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Module Title LC Key Message Delivery and the Media
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 23281
Module Lead
Level Certificate Level
Credits 20
Semester Full Term
Restrictions BSc Business Communications; BSc International Business Communications
Contact Hours Lecture-28 hours
Practical Classes and workshops-16 hours
Guided independent study-156 hours
Total: 200 hours

This module enables students to experience and understand the scope of media communications across a range of delivery channels.  These are key skills that students will be able to use in their other modules and work placements.

The semantics and rhetoric of business communications are examined and practiced through analysing presentation structures, style and language.  The ability to present key findings on business issues is developed through corporate public relations and journalism skill, including background research and literature reviews.

Students also develop an understanding of the news agenda; develop a basic awareness of content analysis; conversation analysis; textual analysis; visual analysis (still image) and visual analysis (moving image) and critical discourse analysis.  Case studies are examined to evaluate how business secure media headlines and get ahead of the news agenda.  Students practice writing news releases which form the basis for radio and television interviews.

Learning Outcomes

By the end of the module the student should be able to:

  • demonstrate comprehensive knowledge and understanding of media communications and their methods of delivery;
  • critically analyse the nature and relevance of business communications across key delivery channels;
  • Utilise a range of media and analysis techniques to respond to media interviewing.
Assessment 23281-01 : Press Release : Coursework (20%)
23281-02 : Media Messaging : Coursework (30%)
23281-04 : Written assessment : Coursework (50%)
Assessment Methods & Exceptions Press Release and SWOT analysis (20%) Assessed radio and TV interviews (15% each) Individual essay, 2,000 words (50%) Reassessment: Individual essay, 2,000 words (100%)
Reading List