Marketing & Public Relations | 2022/23

Course overview

This exciting honours degree in Marketing & Public Relations (PR) aims to equip students with the knowledge, competences and skills that are required to be successful in contemporary marketing and public relations industries. Recognised by the Chartered Institute of Public Relations (CIPR) students will become members of this professional association for the duration of their degree.

In recent years Marketing and PR has gained increasing significance as organisations look to face local, national and international challenges.

Marketing and PR roles range from identifying customer needs, creating ideas and building and managing a positive brand reputation. This function is required across almost every industry, giving graduates a variety of sectors to work in such as fashion, retail, public sector, professional services, manufacturing and more.

Why CU London

We offer a style of education which is flexible and designed to fit around your life, allowing you to benefit from a modern, forward-thinking higher education institution, reinforced by the quality and reputation of Coventry University. We aim to provide career-focused courses, wherever possible, coupled with placement opportunities to help prepare you for the world of work. We are dedicated to making higher education accessible and enjoyable to everyone, so we keep our fees low and made it a policy to cover one module at a time, allowing you to become a specialist in each topic before moving onto the next.

Accreditation and Professional Recognition

The Chartered Institute of Public Relations

The Chartered Institute of Public Relations (CIPR) is the leading representative body for the PR profession and industry in Europe. Students achieve both academic and vocational awards (including HNC/HND and Coventry University Honours Degree) and professional recognition from the CIPR.

Chartered Institute of Marketing

Students who complete the HNC Marketing & Public Relations will be exempt on an Accredited Prior Learning (APL) basis from the CIM Level 4 Certificate in Professional Marketing modules ‘Marketing’ & ‘Integrated Communications’. They will be required to pass one elective module to obtain the CIM Level 4 Certificate in Professional Marketing qualification. On completion of the BA (Hons) Marketing & Public Relations students will also be exempted on an APL basis from the CIM Level 6 Diploma in Professional Marketing module ‘Strategic Marketing’. They will be required to pass two modules, Mastering Metrics (mandatory), plus one elective module to obtain the CIM Level 6 Diploma in Professional Marketing.

What you'll study

This course aims to provide a thorough understanding of the marketing industry and PR best practice.

Alongside extensive knowledge of significant marketing functions within core business strategies, you will be equipped with skills essential for successful entry into the marketing sector. Within this course, you will have the opportunity to embark on study trips, as well as mandatory marketing training with local employers and industry experts.

Furthermore, you’ll learn to develop creativity with an entrepreneurial flair and successfully combine innovative ideas with strategic thinking.

This first year is designed to provide you with a broad introduction to the field of marketing, focusing on the macro environment, core principles and the role of PR in marketing practices. Throughout the year, the programme aims to introduce skills in decision making and information management, along with a solid grasp of marketing communications, providing you with a solid foundation for further exploration in years two and three. Students who complete year one are eligible for a Higher National Certificate (HNC) in Marketing & Public Relations.

Modules

Marketing Principles

In this introductory module, you’ll discover the importance of the marketing function in organisational success. You’ll look at popular tools, techniques and marketing strategies commonly used and identify the key points of value creation for diverse customers.

Compulsory
Marketing Communications

Developing key analysis skills, you’ll acquire comprehension of a quintessential tool–the marketing communications mix. Gaining invaluable insight, you will understand integrated marketing activities and assess the importance of consistency with social and ethical principles, while fulfilling legal and regulatory requirements.

Compulsory
Public Relations in Context

This module focuses on the fundamental context of Public Relations. You’ll be introduced to core topics including definitions, history, ethics, corporate social responsibility and importantly, how PR integrates with other marketing functions. You’ll also discuss the pros and cons working for an agency or working in-house and study good and bad PR practices.

Compulsory
Contemporary Skills for Public Relations

As the world moves further towards instant global communication, the skills needed for successful strategy have evolved. In this module, you’ll learn contemporary PR skills such as copywriting, internal communication and crisis communications for international companies. You will also cover media management, where you’ll identify and discuss successful strategies in digital media.

Compulsory

As the course progresses, students build on the knowledge gained in year one to cement a solid foundation of core principles. This year, with a focus on the online arena, students will gain knowledge on the use of technology systems to successfully develop and implement innovative marketing strategies. Relationship management and innovative strategy is introduced, alongside enhanced digital marketing practice and effective market segmentation. Students who complete year two are eligible for a Higher National Diploma (HND) in Marketing & Public Relations.

