Programme And Module Handbook
Course Details in 2018/19 Session

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Module Title LM Business Communication
SchoolBirmingham 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
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.
Assessment 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
Reading List 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)