Postgraduate Diploma in Management and Public Relations via Online Distance Learning

Enrolment date: 26 July 2024

Benefiting from over 30 years’ practical skills training experience, Fitzwilliam Institute’s Online Postgraduate Diploma in Management and Public Relations course features:

  • Comprehensive modules covering all aspects of management and public relations: Introduction to Management, The Evolution of Management Thinking, Introduction to Information Systems, Organisational Analysis, Strategic Management, The Strategic Manager, Qualitative and Quantitative Management Research, Financial Management, Accounting for Performance, Managerial Decision Making, Managerial Economics, HR Management, Leadership, Risk Management, PR Introduction, Public Relations Strategy, Media Writing, Media Relations, Media Events, and many more.
  • Interactive course expert support, advice and guidance from leading industry professionals. Always ready to help and answer any questions you might have throughout the course, all of our course experts are top industry professionals with many years of successful experience across a broad range of industries. This course contains core and vital industry key skillset and, on completion, all of our students are industry-ready.
  • Real life management and public relations briefs. Fitzwilliam Institute’s Postgraduate Diploma in Management and Public Relations offers practical and specific skills that can be applied in real world situations. You will gain exposure to invaluable toolkits and prepare real life management and public relations briefs, which will enable you to develop your work portfolio.
  • Flexible online learning. Fitzwilliam Institute’s Postgraduate Diploma in Management and Public Relations course can be completed in your own time, from the comfort of your own home, to suit your lifestyle. You will have full access to online resources and expert support for one calendar year. However, you can complete the course in as little as 10 months by dedicating 6-8 hours of study per week.
  • Jobs, Networking and Volunteer Opportunities. Benefiting from many years of industry experience, Fitzwilliam Institute are extremely well placed within the industry. Employers are always looking for Fitzwilliam Institute’s students and alumni. Our website features a comprehensive jobs and volunteer opportunities section.

Introduction to Management

Defining Management; Innovation In Management; Management Skills; Management And Achievement; Management Roles; Types Of Organisations; Management And The Workplace; The Four Management Functions (Planning; Organising; Leading; Controlling);

The Evolution of Management Thinking

Management Perspectives; Historical Trends; Innovative Management Thinking; The Learning Organisation; Management Challenges; The Environment And Corporate Culture; The Organisation-Environmental Relationship;

Introduction to Information Systems

Introduction To Information Systems; Business Landscape; Contemporary Approaches To Information Systems; Impact Of Information Systems On Organisations And The Management Decision Process; Models Of Decision Making; Electronic Business; Ethics In An Information Society; Management Reporting Systems;

Organisational Analysis

Modern Organisations; Frameworks For Organisational Analysis; Analysis Of Structures; Organisational Cultures; Gender And Identity; New Directions In Organisation Theory And Analysis;


Strategic Management

Defining Strategic Management; Organisational Direction; Purpose Of Strategy; Generating And Selecting Strategic Options; The Strategy Management Process; Strategic Formulation And Implementation; Constructing The Strategy Plan; Macro And Micro-Environmental Analysis; Analysing Internal Resources And Capabilities; Organising Design And Strategy;

The Strategic Manager

Defining The Strategic Manager; Thinking And Acting Strategically; The Strategic Plan; Effective Strategic Processes; Ideas; Tools And Techniques; Operational Responsibilities; Change Management; Culture Change; The Business Plan; Analysing The Current Reality; Formulating; Evaluating And Implementing Strategy;

Qualitative & Quantitative Management Research

Methods And Techniques; Research Design; Data Collection; Data Handling Techniques; Methods Of Analysis; Research Reports; Analysis Of Variance; Diagnostics And Model Development; Introduction To Management Science Modelling;

Financial Management

Introduction To Financial Management; Principles Of Financial Management; Mechanisms For Financial Planning; Financial Management Tools And Concepts; Financial Decision Making; Techniques Of Financial Appraisal; Company Performance; Needs Of Stakeholders; Sources Of Finance;

Accounting for Performance

Managerial Accounting; Budgetary Planning And Forecasting Methods; Interpreting Budget Outcomes; Cost-Structure Analysis And Profit Calculation; Making Decisions On Pricing; Cost Control; Cost Reduction; Analysing Financial Viability;

Managerial Decision Making

Types of decisions and problems; decision making models; development of alternatives; engaging in debate;


Managing Human Resources

Human Resources; The Changing Nature Of Careers; Developing An Effective Workplace; Selection Process; Appraisal; Globalization; Cultural Competence; Managing Diversity; Flexibility; Uncertainty And Change; Review And Reflection;

Managerial Economics

Economics as a Theory Of Organisation; Demand And Supply And Equilibrium; Consumers And Markets; Strategic Interaction And Dynamic Competition; Uncertainty In Behaviour And Markets; Information And Efficiency;

