Programme specification 2 - Bangor University

THE PROGRAMME SPECIFICATION
1. Awarding Institution/Body Bangor University
2. Teaching Institution Bangor University
3. Programme accredited by N/A
4. Final Award Bachelor of Arts
5. Name of route, pathway or field Marketing
6. UCAS code N500
7. QAA Benchmarking Group Business and Management (general)
8. Date of PS production August 2009
9. Main educational aims of the scheme or field
The educational aims and programme outcomes follow the recommendations contained in the
QAA Honours degree benchmark statement for the Business and Management (general)
subject group. The main educational aims of the programme are:
1. The development of specialised knowledge and skills across a broad range of marketing
applications, including brand management and loyalty, customer service, public relations,
market research, consumer behaviour, marketing psychology and advertising strategy.
2. The study of organisations, their management and the changing external environment in
which they operate. The programme of study covers a wide range of organisations, including
public, private and not-for-profit, together with a comprehensive range of sizes and
organisational structures.
3. The development of theoretical knowledge and practical skills in other specialist functional
areas of business and managerial decision making, including business planning, corporate
strategy, human resource management, organisational structure and design, and financial and
risk management.
4. The development of improved self-awareness and personal development appropriate to
graduates with the potential to progress into professional careers in business, management or
marketing. This includes the encouragement of positive and critical attitudes towards change
and enterprise.
5. Enhancement of lifelong learning skills and personal development to contribute to society
at large. This includes the development and enhancement of a range of general transferable
intellectual and study skills, which whilst being highly appropriate to careers in business,
management and marketing, are not exclusive to these career choices.
10. Intended programme outcomes
The route/pathway/field provides opportunities for students to achieve and demonstrate the
following learning outcomes.
1. Knowledge and understanding
Graduates will be able to demonstrate specialised knowledge and skills across a range of
marketing applications, including the strategic and operational aspects of marketing, and the

study of the external marketing environment. Graduates will also develop a broad knowledge
of business and management subjects.
1.1. The study of the strategic and operational aspects of marketing encompasses the internal
aspects of marketing, including: the formulation of marketing strategies; the management of
the marketing function and its positioning relative to other key business functions; advertising
and branding; customer relations management; applications of Communications and
Information Technology; and e-marketing.
1.2. The study of the external marketing environment encompasses consumer behaviour and
marketing psychology, marketing communication, public relations and market research.
1.3. The study of the broader range of business and management subjects provides an
understanding of organisations, the external environment in which they operate, and how they
are managed.
2. Cognitive (thinking) skills
Graduates will develop a range of cognitive and intellectual skills:
2.1. Cognitive skills of critical thinking, analysis and synthesis. This includes the capability
to identify assumptions, evaluate statements, to detect false logic and reasoning, to identify
implicit values, to define terms adequately and generalise appropriately.
2.2. Effective problem solving and decision making using appropriate qualitative and
quantitative skills, including identifying, formulating and solving business problems. The
ability to create, evaluate and assess a range of options, and apply ideas and knowledge to a
range of situations.
2.3. Numeracy and quantitative skills, including data analysis, interpretation and
extrapolation, and a critical awareness of the uses and limitations of models of business
problems and phenomena.
3. Key skills
Graduates will develop a range of key skills:
3.1. Effective oral and written communication, across a range of media widely used in
business.
3.2. Effective use of Communication and Information Technology (CIT) for accounting and
finance and general business applications.
3.3. Effective self-management in terms of time, planning and behaviour, motivation, selfstarting,
individual initiative and enterprise.
3.4. Learning to learn and developing an appetite for learning; reflective, adaptive and
collaborative learning.

3.5. Self-awareness, openness and sensitivity to diversity in terms of peoples, cultures and
organisations.
3.6. Effective team working and interpersonal skills: leadership, team-building, influencing,
project management skills, listening, negotiating, persuasion and presentation.
3.7. Research skills: familiarity with data, sources of information and research
methodologies.
4. Subject specific skills
Within the framework of the three main areas identified in part 1 (above), graduates
will be able to demonstrate subject-specific knowledge and understanding in the
following areas:
4.1. Marketing strategy and management.
4.2. Advertising strategy.
4.3. Consumer behaviour and marketing psychology.
4.4. Information Systems, Communication and Information Technology and emarketing.
4.5. Organisations, the environment in which they operate, and their management.
4.6. Contemporary and pervasive issues.
Teaching and learning strategies and methods
Students will be given the opportunities shown below to acquire knowledge and
understanding, cognitive, key and subject-specific skills.
Programme outcomes
1.1 1.2 1.3 2.1 2.2 2.3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4.1 4.2 4.3 4.4 4.5 4.6
Lectures x x x x x x x x x x x x x x
Seminars x x x x x x x x x x x x x x
Individual
study
x x x x x x x x x x x x x x x x x
Group work x x x x x x x x x x x x x x x x x x x
Visiting
speakers
x x x x x x x x x x x x x
Assessment
The main methods for assessing whether learning outcomes have been achieved are shown
below.
Programme outcomes
1.1 1.2 1.3 2.1 2.2 2.3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4.1 4.2 4.3 4.4 4.5 4.6
Examinations x x x x x x x x x x x x x x x
Class tests x x x x x x x x x x x x x x x x
Essays x x x x x x x x x x x x x x x

