HND Marketing and Public Relations Foundation degree at Coventry University

This introductory module aims to help you discover the importance of the marketing function in organisational success. You will look at commonly used tools, techniques, and marketing strategies, and identify the key points of value creation for diverse customers.

Developing key analytical skills, you will learn the quintessential tools for marketing communications. Gaining invaluable insight, you will learn to understand integrated marketing activities and assess the importance of consistency with social and ethical principles, while fulfilling legal and regulatory requirements.

This module focuses on the fundamental context of public relations. You will be introduced to core topics including definitions, history, ethics, corporate social responsibility, and importantly, how PR integrates with other marketing functions. You will also discuss the pros and cons of working for an agency or working in-house, and study good and bad PR practices.

As the world moves further towards instant global communication, the skills needed for successful strategy have evolved. In this module, you will learn PR skills such as copywriting, internal communication and crisis communications for international companies. You will also cover media management, where you will identify and discuss successful strategies in digital media.

By using real examples of advertising and marketing you'll explore the essential tools to operate in a digital environment. You will learn how to monitor the effectiveness of a campaign and formulate unique strategies to enhance customer experience, while developing your knowledge of current trends, threats and opportunities in digital marketing.

An entrepreneurial mindset is essential for the creation of innovative ideas for products and services. This module aims to introduce you to the concept of entrepreneurial marketing which is the process of creating new ideas by adopting the notion of effectuation. You also have the opportunity to practice the use of modern techniques such as targeting, segmentation and positioning.

Having the ability to integrate innovation into strategic creation is a skill sought-after by many. We aim to develop your skills in idea creation, innovation and enterprise in PR. Working with your peers, you will seek to develop creative approaches for successful public relations practice, studying famous companies for contemporary and relevant assessments.

Focusing on characteristics of key media relationships, you'll learn how to establish and maintain a mutually beneficial relationship with media sources. This module aims to highlight the importance of trust and use case studies of companies to critically assess positive and negative media coverage.

This module provides you with an opportunity to reflect upon and gain experience for an approved placement undertaken during your programme. A placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits.

This module provides you with an opportunity to reflect upon and gain experience for an approved international study/work placement undertaken during your programme. A work/study placement should usually be at least 26 weeks or equivalent; however, each placement will be considered on its own merits, having regard to the ability to achieve the learning outcomes.

Refining knowledge of successful marketing and PR practices, this module focuses on international trade and the distinctions between multilateral marketing, international marketing and pure exporting. Familiarising yourself with key models and theories, economic and non-economic factors is highly important. Therefore, you'll also explore topics such as globalisation.

Drawing on the knowledge of the previous years, tutor insight and independent research, you'll explore the advanced practice of PR planning in modern organisations and how Corporate Social Responsibility plays a positive role in the community by considering the environmental and social impact of business decisions. Our tutors will take you through the disciplines of planning and strategy with key considerations, such as behaviour change, target planning, management and structuring of PR teams.

Your tutors will teach you core subjects of marketing management, including the building of profitable relationships, creating and delivering brand value and global marketing. Most importantly, you'll develop the skills and techniques required to create successful marketing strategies and learn how to sustain competitive advantage for contemporary organisations.

You will take charge of delivering a relevant and innovative research project to industry standard. This offers the opportunity to consolidate and showcase the skills and knowledge accumulated throughout the course on a topic of your choosing, incorporating contemporary marketing and PR issues, recommendations and critical reflection on outcomes.