APPENDIX 6 - CDG
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 and
Location of Delivery
3. University School/Centre
University of Central Lancashire
4. External Accreditation
Chartered Institute of Public Relations
approved
5. Title of Final Award
School of Business
BA (Hons) Public Relations and Marketing (3
year full-time)
BA (Hons) Public Relations and Marketing with
Work Placement (4 year full-time)
BA (Hons) Public Relations and Marketing with
International Study (4 year full-time)
6. Modes of Attendance offered
3 or 4 years full time.
7. UCAS Code
C30 CLANC NY10 Mod\ BCJHP
8. Relevant Subject
Benchmarking Group(s)
9. Other external influences
Business and Management
European Public Relations Research and
Education Association (Euprera) and
European Communications Research and
Education Association (Ecrea)
Chartered Institute of Marketing (CIM)
Market Research Society (MRS)
Chartered Management Institute (CMI)
Institute of Direct Marketing (IDM)
10. Date of production/revision of
this form
July 2015
APPENDIX 6 - CDG
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 an introduction to
business practice by means of practical training/ development period and to encourage
students to integrate their academic studies with their practical experience of business.

To offer students a range of international experiences that lead to the award of an
international degree and to help our students build their global future

To develop an understanding of different domains of knowledge and the different
perspectives in the study and practice of marketing, in both a domestic and international
context

To provide an in-depth and intellectually challenging study of marketing, whilst
encouraging independent judgement and awareness

To enhance the learner’s intellectual and transferable skills, especially those relevant to
the practice of marketing, including analytical, critical, individual and team skills

To appreciate new emerging ideas and trends affecting the marketing industry

To offer students an opportunity to undertake a placement year an introduction to business
practise by means of practical training/development period and encourage students to
integrate their academic studies with their practical experience of business(Work
placement students)

To offer students an opportunity to study abroad, where they can, demonstrate initiative,
independence, motivation and understanding of another culture. Depending on where they
study, a working knowledge of another language(study abroad students
APPENDIX 6 - CDG
1. 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.
A7) Demonstrate an understanding of the role, processes and practice of marketing in a
range of contexts
A8) Evaluate, respond to and communicate with relevant customers and markets in a range
of contexts
A9) Demonstrate an understanding of and ability to apply classical and contemporary
principles of marketing within business planning
A10) Apply theories of marketing in evaluating practice within an employer organisation
(sandwich students)
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
APPENDIX 6 - CDG
B1) Develop and manage public relations tools and techniques to enhance employability of
undergraduates.
B2) Plan, implements, monitors and evaluates public relations programmes.
B3) Produce communications for public relations contexts.
B4) Apply theoretical principles, using appropriate research methods.
B5) Manage staff and administrative processes
B6) Demonstrate an understanding of the role and functions of marketing in a range of
contexts and critically analyse marketing problems and recommend solutions;
B7) Evaluate the importance of research and trend analysis relevant in the marketing
domain;
B8) Demonstrate the ability to apply classical and contemporary marketing theory in
practical and experiential situations;
B9) Reflect on personal growth and academic professional development through the
placement or international study period (where taken)
Teaching and Learning Methods
Contextual studies, assignments and presentations. Case study analysis, evaluation and
presentation. Assignments. Students will learn to formulate, test and appraise their ideas
through workshops, group work and projects.
Assessment methods
Essays, in-class assessment (short tests and timed assignments), dissertation,
presentations, workshop assignments, case studies, projects, market analysis, reports.
C. Thinking Skills
C1) Creative and critical thinking skills and their application to issue analysis. Creative skills
include: fluency, flexibility, originality and elaboration.
C2) Conceptual analysis, priority analysis, deductive and inductive reasoning.
C3) Students will be able to analyse and synthesize their thinking.
C4) 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.
C5) Select, collate, analyse and synthesise information from a range of sources;
C6) Use self-awareness and creativity in problem solving and reasoning;
C7) Apply practical solutions to real problems based upon the application of analysis and
reflection.
APPENDIX 6 - CDG
Teaching and Learning Methods
Contextual studies set in specific areas, case study analysis and presentations, individual
and group projects, most of them real life, assignments and seminar presentations.
Consultancy style workshops at all levels allow the students to actively solve problems and
apply principles and data to their own research projects.
Assessment methods
Essays, in-class assessment (timed assignments), dissertation, presentations (including
media interviews), workshop assignments, case studies, projects. The work-based project
and the live client marketing research project modules are tested in more practical terms in
delivering to the tasks or brief set.
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.
D6) Understand the importance of reflective practice for continual professional development
and career progression;
D7) Work effectively to complete tasks as an individual or in groups within structured and
unstructured contexts;
D8) Effectively utilise a range of communication skills for different purposes including the
effective use of ICT.
Teaching and Learning Methods
Contextual studies, assignments and presentations. Case study analysis, evaluation and
presentation. Group and individual assignments. The use of experiential learning and
learner-centred activities such as role plays and presentations, together with encouraging
both self-analysis and evaluation will enable continuous personal and professional
development. Students will engage in presentations on a regular basis and when possible
will be offered leadership, teamwork and outdoor experiences.
Assessment methods
This may take the form of skills audits, reflective portfolios, 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 plan and
PR plans assist in the assessment of transferable skills.
APPENDIX 6 - CDG
13. Programme Structures*
14. Awards and Credits*
Level
Module
Code
Module Title
Credit
rating
Level 6
BC3000
Work Placement
120
Bachelor Honours Degree
120
Requires 360 credits including
a minimum of 220 at Level 5
or above and 100 at Level 6
(Optional in year 3)
BC3008
International Study
(Optional in year 3)
PR3101
PR3105
Public Relations
Consultancy (Comp)
Public Relations in Practice
(Comp)
Bachelor Degree
20
20
Public Affairs (O)
PR3109
MK3990
PR3110
20
Marketing/Advertising/PR
and Business Dissertation
(Comp)
Internal Corporate
Communication (O)
20
20
MK3025
Enhancing Employability
through work related
learning (O)
20
MK3003
Applied Marketing
Research (O)
20
MK3002
Strategic Marketing:
Concepts & Applications
(Comp)
20
MK3035
Brand Management (O)
20
MK3040
Campaign Planning
20
MK3111
International Marketing (O)
20
Requires 320 credits including
a minimum of 180 at Level 5
or above and 40 at Level 6
APPENDIX 6 - CDG
Level 5
PR2103
PR2000
PR2105
MK2001
Theories of Cross Cultural
Persuasive Communication
(Comp)
Corporate Reputation and
Organizational Relationship
Management (O)
Media Relations (Comp)
Marketing Management
(Comp)
20
20
20
20
MK2206
Marketing Research
(Comp)
20
MK2000
Digital Marketing Planning
(O)
20
MK2005
Integrated Marketing
Communications (O)
20
MK2204
MK2025
Buyer Behaviour (O)
Employability and Personal
Development
20
20
Diploma of Higher
Education
Requires 240 credits including
a minimum of 100 at Level 5
or above
APPENDIX 6 - CDG
Level 4
PR1006
PR1105
PR1103
Public Relations in Context
(Comp)
Effective Writing and
Presentation Skills (O)
Introduction to
Communication Theory
(Comp)
20
Certificate of Higher
Education
Requires 120 credits at Level
4 or above
20
20
BC1000
Introduction to Personal
and Professional Practice
(Comp)
20
MK1002
Human Behaviour(Comp)
20
MK1101
Marketing Principles
(Comp)
20
15. Personal Development Planning
Personal Development Planning (PDP) exists on each level of the programme and allows the
student to reflect upon his/her skills base and plan for future personal development is
developed, practised, monitored and assessed. This module will draw together all elements
of PDP in addition to calling upon student experiences within the workplace and other extracurricular scenarios. There will be a strong focus on developing the individual employability
and lifelong learning skills.
During the course, considerable time is spent encouraging and facilitating the students’ own
personal development planning. Undergraduates are encouraged to develop analytically and
to work individually and as part of a team.
Students spend time working and learning in ‘real life’ situations in the division’s
communication’s agency, and have to produce work for ‘real’ clients throughout the course.
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 students being
able to identify and articulate skills for their own development and particularly for matching
themselves to aspired careers
The PDP is particularly enhanced throughout the placement year (where taken). Students
draw learning from year 1 and 2 to inform their development within an organisation. During
APPENDIX 6 - CDG
year 3 PDP is designed to allow students to access more clearly and reflect upon the values
of forms of experiential learning.
The international study route where there is an opportunity to study abroad in Year 2, provides
an opportunity for students to develop skills in setting up and managing the experience,
enabling them to develop the following, initiative, , motivation, working independently and
working in another culture, possibly with a different language.
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.
The University’s minimum standard entry requirements for degree level study is a 12 unit
profile, made up from one of the following:
At least two A2 level subjects including
One A2 level subject plus one single award Advanced VCE
One double or two single award(s) Advanced VCE
Other acceptable qualifications include:
Scottish Certificate of Education Higher Grade
Irish Leaving Certificate Higher Grade
International Baccalaureate
BTEC National Certificate/Diploma
Kite marked Access Course
Applications from individuals with non-standard qualifications, relevant work or life experience
and who can demonstrate the ability to cope with and benefit from degree-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.
APPENDIX 6 - CDG
17. Key sources of information about the programme


