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
Vocational Training Council (VTC) Hong Kong,
final year only
Business School
3. University Department/Centre
4. External Accreditation
5. Title of Final Award
6. Modes of Attendance offered
Market Research Society and Institute of
Direct Marketing
The Chartered Institute of Marketing
BA (Hons) Advertising and Marketing
Communications
7. UCAS Code
3 year full-time and 4 years full-time with either
work placement or international study
N590 / N592
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
Institute of Practitioners in Advertising
Sept 2015
11. Aims of the Programme
 To develop an understanding of different domains of knowledge and a range of
perspectives in the study of advertising and marketing communications, in both domestic
and international contexts
 To provide an in depth and intellectually challenging study of advertising and marketing
communications, whilst encouraging independent judgement and awareness
 To enhance the learners intellectual and transferable skills, especially those relevant to the
communications industry, including critical, individual and team skills
 To appreciate new emerging developments within the advertising and marketing
communications domain
 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, demonstrate initiative, independence,
motivation and depending on where they study, a working knowledge of another
language(study abroad students)
12. Learning Outcomes, Teaching, Learning and Assessment Methods
A. Knowledge and Understanding
An ability to:
A1. demonstrate an understanding of the role, processes and practice of advertising and
marketing communications in a range of contexts
A2. evaluate, respond to and communicate with relevant customers and markets in a range of
contexts
A3. demonstrate an understanding and ability to apply classical and contemporary principles of
marketing communications within campaign planning and strategy
A4. apply theories of marketing in evaluating practice within an employer organisation (work
placement students)
Teaching and Learning Methods
Acquisition of core knowledge and understanding is through a variety of teaching and learning
methods including lectures and seminar work. Group activities are used to encourage learning
and interaction. Particular emphasis is placed on applied, active learning with students
participating in case studies, exercises and live project work. Explicit use of experiential learning
will help to deepen understanding and encourage reflective practice.
Assessment Methods
A variety of assessments are used including assessed seminars, case study analysis, business
plans and market analysis reports. Essay-type questions and problem solving exercises are used
in addition to written coursework projects, group/individual based assessment and presentations.
B. Subject-Specific Skills
An ability to:
B1 demonstrate an understanding of the role and functions in advertising and marketing
communications and critically analyse problems and recommend solutions
B2.evaluate the importance of research and trend analysis relevant to the advertising and
marketing communications industry
B3.demonstrate the ability to apply advertising and marketing communications theory in practical
and/or experiential situations
B4. reflect on personal growth and academic professional development through the placement
period(Work placement Students)
Teaching and Learning Methods
Advertising and Marketing Communication related theories, models and methodologies will be
explained in lectures and practiced and applied during seminars. Students will learn to formulate,
test and appraise their ideas through a series of workshops, group work and projects.
Assessment Methods
A variety of assessments are used including case study analysis, market analysis reports,
presentation and live project work.
C. Thinking Skills
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. demonstrate an ability to apply practical solutions to real problems based upon the
application of analysis and reflection
Teaching and Learning Methods
Critical perspectives and applied marketing examples will be used in lectures, supported by
seminars in which students have the opportunity to apply perspectives to case material, simulations
and role plays. 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
Critical essays, dissertation and marketing research projects provide students with a means to
apply thinking skills both in a theoretical and consultancy style basis. Students may choose
between the dissertation’s application of research tools and develop hypotheses, or the marketing
project’s application of those tools to a live client problem.
D. Other skills relevant to Employability and Personal Development
An ability to:
D1. understand the importance of reflective practice for continual professional development and
career progression
D2. work effectively to complete tasks as an individual or in groups within structured and
unstructured contexts
D3. effectively utilise a range of communication skills for different purposes including the effective
use of ICT.
Teaching and Learning Methods
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 plans assist in the assessment of
transferable skills .
