Marketing & Public Relations Programmes
Postgraduate and Professional
03
03
The Department of Business and Marketing
04
Learning Facilities
06
Chartered Institute of Marketing (CIM)
Professional Diploma in Marketing
08
Chartered Institute of Marketing (CIM)
Professional Postgraduate Diploma in Marketing
10
MA Marketing Management by Part-time Flexible Learning
12
Chartered Institute of Public Relations (CIPR) Advanced Certificate
14
Chartered Institute of Public Relations (CIPR) Diploma
16
MA Public Relations Management
17
Research Degrees
18
How to Find Us
19
Student Comments
THE DEPARTMENT OF
BUSINESS AND MARKETING
CONTENTS
Progression Chart
CIPR - Advanced Certificate (see page 12)
CIPR – Diploma (see page 14)
MA – Public Relations Management (see page 16)
Chartered Marketer Status
CIM – Professional Diploma (see page 6) CIM – Professional Postgraduate Diploma (see page 8) MA – Marketing Management (see page 10) PhD/MPhil/DBA (see page 17)
Birmingham City Business School
is one of the largest providers
of business, computing and
management education in the UK.
The Department of Business and Marketing works at a local and national level with the Chartered Institute of Marketing (CIM) and the Chartered Institute of Public Relations (CIPR) to design courses that specifically meet the needs of busy professionals in today’s increasingly competitive business and employment markets. Birmingham City Business School is an accredited centre for CIM and CIPR teaching. A key aim for the department is to provide students with high quality vocational education that meets their personal, career development and academic aspirations.
The pass rates for CIM candidates studying at Birmingham City Business School are significantly ahead of national average figures. After successfully completing a CIM qualification, students have the option to progress on to the Business School’s Part-Time MA Marketing Management programme, which can be completed after 12 months
of further study (see page 10). (Please see progression chart below). CIPR students also have a progression route onto the Part-Time MA Public Relations Management which takes a further 18 months (see page 16). The Marketing Department is also gaining an increasing reputation for the quality of its research. We have developed an international reputation for our work in International Marketing, Entrepreneurship,
Branding and Communications. There are opportunities to further extend postgraduate study into research, leading to the award of MPhil, PhD or DBA. Alongside our portfolio of postgraduate and professional opportunities, we also offer a broad range of Undergraduate Marketing, Advertising and Public Relations programmes, including the BA (Hons) Marketing and BA (Hons) Marketing, Advertising and Public Relations degrees. Please visit our website for further details and click on Undergraduate Study –
www.business.bcu.ac.uk
Equal Opportunities Birmingham City University promotes equality of opportunity in respect of every aspect of its provision. University policy and practice will seek to provide an environment that is free from discrimination against students, staff and others. The University and its staff will ensure that all prospective students are treated solely on the basis of their merits, abilities and potential.
The University will seek to prevent discrimination on the grounds of race, colour, ethnic origin, nationality, religious belief, gender, sexual orientation, disability, age, marital status, family circumstances, citizenship, social and economic status, or any other irrelevant individual differences.
For full details of the University’s Equal Opportunities Policy please log on to www.bcu.ac.uk
05
Accessibility
Along with the provision of high quality teaching, Birmingham City Business School recognises the importance to students of having access to first-class study support outside the classroom. These are just some of the facilities and services available to you as a Birmingham City Business School student that will enable you to get the most from your study programme and time as a student here.
Learner Support
Birmingham City Business School runs a dedicated Learner Support Centre which has a team of staff committed to Learner Support.
Our mission is to place the Learner Support Centre at the heart of the Business School where it addresses the needs and expectations of students for services that aid their personal development and learning. The aim is to be proactive in developing new initiatives to enhance and develop existing services and learning environments. We work closely with all our academic staff to develop and deliver both individual and group learner support services. These range from encouraging the building of Personal Development Plans through improving Study and Communication Skills to assistance with Literacy and Numeracy. We also offer assistance with research for assignments and projects, access to a wide range of learning materials and other resources to enable you to excel at your studies throughout your time in the Business School.
There are also dedicated librarian staff to look after information needs of students specifically from Birmingham City Business School.
Moodle
The Virtual Learning Environment (VLE), known as ‘Moodle’, is quickly becoming an invaluable part of the learning and teaching experience at Birmingham City Business School.
This entirely web-based environment supports a huge number of activities, all aimed at improving access to, and dissemination of, programme information and material. Such activities include free instant
messaging between users, discussion forums, video lectures and even testing with instant automated feedback. Moodle is ‘open’ all day, every day and, with around 10,000 unique users, there are between 3,000 and 4,000 members logging on daily.
Catering
Daytime and evening catering facilities are available close to Birmingham City Business School on the City North campus. There are two dining areas on-site during the day; the Quad (open until 5pm Mon - Thur and 4pm on Friday), offering a wide range of snacks, salads and baguettes and Cafe Edge (open Mon - Sat), offering premium beverages, sandwiches, pizzas and salads. For evening students there is an on-site pub “Hare of the Dog” with a variety of hot and cold meals being served until 7pm. Study Skills tutors are available to
work with students to develop and improve essential study skills. They provide academic and practical advice and guidance both to those who wish to enhance existing study skills or who feel they require further learning support. Their role is to facilitate effective learning. A brand new purpose built Learner Support Suite was opened in September 2006 at Birmingham City Business School offering open plan and private study areas, counselling rooms, presentation rehearsal rooms and much more.
