The module uses communication theory and contemporary case studies to examine how an organisation presents itself to an audience. This audience can be internal to the company, or external. Topics covered will include communication channel selection, persuasive campaigns, engaging an audience on the internet, communicating change to internal and external audiences, organisational use of social media for engagement. Also, the role and function of Human Resource Management and recruitment marketing is analysed. Podcast scripting and production is taught and experienced as a channel of engagement. The module applies marketing communication and PR theory in practice to produce creative, integrative communications campaigns using a variety of tools and channels. Students examine and critique contemporary examples of creative campaigns using appropriate theory, before designing and producing their own campaigns. These include video production for the internet which can be uploaded to an individual employment enhancing online portfolio developed and contributed to throughout their degree programme. Students work in collaborative teams, with both peer to peer, and student/lecturer engagement enhanced through a dedicated virtual learning environment (VLE).
Learning Outcomes
By the end of module students should be able to:
Demonstrate a knowledge and a critical understanding of the role of internal and external communicators in engaging internal and external audiences
Identify and apply key communication theory theories and practices, and apply these to engagement collateral such as a podcast
Critically evaluate leadership and management communications and their influence on internal and external engagement and relations
Analyse how organisations use internal communications as marketing for external use via recruitment
Understand and critically evaluate how organisations communicate change to both internal and external stakeholders
Critically evaluate models and practices and apply theory to analyse modern communication practices
Critically evaluate the role of video and delivery channels in online marketing communications and PR campaigns
Apply frameworks from industry and theoretical knowledge to produce persuasive and creative audio-visual productions via appropriate delivery channels
Plan video production from conception to upload, including demonstrated story-boarding skills
Demonstrate skills required for creative campaign production for use in Public Relations and in Integrated Marketing campaign