BSc (Hons) Marketing

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1 FACULTY OF MANAGEMENT FACULTY OF MEDIA AND COMMUNICATION PROGRAMME SPECIFICATION Version May 2017 May

2 2015 Bournemouth University Document date: May 2017 Circulation: General Bournemouth University undertakes to encourage the recognition, protection and exploitation of intellectual property rights generated by participants in this programme, to the benefit, as appropriate, of students, staff, industrial/other third parties/partners and the university. Faculty of Management Faculty of Media and Communication Bournemouth University Poole Dorset BH12 BB May

3 CONTENTS 1 BASIC PROGRAMME DATA 4 2 AIMS OF THE DOCUMENT 5 3 ACADEMIC AND PROFESSIONAL CONTEXT 6 4 AIMS OF THE PROGRAMME 8 5 INTENDED LEARNING OUTCOMES Overall Programme and Level H/6 Intended Learning Outcomes Level I/5 Intended Learning Outcomes (Dip HE) Level C/4 Intended Learning Outcomes (Cert HE) 10 6 LEARNING AND TEACHING METHODS AND STRATEGIES Subject Knowledge and Understanding Intellectual Skills Subject-Specific and Practical Skills Transferable Skills 12 7 ASSESSMENT STRATEGIES AND METHODS 13 8 SKILLS MATRIX 14 9 PLACEMENT AND WORK-BASED LEARNING ELEMENTS PROGRAMME DIAGRAM ADMISSION REGULATIONS ASSESSMENT REGULATIONS POINTS OF REFERENCE FOR PROGRAMME DESIGN PROGRAMME PROFILE 19 May

4 1 Basic Programme Data Originating institution(s) Award(s) and programme title(s) UCAS Programme Code HESA JACS Codes External reference points(s) Professional, Statutory and Regulatory Body (PSRB) links Place of delivery Mode of delivery Credit structure Duration of programme Bournemouth University Dip HE Marketing Cert HE Marketing N504 N500 The Framework for Higher Education Qualifications in England, Wales and Northern Ireland (FHEQ) (QAA, 2008). General Business and Management Subject Benchmark Statement (QAA, 2007) Chartered Institute of Marketing (exemptions) The Institute of direct and digital marketing (IDM) Bournemouth University Full-time sandwich Cert 120 credits (60 ECTS credits) Dip 240 credits (120 ECTS credits) BSc (Hons) 360 credits (180 ECTS credits) 4 years full-time sandwich Date of original approval May 2013 Units taken from: BAMC 1990 (as BA (Hons) International Marketing Management) BABS Date of first intake September 2013 Initial target intake Placements Minimum 18 full-time students Maximum 36 full-time students Optimum 36 full-time students 30 weeks minimum Partner institution(s) - Date and version number of this Programme Specification May 2017, v E P P BS FM , approved 13 th July Previously version BU , approved 24/02/2016. Previously v FM , approved 10/05/2017. Previously v May

5 2. AIMS OF THE DOCUMENT The aims of this document are to: Set the academic context for the introduction of a new BA (Hons) Marketing Programme Define the structure of the BA (Hons) Marketing Programme Identify programme and level learning outcomes Outline the teaching, learning and assessment strategies May

