LEEDS BECKETT UNIVERSITY

Course Specification BA (Hons) Marketing 2017-18 (BAMKT)

www.leedsbeckett.ac.uk

Course Specification

BA (Hons) Marketing

Faculty: Faculty of Business & Law

School: Strategy, Marketing & Communication

Overview and Aims The overall aim of the BA Marketing course is to prepare graduates to become proficient and effective marketing professionals capable of meeting the requirements of both the commercial and not-for-profit sectors and who are able to progress in their careers to senior management roles. Marketing is dynamic and embraces change, utilising innovative and creative techniques and concepts to ensure that the needs and wants of both consumers and businesses are continuously monitored and met. The discipline is founded upon the concepts of enterprise and global perspective and these, together with digital literacy are fundamental to both the learning and application of marketing. In the 21st century it is not possible to be a professional marketer without the possession and deployment of these attributes. The course therefore has the following aims:

To provide an academic and vocationally oriented curriculum which will enable

students to develop a comprehensive knowledge and understanding of the

structures, concepts and processes involved in marketing by organisations and

the changing social, economic, financial, technological, political, international,

ethical and legal frameworks within which they operate

To provide a stimulating learning environment that fosters a critical, reflective,

creative and challenging approach to the study of marketing.

To provide opportunities that encourage students to develop their capability to

take positive initiatives, respond effectively to new ideas, adapt to changing

circumstances, and address multi-faceted problems with an open mind.

To offer students opportunities for specialisation in preparation for their career

in marketing or related areas.

To facilitate the development of a range of skills and values which encourage

students to use their talents to the full in achieving their personal and career

aspirations, particularly in relation to marketing and marketing management.

Course Learning Outcomes On completion of the course students will have:

1 Developed a comprehensive knowledge and understanding of the structures, concepts and processes involved marketing by organisations and the changing social, economic, financial, technological, political, international, ethical and legal frameworks within the global environment in which they operate.

2 Developed the capability to take positive initiatives, respond effectively to new ideas, adapt to changing circumstances, be enterprising and address multi-faceted problems with an open mind.

3 Gained a critical, reflective and challenging approach to the study and application of marketing.

4 Developed digital literacy and have gained a knowledge of areas of specialisation in preparation for their career in marketing or related areas.

5 Developed a range of skills and values which allow them to use their talents to the full in achieving their personal and career aspirations, particularly in relation to marketing and marketing management.

Course Structure Level 4 Level 4 seeks to provide students from differing backgrounds with a basic grounding in marketing as a foundation from which to build and/or specialise in more specific marketing studies at level 5 and beyond. Students will develop a general awareness of marketing, theory and concept and a broad appreciation of the environment in which it operates. Level 4 seeks to develop the ability to formulate solutions to clearly defined marketing and problems and situations.

Marketing in Action [MiA] 1 & 2 provide the foundation of marketing theory and related concepts; Information for Marketing enables students to gain an insight into the nature, means of gathering and interpretation of data to provide the information upon which marketing, and wider business, decisions are based. Marketing in Action 1 provides the framework surrounding this focussed study.

Economics for Marketing introduces the financial and broader economic context within which organisations operate, providing significantly greater depth for this element of the marketing environment contextualised in Marketing in Action 1.

Introduction to Marketing Communications begins the student’s exploration of the nature of promotion and the related tools and techniques, an extensive element of the marketing mix, using the context developed in Marketing in Action 2.

Writing for Communication equips students with an understanding of the key written communication skills as they apply to marketing in particular but also in a broader business context.

Level 5 Core studies at level 5 develop an in-depth understanding of the key aspects of marketing, the global context in which they operate and the decision making processes within organisations from both a theoretical and practical perspective. Level 5 seeks to develop an ability to handle realistic semi-open business problems and situations and to develop realistic solutions. The opportunity to choose an option module allows some personal orientation of the course which is enhanced in the subsequent level. Marketing Research builds on the Information for Marketing module in Level 4 by enabling students to apply their basic knowledge through the investigation and use of proven marketing research tools to facilitate the solving of specific marketing problems. Integrated Marketing Communications seeks to ensure that students understand that the promotional tools that were examined in the Introductory module at Level 4 cannot be effectively used unless they support and interact to create the most appropriate communication for both the organisation and the receiver. It is recognised that marketing communication relates to both external and internal audiences and that there is a variety of purposes for this process.

Managing Resources for PR & Marketing enables students to understand that marketing is not an abstract concept but requires the sound management of both human, physical and financial resources, building on all the Level 4 modules, with some particular relation to the economics module.

Consumer Insight develops initial buyer behaviour theory from MiA 2 enabling students to understand the nature and decision-making process. Alongside this and providing an application focus, Marketing Planning enables students to apply the various elements from the other modules to the development of a marketing plan – the creation of an offer that is most appropriate for a defined customer segment – that which is the overall purpose of marketing. The optional Public Relations and Sales Management modules enable students to deepen their knowledge of these particular specialist aspects of the marketing communications mix, while Entrepreneurial Marketing allows for the study of broader applications of techniques that reinforce the dynamic nature of the discipline and markets.

Level 6 Level 6 studies seek to promote self-managed learning and develop the ability to cope with complex, open ended business problems and situations and to prepare them to work in the dynamic organisations of the 21st century. The Consultancy Project ensures that students can apply their knowledge in real-world situations.

Strategic Marketing builds upon the whole of previous levels of study to enable students to develop a strategic view of organisational marketing activity and to critically evaluate organisational performance.

Whilst students have explored the use of digital technology and it application to the marketing discipline and business process [and indeed, their learning] through previous levels, the Digital Marketing module is specifically part of the final year. Students have the opportunity of developing a full understanding of the potential of newer technologies for the business and wider world in which they will seek employment. This also ensures that they are equipped with knowledge the latest applications and technologies.

Additionally, enabling students to select 2 option modules at this level together with the topic for their Individual Project the opportunity is provided to align their studies to their interests and career aspirations. If students wish to undertake a dissertation then this is supported and the need to undertake the Individual Project is removed, enabling the choice of a further option, which is beneficial for returning placement students

Course Structure

Level 4

Semester 1 Core (Y)

Semester 2 Core (Y)

Marketing in Action 1

Y Marketing in Action 2 Y

Information for Marketing

Y Introduction to Marketing Communications

Y

Writing for Communications

Y Economics for Marketing Y

Level 5

Semester 1 Core (Y)

Semester 2 Core (Y)

Marketing Research

Y Consumer Insight Y

Integrated Marketing Communications

Y Marketing Planning Y

Managing Resources for PR and Marketing (MR for PRAM)

Y

Option N

Options

Public Relations

Sales Management

Entrepreneurial Marketing

Level 6

Semester 1 Core (Y)

Semester 2 Core (Y)

Marketing Consultancy Project

Y Strategic Marketing Y

Digital Marketing

Y Option N

Option

N

Option N

Semester 1 Options

B2B Marketing

Behavioural Economics

Global Marketing

Contemporary Brand Management

Digital Marketing

Retail Marketing

Semester 2 Options

Advertising Media Strategy

Contemporary Consumer Culture

Arts Marketing and Communications

Digital Marketing

Individual Project (If not undertaking Dissertation)

Contemporary Brand Management

Semester 1 & 2 Options

Dissertation

Work Placement

Learning and Teaching Details relating to contact hours and other key information sets (KIS) are available on the course page of our Online Prospectus on our web site.

