UNIVERSITY OF CENTRAL LANCASHIRE
Programme Specification
This Programme Specification provides a concise summary of the main features of the
programme and the learning outcomes that a typical student might reasonably be expected to
achieve and demonstrate if he/she takes full advantage of the learning opportunities that are
provided.
Sources of information on the programme can be found in Section 17
1. Awarding Institution /Body
University of Central Lancashire
2. Teaching Institution
University of Central Lancashire
3. University Department/Centre
Business School
4. External Accreditation
5. Title of Final Award
MA in Marketing and Public Relations
6. Modes of Attendance offered
Full-time
7. UCAS Code
n/a
8. Relevant Subject
Benchmarking Group(s)
Business and Management
9. Other external influences
10. Date of production/revision of
this form
Chartered Institute of Marketing
Marketing Research Society
Institute of Direct Marketing
March 2012
11. Aims of the Programme
 Develop the capability to build successful marketing and public relations careers in a rapidly
changing business environment.
 Develop an ability to integrate marketing and public relations knowledge and practice in
different contexts to improve their own marketing and public relations practice
 Develop an understanding of different domains of knowledge from a range of perspectives in
the study and practice of marketing and public relations in both domestic and international
contexts
 Provide an in-depth and intellectually challenging study of marketing and public relations at a
post graduate level, whilst encouraging independent judgement, awareness and leadership
qualities.
 Enhance students intellectual and transferable skills, especially those relevant to an
organisation’s marketing and public relations activities.
12. Learning Outcomes, Teaching, Learning and Assessment Methods
A. Knowledge and Understanding
On successful completion learners will have an ability to
A1 Critically analyse complex, partial or inconsistent information, evaluate evidence and convey
their understanding effectively.
A2 Synthesise information into theoretical frameworks based on the use of knowledge and
practical experience of marketing and public relations
A3 Evaluate alternative approaches to solve problems and make decisions based on reasoned
argument and critical reflection through the critical appraisal of theories and models
Teaching and Learning Methods
Acquisition of core knowledge and understanding is through a variety of teaching and learning
methods including self study materials, online discussion, lectures and seminar work. Group
activities are used to encourage social learning and interaction. Particular emphasis is placed on
applied, active learning with learners participating in case studies, exercises and live project work.
Learners will be provided with guidance on the cognitive and intellectual skills demanded by the
course during induction and through the formative assessments as well as feedback on the
summative assessments for each module.
Assessment methods
Learners will be required to demonstrate their capabilities through written assessments (projects,
reports and research articles), time constrained assessments, portfolio and presentations. The
research dissertation assesses how well learners can use cognitive and intellectual skills and
complete a rigorous research study. Learners will also be provided with formative assessments
including case study analysis, problem solving exercises short essays and market analysis reports.
B. Subject-specific skills
On successful completion learners will have an ability to
B1. Demonstrate a critical awareness of current and emerging issues in marketing and public
relations that is informed by leading edge research and practice in the field
B2. Collect, synthesize and analyse relevant marketing and public relations information in order to
solve marketing and public relations problems, evaluate alternatives and propose marketing and
public relations strategies..
B3. Demonstrate an understanding of current research issues including the uses and limitations of
a range of research methods/techniques to propose a strategic response to emerging marketing
and public relations themes in a turbulent organisational environment
B4. Demonstrate the relationship between theory and professional practice through the application
of a range of appropriate assessment tools and techniques to measure marketing and public
relations success for a range of organisations including public sector, SMEs, not-for-profit and
multinationals.
Teaching and Learning Methods
The learning and teaching methods will build on the marketing and/or public relations knowledge
learners have acquired in their first degree or career experience and, in particular, will emphasise
leading edge thinking in the theory and practice of the subjects through critical awareness of
current published research and research methods. Further development of marketing and public
relations specific knowledge and understanding will be achieved through a blended approach of
lectures, taught workshops, self-study electronic materials, face-to-face and e-discussion,
textbooks and other subject resources. The structure of the programme allows learners to
integrate their learning and development in terms of subject specific knowledge and cognitive and
intellectual skills with working practice. Subject module leaders guide learners by means of faceto-face workshops and web-based support.
Assessment methods
A variety of summative assessments are used including essays, reports, practical projects and
exercises, including case studies as well as individual and group oral presentations Formative
assessment includes presentation, short answers and discussions feedback usually in-class
C. Thinking Skills
On successful completion learners will have an ability to
C1. select, collate, analyse and synthesise information from a range of sources
C2. use self-awareness and creativity in problem solving and reasoning
C3. Apply practical solutions to real problems based upon the application of analysis and
reflection
C4 . Assess how international and multicultural contexts influence applied communication theory
and practice.
Teaching and Learning Methods
Critical perspectives and applied marketing and public relations examples will be used in lectures,
supported by seminars in which learners have the opportunity to apply perspectives to case
material, simulations and role plays. Consultancy style workshops will allow the learners to
actively solve problems and apply principles and data to their own research projects. Learners are
encouraged to actively engage as members of a collaborative learning team through group
workshops, on-line activities and through other informal contact. They are also encouraged to
explore the relationships between the various areas of knowledge covered in the programme, and
to find the critical connections that affect organisational performance
Assessment methods
Critical essays, reports and marketing research projects provide learners with a means to apply
thinking skills both on a theoretical and consultancy style basis. For the final stage of assessment
learners will conduct research into an area applicable to an organisation or conduct desk-based
research using secondary data.
D. Other skills relevant to employability and personal development
On successful completion learners will have an ability to
D1. Operate effectively in a marketing and public relations role through continuing professional
development.
D2 Work effectively (including communicating) to complete tasks as an individual or in groups
within structured and unstructured contexts
D3 Devise a Continuing Professional Development (CPD) plan, which reflects on the enhancement
of the competencies and skills required for lifelong personal growth and career advancement
Teaching and Learning Methods
Experiential learning and learner-centred activities such as role plays, work-based activities and
presentations, together with encouraging both self-analysis and evaluation will enable continuous
personal and professional development. Tutor facilitated e-learning activities provide a means of
gaining formative feedback. Learners are encouraged to actively engage as members of a learning
team of fellow learners and collaboration is encouraged at workshops, on-line activities and
through other informal contact. Learners will engage in presentations on a regular basis and will be
offered leadership , teamwork and other experiences where possible
Assessment methods
This may take the form of skills audits, reflective essays, case studies and learning contracts.
Group based problem solving activities are assessed from both a process and output perspective.
Presentations and reflective reports, in addition to marketing plans assist in the assessment of
transferable skills.
13. Programme Structures*
Level
Module
Code
Module Title
14. Awards and Credits*
Credit
rating
Compulsory modules
Level 7
PR4010
International critical perspectives
on public relations
20
PR4016
Applied communication
management
10
MK4114
Strategic Marketing Management
20
MK4023
Digital Marketing
10
PR4024
Quantitative and qualitative
research methods
20
MK4993
Marketing or PR Dissertation
60
MA in Marketing and Public
Relations
Requires 180 credits at Level 7
Postgraduate Diploma in Marketing
and Public Relations
Requires 120 credits at Level 7,
excluding dissertation but including
PR4010, PR4016, MK4114 and
MK4023
Postgraduate Certificate in
Marketing and Public Relations
Requires 60 credits at Level 7.
Excluding dissertation but including
PR4010, PR4016, MK4114 and
MK4023
Optional modules: the students choose the equivalent of 40 credits from the half (10 credit) and full
modules (20 credit)form the list below
In exceptional cases, students can also choose other half or full modules (10 or 20 credits) delivered within
LBS and UCLan, a subject to convincing motivation letter and course leader’s approval.
Level 7
PR4012
Digital communication
10
PR4013
Public affairs and public issues
management
20
PR4015
Communication and social theory
20
PR4011
Media communication
PR4014
Fundraising and sponsorship
PR4023
Internal communication
management
10
10
10
PR4025
Rhetoric
MK4001
Corporate social responsibility
MK4021
Applied client project
MK4117
Thinking and writing for
Postgraduate study
20
Market Screening, Selection and
Entry
10
Contemporary Marketing
Communications Issues
20
10
10
10
MK4011
MK4010
MK4022
Principles and Concepts of
Marketing Management
10
MK4116
Principles of International
Marketing
10
15. Personal Development Planning
Students are encouraged to engage with Personal Development Planning (PDP) at each stage of the
programme and students are expected to reflect upon his/her skills base and plan for future personal
development. There will be a strong focus on developing the individual employability and lifelong learning
skills. Each module of the programme – at least briefly – touches upon PDP. There are ample of
opportunities throughout the programme to engage in personal development as they study the
compulsory and optional modules and complete assessments, presentations, communication projects and
plans, plus undertake private research and develop analytical problem-solving abilities and advanced
critical thinking skills. The students are encouraged to develop their research and project portfolio, which
can be presented to their future employers. The emphasis on PDP is particularly strong during the
dissertation module, when students need to develop and submit a CPD (Continuing Professional
Development) plan as a part of their dissertation project.
