MSc International Marketing. Programme Handbook May 2013

Transcription

1 MSc International Marketing Programme Handbook May 2013

2 FOREWORD Welcome by the Dean of the Business School BPP has a long, diverse history and today one of Europe s biggest academic and professional educational provider. BPP University College is also the UK s 1st private sector educational body with the privilege to award degrees. At BPP Business School we offer a range of professional and academic programmes, including the MSc Management with Streams, which will prepare you for your chosen career. The business school is uniquely positioned by virtue of the involvement of professional as well as academic experts and strong industry relationships. The school has a strong focus on employability and developing individuals into successful professionals. Our flagship Academic and Career Skills module is a good example of our commitment to students in preparing them for the future and to the business world in providing them highly skilled professionals. All our tutors and support staff are here to support you through your academic journey and make it a remarkable success. We expect all our students to adhere to the highest standards and put their best efforts to achieve the academic success. It is our endeavour to continuously improve the quality of education and student experience at the school. And I welcome your comments and suggestions on improving the overall student experience. I hope you will find the student journey at the school memorable and fruitful. I wish you good luck with your studies. Tim Stewart Dean of the BPP Business School May 2013 Version 1.0 Section 2 Page 2

3 Welcome by Director of Programmes Welcome to your MSc Professional HR programme. You have chosen a challenging and intellectually rewarding journey towards a respected qualification. We have carefully crafted a programme of study to reflect best practices in both academic thinking and the workplace. The modules you will study here have been devised and developed to communicate advanced management theories. In addition the modules will reveal the practical application of well known, tried and tested, HR models and frameworks. You have made a significant financial investment in choosing this programme of study. We cannot guarantee success but, within the constraints of our programme regulations, we will support you in all possible ways we can, towards the achievement of your award. For our part we will endeavour to provide you with many learning opportunities and support services towards your goal of an award from BPP University College. For your part you must engage throughout with the requirements of study. The year will require sustained efforts and application by you. It will require regular attendance at lectures and a commitment to undertake work between lectures. If from the minute you join us you engage with this study culture and take advantage of all the student support services we offer, then you have a great start to what we hope will be a successful journey. For success you will also need to understand the information in this handbook and to use it to help you progress through the course. Within the following pages you will, for instance, find details of the programme regulations. There are sections too on each individual module clearly outlining their content, assessment patterns and marking schemes. Take note of the pages that follow as they will guide you to what is required of you during your study period with us. I wish you well in your studies. This should be one of the most interesting and challenging years of your life and I hope you will use it to develop into a highly employable and knowledgeable person. Terry Kendrick Director of Postgraduate Programmes May 2013 Version 1.0 Section 2 Page 3

4 CONTENTS INTRODUCTION TO THE PROGRAMME... 4 Details... 4 Aims and Learning Outcomes... 2 Programme Aims... 2 Programme Learning Outcomes... 2 PROGRAMME STAGES... 4 STAGE ONE... 4 STAGE TWO... 6 STAGE THREE... 9 Diagram of Outcomes Leading to Award Overall Learning and Teaching Strategy Code of Conduct MODULE OUTLINES International Marketing Management Consumer Behaviour Competitive Intelligence for the Marketer Managing International Brands Finance for Marketers Marketing Communications Frameworks International Advanced Marketing Strategy and Simulation Creativity and Innovation for International Markets International Marketing Consultancy Project Academic and Career Skills Digital Marketing Frameworks Advertising Management etourism and ehospitality Operations Management & Service Excellence Stakeholder Relationship Management Project Management in Marketing Public Relations Frameworks Assessment Marking Criteria Assessment Map Staff Contacts Programme Regulations Curriculum Map Competency Framework Employability (Academic and Careers Skills) Indicative Timetable Version 1.0 Section 2 Page 4

5 INTRODUCTION TO THE PROGRAMME Details Programme Title Qualification Awarding Body MSc International Marketing Master of Science International Marketing BPP University College of Professional Studies Overview of Programme The overall aim of the MSc International Marketing is to develop the next generation of marketing managers who can thrive in dynamic and complex business environments. It provides for the intellectual development of the student to enable him or her to function effectively within a wide range of business sectors. This is achieved by enhancing and developing a stronger marketing perspective among general management skills and knowledge on both a domestic and International level. This programme combines the academic theory of International marketing with a practical perspective that closely reflects real life international marketing issues and situations. It aims to develop a sound understanding of marketing & international marketing, to extend existing knowledge, whether from previous study or practical experience and as such, greatly enhances employability prospects. The techniques and skills gained on the programme will enable an accelerated start to, or rapid progression of career paths in marketing and will be applicable to the marketing of all types of organisations. You will be required to critically evaluate key international marketing strategies and practices, and learn how these help to shape organisations and markets within the evolving global business environment. Utilising theory, practice and cutting-edge approaches, including e-marketing and social networking, you will develop skills that will enhance your employability as both a marketer and a manager in any dynamic organisation. To assist with this the programme provides a choice of up to six 'elective' subjects, reflecting the current diversity in contemporary marketing practice. In addition the programme also carries the benefit of dual award status from the Chartered Institute of Marketing and Chartered Management Institute which will enhance the student s employability and knowledge of management and marketing practices. Version 1.0 Section 2 Page 5

