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1 V 13 Faculty of Business, Environment & Society Organisations Relationships and Behaviour Department Programme Specification for MA Digital Marketing FINAL Academic Year 2015/

2 Contents Introduction Part 1: Programme Specification 1-10 Basic Programme information 5 11 Educational Aims of the Programme 6 12 Intended Learning Outcomes 6 13 Programme Structure and Requirements 9 14 Support for Students and their Learning Criteria for Admission Methods for Evaluation and Enhancing the Quality and Standards of Teaching and learning Regulation of Assessment Indicators of Quality and Standards Additional Information List of mandatory and core option modules Curriculum Map Capabilities (Skills) Map 18 Part 2: Supporting information Relationship to the national Qualifications Framework, Subject Benchmarks and Professional/Statutory Body requirements. Teaching and Learning Strategy 23 Assessment Strategy 25 Programme/Course management 27 Entry Requirements and Selection Procedures 28 Compliance with the University s Academic Regulations and Current Legislation 28 Principles for Responsible Management Education (PRME) 29 Page 21 V 13 2

3 Introduction V 13 The Faculty of Business, Environment and Society Post Graduate MA in Digital Marketing course is intended to offer students a range of post graduate opportunities based around a core of modules fundamental to understanding the application of digital marketing concepts and theories in a variety of business contexts at an advanced level. Pathway specific modules then allow students to develop more specialist knowledge, understanding and skills whilst following a route to named a qualification focusing on digital marketing. The modules are designed to give students a range of cognitive, practical and transferrable skills appropriate to the management roles completing students are likely to fulfil. The business plan for the proposed course has provided the course team with the opportunity to appraise the content and delivery of this marketing course (the business plan is provided alongside this document). The business plan covered a range of fundamental areas to help position the courses. For example, an analysis of market and course data, and extensive consultation and engagement with all major stakeholders including students, employers, professional bodies and external examiners. Furthermore, the proposed course reflects the University s mission statement and Corporate Plan such that opportunities for innovation in subject areas and further integration of employment skills are embedded into the course. Some of these distinctive and innovative features are outlined below. Demand for post graduate marketing based courses has remained high; 1,217 applications and 245 enrolments in 2014/15 this demonstrates intense competition for places (see the business plan document for more detail on student numbers). The new course is important in terms of extending student choice at postgraduate level and to differentiate our offerings from competitors. The course team have also developed close links with the Chartered Institute of Marketing (CIM) and potential employers including marketing, advertising and Digital agencies. We continue to identify collaborative opportunities to input into the teaching, learning and assessment of the Marketing courses. Distinctive features The distinctive features of these courses are as follows: Study skills support via a dedicated PG employment advisor, specialist study skills and employment support run by the Faculty s Employability and Placement Unit Research led teaching delivered by marketing and advertising specialist lecturers who continue to make a leading contribution to academic research journals and conferences, nationally and internationally The ability to participate in the Global Leaders programme run on the University level Guest speakers on a range of specialist topics in Branding and Digital Marketing Industry field trips, for example to Jaguar Land Rover, advertising and digital agencies and visits to exhibitions e.g. Digital Marketing Show Course based assessment where the modules will link to one other and to the student s final project. This could be working with a live industry partner/project that students present to and could potentially be rewarded with an employment opportunity All marketing courses are approved by the Chartered Institute of Marketing for dual award status. As a CIM accredited study centre, Coventry University is one of a few UK universities that enable students to top up their marketing degree with the CIM Professional Diploma in marketing qualification. The proposed course will, therefore, apply to gain this accreditation A focus on practical marketing and digital marketing skills development and emerging themes in marketing, in modules such as Contemporary Issues in Marketing. The course allows students to undertake a company internship, where they apply the theoretical knowledge to a real life project Students will have many opportunities to explore and foster an international outlook through the use of international formative case studies and summative assessments, diversity among the course cohorts and among the teaching staff Use of the state of the art digital lab (DigiComm Lab). The lab is equipped with industry specific software which allows 3

