Course Details

Course Code(s):
PDCDPRTPAD
/
PDCDPETPBD
Available:
Part-Time
Intake:
Spring
Autumn/Fall
Course Start Date:
September/January
Duration:
1 Year
Award:
Professional Diploma
Qualification:
NFQ Level 9 Minor Award
Faculty: Arts, Humanities and Social Sciences
Course Type: Taught, Professional/Flexible
Fees: For Information on Fees, see section below.

Contact(s):

Name: UL@Work Team
Email: ulatwork@ul.ie

Express Interest

Register your interest here for more information or to be notified when applications are open.

Brief Description

Course commencing January 29th 2024:

As the business landscape becomes increasingly complex and competitive, the role of communications and public relations (PR) in industry is more important than ever. With the rapid evolution of digital media and the proliferation of social platforms, companies face new challenges in reaching and engaging target audiences. Moreover, as consumers demand more transparency, authenticity, and social responsibility from brands, influential communication and reputation management are crucial to building trust and loyalty. As a result, companies are investing more resources into building solid communications and PR strategies that integrate traditional and digital media, leverage information, and prioritise stakeholder engagement and brand advocacy.

We are delighted to launch our NEW Professional Diploma in Communications and Digital PR for Enterprise, commencing in Autumn 2023. Co-designed with practitioners and industry, our programme will equip you with the knowledge and skills needed to thrive in today's rapidly changing digital communications and PR landscape. It will equip you with the skills to develop communication and public relations strategies for enterprise. You will learn how to strategically engage with legacy media, such as print, radio and television, and cost-effectively develop online and social media content and strategies. The programme is aimed at (but not limited to) those working in the Small and Medium Enterprise sector, including already existing companies, start-ups, and social enterprise.

Stack your learning with Microcreds:
Not quite ready to commit to a full professional diploma? Consider trying a microcredential. You can stack your microcred credits towards a professional diploma at a later date. Modules listed within the Programme Content with an (M) beside them are MicroCreds and can be taken independently.

(M) Microcreds available:
Modules listed within the Programme Content with an (M) beside them are MicroCreds and can be taken independently.

This industry-responsive programme will help organisations identify a communications narrative, access regional, national, and international media, and show you how to create low-cost yet effective digital content across various online and social media platforms.

Digital communications and public relations are constantly evolving as technology advances. The diploma equips professionals with the knowledge and skills needed to keep up with these changes and leverage new technologies. Whether you're a seasoned communications professional or just starting out, our programme is tailored to meet your needs and help you take your career to the next level. You'll gain practical insights and real-world experience that will set you and your organisation apart from competitors in your space. The programme is delivered in a flexible online format, allowing you to learn at your own pace and on your own schedule. Plus, you'll have access to a community of like-minded professionals who are also committed to mastering the art of digital public relations.

This Professional Diploma in Communications and Digital PR for Enterprise is suitable for professionals who want to learn about digital and traditional communication, social media management, content production, crisis communication, and reputation management. It would also greatly benefit journalists, business executives, and others who wish to control their messaging and storytelling. Public Relations candidates with Arts or Business degrees would also benefit.

On completion of this NFQ Level 9 programme, you will be equipped with the in-demand skills and knowledge to apply your learning in a variety of ways, such as:

  1. Developing effective communication strategies.
  2. Managing brand reputation.
  3. Effectively implementing digital marketing techniques.
  4. Creating and managing content.
  5. Measuring and evaluating communication outcomes.

Overall, you will be well-prepared to apply your learning in a range of settings, including corporate communications, public relations, marketing, and digital media. You will have the know-how to contribute to organisations' success in various roles and functions.

Download the programme flyer HERE.

Autumn Semester

Spring Semester

Content has been selected following a review of best practices in communications skillsets. Each module on the programme will include asynchronous lectures, moderated e-tivities and interactive tutorials. For example, one module consists of 3 x 15-minute asynchronous lectures and a 1-hour interactive online workshop each week for six weeks. The programme will include practical exercises and case studies to help apply the learnings in real-world scenarios. It will incorporate a problem-based learning (PBL) approach across all modules, both individually and group-based. Group-based processes will allow for closer collaboration and stronger networking opportunities among online learners.

This part-time online programme has been designed to help you build critical skills in data analysis and communication of the stories that can emerge in innovative and engaging ways. You will develop an enhanced appreciation and understanding of data and statistical literacy and visualisation, essential principles of computer programming and coding and a critical awareness of how these specialisations interact across multimedia production. It will equip you with a strengthened skillset in media that addresses current identified skills deficits in industry. It will also prepare you for the fast-changing trends in the communications industry, such as a better understanding of first-party data, more effective use of artificial intelligence, machine learning, and social media insights into how audiences respond to messaging and content.