6 3. ACADEMIC AND PROFESSIONAL CONTEXT This new course,, will sit within the new School of Joint and Combined Honours. It combines the strengths of BU s Business School and Media School through a unique blend of creative communication and management disciplines and provides a bridge between the two Schools existing, well-established Marketing Communications and Business Studies courses. It will enable students to think critically about marketing scenarios and make informed strategic decisions that are financially aware, whilst also having a deeper understanding of communications theory and practice. The Media School has a strong reputation for its focus on communication and cultural awareness that are the essence of creative marketing courses and runs a successful BA (Hons) Marketing Communications programme. The Business School, however, is well known for its courses that have an analytical and strategic angle; it has a marketing option on its BA (Hons) Business Studies course but not a specific marketing degree. is intended to bridge this gap and, in doing so, to produce graduates with a combination of skills that are increasingly demanded by employers and professional bodies The overall intention is to enable students to think critically about marketing scenarios and make informed strategic decisions that are financially aware, whilst also having a deeper understanding of communications theory and practice. The new degree will provide students with knowledge, understanding and skills in marketing functions, principles and practice, enabling them to develop marketing approaches for a range of marketing scenarios. The pathway equips learners with the ability to understand the specificity of different industry structures and tailor solutions to an increasingly digitized globalised context. Students will develop the ability to manage, at a strategic level, the key elements in marketing, together with the ability to think critically about marketing scenarios and use market and other information to make informed decisions. Marketing communications is central to commercial organisations corporate strategies and is also a core activity for the not-for-profit sector. However, both categories of organisations not only need to understand and apply the techniques and processes at an operational, day-to-day, level but also understand and use marketing communications at a strategic level. Such organisations appreciate the interface between their business and their customers, consumers and the public. BSc (Hons) Marketing is designed to address both the inward and outward facing nature of the discipline, enabling students to fully understand and critique the role and practice of marketing communications in both the corporate and the social context. The blend of skills from two complimentary areas of Bournemouth University will equip students for careers in wide variety of sectors, both in companies and for agencies. The new programme will take existing units from well-established and cutting-edge degrees from each school: BA (Hons) Business Studies from the Business School and BA (Hons) Marketing Communications from the Media School. Consequently, units delivered in the new BSc (Hons) Marketing programme are taken from the two established degrees mentioned above, and are therefore already established and validated. However, the course team recognises that it is essential that students have their own identity and do not fall between the administrative structures and identities of the two schools. Therefore the management and administration have been very carefully considered to facilitate an exceptional student experience that offers the best of two schools. Given this rationale, it is important to understand the background to the two underpinning programmes in the Business School and Media School. BA (Hons) Business Studies The Business Studies suite of programmes constitutes a core part of the Business and Management Undergraduate Framework and produce graduates who are able to operate professionally and effectively in a range of industrial, commercial and professional contexts, and improve an organisation s ability to perform, change and compete. Their mix of interpersonal, May

7 managerial and practical competence allows these graduates to pursue management opportunities across the full spectrum, both at home and internationally. The programmes are well established and the team has considerable experience of designing and delivering curricula that meet the needs of students, employers and other relevant stakeholders. The overall programme structure provides students with both breadth and depth of knowledge and a wide range of learning experiences. Emphasis is placed on the acquisition of knowledge and understanding and the development of professional skills, capabilities and personal qualities to act on that knowledge. Throughout the programme, students are required to engage critically, by considering such issues as the social, ethical and political impact of business decisions, managing diversity, being globally aware, and being dealing with uncertainty and ambiguity. Students are encouraged to develop their full potential in a challenging, enterprising and stimulating learning environment, in which there is a strong emphasis on developing autonomy, resourcefulness and the abilities to manage themselves and others. BA (Hons) Marketing Communications Sitting within the Corporate and Marketing Communications (CMC) Framework in the Media School, BA (Hons) Marketing was revised and revalidated in 2009 to reflect changes and initiatives in the social and media communications industry. The BA (Hons) Marketing programme was renamed as BA (Hons) Marketing Communications at an interim review in 2011 to more accurately reflect the nature and content of the course. The marketing communications programme provides students with the opportunity to acquire and critically understand a broad base of international marketing communications knowledge. At the same time, an understanding of the impact of the media and broader contemporary communication issues underpin many of the units that students will follow. Study also requires the development of skills and personal capabilities to act on the acquired knowledge and critical appreciation of the whole area of marketing communications. Alongside BA (Hons) Advertising and BA (Hons) Public Relations, BA (Hons) Marketing Communications is proven to recruit well, offer students a solid, relevant and rigorous educational experience, and produce graduates who are employable and effective within the workplace. Employers and placement providers welcome the links with the Media School which has a national and international reputation for excellence in the broad media and communications fields. Staff within the CMC academic group have a range of professional and academic expertise and interests which drive the work covered on these programmes. Experienced practitioners from various organisations provide guest lectures, and live briefs are used to allow students to interact with advertising, public relations, marketing communications and media professionals. Additionally, some students have the opportunity to work alongside other Media School students on collaborative projects which in the past have included working with radio and television production students. Integrated within the academic and professional knowledge they gain, students are also encouraged to explore wider issues including international and global issues and the impact of growing importance of ethical and sustainable practice. These opportunities arise from material delivered via lectures, the use of guest speakers, Media School seminars and facilities and services available throughout the University. May

