|Module Title ||LM Business Communication|
|School||Birmingham Business School|
|Department || Birmingham Business School|
|Module Code || 07 19926 |
|Module Lead ||Hazel Westwood|
|Level || Masters Level |
|Credits || 10 |
|Semester|| Semester 2|
|Restrictions || Full-time MBA International Business elective module |
|Exclusions || |
|Description || This module focuses on theories relating to current trends in Business Communication including PR, Reputation Management, and Crisis Communications. Through small group working it develops practical communications skills to a ?real-time? campaign allowing MBA students to experience the process of a campaign from strategic intent through to delivery in a media environment. Development of campaign themes, key messages, and message consistency provides students of this module with theoretical knowledge and skills set transferable into both pro-active and reactive communications with internal and external audiences. |
|Learning Outcomes || By the end of the module the student should be able to:|
- Understand and apply key theories in the fields of Public Relations, Reputation Management and Crisis Communications.
- Practically apply techniques in developing and delivering key messages as a part of identified campaign objectives.
- Deliver professional standard interviews in a media environment.
- Critically analyse Business Communications campaigns, using appropriate models.
19926-07 : Individual Assignment : Coursework (50%)
19926-08 : Media Skills : Fieldwork - Practical (30%)
19926-09 : Press Release & Campaign Analysis : Practical (20%)
|Assessment Methods & Exceptions || Assessments:|
Press release 400 words & campaign analysis 500 words (coursework) 20%
Media Skills workshops (3 exercises) 30%
Written Assessment (2000 words) 50%
Reassessment: 3,000 word individual assignment
|Other || |
Creativity in Public Relations (Public Relations in Practice) (Public Relations in Practice) (Public Relations in Practice) by Andy Green (Feb 2007) Kogan Page.
The New Rules of Marketing & PR: How to use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. (2007). By David Meerman Scott
Public Relations: Strategies and Tactics: Study Edition by Dennis L. Wilcox and Glen T. Cameron (Paperback - 25 Oct 2006)
PR Week. – The Public Relations Industry magazine
The Marketer's Guide to Public Relations in the 21st Century by Thomas L. Harris and Patricia T. Whalen (2006).
Effective Media Relations: How to Get Results (Public Relations in Practice) by David Wragg, Alison Theaker, and Michael Bland (2005)
Adding: Reputation Management. F.Doorley & H.F. Garcia. Routledge (2010) for 2012-13
International Public Relations. Negotiating Culture, Identity and Power. Patricia A. Curtin, & T.Kenn Gaither. Sage (2009)
Public Relations: Concepts, Practice and Critique. Jacqui L’Etang. Sage (2009)