Programme Specification Title: Marketing Final Award: Master of Science (MSc) With Exit Awards at: Postgraduate Certificate (PG Cert) Postgraduate Diploma (PG Dip) Master of Science (MSc) To be delivered from: 8 Sep 2016 Level Date Masters or Postgraduate Certificate (PG Cert) Masters or Postgraduate Diploma (PG Dip) Masters or Master of Science (MSc) Page 1/21
Table Of Contents 1. Introduction... 3 2. Basic Programme Data... 4 3. Programme Description... 5 3.1 Overview... 5 3.2 Aims and Objectives... 6 3.3 Variations to Standard Regulations and Guidance... 6 4. Programme Outcomes... 7 4.1 Knowledge and Understanding... 7 4.2 Subject Specific Intellectual Skills... 7 4.3 Subject Specific Practical Skills... 7 4.4 Transferable Skills and Attributes... 7 5. Learning, Teaching and Assessment Strategies... 9 5.1. Learning and Teaching Strategy... 9 5.2. Assessment Strategy... 9 6. Programme Structure... 10 Appendix I - Curriculum Map... 11 Appendix II - Assessment Map... 13 Appendix III - Benchmark Analysis... 16 Appendix IV - Benchmark Statements(s)... 19 Page 2/21
1. Introduction This document describes one of the University of Lincoln's programmes using the protocols required by the UK National Qualifications Framework as defined in the publication QAA guidelines for preparing programme specifications. This programme operates under the policy and regulatory frameworks of the University of Lincoln. Page 3/21
2. Basic Programme Data Final Award: Programme Title: Exit Awards and Titles Master of Science (MSc) Marketing Postgraduate Certificate (PG Cert) Postgraduate Diploma (PG Dip) Master of Science (MSc) Subject(s) Marketing Mode(s) of delivery Full Time Is there a Placement or Exchange? UCAS code Awarding Body Campus(es) School(s) Programme Leader Relevant Subject Benchmark Statements Professional, Statutory or Regulatory Body Accreditation No University of Lincoln Lincoln Campus Programme Start Date Lincoln Business School Mizanur Rahman (mrahman) Page 4/21
3. Programme Description 3.1 Overview MSc Marketing is designed to reflect current marketing practice and thinking within the academic discipline including the growing interdependency of skills within the discipline. The programme enables our graduates to understand market opportunities and threats, assess possible options and implement change within a framework of enterprise development. In order to provide the right opportunities to develop these skills, students will experience industry/marketing activities through projects, visiting speaker programmes, and placement opportunities. The programme ensures that students are kept up to date with issues facing a wide range of organisations in the public and private sectors. For students, the MSc Marketing programme adopts the University s standard model for a 180 credit points, taught postgraduate programme. Eight taught modules and a supervised dissertation project underpin the curriculum. It is compulsory for all the students to attend the taught sessions. The taught element of the programme comprises seven core modules and an option: Consumer Behaviour Digital Marketing Global Relationship Marketing Finance and Accounting Marketing Communications Research Methods and Design International Marketing and Customers Option. Optional modules will run as far as at least 10 students select them. Timetabling arrangements may limit the availability of modules to some students. As the options reflect staff's research interests, they may alter over time due to staff availability. Students who enrol on a February start for this programme will be offered the core modules, but electives will be restricted. Availability of electives will be subject to student numbers, timetabling and staffing constraints. These students will choose one from: Group Consultancy Project International Entrepreneurship All students are required to undertake a final dissertation worth 60 Credits. Our approach to dissertation is to facilitate innovative approaches and diverse pathways to the final assessed piece of work; in effect the dissertation is an extended research project. The modules have been designed keeping in mind how students could benefit most from the programme by incorporating the current developments in the practice of marketing in the industry. Marketing communication and branding reflecting consumer behaviour are popular areas of work in marketing discipline. Interconnected relationships in a globalised and digital world give new impetus why marketers need to be more aware of sustainability and responsibility in the marketing practice, e.g. in supply chain. Finance and Accounting module gives an overview of how financial decisions affect the world of business, suitably supporting the function of marketing. The students can customise their programme by choosing an optional module from a list of modules provided to them. Page 5/21
