MA in Corporate Communication

Bournemouth University

Program Description

MA in Corporate Communication

Bournemouth University

Corporate Communication is an all-encompassing term referring to businesses, government bodies and not-for-profit organizations (Non-Governmental Organisations), and is increasingly replacing the terms public relations and public affairs in the communication industry.

The Faculty of Media and Communication has extensive experience in the research and teaching of corporate communication and public relations, having been one of the first UK universities to launch undergraduate studies in PR in the late 1980s. This course draws on the expertise of academics who are engaged in leading-edge research and consultancy work, and you will benefit from studying in a department with an excellent reputation within the industry, as well as strong links with both the Chartered Institute of Public Relations (CIPR) and the Public Relations Consultants Association (PRCA). The course is also accredited by the Institute of Direct and Digital Marketing (IDM) and there is an opportunity to obtain the IDM Certificate in Digital Marketing alongside the degree course.

This course offers you the opportunity to specialize in a variety of areas of communication management, whilst developing insights into the latest techniques used in communication research, planning, and evaluation. A professional ‘Boot Camp’, with the collaboration of public relations and communication agencies and relevant professional associations, will offer you the opportunity to be embedded within agencies or in-house communication departments for up to two weeks, typically in London. By the end of the challenge, you will be able to draw on real-world experience and will be able to start to develop your professional career, capitalize on networking opportunities and evaluating and planning your own career trajectories.

Required subjects:

PR, Marketing Communication, Business Studies, Communication, Media

Entry requirements:

A Bachelors Honours degree with 2:2 in a required subject, or equivalent.

International entry requirements:

If English is not your first language: IELTS 6.5 (Academic) or above.

Course details

On this course, you will usually be taught by a range of staff with relevant expertise and knowledge appropriate to the content of the unit. This will include senior academic staff, qualified professional practitioners, demonstrators, technicians and research students. You will also benefit from regular guest lectures from industry.

Core units

  • Analysis & Decision-making in Communication Management: You'll analyze an organization’s internal and external environment and foster strategic thinking in a global environment, evaluate and prioritize an organization’s corporate objectives, analyze difference and identify competitive advantages. You'll also assess the organization's resources and capabilities before moving on to decision-making for strategic corporate communication.

  • Research Imagination: Drawing on your research knowledge and experience from undergraduate level, this unit challenges your understanding of academic and applied research in the communications industries. You'll be exposed to cutting-edge research practices and introduced to the opportunities and challenges of conducting applied research using industry data collection and analysis techniques.

  • Strategic Corporate Communication: This unit uses global case studies as a key teaching and learning mechanism. You'll be encouraged to become a listener and storyteller who appreciates the cultural differences existing in and outside of the organization. The corporate communicator’s role in shaping the organization’s narrative will be explored, along with corporate branding, thought leadership and managing reputational risk.

  • Crisis Communication: Considering the role of communication in an organization in times of crisis, you'll be prepared for management roles in the communication industry with an overview of crisis communication. This is a strategic-level specialism of public relations. At the end of this unit, you'll understand how crisis communication is used in for-profit and not-for-profit organizations.

  • Digital Insights: Tactical skills for developing digital advertising and marketing communications strategies. You'll look at a set of specific skills, such as SEO and Google analytics, and understand digital communications and its place in contemporary advertising. By the end of the unit, you'll be able to draw up effective and measurable digital communications plans and evaluate and integrate new digital trends.

  • Integrated Campaign Planning: Built on a platform of theoretical perspectives, this unit brings together marketing, management, and communications approaches for creating and distributing messages to stakeholders through appropriate communication channels. You'll identify media relations processes in communicating messages to target audiences and in representing an organization. An organization's response to corporate social responsibility (CSR) and ethical issues will also be explored.

  • Professional Boot Camp: An intensive work experience and networking opportunity that draws together all the work you've completed this course. You'll get the chance to apply what you've learned in the real world of Corporate Communication and PR. A mentor will be assigned to you and you'll spend two weeks working in the mentor’s organization. This experience will help you develop a professional portfolio and career plan.

  • Final Project: You'll complete an academic paper or a professional or consultancy project, applying the principles of systematic research to support academic and professional thinking in corporate communication and PR. Your project will be underpinned by what you learned in the Research Imagination unit. You'll explore your chosen discipline in detail and generate new insights. This unit ends with a showcase where you'll present your work to peers, academic colleagues and other guests.

CIPR Postgraduate Diploma

We've recently strengthened our relationship with the Chartered Institute of Public Relations (CIPR), the UK's largest communications professional body. Our academic department is now an accredited teaching center for delivering CIPR Diplomas. This means we can offer you a CIPR Diploma as well as your MA, with no extra cost beyond your tuition fees. Having a CIPR diploma will help you stand out as it shows you have a professional attitude and commitment to best practice. If you're interested, you'll begin your diploma in Semester 3, after you've completed units in Semesters 1 and 2.

You can choose between the following diplomas:

  • Internal Communication

  • Crisis (Response) Communication.

Programme specification

Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.

Careers

Some of our Corporate Communication graduates are now undertaking roles within agencies and communication departments of organizations like Porsche, Weber Shandwick, and NBC Universal. Some graduates have also found employment with local and central government*.

As a Corporate Communication graduate, you will be prepared to undertake roles such as:

  • Campaign manager
  • Business manager
  • Media planner
  • Marketing manager
  • Advertising manager.

Industries worked in

  • Media
  • PR
  • Marketing
  • Advertising
  • Communications.

Further study

If you want to continue your studies after achieving your Master's, you can look into our range of doctoral programmes.

This school offers programs in:
  • English


Last updated March 12, 2018
Duration & Price
This course is Campus based
Start Date
Start date
Sept. 2019
Duration
Duration
1 - 2 years
Part time
Full time
Price
Price
7,500 GBP
UK/EU/Channel Islands: £7,500 International (non-EU): £13,500
Information
Deadline
Locations
United Kingdom - Poole, England
Start date : Sept. 2019
Application deadline Request Info
End date Request Info
Dates
Sept. 2019
United Kingdom - Poole, England
Application deadline Request Info
End date Request Info