2023/24 Taught Postgraduate Module Catalogue
LUBS5435M Public Relations and Corporate Communications
15 creditsClass Size: 150
Module manager: Verdiana Giannetti
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2023/24
This module is not approved as an Elective
ObjectivesThis module aims to provide students with a general insight and basic knowledge of issues, concepts, theories and research in the area of Corporate Communications and Public Relations management in a wider strategic and organisational context; the skills to interpret and critically reflect upon research literature regarding Corporate Communications and Public Relations management; and insight into practical applications of theory and concepts.
On completion of this module students will be able to:
- Critically evaluate the emergence and development of Corporate Communications and Public Relations and what this means for practice in varying organisations and geographical regions
- Identify the main theories and concepts in this area and evaluate their significance and application both in Marketing and the wider organisational remit
- Critically evaluate the communication needs of an organisation, considering both tactical and strategic approaches in resolving real organisational problems and/or challenges
- Use case examples and case studies to develop methodologies for applying knowledge to practical problems
- Formulate strategic communication plans to address communication gaps and opportunities within organisational strategy (including business and market strategies)
Upon completion of this module students will be able to:
- Solve problems identified/presented via the case-study approach
- Utilise theory and current research in providing solutions to business problems
- Construct plans for organisations to prepare for and deal with issues and crises
The course consist of ten weeks in all, in which a range of issues, concepts, theories and research in the area of Corporate Communication and Public Relations management is discussed through lecturing, class discussions, case exercises and guest lectures.
Students are introduced to the contemporary organisational landscape and its impact on the role of Corporate Communications and Public Relations within strategic management. They are then given an overview of the core operational domains and managerial issues uniquely defined by this area of management, i.e. marketing communications and public relations. This is followed by an overview of current theoretical perspectives on Corporate Communication and Public Relations, including key concepts such as stakeholder, corporate identity, and corporate reputation.
Based on this theoretical overview, students can then focus more specifically on key practical areas of corporate communications: the design and implementation of communications strategies and campaigns, the organisation and management of communications, the roles and activities carried out by communications practitioners, as well as ethical considerations in the practice of Corporate Communications and Public Relations.
Finally, students reflect further on specialist areas within Corporate Communications and Public Relations such as: issues management, crisis communication, financial public relations, government relations, media relations, and community relations.
|Delivery type||Number||Length hours||Student hours|
|Private study hours||121.00|
|Total Contact hours||29.00|
|Total hours (100hr per 10 credits)||150.00|
Private studyStudents are expected to be prepared to participate actively in each class session, and to have read the prescribed materials critically.
Opportunities for Formative FeedbackDuring the module and particularly in the last two weeks, time has been allocated to the lecturer for feedback and preparation for the exam.
Methods of assessment
|Exam type||Exam duration||% of formal assessment|
|Standard exam (closed essays, MCQs etc)||3 hr||100.00|
|Total percentage (Assessment Exams)||100.00|
The resit for this module will be 100% by 3 hours examination
Reading listThe reading list is available from the Library website
Last updated: 03/05/2023
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