BA (Hons) Digital Marketing and Public Relations Bachelor's degree at Queen Margaret University, Edinburgh

In 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.

In 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

In 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.

In 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.

In 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

In 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 vario

In 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

In 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 an

In 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

In 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 strate

In 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.

In 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.

You 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.

In 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, pre

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.

In 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.

In 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 exp

You 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.