.
The cross cultural communications element explores the issues that can arise when people from different cultural backgrounds interact, and when organisations engage with foreign cultures. You will gain an awareness and theoretical grasp of the underlying factors, and develop and implement messaging that is understood consistently.
The internal communications element covers communication going down, up and across an organisation. You will learn how to plan and manage this process so that employees are informed and engaged, and can feel how their contribution enables the business to achieve its goals and strategy.
A combination of lectures, case studies, group presentations and individual assignments is used to deliver this module.
This module will help you develop a critical understanding of corporate social responsibility (CSR) and sustainable development (SD), and recognise their development and growing importance. You will learn contrasting methods while you evaluate CSR and SD practices as applied to various business functions and how to manage organisations and their activities in a socially responsible way.
In this module, you will examine the theory of public relations and investigate the tools and techniques used to build and maintain reputation. Careers in PR require a rigorous mind that can understand and react to complex situations as they develop, so the application of theory in practice is particularly important on this module. Delivery is through a combination of lectures, guest speakers, case study tutorials and group presentations, with a strong emphasis on student-centred learning such as regular research projects and practical assignments.
This module will help you understand the elements of effective market research. You will:
This module can act as a launch pad for a career in market research within the wider marketing industry. The skills you learn in this module also prepare you for your dissertation. You will learn to:
The module is delivered through a combination of class sessions, workshops and computer mediated practical sessions covering both quantitative and quantitative aspects of data collection and analysis.
You will research a specific area of marketing in depth by indentifying a topical issue or problem using appropriate theory and research methods. You will put the knowledge you've developed during the course to the test by writing a research proposal and dissertation that combine academic rigour with practical marketing implications. You will then communicate these findings as you would do in the workplace – by writing a management report.
This module teaches you how to select appropriate research methods and leads to a theoretically-grounded research project which generates findings that inform management decisions. It will teach you to apply your research skills and gain experience managing a large-scale research project. These advanced research skills will prepare you for a highly adaptable career in marketing, and differentiate you as a future business leader.
You will have the opportunity to study a foreign language, free of charge, during your time at the University as part of the Kingston Language Scheme. Options currently include: Arabic, French, German, Italian, Japanese, Mandarin, Portuguese, Russian and Spanish.
Kingston Business School joins an elite group of the top 5 per cent of institutions worldwide awarded the prestigious AACSB accreditation.