BA/BA (Hons) Public Relations, Marketing and Events

What is public relations, marketing and events?

Organisations often take an integrated approach to communication bringing together the disciplines of public relations, marketing and events management to help meet corporate goals. Public relations manages relationships with a range of stakeholder groups including employees, the government, and the media, while marketing focuses on relationships with the customer. Events are organised to help companies or groups campaign on issues, or promote and market products and services.

About the Course

Our professionally relevant courses are adapted continually to meet the changing needs of students, employers and society. This flexible, accessible and responsive approach ensures that you will benefit from the latest research, technology and industry practices.

We focus on equipping our students with the expertise they’ll need to build successful and fulfilling careers. Our teaching is informed by our research activity.

This course focuses on the core principles of marketing and PR theory and applies them to practice. You will learn about the role of marketing, events management and PR as central activities within organisations and their role within a consumer driven society.

In Year One key concepts are covered and essential practical skills developed. Modules look at the history of PR, contemporary practice, particularly how PR works with the media, including social media platforms. The dynamics affecting the role of marketing are considered and students focus on the nature and development of the events industry.

Modules in Year Two expand on professional practices in PR and marketing. Students consider how organisations communicate with external stakeholders through the media and internally with employees. We also help students understand how the areas work together in practice by planning, promoting, delivering and evaluating an event for a range of clients.

In Year Three, the principles of planning are expanded upon from a marketing and PR management perspective. Concepts of strategy and persuasion are introduced and research skills are strengthened. Students gain an insight into fashion marketing and can tailor their programme through the selection of an option.

In Year Four, students are encouraged to work more independently, develop their critical skills and follow their own area of interest. This happens through working on the dissertation research project, working in industry on a one month placement and choosing options from across the three disciplines.


You can opt to study for an honours degree over four years or an ordinary degree over three years. You will complete a range of modules each year as outlined, and a dissertation in Year Four.

Entry Requirements

Scottish Higher: BBBB

A Level: BCC

Irish Leaving Certificate: H2 H2 H3 H3

International Baccalaureate: 28 points

Required Subjects: English, Media Studies, Econs or Bus Studs preferred at Higher/ A level or equivalent. Maths and English at S/Int2/N5/GCSE level are preferred.

Mature/Access: Access to Humanities / Arts / Business or certain Digital Media courses. We welcome applications from mature students with relevant qualifications and /or experience.

Advanced Entry:

Year 2

  • Scottish Higher: BC at Advanced Higher in relevant subjects plus BB at Higher.
    A Level: BBB in relevant subjects

Years 2 & 3

  • HNC/HND Communication with Media / Advertising and Public Relations / Social Sciences with B/CB in the graded units

International: IELTS of 6.0 with no element below 5.5.


Year One

Introduction to PR/ Media Relations/ Online PR: Platforms and Practices/ Foundations of Marketing/ Introduction to Events Management/ Cultural Management and Events Tourism

Year Two

Media Campaigning/ Employee Communication and Dealing with Change/ Critical Thinking and Rhetoric/ Marketing in Practice/ Marketing Research/ Event Management and Evaluation

Year Three

Public Relations Theory and Strategy/ Persuasive Communication/ PR Research/ Advertising and Marketing Communication/ Fashion Marketing/ plus option module

Year Four

Professional Communication Placement/ Dissertation/ Strategic Marketing Management/ plus two options from: Global Events Leadership and Social Justice; PR and Activism; or International PR

NB The modules listed here are correct at time of the printing of our Undergraduate Prospectus 2018 (Feb 2017) but may differ slightly to those offered in 2018. Please check the website for any updates.


Graduates are prepared for a wide range of career opportunities such as: PR executives, digital strategists, publicity and promotions executives, marketing assistants, and events managers.

Quick Facts

  • QMU is the only Scottish Institution to offer CIPR recognised undergraduate and postgraduate courses and to teach the CIPR Professional Diploma in Public Relations, CIPR Diploma in Internal Communications Practice and CIPR Diploma in Public Affairs Practice.
  • Senior practitioners in PR, marketing and events support the courses through guest lectures, membership of our Industrial Advisory Panel and attendance at our networking events.
  • QMU PR academics are recognised nationally and internationally for their excellence in research.

Learning and Teaching

Each 20 credit module has a notional 200 hours of learning achieved through class contact time in lectures, seminars and workshops, directed learning and independent study. A student usually takes six modules each year. The placement in Year Four requires students to undertake a minimum of 20 days in the work place.

>>Click for more information on 'Learning, Teaching and Assessment'

Study Abroad

Students can apply for a semester of international study in Year Three with universities in USA, Sweden and Australia.

Professional Registration

You can register as a student member of the Chartered Institute of Public Relations and a student member of the Public Relations Consultants Association


You will complete a four week placement in Year Four

Associate Student Places

You can study this course as an associate student completing the first year at West Lothian College.

Please Note:

The delivery of this course is subject to the terms and conditions set out in our 2018/19 Entry - Terms and Conditions (Undergraduate).

Special Information for EU Applicants:   The Scottish Government has confirmed that undergraduate EU students enrolling in the 2017/8 and 2018/9 academic years will be entitled to free tuition fees in Scotland for the duration of their course. Those assessed as eligible will remain so for the duration of their course. You must apply to the Student Awards Agency for Scotland (SAAS) for funding. For guidance on eligibility and funding please visit the SAAS website.


Course Overview

3/4 years
Start Date
September 2018
Study Abroad
School of Arts, Social Sciences and Management
Fees & Funding
PN25 BA/PrMkt

Related Professional Bodies

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