Bachelor of Arts in Public Relations and Mass Communication-BLProgramme Details

Required Credits/Units: 480

Aims of the Programme:
The aims of the programme are as follows:
1)    Provide students with theoretical framework for understanding and evaluating mass communication channels and their impact on public relations practices.
2)    Sharpen students’ creative thinking and writing skills as well as, enhance their interest in understanding current public relations situations and trends.
3)    Provide students with solid training in media planning, digital communication management, events and campaign management, social media optimisation and content creation.
4)    Pursue a career within public relations and associated fields in a diversity of potential roles as reflective practitioners.
5)    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.
6)    Enhance students’ technological competencies with the use and application of digital media platforms.
7)    Provide a critical understanding of the co-dependent relationship between public relations and the media.
8)    Develop students’ interpersonal and communication skills, to appropriately address different audiences and effectively transmit messages in written, oral or digital form.
9)    Prepare students to continue their studies at a postgraduate level in media, journalism, marketing, advertising, project management, international relations or in a related field.

Learning Outcomes
At the end of the programme, the student will be expected to:
a)    Define the public relations profession and the significant role mass communications play in public relations activities.
b)    Explain the impact of new media on the practice of public relations.
c)    Develop strong interpersonal and communication skills both in written and oral forms.
d)    Apply the key theoretical concepts, ideas and models of the two fields within the practice of Public Relations in a range of corporate situations.
e)    Demonstrate an understanding of how to adjust their practice creatively within different socio-political and cultural contexts.
f)    Implement the relevant mass communication tools to transmit their messages and effectively plan public relations campaigns.
g)    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.
h)    Set realistic objectives through effective planning of public relations strategies.
i)    Implement effective internal and external communication strategies and models.
j)    Integrate digital technologies to optimise the corporate messages and improve productivity.
k)    Study independently and continuously for personal and professional development.
l)    Engage within the global communication environment, building mutually beneficial relationships with stakeholders and industry networks.

Admission Requirements

The general admission requirements for entry to Unicaf University in Zambia Bachelor degree programmes are as outlined below.  Students are advised to contact the Office of Admissions to find out more about the range of equivalent international academic qualifications accepted.

• Regular admission to a Bachelor degree programme requires a full Grade 12 Certificate with O-levels at credit or higher in a number of subjects depending on the course of study or international equivalent qualification.
• Applicants with a Diploma or Advanced Diploma may be considered for entry.
• Applicants with a Diploma or Advanced Diploma in a relevant area may be considered for credit transfer.
• English proficiency: Grade 6 (Credit) or better on the General Certificate of Education or equivalent
• Copy of valid passport or national ID

In addition to a strong academic record, extra-curricular activities, leadership skills and other relevant background information may be taken into account.