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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 our online learning platform.Ìý

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).

You will have access to the University’s Startup Studio and many of our students have gone on to create their own creative businesses.Ìý

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 ºÚÁÏרÇø±¬ÁÏ’s on-campus Business Gateway and Student Start Up StudioÌýthat together provide business incubation spaces for student-led or graduate-led start-up companies and offer: desk space, a ºÚÁÏרÇø±¬ÁÏ business address, meeting facilities, ad-hoc rehearsal space and editing facilities, Business Gateway support and advice, a profile for your company on the ºÚÁÏרÇø±¬ÁÏ website, support with marketing materials and access to entrepreneurial networks within ºÚÁÏרÇø±¬ÁÏ 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 theÌýExchanges and Study AbroadÌýpages 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:ÌýIn this module, you will learn the fundamental principles and practices of Public Relations. You will explore how Public Relations shapes media narratives and public perception, and how it is used to build and maintain relationships between organizations and their publics. This module will equip you with the skills necessary for media relations, crisis communication, and stakeholder engagement, providing a solid foundation for a career in public relations.
• Marketing and Consumer Behaviour:ÌýIn this module, you will delve into the intricacies of marketing and the factors that influence consumer behaviour. You will explore how cultural, social, personal, and psychological elements shape consumer decisions and learn to apply this understanding to create targeted marketing strategies. The module will equip you with the skills to analyse market trends, segment audiences, and develop campaigns that effectively engage and retain customers. This foundational knowledge is crucial for anyone looking to excel in the marketing field.
• Media and Creative Industries:ÌýIn this module, you will be introduced to the media and creative industries, with a focus on economics, regulation, ownership, and publicity. You will explore the historical origins of various sectors within these industries and examine contemporary trends and features. Through a range of case studies, you will gain a deeper understanding of the dynamics that shape these fields, enhancing your ability to analyse and respond to the evolving landscape of media and creativity.
• Creative Practice: Visual Storytelling:ÌýIn this module, you will explore the foundational principles of visual storytelling through still and moving images. You will engage in critical reflection on your learning experiences, enhancing your ability to create compelling visual narratives that effectively communicate stories. This approach will not only improve your technical proficiency but also deepen your understanding of the artistic and communicative power of visual media.
• Creative Practice: Critical Thinking and Creative Writing:ÌýIn this module, you will develop critical thinking and creative writing skills for crafting press releases, blog posts, and social media content. You will engage with digital media and creative productions, focusing on themes such as human rights, democracy, and social justice. This will enhance your ability to critically assess and articulate issues related to Equity, Diversity, and Inclusion (EDI). This module equips you with the essential skills to excel as both a reader and a writer in your early university years.
• Data Management:ÌýIn this module, you will acquire the skills necessary to expertly manage, store, and analyse data in today’s digital landscapes. You will explore best practices in data governance and learn how to utilise advanced database management systems. You will also delve into ensuring data integrity, security, and privacy, preparing you to handle large datasets with confidence. By mastering these techniques, you will be well-equipped to address complex data challenges and make informed decisions in various professional contexts.

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; and
• explore the rapid growth of podcasting and learn how to create great content for podcasts;
• and gain an understanding of ethics, social justice, sustainability and decolonisation.

