Programme Specification and Curriculum Map for BA Honours Marketing Management

Programme Specification and Curriculum Map for BA Honours Marketing Management

1. Programme title / BA Marketing Management
2. Awarding institution / Middlesex University
3. Teaching institution / Middlesex University
4. Programme accredited by / N/A
5. Final qualification / BA (Hons) Marketing Management
6. Academic year / 2009/2010
7. Language of study / English
8. Mode of study / Full Time/Part-Time
9. Criteria for admission to the programme
Section 5: Entry requirements
Entry at Level 1
GCSE in Maths and English (Grade C or higher)
And
Tariff points in range 200–260 in any subject.
Or
EDEXCEL Diploma (Final year): 6 merits or 4 distinctions and 2 Merits.
Or
Approved Access route
Or
Baccalaureate: EB: 66%–70% or IB: 24–28 points
Or
Irish Highers: BBB–BBBB
Entry at levels 2 and 3
The programme supports direct entry at level 2 and 3 using AL and AEL processes where appropriate.
If English is not your first language, test results such as IELTS 6.0, TOEFL 570 (or 230 if computer test), NEAB or Cambridge Proficiency grade C are required.
10. Aims of the programme
This programme aims to prepare undergraduates for positions in marketing management such as brand, product, sales customer-relationship managers. Students undertaking the programme will develop knowledge and skills in managing portfolios of products or services, developing brands, developing distribution and selling strategies, managing customer relationships, and developing, integrating and evaluating marketing plans.
Since marketing is just one of several, functional areas within an organisation, this programme aims to link marketing roles, tasks, and functions with other organisational activities such as professional development, human resources, accounting, distribution and logistics, and data and technology management. This will be achieved both in discrete modules (for example, Economics and Financial Aspects of Business), and through teaching and assessment methods that demonstrate marketing links and cooperation with other departments to achieve overall organisational objectives.
Furthermore, students will be given the tools to examine and assess the environment external to the organisation to identify and plan for opportunities and challenges.
Students are expected to gain an in-depth understanding of subject related material through study on a balanced range of different subject modules, whilst simultaneously developing key employability skills and competencies acquired from the teaching, learning and assessment experiences in which they will participate. Given the value of active and applied learning, and the need for managers to be pro-active, innovative and team leaders, students will engage in a range of activities that link theory to practice and that build skills not just for entry level marketing positions but for those requiring a higher level of independent and team-based decision making abilities. Work placement in year three will be strongly encouraged.
This programme recognises the need to build life long learning and critical thinking skills into the student experience. Emphasis is placed on material and methods that develop the knowledge and skills needed for students to engage in the wider societal debates about marketing approaches and practice, and to assess the value of information and data in our increasingly knowledge-based society. Students will also learn the role that various technologies can play in delivering, managing and assessing information and data.
Over the three years (or four year sandwich), students will become increasingly capable of situating marketing as a discipline and a set of managerial processes within the organisation, the wider environment, and in society at large. They will be in a position to provide some critique of marketing practices and decision making, while also developing improved marketing and management practice and decision making.
In summary
Students will undertake a range of core modules that provide them with the foundational knowledge needed by all marketers (for example, Principles of Marketing; Marketing Intelligence and Research; Marketing Communications; Buyer Behaviour; Marketing Strategy and Planning). In addition, students will study modules giving them sound knowledge of managerial competencies, such as team leadership and management, strategic planning and evaluation, sales management and product portfolio management.
The specific aims of the programme are to:

• Prepare students for a career in marketing management
• Equip students with the knowledge, skills and competencies required, to solve both marketing and management problems across different types of firms, organisations and industries
• Define key marketing and management problems; source and interpret marketing data, prepare management reports, and present ideas clearly in order to aid effective management decision-making
• Give the opportunity to develop specific managerial competencies necessary to manage marketing projects, sales teams, and relationships with suppliers and customers.
• Provide students with the opportunity to achieve a professional qualification in addition to their undergraduate degree
• Allow students to determine their own knowledge requirements and engage in reflective learning
• Prepare students for further study

