ba (hons) marketing, advertising and branding (single...

BA (Hons) Marketing, Advertising and Branding (Single Honours)

Marketing, Advertising and Branding Programme Specification

About the course

1 Name of course and

highest award – e.g., BA

(Hons) Astrophysics

BA (Hons) Marketing, Advertising and Branding –

(with Optional Placement)

2 Level of highest award

(according to FHEQ)

BA (Hons) - Level 6

3 Possible interim awards –

e.g., PGCert or DipHE, etc.

University Certificate (60 CATS)

Certificate in Higher Education (120 CATS)

Diploma in Higher Education (240 CATS)

BA Ordinary (300 CATS)

4 Awarding/validating

institution

University of Gloucestershire

5 Teaching institution


6 Faculty responsible

Business, Education and Professional Studies

7 Mode of study (full-time,

part-time, etc)

Full-time and part-time

8 QAA subject benchmark

statement(s) where

relevant

General Business and Management (2007) and

Communications, Media, Film and Cultural Studies

(2008)

http://www.qaa.ac.uk/Publications/InformationAndGuidance/Documents/FHEQ08.pdf

http://www.qaa.ac.uk/academicinfrastructure/benchmark/default.asp

http://www.qaa.ac.uk/academicinfrastructure/benchmark/default.asp

9 Recognition by

Professional, Statutory or

Regulatory Body (PSRB),

to include definition of the

recognition

Recognised for exemptions by the

Chartered Institute of Marketing (CIM). Successful

completion permits direct entry onto the CIM’s

Professional Postgraduate Diploma Programme

10 Other external points of

reference

The Framework for Higher Education Qualifications

(FHEQ)

11 Date of initial validation

May 2006

12 Date(s) of revision

March 2011, March 2012

13 Course aims – a numbered list of the course’s broad statements of intent (likely to be

no more than 6)

1. Develop a comprehensive and integrated understanding of marketing, advertising and branding, with a particular emphasis on marketing communications as a strategic area of marketing (B)

2. Develop an understanding of the external influences that impact on marketing and marketing communications (B).

3. Develop an awareness of the issues presented by the globalisation of markets and other pervasive issues within the marketing arena, including sustainability and corporate social responsibility. (B)

4. Become a reflective, critical, analytical and innovative thinker who can apply in an integrated way marketing knowledge and skills to the resolution of real world marketing problems (B)

5. Acquire the skills and theoretical knowledge required to execute fundamental marketing functions within a wide range of business contexts. (B).

6. Develop a range of transferable skills to enhance your employability and equip you to contribute to society at large and become life-long learners (B)

14 Learning outcomes of the course

Learning outcomes describe what a student should know, understand, or be able to

do at the end of the course. They should be pitched at the specified level of the

FHEQ and with reference to University generic level descriptors. As the student

http://www.qaa.ac.uk/academicinfrastructure/FHEQ/EWNI/default.asp

proceeds from one level to the next, it is assumed that the skills described at the

earlier level have been satisfactorily demonstrated.

It may be helpful to think about outcomes which allow students to demonstrate:

Level 4

Knowledge and understanding of:

1. The role of marketing as both a functional area of business practice, including an appreciation of consumers and their behaviour (B).

2. Marketing communications as a strategic area of marketing (B).

Intellectual (thinking) skills

3. Draw upon, explore and bring together ideas that may be new or emerging from different sources of knowledge (B)

Practical, subject-specific skills

4. Apply a range of marketing/marketing communications “tools" to solve a marketing/marketing communications problem (B)

Generic, transferable skills

5. Develop the ability to be literate and communicate effectively with others, apply theory and solve problems both independently and in group situations (B)

Level 5


1. The role of marketing as both a functional area of business practice, and the consumption-driven environment in which marketing and marketing communications is located, including an appreciation of consumers and their behaviour (B).

2. Marketing communications as a strategic area of marketing, media “toolkits” and advertising as a strategic persuasive marketing influence on consumers, societies and markets (B).

Intellectual (thinking) skills 3. Analyse current theory and practice through enquiry and relate this

understanding to the formulation and evaluation of marketing plans and

marketing communication campaigns (B).

4. Draw upon, explore and bring together ideas that may be new or emerging from different sources of knowledge and from different academic disciplines. (B)


5. Analyse and apply a range of marketing/marketing communications “tools" and media “mixes” to solve a marketing/marketing communications problem or develop marketing/marketing communications plans to maximise opportunities. (B)


6. Develop the ability to be literate and communicate effectively with others, apply theory and solve problems both independently and in group situations utilising a range of communication, interpersonal and management skills. (B)

Level 6


1. The strategic importance of the role of marketing as both a functional area of business practice, and the consumption-driven environment in which marketing and marketing communications is located, including an appreciation of consumers and their behaviour (B).

