Module Details

Module Code: BUSS B8023
Full Title: PR Agency Lab
Valid From:: Semester 1 - 2013/14 ( September 2013 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 7.5
Module Owner:: Paula Mullen
Departments: Unknown
Module Description: This last semester enables students to produce (in groups) a Public Relations campaign that is as close to industry standard as their skills and the available equipment will allow. For this module, we simulate the work of a PR agency, where teams work to provide public relations on a pro bono basis for a group of real clients, under the supervision of an account manager (lecturer). The PR graduate needs to be able to research and analyse any client’s current situation; identify key communication objectives; target publics and key messages, and develop and execute a comprehensive, effective PR campaign to address those objectives. The variety of communication methods available to them (both online and offline) demands an appreciation of Integrated Marketing Communication and a range of skills to work effectively with each method. The project calls for effective group work, research skills, project management, creativity, attention to detail, writing skills, design skills, social media skills, client management and excellent communication skills. The campaign will allow students to include a significant body of work in their portfolios, as well as build their own reputations with potential employers, clients and media contacts. The project facilitates service learning, as many of the clients we work with are charities and non-profits - work that contributes to DkIT's goal of promoting sustainability.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Integrate knowledge and skills acquired in several distinct areas of study throughout the programme.
MLO2 Produce a well researched situation analysis and public relations campaign plan for a real client.
MLO3 Create a complete promotional PR campaign, including techniques such as PR planning, website development, social media, online PR, printed material, event management, crisis planning, outreach programmes, video production, photography, etc.
MLO4 Effectively work in a PR team with clearly defined roles and responsibilities.
MLO5 Confidently communicate with a client and manage the relationship, particularly in relation to setting expectations, reporting, troubleshooting and displaying flexibility and a positive attitude.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
No new material
As this is a 'capstone' project, there is no new content generated in this module.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
Project-Students will continue work on a client identified in the Semester 7 ‘Action Research & Project Planning’ module and use the situation analysis from that work as the basis for the PR Agency Lab project. This project will also be integrated with Semester 8’s ‘Digital Marketing’ module to encourage students to use both online and offline communication techniques (learning outcomes 1, 2, 3, 4, 5).

Assessments

Full Time On Campus

Course Work
Assessment Type Project % of Total Mark 5
Marks Out Of 0 Pass Mark 0
Timing S1 Week 1 Learning Outcome 2,5
Duration in minutes 0
Assessment Description
Campaign Objectives - In this document, explain proposed campaign objectives, key publics, and key messaging. Provide a rationale for each of the above. Assessment Criteria:
• Strong rationale for choices made;
• Clear, measurable, time-appropriate, client-focused objectives;
• Appropriate messaging for target publics;
• Informed and business-focused strategy.
Assessment Type Project % of Total Mark 5
Marks Out Of 0 Pass Mark 0
Timing S1 Week 3 Learning Outcome 3,5
Duration in minutes 0
Assessment Description
Campaign Plan – This is a tactical plan, detailing your chosen techniques and activities. Please provide an explanation of your choices, your target media contact list, the supporting materials you propose to produce, team roles, and a project calendar clearly demonstrating the timeline for your work between now and the end of April. This plan should also include your projected/anticipated budget, and the evaluation criteria you would use to measure the success of your PR efforts at the end of the campaign.
Assessment Criteria:
• Strong rationale for choices made;
• Thorough research;
• Creativity and innovation;
• Appreciation of and attention to detail;
• Realistic expectations.
Assessment Type Portfolio % of Total Mark 80
Marks Out Of 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 1,3,4,5
Duration in minutes 0
Assessment Description
Portfolio/Presentation – Please submit a portfolio of your campaign outputs, presented in an appropriate format of your choice. This should include any materials produced on behalf of the client, copies or recordings of any coverage secured. Presentation details (time, format, etc.) will be provided during the tutorials.
Assessment Criteria:
• Demonstration of practical skills and knowledge accumulated throughout PR programme and work placement;
• Success of outcomes measured against objectives;
• Professionalism;
• Creativity.
Assessment Type Other % of Total Mark 10
Marks Out Of 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 5
Duration in minutes 0
Assessment Description
Client/Staff Feedback Assessment Criteria:
• Professionalism in client communication/management;
• Demonstrated ability to understand client’s situation and business goals;
• Suitability of campaign to client’s corporate culture and future direction;
• Professionalism in dealing with academic, technical and support staff during the project
No Project
No Practical
No Final Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time On Campus
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecturer-Supervised Learning (Contact) Contact No Description Every Week 2.00 2
Independent Study Non Contact No Description Every Week 7.00 7
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
This module has no Part Time On Campus workload.
 
Module Resources
This module does not have any book resources
This module does not have any article/paper resources
This module does not have any other resources