8 4. AIMS OF THE PROGRAMME The overall aim of the programme is to transform students into reflective and critical Marketing practitioners who are cognisant of the historical roots of the discipline and the context in which it takes place, critical of existing practice and innovative and creative in their own practice. Whilst not a purely vocational degree, students are keen to join our programmes for the knowledge and understanding that will give them a competitive edge in the graduate market, which is achieved through a carefully planned and delivered curriculum. We prepare students for a career in broad Marketing roles (in management, advertising, marketing communications or public relations) in consultancies, agencies, and the advertising or marketing departments in a range of organisations, whether large, small or virtual, profit-oriented or not-forprofit. Case study material and guest lectures also encourage students to consider entrepreneurship whether as a possible future career path or as an appropriate style of creative thinking. Additionally, the programme aims to develop students with the academically and professionally relevant skills and independent learning ability required for continuing personal development and ongoing learning. Those students who wish to progress their higher education studies are wellequipped to successfully apply for MA courses whether within Bournemouth University or elsewhere. From experience over many years, we know that we produce employable and valued graduates who are a credit to the University. May

9 5. INTENDED LEARNING OUTCOMES This programme provides opportunities for students to develop and demonstrate knowledge and understanding and skills as follows. 5.1 Overall Programme and Level H/6 Intended Learning Outcomes At Level H/6, students will be able to draw from their critical perspectives on current practice to provide creative and innovative approaches. Students will develop specialised ways of thinking about and implementing managed communications, informed by the historical and contextual understanding gained at Level C/4, their understanding of current industry structures and practices gained at Level I/5, and experiences gained through placement. By the end of the programme, graduates are expected to be able to: A. Subject Knowledge and Understanding A1. Critically engage with bodies of knowledge relevant to marketing and appreciate the limitations of current knowledge and practices. A2. Achieve a critical appreciation of the organisational, political, social, commercial and economic contexts of marketing, understanding the importance of pervasive, contemporary, global and emerging issues that impact on the theory and practice of marketing. A3. Make informed judgements about the role of marketing strategies, plans and policies within organisations, demonstrating a detailed understanding of marketing practice and the characteristics of effective marketing campaigns. A4. Review, evaluate and apply detailed knowledge and understanding of business functions and processes. A5. Develop approaches to implementing marketing programmes across global markets at both strategic and operational levels. B. Intellectual Skills B1. Critically examine and apply appropriate techniques for the comprehensive analysis, evaluation and synthesis of data for the appraisal and resolution of marketing problems and issues. B2. To develop and demonstrate intellectual skills through evaluation theory and practice, by reflecting upon experience, and via the critical application of theory to practice. B3. Create, evaluate and assess a range of business options and apply ideas and knowledge to a range of business situations. B4. Manage complexity, uncertainty and ambiguity. C. Subject-Specific/Practical Skills C1. Practice marketing disciplines in a knowledgeable, skilled, critical and responsible way, making an effective contribution as an individual to the design, development, implementation, control and evaluation of marketing communication plans and strategies. C2. Commission and conduct exploratory, conclusive and performance-monitoring research in qualitative and quantitative vein. C3. Demonstrate confidence and competence in the use of information technologies. C4. Evaluate and apply appropriate to communicate effectively in business situations, preparing and presenting business reports and producing highly competent professional writing. C5. Work effectively in an online environment. D. Transferable Skills D1. Effectively communicate marketing-based concepts, plans, proposals and issues to diverse audiences and constituencies; professionally present and rigorously defend ideas and produce accurately referenced work to a given format, brief and deadline. D2. Work productively, responsibly and accountably in a team, able to listen, contribute and lead, demonstrating openness and sensitivity to diversity in terms of other people, cultures and business and management issues. D3. Consider and critically evaluate their own work and that of others in a reflective manner with reference to academic and professional issues, debates and conventions. D4. Critically evaluate and apply global perspectives to their work. D5. Apply numerical and quantitative skills to analyse, interpret and extrapolate. May