FREQUENTLY ASKED QUESTIONS

  1. When does this programme start?
    The spring iteration of this programme starts in January. The autumn iteration of this programme starts in September. This is a part-time programme with many of our pathways are delivered online.
  1. How many hours per week? And what is the split between lecture and tutorial time?
    3 hours and 15 minutes, which breaks down as: 
  • 1.5-hour contact time
  • 3 x 15-minute asynchronous videos
  • 1 hour task
  1. What skills will you and your employer benefit from on completion of this programme?
  • Industry-responsive: Digital communications and public relations are constantly evolving as technology advances. This diploma equips professionals with the industry-responsive skills needed to keep up with these changes and leverage new technologies.
  • Increased competition for attention: With so many organisations vying for market attention, cutting through the noise and reaching target audiences can be challenging. This programme enables professionals to develop effective communication strategies that engage and resonate with their market's audience.
  • Effective communications on social media: The growing importance of social media has become a critical channel for communication and public relations. This programme provides professionals with the tools to develop and execute effective social media strategies and measure their impact.
  • Business Ethics: Heightened focus on ethics and accountability: With increased scrutiny of businesses and organisations, there is a growing need for ethical and accountable communication practices. In this programme, emphasis is placed on the importance of ethical and responsible communication. It provides professionals with the knowledge and skills to navigate complex ethical issues. Understand and apply data analysis and visualisation skills and be able to communicate outcomes to a variety of audiences.
  1. Will there be an opportunity to use examples/case studies/data from your own job?
    Yes, and it will be encouraged as you will be asked to plan your content around your chosen company so that when you finish you will have a portfolio of work to take away and apply to your own work.
     
  2. What day of the week are the classes delivered? To be confirmed
  3. Does a student need to attend live/ or is everything recorded?
    Live attendance is required for the 1-hour interactive weekly workshop but there will be pre-recorded bite-sized content that can be engaged with at a time that suits you.
     
  4. Will there be an opportunity to use examples/case studies/data from their own job?
    Yes, and it will be encouraged as they will be asked to plan their content around their chosen company for diploma so that when they finish they will have a portfolio of work to take away and apply to their own work.
     
  5. What software/ programmes will we be using?
  • Microsoft 365 suite
  • Social Media management and scheduling tools - Buffer 
  • Email Marketing platforms such as Mailchimp 
  • Social listening - Buzzsumo, Brand24,  
  • Analytics tools: Google Analytics, Facebook Insights, Twitter Analytics, etc. 
  • Content creation tools: Canva 
  • Project management tools – Microsoft to do, Trello, Slack, etc.  
  • Power of AI in customer support and content creation – latest platforms e.g., Chat GPT 
  1. How are learners assessed on this programme?
    There are no terminal exams on this programme. Assessment will be continuous; you will be asked to prepare a a media plan will be developed for your chosen company.
  1. Who is leading this course?
    Aoife Sheehan is a seasoned digital marketing PR professional and lecturer. With over 10 years of experience in the industry, Aoife brings a wealth of knowledge and expertise to the classroom. Dedicated to imparting her skills to the next generation of professionals, she is passionate about helping others succeed in the fast-paced world of digital PR. Aoife is a creative problem-solver and an excellent communicator, striving to help her students succeed. Keeping up with industry trends and incorporating the latest technologies into her classes makes her classes both engaging and relevant.

Applicants should hold a primary degree (NFQ or other internationally recognised equivalents) at a 2.2 level, any degree is acceptable. Applications are also invited from candidates who don’t have a primary degree but may satisfy the University’s policy on the Recognition of Prior Learning. 

Alternative Entry Route:

In accordance with the University's policy on the Recognition of Prior Learning, candidates who do not meet the minimum entry criteria may be considered.

What to Include with your Application

  • Qualification transcripts and certificates
  • A copy of your birth certificate or passport
  • If your qualifications have been obtained in a country where English is an official language this will suffice. If this is not available, the following additional documents must be provided:
  • English translation of your qualification(s)/transcripts
    AND English language competency certificate
    For more information Click Here

EU - €3,500 per annum

Non EU - €4,750 per annum

Further information on fees and payment of fees is available from the Student Fees Office website. All fee related queries should be directed to the Student Fees Office (Phone: +353 61 213 007 or email student.fees.office@ul.ie.)

Please click here for information on funding and scholarships.