Leeds Beckett University - City Campus,
Woodhouse Lane,
LS1 3HE
Undergraduate BA (Hons)
Public Relations and Brand Communication
Discover the role of communications, from copywriting and branding to media relations and marketing, and prepare for a career in this fast-paced field.
Course Overview
-
P212 -
L27 -
City Campus -
Full-Time -
3 Years -
20 Sep 2021
Gain the expertise required for a successful career in this fast-moving field.
As part of your course you’ll:
- Learn about the wider role of communications
- Understand the impact of marketing, media relations and internal communications
- Study how to develop and implement social media campaigns
- Learn to build and manage relationships between companies and their customers
- Refine your skills so you can create effective content for a variety of audiences
- Develop your presentation skills by pitching for live consultancy projects
- Join one of the most established PR degree programmes in Europe
You’ll have access to the annual CIPR guest lecture series as well as Leeds Business School’s guest lecture programme. Past speakers include Kitty McGee who studied on our PR degree and is now the Executive Fashion Director at Stylist magazine, the past Chair and President of the Academy of Marketing, Russell Craig Senior Director of Media and Community Relations at Asda and the Editor of Cosmopolitan magazine. To view and register for any upcoming guest lectures, visit our university events webpage.
You’ll raise your profile and enhance your CV if you choose to take opportunities to do shortand longer-term work placements throughout your course. Previous students have completed work experience with John Lewis, Porsche, Disney, Warner Bros, Glaxo Smith Kline and the NHS. Employers and graduates also sponsor prizes, including the Claire Mascall Award, the Grayling Competitive Pitch and the Umph Social Media Prize.
Your learning will be industry-focused and practice-based. As part of the consultancy project module, PR students have previously carried out in-depth research for Saltaire Brewery looking into branding and communications for the company. They interviewed customers, employees and fellow Leeds Beckett students ahead of a new branding campaign. We have links with high-profile practitioners, including the Director of Communications at Leeds Hospital Trust, the Head of Social Media Communications at Asda and directors of regional PR agencies.
Why study Public Relations and Brand Communication at Leeds Beckett University...
- Join a programme that is one of the most well established of its kind in Europe
- Gain accreditation from the Chartered Institute of Public Relations
- Put theoretical skills into practice by working on live client-focused projects
- Learn from and connect with industry leaders at guest lecture series run by Leeds Business School and CIPR
- Have your work published on Behind the Spin, the UK's premier online magazine for PR students, which is edited by a Leeds Business School lecturer
- Utilise the university's links with local and national firms to secure a paid work placement
BA (Hons) Public Relations - student view BA (Hons) Public Relations student Emma Woolley talks about her experience at Leeds Beckett University
Everything you need to know
Discover all there is to know about the course, from entry requirements and fees to exploring the school you’ll be joining - we’ve got it covered.
Entry requirements
104
points required
If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.
Entry requirements
104
points required
UCAS Tariff Points: 104 points required.
(Minimum 64 from two A Levels or equivalent, excluding General Studies).
If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.
GCSEs:
GCSE English Language and Maths at Grade C or above (Grade 4 for those sitting their GCSE from 2017 onwards) or equivalent. Key Skills/Functional Skills Level 2 and the Certificate in Adult Literacy/Numeracy are accepted in place of GCSEs.Access to HE Diploma:
Pass overall with a minimum of 104 UCAS tariff points.Scottish Awards:
Minimum of 5 subjects at Grade B at Higher Level.Irish Leaving Certificate:
Minimum of 5 subjects at Grade C1 or above at Higher Level of which at least 3 must be at B2.Level 6 Entry:
Applicants should have a HND, Foundation degree or equivalent award in the cognate subjects of Public Relations or Communications.Selection Criteria
We may use selection criteria based on your personal attributes; experience and/or commitment to the area of study. This information will be derived from your personal statement and reference and will only be used if you have met the general entry requirements.
International baccalaureate
24 Points
IELTS
IELTS 6.0 with no skill below 5.5, or an equivalent qualification. The University provides excellent support for any applicant who may be required to undertake additional English language courses.
Mature Applicants:
Our University welcomes applications from mature applicants who demonstrate academic potential. All students will be considered through the contextual admissions policy described above. If you do not meet the requirements through the contextual admissions policy, we may still be able to make you an offer if you have recent relevant work experience through our ‘Recognition of Prior Learning’ policy. Please ensure that you list both your qualifications and any relevant work experience in your application so that we can consider you under both schemes where applicable..
All applicants are required to meet our standard English language and Maths requirement of GCSE grade C or equivalent, for example we accept some Functional Skills Tests.
If you're applying via UCAS, find out more about how your qualifications fit into the UCAS tariff.
Selection Criteria
We may use selection criteria based on your personal attributes; experience and/or commitment to the area of study. This information will be derived from your personal statement and reference and will only be used if you have met the general entry requirements.
International baccalaureate
24 Points
IELTS
IELTS 6.0 with no skill below 5.5, or an equivalent qualification. The University provides excellent support for any applicant who may be required to undertake additional English language courses.
Additional entry requirements:
Verify your qualifications
If you are an international student, we can help you to compare and verify your qualifications. Please contact our International Office on +44 (0)113 812 1111 09.00 to 17.00 Mon-Thurs / 09.00 to 16.30 Fri GMT or email internationaloffice@leedsbeckett.ac.uk.Need to improve your English Language skills?
Don't worry if you don't have the level of English required for your chosen course. We offer a wide range of courses which have been designed to help you to improve your qualifications and English language ability, most of which are accredited by the British Council. Check your English and find out more about our English courses.More questions?
No matter what your questions, we are here to answer them, visit our International website to get more information and find out about our online open days.
We were awarded silver status in the latest Teaching Excellence Framework, reflecting our commitment to deliver high-quality teaching, learning and outcomes for our students.
As well as learning from expert tutors, you’ll be assigned an academic advisor to give you tailored feedback and support. Our subject-specific librarians will also direct you to the specialist learning and study-skills resources that will underpin your studies.
As well as learning from expert tutors, you’ll be assigned an academic advisor to give you tailored feedback and support. Our subject-specific librarians will also direct you to the specialist learning and study-skills resources that will underpin your studies.
Teaching & Learning
The tabs below detail what and how you will study in each year of your course. The balance of assessments and overall workload will be informed by your core modules and the option modules you choose to study – the information provided is an indication of what you can expect and may be subject to change. The option modules listed are also an indication of what will be available to you. Their availability is subject to demand and you will be advised which option modules you can choose at the beginning of each year of study.
Overall workload
216
Hours teaching and learning
984
Hours independent study
Assessment proportions
Year one assessment is predominantly examination with some coursework and practical assessments.What you'll learn
This module will introduce you to the commercial, political and societal context of public relations and brand communication and will present its history, academic and professional development. You will gain useful insight into the most important theories and concepts in PR and brand communication and you will analyse the current trends in the industry. You will study a variety of topics including ethics and professionalism in contemporary public relations and brand management.
Begin to explore contemporary issues in the media environment relevant to PR and brand communication.
Understand and develop core professional communication skills and gain experience with media technologies and strategies commonly used in work-based environments.
Familiarise yourself with the key marketing principles and learn how contemporary marketing concepts are applied by organisations. You will develop the ability to analyse a business environment and apply an appropriate marketing mix and other marketing concepts to help an organisation achieve its market goals.
Study issues including organisational structure, culture (both organisational and national), technology, power, leadership, ethics and change.
You will begin to develop your professional `brand' and improve your verbal, written and digital communication skills. You will also gain experience in online content management and curation.
Overall workload
244
Hours teaching and learning
956
Hours independent study
Assessment proportions
Year two assessment is predominantly examination with some coursework and practical assessments.What you'll learn
Understand the steps involved in planning, delivering and managing brand communication campaigns. You will gain knowledge of how these steps are applied in various contexts with respect to organisations ranging from the private to the not-for-profit-sector; and how strategic brand communication plays a vital role in the achievement of organisational KPIs
Explore the role of digital storytelling in effective stakeholder engagement. You will analyse elements of stories, hallmarks of great stories, the brand as a story, and visual storytelling. By so doing, you will learn to reflect on practices that emphasise content that is organic, authentic, creative, risk-taking, with measurable outcomes. You will be asked to develop strategy based on these principles for projects that you will put into practice in the second semester.
Learn how to conduct research, commission research from others, and evaluate research methods and results. You will have the opportunity to explore topics of interest in preparation for your final year dissertation or journalism project by focusing on research ethics, research design, and qualitative research methods.
Gain a broad and integrated knowledge and critical understanding of international public relations (IPR) and intercultural communication theory and practice.
