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On this course you will:

• experience an unrivalled opportunity to study two closely aligned disciplines: marketing and public relations. Organisations often take an integrated digital approach to communication, bringing together these two disciplines to help drive success. While marketing focuses on relationships with the customer, PR manages relationships with a broader range of stakeholders including employees, the government and the media;
• develop strategic thinking, informed by theory, and apply this to live client work to produce communication solutions that aim to drive positive social change;
• consider how organisations build and maintain reputations, create social capital and manage issues and crises;
• develop storytelling skills to inform the media and persuade audiences;
• create authentic and shareable multimedia content such as video, photography, podcasts, infographics and blogs, for a range of social media platforms;
• undertake research to gain insights from data that can inform your decision making, and measure the effectiveness of campaigns, using a range of analytics and metrics;
• appreciate how businesses use search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing and influencer marketing, alongside more traditional forms of advertising, to drive more traffic to their websites, generate leads, and increase sales;
• gain a wealth of experience through work placement and volunteering opportunities;
• gain hands-on experience creating engaging content, including videos, podcasts, and photography;
• understand the secrets behind viral social media content and learn techniques to capture attention in a crowded digital world;
• develop skills in organising and managing events for various companies and causes, enhancing your practical experience;
• master the art of writing compelling press releases, website content, blogs, and magazine features;
• delve into the world of SEO and discover how algorithms influence website rankings in organic searches on Google;
• learn about consumer buying behaviour and strategies to convert leads into sales, a key skill in digital marketing; and
• prepare for a dynamic career by working with clients to develop and implement effective communication plans.

See the Programme Leader explain more about the course

Structure

All students enrol onto the honours degree, but you can choose to exit with an ordinary degree after three years.

Teaching, learning and assessment

We use a mix of methods including lectures, seminars and practical workshops. As well as these face-to-face interactions, some additional content is delivered online. Each module is supported by a virtual learning resource site. As well as lecture notes, seminar activities, key readings, assignment specifications and discussion forums, additional materials such as videos, radio or podcast edits and links to other resources are uploaded to the site.

The assessment strategy uses a range of methods to support your academic and professional development. These include essays, reports, presentations, podcasts, online discussions/postings, exams, reflective diaries and e-portfolios (eg writing social media or blog posts).

Facilities

You have access to and use a host of digital tools and software such as Premiere Pro and Photoshop from the Adobe Creative Cloud to edit videos and photos;, Google Analytics to analyse website performance, Canva Pro for designing and creating impactful content, Hootsuite for scheduling social media posts, Semrush for competitor analysis and on-page SEO optimization, and PRMax for creating targeted UK and international media distribution lists.

You will have access to Ä¢¹½ÊÓƵ’s on-campus Business Gateway and Student Start Up Studio that together provide business incubation spaces for student-led or graduate-led start-up companies and offer: desk space, a Ä¢¹½ÊÓƵ business address, meeting facilities, ad-hoc rehearsal space and editing facilities, Business Gateway support and advice, a profile for your company on the Ä¢¹½ÊÓƵ website, support with marketing materials and access to entrepreneurial networks within Ä¢¹½ÊÓƵ and other universities (including Enterprise Campus, Scottish Institute for Enterprise, Sporting Chance and Converge Challenge).

Placement

During the summer vacation between Years Three and Four, or in Year Four, you will embark on a one-month placement which is a minimum of 150 hours of work experience and reinforces and consolidates practical skills and professional competencies. The placement can be in the UK or abroad. Through our professional networks and extensive industry contacts built over many years, we are able to help you find placements in many sectors including sport, theatre, arts festivals, local and national charities, and Scottish Government as well as top marketing and PR agencies. We keep in touch with our former students and many are keen to support our placement scheme having benefitted from this themselves while they were studying with us. In addition, we organise a unique speed interviewing event on campus to help match students with appropriate host organisations, an approach ensuring a meaningful and relevant placement experience, tailored to each student's career path.

The placement is unpaid although some hosts pay a wage and others cover travel and subsistence.

Exchange opportunities

Studying abroad through our exchange programme can be one of the most exciting and rewarding challenges for a student to experience. The opportunity to travel and live in another country, learn different customs and traditions, meet new people and future career opportunities draws many students into the exchange programme. In Year Three you have the opportunity (subject to availability) to study for one semester at a university overseas. Please visit the Exchanges and Study Abroad pages for more information.

Teaching staff, class sizes and timetables

You can read more about the teaching staff on this course at the bottom of this page. Please note that teaching staff is subject to change.

For more information, please also visit ‘How we teach and how you’ll learn’.

Year One

You will:

• learn about key concepts in digital marketing and Public Relations;
• look at the history of the industries and current practice, and debate the role the industries play in economics, politics and society; and
• consider contemporary communications practice and the importance of producing dynamic and creative
• content including video, photography, podcast, blogs, infographics and social media posts that are relevant to target publics.

