COURSE CURRICULUM

The Bachelor of Arts in Public Relations with Digital Marketing program is designed to give students the knowledge and skills needed for careers in communication, media, marketing, and public relations. In Year 1, students begin by learning the basic principles of communication, media, and marketing. Modules such as Introduction to Digital Marketing and Introduction and History of Public Relations help students understand how organisations communicate with the public and manage their reputation. Students also study Management to understand how businesses operate and make decisions. Professional Writing and Research in the Digital Age develops students’ writing and research skills, which are essential for communication roles. Introduction to Media Studies helps students understand the influence of media in society. At the same time, technology skills are developed through Introduction to Information Technology and Applied Information Technology, which prepare students to work with modern digital tools and platforms used in communication and marketing.In Year 2, the course focuses more on practical media and communication skills. Students study Visual Language and Communications to understand how images and design communicate messages effectively. Creative Video and Creative Radio and Storytelling teach students how to produce engaging media content for different audiences. Marketing knowledge is further developed through Fundamentals of Marketing and Contemporary Marketing Practice, which explain how organisations create and promote products and services. Students also learn about the legal and ethical aspects of communication through Fundamentals of Media and Public Relations Law. Public Relations Research and Evaluation introduces methods for researching audiences and measuring the success of communication campaigns. Information Technology and New Media also explores how digital technology is used in modern media and public relations work.In Year 3 and Year 4, students build advanced professional skills and gain real-world experience. They study modules such as Contemporary Communication Design, Content Writing, Journalism, Digital Marketing, and Event Management. Students also have opportunities for work placement, internships, or studying abroad. The course finishes with major projects such as the Public Relations Campaign Project, Lead Portfolio, and Dissertation, allowing students to demonstrate their research, creativity, and professional communication abilities. Graduates are prepared for careers in public relations, digital marketing, media production, and corporate communications.