POSTGRADUATE PROGRAMME SPECIFICATION Programme Title: Awarding Body: Teaching Institution: Final Awards: MSc Digital Marketing Management Staffordshire University Staffordshire University MSc Digital Marketing Management Intermediate Awards: Postgraduate Certificate in Digital Marketing Management Postgraduate Diploma in Digital Marketing Management Mode of Study: UCAS Codes: QAA Subject Benchmarks: Professional/Statutory Body: Full-time/Part-time N/A Business and Management Masters (2007) N/A Entry Year: 2016/17 If you require this document in a larger text or a different medium please contact us. 1
EDUCATIONAL AIMS OF THE PROGRAMME The aim of the MSc Digital Marketing Management is to enable you to deal with real world issues in an intellectual and challenging manner in this dynamic area of professional and academic marketing. It will provide you with both technical and critical evaluation skills, and the ability to apply contemporary techniques for decision making in complex situations relevant to Digital Marketing Management. It will provide you with up-to-date knowledge of this fast-changing field, and help to develop analytical and problem solving skills required for future work. The MSc Digital Marketing Management will provide a solid basis for further study (i.e. doctoral level) or a career in the broad Digital Marketing Management area. The aims for this award have been derived from and mapped against the National Benchmark Standards for Postgraduate Business and Management awards which were developed taking into consideration guidelines and position papers at the master's level produced by EQUAL (the European QUAlity link). Detailed learning outcomes for all modules are given in the module descriptors. The following overall programme aims will enhance the employability of graduates and provide an opportunity for career development for those already in work and those on a break from their career. The aims are: To provide an advanced course of study of Digital Marketing Management within a rapidly changing business environment. The Masters award will explore contemporary approaches and theories in the areas of Digital Marketing Management both academically and professionally. The award will develop individuals capacity and capability to apply their knowledge and skills within a contemporary marketing context. To develop your understanding and ability to apply a range of learning and research methodologies and strategies which are appropriate to the fields of Digital Marketing Management. To develop your critical skills to assess and evaluate the academic literature and other forms of research output that inform current debates within the fields of Digital Marketing Management. To develop the ability to analyse and synthesise differing approaches to the field of Digital Marketing Management and to evaluate critically these approaches within academic and professional contexts. To prepare graduates for further study, employment and career progression by equipping them with a diverse and advanced range of Digital Marketing Management skills. 2
What is distinctive about this programme? The marketing profession has undergone a significant change in the knowledge and skill base required to meet the needs of a constantly evolving digital environment. According to the Chartered Institute of Marketing (2015) Data is the currency of success. It is not enough for marketers to know that analytics and data science can help they need to know how to use them to make good choices. They must take a scientific approach. This postgraduate award has been designed to offer marketing graduates the opportunity to keep abreast of changes in the Digital Marketing Management environment. The award allows students the opportunity to explore specific aspects of the digital marketing debate ranging from new and emerging themes relating to branding, content curation and analytics, thereby offering a clearly differentiated positioning and providing a significant update on the more traditional marketing provision. The integration of IDM and CIM influences, helps us to shape curricula that have a strong professional and practical ethos, focussing on employability and continuing professional development in the field of Digital Marketing Management. Digital Marketing Management is a fast moving dynamic area of study. As such the curriculum will develop and evolve so that knowledge and skills learned in core modules will be transferred, re-applied and developed at higher levels. The inclusion of a Work Based Project as a capstone module is fundamental in allowing you to demonstrate your critically evaluation and appraisal skills in digital marketing at a strategic level, in an organisation of your choice This will include a preparatory module allowing you to develop a project management plan and enter into negotiation with the host organisation to set out the parameters of the actual Work Based Project. This will allow you to review whether it is suitable for you to deliver your strategic objectives in a manner to meet the modules learning outcomes. The Work Based Project will result in a plan of a quality that could be