Modules

• Introduction to Public Relations
• Marketing and Consumer Behaviour
• Media and Creative Industries
• Creative Practice: Visual Storytelling
• Creative Practice: Writing for Online Audiences

Year Two

You will:

• explore the key concepts of Artificial Intelligence and their practical applications, understanding AI technologies and how they can be utilized responsibly in various fields, preparing you for thoughtful integration in professional;
• expand your knowledge and understanding of digital marketing and e-commerce and how to use big data to provide insights into the effectiveness of your communications;
• consider how organisations campaign on issues and communicate with external stakeholders through digital media;
• explore the rapid growth of podcasting and learn how to create great content for podcasts;
• andÌýgain an understanding of ethics, social justice, sustainability and decolonisation

Modules

• AI and Digital Communication
• Digital Marketing and e-Commerce Management
• Creative Practice: Podcasting
• Persuasive Communication
• Analytics, Insights and Impact
• Ethics, Social Justice, and Sustainability

Year Three

You will:

• expand your knowledge of the principles of planning, by developing strategic PR proposals for a live client;
• investigate the role and ethics of persuasive communication in marketing and PR;
• gain knowledge of research methods that are used by marketing and PR practitioners and learn how to design a research project;
• gain insights into traditional and digital advertising;
• start to tailor your learning around your interests through the selection of two option modules;
• andÌýhave the opportunity (subject to availability) to study for one semester at a university overseas. For more information, visit Exchanges and Study Abroad.

Modules

• Strategic Campaign Planning
• Marketing Communications and Digital Advertising
• Project Managing a Live Event
• Designing a Research Project
• Plus two elective modules

Year Four

You will be encouraged to work more independently, developing your critical and creative skills and follow your own area of interest. This happens through working on your dissertation, which can be a written dissertation or a practical photography or podcast dissertation, working in industry on a one-month placement and choosing from a wide selection of options.

Modules

• Professional Communication Placement
• Creative Practice Dissertation
• Plus two elective modules

Year Three and Four options may include:Ìý

• Communication Arts and Activism
• Digital Culture and Society
• Film and the Family
• Film Festivals
• Food in Film and Media
• Marketing Strategy and Digital Planning
• Now That’s What I Call 90’s
• Organisational Behaviour
• Photography and Visual Culture
• Photography Practice
• Political Communication
• Pop Music
• Radio and Audio Media
• Reputation, Issues and Crisis Management
• Screenwriting
• Women, Film and Media
• Co-creating and managing your our own client project

NB This course has been re-validated since the printing of our Undergraduate Prospectus 2026 and the modules outlined above have been updated following the re-validation. The modules listed here are correct at time of updating (Dec 2024) but may differ slightly to those offered in 2025. Please check back here for any updates.

Ä¢¹½ÊÓƵ has an enviable reputation for producing graduates who are ready to go into fast paced careers in digital marketing, public relations and events management. Our graduates are highly employable and much sought after. A number of students are offered permanent jobs by companies that hosted them on placement and are now winning industry awards for top public relations consultancies, marketing agencies, events management companies, international corporations, charities, and national and local government.

We work in close partnership with employers and the professional industry bodies to ensure our programme evolves and responds to the latest industry developments and trends. There are PR and marketing specialists in almost every field you can imagine: from national and local government to charities, finance and law firms to pharma and energy tourism, food and drink to museums and theatres.

Graduates of this course have a wide array of job opportunities due to the versatile and in-demand skills they acquire during their studies. Starting salaries vary but are in the region of £25,000 per annum. Some of the potential career paths include:

• Digital Marketing Manager
• Public Relations Executive
• Social Media Manager
• Content Creator
• SEO Strategist
• Event Planner/Coordinator
• Marketing Analyst
• Corporate Communications Specialist
• Press Officer
• Influencer Marketing Coordinator
• E-commerce Manager
• Advertising Executive

Entry requirements

Scottish Higher: Standard - BBBB, Minimum - BBCC

A Level: BCC

Irish Leaving Certificate: H2 H2 H3 H3

International Baccalaureate: 28 points

International: IELTS of 6.0 with no element lower than 5.5

Required subjects: English or Media Studies preferred at Higher/A Level. English required and Maths preferred at Nat 5/GCSE at grade C/4 or above. We can also accept National 5 Application of Maths or Lifeskills at the same grade.

Am I a Widening Access student?: We apply the minimum entry criteria to applicants who meet one or more contextual factor. To see if this would apply to you, please refer to the access and application page.

Mature/Access: We welcome applications from mature students with other relevant qualifications and/or experience. Visit our College Leavers and Mature Students Advice page for more information. 

Direct Entry:

Year Two

• HNC in a relevant subject with a B in the graded unit.

Year Three

• Not available for this course. It is available for the BA (Hons) Media and Communication or BA (Hons) Public Relations and Marketing Communications.

For details of related HNC and HND courses, visit our College Leavers and Mature Students Advice page. 

Other costs

The additional costs associated with placement travel and accommodation are the responsibility of the student. Students who receive SAAS funding may be able to claim for some of these expenses to be reimbursed.

Disability/health conditions

If you have a disability, long-term physical or mental health condition, or learning disability, it should not stand in the way of your studying at Ä¢¹½ÊÓƵ. However, if you are not sure whether your disability might be a barrier in your studies or in relation to the professional standards, please contact the disability service who will be able to have a conversation with you about reasonable adjustments and supports available to you.

How to apply

Application for this course should be made through . More application information is available in the 'Start your Application' box at the top right of this page.

Terms and Conditions

• The delivery of this course is subject to the terms and conditions set out in our 2025/26 Entry Terms and Conditions (Undergraduate).
• The course information on this page is correct at the time of print (Feb 2024) but may differ slightly for 2025 entry. Please check the Ä¢¹½ÊÓƵ website for updates.

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