6 Outline Programme Structure Post Graduate Certificate Post Graduate Diploma MSc International Marketing Postgraduate Certificate Core International Marketing Management. (15 Credits) Finance for Marketers. (15 Credits) Consultancy Project (30 Credits) Or Consumer Behaviour. (15 Credits) Marketing Communications Frameworks (15 Credits) Academic and Careers Skills (Work placement) (30 Credits) Plus 30 credits from the following: Competitive Intelligence For Marketing (15 Credits) International Advanced Marketing Strategy & Simulation (15 Credits) Digital Marketing Frameworks (15 Credits) Advertising Management (15 Credits) Operational & Services Excellence (15 Credits) Stakeholder Relationship Management (15 credits) Project Management for Marketing (15 credits) Public Relations Framework (15 credits) Managing International Brands. (15 Credits) Creativity and innovation for International Markets (15 Credits) Key Shared Module Existing Module Pervasive Business and Management Skills: Cultural Awareness, Professional Development and Communication and Negotiation, etc. (non-credit bearing, but 75% of these must be completed to pass the programme, including all research methods skills sessions) Version 1.0 Section 2 Page 1

7 Module Name Shared/Existing Programme Shared/Existing International Marketing Management Existing Revised from MSc Marketing Less than 25% altered Consumer Behaviour Existing MSc Professional Marketing - Less than 25% altered Competitive Intelligence for Marketing Shared MSc Professional Marketing Managing International Brands Existing MSc Professional Marketing - Less than 25% altered Finance for Marketers N/A N/A Marketing Communications Shared MSc Management (with Frameworks International Advanced Marketing Strategy and Simulation Creativity and Innovation for International Markets International Marketing Consultancy Project Existing Existing Existing streams) Revised from MSc Marketing. Altered from credit module Revised from MSc Marketing - Less than 25% altered Revised from MSc Marketing - Less than 25% altered Academic and Careers Skills (Work Placement) Shared MSc Management (with streams) Digital Marketing Frameworks Shared MSc Professional Marketing Advertising Management Existing Revised from MSc Marketing - Less than 25% altered Operational and Services Excellence Shared MSc Management (with streams) Stakeholder Relationship Management Existing MSc Professional HR - Less than 25% altered Project Management for Marketing N/A N/A Public Relations Frameworks Shared MSc Professional Marketing Version 1.0 Section 2 Page 1

8 Aims and Learning Outcomes Programme Aims The aims of the degree are designed to provide you with an integrated academic and professional development environment. That is conceived and structured to enable students (you) to gain the knowledge, understanding and skills to pursue and sustain careers in Marketing (Management). This programme aims to: Provide a broad, critical and integrated study of marketing for non-cognate students. Enhance the employability of students by developing an advanced knowledge and understanding to systematically and creatively inform marketing practice. Prepare students in the use of appropriate tools and techniques beneficial to business operations. Improve independence, self-direction and self-development of participants for the benefit of the student, organisation and society. Offer students the opportunity to focus their learning on in specialist aspects of marketing. Programme Learning Outcomes The learning outcomes describe what you should know and be able to do if you successfully complete the programme and make full use of the opportunities for learning that are provided. The learning outcomes are presented in the tables below: Knowledge and Understanding Ref K1 K2 K3 K4 A. Students should be able to demonstrate: A systematic understanding of the values, techniques, theories, concepts and models of the study and practice of International Marketing. A knowledge of contemporary organisational practices, the current and developing issues in internal and external environments that impact on interdisciplinary International Marketing. Critical appreciation of the ethical and cultural dimensions in International marketing in order to effectively inform sustainable business. Comprehensive understanding of a range of techniques used for data analysis for managerial decision making. An ability to discuss leading edge theory and practice in key International Marketing disciplines and functions in order to inform interaction in and with this specific area. Cognitive Skills Ref C1 C2 B. Students should be able to: Rigorously evaluate a range of complex situations, environments and markets holistically for the purpose of decision making at both a domestic and International level. Synthesise information from diverse sources to critically evaluate research and advanced scholarship in management then where appropriate to propose improvements. Version 1.0 Section 2 Page 2