The 60-credit dissertation project serves as the capstone of the MSc learning process and allows the students to demonstrate mastery in a marketing related topic in an intellectual and entrepreneurial manner. Our student-focused curriculum is constantly energised through the use of student feedback, staff development activities, external examiner feedback, annual monitoring, and collaboration between staff and their research interests. 3.2 Aims and Objectives The MSc Marketing programme aims to provide a realistic progression from undergraduate level studies, building upon knowledge gained as an undergraduate, whilst at the same time utilising knowledge and skills acquired during relevant employment. It provides a good general management education with a specialism in Marketing, including a major opportunity to conduct an intellectual and applied piece of research in depth on a business related topic at advanced level. It provides students with an opportunity to apply new knowledge within the base of their professional experience. Graduates will be able to reflect on and learn from their prior experience and thus be able to integrate new knowledge for application to new situations. The MSc Marketing programme is distinctive by providing a greater emphasis on employability which features throughout the taught modules in varying degrees emphasising the link between marketing/business ideas and practice. One outcome of this will be a greater intensity of relations with local employers via guest lectures and visits which is part of our business mission. Many of the taught modules lend themselves to an external focus and assignments will emphasise this approach. The programme will reflect developments and emerging theories within the marketing subject area, providing contextual background for practical applications across various modules. 3.3 Variations to Standard Regulations and Guidance None Page 6/21
4. Programme Outcomes Programme-level learning outcomes are identified below. Refer to Appendix I Curriculum Map for details of how outcomes are deployed across the programme. 4.1 Knowledge and Understanding On successful completion of this programme a student will have knowledge and understanding of: 1 Key concepts and models in the area of marketing and consumer behaviour in the context of a range of organisations, external environments and management styles 2 Current issues in marketing informed by leading edge research and practice in the field 3 A variety of data sources, analysis and their use within a marketing and consumer value context 4 Financial and accounting data and how it can be used for managerial purposes 4.2 Subject Specific Intellectual Skills On successful completion of this programme a student will be able to: 5 Retrieve and interpret marketing information in order to make sound decisions in complex and unpredictable situations 6 Recognise the need for change and think creatively to develop solutions to new situations in digital marketing and other areas of marketing practice 7 Appraise and use relevant theoretical models in the development and implementation of marketing strategies in a variety of areas including relationship marketing, communications, and branding 8 Adopt a critical and reflective approach to the analysis of marketing information and behaviour of different actors 4.3 Subject Specific Practical Skills On successful completion of this programme a student will be able to: 9 Design, implement, and evaluate marketing projects independently at a professional level 10 Evaluate, integrate and deploy marketing theory and practice in order to perform consumer research 11 Perform effectively in different team roles in a variety of marketing situations and contexts 12 Behave ethically and demonstrate a strong sense of integrity and social responsibility 4.4 Transferable Skills and Attributes On successful completion of this programme a student will be able to: Page 7/21
13 Communicate effectively to a range of target audiences using a variety of channels including digital media 14 Evaluate the rigour and relevance of research in order to apply it to new situations and to draw develop practical recommendations 15 Conduct research using appropriate sources, methodology, and data to develop and interpret knowledge in new situations 16 Manage multiple tasks, time and priorities in order to work to deadlines For details of each module contributing to the programme, please consult the module specification document. Page 8/21
5. Learning, Teaching and Assessment Strategies 5.1. Learning and Teaching Strategy The programme will employ a variety of teaching and learning methods designed to meet its aims. The style of teaching will vary to reflect individual module objectives. The programme, in keeping with other postgraduate programmes, will expect students to read and be aware of current theoretical debates within the literature, including relevant journals. Classes will be interwoven with discussions and debating opportunities regarding the rapidly changing events in this field. Students are expected to build upon existing skills and body of knowledge to rapidly assimilate and analyse concepts in marketing. At the end of the course, it is expected that students will be autonomous and critically self-reflective individuals equipped with a set of skills which will enable them to operate effectively in their career. The modules will utilise methods of teaching and learning which are appropriate to Masters level study such as a case study approach, group discussions, presentations, and report writing. Although a proportion of the contact time will be spent in teaching, emphasis will also be placed upon the use of the group as a resource for learning. There will be group discussion of practical management situations and problems, making use of case studies, simulation materials (including real life data and computer technology) and where relevant, the participants' own experiences. External academic and professional speakers from the business/marketing world will be invited to address the students. 