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MMED9017 - Public Relations MA Project

Title:Public Relations MA Project
Long Title:Public Relations MA Project
Module Code:MMED9017
Credits: 30
NFQ Level:Expert
Field of Study: Multimedia
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: ROSE MC GRATH
Module Author: EMMETT COFFEY
Module Description: This module is the capstone of the MA in Public Relations with New Media and draws heavily upon content successfully completed in the taught element of the programme and requires students to apply knowledge gained to the world of professional communications through significant industry research and engagement. The Public Relations MA Project comprises two main elements: the PR Thesis and Professional Communications Mentorship Programme. The PR Thesis requires the student to identify and investigate contemporary issues pertinent to the professional communications industry, and through review of academic literature and analysis/critique of industry-specific case studies complete a research-based thesis that extends knowledge and understanding of the topic under investigation. The Professional Communications Mentorship Programme requires the student to engage with industry professionals to exchange business experience, knowledge and expertise, and career advice. Findings from this industry liaison will also facilitate completion of thesis by enhancing knowledge of industry-specific issues pertinent to area of research.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Initiate and direct work in the field of public relations and related disciplines.
LO2 Interact in a professional manner with experts in various fields of public relations and professional communications in the pursuance of both elements of MA project.
LO3 Demonstrate the integration of critical thinking processes and academic research and their relevance to real-world examples and work situations within both elements of the MA project.
LO4 Critically appraise the role of both elements of the MA project within a wider context and understand the concept of developing a work identity through knowledge, engagement and experience.
LO5 Apply career development theory and career planning models to career research undertaken in pursuance of Professional Communications Mentorship Programme.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
No Co Requisites listed

Module Content & Assessment

Indicative Content
Application of PR Theory
Choosing suitable, relevant research project, academic writing fundamentals, the research proposal, the literature review, active reading, annotated bibiographies. Application of PR Theory to professional communications practice.
Career Theory
Career development theory, incorporating psychological, sociological and behavioural concepts. Establishing occupational interests; personal traits and motivators; occupational mobility; and life stage. •Influencers of career development and how to manage these.
Fundamentals of Mentorship and its role in developing career knowledge and professional skillsets. Mentorship activities and their role in creating work-related knowledge and skills.
PR Working and Research Environments
PR work environments. PR Industry sectors and sub-sectors. Relationship of work environments to academic research and interface of PR practice and research.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Completion of focused literature review and associated industry context and case study analyses. 2,3,4,5 60.0 Sem End
Reflective Journal Reflective journal detailing main thematic aspects of Mentor interaction and critical reflection on mentor-mentee relationship, main learnings vis-a-vis career exploration and development. 1,2,3,4,5 30.0 Week 9
Presentation End of semester student presentation detailing experiences and learnings of involvement in Professional Mentorship Programme. 2,3,5 10.0 Sem End
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecturer-Supervised Learning (Contact) Individual supervision of project 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Completion of Written Thesis, Reflective Journal and presentation of main student learnings of Mentorship Programme. 41.0 Every Week 41.00
Total Hours 42.00
Total Weekly Learner Workload 42.00
Total Weekly Contact Hours 1.00
This module has no Part Time workload.

Module Resources

Recommended Book Resources
  • Daymon, C; 2010, Qualitative Research Methods in Public Relations and Marketing Communications, 1st Ed., Routledge [ISBN: 978-04154711]
  • Martyn Denscombe 2007, The good research guide, Open University Press Maidenhead [ISBN: 978-0335220229]
  • Yates, J; 2013, The Career Coaching Handbook, 1st Ed., Routledge [ISBN: 978-041562787]
  • Caywood, CL 2012, The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd Ed., McGraw-Hill [ISBN: 978-007176746]
Supplementary Book Resources
  • edited by Elizabeth L. Toth, The future of excellence in public relations and communication management [ISBN: 978-0805855968]
  • Judith Bell 1999, Doing your research project, Open University Press Buckingham [ISBN: 978-0335203888]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_BPRNM_9 Master of Arts in Public Relations with New Media 3 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie