Faculty of Business, Computing and Law

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1 Faculty of Business Computing and Law Derby Business School Programme Specification June 2013 Master of Science in Marketing Management Master of Arts in Marketing and Media Programme valid from June 2013 for a period of 5 years JACS Code: N500 Programme Codes: MSc Marketing Management MN5AL MA Marketing and Media MN5AM Valid for delivery at: University of Derby, Kedleston Road Mediterranean College, Athens (MN5AL only) Faculty of Business, Computing and Law

2 Table of Contents 1 GENERAL INFORMATION PROGRAMME TITLE AWARD TITLE AND INTERIM AWARDS INTERIM AWARDS: MODE OF STUDY PROGRAMME START / REVIEW DATE AWARDING INSTITUTION FACULTY MANAGING THE PROGRAMME INSTITUTIONS DELIVERING THE PROGRAMME RELEVANT EXTERNAL BENCHMARK STATEMENTS EXTERNAL ACCREDITATION / RECOGNITION JACS CODES PROGRAMME SPECIFICATION LAST UPDATED OVERVIEW AND PROGRAMME AIMS OVERVIEW PROGRAMME AIMS PROGRAMME LEARNING OUTCOMES KNOWLEDGE AND UNDERSTANDING INTELLECTUAL SKILLS SUBJECT SPECIFIC SKILLS PERSONAL AND TRANSFERABLE SKILLS PROGRAMME STRUCTURE STRUCTURE AND CURRICULUM PERSONAL DEVELOPMENT PLANNING (PDP) PROGRAMME DELIVERY LEARNING AND TEACHING METHODS ASSESSMENT ADMISSIONS PROCESS ENTRY REQUIREMENTS STUDENT SUPPORT AND GUIDANCE POST PROGRAMME OPPORTUNITIES EMPLOYER LINKS...13 APPENDIX 1: LEARNING OUTCOMES CURRICULUM MATRIX

3 1 GENERAL INFORMATION 1.1 Programme Title MSc in Marketing Management MA in Marketing and Media 1.2 Award Title and Interim Awards MSc in Marketing Management MA in Marketing and Media 1.3 Interim Awards: Postgraduate Certificate in Marketing Management Postgraduate Certificate in Marketing and Media Postgraduate Diploma in Marketing Management Postgraduate Diploma in Marketing and Media 1.4 Mode of Study Programme Delivery * Postgraduate Certificate in Marketing Management Postgraduate Diploma in Marketing Management MSc in Marketing Management Postgraduate Certificate in Marketing and Media Postgraduate Diploma in Marketing and Media MA in Marketing and Media Full time and part time Full time and part time Full time and part time Full time and part time Full time and part time Full time and part time N.B. All programmes are delivered on campus or via a blended learning approach 1.5 Programme Start / Review Date Start date: September 2013 Review Date: Awarding Institution The University of Derby 1.7 Faculty Managing the Programme Business, Computing and Law 1.8 Institutions Delivering the Programme The University of Derby Mediterranean College, Athens (MN5AL only) 2

4 1.9 Relevant External Benchmark Statements QAA Subject Benchmark Statement for specialist Masters Degrees in Business and Management (2007) 1.10 External Accreditation / Recognition Chartered Institute of Marketing (CIM) 1.11 JACS Codes N Programme Specification last updated November

