Faculty of Business, Environment & Society

V 12 Faculty of Business, Environment & Society Programme Specification for Postgraduate and Advertising Programmes 2013-2014 Postgraduate Honours Courses: MSc Strategic MSc International MA Advertising and MA Full-time Students Academic Year 2013/14 MSc Strategic.docx 1

Contents Introduction Part 1: Programme Specification 1-10 Basic Programme information 5 11 Educational Aims of the Programme 6 12 Intended Learning Outcomes 6 13 Programme Structure and Requirements 11 14 Support for Students and their Learning 14 15 Criteria for Admission 15 16 Methods for Evaluation and Enhancing the Quality and Standards of Teaching and learning 16 17 Regulation of Assessment 16 18 Indicators of Quality and Standards 17 19 Additional Information 18 20 List of mandatory and core option modules 19 21 Curriculum Map 20 22 Capabilities (Skills) Map 23 Part 2: Supporting information Relationship to the national Qualifications Framework, Subject Benchmarks and Professional/Statutory Body requirements. Teaching and Learning Strategy 28 Assessment Strategy 31 Programme/Course management 33 Entry Requirements and Selection Procedures 34 Compliance with the University s Academic Regulations and Current Legislation Principles for Responsible Education (PRME) 35 V 12 Page 25 34 MSc Strategic.docx 2

Introduction V 12 The Faculty of Business, Environment and Society Post Graduate Suite of courses are intended to offer students a range of post graduate opportunities based around a core of modules fundamental to understanding the application of marketing and advertising concepts and theories in a variety of business contexts at an advanced level. Pathway specific modules then allow students to develop more specialist knowledge, understanding and skills whilst following routes to named qualifications focusing on either strategic marketing, international marketing, marketing management or advertising and marketing. The modules are designed to give students a range of cognitive, practical and transferrable skills appropriate to the management roles completing students are likely to fulfil. The critical review of the postgraduate and Advertising programme has provided the course team with the opportunity to appraise the content and delivery of the suite of marketing courses. Key to this review was an analysis of market and course data, and extensive consultation and engagement with all major stakeholders including students, employers, professional bodies, external examiners etc. Furthermore, the University s mission statement and Corporate Plan were very much in mind such that opportunities for innovation in subject areas and further integration of employment skills could be embedded into the programme. Some of these distinctive and innovative features will be outlined below. Demand for marketing and advertising courses has remained high; with 747 applications and 135 enrolments in 2012 this demonstrates intense competition for places. Of the four courses MA Advertising and and MA recruit stronger than the other two courses. MSc International and MSc Strategic although smaller courses, are important in terms of student choice and to differentiate our offering from competitors. The course team has also developed excellent links with the Chartered Institute of (CIM) and local employers including marketing and advertising agencies. We continue to identify collaborative opportunities to input into the teaching, learning and assessment of the courses. Distinctive features The provision of four course awards at Coventry University is similar to other local universities. Although the mix of courses makes us uniquely placed amongst our closest competitors such as Birmingham City University, De Montfort University and Nottingham Trent University, and is key to retaining our competitive advantage. All courses are approved by the Chartered Institute of for dual award status. As a CIM accredited study centre, Coventry University is one of a few UK universities that enable students to top-up their degree with the CIM Professional Diploma in qualification. Study skills are run by specialist tutors and include direct support and involvement from the Faculty s Employability and Placement Unit and the Department s Employment Personal Tutor. and advertising lecturers continue to make a leading contribution to academic research journals and conferences, nationally and internationally to inform research led teaching. Use of bespoke marketing simulation software such as the SIM Brand game, designed to develop team skills and applied marketing management decision making. Developing research skills through participation in live projects, for example working with advertising briefs adapted from the D&AD Awards that require students to apply problem solving skills in producing creative solutions to real situations faced by actual organisations. A focus on practical marketing and advertising skills development, and emerging themes in marketing in modules such as Communications and Contemporary Issues in. All the courses allow students to undertake a company internship, where they apply the theoretical knowledge to a real life project. Internationalisation is an increasingly important feature and students have many opportunities to explore and foster an international outlook through the use of international formative case studies and summative assessments, diversity among the course cohorts and among the teaching staff. MSc Strategic.docx 3

V 12 Four Advertising and Course Awards The MA courses are aimed at those who have limited knowledge in and wanting to develop their understanding of the field and its applications. The MSc courses are aimed at those who have either studied or worked in and wanting to further develop and build on their existing knowledge of. The MSc element of the course will also be apparent in studying statistics as part of Research modules. MSc Strategic This course is aimed at those with considerable academic or work based experience of marketing, the course aims to enrich and build on existing marketing knowledge as a base for a successful high-level career in industry or the public services or for further research study. An extended portfolio of subjects are offered to expand on pre existing business and marketing knowledge and skills, with a clear focus on both research-led teaching and marketing in practice. MSc International This course is aimed at those wanting to consolidate their academic or work based experience of marketing to develop a greater insight into the international marketing arena. The course aims to enrich and build on existing marketing knowledge as a base for a successful high-level career in industry or the public services or for further research. Focusing marketing in the context of a global market environment, as well as exploring the various challenges of marketing across countries and cultures. MA Advertising and This course is aimed at those with limited applied knowledge of marketing or advertising wanting to develop a particular specialised focus on marketing communications. The course features specialist marketing and advertising modules with a focus on the creative and communications aspect of marketing. MA This course is aimed at those with limited applied knowledge of marketing wanting to develop a broad appreciation of the operational marketing management functions. The course covers core marketing elements, together with specialist sub disciplines within marketing such services, retail and digital marketing. MSc Strategic.docx 4

V 12 Postgraduate and Advertising MA/MSc 2013-14 1 Available Award(s) and Modes of Study Title of Award * Mode of attendance* UCAS Code FHEQ Level* Master of Science in Strategic F/T one year P/T two years N/A 7 Master of Science in International F/T one year P/T two years N/A 7 Master of Arts in F/T one year P/T two years N/A 7 Master of Arts in Advertising & F/T one year P/T two years N/A 7 PG Cert Fallback award N/A 7 PG Diploma 2 Awarding Institution/Body * 3 Collaboration N/A 4 Teaching Institution and Location of delivery* 5 Internal Approval/Review Dates 6 Programme Accredited by* 7 Accreditation Date and Duration Fallback award Coventry University N/A Coventry University, Faculty of Business, Environment & Society Date of Last Full Review: March 2008 Date of latest review: March 2013 Date for next review: December 2018 MSc Strategic, MSc International, MA Advertising and and MA are all accredited by the Chartered Institute of (CIM). Successful PG students gain 50% credit towards the CIM Professional Diploma in qualification and are exempt from two (of four) CIM modules. Students are given the opportunity to enrol on a top-up course at the end of their PG programme to complete the two further CIM modules, to gain the CIM Professional Diploma in qualification. 7 8 QAA Subject Benchmark Statement(s) and/or other external factors * 9 Date of Programme Specification * The programmes match the QAA subject benchmark statements for specialist Master s awards in business and management. The courses meet the required CIM benchmarks to allow direct entry onto the Professional Post Graduate Diploma qualification. All /Advertising courses have also been designed to meet CIM benchmark statements. The course content is appropriately mapped to CIM syllabi to gain maximum exemptions. Latest update of the current programme specification: March 2013. MSc Strategic.docx 5

