BA/BA (Hons) 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.

Delivered by academics who are recognised nationally and internationally and are actively engaged with industry, this course allows you to combine study of three disciplines which are closely aligned. It provides practical experience and a study abroad opportunity*.

NB The course will only be available for Level 3 entry in 2020.

If you are looking for entry into Level 1 please see our new BA (Hons) Media and Communications or our new BA (Hons) PR and Marketing Communications courses.



Why QMU?

  • QMU is the only Scottish Institution to offer CIPR recognised undergraduate and postgraduate courses and to teach the CIPR Professional Public Relations Diploma, CIPR Specialist Diploma (Internal Communications) and CIPR Specialist Diploma (Public Affairs).
  • 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.
  • This course includes a placement and a study abroad opportunity.


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.



Year One modules

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

Year Two modules

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

Year Three modules

  • Public Relations Theory and Strategy
  • Persuasive Communication
  • PR Research
  • Advertising and Marketing Communication
  • Fashion Marketing
  • plus optional module

Year Four modules

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

The modules listed here are correct at time of print (Feb 2018). This course is likely to undergo revalidation in 2018 which will result in some changes to the content. Please check the website for any updates.




You will complete a four-week placement in Year Four. Students are responsible for sourcing a placement host organisation and this can be in the UK or abroad. To help with the process, we hold a speed interview event on campus to match hosts offering placements with students. The placement is unpaid although many hosts cover travel and subsistence.


Exchange opportunities*

In Year Three you have the opportunity to study for one semester at a university overseas. For more information, see www.qmu.ac.uk/study-here/international-students/exchanges-and-study-abroad/

*Subject to availability



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.


Entry requirements

Scottish Higher: BBBB

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, 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: See related Access courses. We welcome applications from mature students with relevant qualifications and /or experience.

Direct Entry:

Year Two

  • HNC/ HND: HNC/ HND in a related subject with B/CB in the graded unit
  • Scottish Higher: BC at Advanced Higher in relevant subjects plus BB at Higher
  • A Level: BBB in relevant subjects

Year Three


Associate student places

You can study this course as an associate student completing the first year at West Lothian College. For more information, see www.qmu.ac.uk/study-here/access-to-higher-education/associate-student-scheme/

Professional registration/ accreditation

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


Teaching staff, class sizes and timetables

For more information, please see ‘How we teach and how you’ll learn’.

Awarding body

QMU. For more information, please see ‘External Review’ section on the ‘How we teach and how you’ll learn’ page.

Please Note:

The delivery of this course is subject to the terms and conditions set out in our 2019/20 Entry - Terms and Conditions (Undergraduate).

Teaching staff may be subject to change.

Special Information for EU Applicants: EU students starting their studies up to and including academic year 2020/21 will have the costs of their tuition fees met by the Scottish Government for the duration of their course. For more information, see https://www.qmu.ac.uk/brexiteu-student-funding-update/


Course Overview

3/4 years
Start Date
September 2020
On campus
Study Abroad
School of Arts, Social Sciences and Management
Fees & Funding

Related Professional Bodies

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A Student Story - more at foot of page

Greg Clark - BA/BA (Hons) Public Relations, Marketing and Events "The work placement in fourth year may seem a little daunting but you get out of it what you put in. I found it to be of great value when applying for jobs as I had a realistic idea of what to expect within the workplace." Read my story...