BA(Hons)

BA(Hons) With exit points at: Certificate of Higher Education Diploma of Higher Education

Human Resource Management and Public Relations

Programme Specification

2008/2009

Lincoln Business School University of Lincoln Brayford Pool Lincoln LN6 7TS

University of Lincoln Lincoln Business School

Marketing Summary

The BA (Hons) Human Resource Management and Public Relations is designed to provide a unique vocational experience for those whose main career aspiration is to enter Human Resource Management or Public Relations. This is a three or four year degree programme which provides the opportunity for under-graduates to gain a range of contemporary business skills and knowledge which can be employed within a variety of business contexts. The programme addresses the needs of those seeking employment in both small and medium sized organisations as well as those wishing to work for multinational businesses.

As Human Resource Management and Public Relations is a very varied programme so too are our students. Our students have a wide range of interests, experiences and educational history. We have students with strong Arts, Humanities and Social Science profiles studying alongside students with particular Scientific, Business and Technical interests.

The BA (Hons) Human Resource Management and Public Relations is distinctive in that it aims to develop graduates who are, first and foremost, critical thinkers with a well grounded understanding of management theory and practice. The concept of Continuing Personal Development is introduced early in their studies and underlines the Business School’s commitment to providing our graduates with the necessary skills and capabilities for the contemporary workplace.

The learning environment is lively and stimulating and will challenge and develop thinking. The majority of tutors are ex-practioners and actively engage with their professional bodies in order to keep up to date. Our approach to Human Resource Management and Public Relations covers the technical and reflective skills necessary to operate within a changing business environment. In this way the programme aims to ensure that students will be more employable and have a deeper comprehension of the changing and dynamic nature of the realities of the work place. Studies will be organised around the core subject areas of Human Resource Management, organisational behaviour, learning and development, contemporary issues for Human Resource Management, Public Relations, buyer behaviour, strategic corporate Public Relations, crisis management counselling. As the students progress through the years they will be asked to link these subjects in an integrated and systematic way. Human Resource Management and Public relations provides the basis for a variety of jobs but our graduates do mainly pursue careers in Human Resource Management or Public Relations though some do opt for more generalist management roles. Our graduates find their skills required in the public sector with Local Government, NHS and Police services or within the private sector, including retail.

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Contents

1. Basic programme data

2. Programme aims and objectives

2.1 Educational aims of the programme

2.2 QAA subject benchmarks

2.3 Internal contexts

2.4 External contexts

3. Programme outcomes

3.1 Knowledge and understanding

3.2 Subject specific skills and attributes

3.3 Transferable skills and attributes

4. Learning, teaching and assessment strategies

4.1 Learning and teaching strategy

4.2 Assessment strategy

5. Programme structure

6. Regulatory framework

Appendix I – Curriculum map

Appendix II – Assessment map

Appendix III – Benchmarking analysis

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Section 1: Basic Programme Data

This document describes one of the University of Lincoln’s programmes using the protocols required by the UK National Qualifications Framework as defined in the publication QAA guidelines for preparing programme specifications

Final award(s) BA (Hons) Human Resource Management and Public Relations

Programme BA (Hons) Human Resource Management and Public Relations

Other exit awards BA

Certificate of Higher Education

Diploma of Higher Education

Other awards using modules from this programme

Multiple awards in Lincoln Business School

Mode of delivery Full time

Part time

UCAS code (Full-time variant)

(Part-time variant)

Awarding body University of Lincoln

Teaching institution University of Lincoln

Owning department Lincoln Business School

Programme leader Mo Grimble

Relevant QAA Subject Benchmark Statements

None applicable

Professional, Statutory or Regulatory Body accreditation

Programme start date September 2008

Introduction of the programme to be phased?

Yes

The programme will have a phased introduction with Certificate Level (Level one) commencing in 2008/09. Intermediate Level (Level two) will be introduced in September 2009/2010 and Honours Level (Level three) in 2010/2011

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Document publication date

Date of confirmation of approval by Faculty

Revision 1 Date of confirmation of approval of revision by Faculty

Change affects another programme? Please specify





Subsequent minor modifications to modules within this programme

Module(s) Date Brief description of change including any affect on other programmes

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Section 2: Programme Aims and Objectives

2.1 Educational aims of the programme The BA (Hons) Human Resource Management and Public Relations aims to provide students with an innovative, well-focused, and vocationally relevant programme of study that combines core studies in Human Resource Management and Public Relations two of the key business subjects.