Group
assignments
x x x x x x x x x x x x x x x x x x x
Presentations x x x x x x x x x x x x x x x x x x x
11. Route/pathway/field requirements, levels, modules, credits and awards
The programme is offered in full-time and part-time mode.

BA MARKETING
Year 1 Semester Credits
ASB-1103 * Introduction to Business and Management 1 10
ASB-1200 Learning Skills 1 10
ASB-1110 Financial and Management Accounting 1+2 20
ASB-1112 * Introduction to Economics 1+2 20
ASB-1101 Quantitative Methods 1+2 20
ASB-1104 * Introduction to Marketing 2 10
ASB-1202 Introduction to Banking and Finance 2 10
ASB-1208
+ Options (20 credits)
Chinese Business and Language
or
1+2 20
SXL-1114
Year 2
Law for Non-Lawyers
or
Any Year 1 module throughout the university onto which
the school concerned will accept you
1+2 20
ASB-2103 * Principles of Marketing 1 10
ASB-2104 * Principles of Organisation and Management 1 10
ASB-2108 Quantitative Methods 1 1 10
ASB-2113 Marketing Communication 1 10
ASB-2411 Research Methods 1 10
ASB-2107 Consumer Behaviour 2 10
ASB-2109 Marketing Research 2 10
ASB-2112 Business Information Systems 2 10
ASB-2410 *
SXL-2121
SXL-2114
+ Options (40 credits)
Any BBS Year 2 modules (subject to pre-requisites)
except ASB-2110
including
Dissertation Proposal (pre-requisite for Dissertation in Year
3) or
Company Law (if you have already taken SXL-1114) or
Law for Non-Lawyers (if you have not already taken SXL-
1114)
or
ELCOS modules (international students only)
2
1+2
1+2
Year 3
ASB-3101 * Human Resource Management 1 10
ASB-3102 International Business 1 10
ASB-3103 Marketing Strategy and Management 1 10
ASB-3112 Advertising Strategy 1 10
ASB-3114 e-Marketing 1 10
ASB-3107 Marketing of Services 2 10
ASB-3108 Group Marketing Project 2 10
ASB-3109 * Strategic Management 2 10
ASB-3113 Marketing Psychology 2 10
ASB-3412 *
+ Options (30 credits)
Any BBS Year 3 modules (subject to pre-requisites)
except ASB-3111, ASB-3303
including
Dissertation
*
Welsh language version available.
1+2
10
20
20
20 max
20

Award requirements
For the Honours degree in Marketing:
� Achieve a total of 360 credits.
� Satisfy University progression rules at levels 1 and 2.
For the Diploma in Higher Education (Dip HE):
� Achieve a total of 240 credits.
� Satisfy University progression rules at level 1.
For the Certificate in Higher Education (Cert HE):
� Achieve a total of 120 credits.
12. Criteria for admission
A-level 240-280 points, plus GCSE Mathematics at Grade C (or equivalent)
Alternatives to A-level include:
BTEC HND with 3 merits and 2 distinctions
GNVQ (Advanced) overall Merit award
Scottish Highers BBBC
Irish Highers: 5 Highers including English (380 points)
International Baccalaureate with 28 points
Equivalent overseas qualifications
International students whose first language is other than English must also satisfy:
IELTS 6.0 or TOEFL equivalent
Notes:
Mature students are considered on individual merit
Applicants with relevant prior qualifications may be eligible for direct entry to Year 2
13. Student employability and careers
Graduates from this programme are expected to obtain employment in a variety of careers in
consumer, business-to-business and non-profit marketing. As data handling, marketing
communications and marketing management activities expand, marketing graduates are
expected to remain in high demand from employers. Some graduates from this programme are
expected to pursue careers in other business and management-related functions.