The Learner Support Centre runs a series of daily workshops designed to support students in their academic skills with regular topics such as academic report writing, referencing, presentations skills, time management and exam techniques. Individual sessions can also be booked with our learner support staff for more detailed, tailored advice. Staff will give feedback on coursework for the English content and give advice on layout and referencing. Dedicated Presentation Rehearsal Rooms, which can be booked in advance, are also available for student use. Presentation feedback is available on request.
There is also the student union bar, “Bar 42” which serves food until 6pm. There are also vending machines on the ground floor of the Business School (Galton Building) serving hot and cold drinks and snacks.
Parking
Parking is available for students on the City North campus, adjacent to the Business School. This costs £1 per visit during the day but is free after 5pm and on the weekend.
Computer Networks
All Business School students have access to the computer laboratories within the Business School. During student induction at the start of the first Academic Year, you will be issued with your own personal secure computer ID giving you access to use any computers in the faculty and to all appropriate software, email, the Internet and own secure user space.
Our students can also make use of the data network and IT facilities of the University, including access to multimedia sources and information, originating internally and externally. Wireless networks are also available in the main library and some of the café areas. The Learner Support Centre is open
throughout the week with late night opening Mon-Thurs until 7.30pm during term time. The Centre offers students access to a range of learning materials and IT facilities such as:
• Specialist journals
• Detailed company information • Student dissertations • Exam papers • Video and DVD players
• Photocopying, binding, laminating, colour printing, presentation and computing facilities
• Specific Course related software Birmingham City University Library Facilities
Close to the Business School on the City North campus is Birmingham City University’s main library. The library is open from 7.15am – 11pm Monday – Thursday, 7.15am – 9pm on Fridays and 10am – 5pm on the weekends. The library houses over 300,000 items including books, journals, databases, video, DVD and other multimedia information sources. Students are able to access information from the library electronically, both on and away from campus, providing students with the flexibility to manage study time outside the classroom around other personal and professional commitments.
The “Digital Library” is available to students over the internet, where they can access Exam Papers, Journal Articles, Book Extracts and Student Projects via a password protected system.
LEARNING FACILITIES
07
CHARTERED INSTITUTE OF MARKETING (CIM)
PROFESSIONAL DIPLOMA IN MARKETING
The CIM Professional Diploma
in Marketing is designed for
those who are concerned with
managing the marketing process
at an operational level, as well
as those who are looking to
build on the knowledge gained
at Certificate level. The CIM is
the world’s largest professional
marketing body, working closely
with academic institutions,
industry and commerce to
develop greater awareness
and understanding of what
marketing can contribute to UK
and international business. CIM
qualifications are the benchmark
for career progression.
Aims
The CIM Professional Diploma in Marketing is the first step towards full membership of the Institute. Modules are designed to develop key skills for marketers, rather than subjects treated independently in turn. The course is designed to help improve your business performance, enhance your problem solving capability, increase your understanding of market information and develop your capacity to work with cross-functional teams.
You will:
• gain the marketing skills you need at an operational level to maximise on opportunities for your company • achieve an internationally recognised
transferable qualification and become an associate member of CIM
• understand how to write, implement and evaluate an effective marketing plan to meet your targets
Course content
The Professional Diploma syllabus is comprised of four modules:
Market Research and Information
This covers the management of customer information and research projects as part of the marketing process. It provides participants with both the knowledge and skills to manage marketing information and the more specialist knowledge and skills required to plan, undertake and present findings from market research. The module is a joint syllabus, shared with the Marketing Research Society.
Marketing Planning
This provides the essential knowledge and understanding for the creation and use of operational marketing plans. It aims to provide participants with an understanding of the internal organisational and external environmental contexts within which operational marketing activities are carried out, with the aim of constructing realistic and appropriate marketing plans.
Marketing Communications
Participants will gain an understanding of the concepts and practice of
promotional activities at an operational level. You will develop the skills for creating applied, co-ordinated promotional action, of campaign development and the management of relationships with customers and marketing channel stakeholders.
Marketing Management in Practice
Emphasising the importance of working in teams, this module develops project management skills by applying the knowledge gained from the previous Professional Diploma study units. It will require you to demonstrate your ability to plan and deliver a communications and customer service programme.
Assessment
Modules are normally assessed by a three hour ‘closed book’ examination. These are held twice a year, in December and June. Birmingham City Business School has an arrangement with CIM to offer the ‘Market Research &Information’ and ‘Marketing
Management in Practice’ modules on a continuous assessment basis, which involves the submission of work-related projects to the University. Students must inform the Business School when they do not enrol if they wish to take this option.
Attendance and Personal Commitment
Teaching on this Part-Time course runs from early September to late November for the December examinations and from early February to early June (with an Easter break) for the June assessments. You can choose to start in either September or February. You will typically study two modules each semester but the course is flexible in terms of how many modules you choose to take per semester and how long you take to complete the course. Teaching takes place between 6:15pm and 9:15pm, one evening per week, per module. In addition to class contact time, you will be expected to devote approximately three hours to self-directed study per week for each module.
In order to study the units in the order recommended by CIM we advise candidates to begin their studies in September.
