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Communication Advertising & Public Relations

Whether you are a current professional seeking to advance your knowledge or are coming from a completely different undergraduate discipline this course will provide you with a well-balanced grounding in both the theoretical and practical study of communication and public relations with opportunities to explore specialist areas of advertising, political lobbying or healthcare.

Created and taught by experienced course team members you can expect to receive high-quality training relevant to your professional life with the course content reflecting the latest trends in contemporary theory and practice. You will develop your ability to undertake primary research within the broad field of communication, with emphasis on your chosen specialist area i.e. advertising, political lobbying or healthcare.

Graduating as an independent thinker capable of challenging established practices and offering innovative solutions you will be in a position to enhance your employment prospects and contribute to your professional field.

The course is recognised by the Chartered Institute of Public Relations, Students may apply for reduced rate membership.

Due to the breadth of this course, you have a range of career options upon graduation across the public, private ad non-profit sectors, in strategic communication, public relations, advertising, marketing, political lobbying and internal communication. Further PhD research is also an option.

Entry requirements

Entry Requirements

This programme is suitable for graduates in any academic discipline as well as those already in employment who wish to enhance their existing skills. Applicants must have gained a degree in any subject from a recognised institution or an equivalent qualification. In exceptional circumstances, where an individual has experiential learning, a portfolio of written evidence demonstrating the meeting of graduate qualities may be considered as an alternative entrance route. Evidence used to demonstrate graduate qualities may not be used for exemption against modules within the programme.

English Language Requirements

English language requirements for international applicants
The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.

Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.

Duration

Attendance

Full-time students normally attend classes on 2 or 3 days per week. Part-time students normally attend classes on 1 or 2 days per week. The specific timetable will vary depending on your specialism. Classes are usually held during the day and full-time and part-time students share the same classes. Exact times vary, but each module generally involves 2-3 hours per week of class time that may be divided between lectures and seminars/workshops/practicals. Outside of this, you will also be expected to spend considerable time in independent study and you may also be involved in meetings with staff or with your fellow students on group projects.

Careers or further progression

Career options

Due to the breadth of the course, you have a range of options upon graduation across the public, private and non-profit sectors, in communication, public relations, advertising, marketing, political lobbying and internal communication. While some previous graduates choose to specialise in a particular area, our students are equipped to be communication 'all-rounders' able to incorporate an integrated approach to communication management. Further PhD research study is also an option.

Further enquiries

Contact
Admissions
T: +44 (0)28 9036 6309
E: admissionsjn@ulster.ac.uk

Dr Fred Morrison
T: +44 (0)28 9036 8860
E: f.morrison@ulster.ac.uk

Subjects taught

Year one

Public Relations and Society: Theoretical Perspectives
Employing insights from a range of academic disciplines, this module provides students with an opportunity to critically engage with the key debates surrounding public relations and its role in contemporary society. These theoretical insights are then applied to a range of areas of public relations practice to give students the tools to critically analyse them.

Advertising

This module is optional
This module explores the role of advertising in marketing, the main creative approaches to advertising and the main media available to advertising, as well as providing a fundamental understanding of the structure and regulatory system of the advertising industry. It further explores the key issues facing advertising practitioners and advertising academics and equips students with knowledge and skills to challenge academic research and to undertake practical advertising activities.

Politics, Policy and Communication
This module is optional
This module explores the interaction between politics, communication and the political process and the implications of this for representation and policy formation and policy change. The module adopts a broad perspective and considers the relationship between public affairs and political decision making structures in majoritarian systems such as the UK and the USA and in consensual systems such as the European Union, and how these play out in political debates, practice and campaigns.

Leadership and Management in Healthcare Communication
This module is optional
This module examines leadership and management within healthcare communications. This module will provide students with the opportunity to explore and critically appraise leadership and management styles and issues to enable them to effectively work with personnel at all levels, within and across organisations. Students will gain an understanding of the leadership and management of communications in healthcare, and the critical awareness of the theories, policies, skills and issues in leadership and Management in Healthcare Communication contexts.

Public Health Communication
This module is optional
This module provides an overview of the current issues within public health communication. Students will have the opportunity to explore the challenges and opportunities of communicating to a range of audiences/stakeholders within healthcare. They will gain a detailed understanding of communication skills, theories and concepts related to the complexities of communicating in healthcare. The module will enable them to evaluate a range of health transactions and contexts including managing stakeholders, partnership working, risk communication and crisis management. Students will be aware of risk communication and acquire knowledge of managing a health crisis. Current communication issues in healthcare will be discussed. Lecture material will be supported by practical work in the Communication labs, applying the theory to practice within interviews and group discussions. Students will have experience working on a work-based project in a communication department within a health setting, which can be either be in public, private or voluntary sectors, thus transferring the theory to application and practice. During the module, studentswill havedeveloped and presented a communication plan for an issue within healthcare.

Marketing Principles
This module is optional
Overall, this communication and marketing module, aims to provide students with a comprehensive overview of the field of Strategic Marketing and Communication in an international business context. It will develop students' knowledge and understanding of the significant role of Communication and Strategic Marketing practice.

Public Affairs and Lobbying
This module is optional
This module offers a theoretical and practical insight into the rapidly developing field of Public Affairs and Lobbying. It provides an opportunity to explore some of the key questions and issues facing academics and practitioners in the field and to examine how pressure/interest groups can strategically develop and manage their relationships with governmental stakeholders in order to successfully influence public policy.

Strategic Marketing
This module is optional
Overall, this interdisciplinary and internationally focussed module, aims to provide students with a contemporary and challenging introduction to the field of Strategic Marketing. It will develop students' critical and reflexive knowledge and understanding of the value (co)creating nature and impact of Strategic Marketing activity and practice.

Year two

Strategic Communication
A leader within a modern complex organisation faces a number of demands on their communication skills. These skills are seldom formally presented and usually a manger is expected to develop communication skills spontaneously. This module addresses these issues by presenting the key areas in management communication competence from both a conceptual and practical perspective. These skills are contextualised within organisational settings and contexts.

Public Relations Practice
This module provides students with a professional grounding in key debates surrounding public relations and its role in contemporary society and an insight into specialized areas of public relations practice. Emphasis will be placed on the development of critical and strategic thinking. It helps to prepare students for their role as the key co-ordinator of communication with in the broad field of Public Relations, and gives students the opportunity to analyse and assess the role of the communication professionals in a range of sectors in which they may eventually practice.

Research Methods
This module aims to provide information that will enable students to make appropriate and considered research decisions. It is designed to develop students' understanding of the nature of research, key research traditions, the research process and the range of methods available to the researcher, including qualitative and quantitative approaches. It also aims to help students acquire a critical understanding of the issues and methods in the generation and analysis of data and in the communication and evaluation of research findings.

Year three

Dissertation
The Communication dissertation aims to enable students to design and carry out an independent piece of research. It is intended that this will strengthen their ability to interpret and apply research data to a work environment. The research will focus in depth on one area of communication.

Application date

Application is through the University's online application system.

Enrolment and start dates

Year of entry: 2020/21

Postgraduate Information Session 20 February 2020
Register at: ulster.ac.uk/pg-information-events

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