Undergraduate study
Public Relations and Digital Communications

Public Relations and Digital Communications*
BA (Hons)

P307 BA/PRDC (P309 BA/PRDCFY for Year 0 entry)

 
 
 

Course overview

Public relations and digital communications - encompassing digital magazines, social and multimedia marketing, branding and advertising and corporate communications - has emerged not just as an area of creative media industry, but as a dynamic practice that is ubiquitous across all industries.

There is a need for a new generation of critical and creative thinkers and content producers, evidenced by growing job vacancies in the digital communications field. The BA (Hons) Public Relations and Digital Communications degree responds directly to the fluidity of the global media landscape. It covers content production skills, campaign design, creativity, project management, business understanding and effective team working, entrepreneurial approaches and leadership ability. 

You learn strategically as an agent of change through industry-led and standard projects and build a portfolio of practice and research. You devise strategies, creative solutions and produce quality exciting content, which communicates to audiences at local, national and global levels. 

* Subject to University approval

 

Course details

Year 1 is mainly tutor-led. We provide you with the necessary underpinning to help you build broad public relations and digital communications knowledge and skills. You explore key concepts in areas including digital content and platforms, digital audience and multimedia public relations. You examine global media and communication in the context of public relations, developing skills in creative thinking and critical analysis. Alongside these subject specific skills, you develop your professional skills and employability skills, learning how to market yourself and your portfolio in this fast-paced industry.

Year 2 takes a more student-led approach with an emphasis on exploring your own interests and deepening your insights as well as having more responsibility for your own learning. During this year you develop a broader international perspective. You explore theories of promotional culture related to public relations and campaigns. You extend your knowledge of corporate communications and marketing in national and global markets.

The final year explores more advanced topics within public relations and digital communications. You investigate and evaluate emerging trends including global futures, celebrity culture and advertising. You have the opportunity to put your knowledge into action by undertaking a self-managed independent project in the Dissertation module, where you develop advanced professional practice through research and project management.

Course structure

Year 0 (foundation year) core modules

Creative Media Production

Critical and Contextual Studies

You gain an historical and contextual overview of the history of art, animation, film and games. Aimed at technical, arts, games and animation students, this module equips you with an introductory level of understanding in the context of your chosen field of study.

Through a series of lectures and seminars, you engage in research and discussion based on your chosen areas of art, animation and game history. You learn how to effectively seek out appropriate academic sources on which to base and construct these discussions in seminars and in writing.

Foundation Project

You are guided through the production of a small-scale individual project, defined in part by you with guidance from your tutor. The foundation project guides you to a more autonomous working approach developing your project management skills and consolidating other skills already learnt in other modules.

You develop original ideas and concepts for the pre-production of an appropriate project in your chosen field of study. This may take the form of a game design document, modest game prototype, animation or game pre-production, concept art or another appropriate form related to the games, animation and film industries.

Storytelling

Here, you apply acquired knowledge and skills to a selected project according to an area of your individual interest or specialism. This module provides an overview of professional graphic practice and enables you to reflect on your own learning and personal career aspirations. You review work from modules through your portfolio presentation and set goals for the next stage.

Study Skills

Understanding Media

 

Year 1 core modules

Branding and Identity

This module looks at the ideas, concepts, and practicalities of developing a professional online presence. It takes a critical look at social media and considers how best to make use of existing online communities and tools. You design and create something that represents you in an online presence, using a range of available technologies and third-party applications (web authoring, blogging systems, social media, file sharing and networking systems), to act as a PR tool in promoting your career or specific media-related activities to a specified audience.

Digital Storytelling

This module builds on the skills learnt at Stage 1 in Multimedia acquisition, editing and production and further introduces the additional skills of still image acquisition and manipulation and animation for the web. These are explored in an interconnected way to critically examine the developing field of interactive narrative, in particular the professional practice of news production within this context.

Journalism and News Culture

You examine the media through the central themes of industry, audience and text, debating ideology in news production as well as the role of the public sphere, representation and bias

PR: Connect & Engage

Principles of PR

The PR Practitioner

 

Year 2 core modules

Creativity in PR

Data & Social Media

Global Journalism

Media: Truth and Lies

Fake news has been around longer than we think (Orson Welles invaded America with Martians on the radio over 70 years ago). This module helps you to understand how news can skew stories across a range of topics. You get the chance to create your own journalism portfolio where you approach stories from a myriad of different angles. Is the truth out there?