5 2 OVERVIEW AND PROGRAMME AIMS 2.1 Overview The MSc Marketing Management replaces the MSc Marketing, which has been operating within the University Regulatory Framework for Taught Programmes since September Alongside the MSc Marketing Management is a pathway leading to the award of MA in Marketing and Media. The new programme provides a strategic understanding of advanced marketing issues in business, government, not for profit and related organisations. This understanding is coupled with the necessary management tools, which will allow students to apply theory to practical issues in the workplace. The intention is to develop skills and awareness of the role of the marketing function as part of the total business/organisational structure. The Marketing and Media route additionally provides a specialised focus on marketing communications with particular emphasis on media. There is a demand from the market place for Marketing students at Masters level who have both the relevant quantitative and qualitative skills and strategic capability, especially in an era of hyper competition and globalisation. In part fulfilment of this aim, the programme is delivered full time, part time as a top-up route for post-experience participants and with some blended delivery using an assisted distance learning format. Whilst the aim of this programme is to provide the concepts, knowledge and skills required to develop, implement and manage strategic marketing plans, or more specialised media plans, the content also emphasises the development of analytical and strategic skills, the harnessing of IT as an aid to business analysis and the development of cognitive, professional and transferable skills. It also provides students with those subjects that underpin strategic decision making. The programme therefore also provides a sound foundation for students wishing to pursue a career outside of the marketing and media specialism. 2.2 Programme Aims The general aim of the MSc Marketing Management is to provide a flexible, modular programme that offers an intellectually challenging postgraduate learning experience and equips students with a sound grasp of the key concepts, theories and issues which pervade the general field of marketing or marketing and media. It endeavours to develop knowledge, understanding and critical awareness of a range of marketing functions, processes and issues that impinge on an organisation s ability to develop successful, integrated responses to market and stakeholder demands, thus preparing participants for their chosen functional specialism in marketing. The ethos underpinning the programme is that students are encouraged to develop their own critical and reflective abilities which will allow them to understand and apply relevant theoretical material, including that generated by the students own empirical research, to a variety of real life contexts. Aim 1: Develop relevant subject, cognitive, professional and transferable skills that enable participants to make a valuable contribution to their future employers within the broad context of marketing. 4

6 Aim 2: Support individual participants personal development, life-long learning, and continuous professional development, whether within the context of employment or further study. Aim 3: Offer a supportive learning environment and a variety of delivery modes that facilitate participation by students from a wide range of backgrounds and stimulate the development of autonomous learning. Aim 4: Reflect external contexts and frameworks as relevant to marketing (and related) professions. 5

7 3 PROGRAMME LEARNING OUTCOMES The Learning Outcomes are split into four main categories: knowledge and understanding, intellectual skills, subject specific skills and personal skills. 3.1 Knowledge and Understanding Appreciation of the impact of internal and external influences on the organisation and how this is translated so that organisational objectives in terms of satisfying customers can be sustainably achieved. Demonstrate a broad understanding of organisational functions and their contribution to organisational capability and effectiveness; be aware of global variations in the internal characteristics of organisations, in particular stakeholder diversity and differences in culture, structure and governance. Knowledge and understanding of a range of data sources, analysis and application within a marketing context. Demonstrate a broad understanding of the role and context of communication both external and internal to the organisation. Develop a critical understanding of customer perceptions of value and how this is translated into product and service offerings. Knowledge of a range of methodologies, paradigms, and models relevant to evaluating and extending knowledge in the marketing or media domain. Additionally for the MSc in Marketing Management A critical awareness of the significance of intangible elements that directly and indirectly contribute to customer and commercial value. Understanding sources of competitive advantage in national and international contexts and being able to use knowledge for competitive advantage. Additionally for the MA in Marketing and Media A critical understanding of the ways in which organisations manage media appropriate to their target market. An appreciation of the interrelationships between functions and practice in developing media relationships. 3.2 Intellectual Skills Ability to engage in life-long learning, so that they can remain at the forefront of their academic discipline. Develop critical awareness and the ability to identify and evaluate sources of business information. Demonstrate ability to analyse, synthesise and evaluate complex business problems. Ability to evaluate a range of methodological approaches to undertake autonomous academic scholarship. Adopt a self-critical and reflective approach. Additionally for the MSc in Marketing Management Apply academic concepts and models in the process of strategic marketing management 6

8 Additionally for the MA in Marketing and Media Generate creative media solutions within time bounded and resource constrained contexts. 3.3 Subject Specific Skills Ability to conduct marketing or media research with appropriate diversity in theory, methodology and models. Ability to apply relevant models, draw relevant conclusions and develop recommendations for changes to marketing or media strategy or operation based on research evidence. Development of skills for managing complex marketing or media projects. Familiarity with ethical issues pertaining to marketing or media practice and research. Enhance their personal effectiveness to deal with a range of internal and external audiences. 3.4 Personal and Transferable Skills Ability to present an intellectually rigorous debate and review pertinent issues Engage in the process of self-development Engage in the process of career-development Integrate ideas and practice in a cross-disciplinary manner. Adopt a self-critical approach. Equip individuals with the techniques required to become an effective learner. Develop a personal awareness of issues relating to cultural diversity, ethics and governance. Please refer to the Appendix for a detailed Curriculum Map outlining where the programme learning outcomes are achieved at the module level. 7