Entry requirements
All applicants must meet the entry requirements of the CIM. Typical entry requirements for the Professional Diploma include one of the following:
• successful completion of the CIM Certificate in Marketing • Bachelors degree
• BTEC HND/HNC in Business or Marketing • NVQ Level 3 in sales/marketing related
discipline
• appropriate work experience
Further information
Sarah Cox
CIM Course Administrator T 0121 331 6746
E sarah.cox@bcu.ac.uk Mike Willoughby CIM Course Director T 0121 331 5211
E micheal.willoughby@bcu.ac.uk Birmingham City Business School City North Campus
Birmingham B42 2SU F 0121 331 6366 E business.school@bcu.ac.uk www.business.bcu.ac.uk
Robin Watson
I chose Birmingham City Business School as it has a great reputation and has been long established as a school of excellence.
The course is very intense and fast paced, but enjoyable. There is a lot of work involved and time management is key. I feel that I have gained an understanding of Marketing in the broader sense, the many roles and functions it has and its impact on business.
The lecturers are not only very knowledgeable and do as much a possible to help. They provide a first class service and are accessible, which is important when you study part-time. The course has given me a solid foundation on which to build and pursue a career in marketing. It is hard work but worth while and a definite feather in your cap as CIM is a world recognised qualification that will help open many doors.
Robin Watson from Birmingham is studying CIM Professional Diploma.
09
CHARTERED INSTITUTE OF MARKETING (CIM)
PROFESSIONAL POSTGRADUATE
DIPLOMA IN MARKETING
08
The CIM Professional Postgraduate
Diploma is designed for aspiring
strategic marketing managers
who wish to develop their career
to senior management level.
Successful completion of the
Professional Postgraduate Diploma
can be credited towards the
Birmingham City Business School
MA in Marketing Management.
The CIM is the world’s largest
professional marketing body,
working closely with academic
institutions, industry and
commerce to develop greater
awareness and understanding of
what marketing can contribute to
UK and international business. CIM
qualifications are the benchmark
for career progression.
Aims
The CIM Professional Postgraduate Diploma is the major recognised professional qualification in marketing. It concentrates on the application of keymarketing concepts at the strategic level of organisational planning and management.
You will be able to:
• influence strategic decisions in an organisation to create value for customers and shareholders
• manage and measure marketing activities undertaken as part of the implementation of a customer-focused strategy
• formulate, present and justify a creative, customer-focused and innovative strategy for any given context
Course content
The Professional Postgraduate Diploma comprises of four modules:
Analysis and Evaluation
This unit covers the strategic analysis of the external market and competitive environment and the internal capacity of organisations. Students will gain an understanding of the intelligence needs of the organisation, the impact of global and strategic trends and will be able to diagnose the capabilities of an organisation – especially its ability to behave creatively in a dynamic competitive environment.
Strategic Marketing Decisions
This unit emphasises that marketing decisions at the strategic level should add value for customers, shareholders and other stakeholders and that they should support the development of creative and innovative solutions, while being financially justifiable and accountable.
Managing Marketing Performance
This unit concentrates on the senior management agenda for implementing the business strategy through marketing activities. It covers internal cross-functional co-ordination, multiple performance measures, the linking of marketing activities to financial outcomes and the management of marketing people and processes to achieve continuous improvement.
Strategic Marketing in Practice
This is the Case Study unit. It builds on all of the concepts and management activities developed in the earlier units and involves the practical application of strategic marketing to a detailed case study, which is made available to students four weeks ahead of the assessment examination.
Assessment
Three modules are assessed via a three hour ‘closed book’ examination. These are held twice a year, in December and June. The ‘Strategic Marketing in Practice’ unit is assessed in a three-hour ‘open book’ examination, based on a case study.
Attendance and Personal Commitment
Teaching on this Part-Time course runs from early September to late November for the December examinations and from early February to early June (with an Easter break) for the June examinations. You can choose to start your course in either September or February but students who wish to join these modules in February must have previously studied the Analysis & Evaluation and Strategic Marketing Decisions modules.
You will typically study two modules each semester but the course is flexible in terms of how many modules you choose to take per semester and how long you take to complete the course.
Teaching takes place between 6:15pm and 9:15pm, one evening per week, per module.
In addition to class contact time, you will be expected to devote approximately three hours of self-directed study per week for each module.
In order to study the units in the order recommended by CIM we advise candidates to begin their studies in September.
Entry requirements
For direct entry, at least one of the following qualifications is required:
• CIM Advanced Certificate in Marketing • CIM Professional Diploma in Marketing • a first degree (business-related) with
appropriate marketing content from a CIM-approved institution, together with work experience
• a postgraduate award with appropriate marketing content from a CIM-approved institution, also with work experience • a minimum of six years experience in sales
or marketing of which at least three years are at senior management level, subject to substantiated evidence
Birmingham City Business School may require applicants to undergo an entry module assessment which will be based on the CIM Professional Diploma Marketing Management in Practice unit and which will seek to establish their acceptability against CIM’s assessment framework of Statements of Marketing Practice (SOMP).
Further information
Sarah Cox
CIM Course Administrator T 0121 331 6746
E sarah.cox@bcu.ac.uk Mike Willoughby CIM Course Director T 0121 331 5211
E micheal.willoughby@bcu.ac.uk Birmingham City Business School City North Campus
Birmingham B42 2SU F 0121 331 6366 E business.school@bcu.ac.uk www.business.bcu.ac.uk
Kelly Ruston
After researching all of the places that offered the CIM course, I chose Birmingham City Business School as it seemed to have the best reputation in business and was also convenient to where I live.
