PORTFOLIO weighted at 100%.

A portfolio (equivalent to 4000w) of assignments consisting of course work produced in the student's own study time and in workshops, including practical assessments working to specific briefs and essays addressing specified topics.
[Learning Outcomes 1-8]

Key Information Set:
100% Coursework

This is an intensive introduction to Sports PR practices, broad and detailed, to provide the fundamental toolkit to become an effective modern PR (public relations) practitioner. The programme of lectures and workshops will be delivered by staff tutors with in-depth real-world experience and academic credentials. The purpose, roles, duties and responsibilities of PR will be established and then demonstrated through the components of PR practice, exactly what is actually done in the workplace, with appropriate focus on sport. These components of expertise and knowledge will include: writing skills for external and internal communications as print and online content, research skills, managing web content, legal and ethical issues, social media skills, understanding of PR's place in the marketing mix and the use of advertising for promotion and direct income generation, purpose, value and management of commissioned external experts, the impact of PR on the employer organisation or client, society generally and, crucially, the target customers/consumers. Students will be encouraged to apply PR theory to PR practice and to critical analyse the relationship between and the inter-dependence of these two disciplines.

University library: 24/7 access, for books, journals (www.prweek.com and www.cipr.co.uk are recommended windows to the industry) and other electronic resources.

Blackboard: 24/7 access online, for course information, notes, links to publications and updates.

The Media Centre: Editing suites and studios and free loans of all equipment including audio kit, video and stills cameras.

Hopwood (2010) Sport Public Relations and Communication. Butterworth-Heinemann
Morris & Goldsworthy (2012) PR Today. Palgrave MacMillan
Tench&Yeomans (2009) Exploring Public Relations and Communication (2nd ed). Prentice Hall
Theaker, A. (2012) The Public Relations Handbook (4th ed). Routledge

1. DEMONSTRATE A COHERENT GRASP OF PRACTICAL AND THEORETICAL ASPECTS OF THE PROGRAMME [Knowledge & Understanding]

2. DEMONSTRATE THAT THE INDIVIDUAL COMPONENTS OF THE PROGRAMME HAVE BEEN ABSORBED [Learning]

3. FIND AND EXPLORE INFORMATION PERTINENT TO PR [Enquiry]

4. EVALUATE AND IMPROVE PERFORMANCE [Analysis]

5. RECOGNISE, OVERCOME AND LEARN FROM PROBLEMS [Problem Solving]

6. COMMUNICATE EFFECTIVELY IN REQUIRED MODES AND FORMATS [Communication]

7. DEMONSTRATE ACCURATE USE OF APPROPRIATE PR SKILLS, TECHNIQUES, KNOWLEDGE AND BEHAVIOUR [Application]

8. REFLECT CRITICALLY, ACCURATELY, CONSTRUCTIVELY AND PRODUCTIVELY [Reflection]

26 x lectures (2 hour) - (2x2 hours Face-to-Face, 23x2 hours online)
To introduce and outline concepts, terminology, functions, purposes, responsibilities and duties.

To learn and develop core skills and knowledge and incorporate them into comprehensive PR practice.
To deal with issues, consider progress and reinforce the importance of planning and organisation.
Directed study and independent learning in the student's own time - total 252 hours

Overall time commitment -300 hours

Key Information Set:
16% scheduled Learning and Teaching activities.
84% guided independent learning