Communication Management and Public Relations BSc (Hons)

Here is a guide to the subjects studied on this course.

Courses are continually reviewed to take advantage of new teaching approaches and developments in research, industry and the professions. Please be aware that modules may change for your year of entry. The exact modules available and their order may vary depending on course updates, staff availability, timetabling and student demand. Please contact the course team for the most up to date module list.
Year one
Communication and Language
Year: 1

The module explores the complex relationship between language and communication, focusing on competing models of communication and the multi-layered multi-faceted nature of meaning in communication involving language. It explores how understanding features of language informs the study of communication and how reflecting on communication aids reflection on the complex nature of language and meaning.

Social Psychology of Communication
Year: 1

This module is designed to introduce students to key Social Psychology theories and concepts directly related to the study of Interpersonal Communication. It explores social behaviour and interaction in a variety of social contexts, and is concerned with both how we as individuals understand ourselves, and how our social environment shapes us. Students are introduced to the fields of social psychology and communication, exploring key aspects of the interactive process and encouraging students to apply this knowledge base to everyday situations.

Interpersonal Communication: Skills and Strategies
Year: 1

This module introduces the students to the concept of interpersonal communication as skill and strategy. It introduces the idea of different approaches to communication performance and the importance of context in selecting an appropriate or effective approach. It presents and discusses a series of core communication skills used in interpersonal interaction. The emphasis throughout is on the application of theory to practice and on developing skills of behaviour discrimination, self-awareness, critical analysis and skill enhancement.

Principles of Marketing
Year: 1

This module provides students with an appreciation of the nature, scope and breadth of the principles of marketing. It represents a key underpinning to subsequent marketing related modules within degree programmes.

Language, Media and Society
Year: 1

The module considers:

• How language and communication are used differently by different people
• How language and communication are used differently to and about different people
• How all of this is related to aspects of people's identity like gender and ethnicity
• How all of this is affected, reinforced and constructed by the media
• How all of this is related to power

Principles of Public Relations
Year: 1

The module introduces students to students to the study public relations. Students will examine theoretical concepts and examples of public relations practice to approach the subject, allowing students to experience and reflect on examples of public relations. With the module grounded in the wider study of the media and communication, it is intended that the student will gain a core understanding of how public relations operates within the wider media industries. Assessment is by two pieces of coursework, an essay (40%) and a report (60%).

Year two
Research Methods
Year: 2

This module has been designed to enable students to develop their skills in designing, executing and writing up quantitative and qualitative research projects. It provides an important foundation for the final year Project.

Written Communication for Public Relations and Advertising
Year: 2

Written communication is a vital part of being an effective communication professional. The module, by integrating theory and analysis with practical skills development, will enable students to develop the skills to write in a range of genres with technical accuracy, creativity and responsibility.

Political Communication
Year: 2

The module introduces students to the role of political communication in the political process, and its impact on democracy. Students will examine various aspects of government communication and party-political communication, and address the relationship between politics, the media and the public. The module is structured around theories of democracy, the public sphere, public opinion, spin, celebrity politics and the normative category of deliberative democracy. Emphasis will be placed on the development of critical thinking. Assessment is by a coursework assignment (essay) and a two-hour exam.

Advanced Interpersonal Communication
Year: 2

This module is optional

This module extends the study of interpersonal communication by examining advanced interpersonal skills relevant to specific professional contexts. It offers the opportunity to explore underlying theories and concepts, which in turn provides knowledge and understanding of situationally specific communication processes. Behaviour analysis, critical reflection and skill enhancement are the heart of the module. A special feature is the use of CCTV laboratories in the Communication Skills Centre of the University.

Communication in groups & teams
Year: 2

This module is optional

The purpose of this module is to examine and understand how communication processes reflected in our everyday experiences of groups, teams and group life. It is designed to give students an appreciation of the many aspects of task and social groups and how they impact upon our daily lives, in terms of our membership (or not), in them; their influence on our attitudes and behaviour, and their effect on our ability to perform and make decisions.

Student exchange programme
Year: 2

This module is optional

This module allows students in second year to study abroad for the first or second semester. Students take the equivalent number of relevant credits offered by the host institution, during their period of study there. Decisions related to what students study in the host institution are taken in conjunction with the host institution adviser and their studies adviser at Ulster.

Digital Communication
Year: 2

This module is optional

This module offers a theoretical and practical insight into the dynamic area of online digital communication and explores some of the key questions and issues facing academics and practitioners. Students undertaking the module will acquire the necessary knowledge and skills to support the implementation of digital communication objectives in support of business goals including customer acquisition, loyalty and community building. Students will be able to critically evaluate the characteristics of individual online digital media, and select appropriate tools from the range available to execute digital communication in support of organisational objectives.

Year three
Work Placement
Year: 3

This module is optional

Work-based learning provides students with experience of working within the communication field. The placement option is a complement to and extension of the work engaged in at the University and provides the opportunity for each student to apply theory to practice, enhance their employability portfolio and improve their career planning skills and knowledge.

International Academic Studies
Year: 3

This module is optional

This module provides an opportunity to undertake an extended period of study outside in the US under the Study USA programme. Students will develop an enhanced understanding of the academic discipline and its applied contexts whilst generating educational and cultural networks.

Year four
Organisational Communication
Year: 4

This module offers a theoretical and practical insight into traditional, relational, cultural and network communication strategies used by organisations to address current challenges and achieve organisational goals. Such understanding forms the basis for an appreciation of a range of issues including challenges of leadership, organisational uncertainty and conflict, change and crisis management. Students undertaking the module will acquire the necessary knowledge and skills to assess the effectiveness of strategies adopted by organisations and to offer proposals for improved communication, innovation and performance

Critical Perspectives in Public Relations
Year: 4

This module provides students with a professional and theoretical grounding in key debates surrounding public relations and its role in comtemporary society and an insight into specialised areas of public relations practice. These areas include media relations, crisis communication, political communication and public affairs, community relations and brand communications. Emphasis will be placed on the development of critical and strategic thinking. Assessment is by individual assignment and a group PR strategy document.

Dissertation
Year: 4

The project enables students to apply methods and techniques to exending and applying their knowledge and understanding of Communication and allows them to further develop their conceptual, rational and creative thinking within the field of Communication. It incorporates all aspects of completing a research project, from topic selection through to writing up and builds upon research skills acquired in Years 1 and 2.

Political Lobbying
Year: 4

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.

Rethinking Communication
Year: 4

This module is optional

The module considers the theoretical and conceptual trends that appear to be shaping future notions of the study of communication. The module extends the conceptual and theoretical appreciation of the student and enables them to engage with the disputes and debates out of which the future of the domain will emerge.

Groups, Identities and Relations
Year: 4

This module is optional

The module focuses on the study of inter-group communication and the way in which this relates to both personal identity processes and macro-level societal and cultural issues such as prejudice, discrimination and conflict. Throughout, there a strong emphasis on empirical research applications.

The Communication Consultant
Year: 4

This module is optional

The module presents students with a range of assessment and evaluation instruments currently in use in the measurement of communication and organisational behaviour. Students will develop their skills in analysing data, summarising their findings and presenting useful recommendations in a form that can assist in the achievement or organisational improvement.