Quality Assurance Masters, Postgraduate Diploma, Postgraduate Certificate in Marketing Programme Specification: Postgraduate Information for students: the programme specification is the definitive document summarising the structure and content of your degree programme. It is reviewed and updated every year as part of Keele s Curriculum Annual Review and Development process. The document aims to clarify to potential and current students what you can expect from the study of the subject over the course of your programme. Please note that this programme specification applies to students starting the programme from September 2018 onwards. Names of programme(s) and award title(s) MA Marketing Postgraduate Diploma in Marketing Postgraduate Certificate in Marketing Mode of study Framework of Higher Education Qualification (FHEQ) level of final award Duration: Full time Level 7 One year full time Details of professional, statutory and regulatory body (PSRB) (If appropriate): http://www.keele.ac.uk/qa/professionalstatutoryregulatorybodies/ External Examiner(s): Further information can be found at: https://www.keele.ac.uk/qa/externalexaminers/currentexternalexaminers/ 1. What is the philosophy of the Programme? The aim of the programme is to provide students with a thorough grounding in current theories and concepts of marketing and consumption and integrate this with opportunities to apply these to contemporary practices. Throughout, students are encouraged to develop critical awareness and engagement with both the theory and practical applications. The programme is distinctive in that it taught from a critical marketing perspective and it sits within the wider critical management tradition of management teaching and learning at Keele University. Teaching and learning is informed by leading edge research in the field, and the programme promotes an appreciation of the role of marketing in relation to other organisational functions, such as accounting and finance, human resources, operations and strategy. Importantly it also situates marketing within its international, social, political and economic context. This means that our approach to the teaching and learning of marketing is informed by active and reflective engagement with the social sciences and we encourage students to be critical and reflective in exploring the interface between marketing theory and practice and the wider marketing environment. By the end of the programme, students will have developed 1
a critical understanding of the role of marketing in a capitalist society as well as the opportunities and challenges faced by both marketers and consumers in the contemporary market place. b. The learning outcomes of the programme are as follows: Knowledge and Understanding On completion of the programme, students will gain: Systematic knowledge and understanding of the conceptual and theoretical foundations of marketing and marketing enquiry, informed by leading-edge research in the field; Comprehensive knowledge and understanding of the main analytical and creative techniques, methodologies and methods employed by marketing practitioners and scholars, and the uses and limitations of such approaches; Systematic understanding and appreciation of the underpinning influence of culture, consumption and contemporary issues on marketing theory and practice; Systematic understanding of marketing s role within general management, in a range of different organisational contexts, and from practitioner and critical social science perspectives; Critical knowledge and understanding of how appropriate marketing policies and strategies can be applied within a changing context to meet a variety of stakeholder interests; The cognitive and intellectual skills that underpin success on the course are as follows: Cognitive and intellectual skills On completion of the programme, students will be able to: Solve problems and make decisions: establishing criteria, identifying, formulating and solving problems; creating, identifying and evaluating options; implementing and reviewing decisions; Recognise, apply and manage the skills needed for academic enquiry, including the evaluation of methodologies, offering critiques of them and where appropriate, proposing new hypotheses; Think critically and creatively: managing creative processes in self and others; organising thoughts, analysis, synthesis, critical appraisal; identify assumptions, evaluate statements, detect false logic or reasoning; Recognise and apply ethical and organisational values to situations and manage the process; Synthesise information from a number of sources; scanning and organising data, abstracting meaning from information and sharing knowledge. The MA Marketing is a broad-based career entry programme which aims to equip students with a thorough grounding in contemporary marketing theory as well as the established methods and techniques used within marketing. In doing so, we also aim to enhance students management skills, their interpersonal skills and practical marketing skills, leading to improved employability. These skills are outlined below: Subject-specific practical skills 2
On completion of the programme, students will be able to : Collect, analyse and synthesise relevant organisational, market and marketing information to solve marketing problems in a creative and original way; Use and apply a variety of techniques to develop effective understanding of marketing and business problems; Reflect critically upon, and evaluate, aspects of marketing theory and practice; Conceptualise, analyse and synthesise marketing problems, applying knowledge in an original manner; Plan and execute a detailed piece of marketing analysis at an advanced level, underpinned by understanding of how techniques of research and enquiry may be used to create and interpret knowledge; Present marketing problems, issues and solutions effectively using a range of differing formats; Transferable skills On completion of the programme, students will be able to: Communicate effectively in suitable written and verbal formats, and be able to respond to questioning; Use and apply a variety of research skills to appraise, address and critique marketing activities; Demonstrate personal and interpersonal skills, leadership and performance management in group work, group processes, and in team membership and management; Demonstrate personal and IT skills in handling information and knowledge and managing a major intellectual project: scanning and organising data; abstracting meaning; sharing knowledge; Demonstrate personal effectiveness, self-awareness, self-management; time management and sensitivity to diversity. Keele Graduate Attributes Engagement with this programme will enable you to further develop your intellectual, personal and professional capabilities. At Keele, we call these our ten Graduate Attributes and they include independent thinking, synthesizing information, creative problem solving, communicating clearly, and appreciating the social, environmental and global implications of your studies and activities. Whilst you will undoubtedly have already developed these skills and abilities to varying degrees, such existing capabilities can always be deepened and enriched. Our educational programme and learning environment is designed to help you to develop further as a well-rounded postgraduate who is capable of making a positive and valued contribution in a complex and rapidly changing world, whichever spheres of life you engage in during and after your studies at Keele. Please refer to the programme webpages for a statement of how you can achieve the Keele Graduate Attributes through full engagement in the programme and other educational opportunities at Keele. Further information about the Keele Graduate Attributes can be found here: http://www.keele.ac.uk/journey/ 2. How is the Programme taught? The principal learning and teaching methods are as follows: 3
There are eight taught modules (five compulsory core modules, two optional core modules and one elective module) in semesters 1 and 2 and these modules incorporate lectures, tutorials, workshops and will involve individual work and some group work. Our methods of teaching and learning include class discussion, case studies, interaction with visiting speakers and external organisations, class discussions of contemporary theoretical debates, individual and/or group oral presentations and debates, directed reading and independent reading, independent study, and the use of course learning resources such as the Global Market Information Database (GMID). The taught modules and sessions during Semester 1 and 2 are an opportunity for the learner to: Develop a structure for the critical analysis of theory and of practice Pursue further various key elements in the study programme Share ideas with tutors and fellow students Develop further, in a supportive atmosphere, a mutual support network Learn co-operatively in a general forum for active learning, discussion and debate. This provides the platform by which a student is equipped for the guided self-study approach taken during the dissertation/applied company research. This is where theoretical and/or applied analysis is brought to bear on a specific situation (the dissertation) or a specific marketing organisation (applied company research). In order to achieve the learning outcomes a highly varied diet of assessment methods has been developed. The methods include reflective essays, applied marketing reports, marketing plans, communications audit, examinations, literature review, case studies, poster sessions and literature reviews. Further support is provided through web-based materials that comprise both traditional text based and electronic resources that are accessed through the Keele Learning Environment (KLE). This latter resource is also used to enhance student support during the whole period of the course and to provide a forum for the exchange of ideas and discussion of issues that arise. The Programme Team The programme is delivered by an experienced group of academics with extensive teaching and work experience in their fields. Academic staff are also actively engaged in research and they bring a distinctive critical perspective to the field of Marketing. Dedicated postgraduate administrative support is also provided. For further details see: http://www.keele.ac.uk/kms/staff/academicstaff/#tabs-6 3. What is the Structure of the Programme? The structure of the year is as follows: Semester One Title Credits Status MAN-40084: Introduction to Research (semester 1 & 2) Non-credit bearing Compulsory MAN-40045: Marketing Management 15 Compulsory 4
MAN-40054: Consuming Behaviours 15 Compulsory ACC-40003: Accounting for Decision Making 15 Compulsory MAN -40083 Operations Management and Supply 15 Optional OR MAN -40072 Globalisation and International Management 15 Optional Semester Two Title Credits Status MAN-40084: Introduction to Research (semester 1 & 2) Non-credit bearing Compulsory MAN-40036 Strategy and Information Management 15 Compulsory MAN-40049 Contemporary Issues in Marketing 15 Compulsory HRM-40040 Research Methods OR 15 Optional MAN-40058 Creativity and Personal Development 15 Optional MAN-40052 Marketing Communications 15 Elective MAN-40018 Entrepreneurship 15 Elective MAN-40047 Branding 15 Elective The availability of elective modules will be determined by demand and staff availability. In Semester 1 students choose one optional core and in Semester 2 one optional core plus one elective. HRM-40040 Research Methods is compulsory for students who wish to undertake a Dissertation, while MAN-40058 Creativity and Personal Development is compulsory for students who wish to undertake Applied Company Research. Students whose first language is not English are offered language classes, facilities and services by the University's Language Centre. In addition to credit-bearing modules on English for academic study, students also have access to one-to-one tutorials for individual help and advice, and to a wealth of resources for self-study and practice. Students requiring English language support (on testing) will be allocated to one or two of the following modules: ENL-40001: Academic English for Postgraduate Students 1 - semester 1 ENL-40004: Academic English for Postgraduate Students 1-B - semester 2 ENL-40002: Academic English for Postgraduate Students 2 - semester 1 or 2 5