Professional Practice

You develop professional practice skills in concept art, through appraisal and evaluation of industry standards, culminating in an online presence and professional identity. You are encouraged to analyse and evaluate elements of professional practice and synthesise your findings into your own practice, demonstrating employment potential and future professional development.

The PR Campaign

 

Final-year core modules

Advanced Professional Practice

Teesside University takes employability seriously and this module enables you to broach the gap between university and the workplace by preparing you for interview and job selection processes. As a third-year student you take on the role of editor for the print publication, TV news programme, and Tside radio show.

Celebrity Culture

From Kim Kardashian to David Beckham you explore the concept of celebrity and its relationship with the media. The focus is on celebrity as a cultural fabrication and how modes of representation have come to define celebrity culture in contemporary culture.

Digital Communications: Emerging Technology

The digital revolution has changed how we communicate, how we work, how we shop and how we learn. Has it also changed how we think? This module explores our digital world and looks at how we can embrace and understand new technology across the media world.

Enterprise & Innovation

PR & Digital Communications Project

 

Modules offered may vary.

 

How you learn

You learn through lectures, seminars, practical workshops, work-based activities and group work. Teaching staff adopt a range of web-based technologies to deliver module content, assess, provide feedback and communicate with you.

How you are assessed

You are assessed in a variety of ways including assignments, examinations, group work, presentations and live practical projects.

Timetabling information
As a full-time student your timetabled hours are between Monday to Friday, 9.00am - 6.00pm. On Wednesdays the latest you will be timetabled is until 1.00pm. Hours of attendance vary between 12 hours and 20 hours per week. Part-time undergraduate students are required to attend during the same days and times as full-time students but for only a proportion of the time, dependant on the modules being taken. Module choices are discussed with course tutors during the enrolment and induction period. Further details are automatically sent to applicants due to enrol this year.

Your full teaching timetable for Semester 1 of the 2018/19 academic year should be available from 1 September 2018. Standard University term dates can be found here.


Our Disability Services team helps students with additional needs resulting from disabilities such as sensory impairment or learning difficulties such as dyslexia
Find out more about our disability services

Find out more about financial support
Find out more about our course related costs

 
 

Entry requirements

Entry requirements

Call us on 0800 952 0226 about our entry requirements

For additional information please see the entry requirements in our admissions section

International applicants can find out what qualifications they need by visiting Your Country


You can gain considerable knowledge from work, volunteering and life. Under recognition of prior learning (RPL) you may be awarded credit for this which can be credited towards the course you want to study.
Find out more about RPL

 

Employability

Work placement

Between Year 2 and your final year, you have the chance to spend a year in industry on placement, or study abroad at one of our partner institutions. Alternatively you can proceed on to the final year.

Career opportunities

Graduates from media and creative industries courses at Teesside University work in a range of digital communication roles, both across the North East and as far afield as Australia, Malaysia and Singapore. 

Roles include public relations, social media design, content production and marketing, digital magazine production and editing and corporate communications for companies as varied as Island Records, Sky Sports, public relations companies such as Harvey and Hugo, digital marketing companies such as Visualsoft, fashion brands and designers and in digital communication roles for major news brands.

Graduates from media courses have also set up their own companies, contributing directly to the UK digital economy.

 
 

Full-time

Entry to 2018/19 academic year

Fee for UK/EU applicants
£9,250 a year

More details about our fees

Fee for non UK/EU applicants
Find out more

What is included in your tuition fee?

  • Length: 3 years or 4 years including foundation year
  • UCAS code: P307 BA/PRDC
    P309 BA/PRDCFY for Year 0 entry
  • Call us on 0800 952 0226 about our entry requirements

Apply online (full-time) through UCAS

 

Part-time

  • Not available part-time
 

Choose Teesside

iPad

Are you eligible for an iPad, keyboard and £300 credit for learning resources?

 

Accommodation

Live in affordable accommodation right on-campus

 

Campus

Study in our town-centre campus with over £270m of recent investment

 

Industry ready

Benefit from work placements, live projects, accredited courses

 

Get in touch

 
 

Facilities

Study media at Teesside University and you can use our convergent newsroom, broadcast news studio, multimedia publishing studios and computer suites.

 
 
 

Open days

18 August 2018
Clearing fair

Book now

 
 
 

Foundation year