V 12 10 PG Course Director Dr. Husni Kharouf 11 Educational Aims of the Programme * The aims of the /Advertising Undergraduate courses are designed to: Develop students ability to apply the knowledge and skills they acquire to both the theory and practice of marketing and advertising and the ability to reflect on these skills Equip students with appropriate analysis tools to investigate a marketing and/or advertising problem and develop appropriate solutions Develop students critical awareness and understanding of contemporary marketing and advertising concepts and theories Provide a broad and varied educational experience within which learning occurs Enhance skills for learning and personal development so that learners are able to work with selfdirection and autonomy Provide students with the opportunity to pursue careers in the marketing, advertising and business world, and to participate in relevant professional marketing qualifications such as CIM Provide students with the opportunity to expand their international perspective through the exposure to different real life business cases, guest speakers and the application of marketing theories in different settings. 12 Intended Learning Outcomes* These courses satisfy the QAA General Business and Benchmark Statements (2008) and Coventry University s Code of Practice for Academic and Professional Skills Development. Section 21 maps the intended learning outcomes as described in the next section to the courses mandatory and option modules (as listed in section 20) Section 22 shows the capabilities that students will be taught, given the opportunity to practise and will be assessed in. The principal teaching, learning and assessment methods normally used on the course to achieve these learning outcomes are identified in the next section. 12.1 Knowledge and Understanding* 12.1.1 Generic Programme Learning Outcomes On successful completion of the programme a student should be able to demonstrate knowledge and understanding of: KU2 customers and stakeholders KU3 how to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques KU4 how to conduct an independent project, by analysing and applying appropriate marketing theories KU5 how to critically evaluate and apply the strategic management and operational management aspects of marketing KU6 selected specialist sub-disciplines within marketing, advertising or management at an advanced level KU7 demonstrate the ability to build, implement and critically evaluate a full marketing plan KU8 critically apply concepts of digital and new media in a marketing and advertising context 12.1.2 MSc Strategic On successful completion of this course students should additionally be able to: KU9 demonstrate an in-depth awareness and understanding of marketing strategies and implementation KU10 clearly elucidate the current contemporary issues in marketing MSc Strategic.docx 6

V 12 12.1.3 MSc International On successful completion of this course students should additionally be able to: KU10 clearly elucidate the current contemporary issues in marketing KU11 apply an understanding of the management of marketing across different countries and cultures 12.1.4 MA Advertising and On successful completion of this course students should additionally be able to: KU1 the essential principles and practice of marketing and advertising KU12 critically analyse consumer responses to advertising and marketing activities KU13 apply an in-depth awareness and understanding of advertising strategy and implementation 12.1.5 MA On successful completion of this course students should additionally be able to: KU1 the essential principles and practice of marketing and advertising KU8 demonstrate an in-depth awareness and understanding of marketing strategies and implementation KU12 critically analyse consumer responses to advertising and marketing activities KU14 apply an understanding of the management of marketing in different contexts and in different organisational settings Teaching, learning and assessment The development of business knowledge and understanding will underlie all the courses, however highlighted below are some of the principal teaching, learning and assessment methods used on the programme to achieve the learning outcomes for individual students. KU1 KU2 Teaching and Learning Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies Lectures, Seminars, textbooks, module webs, journals (hardcopy and electronic), case studies Assessment Examinations, Individual written coursework, Project work, time constrained tests Examinations, Individual written coursework, Presentations, Dissertation KU3 Lectures, group tutorials, individual supervision Literature Review, Dissertation KU4 Problem-based learning Individual coursework KU5 Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs Examinations, Individual written coursework, Project work, time constrained tests KU6 KU7 KU8 KU9 Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies, simulations Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies, simulations Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies Lectures, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies Examinations, Individual written coursework, Project work Examinations, Individual written coursework, Project work, presentations, reports Examinations, Individual written coursework, Project work, presentations, Group work, SIM Brand Examinations, Individual coursework, Project work, debates, guest speakers KU10 Examinations, Individual written coursework, Project work, presentations, blogs KU11 Lectures, Workshops, Tutorials, Problem-based learning, Examinations, group coursework, Project MSc Strategic.docx 7

KU12 KU13 KU14 textbooks, module webs, journals (hardcopy and electronic), case studies Lectures, Seminars, textbooks, module webs, journals (hardcopy and electronic), case studies Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies, videos Lectures, Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies, blogs, web design work, presentations V 12 Examinations, Individual written coursework, Presentations, presentations, brief, creative workshops Examinations, Individual written coursework, Project work Examinations, Individual written coursework, Project work, presentations, reports 12.2 Cognitive (thinking) Skills* 12.2.1 Generic Programme Learning Outcomes On successful completion of a degree course within the PG /Advertising suite students should be able to: CS1 apply appropriate business concepts, models or techniques to analyse marketing or advertising problems CS2 communicate effectively in written, verbal or electronic format using appropriate business media and IT applications CS6 synthesise and critically evaluate different academic views on a specialised subject CS7 identify a marketing or advertising problem, choose and justify an appropriate research method and attempt to answer a question posed. 12.2.2 MSc Strategic On successful completion of this course students should additionally be able to: CS3 apply appropriate techniques to solve strategic marketing problems in business 12.2.3 MSc International On successful completion of this course students should additionally be able to: CS3 apply appropriate techniques to solve strategic marketing problems in business CS4 apply appropriate techniques to solve a range of different global business management problems 12.2.4 MA Advertising and On successful completion of this course students should additionally be able to: CS5 apply appropriate techniques to develop creative solutions to marketing communications problems 12.2.5 MA On successful completion of this course students should additionally be able to: CS3 apply appropriate techniques to solve strategic marketing problems in business CS5 apply appropriate techniques to develop creative solutions to marketing communications problems The principal teaching, learning and assessment methods normally used to enable outcomes to be achieved and demonstrated are identified below. MSc Strategic.docx 8

V 12 CS1 CS2 CS3 Teaching and Learning Seminars, case studies, problem-based learning, Practical exercises Problem-based learning, projects, workshops, electronic business resources and databases, university library, ICT packages Seminars, global academic journals, text books, case studies, problem-based learning, simulations Assessment Examination, time constrained tests, individual written coursework Written projects, presentations, poster display, seminar papers, written reports, Dissertation Examinations, seminar papers, written coursework, time-constrained tests, dissertation, group work Examination, time constrained tests, individual written coursework Individual coursework, Project work, presentations, creative briefs, advertising plans CS4 Seminars, case studies, problem-based learning, Practical exercises CS5 Seminars, Tutorials, Problem-based learning, textbooks, module webs, journals (hardcopy and electronic), case studies CS6 Seminars, individual supervision, academic journals Literature review, dissertation CS7 Seminars, case studies, academic journals, individual Project proposal, literature review and supervision dissertation 12.3 Practical Skills* 12.3.1 Generic Programme Learning Outcomes On successful completion of the programme a student should be able to: PS1 source analyse and apply appropriate marketing information to support decision making PS2 present ideas and findings effectively to an audience 12.3.2 MSc Strategic On successful completion of this course students should additionally be able to: PS3 develop a Plan PS6 analyse and interpret marketing data to inform business decisions 12.3.3 MSc International On successful completion of this course students should additionally be able to: PS3 develop a Plan PS6 analyse and interpret marketing data to inform business decisions 12.3.4 MA Advertising and On successful completion of this course students should additionally be able to: PS4 develop creative ideas in response to an advertising brief PS5 develop an Advertising Plan PS6 analyse and interpret marketing data to inform business decisions 12.3.5 MA On successful completion of this course students should additionally be able to: PS3 develop a Plan MSc Strategic.docx 9

