Module Details
Module Code: |
BUSS B8023 |
Full Title:
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PR Agency Lab
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Valid From:: |
Semester 1 - 2013/14 ( September 2013 ) |
Language of Instruction: | |
Module Owner:: |
Paula Mullen
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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.
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Module Learning Outcome |
On successful completion of this module the learner will be able to: |
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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).
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No recommendations listed |
Module Indicative Content |
No new material
As this is a 'capstone' project, there is no new content generated in this module.
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Module Assessment
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Assessment Breakdown | % |
Course Work | 100.00% |
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). |
AssessmentsFull Time On Campus
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.
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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
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This module does not have any book resources |
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This module does not have any article/paper resources |
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This module does not have any other resources |
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