PR and Marketing Communications – UCD Professional Academy Diploma

Dive into the exciting world of PR and marketing Communications with our UCD Professional Academy Diploma.

Get attention for your brand through clever, timely strategies that catch the attention of the media and the public. Become integral to how your organisation communicates with the outside world with this Professional Course in PR & Marketing Communications!

Upcoming Courses

January 21st - March 25th (EVENINGS: 10 Weeks - Every Wednesday)

PART-TIME: Live Online Lectures

PR and Marketing Communications - UCD Professional Academy Diploma
- €1,399.00 excl.
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PR and Marketing Communications

On this exciting course, you will learn the fundamentals of PR and Marketing Communications – from working with the media to managing social and digital communications strategies. You will develop your wider understanding of marketing so that your PR strategy works in harmony with other marketing activities within the organisation. This course also looks at how to leverage PR events and launches, close sponsorship deals, and build partnerships. You will also learn about the growing area of influencer marketing.

Flexible Delivery Options
The course is available either online on demand or live online. Live Online delivery is part-time, over 12 weeks, with one three-hour session per week. Currently the course is only available on sessions from 6.30pm to 9.30pm. This would be suitable for busy professionals who have to complete the course out of normal working hours.

Study Options

All formats cover the same course content. You now have more choice in how you learn with us:

On Demand

Begin today or tailor your learning to suit your schedule, at a pace that works best for you.

100% self-paced learning
Average completion time: 6 weeks. (up to 18 weeks)
Optional live tutorial sessions

Live Online

The course is delivered in the evenings, 6.30pm – 9.30pm, usually over 12 weeks.

Live online learning with industry-expert lecturers
Interact with lecturers and classmates
Convenience of studying from home

PR & Marketing Communications Course Modules

1. Introduction To Public Relations & Marketing Communications

Learn the key differences between PR and marketing. Explore what brands and branding are.

Course overview
Introduction to PR
Introduction to marketing
Difference between marketing and PR
What is a brand?
End of course project outline

2. PR & Marketing Tools

Learn why the power of PR professionals lies in the tools that they use to gain publicity, particularly in an impactful press release. Look at marketing tactics for achieving exposure.

PR tools – writing for PR
Press release writing
GDPR
Marketing communications tactics
The marketing mix
Direct marketing

3. Media Relations

Learn why PR is about two way conversations and how positive media relations is at the heart of this. Explore media training and how to manage brands in a crisis.

Media relations
Message vehicles – PR and marketing
Key media in Ireland
Media training
Crisis management

4. Sponsorship

Look at how sponsorship straddles both PR and marketing roles and can have national as well as global impact. Understand how sponsorship works, from negotiation right through to activation.

Sponsorship – Irish and global
Product placement
Sponsorship and product placement
Sponsorship activation
Case studies

5. Strategy & Planning

Look at planning and strategy building step-by-step for both PR and marketing, including knowing your audience through segmentation. Explore SMART goal setting for your campaigns.

Public Relations campaigns and strategy
Marketing strategy
Situation analysis (SWOT)
Segmentation
Setting objectives
SMART goal setting

6. Event Management

Discover how to plan and manage your events so that every detail is mastered seamlessly, taking one of the most stressful roles to one of the most organised.

Event management
Types of event
Press events
Conferences and marketing events
Brand launches

7. CSR & Corporate Communications

Learn how a mission statement explains what a company stands for. Explore the difference between CSR and purpose and why the best organisations in the word include purpose in their strategy.

Brand mission statements
Difference between CSR and purpose
Internal communications
Corporate communications
Financial communications
Shareholder communication

8. PR, Digital & Social Communications

Understand how PR and digital media are intrinsically linked in today’s communications world. Look at the way digital has impacted PR and explore social media, influencer marketing, and analytics.

PR and social media
Influencer marketing
Google Analytics
Social media marketing
Social insight

9. Monitoring & Research

Look at PR coverage monitoring, market research, and measurement of campaigns. Discover how to manage a timeline and explore budget management including how much marketing actually costs.

PR coverage monitoring
Market research
Measurement
Timelines
Budget management
Understanding costs and ROI

10. Overview & Course Summary

Review course highlights and raise questions or delve into specific areas in more detail. Prepare for your assignment.

Course content and highlights summary
Project preparation

Learners must be 18 years or older.
Previous training, study and/or professional experience in a related field is recommended.
For non-native speakers of English, a language proficiency equivalent to IELTS 6.5 overall (or equivalent) is required.

Please note that all UCD Professional Academy courses are conducted in English. Prospective learners for whom English is not a native language are welcome to undertake Professional Academy courses. It is the responsibility of the learner that their proficiency in English is adequate for the course to participate and complete assignments successfully.

Disabilities

UCD Professional Academy welcomes learners with disabilities and makes every effort to provide facilities and support, where possible. We ask that learners who may need additional support or facilities during their course inform us at the time of application.

Code of Conduct

All staff and learners of the Academy are expected to abide by its Code of Conduct https://www.ucd.ie/professionalacademy/learner_handbook/ . In the case of serious breaches, learners may not be permitted to attend the remainder of their course, and no refund will be given.

Add to your personal skill set and add more value to your organisation by completing a UCD Professional Academy Diploma in PR and Marketing Communications.