PDP will be introduced in induction week of year 1 and will continue in discussion with lecturers and peers
on the programme. These discussions will focus on learning taking place through activities outside of the
University, through feedback on assessed work, group work, and any part-time or other work experience.
These discussions will lead to learners being able to identify and articulate skills for their own
development and particularly for matching themselves to aspired careers. Students are expected to
engage with short courses offered by futures, the University employability and careers service as well as
undertake discussions with their personal tutor; draw on modules in terms of curriculum,
teaching/learning/assessment strategies. Students are offered the opportunity to undertake an optional
‘live’ project module for a client. This enables them to undertake a supervised piece of consultancy. A
Futures award that will be offered to students at no extra cost. If they complete it they will receive a
Futures award - assessment for this is not linked to their main award. This can be positioned as an
optional extra offered to those students who want to undertake it.
16. Admissions criteria
Programme Specifications include minimum entry requirements, including academic qualifications,
together with appropriate experience and skills required for entry to study. These criteria may be
expressed as a range rather than a specific grade. Amendments to entry requirements may have been
made after these documents were published and you should consult the University’s website for the most
up to date information.
Students will be informed of their personal minimum entry criteria in their offer letter.
Entrants to such programmes will normally hold a good Honours degree (normally equivalent to at least
2:2 classification from a British University) in a marketing and/or public relations or cognate subject area
with at least 60 credits in a marketing and/or public relations and/or cognate subject area. Students
holding professional qualifications or level 7 HE qualifications from other universities may gain advanced
entry.. For example holders of CIM Postgraduate Diploma will join at the final stage. Entrants holding
other professional qualifications will be dealt with on an individual basis.
Applications from individuals with non-standard qualifications, relevant marketing and/or public relations
work or life experience and who can demonstrate the ability to cope with and benefit from masters-level
studies are welcome and will these applicants will be interviewed. If applicants have not studied recently
they may need to undertake an Access programme first.
All applicants are required to submit a 500 word personal statement with their application as evidence of
their commitment to the programme. and may be called for interview by the course team. Two references
that confirm the applicants’ capacity to successfully engage in postgraduate study are also required.
Some candidates may be invited for interviews which may be conducted face-to-face, online through
Adobe Connect or by telephone.
For applicants whose first language is not English evidence of an ability in English through an official
language test (e.g. IELTS at 6.5 or 7) is required.
17. Key sources of information about the programme










Fact sheet http://www.uclan.ac.uk/courses/ug/subjects/marketing
Prospectus http://www.uclan.ac.uk/courses/index
Prospectus Hard Copy: Contact University Admissions Department admissions@uclan.ac.uk
University Admissions Department: email admissions@uclan.ac.uk
Advise about applications http://www.uclan.ac.uk/courses/ug/applying.htm
Open Days and Campus Tours http://www.uclan.ac.uk/opendays/index
Department Website http://www.uclan.ac.uk/facs/lbs/depts/stratin/index.htm
Information about the UCLan http:///www.uclan.ac.uk
Information about the City of Preston http://www.uclan.ac.uk/guide2/preston/index.htm
Information about Student Life at UCLan http://www.yourunion.co.uk
18. Curriculum Skills Map
Programme Learning Outcomes
Le
vel
Module
Code
Core (C)
or Option
(O)
Module Title
LEVEL 7 (MA Marketing and Public
Relations)
MK4114
Strategic Marketing Leadership
Digital Marketing
MK4023
PR4010
PR4016
MK4020
PR4024
MK4993
International critical perspectives
on public relations
Applied communication
management
Research Methods for Marketing
Dissertations (not with PR4024)
Quantitative and qualitative
research methods (not with
MK4020)
Marketing or Public Relations
Dissertation
Knowledge and
understanding
A1
A2
A3
Subject-specific Skills
B1
B2
B3
B4
√
C1
Thinking Skills
C2
C3
C4
Other skills relevant to
employability and
personal development
D1
D2
D3
√
Comp
√
√
√
√
√
√
√
Comp
√
√
√
√
√
√
√
√
√
√
Comp
√
√
√
√
√
√
√
√
√
Comp
√
√
√
√
√
√
√
√
Comp
option
√
√
√
√
√
√
√
Comp
option
√
√
√
√
√
√
√
Comp
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√