The course has helped me to gain strategic marketing skills and to further develop my general skills and abilities in marketing to ensure I am up to date with current business practices. I’ve really enjoyed the course and the lecturers are well prepared and very insightful. Although it is very hard work, it is a great experience and a real pleasure to do. I already feel I have gained lots of knowledge and skills to aid my job and further my career and I have also gained friendship and a place to share and benchmark ideas.
I have always aspired to get to where I want to be in life and senior management is that aspiration. This course will give me the knowledge and confidence to succeed.
Kelly Ruston, from Birmingham, studying Professional Postgraduate Diploma in Marketing.
11
MA MARKETING MANAGEMENT
BY PART-TIME FLEXIBLE LEARNING
10
Course Overview
This one-year part-time course
builds on and develops the
Chartered Institute of Marketing
Professional Postgraduate Diploma
and the NIMA Level C Diploma by
extending participants’ knowledge,
understanding and application of
marketing concepts and techniques
to an advanced level. We have been
successfully running this course
since 1996 and we have attracted
students from many parts of the
world such as Hong Kong, Africa
and the Caribbean as well as the
UK & Europe.
Marketing professionals are also
demanding a way of enhancing
their own learning in order to
improve their career prospects.
This course is therefore specially
designed to respond to the needs
of both companies and students. It
is structured to allow participants
to tailor elements of the course
to their own and/or their
organisation’s needs.
Aims and objectives of the course
This course builds on and develops the CIM and NIMA qualifications by extending participants’ knowledge, understanding and application of marketing concepts and techniques to an advanced level.
The course develops your potential to fulfil more senior roles within your organisation and enables you to develop and enhance the marketing orientation of your organisations. In this way as a graduate of the MA Marketing Management you will develop the capacity to be able to move from largely tactical to more strategic roles in order to take a full and active role in the development of your organisation.
One year programme
Birmingham City Business School’s MA Marketing Management is designed as a one year part time ‘top up’ course. In this way it is possible to obtain a Masters degree in a relatively short time frame compared to, say, studying for an MBA or at a university which has a less innovative approach towards accreditation of professional qualifications.
Chartered Institute of Marketing/ Netherlands Institute of Marketing
The Birmingham City Business School MA Marketing Management has been developed in consultation with CIM and NIMA and it is fully approved for CPD credit for the purposes of gaining CIM Chartered Marketer status.
Course Structure
The course consists of three modules. The first module is Applying Marketing Strategy which develops and extends the CIM and NIMA curricula by considering implementation of strategy across a variety of sectors. The second module is Research Methods which provides a methodological basis for the final Dissertation module. The dissertation project is designed to develop and extend your understanding of a chosen marketing issue on through the production of a dissertation circa 25,000 words. This study represents the main piece of work required to obtain the MA and incorporates a rigorous and up-to-date review of the marketing literature on the topic of your interest, as well as research activity and practical recommendations for an organisation. The project needs to both demonstrate an in-depth conceptual underpinning as well as practical outcomes for action.
Assessment Requirements
The MA in Marketing Management is assessed solely via coursework. In addition, there is considerable scope for the focus of the assessed work to be orientated towards a topic that interests the student. In this way the learning experience gained from participating in the course can be extremely rewarding and interesting and can be conducted in an atmosphere of reduced stress compared to sitting formal exams. The assessment requirements include the production of an appropriate research proposal and the submission of a dissertation of about 25,000 words.
Dates and Fees
For information on dates and fees, please see enclosed sheet or see www.bcu.ac.uk/mamarkman
Attendance and Student Support
Attendance is based on a ten day study block which takes place in the UK at our City North Campus in Perry Barr, Birmingham. There are a range of well developed support mechanisms to help students succeed. During the study block session in May students will gain entry to a variety of on-line databases which can be accessed subsequently via the internet from anywhere in the world. Students are also allocated a dissertation supervisor who will provide advice on a flexible ongoing basis by email, telephone and if appropriate face to face meetings. We have extensive experience of offering successful flexible support provision and have MA graduates throughout the world including Asia Pacific and Africa.
Additional Information for NIMA applicants
As the course is taught and assessed in English all students must be able to display competence in English. This can be achieved by means of an IELTS test score of at least 6.0 in all bands or average of 6.5 across all bands. Alternatively you may be able to show your command of English via evidence of studying and passing an advanced course delivered in English. For more information on IELTS test please see http://www.britishcouncil.org/ netherlands-exams-ielts.htm
Entry requirements
• CIM Professional Postgraduate Diploma in Marketing
• NIMA Level C Diploma
Applications from holders of the “old” CIM Postgraduate Diploma or “old” Advanced Certificate will also be considered.
Further information
Sarah Cox
CIM Course Administrator T 0121 331 6746
E sarah.cox@bcu.ac.uk Steve MacKay
Course Tutor MA Marketing Management
T 0121 331 5247
E steve.mackay@bcu.ac.uk Birmingham City Business School City North Campus
Birmingham B42 2SU F 0121 331 6366 E business.school@bcu.ac.uk www.business.bcu.ac.uk/mamarkman
Matthew Bythell
Studying on the MA Marketing course, I can honestly say, has been one of the most exciting and rewarding things I have ever done. The work is hard, but an MA means you get to focus on one area of the marketing discipline that you find really interesting.
You set out to explore it in more detail than ever before and test what you find with business leaders, competitors and partners. My tutor was always accessible, offered some really excellent guidance and that bit of inspiration when I needed it. He took the time to review my work at each stage and he helped me keep real focus on the key, core objective of the study. My subject was marketing planning in the modern environment which has enabled me to develop a hybrid marketing model that I am actively deploying within my company now. It is quite possible that our international partners will also want to deploy this model, as it has captured the imagination of some senior marketers.
