Foundation Degree in Media and Business Applications – Pathways of Study

THEORETICAL AND PRACTICAL PATHWAYS – YEAR 2 & YEAR 3

Pathway 1 – Journalism

Introduction to Journalism introduces you to the role of freelance journalists in the print media, enabling you to acquire basic journalistic skills through writing exercises, presentations and discussions. Cultural and ethical issues will be addressed, along with interview skills, working from transcripts and writing for specialist markets.

Journalism: Interview Skills and Feature Writing enables you to practice identifying markets and formats, and writing special briefs. You will practice interview techniques and constructing research portfolios for use in feature articles, and develop more complex writing skills. Prerequisite: Introduction to Journalism.

Pathway 2: Screen-writing

Screen-writing covers the skills and techniques needed to create an effective script. You will be encouraged to develop professional writing habits and to explore and analyse story, characterisation, idea, plot, scene and dialogue.

Screen-writing: The Thirty-minute Script builds on the skills introduced at Level 4. You will develop an understanding of the construction of complex narratives through visual communication, dialogue, characterisation, plot and how to communicate ideas in narrative form.

Pathway 3: Multimedia

The Marketing Challenge views marketing as the process concerned with identifying, anticipating and satisfying customers’ needs. You will look at customer behaviour; produce design and innovation; pricing, promotion and distribution decisions; and the organisation, planning and control of the marketing process. To be taken with Strategy and Business Planning.

Strategy and Business Planning looks at how organisations develop a competitive strategy for survival and success in the face of environmental threats and opportunities. You will cover approaches to analysing the business environment; strategic decision-making and implementation; and the strategic issues faced by public and not-for –profit organisations. To be taken with The Marketing Challenge.

Effective Web-site Development builds on Introducing Multimedia to develop your communication skills in multimedia form, using a simple web design project and the study of information architecture and the impact of visual forms. Prerequisite: Introducing Multimedia.

Pathway 4: Public Relations

Introduction to Public Relations introduces the role of public relations in various business contexts and identifies key public relations skills. Combining theory with practical exercises, case studies and group discussions, this provides an overview of the context and disciplines within which public relations operates and its function and management within organisations.

Public Relations: Theories, Practices and Specialisations. Building on Introduction to Public Relations this module is divided into two strands covering in-house PR function and agency PR. The module is delivered by focussing on the theoretical context of different types of PR activity, supplemented by intensive practical assignments to encourage a ‘learning-by-doing’ approach. Prerequisite: Introduction to Public Relations.

THEORETICAL PATHWAYS – YEAR 2 & YEAR 3

Pathway 5: Journalism

The Press in Britain will examine the relationship between changes in the press and wider political, social and economic changes in society. You will trace the evolution of newspapers and magazines from the late 18th century to the present day and examine debate about reform of the press, comparing arguments in favour of self-regulation with those that advocate more legislative control.

Journalism and Politics considers the debate about the nature of control of the press, examines the issue of representation in the press, in particular looking at the way industrial conflict, gender and race have been characterised and considers whether moral panics are the cause of public indignation.

Pathway 6: Cinema

Introduction to Cinema is designed to develop your skills in analysing film language. You will study a range of different kinds of film including mainstream, popular narrative film, non-Hollywood art films, avant-garde films and non-European cultures to develop a general understanding of industrial conditions and film theory.

Film: Narrative and Genre builds on Level 4 work. You will examine the context of film production, the interaction between industrial and legislative structures and film texts. A major focus will be on theories of genre, audience and the creation of interpretation of narratives.

Pathway 7: Television

Television: History and Future develops your skills in textual analysis of the television image. Case studies will consider the conditions of production and distribution, exhibition and scheduling of media texts. The context of British broadcasting, its organisation and inter-relationships will also be studied. Practical sessions complement this work.

Storytelling in Television extends the Level 4 work through screenings, discussions and simple practical work in the context of television production. We shall focus on the theories of genre, audience representation, the creation and interpretation of meaning and debates around popular culture.

Pathway 8: Cultural Studies

Television: History and Future, Introduction to Cinema or The Press in Britain – as above

Cultural Identity and the Media. This course aims to introduce students to the key cultural theories, schools of thought and methods in Media and Cultural Studies. To that effect it will focus on current developments within cultural analysis, with particular reference to the interventions of feminism and post-colonial theory- and examine the challenges these perspectives have posed to “traditional” theoretical paradigms.

Pathway 9: Documentary

Television: History and Future or Introduction to Cinema – as above

Documentary will provide an in-depth history of the development of the documentary film and will raise issues as to what constitutes a documentary. Tracing its emergence within a contested series of forms and film-making practices in the early and silent period of film to its present day, this course will cover different approaches and movements in documentary film-making.

Please note: in the third year of the foundation degree a Work-based Learning module may be substituted for a module from either pathway.

The Work-based Learning module enables you to use your media skills to produce a work-based project while exploring models of the workplace. You will be supported by a work-based and/or academic supervisor as well as evening workshops.