15. Date of Production/Revision October Criteria for Admission to the Programme (if different from standard University criteria)

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1 Programme Specification BA (Hons) Marketing Management 1. Awarding Institution/Body Teesside University [TU] 2. Teaching Institution Leeds City College 3. Collaborating Organisations (include type) 4. Delivery Location(s) [if different from TU] Leeds City College Park Lane Campus 5. Programme Externally Accredited by (e.g. PSRB) 6. Award Title(s) BA (Hons) Marketing Management 7. Lead School Teesside University Business School 8. Additional Contributing Schools 9. FHEQ Level [see guidance] 10. Bologna Cycle [see guidance] 11. JACS Code and JACS Description 12. Mode of Attendance [full-time or part-time] 13. Relevant QAA Subject Benchmarking Group(s) 14. Relevant Additional External Reference Points (e.g. National Occupational Standards, PSRB Standards) n/a FHEQ 6 First cycle (end of cycle) 8H57 Full-time, part-time, blended Quality Assurance Agency s (QAA) General Business and Management Benchmark Statement with regards to generic business learning outcomes (2007) QAA Communication, media, film and cultural studies benchmark statements with regards to production and consumption of media and development of consumer insight (2008) 1.3, 4.3 Marketing and Sales Standards Setting body (MSSSB) standards have informed the development of occupational linked outcomes in conjunction with the Social Marketing National Occupational Standards. Chartered Institute of Marketing (CIM) Professional Standards are reflected in the programme outcomes for level 6 qualified practitioners. 1

2 15. Date of Production/Revision October Criteria for Admission to the Programme (if different from standard University criteria) This programme is predominately offered to those students who wish to continue their studies after successful completion of a relevant Level 5 academic or professional qualification in Digital Media, Marketing, Business, or Business Management. The standard entry requirement is normally a Merit grade profile, however where students haven t met this grade and may have some mitigating circumstances, individual cases will be considered. International qualifications will be assessed against these criteria. Speakers of other languages will need to possess an IELTS band score of 6.0 (with no less than 5.5 in any one element) or a recognised English Level 2 qualification. The course structure actively supports claims for Accreditation of Prior Certificated Learning and Accreditation of Prior Experiential Learning. Ideally part time students need to be currently working or have at least 12 months previous working experience in a customer facing or marketing-related role. Offers may be made against application forms where students have the current admission criteria or are forecast to achieve a merit or distinction grade profile supported by a good academic reference. Where applicants do not meet this criteria, interviews will be used to assess the applicant s suitability for entry to the course, making use of the relevant college policies for APCL and APEL. 17. Educational Aims of the Programme The aims of this award have been developed using the QAA qualification descriptor for Bachelor s degree with honours, relevant QAA subject benchmark statements, and National Occupational Standards in Marketing related subjects. The programme aims are to provide a relevant and dynamic programme which ensures the development of marketing graduates who meet the needs of employers. The overall aims of the programme are: To provide students with a modern, integrated and engaging marketing curriculum, informed by external reference points, which develops a range of professional and vocational marketing skills sought by employers To develop digitally competent and strategically aware marketing graduates with the ability to critically analyse the business environment. To develop innovative marketing graduates with the commercial acumen to contribute to the overall success of an organisation. To challenge students to think creatively, logically and self-critically and to encourage students to seek out ways to advance, improve and innovate 2