10 5.2 Level I/5 Intended Learning Outcomes (Dip HE) Students who complete Level I/5 will be expected to be able to: A. Subject Knowledge and Understanding A1. Demonstrate detailed knowledge and understanding of financial analysis and decision making, brand communication, managing organisations and human resource management, strategic awareness and business research methods. A2. Develop an understanding and critically reflect on existing marketing practices and understand the current marketing industry systems, enable them to undertake such roles with confidence and knowledge on placement. A3. Challenge conventional ideologies and assumptions underlying modern marketing practice and processes A4. Explore the impact of emerging digital technologies on the practice of marketing A5. Use appropriate tools and techniques to examine marketing management problems B. Intellectual Skills B1. Understand the methods for the investigation and resolution of professionally oriented research and marketing communications problems B2. Analyse and evaluate core and specialised business functions and processes B3. Evaluate and apply a range of competing theories and approaches, identifying appropriate outcomes. C. Subject-Specific/Practical Skills C1. Assess solutions to marketing, management and organisational problems using relevant tools, models and techniques, producing acceptable professional writing for the marketing context C2. Commission and conduct small-scale exploratory, conclusive and performance-monitoring research in qualitative and quantitative vein C3. Demonstrate practical skills in the use and application of digital media. C4. Make an effective contribution as part of a team to the design, development, implementation, control and evaluation of marketing plans and strategies. C5. Develop a range of strategies for successful placement search D. Transferable Skills D1. Effectively communicate marketing-based concepts, plans, proposals and issues to a range of audiences and constituencies, presenting and defending appropriately referenced work to a given format, brief and deadline D2. Develop the ability to work productively, responsibly and accountably in a team, able to listen, contribute and lead D3. Be able to consider and apply appropriate global perspectives to their work. D4. Effectively manage their own continuing professional development, demonstrating an increasing ability to exercise initiative and personal responsibility within a professional working environment D5. Apply numerical and quantitative skills to analyse, interpret and extrapolate 5.3 Level C/4 Intended Learning Outcomes (Cert HE) Students who complete Level C/4 will be expected to be able to: A. Subject Knowledge and Understanding A1. Develop an understanding of the history and development of marketing and the broad theoretical approaches and other disciplines that underpin it. A2. Understand the inter-relationships between the external environment and marketing functions and processes, achieving an overall understanding of the organisational, political, social, commercial and economic contexts in which marketing operates, as well as current issues that impact on the theory and practice of marketing A3. Demonstrate an understanding of marketing practice and make judgements about the role of marketing plans and policies within organisations. A4. Understand the theories that support learning and personal development. May

11 B. Intellectual Skills B1. Understand the appropriate techniques for the analysis, evaluation and synthesis of information and data from a variety of research methods, developing lines of inquiry and drawing justifiable claims in accordance with basic theories and concepts. B2. Develop appropriate frameworks for the analysis of problems and issues in marketing. B3. Evaluate and interpret the concepts and principles introduced to illuminate aspects of marketing practice and theory. C. Subject-Specific/Practical Skills C1. Understand how integrated marketing strategies, campaigns and plans are planned, designed, developed, implemented, controlled and evaluated C2. Identify the legal standing and implications of business decisions C3. Produce professional writing for the marketing context. C4. Understand the importance of practicing the marketing disciplines in a knowledgeable, skilled, critical and responsible way. C5. Use appropriate tools to present, manipulate and communicate business data. D. Transferable Skills D1. Effectively communicate marketing-based concepts, plans, proposals and issues to fellow students and staff and in cross-cultural contexts D2. Understand how to work productively, responsibly and accountably in a team, able to listen, contribute and lead, demonstrating an ability to exercise initiative and personal responsibility D3. Produce appropriately referenced work to a given format, brief and deadline. D4. Show evidence of competence and confidence in the use of common technologies and applications. D5. Be able to understand and consider global perspectives to their work D6. Appreciate the organizational, environmental and societal contexts in which their careers and lives will unfold and understand how to manage their own continuing professional development. May