As such the programme provides: • an opportunity to study the theoretical bases of Human Resource Management

and Public Relations; • a framework to facilitate the acquisition of knowledge, analytical skills and

experience which will enhance their ability to contribute to organisational effectiveness as graduates;

• the opportunity to engage in reflective debate and practice • the facility to develop the students’ intellectual abilities

Human Resource Management seeks to develop students’ professional competence and enable them to enter the career market with specific knowledge, skills and abilities relating to their chosen speciality that will give them advantage over those graduates who have studied a more generalist degree. The subject of Public Relations offers the opportunity to assimilate key Public Relations skills and apply them through a variety of live business environments. Public Relations and Human Resource management are important employment areas for UK graduates and as an educational programme the BA (Hons) Human Resource Management and Public Relations embraces the development of both technical skills and the social science theories and traditions.

2.2 QAA Subject Benchmark Statement(s)

There are no subject benchmarks which relate specifically to Human Resource Management or Public Relations, but the programme has been informed by the principles which underlie the General Business and Management benchmark standards.

2.3 Internal contexts The Faculty of Business and Law is committed to securing a high quality, clearly defined and orderly portfolio of undergraduate programmes. Resources can be more effectively deployed to a smaller, but academically stronger, range of activities, whilst maintaining a coherent student experience. In line with the continuing development of the University, the Faculty is focusing particular attention on research informed teaching and, in this context; the B.A. (Hons) Human Resource Management and Public Relations is a sound example with the many of the teaching team being actively involved in researching into their subject at the same time as being informed by their own professional engagement with their discipline.. Crucially, this research and ‘professional engagement’ directly informs the design and delivery of the programme.

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The Faculty is actively pursuing an enterprising undergraduate provision that offers students the opportunity to develop and hone relevant and desirable graduate employability skills. In this context, the BA (Hons) Human Resource Management and Public Relations focuses attention on skill identification, assessment and acquisition at every level of study. The reflective practice that supports continuous professional development of managers, (articulated by the CIPD as ‘The Thinking Performer’) is given due prominence in the programme. The relevant Human Resource Management, and Public Relations professional standards inform the programme. The programme has been written in response to a number of changes to the internal context within which the programme will be delivered, i.e.

• the decision of the University’s Academic Board to retain the current 120 CATS points per level of study for undergraduate degrees, but to change the size of the modules that constitute a degree from 12/24 CATS points to 15/30 CATS points. The result of this change is that full-time students will usually study four modules in any one semester. The complete programme will consist of 360 CATS points involving a minimum of three years of full-time study

• the expectation that the new structure will enable a greater focus and depth of study

• the wish to link teaching more closely with the Business School’s increased emphasis on research

• the strategy of the Business School to place greater emphasis on enterprise and work experience

2.4 External contexts The Lincoln Business School has adopted the strategy of being a provider of a high quality student experience, based in a Cathedral city environment, which is currently unique in the competitor set. This places quality of teaching and learning and the student experience at the heart of the mission.

The BA (Hons) in Human Resource Management and Public Relations has strong links with professional bodies. These links are forged through local professional contacts and branch networks. These provide the programme with numerous opportunities to enage with and employ external professional speakers. This ensures that the content reflects current thinking and best practice whilst introducing leading edge research in the fields of Human Reouce Management and Public Relations.

Graduates with the degree of BA (Hons) Human Resource Management and Public Relations are, subject to achieving the required grades (see section 6.2 below), eligible for limited exemptions from some professional examinations from the Chartered Institute of Public Relations. Human Resource Management undergraduate programmes no longer provide advanced standing to those continuing with the CIPD professional qualification schemes as these are set at postgraduate level. The joint HRM programmes do reflect some of the major elements of the CIPD professional standards and those who complete these programmes are well placed to specialise in the study of HRM at masters level.

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Section 3: Programme Outcomes

Programme-level learning outcomes are identified below.

