BA (Hons) Marketing Communications with Public Relations

UCAS Code:
N591
Institution:
B50

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Employers are increasingly looking for graduates with broad knowledge, as well as specific expertise in one aspect of the marketing mix. Our Marketing Communications courses have been designed to not only meet the needs of employers, but to also help you stand out from the crowd with additional professional qualifications.

You’ll apply to Marketing Communications via UCAS (N591) and then in your second year, you can either carry on with the broad Marketing Communications route or choose one of our specialist pathways:

Marketing Communications with Public Relations
Marketing Communications with Digital Media
Marketing Communications with Advertising

The Marketing Communications with Public Relations pathway has been designed to produce visionary Marketing Communications professionals with key knowledge and skills in Public Relations practices.

You will develop an understanding of the historical roots of marketing communications, with a particular focus on public relations, as well as the context in which it takes place globally, to be able to adapt to the fast paced and rapidly changing marketing communications sector. Our academic teaching staff will support you in becoming an independent, innovative, entrepreneurial and ethical practitioner.

Not only will you graduate with a degree from Bournemouth University but, as this course has been awarded Graduate Gateway status by the Chartered Institute of Marketing (CIM), the leading international body for marketing and business development, you'll also have the opportunity to gain a professional qualification through the CIM Graduate Gateway scheme during your studies, as well as a qualification from the Chartered Institute of Public Relations (CIPR). These two industry recognised qualifications will enhance your employability for both placement and graduate roles. Read more about our professional qualification opportunities.

In year three you’ll have the opportunity to put theory into practice as you complete a work placement anywhere in the world, giving you the chance to make great career contacts and bolster your blossoming resume. In year four you’ll complete a dissertation, and craft your own curriculum as you select units to suit your interests and, ultimately, your career aspirations.

Graduates of this course will be equipped to enter a range of potential careers where it is vital to have knowledge and expertise in managing reputation, as well as understanding and communicating with an organisation/institution’s stakeholders. Public relations is practiced in a range of sectors and industries and in departments adopting a range of terminology, so our programme prepares graduates to be agile and versatile to work in a range of contexts within organisations.

93% of our final year students who study Marketing courses agree our staff are good at explaining things – join us on live chat now to find out more, or register to meet us at an open day.

All statistics shown throughout this page are taken from Unistats, Destination of Leavers from Higher Education (DLHE), BU institutional data and Ipsos MORI (National Student Survey) unless otherwise stated.

View our webinar presentation to find out more about our suite of BA (Hons) Marketing Communications degrees.

Key information

Next start date:

September 2019, September 2020

Location:

Bournemouth University, Talbot Campus

Duration:

4 years (including a 30-week placement), full-time

Accreditations:

Chartered Institute of Marketing, Chartered Institute of Public Relations

Entry requirements:

For 2019 entry: 104 - 120 tariff points including a minimum of 2 A levels or equivalent. BTEC Extended Diploma: DMM. For more information check out our 2019 entry requirements.

International entry requirements:

If English is not your first language you'll need IELTS (Academic) 6.5 with minimum 6.0 in each component or equivalent. For more information check out our International entry requirements.

Accredited by:

Course details

This degree has been developed to give you a solid understanding of how theory guides innovation and creativity amongst communication with stakeholders, influencers, and its role in organisational reputation

You’ll be able to demonstrate critical thinking through the evaluation of theories and practices relevant to strategic PR communications and will be equipped to enter a range of potential careers where it is vital to have knowledge and expertise in managing reputation, as well as understanding and communicating with an organisation/institution’s stakeholders.

Contact hours and assessment

Details of the assessment methods and contact hours for each unit of the course can be found in the programme specification.