Learning and Teaching Approaches

The BA (Hons) Marketing adopts in full the university’s Learning and Teaching Strategy encouraging students to maximise their engagement with the subject matter and to gain recognition at a professional level. A programme has been developed which incorporates self-managed learning and prepares students for an increasingly complex, dynamic and ambiguous business and marketing environment. This approach facilitates an appreciation of the inter-relationships both within and external to the organisation and its stakeholders, particularly its customers. It is a powerful approach dealing with problem solving in a holistic way, empowering students to use their talents to the full and achieve their full potential. Initially students are presented with module aims that relate to the acquisition of knowledge and understanding. They are presented with structured problems that may be resolved using established frameworks and concepts. As they progress through levels 5 and 6 they are required to apply theory and techniques to increasingly complex and less structured problems where the creative and innovative use of marketing concepts and the development of novel techniques is required. Whilst throughout the course, students are encouraged to question all aspects of theory and practice, during Level 6, students learn to take a more robustly critical approach and explore the limits of current approaches. Thus, for example in MiA 1 & 2 at level 4, students learn established theory and concepts and with examples of their application. At level 5 in Marketing Planning they are required to determine and justify the most appropriate techniques to meet defined aims. Critical analysis of current practice is incorporated in all modules at this level and in Strategic Marketing and Digital Marketing at Level 6 the critical evaluation of application and performance of wide range of theoretical frameworks and applications to complex cases is required as it is in option modules. The Placement option module also requires significant reflective thinking. Face to Face teaching, continues to be an integral part of most modes of delivery within this course. It will be supplemented by a variety of other approaches including blended learning. Use of our VLE is an integral part of our curriculum and ALT strategy. The practical and applied nature of this course includes modules that provide the opportunity for students to develop employability skills including time management, teamwork & leadership [e.g. Consultancy Project]; planning & organising [e.g. Marketing Planning, Individual Project], communication [Writing for Marketing; Marketing Research], etc. Students will be able to develop their marketing knowledge and understanding of marketing skills to a professional level through engagement with carefully focussed modules having substantial taught content. Whilst learning within a strong academic framework they will have the opportunity of enhancing their levels of creativity, enterprise and entrepreneurship through application centred modules such as Marketing Planning, the Consultancy and Individual Projects.

Learning and Teaching Activities Each module comprises 200 notional hours split between approximately 36 formal contact hours and 164 hours of guided independent study.

Learning and teaching activities vary by module and include:

Academic lectures

Seminars

Guest lecturers by practitioners

Individual or small group tutorials

Workshops

Research supervision

Group activities By using a range of learning and teaching activities, students form a variety of backgrounds can experience differing approaches allowing them to develop their skills and to make contributions to the learning of their peers. Small seminar groups allow for a varying mix of students to work on exercises, maximising their interaction with cultural diversity, alternative viewpoints and experience. Student-led tutorials facilitate peer-to-peer learning, creating an environment for mutual support. Such interaction can stimulate creativity and the ability to test out new ideas. Whilst academic staff will support students at a fully professional standard, students are also expected to be professional in their standard of behaviour, commitment and engagement, in line with the Leeds Beckett University Student Charter. The wide range of distinctly marketing-focussed modules ensures that participants can develop specific marketing related knowledge, contextualise marketing theory and evaluate ideas and applications. The use of a variety of scenarios across modules, together with the staged problem solving approach equips students to apply their knowledge and understanding in a progressive manner. Module leaders and academic staff bring their range of research and subject interests, insights and experience to each learning situation and students are encouraged to explore, question and contrast these, synthesising teaching input in order that they may develop their own overall perception and understanding. Students have the opportunity of studying abroad during the second semester of Level 5, enabling those taking this opportunity to expand their understanding of different cultures and benefit from differing learning and teaching experiences.

Graduate Attributes All modules have been designed to consider and collectively develop the graduate attributes of enterprise [GA1], digital literacy [GA2] and global outlook [GA3] through embedded content. By its nature, the marketing discipline encompasses these attributes

and cannot be studied without students’ active engagement in developing these attributes. This comprises, inter alia, depending on the module:

Analysis of case studies in various formats

Guest lectures

Video presentations – receiving and creating

Accessing digital content from a variety of sources

Use of digital technology for research, analysis and presentation

Use of the university’s VLE e.g. Accessing data, online submission, provision of feedback and course material

Use of Library Online, Skills for Learning etc.