PS5 develop an Advertising Plan V 12 The principal teaching, learning and assessment methods normally used to enable outcomes to be achieved and demonstrated are identified below. PS1 PS2 PS3 PS4 PS5 PS6 Teaching and Learning Problem-based learning, projects, workshops, electronic business resources and databases, university library, ICT packages, practical exercises Problem-based learning, projects, workshops, electronic business resources and databases, university library, ICT packages Problem-based learning, case studies, workshops, electronic business resources, ICT packages, practical exercises, simulations Problem-based learning, projects, workshops, electronic business resources and databases, university library, ICT packages, practical exercises Problem-based learning, case studies, workshops, electronic business resources, ICT packages, practical exercises Lectures, seminars, case studies, Problem-based learning, practical exercises, simulations Assessment Seminar work, individual written coursework and dissertation Presentations, poster display, seminar papers, coursework, Dissertation Seminar work, written coursework, reports Seminar work, workshops, presentations, coursework Seminar work, written coursework Written reports, presentations, examinations 12.4 Transferable Skills * 12.4.1 Generic Programme learning outcomes On successful completion of a course, students should be able to: TS1 act as independent and reflective learners and carry this ability into their future career development TS2 demonstrate effective self-management and an awareness of diversity in people, cultures and business TS3 apply numerical and quantitative skills to analyse and interpret data TS4 Demonstrate effective interpersonal skills and the ability to work in a team TS5 take responsibility for planning, preparing, conducting research, writing and defending a major written project TS6 demonstrate digital competency for research, analysis and strategy implementation purposes Transferable/key skills are generally incorporated within modules (see annex 3) and related to relevant assessments as appropriate. Self-directed learning forms an element of all modules and the necessity to work within tight deadlines is an essential requirement across the curriculum. The ability to communicate orally and in writing will be developed across the range of modules. The wide range of assessment techniques will ensure that students are given every opportunity to demonstrate their skills in these areas. Independent study will encourage, facilitate and stimulate independence in learning. The final dissertation module will allow students to synthesise knowledge and demonstrate intellectual and communication skills at a high level. There are therefore no additional course specific learning outcomes relating to transferable skills. MSc Strategic.docx 10

V 12 13 Programme Structure and Requirements, Levels, Modules, Credits and Awards 13.1Rationale Aims and Objectives The philosophy of the various degrees on the marketing programmes is to contribute to the University s mission statement, in that they seek to foster innovation creativity and enterprise. These courses have been designed to allow students from a diverse range of academic and professional backgrounds to enrol on a general post graduate marketing qualification and to then choose a specific named path according to their abilities, inclination and desired career focus. As well as a substantive knowledge, each course aims to equip students with a range of appropriate technical and transferable skills. All courses within the programme share a number of objectives and outcomes. The programmes core educational aims are to: provide students with a sufficient knowledge of the relevant theoretical principles of marketing enable students to apply their marketing knowledge and subject specific skills to the solution of marketing problems enable student to develop their critical thinking and the ability to evaluate, assess and provide recommendation to various advertising and marketing situations provide students with an understanding of marketing research methodologies at PG level enhance students critical appreciation of differing marketing perspectives offer students a choice of career opportunities, including progression to further study, i.e. PhD provide a broad and varied educational experience within which learning occurs provide an educational experience where students will develop professional competencies and a range of personal transferable skills which will enable them to pursue a range of employment opportunities and to succeed in their career ensure that Coventry University maintains its established position in offering high quality educational provision in marketing 13.1.1 Course The courses are managed by a PG Course Director, with overall responsibility for course design and delivery. Supporting the Course Director are four tutors, one responsible for each programme. This structure is communicated to the students during induction week, reinforced with several meetings during the term with the course tutors and is outlined in the student handbook which is made available in hard copy and via the VLE. 13.2 Patterns and modes of attendance The course is available either on a 1-year full-time basis or on a 2-year part-time basis. Section 6.4 of University regulations concerning enrolment and registration are applicable to the course. Modules within the programme, their status, the levels at which they are studied; their credit value and pre/co requisites are identified in section 20. MSc Strategic.docx 11

13.3 Professional Body (CIM) exemptions V 12 The course structure and teaching, learning and assessment strategies have been designed in order to gain partial exemption from the CIM Professional Diploma in qualification. The professional requirements will be met by the student completing the course and via the modules they take that are mapped against CIM syllabi. 13.4 Course structure Students must undertake and pass all ten modules in their programme (all modules are mandatory except for dissertation), there are five modules in semester one, worth 15 credits each and four modules in semester 2 worth 15 credits each with the exception of Research Methods and Analysis (MScs) and Research Methods for Dissertation (MAs) that are each worth 10 credits. The dissertation (or Company Internships) modules are 50 credit modules. Students must pass the dissertation (or a Company Internship) if they are to be awarded a `masters title in their respective degree. Part-time students will be able to join any of the four courses either in September or January, subject to students demand and cohort size. Typically p/t students finish their programme within two years, during which they select their module load based on their other commitments. Their module selection will be monitored and approved by the programme team in order to ensure that students select the modules in the appropriate sequential order for their progression. For example, selecting Principles of in the first semester. Course Structure September Starters Semester 1 2 MSc Strategic Strategic Consumer Behaviour Consultancy Research Contemporary Issues in Managing Corporate Reputation Global Brand Services and Retail MSc International Strategic Consumer Behaviour Consultancy Research Contemporary Issues in MA Principles of Consumer Behaviour Consultancy Research Communications MA Advertising & Principles of Consumer Behaviour Strategic Advertising Communications Global Global Managing Corporate Reputation Global Brand International Business & Global Strategy Strategic Services and Retail Advertising Psychology Global Brand Digital Digital Digital Digital 15 Crd 15 15 15 15 15 15 15 3 Research Methods and Analysis Dissertation OR Company Internship Research Methods and Analysis Dissertation OR Company Internship Research Methods for Dissertation Dissertation OR Company Internship Research Methods for Dissertation Dissertation OR Company Internship 10 50 MSc Strategic.docx 12

V 12 Course Structure January Starters Semester 1 2 MSc Strategic Strategic Consumer Behaviour Consultancy Research Contemporary Issues in Managing Corporate Reputation Global Brand Services and Retail MSc International Strategic Consumer Behaviour Consultancy Research Contemporary Issues in MA Principles of Consumer Behaviour Consultancy Research Communications MA Advertising & Principles of Consumer Behaviour Strategic Advertising Communications Global Global Managing Corporate Reputation Global Brand International Business & Global Strategy Strategic Services and Retail Advertising Psychology Global Brand Digital Digital Digital Digital 15 Crd 15 15 15 15 15 15 15 3 Research Methods and Analysis Dissertation OR Company Internship Research Methods and Analysis Dissertation OR Company Internship Research Methods for Dissertation Dissertation OR Company Internship Research Methods for Dissertation Dissertation OR Company Internship 10 50 13.4 Progression and Awards Students study 75 credits in semester 1, 55 credits in semester 2. Research Methods and Analysis (MScs) and Research Methods for Dissertation (MAs) are delivered over 11 weeks in their second semester and cover: literature collection, analysis, synthesis and articulation as well as research methods for primary data collection. Students are then required to submit a dissertation. PG Cert 60 credits PG Diploma 120 credits Masters 180 credits MSc Strategic.docx 13

V 12 13.5 Awards Post Graduate Certificate Students who achieve a pass in 60 credits worth of modules can exit with the award of a Post Graduate Certificate in. Post Graduate Diploma Students who achieve a pass in 120 credits worth of modules can exit with the award of a Post Graduate Diploma in. MSc/MA Students who successfully complete Research Methods and Analysis and Dissertation or Company Internship and have accumulated 180 credits will be awarded either an MSc or MA according to their respective named pathway. Students who achieve an average mark of 70% (highest marks in 150 credits) may be eligible for an MSc/MA with Distinction and students who achieve an average mark of 60% may be eligible for an MSc/MA with Merit. The average mark relates to all modules studied and is specified as required under academic regulation 9.6.5 (d). All awards are subject to the University s Academic Regulations for taught post-graduate courses. Dissertations and Internships are not eligible for condonement. 14 Support for Students and their Learning An induction programme for all new students is provided at the start of their studies. This will give an introduction to the following: The University and the Faculty of Business, Environment & Society Their programme of study and timetable The library Student portal Key staff Students are provided and walked through the content of the course handbook by the PG Course Director. The Student Union and Centre for Academic Writing also supply material detailing facilities and services available. The allocation of an Academic Personal Tutor (APT) who may be consulted on academic matters, and who will advise and manage each student s programme of study. Students will also be introduced to other University Online facilities, such as the Online Library, Library Portal and the use of LOCATE for research. The allocation of an Employment Personal Tutor (EPT). The support provided to students will be coordinated with the APT role to ensure the focus reflects the changing needs of students. A course web on CUOnline, which will provide opportunities for discussions amongst student groups and with course tutors, and enable the posting of relevant support material or links to supporting websites (e.g. relating to personal development and careers, or study skills) MSc Strategic.docx 14