Download the programme specification (pdf 604kb)

Year 1

Core units

Principles of Marketing and Marketing Communications: This unit introduces you to the principles of marketing and marketing communications. You will become familiar with the marketing mix, including traditional and innovative marketing techniques and where marketing as a discipline currently stands.
Academic and Professional Practices for Marketing Communications: Through engaging in professional-relevant, authentic experiences and assessments to support your development as an independent learner, you will acquire a range of skills required for succesful academic and professinoal practice in marketing communications
Contemporary Debates in Marketing Communications: This unit aims to provide you with an understanding of the broader role that marketing communications play in contemporary culture. You will be introduced to theories and concepts designed to help you develop a critical perspective when reviewing and reflecting on the wider impact that marketing communications’ campaigns can have on consumers and society at local, national and global levels.
Digital Essentials: The unit will enable you to understand the impact of emerging digital technologies and review, utilise and explore the role of digital communications within marketing communications. You will use research and industry specific tools used for measuring digital communications.
Consumer and Stakeholder Insights: You will explore and analyse the importance of understanding stakeholder management and consumer behaviour for effective development and implementation of various aspects/practices involved in marketing communications.
Integrated Marketing Communications: You will gain a critical understanding of how to plan, create, execute and evaluate integrated marketing communication campaigns. Upon completion of the unit, you will have an appreciation of the complexities of the integrated marketing communication campaigns process.

Year 2

Core units

PR Influencer Relations: You will be introduced to the principles of influencer relations and specifically how organisations can leverage the power of influencers using a range of media, including social platforms and “traditional” news media (including broadcast and print).
PR Events: This unit aims provides you with the knowledge and skills needed to successfully plan, create and execute PR events. By the end of the unit you will demonstrate your ability to execute an event.
Marketing Communication Campaigns in Practice: You will have the opportunity to experience the parameters and constraints of a client brief, where client issues, tight deadlines and the limitations of a budget call for ideas that are practical and realistic, as well as creative and original.
Research Principles and Practice: Initially you will learn about the value and importance of research, in relation to your chosen degree, and the place of research ethics. Emphasis will then be placed on skills or ‘doing research’, exploring both standard and more innovative ways of obtaining meaningful data and insights for both academic and commercial purposes. You will get hands on experience of qualitative and quantitative methods, modes of analysis, interpretation and presentation of research findings to understand how research is done from beginning to end.
Content Creation: This unit will provide you with the opportunity to acquire an in-depth understanding of the content, meanings and decoding of marketing communications campaigns and equip you with the skills required to create marketing communications content (e.g. internal communications, posters, brochure, advertising, POS, direct mail) based on the theoretical perspectives learned, making use, where relevant, of software commonly used in industry.
Brands and Branding: You will be introduced to the building blocks of brands, the theoretical principles of branding, and will also be exposed to theoretical applications in diverse situations and contexts. This unit will also explore the role of branding as a strategic managerial tool and its implications on businesses, consumers, and markets.

Placement year

Final year

Core units

Strategic Management for PR: This unit enables you to gain a critical view of the major perspectives and theoretical approaches in strategic management. It also aims to convey the complexity of strategic management from the environmental analysis, through to strategic options development, implementation, evaluation and performance measurement of the implications for public relations strategies
Reputation Management and Crisis Communication: By the end of this unit you will have an appreciation of the complexities of the crisis management process as well as the methods for modelling risks. The unit will cover both the specific knowledge and skills required to meet the demands of each of the phases of the crisis management and communication process.
Academic or Consultancy Dissertation: The dissertation offers you the opportunity to become an expert on a topic of particular interest, and to develop a study that connects your learning with real-world observations.

Options units (choose two)

Behavioural Economics: You will be introduced to Behavioural Economics and Choice Architecture. The unit will focus on learnings from cognitive neuroscience, and how these can enhance strategy and creativity, with significantly optimised levels of efficiency and effectiveness across all elements of the communications mix.
Brand Meaning: You will create your interpretation of brand meaning for a brand of your choice, producing meaning appropriate for a 21st century brand.
Consumer Futurising: You will gain a critical appreciation of state of the art thinking within consumer culture studies..
Corporate Communications: The unit will provide you with a critical understanding of the professional communicator’s role as applied to key sectors, such as entertainment, health and beauty, financial, and B2B.
Influencer Marketing: The unit aims to develop your knowledge and skills on marketing to influencers and becoming an influencer yourself in the marketing communications field.
Race, Media and Inequality: You will critically examine the processes through which social inequalities are maintained and perpetuated in and through the media. The key areas of focus are race, ethnicity and culture using an intersectional approach to examine their construction and representation in media and communication practice and political discourse
Persuasion and Influence: You will be provdied with an understanding of the psychology of audience members and become equipped to reflect on the ethics of persuasion to critique contemporary persuasive communication in the context of broader social and cultural issues.
Promotion, Power and Democracy: The unit will introduce you to key theoretical ideas from social and critical theory, political economy and political philosophy, and encourages you to both reflect on your personal and professional experience, and to apply ideas discussed in the unit to real world problems and examples.
Relationship Marketing: You will gain an understanding and conceptually analyse relationship marketing which is becoming increasingly important given the challenge of attracting, developing and retaining customers within a competitive environment (both for-profit and non-profit organisations).
Social and Intercultural Communication: The unit will provide you with an understanding of pertinent social and intercultural issues (both in the UK and internationally) and their impact upon contemporary professional communication practices. ‘Communication practices’ can include any form of interaction between individuals, groups, ‘communities’ and / or organisations that take place within an increasingly complex, diverse and interconnected world.
Social Media Management: You will gain the ability to critically understand how to plan, create and execute management of social media accounts and activities on a national and global scale.

Programme specification

Programme specification

Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry.

If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

Placements

At BU, we recognise that placements are extremely valuable and can give you a head start when it comes to your future career. That’s why your degree will include a placement, lasting a minimum of 30 weeks, following your second year of study.

You could even choose to undertake your placement abroad, giving you the opportunity to develop yourself personally, academically, and professionally and gain skills to help you stand out in the job market.

Find out about BU students’ experiences on placements

How placements will benefit you

A placement should be a highly rewarding experience for you and the employing company and we do our best to ensure that everyone involved feels that they have got the most that they can from the experience.

The benefits to you as a placement student are many. You will have the chance to:

Put the theory learnt throughout the course into professional practice
Enhance your study and help you decide on subject options (where appropriate)
Learn a wide range of skills such as time management, problem solving and team work (all of these are important to succeed in any career)
Make contacts, as it is not uncommon for our students to be offered permanent positions to return to after graduating
Gain a real insight into how the industry operates in roles that would be almost impossible to achieve for an outsider.

Many of our students, during their placement, are given responsibilities normally associated with graduate trainees.

How long will your placement be?

What support will be available?

The faculty running your course will offer the support of a Placement Co-ordinator.

They’ll help you plan your placement to make sure you get the right experience for you. That includes offering help and support if you need to move to another part of the UK – and even another country – to get the most out of your time.

We’ve also built close industry links over the years – so our network of employers that are keen to work with placement students is always growing. Or if you’d prefer to arrange your placement independently, we can offer advice on how to do that too.

Your application

This course will suit applicants who can demonstrate:

an understanding of the marketing communications industry with an emphasis on public relations
the potential to develop an awareness of the political, social and economic context for public relations and the wider marketing communications sector
intellectual and creative abilities
an ability to work independently and as part of a team
good written and oral communication skills.

How to apply BU Academic Excellence Scholarship

What we're looking for

We are looking for applicants who are passionate about the PR, marketing, advertising and communication industries and potentially have some relevant work experience in this area. You should be able to communicate why you want to come on this course, what appeals to you about working in this industry and why you feel you have the edge over your peers.

You must have basic computer literacy, including knowledge of Word, Excel and PowerPoint.

Selection methods

We’ll use the UCAS applications to create a shortlist of candidates that we would like to find out more about. We’ll be selecting the candidates for this course by looking at their UCAS applications – there are no interviews or selection activities needed.

For that reason, make sure your application really stands out from the crowd, and leave us in no doubt as to why you should be joining BU.

You can find some handy hints about filling in your UCAS form on our how to apply webpages.

How we'll assess your application

We look at individual applications and make a tailored offer based on your potential to succeed on the course considering a range of factors, including your academic achievements, work and other experience, predicted grades, reference and personal statement, and in some cases, your performance at an interview/selection test.

