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
2. Teaching Institution and
University of Central Lancashire
University of Central Lancashire
Location of Delivery
3. University School/Centre
4. External Accreditation
5. Title of Final Award
Business School
Chartered Institute of Public Relations approved
BA (Hons) Public Relations
Specialist pathways:
BA (Hons) Public Relations (Entertainment)
BA (Hons) Public Relations (Sports)
6. Modes of Attendance offered
7. UCAS Code
8. Relevant Subject
3 years full-time or 4 years full time with either
work placement or international study
P210
Business and Management
Benchmarking Group(s)
9. Other external influences
10. Date of production/revision
of this form
European Public Relations Research and
Education Association (EUPRERA) and
European Communications Research and
Education Association (ECREA)
September 2014
11. Aims of the Programme
 To develop public relations practitioners who are independent thinkers and versatile doers;
 To enable students to acquire the necessary skills, competencies and reasoning abilities
required to move confidently from the course into a public relations career
 To encourage the development of critical thinking, reasoning skills and independence of
thought
 To provide learning environment for students' personal development and growth, both as
individuals and as contributors to teams and groups;
 To provide a framework and balance of core modules, which will enable students to meet
the course aim.
 To equip the student with a broad range of business and personal transferable skills.*
 To offer students an opportunity to undertake a placement year to give them an
introduction to business practice and workplace skills.*
 To encourage students to integrate their academic studies with their practical experience
of business.
 To offer students an opportunity to study abroad, demonstrate initiative, independence,
motivation.
 To offer students the opportunity to gain a knowledge of another language.
12. Learning Outcomes, Teaching, Learning and Assessment Methods
A. Knowledge and Understanding
A1) Public relations theory, practice and local, regional, national and international contexts.
A2) Management theory, practice and behaviour in organisational and public relations contexts
with emphasis on employability.
A3) Communication, sociology and psychology theory and practice in public relations contexts.
A4) Situational analysis, strategic planning, monitoring and evaluation.
A5) Electronic and international public relations.
A6) Cultures and ethics.
Teaching and Learning Methods
Acquisition of core knowledge and understanding is mainly through lectures and seminar
work. Some ideas and theories are developed during computer workshop sessions, which
enable students to assess their understanding of key themes through practical application.
There is an emphasis on active learning through seminars and practical classes.
Both group and individual activities are used to encourage interaction, peer group learning
and support, as well as independent study.
Lectures, seminar discussions and presentations, workshop assignments, case studies,
projects, portfolios, applied contextual studies/application.
Assessment methods
Essays, in-class assessment (timed assignments), dissertation, presentations, peer
assessment, workshop assignments, case studies, online content group work, campaigns,
projects, online content.
B. Subject-specific skills
B1) Develop and manage public relations tools and techniques to enhance employability of
undergraduates.
B2) Plan, implement, monitor and evaluate public relations programmes.
B3) Produce communications for public relations contexts.
B4) Apply theoretical principles, using appropriate research methods.
B5) Manage staff and administrative processes
Teaching and Learning Methods
Contextual studies, assignments and presentations. Case study analysis, evaluation and
presentation. Assignments.
Assessment methods
Essays, in-class assessment (short tests and timed assignments), dissertation,
presentations, workshop assignments, case studies, projects.
C. Thinking Skills
C1) Contextual studies set in specific areas.
C2) Case study analysis and presentations.
C3) Individual and group projects, some ‘live’ projects.
C4) Assignments and seminar presentations.
Teaching and Learning Methods
Creative and critical thinking skills and their application to issue analysis. Creative e skills
include: fluency, flexibility, originality and elaboration. Critical thinking skills include conceptual
analysis, priority analysis, deductive and inductive reasoning.
Students will be able to analyse and synthesize their thinking. In addition, they will be able to
apply the important skills of information literacy, critical reading, persuasive essay writing,
planning, implementing and presenting findings of individual/group research.
The opportunities provided to work in business and study abroad can serve to widen and
enhance the student experience. A broad experience provides the foundation for developing
higher level critical thinking skills.
Assessment methods
Essays, in-class assessment (timed assignments), dissertation, presentations (including
media interviews), workshop assignments, case studies,
D. Other skills relevant to employability and personal development
D1) Oral and written communication skills.
D2) Ability to collate, evaluate and transfer information.
D3) Ability to work as a member of a team.
D4) Ability to achieve objectives independently
D5) Demonstrate a capacity to learn, understand and critically evaluate
Teaching and Learning Methods
Contextual studies, assignments and presentations. Case study analysis, evaluation and
presentation. Group and individual assignments.
The common core of personal and professional development modules studied throughout the
programme seek to enhance the students’ employability, initiative and focus on life choices
post- University.
Assessment methods
Essays, in-class assessment (short tests), dissertation, presentations, workshop
assignments, case studies, projects.
