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Management & Public Relations

This distance learning Postgraduate Diploma in Management and Public Relations will provide comprehensive grounding in managerial disciplines.

This Postgraduate Diploma gives students an extensive and comprehensive insight into topics related to management, including operations management, marketing, mathematics and statistical analysis, accounting, economics, performance in the workplace, employee relations and entrepreneurial skills, public relations, online public relations, marketing, advertising etc.

By the time you have completed this course you will have a broad base of practical skills that will enable you to be an effective, productive manager with thorough knowledge of public relations

The course projects feature Real Life Briefs which are a critical part of the curriculum. It requires participants to apply all practical techniques they've learned in the program in a Real Life Context.

Practical guidance will be offered throughout the course to ensure that theoretical learning is translated into practical proposals.

Duration

Students have up to 24 months to complete this course.

Further enquiries

Tel: 01 2834579
Fax: 01 2834575
Email: info@fitzwilliaminstitutegroup.ie

Subjects taught

1. Introduction to Management

Defining management, innovation in management, management skills, management and achievement, management roles, types of organisations, management and the workplace, the four management functions (planning, organising, leading, controlling).

2. The Evolution of Management Thinking

Management perspectives, historical trends, innovative management thinking, the learning organisation, management challenges, the environment and corporate culture, the organisation-environmental relationship.

3. Introduction to Information Systems

Introduction to information systems, business landscape, contemporary approaches to information systems, impact of information systems on organisations and the management decision process, models of decision making, electronic business, ethics in an information society, management reporting systems.

4. Organisational Analysis

Modern organisations, frameworks for organisational analysis, analysis of structures, organisational cultures, gender and identity, new directions in organisation theory and analysis.

PLANNING

5. Strategic Management

Defining strategic management, organisational direction, purpose of strategy, generating and selecting strategic options, the strategy management process, strategic formulation and implementation, constructing the strategy plan, macro and micro-environmental analysis. analysing internal resources and capabilities, organising design and strategy.

6. The Strategic Manager

Defining the strategic manager, thinking and acting strategically, the strategic plan, effective strategic processes, ideas, tools and techniques, operational responsibilities, change management, culture change, the business plan, analysing the current reality, formulating, evaluating and implementing strategy.

7. Qualitative & Quantitative Management Research

Methods and techniques, research design, data collection, data handling techniques, methods of analysis, research reports, analysis of variance, diagnostics and model development, introduction to Management Science modelling.

8. Financial Management

Introduction to financial management, principles of financial management, mechanisms for financial planning, financial management tools and concepts, financial decision making, techniques of financial appraisal, company performance, needs of stakeholders, sources of finance.

9. Accounting for Performance

Managerial accounting, budgetary planning and forecasting methods, interpreting budget outcomes, cost-structure analysis and profit calculation. Making decisions on pricing, cost control, cost reduction, analysing financial viability.

10. Managerial Decision Making

Types of decisions and problems, decision making models, development of alternatives, engaging in debate.

ORGANISING

11. Managing Human Resources

Human resources, the changing nature of careers, developing an effective workplace, selection process, appraisal, globalization, cultural competence, managing diversity, flexibility, uncertainty and change, review and reflection.

12. Managerial Economics

Economics as a theory of organisation, demand and supply and equilibrium, consumers and markets, strategic interaction and dynamic competition, uncertainty in behaviour and markets, information and efficiency.

13. Managing Change

Processes for change, creativity and improvement, managing adaptive organisations, managing diversity, impact of change on people, innovation and the changing workplace, new products and technologies, exploration and entrepreneurship, changing people and culture, implementing change.

LEADING

14. Dynamics of Behaviour in Organisations

Human behaviour, personality and individual differences, work motivation, decision making, rewards systems, leadership, groups and group processes, design of work, organisational culture and creativity.

15. Motivating Employers

The concept of motivation, foundations of motivation, motivating others, reinforcement, job design for motivation, empowering people, giving meaning to work.

16. Effective Performance in the Workplace

Company organisational culture and structures, building an effective workforce – recruitment, team selection, appointment and termination, training and appraisal, motivational strategies, competition in the workplace. Wage and salary administration, job restructuring.

17. Leadership

The nature of leadership, leadership versus management, leadership traits, matching leadership style with situation, power and influence, leading change, building a network, managing team conflict. Mentoring (setting goals, measuring progress, taking action).

18. Communication

Communication and the manager’s role, types of communication, building communication networks, communication and the different stakeholders, managing organisational communication, internal and external communication.

19. Risk Management

Defining risk management, categories of risk (internal and external risks), identifying the project risks, risk analysis and assessment, qualitative analysis (fishbone diagram, classification matrices), quantitative analysis, introduction to risk planning. The risk register output to risk identification, avoiding risk, reducing risk (mitigate), contingency plans, risk acceptance, risk monitoring, insurance, planning for a crisis.

PUBLIC RELATIONS

20. The Meaning and Development of Public Relations

Public Relations Defined, Public Relations Essentials, Future of Public Relations

21. Strategic Process

Six Point Plan, PR Campaigns, Public Relations Strategy, Client Interaction

22. Public Relations Sectors

Public Relations Specialisations, B2B, Corporate PR, Consumer PR, Voluntary Sector, Environmental PR

23. Media Writing

Introduction to Media Writing, Grammar, PreWriting Writing, ReWriting, Press Release, Press Kit

24. Media Relations

Working With Journalists, Media Relations Press Office, Media and Technology

25. Online Public Relations

The Internet as a Media, Social Media Landscape, Public Relations and SEO, Social Media and Public Relations Strategy, Online Influence on Public Relations

26. Ethics and Legal Issues

Ethics and PR, Legal Issues in Public Relations

27. Press Events

Press Related Events, Planning Press Events

28. Setting up and Marketing Your Own Consultancy

The Business Plan, Legalities, Setting Up, Marketing Strategy, Promotional Tools, Competitors, Choosing Your Business Premises, Becoming Self Employed

Comment

Certification is awarded by the Institute of Commercial Management (ICM).

Course fee

€1,995.
All course material is included in the fee. Fees are payable by credit card, debit card, bank draft/transfer, cheque or PayPal. All fees must be paid before the course starts.

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