Matthew Bythell, Marketing Manager from Solihull, gained MA Marketing Management with distinction – now studying for a PhD at Birmingham City Business School.
13
CHARTERED INSTITUTE OF PUBLIC
RELATIONS (CIPR)
ADVANCED CERTIFICATE
12
11
Course Content
The course equips you with four highly marketable and employable skills. • Leading Edge Technology - you will gain
a thorough knowledge of contemporary information technology and how it is transforming organisations. • Understand Business - employers
have played a major role in the development of the programme. You will learn about the business processes and how IT is driving them. You will gain an understanding of how finance, marketing and other business disciplines work, and how IT is a critical factor in their success.
• Project Work – You will learn how to implement successful technology projects to meet business requirements. A key element of the course is the use of both individual and group-based projects which tackle real-world problems, and the use of formal project management techniques.
• Communications and Relationships
- excellent communication skills and relationships are crucial to the successful delivery of business systems. This course focuses extensively on teaching you how to work in teams. Group work is an essential element of the course across all years, and full participation is expected.
Course Structure
yEAr ONE
Semester 1 Semester 2
Organisational Behaviour Analytical Techniques
Business Environment Financial Interpretation
ICT operations Rapid Application Development
Professional Skills 1 - Developing Yourself Software Development Techniques Business/Industrial Development Project Software Development Project yEAr TWO
Semester 1 Semester 2
Business Analysis Sales & Marketing
Databases for Business Network Administration & Support Financial Decision Making Applied Project Management Project Preparation Skills Legacy Systems Engineering ICT Project Management Professional Skills 2 - Work Skills yEAr THrEE
Semester 1 Semester 2
Creative Problem Solving Creative Problem Solving Advanced Databases for Business IT Change Control
e-Business Application Development Innovation & Change Management Professional Skills 3 - Managing Others Advanced Software Development
Final Year Project Final Year Project
Placements
This degree is available as a sandwich award, which includes one-year placement in industry or commerce.
Careers
This course prepares you for a career in a management or consultancy role within the IT and telecommunications industries and also within IT
departments of large organisations.
Can I study further?
The University offers a number of postgraduate courses in computing related areas. Visit our website for more details www.bcu.ac.uk
UCE_ComputingBro_v12.indd 11 30/7/08 09:27:34
The Advanced Certificate is a
part-time, vocational course, taught
and assessed in cooperation with
the CIPR. It is aimed at graduates
interested in pursuing a career in
public relations or those who have
been working in the business, at
fairly junior levels, for at least
two years.
It provides the basic knowledge
and understanding of theory and
practice necessary to enable
students to begin to develop as
effective and efficient professionals.
The course involves lectures,
workshop sessions and case
study investigations of PR
campaigns. Students will also
develop practical skills in writing
for defined audiences, producing
press releases and media packs,
campaign planning and evaluation.
Aims
The Advanced Certificate programme provides:
• a general introduction to public relations as a management activity • an understanding of communication
processes and how they are used in PR • an introduction to planning and primary
tactics in public relations
• an introduction to management skills and reflective professional practice
Advanced Certificate graduates can become Associate Members of the CIPR and to go on to study the CIPR Diploma. Advanced Certificate graduates with three years’ experience in PR will be eligible for full membership.
Course content
You will study 3 units during the course:
Managing PR (Professional Knowledge)
This unit explores the history and development of PR, its codes of practice and regulation and what distinguishes PR from other communication areas such as advertising and marketing. It considers the business, political and social context of PR and examines a range of theories and models in communication that apply to PR.
PR in Action (Vocational Skills)
This unit concentrates on the development and management of public relations plans with particular reference to skills in writing, media relations, visual awareness and event management. You will produce a portfolio of items that reflect these skills and your ability to provide a rationale and critical reflection of your work based on an understanding of PR principles and the needs and interests of target audiences.
Professional Development (Personal Development)
This unit develops a professional perspective on PR practices and issues and contexts that affect these practices. It draws on the skills and knowledge developed in the other units and enables you to research and develop a deeper understanding of the social and commercial contexts of PR practice.
Assessment
Each unit is assessed individually as follows:
• Managing PR – a time-limited Critical Reasoning Test (short essays and reports) • PR In Action – A portfolio based on a given
case study
• Professional Development – A critique (2500-word essay) of one aspect of PR
as a developing discipline Attendance and Personal Commitment
The taught component of the course is divided into six blocks of one-day or two-day sessions spread throughout the year from November to the
following July. These are backed up with electronic learning support which may be accessed by students at any time.
The course starts in November and the two day sessions usually run over Friday and Saturday. The modules normally start at 9:30am and finish at 4:30pm. In addition to class contact time, you will be expected to devote a minimum of 10 to 15 days of selfdirected study over the course of the year. Students are able to keep in contact with other students via our virtual learning environment, Moodle.
Entry requirements
Applicants should have one of the following:
• any UK degree
• two years’ relevant full-time employment in public relations (or related sectors eg marketing, journalism) and 5 GCSEs grade C or above, one of which must be English Language
• the LCCIEB Group Diploma in PR, plus 1 year’s experience in PR
NB: Equivalent qualifications are acceptable.
