°®¶¹´«Ã½

The course is suitable if you:

• already work in a communication or PR role and want to step into a more senior strategic role - you can study part-time and tailor your learning to your own development needs;
• want to make a career change from Journalism, Management or Business and focus more on organisational communications and Public Relations;
• want to move into a communication and PR role  after completing a Bachelors degree in business, humanities or social sciences - 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 and network with current practitioners and learn from their experiences through guest talks and events; and
• aim to progress to a research career in communication or PR - members of °®¶¹´«Ã½â€™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 developing strategic campaign proposals for live clients, undertaking a crisis simulation exercise, creating podcasts and social media materials, gaining valuable work experience and bringing it all together in a final capstone project or dissertation.

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.

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 each week on campus. Core module assessments may include case studies, essays, projects, blogs, podcasts, client 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 80 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 a student's responsibility to secure the placement and arrange their own experiential learning, °®¶¹´«Ã½ 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

Core modules are delivered on a Thursday and Friday so you can carve out a dedicated space to study alongside your other work and/or caring commitments. 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 January to 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 are an internationally recognized network of over 250,000 members working in every major city across the globe.

°®¶¹´«Ã½ 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
• access the DMI job’s board which will help you 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.

You will study the following modules:

• Strategic Communication Campaign Planning (20 credits): On this module you will develop a critical understanding of the role of strategic communication within wider contexts including business, organisations, agencies, campaign groups and NGOs. You will take a critical perspective to ethics, social responsibility and social justice and explore how strategic communication can impact society. Theory is applied to produce strategic and creative PR campaigns including a range of communication activities and digital tactics.
• Reputation, Issues and Crisis Management (20 credits): This module examines organisational issues and crises and explores the impact this can have on reputation. It will equip students with the knowledge and tools to critically examine risk, synthesise knowledge on strategic responses to crises and develop leadership skills in recommending courses of action to senior management. Through a critical examination of case studies, students will evaluate repair strategies and apply them to practices through a table-top simulation. 
• Creating Digital Content (20 credits): Students will produce a range of professional digital content to help organisations achieve strategic communication goals.  Students will develop a critical understanding of storytelling on different platforms to reach a range of stakeholders. They will develop the skills needed to produce professional content, such as podcasts, social media content, blogs or thought leadership articles. They will apply ethical frameworks to guide the ways in which they represent or include stakeholders in their content and consider the impact of the content they produce on society
• 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: using AI, digital strategy; social media; search engine optimisation and AI-powered search engines (SEO and GEO); online community building and management; stakeholders analysis; issues management; web analytics and big data; content marketing; online customer journey and ethical and legal aspects of digital communications.
• Public Affairs (20 credits): On this module you will develop knowledge of public affairs as a strategic organisational function focused on the political environment. It enables you 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. You will reflect on public affairs as a professional practice including consideration of ethics and regulation.
• Plus one 20-credit optional module: You will also select one further option, 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) or select one elective from a range that may include:

o    International Marketing
o    Leadership in an International Context
o    Strategy and Sustainability within Cultural Organisations
o    Designing Qualitative Research
o    Contemporary Issues in Political Communication
o    Fundraising, Development and Finance
o    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 as their option.

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.

Where this course takes you is up to you. Most large organisations have a Comms or PR unit, so you could work in any sector. Rather than working in-house for one organisation you might prefer to work on multiple accounts for a PR consultancy. 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. This MSc is also benchmarked against Chartered Institute of Public Relations career progression requirements.

Entry requirements

Students will normally possess a Bachelors degree with Honours or equivalent from a relevant subject area (eg arts, business, 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 °®¶¹´«Ã½. 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 students: End of August for September 2025 start and December for January 2026 start.

International students: End of June for September 2025 start and November for January 2026 start.

Contact Ann Turner (Programme Leader) or contact Admissions 

More information on our forthcoming open events

°®¶¹´«Ã½ has a number of articulation agreements in place with partner colleges and universities in Canada.  

Our articulation agreements allow students from particular Canadian institutions to join particular °®¶¹´«Ã½ course/s, including this one, often with 'advanced standing' based on their prior learning.

More information on articulation routes with Canadian institutions.

• The delivery of this course is subject to the terms and conditions set out in our 2025/26 Entry - Terms and Conditions (Postgraduate).
• The information on this page is correct at the time of posting (October 2024) but is subject to change. In the event that modules change, °®¶¹´«Ã½ will seek to use reasonable endeavours to ensure that there is no detrimental impact on students. Please keep an eye on this page for updates.