If you meet one or more of our contextual data indicators for educational disadvantage (such as being in care, living in a low participation neighbourhood or in an area with less advantaged socio-economic characteristics), your offer could be between 6-20 points below the published tariff.

Our offer making process

Our offer making will typically be based on your most recent graded qualifications, including any required subjects where applicable. We'll consider all qualifcations on the UCAS tariff tables when assessing your application, although these may not be part of our offer.

If you do not meet the criteria of your original offer, we may still offer you a place. We will review your whole application and consider all academic qualifications (including those not in the offer) and the rest of the application to see if you have the academic potential to succeed on the course. If we feel the answer is yes, we will still confirm your place.

Our Unconditional Offer Scheme (2019 entry)

Applicants who are predicted to achieve strong academic results will be eligible for BU’s Unconditional Offer Scheme in recognition of their academic performance and potential to succeed at university. If you are selected for the scheme and commit to us as your firm choice of university, then we will match this commitment by making your offer unconditional, which will guarantee your place at BU.

You will receive a standard conditional offer based on the entry requirements for your course via UCAS Track and your offer letter – it will advise that you are eligible for the Unconditional Offer Scheme. We will then update your offer to unconditional should you choose BU as your firm choice on UCAS Track. We believe that unconditional offers reduce pressure on applicants who will continue to strive to achieve the best grades possible. If you achieve ABB or above at A-level or equivalent, you’ll also be eligible for our Academic Excellence Scholarship.

Visit our Unconditional Offer Scheme FAQ page

Entry requirements

UCAS Tariff points

We use the UCAS Tariff to show our entry requirements and will accept a combination of grades from your qualifications. You can use the UCAS calculator to see how your qualifications equate to tariff points.

For 2019 entry: The entry requirements for this course are 104 - 120 tariff points including a minimum of 2 A levels or equivalent. BTEC Extended Diploma: DMM.

Excluded subjects: This course does not accept General Studies.

GCSEs: This course requires a minimum of GCSE English and Mathematics grade C (or grade 4 in the reformed GCSE grading) or equivalent qualifications.

Numeracy and literacy: We need to be sure that you can express yourself in written English and have basic numeracy skills. We look at Level 2 of the National Qualifications Framework, which includes, but is not limited to, GCSEs, iGCSEs, Key Skills and Functional Skills Level 2. If you do not have formal qualifications to this level or have alternatives, we may still be able to consider your application – please contact the Future Students Enquiry Team to find out more.

Other qualifications: We have outlined below other qualifications that we consider for this course. If you are studying a qualification that is not listed, please contact the Future Students Enquiry Team – it may be that we can still consider it.

Access courses: 102 - 118 tariff points with any combination of Distinction, Merit, Pass grades.

BTEC qualifications:

Extended Diploma: This course requires Distinction, Merit, Merit (112 tariff points)
Diploma: 104 tariff points (Grade D*D)
BTEC National Foundation Diploma/90-credit Diploma: Accepted as part of the overall tariff but it must be accompanied by an A-level or equivalent
BTEC National Extended Certificate/Subsidiary Diploma: Accepted as part of the overall tariff but it must be accompanied by an A-level or equivalent

Cambridge Pre-U Diploma: 104 - 120 tariff points including a minimum of 2 Principal Subjects.

Cambridge Technical qualifications:

Extended Diploma: This course requires Distinction, Merit, Merit (112 tariff points)
Diploma: 104 tariff points (Grade D*D)
Subsidiary Diploma: Accepted as part of the overall tariff but it must be accompanied by an A-level or equivalent
Introductory Diploma: Accepted as part of the overall tariff but it must be accompanied by an A-level or equivalent

International Baccalaureate (Diploma): 28 - 31 points.

Scottish Advanced Higher: 104 - 120 tariff points from Scottish Highers.

Welsh Baccalaureate Advanced Diploma: Accepted as part of the overall tariff but it must be accompanied by an A-level or equivalent.

Extended Project Qualification: Accepted as part of the overall tariff but it must be accompanied by 2 A-levels or equivalent.

Apprenticeships: We recognise the transferable knowledge and skills gained through apprenticeships and welcome applications from students with the Level 3 Advanced Apprenticeship. Each application will be considered on a case-by-case basis.