V 12 Other CUOnline facilities The University and Faculty Student Support Centres The Faculty careers advisors Overseas students, including students from other EU countries, receive additional support from the International Office, and special events are put on for their benefit. International students will also be advised of language support that is available within the University. All support mechanisms are consistent with University policies on Equal Opportunities (including that on students with disabilities). Reasonable adjustments can be made to the teaching, learning, assessment and support of the course to maximise accessibility to students with disabilities. This will be done on an individual basis in consultation with the University Disabilities Unit. 15 Criteria for Admission Potential students should have graduated with either: an Honours Degree at 2:2 or above from a recognised British University or other recognised institution of equivalent standing the completion of a higher level award (M level) from a nationally recognised educational institution or professional body Students undertaking the MSc route must have already studied marketing as a substantial part of their Honours Degree International students English language proficiency should be at least 6.5 IELTS or equivalent. MSc Strategic.docx 15

V 12 16 Method for Evaluating and Enhancing the Quality and Standards of Teaching and Learning The course is managed by the Board of Studies of the Faculty of Business, Environment and Society. The Programme Assessment Board (PAB) for is responsible for considering the progress of all students and making awards in accordance with both the University and course-specific regulations. The assurance of the quality of modules is the responsibility of the Boards of Studies which contribute modules to the programme. External Examiners report annually on the course and their views are considered as part of the annual quality monitoring process (AQM). Details of the AQM process can be found on the Academic Registry s web site. Students are represented on the Student Forums, Board of Studies and Faculty Board, all of which normally meet two or three times per year. Student views are also sought through module and course evaluation questionnaires. The Faculty of Business, Environment and Society also operates the following methods for evaluating and enhancing the quality and standards of teaching and learning: A faculty wide teaching observation system whereby all full time and fractional staff are observed once per year The provision of in-house seminars and workshops on teaching and learning matters which all staff are encouraged to attend 17 Regulation of Assessment University policy requires the internal moderation of all assessments. External Examiners are appointed for all named University awards. The role of the External Examiner at module level is to ensure that academic standards are in line with national norms for the subject. External Examiners undertake the moderation of examination papers and assessment tasks, and view representative samples of work for the modules for which they have responsibility. At programme level, External Examiners help to ensure fairness in the consideration of student progression and awards. They have the right to comment on all aspects of the assessment system and participate as full members of the assessment boards. The Pass mark for all modules is 40%. This overall module mark may comprise more than one component (e.g. coursework and exam). The individual module descriptors give the precise pass criteria and the weighting of the component marks that contribute to the overall module mark. Awards for Taught Master programmes may be made with Distinction or Merit (i.e. achievement of an average mark of at least 70% or 60% respectively). MSc Strategic.docx 16

V 12 18 Indicators of Quality and Standards The following are key indicators of quality and standards: Chartered Institute of (CIM) The professional body for in the UK is the CIM. They do not have specific benchmark statements but instead map their own qualifications to QAA benchmarks. The entry requirements to the Professional Diploma in (Level 6) are as follows: Only graduates with at least a third of their credits in marketing should now start their CIM studies with the Professional Diploma in. Those with fewer should start with the Professional Certificate rather than the Diploma unless they can demonstrate that they have sufficient marketing knowledge by passing the Level 6 Entry Test. This being the case, the entry criteria have been revised to be: Any business or marketing Bachelors or Masters Degree (or equivalent) where a minimum of one third of the credits come from marketing (i.e. 120 credits in Bachelor s degrees or 60 credits with Masters Degrees) OR Experience in a marketing management role that has provided potential students with knowledge and competence equivalent to the learning outcomes of the CIM Professional Certificate in and is sufficient to pass the Entry Test to Level 6 (Source: CIM Professional Diploma in ) The specification for the suite of and Advertising courses was reviewed and approved by CIM for dual award status in August 2011. The revisions as part of the 2013 revalidation were submitted to the CIM and the content has been mapped to CIM syllabi to provide maximum exemptions from the CIM Professional Certificate in qualification and a number of units that form the CIM Professional Diploma in qualification; based on the marketing credits and content of the revalidated PG marketing degrees. The CIM dual award status of the MA and MSc and Advertising courses offer both a source of competitive advantage, being held by just 15-20 universities across the UK, and content that is vocationally attractive to students and employers. In addition, as a CIM accredited study centre our students have the opportunity to study for and complete the remaining units to gain the CIM Professional Diploma in qualification. In addition all our PGMP courses meet CIM benchmark statements providing our students with exemption from the CIM Professional Certificate on completion of their course and exemption from two of the four modules of the CIM Professional Diploma in qualification. The course structure and teaching, learning and assessment strategies have been designed in order to align the courses with CIM Professional Diploma in qualification. The professional requirements will be met by the student on completion of their course and exemption from a number of units that make up the CIM Professional Diploma in qualification. Moreover, The Academic Team has several years of experience between them both as academics and as professionals in the industry. The marketing team have showcased their academic research at both academic and practitioner conferences at the national and international levels. All four revalidated courses have been critiqued and commended by an independent external academic examiner. The programme has been designed in accordance with the QAA benchmark statements for Business and The report of QAA s Institutional Audit undertaken in November 2008 confirmed that Confidence can be placed in the soundness of the institutions current and likely future management of the academic standards of its awards Confidence can be placed in the soundness of the institutions current and likely future management of the quality of the learning opportunities. MSc Strategic.docx 17

V 12 19 Additional Information Key sources of information about the course and student support can be found in The Student Handbook Module Guides Module Information Directory (http://mid.coventry.ac.uk/) Teaching Plan and Module Resource documents produced for all modules Study Support information is accessible from student services home page Please note: This specification provides a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if s/he takes full advantage of the learning opportunities that are provided. More detailed information on the learning outcomes, content, and teaching, learning and assessment methods of each module can be found in the Module Information Directory (MID), student module guide(s) and the course handbook. The accuracy of the information contained in this document is reviewed by the University and may be verified by the Quality Assurance Agency for Higher Education. MSc Strategic.docx 18

MSc SM MSc IM MA MM MA A&M V 12 20 Mandatory and Option Modules* Module code Module title Credit value Pre/Co requisite M43MKT M04MKT M35MKT M31MKT M33MKT M42MKT M38MKT M32MKT M37MKT M36MKT M28BSS M34MKT M30MKT M41MKT M40MKT M39MKT M99MKT M27BSS Strategic Principles of Global Consumer Behaviour Digital Strategic Advertising Consultancy Research Contemporary Issues in Communications Managing Corporate Reputation International Business & Global Strategy Global Brand Advertising Psychology Services and Retail Research Methods for Dissertation Research Methods and Analysis Dissertation Company internship Key M = Mandatory (i.e. must be studied and passed for the named award) O=optional *(The full course structure is available in section 13) MSc SM = Strategic MSc IM = International MA A&M = Advertising and MA MM = 15 None M M M 15 None M M 15 None M M 15 None M M M M 15 None M M M M 15 None M 15 None M M M 15 None M M 15 None M M 15 None M M 15 None M 15 None M M 15 None M 15 None M M 10 None M 10 None M M 50 None O O O O 50 None O O O O M M MSc Strategic.docx 19

21 Curriculum Map Knowledge and Understanding Cognitive (Thinking) Skills Module codes KU1 KU2 KU3 KU4 KU5 KU6 KU7 KU8 KU9 KU KU KU KU KU CS1 CS2 CS3 CS4 CS5 CS6 CS7 10 11 12 13 14 Strategic Principles of Global Consumer Behaviour Digital Strategic Advertising Consultancy Research Contemporary Issues in Communications Managing Corporate Reputation MSc Strategic.docx 20

Knowledge and Understanding Cognitive (Thinking) Skills Module codes International Business & Global Strategy Global Brand Advertising Psychology KU1 KU2 KU3 KU4 KU5 KU6 KU7 KU8 KU9 KU 10 KU 11 KU 12 KU 13 KU 14 CS1 CS2 CS3 CS4 CS5 CS6 CS7 Services and Retail Research Methods for Dissertation Research Methods and Analysis Dissertation Company internship MSc Strategic.docx 21

Intended Learning Outcomes Practical Skills Transferable Skills Module codes PS 1 PS2 PS3 PS4 PS5 PS6 TS1 TS2 TS3 TS4 TS5 TS6 Strategic Principles of Global Consumer Behaviour Digital Strategic Advertising Consultancy Research Contemporary Issues in Communications Managing Corporate Reputation International Business & Global Strategy Global Brand Advertising Psychology Services and Retail Research Methods for Dissertation Research Methods and Analysis Dissertation Company internship MSc Strategic.docx 22

22 Capabilities (Skills) Map Module codes Strategic Principles of Global Consumer Behaviour Digital Strategic Advertising Consultancy Research Contemporary Issues in Communications Managing Corporate Reputation International Business & Global Strategy Global Brand Advertising Psychology Services and Retail Research Methods for Dissertation Research Methods and Analysis Dissertation Company internship Learning to Learn Working with others Problem Solving and Innovation Numeracy IT and Online Learning Communication Career Information TPA TPA TPA TPA TPA PA TPA TPA TPA P PA TPA PA PA TPA P P PA TPA PA TPA PA PA PA P P TPA PA PA PA TPA P P PA TPA TPA PA TPA P P TPA TPA TPA TPA P P P TPA TPA PA PA TPA TPA P P P TPA PA PA PA TPA P P P TPA PA TPA PA P TPA P TPA PA TPA PA PA P TPA TPA TPA TPA PA TPA TP PA P PA TPA PA PA TPA P PA PA P PA TPA PA PA TPA PA PA P P P TPA P TPA PA P TPA P PA T P TPA TPA TPA TPA P TPA TPA PA TPA TPA TPA PA P TPA PA TPA PA PA P PA P PA PA TPA PA PA P Personal Development Planning MSc Strategic.docx 23

Key: T=Taught, P=Practiced, A=Assessed The Masters Project may cover many of the above capabilities but will be particularly useful for students in terms of their Personal Development Planning and Career. The Code of Practice for Academic and Professional Skills Development requires that each of the capabilities be demonstrated at least once during the programme. Capability Outlines (from the Code of Practice for Academic and Skills Development) Learning to Learn Students should be ready to accept responsibility for their own independent learning. They should also be able to reflect on their learning and appraise their capabilities and achievements. Students should also be able to identify their individual needs for effective learning. Students are encouraged to reflect on their learning styles within the Research Methods module that prepares them for the dissertation. Having already completed a first degree or equivalent students are expected to understand how best to manage their own learning skills. Working with Others Students should be able to work effectively as part of a group, and respect the dignity, rights and needs of others. All modules require students to work informally in small group exercises in either lectures, seminars or both. Their group-working skills are assessed several modules throughout their programme. Problem Solving and Innovation Students should be able to use problem-solving skills in a variety of practical situations. Student should be able to demonstrate creativity, flexibility, perception, decisiveness, confidence and an awareness of values. Students will be required to evaluate and propose resolutions for a range of case study material in a number of modules. They will be required to develop their problem solving skills in the project module as well as the creative skills in several other modules, such as marketing communications and digital marketing. Numeracy Students should be able to interpret, analyse and present numerical data. Students may be required to analyse a range of numerical data in various case study activities across a number of modules. They are specifically assessed in marketing Consultancy Research module and those studying for an MSc will be further enhance their numeracy skills by studying research methods and analysis. IT and Online Learning Students should be able to use computer-based systems for learning, communicating, collaborating with peers and tutors, and working with data. Students will be expected to use IT and Online learning resources extensively, particularly the virtual learning environment Moodle for all their modules. Their skills are specifically assessed in Strategic module using SIM Brand simulation game, and the use of SPSS in Research Methods and Analysis. Communication Students should be able to communicate effectively in appropriate forms in a wide variety of situations. A range of assessment styles are used allowing students to develop their communication skills and students will receive feedback on these on all of their assignment feedbacks. Career Students should appreciate the values, culture, structure and process of work organisations relevant to their area of study. Students should also appropriately match their experience and academic achievements to employer expectations. MSc Strategic.docx 24

Students are encouraged to see the practical applications of theory across all modules. Where possible modules will incorporate live or near live projects. Students will also be encouraged to use their project work to reflect on a career area that interests them. Information Students should be able to carry out research relevant to their field of study by retrieving and using information drawn from a variety of resources. All modules require students to develop skills in identifying, assessing, interpreting, synthesising and articulating information. Personal Development Planning Students should be able to demonstrate self-awareness, set personal goals and record achievement. Whilst all students will need to manage their own learning the project requires them to identify a plan and set goals for the achievement of the course. MSc Strategic.docx 25

Part 2: Supporting Information for MSc Strategic, MSc International MA Advertising and and MA 1. Relationship to the National Qualifications Framework, Subject Benchmarks and Professional/Statutory Body requirements The following general benchmark statements have been sourced from latest professional body publication (The Framework for Higher Education Qualifications in England, Wales and Northern Ireland, August 2008). The statements have been coded (NQF1 to 5 and abilities a to d) for convenience and then mapped to the learning outcomes for the four courses in the Postgraduate suite. National Qualifications Framework Descriptor for a higher education qualification at level 7: Master's degree Master's degrees are awarded to students who have demonstrated: NQF1: a systematic understanding of knowledge, and a critical awareness of current problems and/or new insights, much of which is at, or informed by, the forefront of their academic discipline, field of study or area of professional practice; NQF2: a comprehensive understanding of techniques applicable to their own research or advanced scholarship NQF3:originality in the application of knowledge, together with a practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge in the discipline NQF4: conceptual understanding that enables the student: To evaluate critically current research and advanced scholarship in the discipline; To evaluate methodologies and develop critiques of them and where appropriate, to propose new hypotheses. Typically, holders of the qualification will be able to: a) Deal with complex issues both systematically and creatively, make sound Judgements in the absence of complete data, and communicate their conclusions clearly to specialist and non-specialist audiences b) Demonstrate self-direction and originality in tackling and solving problems, and act autonomously in planning and implementing tasks at a professional or equivalent level c) Continue to advance their knowledge and understanding, and to develop new skills to a high level. And holders will have: d) The qualities and transferable skills necessary for employment requiring: The exercise of initiative and personal responsibility Decision-making in complex and unpredictable situations The independent learning ability required for continuing professional development. L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 26

Summary Much of the study undertaken for master's degrees will have been at, or informed by, the forefront of an academic or professional discipline. Students will have shown originality in the application of knowledge, and they will understand how the boundaries of knowledge are advanced through research. They will be able to deal with complex issues both systematically and creatively, and they will show originality in tackling and solving problems. They will have the qualities needed for employment in circumstances requiring sound judgement, personal responsibility and initiative in complex and unpredictable professional environments. Holders of a Masters degree should have the qualities needed for employment in situations requiring the exercise of personal responsibility, and decision-making in complex and unpredictable circumstances. Master's degrees are awarded after completion of taught courses, programmes of research or a mixture of both. The learning outcomes of most master's degree courses are achieved on the basis of study equivalent to at least one full-time calendar year and are taken by graduates with a bachelor's degree with honours (or equivalent achievement). Mapping of NQF benchmarks against Learning Outcomes for: MA Advertising and, MA, MSc International and MSc Strategic The following table demonstrates how the intended learning outcomes for the four courses above relate to the relevant qualification descriptor in the Framework for Higher Education Qualifications in England, Wales and Northern Ireland 2008: KU1 KU2 NQF1 NQF2 NQF3 NQF4 NQF abilities KU3 KU4 KU5 KU6 KU7 KU8 KU9 KU10 KU11 KU12 KU13 KU14 CS1 CS2 CS3 a, d a a a, d a a, d a, d a, b a, d a, b a, b, d a, b, c, d a a, b a c, d a L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 27

