Module code: SOC3081

Module Overview

The module addresses public relations as integral parts of a consumer society, looking at how these play roles in our lives on a daily basis and shape and resource our decisions, from what food to buy, to what university to study at. The module pays particular attention to public relations in a digital age. Lectures address theoretical accounts of the consumer society including resistance, the role of cultural producers and strategies and tactics in public relations. The module also examines how state and private sector public relations campaigns are increasingly multi-platform and rapidly changing to meet the needs of a digital society. Critical perspectives are fundamental to this module.

Module provider


Module Leader

MUIR Robyn (Sociology)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 106

Lecture Hours: 11

Seminar Hours: 11

Guided Learning: 11

Captured Content: 11

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Theories and concepts in public relations

  • Public relations in a networked age

  • PR portfolios

Assessment pattern

Assessment type Unit of assessment Weighting

Alternative Assessment


Assessment Strategy

The assessment strategy is designed to boost and develop students' employability.

The summative assessment for this module consists of:

An individual public relations campaign plan

An individual public relations campaign portfolio consisting of students' own public relations campaign

Formative assessment and feedback

  • Students will be given feedback during class discussions.

Module aims

  • To introduce a range of theoretical approaches in public
  • To critically explore the roles of these in the digital age.
  • To critically analyse public relations campaigns.
  • To create a public relations portfolio applying ideas from
    the module.

Learning outcomes

Attributes Developed
001 Conduct a critical analysis of public relations campaigns. PT
002 Critically engage with a range of theoretical approaches in the field. KC
003 Engage critically with public relations theories and concepts in a digital age. KC
004 Produce a public relations portfolio. PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

  • Ensure students understand the role of public relations and consumption in society

  • Introduce students to a range of theoretical perspectives in the consumer society

  • Encourage students to understand public relations strategies and tactics

  • Encourage critical assessments of public relations campaigns in the consumer society

The learning and teaching methods include:

  • 11 x 2 hour interactive sessions engaging with core concepts and approaches to public relations

  • Ongoing development of assessments in coordination with feedback

  • Reading and critical discussion

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: SOC3081

Other information


Programmes this module appears in

Programme Semester Classification Qualifying conditions
Media and Communication BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2023/4 academic year.