2012/2013 Programme Specification Data. Strategic Marketing Communications

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1 2012/2013 Programme Specification Data Programme Name Programme Number Programme Award QAA Subject Benchmark Statements Strategic Marketing Communications P10205 MA N/A Programme Aims Our graduates will; Have depth and systematic understanding of marketing and is able to identify and critically evaluate a range of solutions based upon marketing paradigms and examples of best practice. Can work with theoretical research based knowledge at the forefront of Strategic marketing and Strategic marketing communications Have the awareness and ability to manage the implications of ethical dilemmas and work pro-actively with others to formulate strategic marketing and strategic marketing communications management solutions Have a comprehensive understanding of Marketing techniques and methodologies applicable to Marketing management theory. Have a comprehensive and systematic understanding of Marketing research techniques and methodologies applicable to Marketing management theory. Have depth and systematic understanding of various qualitative and quantitative research methodologies Have the awareness and ability to manage the implications of ethical dilemmas and work pro-actively with others to formulate solutions for Marketing research questions. Have a comprehensive understanding of various research methods, their strengths and weaknesses

2 Have the awareness of current methodological debates and issues Be able to evaluate, appraise, and critically analyse the literatures in the area of management of the functionality of the various elements, such as Marketing Mix, Relationship Marketing, Ethics in Marketing, Digital Marketing, Viral Marketing, Globalisation, Communication Theory. Have depth and systematic understanding of the basic skills of study and scholarship Have depth and systematic understanding of the most significant methodologies and techniques which have been successfully deployed in the promotion of quality and excellence Have a comprehensive understanding of techniques and methodologies applicable to management and development of teams; principles of successful negotiation; effective personal communications. Have depth and systematic understanding of styles of leadership and their applications and limitations; Have a comprehensive understanding of simulation methods, their strengths and weaknesses Have a comprehensive understanding of the interrelationship of corporate, operations, and other functional strategies Have a critical understanding of the current thinking with respect to innovation and the importance of innovation for future prosperity and competitiveness of an organization, and develop a creative approach to problem solving. Have depth and systematic understanding of operational processes, viewed as systems, and how they may be critically analysed, appraised and designed Outcomes: Knowledge and Understanding A Knowledge and understanding of: The learner has depth and systematic understanding of knowledge in the specialised areas of Strategic Marketing & Strategic Marketing Communications. Postgraduates will be able to demonstrate relevant knowledge & critically appraise the role of marketing and communications and the external environment in which they operate. There will be an emphasis upon critical evaluation &

3 responding to change and the consideration of the future of Marketing and Communications and the external environment in which they operate. Outcomes: Intellectual Skills B Intellectual skills: 1. Breadth of outlook Interpret information and data, draw conclusions from this data and exploit these conclusions Academic approach to problem-solving Understand role of marketing in business and wider society Place marketing in its organisational context Understand role of marketing in not-for-profit, institutional and service markets Understand connection between academic study and its application in business and marketing contexts Be competent to discuss and debate the ethical issues in Marketing 2. Wisdom Identify inter-relationship between business and marketing and moral/ethical issues, nationally and internationally To begin the process of becoming a reflective learner and practitioner To allow students to make rational, and informed decisions between conflicting or uncertain sets of data Appreciate the increasing importance of reflecting an ethical stance in the development of marketing To encourage good judgement in their approach to their work, academic staff and peers 3. Personal effectiveness Develop inter-personal skills, especially in group activities, to enhance academic study and which are appropriate to the world of work Control and manage process of personal learning and demonstrate initiative and originality in problem-solving Present information persuasively, in writing and verbally. Manage learning relationships with peers/academic staff Critically understand the relationship between theory and practice

4 Outcomes: Subject Practical Skills C Subject Practical skills: Apply knowledge gained to practical issues Develop critical analysis and creative skills to deliver effective communications programmes Consider marketing in a systematic and integrated manner, and be able to assess the impact of the broader environment on the direction of the industry Is able to exercise initiative and personal responsibility in Marketing professional practice Develops research proposal, and works independently on a research project within tight time constraints, and write it up as an extended dissertation. Has technical expertise, and applies proper research methodologies for research projects, and develops new approaches or adapt alternative approaches when encountering problems Manage, structure and manipulate information relating to organisational performance, quality, and their relationship Be able to prepare marketing and communication plans, demonstrate autonomy in skill use; is able to exercise initiative and personal responsibility in professional practice. Specify an appropriate process and organisational structure for the management of a project Outcomes: Transferable/Key Skills D Transferable/ key skills: 1. Critical thinking Analyse and interpret information and data, and develop a management response to the situation Interpret information and synthesise knowledge and apply this to a variety of business situations Develop a critical approach to published material Make rational and informed decisions between conflicting or uncertain sets of data in a marketing context. 2. Information management

5 Use relevant contemporary software (SPSS, SNAP, The Marketing Game, EXCEL, WORD, POWERPOINT. Interpret numerical information using appropriate software Identify, find and read academic sources including those made available in Virtual Learning Environments (VLEs - WebCT) Synthesise data from various of sources and present effectively Take notes and retrieve information effectively 3. Communication skills Outcomes: Graduate Attributes Teaching and Learning Methods Present information professionally in writing and verbally Develop skills for presenting to others, in written and verbal form Can work effectively with a group as a leader or member Can engage confidentially in academic and professional communication with others Recognise dynamics of group behaviour and reconcile group conflicts N/A A. Teaching and learning: Lectures, seminars, tutorials workshops on-line support, directed self study, computer lab workshop and sessions, Marketing simulation games B. Teaching and learning: Lectures, seminars, tutorials, workshops, on-line support, directed self study, library work, reading, case studies and on-line searching C. Teaching and learning: Case studies, work based learning, lectures seminars, online tasks, student directed studies, consultancy projects D. Teaching and learning: Seminars, self directed studies, research activities, Case study analysis, marketing simulation games, consultancy projects, computer and lad sessions

6 Assessment Methods A. Assessment Methods: Time limited examinations; written papers and presentations both individual and operating within groups, portfolio presentation, Research Proposals, Dissertations. Formative and Summative assessment B. Assessment Methods: Written papers and presentations, portfolio presentations, on-line assessment, peer group assessment, TCAs C. Assessment Methods: Work based projects, case study, time constrained assessment, reports, simulation games D. Assessment Methods: Lectures, seminars, discussions, library work, reading, case studies and on-line searching

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