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Micro-credential certification in Public Relations KMC2173 (DMC) **

Overview: 
This module aims to explain the process and purpose of public relations. Students will learn all key elements of public relations including history, theory, skills and strategy. This will help the students with an in depth understanding and appreciation of public relations activities, issues and theory as they apply in the working environment. This module also aims to prepare the students with public relations campaign key materials as well as critically evaluate a range of case studies. This can further develop students understanding of the role of public relations in society and in particular, the business and commercial environments.
 
** indicates that these programmes will be offered soon
 
Programme Fee
Awarding Body: 

This programme is designed, delivered, assessed and awarded by SEGi University through the SEGiUniDigital Platform. 

Discipline: 
Communication Studies
Entry Requirements: 

Age Experience - 18 Years Above 
Language Proficiency - Yes
Pre-requisites - No

Note: To enter the Diploma In Mass Communication programme's (Pathway) applicants will need to have the following pre-requisites:

IELTS 5.0

i. A pass in senior high school or its equivalent with a minimum of Grade C (GP 2.00) in any 3 subjects and a credit in English at O level or its equivalent;           

OR
ii. A pass in SKM level 3 and pass senior high school with a credit in English

OR
iii Certificate or its equivalent and a credit in English.

OR 
iv A Certificate in Media and Communication or its equivalent

Contents: 
  1. Introduction to  Public Relations   
    1. Definition of Public Relations 
    2. Understanding Public Relations
  2. The History of Public Relations
    1. History, origin and scholars 
    2. Historical stages of Public Relations
  3. Strategic Public Relations 
    1. Understanding Strategic PR 
    2. Types of Strategic PR
  4. Publics in Public Relations   
    1. External Public   
    2. Internal Public
  5. Tools of PR   
    1. What are tools of PR? 
    2. Press Release, Publicity, Press Kit, Employee Relation, CSR, etc
  6. Foundations of PR: Research & Theory           
    1. Understanding the concept and theory in PR 
    2. Evolution of concept
  7. Ethics and Law in Public Relations 
    1. The Ethics and Law of PR   
    2. Professionalism
  8. Media Relations 
    1. The Role of Media in Public Relation 
    2. Journalist and PR Practitioners
  9. Social Media & Emerging Technologies
    1. The influence of influencer     
    2. Advantages and disadvantages of social media
  10. Public Relations Campaign                                             
    1. Objectives of campaign 
    2. Strategic communication in campaign
Assessments: 

Assignment - 60%
Final Exam - 40%

Credit Transfer: 

Upon successful completion of this Micro-credential certification in Public Relations (BMC), students will be able to transfer grades and credits into the following programme(s):

  1. Diploma in Mass Communication
Continuing Education: 
Upon successful completion of this Diploma in Mass Communication programme and meeting the necessary entry requirements, students will be able to progress into the following programme(s):
  1. Bachelor of Mass Communication (Hons)
Career Opportunities: 

Public Relations Executive, Corporate Communication Specialist