Refer to Appendix I - Curriculum Map for details of how outcomes are deployed across the programme.

3.1 Knowledge and understanding On successful completion of the BA (Hons) Human Resource Management and Public Relations a student will be able to: A1 evaluate the purpose and direction of Human Resource Management; A2 Analyse and critically evaluate different approaches to HR practice A3 Demonstrate an informed understanding of the various environments within which Public

relations specialists work; A4 Analyse, construct and critically evaluate a variety of internal and published Public

relations communications; A5 Critically evaluate the congruence of models of public relations and their ethical

accountabilies in a range of challenging contexts; A6 Demonstrate an understanding of the principal concepts, frameworks and techniques of

developing Public relations strategy; A7 Appraise the relevance of a range of analytical frameworks, including different

approaches to HR and PR practice, models and techniques and their management within organisations;

A8 Continue to update professional knowledge through CPD activities in line with professional body expectations.

3.2 Subject specific skills and attributes On successful completion of BA (Hons) Human Resource Management and Public Relations a student will be able to:

B1 Apply best practice in the recruitment, selection, performance management and

development of people within organisations; B2 Use their knowledge of the legal framework, legislation and case situations to identify

the future implications of HR policies and practices; B3 Demonstrate familiarity, facility and a high degree of competence in the preparation of a

variety of strategic public relations platforms; B4 Exhibit an informed understanding of factors which effect choices and intentions B5 Critically analyse the relevance of public relations techniques in decision-making, using

procedures that are focused on both the internal and external environment; B6 Recognise the impact of the dynamics of relationships in the workplace; B7 Demonstrate an awareness of business thinking in the context of HR practice.

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3.3 Transferable skills and attributes On successful completion of BA (Hons) Human Resource Management and Public Relations a student will be able to: C1 Reflect on their own learning and management styles and understand the importance of

setting and pursuing personal learning and development goals; C2 Deploy skills of critical thinking, analysis and synthesis to recognise assumptions, false

logic and implicit reasoning; C3 contribute to a range of decision making and leadership skills according to need; C4 utilise a variety of diagnostic and problem solving techniques to generate innovation and

creative thinking; C5 apply a range of communication and interpersonal skills to diverse situations; C6 Present, defend and evaluate their own work and that of others in a reflective manner with

reference to academic theories, ethical and regulatory issues and practical experience; C7 Synthesise ideas from a range of contexts and present this information in a clear and

coherent way, including the acknowledgement and referencing of sources

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Section 4: Learning, Teaching and Assessment Strategies

4.1 Learning and Teaching strategy It is our belief that education goes beyond training. Consequently, our students are encouraged to develop independence in their thinking and managing their own time within a framework of direction and support offered by teaching staff. We place considerable emphasis on using the student group as a resource for learning; encouraging the formation of formal and informal learning sets both within and across modules of study. Student participation is encouraged from the start and set as the norm for the rest of the course. In this context, as part of their management development, students are expected to prepare prescribed material for seminars as well as generally keep abreast of current developments in their discipline.

The Human Resource Management and Public Relations subject teams have a long standing tradition with more than 20 years experience, for developing and running courses and programmes that are predicated on the notion that Human Resource Management and Public Relations are practical, action-oriented phenomena. In the most recent NSS, we were rated 7th highest of all UK Universities for the study of Management, which includes Human Resource Management.

The teaching and learning strategy adopted within the BA (Hons) Human Resource Management and Public Relations derives from the viewpoint that learning rather than teaching is the central orientation. The course team has therefore developed a commitment to developing learning and teaching strategies which are student centred. This stance is developed more formally through the departmental learning and teaching strategy. What this approach means in practice varies considerably between subject areas and tutors preferences as well as students own preferred ways of working but consideration in the design and delivery of modules is given to the following areas: - The programme, stage and module aims, objectives and outcomes; - The appropriateness of the learning vehicle for specific learning outcomes; - The preferred ways of working for tutors, and the student groups; - The variety of delivery/learning styles and methods within each stage to enhance the learning. Having said this, there is an underlying belief that learning is something which students acquire for themselves and not something which can be given. To this end, the learning and teaching strategies are designed to focus on the learner through participative, experiential and interactive approaches. Thus the learning strategy equips the students with the frameworks and support to enable them to learn most effectively. These strategies place considerable expectations upon students in terms of their own energy, commitment and maturity. Experience indicates that the rewards from this approach can be profound for the learner. Overall, our approach is best articulated as one that is framed by mutual respect and a developmental ethos. Many institutions are currently building educational models of students as customers of the education system. In our management development education we would push this approach one stage further, and suggest that over the three years of study, we work to build a collaborative partnership with our students – a relationship where we know them, they know us and we work to escape the traditional student/teacher