CS4 CS5 CS6 CS7 PS1 PS2 PS3 a a, b. c a a, b, d a, b, c, d PS4 b, c PS5 a, b, c, d PS6 a TS1 a, d TS2 a, c, d TS3 a, b, d TS4 c, d TS5 a, b, c, d TS6 a, b, c, d b, d c, d 2. Teaching and Learning Strategy The overall aim of the Postgraduate Programme (PGMP) and the and Advertising courses is to achieve the stated learning outcomes such that students will have developed the required knowledge, skills and capabilities to pursue a career in a chosen marketing related field. The curriculum is heavily influenced by the syllabus and outcomes defined by the Chartered Institute of (CIM) courses at the Professional Certificate and Professional Diploma levels. These industry recognised courses are designed for marketing practitioners and it is important that the PG Programme reflect this in the real world application of key concepts and emerging themes for marketing and the associated sub-disciplines. Building opportunities to evidence applied understanding and critical thinking are distinctive features of the PGMP which serve to enhance the employment prospects for marketing PG graduates. The study of marketing is grounded in understanding customer needs, the environment that a company is operating within, the competitors and their offerings and then developing the most appropriate marketing mix to satisfy customer needs profitably. The teaching and learning strategy of these courses are therefore based on building the core principles of business, marketing and advertising in the first semester through the application of these in the advanced modules in the second semester to the development of strategic practice and evaluation of specialist field related to the focus of the course in the third semester. The focus, thus becoming more strategic and more specialised at each semester. As a result of this approach students are better able to appreciate the holistic nature of marketing including the functional and strategic elements to build confidence in the subject overall rather than being presented with silo areas of content. In terms of curriculum design the courses ensure that all PG students follow a course path in their studies that matches their course focus, for example, the MSc in Strategic focuses on strategic decision making and providing grounding in statistical analysis. The MSc in International focussed on marketing in an international context, the MA in focuses on establishing and expanding students knowledge and L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 28

skills in several of the marketing sub-discipline topics. The MA in Advertising & focuses on establishing and developing marketing or advertising knowledge. By following a pre designed progression path, all students will be able to focus on their respective courses ensuring that they are have learnt the course s intended learning outcomes. As well as traditional teaching and learning methods such as lectures and seminars, specific subjects adopt a mix of experiential approaches to facilitate the achievement of intended learning outcomes for richer deeper learning. For example: Many aspects of marketing and advertising involve creativity and innovation, therefore, the teaching and learning programme offers a range of opportunities for students to develop and utilise their creative skills for example using real life briefs from the D&AD awards. Subjects in this area are delivered in two 2 hour workshops per week, drawing extensively on group work and brainstorming both formatively and summatively. Learning resources are drawn from topical/live case studies, practical challenges or responding to creative briefs and the focus is on interactive learning. In line with current industry practice, students are encouraged and enabled to use the latest software and technology in order to develop and present their creative ideas. Other areas of marketing focus on analytical and strategic skills so the teaching and learning programme is structured to provide a mix of classroom and lab based activity. Sessions for these topics are typically scheduled as one hour class basedworkshop and one 2 hour PC lab based workshop per week providing opportunities to utilise technology for inquiry-based learning, research and analysis. Additionally other modules draw on simulation software to replicate markets and enable students to plan and strategise in a dynamic and competitive environment. In digital marketing, students analyse the latest web designing software, practice web platforms and blogging techniques in order to develop their skills in manipulating new media for marketing and advertising applications. University Teaching and Learning Strategy The University s Teaching and Learning Strategy has informed the design and delivery of the curriculum as the following examples demonstrate: 1. Standard semester pattern as shown in section 14 ensures a balanced delivery of modules where possible. This allows students to assimilate and develop higher levels of applied knowledge, understanding and synthesis as they progress through the course. 2. Inquiry-led learning is a major theme of the course which is applied to large part of all PG courses. It is introduced particularly where students begin to develop the inquiry-led skills suitable for PG level, and at the final stage of their programme students are expected to fully engage in inquiry-led learning, principally through the dissertation or company internship. 3. Development of communities of learning are encouraged both inside and outside the classroom through student engagement with their personal tutor and the APT scheme, working with peers on assessed group work. The development of peer to peer relationship is key to peer learning (Lundberg, 2003), this is shown in various seminars were students give constructive feedback to their peers. The PG courses will ensure constant support for employability attitudes through formatively assessed tasks such as group presentations, interaction and dialogue between academics and students via the CU Society, Twitter and Facebook groups, opportunities to attend research seminars undertaken by academic experts in a marketing, business or advertising related field. 4. Enhanced employability is evidenced through the CIM dual award status of the courses which make up the PGMP, some staff are chartered members of CIM and are actively involved in both CIM activities and teaching on the professional courses, students are encouraged to attend local CIM events to develop greater insight into contemporary marketing issues, industry speakers and placement students deliver presentations to promote the importance of relevant work experience and to highlight the key attributes desired by today s discerning employers, some staff work closely with industry to seek input into the design and delivery of the programme for L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 29

subject specific modules such as local advertising or marketing agencies, and staff on the various modules utilise resources from employers and graduate / careers associations to ensure the content is up to date to meet the needs of industry. 5. Employment skills and capabilities are practiced and assessed through the company internship module; in addition the Employment Personal Tutor promotes PG graduate job opportunities and provides more specialist support as required. This is also supported by other areas of the university including Employability and Placement Unit EPU where they have a dedicated careers advisor for PG students, International Experience and Mobility Service (IEMS) and the Careers Service. 6. The PGMP enhances the international experience of students through various study trips such as China, Dubai and Malaysia, at least one module in each programme focuses on global aspects of marketing, and nearly two thirds of the staff have joined the department from overseas markets, so our department is very international in outlook. 7. Computer-based learning packages, such as the marketing simulation software SIM Brand game is used to enhance teaching and learning, and provide stimulating material. Online phase tests are used to test knowledge of key marketing concepts. SPSS analysis software is used to analyse quantitative data in the Research Methods and Analysis module. Continued use and development of CUOnline as well as the full utilisation on Moodle is present in the design and delivery of all modules. 8. Staff continue to attend local workshops, seminars and national and international conferences to develop teaching and learning strategies, and share ideas for best practice pedagogy. 9. Staff teaching on the PGMP are already involved in either/both academic and applied research. The Department has recently recruited new staff and a key requirement of the job specification is a demonstrable interest in research. To ensure that staff, particularly those teaching stage three modules or supervising dissertations, are at the forefront of current practice and research, they will be encouraged to attend and present at the relevant national and international conferences, such as those organised by the Academy of or the European Academy. 10. The teaching team have between them many years of industry experience on the client and agency side and will draw on these for case material and contacts to bring the course to life. 11. Regular immediate and dialogic feedback is a major element of the PGMP teaching and learning strategy. Feedback is offered at both module level (all modules) and course level (twice a semester) through, inter alia, interactive workshops and lectures, office hours, personal tutorial sessions and on-line. Feed forward is provided to help students prepare for summative assessments. Personal Development Planning The course will offer the opportunity for students to engage in personal development planning (PDP); mainly through their Academic Study Skills that takes part in various modules. Further support is provided to students by a dedicated Academic Personal Tutor and Employment Personal Tutor. In addition, elements of PDP are embedded into the course in a number of ways: Action planning and reflection on key skills of communication, teamwork, IT and numeracy throughout all PG programmes. Students will be given plenty of opportunities to develop their creative skills via numerous activities and thereby generate their own portfolio of work to evidence to employers. Written skills in various formats e.g. reports, essays, copy writing will be required across the suite of modules providing developmental evidence. Development of presentation skills, teamwork and negotiation in a number of modules via formative and summative courseworks. Formative assessments within all modules provide the opportunity for formative feedback on performance, so enabling students to reflect on their learning and performance in order to improve their academic skills. The mandatory Research Methods for the MA courses, and Research Methods and L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 30