11. Programme outcomes*
A. Knowledge and understanding
On completion of this programme the successful student will have knowledge and understanding of :

1. the role of marketing within contemporary organisations
2. current trends and regulations in the business and marketing environment, both nationally and globally
3. fundamental marketing and marketing management related processes
4. the diverse application of marketing principles across sectors and types of organisations
5. the processes of marketing research, integrated marketing communications, strategic marketing
6. current organisational and societal marketing issues and debates
7. marketing evaluation and measurement
8. the use of accounting and financial processes
9. how to contribute towards and manage marketing activities within a live operational environment
10. aspects of successful leadership and management styles

/ Teaching/learning methods
All modules use a range of learning approaches including lectures, seminars, simulation exercises, presentations, guest lectures, case studies, work shops and projects. The learner is encouraged to undertake supplemental reading and study to consolidate what is being taught and to broaden their individual knowledge and understanding of the topic.
Lectures will provide core knowledge and students will have further opportunities to develop this knowledge and understanding in seminar classes and occasional one-to-one tutorial time provided through staff-student office time. Web based materials are also used to reinforce understanding of these fundamental concepts and processes. Outcome 9 relates specifically to live case projects and/or the work placement.
Assessment method
Testing of knowledge and understanding is through a combination of formative and summative assessed coursework and written examinations.
B. Cognitive (thinking) skills
On completion of this programme the successful student will be able to:

1. analyse a marketing and management related situation and devise alternative responses
2. evaluate alternative marketing and management strategies for suitability and gap-reducing properties
3. correctly abstract marketing models and processes to practical marketing situations identify and solve management problems
4. decide research and knowledge requirements for information and learning purposes
5. critically evaluate alternative approaches to and arguments in marketing and management thought and practice
6. integrate a range of marketing decision areas to solve management problems
7. compare academic learning and application with real world projects and/or work placement experience

/ Teaching/learning methods
Students learn cognitive skills through tasks undertaken within seminar classes or workshops. Learning methods employed include the case study, which may be historical or “live” (i.e. involving the acquisition of data), through simulation games/activities, exercises, presentations, debates and directed discussion.
Acquisition of 1-8 are also achieved through independent and or team-based learning undertaken in preparation for seminar sessions involving case study presentations, and discussion groups. Outcome 7 relates in particular to marketing simulation activities, projects, and “real-client” projects. Outcome 8 will be acquired through live/’real-client’ cases and/or work placement.
Assessment method
Testing of cognitive skills is through coursework assignments and unseen written examinations. Written examinations, marketing simulation exercises, projects, and case studies will be formally assessed in order to determine cognitive development of outcomes 1-7. Outcomes 6 and 7 particularly apply to assessment in senior level marketing modules such as MKT 3110 Marketing Strategy and Planning, MKT 3121 Business Marketing and Key Account Management, and MGT 3150 Managerial Leadership. Outcome 8 will be assessed through the live case project in MKT2230 Integrated Marketing Communications, in the optional module and MBS 3021 Consulting in Organisations, or through the work placement assignment**.
(**Students can do either the work placement or MBS 3021 Consulting in Organisations, but not both.)
C. Practical skills
On completion of the programme the successful student will be able to:

1. carry out a marketing audit of an organisation
2. design a marketing research project to achieve stipulated research objectives
3. prepare a concise and informative management report on a marketing topic
4. develop strategic and operational marketing objectives and plans using marketing tools, technologies and processes
5. interpret marketing data correctly to support management decision-making and evaluation
6. retrieve, sift, evaluate, and select information from a variety of sources
7. define and execute a larger scale project in accordance with personally defined and justified objectives
8. reflect review, and improve upon own practice and professional practice, and leadership/management styles.

