Module Details

Module Code: MMED9017
Title: Public Relations MA Project
Long Title: Public Relations MA Project
NFQ Level: Expert
Valid From: Semester 1 - 2017/18 ( September 2017 )
Duration: 1 Semester
Credits: 30
Field of Study: 2130 - Multimedia
Module Delivered in: 1 programme(s)
Module Description: This module is the capstone of the MA in Public Relations with New Media and draws heavily upon content successfully completed in the taught element of the programme and requires students to apply knowledge gained to the world of professional communications through significant industry research and engagement.

The Public Relations MA Project comprises two main elements: the PR Thesis and Professional Communications Mentorship Programme. The PR Thesis requires the student to identify and investigate contemporary issues pertinent to the professional communications industry, and through review of academic literature and analysis/critique of industry-specific case studies complete a research-based thesis that extends knowledge and understanding of the topic under investigation.

The Professional Communications Mentorship Programme requires the student to engage with industry professionals to exchange business experience, knowledge and expertise, and career advice. Findings from this industry liaison will also facilitate completion of thesis by enhancing knowledge of industry-specific issues pertinent to area of research.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Initiate and direct work in the field of public relations and related disciplines.
LO2 Interact in a professional manner with experts in various fields of public relations and professional communications in the pursuance of both elements of MA project.
LO3 Demonstrate the integration of critical thinking processes and academic research and their relevance to real-world examples and work situations within both elements of the MA project.
LO4 Critically appraise the role of both elements of the MA project within a wider context and understand the concept of developing a work identity through knowledge, engagement and experience.
LO5 Apply career development theory and career planning models to career research undertaken in pursuance of Professional Communications Mentorship Programme.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Application of PR Theory
Choosing suitable, relevant research project, academic writing fundamentals, the research proposal, the literature review, active reading, annotated bibiographies. Application of PR Theory to professional communications practice.
Career Theory
Career development theory, incorporating psychological, sociological and behavioural concepts. Establishing occupational interests; personal traits and motivators; occupational mobility; and life stage. •Influencers of career development and how to manage these.
Mentorship
Fundamentals of Mentorship and its role in developing career knowledge and professional skillsets. Mentorship activities and their role in creating work-related knowledge and skills.
PR Working and Research Environments
PR work environments. PR Industry sectors and sub-sectors. Relationship of work environments to academic research and interface of PR practice and research.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 60
Timing Sem End Learning Outcomes 2,3,4,5
Assessment Description
Completion of focused literature review and associated industry context and case study analyses.
Assessment Type Reflective Journal % of Total Mark 30
Timing Week 9 Learning Outcomes 1,2,3,4,5
Assessment Description
Reflective journal detailing main thematic aspects of Mentor interaction and critical reflection on mentor-mentee relationship, main learnings vis-a-vis career exploration and development.
Assessment Type Presentation % of Total Mark 10
Timing Sem End Learning Outcomes 2,3,5
Assessment Description
End of semester student presentation detailing experiences and learnings of involvement in Professional Mentorship Programme.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecturer-Supervised Learning (Contact) Contact Individual supervision of project Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Completion of Written Thesis, Reflective Journal and presentation of main student learnings of Mentorship Programme. Every Week 41.00 41
Total Hours 42.00
Total Weekly Learner Workload 42.00
Total Weekly Contact Hours 1.00
This module has no Part Time workload.
 
Module Resources
Recommended Book Resources
  • Daymon, C;. (2010), Qualitative Research Methods in Public Relations and Marketing Communications, 1st. Routledge, [ISBN: 978-04154711].
  • Martyn Denscombe. (2007), The good research guide, Open University Press, Maidenhead, [ISBN: 978-0335220229].
  • Yates, J;. (2013), The Career Coaching Handbook, 1st. Routledge, [ISBN: 978-041562787].
  • Caywood, CL. (2012), The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd. McGraw-Hill, [ISBN: 978-007176746].
Supplementary Book Resources
  • edited by Elizabeth L. Toth. The future of excellence in public relations and communication management, [ISBN: 978-0805855968].
  • Judith Bell. (1999), Doing your research project, Open University Press, Buckingham, [ISBN: 978-0335203888].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BPRNM_9 Master of Arts in Public Relations with New Media 4 Mandatory