4 students to produce materials for their portfolio and for practical applications of theory. This will further their employability skills and allow students to create digital campaigns for their assessments and develop new skills Marketing Course Awards This MA course is aimed at those who have limited knowledge in Marketing and wanting to develop their specialist understanding of the fields and its applications. MA Digital Marketing V 13 The MA Digital Marketing provides a programme of study to equip students with the theoretical knowledge, intellectual frameworks and the practical skills required by today s organisations to succeed in the management of their online presence. The programme deals with how to manage social media, understanding consumers in the digital domain, building online communities, web design, and analysis, creating and implementing digital campaigns. Organisations are increasingly seeking to use digital technologies, online marketing and social media to reach and engage with their customers. This enables organisations to better understand their customers, create online word of mouth and reduce operational costs by using the, often free, platforms. The course also aims to equip students with knowledge of the applied techniques of digital marketing, and an understanding of the development and direction of social media. The programme should appeal to students interested in increasing both their understanding of digital marketing in general and the strategic use of social media. The programme is aligned with the syllabus offered by the Chartered Institute of Marketing (CIM) on Digital and Social Media Marketing. 4

5 Postgraduate Marketing and Advertising MA V 13 1 Available Award(s) and Modes of Study Title of Award * Mode of attendance* UCAS Code FHEQ Level* Master of Arts in Digital Marketing F/T one year N/A 7 PG Cert in marketing Fall-back award N/A 7 PG Diploma in Digital Marketing Fall-back award N/A 7 2 Awarding Institution/Body * Coventry University 3 Collaboration N/A 4 Teaching Institution and Location of delivery* Coventry University, Faculty of Business, Environment & Society 5 Internal Approval/Review Dates Approval date: March 2015 Date for next review: Programme Accredited by* MA Digital Marketing will be submitted for Chartered Institute of Marketing (CIM) accreditation following the approval process. 7 Accreditation Date and Duration Successful PG students will be exempt from 1 of the 3 modules; they need to complete 2 modules to get the CIM professional diploma. Students are given the opportunity to enrol on a top-up course at the end of their PG programme to complete the two further CIM modules, to gain the CIM Professional Diploma in Marketing qualification. 8 QAA Subject Benchmark Statement(s) and/or other external factors * The programmes match the QAA subject benchmark statements for specialist Master s awards in business and management (2007). 9 Date of Programme Specification * 10 PG Course Director Dr. Husni Kharouf The course meets the required CIM benchmarks to allow direct entry onto the Professional Post Graduate Diploma qualification. The course has also been designed to meet CIM benchmark statements. The course content is appropriately mapped to CIM syllabi to gain maximum exemptions. Date of the new programme specification: May

6 11 Educational Aims of the Programme * V 13 Generic Aims: Upon successful completion of the course, students will be able to: Apply and critically evaluate the knowledge and skills acquired to both the theory and practice of specialist marketing, advertising and branding areas. Equip students with appropriate analyses tools to critically evaluate marketing and/or advertising problems and develop appropriate solutions. Develop the ability to reflect on the acquired skills with self-direction and independence. Gain the opportunity to strategically analyse a range of international marketing situations through the exposure to different real life business cases, guest speakers and the application of online and offline marketing. Specific Aims: Critically evaluate a range of strategic digital marketing research methodologies and techniques and their suitability for improving marketing performance within organisations. Identify appropriate goals, reports and tools to evaluation and enhance digital marketing activities. Show critical awareness of web analytics and social media monitoring and how to manage both functions successfully. Demonstrate a critical appreciation and understanding while using digital platform(s) to: Internationalise products or services and manage online and offline marketing campaigns and strategies. 12 Intended Learning Outcomes* This course satisfies the QAA General Business and Management Benchmark Statements (2007) and Coventry University s Code of Practice for Academic and Professional Skills Development. Section 21 maps the intended learning outcomes as described in the next section to the courses mandatory and option modules (as listed in section 20) Section 22 shows the capabilities that students will be taught, given the opportunity to practise and will be assessed in. The principal teaching, learning and assessment methods normally used on the course to achieve these learning outcomes are identified in the next section Knowledge and Understanding* Programme Learning Outcomes On successful completion of the programme a student should be able to demonstrate knowledge and understanding of: KU1 customers and stakeholders and their role within organisations KU2 how to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques KU3 how to critically evaluate and apply the strategic management and operational management aspects of marketing KU4 selected specialist sub-disciplines within marketing, advertising and management at an advanced level KU5 elucidate the current contemporary issues in digital marketing KU6 apply an understanding of the management of digital marketing across different countries and cultures KU7 understand the essential principles and practices of digital marketing and their applications KU8 critically apply concepts of digital and social media in marketing and advertising contexts using appropriate software Teaching, learning and assessment The development of business knowledge and understanding will underlie all the courses, however highlighted below are some of the principal teaching, learning and assessment methods used on the programme to achieve the learning outcomes 6