Modules

Digital Marketing

Looking at real-world, professional advertising and marketing communications, you’ll discover essential tools required to operate successfully in the digital environment. You’ll learn how to monitor and measure campaign effectiveness and formulate unique strategies to enhance customer experience. You’ll also advance your knowledge of current trends, threats and opportunities in digital marketing.

Compulsory
Entrepreneurial Marketing

An entrepreneurial mindset is essential for the creation of innovative ideas for products and services. You will be introduced to the concept of entrepreneurial marketing. This is the process of creating new, monetizable ideas by adopting the notion of effectuation. You also get to practice the use of modern techniques such as targeting, segmentation and positioning.

Compulsory
Innovation in PR

Having the ability to integrate innovation into strategic creation is a skill sought-after by many. We provide you with the support to develop skills in idea creation, innovation and enterprise in PR. Working amongst your peers, you’ll develop creative approaches for successful public relations practice, studying famous companies for modern and relatable assessments.

Compulsory
Media Relationship Management

Focusing on characteristics of key media relationships, you’ll learn how to attract and maintain a mutually beneficial relationship with media sources. You’ll cover the importance of trust and use case studies of famous companies to critically assess positive and negative media coverage.

Compulsory

An optional placement or sandwich year gives you the chance to gain further insight into the industry or career you are seeking to follow, enabling you to apply your theoretical knowledge to the workplace. You can also choose to take an optional year abroad between years two and three. If you decide to take advantage of a placement year this version of the degree will help you acquire valuable work experience and gain an understanding of what employers seek in graduates. It is your responsibility to find a placement with an employer within your chosen sector. The careers and employability department, alongside the course team, will support you throughout your placement year.

Modules

Placement year & Study abroad

Optional

In your final year of study, you will consolidate your expertise through professional placements and your own, self-defined marketing and PR research project. Focusing on your personal development, you’ll collate knowledge in management, PR and the international arena to deliver an industry-standard project. By the end of the programme, you will have gained the skills and proficiency necessary for successful integration into the marketing industry. Students who complete the final year are awarded a BA (Hons) degree in Marketing & Public Relations.

Modules

International Marketing and PR

Refining knowledge of successful sales and marketing practices, this module centres around international trade and the distinctions between multilateral marketing, international marketing and pure exporting. Familiarising yourself with key models and theories, economic and non-economic factors is highly important, therefore you’ll appraise cultural factors as key areas in globalisation.

Compulsory
Advanced PR Planning

Drawing on the knowledge of the previous years, tutor insight and independent research, you’ll explore the advanced practice of PR planning in modern organisations. Our tutors will take you through the disciplines of planning and strategy with key considerations, such as behaviour change, target planning, management and structuring of PR teams.

Compulsory
Strategic Marketing Management

Your tutors will teach you core subjects of marketing management, including the building of profitable relationships, creating and delivering brand value and global marketing. Most importantly, you’ll develop the skills and techniques required to create successful marketing strategies and learn how to sustain competitive advantage for contemporary organisations.

Compulsory
Marketing and PR Research Project

You will take charge of delivering a relevant and innovative research project to industry standard. You will consolidate the skills and knowledge accumulated throughout the programme to showcase work on a topic chosen by you, incorporating contemporary marketing and PR issues, recommendations and critical reflection on outcomes.

Compulsory

How you'll learn

This course is available as a full-time three year or optional four-year sandwich course, the latter incorporating a work placement or study year in a related field.

Our teaching methods are varied, offering a number of teaching styles to suit the needs of all our students, so in addition to lectures, we also utilise a blended learning approach, including online aspects, workshops and group work. Additional support is available via email and our online learning platform, Aula.

Progression through the modules develops knowledge and skills, including communication (written and oral), study skills, research methods, project management, presentation and career development. We will also encourage you to consider your employability and/or entrepreneurial development.

Unlike traditional institutions, there are no end of year exams. Instead, learning is assessed through coursework and phase tests, which is more reflective of our learning model.

You can expect up to 20 hours of learning activities per week, made up of face-to-face teaching, individual and group tutorials, online classes and independent learning.

The learning outcomes of modules, assignments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade.

Assessment

The learning outcomes of modules, assignments and projects will be clearly stated. Your work will be marked according to how well you achieve these learning outcomes and your final feedback will refer to each outcome, as well as providing an overall percentage grade.

Assessment methods vary and include, practical class and project performance, written practical reports, project thesis, laboratory experiments, tutorial tasks and assessments, which take place at the end of each six-week block.

