Benefiting from over 30 years’ practical skills training experience, Fitzwilliam Institute’s Online Postgraduate Diploma in Business with Public Relations course features:
Introduction to Business Management
The nature of business; Business plans and start-ups; Legalities – sole traders and partnerships; Limited companies, non-profit organisations, public sector organisations;
Vision and mission; Objectives; Planning and strategy; Contingency planning, implementation, change control;
Production methods, cost, revenue and break-even analysis; Quality assurance; Production planning; Project management;
The External Environment
The nature of business; Economic systems; Structure of the industry; Sources of finance; Share capital, stock exchange, institutions providing finance;
Marketing concepts; Market research: Market segmentation, positioning and targeting; New product development and the product life cycle; Brand awareness; The Marketing Mix (product, price, place, promotion); Competitor analysis; Marketing strategies; E-commerce;
Doing Business on the Internet
The Benefits of Digital Marketing; Doing Business on the Internet; Online Marketing Planning; Key Concepts in Internet Technology; Online Market Research;
Doing Business on a Global Scale
International management; Globalisation and multinational companies; Exportation; International marketing;
Mathematics and Statistics for Business
Financial Mathematics; Calculus and Profit Maximisation; Descriptive Statistics; Measure of Association; Probability; Statistical Inference;
Introduction to financial accounting; Users of financial information; Key accounting models; Terminology; Need for financial statements; The balance sheet; Balance sheet layouts, ratio and the balance sheet; Income statement and layout; Ratios, revenues and trade receivables; Owners equity; Cash flow measurement and documentation; Inventories and cost of sales; Tangible and intangible assets; Liabilities; Financial statements and recording transactions; Preparing financial statements; Analysing and interpreting financial statements; Analysis tools; Auditing;
Introduction to macroeconomics; Understanding macroeconomics; Principles of economics; How the market works; Gross domestic product; International trade; Open economy; Labour market; Income, expenditure and the circular flow; The consumer price index; Cost of taxation, employment, cost of living; The Philips Curve; National income, supply and demand for goods and services; Money and inflation; the Quantity theory of money; Interest rates; Social costs of inflation; Hyperinflation; Exchange rates; Economic fluctuations; Economic growth; Economy in the long run; Accumulation of capital; Population growth; Policies to promote growth; The Solow model; The business cycle; Aggregate demand and supply; The IS-LM model; The money market; How fiscal and monetary policies shift the LM curve; Floating and fixed exchange rates; The Mundell-Fleming model; Policy debates; Investment; Government policies;
Introduction to microeconomics; Trade, trade-offs and government policy; Production and supply; Elasticities; Individual choice in supply and demand; Production and cost analysis; Competitive markets; Oligopoly and monopolistic competition and strategic pricing; Uncertainty;
Objectives; The office – planning and organisation; Equipping the office; The future of office administration;
Business Information Systems
Human aspects of computer interaction; Security, data protection and auditing; Electronic Data Interchange;
Leadership and Communication in the Workplace
Effective communication skills; Leadership styles; Information gathering and interpretation; Problem solving; Decision making; Workforce planning; Conflict resolution; Time management; Delegation;
Effective Performance in the Workplace
Company organisational culture and structures; Building an effective workforce – recruitment, team selection; Appointment and termination; Training and appraisal; Motivational strategies; Competition in the workplace; Wage and salary administration; Job restructuring;
Employee Relations and the Law
Human resources management; Employee representation; Industrial democracy including bargaining, consultation and participation; Industrial relations - action and disputes; Government policy (including EU and other industrial blocs); Consumer protection, workforce protection, equal opportunities legislation, pressure groups; Taxation;
Business ethics; Business and the environment; Corporate social responsibility; Commercial Law; Company Law; Contract Law; Employment Law; Law of Tort;
Innovation, research and new product development;
Introduction to spreadsheets; Step by step instructions on using the features, functions and applications for spreadsheets; Customizing the spreadsheet software; Installing the spreadsheet software; Security; Platforms; Operating system compatibility;
Setting Up & Marketing Your Own Consultancy
The Business Plan; Legalities; Setting Up; The Marketing Strategy; Knowing Your Competitors; Promotional Tools;
Preparation and Research; Speech Content; Subject Matter and Objectives; Speech Delivery and Variety; Body Language; Eye Contact; Presentation Aids; Management of locations and audiences; Presentation structure;
The Meaning and Development of Public Relations
Definitions of Public Relations; PR's relationship with other Functions/Professions - Advertising, Marketing, etc.; History and Development of Public Relations in Ireland and Globally; Professionalism and Industry Bodies: PRII, PRCA, IPR; Public Relations: Strategic Process, Situation Analysis, Research, Objectives, Publics, Implementation, Budgets, Timetables, Evaluation; Planning and Managing a PR Campaign;
Public Relations: Public Relations Sectors
Corporate, Consumer, Business to Business, Voluntary Sector; Financial Public Relations, including Communicating Financial Performance, Public Relations during Mergers, Takeovers, Share Offerings, Shareholder Communications; Public Relations' role in the Annual Report Accounts; Technology, Healthcare, Tourism, Environment, Agriculture, Sport;
Public Relations: Ethical and legal issues
The Principle Ethical Codes which underpin the practice of Public Relations; Legal Issues in Public Relations - Copyright, Libel, Slander, Freedom of Information;
The elements of the Mass Media in Ireland - TV, National and Local Radio, National and Local Newspapers, Trade Publications, Specialist and Consumer Magazines, the Internet; The functions of different people in the Media;
Introduction to Media Writing; Grammar; Pre-writing; Writing press releases; Press kit;
Press related events; Planning press events;
How to Segment Audiences; Serving the Client/Organising and serving the Media; The Readership Profile; Media lists; How to watch Media with publics; The role of Press Releases in Public Relations; Creating angles in Press Releases; Identifying the news angle in a story; The role of Photography; The ethics of Media Relations; Evaluating Media Relations; Media Monitoring;
Online PR and The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet, New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets; Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications; Internet Convergence; The Network Effect; Internet Information Exchange; Internet Audience Size and Exposure; Internet Culture and Communication; Transparency and the Internet;
Criteria for eligibility must be met in full prior to commencing the programme. For successful enrollment on the Postgraduate Diploma course, the minimum entry requirement is a prior Degree level qualification.
On successful completion of this course you will receive a Professional Postgraduate Diploma qualification that is certified and awarded by the ICM (Institute of Commercial Management).
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
Duration: You will have full access to online resources and subject expert support for two calendar years. However, you can complete the course in as little as 1 year, by dedicating 6-8 hours of study per week.
Course Fees: 1995.00 EUR
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.
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