Study PR as a phenomenon which shapes society and culture, including the media, and brand communication as a form of persuasive communication designed to change the attitudes and behaviours of publics and societies.
Develop professional digital communication skills and learn how to create magnetic content that people want to view and share that is organic, authentic, creative, risk-taking, and with measurable outcomes. You will engage audiences through a broad spectrum of media, search engines and online media in a multi-cultural context. This module will see you develop multi-media content that builds your own professional brand as well as content for a client.
Build on the knowledge and skills you gained in the PR Research 1: Research Design & Insights to further explore topics of interest in preparation for your third year dissertation or journalism project. You will focus on the principles of public opinion and analytics design, research ethics, experimental design, questionnaire development, and data analysis.
You will work to a brief set by The Global Communications Project (GlobCom), an international student project that sees students develop a communication campaign. You will work as part of mixed virtual intercultural teams to meet the needs of a real international client. The module is followed by a symposium taking place at one of the participating universities at which teams present their ideas to the client.
This course offers the opportunity to take a ‘sandwich’ year – a year of paid employment in industry which will build your skills and experience. This is usually taken between the second and third year of your degree, typically making your course four years in total.
Students who choose the sandwich route find it helps with both their studies and getting a job after graduation. It can build your confidence, contacts, and of course your CV. Leeds Beckett advertise lots of placement opportunities and provide support in helping you find the right placement for you.
Overall workload
198
Hours teaching and learning
1002
Hours independent study
Assessment proportions
Year three assessment is predominantly examination with some coursework assessments.What you'll learn
Develop your understanding, knowledge and expertise in practice based contemporary communications and consultancy. This module includes managing a research project in a `live? business environment so you will hone your consultancy and management skills, entrepreneurialism, professionalism, team working, oral and written skills, and academic research. You will be able to deliver a comprehensive, well-researched management report to client deadlines and to external industry standards.
Study the theoretical and practical underpinning for global issues management and crisis communication. This module will enable you to learn about issues communication as a leadership tool in mitigating threats to the organisations. You will develop response strategies to different situations, crises, and stakeholders and you will have the opportunity to practice your skills in our simulation laboratory.
Examine public relations from a managerial and business perspective. This module will teach you the entrepreneurial and enterprise skills of pitching for business clients to a `live brief? set by a national public relations, branding or integrated communications agency. You will develop your understanding, knowledge and expertise in practice-based contemporary communications and consultancy work by developing a work-based individual Professional Practice Portfolio to help you transition to employment.
This double module involves a major piece of independent research to prepare you for employment as a Public Relations practitioner. You will have the option of undertaking academic research in the form of a dissertation or applied research in the form of a practical research project.
Option modules may include
Study a range of theoretical approaches to the critical study of celebrity and its relation to media products. You will focus on celebrity as a cultural fabrication and on mass media representation as one of the key principles in the formation of celebrity culture.
You will be introduced to digital camera technique through the process of researching and developing a substantial piece of photographic journalism. A series of photographic assignments in workshops will enable you to acquire technical and practical skills in digital photography and combine them with digital publishing and journalism skills.
Through a mix of theory and practice, you will explore the relationship between sport and the media, and the role of the sports journalist. You will develop the skills of sports reporting across different media but will also examine the professional, ethical, cultural, sociological and financial background of the modern world of sport.
This module will see you specialise in marketing and communications for arts and cultural industries. From a practice and theoretical perspective, you will study this global industry with an overview of arts sectors and contemporary marketing trends. You will use commercial films, popular music and festivals, theatre and performing arts, galleries and museums, ballet, musicals and new hybrid digital art forms including gaming and fashion as case studies. The module will encourage you to explore the creative opportunities in arts and entertainment and its size, scale and growth as a significant international business sector and employer.
Develop your understanding of key concepts in political thought in terms of how the role of the media impacts on and is impacted by government and business environments. In particular, you will examine the way public relations experts operate in a challenging international arena.
Apply for a placement and undertake a period of paid employment to give you the opportunity to develop business contacts and gain understanding of the jobs and career market.
Learn the practical skills required for magazine production including layout, aesthetics and design, flow, flat planning and content optimisation. Your tools will be digital, though the product you produce will be a magazine suitable for both print and digital contexts.
Understand creative industries and popular culture in their wider social and cultural context. This module will focus on understanding the importance of representation of certain industries in popular culture and how popular culture creates narratives and initiates social debates, for example 3D printing and the lack of necessity for human builders in the future, or piracy and the importance of social media for popular culture and creative industries.
