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
Chartered Institute of Marketing
(Certificate Level)
5. Title of Final Award
BA (Hons)Marketing Management
BA(Hons) Marketing Management (Digital Media)
BA(Hons) Marketing Management (Fashion)*
BA(Hons) Marketing Management (Advertising
and Marketing Communications)*
6. Modes of Attendance offered
*denote routes no longer offered from 2016
3 year full-time and 4 years full-time with either
work placement or international study
7. UCAS Code
BA (Hons) Marketing Management : N500
BA (Hons) Marketing Management (Digital
Media): NNP3
BA (Hons) Marketing Management
(Fashion):NNW2
BA (Hons) Marketing Management (Advertising
and Marketing Communications):N2N1
8. Relevant Subject
Benchmarking Group(s)
9. Other external influences
Business and Management
10. Date of production/revision of
this form
Chartered Institute of Marketing
Marketing Research Society
Institute of Direct Marketing
July 2015
11. Aims of the Programme
 To develop an understanding of different domains of knowledge from a range of perspectives
in the study and practice of marketing in both domestic and international contexts.
 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 within the marketing domain.
 To offer students an opportunity to undertake a placement year which will provide 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 marketing 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 of and ability to apply classical and contemporary principles
of marketing within business planning
A4. demonstrate an understanding and ability to apply marketing in different international
contexts (Marketing Management students)
demonstrate an understanding of the use of digital tools and technologies in a marketing context
(Digital Media students)
demonstrate an understanding of the main business activities of the fashion industry (Fashion
students)
demonstrate an understanding and ability to apply classical and contemporary principles of
marketing communications within campaign planning and strategy (Advertising and Marketing
Communications students)
A5. apply theories of marketing in evaluating practice within an employer organisation (Work
Placement students)
A.6. apply personal development and marketing theories by evaluating cultural differences within
a different country (Study Abroad 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 social
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 of marketing in a range of contexts
and critically analyse marketing problems and recommend solutions
B2. evaluate the importance of research and trend analysis relevant in the marketing domain
B3. demonstrate the ability to apply classical and contemporary marketing theory in practical and
experiential situations
B4. demonstrate the ability to apply marketing theory in practical and experiential situations
relevant to digital marketing (Digital Media students)
demonstrate the ability to apply marketing theory in practical and experiential situations relevant
to a fashion business context (Fashion students)
demonstrate the ability to apply advertising and marketing communications theory in practical
and/or experiential situations( Advertising and Marketing communications students)
B5. reflect on personal growth and academic professional development through the placement
period (Work Placement students)
B6. reflect on personal growth and personal development by studying in a different country
(Study Abroad students)
Teaching and Learning Methods
For the teaching of marketing related subject-specific theories, models and methodologies will be
explained in lectures and practiced and applied during the seminars. Students will learn to
formulate, test and appraise their ideas through 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 on 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*
Level
Module
Code
Level 6
BC3000
Students must
choose 1 of
either/or
compulsory
modules for all
specialisms
Compulsory
module for all
specialisms
Compulsory
modules of
specialisms
Compulsory
modules of
specialisms
Compulsory
modules of
specialisms
BC3008
MK3990
14. Awards and
Credits*
Module Title
Credit
rating
Either
Work Placement (Work
Placement Students) Or
120
International Study
(Study Abroad Students)
120
Either
Marketing, Advertising and
Business Dissertation Or
20
Bachelor
Honours Degree
BA (Hons)
Marketing
Management
BA (Hons)
Marketing
Management
(Fashion),
MK3025
Marketing, Advertising and
Business Project
20
MK3002
Strategic Marketing: Concepts
and Applications
20
BA(Hons)
Marketing
Management
(Digital Media) ,
20
20
BA(Hons)
Marketing
Management
(Advertising &
Marketing
Communications)
BA (Hons) Marketing
Management
MK3123
MK3111
B2B and Re-seller Markets
International Marketing
BA (Hons) Marketing
Management (Fashion)*
MK3123
FQ3001
HR3114
B2B and Reseller Markets
Fashion, Culture and Identity
Creative Fashion Project
20
20
20
BA (Hons) Marketing
Management (Digital Media)
BT3023
MK3032
Compulsory
modules of
specialisms
MK3040
MK3120
Web Content Management
Systems
Direct, Digital and Database
Marketing
BA (Hons) Marketing
Management (Advertising and
Marketing Communications)
20
20
Campaign Planning
Media Planning and Buying
20
20
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.
