MP6054 - Media and Communication Planning

You will learn through workshops, lectures, seminars, guest lectures, online resources, and independent learning. Each workshop deals with an aspect of modern media communication strategy and planning. The module is a good preparation for students wishing to complete work placement in a media communication firm in their third year and engenders knowledge useful for career aspirations within the industry. However, transferrable skills taught in the module – such as project management, teamwork, creativity, applying research and analysis to problem solving - are appropriate for a variety of career paths. The module embeds assessment for your learning that includes the delivery of media communication strategy and plan, content creation and critical reflection on contemporary issues.

You will be supported in a variety of ways. The module tutor is available to discuss issues both during and outside scheduled teaching. Tutors can discuss issues during pre-determined Office Hours each week, and via email. Additionally, information, teaching materials and other support is available through the Electronic Learning Portal system.

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

Knowledge & Understanding:
• KU1: To appraise and critically evaluate scholarship, evidence, and data that inform media communication planning
• KU2: To develop appropriate questions and apply techniques to convey arguments and positions using a range of formats to specialist and non-specialist audiences.

Intellectual / Professional skills & abilities:
• IPSA1: To deploy established techniques of enquiry building transferable skills (research methods/communicative skills) to formulate solutions to media communication issues recognising the uncertainty, ambiguity and limits of knowledge

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• PVA1: To encourage reflection on the role of media communication in society reflecting on the importance of ethical behaviour and responsibilities
• PVA2: Improve management of own learning, exercising initiative, personal responsibility and demonstrate learning abilities necessary for future employment.

As a group you will deliver a pitch/plan applying the theory and practice of communication strategy and planning against a specified live brief (40%)

As an individual you will create two pieces of content to support the group communication strategy aligning these to a specified theory (20%)

As an individual you will write three short pieces (500 words each) relating a topical communications theme to a specific case study/example drawing on relevant theory to make your point. (40%).

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In this module you will be introduced to the theory and practice of communication strategy and planning. You will explore modern communications including public relations, advertising, media, and digital communications and the interaction of these. You will undertake applied research, problem solving and analysis to deliver your own media communication campaign for a real client with real issues allowing you to develop and apply strategic thinking and creative flair. You will also have an opportunity to explore contemporary issues in media communication practice such as issues and crisis management and the role of communication in different disciplines and sectors. You will be able to tailor this module to your own personal areas of interest and future career aspirations. While this module gives you the opportunity to hone a variety of skills which are transferrable across a range of career paths - such as project management, team work, creativity, applying research and analysis to problem solving - it is particularly valuable for students wishing to gain future employment within the media communication field.