9 4 PROGRAMME STRUCTURE 4.1 Structure and Curriculum The MSc Marketing Management and MA Marketing and Media is taught full-time over a 12 month period and part-time over a 36 month period, delivered in three stages: Certificate Diploma Masters In order to obtain the Masters Award learners must obtain 180 Postgraduate Credits, 60 at Certificate, 60 at Diploma and 60 at Masters. Each module is 20 credits with the exception if the Independent Study module which is 60 credits. The following table details the diet of modules for each award. Postgraduate Certificate in Marketing Management Module Credits Status Markets, Customers and Marketing 20 Core Implementing Integrated Marketing Communications 20 Core Customer Behaviour and Decision Making* 20 Option Leveraging Digital and Social Media* 20 Option Negotiated Module in Leadership and Management* 20 Option Postgraduate Certificate in Marketing and Media Module Credits Status Markets, Customers and Marketing 20 Core Implementing Integrated Marketing Communications 20 Core Public Relations Management and News Media* 20 Option Acquisition and Retention Concepts in Digital Marketing* 20 Option Negotiated Module in Leadership and Management* 20 Option Postgraduate Diploma in Marketing Management Module Credits Status Creating and Managing Brand Equity 20 Core Delivering Customer-focused Services 20 Core Strategy and Leadership in Marketing* 20 Option Negotiated Module in Leadership and Management* 20 Option Postgraduate Diploma in Marketing and Media Creating and Managing Brand Equity 20 Core Delivering Customer-focused Services 20 Core Writing for Marketing and Mixed Media* 20 Option Monitoring, Measurement and Management* 20 Option 8 Minor Modification WEF Sept 10 Change round of modules Minor modification WEF Sept 11 Update of module classification Minor modification June 2013 simplification of options

10 Negotiated Module in Leadership and Management* 20 Option MSc in Marketing Management Independent Study # 60 Core MSc in Marketing and Media Independent Study # 60 Core Notes * Option modules will run subject to availability # The topic of Independent Study must be approved by the programme leader as being in line with the target award i.e. related to marketing or media, and be approved by the Faculty as meeting the University Code of Practice on Research Ethics. 4.2 Personal Development Planning (PDP) Personal Development Planning (PDP) is a key skill in the marketing profession, where the attainment and retention of chartered marketer status requires evidence of continuous professional development. During induction and throughout the ensuing programmes, learners will be encouraged to identify and periodically reflect on their development needs and provide evidence of development in the form of reflective practice in seminars and in some assignments. To prepare students for a career in marketing and/or media, live case studies and guest speakers will be used as far as possible to contextualise learning. Opportunities for skills acquisition and practice as well as reflection on personal professional development are embedded in the majority of modules, for instance Creating and Managing Brand Equity, Writing for Marketing and Mixed Media and Delivering Customer-focused Services. (See curriculum map in Appendix 1 for more information.) At the Masters level, students will develop further their skills of independent learning with the support of their Independent Studies supervisor. 9 Minor Modification WEF Sept 10 Change round of modules Minor modification WEF Sept 11 Update of module classification Minor modification June 2013 simplification of options

