UNIVERSITY OF KENT
Programme Specification
Please note: This 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 passes the programme. More detailed information on the learning outcomes,
content and teaching, learning and assessment methods of each module can be found in the
programme handbook. The accuracy of the information contained in this specification is reviewed by
the University and may be checked by the Quality Assurance Agency for Higher Education.
Degree and Programme Title HND Business (Marketing)
1. Awarding Institution/Body
University of Kent
2. Teaching Institution
Canterbury College
3. School responsible for management
of the programme
Kent Business School
4. Teaching Site
Canterbury College
5. Mode of Delivery
Full-time
Part-time
6. Programme accredited by
N/A
7. Final Award
HND
HNC
8. Programme
HND Business (Marketing)
HNC Business
9. UCAS Code (or other code)
10. Credits/ECTS Value
120/240 Credits
11. Study Level
Intermediate (Level 5)
12. Relevant QAA subject benchmarking
group(s)
General Business and Management 2007
13. Date of creation/revision (note that
dates are necessary for version control)
February 2013 (revised 10.7.13)
14. Intended Start Date of Delivery of this
Programme
From September 2013
15. Educational Aims of the Programme
The programme aims to:
The HNC Business and HND in Business (Marketing) has been developed to focus on:
 providing education and training for a range of careers in business
 providing a general qualification which allows flexibility of study to meet local or specialist needs
 providing specialist options which meet the needs of the major functions in business and allow
specialisation with career progression and professional recognition in mind
 providing opportunities for learners to focus on the development of higher-level skills in a
business context
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UNIVERSITY OF KENT
 providing opportunities for learners to develop a range of skills and techniques and attributes
essential for successful performance in working life
 providing opportunities for individuals in employment to achieve a nationally recognised level 5
vocationally specific qualification
 providing opportunities for learners to gain a nationally recognised vocationally specific
qualification to enter employment in business or progress to higher education vocational
qualifications such as a full-time degree in business or a related area.
This qualifications meet the needs of the above rationale by:
 equipping individuals with knowledge, understanding and skills for success in a range of
administrative and management positions in business
 providing specialist routes of study which relate to individual professions within the business
world in which learners are working or intend to seek employment
 enabling progression to an undergraduate degree or further professional qualification in
business or a related area
 supporting individuals employed or entering employment in the business field
 developing the individual’s ability in the business field through effective use and combination of
the knowledge and skills gained in different parts of the programme
 developing a range of skills and techniques, personal qualities and attributes essential for
successful performance in working life and thereby enable learners to make an immediate
contribution to employment
 providing flexibility, knowledge, skills and motivation as a basis for future studies and career
development in business.
Learners studying for the HNC Business and HND in Business (Marketing) will be expected to
develop the following skills during the programme of study:
 cognitive skills of critical thinking, analysis and synthesis
 effective problem solving and decision making using appropriate quantitative and qualitative
skills including identifying, formulating and solving business problems
 effective communication, oral and in writing, using a range of media widely used in business e.g.
the preparation and presentation of business reports
 numeric and quantitative skills including data analysis, interpretation and extrapolation; the use
of models of business problems and phenomena
 effective use of communication and information technology for business applications
 effective self-management in terms of time, planning and behaviour, motivation, self-starting,
individual initiative and enterprise
 developing an appropriate learning style
 self-awareness, openness and sensitivity to diversity in terms of people, cultures, business and
management issues
 effective performance within a team environment including leadership, team-building, influencing
and project-management skills
 interpersonal skills of effective listening, negotiating, persuading and presentation
 ability to conduct research into business and management issues.
16 Programme Outcomes
The programme provides opportunities for students to develop and demonstrate knowledge and
understanding, qualities, skills and other attributes in the following areas. The programme outcomes
have references to the subject benchmarking statement for General Business and Management
2007 (SB)
A. Knowledge and Understanding of:
1. The process and associated issues and concepts (SB3.2, 3.5, 3.7).
2. Finance as it applies to businesses, e.g. sources, types, costing systems and financial reporting
(SB3.7).
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UNIVERSITY OF KENT
3.
4.
5.
6.
7.
8.
Business organisations, their structure and environment including key management theories
and practices, culture, ethics, objectives IT needs and organisational systems (SB2.1, 2.2).
Key business concepts and techniques, such as sustainability, strategic planning, strategy
implementation and management information (SB2.2, 3.1).
Decision making theory applications and techniques, including proposed solutions (SB3.1, 3.6).
ICT applications to make decisions and solve business problems (SB3.7)
The legal system, procedures and key legislation (SB3.5, 3.7)
The role and processes of selling and sales environment (SB3.5, 3.7).
Teaching/learning and assessment methods and strategies used to enable outcomes to be
achieved and demonstrated
Teaching and learning:
A variety of learning and teaching strategies including lecturers; seminars self directed learning and
problem-based learning scenarios tutorials, individual group presentations and projects.