7 for individual students. V 13 Teaching and Learning Assessment KU1 Lectures, Seminars, Tutorials, Problem-based learning, textbooks, Examinations, Individual written coursework, module webs, journals (hardcopy and electronic), case studies Project work, time constrained tests KU2 Lectures, Seminars, textbooks, module webs, journals (hardcopy and electronic), case studies Examinations, Individual written coursework, Presentations, final project KU3 Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies Examinations, Individual written coursework, Project work, presentations, reports KU4 Lectures, group tutorials, individual supervision Literature Review, Individual written coursework KU5 Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies Examinations, Individual coursework, Project work, debates, guest speakers KU6 Lectures, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies Examinations, Individual written coursework, Project work, presentations, blogs KU7 Lectures, Workshops, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies Examinations, group coursework, Project work, presentations KU8 Lectures, Seminars, textbooks, module webs, journals (hardcopy and electronic), case studies Individual written coursework, Presentations, creative workshops, managing portfolio 12.2 Cognitive (thinking) Skills* Programme Learning Outcomes On successful completion of a degree course within the PG Marketing/Advertising suite students should be able to: CS1 apply appropriate techniques to solve strategic digital marketing problems in business CS2 communicate effectively in written, verbal or electronic format using appropriate business media and IT applications CS3 identify a marketing or advertising problem, choose and justify an appropriate research method and attempt to answer a question posed. CS4 apply appropriate techniques to develop creative solutions to enhance social media application within business The principal teaching, learning and assessment methods normally used to enable outcomes to be achieved and demonstrated are identified below. CS1 CS2 CS3 CS4 Teaching and Learning Seminars, case studies, problem-based learning, Practical exercises Problem-based learning, projects, workshops, electronic business resources and databases, university library, ICT packages Seminars, global academic journals, text books, case studies, problem-based learning, simulations Seminars, case studies, academic journals, individual/group supervision Assessment Examination, time constrained tests, individual written coursework Written projects, presentations, poster display, seminar papers, written reports, Final project Examinations, seminar papers, written coursework, time-constrained tests, final project, group work Digital Portfolio (for example website design, logo design, blog etc.), presentations 7

8 12.3 Practical Skills* V Programme Learning Outcomes On successful completion of the programme a student should be able to: PS1 source analyse and apply appropriate marketing information to support decision making PS2 present ideas and findings effectively to an audience PS3 develop and implement creative ideas in response to a digital marketing brief PS4 critically analyse and interpret marketing data to inform business decisions The principal teaching, learning and assessment methods normally used to enable outcomes to be achieved and demonstrated are identified below. PS1 PS2 PS3 PS4 Teaching and Learning Problem-based learning, projects, workshops, electronic business resources and databases, university library, ICT packages, practical exercises Problem-based learning, projects, workshops, electronic business resources and databases, university library, ICT packages Problem-based learning, case studies, workshops, electronic business resources, ICT packages, practical exercises Lectures, seminars, case studies, Problem-based learning, practical exercises, simulations Assessment Seminar work, individual written coursework and final project Presentations, poster display, seminar papers, coursework, Final project Seminar work, written coursework Written reports, presentations, examinations 12.4 Transferable Skills * Programme learning outcomes On successful completion of a course, students should be able to: TS1 act as independent and reflective learners and carry this ability into their future career development TS2 demonstrate effective self-management and an awareness of diversity in people, cultures and business TS3 apply numerical and quantitative skills to analyse and interpret data TS4 demonstrate effective interpersonal skills and the ability to work in a team TS5 take responsibility for planning, preparing, conducting research, writing and defending a major written project TS6 demonstrate digital competency for research, analysis and strategy implementation purposes Transferable/key skills are generally incorporated within modules and related to relevant assessments as appropriate. Selfdirected learning forms an element of all modules and the necessity to work within tight deadlines is an essential requirement across the curriculum. The ability to communicate orally and in writing will be developed across the range of modules. The wide range of assessment techniques will ensure that students are given every opportunity to demonstrate their skills in these areas. Independent study will encourage, facilitate and stimulate independence in learning. The final project module will allow students to synthesise knowledge and demonstrate intellectual and communication skills at a high level. There are therefore no additional course specific learning outcomes relating to transferable skills. 8