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relationship and move toward a professional mentoring and development model appropriate to managerial careers, continuous professional development and life long learning.

4.2 Assessment strategy Within the BA (Hons) Human Resource Management and Public Relations assessments are designed to address the intended learning outcomes of individual modules, and reflect progression through the various levels of the programmes. A range of assessment methods are used to give students a variety of opportunities to demonstrate their abilities. Assessments become increasingly demanding in their content and complexity as the programmes progress. Assignments are used to allow students to manage their own time, develop their research and analytical skills, and explore subjects in greater depth. They take a range of forms including essays, reports, and oral presentations prepared individually and in groups. All modules include the opportunity for formative feedback to aid learning and prepare students for submission of summative assessments. Throughout the overall programme assessment methods are designed to enable students to develop their potential, and encourage a close relationship between the learning experience and individual assessment. The overall aim of the assessment strategy is to allow the students to demonstrate:

An understanding of the course material

An ability to critically evaluate relevant processes, theories and philosophies

The skills of critique, logical thought, creative imagination and independent judgement that are commensurate with undergraduate study.

An ability to understand, apply and evaluate the relevance of various perspectives, methodologies and practices associated with the investigation of human resources issues and problems

An ability to reflect upon their own understanding and personal development throughout the programme

The achievement of specified module learning outcomes.

The assessment regime has been adopted to reflect the demands on students and those of the module learning outcomes. At all levels, there is a mixture of examinations, tests and assignments, and portfolios of skill and personal development. We believe that a varied approach to assessment is developmental and provides useful preparation for professional life. To this end the programme offers a variety of assessment patterns, which are commensurate with learning outcomes of particular modules and the overall programme learning outcomes. The University encourages innovative approaches to assessment and a combination of individualised and group centred assessments. In general assessment strategies are consistent with moving away from a teacher centred approach. As teaching moves more towards learner centred and participative approaches it is felt that assessment strategies should do the same. Throughout the overall programme assessment methods are designed to promote significant learning, to focus strongly on transferable skills as well as knowledge and

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to permit a close relationship with practice in the disciplines of Human Resource Management, and Public Relations.

Appendix II - Assessment Map gives a top-level indication of the scheduling and distribution of assessment modes within the programme. Details of module assessment strategy are included with each module specification.

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Section 5: Programme Structure

The BA (Hons) Human Resource Management and Public Relations adopts the University’s standard model for a 360 credit points, 3 year undergraduate programme. Each level must consist of 120 credit points.

Table 1 Programme structure

Business Planning and Forecasting

Contemporary Analysis of the Firm

Organisational Behaviour 1: Evolving perspectives on management

Introduction to Human Resource Management

Level C Cert. HE

Introduction to Public Relations

Principles of Marketing

Organisational Behaviour 2: Management in context

Financial Communications

Managing Public Relations

Level I Dip HE

Services Marketing

PR for Marketing Support

People Management and Development

The Contemporary Employment Relationship

Level H

Strategic Corporate Public Relations

Values, Issues and Crisis Management Counselling

Learning and Development

Contemporary Issues in HR

Table 1 Programme structure illustrates the module composition of the BA (Hons) Human Resource Management and Public Relations.

For details of each module contributing to the programme, please consult the individual module specifications.