For students required to undertake these English Language modules, determination of progression to the dissertation module (as outlined above) will include an evaluation of the student s engagement and performance on the respective English Language modules. On completion of the taught modules all student marks will be reviewed by the relevant examination board to determine progression to the 60 credit dissertation (MAN-40033) or Applied Company Research (MAN-40085): Title Credits MAN-40033 Dissertation 60 MAN-40085 Applied Company Research 60 Dissertation From May to September, you will be required to write a research-based dissertation in an area of choice on an approved topic related to Marketing and based on the modules you have studied in semesters one and two (elective modules from outside the core area are not included in the approved list of topics). Applied Company Research The aim of this module is to encourage and enable students to reflect on an applied research placement and to develop and apply their skills within the management of organisations. Participation in the Applied Company Research project is only available after a comprehensive selection process. Students who meet the criteria will be attached to an organisation/company for a period of between 8-12 weeks. During this time they will need to undertake, in conjunction with the School and organisation/company, a management research project on behalf of the organisation/company. The research period plus their report, a reflective piece and an organisation/company assessment will constitute the module s summative assessment. b. The programme learning outcomes (and their assessment) are achieved as follows: Knowledge and Understanding Learning Outcomes Systematic knowledge and understanding of the conceptual and theoretical foundations of marketing and marketing enquiry, informed by leading-edge research in the field module(s) in which delivered Marketing Management Consuming Behaviours Contemporary Issues in Marketing Principal forms of assessment of the learning outcome Case study & Exam Essay & Poster presentation Literature Review 6
Comprehensive knowledge and understanding of the main analytical and creative techniques, methodologies and methods employed by marketing practitioners and scholars, and the uses and limitations of such approaches Marketing Management Introduction to Research Research Methods Applied Company Research Case Study & Exam Reflective Analysis (Formative) Research Plan (Formative) Ethical Review (Formative) 2500 word Research Design (Summative) 7000 word coursework (Summative) Oral Presentation (Summative) Reflective Diary (Summative) Practice Based Assessment (Summative) Systematic understanding and appreciation of the underpinning influence of culture, consumption and contemporary issues on marketing theory and practice Consuming Behaviours Contemporary Issues in Marketing Essay & Poster presentation Literature Review Systematic understanding of marketing s role within general management, in a range of different organisational contexts, and from practitioner and critical social science perspectives Marketing Management Contemporary Issues in Marketing Strategy & Information Management Case study & Exam Literature Review Strategic review & Exam Critical knowledge and understanding of how appropriate marketing policies and strategies can be applied within a changing context to meet a variety of stakeholder interests Marketing Management Consuming Behaviours Strategy & Information Accounting for Decision Making Essay, Critical Reflection & Exam Essay & Poster presentation Strategic review & Exam Calculations/analysis & Exam 7
Students may leave the Programme with one of the following final awards: Final Award MA Marketing Postgraduate Diploma in Marketing Postgraduate Certificate in Marketing Credits Required The successful completion of 180 credits, including the Dissertation or Applied Company Research, plus successful completion of the Introduction to Research module At least 120 taught module credits At least 60 taught module credits 4. How is the Programme assessed? Each module is formally assessed by unseen examination or by written assignments or presentations that require the student to examine aspects of marketing practice in the light of theory and also how marketing theory is informed by current practice. There is wide-ranging assessment diet, allowing students the opportunity to demonstrate their ability in a number of different ways. This also allows transferable skills of the kind valued in the workplace (critical thinking, independence, time management, written and verbal presentation of data, individual and group work) to be practiced and assessed. The summative assessment described above in supported by a variety of formative assessment activities that offer tutor and peer feedback by means of: class discussions, short writing tasks, feedback on pre-prepared analysis of key journal articles, feedback on practical exercises conducted in class. Early in Semester 1, a short practice essay is submitted online with online feedback given to each student from a marketing tutor. This helps students to understand what a tutor is looking for in Masters level work, and offers an early opportunity to improve standards. The Introduction to Research Module is taught over two semesters with the aim of explaining the role of research and applied research (consultancy) in the field of management (broadly defined) and the formative assessment is used to help students identify whether they wish to undertake a dissertation or applied company research for their research projects. 5. What are the typical admission requirements for the programme? Full-time UK or international career-entry graduates should typically hold a good second class honours degree, 2.2 or above, in a cognate discipline. Alternatively, students with equivalent professional or management work experience who are attracted to a career in marketing, or who may already have started a career in marketing, but who cannot progress beyond the early stages without a postgraduate marketing qualification, may also be accepted. Mature students with appropriate work experience, and applicants with pre-masters qualifications will all be considered on an individual basis. Anyone applying from a country where English is not the first language is required to take one of the internationally recognised English language tests such as Academic IELTS or equivalent English language qualification. The minimum entry level is IELTS 6.5 with a minimum of 5.5 in each subtest, or equivalent English language test scores. 6. How are students supported on the programme? The first point of contact with students as a whole occurs at School Induction. This is an opportunity to meet the teaching staff, to be informed about course structure and about option module choices for Semester 2. Students also receive detailed guidance on academic writing and referencing during School Induction Week. 8