Managing Change

Processes For Change; Creativity And Improvement; Managing Adaptive Organisations; Managing Diversity; Impact Of Change On People; Innovation And The Changing Workplace; New Products And Technologies; Exploration And Entrepreneurship; Changing People And Culture; Implementing Change;


Dynamics of Behaviour in Organisations

Human Behaviour; Personality And Individual Differences; Work Motivation; Decision Making; Rewards Systems; Leadership; Groups And Group Processes; Design Of Work; Organisational Culture And Creativity;

Motivating Employers

The Concept Of Motivation; Foundations Of Motivation; Motivating Others; Reinforcement; Job Design For Motivation; Empowering People; Giving Meaning To Work;

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;


The Nature Of Leadership; Leadership Versus Management; Leadership Traits; Matching Leadership Style With Situation; Power And Influence; Leading Change; Building A Network; Managing Team Conflict; Mentoring (Setting Goals; Measuring Progress; Taking Action);


Communication And The Manager’s Role; Types Of Communication; Building Communication Networks; Communication And The Different Stakeholders; Managing Organisational Communication; Internal And External Communication;

Project Management

Project management and strategy; defining and assessing the project; the project plan; work/costings/and timings; work breakdown structure; project resources; project schedules; managing the project process; effective delegation;

Project Management Software

Introduction To Projectlibre; Downloading & Installing The Application; The Projectlibre Screen Environment: Gantt Charts; Using Network Diagrams; The Resources View; The Work Breakdown Structure Chart; The Resources Breakdown Structure Chart; The Reports Screen; The Task Usage Detail Screen; The Resource Usage Detail Screen; The Histogram Screen;

Entrepreneurship and Intrapreneurship

Managing Creativity And Innovation; The Relationship Between Enterprise; Entrepreneurship; Intrapreneurship And Self-Employment; Setting Up An Organisation; Entrepreneurial Leadership; Managing Growth And Sustainable Entrepreneurial Organisations; Developing And Managing National And Global Business Networks And Other Key Stakeholders;


Managing Quality & Performance

Optimising Performance; Organisational Regulation And Control; The Meaning Of Control; Approaches To Control; Choosing Standards And Measures; Feedback Control Model; Financial Control; Trends In Quality And Control; Quality Control And Monitoring; International Standards;

Risk Management

Defining Risk Management; Categories Of Risk (Internal And External Risks); Identifying The Project Risks; Risk Analysis And Assessment; Qualitative Analysis (Fishbone Diagram; Classification Matrices); Quantitative Analysis; Introduction To Risk Planning; The Risk Register Output To Risk Identification; Avoiding Risk; Reducing Risk (Mitigate); Contingency Plans; Risk Acceptance; Risk Monitoring; Insurance; Planning For A Crisis;

Information Technology and E-Business

Information Technology And Management; Knowledge Management; Technology; The Internet And E-Business; Implementing E-Business Strategies; Going International;

Risk Management

Concepts Of Risk; Approaches To Managing Risk; Identifying; Analysing And Managing Risk; The Risk Management Framework; Risk And Decision-Making; Evaluation;

Management Marketing

Why Marketing Matters; Marketing Strategy Development; Marketing Research; Marketing And The Internet; The Influence Of Culture In Global Marketing; New Challenges For Global Marketing;

Managing in a Global Environment

Managing In A Global Environment; Factors Affecting Management Across Cultural Barriers/Global Organisations; Working Internationally; A Borderless World; The International Business Environment (Exporting; Outsourcing; Licensing; Investing); The Economic Environment; Resource And Product Markets; The Legal-Political Environment; The Socio-Cultural Environment; International Trade Alliances; Multinational Corporations;

Managing Ethics & Social Responsibility

Managing Ethics and Social Responsibility; Managerial Ethics; Criteria For Ethical Decision-Making; Corporate Social Responsibility; Sustainability And The Natural Environment; Responsibility;

Strategic Corporate Social Responsibility

Introduction To CSR; The Arguments For CSR; Developing A Strategy For CSR; Incorporating CSR Into The Business Model; CSR And The Stakeholders; Implementing CSR; Measuring The Impact Of CSR;


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;

Mass Media

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;

Media Writing

Introduction to Media Writing; Grammar; Pre-writing; Writing press releases; Press kit;

Press Events

Press related events; Planning press events;

Media Relations

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;

Setting up and Marketing Your Own Consultancy

The Business Plan; Legalities; Setting Up; Marketing Strategy; Promotional Tools; Competitors; Choosing Your Business Premises; Becoming Self Employed;

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.

next start date: 26th July 2024

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.

Year on year, we have the pleasure of training students from top Ireland and international companies. See where our most recent students come from and find out what they have to say.