Mature applicants: We recognise that mature applicants may have a wealth of experience rather than formal qualifications, so we’ll consider your application on these merits if it’s included in your application. You’ll need to apply to BU in the usual way through UCAS and you may be invited to an interview to discuss your suitability for the course based on the experience you tell us about in your application.

Deferred entry: We are happy to consider applicants for deferred entry.

International entry requirements

If English is not your first language, you will need to provide evidence that you can understand English to a satisfactory level. English language requirements for this course are normally:

IELTS (Academic) 6.5 with minimum 6.0 in each component, or equivalent.

View further information about our English language requirements.

If you do not meet the English language requirement for your degree then why not join our Pre-Sessional English course. Successful completion of our Pre-Sessional English course will meet your English language requirement, without the need to re-take IELTS.

Academic entry requirements

You can find details of the international qualifications we accept, and what level of study they apply to, on our entry requirements for non-UK students’ page.

We offer a number of preparatory programmes through the Bournemouth University International College. These courses offer you progression from High School in your home country to a Bachelor’s degree at BU.

Options include:

Foundation Certificate for Media and Communications

Professional qualifications

Bournemouth University has joined forces with the CIM and CIPR to give you the opportunity to gain professional qualifications while on this degree course.

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. The C hartered Institute of Public Relations (CIPR) is the chartered body for public relations and the largest membership organisation for PR professionals in Europe.

CIM and CIPR qualifications are highly sought after by employers and their content is reflected in our own degrees which ensures we are equipping you with the best opportunities for a successful marketing career.

CIM qualifications and exemptions

During your studies on the BA (Hons) Marketing Communications with Public Relations degree, you will the opportunity to achieve CIM professional qualifications. You can achieve the Foundation Certificate in Marketing in the first year of your degree and the CIM Diploma in Professional Marketing after graduating.

Exemption

You will need to achieve a 2:2 or above degree classification and successfully pass the specified (non-exempt) modules at the chosen level of study to be awarded the CIM Diploma in Professional Marketing. You will be exempt from the Strategic Marketing unit, and need to complete one mandatory unit and one elective unit, currently from a choice of two electives.
CIM Diploma in Professional Marketing: you will need to start non-exempt modules within three years of graduation and complete within five years for exemptions to be valid.

CIPR qualification

Benefits for you and employers

Benefits for you:

Opportunity to graduate with two highly recognised qualifications, with professional associations the CIM and the CIPR, alongside your academic degree
Improved placement and employability prospects, due to achievement of academic and professional qualifications whilst in higher education
Membership of CIM and associated benefits.

Benefits for employers:

Graduates and placement students with proven practitioner and academic skills.

Additional costs

BU will provide tuition and assessment guidance at no additional cost. BU will also pay the cost of CIM Studying Membership (worth £60) for your first year of study on the CIM programme. BU will also pay the CIM assessment fee for the first unit studied in your first year (cost £105).

If you continue on the CIM programme in your second year, BU will renew your CIM Studying Membership at no cost to yourself. Students would need to pay the assessment fee for the second unit studied in the first year (cost £105) and for the one unit studied in the second year (£145).

In the event of a failed assessment, students who wish to submit for a later assessment session, would need to pay the relevant CIM assessment fee and renew their annual CIM Studying Membership (cost £60).

Read about BU students’ success at the CIM competition, The Pitch

The Pitch is the Chartered Institute of Marketing’s national student competition which aims to recognise and reward the marketing talent of the future. In 2018, a team of Bournemouth University (BU) students reached the finals of The Pitch, achieving a Bronze. In 2017, a BU team had also reached the finals of this event, this time taking home Silver to win £1,500 in prize money and a year’s complimentary membership to the CIM.

Read the full news story

Careers

This course will give you all the skills you need to get ahead in this thriving sector and the work placement will allow you to make contacts and build relationships with those already working in the industry.

89% of our students who study Marketing courses are working or studying 6 months after graduating.

