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Introduction to Public Relations and Digital Marketing

Our Introduction to Public Relations and Digital Marketing short course is aimed at those wishing to work in the cultural and creative industries or aspiring to enhance their existing careers by obtaining a thorough understanding of marketing, PR, digital and social media.

You will not only study the application and theories of marketing, digital and social media and PR but also, within the context of ‘digital first’, examine how digital and social media and traditional marketing channels combine to attract and develop audiences. Recent case studies will be analysed to explore a wealth of approaches in marketing and PR.

A key aim of the course is to prepare you to understand the practical and creative aspects of planning a communications campaign. You will work in groups to explore and present your assessment of communications and stakeholders at a cultural or creative organisation. You will also be expected to follow current communications and digital campaigns in the sector during the course.

We also examine the role and objectives of marketing and PR within different arts and media organisations. On completion you will have the necessary understanding of the role of communications and audiences in the era of fake news and Big Data. In addition, you will be able to understand the use of strategy, analysis and presentation skills now necessary to fill a marketing and PR role.

The course is exclusively taught by practitioners from the cultural and PR sector and includes a session with a senior industry speaker.

Indicative module content

  • What is marketing and PR in the digital age?
  • Professionalism and ethics in the era of fake news and the decline of traditional media
  • The strategy and use of digital and social media in campaigns
  • Cultural audiences and their motivations
  • The role of individual executives within cultural organisations
  • Preparation of a communications campaign using marketing and PR methods and techniques including: print, social media strategy, internet and email and PR planning
  • Study of recent arts and media case studies and research

This short course can be taken as a stand-alone course or it may be available as part of a Certificate of Higher Education.

30 credits at level 4

  • Entry requirements

    Entry requirements

    Most of our short courses have no formal entry requirements and are open to all students. You may have to fulfil specific prerequisites for some intermediate-level or advanced-level courses, but these will be specified where relevant.

    Visa requirements

    If you are not from the European Economic Area (EEA) and/or Switzerland and you are coming to study in the UK, you may need to apply for a visa.

    The visa you apply for varies according to the length of your course:

    • Courses of more than six months' duration.
    • Courses of less than six months' duration.
    • Pre-sessional English language courses.

    International students who require a Tier 4 visa should apply for our full-time courses (with the exception of modular enrolment certificates of higher education and graduate certificates), as these qualify for Tier 4 sponsorship. If you are living in the UK on a Tier 4 visa, you will not be eligible to enrol as a student on Birkbeck's part-time courses (with the exception of some modules).

    For full information, read our visa information for international students page.

  • How to apply

    How to apply

    You enrol directly onto the classes you would like to take, using the Enrol Now link below. Classes are filled on a first-come, first-served basis - so apply early. If you wish to take more than one short course, you can select each one separately and then enrol onto them together via our online application portal. There is usually no formal selection process, although some modules may have prerequisites and/or other requirements, which will be specified where relevant.

First class: Mon 13-Jan-20 6pm-9pm

Class location Central London
Class code FFME031S4ACB

This class has already started. You can no longer enrol on this class.

First class: Mon 27-Apr-20 6pm-9pm

Class location Central London
Class code FFME031S4BCB