2. The critical importance of marketing communications as a strategic area of marketing, media “toolkits” and advertising as a strategic persuasive marketing influence on consumers, societies and markets (B).

Intellectual (thinking) skills

3. Critically evaluate current theory and practice through enquiry and analysis and relate this understanding to the formulation and evaluation of marketing plans, strategies, and marketing communication campaigns (B).

4. Critically evaluate, explore and bring together ideas that may be new or emerging from different sources of knowledge and from different academic disciplines (B)


5. Critically evaluate and apply a range of marketing/marketing communications “tools" and media “mixes” to solve a marketing/marketing communications

problem or develop marketing/marketing communications plans to maximise opportunities. (B)


6. Develop the ability to be literate and communicate effectively with others, to critically evaluate, apply theory and solve problems both independently and in group situations utilising a range of communication, interpersonal and management skills. (B)

15 Learning and teaching strategy

A range of teaching and learning methods is used on the course, including

lectures, tutorials, seminars, computer based marketing simulations, and group

work. These will be supplemented by case studies, live consultancy projects,

guest lectures, the use of a range of learning technologies and where

appropriate work placement. The course adopts an active learning approach

and encourages the development of knowledge and understanding through

reflection on experience.

.

Learning Outcomes

Module No. 1 2 3 4 5 6

MS 4102 Y Y Y Y

BM4111 Y Y Y

BM 4112 Y Y Y

MS 4201 Y Y Y Y

MS 4105 Y Y Y

BM 4117 Y Y Y

BM 4090 Y Y

MS 5101 Y Y Y

MS 5102 Y Y Y Y Y

MS 5201 Y Y Y Y Y

MS 5202 Y Y Y Y Y

AD 5105 Y Y Y

MD 5201 Y Y Y

MS 5103 Y Y Y Y Y

MS 5104 Y Y Y Y

MS 5105 Y Y

MS 5203 Y Y Y

MS 5301 Y Y Y Y

MS 5206 Y Y Y Y

MS 5406 Y Y Y

MS 6101 Y Y Y Y

MS 6201 Y Y Y Y Y

MS 6133 Y Y Y

MS 6199 Y Y Y

MS 6104 Y Y Y Y

MS 6105 Y Y Y

MS 6202 Y Y Y

MS 6301 Y Y Y Y

MS 6608 Y Y Y

BM 6106 Y Y

MS 6401 Y Y

16 Learning and teaching methods

Level 4 Scheduled learning and

teaching activities

24%

Guided independent learning 76%

Placement and study abroad 0%


teaching activities

17.5%

Guided independent learning 82.5%


Level 5 (Optional

Placement)



teaching activities

13%

Guided independent learning 87%


17 Assessment strategy

The course is assessed using a variety of tasks that enable learning outcomes to

be achieved and demonstrated by the students. Assessment reflects the range of

teaching and learning activities outlined above. Methods of assessment you will

encounter include essays, examinations, in-class tests, presentations, reflective

diaries, group presentations, projects and practical activities, role play, case

studies, post placement projects (if you have undertaken a work placement or

done voluntary work) and projects. Assessment will aim to provide breadth, depth,

critical analysis and reflection of the subject area. In addition to the final

assessment of each module, there will be opportunities for formative assessment

to enable you to assess your progress.

18 Assessment methods

HEFCE requires that the University’s Key Information Set (KIS) indicates the

proportion of summative assessment in each year of study that will derive from the

following:

Written exams

Practical exams

Coursework

Level 4 Written exams 14%

Practical exams 0%

Coursework 86%


Practical exams 0%

Coursework 97%


Practical exams 0%

Coursework 100%

19 Location(s) of the

course’s delivery


20 Admissions

requirements

UCAS – Entrance tariff 240-280 points

21 Career and

employability

opportunities - details

of any work experience,

work-based learning,

sandwich year or year

abroad

Students are encouraged to undertake a year-long

placement after their Level 5 study year.

22 Management of Quality and Standards –

The management of quality and standards of the MAC course is assured at Faculty

and University level via reference to the Quality Assurance Handbook, Academic

Regulations for Taught Provision, Assessment Principles and Procedures, and

associated sources of advice. All regulations, policies and procedures are aligned

with QAA reference points and, where relevant, those of Professional, Statutory and

Regulatory Bodies.

Quality assurance is undertaken as close as possible to the point of delivery. There

is a route from the module level to courses and through to faculty and University

levels so that issues can be addressed and delivery enhanced in the appropriate

arena.

Externality is guaranteed via external examiner reports which allow the University to

make judgements on the quality and standards of its provision. The University also

benefits from the input of externals in its approval and review procedures.

Students are able to comment on their modules and courses in various ways

including module evaluations, course boards and the NSS.

