Training in cultural policy and management: international ... - Encatc

University of Northumbria
Cultural Management Unit
Room 415, Lipman Building
Newcastle Upon Tyne NE1 8ST
United Kingdom
Director: Jennifer Hinves (Course leader, Cultural Management Unit)
Phone: + 44 191 227 4933
Fax: + 44 191 227 4933
Content
Profiles: United Kingdom
The aim of this innovative new degree is to provide graduates with the right profile to fill the growing
number of vacancies for Communication and Media officers in commercial, service and charitable
sectors. The course will give you an academic grounding in Communication Theory, and balance this
with professional competencies in areas such as Marketing, Public Relations and Events Planning. You
will learn advanced IT skills, which will allow you to disseminate communication using up to date
software and communication technologies.
Written communication will form an integral part of the course, and you will learn how to write for
publication in a variety of professional contexts, as well as how to present yourself to the media, and
in other areas of professional life. You will be able to choose from a range of options in the third year
of the course, and specialise in areas of your own interests, allowing you to personalise your
professional profile in an individual way.
Year 1
The first year of the course will introduce you to the key strands which you will follow through the rest
of the degree.
In Semester 1, you will learn the Study Skills necessary to learn at undergraduate level. You will also
learn about the Corporate world in Customer Oriented Communication, which will teach you how to
deal with the public, and how to handle public relations issues. This unit begins the professional strand
of the course. The Voice for Communication unit will introduce a professional voice coach who will
teach you strategies for using your voice as a tool for effective communication. The other key strand,
the ICT strand, is introduced in Semester one with Writing Technologies and Layout. During year one,
you will begin the completion of a progress file, which will help you to focus on your professional
development as the course progresses.
In Semester 2, you will build on your theoretical knowledge in Communication Theory and Practice,
and in Corporate Communication, in which you will relate the theory to the commercial environment.
The writing strand of the course begins here, with Writing for Publication, where you will acquire
techniques for tailoring your writing to a variety of purposes.
Year 2
In Semester 1 you build on your competence in using ICTs in Web Page Development, and Electronic
Publishing. The writing strand continues with Writing Creatively 1, and your professional competence
develops in Corporate Events Planning, where you learn how to devise, plan, budget and advertise a
professional event.
In Semester 2 you study the Interpretation and Use of the Media, and learn about theoretical issues
surrounding the media, and also how to use them to present yourself and make your case. Your
personal and professional presentation is also considered in Personal Effectiveness, and you will
acquire the use of techniques in areas such as Neuro Linguistic Programming and assertiveness. In
Texts and Contexts, you will study a variety of texts written for different purposes and apply critical
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