operationalised within the selected organisation. If you are unable to arrange a Work Based Project you will be able to select as an alternative route an academic Dissertation, providing you with the opportunity to focus your project on an issue that is relevant to your workplace in the field of Digital Marketing Management. In summary Staffordshire University MSc Digital Marketing Management award has the following distinctive features. A fostering of your conceptual understanding of the issues and emerging themes within the Digital Marketing Management field so you are able to critically evaluate relevant academic literature. An opportunity to develop the ability to critically evaluate the impact of Digital Marketing Management theory and practice in resolving major challenges and the importance of relevant academic research to the area. The opportunity to then contextualise this learning in the workplace through the successful completion of a Work Based Project. A rigorous programme of study that develops expertise through independent investigation and creative critical thinking, preparing your to undertake further research in Digital Marketing Management. 3
PROGRAMME OUTCOMES What will this programme teach me to do? At the end of your studies you should be able to: Postgraduate Certificate Award Outcomes PG Certificate in Digital Marketing Management On completion of the PG Certificate in Digital Marketing Management you will be able to demonstrate the following learning outcomes. 1. Demonstrate a systematic awareness, understanding and knowledge of contemporary digital marketing management theory, research and professional practice within a local and global context (Knowledge and Understanding) 2. Demonstrate intellectual and entrepreneurial skills in the application of digital marketing knowledge, together with a practical understanding of how established techniques of digital marketing are used in analysis, performance evaluation and decision making at a strategic level (Application) 3. Demonstrate the capacity to learn independently and critically and to take responsibility for continuing professional development. Contextualise, analyse and learn from experience or simulated environments taking a global perspective upon contemporary developments and research in the field of digital marketing management. (Learning) Postgraduate Diploma On completion of the PG Diploma in Digital Marketing Management participants will be able to demonstrate the following learning outcomes. The PG Certificate in Digital Marketing Management Award Outcomes plus: 4. Generate innovative and enterprising digital marketing management solutions and applications of knowledge which inform decision making, develop ideas, taking into account the needs of stakeholders in a competitive and challenging global environment. (Problem Solving) 5. Articulate complex information based on critical awareness and knowledge, adapting to different audiences and circumstances using a variety of communication tools and methods. (Communication) 6. Demonstrate the qualities and transferable skills necessary for employment requiring the exercise of initiatives and personal responsibility, self-direction and originality in tackling and solving finance problems and act autonomously in planning and implementing tasks at a professional level. (Reflection) Masters On completion of the MSc Digital Marketing Management participants will be able to demonstrate the following learning outcomes. 4
Demonstrate a systematic awareness, understanding and knowledge of contemporary digital marketing management, research and professional practice within a global context (Knowledge and Understanding) Demonstrate intellectual and entrepreneurial skills in the application of digital marketing knowledge, together with a practical understanding of how established techniques of digital marketing management are used to achieve sustainable economic growth (Application) Generate innovative and enterprising solutions and applications of knowledge in a specialist marketing area which inform judgements, develop ideas and propose solutions taking into account the needs of stakeholders in a competitive and challenging global business environment. (Problem Solving) Demonstrate the ability to learn independently and to take responsibility for continuing professional development. Contextualise, analyse and learn from experience or simulated environments taking a global perspective upon contemporary developments and research in the field of Digital Marketing Management. (Learning) Devise and apply valid research and investigative methods to access existing data and information, and also where necessary generate new data. Demonstrate understanding of the environment of chosen methodologies within major marketing research paradigms. (Enquiry) Demonstrate a conceptual understanding and critical awareness of current digital marketing research and advanced scholarship. Evaluating the rigour and validity of research and its relevance to contemporary marketing situations. (Analysis) Articulate complex information based on critical awareness and knowledge, adapting to different audiences and circumstances using a variety of communication tools and methods. (Communication) Demonstrate the qualities and transferable skills necessary for employment requiring the exercise of initiatives and personal responsibility, self-direction and originality in tackling and solving business problems and act autonomously in planning and implementing tasks at a professional level. (Reflection) Demonstrate personal effectiveness through your own critical self-awareness, personal reflection and self-management and a keen desire to learn through reflection on practice and experience. (Reflection) 5