Learn to apply the traditional and digital techniques and skills you built up in your first two years of study. This module will be divided into three parts: traditional fashion journalism in print, the shift towards blogging in the 21st Century and the disruptive influence of social media on both print and blogging.
This module is in response to changes in the journalism industry, particularly the growth in freelancing, journalism apps and start-ups. You will undertake an entrepreneurial project that equips you with the self-management, planning and marketing skills to set up a journalism business.
Learn to focus organisations? strategic engagement with stakeholders, sustainability, and social responsibility as part of an overall communications strategy. You will do this by examining the relationship between the messages that organisations can use, the situation, and critical stakeholders (often with competing and mutually exclusive interests) that an organisation speaks to when managing situations ranging from routine to crisis. You will develop a strong knowledge of the current theory and research in strategic stakeholder communication and engage in a project to apply this knowledge.
Engage with fashion theory and history with particular emphasis on fashion and cultural movements. You will learn how to create fashion articles and promotional materials.
Fees & Funding
The tuition fees for the 2021/22 academic year are not yet confirmed.
The tuition fees for the 2021/22 academic year are not yet confirmed.
Fees & Funding
The tuition fees for the 2021/22 academic year are not yet confirmed.
Additional course costs
Tuition Fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:
- 24/7 Library and student IT support
- Free wifi via eduroam
- Skills workshops and resources
- Library membership, giving access to more than 500,000 printed, multimedia and digital resources
- Access to software, including five free copies of Microsoft Office 365 to install on your PC,laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
- Loan of high-end media equipment to support your studies
In many cases, costs associated with your course will be included in your course fee. However, in some cases there are ‘essential’ additional costs (those that you will be required to meet in addition to your course fee), and/or ‘optional’ additional costs (costs that are not required, but that you might choose to pay). We have included those essential or optional additional costs that relate to your course, below.
Other study-related expenses to consider: materials that you will need to complete your course such as books (whilst the library provides access to readings recommended for your modules, you may wish to purchase your own copies of some books); you can also make suggestions for books to be added to Library stock; placement costs (these may include travel expenses and living costs); student visas (international students only); printing, photocopying and stationery (you may need to pay for multiple copies of your dissertation or final project to be printed and bound); events associated with your course such as field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations). Other costs could include academic conferences (travel costs) and professional-body membership (where applicable). The costs you will need to cover for graduation will include gown hire and guest tickets, and optional extras such as professional photography.
As well as your mobile phone, you will also need access to a desktop computer and/or laptop to complete assignments and access university online services such as MyBeckett, your virtual learning environment. You can book and borrow AV equipment through the media equipment service accessed online via the student hub and located in the library at each campus. Equipment includes: 360 Cameras, iPads, GoPros, MacBooks, portable data projectors, portable projection screens, flipchart stands, remote presenters, digital cameras and camcorders, SLR cameras, speakers, microphones, headphones, headsets, tripods, digital audio recorders and PC/laptops (a laptop loans service is provided on campus in the library on both campuses). Student laptops are also available from the laptop lockers located in the libraries.
This list is not exhaustive, costs are approximate and will vary depending on the choices you make during your course. Any rental, travel or living costs are also in addition to your course fees. If you choose to study via distance learning, you may not be able to access all of the facilities listed if you are not able to visit us on campus.
Additional information
For further information on financing your studies or information about whether you may qualify for one of our bursaries and scholarships, follow the links below:
The tuition fees for the 2021/22 academic year are not yet confirmed.
Additional course costs
Tuition Fees
Your tuition fees cover the cost of registration, tuition, academic supervision, assessments and examinations.
The following are also included in the cost of your course:
- 24/7 Library and student IT support
- Free wifi via eduroam
- Skills workshops and resources
- Library membership, giving access to more than 500,000 printed, multimedia and digital resources
- Access to software, including five free copies of Microsoft Office 365 to install on your PC,laptop and MAC, and access to free high-end software via the Leeds Beckett remote app
- Loan of high-end media equipment to support your studies
In many cases, costs associated with your course will be included in your course fee. However, in some cases there are ‘essential’ additional costs (those that you will be required to meet in addition to your course fee), and/or ‘optional’ additional costs (costs that are not required, but that you might choose to pay). We have included those essential or optional additional costs that relate to your course, below.
