Course Details in

Module Title	LI Business Communications Practice
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 29343
Module Lead	Mark Foster
Level	Intermediate Level
Credits	10
Semester	Semester 1
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-18 hours Practical Classes and workshops-4 hours External Visits-4 hours Guided independent study-74 hours Total: 100 hours
Exclusions
Description	This module enables students to experience and understand key methods of organisational profile raising and external engagement activity. It also develops knowledge and skills for contemporary methods of business communications using a range of written communication, for example web copy and press release writing. These key demonstrated skills will be carried forward to work placements and contribute towards a portfolio of student work. The language of business communications is examined and practiced through analysing structures, and campaign style. The ability to present key findings on business issues is developed through corporate public relations practice and media engagement skills, including background research and theoretical frameworks. Students develop campaign pitch and communication skills through an understanding of the contemporary news agenda; developing an awareness of content analysis; textual analysis (in the broadest sense); and critical discourse analysis. Case studies are examined to evaluate how businesses secure media engagement and utilise the news agenda. Students hone professional writing and story-telling skills, for both traditional and digital outlets, that are essential for careers in Public Relations and Marketing Communications.
Learning Outcomes	By the end of the module students should be able to: demonstrate comprehensive knowledge and understanding of written media-engaging communications and methods of delivery; critically analyse the nature and relevance of media engagement across key delivery channels. utilise a range of media and analysis techniques to understand different media landscapes understand and apply theories of media and corporate framing in campaigns and the importance of frame alignment plan, structure and write persuasive campaign copy to meet set objectives demonstrate an understanding of reflecting brand or organisational identity in campaigns write clear, crisp copy, demonstrating understanding of campaign structure
Assessment	29343-01 : 400 word press release & SWOT analysis : Coursework (40%) 29343-02 : 1500 word report : Coursework (60%)
Assessment Methods & Exceptions	Assessments: 1 x 400 word press release & SWOT analysis (40%) 1 x 1500 word report, (60%) Reassessment: 1500 word essay 100%
Other	None
Reading List