BA (Hons) Mass Communications, Advertising and Public Relations

Overview

Prepare for a career in mass communications, advertising, and public relations with this professionally accredited course. Recognised by the Chartered Institute of Public Relations (CIPR) and the Public Relations and Communications Association (PRCA), this course will prepare you for employment or postgraduate study in a range of disciplines.

Mode of Study

• Full-time

Duration

• 4 years

Start date

• September

UCAS code

• W123

Course details

Our Mass Communications programme offers two distinct career degree routes: Advertising and Public Relations, and Mass Communications. This structure allows you to develop understanding and principles and then specialise in a specific field.

The course provides students with the knowledge and skills for postgraduate study in related areas. The programme will:

• Develop your transferable skills to prepare you for graduate employment
• Develop your appreciation for academic, philosophical, and professional debates, concepts, and theories related to communication
• Prepare you for postgraduate study or employment in mass communications and the professional and creative communication industries
• Enhance your personal and professional growth and develop your interpersonal and networking skills
• Link you with industry partners through live project briefs, guest talks, and placement opportunities

How you'll be taught

Students will participate in a variety of learning and teaching methods, including lectures, tutorials, team work, class discussions, one-to-one supervision, independent study, practical projects, and workshops.

Assessments

Assessments are designed to reflect the academic and/or professional focus of a module. Students will write essays, develop research portfolios, undertake individual and team presentations, develop research projects, and create advertising, PR, and branding strategies and creative solutions to set briefs and established professional standards.

Work placement

There is an optional placement module in the 3rd year of the Mass Communications, Advertising & Public Relations programme. In addition, a number of 3rd & 4th year modules have Live Projects with small student teams working with external organisations.

Facilities

Our Merchiston campus, situated in the heart of Edinburgh, is home to creative industries students along with engineering and computing. This mix of disciplines helps create an inspiring, innovative, and collaborative atmosphere.

Popular modules

Year 1

• Communication and Practice
• Global Current Affairs
• Being Digital

Year 2

• Popular Culture
• Social Media and Analytics Project
• Being Digital

Year 3

• Communication Management
• Advertising Theory & Practice
• Public Relations Theory & Practice
• Branding
• Visual Communication
• Online Communication

Year 4

• Dissertation
• Professional Project in Advertising Management
• Professional Project in Public Relations Management
• International & Intercultural Communication
• Professional Communication Production Module

Entry requirements

Year 1

• SQA Higher: Standard Entry Requirement: BBCC including Grade C in English or other literary subject
• A Level: CCD including English or other literary subject
• Irish Leaving Certificate: H3, H3, H3, H3 at HL including English or other literary subject
• BTEC (QCF) Extended Diploma Level 3: Minimum grades MMM (Merit, Merit, Merit) in a related subject
• BTEC (QCF) National Diploma Level 3: Minimum grades DD (Distinction, Distinction) in a related subject
• International Baccalaureate Diploma: Award of Diploma with 26 points overall with three HL subjects at grades 5, 5, 5 including English other literary subject
• T Level: Grade Pass

Year 2

• HNC: Pass HNC with grade B at SCQF level 8 in all graded units
• Accepted HNCs: Advertising and PR, Media and Communication, Events Management, Marketing

Year 3

• HND: Pass HND with grade B at SCQF level 8 in all graded units
• Accepted HNDs: Advertising and PR, Media and Communication, Events Management, Marketing, Fashion Business

English language

• If your first language isn't English, you'll normally need to undertake an approved English language test
• The English Language requirements for this programme are IELTS (Academic) with 6.0 overall and no element below 5.5

Fees & funding

Tuition fees for 2024/25

• Students from Scotland: £1,820
• Students from England, Wales, Northern Ireland, and Republic of Ireland: £9,250
• Overseas and EU students: £16,680

Careers

This programme will help you to step into the dynamic world of strategic communication and explore the interconnected fields of mass communications, advertising, and public relations. You'll graduate with the relevant skills to enter the main communication industries, including:

• Creative industries
• Advertising
• Corporate communications
• Marketing communications
• Public relations
• Public affairs
• Corporate & news media
• Branding
• Brand and reputation management

After graduating from this course, you'll emerge as a versatile and strategic communicator, ready to pursue a variety of roles in advertising agencies, public relations firms, media organizations, or corporate communication departments.