Careers advice, resources, events and job opportunities

Potential job roles

Further study

Costs and fees

All fees are quoted in pounds sterling and are per year. Your tuition fees will be the same for each year of your course. You can find full information about funding your studies and paying your fees in our undergraduate fees and funding section. That’s also where you’ll find information about the scholarships and bursaries on offer – including unlimited Academic Excellence Scholarships for UK, EU and International students.

Fees quoted are for tuition only unless stated otherwise, and we’re committed to ensuring there are no hidden extra costs while you’re at university – that’s why we’re clear about what you can expect us to cover, and what your cost of living will be.

Find out more about budgeting and living expenses

No hidden extras

What’s included in your tuition fee?

Your tuition fee covers expenses associated with your course including tuition materials, access to facilities, mandatory field trips and the following:

One set of study-related consumables such as a memory stick/ DVD
Materials for laboratory and field-based teaching activity
Support for finding placements (UK or abroad) and fieldwork, and non-financial support whilst on placement.
A range of student services – advisors, help desks, counsellors, placement support and careers service
The Library – access to a wide range of electronic resources (databases, e-journals and e-books), print and multimedia collections, subject librarians and study spaces
IT labs (some open 24/7), wireless network, AV equipment to borrow
Peer Assisted Learning (PAL) scheme
Disability and additional learning support
The BU Language Centre to help you develop/improve foreign or English language skills
24 hours a day, 365 days a year security team.

View Joyce Costello's staff profile

Cost of living and other expenses you need to consider

Additional costs

We are committed to offering you value for money and ensuring there are no hidden costs while you are studying with us, therefore we have listed below any additional costs you may incur that are not covered by your tuition fee:

Accommodation and living costs. Our accommodation price guide can be found on our website.
Optional fieldwork travel, outdoor wear and footwear (where applicable)
Textbooks, general stationery and other supplies. Our award-winning library is stocked with a large range of textbooks and online resources, free of charge. The Students’ Union shops stock a wide range of stationery supplies on both campuses.

Repeat units

Help and support

Our staff

On this course you will be taught by staff with relevant expertise and knowledge appropriate to the content of the unit. This could include senior academic staff, qualified professional practitioners and research students, many of whom are actively engaged in research and/or professional practice which is integrated into the teaching of this course. Please note that staff can change.

Joyce Costello - Programme Leader

Joyce is from the US Army/Department of Army and spent 19 years as a broadcast journalist and public affairs specialist. She has dealt with a wide variety of international crises around the world ranging from the first free elections in Bosnia-Herzegovina, to UN inspectors being kicked out of Iraq, humanitarian aid missions in Central America, Asia and Africa and the 2002 Salt Lake Olympics to name a few. Additionally, she has taught foreign officials, NATO allies and non-profit groups’ leaders in communicating to a variety of stakeholders, dealing with the media and reputation management while in the Middle East and Europe. She has been teaching PR and Leadership at BU since September 2014 and is now Programme Leader for BA (Hons) Marketing Communications with Public Relations. Her research focus is on public service motivation and corporate social responsibility.

BA (Hons) Marketing Communications with Public Relations

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Key information

Next start date:

Location:

Duration:

Accreditations:

Entry requirements:

International entry requirements:

Accredited by:

Related courses

Our stories

Read the blog, ‘A day in the life of a Communication and Media student’

Check out second-year student Sam’s guide to living in Bournemouth

Planning your future

Course details

Contact hours and assessment

Year 1

Year 2

Placement year

Final year

Programme specification

Placements

How placements will benefit you

How long will your placement be?

What support will be available?

Your application

What we're looking for

Selection methods

How we'll assess your application

Our offer making process

Our Unconditional Offer Scheme (2019 entry)

Entry requirements

UCAS Tariff points

International entry requirements

Professional qualifications

CIM qualifications and exemptions

CIPR qualification

Benefits for you and employers

Additional costs

Read about BU students’ success at the CIM competition, The Pitch

Careers

Potential job roles

Further study

Costs and fees

No hidden extras

Cost of living and other expenses you need to consider

Repeat units

Help and support

Our staff

Joyce Costello - Programme Leader

Course changes

Changes in 2018