Course Details in

Module Title	LH Advanced Communications Practice
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 29344
Module Lead	Mark Foster
Level	Honours Level
Credits	10
Semester	Semester 1
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-10 hours Practical Classes and workshops-12 hours Guided independent study-78 hours Total: 100 hours
Exclusions
Description	This module enables students to further develop and apply knowledge gained in the Business Communications Practice module (formerly Key Message delivery 1), through media-facing activity across a range of channels, including TV. These are key skills that students develop to an advanced level by drawing on their industry placement experience, and the applied marketing and PR theory from earlier intermediate modules. Students develop presentation and communication skills to a higher level via a thorough understanding of key message delivery methods and channels of delivery in the business, marketing and media environments. The nuanced requirements of different media are understood as students further develop content analysis. This includes, for example, analysis of target audience interaction, visual analysis textual analysis and critical discourse analysis. This equips students with critical frameworks to analyse both PR and marketing campaigns, to assess earned and owned content and to learn experientially and formatively from best practice. Case studies are examined to evaluate how successful businesses engage positively with media through use of language, appearance and message delivery.
Learning Outcomes	By the end of the module students should be able to: demonstrate comprehensive knowledge and understanding of the theory, techniques and channels for business engagement with different media. understand how to select, craft, and deploy key messages to achieve campaign objectives across live and interactive channels. demonstrate the skills required for successful media engagement in the face of challenges, and to integrate organisational and brand values appropriately. Utilise a range of analysis techniques to respond to media-based interactions. Be equipped with the frameworks to enable further advanced skills development as a business spokesperson/ambassador and media interaction advisor.
Assessment	29344-02 : Practical Assessment : Practical (50%) 29344-04 : Assignment : Coursework (50%)
Assessment Methods & Exceptions	Assessments: Coursework project (100%) Comprising: 30 minute Practical exam 50% 2000 word Essay 50% Reassessment: 2,000 word essay (100%)
Other
Reading List