23 Support for Students and for Student Learning –

At University level, students are able to access information, advice and guidance on a

range of issues as well as contacting most Student Services teams through the

campus based Helpzones, either in person, accessing materials and advice via the

website or by telephone/e-mail contact see www.glos.ac.uk/helpzones

Available support specific to their studies includes Student Employability (Careers

advice and guidance and placement related activity), Disability, Dyslexia and

Learning Support team and the Student Achievement team (including study skills

tutors for academic and numeracy skills). Full details of all Student Services is

available at - www.glos.ac.uk/studentservices.

Further general and programme specific support is available through the Libraries,

ICT and LTS. Library and Information Services support student learning by delivering

effective, efficient and learner-focused services via the three campus libraries. These

include traditional academic library resources, electronic information resources, open

access IT and media facilities, integrated learner support, enquiry services, a choice

of study spaces and access to the Archives and special collections. Students have

access to expert help and advice in using the full range of resources to support their

studies, whether they are working on or off campus. Full details of all LIS services

are available at http://insight.glos.ac.uk/departments/lis/Pages/default.aspx.

24 Current Course Map

UNIVERSITY OF GLOUCESTERSHIRE UNDERGRADUATE COURSE MAP TEMPLATE FOR 2015/16

Marketing, Advertising and Branding (BA) – Full Time (Single Honours Degree) Course Leader: Andrew Kear

http://www.glos.ac.uk/helpzones

http://www.glos.ac.uk/studentservices

http://insight.glos.ac.uk/departments/lis/Pages/default.aspx

Senior Tutor:

Notes:

To achieve your intended award you must meet the overall award requirements and the Course requirements. Award Requirements For Single Honours Degree

Take 360 CATS, with 120 CATS at each Level and at least 270 CATS from the Course map below

Pass 300 CATS in total with 210 CATS at Levels 5 and 6

Achieve 30% in the remaining 60 CATS for them to be condoned

Pass at least 240 CATS from the Course map below with at least 75 CATS at each Level

Pass compulsory and core modules from the Course map below

For Single Honours Degree (with 120 CAT placement)

Take 480 CATS including a 120 CAT placement module, plus 120 other CATS at each Level and at least 270 CATS from the Course map below

Pass the 120 CAT placement module plus another 300 CATS in total with 210 CATS at Levels 5 and 6

Achieve 30% in the remaining 60 CATS for them to be condoned

In addition to the Placement module, pass at least 240 CATS from the Course map below with at least 75 CATS at each Level

Pass compulsory and core modules from the Course map below

Course Requirements: LEVEL 4

To complete your programme you must pass the following compulsory modules:

BM4090 Personal and Professional Portfolio 30 YEAR

BM4111 Global Business Environment

Restrictions: Cannot be counted with AC4001

15 SEM 1

MS4102: Customer Behaviour 15 SEM 2

BM4117 Understanding Business and Financial Information

Restrictions: Cannot be counted with BM4104 or BM4105

15 SEM 2

BM4112 Understanding Organisations 15 SEM 2

MS4105: Marketing Principles 15 SEM 1

MS4201: Marketing Communications 15 SEM 2

LEVEL 5


MS5101: Marketing Research and Analysis 15 YEAR

MS5102: e-Marketing 15 SEM 1

MS5201: Persuasive Advertising 30 YEAR

MS5106 Luxury Brand Management (International Field Trip) 15 SEM 2

MS5202: Public Relations 15 SEM 1

To complete your programme you must pass a minimum of of 30 CATS from the following core modules:

AD5105: Advertising Agency

Restrictions: Available only to Advertising, Radio Production, TV Production,

and Marketing students.

15 SEM 2

MD5201: Managing Creative People And Processes 15 YEAR

MS5103: Marketing Management 15 YEAR

MS5104: New Product and Brand Development

Restrictions: Available only to Advertising, Marketing and Retail (MMB,

MMS and ADV) students

15 SEM 2

MS5105: Marketing and Consumer Law 15 SEM 1

MS5203: e-Interactivity and Social Media 15 SEM 2

MS5301: International Marketing 15 SEM 2

LEVEL 6


MS6101: Strategic Marketing 15 SEM 1 SEM 2

MS6201: Campaign Planning 30 YEAR


MS6133: Dissertation

Restrictions: Cannot be counted with MS6199

30 YEAR

MS6199: Investigative study

Restrictions: Cannot be counted with MS6133

15 SEM 2


MS6202: Creative Portfolio 15 SEM 2

MS6104: Services Marketing 15 SEM 1

MS6105: Relationship Marketing 15 SEM 2

BM6106 New Business Enterprise 15 SEM 2

MS6301: Cultural Issues in International Marketing 15 SEM 1

MS6608: Fashion Retail 15 SEM 1

MS6401: Post Placement Project 15 SEM 1