11 5 PROGRAMME DELIVERY 5.1 Learning and Teaching Methods Throughout the programme, students will encounter a diverse range of learning and teaching methods designed to meet the programme aims and assist them in developing a range of appropriate skills and techniques. There is an expectation that students will develop the skill of becoming reflective and reflexive learners, who are able to establish their own learning needs and develop learning solutions. Students will need to demonstrate that their work satisfies the benchmark standards for Masters level study. In particular, they should demonstrate the following. Analytical skills Any work, whether this is a contribution in seminars or written submissions, is expected to show evidence that a particular issue or problem has been understood, evaluated using appropriate resources and techniques relevant to its wider business/marketing/media context, and with regards to managerial consequences. Students should also demonstrate that they can propose a number of options to solve the issue under discussion, providing clear justifications for each option. In addition to this, they must demonstrate that they have informed themselves comprehensively and that they are able to discriminate between credible and less rigorously produced sources of information. Manage learning effectively Students will be expected to manage their balance of study, leisure and work time effectively and to develop a professional approach to identifying and remedying any particular weaknesses in study skills through practice, reading of appropriate self-help resources, attendance at additional workshops and discussion with relevant peers or staff. Work effectively in groups Students will encounter aspects of group work during the residential, which is held in the autumn semester. Group discussions, often outside the programme s timetabled hours and frequently via , are also a vital part of learning on the Masters programmes. Participants are responsible for ensuring that they communicate effectively with their study group and to identify and explore any difficulties they might encounter. The formation of small study/peer support groups is strongly encouraged to facilitate the discussion of readings, different approaches to dealing with assessments, to share textbooks and other resources and to provide mutual support. Become an independent learner A wide range of electronic resources are available via the Library, including hand-outs, oneto-one advice sessions with the subject specialist, online material and textbooks. It is up to participants to identify their learning needs and to seek relevant information on how to solve these needs and manage the acquisition of any new skills through practice. For instance, there are DVDs, videotapes, textbooks and audio-visual facilities to help improve presentation skills. Similarly, there is online and printed material to answer queries on how to write and structure a report, how to write an executive summary, etc. Participants are encouraged to practice with the help of these resources. Information on a wide range of study skills can be found through Library Services: Study Skills. 10

12 Learners are required to comply with research governance and ethics principles whilst undertaking their programme of study. This is of particular importance when conducting research involving other people, e.g. for module assessments or Independent Studies. Students will be required to complete an ethics form where required for all elements of independent study. Information on these principles can be found on the University web site at Assessment This programme operates within the University s Regulatory Framework and conforms to University regulations on assessment. Assessment is an integral part of the teaching and learning process, allowing the learner to demonstrate an appropriate level of achievement of the learning outcomes. Given the diversity of the students background and their need to develop skills appropriate for employment, the programme relies on a strategy of authentic assessment in that the skills utilised and developed for the assessment process itself are of value beyond academic work and so will enhance students transferable skills. Similarly, the assessment strategy is geared towards assisting students to become autonomous learners, and as such feedback and feed forward are important elements of the assessment strategy. Formative assessment will be provided to assist students in both a structured learning approach but also to provide feedback opportunities. This is particularly important in the early stages of the programme. The process may include self assessment and peer review, as well as feedback from the tutor(s). The programme team has taken care to ensure that the effort required in the assessment for each module is equivalent. Where summative assessments are written, they will normally comprise a 4000 word assignment or equivalent. This may be in the form of reports or essays, requiring students to apply the knowledge gained. Other methods of assessment include presentations, exhibitions or a creative/practical output, for which there will be a detailed brief. It is important to remember that all submissions must evidence that the relevant module learning outcomes have been achieved. Feedback from assessment activities, both formative and summative, will normally be used to promote further personal learning and development, including that beyond the learning outcomes identified. The final assessment at Masters level is a major piece of independent study, which is supported by taught sessions and workshops on research methods and requires students to demonstrate a wide range of knowledge and skills. 11

13 6 ADMISSIONS 6.1 Process The primary function of the admissions process is to ensure that there are grounds for believing that learners are adequately prepared and will successfully complete the programme of study leading to the intended award. As the MSc in Marketing Management and the MA in Marketing and Media are designed as programmes suitable for career entry and career development, the admissions process will emphasise prior skills and knowledge rather than marketing experience. Non-standard entrants may be interviewed and counselled before being offered a place to ensure that they have the necessary capacity for critical awareness and reflection. 6.2 Entry Requirements Students will normally hold a bachelors degree in any discipline at the 2:2 level or evidence of successfully completed qualifications at level 6, for example the CIM Postgraduate Diploma. Applicants with a lower degree classification in a business related discipline may still be considered for entry to the programme where they can demonstrate a minimum number of years relevant work experience in a management or supervisory position supported by employers references and can demonstrate effective communication and learning skills and the motivation to succeed in interview. Where required interviews will be conducted by the Programme Leader and may be undertaken by telephone or Skype where access to campus may be prohibitive. In addition, applicants who are applying to study on the programme who do not have English as their first language will need to hold at least one of the following qualifications: IELTS 6.5 with a minimum of 6.0 in each module TOEFL 550 paper based (213 computer based or 80 internet based) Cambridge Advanced Certificate pass London Tests of English level 5 International GCE O level English Language grade C International GCSE English or English as a second Language grade C ASE Proficiency pass Students who can demonstrate that they have already successfully studied in a country with English as the first language such as the UK, USA, Canada or Australia may not need a formal English language qualification. Where this is the case requirements will be assessed on an individual basis by interview with the Programme Leader as detailed above. We welcome and encourage applications from people of all ages as long as they can be considered adequately prepared to succeed on the programme. If students have few or no formal qualifications, they may be able to gain entry to the programme if they have the required communication and learning skills as well as the knowledge, experience and motivation to succeed. Where appropriate qualifications have been obtained by the candidate at other learning situations or where management experience shows significant indicators of expertise in a particular field, the student may be offered accreditation of prior learning (APL), either certificated or experiential. This will be assessed on an individual basis, provided the candidate is able to evidence the knowledge, skill or certificated award. 12

