Module Catalogues

Advertising and Public Relations

Module Title Advertising and Public Relations
Module Level Level 4
Module Credits 5.00
Academic Year 2021/22
Semester SEM2

Aims and Fit of Module

This module aims to introduce students to advanced public relations and advertising, an increasingly important part of today's communicative practices. Following a brief overview of the two subjects, in order to gain a shared basis for discussions to follow, the module embarks on more focused discussions. Beginning with the relationship between Public Relations and advertising, the module will address global, and in particular south-east Asian and Chinese media spheres. Contemporary theorists and practitioners will be introduced and the applications of theories discussed via case studies. In conclusion, a syncretic part will allow students properly to review their own appropriation of theories introduced and form their own opinions on specific aspects of them.

Learning outcomes

A Critically evaluate a wide range of public relations and advertising theories, concepts and practice, especially when employed at a global level
B Apply public relations theory and practices to broader media and social contexts
C Apply a range of public relations concepts to media in workplaces.
D Critically understand the difference between public relations and advertising in media environments.
E Comprehend the impact new media have had and assess the ensuing opportunities opened up for advertising and public relations.

Method of teaching and learning

Seminars, Invited Lectures, Case Studies