Programme Specification. MSc Marketing. Valid from: September 2015 Faculty of Business

Transcription

1 Programme Specification Marketing Valid from: September 2015 Faculty of Business

2 SECTION 1: GENERAL INFORMATION Awarding body: Oxford Brookes University Teaching institution and location: Final award: Programme title: Interim exit awards and award titles: Brookes course code: UCAS/UKPASS code: JACS code: Mode of delivery: Mode/s of study: Language of study: Relevant QAA subject benchmark statement/s: Oxford Brookes University, Wheatley Campus Master of Science Marketing Postgraduate Certificate in Marketing Postgraduate Diploma in Marketing BU91 P N500 Face to Face, Campus Based Full, Part Time English Masters awards in Business and Management benchmark statement Masters degrees in businessand management.pdf External accreditation/recognition: (applicable to programmes with professional body approval) This programme has been designed to ensure that its students meet the learning outcomes of the Institute of Direct Marketing (IDM) Certificate in Direct and Interactive Marketing, which students will gain if they choose to register with the IDM and pass the IDM s own externally set examination (additional registration and examination fees are payable to the IDM). ( This programme has been designed to fulfill a Dual Award from Chartered Institute of Marketing, allowing exemption for core assessments for the diploma award from the Institute for students who successfully obtain the in Marketing. Students can then sit the CIM's own externally set examination to gain a Diploma qualification.( Faculty managing the programme: Date of production (or most recent revision) of specification: Faculty of Business January

3 SECTION 2: OVERVIEW AND PROGRAMME AIMS 2.1 Rationale for/distinctiveness of the programme The programme offers students an opportunity to gain relevant knowledge, skills and competencies towards a master s degree in Marketing, or as a stepping stone to higher degree studies. The programme is designed to enable the successful conversion of students without a marketing background, while offering flexibility and opportunities for students with a marketing degree or professional experience to further develop their knowledge and skills. It is our belief that internationally focussed organisations are looking for individuals who have not only theoretical knowledge but also the skills and competencies to enable acquired knowledge to be applied to good effect. A core value of the programme is to provide the opportunity to develop individual and team building skills, and to experience them in variety of contexts. Students taking the programme are expected to be independent learners and for many this is a new experience. The aim is to provide an environment in which students can grow in confidence in their own abilities and appreciate the value of the educational experience from a variety of perspectives towards marketing management theory and practice. Students can personalise their studies and engage more deeply with a specific subject area or industry by completing relevant optional courses, choosing a pathway (e.g., Digital Marketing) and completing a dissertation or work based project on a topic of their choice. Students who complete the pathway will still gain an award in Marketing. The Marketing (PG) has been accredited (during 11/12) by the CIM (Chartered Institute of Marketing). Our course now offers exemption from all but two of the CIM s professional examinations. This exemption is in line with competing programmes and offers students high level entry into CIM continuous professional development programmes. Students on the programme are eligible to take the IDM exam in May/June and access IDM s resources database and summer school. 2.2 Aims of the programme The Marketing programme provides postgraduate Marketing education to graduates seeking to become professional marketers or who want to develop detailed insight into this important business discipline. While the programme aims to take graduates with little or no marketing experience or qualifications to a high level of marketing knowledge, the flexibility of the programme allows for candidates with previous Marketing education and experience to be exempted from the core marketing part of the course and, instead, complete additional optional studies. This programme in Marketing will take students with a limited knowledge of marketing and markets to an advanced level of critical understanding of the most important and current marketing concepts, approaches and informing frameworks within an international and multicultural context, developing the ability to undertake research on topics relevant to the context and content of marketing and marketing management. On successful completion of this programme, students will be able to analyse the international marketing environment from a variety of perspectives and to critically evaluate the relationship between the global marketing environment, and strategic decision making with a particular emphasis on ethical practice, corporate social responsibility and cultural diversity. The achievement of these aims will provide our Marketing graduates with the entry level skills and knowledge required to build a range of careers in marketing management, product and brand 3

4 management, marketing research, customer relationship management, sales and account management, media planning, public relations and advertising, across commercial and non commercial sectors. The choice of optional modules and the dissertation or work based project will provide the scope for students to further develop specialist skills and knowledge in an area of particular interest. SECTION 3: PROGRAMME LEARNING OUTCOMES 3.1 Academic literacy 1. Apply relevant marketing knowledge to a range of complex business situations taking account of its relationship and interaction with other areas of business or organisation. 2. Demonstrate an understanding of how current marketing theories are interpreted and applied to professional practice. 3. Critically evaluate and apply a range of approaches to decision making from a marketing management perspective. 4

5 3.2 Research literacy 4. Construct complex arguments integrating qualitative and/or quantitative sources. 5. Critically evaluate evidence and the arguments of others using judgement to assess the validity of conclusions drawn. 6. Demonstrate the ability to design and undertake a sustained piece of research on a topic relevant to the context and content of marketing management (also Digital and information literacy). 7. Undertake analysis of complex marketing research and communicate findings using a range of media e.g. reports, presentations, blogs (also Digital and information literacy). 8. Demonstrate a practical understanding of theories and methodologies underpinning systematic management research and the ethical issues that inform research methods (also Global citizenship). 9. Be creative and innovative in the synthesis of knowledge, ideas and information. 3.3 Critical self awareness and personal literacy 10. Be adaptable and show originality, insight and critical and reflective abilities for problem solving to a deadline. 11. Critically assess the work of self and others and conceptualise this into personal development plans. 12. Identify, evaluate and maintain capabilities and qualities to support effective communications in specialised marketing contexts. 3.4 Digital and information literacy 13. Apply appropriate analytical and research tools in the business environment. 14. Effectively utilise information communication technologies and digital media as tools to aid research, communication and presentation for group based tasks (also critical self awareness and personal literacy). 3.5 Active citizenship 15. Demonstrate cross cultural awareness in communication, team working, leadership and problem solving (also critical self awareness and personal literacy). 16. Critically evaluate the context, nature and significance of global strategic marketing and business functions from a cross cultural marketing management perspective. 17. Analyse and appraise the impact of the business environment and considerations of ethics and corporate social responsibility upon decision making from an international marketing management perspective. SECTION 4: PROGRAMME STRUCTURE AND CURRICULUM 4.1 Programme structure and requirements: Module Module title Credit Status number value P58805 Principles of Marketing 20 Compulsory for P58214 Understanding Consumers and Markets 20 Compulsory for P58202 Customer Relationship Management 20 Optional * P58205 Integrated Marketing Communications 20 Optional P58206 Luxury Marketing Management 20 Optional P58215 Company Project 20 Compulsory for P58216 Strategic Marketing Simulation 10 Compulsory for 5

6 P58217 Marketing Analytics 10 Compulsory for P58815 Research Methods 10 Compulsory for P58898 Dissertation 50 Alternative Compulsory for P58833 Work based Project 50 Alternative Compulsory for P58201 Digital Marketing Strategy 20 Optional * P58211 Strategic Brand Management 20 Optional P58816 Global Marketing Strategy 20 Optional P58860 Independent Study 20 Optional P58204 Continuous Professional Development for Marketing 0 Compulsory for P58335 International Business in Practice: Study Trip 0 Optional U70313 Academic English for Postgraduate Studies 0 Optional U70314 Academic English for Postgraduate Research 0 Optional * Required for Digital Marketing pathway (with Dissertation or Work based Project on a Digital Marketing topic) 4.2 Professional requirements Chartered Institute of Marketing (CIM) Dual Award, accredited in March 2012 (Full Time, Part Time), our Marketing students will automatically gain Chartered Institute of Marketing Dual Award status after passing all modules. Subject to CIM confirmation the compulsory modules for accreditation are as follows, depending on students options choices. P58805 P58214 P58202 P58205 P58206 P58215 P58216 P58217 P58815 P58898 P58833 P58201 P58211 P58816 P58860 P58204 Principles of Marketing Understanding Consumers and Markets Customer Relationship Management Integrated Marketing Communications Luxury Marketing Management Marketing Management in Practice Company Project Marketing Management in Practice Strategic Marketing Simulation Marketing Analytics Research Methods Dissertation Work Based Project Digital Marketing Strategies Strategic Brand Management Global Marketing Strategy Independent Study Continuous Professional Development in Marketing SECTION 5: PROGRAMME DELIVERY 5.1 Teaching, Learning and Assessment Teaching and learning methods in the programme include; 6

7 Lectures Demonstrations Simulations Student led discussions Case studies to show practical application of concepts, Presentations of analysis, problem solving, findings and recommendations, Tutor and self directed reading from a variety of sources, Individual, group and team work, Reflective practice and action based projects Presentations by experts and practising managers Research via the Internet and CD ROM databases. Much of the teaching is aimed at encouraging the student to take individual responsibility and be selfmotivated in learning. The assessments are integrated into the learning process and coursework, examinations or in class test and also act as vehicles for learning. Students on the in Marketing Programme will have the opportunity to work together on coursework projects and exercises. Tuition Hours Module Code Tuition Hours Module Module Credits Taught Hours P58805 Principles of Marketing P58214 Understanding Consumers and Markets P58202 Customer Relationship Management P58205 Integrated Marketing Communications P58206 Luxury Marketing Management P58215 Company Project P58216 Strategic Marketing Simulation P58217 Marketing Analytics P58815 Research Methods P58898 Dissertation 50 NA 500 P58833 Work Based Project 50 NA 500 P58201 Digital Marketing Strategy P58211 Strategic Brand Management P58816 Global Marketing Strategy P58204 Continuous Professional Development in Marketing Self Managed Study Hours inc. Pre Reading Teaching, Learning and Assessment Methods The teaching, learning and assessment strategies of the programme are interrelated. The aim of the programme team is to provide a learning environment where students will readily participate in the learning process. Students will be actively involved with, and contribute to, their own learning through structured activities and discussions led by tutors and fellow students. Emphasis will be placed upon an applied approach to resolving environmental, managerial and individual issues informed by theoretical models and acquired practice, utilising the accumulated knowledge within the programme community. Assessment, both summative and formative, is central to learning and should be seen as a fundamental and integral part of programme design, and one that is intended to shape and develop learning. Students will be encouraged to relate knowledge, understanding and skills to real organisational issues. The use of models and analytical frameworks drawn from management and systems traditions which illuminate business and managerial dilemmas, will be used alongside tools and techniques traditionally deployed by those charged with responsibility for the management of people. These activities, plus the opportunity 7

8 for students to work in groups with other programme members from different backgrounds and experiences, provide the opportunity for a learning process, which is shared and experiential. Teaching methods will be student centred within a lecture/seminar or workshop approach to programme delivery. Classes involve tutor input, analysis of case studies, problem solving activities, computer based business simulations, presentation of papers, analysis of data for decision making and directed reading and research. Students will be encouraged to contribute through both individual and group activities during classes with tutors but also in similar activities outside of normal class contact time that are student led. For example, outside of classes students will be expected to organise themselves to undertake group or individual research activities, directed reading, prepare presentations and reports, analyse case studies and where appropriate prepare themselves for examinations. The programme has an emphasis on the development and application of research skills, reflecting the view that a successful career is likely to depend increasingly on a capacity for conducting well grounded empirical and literature based research and analysis. Assessment methods are designed to support the teaching and learning process and will test the application of learning to workplace activities. Programme activities will prepare students for the assessment process through structured activities with both peer and tutor feedback. It is important to help students develop their assessment literacies or ability to make informed judgements, and activities on each course are designed to encourage dialogue between tutors and students so that this can be achieved. Research for assessment activities may take a variety of forms including the following: a) Study of academic articles b) Topical press articles exploring issues and themes c) Analysis of case study materials followed by presentation d) Business simulations The dissertation and the work based project are self managed activities organised by students, and supported by a tutor in the role of Supervisor who will provide regular feedback on progress. The Brookes Attributes in the Marketing programme are identified and developed through the teaching and assessment across all modules. The development of Academic Literacy is embedded within the subject area of the degree and focuses on the learning synthesis of the theories and critique of organisational practices. The underpinning knowledge for principle of marketing covers multi disciplinary concepts within marketing field, which enables the student to draw from this broad range of academic disciplines. Research Literacy is embedded in every module. For example, Research Methods and Dissertation modules enable the students to practice the required research skills throughout the academic year. Critical self awareness and personal literacy is embedded within the Continuous Professional Development module, which supports self development during study at Brookes. Digital and Information Literacy is developed throughout the programme. Students will develop core skills to identify and adopt appropriate digital based resources in order to develop some information communication technology skills. Active Citizenship is embedded in the programme by covering the subject of cross cultural issues in principle of marketing module and implementing global citizenship concerns in the company project module. 8

9 5.2 Assessment regulations The programme conforms to the University s Academic Regulations; section B4 Specific Academic Regulations for Postgraduate Taught Programmes The Programme also embeds the principles and practices within the Brookes Assessment Compact. Assessments are carefully designed to contribute to formative developmental feedback and can incorporate peer feedback as well. All module guides include specific assessment criteria which are clearly communicated and an assessment calendar is also produced. SECTION 6: ADMISSIONS 6.1 Entry criteria The programme is designed to attract students from a wide range of backgrounds, disciplines and nationalities. Applicants are welcome from any academic discipline. Admission is normally open to those with: a minimum of a good second class honours degree or equivalent overseas degree from a recognised institution or equivalent professional or other qualification. Those who have a diploma rather than a good second class degree, may be eligible for entry provided they have compensatory work experience and can demonstrate career development. Applicants with relevant, previous marketing education or experience may be exempted from taking the Principles of Marketing module and, instead, take an additional optional course from those available. English language requirements If English is not your first language you will need to satisfy the university s English language requirements. The following (or equivalent) qualification is required. IELTS minimum level 6.5 overall with at least 6.0 in the reading and writing components Please also see the university's standard English language requirements. Candidates may be interviewed as part of the application process. 6.2 CRB checks Not applicable SECTION 7: STUDENT SUPPORT AND GUIDANCE Induction An induction programme is provided before teaching begins in the first semester, providing the opportunity to meet fellow students outside the classroom situation. It also introduces the philosophy of the programme, the rationale for its design and delivery, and provides insight into what is expected of students. People 9

10 A number of people are available to support, guide and assist personal development during the programme. The Programme Lead and Programme Administrator work as a team to ensure the programme runs smoothly, and the Subject Co ordinator acts as Academic Advisor for students. The Module Leaders and Module Tutors provide academic tutoring and answer subject specific queries during modules. The Student Support Coordinator can provide one to one support, advice and guidance on a range of issues, such as personal and family problems, disability or sickness, learning difficulties and money worries. They offer the opportunity to talk to someone who is not connected to academic studies and can refer students to other services available within the University, which include: Counselling, Student Disability and Dyslexia Service, Medical Centre, International Students Advisory Service, plus specific support for mature students. Study skills support is provided by the University s Upgrade service, which provides bookable tutorials and a drop in service on all campuses plus an online directory of study skills resources. English language support is also available. Programme and Module Guides Handbooks are provided for both the programme and for each module. The Module Guide provides: Contact details of the Module Leader and Tutors Specific content and learning outcomes Week by week topics and activities Details of required class preparation Recommended and required reading Coursework assessment including the task, learning outcomes, assessment criteria and deadlines. Careers Centre support The University Careers Service offers guidance on career planning as well as practical advice on CV writing, mock interviews and assessment centres, tutorials and careers counselling. Its online vacancies database Talent Bank details internship and graduate job opportunities plus volunteering and project work. Students in the Faculty of Business can benefit from the services of the Work and Voluntary Experience Service (WAVES), which also supports students in identifying volunteering or internship opportunities. SECTION 8: GRADUATE EMPLOYABILITY The Marketing Programme provides essential knowledge in Principles of Marketing, Understanding Consumers and Markets, Marketing Analytics, Company Project, Strategic Marketing Simulation, Research Methods, and Dissertation or Work based Project, in addition to optional modules. The learning outcomes enable our graduates to choose career pathways as follows: Marketing/Business Sector (which covers both Business to Business and Business to Customer disciplines) Market/Marketing Research Business Consultancy Retailing (online/offline) Customer Relationship Management Advertising/Promotion Ethical/Green Marketing Non Profit Organisations International Marketing 10

11 Marketing Communications SECTION 9: LINKS WITH EMPLOYERS a) Visiting speakers have included: IBM Marketing Director on client and project management. SEO Executive, SEOptimise Limited. PR Director and Senior Accounts Director, Freestyle Interactive Digital Agency. Chief Executive Officer (CEO), Purely Group Chief Executive Officer (CEO), Fat Face. Member of the Oxford Institute of Retail Management (OXIRM) at Said Business School, University of Oxford. Marketing Director at Fujitsu. b) Work based learning programme Students work on real life case studies and consulting projects as part of various modules. In addition, the modules below provide an opportunity to link theory to practice and develop specific work based marketing skills. P58215 Company Project Students are asked to design and implement a market research programme that provides answers to the questions listed in the briefing pack. Each organisation s questions are different, relating only to the project that has been given to each group specifically. Examples of organisations that hosted company projects in the past include: Oxford Digital Marketing ODM Experian QAS Taste Africa Solution EU Zeta Lighting Sub Saharan Consultancy Group Aspire CJ Training Group P58833 Work Based Project This module provides students with the opportunity to link theory to practice by analysing a real organisational issue from the inside. Students will be tasked with investigating a particular issue and providing a workable approach that can be substantiated. The issue in question may be, for example, a problem that the organisation is currently encountering or their search for future strategic choices. It will provide students with a significant learning and personal development experience. Students undertaking this module will be governed by the University s rules on confidentially and ethics. In addition (subject to discussion with the Programme Lead) students may also be required to agree and sign an organisation s confidentiality agreement. SECTION 10: QUALITY MANAGEMENT 11

12 Indicators of quality/methods for evaluating the quality of provision The reputation of the Faculty of Business is underpinned through programme accreditations received from the Association of MBAs; professional associations such as the Chartered Institute of Personnel and Development and the European Foundation for Management Development. The Business School is widely regarded as one of the best within its peer group. The Faculty of Business's programmes benefit from rigorous quality assurance procedures and regularly receive excellent feedback from external examiners, employers, students and professional bodies. Quality assurance of the Programme is addressed in a number of ways: Subject Committee meetings held once a semester to enable staff and students to feedback on the programme A rigorous annual and periodic review process to ensure the currency of the programme An external examining process that follows the university guidelines examining/handbook/role/ Systematic end of module and end of programme monitoring and evaluation 12