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Mass Communications, Advertising and Public Relations BA (Hons) - Edinburgh Napier University

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Degree Overview:

This program is designed to prepare students for careers in mass communications, advertising, and public relations. It is professionally accredited by the Chartered Institute of Public Relations (CIPR) and the Public Relations and Communications Association (PRCA). The program offers a variety of career options, including advertising, public relations, branding, marketing, corporate communications, mass communications, media, and digital communications. Students can choose to start in year one or join via direct entry from college into the second or third year. The program also provides the opportunity to study at a partner university overseas or complete a work placement in industry.

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Objectives:

• Develop transferable skills for graduate employment, including critical, analytical, problem-based learning, and communication skills.
• Equip students with the knowledge and skills for a career in Mass Communications and the Professional & Creative Communication Industries (e.g., advertising, PR, branding/brand management, marketing, media, and digital content management).
• Prepare students for postgraduate study in mass communications and the professional and creative communication industries (e.g., mass communications, media, advertising, PR, branding/brand management, marketing, digital communication, and international communication).
• Enhance personal and professional growth and develop interpersonal and networking skills.

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Outline:

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Year 3:

• Communication Management: This module explores the principles and practices of communication management, covering topics such as strategic planning, stakeholder engagement, crisis communication, and reputation management.
• Advertising Theory & Practice: This module examines the theoretical foundations of advertising and explores the practical application of advertising principles in real-world contexts.
Students will learn about different advertising strategies, media planning, and creative development.
• Public Relations Theory & Practice: This module provides a comprehensive overview of public relations theory and practice, covering topics such as media relations, public affairs, crisis communication, and social media.
Students will develop skills in writing press releases, managing social media campaigns, and conducting public relations research.
• Branding: This module focuses on the development and management of brands, covering topics such as brand strategy, brand identity, brand positioning, and brand equity.
Students will learn how to create and manage successful brands in a competitive marketplace.
• Visual Communication: This module explores the role of visual communication in advertising, public relations, and other communication industries.
Students will learn about different visual communication techniques, including photography, graphic design, and video production.
• Online Communication: This module examines the impact of the internet and social media on communication, covering topics such as digital marketing, social media strategy, and online reputation management.
Students will develop skills in creating and managing online content, engaging with audiences, and measuring the effectiveness of online communication campaigns.

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Year 4:

• Dissertation: This module requires students to conduct independent research on a topic related to mass communications, advertising, or public relations.
Students will develop their research skills, critical thinking abilities, and writing skills.
• Professional Project in Advertising Management: This module provides students with the opportunity to apply their knowledge and skills to a real-world advertising project.
Students will work in teams to develop and execute advertising campaigns for clients.
• Professional Project in Public Relations Management: This module provides students with the opportunity to apply their knowledge and skills to a real-world public relations project.
Students will work in teams to develop and execute public relations campaigns for clients. Students will learn about different cultural perspectives on communication, intercultural communication strategies, and the impact of globalization on communication.
• Professional Communication Production Module: This module focuses on the practical aspects of communication production, covering topics such as writing, editing, and presentation skills.
Students will develop their skills in creating professional communication materials, including reports, presentations, and websites.

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Assessment:

Assessments are designed to reflect the academic and/or professional focus of a module. Students will be assessed through a variety of methods, including:

• Essays: Students will write essays to demonstrate their understanding of key concepts and theories.
• Research Portfolios: Students will develop research portfolios to showcase their research skills and findings.
• Individual and Team Presentations: Students will present their work individually and in teams to demonstrate their communication skills and ability to work collaboratively.
• Research Projects: Students will undertake research projects to apply their knowledge and skills to real-world problems.
• Advertising, PR, and Branding Strategies: Students will create advertising, PR, and branding strategies to demonstrate their ability to develop and implement effective communication campaigns.
• Creative Solutions to Set Briefs and Established Professional Standards: Students will develop creative solutions to set briefs and established professional standards to demonstrate their ability to think critically and creatively.

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Teaching:

Students will participate in a variety of learning and teaching methods, including:

• Lectures: Lectures provide students with a foundation in key concepts and theories.
• Tutorials: Tutorials provide students with the opportunity to discuss course material in more detail and ask questions.
• Team Work: Team work allows students to develop their collaboration skills and learn from each other.
• Class Discussions: Class discussions encourage students to engage with course material and share their perspectives.
• One-to-One Supervision: One-to-one supervision provides students with personalized feedback and support.
• Independent Study: Independent study allows students to explore topics in more depth and develop their self-directed learning skills.
• Practical Projects: Practical projects provide students with the opportunity to apply their knowledge and skills to real-world problems.
• Workshops: Workshops provide students with hands-on experience in specific skills, such as writing, editing, or presentation skills.

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Faculty:

Gary Lunt is the Programme Leader for all three degree routes. He has been a tutor at Edinburgh Napier for 20 years and a Programme Leader for 10 years. He has a specific interest in Branding & Brand Management, Corporate Communication, International & Intercultural Communication, and Communication Theory.

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Careers:

Graduates of this program will be well-prepared for a variety of careers in the public and private sectors, including:

• Creative Industries: This includes roles in advertising agencies, design studios, and media production companies.
• Advertising: This includes roles such as account executive, copywriter, art director, and media planner.
• Corporate Communications: This includes roles such as communications manager, public relations officer, and internal communications specialist.
• Marketing Communications: This includes roles such as marketing manager, marketing coordinator, and social media manager.
• Public Relations: This includes roles such as public relations consultant, media relations specialist, and crisis communications specialist.
• Public Affairs: This includes roles such as government relations specialist, lobbyist, and policy analyst.
• Corporate & News Media: This includes roles such as journalist, editor, and producer.
• Branding: This includes roles such as brand manager, brand strategist, and brand consultant.
• Brand and Reputation Management: This includes roles such as reputation management specialist, crisis communications specialist, and social media strategist.
This mix of disciplines helps create an inspiring, innovative, and collaborative atmosphere.
• Year three of the program is also delivered at the partner institution, Hong Kong University Space, on a full-time or part-time basis.
Students can exit with a BA Mass Communications, Advertising and Public Relations qualification after completing year three or progress to fourth-year study based at Edinburgh Napier University for the award of BA (Hons) Mass Communications, Advertising and Public Relations.
• There is an optional placement module in the 3rd year of the program.
In addition, a number of 3rd & 4th year modules have Live Projects with small student teams working with external organizations.

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• Students from Scotland: £1,820
• Students from England, Wales, Northern Ireland, and Republic of Ireland: £9,250
• Students from Overseas and EU: £16,680
• The University offers a 10% discount on MSc Postgraduate Taught Masters programmes to its alumni.
• Students from England, Wales, Northern Ireland, and Republic of Ireland will be invoiced the tuition fees for 3 years of their 4 years of study.
• The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries.

Edinburgh Napier University

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Overview:

Edinburgh Napier University is a modern university located in Edinburgh, Scotland. It is renowned for its student learning experience and its commitment to innovation and enterprise. The university boasts a diverse student body with over 20,000 students from over 140 countries.

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Services Offered:

The university offers a wide range of services to its students, including:

Libraries and Heritage Collections:

Access to extensive library resources and heritage collections.

Accommodation:

On-campus accommodation options for students.

Student Life:

Opportunities for student engagement through clubs, societies, and events.

Funding:

Bursaries and scholarships to support students financially.

Career Services:

Guidance and support for career development and job searching.

International Student Support:

Dedicated services for international students.

Online Study:

Flexible learning options through online courses.

Short Courses:

Opportunities for professional development through short courses.

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Student Life and Campus Experience:

Edinburgh Napier University provides a vibrant and engaging campus experience. Students can participate in a variety of activities, including:

Clubs and Societies:

Joining clubs and societies related to their interests.

Events:

Attending university-organized events and social gatherings.

Sports:

Participating in sports teams and activities.

Student Union:

Engaging with the student union for representation and support.

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Key Reasons to Study There:

High Rankings:

Consistently ranked among the top modern universities in Scotland and the UK.

Student Satisfaction:

High student satisfaction rates, reflecting a positive learning environment.

Research Power:

Strong research output and impact, contributing to knowledge advancement.

International Focus:

Diverse student body and global partnerships, fostering a multicultural environment.

Career-Focused Education:

Programs designed to equip students with the skills needed for successful careers.

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Academic Programs:

Edinburgh Napier University offers a wide range of undergraduate and postgraduate programs across various disciplines, including:

Accounting and Finance

Acting

Biological Sciences

Building and Surveying

Business and Management

Computing

Criminology, Psychology, and Sociology

Design, Photography, and Advertising

Engineering

English, Creative Writing, and Publishing

Film, Journalism, and Media

Health and Social Care

Law

Marketing

Music

Nursing and Midwifery

Sport and Exercise Sciences

Teaching

Tourism, Hospitality, Festival, and Events Management