PROGRAMME STRUCTURE, MODULES AND CREDITS Programme Title : MSc Digital Marketing Management Full Time Potential award = PgCert TB1 MKTG70298 Scanning the Digital Environment MKTG70316 Strategic Marketing Communications & Media Management MKTG70297 Digital Consumer Behaviour & Experience ACCT70239 Management Control & Internal Audit TB2 MKTG70304 The Management of a Digital Marketing Project Or MKTG70299 Content Curation & Development MKTG70299 Global Strategic Digital Marketing Management STRA70100 Business Research Methods TB3 MKTG70302 Work Based Digital Marketing Project (45 credits) Or MKTG70301 Dissertation (45 credits) MKTG70303 Co-Creation with Brand Identities 6
Part-time route (Duration 3 years) By studying two out of the four modules scheduled for delivery in Teaching Block One and Teaching Block Two and then returning in the following academic year to complete the remaining modules, concluding with the Dissertation module in Teaching Block Three, you are able to extend the duration of your study to 3 years. Indicative pattern of part-time study:- Year 1 L E V E L Semester 1 MKTG70298 Scanning the Digital Environment MKTG70297 Digital Consumer Behaviour & Experience 7 Semester 2 MKTG70299 Content Curation & Development MKTG70316 Strategic Marketing Communications & Media Management Year 2 L E V E L Semester 1 ACCT70239 Management Control & Internal Audit MKTG70303 Co-Creation with Brand Identities 7 Semester 2 MKTG70299 Global Strategic Digital Marketing Management Year 3 7
L E V E L 7 Semester 1 Semester 2 MKTG70304 The Management of a Digital Marketing Project Or STRA70100 Business Research Methods MKTG70302 Work Based Digital Marketing Project (45 credits) Or MKTG70301 Dissertation (45 credits) Potential Awards: Postgraduate Certificate in Digital Marketing Management (60 credits) Postgraduate Diploma in Digital Marketing Management ((120 credits) Master of Science (180 credits) Progression: In order to progress from the PgD stage of a masters award to the final (dissertation/project) stage, you must normally have obtained a Pass in 120 credits. Otherwise, award specific regulations must permit compensation of a failed module or retrieval of failure at the final stage of your programme of study 8
HOW WILL I BE TAUGHT AND ASSESSED? Teaching and Learning Teaching and learning strategies used to deliver this curriculum are designed to provide a critical view of best practice set into the context of the latest theories, models and frameworks, as well as in an international and vocational context. They are designed to develop the critical and innovatory abilities of the participants. The methods of teaching and learning will have a wide diversity from lectures to student centred activities including seminars, case studies, group work, learning sets, simulations, learning support material, empirical and desk based research. The inclusion of a Work Based Project as a capstone module is fundamental in allowing you to demonstrate your digital marketing skills at a strategic level, in an organisation of your choice. This will include a preparatory module allowing you to develop a project management plan and enter into negotiation with either your existing organisation or a host organisation to set out the parameters of the actual work based project. This will allow you to review whether it is suitable for you to deliver your strategic objectives in a manner to meet the modules learning outcomes. The work based project will include a strategic digital marketing focus and will result in a plan of a quality that could be operationalised within the selected organisation. If you are unable to arrange a work based project you will be able to select as an alternative route an academic Dissertation, providing you with the opportunity to focus your project on an issue that is relevant to your workplace in the field of Digital Marketing Management. We recognise that different people learn in different ways and utilise a range of different teaching methods and situations lectures, guest lectures, tutorials, seminars, workshops, industrial visits and case studies, project work, role-plays, virtual learning environments supplementing the module. In all classes, emphasis will be placed on active, experiential learning - where possible; including lectures which encourage active participation. Guest lecturers will be selected from a range of practitioners in the field of digital marketing to provide an in-depth appreciation of how learning can be contextualised from a strategic perspective in the