12 6. LEARNING AND TEACHING METHODS AND STRATEGIES The range of learning and teaching methods and strategies employed across the programme are listed below. These reflect an emphasis on the acquisition and application of knowledge, as well as a strong focus on professional development. 6.1 Subject Knowledge and Understanding Core knowledge and understanding is acquired via lectures, practical seminars, fieldwork, and guided independent study as well as through guest lectures, live briefs, independent reading and specific group teamwork. Knowledge and understanding is also developed through discussion forums, case study work and debate. At Level C/4, students have more formal and structured lectures and seminars which support them in making the transition from their learning experiences at school to those expected at university. Structured reading and group work enable them to gain and share the knowledge and understanding of their discipline, and introduce them to accessing and appreciating the range of subject specific academic and professional resources available to them. Students are introduced to e-learning so they can appreciate this additional form of teaching and learning. At Level I/5, students are encouraged to take a greater responsibility for their learning. Whilst many units still include formal lectures, seminars and workshops include more student-led learning and presentations. Whilst lectures continue to form part of students learning at Level H/6, they are much more interactive. Most seminars are also led by students, either as individuals or small groups, with their peers providing formative feedback and critiquing their work. Students often take the lead in the direction of their own (and others ) learning. 6.2 Intellectual Skills Intellectual skills are developed through practical project work, tutorial seminar work and coursework assignments and through guided independent study, self-managed learning and experiential learning. Open-ended practical and project work is designed to permit students to demonstrate achievement of all the learning outcomes in this category. Intellectual skills are also developed through discussion forums, case study work and through both individual and group-based work. At Level C/4, students are introduced to all of the above, but the tutor has a greater involvement in overseeing the processes. Seminar and group work in particular encourages students to question and explore issues amongst their peers, but with the guidance of the tutor. Level I/5 develops this shift towards more independent learning with the tutor taking on more of a facilitation role in seminars and workshops but encouraging students to question and critique the work they and others are doing. By Level H/6, students are able to demonstrate high levels of independent learning as the structure of seminars and workshops becomes more fluid and student-led. The tutor takes on the role of facilitator to ensure that learning opportunities are available and taken up, but the students themselves challenge, critique and provide feedback on the work of their peers. 6.3 Subject-Specific and Practical Skills Practical skills are promoted through practical work including fieldwork and class activities. At levels C/4 and I students are given detailed guidance to ensure that they have a firm grounding in the relevant skills and an awareness of the ethical issues related to certain practical skills. The Level C unit Developing Management Competencies and the Level I/5 units Business Simulation, Digital Communication Strategies and Academic & Professional Research are all key units in the development of practical and subject-specific skills. By Level H/6, students producing a dissertation have an element of independence to experiment and test practical skills; however, dissertation students meet regularly with an advisor to discuss methodologies and practical work. 6.4 Transferable Skills Transferable skills are developed in an embedded and contextual manner through most units and mainly through class activities and coursework assignments. The compulsory Placement also plays a significant role in this regard. May

13 7. ASSESSMENT STRATEGIES AND METHODS Students are assessed using the full range of assessment methods throughout their years at University, starting at Level C/4. Depending on the subject, some examinations (which are typically 2 or 3 hours in duration) may be open-book, case study based or unseen. Coursework assessment includes individual essays and presentations, group reports and presentations, assessment of material developed and presented on-line, development of campaign or Marketing plans and assessment (which may include elements of creativity) based around live briefs. The assessment of knowledge is particularly sought through examinations, full-length essay assignments and through seminar/workshop presentations and discussions. In-course assessment may take many forms, including, though not limited to, online discussion forums, oral presentations, role plays, simulations, reports and essays. These are integrated into all levels, with the intention that students are provided with more tutor support and guidance at Level C/4, which decreases at Levels I/5 and H/6. Because of the nature of this programme, it is important for our students to be introduced at an early stage to the preparation, presentation and communication of material to their peers which in turn provides them with the experience and confidence they will need whilst out on placement and in their final year. Intellectual skills are assessed at all levels through coursework and examinations. Examinations provide students with the opportunity to demonstrate their ability to structure a concise, reasoned argument and analyse an issue in a limited time period. Where appropriate, exams are unseen, case-study or open book. Individual essays are an important way for students to develop, refine and present their ideas in a coherent and persuasive way, using the literature appropriately to develop and sustain their arguments. Intellectual skills are also assessed by a variety of assessment methods including formal reports, oral presentations, essays and examinations. At Level C/4, students are given specific guidance and support in writing essays and preparing assessed work through units as well as through our existing and very successful Peer Assisted Learning sessions. At Level I/5, students are assessed for intellectual skills in the Academic and Professional Research unit via a mini-dissertation which includes formative feedback from the tutor and prepares students for the substantial piece of independent work they carry out at Level H/6. The execution of the compulsory Dissertation/Project/Academic Paper at Level H/6 allows the student to demonstrate his/her cognitive skills and critical faculties to the highest level. Assessment of subject-specific/practical skills is via coursework, portfolio development, the submission of reports and the use of oral presentations. Students make reference to skill acquisition in examination answers via a critical appraisal of a technique. Live briefs provided by external agencies and organisations may provide the basis for a group-based assessed project which allows subject-specific skills to be demonstrated. Portfolio development is introduced in certain units at Level C/4 and continues at Levels I/5 and H/6, including via the Level I/5 Business Simulation unit. The Level H/6 project/dissertation and final year reports illustrate student competence in practical skills. Transferable Skills are assessed predominantly through coursework assignments, such as reports, essays and oral presentations. They are particularly tested through coursework assignments where information gathering, written and oral communication and group work are prioritised. Many staff employ contemporary forms of assessment, including autorunning, narrated presentations, role plays and simulations. The two Schools have each implemented further innovative methods of assessment, such as posters, walkthroughs, video presentations and infographics. These are well suited for online/blended submissions and allow for flexibility in the mode of assessment. Most assignments allocate a small proportion of marks to the professional impact of the work, requiring student to pay specific attention to presentation, organisation, coherence and referencing. Self- and peer-assessment is another approach that is used to develop evaluative, analytical, critical and reflective skills, as well as to obtain feedback on the performance of the team and distinguish individual contribution to group work. These are important as employability skills and can be recognised in the learning outcomes of a unit. May