13. Programme Structures*
Level
Level 6
Module
Code
PR 3101
Module Title
Public Relations
Consultancy
PR 3105
Public Relations in
Practice
PR3104
Dissertation
PR 3110
Internal Corporate
Communication
PR 3008
Issues and Crisis
Communication
PR 3109
Public Affairs
BC 3000
Work Placement
BC3008
International Study
Entertainment Pathway:
PR3012
Creative industries and
communication
FI3009
Visual Culture and
Popular Music
FM3051
Creative Events
Management
Sports Pathway:
PR3112
Sports PR
14. Awards and Credits*
Credit
rating
20
20
20
20
20
20
120
120
20
20
Honours Bachelor Degree
BA (Hons) in Public
Relations; Public
Relations(Entertainment);
Public Relations(Sports)
Requires 360 credits including
a minimum of 220 at Level 5 or
above and 100 at Level 6
Work placement route
requires successful
completion of BC3000 which
has a notional credit rating of
120 credits. International
study route requires
successful completion of
BC3008 which has a notional
credit rating of 120 credits
201
20
Bachelor Degree
BA Public Relations; Public
Relations(Entertainment);
Public Relations(Sports)
Requires 320 credits including
a minimum of 180 at Level 5 or
above and 60 at Level 6
Work placement route
requires successful
completion of BC3000 which
has a notional credit rating of
120 credits. International
study route requires
successful completion of
BC3008 which has a notional
credit rating of 120 credits
Level 5
PR 2000
PR2103
PR2204
PR2007
PR 2105
MK2025
Corporate Reputation and
Organisational
Relationship Management
Theories of Cross Cultural
Persuasive
Communication
Research Methods
Social Media for Public
Relations
Media Relations
Employability and
Personal Development
20
20
20
20
20
20
Diploma of Higher Education
in Public Relations; Public
Relations(Entertainment);
Public Relations (Sports)
Requires 240 credits including
a minimum of 100 at Level 5 or
above
Entertainment Pathway:
FI 2010
Youth & Popular Culture
20
Sports Pathway:
TL1037
Introduction to Sports
20
Management
TL2066
Experiential Learning
20
Certificate of Higher
Level 4 PR1103
Introduction to
20
Education
Communication Theory
and Practice
Requires 120 credits at Level 4
or above
PR1104
Fundamentals of Public
20
Relations Research
PR1105
Effective Writing and
20
Presentation Skills
PR1006
Public Relations in
20
Context
MK 1000
Digital Essentials
20
BC 1000
Introduction to Personal
20
and Professional Practice
(compulsory module)
Plus up to 2 options available within the School that the Course Leader deems
appropriate for the programme of study . Further such modules must be agreed upon
by the External Examiner
15. Personal Development Planning
The students’ ability to reflect upon their skills base and plan for future personal development
is developed, practiced, monitored and assessed throughout the programme and there is a
strong focus on developing the individual’s employability and lifelong learning skills.
Personal Development Planning exists as a formal strand in years 1, 2, and 3 / 4. These
modules are designed to equip students with the ability to enhance personal, academic and
professional skills and plan for their future career development.
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.
Students will normally be expected to have achieved 240 points at ‘A’ level, with at least 220
points from A2 subjects. Students with an equivalent overseas qualification will also be
considered favourably.
Mature students and candidates with non-standard qualifications are also considered, if they
have substantial professional or other relevant experience.
Minority ethnic groups and disabled people are under-represented in the Public Relations and
Communication industries, and the division is active in trying to redress this imbalance.
Applications from members of these groups are particularly welcome.
17. Key sources of information about the programme
 Programme leader Christopher Shaw CShaw3@uclan.ac.uk
 LBS website: http://www.uclan.ac.uk/lbs
 University Admissions Department: email admissions@uclan.ac.uk



Chartered Institute of Public Relations website: hhtp://www.cipr.org
UCAS handbook
Your guide to studying public relations at Uclan:
https://www.uclan.ac.uk/schools/lbs/about/subjects/public_relations/files/210x210_Public_Relation
s-WEB.pdf
18. Curriculum Skills Map
Please tick in the relevant boxes where individual Programme Learning Outcomes are being assessed
Programme Learning Outcomes
Compulsory
(COMP)
Module
Core (C) or
Knowledge and
Level Code Module Title
Option (O)
understanding
Subject-specific Skills Thinking Skills
LEVEL 6
A1
A4
A5
A6
BC3008
International Study
O
PR3104
Dissertation
COMP
X
X
X
X
X
X
PR3110
Internal Corporate Communication
COMP
X
X
X
X
X
X
PR3105
Public Relations in Practice
COMP
X
PR3008
Issues and Crisis Communication
O
X
X
PR3101
Public Relations Consultancy
COMP
X
X
PR3109
Public Affairs
O
X
X
X
PR3012
O
X
X
X
PR3112
Creative industries and
communication
Sports PR
O
X
X
X
FI3009
Visual Culture and Popular Music
O
FM3051
Creative Events Management
O
X
X
B3
B4
B5
C1
MK 1000
Digital Essentials
COMP
BC 1000
Introduction to Personal and
Professional Practice
COMP
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
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X
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X
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X
X
X
X
X
X
O
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
COMP
X
X
X
O
PR1103
X
X
X
X
X
X
X
COMP
X
X
X
X
X
X
X
X
X
X
X
Introduction to Communication
Theory
X
X
X
X
X
Public Relations in Context
X
X
X
X
X
PR 1006
X
D5
X
X
COMP
O
X
D4
X
X
COMP
O
X
D3
X
X
Media Relations
Experiential Learning
X
D2
X
X
Research Methods
TL2066
D1
X
X
PR2105
Introduction to Sports Management
C4
X
X
PR2204
TL1037
C3
X
X
O
FI 2010
C2
X
X
Social Media for Public Relations
PR2000
X
X
PR 2007
Corporate reputation and
organisational relationship
management
Youth & Popular Culture
X
X
O
COMP
B2
X
O
Employability and Personal
Development
Theories of Cross Cultural
Persuasive Communication
B1
X
Work Placement
PR2103
LEVEL 5
A3
BC3000
MK2025
LEVEL 4
A2
Other skills relevant to
employability and
personal development
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
PR1104
PR1105
Fundamentals of Public Relations
Research
Effective Writing and Presentation
Skills
X
COMP
COMP
X
X
X
X
X
X
X
X
Note: Mapping to other external frameworks, e.g. professional/statutory bodies, will be included within Student Course Handbooks
X
X
X
X
X
X