Analysis for the MSc courses. These modules include reflection of learning, critical thinking and clear link to real life marketing and advertising problem. The dissertation or company internship will again provide excellent evidence of in depth academic learning, conducted independently and demonstrating initiative. 3. Assessment Strategy The methods of assessment are described in the Programme Specification. University and BES Faculty policies and guidelines including the Faculty Assessment and Feedback Strategy have influenced our approach throughout. The assessment strategy for the PGMP has been designed at a course level and cascaded through each stage to demonstrate achievement of the module intended learning outcomes across the semesterised delivery. A schedule of assessments showing the nature and timing of assessment across all modules demonstrates that a variety of appropriate methods is used, that there is development in the nature of assessment, that there is equity and parity between modules, and that excessive bunching of coursework assignments does not occur (see section below for detailed breakdown of the assessment strategy per module). The assessment strategy follows the BES PG assessment Tariff in terms of weighting of coursework to examinations and assignment requirements such as word count appropriate to each stage. Deadlines for coursework are communicated well in advance and are included in the Teaching Plan and Module Resources document at the start of each module. Student workloads, engagement and participation The four courses attract high numbers of creative and motivated students. The marketing industry is highly competitive and successful graduates in this field typically work under extraordinary pressure to meet project and client deadlines. The teaching and learning programme has been designed to emulate this to an extent, in order to communicate the reality of work life to the students. Engagement with industry professionals and coursework deadlines will be utilised to this end. However, it is recognised that many students have to work part time to support themselves through their degree, so students timetables will be planned to allow reasonable time for work and/or study. The course incorporates a wide range of tasks, activities and events designed to engage and stimulate students, particularly early on in the course, recognising that good habits start early. Some semester one modules have coursework assessments within the first six weeks ensuring that any lack of engagement can be picked up by the Academic Personal Tutor (APT) and acted upon before it is too late. Through the Faculty s Student Support Centre, APT support and retention monitoring procedures, student participation will be monitored. Assessment variety The PG courses will provide a number of different assessments for students in order to ensure a good range of variety of assessments are provided, for example: The Consultancy Research module will be using a real data from industry where students are required to advise the company on the best marketing strategy they should adopt. Digital modules, requires students to create and manage an online blog on weekly basis. A strategic module uses the SIM Brand simulation game, where students compete with each other in teams to test their skills and applied marketing management decision making. L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 31

Constructive alignment The intended learning outcomes have been informed by the relevant subject benchmark statements. An assessment grid maps modules learning outcomes to the course learning outcomes to ensure coverage and alignment. High quality feedback/feedforward in the learning process An appreciation of the vital role that high quality feedback plays in the learning process underpins the design of assessment activities. For feedback to be effective it is timely, regular, verbal and dialogic. Less emphasis is on written feedback, as was the case in the past. Early formative and summative assessments are also implemented, in order to ensure early (timely) feedback and guidance for students who are in transition to the UK higher education system. Details of how feedback will be returned will be in the module guide. Feedback is prompt, with written work being returned within two weeks, and immediately in some cases. Evidence suggests immediate verbal feedback, even if it is basic, is more effective than detailed written feedback at a later date. Thus, regular immediate and dialogic feedback is a major element of the course s teaching and learning strategy. Feed-forward is provided to help students prepare for summative assessments. For example, feedback on a critical review of consumer behaviour and social media in digital marketing provides relevant guidance for the literature review of the final dissertation. Across the PG courses feedback is provided widely through a range of different learning environments including interactive lectures, workshops, academic personal tutorials, Feedback Days and through CU-Online, including e-assessment. Develop the students self-evaluative ability The assessment method enables students to develop their ability to self-evaluate their own work and that of their peers. In order to achieve this it is crucial that there is a shared understanding between the tutor and students of the standard of work expected. One example is students review past coursework in groups, while referring to the written assessment criteria, in order to gain a better understanding of the difference between high quality and low quality work. This active learning environment aims to also encourage students to gain a better understanding of the assessment criteria for their own work. Assessing students fairly The assessment process is designed to ensure that it impartially measures student learning and achievement throughout the course. A range of different assessment methods are used across each of the courses both to support the development of a variety of skills and knowledge, and to take into account the different learning styles of the students. In assessments with group work and presentations guidance is given both on working as a group and on presentation skills before the assessment. The method for the allocation of marks for group work is transparent, including a method to re-allocate marks to reflect a differential contribution if necessary. L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 32

4. Course The suite of marketing courses comprises: MSc Strategic MSc International MA Advertising and MA Hereinafter called the Postgraduate Programme (PGMP) is managed as one, by an Academic Course Director (ACD), with support and input by the Academic Personal Tutors (APT). The ACD acts as final arbiter in admissions matters, although this work is dealt with by the RAO, the Faculty Admissions Office and the Recruitment Tutor. Each student will also have a personal tutor for academic and pastoral matters and one for employment. In addition, the course administrator, staff in the Student Support Office (SSO) can also offer support to students. This structure is communicated to the students during induction week and is outlined in the student Handbook, which is made available in hard copy and via the VLE. Roles and responsibilities of the Academic Course Director and Academic Personal Tutors have been determined at Faculty level and are as follows: Academic Course Director To oversee the running of courses within the programme To produce programme documentation, and update for changes To head the development for revalidation of the programme To coordinate the development of courses within the programme To act as back stop for student advice/ appeals To represent the programme on Faculty and University committees To become involved in/ lead programme/ course initiatives To advise on and oversee articulation agreements with partner institutions To liaise with tutors with cross faculty student support roles and the Student Support Centre Academic Personal Tutor To represent the students at PABs and determine their progression To advise students Post PAB on progression issues To provide academic advice to students where the Student Support Centre staff require assistance To update students records where involvement with a student has happened To take a full part in planning for and running Induction processes for students on their course(s) To ensure that students on their course(s) follow the correct enrolment procedures and to deal with any timetabling issues at the start of and during the academic year To attend Student Forum Meetings for their course(s) where required To assist the Recruitment Tutor in preparing for, and taking part in, open days and other recruitment activities as required To liaise with the course administrator and SSO Each student will have an Academic Personal Tutor (APT) and an Employment Personal Tutor (EPT). APTs are members of the and Advertising department and provide support to PG students including: Academic (e.g. help with general studies, timetable issues and engaging with feedback) Personal (pastoral and welfare support, the emphasis being on signposting students towards expert help) L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 33

Professional (discussing careers, encouraging CV building, enhancement of marketing related skills and sharing their professional experience) to ensure integration of effort and resource at each stage in liaison with the EPT as appropriate Discussing concerns that tutees may have Checking things like accommodation, course/module information, and contact details discussing extra-curricular activities; Encouraging students to self assess strengths and weaknesses for developing action plans Reminding students about UKBA monitoring Setting group meetings Keeping a record of tutorial meetings Providing opportunities for 1:1 tutorials Reminding students to declare disabilities Due to the PGMP being managed as one suite of courses, and the fact that some modules are common across the courses, Student Forum meetings are held at a programme level. The Course team ensures that student representatives are elected from all of the courses within the programme. Two student forum meetings are held each semester covering all years of the programme. This is not only expeditious, but also encourages students to answer issues or solve problems between themselves. 5. Entry Requirements and Selection Procedures Minimum University requirements for entry to PG MA/MSc and Advertising degree courses are as follows: Relevant business or management undergraduate degree Minimum of 2:2 in undergraduate studies or equivalent English qualification, IELTS 6.5 or equivalent Work experience is preferred Good academic references MSc students must have prior knowledge in and Business either via UG studies, professional qualification and/or relevant work experience. The RAO and Faculty Admissions Office have detailed tables of equivalences for these and other qualifications, particularly international qualifications. These offices consult with the Recruitment Tutor and the Academic Course Director, the about the suitability of an applicant with any other qualification. Students with Advanced Standing Accreditation for prior learning (APL) or prior experiential learning (APEL) may be granted for modules at the discretion of the Academic Course Director, providing they are limited to the maximum specified in University Academic Regulations. 6. Compliance with the University s Academic Regulations and current legislation All PG marketing courses details comply with Coventry University s Academic Regulations. All course procedures and practices are consistent with University guidelines, policies and codes of practice. L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 34