The programme will be fully supported by a range of learner centred activities including regular face
to face contact. The learner will develop understanding of the practice, theories and issues, be able
to reflect on them and apply this knowledge to their further studies.
Assessment:
Determined by formal and informal assessment through a combination of written and oral methods,
including discussions, assignments, presentations and project work.
Skills and Other Attributes
B. Intellectual Skills:
1. Key features of the local, national and European dimensions in which UK businesses operate,
their significance and challenges (SB3.3, 3.4. 3.5).
2. The objectives and purposes of business organisations; organisational structure and culture; the
dynamics of groups and individuals within the organisation (SB3.1).
3. Use of effective techniques and systems applications to store, collect and analyse various forms
of data and present that data in an appropriate form (SB3.9).
4. Key principles and provisions of legislation relating to business organisations and practices
(SB3.9).
5. Key models and techniques used in planning and decision making. Including proposals for
change and updates business objectives (SB3.9).
6. Develop, create and manipulate financial reports and spreadsheets; perform calculations,
interpret, test and document (SB3.9).
7. Propose an appropriate project, research and develop, present and critically evaluate. (SB3.9).
8. The exploration of a range of e business related concerns, perspectives and requirements
(SB3.2).
Teaching/learning and assessment methods and strategies used to enable outcomes to be
achieved and demonstrated
Teaching/learning
A variety of learning and teaching strategies including lecturers; seminars self directed learning and
problem-based learning scenarios tutorials, individual group presentations and projects. The
programme will be fully supported by a range of learner centred activities including regular face to
face contact.
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UNIVERSITY OF KENT
The learner will be able to reflection the knowledge, understanding and intellectual skills acquired
and will be required to carry out analysis, research and formulate arguments relating to Business
Law
Assessment
Determined by formal and informal assessments of progress and achievement will take place
through a combination of written and oral methods, including discussions, assignments,
presentations and project work.
C. Subject-specific Skills:
1. The mix, its components, market segments and plans (SB3.7).
2. Ability to monitor a variety of data (e.g. costs, budgets, market analyses) within an organisation,
apply appropriate techniques and make decisions based on information available (SB3.9).
3. Be able to contribute to the implementation of procedures and policy change in all areas of the
business (SB3.7).
4. Business planning, its roles, objectives, approaches and implementation in business
organisations (SB3.6).
5. Ability to research primary and secondary data relating to a specified area of business (SB3.9).
6. Exploration of business communication systems and the gathering and dissemination of
organisational knowledge (SB3.7).
7. Explore the practical situations which could lead to the discharge of a business contract and
evaluate the relative importance of the remedies available (SB3.6).
8. Skills and techniques relating to business communications including customers, staff,
colleagues and recruitment (SB3.7).
9. Explore the main principles affecting the legal relationship between business organisations and
their consumers (SB3.5).
Teaching/learning and assessment methods and strategies used to enable outcomes to be
achieved and demonstrated
Teaching/learning
A variety of learning and teaching strategies including lecturers; seminars self directed learning and
problem-based learning scenarios tutorials, individual group presentations and projects. The
programme will be fully supported by a range of learner centred activities including regular face to
face contact.
The learner will undertake analysis of case studies and scenarios to develop and expand their
understanding of the work environment and their ability to solve law related and business problems.
Assessment
Determined by formal and informal assessments of progress and achievement will take place
through a combination of written and oral methods, including discussions, assignments,
presentations and project work.
D. Transferable Skills:
1. Managing and developing self - the ability to manage own roles and responsibilities, to manage
own time in achieving objectives, to undertake personal and career development, to transfer
skills gained to new and changing situations and contexts(SB3.9).
2. Working with and relating to others - the ability to treat others' values, beliefs and opinions with
respect, to relate to and interact effectively with individuals and groups, to work effectively as a
team member, to develop negotiating skills(SB3.9).
3. Managing tasks, solving problems and planning- ability to use information sources to deal with
routine or non-routine tasks; to plan appropriately; to identify and solve routine/non-routine
problems (SB3.9).
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UNIVERSITY OF KENT
4.
5.
6.
Communicating - the ability to receive and respond to a variety of information, present
information in a variety of visual forms, to communicate in writing, to participate in oral and nonverbal communication(SB3.9).
Applying technology - the ability to use a range of technological equipment and systems
appropriately (SB3.9).
Applying numeracy - the ability to apply numerical skills and techniques appropriately (SB3.9).
Teaching/learning and assessment methods and strategies used to enable outcomes to be
achieved and demonstrated
Teaching/learning
Transferable skills will be taught as an integral part of all modules. These skills are considered
essential in developing an individual’s personal effectiveness and the necessary academic skills
required to undertake this programme of study.