9 C3 C4 Critically evaluate marketing strategies in a variety of business contexts that demonstrate an appreciation of the complex interdependencies within a business environment. Acquire the skills necessary to become recognised as a provider of advice that Informs operational and strategic decisions in different organisational contexts. Professional Skills and Attitudes Ref P1 P2 P3 P4 C. Students should be able to: Undertake managerial research of a high quality in order to solve problems and make decisions in complex situations. Further strategic goals through utilisation of communication strategies to persuade a variety of audiences of marketing effectiveness. Select from a range of alternative courses of action in order to design and implement solutions for specific organisations Apply actionable marketing management tools and techniques to inform decisions and support development of business performance. General Transferable Skills Ref T1 T2 T3 T4 D. Students should be able to: Adopt a flexible approach to management situations displaying a high level of professional competence. Present oneself as a marketing professional through the engagement in personal and professional development based on self reflection and in response to feedback. Communicate persuasively, confidently and authoritatively supported by evidencebased recommendations in the absence of complete information. Build the skills and competencies essential to become a valued employee, manager and leader, and increase one s confidence at interviews, in meetings and at work. These Learning Outcomes reflect those that will be achieved for the MSc Marketing award. Exceptionally, if a student exits earlier in the programme, they may be awarded a Postgraduate Certificate or Postgraduate Diploma, depending on their achievement. In each case, students will have achieved the learning outcomes as listed for that award. Version 1.0 Section 2 Page 3

10 PROGRAMME STAGES STAGE ONE POSTGRADUATE CERTIFICATE IN INTERNATIONAL MARKETING Introduction The postgraduate certificate in international marketing is designed to deliver a systematic foundation in marketing. The programme equips students with the knowledge and skills that are fundamental to threshold marketing practice. It delivers theory and practice in Marketing Management, Consumer Behaviour, Competitive Intelligence and Management of Brands. The modules and elements described below are subject to more detailed briefing papers and bibliographies issued at appropriate points throughout the programme. In some instances information regarding content of a module is indicative, and actual module content will be determined according to considerations (for example, regarding opportunities for work with specific external partners or developments in the field) which are taken into account closer to the point of delivery. Module Requirement Credits Page International Marketing Management Compulsory 15 Credits p. 22 Consumer Behaviour Compulsory 15 Credits p. 36 Competitive Intelligence for Marketing Compulsory 15 Credits p. 50 Managing International Brands Compulsory 15 credits p. 67 Interim Exit Award: Postgraduate Certificate in International Marketing Educational Aims The Post Graduate Certificate in International Marketing aims to equip its graduates to: Provide students with a critical understanding of the practice and theory of International Marketing. Develop the students' research and communication skills to enable them to communicate effectively and sensitively with others in a marketing environment. Equip students with the ability to integrate and synthesise information from a variety of sources to bring clarity to and justify international marketing decisions across a range of organisations. Assist students to utilise and critically evaluate a range of marketing tools and techniques, which are employed by marketing managers, to enhance organisational effectiveness. Learning Outcomes Knowledge and Understanding Ref K1 A. Students should be able to demonstrate: A coherent and detailed understanding of the interrelationship between internal Version 1.0 Section 2 Page 4

11 K2 K3 resources and process, and the external environment involved in marketing planning. An ability to discuss alternative solutions using appropriate analytical techniques and knowledge of skills required to contribute to decision making in marketing. An in depth understanding of a variety of ethical and responsible approaches to international marketing in order to inform business practice. Cognitive Skills Ref C1 C2 C3 B. Students should be able to: Evaluate marketing data and information in order to assess plans for improving performance. Improve team and business performance through the choice and precise use of a variety of marketing tools and techniques. Appropriately select and combine theories to aid operational and strategic decisions in different organisational contexts. Professional Skills and Attitudes Ref P1 P2 P3 C. Students should be able to: Research, identify and interpret appropriate information to provide a range of solutions to organisational problems. Communicate with clarity for the intended audience in relation to particular organisational problems and opportunities. Select with minimal guidance appropriate tools for the analysis of different types of data. General Transferable Skills Ref T1 T2 T3 D. Students should be able to: Develop an awareness of personal and professional strengths and weaknesses. Contribute sensitively to team and group activities in order to define goals for personal professional development Demonstrate decision making abilities even in the absence of complete information and data.. Version 1.0 Section 2 Page 5

12 POSTGRADUATE DIPLOMA IN INTERNATIONAL MARKETING STAGE TWO Introduction The Postgraduate Diploma in International Marketing is designed to build on the systematic foundation and skills developed in the Postgraduate Certificate. The Diploma examines the complexities of marketing within dynamic environments and is practitioner focused. While it is delivered with a professional and practical emphasis it is underpinned by sound academic rigour. To this end, decision-making, communication, research, systemic and critical thinking skills are furthered. It seeks to develop students who, are not only comfortable with marketing theory but can apply this to synthesise and originate novel solutions. It additionally provides students with opportunities to extend their knowledge and skills in the areas of strategy, finance, creativity and innovation. As well; as the opportunity to interact with peers and engage in enquiry. The overall focus is also to achieve entry to the final stage of the MSc International Marketing. The modules and elements described below are subject to more detailed briefing papers and bibliographies issued at appropriate points throughout the programme. In some instances information regarding content of a module is indicative, and actual module content will be determined according to considerations (for example, regarding opportunities for work with specific external partners or developments in the field) which are taken into account closer to the point of delivery. Module Requirement Credits Page International Marketing Management Compulsory 15 Credits p. 22 Consumer Behaviour Compulsory 15 Credits p. 36 Competitive Intelligence for Marketing Compulsory 15 Credits p. 50 Managing International Brands Compulsory 15 Credits p. 67 Interim Exit Award: Postgraduate Certificate in International Marketing Finance for Marketers Compulsory 15 Credits p. 79 Marketing Communications Frameworks Compulsory 15 Credits p. 90 International Advanced Marketing Strategy and Simulation Creativity and Innovation for International Markets Educational Aims Compulsory 15 Credits p. 101 Compulsory 15 Credits p. 116 Interim Exit Award: Postgraduate Diploma in International Marketing The Post Graduate Diploma in Marketing aims to equip its graduates to enable students to develop and acquire: Version 1.0 Section 2 Page 6

13 Provide students with opportunities to develop a systematic understanding of the complex relationships which exist between key stakeholders and across business functions and their impact on marketing Enhance students autonomy, adaptability and ethicality through individual and group work. Provide an environment in which students can gain expertise in the use of tools and techniques which will allow them to critique and apply viable marketing strategies. Enable students to originate viable solutions to create, direct and control marketing strategy and tactics. Learning Outcomes Knowledge and Understanding Ref A. Students should be able to demonstrate a: K1 K2 K3. In-depth understanding of the influence of key internal and external environmental pressures affecting marketing effectiveness Considered appreciation of theory and its implications for the implementation of marketing practices in a range of contexts and developing issues in international marketing. Technical understanding of complex data and information analysis strategies for supporting marketing decisions and informing business practice. Cognitive Skills Ref C1 C2 C3 B. Students should be able to: Systematically evaluate the inter-relationships between complex, incomplete or contradictory marketing functions to communicate effective outcomes. Synthesise information and data from diverse sources, theoretical and practical, to critically assess current marketing practices to inform strategic initiatives. Improve team and business performance through innovation and originality in problem solving Professional Skills and Attitudes Ref P1 P2 P3 C. Students should be able to: Independently research and evaluate complex and incomplete information to provide a range of solutions to aid marketing decision making to enhance business performance. Employ judgement and discretion in the choice and use of modes and mediums of communication with colleagues, clients and other stakeholders. Support business performance through the effective use of a variety of qualitative and quantitative tools to enhance decision making and make a valuable individual contribution to the organisation. Version 1.0 Section 2 Page 7

14 P4 Contribute to the development of actionable innovative marketing strategy initiatives which demonstrate sensitivity to stakeholders and achieve effective outcomes. General Transferable Skills Ref T1 T2 T3 T4 D. Students should be able to: Display a high-level of professional competence through a reflective appreciation of your role and contribution to team work and through individual tasks. Communicate complex ideas and information effectively, selecting format and media with discernment. Take initiative in planning professional and personal development goals in the furtherance of individual, team and organisational improvement. Understand the competencies that employers value, and to identify potential matches with different employers or roles. Version 1.0 Section 2 Page 8

15 MSC INTERNATIONAL MARKETING STAGE THREE Introduction The MSc International Marketing design is informed by a number of guiding principles: employability, professional development and academic rigour. The programme seeks to develop highly competent individuals who can thrive in dynamic and complex business environments and are able to balance knowledge and marketing skills with the ability to interact at a personal level to influence marketing strategy. It does this by combining the academic theory of marketing with a practical perspective that closely reflects real life marketing issues and situations. The Certificate block equips you with the knowledge and skills fundamental for threshold marketing practice. The Diploma block examines the complexities of International Marketing within uncertain and dynamic environments. The final block of the MSc International Marketing core module provides strategic knowledge and skills, whereas the electives provide specialist knowledge and skills. The techniques and skills gained on the programme will enable an accelerated start to, or continuation of career paths in marketing and will be applicable to the marketing of all types of organisations. You will critically evaluate key marketing strategies and practices. You will also learn how these help to shape organisations and markets within the evolving global business environment. Utilising theory, practice and cutting-edge approaches e.g digital marketing.. To assist with this the programme provides a choice of up to six 'elective' subjects reflecting the current diversity in contemporary marketing practice. You will also be encouraged to take part in the academic and career skills programme that runs alongside the three terms. This will provide with supported and specially chosen, professional development opportunities, enhancing your employability, including an option to access work placement and attend specific skill development sessions. The modules and elements described below are subject to more detailed briefing papers and bibliographies issued at appropriate points throughout the programme. In some instances information regarding content of a module is indicative, and actual module content will be determined according to considerations (for example, regarding opportunities for work with specific external partners or developments in the field) which are taken into account closer to the point of delivery. Version 1.0 Section 2 Page 9

16 Module Requirement Credits Page International Marketing Management Compulsory 15 Credits p. 22 Consumer Behaviour Compulsory 15 Credits p. 36 Competitive Intelligence for Marketing Compulsory 15 Credits p. 50 Managing International Brands Compulsory 15 Credits p. 67 Interim Exit Award: Postgraduate Certificate in International Marketing Finance for Marketers Compulsory 15 Credits p. 79 Marketing Communications Frameworks International Advanced Marketing Strategy and Simulation Creativity and Innovation for International Markets Compulsory 15 Credits p. 90 Compulsory 15 Credits p. 101 Compulsory 15 Credits p. 116 Interim Exit Award: Postgraduate Diploma in International Marketing International Marketing Consultancy Project Academic and Careers Skills (Work Placement) Elective 30 Credits p.126 Elective 30 Credits p.138 Plus 30 Credits from the following list: Digital Marketing Frameworks Elective 15 Credits p. 158 Advertising Management Elective 15 Credits p.172 Operational & Services Excellence Elective 15 Credits p. 195 Stakeholder Relationship Management Elective 15 Credits p.183 Project Management for Marketing Elective 15 Credits p.219 Public Relations Frameworks Elective 15 Credits p.261 Exit Award: MSc International Marketing Version 1.0 Section 2 Page 10

17 Diagrams of Outcome Leading to Award Diagram of Outcomes Leading to Award Term One (Postgraduate Certificate in Marketing) MSc International Marketing 180 Credits 60 Term 1, 60 Term 2, 60 Term 3 Assessment Module Credit Rating Work for Assessment Requirement for Award Weighting for Classification International Marketing & Management 15 Credits [Level 7] Formative 1. Brief Research Report (4 Pages) Summative 1. 2,000 Word Individual Consultancy Report (External client or selected case study) [100% of Module Grade] Compulsory 25% PG CERTIFICATE 12.5% PG DIPLOMA 8.33% MSc Consumer Behaviour 15 Credits [Level 7] Formative 1. Tutor and Peer Assessment(s) Undertake a group focus group on a product/service of your choice regarding a topical consumer behaviour research brief Summative word individual report based on the finding of the focus group with particular attention to the future impact on the findings. [100% Module Grade] Compulsory 25% PG CERTIFICATE 12.5% PG DIPLOMA 8.33% MSc Competitive Intelligence for the Marketer 15 Credits [Level 7] Formative 1. Presentation as summary of literature search and bibliography (1 page maximum). 2. Formulating research questions and hypotheses. 3. Sampling task Compulsory 25% PG CERTIFICATE 12.5% PG DIPLOMA 8.33% MSc Version 1.0 Section 2 Page 11

18 Diagrams of Outcome Leading to Award Summative word research proposal [100% of Module Grade] Managing International Brands 15 Credits [Level 7] Formative 1. Digital Brand Book maximum 20 pages Summative 1. 2 hour exam based on pre-seen case study [100% of Module Grade] Compulsory 25% PG CERTIFICATE 12.5% PG DIPLOMA 8.33% MSc Students who successfully complete 60 Credits and wish to leave the programme may be awarded a Postgraduate Certificate in International Marketing. Version 1.0 Section 2 Page 12

19 Diagrams of Outcome Leading to Award Term Two (Postgraduate Diploma in Marketing) MSc International Marketing 180 Credits 60 Term 1, 60 Term 2, 60 Term 3 Assessment Module Credit Rating Work for Assessment Requirement for Award Weighting for Classification Finance for Marketers 15 Credits [Level 7] Formative 1. Individual/group presentation on reporting of a marketing budget and the impact on the overall organisation Summative 1. 2,000 word individual assignment. [100% of Module Grade] Compulsory 12.5% PG DIPLOMA 8.33% MSc Marketing Communications Frameworks 15 Credits [Level 7] Formative minute Group Presentation of Seen International Case Study. Summative word individual Briefing paper [100% of Module Grade] Compulsory 12.5% PG DIPLOMA 8.33% MSc Formative. International Advanced Marketing Strategy & Simulation 15 Credits [Level 7] minute group presentation on reflective learning from the simulation. Summative 1. 2 hour Exam (pre seen case study or mini scenarios made available in examination room) [100% of Module Grade] Compulsory 12.5% PG DIPLOMA 8.33% MSc Creativity and Innovation for International Markets 15 Credits [Level 7] Formative. 1. An in house test of the key foundations of the varying schools of innovative development.. Compulsory 12.5% PG DIPLOMA 8.33% MSc Version 1.0 Section 2 Page 13

20 Diagrams of Outcome Leading to Award Summative 1. A 2 hour examination based on a seen pre-issued case study. Students who successfully complete 120 Credits (60 credits in Term 1 & 60 credits in Term 2) and wish to leave the programme may be awarded a Postgraduate Certificate in International Marketing. Version 1.0 Section 2 Page 14