/ Teaching/learning methods
Case studies, projects and other forms of coursework assignments are the primary learning methods for 1-6. Historical case studies are mainly employed to achieve 1, 3, 4 and 5. Live/’real-client’ case studies/projects, requiring the acquisition of data, facilitate the acquisition of 1-6, but particularly 2, 6 and 7. Level one module MKT 1150 Personal and Professional Development provides activities, exercises, and a learning portfolio to begin their achievement of outcome 8
Assessment method
Course work assessment, including both written and oral presentation, is the main tool used here (1-8). Additionally, some of these skills (1-5) are amenable to assessment through examination.
D. Graduate Skills*
On completion of this programme the successful student will:

1. be able to critically analyse and synthesize assumptions, evaluate statements, detect false logic, identify implicit values, define terms adequately, and generalise appropriately
2. be able to work effectively as a member of a team to tackle a practical marketing or business-related problem
3. employ numeracy and quantitative skills, including data analysis and interpretation to business problems
4. use problem-solving and decision-making skills and competencies effectively
5. be able to research marketing and business issues
6. communicate effectively, using ICT and a range of media widely used in business (e.g.: business reports, presentations)
7. be effective listeners, negotiators, and influencers and leaders
8. be able to manage their time, behaviour, motivation, and enterprise
9. be able to reflect upon and adapt their learning and approaches to decision making
10. be self-aware, sensitive and open to the diversity of people, cultures, business and management issues
11. be able to create, evaluate, and assess options, and apply knowledge and new approaches to a range of situations

/ Teaching/learning methods
Outcome 1 will be addressed through cumulative learning over the three/four year programme, specifically in four modules, MKT1110 Principles of Marketing, MKT 1150 Personal and Professional Development, MKT 2230 Marketing Research and MKT 3110 Marketing Strategy and Planning
Outcomes 2, 7, 9, and 10 are addressed largely through team-based activities, including marketing simulation games, projects, case study analyses, and live projects for external clients.
Outcomes 3, 4, 5, 6, and 11 will be developed in both formative and summative coursework activities as well as in formal examinations. Outcomes 8 and 9 will be developed through individual assignments, team-based activities/projects and through independent learning partly required in preparation for seminars and exams. Outcome 9 will also be developed through formative assessment and through a portfolio-based assignment in MKT 1150, Personal and Professional Development.
Assessment method
Graduate skills are assessed from course work outputs. These include written outputs (2 - 4, 6, 11) and seminar class presentations (1, 2, 5). Outcomes 4 and 11 are also assessed through examination. Portfolio assignments, reflective practice assessments, and peer evaluation will be used to assess 7 – 10.
12. Programme structure (levels, modules, credits and progression requirements)
12. 1 Overall structure of the programme
The programme may be studied on a full-time basis either as a three year degree or a four year degree with work placement in year three. The course is divided into study units called modules. Students will study four modules at each level (one, two and three). Each module has a credit value of 30 and includes up to 72 hours of teaching/contact time. A total of 360 credits are required in order to obtain the BA (Hons) Award.
The programme can also be studied on a part time basis, taking six years of study. Students on the part-time programme will take a maximum of two modules per year.
Students can also exit with a Certificate in Higher Education by successfully 120 credits at level one or a Diploma in Higher Education by successfully completing all level one and all level two modules on this programme.
12.2 Levels and modules
Level 1
COMPULSORY[1] / OPTIONAL[2] / PROGRESSION REQUIREMENTS
Full time students must take all of the following modules in year one:
MKT 1111 Principles of Marketing
MKT 1130 Marketing Intelligence
MKT 1150 Personal and Professional Development
ECS 1300 Economics and Financial Aspects of Business / N/A / Successful completion of year one modules.
Part time students must take:
MKT 1111 and MKT 1130 in the first year of study and MKT 1150 and ECS1300 in the second year of study.
To exit the programme Certificate in Higher Education students must complete all level one. / N/A
Level 2
COMPULSORY / OPTIONAL / PROGRESSION REQUIREMENTS
Full time students must take all of the following:
MKT 2210 Marketing Research
MKT 2230 Integrated Marketing Communications
MKT 2240 Buyer Behaviour
Part time students must take:
MKT 2210 and MKT 2230 in Year Three and MKT 2240 plus one second year option in year four.
