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Introduction to Public Relations and Digital Marketing drafted

Birkbeck University of London
London , United Kingdom
Students
Tuition Fee
USD 1,663
Per year
Start Date
Not Available
Medium of studying
On campus
Duration
Not Available
Details
About Program
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Details
Program Details
Degree
Courses
Major
Biomedical Sciences
Area of study
Arts | Business and Administration
Education type
On campus
Timing
Full time
Course Language
English
Tuition Fee
Average International Tuition Fee
USD 1,663
About Program

Program Overview

Our Introduction to Public Relations and Digital Marketing short course is aimed at those wishing to work in the cultural and creative industries or aspiring to enhance their existing careers by obtaining a thorough understanding of marketing, PR, digital and social media.

You will not only study the application and theories of marketing, digital and social media and PR but also, within the context of ‘digital first’, examine how digital and social media and traditional marketing channels combine to attract and develop audiences. Recent case studies will be analysed to explore a wealth of approaches in marketing and PR.

A key aim of the course is to prepare you to understand the practical and creative aspects of planning a communications campaign. You will work in groups to explore and present your assessment of communications and stakeholders at a cultural or creative organisation. You will also be expected to follow current communications and digital campaigns in the sector during the course.

The course is exclusively taught by practitioners from the cultural and PR sector and includes a session with a senior industry speaker. We aim to cover the following content:

  • What is marketing and PR in the digital age?
  • Professionalism and ethics in the era of fake news and the decline of traditional media
  • The strategy and use of digital and social media in campaigns
  • Cultural audiences and their motivations
  • The role of individual executives within cultural organisations
  • Preparation of a communications campaign using marketing and PR methods and techniques including: print, social media strategy, internet and email and PR planning
  • Study of recent arts and media case studies and research

    • Assessment is via a presentation report of 2000 words (50%) and group presentation (50%).

    This can be taken as a standalone short course or as a part of:

  • Arts Management (Certificate of Higher Education)

  • Journalism (Certificate of Higher Education)

  • Media Practice (Certificate of Higher Education)

    • 30 credits at level 4

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