Strategic Communication and Public Relations - MSc

The course is suitable if you:

• want to start a career in communication and PR - you can do an optional industry placement and we’ll support you in developing industry relevant knowledge and skills, help you to produce a professional portfolio, and provide you with opportunities to meet, work alongside and network with current practitioners;
• already work in a communication or PR role and want professional development - you can study part-time and tailor your learning to your own development needs;
• aim to progress to a research career in communication or PR - members of QMU’s teaching team are influential published authors and regularly present at conferences all over the world.

Social media, smartphones and the Internet have changed how we talk to each other, and how organisations talk to their customers, forever. Stories spread round the world in the time it takes to order a latte. Word of mouth has never been more powerful at generating interest for organisations. But how can this wave of change be harnessed? In our digital age there is a rising demand for communications professionals with the skills to plan strategic communication campaigns and drive success for businesses, charities and government organisations.

On this course you will develop the specialist skills needed to communicate effectively across a range of media and digital platforms. It’s important to understand the bigger picture, and you will study within a framework that emphasises strategic thinking and a critical stance, enabling you to make an effective, ethical and responsible contribution to your organisation.

You can tailor your learning to your career aspirations and gain practical experience – and always-valuable contacts – on an industry placement.

Structure and exit awards

You can opt to study for the full MSc (180 credits), a PgDip (120 credits) or a PgCert Strategic Communication and Public Relations (60 credits).

You can also register as an associate student to complete a single module for CPD. On completion of a single module, you may wish to complete further modules and progress your studies to a named award. Contact Ann Turner for more information on single module study. 

Teaching, learning and assessment

Students learn from an academic team that includes internationally published researchers and practitioners with years of professional experience. In many modules, students learn alongside and network with practitioners working in communication and public relations roles.

Teaching comprises a combination of lectures, seminars, workshops, and tutorials. Teaching involves face-to-face and directed learning as well as your own self-directed activity. Face-to-face teaching is delivered on campus.

Core module assessments may include case studies, essays, projects, blogs, proposals, campaign materials and briefing documents of between 1,000 and 5,000 words. There is also a dissertation (12,000 words) or a master’s communication project (project plus 5,000 words). Many of these assessments can contribute to a portfolio that will support your search for employment.

Placement/industry-based learning

As part of the course, students can choose to do 150 hours on placement or other forms of experiential learning such as a work-based project, freelance working, development of a professional portfolio, or volunteering. Many of our students find that this is a very valuable option that helps expand their learning and build personal connections. If relevant, you can arrange to do this with your current employer. While it is students’ responsibility to secure the placement and arrange their own experiential learning, QMU provides support. We are proud of our strong links with organisations and industry partners, many of which agree to be placement hosts.

Teaching hours and attendance

We timetable most teaching to take place on Fridays and Saturdays to enable people in full-time work or with caring responsibilities to take part. Your own timetable will depend on what you choose and whether you study full time or part time. The two semesters run from September to December and mid-January to mid-April. Assessments are mostly due at the end of each semester.

Class sizes

Class sizes will depend on the modules chosen but will normally be between 15 and 30 students.

Teaching staff

You can read more about the teaching staff on this course at the bottom of this page. Please note that teaching staff is subject to change.

Who are DMI?

DMI is an internationally recognized network of over 250,000 members working in every major city across the globe.

QMU has chosen to partner with DMI in delivering this course as DMI accreditation is recognized by a Global Industry Advisory Council containing international organizations in Europe, North America and Asia. The DMI accreditation shows employers that your degree and learnt skills/knowledge are up to date with the latest findings in marketing and that you have received a high quality multi-disciplined degree.

What does accreditation mean for me as a student on this course?

1. Membership

With DMI accreditation, all students on this course will be given a membership account with the DMI. Students can login to the DMI website at their leisure and can access a wealth of information to assist with their studies, keep up-to-date, discover what is happening in digital marketing today – all of which is sure to help with your future employability.

As a member, you will be able to:

• access to an extensive database of marketing research resources such as articles, videos, eBooks, toolkits, specialised courses and lessons;
• view a back library of podcasts as well as view new biweekly podcasts from industry experts, which will help you sharpen your views and mindset;
• view monthly webinars delivered by guest speakers including some of the leading experts in digital marketing;
• access a glossary of industry terms which will ensure you understand what is meant by the terminology, acronyms and phrases used every day in the digital marketing industry and
• access the DMI job’s board which will help you easily find current vacancies in the industry.