13. Programme Structures*
14. Awards and Credits*
Level
Module
Code
Module Title
Level 6
BC3000
Work Placement(Comp for
placement students)
120
BC3008
International Study
120
Students
must
choose 1
of the
following
MK3990
or
MK3025
Marketing, Advertising and
Business Dissertation (O)
or
Enhancing Employability
Through Work Related
Learning(o)
20
Compuls
ory
Modules
MK3040
Campaign Planning and
Strategy (Comp)
Media Planning and
Buying(Comp)
20
Digital Emerging Themes
Applied Marketing
Research
Strategic Marketing:
concepts and applications
Public Relations For
Marketers
20
20
Marketing of Services (O)
Marketing and Society (O)
Electronic Marketing (O)
Brand Management (O)
Persuasion, Selling and
Sales Management (O)
International Marketing(O)
20
20
20
20
20
Customer Experience
Management(O)
Direct, Digital and
Database Marketing (O)
20
Applied Marketing
Research
Public Relations for
Marketers (O)
20
Enhancing Corporate
Reputation ( O)
Digital Emerging Themes
20
Students
must
choose
one of
following
Students
must
choose 2
option
MK3120
MK3000
MK3003
MK3002
PR3111
MK3013
MK3031
MK3034
MK3035
MK3108
MK3111
MK3030
MK3032
MK3003
PR3111
PR3500
MK3000
Credit
rating
20
Bachelor Honours Degree BA
(Hons) Advertising and Marketing
Communications
Requires 360 credits including a
minimum of 220 at Level 5 or above
with a minimum of 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
20
20
20
20
20
20
20
Bachelor Degree
BA Advertising and Marketing
Communications
Requires 320 credits including a
minimum of 180 at Level 5 or above
with a minimum of 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
MK3106
PR3012
Contemporary Retail
Marketing (O)
Creative Industries and
Communications (O)
20
20
Plus up to 2 options
available within the School
that the course leader
deems appropriate for the
programme of study.
Further such options must
be agreed upon by the
External Examiner
Level 5
MK2206
Marketing Research
(Comp)
Employability and
Professional Development
Integrated Marketing
Communications (Comp)
20
Industry Awareness
(Comp)
Buyer Behaviour (Comp)
Skills for Advertising and
Marketing (Comp)
20
MK1002
Human Behaviour(Comp)
20
MK1006
Advertising and Marketing
Communications (Comp)
Marketing Principles
(Comp)
Commercial Awareness
(Comp)
Introduction to Personal
and Professional Practice
20
Digital essentials
20
MK2025
MK2005
MK2114
MK2204
MK2115
Level 4
MK1101
MK1112
BC1000
MK1000
20
Diploma in Higher Education in
Marketing
Requires 240 credits including a
minimum of 100 at Level 5
20
20
20
Certificate in Higher Education in
Marketing
Requires 120 credits at Level 4
20
20
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 extra curricular scenarios. There will be a
strong focus on developing the individual employability and lifelong learning skills.
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 students draw learning from
year 1 and 2 to inform their development within an organisation. During year 3 PDP is designed to
allow students to access more clearly and reflect upon the values of forms of experiential learning.
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.
The University’s minimum standard entry requirements for degree level study is a 12 unit profile,
made up from one of the following:
GCSE Maths or English Grade C or above or IELTS equivalent
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
Admission Entry Points: Normally 240-260
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.
Entry requirements for Hong Kong
Target Students
Graduates from relevant Higher Diploma programmes and those possessing equivalent academic
qualifications.
Minimum Admission Requirements
Entry requirement will normally be a VTC Higher Diploma from one of the following programmes:
• Higher Diploma in Business Promotion and Event Management
• Higher Diploma in Advertising and Global Brand Management
 Higher Diploma in Advertising and Brand Management
 Higher Diploma in Marketing
 Higher Diploma in Marketing Management
• Higher Diploma in Sales and Marketing
 Higher Diploma in Event Marketing and Promotion
• Higher Diploma in Public Relations and Media Business
or Applicants with a Higher Diploma, Advanced Diploma, Professional Diploma or Associate Degree in another
subject area or from a recognised local tertiary education institution will be considered on a case by case
basis.
