Skip to main content

Module

MCH1028 : Introduction to Professional Communication

  • Offered for Year: 2020/21
  • Module Leader(s): Ms Laurel Hetherington
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

Aims

1. To introduce students to themes, issues and ideas involved in media and communications industries.

2. To allow students to learn from a structured analysis of, and reflection on, communication strategies.

3. To enable students to develop basic key skills through practical exercises.

4. To familiarise the student with the theories and practices of underpinning professional communication processes.

This module provides students with an introduction to how information can flow from media and communication industries to its various audiences and stakeholders. Through an understanding of a range of practices, such as public relations, advertising, sales promotion and direct marketing, students will be exposed to the various communication channels, and will start to understand which communications techniques work best in which situation. The module culminates in studying how to integrate the different communications media together to get the best possible results.

Outline Of Syllabus

The module will cover an introduction to public relations, advertising, sales promotion and direct marketing within a professional communications context. We start by looking at the purposes of communications and study basic theories such as PESO, DRIP and AIDA. We then move onto ask who do you need to communicate with, considering segments, audiences, publics and pluralism, all within the communications context. The next stage is to ask what is the message, where we look at branding, logos and symbols, and use motivation theories such as Maslow to assess what we are we saying. Once this generic groundwork has been covered, we then move on to look at the specifics of advertising, public relations and the other marcomms tools, looking at how they work individually and together.

Teaching Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials94:0036:00Combination of narrated powerpoints, videos, websites, exercises, quizzes and group discussions
Guided Independent StudyAssessment preparation and completion220:0040:00Research into specific sectors and current campaigns, reviewing current activity and recommending su
Guided Independent StudyDirected research and reading120:0020:00Watching specific programmes, reading specific titles and visiting specific websites
Scheduled Learning And Teaching ActivitiesSmall group teaching91:009:00Present-in-person seminars applying theory to current scenarios
Scheduled Learning And Teaching ActivitiesWorkshops91:009:00Synchronous online activity to check learning and apply theory to practice
Guided Independent StudyReflective learning activity92:0018:00Combination of tasks, quizzes and discussion boards.
Guided Independent StudyStudent-led group activity14:004:00Group work, to devise communications for a specific case, competitive pitching of ideas
Guided Independent StudyIndependent study164:0064:00Linked to major communications activity and campaigns throughout the academic year.
Total200:00
Teaching Rationale And Relationship

Students will have the opportunity to develop their knowledge and understanding about both the theory and practice of communication within a professional context. Each session provides an introduction to the underlying theories and concepts of a specific marcomms area, with an exploration of how well, or not, these are articulated in the everyday world. Students will be expected to research and discuss current communication campaigns, in class, online and in their own assessment tasks.

Assessment Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Report1M50Review and report on a Christmas communications campaign, 2000 words
Written exercise2M50Take-home case study. Apply communications theory to a case study situation and make recommendations in notes format. 2000 words
Assessment Rationale And Relationship

Students will be required to select a Christmas communications campaign and analyse it in terms of intended audience, message and channel using the key themes of rhetoric, language, and other communication materials (such as logo's, signs, photos etc). This will allow students to show their understanding of how theoretical communication models are used in practice.

The final assessment, the take home case study will assess whether students have understood both the range of, and integrated use of, communications tools available by providing them with a case study and asking them to select and justify which media they will use to solve a particular communications need.

Reading Lists

Timetable