5.2. Assessment Strategy The assessment and feedback strategy are adopted to prepare the students for the world of work, ensuring that the intended Learning Outcomes of the Programme are appropriately tested through the assessment process. Assessment methods for individual modules reflect a variety of theoretical and practical approaches and learning outcomes. Also, in some cases, the students negotiate themselves how best they could meet the learning outcomes, as there is an element of individual choice. Assessment methods vary in different components and modules to give the students the best opportunity to perform and succeed. Oral examination, computer-aided multiple choice exam, presentation, assignments, reflective piece, etc. add to this variety in assessments. Feedback is provided to students in writing, and sometimes face to face, typically within 15 working days. Students are expected to take their learning from feedback to the next level, be it in their preparation for new modules, or the world of work when they graduate. Page 9/21
6. Programme Structure The total number of credit points required for the achievement of Postgraduate Certificate (PG Cert) is 60. The total number of credit points required for the achievement of Postgraduate Diploma (PG Dip) is 120. The total number of credit points required for the achievement of Master of Science (MSc) is 180. Masters Title Credit Rating Core / Optional Global Relationship Marketing 15 Core Finance and accounting 15 Core Consumer Behaviour 15 Core Digital Marketing 15 Core Sustainability & Responsibility in Marketing 15 Optional Marketing Communications 15 Core Brand Management 15 Optional International Entrepreneurship 15 Optional Dissertation 60 Core Group Consultancy Project 15 Optional Research Methods and Design 15 Core International Marketing and Customers 15 Core Destination Management and Marketing 15 Optional Page 10/21
Appendix I - Curriculum Map This table indicates which modules assume responsibility for delivering and ordering particular programme learning outcomes. Key: Delivered and Assessed Delivered Assessed Masters Brand Management Consumer Behaviour Destination Management and Marketing Digital Marketing Dissertation Finance and accounting Global Relationship Marketing Group Consultancy Project International Entrepreneurship International Marketing and Customers Marketing Communications Research Methods and Design Sustainability & Responsibility in Marketing PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11 PO12 Brand Management Consumer Behaviour Destination Management and Marketing Digital Marketing Dissertation PO13 PO14 PO15 PO16 Page 11/21
Finance and accounting Global Relationship Marketing Group Consultancy Project International Entrepreneurship International Marketing and Customers Marketing Communications Research Methods and Design Sustainability & Responsibility in Marketing Page 12/21
Appendix II - Assessment Map This table indicates the spread of assessment activity across the programme. Percentages indicate assessment weighting. Masters 01 02 03 04 05 06 07 08 09 10 11 12 Brand Management Consumer Behaviour 40 Destination Management and Marketing Digital Marketing 40 Dissertation Finance and accounting 30 Global Relationship Marketing Group Consultancy Project International Entrepreneurship International Marketing and Customers 50 Marketing Communications Research Methods and Design Sustainability & Responsibility in Marketing 13 14 15 16 17 18 19 20 21 22 23 24 Brand Management Consumer Behaviour 60 Destination Management and Marketing Digital Marketing 40 Dissertation Finance and accounting 70 Page 13/21
Global Relationship Marketing Group Consultancy Project 100 International Entrepreneurship International Marketing and Customers 50 Marketing Communications 100 Research Methods and Design Sustainability & Responsibility in Marketing 25 26 27 28 29 30 31 32 33 34 35 36 Brand Management 50 50 Consumer Behaviour Destination Management and Marketing 30 70 Digital Marketing Dissertation Finance and accounting Global Relationship Marketing 100 Group Consultancy Project International Entrepreneurship 100 International Marketing and Customers Marketing Communications Research Methods and Design 100 Sustainability & Responsibility in Marketing 40 60 Brand Management Consumer Behaviour Destination Management and Marketing 37 38 39 40 41 42 43 44 45 46 47 48 Page 14/21