2. Qualification

As a student on the MSc Strategic Communication and Public Relations you will study the core module ‘Digital Communications’, which the DMI has specifically accredited. On completion of your degree, which requires that you successfully pass this module, you will obtain a CDMA (Certified Digital Marketing Associate) accreditation from the DMI.

• Media Theory and Campaigning (20 credits): This module aims to provide a solid disciplinary orientation to key problems and theories in the field of mass communication  and media studies in a historical perspective.  It introduces persuasion and theories of learning to contribute to students’ ability to engage critically with media campaigning and public communication.  Students apply their theoretical knowledge to campaigning and reflect on the ethics of professional practice.  The module provides students with the theoretical expertise needed to examine critically the concept and practice of public relations. 
• Strategic Communication and Digital Practice (20 credits): On this module students develop a critical understanding of the role of strategic communication within wider contexts including business, organisations, agencies, campaign groups and NGOs. They take a critical perspective to ethics, social responsibility and social justice and explore how strategic communication can impact on society.  Theory is applied to produce creative PR campaigns including a range of communication activities and digital tactics.
• Digital Communications (20 credits): The evolution, diffusion, and adoption of digital technologies have fundamentally altered the way we live, work, relate to one another, and conduct business. These technological and societal changes are having a far-reaching impact on the communications, public relations and marketing disciplines, presenting huge challenges as well as opportunities to the industry. This module provides a sound theoretical and practical knowledge of digital communications based on a critical understanding of current and emerging technologies, digital strategies and social media platforms. The module examines a number of topics including: digital strategy; social media; search engine optimisation; online community building and management; stakeholders analysis; issues management; web analytics and big data; content marketing; web design; online customer journey; ethical and legal aspects of digital communications; and more. 
• Public Affairs (20 credits): On this module students to develop knowledge of public affairs as a strategic organizational function focused on the political environment.  It enables students to develop a sound conceptual framework for professional public affairs  practice (with special attention to aspects of political communication) and strategic planning and public affairs competencies including research and problem definition, argumentation and campaign planning.  Students reflect on public affairs as a professional practice including consideration of ethics and regulation.
• Optional modules: You will also select two further 20 credit options, which may include an Industry-based Learning and Professional Development module (this involves a communication placement or other forms of experiential learning such as a work-based project or freelance working) as well as a choice from a range of other modules.

Optional modules may include:

• International Marketing
• Strategy and Leadership
• Markets, Innovation and the International Consumer
• Marketing and Society
• Leadership, Governance and Strategy: Not-for-profit
• Fundraising, Development and Finance
• Planning and Marketing Cultural Projects

If undertaking the MSc, you will also complete a Dissertation (60 credits) or a Master’s Communication Project (60 credits). Students taking the Dissertation will normally be required to take a research module in one of the optional slots.

Specified module exemptions are awarded to applicants who already hold some CIPR diploma level awards and those who join the course from an established pathway.

NB The modules listed are correct at time of posting (October 2023) but are subject to change. In the event that modules change, QMU will seek to use reasonable endeavours to ensure that there is no detrimental impact on students.

Where this course takes you is up to you. Our graduates have an impressive track record in achieving their career aspirations, going on to take key communication roles in a wide range of organisations across the globe. The course has also provided professional development for those already working in consultancy and in-house roles and is a pathway to an academic career in the subject area.

Entry requirements

Students will normally possess an honours degree or equivalent from a relevant subject area (eg arts, humanities or social sciences). Students without an honours degree may be admitted to the course if they have other relevant qualifications and appropriate work experience.

International: You will be required to provide evidence of English language competence at no less than IELTS 6.5 and no individual component score below 6.0.

Other information

Students are required to pay for any additional expenses that may occur whilst on placement (eg travel or accommodation).

Disability/health conditions

If you have a disability, long-term physical or mental health condition, or learning disability, it should not stand in the way of your studying at QMU. However, if you are not sure whether your disability might be a barrier in your studies or in relation to the professional standards, please contact the disability service who will be able to have a conversation with you about reasonable adjustments and supports available to you.

Applying for this course

For more information on applying, or to apply for this course, please follow the links in the 'Start your application' box at the top right of this page.

Application deadline

Home: End of August for September 2024 start and end of December for January 2025 start.

International: 26^th July for September 2024 start and end of October for January 2025 start.

The delivery of this course is subject to the terms and conditions set out in our 2024/25 Entry - Terms and Conditions (Postgraduate).

Contact Ann Turner (Programme Leader) or contact Admissions 

MSc Strategic Communication & Public Relations Sample Student Handbook 2021/22

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