Programme leader Dr Candan Celik Elmer ccelik@uclan.ac.uk
Fact sheet
http://www.uclan.ac.uk/information/courses/index.php?discipline=Marketing&level=Undergra
duate&study_mode=Al









Prospectus http://www.uclan.ac.uk/courses/index.htm
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.htm
Department Website
http://www.uclan.ac.uk/schools/lbs/about/subjects/marketing/index.php
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
APPENDIX 6 - CDG
18. Curriculum Skills Map
Please tick in the relevant boxes where individual Programme Learning Outcomes are being assessed
Programme Learning Outcomes
Module
Level Code
Module Title
Core (C),
Compulsory
(COMP) or
Option (O)
Knowledge and
understanding
A1 A2
A3 A4
X
X
X
A5
X
Subject-specific Skills
A6
B1
X
B2
B3
X
X
x
x
B5
B4
Thinking Skills
C1
C2
C3
X
X
X
X
X
Other skills relevant
to employability and
personal
development
C4 D1 D2
X
D3
D4
D5
X
X
X
X
X
X
X
X
X
X
O
Public Affairs
PR3110
Internal Corporate
Communication
PR3105
Public Relations in Practice Comp
Level 6
PR3109
O
X
X
X
X
x
x
x
X
X
x
X
X
APPENDIX 6 - CDG
X
PR3101
Public Relations
Consultancy
MK2025
Employability and Personal
Development
Comp
PR2000
PR2105
Comp
X
X
X
X
X
x
Media Relations
X
X
x
LEVEL 5
Comp
PR2103
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
Theories of Cross Cultural
Persuasive Communication
X
X
Corporate Reputation and
Organizational Relationship
Management
O
Comp
X
X
X
X
X
X
APPENDIX 6 - CDG
18. Curriculum Skills Map for PR modules
Please tick in the relevant boxes where individual Programme Learning Outcomes are being assessed
Programme Learning Outcomes
Module
Level Code
Module Title
Core (C),
Compulsory
(COMP) or
Option (O)
Knowledge and
understanding
Level 4
A1 A2
BC1000
Introduction to Personal and
Professional Practice
Comp
PR1006
Public Relations in Context Comp
PR1103
Introduction to
Communication Theory
A3 A4
A5
Subject-specific Skills
A6
B1
B2
B3
B4
X
X
X
X
X
X
B5
Thinking Skills
C1
C2
C3
Other skills relevant
to employability and
personal
development
C4 D1 D2
X
X
X
X
X
X
X
X
X
X
X
X
X
X
D5
D3
D4
X
X
X
X
X
X
X
X
X
X
Comp
X
X
X
X
X
X
APPENDIX 6 - CDG
PR1105
Effective Writing and
Presentation Skills
X
O
X
X
X
X
X
X
X
X
APPENDIX 6 - CDG
18. Curriculum Skills Map for Marketing Modules
Programme Learning Outcomes
Other skills relevant to
employability and
personal development
Knowledge and
Level
Module
Code
Module Title
Core (C)
or Option
(O)
A7
A8
A9
A10
B6
B7
B8
B9
C5
C6
C7
D6
D7
D8
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
understanding
Subject-specific Skills
Thinking Skills
Work Placement
BC3000
(for work placement students)
Continuing Professional Development
BC3001
Comp
(for work placement students)
LEVEL 6
BC3008 International Study
O
MK3002
Strategic Marketing: Concepts &
Applications
Comp
MK3025
Enhancing employability through
work related learning
O
MK3990
Marketing/Advertising/PR and
Business Dissertation
O
x
x
x
x
MK3040 Campaign Planning
O
MK3003 Applied Marketing Research
O
x
x
MK3035 Brand Management
O
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
APPENDIX 6 - CDG
MK3111 International Marketing
O
x
x
x
x
x
x
x
x
x
x
x
Programme Learning Outcomes
Other skills relevant to
employability and
personal development
Knowledge and
understanding
Module
Level Code
Thinking Skills
A7
A8
A9
Comp
X
X
Integrated Marketing
MK2005 Communications
O
x
X
MK2204 Buyer Behaviour
O
X
X
X
X
X
X
X
Comp
X
X
X
X
X
X
X
Module Title
MK2001 Marketing Management
LEVEL 5
Subject-specific Skills
Core (C) or
Option (O)
MK2206 Marketing Research
A10
B6
B7
B8
X
X
X
x
X
X
B9
C5
C6
C7
X
X
X
X
X
X
X
D6
D7
D8
X
X
X
X
X
X
X
X
X
X
X
LEVEL 4
APPENDIX 6 - CDG
MK2000 Digital Marketing Planning
O
X
X
MK1006 Marketing Communications
O
X
X
MK1002 Human Behaviour
Comp
X
X
MK1101 Marketing Principles
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