How long is the course?
Ten weeks

How is it taught?
It is a combination of online activity and live webinars where a tutor talks you through key concepts and models. You will have access via the learning portal to online books including “Evaluating Public Relations” published by Kogan Page. There is extensive use of case studies and the latest thinking on relevant metrics and tools.

What level is it taught at?
This course is taught at under graduate level.

What does it cover?

  • Background and best practice
  • Evaluation and objective setting
  • Research methods primer
  • An introduction to statistics
  • Traditional media evaluation
  • Evaluating social media
  • Internal communications measurement and metrics
  • AMEC’s Integrated Evaluation Framework and Measurement Maturity Mapper (M3)

How will I be assessed?
The assessment is a 2000 word assignment comprising an evaluation report and supporting tools. On successful completion of the assignment you will receive the AMEC International Certificate in Measurement and Evaluation.

Do I need any special IT skills or equipment?
Everything is very simple to use. You will need a PC with audio for taking part in webinars. The learning portal is web based and can even be accessed via web-enabled hand held devices.

Does it matter where I am based?
No, you can study from anywhere in the world. The live webinars are recorded so you can watch them later if you are in a different time zone.

How many hours a week should I devote to study?
About four hours a week. This will vary and may be more when you are working on your assignment for example.

Who is running it?
The awarding body is AMEC, the learning is delivered by PR Academy Ltd on behalf of AMEC. The course director is Paul Noble. Paul is a Fellow of AMEC and an Honorary Fellow of the Chartered Institute of Public Relations (CIPR).