14 Level H/6 Level I/5 Level C/4 8. SKILLS MATRIX Units Programme Intended Learning Outcomes A1 A2 A3 A4 A5 B1 B2 B3 B4 C1 C2 C3 C4 C5 D1 D2 D3 D4 D5 Consumer Culture & Behaviour * * * * * * * * * * * Developing Management Competencies * * * * * * * * * * * * Economics for Business Studies * * * * * * * * * * * * * Fundamentals of Marketing * * * * * * * * * * * * * * * * * * Integrated Marketing Communications * * * * * * * * * * * * * * * * * Principles of Business Law * * * * * * * * * * Developing the Research Imagination * * * * * * * * * * * * * * * Brands and Brand Communications * * * * * * * * * * * * * Financial and Business Analysis * * * * * * * * * * * Business Simulation * * * * * * * * * * * * * * * Digital Communications * * * * * * * * * * * * * * * * Understanding Organisations & HRM * * * * * * * * * * * Developing Strategy for Global Markets * * * * * * * * * * * * * * * * Organisational Leadership * * * * * * * * * * * * * Project/Dissertation/Academic Paper * * * * * * * * * * * * * * * Brand Management * * * * * * * * * * * * * * Corporate Sponsorship * * * * * * * * * * * * * * Creativity in Communication * * * * * * * * * * * * Relationship Marketing * * * * * * * * * * * * Corporate Finance * * * * * * * * * * * * * Entrepreneurship & Business Ventures * * * * * * * * * * * * * * * * Principles of Consultancy * * * * * * * * * * * * * * Strategic Management * * * * * * * * * * * * * * * * International Management * * * * * * * * * May

15 A. Subject Knowledge and Understanding A1. Critically engage with bodies of knowledge relevant to marketing and appreciate the limitations of current knowledge and practices. A2. Achieve a critical appreciation of the organisational, political, social, commercial and economic contexts of marketing, understanding the importance of pervasive, contemporary, global and emerging issues that impact on the theory and practice of marketing. A3. Make informed judgements about the role of marketing strategies, plans and policies within organisations, demonstrating a detailed understanding of marketing practice and the characteristics of effective marketing campaigns. A4. Demonstrate knowledge and understanding of business functions and processes. A5. Develop approaches to implementing marketing programmes across global markets at both strategic and operational levels. B. Intellectual Skills B1. Identify and apply appropriate techniques for the comprehensive analysis, evaluation and synthesis of data for the analysis of marketing problems and issues. B2. Develop and demonstrate intellectual skills through the ability to reflect upon experience and critically evaluate theory and practice, applying theory to practice to inform understanding. B3. Create, evaluate and assess a range of business options and apply ideas and knowledge to a range of business situations. B4. Manage complexity, uncertainty and ambiguity. C. Subject-Specific/Practical Skills C1. Practice marketing disciplines in a knowledgeable, skilled, critical and responsible way, making an effective contribution as an individual to the design, development, implementation, control and evaluation of marketing communication plans and strategies. C2. Commission and conduct exploratory, conclusive and performance-monitoring research in qualitative and quantitative vein. C3. Demonstrate confidence and competence in the use of information technologies. C4. Use appropriate skills to communicate effectively in business situations, preparing and present business reports and produce highly competent professional writing. C5. Work effectively in an online environment. D. Transferable Skills D1. Effectively communicate marketing-based concepts, plans, proposals and issues to diverse audiences and constituencies; professionally present and rigorously defend ideas and produce accurately referenced work to a given format, brief and deadline. D2. Work productively, responsibly and accountably in a team, able to listen, contribute and lead, demonstrating openness and sensitivity to diversity in terms of other people, cultures and business and management issues. D3. Consider and critically evaluate their own work and that of others in a reflective manner with reference to academic and professional issues, debates and conventions. D4. Be able to consider and apply global perspectives to their work. D5. Apply numerical and quantitative skills to analyse, interpret and extrapolate. May