3 18. Learning Outcomes The programme will enable students to develop the knowledge and skills listed below. On successful completion of the programme, the student will be able to: Knowledge and Understanding K1 Select, justify, apply and critically analyse a range of marketing management tools, theories and concepts in support of proposed recommendations K2 Critically evaluate a range of business scenarios in the context of the wider and globalised and multi-channel business environment, demonstrating an appreciation of commercial and competitive factors K3 Demonstrate extensive knowledge of the principles of managing a marketing department within the boundaries of a legal, ethical or organisational framework evidencing an appreciation for how this impacts on strategic marketing decisions K4 Plan, manage and critically evaluate a marketing project in the context of integrated marketing planning, evidencing a range of digital applications. K5 Plan, collect and critically analyse data from a range of on-line and off-line sources and present this information professionally to justify resource allocation in support of strategic marketing planning decisions Cognitive/Intellectual Skills C1 Apply and critically evaluate theoretical concepts, providing reasoned and objective justification for recommendations to problem-based scenarios C2 Collate, appraise and synthesise data from a range of on-line and off-line sources in order to challenge or propose improved marketing practices C3 Examine strategic and tactical business decisions in the context of the wider environment, whilst appreciating the complexity of a global and digitally supported customer base C4 Critically appraise the impact of ethical, legislative and regulatory factors and use these as a basis for the development of operational and strategic marketing practices and guidelines Practical/Professional Skills P1 Plan, implement, critically reflect and evaluate a research study using underpinning theories and concepts to justify the project proposal P2 Source, interpret and analyse a range of marketing information, identifying trends and insight to support the development of marketing communications programmes P3 Critically assess the implications of ethical, sustainable and legally bound marketing practice and be able to operate within these boundaries P4 Demonstrate critical thinking skills as an independent learner and a competent and professional practitioner Key Transferable Skills T1 Communicate confidently and persuasively ideas and concepts in a range of styles, formats and methods T2 Select, interpret and apply quantitative and/or qualitative information, using numerical and statistical skills where appropriate, to inform decision-making and planning business-related projects T3 Demonstrate intellectual flexibility, critical evaluation skills and commercial awareness in support of the achievement of business objectives T4 Demonstrate self-awareness and critical reflection skills in support of personal and professional development 3

4 19. Key Learning & Teaching Methods The Teaching, Learning and Assessment Strategy aims to provide learners with an academic and work-based knowledge focus, the skills and development for their future careers and a curriculum of applied and innovative learning relevant to working in Marketing A blend of lectures, practical workshops, seminars, tutorials and guest speaker/ lecturer sessions: Lectures will impart core principles Work-related learning is the key feature of applied learning within the modules and use of live briefs, projects and case studies enhance this Practical workshops will ensure embedded ICT skills and use of LCC and webbased software applications in designing and implementing projects will ensure students gain confidence through practice. Projects organised to date include the development of a new web/facebook page including an ecommerce microsite for the Football Academy, a student negotiated project to develop an emagazine, a work based project developing a marcomms campaign in response to an agency brief for a client and a group project working on the promotion of a student s album using YouTube, social media, event promotion and development of a website. Students will need to work as both groups and on an individual basis in researching, designing and developing creative projects in response to employerbased /real life briefs. Tutors will support and observe students in their workrelated learning by giving formative feedback. A range of online resources will be used to enrich the application of principle to practice. Students will need to develop sample materials to bring pitches and presentations to life. Students will have access to Network Academy and Creative Media facilities and other LCC facilities to help, for example, in the development of web-based content. Students will be able to develop, implement and evaluate a live event project with client engagement/work related opportunities. Seminars will be scheduled to support social learning, academic research skill development and communication and presentation skills. Tutorials will support individual students in accordance with their personalised learning plan. Off-site activities and guest lecturers will enrich the syllabus and ensure an appreciation of the professional environment and improve employability opportunities. Proposed visits would include a trip to a shopping channel studio recording, Leeds Media and CIM regional events, speakers from agencies in the region and relevant Enterprise events. This will be supported with the use of live/employer-based briefs. Students will be encouraged to engage with the regional business community through attendance of events, networking opportunities, joining professional communities online, work-related learning and internships where possible. Teaching and learning will be delivered in the context of integrated marketing, where digital technologies are a fundamental part of the marketing planning process and a natural inclusion in all marketing discussions.use of digital media in delivering learning is key to ensuring that digital literacy is encouraged. Students will be able to supplement their study with the opportunity of undertaking a CIM professional qualification/module dependent on previous qualifications and CIM syllabus review. Formative assessment is particularly important in the development of critically evaluative and academic writing skills which are required at this level. This is facilitated through practical workshops where students study good practice and receive feedback on evaluation and academic writing exercises at the start of Dissertation and Research Methods modules. Students will also be required to apply research skills learnt in the first semester in subsequent modules when 4