Options
Marketing
Management
choose 2
options but not
MK3111 or
MK3123
Marketing
Management
(Fashion)
choose 1 option
but not MK3123
Marketing
Management
(Digital Media)
choose 2
options but not
MK3034,
MK3032 or
BT3023
MK3034
MK3035
MK3108
MK3111
MK3013
MK3032
MK3040
MK3120
PR3500
PR3111
MK3106
PR3012
BT3023
MK2001
MK2005
Compulsory
modules of the
specialisms
Public Relations for Marketers
Contemporary Retail Marketing
Creative Industries and
Communications
Web Content Management
Systems
20
20
20
20
20
20
20
20
20
MK2115
Marketing Management
Integrated Marketing
Communications
Buyer Behaviour
Marketing Research
Employability and Professional
Development
BA (Hons) Marketing
Management and Marketing
Management (Advertising and
Marketing Communications)
Skills for Advertising & Marketing
MK2000
BA (Hons) Marketing
Management (Digital Media)
Digital Marketing Planning
20
FM2024
BA (Hons) Marketing
Management (Fashion)
Promotion Related Report
20
MK2204
MK2206
MK2025
Compulsory
modules of the
specialisms
Compulsory
modules of the
specialisms
20
20
20
Plus up to 2 optional modules
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
Marketing
Management
(Advertising and
Marketing
Communication
s)
Choose 2
options but not
MK3040 or
MK3120
Level 5
Compulsory
modules for all
specialisms
Electronic Marketing
Brand Management
Persuasion, Selling and Sales
Management
International Marketing
Marketing of Services
Direct, Digital and Database
Marketing
Campaign Planning
Media Planning and Buying
Enhancing Corporate Reputation
20
20
20
20
20
20
Bachelor Degree
BA Marketing
Management
(with named
pathway)
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
Diploma in
Higher
Education in
Marketing
Management
Requires 240
credits including a
minimum of 100
at Level 5
Level 4
Compulsory
modules for all
specialisms
MK1002
MK1025
MK1006
MK1101
MK1112
Human Behaviour
Employability Essentials
Advertising and Marketing
Communications
Marketing Principles
Commercial Awareness
MK1000
BA (Hons) Marketing
Management,
BA (Hons) Marketing
Management
(Advertising and Marketing
Communications) and
BA(Hons) Marketing
Management (Digital Media)
Digital Essentials
Compulsory
module of the
specialisms
Compulsory
module of the
specialisms
PR1005
BA(Hons) Marketing
Management (Fashion)
Introduction to Media and PR
within the Fashion
20
20
20
20
20
20
20
Certificate in
Higher
Education
Requires 120
credits at Level 4
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. 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 work 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 and 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
Course Admissions 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 these
applicants may be interviewed. If applicants have not studied recently they may need to undertake an
Access programme first.