16 9. PLACEMENT AND WORK-BASED LEARNING ELEMENTS The degree requires that each student complete a work placement of a minimum period of 30 working weeks (excluding holidays). The work placement must take place between the second and final year of study and be in the broad area of marketing. The supervised work placement year draws on the units studied on the first two levels of the programme. It allows the student to test his/her competencies and apply academic learning from Levels C/4 and I/5 in a professional context. It also provides an opportunity to further develop their critical skills, through exposure to the application of tools and techniques in a variety of real scenarios. This exposure to the workplace may confirm the student s original career choice or allow him/her to reflect and consider alternative career paths. It provides the opportunity for the student to develop their abilities and understanding of marketing and related subjects, as well as providing a platform for successful entry into the profession following graduation. It applies and develops understanding and skills acquired in Levels C/4 and I/5, makes a major contribution to the understanding of the final level units, further develops dissertation research by utilising the context of the work experience as appropriate and enhances students' prospects of future employment. The compulsory placement is integral to the course, helping students synthesise and integrate their learning. It also enhances their personal and professional effectiveness and employability traits. In preparation for the placement, specialist Placements and Careers staff are available to advise student on application procedures, interview techniques and self-presentation. The Placements team maintains contact with a large and growing network of organisations that regularly turn to the School to recruit placement students. Placements can be anywhere in the world, although experience shows that the majority of students find jobs that are UK-based. Placements are carefully screened to ensure that they provide the student with an appropriate, relevant and sufficiently challenging work experience. Students are primed to start thinking about placement search from Level C/4, when they are required to develop a professional CV. From the start of Level I/5, they are advised on application procedures, interview technique, self-presentation and recruitment processes such as assessment centres. The Level I/5 Assessment Board will determine students eligibility to progress to placement. In the case of international students, progression will be subject to UK Border Agency policies. During their placement, each student receives ongoing support from a specialist Placement Development Advisor (PDA) who will hold a review meeting with each student whilst they are on placement, including supporting them in the development of their Placement Development Log. Students also receive support via communication channels such as , telephone and the VLE. In order to be allowed to proceed to the final year of study, students must: Complete a minimum of 30 weeks satisfactory work experience; Complete the placement log book satisfactorily; this may include assignments relating to the nature of their work and the organisation they are working in; Satisfactorily meet the performance criteria of the placement as determined by the completed assessment forms from the company, the PDA and the student. Having completed the placement the student is expected to demonstrate: an appreciation of organisational processes and practice, along with a critical awareness of the competencies required to manage organisational tasks; an awareness and ability to adapt and apply academic skills to a professional working environment, relating programme material to a organisational context; an ability to manage his/her own personal development and learning effectively as an individual and as part of a team; the ability to reflect on experience (reflection on action), personal and professional development. May

17 Year 1/ Level C\4 Year 2/ Level I\5 Year 3 Year 4/ Level H\6 10. PROGRAMME DIAGRAM BSc (Hons) MARKETING Core Units (Compulsory) BS/MS Project/Dissertation/ Academic Paper (40) MS Developing Strategy for Global Markets (20) BS Organisational Leadership (20) 1 x Option Unit from MS Brand Management (20) MS Corporate Sponsorship (20) MS Creativity in Communication (20) MS Relationship Marketing (20) Exit qualification: BSc (Hons) Marketing Requires 120 Level 6 credits, 120 Level 5 credits and 120 Level 4 credits and successful completion of placement 1 x Option Unit from BS Corporate Finance (20) BS Entrepreneurship & Business Ventures (20) BS Principles of Consultancy (20) BS Strategic Management (20) BS International Management (20) Supervised Work Placement Year (Compulsory) 30 weeks minimum Progression Requirements Requires successful completion of Placement Core Units (Compulsory) MS Developing the Research Imagination (20) MS Brands and Brand Communication (20) BS Financial and Business Analysis (20) BS Business Simulation (20) MS Digital Communications (20) BS Understanding Organisations & HRM (20) Progression Requirements Requires 120 credits at Level 5 Exit Qualification: Dip HE Marketing Requires 120 Level 5 credits and 120 Level 4 credits Core Units (Compulsory) MS Fundamentals of Marketing (20) MS Consumer Culture and Behaviour (20) BS Developing Management Competencies (20) BS Economics for Business Studies (20) MS Integrated Marketing Communications (20) BS Principles of Business Law (20) Progression Requirements Requires 120 credits at Level 4 Exit Qualification: Cert HE Marketing Requires 120 Level 4 credits Note: BS = Units delivered on the Business School Business Studies Framework MS = Units delivered on the Media School CMC Undergraduate Framework May

