Unicaf University (ZM)
Bachelor of Arts in Public Relations and Mass Communication
Lusaka, Zambia
DURATION
4 Years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
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EARLIEST START DATE
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TUITION FEES
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STUDY FORMAT
Distance Learning
Key Summary
About: The Bachelor of Arts in Public Relations and Mass Communication offers students a solid foundation in communication principles and practices. This program emphasizes skills in media relations, public speaking, and the use of digital media to engage with diverse audiences. Students will also explore topics in strategic communication, branding, and media ethics.
Career Outcomes: Graduates can pursue careers in various fields, including public relations, media planning, marketing, and corporate communications. Job titles may include public relations specialist, communications manager, media analyst, or social media strategist.
Introduction
The aims of the programme are as follows:
- Provide students with a theoretical framework for understanding and evaluating mass communication channels and their impact on public relations practices.
- Sharpen students’ creative thinking and writing skills as well as, enhance their interest in understanding current public relations situations and trends.
- Provide students with solid training in media planning, digital communication management, events and campaign management, social media optimisation and content creation.
- Pursue a career within public relations and associated fields in a diversity of potential roles as reflective practitioners.
- Encourage students to combine knowledge, theory and personal creativity with digital skills in order to generate ideas and attract the relevant audience in different organisational contexts.
- Enhance students’ technological competencies with the use and application of digital media platforms.
- Provide a critical understanding of the co-dependent relationship between public relations and the media.
- Develop students’ interpersonal and communication skills, to appropriately address different audiences and effectively transmit messages in written, oral or digital form.
- Prepare students to continue their studies at a postgraduate level in media, journalism, marketing, advertising, project management, international relations or a related field.
Admissions
Scholarships and Funding
Unicaf University is in partnership with the Unicaf Scholarship programme which is one of the most generous scholarship programmes available. The programme supports eligible students and provides opportunities for studies towards the programmes offered by Unicaf University at a fraction of the cost. Unicaf has already offered more than US $100 million worth of scholarships to students helping them to study towards internationally recognised qualifications. The primary objective of the Unicaf Scholarship Programme is to make high-quality education affordable and accessible. Supported programmes have a strong professional and vocational focus delivered with an international perspective to ensure that students are prepared for work in the global marketplace and receive a return on their education investment.
Curriculum
Foundation course
| Module | Credits |
| Induction Module | 0.00 |
| Introduction to Bachelor Degree | 0.00 |
Year 1
| Module | Credits |
| Communication for Business | 12.00 |
| Introduction to Management | 12.00 |
| Computer Systems | 12.00 |
| Marketing | 12.00 |
| Academic Writing | 12.00 |
| Social Media Marketing | 12.00 |
| Introduction to Mass Communication | 12.00 |
| Introduction to Public Relations | 12.00 |
| Media Management | 12.00 |
| Writing for Public Relations | 12.00 |
Year 2
| Module | Credits |
| Quantitative Methods | 12.00 |
| Teamwork | 12.00 |
| Advertising | 12.00 |
| Campaign Development and Management | 12.00 |
| Theories of Media and Communication | 12.00 |
| Media Ethics | 12.00 |
| Public Relations Theory | 12.00 |
| Digital Communications and Public Relations | 12.00 |
| Digital Media and Youth Culture | 12.00 |
| Consumer Behaviour | 12.00 |
Year 3
| Module | Credits |
| General Psychology I | 12.00 |
| Organisational Behaviour | 12.00 |
| Business Ethics | 12.00 |
| Principles of Sociology | 12.00 |
| Research Methods in Business | 12.00 |
| Persuasion | 12.00 |
| Content Creation and Social Media for Public Relations | 12.00 |
| Public Relations Strategies and Trends | 12.00 |
| Research and Writing | 12.00 |
| Corporate Public Relations | 12.00 |
Year 4
| Module | Credits |
| Digital Business | 12.00 |
| Global Business | 12.00 |
| Media Planning | 12.00 |
| Brand Marketing | 12.00 |
| Promotional Culture | 12.00 |
| Working in the Creative Industries | 12.00 |
| Events Management | 12.00 |
| Exploring Digital Imagery | 12.00 |
| New Media and Public Relations | 12.00 |
| Project: Final Year | 12.00 |
Program Outcome
At the end of the programme, the student will be expected to:
- Define the public relations profession and the significant role mass communications play in public relations activities.
- Explain the impact of new media on the practice of public relations.
- Develop strong interpersonal and communication skills both in written and oral forms.
- Apply the key theoretical concepts, ideas and models of the two fields within the practice of Public Relations in a range of corporate situations.
- Demonstrate an understanding of how to adjust their practice creatively within different socio-political and cultural contexts.
- Implement the relevant mass communication tools to transmit their messages and effectively plan public relations campaigns.
- Employ both traditional and new mass media and keep their activities up-to-date with the trends of the industry and the audience’s interests.
- Set realistic objectives through effective planning of public relations strategies.
- Implement effective internal and external communication strategies and models.
- Integrate digital technologies to optimise corporate messages and improve productivity.
- Study independently and continuously for personal and professional development.
- Engage within the global communication environment, building mutually beneficial relationships with stakeholders and industry networks.