Quality and Qualifications Ireland
Validation Report of Expert Panel
Part 1General Information
Provider / Dublin Business School(DBS)
Date of Visit / 23 June 2014
Programme Submitted for Approval / Certificate in Digital Marketing (Special Purpose,NFQ Level 7, 40 ECTS)
Leading to the Award of / Certificate in Digital Marketing
Programme Recommended for Approval / Certificate in Digital Marketing (Special Purpose, NFQ Level 7, 40 ECTS)
Leading to the Award of / Certificate in Digital Marketing
Panel of Experts
Name / Area of Expertise / Role/Position in Organisation
Mr Stephen McManus (Chair) / Programme Accreditation / Quality Assurance / Former Registrar Dundalk Institute of Technology
Deryck Payne / Digital Media / Lecturer IT Tallaght
CarionaNeary / Digital Marketing / Managing Director,Neary Marketing
QQI, Quality Assurance Services personnel
Colette Harrison Secretary to Panel (QQI Staff)
Summary
The Panel, having reviewed the documentation presented by DBS and considered the responses of the programme team during the course of the evaluation meeting, will recommend approval of the following proposed programme to QQI,when the conditions identified within the report have been adequately addressed.
- Certificate in Digital Marketing (Special Purpose, NFQ Level 7, 40 ECTS)
Part 2Findings of the Panel
2.1Introduction
Dublin Business School (DBS) is an established provider of programmes leading to awards at Level 6 - 9 of the National Framework of Qualifications(NFQ) awarded by QQI. It provides programmes in
business, law, media, ICT, humanities and accountancy DBS is a wholly owned subsidiary of Kaplan Inc.
2.2Examination of the Programme
2.2.1Education and Training Requirements
The proposed programme,Certificate in Digital Marketing(Special Purpose, NFQ Level 7, 40 ECTS) aims to equip learners with the knowledge, skills and confidenceto assist them in gaining employment in brand management, media analysis, marketing management, advertising and public relations.
DBS have offered a similar programme through the Springboard initiative for the past three years. This experience has provided DBS with valuable experience of delivering and evaluating the programme which has supported the development of the programme submission.
The development of the programme has the benefit of feedback from learners currently undertaking the programme on offer in DBS through the Springboard initiative and has also provided relevant data on the employability of graduates on a programme of this type.
The Panel was satisfied that the programme was consistent with the provider’s mission, that it does not constitute redundant provision and that it makes efficient use of resources. The Panel was also satisfied with the provider’s case for the rationale of the programme and the research undertaken during the development of the programme, including consultation with industry and current learners, before the programme was proposed to QQI.
2.2.2Protection for Enrolled Learners
Validation of a programme of education and training (pursuant to Section 25 of the Education and Training Act 2012) is subject to QQI being satisfied that the provider concerned has arrangements in place in accordance with QQI’sProtection for Enrolled Learners (PEL) Protocols for the Implementation of Part 6 of the 2012 Act Guidelines for Providers. The Provider will complete the specific PEL documentation and submit it to the QQI Executive. Confirmation of PEL arrangements by the QQI Executive are required in advance of validation being formally granted.
2.2.3Quality Assurance
The Panel noted that the submission had been developed and approved internally as a result of the application of the provider’s internal quality assurance procedures. The Panel was satisfied that those procedures had been applied to the development of the proposed programme and that quality assurance mechanisms are in place to ensure its provision, monitoring and review.This programme sits within theSchool of Business and Law.
2.2.4Programme Titles and Award Titles
The Panel was satisfied that the title of the programme is clear, accurate and fit for the purpose of informing prospective learners and other stakeholders. The Panel was satisfied that the proposed title of the programme,Certificate in Digital Marketingalso encompassedQQI’s related Named Award Titles.
