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Postgraduate Taught

MSc/PgDip/PgCert Strategic Communication and Public Relations

CHAT TO THE TEAM: Come along to our online session on Tuesday 26th October from 6-7pm (UK time) to hear more this course, future career opportunities and ask the teaching team any questions you may have.  Join the session here.

Equip yourself with in-demand skills, craft a professional portfolio, and forge industry connections on this flexible, forward-looking course that offers an internationally recognised postgraduate qualification.

Complex, digital and global, today’s world can be daunting in its scope and speed of change. Yet for communications and public relations (PR) professionals with the right blend of skills and the confidence to grapple with any challenge, now is a thrilling time to build a career. This highly respected course can help you turn your ambitions into a rewarding future.

As QMU is a Partner University of the PRCA, our PR and Communications students can take the PRCA Online Certificate for free. 

We also offer a PgCert in Strategic Communications and Public Relations and thanks to support from the Scottish Government's Upskilling fund we have 25 funded places for applicants wishing to commence a Postgraduate Certificate in January 2022. We are therefore able to offer a number of free places on the PgCert in Strategic Communications and Public Relations to individuals who are resident in Scotland and hold an undergraduate degree (or equivalent professional experience). Further details can be found under the 'Postgraduate Certificate' header further down this page.

Why QMU?

  • Develop the modern strategic communication skills that employers are looking for.
  • Earn an internationally respected postgraduate qualification on a course that is accredited by the Public Relations and Communications Association.
  • Tailor your learning to your future career, developing knowledge, skills and learning in a rich and diverse environment from tutors who are internationally published researchers and practitioners with years of professional experience.
  • Flexible block-study means you can combine study with your existing work and life commitments.

Course overview

Social media, smartphones and the Internet have changed how we talk to each other, and how organisations talk to their customers, forever. Stories spread round the world in the time it takes to order a latte. Word of mouth has never been more powerful at generating interest for organisations. But how can this wave of change be harnessed? In our digital age there is a rising demand for communications professionals with the skills to plan strategic communication campaigns and drive success for businesses, charities and government organisations.

On this course you will develop the specialist skills needed to communicate effectively across a range of media and digital platforms. It’s important to understand the bigger picture, and you will study within a framework that emphasises strategic thinking and a critical stance, enabling you to make an effective, ethical and responsible contribution to your organisation.

You can tailor your learning to your career aspirations and gain practical experience – and always-valuable contacts – on an industry placement. You will learn from tutors who have many years of experience in communication and public relations roles and who are widely published.

The course is suitable if you:

  • want to start a career in communication and PR, you can do an industry placement (optional) and we’ll support you in developing industry relevant knowledge and skills, help you to produce a professional portfolio, and provide you with opportunities to meet, work alongside and network with current practitioners;
  • already work in a communication or PR role and want professional development, you can study part-time and tailor your learning to your own development needs;
  • aim to progress to a research career in communication or PR, members of QMU’s teaching team are influential published authors and regularly present at conferences all over the world.

Exit awards

 MSc (180 credits)/ PgDip (120 credits)

Structure

To obtain a specific postgraduate award at QMU you must complete a number of credit-bearing modules. You can opt to study for the full MSc or a PgDip. If you can’t manage to spend the time studying for a full MSc or PgDip, you can complete our PgCert, see pages 106-107. Individual modules on this course can be taken on a standalone CPD basis and credits subsequently applied to a higher award.

Teaching, learning and assessment

Students learn from an academic team that includes internationally published researchers and practitioners with years of professional experience. In many modules, students learn alongside and network with practitioners working in communication and public relations roles.

Teaching comprises a combination of lectures, seminars, workshops, and tutorials. Teaching involves face-to-face and directed learning as well as your own self-directed activity. Face-to-face teaching is delivered on campus.

Core module assessments may include case studies, essays, projects, blogs, proposals, campaign materials and briefing documents of between 1,000 and 5,000 words. There is also a Dissertation (12,000 words) or a Master’s Communication Project (project plus 5,000 words). Many of these assessments can contribute to a portfolio that will support your search for employment.