14 7 STUDENT SUPPORT AND GUIDANCE The programme team will provide personal support and guidance and advice on access to the university s Student Support Services. An induction programme is provided before study begins where students will receive a programme handbook that contains essential information about study and support. This is also available on the University module page online. At induction, students also receive information about the electronic library services, data resources such as access to Data Stream/Amadeus and/or other international business and trade data sets, and online module support information as well as other University support services and issues relating to University regulations. The programme team consists of the Programme Leader and the Module Leaders at each stage and all the team will provide appropriate support and guidance related to their activities. In addition, students will be allocated a personal tutor who will monitor progress and help students with individual issues. Details are provided in the Programme Handbook. The Faculty also provides a student liaison officer who can provide additional support and advice and postgraduate administrative support as detailed in the Programme Handbook. The University central Student Support Services offer a wide range of general, specialist and professional support services for students as detailed in the Programme Handbook. Students with special needs can register with the Student Support Services, who can design a personalised Student Support Plan. The University also offers facilities for religious observance in the Multi-Faith Centre. 8 POST PROGRAMME OPPORTUNITIES The programme is designed to provide students with the academic and practical skills to start a career in marketing or media, and in business and management more generally, or to enhance their prospects for promotion if they are already employed. There is a demand from the market place for individuals with postgraduate marketing qualifications, who can demonstrate relevant quantitative and qualitative skills and strategic capability, especially in an era of hyper competition and globalisation. Employers further look favourably on those who have demonstrated dedication to their subject, evidenced by volunteering activities. After obtaining postgraduate marketing qualifications at the University of Derby, previous students have entered a wide range of careers, including consultancies in advertising design and communication management, sales, journalism, campaign management, lecturing and further studies to PhD level. A number of past students have also set up successful businesses. All past top-up students achieved either significant promotion within their organisation, have moved to more prestigious positions in other organisations, have established highly successful companies themselves or have progressed to further studies. 9 EMPLOYER LINKS The University of Derby offers the professional diploma conferred by the Chartered Institute of Marketing and is therefore in regular contact with the Institute and its members, including 13

15 many national and international employers. Some staff are involved with the Institute as members and course tutors and are therefore in regular contact with the professional body. In addition to this, programme team members keep abreast of current employer and industry needs by acting as consultants and involving companies in discussions about desirable skills and competency levels of postgraduate students. These discussions have significantly informed the programme content of the proposed marketing suite, with employers voicing the need for graduates who are able to make an immediate contribution to their employers. Examples of the employers with good links with the marketing team and those who were actively consulted during the development of the course include: Allstom Blithe Computer Systems BT Bombardier Boots Citi Bank Belfrys Leisure Smithsmedical Rolls Royce Ph Jones Gas Maintenance Marketing Derby (Derby City Council) Christian Guild (Willersley Castle Hotel) Katapault Adverstising McConnels Advertising. Advice on curriculum content has also been sought from the Institute of Direct and Digital Marketing and the Market Research Society. 14