2.3Particular Aspects of Programme Provision
2.3.1Unity
The programme design is consistent with QQI’s Policy on Accumulation of Credits and Certification of Subjects (ACCS). The programme has an underlying unifying theme and the modules are connected by explicit linkages. It was also clear how the standards of knowledge, skill and competence, determined by theQQI Awards Standards in Businessfor the Named Award to which the programme proposes to lead, evolves throughout the programme as a whole.
A list of errata was provided to the panel at the evaluation visit. The Panel require the programme submission documentation to be corrected and resubmitted to QQI.
2.3.2Teaching and Learning
The proposed approaches to teaching and learning were indicated and justified. It was clear to the Panel that that the experience of delivering a similar programme has benefited the approach to teaching and learning on this programme.This experience has led to changes in the approach to the Certificate in Digital Marketing leading to a more focused, dynamic programme.
2.3.3Teacher-Learner Dialogue
The modes of interaction between the teaching staff and the learners were elaborated upon satisfactorily. Each module allows for a variety of approaches, lecture, seminar, laboratory tutorials and guest lectures, which contribute to effective teacher learner dialogue.
2.3.4Standards/Learning outcomes
The Panel is satisfied that the programme’s learning outcomes comply with the QQI Awards Standards in Businessat level 7for the award of:Certificate in Digital Marketing.
The Panel consider that the achievement by learners of one strandeach of knowledge, skill and competence is realistic in this programme. It considers that achievement of all eight strands of the award standards might be ambitious, given the volume of the programme.
2.3.5Learner Assessment
DBS is using a variety of assessment methods acrossthe proposed programme. These methods are consistent with QQI’s policy on fair and consistent assessment.
The assessment methods are capable, amongst other things, of demonstrating attainment of the standards of knowledge, skill and competence determined by QQI, for the related award.
The Panel acknowledged the value of including sample examination papers and assessment briefs for the programme. Having reviewed the sample papers and assessment briefs, the Panel is of the view that the challenges presented to learners indicate that the target group of learners for this programme should be confined to learners with a major award at NFQ Level 6.
2.3.6 Access, Transfer and Progression
The programme incorporates the procedures for access, transfer and progression that have been established nationally. The programme is in-line with the requirements of the 2012 Act and the operational principles of QQI.
The Panel consider that the minimum entry requirements to access this programme should be a major award at NFQ Level 6 or equivalent.
DBS confirmed that the minimum English language requirement for learners accessing the programme is IELTS 6.
2.3.7 Staffing and Physical Resources
The Panel reviewed the staff qualifications and experience and met the staff that will have responsibility for delivering the programme (Appendix 1).
The Panel is satisfied that the staff have appropriate expertise and experience to deliver the programme effectivelyand that the necessary staffing levels are in place.The panel was impressed by the staff responses to the issues raised in the course of the review.
The panel is satisfied that the appropriate facilities will be available to learners undertaking this programme. The Panel acknowledge the wide range of resourcesavailable through DBS Library Services that will support the programme.
Part 3Recommendation
The Panel recommends the validation of the following programme:
- Certificate in Digital Marketing
- QQl’s general conditions of approval under Section 45 of the 2012 Act.
- Satisfyingthe conditions identified in Part 3.1 (below)
3.1Conditions
The Panel requiresthatDBS fulfilsthe following conditions and that a satisfactory response to theconditions shall be received before the validation is considered by QQI.
The College must:
C1 / Review the access requirements to ensure the minimum entry requirements to access this programme is a major award at NFQ Level 6
C2 / Correct the programme submission documentation and submit to QQI.
Appendix 1:College Staff
Andrew Conlon –Trant / Academic Dean
Dr. Eileen Buckley Dhoot / Director of Academic Affairs
Cliona O’Byrne / Director of Marketing and Admissions
Evelyn Cregan / Head of School of Business and Law
Brid Lane / Senior Lecturer
Brendan Maguire / Lecturer
Dr Chantal Ladias / Senior Lecturer
Luciana Lolich / Marketing Lecturer
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