Modules

• AI and Digital Communication:ÌýIn this module, you will explore the transformative role of artificial intelligence in digital communication. You will learn how AI technologies are integrated into communication strategies, enhancing interactivity, personalisation, and analytics. This module will provide you with a deep understanding of AI applications in social media, content creation, and data analysis. You will gain practical skills in leveraging AI to craft effective digital communication strategies that anticipate and meet evolving consumer needs.
• Digital Marketing and e-Commerce Management:ÌýIn this module, you will dive into the fast-evolving fields of digital marketing and e-commerce. You will learn how to design and implement digital marketing strategies that effectively drive online traffic and conversions. The module covers key areas such as SEO, SEM, content marketing, and social media strategies, alongside e-commerce operations like customer journey mapping, online sales tactics, and digital storefront optimization. This comprehensive understanding will equip you to manage and excel in digital marketplaces.
• Creative Practice: Podcasting:ÌýIn this module, you will explore the art and technique of podcasting. You will learn how to create, produce, and distribute podcasts effectively, focusing on content development, audio editing, and audience engagement. This module will provide you with practical skills in storytelling and technical aspects of sound design. You will gain hands-on experience in crafting compelling audio narratives that capture and maintain listener interest, preparing you to launch successful podcasts in any field.
• Persuasive Communication:ÌýIn this module, you will master the art of persuasive communication. You will learn how to craft messages that influence and motivate audiences, focusing on techniques for argumentation, rhetoric, and audience analysis. This module will equip you with the skills to effectively present ideas, negotiate, and persuade in various contexts, from business negotiations to public speaking. By understanding the psychological underpinnings of persuasion, you will enhance your ability to communicate strategically and impactfully.
• Analytics, Insights and Impact:ÌýIn this module, you will delve into the world of data analytics to uncover insights and assess their impact on business strategies. You will learn how to collect, analyse, and interpret data, transforming it into actionable insights. This module equips you with the tools to measure the effectiveness of various initiatives and make data-driven decisions. You will explore case studies and real-world applications, enhancing your ability to contribute to strategic outcomes through informed analysis.
• Ethics, Social Justice, and Sustainability:ÌýIn this module, you will examine the intersections of ethics, social justice, and sustainability. You will explore how ethical decision-making influences business practices and public policies, and how it contributes to achieving social justice and environmental sustainability. You will engage with current issues and case studies, developing the ability to critically assess and address complex challenges in a variety of professional and societal contexts.

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; and
• 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:ÌýYou will explore the principles of planning strategic communication campaigns. This module delves into theories essential for crafting effective communications and understanding their societal impacts. Through this module, you will learn to create campaigns that positively affect society and promote sustainability.
• Marketing Communications and Digital Advertising:ÌýIn this module, you will learn how to integrate marketing communications and digital advertising strategies to create cohesive and effective campaigns. You will explore various digital platforms and tools, learning how to craft messages that resonate with diverse audiences. This module will enhance your skills in developing targeted advertising strategies, using data-driven insights to optimise reach and engagement. You will gain a thorough understanding of the digital advertising landscape, preparing you to excel in the fast-paced world of digital marketing.
• Designing a Research Project: You will uncover a range of approaches, methods and practices for researching the media, culture and society. It prepares students to develop and design research projects which may support their written or creative practice dissertation or be developed for other purposes.
• Project Managing a Live Event:ÌýIn this module, you will learn how to plan, coordinate, and deliver a live event within a digital marketing and public relations context. You will develop key project management skills, including budgeting, scheduling, team coordination, and risk assessment. With a focus on audience engagement and brand communication, you will explore how live events can be used strategically to enhance digital campaigns and public relations efforts.
• 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:ÌýIn this module, you will gain practical experience in professional communication through a placement in a real-world setting. You will apply the communication theories and strategies learned in your studies to actual business scenarios, enhancing your skills in writing, speaking, and digital communication. This module provides an opportunity to work closely with professionals in the field, allowing you to develop industry-specific communication techniques and build a network of contacts. The experience will prepare you for a successful career in various communication roles, strengthening your ability to operate effectively in professional environments.
• Written or Creative Practice Dissertation:ÌýYou will undertake a sustained and significant piece of individual research and writing in our Written Dissertation option, c. 9000 words, on a topic of your choosing within PR, marketing, media, communications and cultural studies. Or you will undertake a sustained and significant piece of individual or group creative practice in podcasting or photography criticism, accompanied by a 3000 word critical reflection.
• 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.

ºÚÁÏרÇø±¬ÁÏ 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 ºÚÁÏרÇø±¬ÁÏ. 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 ºÚÁÏרÇø±¬ÁÏ website for updates.

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