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Professional Academy Diploma in PR and Marketing Communications

The Professional Academy Diploma in PR and Marketing Communications is a comprehensive course designed to equip students with the fundamentals of public relations and marketing communications. This exciting course covers the key differences between PR and marketing, exploring what brands and branding are, and delves into the tools and tactics used in both fields.

Course Overview

The course is structured to provide students with a broad understanding of PR and marketing communications, including:

• Introduction to Public Relations and Marketing Communications
• PR and Marketing Tools
• Media Relations
• Sponsorship
• Strategy and Planning
• Event Management
• CSR and Corporate Communications
• PR, Digital, and Social Communications
• Monitoring and Research

Course Modules

The course consists of 10 modules, each focusing on a specific aspect of PR and marketing communications:

1. Introduction to Public Relations and Marketing Communications: Learn the key differences between PR and marketing, explore what brands and branding are, and understand the role of PR in an organization.
2. PR and Marketing Tools: Discover the power of PR professionals lies in the tools they use to gain publicity, particularly in an impactful press release, and explore marketing tactics for achieving exposure.
3. Media Relations: Understand why PR is about two-way conversations and how positive media relations are at the heart of this, including media training and crisis management.
4. Sponsorship: Examine how sponsorship straddles both PR and marketing roles and can have national as well as global impact, including negotiation, activation, and case studies.
5. Strategy and Planning: Learn about planning and strategy building step-by-step for both PR and marketing, including knowing your audience through segmentation and setting SMART goals.
6. Event Management: Discover how to plan and manage events so that every detail is mastered seamlessly, taking one of the most stressful roles to one of the most organized.
7. CSR and Corporate Communications: Explore how a mission statement explains what a company stands for, the difference between CSR and purpose, and why the best organizations include purpose in their strategy.
8. PR, Digital, and Social Communications: Understand how PR and digital media are intrinsically linked, including social media, influencer marketing, and analytics.
9. Monitoring and Research: Learn about PR coverage monitoring, market research, and measurement of campaigns, including managing a timeline and budget management.
10. Overview and Course Summary: Review course highlights, raise questions, or delve into specific areas in more detail, and prepare for the final assignment.

Career Opportunities

PR professionals work in every industry, plus there are opportunities in other areas such as the non-profit sector or politics. A Professional Academy Diploma demonstrates to employers that you have the professional knowledge and tools to manage public relations and communications projects.

Assessment

The course is assessed through a series of weekly written learning logs and a final written project: an actionable PR strategy for an organization operating within the public relations industry. You will have two weeks following the end of the course to complete and submit the final assignment.

Benefits of a Professional Academy Diploma

UCD Professional Academy Diplomas and Certificates are designed to give your career an advantage. Developed in conjunction with industry thought leaders, our courses teach practical, applied skills to support you to achieve your career and business goals.

Payment Options

You can secure your spot on most of our Live Online, On-Campus, or On-Demand courses with a low 30% deposit. The remaining balance can be paid in two equal installments (30 and 60 days later).

Student Experience

Student care is a high priority at UCD Professional Academy, with a Student Services team on hand to support you throughout your time with us. All students are given access to our Student Portal, where you can see your timetable, access all your study materials, and manage your account.

Online Learning Experience

Our online experience is designed to be just as interactive, supportive, and inspiring as the UCD Professional Academy campus experience. Live lectures are delivered using Zoom, and students are encouraged to activate their microphones to ask questions and communicate with other students.

Access to Resources

Students taking part in this course will have access to the EBSCO Online Library, free of charge, for the full duration of the course. Here you can browse thousands of relevant journals, articles, and other reliable academic and commercial texts to supplement your learning and assignments.