BSc (Hons) Marketing with Public Relations

Summary 2012/13

• Gain exemptions from the Chartered Institute of Marketing (CIM), the UK's leading marketing professional body, on completion;
• In-house and agency roles exist across a broad spectrum of business, industry and the service sector;
• Establishing and running your own company, work experience or a year long placement provide practical skills alongside intellectual stimulation and development which support your future career.

Organisations increasingly need to be concerned about more than just their trading relationships with their target markets. They cannot function effectively without the cooperation and support of a wide range of external bodies. Public Relations (PR) is the business function charged with explaining what an organisation stands for and creating a strong, positive corporate image with the aim of gaining understanding and support. The PR professional's role is to act as a conduit for external communications in response to both positive and negative triggers including interacting with the media and planning and organising events. Practical experience is integral to this degree.

2012 Entry Requirements

280 UCAS tariff points overall, plus evidence of numeracy.

Summary 2013/14

• Gain exemptions from the Chartered Institute of Marketing (CIM), the UK's leading marketing professional body, on completion;
• In-house and agency roles exist across a broad spectrum of business, industry and the service sector;
• Establishing and running your own company, work experience or a year long placement provide practical skills alongside intellectual stimulation and development which support your future career.

Organisations increasingly need to be concerned about more than just their trading relationships with their target markets. They cannot function effectively without the cooperation and support of a wide range of external bodies. Public Relations (PR) is the business function charged with explaining what an organisation stands for and creating a strong, positive corporate image with the aim of gaining understanding and support. The PR professional's role is to act as a conduit for external communications in response to both positive and negative triggers including interacting with the media and planning and organising events. Practical experience is integral to this degree.

2013 Entry Requirements

280 UCAS tariff points overall, plus evidence of numeracy.

Details

Who is this course for?

This degree is for those with an interest in how and why people buy, how marketers design products and services for their consumers, and how they communicate and manage their corporate and brand images through the use of public relations. Fast paced and always changing, the worlds of marketing and public relations demand a number of skills, not to mention a cool head and the ability to problem solve and think quickly. The skills taught on the programme are invaluable in many professions and marketing as a discipline can appeal to a wide range of people, from the most reflective to the most outgoing.

What will I gain from this programme?

This programme provides you with the theoretical knowledge and understanding of a range of marketing areas including retail and services marketing, branding, communications and media relations. The aim is to equip you with a marketing skills-base in addition to experience in the planning and execution of public relations strategies and campaigns.

How we will support you

Edge Hill Business School provides high-quality and supportive teaching from approachable and understanding staff. Our state-of-the-art facilities support your learning experience, ensuring you graduate equipped with both the knowledge and appropriate skills to embark on your chosen career. Industry-standard resources across the campus include a newsroom, Apple Macintosh studios, TV studio and video editing facilities. The Learning Resource Centre offers everything from spacious and well-stocked libraries to extensive PC and media provision. Cutting edge systems and technology, interlinked with learner support, make for a flexible and highly advanced learning environment.

You will be allocated a personal tutor who will have regular meetings with you throughout your studies at Edge Hill University. This tutor provides support for you in a pastoral role. You are also able to make use of the learning support offered via specific study skills (e.g. referencing, revision techniques etc) at the Edge Ahead Centre based in the University library.

What will I study?

In Year 1 there are six compulsory modules to develop your knowledge of the essential business context underlying marketing and PR concepts and strategies. From the start you will be combining academic and practical learning, with an opportunity to work in a group to design and shoot your own advertising campaign, ensuring we nurture transferable employability skills throughout.

In Year 2 you will study how to implement marketing and PR concepts for service-based organisations and the retail sector as well as examining how to establish and maintain successful external relationships. You will consider sustainable marketing techniques and gain an understanding of the research tools you will need to complete the dissertation in the final year. You will choose an additional module to study, including forming and running a company with your colleagues.

Year 3 develops your subject specific knowledge in a progressively challenging way. Increasingly you will focus on PR’s role when marketing is called upon to present the company’s side of the story to its consumers as well as its wider external audience. A PR message can be spread more widely than an advertising budget allows and with greater credibility. It also provides you with an informed appreciation of international marketing and the global challenges facing marketing and PR professionals, as well as an understanding of the internal and external factors influencing strategy and decision-making.

How will I study?