Teaching hours and attendance

We timetable most teaching to take place on Fridays and Saturdays to enable people in full-time work or with caring responsibilities to take part. Your specific timetable will depend on the electives you choose and whether you study full-time or part-time.

The two taught semesters run from September to December and mid- January to mid-April. Assessments are mostly due at the end of each semester. Full-time students attend classes for two semesters and then submit their Dissertation/ Project in August (for September full-time starts) or April (for January full-time starts). Part-time students normally attend classes for four semesters and then complete their Dissertation/ Project.

Class sizes

Class sizes will depend on the modules chosen but will normally be between 15 and 30 students.

Links with industry/ professional bodies

QMU is a partner institution of the Public Relations Consultants’ Association (PRCA).

Modules

You must gain 80 credits from the following modules:

  • Media Theory and Campaigning (20 credits) - This module aims to provide a solid disciplinary orientation to key problems and theories in the field of mass communication  and media studies in a historical perspective.  It introduces persuasion and theories of learning to contribute to students’ ability to engage critically with media campaigning and public communication.  Students apply their theoretical knowledge to campaigning and reflect on the ethics of professional practice.  The module provides students with the theoretical expertise needed to examine critically the concept and practice of public relations. 
  • Strategic Communication and Digital Practice (20 credits) - On this module students develop a critical understanding of the role of strategic communication within wider contexts including business, organisations, agencies, campaign groups and NGOs. They take a critical perspective to ethics, social responsibility and social justice and explore how strategic communication can impact on society.  Theory is applied to produce creative PR campaigns including a range of communication activities and digital tactics.
  • Digital Communications (20 credits)- The evolution, diffusion, and adoption of digital technologies have fundamentally altered the way we live, work, relate to one another, and conduct business. These technological and societal changes are having a far-reaching impact on the communications, public relations and marketing disciplines, presenting huge challenges as well as opportunities to the industry. This module provides a sound theoretical and practical knowledge of digital communications based on a critical understanding of current and emerging technologies, digital strategies and social media platforms. The module examines a number of topics including: digital strategy; social media; search engine optimisation; online community building and management; stakeholders analysis; issues management; web analytics and big data; content marketing; web design; online customer journey; ethical and legal aspects of digital communications; and more. 
  • Public Affairs (20 credits) - On this module students to develop knowledge of public affairs as a strategic organizational function focused on the political environment.  It enables students to develop a sound conceptual framework for professional public affairs  practice (with special attention to aspects of political communication) and strategic planning and public affairs competencies including research and problem definition, argumentation and campaign planning.  Students reflect on public affairs as a professional practice including consideration of ethics and regulation.
  • You will also select two further 20 credit options, which may include an Industry-based Learning and Professional Development module (this involves a communication placement or other forms of experiential learning such as a work-based project or freelance working) as well as a choice from a range of other modules.

Optional modules may include:

  • Strategy and Leadership
  • Markets, Innovation and the International Consumer
  • Marketing and Society
  • Leadership, Governance and Strategy: Not-for-profit
  • Fundraising, Development and Finance
  • Managing Corporate Resources
  • Planning and Marketing Cultural Projects

If undertaking the MSc, you will also complete a Dissertation (60 credits) or a Master’s Communication Project (60 credits). Students taking the Dissertation will normally be required to take a research module in one of the optional slots.

Specified module exemptions are awarded to applicants who already hold some CIPR diploma level awards and those who join the course from an established pathway.

The modules listed are correct at time of posting (Nov 2020) but are subject to change. In the event that modules change, QMU will seek to use reasonable endeavours to ensure that there is no detrimental impact on students.

 

Single modules for CPD

Placements

As part of the course, students can choose to do 150-hours on placement or other forms of experiential learning such as a work-based project, freelance working, development of a professional portfolio, or volunteering. Many of our students find that this is a very valuable option that helps expand their learning and build personal connections. If relevant, you can arrange to do this with your current employer. While it is students’ responsibility to secure the placement and arrange their own experiential learning, QMU provides support. We are proud of our strong links with organisations and industry partners, many of which agree to be placement hosts.