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University of Lincoln

Lincoln Business Scho

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Section 6: Regulatory Framework

The BA (Hons) Human Resource Management and Public Relations is operated under the policy and regulatory frameworks of the University of Lincoln. The latest versions of all regulations and policies can be found on the Secretariat area of the Portal. 6.1 Admissions

University Regulations (University of Lincoln, current edition) Admissions Policy (University of Lincoln, current edition) Accreditation of Prior Learning Policy (University of Lincoln, current edition)

6.2 Assessment

Undergraduate Progression Regulations (University of Lincoln, current edition)

6.3 Progression

Undergraduate Progression Regulations (University of Lincoln, current edition) 6.4 Placement

Placement Policy (University of Lincoln, current edition) 6.5 Study abroad

International Cooperation Policy (University of Lincoln, current edition) 6.6 Student support and guidance

Student Support and Tutoring Policy (University of Lincoln, current edition) 6.7 Off-campus delivery

Academic Partnerships Policy (University of Lincoln, current edition)

6.8 Ethical Issues

Ethical Guidelines (University of Lincoln, current edition)

6.9 Equal Opportunities Equality and Diversity Policy (University of Lincoln, current edition)

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Appendix I - Curriculum Map This table indicates which modules assume responsibility for delivering (shaded) and assessing ( ) particular programme learning outcomes.

Level Module

A1

A2

A3

A4

A5

A6

A7

A8

B1

B2

B3

B4

B5

B6

B7

C1

C2

C3

C4

C5

C6

C7

Business Planning and Forecasting Contemporary Analysis of the Firm

Organisational Behaviour 1: Evolving Perspectives on Management

Introduction to HRM

Introduction to Public Relations

Principles of Marketing

Organisational Behaviour 2: Management in Context

1

Financial Communications

Level Module

A1

A2

A3

A4

A5

A6

A7

A8

B1

B2

B3

B4

B5

B6

B7

C1

C2

C3

C4

C5

C6

C7

Managing PR

PR for Marketing Support

Services Marketing People Management and Development

2

The Contemporary Employment Relationship

Level Module

A1

A2

A3

A4

A5

A6

A7

A8

B1

B2

B3

B4

B5

B6

B7

C1

C2

C3

C4

C5

C6

C7

3 Strategic Corporate PR


Values, Issues and Crisis Management Counselling

Learning and Development

Contemporary Issues in HR


Appendix II - Assessment Map

This table indicates the modality of module assessment within BA (Hons) Human Resource Management and Public Relations Percentages indicate assessment weighting. Shading indicates examination (as opposed to in-course assessment). Where assessment is group based, the entry is decorated with the letter 'G'. Those in italics are where the assessment may be spread across a number of weeks, such as presentations.

Week Level Semester Module 1 2 3 4 5 6 7 8 9 10 11 12 13 14

A Business Planning and Forecasting 33% 34% 33% A Contemporary Analysis of the Firm Tes

25% t s Te

(25% t Essay (50%)

A Organisational Behaviour 1: Evolving Perspectives on Management

W 75%

RL 25%

A Introduction to HRM GP 50%

GW 50

A Introduction to Public Relations 20% 80%

B Principles of Marketing 50% G 50%

B Organisational Behaviour 2: Management in Context

G Management Process Report (30%)

Individual written assignment (70%)

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B Financial Communications G (100%)


Appendix II - Assessment Map Continued 1 2 3 4 5 6 7 8 9 10 11 12 13 14

A Managing PR 70 %30%

A PR for Marketing Support 50 %

A People Management and Development I 50% W

A The Contemporary Employment Relationship G FormativeInquiry led seminar

Presentati Inquiry Update – G and Individual (30%)

on

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B Services Marketing 25 % 75 %

B PR for Marketing Support 50 %

B People Management and Development G P 25%

G 25%

W

B The Contemporary Employment Relationship G. Formative; Storyboard

G Inquiry Exhibition and ‘crit’ (70%)


Appendix II - Assessment Map Continued Week Level Semester Module 1 2 3 4 5 6 7 8 9 10 11 12 13 14

A Strategic Corporate PR 35 %

A Values, Issues and Crisis Management Counselling

50 %

A Learning and Development I Ws 25%

I 25%

Rj

A Contemporary Issues in Human Resource Management

IP 50%

B Strategic Corporate PR 65% B Values, Issues and Crisis Management

Counselling 50%

B Learning and Development I E 50%

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B Contemporary Issues in Human Resource Management

I 30%

W 20 %

BA(Hons)

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