9 13 Programme Structure and Requirements, Levels, Modules, Credits and Awards V Rationale Aims and Objectives The philosophy of the various degrees on the marketing programmes is to contribute to the University s mission statement, in that they seek to foster innovation creativity and enterprise. This course has been designed to allow students from a diverse range of academic and professional backgrounds to enrol on a general post graduate marketing qualification and to then choose a specific named path according to their abilities, inclination and desired career focus. As well as a substantive knowledge, the course aims to equip students with a range of appropriate technical and transferable skills. The programmes core educational aims are to: enable students to apply their marketing knowledge and subject specific skills to the solution of marketing problems enable student to develop their critical thinking and the ability to evaluate, assess and provide recommendation to various advertising and marketing situations provide students with an understanding of marketing research methodologies at PG level offer students a choice of career opportunities, including progression to further study, i.e. PhD provide an educational experience where students will develop professional competencies and a range of personal transferable skills which will enable them to pursue a range of employment opportunities and to succeed in their career ensure that Coventry University maintains its established position in offering high quality educational provision in marketing Course Management The course is managed by a PG Course Director, with overall responsibility for course design and management. Supporting the Course Director are four tutors. This structure is communicated to the students during induction week, reinforced with several meetings during the term with the course tutors and is outlined in the student handbook which is made available in hard copy and via the Virtual Learning Environment (VLE) Patterns and modes of attendance The new course will be available on a 1-year full-time basis only. Part-time intake will be considered at a later stage once the market demand is assessed fully. Section 6.4 of University regulations concerning enrolment and registration are applicable to the course. Modules within the programme, their status, the levels at which they are studied; their credit value and pre/co requisites are identified in section 20. 9

10 13.3 Professional Marketing Body (CIM) exemptions V 13 The course structure and teaching, learning and assessment strategies have been designed in order to gain partial exemption from the CIM Professional Diploma in Marketing qualification. The professional requirements will be met by the student completing the course and via the modules they take that are mapped against CIM syllabi Course structure Students must undertake and pass all nine modules in their programme (all modules are mandatory except for the digital marketing portfolio), there are four modules in semester one, worth 15 credits each and four modules in semester 2 worth 15 credits. The digital marketing portfolio (or The Postgraduate Research Project: Internship Route) modules are 60 credit modules. Students must pass the digital marketing portfolio (or The Postgraduate Research Project: Internship Route) if they are to be awarded a `masters title in their respective degree. Course Structure September Starters Semester 1 MA Digital Marketing Principles of Digital and Social Media Marketing Consumer Behaviour Crd Global Marketing 15 Web and Social Media Analytics Applied Brand Management Marketing Consultancy Research Advanced Digital Marketing Analytics Contemporary Issues in Marketing Digital Marketing Portfolio OR The Postgraduate Research Project: Internship Route