workplace. Significant emphasis will be placed on the personal and skills development experience through presentations, role-play and personal reflective exercises. This prepares you for the fully independent learning phase when you undertake personal research, guided by your work project supervisor. Directed study supports and builds upon the knowledge and skills learnt in class to provide a fuller understanding of the subject. Personal and module tutors are on hand to provide support to you to discuss any queries, for advice on plans, etc. The curriculum is structured so that skills and knowledge developed in core modules can be transferred, re-applied and further developed. The Personal tutorial system and the continuous emphasis on PDP ensure that you are constantly reflecting upon, adapting and enhancing your learning. The VLE plays a key role in ensuring communication is maintained and direction is provided to ensure a depth and breadth of learning which complements and enhances the direct contact experiences. All modules have VLE presence, and many are adapted to provide groups of students with a series of online learning and assessment packages, including videos, formative tests, questionnaires and direction to potential websites for individual learning. 9
Assessment These are written in the light of professional-based assessment guidelines and QAA benchmark standards list Skills for all Masters programmes. In essence, these are a demonstrable range of appropriate cognitive, critical and intellectual skills, research skills, and relevant personal and interpersonal skills. Assessments will include individual and group work, assignments, a work-based project and project management plans. Assessment types A wide variety of both formative and summative assessment vehicles facilitates testing of the Learning Outcomes. Methods include presentations, individual projects, individual reports, debates and examinations. Assessment methods vary between modules but the overall strategy is to have a balanced set of assessments across a variety of methods that will include assignments, group and/or individual presentation, open analysis cases, projects and dissertations. The above provides an overview of the types of teaching, learning and assessment which will be utilised to enable you to achieve your full potential and demonstrate the outcomes of the programmes. ADDITIONAL INFORMATION Entry Requirements (including IELTS score) What qualifications would I need to join this programme? The entry requirements for the award are normally: Candidates for admission will normally be expected to have: A 2:2 or above Honours degree (or equivalent) in marketing. A 2:1 or above Honours degree in business with evidence of successful attainment of marketing modules. International candidates where English is not their first language, should have the following or equivalent: 1. IELTS overall score 6.0 (with a minimum of 5.5 in Speaking, Writing, Reading and Listening); or 2. Pearson s overall score 51 (minimum of: 51 Speaking; Listening, reading and Writing). 3. A booster Pre-course English Language is available. 4. An overall assessment of an applicants' educational background, experience and potential to benefit from the scheme will be made when considering the suitability of a candidate for our Master programmes. For non-standard applications - Candidates may be admitted to the award with advance standing on the basis of exemptions from previous studies, including full or part completion of professional marketing qualifications or have acquired 10
postgraduate credits from similar awards whether at Staffordshire University or from other Higher Education institutions. Disability Statement Staffordshire University operates a policy of inclusive teaching and learning to ensure that all students have an equal opportunity to fulfil their educational potential. Details about how to apply to have your needs assessed can be found at: http://www.staffs.ac.uk/study_here/disabled_students/index.jsp AWARD SPECIFIC INFORMATION The Postgraduate Assessment Regulations for the MSc Digital Marketing Management The MSc Digital Marketing Management assessment regulations will conform to the University postgraduate regulations. Further information about the award can be found in the relevant Student Handbook and on the University Website. This includes information about optional modules, student support, and academic regulations. ==================================== 11
ADDENDUM FOR DELIVERY AT A PARTNER INSTITUTION This section should record any matters within the programme specification which do not apply to the delivery at the partner. It should also note any differences in delivery, course content, module choice etc. Name and location of partner Partnership Context Awards to be offered at partner Aims / Learning Outcomes Curricula Teaching and Learning Assessment Admissions Criteria Specific Regulations Date of completion E.G., The awards listed below are part of a franchise arrangement with Staffordshire University. All of the above sections should be completed as appropriate for each partner organisation. ======================= 12