Careers

Where this course takes you is up to you. Our graduates have an impressive track record in achieving their career aspirations, going on to take key communication roles in a wide range of organisations across the globe. The course has also provided professional development for those already working in consultancy and in-house roles and is a pathway to an academic career in the subject area.

Entry requirements

Students will normally possess an honours degree or equivalent from a relevant subject area (e.g. arts, humanities or social sciences). Students without an honours degree may be admitted to the course if they have other relevant qualifications and appropriate work experience.

International: Where your honours degree has not been studied in English, you will be required to provide evidence of English language competence at no less than IELTS 6.5 and no individual component score below 6.0.

Application deadline

None

More information and contacts

Fees and transitionary scholarships for postgraduate EU students in 21/22 and 22/23

As part of our management of the Brexit transition, for many of our courses, including this one, we have introduced an EU transitional scholarship for EU full-time postgraduate students commencing their studies on campus in academic years 2021/22 and 2022/23. This provides a 40% discount on international tuition fees. The scholarship is available to EU students for whom the international fee rate applies and covers the courses marked with a # in the Postgraduate Fees – Full-Time Study section of our Fees page. This transitional scholarship is not applicable to students from the Republic of Ireland, who will continue to be eligible for the home fee rate.

Postgraduate Certifcate

Thanks to support from the Scottish Government's Upskilling fund we have 25 funded places for applicants wishing to commence a Postgraduate Certificate in January 2022 (term starts w/c 17th). We are therefore able to offer a number of free places on the PgCert in Strategic Communication and Public Relations to anyone living in Scotland, aged 25 or over, who holds an undergraduate degree (or equivalent professional experience) and meets at least one of the criteria below:


• unemployed or at risk of redundancy
• self-employed and working within the creative and cultural industries or hospitality, tourism, and events sector
• employed by a Scottish arts, cultural, hospitality, tourism, or events organisation
• employed by a Scottish charity or social enterprise whose work is contributing towards Scotland's recovery from the Covid-19 pandemic

Postgraduate Certificates require you to complete three, 20 credit modules. These modules will either be completed in a single semester (January to April) or over two semesters (Jan to April and Sept to Dec). This will depend on which PgCert you are undertaking and the pattern of module delivery on that course. For further details, please contact the Programme Leader. To be eligible for one of the funded places you must have completed the PgCert by December 2022. Should you wish, after completing your PgCert you would be able to apply to continue with your studies towards a PgDip or MA/MSc qualification. 

To apply for one of the funded places you should submit an application using the 'Apply for this Course' button that you will find in the top right hand corner of this page. As part of your application you will be asked to provide a brief personal statement. Please use this statement to indicate that you would like to be considered for one of the funded places, which of the criteria above you meet, and why you feel that completing the PgCert would be valuable to your career development. If you are currently employed by an organisation, your employer should be willing to support you with the time necessary to attend classes. In this case your employer should act as you referee and they should confirm their support for the necessary time as part of the reference. Applications for funded places must be made by midnight on the 1st of December. If we receive more than 25 applications, funded places will be allocated on the basis of the strength of the personal statement. Should you be unsuccessful in gaining a funded place we may still offer you a place on the programme, should you wish to self fund your studies. 

If you have any questions about the application process, please contact admissions@qmu.ac.uk. If you have any questions about the course, please contact the Programme Leader, whose contact details are set out under the 'More information and contacts' header on this page.

Please Note:  

The delivery of this course is subject to the terms and conditions set out in our 2021/22 Entry - Terms and Conditions (Postgraduate).

 

 

 

 

Course Overview

Delivery
At QMU
Duration
Full-time: 1 year OR Part-time: 2-7 years
Start Date
September 2021
January 2022
Study Abroad
No
School
School of Arts, Social Sciences and Management
Division
Fees & Funding

Related Professional Bodies

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