5 working on individual, self-directed projects. On-going monitoring of student progress in these projects informs personal development and is a key element of formative assessment strategy. Independent learning will be supported through the delivery of student-centred seminars where students must deliver independently conducted, research-based findings and recommendations to the rest of the class. This will also entail peer review and be supported with the use of discussion forums and development of wikis as part of this on-going process and to facilitate the tutor s monitoring of student progress and to indicate where intervention is required. 20. Key Assessment Methods The assessment process is an integral part of teaching and learning and, as such, supports and complements the learning strategy in order to ensure that the required outcomes are achieved. The aim is to achieve learning through which knowledge is based on both understanding and application. Both the task and the assessment criteria are clearly explained to students within the module handbook. Assessment strategies used within the course are focused on tasks they may need to undertake as a marketer e.g. Marketing audit, Marketing plan, communication plan, event plan, project proposals and a presentation. The Dissertation is an independent research project which requires the student to submit a report which sets the context of learning from all modules into their own organisation or an organisation of their choice or a current issue within marketing. A key requirement is for the student to demonstrate key problem solving, numeracy, analytical skills, digital and enterprise skills in conjunction with the application of theories, concepts and principles relevant to marketing. Formative feedback is given throughout the course in response to embedded learning activities within class, thus informing learning development. This includes verbal and in some cases written feedback on class activities, short assessments and Q&A. 5

6 20. Programme Modules Level 6 Semester 1 Code Credits Status Non- Compensatable Compensatable Strategic Marketing Management 20 Programme core N Y Managing Marketing Information 20 Programme core N Y International Marketing Context 20 Options N Y Integrated Communications and Campaign Management 20 Options N Y Event Management 20 Options N Y Research Methods 20 Programme core N Y Dissertation 40 Programme core Y N 6

7 21. Programme Structure Delivery of the BA (Hons) Marketing Management will be on a full time and also part time basis, to enable students currently employed in a related sector to consolidate their practical skills with appropriate application of theory and marketing management tools. To complete the course on a full time basis students will attend for one academic year 10 hours per week and for those who wish to study through the part time option will attend for one evening per week for 3 semesters over 18 months. Overview of structure of the modules across the Academic Year: With a blend of theory and practice-based learning students will develop commercial acumen, academic knowledge and skills and be able to evidence their progression with the development of marketing and communications plans and through working on and developing solutions to employer-based scenarios or briefs. Students will be supported by module tutors as well as a personal tutor who will meet them regularly to discuss their progress. Full time delivery (1 year) Year 1 Level 6 Semester 1 Weeks Credits Research Methods Strategic Marketing Management Dissertation Integrated Communications and Campaign Management/International Marketing Context/Event Management Semester 2 Integrated Communications and Campaign Management/International Marketing Context/Event Management (continued) Weeks Credits Managing Marketing Information Dissertation (continued) In both part-time and full-time delivery modes, Research Methods will be condensed into the first 8 weeks to ensure students are equipped with the academic and research skills from the outset. This will introduce the students to the Level 6 mode of study and create a foundation for the Dissertation. For this, emphasis is placed on the acquisition of knowledge and understanding and the development of professional skills, capabilities and personal qualities to act on that knowledge. To maximise the students opportunity to achieve outcomes the Research Methods module is delivered to include a presentation of the research proposal in addition to achieving the specific task outcomes. Feedback is given by the tutor/assessor which can then be acted upon by the student in completing the final written proposal. This means that students can 7