Further information
Sukhroop Bajwa
CIPR Course Administrator T 0121 331 5719
E sukhroop.bajwa@bcu.ac.uk Peter Wilby
CIPR Course Director T 0121 331 7641 E peter.wilby@bcu.ac.uk Birmingham School of Media City North Campus
Birmingham B42 2SU F 0121 331 6501 www.mediacourses.com
CHARTERED INSTITUTE OF PUBLIC
RELATIONS (CIPR)
DIPLOMA
14
15
The CIPR Diploma is designed
to enhance the careers and
professional development of
Public Relations practitioners.
It is a co-operative arrangement
with the CIPR nationally to deliver
and assess the programme.
Delivery is by academics and
practitioners who are full
members of the CIPR.
Aims
The Diploma provides Public Relations practitioners with:
•the knowledge and understanding of theory and practice to develop as effective and efficient professionals
•an understanding of the strategic roles and functions of the Public Relations practitioner
•an appreciation of the practice of Public Relations as a management function •an ability to analyse the practice of Public
Relations critically
The Diploma level is for more experienced professionals or those without an industry specific qualification and provides advanced capability in Public Relations management and practice. It is an externally validated course and leads to full membership of the Chartered Institute of Public Relations (MCIPR).
Course content
You will study 3 modules during the course:
Public Relations Theory and Practice
The aim of this module is to develop student’s ability to analyse and critique a range of public relations concepts, models and theories and to apply them to real world public relations practice. Students will be introduced to the basic elements of public relations theory, including schools of thought, be encouraged to use academic study skills, including critical evaluation and read widely to critic current thinking about public relations practice and theory. Wider issues such as the social, economic and political impact of public relations in the organisation, UK, European Union and globally will be discusses as well as how to apply a range of theories to public relations practice in the workspace.
Public Relations Planning and Management
This module aims to develop critical skills in research and planning and understand their relevance to Public Relations practice in a variety of settings. The module covers Public Relations research and analysis, the setting of objectives, definition of PR strategy, its tactical implementation and evaluation.
Personal Skills and Development (Reflective Practice).
This module aims to increase critical awareness of Public Relations theory and practice in a specific context by supporting students in an independent learning project. Students are able to pursue, in-depth, their particular specialist interests, with tutor support.
Assessment
PR theory and practice (Professional knowledge) – Open book examination. PR planning and management (Vocational skills)
– a 5000-word assignment based on analysis of a case study.
Reflective Practice (Personal development)
– a 6000-word individual project.
Attendance and Personal Commitment
The course comprises three modules to be taught over one year, as outlined below:
Term 1 - Public Relations Theory and Practice
– Two 2-day sessions.
Term 2 - Public Relations Planning and Management
– One 2-day session. Term 3 - Reflective Practice
– One 2-day session plus two individual tutorials per student, supported by individual supervision ‘at a distance’ via email and telephone.
The course starts in October/November and the two day sessions usually run over Friday and Saturday. The modules normally start at 9:30am and finish at 4:30pm and lunch is provided. In addition to class contact time, you will be expected to devote a minimum of 10 to 15 days of self-directed study over the course of the year.
Students are also able to keep in contact with other students via our virtual learning environment, Moodle.
Entry requirements
All applicants must meet the entry requirements of the Chartered Institute of Public Relations. Applicants must satisfy at least one of the following:
•hold a postgraduate professional qualification in a related discipline
(e.g. CIM Diploma) or a relevant MA, plus one year’s relevant full-time employment in PR or related environment •hold a degree in Business/Marketing/
Management/Communication studies, plus one year’s relevant full-time employment in PR
•hold any other UK degree plus two year’s experience in PR
•hold the CIPR Advanced Certificate plus one year’s experience in PR
•have four year’s relevant full-time
employment in PR and five GCSE passes, one of which must be in English Language Equivalent qualifications may be acceptable.
Further information
Debbie James
CIPR Course Administrator T 0121 331 6215
E debbie.james@bcu.ac.uk Kathleen Donnelly CIPR Course Director T 0121 331 5207
E kathleen.donnelly@bcu.ac.uk Birmingham City Business School City North Campus
Birmingham B42 2SU F 0121 331 6366
E business.school@bcu.ac.uk www.business.bcu.ac.uk
Irfhan Ali Mururajani
I chose to take this course to develop new skills and further enhance existing ones to progress with my current career in Communications, Marketing and PR. The course tutor’s teaching methods, style and personality are excellent and the group is made up from a cross section of people, all of whom are very interesting and approachable.
The course has certainly improved my communication skills and I am in a stronger position to explore new opportunities and broaden my professional horizons.
On completion of the course I plan to gain full membership of the CIPR and eventually to develop my own PR and communications business; I’m certain that I will be equipped with what the PR industry is looking for.
My advice to prospective students would be to enjoy the experience, but ensure you leave with what you came for initially. The journey can be as fascinating as the destination!
Irfhan Ali Mururajani, from Leicester is studying the CIPR Diploma.
MA PUBLIC RELATIONS MANAGEMENT*
RESEARCH DEGREES
16
17
04
WELCOME
About Birmingham
City University
If you’re looking for a vibrant,
multi-cultural university,
excellence in teaching and
learning with total commitment
to your employability - plus
a sparkling social life,
Birmingham City University is
definitely for you!
We are a large, modern university with over 23,000 students based on eight sites, all within easy reach of the city centre. Our fantastic range of courses have been designed with your career aspirations in mind. Our established links with industry and the professions ensure every aspect of study is designed to equip you with the skills needed in today’s job market and beyond.