We provide high quality delivery by approachable staff. Our facilities are excellent, with extensive use of information technology to support your learning and ensure that you graduate equipped with the knowledge and skills to embark on your chosen career. Coursework may comprise individual and group work. Case studies and problem-solving exercises may also be used. External professionals will be invited to deliver sessions in order to develop your wider contacts.

Placement

Work based learning involves working with an external company to put your learning into practice. As well as developing your skills and learning processes, you will build relationships with potential employers and gain vital experiences for your CV. You can also choose to spend a year in industry on work placement before starting your third year.

Graduate Enterprise allows you to develop a business idea and put your training in marketing into practice. You will develop a range of general transferable intellectual and study skills, which are highly appropriate to a career in marketing, advertising and management.

Who will be teaching me?

You will be taught by highly qualified and enthusiastic academics who research and regularly engage within the wider business and academic environment. Staff specialisms are actively encouraged and you will benefit from their wide range of knowledge and experience.

How will I be assessed?

The combination of assessments considers vocational capability, academic critical thinking and intellectual development. Case studies and problem solving exercises may also be used. Examinations may take different forms, using both seen and unseen questions, closed or open book.

What are my career prospects?

This degree will allow you to pursue a range of careers within marketing and general business. Opportunities exist in-house or in consultancies or agencies, with specialisation in areas such as healthcare, IT or consumer work. You will be given early guidance on career planning and supported in applying for work-based experiences to help you make your career choices.

Professional Accreditation

On completion you will be able to gain exemptions from the Chartered Institute of Marketing (CIM), the UK’s leading marketing professional body.

Related Programmes

• BSc (Hons) Marketing
• BSc (Hons) Marketing with Advertising
• MA Marketing and Communications

A Great Study Environment

Edge Hill Business School is situated in the new purpose built Business and Law building close to the lakeside setting of the Western Campus at the main University site in Ormskirk. Its attractiveness outside is matched by the facilities on offer inside.

As a member of Edge Hill Business School you will be encouraged to take an active part in the success of the Business School within the business community, during your programme of study and beyond.

Based in 160 acres of beautifully landscaped grounds, the Ormskirk Campus is a unique and inspirational place to study. Industry standard resources and cutting edge technology combine to make an interactive and highly advanced teaching and learning environment. Everything you could want is on one site with 25 acres of sport and leisure facilities, more than 1,400 rooms in halls of residence and fantastic modern spaces in which you can study and socialise.

The University library gives you access to thousands of books, journals, online resources and extensive PC and media provision. You'll get all the support you need to succeed, reflected in Edge Hill University being ranked in the top two in England for students' personal development, and the top three in the country for assessment and feedback, in the 2011 National Student Survey. The University is also featured in the top four in England for graduate employment.

How do I apply?

Apply online through UCAS at www.ucas.ac.uk.

Visit www.edgehill.ac.uk/apply for more information on the application process and our Admissions criteria.

Fees and Finance

For academic year 2012/13, Edge Hill University will charge £9,000 for full-time BA, BSc and LLB degrees. Eligible students will not have to pay upfront for their tuition. The cost of tuition will be paid by a loan which you will only start to repay once you have finished the course and are earning over £21,000.

Eligible full-time students can also apply for a maintenance grant, subject to household income, and a non-means-tested loan to help with living costs.

Edge Hill University offers a range of scholarships for prospective full-time students. These include £2,000 Entrance Scholarships rewarding determination, commitment and achievement in creative arts, performing arts, sport and volunteering. Eligible entrants with outstanding grades are recognised through the £1,000 High Achievers Scholarship.

The University will also be offering awards, worth £3,000 in cash benefits and fee/accommodation waivers for academic year 2012/13, to eligible prospective full-time students through the National Scholarship Programme.

For more information on scholarships, including eligibility criteria for each award, visit www.edgehill.ac.uk/scholarships.

To find out more about fees, grants and loans for full-time study in academic year 2012/13, visit www.edgehill.ac.uk/undergradfees2012.

For students choosing the 4-year route, tuition fees and financial support arrangements are the same as the equivalent year of the full-time programme, with fees for the sandwich year still to be confirmed.

Please note, the above information is for UK and eligible EU students only. International students should check the fees and finance information at www.edgehill.ac.uk/internationalfees2012.

Not got the entry requirements?

Students returning to education may present their previous experience in work (paid or unpaid) to support their application.