Additional support will be offered through tutorials and personal development plans for the duration
of study.
Assessment
Assignments will be designed to ensure the acquisition of transferable skills. These are an integral
part of teaching and assessment
For information on which modules provide which skills, see the module mapping
The module mapping is best presented as a table and should be attached to the programme
specification.
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UNIVERSITY OF KENT
17 Programme Structures and Requirements, Levels, Modules, Credits and Awards
This programme is studied over 24 months full-time (240 credits) or 48 months part time (240
credits). The HND Business (Marketing) programme is validated by the University of Kent and
delivered by Canterbury College at the College campus in Canterbury.
The Higher National Certificate in Business is an eight module qualification all modules are
compulsory and mandatory. The HNC must contain a minimum of six modules designated at
Certificate (C ) level. The HNC award is designed as fall back award for students who do not
complete the full HND.
The Higher National Diploma in Business (Marketing) is a sixteen module qualification all modules
are mandatory. The HND must contain a minimum of nine modules designated at intermediate ( I )
level.
Each module is valued at 15 credits at level C or level I, One credit corresponds to approximately
ten hours of 'learning time' (including all classes and all private study and research). Thus obtaining
120 credits in an academic year requires 1,200 hours of overall learning time. For further
information on modules and credits refer to the Credit Framework at
http://www.kent.ac.uk/teaching/qa/credit-framework/creditinfo.html
Each module is designed to be at a specific level. For the descriptors of each of these levels, refer
to Annex 2 of the Credit Framework at http://www.kent.ac.uk/teaching/qa/creditframework/creditinfoannex2.html.
Compulsory modules are core to the programme and must be taken by all students studying the
programme.
Failing performance may not be condoned or compensated. Students may not submit
concessionary applications or appeal on the grounds of mitigating circumstances or the failure of
examiners to consider concessionary evidence, except where the appeal is made on documented
concessionary grounds against the decision of examiners to reject or fail work for reason of
lateness. For further information refer to Annex 12 of the Credit Framework at
http://www.kent.ac.uk/teaching/qa/credit-framework/creditinfoannex12.html
Higher National Certificate Business
(Must contain a minimum of six modules designated at certificate ( C ) level.)
Code
Title
Level
Credits
Term(s)
Compulsory Modules
KBC303
Business Environment
C
15
1&2
KBC528
Enterprise
I
15
1&2
KBC302
Organisations and Behaviour
C
15
1&2
KBC300
Marketing
C
15
1&2
KBC301
C
15
1&2
KBC311
Managing Financial Resources and
Decisions
Organisational Information Systems
C
15
1&2
KBC304
Common Law I
C
15
1&2
KBC518
International Business
I
15
1&2
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Undergraduate programme specification
UNIVERSITY OF KENT
Higher National Diploma Business (Marketing)
(Must contain a minimum of nine modules designated at intermediate ( I ) level.)
Code
Title
Level
Credits
Term(s)
Year 1 (Stage 1)
Compulsory Modules
KBC303
Business Environment
C
15
1&2
KBC528
Enterprise
I
15
1&2
KBC302
Organisations and Behaviour
C
15
1&2
KBC300
Marketing
C
15
1&2
KBC301
C
15
1&2
KBC311
Managing Financial Resources and
Decisions
Organisational Information Systems
C
15
1&2
KBC304
Common Law I
C
15
1&2
KBC518
International Business
I
15
1&2
Year 2 (Stage 2)
Compulsory Modules
KBC501
Business Strategy
I
15
1&2
KBC502
Research Project
I
15
1&2
KBC500
Business Decision Making
I
15
1&2
KBC529
Business Skills for E-Commerce
I
15
1&2
KBC306
Marketing Intelligence
C
15
1&2
KBC503
Advertising and Promotion
I
15
1&2
KBC508
Sales Planning and Operations
I
15
1&2
KBC504
Market Planning
I
15
1&2
18 Work-Based Learning
Disability Statement: Where disabled students are due to undertake a work placement as part of
this programme of study, a representative of the University will meet with the work placement
provider in advance to ensure the provision of anticipatory and reasonable adjustments in line with
legal requirements.
Where relevant to the programme of study, provide details of any work-based learning element,
inclusive of employer details, delivery, assessment and support for students:
There is no work based element/requirement for this programme.