It’s currently a hugely exciting time to be a Birmingham City University student, with plans underway to invest £250 million over the next five years to develop the estate, to include a new state-of-the-art city centre campus at Eastside.
There will also be new student accommodation, better access to social and welfare services and new and improved sports facilities that include a £7 million sports village that will boast indoor sports halls, a multi–gym and an all-weather synthetic floodlit pitch.
No matter where you are based, the bright lights of Birmingham are just minutes away, with all the entertainment and leisure facilities you’ll need. This includes nightlife to rival that of any other major city, world-class sporting facilities, a superb arts and cultural scene, cosmopolitan cuisine and excellent shopping facilities.
UCE_ComputingBro_v12.indd 4 30/7/08 09:27:21
05
Birmingham City
Business School
Birmingham City Business
School, is one of the largest
in the UK, with around 4000
students studying on over 100
courses at undergraduate,
postgraduate, professional
and research level on a full
and part-time basis. We are
an internationally focussed
faculty with students joining
us from over 70 countries
around the world. Studying
and sharing experiences with
people from a diverse mix of
cultures undoubtedly enhances
your learning experience
in an ever increasing
global business world.
Our focus is on
offering professionally
relevant courses
that prepare you for
gaining employment on
graduation. We succeed
in this aim every year.
Birmingham City
University offers a wide
range of computing
related courses to equip
you with the skills
demanded by employers
from a variety of
industries.
UCE_ComputingBro_v12.indd 5 30/7/08 09:27:23
This programme is for PR
professionals seeking a greater
understanding of PR issues
and the opportunity to study a
particular aspect in depth. The
programme includes instruction
in finance, human resources
and operations from a PR
Manager’s strategic perspective.
The dissertation provides the
opportunity for candidates
to research an aspect of PR
management currently impacting
their organisation. Block
attendance study periods will fit
around your work commitments.
The course is delivered by
academic staff who are all
experienced PR professionals
as well as members of the
Chartered Institute of Public
Relations (CIPR).
Aims
This course builds on and develops the Chartered Institute of Public Relations qualifications by extending your knowledge, understanding and application of public relations concepts and techniques to an advanced level. The course develops your potential to fulfill more senior roles within a pubic relations department or organisations.
Course Content
You will cover 3 modules during the course:
Birmingham City Business School
conducts a wide range of research,
consultancy and tuition in the area
of marketing including specialist
areas in International Marketing,
Branding and Services Marketing.
Strategic Management
This covers a wider marketing remit than PR, exploring the role of PR within strategic marketing and also the management and development of PR agencies as well as the role of the PR professional within an organisation.
Research Methods
This module is designed to explore the research methods used to underpin your Public Relations dissertation.
Dissertation
You will write a dissertation based upon a specific aspect of Public Relations which can be linked to your own organisation. The dissertation is the main piece of work required for the MA and will include a rigorous and up-to-date review of the literature and the application of established theory to the practice of PR. The specific topic will be agreed with your academic supervisor.
Assessment
A variety of assessment approaches will be used including a substantive dissertation of 25,000 words, projects and individual coursework as well as portfolios.
Attendance and Personal Commitment
The MA Public Relations Management is offered on a Part-Time block release basis where you attend for a number of intensive week long sessions.
There are three forms of research degree available on a Part-Time basis:
Master of Philosophy (MPhil)
MPhil degrees provide an opportunity to consider the professional and academic literature, theories and frameworks associated with an issue in relation to business practice. This enables comment to be made upon shortcomings in theories and practice to be improved. The MPhil degree requires that a substantial project is satisfactorily researched and presented.
Doctor of Philosophy (PhD)
PhD degrees extend Masters level study by making a significant contribution to academic
understanding of a particular issue. The thesis explores current theories and frameworks and demonstrates how insights from empirical study or reasoning warrant a fundamental reconceptualisation. The award of PhD depends upon the student making a significant contribution to knowledge. Several MA Marketing Management graduates have undertaken PhDs. After the on-campus modules, you will
be in touch with the other participants as well as your tutors and project supervisors via the university’s Virtual Learning Environment.
The course takes approximately 18 months to complete on a Part-Time basis.
Entry Requirements
You will need to hold an IPR/CIPR Diploma or equivalent. Further information Debbie James Course Administrator T 0121 331 6215 E debbie.james@bcu.ac.uk Kathleen Donnelly Course Director T 0121 331 5207 E Kathleen.donnelly@bcu.ac.uk Birmingham City University City North Campus
Birmingham B42 2SU T 0121 331 5200 F 0121 331 6366 E business.school@bcu.ac.uk www.business.bcu.ac.uk *Subject to approval Doctorate of Business Administration
The DBA program is designed to allow students to learn as they work through the issues associated with solving a particular problem and to meet the needs of senior managers and professional staff working in a variety of organisations. It aims to both deepen and broaden understanding of management learning and to develop essential research skills, which will enable participants to play a leading role in strategic organisational development, policy formulation and evaluation at strategic level.
Entry requirements
A degree equivalent to a first or second class Honours degree from a British university or CNAA is usually required for MPhil applicants. Students possessing other qualifications may also be considered. PhD applicants should normally hold MA, MSc or MPhil degrees in areas that they can directly extend for PhD study. DBA students must hold an MA, MSc, or MBA degree in their particular area of management and be employed in the professional capacity they are seeking to study.
For further information, please contact
Cath Eden on +44 (0)121 331 7721 email cath.eden@bcu.ac.uk or visit www.business.bcu.ac.uk and click on research.