11 13.5 Progression and Awards Students study 60 credits in semester 1, 60 credits in semester 2, students are then required to manage a portfolio of digital marketing activities or take part of the Postgraduate Research Project: Internship Route. V 13 PG Cert 60 credits PG Diploma 120 credits Masters 180 credits 13.6 Awards Post Graduate Certificate Students who achieve a pass in 60 credits worth of modules can exit with the award of a Post Graduate Certificate in Digital Marketing. Post Graduate Diploma Students who achieve a pass in 120 credits worth of modules can exit with the award of a Post Graduate Diploma in Marketing. MA Students who successfully pass the Portfolio module or The Postgraduate Research Project: Internship Route and have accumulated 180 credits will be awarded MA according to their respective named pathway. Students who achieve an average mark of 70% (highest marks in 150 credits) may be eligible for an MA with Distinction and students who achieve an average mark of 60% may be eligible for an MA with Merit. The average mark relates to all modules studied and is specified as required under academic regulation (d). All awards are subject to the University s Academic Regulations for taught post-graduate courses. Digital Marketing Portfolio and The Postgraduate Research Project: Internship Route are not eligible for condonement. 14 Support for Students and their Learning An induction programme for all new students is provided at the start of their studies. This will give an introduction to the following: the University and the Faculty of Business, Environment & Society their programme of study and timetable the library students are provided and walked through the content of the course handbook by the PG Course Director. the Student Union and Centre for Academic Writing also supply material detailing facilities and services available. the allocation of an Academic Personal Tutor (APT) who may be consulted on academic matters, and who will advise and manage each student s programme of study. students will also be introduced to other University Online facilities, such as the Online Library, Library Portal and the use of LOCATE for research. the allocation of an Employment Personal Tutor (EPT). The support provided to students will be coordinated with the APT role to ensure the focus reflects the changing needs of students. a course web on CUOnline, which will provide opportunities for discussions amongst student groups and with course tutors, and enable the posting of relevant support material or links to supporting websites (e.g. relating to personal 11

12 development and careers, or study skills) the University and Faculty Student Support Centres the Faculty careers advisors V 13 overseas students, including students from other EU countries, receive additional support from the International Office, and special events are put on for their benefit. International students will also be advised of language support that is available within the University. all support mechanisms are consistent with University policies on Equal Opportunities (including that on students with disabilities). Reasonable adjustments can be made to the teaching, learning, assessment and support of the course to maximise accessibility to students with disabilities. This will be done on an individual basis in consultation with the University Disabilities Unit. 15 Criteria for Admission Potential students should have graduated with either: an Honours Degree at 2:2 or above from a recognised British University or other recognised institution of equivalent standing the completion of a higher level award (M level) from a nationally recognised educational institution or professional body international students English language proficiency should be at least 6.5 IELTS or equivalent. 12

13 16 Method for Evaluating and Enhancing the Quality and Standards of Teaching and Learning V 13 The course is managed by the Organisations Relationship and Behaviour (ORB) Board of Studies of the Faculty of Business, Environment and Society. The Faculty Programme Assessment Board is responsible for considering the progress of all students and making awards in accordance with both the University and course-specific regulations. The assurance of the quality of modules is the responsibility of the Boards of Studies which contribute modules to the programme. External Examiners report annually on the course and their views are considered as part of the annual quality monitoring process (CQEM). Details of the CQEM process can be found on the Academic Registry s portal. Students are represented on the Student Forums, Board of Studies and Faculty Board, all of which normally meet two or three times per year. Student views are also sought through module and course evaluation questionnaires and student forums. The Faculty of Business, Environment and Society also operates the following methods for evaluating and enhancing the quality and standards of teaching and learning: a faculty wide teaching observation system whereby all full time and fractional staff are observed once per year the provision of in-house seminars and workshops on teaching and learning matters which all staff are encouraged to attend 17 Regulation of Assessment University policy requires the internal moderation of all assessments. External Examiners are appointed for all named University awards. The role of the External Examiner at module level is to ensure that academic standards are in line with national norms for the subject. External Examiners undertake the moderation of examination papers and assessment tasks, and view representative samples of work for the modules for which they have responsibility. At programme level, External Examiners help to ensure fairness in the consideration of student progression and awards. They have the right to comment on all aspects of the assessment system and participate as full members of the assessment boards. The Pass mark for all modules is 40%. This overall module mark may comprise more than one component (e.g. coursework and exam). The individual module descriptors give the precise pass criteria and the weighting of the component marks that contribute to the overall module mark. Awards for Taught Master programmes may be made with Distinction or Merit (i.e. achievement of an average mark of at least 70% or 60% respectively). 13