21 Diagrams of Outcome Leading to Award Term Three (Masters Degree) MSc International Marketing 180 Credits 60 Term 1, 60 Term 2, 60 Term 3 Module Credit Rating Work for Assessment International Marketing Consultancy Project Or 30 Credits [Level 7] Assessment Formative minute Group Presentation for both Peer and Lecture Feedback. Summative 1. 5,000 word individual consultancy report. [100% of Module Grade]. Summative Requirement for Award Elective Weighting for Classification 8.33% MSc Academic and Careers Skills (Work placement report) 30 Credits [Level 7] Students will be required to keep a diary of their work experience and produce a report on what they have learnt reflecting on areas within the business that can be improved. Students who have refused the opportunity to take up a work placement will be required to write a 5,000 word document demonstrating a full career analysis of a chosen market sector and company within it that they have expressed an interest working for. Plus 30 Credits of any combination of modules from the following list: Elective 8.33% MSc Digital Marketing Frameworks[MG7] 15 Credits [Level 7] Formative 1. Students to create their own form of digital marketing communications to a specific brief (e.g set up website, blog, forum) 2. Briefing of evaluation: students will be asked to produce a 4 page briefing of a paper on the delivery of their Elective 8.33% MSc Version 1.0 Section 2 Page 15

22 Diagrams of Outcome Leading to Award communications. Summative 1. Client Brief / Digital Campaign - An individual written report (2,000 words) or oral presentation (20 minutes) detailing brief, campaign proposal and assessment of the relevance of the activity to an organisation and its markets. Advertising Management [MG10] 15 Credits [Level 7] Formative 1. Adopting professional roles in advertising management roleplay this will include feedback from Tutors and Peers Summative 1. A pitch presentation based on a client brief, maximum 25 minutes Elective 8.33% MSc Operations and Services Excellence 15 Credits [Level 7] Formative 1. Two example questions from exam, students to provide written answers and receive individual and group feedback Summative 1. 2 hour Exam (short question section and pre seen case study section) Elective 8.33% MSc Stakeholder Relationship Management 15 Credits [Level 7] Formative 1. A case presentation or webinar (15mins) to key stakeholders of an organisation regarding the management of this relationship. To be performed in groups Summative: word white paper on stakeholder theory and its impact on the organisation or sector considered in the formative. [100% of Module Grade] Elective 8.33% MSc Version 1.0 Section 2 Page 16

23 Diagrams of Outcome Leading to Award Project Management for Marketing 15 Credits [Level 7] Formative: 1. Complete a project plan using a project management technique of your choice to be delivered as a written piece. Summative: 1. Write a critical evaluation of a implemented project (case to be provided) using theory where appropriate to justify your findings in no more than 2000 words plus appendices Elective 8.33% MSc Public Relations Framework 15 Credits [Level 7] Formative 1. Draft employee communication as appropriate for a briefed aspect of organisation change. Summative 1. 2,000 Word Public Relations Plan Written Assignment [100% of Module Grade] Elective 8.33% MSc Students who successfully complete 180 Credits modules (60 in Term 1, 60 in Term 2, 60 in Term 3) and wish to leave the programme may be awarded MSc International Marketing. Version 1.0 Section 2 Page 17

24 Overall Learning and Teaching Strategy Overall Learning and Teaching Strategy Learning and Teaching Strategy Learning Learning when studying for the MSc in International Marketing will be achieved through a combination of methods and modes of delivery. Throughout the programme there will be an emphasis on active learning as well as activities outside of the taught component. You are therefore expected to take a major responsibility for your own intellectual development and thus demonstrate an attainment of the professional and transferable skills which are expected of graduates. At the same time, you will be given ample tutor-guided support in your development of new skills this will be enhanced by application through real world activities. The programme provides you with development activities that are useful in understanding theories and conceptual models that are then linked to application. You will need to take responsibility not only for what is learnt but more particularly for how it is learned. This opportunity to organise your learning is intended to develop professional and transferable skills in, for example, group work and individual scholarship. Through formative assessment and feedback, the teaching team encourages, facilitates and offers guidance for you to embark on your own intellectual journey and make progress along it. A feature of the learning and teaching strategy of the programme is the use of real world scenarios. This has the aim of providing a student-centred approach which engages you in individual and collective problem solving activities. All the while these activities are operating within the business context to imitate where possible the practice in the industry. Modes of Study The programme is designed to allow you to participate through the different pathways of full time or part time (day-time, evening or weekend) or online all of which are fully supported by extensive learning resources available online to all students. In all cases the content and learning outcomes are the same as the course is designed to accommodate students studying through each of these pathways. The only difference is that, if you choose to study online, you will undertake seminars using either synchronous or asynchronous methods, whereas if you choose to study face-to-face you will undertake seminars in a physical classroom. In both cases you will be provided with significant online resources to support your studies. Because we ensure that all pathways are consistent we are able to offer great flexibility to our students. This means you have full flexibility on whether you attend online or face-to-face seminars from session to session subject to demand. In summary, both methods: Are designed to achieve identical learning outcomes. Have the same online learning resources to provide guidance and support to the programme. Are identically assessed. Version 1.0 Section 2 Page 18