Students with relevant study through either a professional body or appropriate academic course can apply to join the programme at an advanced stage.

For personalised advice based on your circumstances, please contact us or come to an event.

Where can I find out more?

If you would like to receive a copy of our prospectus or be kept updated about forthcoming events, contact the Course Information, Advice and Guidance Team by emailing study@edgehill.ac.uk or calling 01695 657000.

If you want to attend one of our open events held throughout the year, visit www.edgehill.ac.uk/opendays to book your place.

You will also find Edge Hill University staff at many national careers fairs and UCAS events.

Still want more?

If you have any questions you would like to ask the programme leader about this course, please contact:

• Fiona Syson, Edge Hill Business School, Faculty of Arts and Sciences, Edge Hill University, St Helens Road, Ormskirk, Lancashire, L39 4QP
• Tel: 01695 657638
• Email: sysonf@edgehill.ac.uk

Overseas students should visit www.edgehill.ac.uk/international or email international@edgehill.ac.uk for further information.

Modules

Year 1

BUS1007 Principles of Marketing introduces you to the central philosophies of marketing thinking and practice. Topics covered include the marketing concept, the marketing mix and the theories of segmentation, targeting and positioning.

BUS1008 Digital and Interactive Marketing considers the rapid advances in new technology and the need for students and practitioners of digital and interactive marketing to keep up-to-date with its new developments. This discipline has undergone a major transformation in a matter of years. With SMS marketing moving into to the mainstream and its multimedia counterpart MMS, radio frequency identification (RFID) tagging and other new applications, this module sets out to identify the needs of a new age in electronic marketing.

BUS1009 Brand Creation is a central concept in marketing. It is fundamental to the success of many products and organisations as it signals a product’s positioning strategy to the marketplace and enables companies to establish their corporate reputation and that of their products. Through the creation of strong brands and brand equity a customer value is built.

The purpose of this module is to define branding and introduce you to the concept of branding, both product and organisational. The range of marketing tools and activities required in the creation of brands will be considered and key branding models examined. You will have the opportunity to apply the knowledge gained in a practical context.

MED1052 Foundations of PR: History and Concepts introduces you to public relations, focusing on definitions, the development of the profession, key theoretical concepts and some of the current issues, including issues of ethics. It provides a solid grounding for all subsequent modules on the degree.

MED1055 Media Relations is key to public relations and every PR professional will need to have a clear understanding of the media and how to work with the media. Topics covered on this module include audience selection, selling in stories and working with the differing agendas of different media.

BUS1003 Personal Development runs across the entire academic year and provides you, in the early part of the module, with a range of appropriate study skills that will be subject focused. In addition to this, careers information will be introduced periodically and supported by the careers department and suitable external presenters. The module introduces you to the concept of continuing professional development (CPD) and the development of appropriate employability skills. You will be required to reflect on your own personal circumstances, abilities, skills and aspirations and construct action plans in association with your personal tutor.

Year 2

BUS2010 Services Marketing. The UK is now a predominantly service-based economy with services representing a major proportion of both domestic and international trade. In this module you will examine the implementation of marketing concepts, theories and practices specifically for this sector, focusing on both profit and not-for-profit service organisations.

BUS2009 Retail Marketing. Effective marketing planning is essential for all organisations. This module offers you the opportunity to place the tactical marketing activities examined in the ‘Principles of Marketing’ module in the context of the marketing planning process. Specifically, this module provides you with the opportunity to examine the complex nature of marketing planning for organisations in the retail sector which constitutes a dynamic and vital element of the British economy.

MED2069 PR Campaigns builds on the previous introductory work and gives you a deeper understanding of aspects of campaign planning and implementation. Planned campaigns are central to public relations and you will analyse a number of campaigns in depth. Teaching will also focus on the management aspects of running a successful campaign.

BUS2003 Research Methods. You will gain an understanding of a range of research methods and develop the specific research tools required to undertake a work-based learning dissertation in year 3 of the programme.

You will choose one from the following four modules:

MED2215 Analysing Audiences gives you the chance to engage with key media theories as they relate to audiences. A knowledge of audiences is vital for anyone embarking on a media career.

MED2071 Crisis Management is a core element of public relations work. This module looks at recent past crises and the communications around them. It looks at a range of theories of crisis development and response and discusses which approaches have the best chance of success. You will take part in a number of crisis scenarios to practice responding to crises in real time.

