The function of public relations is to manage relationships with a wide range of stakeholder groups including employees, community, the government, investors and the media, while marketing focuses on the relationship with the customer, identifying, anticipating and supplying goods and services. These roles complement each other and today, organisations often use integrated communication strategies that combine facets of both. This course focuses on the core principles of marketing and PR theory and applies it to practice. You will learn about the role of marketing and PR as central activities within organisations and their role within a consumerdriven society. It also introduces students to events management, as this is a complementary discipline that sits alongside public relations and marketing. This professionally relevant course is continually adapted to meet the changing needs of students, employers and society. This flexible, accessible and responsive approach ensures that you will benefit from the latest research, technology and industry practices. In Year One, key concepts are covered and essential practical skills developed. Modules look at the history of PR as well as engaging with contemporary practice, particularly how PR works with traditional and new media. The dynamics affecting the role of marketing in a changing environment are considered. And students focus on the nature and development of the events industry. Modules in Year Two expand on professional practices in PR, marketing and event management. Working in small teams, students have an opportunity to design, plan, manage and evaluate an event on behalf of a live client. Within PR, consideration is given to how organisations communicate with their employees and external stakeholders through the media. In Year Three, you will develop PR and marketing knowledge using concepts of strategy and persuasion. The principles of planning are covered from a PR perspective. Recognising that after graduation you may go on to start up your own businesses, attention is paid to the issues and management techniques involved in enterprise creation and small business development. Your research skills will be strengthened and you will begin to prepare for you dissertation in Year Four. In Year Four, you will be encouraged to work more independently to develop your critical skills and follow your own area of interest. You will carry out a dissertation research project and complete PR modules. Invaluable practical experience is gained through a PR work placement.

You will be prepared for a wide range of career opportunities such as: public relations executives; press or information officers; communication managers; publicity and promotions executives; communications consultants; marketing assistants; and events managers.