16 APPENDIX 1: LEARNING OUTCOMES CURRICULUM MATRIX Curriculum Map for MSc Marketing Management and MA Marketing and Media Learning Outcomes Core Modules Option Modules Knowledge and Understanding for MSc Marketing Management and MA Marketing and Media Markets, customers and marketing Implementing Integrated Marketing Communications Creating and Managing Brand Equity Delivering Customerfocused Services Independent Study Leveraging Digital and Social Media Customer Behaviour and Decision Making Strategy and Leadership in Marketing Public Relations Management and News Media Acquisition and Retention Concepts in Digital Marketing Writing for Marketing and Mixed Media Monitoring, Measurement and Management Negotiated Module in Leadership and Management Appreciation of the impact of internal and external influences on the organisation and how this is translated so that organisational objectives in terms of satisfying customers can be sustainably achieved. Demonstrate a broad understanding of organisational functions and their contribution to organisational capability and effectiveness; be aware of global variations in the internal characteristics of organisations, in particular stakeholder diversity and differences in culture, structure and governance. Knowledge and understanding of a range of data sources, analysis and application within a marketing context. Demonstrate a broad understanding of the role and context of communication both external and internal to the organisation. Develop a critical understanding of customer perceptions of value and how this is translated into product and service offerings. 15

17 Knowledge of a range of methodologies, paradigms and models relevant to evaluating and extending knowledge in the marketing or media domain. And for MSc Marketing Management A critical awareness of the significance of intangible elements that directly and indirectly contribute to customer and commercial value. Understanding sources of competitive advantage in national and international contexts and being able to use knowledge for competitive advantage. And for MA Marketing and Media A critical understanding of the ways in which organisations manage media appropriate to their target market. An appreciation of the interrelationships between functions and practice in developing media relationships. 16

18 Learning Outcomes Core Modules Option Modules Intellectual Skills for MSc Marketing Management and MA Marketing and Media Markets, customers and marketing Implementing Integrated Marketing Communications Creating and Managing Brand Equity Delivering Customerfocused Services Independent Study Leveraging Digital and Social Media Customer Behaviour and Decision Making Strategy and Leadership in Marketing Public Relations Management and News Media Acquisition and Retention Concepts in Digital Marketing Writing for Marketing and Mixed Media Monitoring, Measurement and Management Negotiated Module in Leadership and Management Ability to engage in life-long learning, so that they can remain at the forefront of their academic discipline. Develop critical awareness and the ability to identify and evaluate sources of business information. Demonstrate ability to analyse, synthesise and evaluate complex business problems. Ability to evaluate a range of methodological approaches to undertake autonomous academic scholarship. Adopt a self-critical and reflective approach. And for MSc Marketing Management Apply academic concepts and models in the process of strategic marketing management And for MA Marketing and Media Generate creative media solutions within time bounded and resource constrained contexts 17

19 Learning Outcomes Core Modules Option Modules Subject Specific Skills for MSc Marketing Management and MA Marketing and Media Markets, customers and marketing Implementing Integrated Marketing Communications Creating and Managing Brand Equity Delivering Customerfocused Services Independent Study Leveraging Digital and Social Media Customer Behaviour and Decision Making Strategy and Leadership in Marketing Public Relations Management and News Media Acquisition and Retention Concepts in Digital Marketing Writing for Marketing and Mixed Media Monitoring, Measurement and Management Negotiated Module in Leadership and Management Ability to conduct marketing or media research with appropriate diversity in theory, methodology and models. Ability to apply relevant models, draw relevant conclusions and develop recommendations for changes to marketing or media strategy or operation based on research evidence. Development of skills for managing complex marketing or media projects. Familiarity with ethical issues pertaining to marketing or media practice and research. Enhance their personal effectiveness to deal with a range of internal and external audiences. 18

20 Learning Outcomes Core Modules Option Modules Personal and Transferable Skills for MSc Marketing Management and MA Marketing and Media Markets, customers and marketing Implementing Integrated Marketing Communications Creating and Managing Brand Equity Delivering Customerfocused Services Independent Study Leveraging Digital and Social Media Customer Behaviour and Decision Making Strategy and Leadership in Marketing Public Relations Management and News Media Acquisition and Retention Concepts in Digital Marketing Writing for Marketing and Mixed Media Monitoring, Measurement and Management Negotiated Module in Leadership and Management Ability to present an intellectually rigorous debate and review pertinent issues Engage in the process of self-development Engage in the process of career-development Integrate ideas and practice in a cross-disciplinary manner. Adopt a self-critical approach. Equip individuals with the techniques required to become an effective learner. Develop a personal awareness of issues relating to cultural diversity, ethics and governance. 19