8 be advised and supported at an earlier stage to minimise risk of failure and having to resubmit in a short time frame. This has worked well in the BA (Hons) Business and Management programme. Meanwhile the Dissertation module will start by embedding key academic skills like critical thinking, evaluative skills, literature searches and strategies and will be supported by 3 dissertation skills workshops timetabled at key stages of the dissertation period, see part-time delivery below for further details. Student will also receive tutorials during this time to help focus them on dissertation title development and be guided in areas of focus for their literature and theory review by a specialist dissertation supervisor. Throughout the programme, students are required to engage critically, by considering such issues as the social and political impact of marketing decisions, managing diversity and being globally aware. Students are encouraged to develop their full potential in a challenging, enterprising and stimulating learning environment, in which there is a strong emphasis on developing autonomy, resourcefulness and the abilities to manage self and others. All students will study Strategic Marketing Management and Managing Marketing Information as core modules in which they explore the implications to the business of marketing decisions and activities within the wider and global context. A key part of the marketing manager role is the collection and analysis of extensive sources of data and information in support of strategic marketing decisions. This function has become more challenging with the explosion of data now available and being accessed or produced by consumers. Effective use of marketing information and marketing information systems can have a direct impact on the organisation s productivity and therefore profitability. Students will develop the skills apply a range of analysis tools and become familiar with models and concepts which can be used in the developments of marketing plans targeted at a range of stakeholder groups reflecting the diverse role of the marketing function. All modules are delivered with the ethos that digital marketing techniques are an integral part of the marketing toolkit rather than an addition to the core curriculum. Students will then select from 3 elective modules. The module electives are designed to develop a range of skills on both and operational and strategic level. Integrated Communications and Campaign Management explores the activities and perspectives when planning and managing communications programmes both internally and externally. Students will gain an appreciation of the design and implementation of these programmes from objectives to metrics. This will be supported with practical sessions where students will develop their own materials as part of a campaign plan. Students will acquire commercial awareness with regards to how marketing communications can be used in support of both corporate and marketing objectives, gaining a competitive advantage and satisfying customer demands. All of this will be explored within the wider, global environment and legal and organisational restraints. International Marketing Context explores the implication of a digitally supported global marketplace and the theoretical concepts of supply chain management, environmental issues, the global economic landscape and strategic perspectives with regards to operating in a global marketplace. Entry methods and channel management will also be studied and students will build on marketing principles explored in Strategic Marketing Management but in relation to the macro environment. Event Management as an option offers the students the opportunity to acquire skills in a fast growing industry sector where increasingly skilled graduates are sought. It is also almost inevitable that anyone who ends up working in a marketing role will have to create and manage events on a fairly regular basis for their organisation for internal and external marketing and networking. As this can involve using sub-contractors, hiring equipment, 8

9 organising staff and taking into account health and safety, it is important the would-be marketers have the event planning and project management skills to ensure a successful event. Theory and models will be explored in support of the practice of event management and students will have the opportunity to apply theory to practice in the process of planning, implementing and evaluating an event. The LCC marketing department is actively involved in a range of events both in the region s cultural calendar but also from a promotional point of view enhancing student experience. Access to expertise and professionals in event marketing roles will enrich the module curriculum and support the development of practical and employability skills in this function. Part time delivery (18 months) For those students who wish to study through the part time option, attendance will be one evening per week for 4 hours for 3 semesters over 18 months. Part-time students will be supported by a blended learning approach making maximum use of our VLE. Online applications including discussion forums and blogs (e.g. reflective journals) will be optimised to ensure that students enjoy continued, supported engagement and benefit from formative feedback, tutor input and support mechanisms. Group and individual activities can be conducted online and can progress remotely e.g. desk, primary, observation and research activities etc. Tutors on the part-time programme support the students by , phone and on-line forums as well as in timetabled tutorials as it is appreciated that students can t just drop in when they need help due to their working hours. Study buddies and student forums are encouraged so that they can get help and support from fellow students if the Tutor is not available at a specific time to answer a query. More on-line digital material such as short key topic podcasts and assignment briefs by Tutors are also being developed to support students outside of college Research methods is front-loaded into the programme as it is with full-time delivery to ensure that students are equipped with academic and research skills from the outset which will benefit all modules as well as the dissertation which it is designed to support. Students will receive tutor support on selection and development of their research proposal to ensure a successful proposal to lay a good foundation for the dissertation. Specific dissertation topics are timetabled in over the 3 semesters as workshops in recognition that they may not consult with their dissertation supervisors as much as full-time students due to work-life pressures and to ensure they are encouraged to make progress with their dissertation on an ongoing basis as below; Week 8 - From proposal to dissertation, starting your primary research journey. Week 23 - Data analysis and research evaluation refresher Week 31 - Writing up your dissertation Level 6 Part Time (3 semesters over 18 months, 4 hours per week) Year 1 Level 6 Semester 1 Weeks Research Methods Strategic Marketing Management Dissertation (week 8 workshop) Credits 9