25 Overall Learning and Teaching Strategy Assessment Strategy The programme is student-centred, professionally-oriented and designed to assess whether you meet the learning outcomes for each module. They will assess both knowledge and skills relevant to pursuing a career in marketing. The assessment strategy for the programme as a whole seeks to: Utilise a range of assessment methods relevant to the subject area e.g. reports, written assignments, presentations and examinations in line with this level of study. Place emphasis upon those methods that closely simulate the demands of the marketing environment to improve employability. Give timely feedback in order to assist you in your progress on your intellectual journey. Assessment strategies will be kept under constant review to ensure that they are helping to secure the objectives of the learning and teaching strategy and the characteristics of the student cohort. The assessment map demonstrates a range of authentic assessments, whilst is includes some unseen exam papers, the majority of assessments are written assignments/reports based on scenario s, case studies and greater emphasis of tasks that will enhance employability and real life experience. The advantages of this are; Promotes integration of various written and performance measures Direct measure of target skills Encourages divergent thinking Proficiency in real world tasks Promotes application of skills, beyond knowledge Enhancement of meaningful skills Originality of work of individual students can be a concern when not an exam based assessment diet. The use of software(turnitin) assists in ensuring against plagiarism. Additionally, tutors and programme teams will promote academic integrity and provide guidance to students. Additionally coherence between formative and summative assessments ensures that along with the use of appropriate rubrics, tutors can assess contribution of individuals and support and guide on-going learning efforts. Rubrics will be used across the range of assignments: papers, projects, oral presentations, group projects etc. Grading rubrics are valuable in ensuring consistency of grading for students, particularly when delivered across multiple sites and involved multiple markers. Version 1.0 Section 2 Page 19

26 Code of Conduct Code of Conduct As an individual I will: Strive for excellence at all times. Exemplify the highest standards of behaviour and performance. Remain accountable for my actions. Take personal responsibility for my development. Strive to keep up to date with best practice and on-going developments within my fields of study. Safeguard any confidentiality I am exposed to and not seek personal advantage from these. Act reasonably and justifiably in identifying and resolving conflicts of values, including those of an ethical nature. In my relationship with others I will: Treat other students on an equitable basis, without discrimination, recognising their specific needs, pressures and problems. Support other students to understand fully their responsibilities. Seek to develop the skills and qualities within any teams you are involved with and recognise individual achievements within these. Foster a culture of openness and transparency, where issues may be addressed in a frank and timely manner. Encourage and assist other students to develop their skills and progress their education, valuing the contribution which each may make. Respect matters of faith, conscience and diversity in their widest sense. Communicate clearly, effectively and openly with all people I encounter within the Business School. For the Business School where it is within my power, authority or influence to do so, I will: Uphold its policies and practices. Identify, support and communicate relevant policies, practices and information as appropriate. Be accountable for achieving the objectives, projects and tasks that I undertake to deliver. Safeguard the reputation and assets of the Business School. Exhaust all available internal remedies for dealing with matters I perceive to be improper before resorting to public disclosure. Uphold its integrity and good standing, and refrain from conduct which detracts from its reputation. Promote its professional image and standing. Observe the standards of conduct and practice as set out in this Code, as they may be reviewed and reissued from time to time. Version 1.0 Section 2 Page 20

27 Code of Conduct For the wider community I will: Ensure that I am aware of, and comply with, all relevant legislation and regulations. Be honest, open and truthful in all external communications. Respect the customs, practices and reasonable ambitions of others, where these may differ from my own. Version 1.0 Section 2 Page 21

28 Module Outlines MODULE OUTLINES Introduction The modules and elements described below are subject to more detailed briefing papers and bibliographies issued at appropriate points throughout the programme. In some instances information regarding content of a module is indicative, and actual module content will be determined according to considerations (for example, regarding opportunities for work with specific external partners or developments in the field) which are taken into account closer to the point of delivery. International Marketing Management Module Requirement Credits Page Compulsory 15 Credits p. 22 Consumer Behaviour Compulsory 15 Credits p. 36 Competitive Intelligence for Marketing Compulsory 15 Credits p. 50 Managing International Brands Compulsory 15 Credits p. 67 Interim Exit Award: Postgraduate Certificate in International Marketing Finance for Marketers Compulsory 15 Credits p. 79 Marketing Communications Frameworks International Advanced Marketing Strategy and Simulation Creativity and Innovation for International Markets Compulsory 15 Credits p. 90 Compulsory 15 Credits p. 101 Compulsory 15 Credits p.116 Interim Exit Award: Postgraduate Diploma in International Marketing International Marketing Consultancy Project Academic and Careers Skills (Work Placement) Elective 30 Credits p.126 Elective 30 Credits p.138 Plus 30 Credits from the following list: Digital Marketing Frameworks Elective 15 Credits p. 158 Advertising Management Elective 15 Credits p.172 Operational & Services Excellence Elective 15 Credits p. 195 Stakeholder Relationship Management Elective 15 Credits p.183 Project Management for Marketing Elective 15 Credits p.219 Public Relations Frameworks Elective 15 Credits p.261 Exit Award: MSc International Marketing Version 1.0 Section 2 Page 22