Digital Marketing Dissertation Finance and accounting Global Relationship Marketing Group Consultancy Project International Entrepreneurship International Marketing and Customers Marketing Communications Research Methods and Design Sustainability & Responsibility in Marketing 49 50 51 52 EP 1 (Wk 16) Brand Management Consumer Behaviour Destination Management and Marketing Digital Marketing Dissertation 100 Finance and accounting Global Relationship Marketing Group Consultancy Project International Entrepreneurship International Marketing and Customers Marketing Communications Research Methods and Design Sustainability & Responsibility in Marketing EP 2 (Wks 33, 34, 35) Page 15/21
Appendix III - Benchmark Analysis This table maps programme learning outcomes to relevant QAA subject benchmark statements or PSRB guidelines. Knowledge and Understanding PO1 PO2 PO3 PO4 PO1 PO2 PO3 PO4 BAM01 BAM02 BAM03 BAM04 BAM05 BAM06 BAM07 BAM08 BAM09 BAM10 BAM11 BAM12 BAM13 BAM14 BAM15 BAM16 BAM17 BAM18 PO1 PO2 PO3 PO4 BAM19 BAM20 Subject Specific Intellectual Skills PO5 PO6 PO7 PO8 BAM01 BAM02 BAM03 BAM04 BAM05 BAM06 BAM07 BAM08 BAM09 Page 16/21
PO5 PO6 PO7 PO8 BAM10 BAM11 BAM12 BAM13 BAM14 BAM15 BAM16 BAM17 BAM18 PO5 PO6 PO7 PO8 BAM19 BAM20 Subject Specific Practical Skills PO9 PO10 PO11 PO12 PO9 PO10 PO11 PO12 BAM01 BAM02 BAM03 BAM04 BAM05 BAM06 BAM07 BAM08 BAM09 BAM10 BAM11 BAM12 BAM13 BAM14 BAM15 BAM16 BAM17 BAM18 PO9 PO10 PO11 BAM19 BAM20 Page 17/21
PO12 Transferable Skills and Attributes PO13 PO14 PO15 PO16 PO13 PO14 PO15 PO16 BAM01 BAM02 BAM03 BAM04 BAM05 BAM06 BAM07 BAM08 BAM09 BAM10 BAM11 BAM12 BAM13 BAM14 BAM15 BAM16 BAM17 BAM18 PO13 PO14 PO15 PO16 BAM19 BAM20 Page 18/21
Appendix IV: Benchmark Benchmark Statement(s) Page 19/21
BAM01 - Students should demonstrate a systematic understanding of relevant knowledge about organisations, their external context and how they are managed BAM02 - Students should demonstrate application of relevant knowledge to a range of complex situations taking account of its relationship and interaction with other areas of the business or organisation BAM03 - Students should demonstrate a critical awareness of current issues in business and management which is informed by leading edge research and practice in the field BAM04 - Students should demonstrate an understanding of appropriate techniques sufficient to allow detailed investigation into relevant business and management issues BAM05 - Students should demonstrate creativity in the application of knowledge, together with a practical understanding of how established techniques of research and enquiry are used to develop and interpret knowledge in business and management BAM06 - Students should demonstrate ability to acquire and analyse data and information, to evaluate their relevance and validity, and to synthesise a range of information in the context of new situations BAM07 - Students should demonstrate conceptual understanding that enables the student to: A. evaluate the rigour and validity of published research and assess its relevance to new situations. B... BAM08 - Students should demonstrate ability to conduct research into business and management issues that requires familiarity with a range of business data, research sources and appropriate methodologies, and for such to inform the overall learning process BAM09 - Students should demonstrate ability to communicate effectively using a range of media (for example, orally, in writing, and through digital media) BAM10 - Students should demonstrate ability to operate effectively in a variety of team roles and take leadership roles, where appropriate BAM11 - Students should demonstrate ability to take an international perspective including understanding the impact of globalisation on businesses, societies and the environment and the ethical implications BAM12 - Masters Graduates should be able to apply consistently their knowledge and subject-specific and wider intellectual skills BAM13 - Masters Graduates should be able to deal with complex issues both systematically and creatively, make sound judgments in the absence of complete data, and communicate their conclusions clearly to a range of audiences BAM14 - Masters Graduates should be able to be proactive in recognising the need for change and have the ability to manage change BAM15 - Masters Graduates should be able to be adaptable, and show originality, insight, and critical Page 20/21
Powered by TCPDF (www.tcpdf.org) University of Lincoln Programme Specification - Master of Science (MSc) Marketing and reflective abilities which can all be brought to bear upon problem situations BAM16 - Masters Graduates should be able to make decisions in complex and unpredictable situations BAM17 - Masters Graduates should be able to behave ethically and with integrity and manage with a strong sense of social responsibility BAM18 - Masters Graduates should be able to evaluate and integrate theory and practice in a wide range of situations BAM19 - Masters Graduates should be able to be self-directed and able to act autonomously in planning and implementing projects at professional levels BAM20 - Masters Graduates should be able to take responsibility for continuing to develop their own knowledge and skills Page 21/21