Diploma in Public Relations and Entertainment Management

Introduction:

In this modern era, public relations are one of the key requirements of most companies and organizations. Public relations is the protection, organization, and support of businesses, non profit associations, universities, hospitals and most of the organization through building and maintaining a positive relationships with the public.

At the same time the entertainment business is growing worldwide in the accessibility, quantity, quality and production of all popular music and events. The entertainment management integrates knowledge and abilities with the talents of students in public relations and in entertainment. The both talents are necessary because they are required to manage artists through the production of press release, video clips, contracts and event booking schedules.

To keep pace with the rapid changes in the industry, Management & Science University (MSU) provides a solid foundation in communications theory blended with practical, hands-on-work experience and a field placement of entertainment talents in a public environment.

Academic Requirement:

Total Credit : 90
Compulsory / Core : 90
Electives : None

Course Duration:

Total Semester : Five Long Semesters and Two Short Semesters
Duration : 2 ½ Years

Intakes:

Major Intake : March, May, November

 

Core Subject Description:

Artist Management
This course is designed to equip student with useful knowledge about the concept of managing an artist, which is also to make the student be able to identify the crucial elements involved in the successful career of an artist, and show their interrelationships. This course encompasses a wide range of studies of artist management, cost controlling and marketing plans for developing the artist’s career. The purpose of the program is to introduce students learning the processes involved in developing, presenting and sustaining an artist's career while incorporating related business aspects of the entertainment profession. In so doing, students will be expected to develop a career plan for the artist as well as maintaining it.

Ethics in Public Relations
This course is designed to equip the students with useful knowledge about the concept and theories of ethics in public relations. Ethical questions and dilemmas are inherent to public relations, and ensuring that practitioners operate ethically is fundamental to professionalism and credibility of the field. This course encompasses a wide range of studies which gives the students the tools and knowledge to enable them to make defensible decisions, and outlines the important ethical concerns in public relations and corporate communications. In so doing, students will be expected to develop and examines how an individual’s sense of morality has an impact on decision-making and ethical business behavior.

Introduction to Entertainment Management
This course is designed to equip learner with useful knowledge about the concept of entertainment management, which is also to make the learner be able to identify the crucial elements involved in the successful operation of an entertainment industry, and show their interrelationships. This course encompasses a wide range of studies including artist management, cost controlling and marketing plans for entertainment industry. The purpose of the program is to introduce students to the business of entertainment while giving them the opportunity to speak with and learn from top professionals in the industry. Students learn the processes involved in developing, presenting and sustaining an artist's career while incorporating related business aspects of the entertainment profession. In so doing, students will be expected to develop business plans, simulate the routing of tours, review contracts and budgets and address and debate critical issues facing the entertainment industry.

Media Relations
This course is designed to equip students with useful knowledge about the concept of media relations, which focusing on the strategic and tactical guidelines on all aspects of developing and implementing a successful media relations program. This course also focusing a wide range of studies covering international public relations including new information on how internet and sophisticated research measurement tools affect the practice. The purpose of the program is to introduce students the comprehensive guide to the necessary do’s and don’ts in media relations to be success in public relation job.

Public Relations Development
This course is designed to prepare the students with the changing development of the public relations phase. Throughout the semester, the students will be learn on how to apply the public relations theory, research, planning, problem solving, communication and writing techniques. This course also provides the students on how the changes of situation will affect the development of public relations in the future.

Cross Cultural Communication
This course covering all the essential communication skills necessary to survival in unfamiliar surroundings, explores company style, local culture, the character of individuals, negotiation tactics, getting the timing right, and how to communicate clearly and confidently. It also describes terms that commonly lead to misunderstanding, exercises, checklists, examples, opinions, and case studies, taken from business people from around the world.

Introduction to Customer Services in Public Relations and Entertainment
This course will discuss the latest concepts of customer service management. Students will be exposed to the latest theories and methods of customer service in order to increase their ability in managing and conducting customer service activities. This course also tends to prepare the students with the strong basics and knowledge in facing the variety of consumer behavior in the marketplace.

Public Relations Marketing
This course is designed to equip learner with useful knowledge about the concept of marketing using public relations as a key component of intergrated marketing campaigns, which is also to make the learner be able to identify the crucial elements involved in the programs that will help them sell their goods and services. Moreover, a public relation manager brings together four elements: customers, the product and services, communications, and promoting brands in performing their job. The operator’s task is to manage these elements to produce satisfied customers. How to do this is the thrust of this course.

Business Law
The principles of law relating to the establishment and management of particular types of businesses are examined. Particular attention is given to law of contract, as it is the basis of almost all business transactions. The Malaysian legal system and important aspects of the Malaysian constitution will be emphasized.

Introduction to Corporate Communication
This course is about creating an opportunity for the students to develop and expand their career skill set. While this course will be relevant to many, it will particularly useful to those who interested in working with, or influencing organizations, business associates, customers and the management. This course also provides the opportunity for the students to increase the level of self-confidence and self-worth.

Basic Communication Research Method
This course covers basic research issues and both quantitative and qualitative approaches to communication research. The guiding principle of the course is that methodological choices arise from one’s research questions and hypotheses; thus, the course focuses first on the research process, and then discusses the methodological tools for understanding and conducting basic communication research projects.

Introduction to Advertising and Promotion
Marketing has always been a dynamic area of study, but recent changes in the social and economic system provide new challenges. Hence this course provides a comprehensive understanding of the framework to fully integrate these changes in today challenging realities with special reference to advertising and promotion.

Introduction to Public Relations
This course works as a foundation for the students to study further in the field. Students will be able to test their interest in the profession and consider which facet of it is a good match for their strengths and abilities. This course will also be useful for the students to develop their communication skills and understanding the necessary of public relations concepts and practices.

Introduction to Event Management
This course introduces students to event planning processes and technique suitable to the hospitality and tourism industry. Emphasis is on creating, organizing, identifying sponsors, marketing and implementing real life event. For evaluation and effectiveness of teaching and learning process student will have to plan and organize real life event.

 

Entry Requirements:

The minimum entry requirements for this programme are:

1. Pass Sijil Pelajaran Malaysia (SPM) or its equivalent with 5 credits in any subject
        OR
2. Certificate in Business Management from PTPL with pass all subject
        OR
3. Certificate in related fields from Polytechnics, IPTA or accredited IPTS or other institutions recognized by Malaysian Ministry of Higher Education.
   

 

FAQ:

Career Opportunities:

There are numerous opportunities for creative, educated and driven people to forge careers in this new and changing entertainment business environment. This allows graduates to seek employment in a broad range of areas both in entertainment business or career opportunities in public relations.

Graduates may seek employment with booking agents, artist managers, record companies, film and television station, live music venues, recording studios and merchandising firms.

Obtaining a Diploma in Public Relations and Entertainment Management, graduates will have several options to go into public relations sectors such as corporate, shareholder communications, pr consultancy structures and communication.

Graduates can even blending both; public relations and entertainment to promote and market new technologies and new ideas to sell music

 

Positions that graduates can fill in the above organizations are:

Specific roles in public relations:

1. Public relations writing
2. Special event coordination
3. Media relations
4. Issues management
5. Publication layout and production
6. Community relations
7. Marketing
8. Advertising

Specific roles in entertainment management:

1. Artist manager
2. Business manager
3. Booking agent
4. Promoter
5. Venue booker
6. Promotion director
7. Media director
8. Production music manager
9. Performance promotions manager