Description

Contents

Structure and Content

Single Award (University of Stirling)Students spend the autumn semester at the University of Stirling and then progress to Lund University for the spring semester. After successfully completing all modules students are then able to progress to the dissertation phase of the MSc which starts in the Autumn.
Full-timeCertificate: three months
Diploma: nine months
MSc: 16 months

Double Award (University of Stirling and Lund University)Students spend an additional semester at Lund University in order to gain the double award.
Full-timeCertificate: three months
Diploma: nine months
MSc: 21 months

Students on this programme will study the following modules and do a 12,000 word dissertation:

* Strategic Public Relations Planning: Develops the ability to identify and diagnose public relations problems and design campaign strategies. Presentation and media broadcast skills are taught.
* Public Relations and Communication Management Theory: Provides an overview of key public relations and communication theories, and thus provide a conceptual introduction to the discipline of public relations and communication management.
* Media Relations: Describes the context within which journalists operate and teaches you to write press releases and feature articles.
* Public Relations Contexts: The study of public relations and communication management practice in a variety of organisational cultural and symbolic contexts; international and ethnic contexts; and practice contexts such as business-to-business (B2B), business-to-consumer (B2C), crisis and employee relations.
* Public Affairs and Advocacy: This module critically evaluates political and social science theories relating to public opinion, public affairs practice, lobbying and advocacy environments.
* Organisational Communication: This module provides an overview of the major theories and themes in organisational communication. Initially the module covers the historical development of the field and the different major perspectives, namely the post-positivistic, interpretive and critical perspective. The latter part of the module focuses on areas such as change processes, leadership and power from a communicative perspective.
* Research for Dissertation: Teaches the necessary research skills to carry out academic research in the field of public relations and communication management.
* Research and Evaluation for Practice: Teaches the necessary conceptual and computational research skills to operate as a public relations manager.

Students opting for the double award will also complete the following modules:

* Research Design: Focuses on quantitative approaches to research.
* Specialist Research Methods: Focuses on the methods approaches students are considering for their dissertation.
* Internship: students are required to complete an internship.

Delivery and Assessment

Methods of assessment include case studies, timed assignments, essays, presentations and reports. Students also complete a 12,000-word dissertation.

Timetable

Contact the School for information on your timetable and reading lists.

Requirements

Entrance Requirements

Qualifications equivalent to an upper second class undergraduate degree from a university or college recognised by the University of Stirling. Applications will also be considered from those with significant experience in public relations, but without the normal qualifications for entry (normally for the Diploma in the first instance).

English Language Requirements

If English is not your first language, you must provide evidence of your proficiency such as a minimum IELTS score of 6.5 (minimum 6 in each skill), or TOEFL: Listening 23, Reading 23, Speaking 23, Writing 23.

English Language Requirements