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Introduction to Public Relations and Digital Marketing


There are no classes currently available for registration.


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.

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

Assessment is via a presentation report of 2000 words (50%) and group presentation (50%).

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.

    This short course has no prerequisites.

    As part of the enrolment process, you may be required to submit a copy of a suitable form of ID.

    International students who wish to come to the UK to study a short course can apply for a Visitor visa. Please note that it is not possible to obtain a Student visa to study a short course.

  • How to apply

    How to apply

    You register directly onto the classes you would like to take. 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 register 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.