MA Public Relations and Digital Communications

University of Hertfordshire

This module introduces students to the theories, concepts and practice of advertising and marketing communications. The students learn about the theoretical frameworks that underpin the industry and apply them to digital and integrated forms of advertising and marketing communications. They explore real world case studies and develop a marketing communication plan as well as advertising products which will form part of their portfolio for employment.

This module provides you with a detailed understanding of the communication strategies including those of social media in the media and creative industries. You will apply theory to practice by developing a range of media products and a social media strategy that simulates a real-world scenario. You will examine key questions such as: communications strategies, branding, copyright, market segmentation, user behaviour, advertising and digital business models. Through-out the module you will be learning media production skills including: editing and manipulation of text and images, knowledge of a content management systems, blogs and developing social media assets for different platforms. You will also consider the implications of AI systems on supporting content creation, analysing user patterns, monitoring and measuring brand visibility. This is a creative module and there is an emphasis on enterprise and innovation and along with technical skills you will develop soft skills such as pitching ideas and presenting research to offer solutions to a real world scenario.

Digital communication technologies saturate our everyday life. This module aims to examine the contemporary digital environment from both theoretical and practical perspectives. By looking into recent developments in digital media with a particular focus on the different uses of digital media, this module enables the students to make distinctions between different kinds of platforms, materials, genres, audiences, and strategies. The module critically examines a range of current topics such as: user-generated content, AI, metrics, social listening, influencers, search engine optimisation (SEO), search engine marketing (SEM) (e.g., customer relationship management, the marketing mix, consumer behavioural models, market segmentation and advertising models). The module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.

This module aims to develop an appreciation of the main principles of public relations, its practices and impact on people and organisations. The module will enable students perform stakeholder analysis and analyse publics effectively to deploy appropriate tools. As Public Relations is concerned with discursive forms of communication in order to persuade, students will examine persuasion theories and look at the ways in which companies use promotional and persuasion tactics to share messaging and maintain a positive reputation. Students will look at a range of specialist subjects such as authentic brand narratives, internal communications, digital PR, sponsorship, consumer behaviour and automation tools influenced by Artificial Intelligence (AI), PR ethics, Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG). We will critically analyse the future challenges for Public Relations in relations to corporate communications and discuss the increasing distinction between external and internal communications, as well as exploring how to design a strong Corporate brand Identity and the elements of a good PR strategy. Students will learn how to map relevant stakeholder groups and develop tailored strategies and objectives. The module encourages students to apply their own creativity and critical thinking in evaluating and developing successful PR campaigns.

This module aims to develop your knowledge and understanding of some of the theoretical approaches and related critical methodologies which are influential in the scholarly analysis of media texts. Areas covered may include quantitative and qualitative research methods, such as content analysis and media sampling; interview and survey strategies and interpretation; audience research methods; focus groups and observation. Issues of technological convergence and the socio-cultural aspects of the contemporary media landscape. You will be invited to assess the strengths and limitations of different frameworks and learn to understand their application in media practice. This module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.