HOW TO FIND US
STUDENT COMMENTS
18
19
Dora Yim
MA Marketing Student, Hong Kong
The lecturers are kind, helpful and
responsive and I was able to keep
in touch with them by email and
telephone. Although it is never easy
combining study with work, the MA
is very flexible and I would definitely
recommend the course to others.
HOW TO
fIND US
HOW TO
APPLy
By road from
Birmingham City Centre
Take the A34 towards Birchfield, Perry Barr and Walsall (signposted). After approximately 2.5 miles, passing through traffic lights and an underpass, keep in the left hand lane and filter off the dual carriageway signposted to One-Stop Shopping Centre. Turn right at the traffic island (along Aston Lane) to the first set of traffic lights. Turn left onto Wellhead Lane, over the hump backed bridge to Birmingham City University main entrance and car parks.
Applications for full-time first degrees, foundation degrees or higher national diploma courses should be made online through the Universities and Colleges Admissions Service (UCAS)
www.ucas.com/apply
Applications for postgraduate courses should be made direct to the university. You should send the following documents to the address given as soon as possible:
• A completed application form (copies are available from the Centre or from our website)
• One reference – (a form is provided for this with the application form from the Centre)
• Copies of your certificates, testimonials etc
Alternatively you can apply on-line at
www.business.bcu.ac.uk
Admissions Office
Birmingham City Business School Perry Barr Birmingham B42 2SU T +44 (0) 121 331 5200 E business.school@bcu.ac.uk W www.bcu.ac.uk/computing
HOW TO FIND US
18
By road from
Birmingham City Centre
Take the A34 towards Birchfield,
Perry Barr and Walsall (signposted).
After approximately 2.5 miles, passing
through traffic lights and an underpass,
keep in the left hand lane and filter off
the dual carriageway signposted to
One-Stop Shopping Centre. Turn right
at the traffic island (along Aston Lane)
to the first set of traffic lights. Turn left
onto Wellhead Lane, over the
hump-backed bridge to UCE Birmingham
main entrance and car parks.
Manchester Birmingham London 6 8 8 8 M5 7 5 A38(M) M6 1
Birmingham
A34 A435 A38 A41 A45West
Bromwich
A4040 A4040 A4040 A34 A456 A41 A4540 A441 A453 A4040 MSc Audit 2006 Stg.5 7/3/08 10:16 Page 20Terms and Conditions
This information is intended as a general guide to the University’s (Faculty’s) courses and facilities and forms no part of any contract between you and the University. Although reasonable steps are taken to provide the
courses as described, the University cannot guarantee the provision of any course or facility. Any course may be altered or withdrawn owing to circumstances beyond the University’s control. It is strongly recommended that
prospective students contact the (relevant) faculty to obtain the most up-to-date course information. For full terms and conditions please log on to www.bcu.ac.uk/misc/legal.html
23
UCE_ComputingBro_v12.indd 23 30/7/08 09:27:48
By road from Birmingham City Centre
Take the A34 towards Birchfield, Perry Barr and Walsall (signposted). After approximately 2.5 miles, passing through traffic lights and an underpass, keep in the left hand lane and filter off the dual carriageway signposted to One-Stop Shopping Centre. Turn right at the roundabout (along Aston Lane) to the first set of traffic lights. Turn left onto Wellhead Lane, over the hump-backed bridge to Birmingham City University main entrance and car parks.
We can also be reached by train, Perry Barr station is on the Birmingham New Street to Walsall line with two trains an hour. Buses to and from the city centre are regular and numerous, please check www.travelwm.co.uk for details.
Terms and Conditions
This information is intended as a general guide to the University’s Business School courses and facilities and forms no part of any contract between you and the University.
Laurie Smith
One of the big attractions of joining Birmingham City Business School was the diversity of the students. The faculty appeared to go out of their way to attract students from different backgrounds and cultures. I prefer to both learn and work in this kind of environment as I value the cultural as well as the academic development one achieves from this.
The course was excellent; great tutors and a terrific group of students. The handout material was first rate – extremely high quality content. The group work was extremely rewarding as all students actively participated and we formed a network allowing for ongoing communication after we returned to our respective parts of the world; Hong Kong; Africa; Sri Lanka;
Although reasonable steps are taken to provide the courses as described, the University cannot guarantee the provision of any course or facility. Any course may be altered or withdrawn owing to circumstances beyond the University’s control.
Germany; Ireland, etc. If you are trying to decide where to complete your academic education, then I can highly recommend Birmingham City Business School. Obviously, the outcome of your studies will be determined to a large extent by what you are prepared to put in, but the facilities available at Birmingham City Business School, and the support that you will receive, will give you every chance of achieving an excellent outcome. I firmly believe that the excellent support and advice that I received during my studies was the significant factor in ensuring that I was awarded a distinction in my MA in Marketing Management.
Laurie Smith, originally from Northants but based in Stuttgart, Germany, studied MA Marketing Management by Flexible Learning.
It is strongly recommended that prospective students contact the (relevant) faculty to obtain the most up-to-date course information. For full terms and conditions please log on to www.bcu.ac.uk/web2/misc/legal.html
Birmingham City Business School
City North Campus
Galton Building
Perry Barr
Birmingham
B42 2SU
T
+44 (0) 121 331 5200
F
+44 (0) 121 331 6366
E
business.school@bcu.ac.uk
W
www.business.bcu.ac.uk