14 18 Indicators of Quality and Standards V 13 The following are key indicators of quality and standards: Chartered Institute of Marketing (CIM) The professional body for Marketing in the UK is the CIM. They do not have specific benchmark statements but instead map their own qualifications to QAA benchmarks. The entry requirements to the Professional Diploma in Marketing (Level 6) are as follows: Only graduates with at least a third of their credits in marketing should now start their CIM studies with the Professional Diploma in Marketing. Those with fewer should start with the Professional Certificate rather than the Diploma unless they can demonstrate that they have sufficient marketing knowledge by passing the Level 6 Entry Test. This being the case, the entry criteria have been revised to be: any business or marketing Bachelors or Masters Degree (or equivalent) where a minimum of one third of the credits come from marketing (i.e. 120 credits in Bachelor s degrees or 60 credits with Masters Degrees) OR experience in a marketing management role that has provided potential students with knowledge and competence equivalent to the learning outcomes of the CIM Professional Certificate in Marketing and is sufficient to pass the Entry Test to Level 6 (Source: CIM Professional Diploma in Marketing) The specification for the existing suite of Marketing and Advertising courses was reviewed and approved by CIM for dual award status in August The revisions as part of the 2013 revalidation were submitted to the CIM and the content has been mapped to CIM syllabi to provide maximum exemptions from the CIM Professional Certificate in Marketing qualification and a number of units that form the CIM Professional Diploma in Marketing qualification; based on the marketing credits and content of the revalidated PG marketing degrees. The new degrees will follow the same path and submit for CIM exemption once the courses have been approved by the University. The CIM award status of the MA Digital Marketing will offer both a source of competitive advantage, being held by just universities across the UK, and content that is vocationally attractive to students and employers. In addition, as a CIM accredited study centre our students have the opportunity to study for and complete the remaining units to gain the CIM Professional Diploma in Marketing qualification. In addition all our existing Postgraduate Marketing Programmes (PGMP) courses meet CIM benchmark statements providing our students with exemption from the CIM Professional Certificate on completion of their course and exemption from one of the three modules of the CIM Professional Diploma in Marketing qualification. The course structure and teaching, learning and assessment strategies have been designed in order to align the courses with CIM Professional Diploma in Marketing qualification. The professional requirements will be met by the student on completion of their course and exemption from a number of units that make up the CIM Professional Diploma in Marketing qualification. Moreover, the academic Marketing team has extensive of experience between them both as academics and as professionals in the industry. The marketing team have showcased their academic research at both academic and practitioner conferences at the national and international levels. The new proposed courses have been critiqued and commended on by an independent external academic examiner The programmes have been designed in accordance with the QAA benchmark statements for Business and Management The report of QAA s Institutional Audit undertaken in November 2008 confirmed that Confidence can be placed in the soundness of the institutions current and likely future management of the academic standards of its awards Confidence can be placed in the soundness of the institutions current and likely future management of the quality of the learning opportunities. 14

15 Employers feedback: The course team contacted several employers these are below: V 13 Eddy Edwards Managing Director, Bear creative branding agency As the owner of a branding agency it will come as no surprise that I believe in the power of brand. We are a hybrid agency delivering design, branding and advertising and sometimes it is easy to apply tangible ROI (return on investment) to advertising as you see results quickly and can react accordingly. Design is tricky to evaluate and Branding can be a very slow burn. We have, however, seen in recent years how successful branding projects have yielded extraordinary results being core to value negotiations for company acquisitions and stock market flotation. Branding and managing brands is now a fundamental part of business strategy. Breathing life and personality into seemingly functional products and services. Branding is both an intelligent and creative process. Understanding how to manage this blend effectively is rare and extremely valuable. New business generation used to be a few people blitzing the phones until they badgered someone into a meeting. Cold calling is still alive (just) but is now simply a facet of the strategy. Managing website content, optimisation and a multi-pronged social media strategy are now fundamentals if you want to reach out, and engage with, your target. A quick comment on Linked In can be as valuable as a month of phone calls. Nick Hickman Head of Marketing MTC (Manufacturing Technology Centre) When we're looking to recruit marketing employees it s imperative they have a solid grasp of what a brand is, does and can achieve for a business. They need to be able to succinctly show the breadth and more importantly depth a brand touches and not just see it as a logo or advert. They will be clear on a brand's ability to protect and grow an organisations reputation - basically it's the company's 'trust-mark'. Ideally they would be able to cross reference a range of marketing tactics and how they individually and collectively contribute to strong and consistent brand messaging, whilst considering the wider effects on the organisation. Digital forms of marketing should not be looked at in isolation, but be seen as additional tools in the repertoire of a marketeer. It's important an employee takes into account both the pros and cons of various tactics appropriate to different organisations. For example, a company with lots of confidential activity is not going to discuss everything in a social media environment. However, there would be a role for social media in respect of more subtle branding and thought leadership objectives. Employees should also identify that digital marketing allows for a high level of traceability, so linked to a CRM system or web analytics package, it' becomes easier to prove a return on investment. Gareth Drew, Online Marketing Manager at Jewson Ltd. When we recruit graduates, we prioritise attitude and ability over their existing knowledge as we are happy to train and mentor them. But having studied a relevant discipline certainly helps them to hit the ground running, so we would consider this strongly in any application. Most graduates I ve interviewed lack a depth of understanding of the different areas of digital marketing they know about websites and social media, but have not considered affiliate campaigns for example. Any candidate who expressed knowledge of the wider online marketing mix would really stand out. From the above comments from current employers, it is evident the raising need and importance of both proposed courses. Their specific comments on required and desired skills for each course have been taken into account when designing individual modules and will be reflected in the teaching plan for individual modules. 19 Additional Information Key sources of information about the course and student support can be found in The Student Handbook Module Guides Module Information Directory (http://mid.coventry.ac.uk/) Teaching Plan and Module Resource documents produced for all modules Study Support information is accessible from student services home page 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 s/he takes full advantage of the learning opportunities that are provided. More detailed information on the learning outcomes, content, and teaching, learning and assessment methods of each module can be found in the Module Information Directory (MID), student module guide(s) and the course handbook. The accuracy of the information contained in this document is reviewed by the University and may be verified by the Quality Assurance Agency for Higher Education. 15