29 Module Outlines International Marketing Management General Information School Level Credit Value Contact Hours Programme(s) Module Leader Pre-requisites Business School Level 7 (Masters) 15 Credits 30 Hours MSc Management with Streams Mike Blee None Related Co-requisites Post-requisites Excluded Combinations None None None External Accrediting Body None Introduction The module intends to provide students with an appreciation of the dynamics of the international market place and the complex and challenging forces shaping this environment. Educational Aims This module aims to: Develop an in-depth understanding of the key principles, processes, concepts and frameworks underpinning international marketing management. Provide students with the tools and skills to critically analyse evaluate and select international markets, propose relevant and realistic entry methods. Develop and implement international marketing strategies/programmes, mirroring tasks and complexities facing international marketers in practice. Develop critical understanding of the key challenges and debates characterising the field and practice of international marketing and the impacts of culture on the international marketing of goods and services. Learning Outcomes Knowledge and Understanding Ref K2 K1 K4 A. Students should be able to demonstrate a: (subject specific) Critical understanding of emergent international marketing trends and the impacts of the international marketing strategy. Devise appropriate marketing strategies and programmes for international markets. Acquire and analyse relevant market information (market research reports and other suitable secondary data sources) and critically evaluate, analyse and synthesise this Version 1.0 Section 2 Page 23

30 Module Outlines Information. Cognitive Skills Ref C1 C2 C3 C4 B. Students should be able to: Critically appraise key forces in the firm s international marketing environment, together with their impacts on international marketing strategy formation and development. Critically assess the attractiveness of international markets by evaluating, selecting and applying relevant theoretical tools, frameworks and processes. Critically analyse the complexities involved in implementing international marketing strategy. Critically evaluate different modes of market entry and select and justify a choice of most suitable method(s) for entry. Professional Skills and Attitudes Ref P1 P3 P4 C. Students should be able to: Develop advanced skills of critical thinking, analysis, synthesis and critical evaluation in order to abstract meaning from information and to share knowledge in relation to international marketing strategy formation and development within the context of the overall international marketing environment. Improve organisational practice and significantly enhance decision making skills with regard to complex problem. These problems involve international marketing, environment analysis, international marketing strategy formation and development through the systematic and creative application of relevant frameworks, theories and concepts. Synthesise information from a wide range of academic journals, electronic databases and texts in order to gain an in-depth and coherent understanding of theories and practices relevant to international marketing strategy formation and development in the context of the international marketing environment. General Transferable Skills Ref T1 T2 T3 D. Students should be able to: Develop critical thinking competences, evidenced by application of key theories, concepts, frameworks, tools and processes relevant to international marketing strategy formation and development. Enhance personal effectiveness by developing self-awareness, self-reflection, selfmanagement, time management, sensitivity to diversity in people and different situations and sensitivity to diverse peoples and cultures. Enhance communication and interpersonal skills by engaging in effective written and oral communication of complex ideas and arguments using a wide range of media. Version 1.0 Section 2 Page 24

31 Module Outlines Mode of Assessment This module is assessed through the completion of one (1) independent task [the Summative Element]. In addition to the summative elements, the module contains one (1) task to assist you in evaluating your progress in the module [the Formative Elements]. Formative Element 1. Brief research report (4 pages). Summative Element 1. 2,000 Word Individual Consultancy Report (External client or selected case study) [100% of Module Grade] The formative and graded elements are awarded a percentage grading according to the Level 7 (Masters) Marking Criteria contained in your programme handbook. Each assessment is marked on a percentage basis and combined as a final module grade. This forms the classification of your Master s degree (Distinction or Pass). Final module grades will be combined according to the Diagram of Outcomes Leading to Award, detailed in your programme handbook. Indicative Reading To develop your skills in finding, accessing and analysing business information, data and knowledge you are encouraged to explore all sources of information to drive and enhance your learning (books, academic and professional journals, online resources, etc.). Below is an indicative list of reading that you may find helpful in your studies; more specific readings may be utilized throughout the module. Core Texts Kotabe, M. and Helsen, K. (2007). Global Marketing Management (4th Ed.) Additional Texts Muhlbacher, H., Dahringer, L. and Leihs, H. (2006). International Marketing: A Global Perspective (3rd Edition). London: International Thompson Usunier, J-C. and Lee, J.A. (2005). Marketing across Cultures (4th Edition). Prentice-Hall, London. Cateora P.R. and Graham, J.L. (2004) International Marketing (12th Edition). McGraw-Hill Czinkota, M.R. & Ronkainen, I.A. (2003). International Marketing. 7th international students edn, Thomson/South-Western, Ohio. Cateora P.R. and Ghauri, P. (2005) International Marketing (2nd Ed.). McGraw-Hill Doole, I. and Lowe, R. (2004). International Marketing Strategy. Analysis, Development and Implementation. Thomson Learning Terpstra, V., Sarathy, R. and Russow, L. (2006). International Marketing (9th Ed.). North Coast Publishers, Inc. Hollensen, S. (2007). Global Marketing: A Decision-Oriented Approach (4th Ed.). FT, Prentice Hall. Version 1.0 Section 2 Page 25