All teaching staff and the Programme Director have designated Student Hours that are publicised to students at induction, through module handbooks, and by means of notices upon office doors. The Programme Director conducts Progress Review meetings following each Examination Board. Students are allocated a personal tutor to provide pastoral guidance and/or to direct student to appropriate welfare services within the university. The Programme Director and module tutors provide day-to-day academic guidance throughout the academic year, and give feedback to student as needed. In addition to Student Hours they are also accessible by email and offer meetings by appointment A non-credit bearing Introduction to Research module provides support for all students, whether they do the Dissertation or Applied Company Research. All students who are non-native English speakers will undergo a diagnostic test during the first few days of term, conducted by staff from the Language Centre. The Language Centre then prescribes specific English language modules designed to give students support to improve their vocabulary, their writing style, reading, listening and comprehension and the use of English for academic purposes. This has a direct impact upon students language development and also subsequently upon subject-specific abilities. 7. Learning Resources Keele Management School has a modern and well-equipped building with a dedicated Training Suite where most of the postgraduate marketing teaching takes place. Library and learning resources the Library holds an extensive range of journals and e-journals, also books and e-books in marketing and management subject areas. Course materials comprise both traditional text-based material and electronic resources that are accessed through Blackboard in the Keele virtual learning environment. This latter resource also enhances student support during the period of the course and provides a forum for the exchange of ideas and discussion of issues that arise, and formative feedback is embedded into the course and its modules. Global Marketing Information Database (GMID) is accessible online. Student can access library resources on or off campus via Keele username and password. IT Services is located within the Library building, and provides open access to PCs, printing facilities and a Help Desk. 8. Other learning opportunities The opportunity to participate in Applied Company Research is offered as an alternative to a traditional dissertation. A separate briefing session is held to prepare marketing and management students for this. Opportunities to do this are awarded on a competitive basis, following the format of a job interview for recruitment and selection purposes. Students who succeed in getting a place on Applied Company Research will find that there is a designated support system, including an academic director and academic internship supervisor/visitor for the student whilst in post. Students must be in good academic standing to be considered. 9. Quality management and enhancement 9
The Programme Board, which comprises the academic staff who are responsible for the taught modules, is responsible for the day to day management of the programme and the modules. The quality and standards of learning are regularly discussed and monitored by the Marketing Programme Board and by the School Learning & Teaching Committee (SLTC). The Course Director, who is responsible for the day-to-day running of the course as well as its strategic direction, reports to the Head of School. To ensure that the MA Marketing maintains the highest possible standards, through effective management and continuous enhancement of the quality of learning and teaching, we employ the following procedures: Course Director meetings are held monthly across the School and Course Directors also report to the monthly School Learning and Teaching Committee (SLTC). Annual Programme Review through the University s Curriculum Annual Review and Development (CARD) process. A range of data is used to inform the annual programme review. It comprises student evaluations, external examiners reports, academic and pastoral tutor reports and internal programme review and monitoring data. Staff Development - Open sessions provided by the University on aspects of teaching and learning; annual appraisals; sharing of good practice in subject-group meetings. In addition to this, the programme has an External Examiner from another university who provides feedback on assessment, student performance and comparability of academic standards to other HE institutions. An annual report is produced that must be responded to and both the report and the response are considered by School Learning and Teaching Committee. Student: Staff Voice Committee (SSVC). This is an integral part of the monitoring and review procedures and provides a valuable source of management data for the programme team and its Course Committee meetings. This is a student-led committee, and the discussion in the meeting is driven by student concerns and agenda as represented by the Student Voice Representatives. Student evaluation of teaching - students have the opportunity to evaluate each module and the programme. Data from the evaluations is reported at regular programme board meetings and to Programme the management team. Student representatives are also invited to attend SLTC meetings 10. The principles of programme design The MA Marketing Programme described in this document has been drawn up with reference to, and in accordance with the guidance set out in, the following documents: Programme Specification Template: Postgraduate, Keele University, 2017. Learning and Teaching Strategy to 2020, Keele University, 2015 Keele University Quality Assurance Guidelines available at http://www.keele.ac.uk/qa. Guidelines for preparing programme specifications, Quality Assurance Agency for Higher Education, 2006. The framework for higher education qualifications in England, Wales and Northern Ireland, Quality Assurance Agency for Higher Education, 2008. 10
QAA Subject benchmark-statement for Masters degrees in Business and Management 2015 (http://www.qaa.ac.uk/en/publications/documents/sbs-business-and%20management-15.pdf ) 11. Programme Version History Version History Date CHANGES / NOTES Date first created 21/03/06 Modification to existing programme Revision history 2/1/18 Updates and modifications Date approved by SLTC January 2018 Date approved by FLTC January 2018 11