18 11. ADMISSION REGULATIONS The regulations for this programme are the University s Standard Undergraduate Admission Regulations. As with other MS/BS programmes, Bournemouth University International College students will potentially be able to articulate onto the programme subject to meeting the agreed minimum requirements. Applicants from Bournemouth University International College programmes which have approved articulation routes must meet the minimum entry requirements in terms of course average and English requirements as stipulated by the Business School and Media School at Bournemouth University. Applicants may be allowed to enter this Framework without advanced standing, on the basis of the successful completion of the Certificate in either the Foundation in Accounting & Finance (full-time Level 3), Business Management & Law (full-time Level 3) and Hospitality, Events & Tourism (fulltime Level 3) at INTO London (World Education Centre) through a formal recognition arrangement. The applicant must meet the minimum entry requirement of having achieved a minimum course average of 50% for all progression courses. In addition the applicant must achieve a minimum of 65% (60% in each component) in English. Applicants may be allowed to enter this Framework at Level C without advanced standing, on the basis of the successful completion of the Foundation Certificate in Business, Law & Social Sciences (all pathways) (fulltime Level 3) at Kaplan International College London through a formal recognition arrangement. The applicant must meet the minimum entry requirement of having achieved a minimum course average of 50% for all progression courses. In addition the applicant must achieve a minimum of 65% (60% in each component) in English. 12. ASSESSMENT REGULATIONS The regulations for these programmes are the University s Standard Undergraduate Assessment Regulations. 13. POINTS OF REFERENCE FOR PROGRAMME DESIGN The design of the programme has taken account of the following points of reference The University mission statement and strategic plan The Business School and Media School mission statements and business plans QAA National Qualifications framework Business and Management Subject Benchmarks Market research with Alumni and students studying on BA (Hons) Business Studies and BA (Hons) Marketing Communications Market research with employers Competitor analysis of UK universities External Examiner feedback Relevant Professional Bodies May

19 14 PROGRAMME PROFILE - Originating Institution(s): Bournemouth university School/Faculty: Faculty of Media and Communication Place(s) of Delivery: Bournemouth University Framework Title (in full): Corporate Marketing Communications UG Framework and Business and Management Studies Framework Programme Award and Title: Interim Award and Titles and required credits: Mode(s) of study FT Expected Length of study : 3 years plus placement year Faculty of Management Partner: Cert HE Marketing (120 level 4/C credits) Dip HE Marketing (120 level 5/I credits) BU Credit Structure & ECTS 3 Level H/6 120 (60 ECTS) Level I/5 120 (60 ECTS) Level C/4 120 (60 ECTS) Unit identification Cost Centre(s) Assessment *** Unit no. Unit name Prog Core / HESA CC % CC2 % No of Level Element Weightings (given by year option Subject 1 credits Exam C/Work School) Code ** 1 1 Consumer Culture & Behaviour 1 C 20 C/ Developing Management Competencies 1 C N C/ Economics for Business Studies 1 C L C/ Fundamentals of Marketing 1 C N C/ Integrated Marketing Communications 1 C N C/ Principles of Business Law 1 C M C/ Developing the Research Imagination 2 C X I/ Brands & Brand Communications 2 C N I/5 100 Financial & Business Analysis 2 C N I/ Business Simulation 2 C N I/ Digital Communications 2 C P I/ Understanding Organisations and HRM 2 C N I/ Work placement 3 C 0 P P/F Developing Strategy for Global Markets 4 C N H/ Organisational Leadership 4 C N H/ Project/Dissertation/Academic Paper 4 C N H/6 100 May C/Work 2

20 Brand Management 4 O N H/6 100 Relationship Marketing 4 O N H/ Corporate Sponsorship 4 O N H/ Creativity in Communications 4 O N H/6 100 Corporate Finance 4 O N H/ Entrepreneurship & Business Ventures 4 O N H/6 100 Principles of Consultancy 4 O N H/6 100 Strategic Management 4 O N H/ International Management 4 O 20 H 100 Effective from 10 Prog Year/Month/Year Yr. 1 Sept 2015 Contact in School/Faculty: Melanie Gray Tel: Date approved 11 October 2015 Yr. 2 Sept 2016 Name of Professional, Statutory or Regulatory Body (PSRB) (if appropriate) Yr. 3 Sept 2016 Yr. 4 Sept The Institute of direct and digital marketing (IDM) Programme Specification version no. 12 Placement 13 Version week compulsory Diploma Supplement Statement regarding PSRB accreditation 15 May

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