16 20 Mandatory and Option Modules* V 13 Module code Module title Credit value Pre/Co requisite Mandatory or Optional MxxMKT MxxMKT M35MKT M31MKT MxxMKT M38MKT M32MKT MxxMKT MxxMKT M44BSS Principles of Digital and Social Media Marketing Web and Social Media Analytics Global Marketing Consumer Behaviour Advanced Digital Marketing Analytics Marketing Consultancy Research Contemporary Issues in Marketing Applied Brand Management Digital Marketing Portfolio The Postgraduate Research Project: Internship Route Key M = Mandatory (i.e. must be studied and passed for the named award) O=optional *(The full course structure is available in section 13) 15 None M 15 None M 15 None M 15 None M 15 None M 15 None M 15 None M 15 None M 60 None O 60 None O MA DM = Digital Marketing 16

17 21 Curriculum Map Module codes Knowledge and Understanding KU 1 KU 2 KU 3 KU 4 KU 5 KU 6 KU 7 KU 8 Cognitive (Thinking) Skills CS CS CS Web and Social Media Analytics MxxMKT - Principles of Digital and Social Media Marketing MxxMKT Global Marketing M35MKT Consumer Behaviour M31MKT Advanced Digital Marketing Analytics MxxMKT Applied Brand Management MxxMKT Marketing Consultancy Research M38MKT Contemporary Issues in Marketing M32MKT Digital Marketing Portfolio MxxMKT The Postgraduate Research Project: Internship Route M44BSS MxxMKT = Awaiting module code CS 4 Intended Learning Outcomes Practical Skills Transferable Skills Module codes PS 1 PS2 PS3 PS4 TS1 TS2 TS3 TS4 TS5 TS6 Web and Social Media Analytics MxxMKT Principles of Digital and Social Media Marketing MxxMKT Global Marketing M35MKT Consumer Behaviour M31MKT Advanced Digital Marketing Analytics MxxMKT Applied Brand Management MxxMKT Marketing Consultancy Research M38MKT Contemporary Issues in Marketing M32MKT Digital Marketing Portfolio MxxMKT The Postgraduate Research Project: Internship Route M44BSS L:\REG\Quality Enhancement Unit\Quality\Approved courses\bes\active Courses\Pgt\MA Digital Marketing\Current programme spec\best117 MA Digital Marketing.docx 17