10 Semester 2 Weeks Credits Optional module -Integrated Communications and Campaign Management/International Marketing Context/Event Management Managing marketing information Dissertation (continued) week 23 workshop Semester 3 Weeks Credits Dissertation (continued) week 31 workshop Support for Students and Their Learning Tailored induction support begins before students arrive with the admissions team, and is reinforced at the college HE induction programme with support from Student Services and then a course specific induction by the course leader A robust communications system functions to give students access to lecturers and management; this includes , the VLE and course notice board. All necessary information about the programme is provided by means of the student handbook, module handbooks and the VLE. Each student is allocated a tutor for regular tutorials and personal development planning. This is implemented in the first term and continued throughout the two years of study For part-time students and modules adopting a blended learning methodology, a robust support system will be in place to provide students with seminar recordings / notes, assessment podcasts, tutorial information, on-line activities, blogs, wikis, forums, quizzes, etc. This will involve the use of the VLE and Adobe Connect. There is an extensive range of learning resources in the library, supported by the specialist business librarian who can support effective research by students The college provides an extensive range of services for students, including support for those with special and additional learning needs or in receipt of Disability Support Allowance(DSA) Role of Supervisor (Dissertation Module) The learner takes the main responsibility for originating and managing their own learning programme but support from work and from the college will still be important. Specifically, the college will provide a dissertation/work based project supervisor/subject specialist. The supervisor has a dual role, both to offer advice and to monitor the students progress. It is essential that the student maintains regular contact with the supervisor. In effect they will be assessed on the process as well as the finished article students must keep the supervisor informed of what they are doing at all stages of the process. 10

11 General tutorial support General tutors work with students individually and in groups (learning sets) throughout their programmes. They help students to: understand the programme manage and iterate their learning contract; develop awareness of their ability; advise on the Personal Review of Learning; operate learning set/problem solving forum which look at research principles; reflective practice models; study skills & learning support. liaise with the employer, where appropriate; represent the student in negotiation with the specialist tutor; and generally provide personal support. Distinctive Features Leeds has a thriving creative and media sector with high interest levels among graduates one of the most popular career choices, with Leeds City College at the heart of this sector, developing employer-relevant qualifications in response to employer demands. A strong emphasis on the balance between theory and practice-based learning developing graduates who have the tools to succeed in employment with appropriate transferable skills and academic skills to progress in higher education. The tutor team possess a range of industry experience which enriches the teaching. Tutors embed real-life insight and commercial appreciation into the delivery to ensure students are equipped with vital understanding of the expectations of an employer and an appreciation for professional standards and performance requirements in the workplace. Students will be given the opportunity to develop content, communications and live solutions to briefs supplied by the college, partners and employers developing real value in terms of employability skills. Students will be encouraged to attend, where appropriate, additional practical workshops where they will engage with applications to support their course learning e.g. developing commercial/corporate Facebook pages, how to use appropriate social networks (Twitter, LinkedIn) in marketing communications programmes, course, developing content for websites including blogs, microsite design tools, Google Apps (Key Trends, Analytics, Docs etc). This will continually evolve as new applications are developed. This will enable them to perform and contribute real value within a range of organisation types. Students will enjoy a range of delivery and teaching methods reflecting the sector needs ranging from practical projects, employer interaction, group tasks, individual research, developing responses and solutions to digital marketing briefs, management and planning of digital initiatives, lectures, seminars and workshops, remote engagement with discussion forums and blogging, ICT supported activities using mobile devices, laptops and tablets and off-site visits to ensure an exciting and challenging learning experience. 11

12 Students will be given the option of additional study for example studying CIM professional qualifications units depending on previous qualifications. For example where FdA Digital Media and Marketing students have already acquired a Level 3 certificate they will be encourage to study on a level 4 CIM or CAM most closely aligned to their study options. For direct entry students without a Level 3 CIM qualification, options will be discussed to enhance their CV and in support of their career aspirations. Access to a professional network (e.g. CIM, CAM, ISMM) with increased employer access opportunities. Students will be encouraged to join/engage with LinkedIn professional groups related to their chosen career pathway. The course has a strong focus on innovation (including the developing challenging and creative thinking skills and how to support this within an organisation) and work based learning with high levels of expectations from the students to engage with new and current industry discourse including research, trade and academic articles and technological developments. Students are provided with 2 textbooks to stimulate reading and support their studies off campus on marketing and study skills. One textbook will be selected to support dissertation study and the second will be strategy focused. Students will also be encouraged to access the facilities available across the college including IT suites, production facilities, The Unit and Enterprise departments. 12