19 Support for Students and their Learning
Canterbury College:
 Induction week
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UNIVERSITY OF KENT
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Student Handbook
Student Union
Tutorial System/Personal Tutor, including a minimum of two individual sessions a semester and
open access to Personal Tutor
 Learning Resources Centre, main college site
 HE facilities, including computer access and HE library
 Essential Skills Centre and study skills support
 Dyslexia Support and Disability Support
 Supported Learning Unit
 Student Information Centre for welfare matters
Where students are enrolled as University of Kent students they also have access to the following
support services:
 Library services, see http://www.kent.ac.uk/library/
 Disability and Dyslexia Support Service (DDSS), see www.kent.ac.uk/ddss/
 Student Learning Advisory Service, see http://www.kent.ac.uk/uelt/about/slas.html
 Kent Union, see www.kentunion.co.uk/
 Careers and Employability Services, see www.kent.ac.uk/ces/
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Counselling Service www.kent.ac.uk/counselling/
Information Services (computing and library services), see www.kent.ac.uk/is/
20 Entry Profile
The minimum age to study a degree programme at the university is normally at least 17 years old
by 20 September in the year the course begins. There is no upper age limit.
20.1 Entry Route
For fuller information, please refer to the University prospectus
Applicants must have at least one of the following: 1A level / Advanced GCE or a BTEC National
Diploma or equivalent.
Applications are also welcomed from students with access qualifications and mature students
without formal academic qualifications but relevant work experience.
20.2 What does this programme have to offer?

An excellent standard of education that will enable the learner to progress in employment or
continue in their studies

Guest speakers as appropriate, providing current relevant knowledge and insight into the
business sector
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Progression to appropriate honours degree programmes, such as BA (Hons) Business Studies
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Learners encouraged from a wide range of educational backgrounds
Widening participation to allow learners who have previously been forced to study away from
home to study locally and continue in their employment
Provides the learner with knowledge and reflective understanding of the key areas of the retail
sector
20.3 Personal Profile
The learner:
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Undergraduate programme specification
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Will be intending to pursue employment in and/or develop a career in Business.
Should possess good oral and written communication skills and the ability to work with others
Will have a willingness to build knowledge and skills across all aspects of Marketing
Should have suitable levels of numeracy and IT skills and/or a willingness to develop them
Should have the commitment to develop the skills required to analyse and resolve issues and
problems within the business environment
21 Methods for Evaluating and Enhancing the Quality and Standards of Teaching and
Learning
21.1 Mechanisms for review and evaluation of teaching, learning, assessment, the
curriculum and outcome standards
Canterbury College:
 Module Evaluation Questionnaires
 Pre-course, on-course and post-course learner questionnaires
 Annual Course Reviews
 Annual Monitoring Reports
 2008 Triennial Review
 Staff Development Programme
 Annual Staff Appraisal
 Personal Tutorial System
 Continuous monitoring of learner progress and attendance with action planning
 Staff/learner Meetings
 Course Representative Meetings
 Quality Assurance Systems
University of Kent:
 External Examiners system, see http://www.kent.ac.uk/teaching/qa/codes/taught/annexk.html
 Periodic programme review, http://www.kent.ac.uk/teaching/qa/codes/taught/annexf.html
 Quality Assurance Framework, http://www.kent.ac.uk/teaching/qa/codes/index.html
21.2 Committees with responsibility for monitoring and evaluating quality and standards
Canterbury College:
 Quality Review Process
 Quality Committee
 Departmental Staff Meetings
 Internal Verification of samples of assessed work
University of Kent
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School Learning and Teaching Committee
Faculty Learning and Teaching Committee
Faculty Board
Learning and Teaching Board
Board of Examiners
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21.3 Mechanisms for gaining student feedback on the quality of teaching and their learning
experience
 Staff/student meetings
 Student Representatives on other committees
 Student Module Evaluation Questionnaires
 Programme evaluations
 Personal Tutor System
 Discussions and meetings with tutors
 Student module evaluations
 Staff/Student Liaison Committee
 Student rep system (School, Faculty and Institutional level)
Annual NSS
21.4 Staff Development priorities include:
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Certificate of Education, PGCHE or PGCE
First degree
ICT training (to include VLE)
Staff development courses
Professional updating
Staff Appraisal Scheme
Peer observation of teaching
Conferences
Mentoring of new members of staff
Health and Safety training
Dissemination of good practice on teaching and assessment methods
Professional experience in the industry
Academic Practice Provision (PGCHE, ATAP and other development opportunities)
22 Indicators of Quality and Standards
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Investors in People quality kitemark
Triennial Review System
External Examiners’ Reports
Retention and achievement rates
Canterbury College Annual Programme Course Reviews & grading
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QAA RCHE processes
22.1 The following reference points were used in creating these specifications:
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QAA UK Quality Code for Higher Education
QAA Benchmarking Statement for Social Policy and Administration
University of Kent Plan and Learning and Teaching Strategy
University of Kent QA&V Department
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Sales, Planning and
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Business Strategy
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International Business
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Programme Learning outcomes
Knowledge and Understanding:
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Common Law I
Organisational
Information Systems
Managing Fin. Res.
and Decisions
Business Decision
Making
Business Environment
Organisations and
Behaviour
Programme Title: HND Business (Marketing)
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