18 22 Capabilities (Skills) Map Module codes Learning to Learn Working with others Problem Solving and Innovation Numeracy IT and Online Learning Communication Career Management Information Management Web and Social Media Analytics MxxMKT P PA TPA TP TPA TPA PA TPA P Principles of Digital and Social Media P P TPA TPA PA PA TPA P Marketing MxxMKT Global Marketing M35MKT P PA TPA TPA PA TPA P Consumer Behaviour M31MKT P TPA TPA TPA TPA P Advanced Digital Marketing Analytics P P TPA TPA TPA PA PA TPA P MxxMKT Applied Brand Management MxxMKT P P TPA PA PA PA TPA P Marketing Consultancy Research M38MKT P P TPA TPA PA TPA PA P Contemporary Issues in Marketing TPA P TPA PA TPA PA PA P M32MKT Digital Marketing Portfolio MxxMKT TPA P TPA TPA TPA TPA TPA TPA The Postgraduate Research Project: Internship Route M44BSS PA P PA P PA TPA PA PA TPA MxxMKT = Awaiting module code Personal Development Planning Key: T=Taught, P=Practiced, A=Assessed L:\REG\Quality Enhancement Unit\Quality\Approved courses\bes\active Courses\Pgt\MA Digital Marketing\Current programme spec\best117 MA Digital Marketing.docx 18

19 The Masters Project may cover many of the above capabilities but will be particularly useful for students in terms of their Personal Development Planning and Career Management. The Code of Practice for Academic and Professional Skills Development requires that each of the capabilities be demonstrated at least once during the programme. Capability Outlines (from the Code of Practice for Academic and Skills Development) Learning to Learn Students should be ready to accept responsibility for their own independent learning. They should also be able to reflect on their learning and appraise their capabilities and achievements. Students should also be able to identify their individual needs for effective learning. Students are encouraged to reflect on their learning styles within the final project/digital marketing portfolio module. Having already completed a first degree or equivalent students are expected to understand how best to manage their own learning skills. Working with Others Students should be able to work effectively as part of a group, and respect the dignity, rights and needs of others. All modules require students to work informally in small group exercises in either lectures, seminars or both. Their group-working skills are assessed several modules throughout their programme. Problem Solving and Innovation Students should be able to use problem-solving skills in a variety of practical situations. Student should be able to demonstrate creativity, flexibility, perception, decisiveness, confidence and an awareness of values. Students will be required to evaluate and propose resolutions for a range of case study material in a number of modules. They will be required to develop their problem solving skills in the project module as well as the creative skills in several other modules, such as marketing communications and principles od digital and social media marketing. Numeracy Students should be able to interpret, analyse and present numerical data. Students may be required to analyse a range of numerical data in various case study activities across a number of modules. They are specifically assessed in marketing Consultancy Research and brand analytics modules. IT and Online Learning The DigiComm Lab utilisation will be a core feature to the PG courses, as it will provide students with the right space to apply the knowledge gained in lectures using industry equivalent IT equipment and software. Students should be able to use computer-based systems for learning, communicating, collaborating with peers and tutors, and working with data. Students will be expected to use IT and Online learning resources extensively, particularly the virtual learning environment Moodle for all their modules. Their skills are specifically assessed in following modules: applied brand management, Web and Social Media Analytics and Advanced Digital Marketing Analytics. Communication Students should be able to communicate effectively in appropriate forms in a wide variety of situations. A range of assessment styles are used allowing students to develop their communication skills and students will receive feedback on these on all of their assignment feedbacks. Career Management Students should appreciate the values, culture, structure and process of work organisations relevant to their area of study. Students should also appropriately match their experience and academic achievements to employer expectations. Students are encouraged to see the practical applications of theory across all modules. Where possible modules will incorporate live or near live projects. Students will also be encouraged to use their project work to reflect on a career area that interests them. Information Management L:\REG\Quality Enhancement Unit\Quality\Approved courses\bes\active Courses\Pgt\MA Digital Marketing\Current programme spec\best117 MA Digital Marketing.docx 19

20 Students should be able to carry out research relevant to their field of study by retrieving and using information drawn from a variety of resources. All modules require students to develop skills in identifying, assessing, interpreting, synthesising and articulating information. Personal Development Planning Students should be able to demonstrate self-awareness, set personal goals and record achievement. Whilst all students will need to manage their own learning the project requires them to identify a plan and set goals for the achievement of the course. L:\REG\Quality Enhancement Unit\Quality\Approved courses\bes\active Courses\Pgt\MA Digital Marketing\Current programme spec\best117 MA Digital Marketing.docx 20

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