13 Map of Outcomes to Modules Learning outcomes Module Name K1 K2 K3 K4 K5 C1 C2 C3 C4 P1 P2 P3 P4 T1 T2 T3 T4 Level 6 Research Methods A A A A A A A A A A A A A Strategic Marketing Management A A A A A A A A A A A A Integrated A A A A A A A A A A A A A Communications and Campaign Management International A A A A A A A A A A A Marketing Context Event Management A A A A A A A A A A Managing Marketing Information A A A A A A A A A A A A A A Marketing Dissertation A A A A A A A A A A A 13

14 Map of Teaching and Learning Methods Level 6 Research Methods Strategic Marketing Management Integrated Communications and Campaign Management International Marketing Context Event Management Managing Marketing Information Marketing Dissertation Lectures Seminars Tutorials Practical Demonstrations Case studies Group activities Y Y Y Y Y Y Guest speakers or offsite visits Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y 14

15 Report Marketing Audit Reflective Statement Marketing/ Comms Plan Case study exam Dissertation Marketing Project /Research Proposal Portfolio/ Coursework Group or individual Presentation Map of Assessment Methods Level 6 Examples put in your own specific forms Research Methods 70% 30% Strategic Marketing Management Integrated Communications and Campaign Management International Marketing Context 30% 70% 50% 50% 70% 30% Event Management 70% 30% Managing Marketing Information Dissertation 20% 80% 70% 30% 15

16 ASSESSMENT CHART Where there are more than one components of assessment, please give details of both as separate bullet points within the box. Module Name Module Name Level 6 Research Methods Formative Assessment Type and Week of Completion Formative assessment methods include a research carousel with worksheet, group activities using decision making and analysis tools, individual and group activities using different forms of communication, practical sessions e.g. coding exercises, writing literature review workshops with Q & A and feedback, academic skills surveys/self-evaluations. Summative Assessment Type and Week of Submission 1. Research Proposal Presentation 30% weighting (1500 Submission: w/c 20 th October 2. Research Proposal (written assignment) 70% weighting (3500 Submission: w/c 10 th November Strategic Marketing Management Integrated Communications and Campaign Management Formative assessment methods include group and individual tasks including case studies with questions, analysis/audit tool use such as SWOT, PESTLE and competitor analysis, in-class discussions and draft submissions. Formative assessment methods include group and individual tasks including case studies with questions, analysis tool use such as the Promotional mix, application of Metrics, Aida/Schramm etc. research tasks, in-class discussions and draft submissions. 1. Marketing Audit 30% weighting (1200 words + 2 sides of analysis tables Submission: w/c 8 th December 2. Strategic Marketing Plan 70% weighting (3500 Submission: w/c 12 th January 1. Communication Plan 70% weighting (3500 Submission: w/c 12 th January 2. Presentation 30% weighting (1500 Submission: w/c 9 th February 16

17 International Marketing Context Event Management Managing Marketing Information Dissertation Formative assessment methods include case studies with questions, analysis tool use such as PESTLE, Porter s 5 forces and competitive diamond etc. research tasks mock class based assessment and in-class discussions. Formative feedback includes verbal and in some cases written feedback on class activities, short assessments and Q&A. Coursework will be structured so that students will have to apply a range of planning and evaluation tools during the event planning process and evidence these in their portfolio e.g. budget proposals, timelines/planning schedules, risk assessments. This supports the formative feedback opportunity and ensures milestones and planning activities are effectively monitored. Formative assessment methods include group and individual tasks including case studies, demonstration and practical tasks, supervision, Q & A, data collection/research tasks,inclass discussions and draft submission. Formative assessment methods include group and individual tasks, evaluation exercises, plagiarism tutorial and tests, Q & A, research tasks, in-class discussions, tutorials and draft submission/supervision. 1. Report 50% weighting (2500 Submission: w/c 12 th January 2. Pre-released Case study exam 50% weighting (2500 Submission: w/c 9 th February 1. Coursework/Portfolio 70% weighting (3500 Submission: w/c 12 th January 2. Group Presentation 30% weighting (1500 Submission: w/c 9 th February 1. Marketing Project Proposal - 70% weighting (3500 Submission: 23 rd March 2. Presentation 30% weighting (1500 Submission: 4 th May 1. Dissertation 80% weighting (7200 Submission: w/c 4th May 2. Reflective Statement 20% weighting (1800 Submission: w/c 4 th May 17