BA (Hons)

Marketing and Public Relations

Teaching & Learning

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.
Explore a variety of marketing concepts, models and theories and relate them to marketing in practice.
Understand and develop core professional communication skills and gain experience with media technologies and strategies commonly used in work-based environments.
Explore the crucial area of digital marketing. You will study how digital media has historically been used in marketing and understand a variety of concepts, models and theories including web and app paradigms, search engine marketing and digital advertising.
Gain a detailed insight into the world of marketing. Explore a variety of marketing concepts, models and theories and relate them to the profession.
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.
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.
Explore a variety of marketing concepts, models and theories and relate them to marketing in practice.
Understand and develop core professional communication skills and gain experience with media technologies and strategies commonly used in work-based environments.
Explore the crucial area of digital marketing. You will study how digital media has historically been used in marketing and understand a variety of concepts, models and theories including web and app paradigms, search engine marketing and digital advertising.
Gain a detailed insight into the world of marketing. Explore a variety of marketing concepts, models and theories and relate them to the profession.
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.

What you'll learn

Gain an insight into a substantive collection of core topics that reflects modern practice in a range of sectors and global settings. These include core functions and roles for communications practitioners such as stakeholder engagement and management, CSR, reputation, image and identity management, visual communications, media relationships, digital and social media management, public affairs, issues and crisis management, events management and employee and internal communications.
Study the psychological and sociological foundations on which consumer behaviour is based. You'll identify and analyse key influences such as that of the brand and social media platforms and networks. This module will enable you to explore the customer journey – both online and offline. You'll understand how to use the tools required to construct the online and offline journeys.
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.
Understand the complexities of the contemporary marketplace and learn how to make effective marketing decisions and provide value for customers and organisations. You will explore the underlying theoretical perspectives of marketing management across a range of business contexts and use various tools for the development and management of marketing activities.
Develop professional digital communication skills. You'll focus on your personal brand and your emerging professional presence on social media. Your lectures will cover the converged landscape of paid-earned-shared-owned (PESO) media, the rise of influencer marketing and the principles behind content marketing and authentic conversations. You'll practise skills in personal branding and content creation in a workshop setting.
Learn to utilise your skills in communications, planning, teamwork and pitching as part of a team to develop a response and marketing plan for a given client brief.
Gain an insight into a substantive collection of core topics that reflects modern practice in a range of sectors and global settings. These include core functions and roles for communications practitioners such as stakeholder engagement and management, CSR, reputation, image and identity management, visual communications, media relationships, digital and social media management, public affairs, issues and crisis management, events management and employee and internal communications.
Study the psychological and sociological foundations on which consumer behaviour is based. You'll identify and analyse key influences such as that of the brand and social media platforms and networks. This module will enable you to explore the customer journey – both online and offline. You'll understand how to use the tools required to construct the online and offline journeys.
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.
Understand the complexities of the contemporary marketplace and learn how to make effective marketing decisions and provide value for customers and organisations. You will explore the underlying theoretical perspectives of marketing management across a range of business contexts and use various tools for the development and management of marketing activities.
Develop professional digital communication skills. You'll focus on your personal brand and your emerging professional presence on social media. Your lectures will cover the converged landscape of paid-earned-shared-owned (PESO) media, the rise of influencer marketing and the principles behind content marketing and authentic conversations. You'll practise skills in personal branding and content creation in a workshop setting.
Learn to utilise your skills in communications, planning, teamwork and pitching as part of a team to develop a response and marketing plan for a given client brief.

What you'll learn

This module will enable you to study a variety of topics within digital strategy such as digital disruption, situation analysis, strategic decision-making and implementation planning.
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.
This module will cover areas such as the role marketing strategy plays within corporate strategy, how to develop sustainable marketing plans and the marketing planning framework.
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 module will enable you to study a variety of topics within digital strategy such as digital disruption, situation analysis, strategic decision-making and implementation planning.
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.
This module will cover areas such as the role marketing strategy plays within corporate strategy, how to develop sustainable marketing plans and the marketing planning framework.
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.

Option modules may include

Study a variety of topics in order to understand the concepts, theories, methods, tools and techniques used to develop creative and innovative approaches to organisations, people, processes, products and environments.
Learn about issues management as a process of facilitating communication leadership in organisations in order to mitigate threats to the organisations. You will develop knowledge matching response strategies to different situations, crises, and stakeholders.
Learn to understand, explain and critically evaluate the role of marketing and communications in the arts and cultural industries.
Engage with fashion theory and history with particular emphasis on fashion and cultural movements. You'll learn how to create fashion articles and promotional materials.
Study the broader context of digital. You’ll understand the link between strategy and tactics by developing insight into the actions of organisations responding to marketplace disruption or disruption by design.
This module promotes the identification and development of individual, transferable, personal, intellectual and marketing related professional skills and competencies through work experience.
This module is the culmination of your degree studies and will involve a major piece of independent research. You'll have the option of undertaking academic research in the form of a dissertation or applied research in the form of a practical research project.
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.
Study a variety of topics in order to understand the concepts, theories, methods, tools and techniques used to develop creative and innovative approaches to organisations, people, processes, products and environments.
Learn about issues management as a process of facilitating communication leadership in organisations in order to mitigate threats to the organisations. You will develop knowledge matching response strategies to different situations, crises, and stakeholders.
Learn to understand, explain and critically evaluate the role of marketing and communications in the arts and cultural industries.
Engage with fashion theory and history with particular emphasis on fashion and cultural movements. You'll learn how to create fashion articles and promotional materials.
Study the broader context of digital. You’ll understand the link between strategy and tactics by developing insight into the actions of organisations responding to marketplace disruption or disruption by design.
This module promotes the identification and development of individual, transferable, personal, intellectual and marketing related professional skills and competencies through work experience.
This module is the culmination of your degree studies and will involve a major piece of independent research. You'll have the option of undertaking academic research in the form of a dissertation or applied research in the form of a practical research project.
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.

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.