For students where English is not their first language or their diploma/degree has not been studied in the
English language, a score of at least 6.0 on IELTS (or equivalent) is required.
Non-feeder programmes / Special / Alternative Admission Requirements and Arrangements:
The Programme in HK does not accept non-feeder programme entries.
These admission requirements are considered appropriate as they are the normal entry requirements for
direct entry into the final year of the LBS honours degree programmes. Underpinning their competence to
appreciate and therefore benefit from the study, applicants need to have studied the equivalent subject
disciplines as those who would have started the programme from year one. Mapping of curricula has been
undertaken between the first two years of the BA (Hons) Advertising and Marketing Communications and the
relevant VTC Higher Diplomas mentioned in the list above. This mapping shows that applicants who have
successfully completed these qualifications at the VTC would be able to benefit from the Programme and
therefore are considered suitable candidates
17. Key sources of information about the programme
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Fact sheet http://www.uclan.ac.uk/courses/ug/subjects/marketing.htm
Prospectus http://www.uclan.ac.uk/courses/index.htm
Prospectus Hard Copy; Please 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/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
Level
Module
Code
BC3000
Module Title
Work placement (Comp for
placement students)
BC3008 International Study
Knowledge and
understanding
A1
A2
A3
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√
√
Enhancing Employability
through work related learning
O
√
√
√
MK3990
Marketing, Advertising or
Business Dissertation
0
√
√
√
Comp
Comp
√
√
√
√
√
√
MK3000 Digital Emerging Themes or
O
√
MK3003 Applied Marketing Research or
O
PR3111 Public Relations For Marketing
O
MK3013 Marketing of Services
MK3031 Marketing and Society
MK3002
Strategic Marketing: concepts
and applications
MK3034 Electronic Marketing
MK3035 Brand Management
Persuasion, Selling and Sales
Mk3108
Management
MK3111 International Marketing
A4
Subject-specific Skills
B4
B1
B2
B3
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√
Thinking Skills
C1
C2
C3
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MK3025
MK3040 Campaign Planning and Strategy
MK3120 Media Planning and Buying
Level 6
Core (C)
or Option
(O)
Comp for
placement
students
Comp for
int study
students
Other skills relevant
to employability and
personal
development
D1
D2
D3
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MK3030
MK3032
MK3003
PR3111
PR3500
MK3106
MK3012
Customer Experience
Management
Direct, Relationship and Database
Marketing
Applied Marketing Research
Public Relations For Marketers
Enhancing Corporate Reputation
Contemporary Retail Marketing
Creative Industries and
Communications
O
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O
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O
O
O
O
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Programme Learning Outcomes
LEVEL 5
Module
Level Code
MK2206
MK2025
Mk2005
MK2114
MK2204
MK2115
LEVEL 4
MK1002
BC1000
Mk1000
MK1006
MK1101
MK1112
Module Title
Marketing Research
Employability and Professional
Development
Integrated Marketing
Communications
Industry Awareness
Buyer Behaviour
Skills for Advertising and Marketing
Human Behaviour
Introduction to Personal and
Professional Practice
Digital Essentials
Advertising and Marketing
Communications
Marketing Principles
Commercial Awareness
Core (C) or
Option (O)
Comp
Comp
√
Knowledge and
understanding
A1
A2
A3
√
√
√
√
Comp
√
√
Comp
Comp
√
√
Comp
Subject-specific Skills
B1
B2
B3
√
√
√
Thinking Skills
C1
C2
C3
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Other skills relevant to
employability and
personal development
D1
D2
D3
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Note: Mapping to other external frameworks, e.g. professional/statutory bodies, will be included within Student Course Handbooks