Programme And Module Handbook
Programme Specification

Date Specification Approved 16/05/2018
College College Social Sciences
School Birmingham Business School
Department Birmingham Business School
Partner College and School
Collaborative Organisation and Form of Collaboration
Qualification and Programme Title B.Sc. Business Management with Communications and Year in Industry Full-time
Programme Code 280C
Delivery Location Totally Taught Abroad
Language of Study English
Length of Programme 28 Months
Accreditations This programme has no outside accreditations
Aims of the Programme Introduction
This programme aims to address the public relations, corporate communications and media requirements of today’s businesses whether local, national or international. It combines a broad-based business degree with specialist public relations, communications and media element. It also aims to develop business communication skills thereby acquiring a distinct advantage in the graduate market. As a rigorous analytical, academic degree, it provides students with a solid foundation of business knowledge and context. The programme also provides students with the media and communication skills necessary to present and receive information through various techniques such as public relations campaigns, interview skills, public speaking, team presentations, internet-based communications and social media. The underlying philosophy of the programme is that students study all aspects of business management and communications throughout the course.
Given the fact that business is conducted today in a global environment and that it is necessary to be able to interact with other markets and cultures, an international underpinning is to be found in most modules. In addition, an appreciation of other contemporary subject areas including public relations, corporate reputation and social media marketing together with issues such as ecommerce, entrepreneurship and knowledge management is provided throughout the programme, which will also endeavor to impart a sense of corporate social responsibility. The Industrial Placement allows students to see the application of theory is about praxis. Students spend at least 24 weeks on an industrial placement in 2 blocks, the first after year 2, and the second at the end of year 3. The main purpose of the placement is to gain an understanding of how theoretical business and communications models can be applied in the real world and can be challenged and revised through practice, and to develop the transferable skills that employers today, and students, are increasingly seeking.
Entry to the suite of BSc programmes in Singapore is direct to stage two.
All students have completed Diplomas that require them to achieve the learning outcomes that would have been achieved had they studied Stage One in Birmingham.
In Stage Two we adopt a generalist major/minor approach; students must take 40 communications based credits. The remaining 80 credits must include at least 10 credits from each of the key themes. The modules on the programme mirror those modules already offered in the UK based programme and have been chosen as the most appropriate modules for the coherence of the programme, and the most suitable for the Singapore market.
The Industrial Placement element of this programme comprises two blocks of a total of 36 weeks. Placement A will take place after Stage Two (12 weeks) and before Stage Three; Placement B after Stage Three (24 weeks) .
Stage Three. features modules that are increasingly focused. The year is underpinned by a compulsory communications dissertation which allows the student to investigate in-depth an area of personal interest. Students also study Strategic Stakeholder Communications and Digital Marketing amongst their final year compulsory modules.
Programme Outcomes
Students are expected to have Knowledge and Understanding of: Which will be gained through the following Teaching and Learning methods: and assessed using the following methods:
How businesses utilise communications techniques to assess and address stakeholder interests in a changing environment.
How corporate communications processes operate in various socio-cultural and political contexts.
Customer expectations, service and orientation.
The impact of international and global trade on business
The management and development of people within organisations
Relevant communication theories and application in business, marketing and management.
Relevant, contemporary issues such as creativity and enterprise, globalisation, knowledge management and business ethics.
Lectures, workshops, writing groups, case studies. Industrial visits to media organisations and interactive guest lectures from marketing communications professionals.
Examination, individual podcast & group presentation; written report/ assessment/ webcast production examination; individual presentation, blog writing, group presentation.
Students are expected to have attained the following Skills and other Attributes: Which will be gained through the following Teaching and Learning methods: and assessed using the following methods:
Effective communication and key message delivery skills (verbal and non-verbal; including print, broadcast and web based channels)
Critical thinking, analysis and synthesis through making comparisons and critically assessing subject material
Effective problem solving and decision making using appropriate quantitative and qualitative techniques
Ability to apply information technology to meet business objectives
Teamwork including leadership, team building influencing and event management skills
Experiential learning Capacity to undertake a research dissertation on an aspect of Business Communications; employing appropriate methodologies, analyses and interpretation of findings.
All teaching methods throughout programme including video deconstruction, case studies, essay and dissertation writing; Supervised practical workshops, technical demonstrations and technical exercises;Industrial placement, capturing experiential learning throughout a year in industry.; supervised study, dissertation meetings, lectures and research.
Coursework, class-based work, written assignments and examination; podcast and webcast production.