Course Breakdown:

Coursework
Interactive Assessments

Job ready

On completion, you should be able to:

Demonstrate understanding and knowledge of the theoretical, analytical and practical aspects of marketing and PR.
Understand environmental factors that influence sales and marketing strategies, policies and processes which includes the competitive marketplace, supply chain, technology, legislation, regulation and social factors.
Sources of market information, analysis and research techniques. You will be introduced to the fundamental tools and techniques to undertake reliable market research activities, including an exploration of the role of an external marketing agency. You will also look at the most readily available sources of market information, as well as a consideration of the theories related to assessing the quality of market research information.
Critically appraise theories related to the development of an international marketing strategy and the risk factors that need to be considered in the development of a successful strategy, including country, currency, cultural and competitor risk.
Strategic leadership and management. You will examine the resources and operations in respect of sales and marketing operations within an international business context. You will also put together a critical analysis of strategic leadership theory related to the context of a marketing and PR function, including issues related to ethics and governance. You will also explore methods for workforce management and control, including managerial principles as well as tools and techniques.

Entry requirements

Typical offer for 2022 entry.

Entry level	What we're looking for
HNC	64 UCAS tariff points. Minimum 5 GCSEs graded 9-4 / A* - C including Maths and English. Minimum two A2 levels or BTEC equivalent qualification.
HND	80 UCAS tariff points. Minimum 5 GCSEs graded 9-4 / A* - C including Maths and English. Minimum two A2 levels or BTEC equivalent qualification.
Degree	104 UCAS tariff points. Minimum 5 GCSEs graded 9-4 / A* - C including Maths and English. Minimum two A2 levels or BTEC equivalent qualification.

If you do not have the typical entry requirements, we offer a number of programmes to help you secure a place. Successful completion of one of the below programmes guarantees you a place on a degree course with us, subject to meeting specified criteria.

Foundation Year
This degree programme has an integral stage 0 attached to it, so if you do not meet the entry requirements you may enter at the foundation level. Successful completion of our Business Foundation Year will guarantee you progression onto this degree programme.

We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.

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Typical offer for 2022 entry.

Entry level	What we're looking for
HNC	64 UCAS tariff points. Minimum 5 GCSEs graded 9-4 / A* - C including Maths and English. Minimum two A2 levels or BTEC equivalent qualification.
HND	80 UCAS tariff points. Minimum 5 GCSEs graded 9-4 / A* - C including Maths and English. Minimum two A2 levels or BTEC equivalent qualification.
Degree	104 UCAS tariff points. Minimum 5 GCSEs graded 9-4 / A* - C including Maths and English. Minimum two A2 levels or BTEC equivalent qualification.

If you do not have the typical entry requirements, you may want to consider studying this course with a foundation year. Upon successful completion our Business Foundation Year will provide you with the knowledge and skills you need to progress onto this undergraduate degree.

Alternatively, visit our International hub for further advice and guidance on how to apply and travelling to and living in the UK.

English language requirements

IELTS: 6.0 (HNC - year 1/HND - year 2) or 6.5 (Degree/Top Up - year 3).

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course.

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Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

Student	Full time	Part time
UK	£6,800 per year	Not available
International	£15,300 per year	Not available

Facilities

You’ll be based in the spacious Civic Centre building, which provides an outstanding learning environment.

You will have access to our Library & Learning Services, fully equipped seminar rooms and impressive IT suites.

Careers and opportunities

With an ever-growing demand for marketing professionals in all industries, graduates of a marketing course have an expansive list of career pathways to explore.

Possible career routes include Digital Marketing, Events Management, Account Management and more. With many students CU progressing directly into careers in marketing, PR and sales, this course can lead also to a master’s degree and professional qualifications.

Where our graduates work

Graduates from the Marketing & PR Degree have progressed onto positions including Marketing Co-ordinator, Account Executive and Graduate Manager.

How to apply

UK Students

Full-time UK undergraduate students apply through UCAS. Otherwise, you will need to apply to CU directly. Read our application pages to find out your next steps to apply.

How to apply

Apply via UCAS

If you'd like further support or more information about your course get in touch with us today.

(+44) 0203 873 0700

CULondon@coventry.ac.uk

Chat with our admissions team

Complete our contact form
International Students

International students should apply directly to CU directly. Read our application pages to find out your next steps to apply.
How to apply
For further support for international applicants applying for an undergraduate degree view our International pages or Coventry University Group's International hub.

If you'd like further support or more information about your course get in touch with us today.

(+44) 0203 873 0700

cul@coventry.ac.uk

Chat with our admissions team

Complete our contact form