Other study-related expenses to consider: materials that you will need to complete your course such as books (whilst the library provides access to readings recommended for your modules, you may wish to purchase your own copies of some books); you can also make suggestions for books to be added to Library stock; placement costs (these may include travel expenses and living costs); student visas (international students only); printing, photocopying and stationery (you may need to pay for multiple copies of your dissertation or final project to be printed and bound); events associated with your course such as field trips; study abroad opportunities (travel costs and accommodation, visas and immunisations). Other costs could include academic conferences (travel costs) and professional-body membership (where applicable). The costs you will need to cover for graduation will include gown hire and guest tickets, and optional extras such as professional photography.
As well as your mobile phone, you will also need access to a desktop computer and/or laptop to complete assignments and access university online services such as MyBeckett, your virtual learning environment. You can book and borrow AV equipment through the media equipment service accessed online via the student hub and located in the library at each campus. Equipment includes: 360 Cameras, iPads, GoPros, MacBooks, portable data projectors, portable projection screens, flipchart stands, remote presenters, digital cameras and camcorders, SLR cameras, speakers, microphones, headphones, headsets, tripods, digital audio recorders and PC/laptops (a laptop loans service is provided on campus in the library on both campuses). Student laptops are also available from the laptop lockers located in the libraries.
This list is not exhaustive, costs are approximate and will vary depending on the choices you make during your course. Any rental, travel or living costs are also in addition to your course fees. If you choose to study via distance learning, you may not be able to access all of the facilities listed if you are not able to visit us on campus.
Additional information
For further information on financing your studies or information about whether you may qualify for one of our bursaries and scholarships, follow the links below:
Your future in our hands
There’s a lot to consider when choosing a course. Take a look at the team you’ll be working with, employability statistics and career prospects to help make up your mind.
We gained so much experience from our placements. They allowed us to learn from the best people in the industry and exposed us to the real world of PR. Our placement experience was the main thing potential employers were interested in when we went for interviews after University, and it gave us the skills to hit the ground running in our first jobs.
Nina Hands and Jasmine Headley
Co-Directors Content Soup PR agency
Career Prospects
You will have strong employment prospects across industries, and particularly in communications. Your portfolio of professional work will impress employers and should give you a head start on the road to realising your career aspirations. Many of our graduates hold key industry positions with high-profile companies and consultancies in the UK and overseas, including global communications network Grayling, British Airways, Disney, O2 and Mercedes-Benz.
- Public Relations Officer
- Media Relations Officer
- Social Media Account Manager
- Copywriter
We are proud of the strong reputation we have forged amongst businesses and employers for our innovative and work-ready graduates. Our approach to learning enables you to benefit from our academic expertise, and our valuable industry and professional contacts ensure that your learning meets industry standards.
Professor George Lodorfos
Dean of School
Scholarships and bursaries
We are committed to ensuring that the opportunity to experience an education here at Leeds Beckett University is open to all. If you're thinking of joining us to study for your undergraduate degree, you may be eligible for a scholarship or bursary.
Bursaries are usually awarded depending on household income, whilst scholarships are available for a number of areas, and are based on sporting or academic excellence. For more information visit our scholarships and bursaries page.
Beckett Careers Team
Our Beckett Careers Team will support you with all aspects of your career planning, throughout university and beyond. Whether you’re looking for a part-time job or want to gain experience alongside your studies, need help preparing an application or exploring graduate job options, we can provide expert support every step of the way!
Throughout your university journey and up to five years after you graduate you'll have access to a broad range of support and tools to help you with:
- Getting ready to apply for jobs
- Working on your CV
- Preparing for an interview
- Applying for a graduate vacancies or placements
- Connecting with employers and organisations
Your Beckett experience
At Leeds Beckett your experience is important to us, find out more about what to expect from your time on this course and life at uni.
Guest lecture events
Gain insight and network at our guest lecture events
Leeds Business School hosts guest lectures open to students, businesses, professionals, alumni and staff. Gain insight from industry experts, leading business figures and entrepreneurs who are invited to speak across a range of subjects including business and management, leadership, marketing, PR, economics, finance, accounting, and HR.
Find out about any future events by visiting our university events pages.
Experience Leeds Beckett
Explore our specialist teaching facilities and premium accommodation that you’ll be proud to call your second home.
Life in Leeds
Leeds is an exciting and vibrant student city, find out what it has to offer!
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