Principles for Responsible Education (PRME) The PG courses are fully committed to the mission of the Principles for Responsible Education (PRME) initiative, in which they are built, to inspire and champion responsible management education, research and thought leadership globally. The PRME initiative is designed by focusing on international values such as the principles of the United Nations Global Compact. They seek to establish a process of continuous improvement among institutions of management education in order to develop a new generation of business leaders capable of managing the complex challenges faced by business and society in the 21st century. In the current academic environment, corporate responsibility and sustainability have entered but not yet become embedded in the mainstream of business-related education. The PRME are therefore a timely global call for business schools and universities worldwide to gradually adapt their curricula, research, teaching methodologies and institutional strategies to the new business challenges and opportunities. Taking the Six Principles as a guiding framework, our PG marketing courses are integrating corporate responsibility and sustainability in a gradual but systemic manner these are discussed below. Principle 1: Purpose The corporate responsibility has become crucial for businesses, especially, in light of the current global economic climate. Consequently, the role of managers is now under scrutiny to establish best practices of sustainable business and innovation. In this context, the role of business schools becomes crucial in their role to educate future managers in a responsible way by using an innovative management courses. The post graduate marketing courses: MSc Strategic, MSc International, MA and MA Advertising & aims to not only educate but advocate a sense of social responsibility. It is constructed to encourage students to take on a leadership role by acknowledging their responsibility to all stakeholders in concerns related to corporate reputation, environmental concerns, ethical business practices, corporate governance, and philanthropy. This is reflected in the modules ranging from Consumer Behaviour, Digital to Global Brand and Corporate Reputation, which are integrated with Research Methods and Contemporary Issues in. Each of these modules aim to encourage students to apply the concept of sustainability to core business areas in the industry through dissertation or company internships in order to help them appreciate the responsibility of strategic marketing practices, its role in creating sustainable businesses and building long-term value creation. Principle 2: Values We have incorporated into our academic activities and curricula several key values including team work, passion, creativity, dedication, honesty, responsibility, fairness, respect, transparency and citizenship as stated in international marketing codes such as the American Association and CIM Ethical Norms and Values for Marketers. These values will provide direction and guide decisionmaking. Thus by connecting and getting inspired by these personal values, students would in turn be able to create value in the marketplace by communicating, inspiring and motivating their customers as well as other stakeholders including employees, investors, peers and the communities they live and work in. It is hoped that these values will not remain mere words but the students will match their marketing actions and language to the values. They would use these values in improving communication, reducing conflicts, and strengthening communications within the organization as well as with consumers and other stake holders. For example, Group assessments will enable students to widen their perspectives and deal with each other fairly, students will show their creativity in various modules, such as Communications where they have to design and present advertising brief. In Digital, students have to create and manage an online blog on weekly basis which demonstrates dedication passion and responsibility. Students also taught how to select, evaluate and apply the ethics process in academic research in the research method modules. L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 35

Principle 3: Method The process of providing an education that underscores the importance of social responsibility starts from the classroom itself. In order to create optimal learning conditions for the students, the aim is to create classroom environment which is positive, consistent and encourages independent student learning in a friendly setting. Most importantly, to enhance classroom experience, the business school s role in building responsible leadership and the course expectations will be clearly established in the curriculum and reiterated in the learning material to promote a sense of social responsibility. PG modules are taught primarily in the Jaguar Building which is now dedicated to PG teaching; in addition PG students have access to the Jaguar Lounge where they can have group meetings, computer access and several leisure activities. The course delivery will be through blended learning i.e. integrating instruction through face to face classroom instructions and Moodle, a virtual learning environment (VLE). Each module in the MSc Strategic Course is aimed to introduce complementary sustainability -related topics and case studies to equip students with skills and mindset to manage businesses sustainably. The curriculum will be regularly monitored and updated for continuous improvement. Principle 4: Research The PG and Advertising courses aim to build on the existing knowledge base of the students and infuse in them critical thinking. The PG courses have mix of modules which enables the process of critical thinking amongst students on different aspects of marketing (such as Digital, Advertising Psychology, Contemporary Issues in and Strategic ). In this constantly changing and evolving world the ability to challenge the existing mental models and explore newer ways to adapt and solve problems will provide competitive advantage to the students vis-à-vis the institution. The courses have all the ingredients to sensitize students to challenge the existing marketing models, identify marketing problems and suggest solutions. Most of the tutors involved in the delivery of different modules have considerable experience in both academic research and in consultancy in the marketplace. This enables them to stimulate an environment in the classroom where students engage in conceptual and empirical research which enhances the current understanding about the role, dynamics and impact of corporations. An evidence based approach coupled with the academic rigour implants in the minds of these budding professionals the idea that the sole purpose of business is not profit maximization. Through the high quality academic readings and hands on research in the form of dissertation and/or company internships students are exposed to the triple bottom line approach of firms in the modern economy, i.e. social, environmental and economic issues for sustainable development. Students are also exposed to the newer ways of achieving competitive advantage in today s business environment with the extensive use of analytics in decision making. Thus our students stand to gain a definite edge in the marketplace with the latest cutting edge evidence based teaching and research which is the backbone of the courses. For example the module Global aims to develop a critical understanding of marketing theory, principles and practice in the context of a global market environment and exploring the various challenges of marketing across different countries and cultures. The PG courses have a mix of modules which provides the students an opportunity to enhance and improve their marketing research skills. There is a strong emphasis on engaging the students in the conceptual and empirical marketing research which aids in advancing their understanding of the role, dynamics and the impact of national and international companies in creating the social, environmental and economic value. In consonance with the PRME principles corporations will welcome students who are eager to develop their skill sets and foundations in the application of marketing theories and concepts. Principle 5: Partnership The PG courses aim to further develop critical approaches in marketing and Advertising. A number of course tutors have relevant practitioner experience (many at managerial level), and this has been intricately woven into course content to further augment the relationship between theory and L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 36

practice. Our focus on research-led teaching means that students are aware of the latest developments in applied research activity and are able to utilise this information to understand and develop effective approaches to meet the challenges of the marketplace. Furthermore, the internationalised curriculum content allows students to develop a broader understanding of the global issues that surround the field of marketing in contemporary society. Furthermore, the PG courses makes use of business cases (for example in Principles of and Services, client briefs (for example in Consultancy Research), and practitioner-based activities to align theory and practice more fully. Our focus on research-led teaching also means that students are aware of the latest developments in applied research activity and are able to utilise this information to understand and develop effective approaches to meet the challenges of the marketplace. The opportunity for students to take up a company internship further assists in the development of partnerships between the university and industry. This also provides an opportunity for students to directly apply knowledge gained throughout the course to tackle real-life business challenges. In line with PRME principles, leading corporations will welcome the emergence of a new generation of professionals whose vision, knowledge and skills are suited for the new opportunities of value creation. The and Advertising PG courses endeavour to provide a sound foundation for the leaders of tomorrow s business world. Principle 6: Dialogue The focus of the and Advertising PG courses is not only upon theoretical developments and its practical application but the promotion of critical reflexive thinking on the part of the student and educator. The broader implications of marketing and its impact upon consumers, society and other stakeholders are evidenced throughout the module content (for example, managing corporate reputation, advertising psychology, consumer behaviour, global brand management). Students actively reflect upon best practice through critical assessments which encourages them to develop an awareness of how marketing activities have become embedded in society at large. Additionally, the importance of how messages are received and encoded by society is a key point of focus. Students are encouraged to understand the power of marketing imagery and how this can have positive and negative impacts upon consumers and society. Course tutors present to students a plethora of viewpoints on a given topic aiding the development of critical reflection and students are encouraged to engage in dialogue and debate with peers during classroom teaching. Template version January 2013 L:\REG\Quality Enhancement Unit\Quality\Programme Specifications\New or revised Programme Specs\BES\Postgrad\Mode P\BEST112 MSc Strategic.docx 37