To achieve the Diploma in Higher Education (Marketing), students must successfully complete all year two compulsory modules and one module from the year two optional module list. / Students must also choose at least one from the following:
MKT 2290 Entrepreneurship and Small Business; or
MGT 2115 Supply Chain Management;
Level 3
COMPULSORY / OPTIONAL / PROGRESSION REQUIREMENTS
Students must take all of the following:
MKT 3110 Marketing Strategy and Planning
MGT 3150 Managerial Leadership
MKT 3121 Business Marketing and Key Account Management / Students must also choose one option from the following:
MKT 3190 Direct and Customer Relationship Marketing
MKT 3130 International marketing
MKT 3120 Branding and New Product Development
MBS 3012 Consulting in Organisations **
** Students can only take this module if they have NOT done a placement
12.3 Non-compensatable modules. Modules may additionally be designated non-compensatable.
Module level / Module code
N/A
13. A curriculum map relating learning outcomes to modules
See Curriculum Map attached.
14. Information about assessment regulations
Refer to Middlesex University Guide and Regulations at and/or individual module narratives
15. Placement opportunities, requirements and support (if applicable)
The Hendon Campus has a well developed Placement Unit for students seeking to complete work placement opportunities. All students on the Marketing programme will be encouraged, but not required, to complete a one year work placement in year three.
16. Future careers (if applicable)
Graduates will normally go into marketing careers or related areas on graduation. Indications are that this career market will remain buoyant for the foreseeable future.
The Hendon Campus Careers Service offer undergraduate students support in planning their career. The Chartered Institute of Marketing, Institute of Direct Marketing, Institute of Practitioners in Advertising and many other professional bodies offer career support to members and highlight job opportunities for all graduates.
17. Particular support for learning (if applicable)
All marketing modules benefit from module handbooks and the support of dedicated OASIS websites
MUBS organises a regular programme of guest lectures by prominent speakers on key issues in business and marketing.
18. JACS code (or other relevant coding system) / N500
19. Relevant QAA subject benchmark group(s) / General Business and Management
20. Reference points
The following reference points were used in designing the programme:
The following reference points were used in designing the programme.
Subject benchmarking (General Business and Management). These are the most closely aligned benchmarking statements to the marketing area, although the specific characteristics of marketing mean that they are not directly applicable in all cases. Marketing is concerned with the facilitation of mutually beneficial exchanges, whereas the extant subject benchmarks pertain explicitly to “general business & management” (emphasis in original QAA document), which is a broader field. Nevertheless, the following extract from the QAA benchmarking document is almost wholly relevant to this programme, if the word “marketing” replaces “general business and management”:
“The purpose of general business and management programmes is threefold:

• The study of organisations, their management and the changing external environment in which they operate.
• Preparation for and development of a career in business and management
• Enhancement of lifelong learning skills and personal development to contribute to society at large.”**

** See Appendix One for Extracts from the QAA General Business and Management QAA Benchmark Statements
The Higher Education Academy student employability profiles – Business and Management. This profile outlines 12 employability skills, competencies and attributes that are valued by employers, including cognitive skills, personal capabilities, technical abilities, and professional competencies which our programme seeks to develop in students.
The Higher Education Academy- Embedding Employability Skills into the Curriculum. This more detailed list of 39 employability skills was used to inform our teaching, learning and assessment strategies.
Middlesex University Learning and Teaching Strategy. In particular, the University Mission which is that “Middlesex will be a student-centred university that will provide opportunities for lifelong learning to a diverse range of students within a culture of scholarship and development of knowledge.”
Chartered Institute of Marketing (CIM). The CIM is the principle marketing professional body in the United Kingdom.
21. Other information
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 if s/he takes full advantage of the learning opportunities that are provided. More detailed information can be found in the student programme handbook and the University Regulations.

Please note programme specifications provide a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve if s/he takes full advantage of the learning opportunities that are provided. More detailed information about the programme can be found in the student programme handbook and the University Regulations.