MED2080 Psychology of Persuasion is at the heart of communication and is particularly relevant for anyone studying marketing. This module helps you understand what lies behind effective persuasive techniques, whether they involve images, sounds or words.

BUS2016 Social and Sustainable Marketing. As we emerge from what some term the consumption excesses of the 1990s and early 2000s there is a growing awareness of our social responsibility and our impact on the planet. Marketers are not immune to these changes and the social change stemming from the 'green movement' of the 1970’s, exacerbated by the climate change discourse, have forced marketers to rethink their strategies.

With this in mind, social and sustainable marketing have become growth areas in the marketing discipline and their impact and influence on consumer behaviour and attitudes is increasing.

In response to this, and other societal pressures, marketing managers and decision makers must be more cognisant of the impact of marketing on society. This module examines the social, ethical and sustainable impact of marketing. You will choose one from the following two modules:

BUS2006 Work Related Learning encourages you to contextualise and evaluate theoretical perspectives in a practical setting whilst at the same time providing an alternative learning environment which informs your future learning processes and outcomes. Workplace experience is increasingly seen as essential in contributing to graduate employability.

BUS2005 Graduate Enterprise. Imagine being able to run your own company with a number of your colleagues. This module gives you such an opportunity. You can create your own product or service, launch it into the marketplace and experience at first hand the issues faced by small business owners. You will be supported by your own business consultant who is on secondment from industry and the full resources of the Graduate Enterprise Company.

There is also the possibility of an optional sandwich year:

BUS2004 Optional Sandwich Year provides you with the opportunity to contextualise and evaluate the theoretical concepts you have learnt by applying them within a practical environment. This experience plays a particularly important part in enabling you to transfer the application of key skills into different situations. Completing an optional sandwich year greatly enhances your prospects of finding a rewarding job at the end of the degree.

Year 3

BUS3006 Consumer Behaviour considers the factors that influence what, where and when consumers buy and what they buy. Understanding the factors that affect buying behaviour enables marketers to predict the response of customers to marketing strategies. This knowledge can then be fed into the design and innovation process for new products and marketing campaigns. In addition, you will examine the issues of increasing consumerism and addictive shopping behaviours.

BUS3000 Strategy and Decision-Making. The rapidly changing organisational environment within which today’s managers operate requires an in-depth understanding of the internal and external factors influencing strategy and decision-making. This module equips you with a critical understanding of how psychological, political, economic, social, cultural and technological factors influence decision-making and strategy formulation/implementation in a range of different types of organisations. You will develop cognitive skills such as critical analysis and evaluation, communication (both oral and written), group/team work and skills in decision-making and creativity.

BUS3001 Dissertation. The dissertation is a key piece of evidence that shows your development over the course and how you are now equipped to apply graduate level skills. It requires the design and implementation of a research project in an area of marketing and/or advertising and should include some element of original research, for example interviews or a questionnaire. Support during the dissertation is given by a specified tutor although you will have overall responsibility for managing the process.

You will choose one of the following four modules:

BUS3005 Marketing Communications explores the marketing communications mix including advertising, sales promotion, PR, viral marketing and sponsorship. You will examine the different ways the effectiveness of communications campaigns can be measured and you will develop a marketing communications plan.

BUS3004 International Strategic Marketing. In view of emerging world markets and increasing globalisation, this module encourages you to develop an informed appreciation of international marketing. It provides you with the means to integrate aspects of operational marketing within a strategic and international perspective. In particular, you will study how and why companies choose to operate internationally, the entry strategies available to them, globalisation and the international marketing environment.

You have a choice of one of the following three modules:

MED3057 Events Management is a growing area in communications. This module gives you a chance to focus in depth on the practicalities involved in an event - from conception to evaluation.

MED3059 PR for Charities and Non-Governmental Organisations. The voluntary sector is often a destination of choice for PR professionals. Its characteristics, however, require you to understand a range of legal and ethical factors unique to charitable status. Lack of resources means that communication is nearly always driven by PR rather than by other marketing communications disciplines which means a PR professional in the voluntary sector is likely to be highly influential.

MED3058 Media Policy and Political Communication. Media industries do not exist in a vacuum. An understanding of the policy framework is important to understanding how these industries are regulated and how they can develop. The module also takes a look at how politics influences communication with a focus on spin, democracy and power.