Direct entry to Year 3 is available for holders of the Chartered Institute of Marketing Professional
Diploma
17. Key sources of information about the programme






Fact sheet http://www.uclan.ac.uk/courses/ug/subjects/marketing.htm
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/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
MK3990
International Study
Marketing, Advertising and Business Dissertation
Knowledge and
Understanding
A1 A2 A3 A4
√
√
√
√
A5
A^
Subject-specific
Skills
B1 B2 B3 B4
√
√
√
Comp for Study
Abroad Students
√
B5
B6
√
√
√
√
√
√
√
√
√
√
√
O
√
√
√
√
√
√
√
√
√
√
√
√
√
MK3025
Marketing, Advertising and Business Project
O
√
√
√
√
√
√
√
√
√
√
√
MK3002
Strategic Marketing : Concepts & Applications
Comp
√
√
√
√
√
√
√
√
√
√
√
MK3123
B2B and Re-seller Markets
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
MK3003
Applied Marketing Research
Comp for
Marketing
Management
and Marketing
Management
(Fashion
Students)
O
√
√
√
√
√
√
√
MK3013
Marketing of Services
O
√
√
√
√
√
√
√
MK3031
Marketing and Society
O
√
√
√
√
√
√
√
Comp for
Marketing
Management
(Digital Media)
Students
√
√
√
√
√
√
√
√
√
MK3032
Direct, Relationship and Database Marketing
MK3034
Electronic Marketing
O
√
√
MK3035
Brand Management
O
√
√
L
E
V
E
L
6
(
B
A
M
a
r
k
e
t
i
n
g
M
a
n
a
g
e
m
e
n
t
/
s
a
n
d
w
i
c
h
)
LEVEL 6 (BA Marketing Management/ sandwich)
BC3008
Module Title
Work Placement(comp for placement students)
Core (C) or
Option (O)
Comp for Work
placement
Students
Other skills
relevant to
employability
and personal
Thinking Skills
development
C1 C2 C3
D1 D2 D3
MK3108
Persuasion, Selling and Sales Management
O
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
Comp for
Marketing
Management
Student
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
MK3111
International Marketing
PR3111
Public Relations for Marketers
O
√
√
MK3030
Customer Experience Management
O
√
√
√
√
√
√
√
√
√
√
√
MK3040
Campaign Planning
O
√
√
√
√
√
√
√
√
√
√
√
PR3500
Enhancing Corporate Reputation
O
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
FQ3001
HR3114
BT3023
Fashion, Culture and Identity
Creative fashion project
Web Content Management Systems
Comp for
Marketing
Management
(Fashion)
Students
Comp for
Marketing
Management
(Fashion)
Students
Comp for
Marketing
Management
(Digital Media)
Comp for
Marketing
Management
(A&MC) students
Comp for
Marketing
Management
(A&MC) students
√
√
MK3040
Campaign Planning
MK3120
Media Planning and Buying
MK3106
Contemporary Retail Marketing
O
√
√
√
√
√
√
√
√
√
√
√
PR3012
Creative Industries and Communications
O
√
√
√
√
√
√
√
√
√
√
√
BT3023
Web Content Management Systems
O
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
Note: Mapping to other external frameworks, e.g. professional/statutory bodies, will be included within Student Course Handbooks
Programme Learning Outcomes
Module
Level Code
MK2001
LEVEL 5
MK2005
Module Title
Marketing Management
Core (C) or
Option (O)
Comp
Subject-specific Skills
A1
√
A2
√
A3
√
√
A4
B1
√
B2
√
B3
√
√
√
Other skills relevant to
employability and
personal development
Thinking Skills
B4
C1
√
C2
√
C3
√
√
√
√
D1
D2
√
D3
√
√
√
√
Comp
√
√
MK2204
Integrated Marketing
Communications
Buyer Behaviour
Comp
√
√
√
√
√
√
√
√
√
√
MK2206
Marketing Research
Comp
√
√
√
√
√
√
√
√
√
√
MK2000
Digital Marketing Planning or
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
Comp for
specific
specialism
Skills for Advertising and Marketing O
MK2115
MK2025
LEVEL 4
Knowledge and
understanding
√
√
Comp
√
FM2024
Employability and Professional
Development
Promotion Related Report
Comp
√
√
PR2207
Social Media for Public Relations
Comp
√
√
MK1002
Human Behaviour
Comp
√
√
MK1025
Employability Essentials
Comp
√
√
MK1000
Digital Essentials
Comp
MK1006
Comp
√
√
MK1101
Advertising and Marketing
Communications
Marketing Principles
Comp
√
√
MK1112
Commercial Awareness
Comp
√
√
PR1005
Introduction to Media and PR within Comp
the Fashion Industry
Effective Writing and Presentation Comp
Skills
PR1105
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√
√