Workshops in IT labs

Reviewing current issues in the media

Exposure to a variety of organisational contexts through a range of media In addition, all modules embed the development of academic and employability skills and a developing awareness of the skills and attribute requirements of employers of graduates. The graduate attributes are identified and explored through Level 4, their relevance examined and their application developed through Levels 5 and 6. At Level 5 context is more closely defined, whereas at Level 6 students are encouraged to extend these aspects more broadly across their range of studies.

Use of the Virtual Learning Environment

All modules make use of the University’s VLE facilities. Each module is supported by VLE presence by way of the University’s platform. The use of this system by students in itself helps building graduate attribute of digital literacy and each academic module meets the 8 minimum expectations set having the following elements on-line:

Module information and guide

Module Specification

Reading lists and links to online resources

Information on specific themes/topics, timescales/key dates and module hand-outs, lecture notes and other resources

Module assessment briefs, criteria and outcomes

Computer Based Assessment – at least one element of formative or summative assessment online with at least one element of feedback online

Some online communication mechanism to enable interaction with students (inter alia these may include online e-mail, chat facility, discussion board)

Additionally the [non-credit] Course Module provides a vehicle for communication with students, including discussion tools. It provides course-specific information together with a wide range of non-module specific marketing material and links.

Use of Blended Learning

N/A

Assessment Strategy Assessment is an integral part of the learning process, supporting and complementing the learning and teaching strategy. The required learning outcomes are measured appropriately. The objectives of assessment strategy are consistent with and support progressive problem-solving. They therefore

Show clear alignment at module and course level.

Pay due consideration to the number, variety, timing and form of assessment so that the student experience is varied.

Identify as accurately as possible the extent to which students have realised the learning outcomes of each module supporting progression at each level and through the course as a whole.

Provide at least one opportunity in each module for timely formative feedback that directly supports summative assessment.

Provide appropriate, timely summative feedback to students on their own learning in line with university policy.

Encourage peer- and self-assessment and reflection across the range of modules supporting the development of autonomous learning and self-development.

Each module provides numerous opportunities for students to gain guidance with regard to assessment. These include a mix of individual and in-class feedback on formative assessment, in-class briefings, written guidance and opportunities to discuss specific issues with module tutors. Tutorial sessions provide timetabled opportunities for interactive feedback. Should the need arise in relation to assessment procedures or cross-modular aspects, Year Tutors and, if necessary, the Course Leader may be consulted. Where modules have two-part assessments, these are separated in time the course adopts a policy whereby module leaders may set submission deadlines up to and including the final Faculty specified deadline allowing student the maximum freedom to manage their workload and exercise their time-management skills. The Course uses a mix of assessment methods. While examinations are included, the majority of these methods reflect business and organisational practice that students will experience during their working life. These include written reports and plans which may be in physical or electronic formats, electronic and other presentations and portfolios of work. The majority of assessments are individual, although for the Consultancy Project is a group assessment that incorporates a level of peer assessment. Through the course, students undergo a cumulative experience. This begins with the identification, acquisition and understanding of appropriate knowledge, which continues

through subsequent levels. It adds analysis, evaluation and application at levels 5 and 6 and further adds critical thinking and reflection together with a greater depth, breadth and complexity of application at level 6.

Feedback on Assessed Coursework Formative feedback is provided via verbal one-to-one or one-to-many opportunities in class and/or via tutor meetings and for some modules written or electronic feedback may be provided on-line. Summative assessment feedback is in both generic and individual written format, as appropriate for each module. This may be provided electronically and sent to the student via email, the VLE module site or via hardcopy feedback forms collected directly from the tutor or via Administration. Depending on the type of assessment and when the module concludes (semester 1 modules are easier to give back to the students in class during semester 2 modules where applicable), tutors may vary the form of feedback to include audio or video feedback or other appropriate means. All feedback is designed to help students understand the strengths and weaknesses of their module specific work and, in particular, how they may improve their performance in both current and future assessments across modules.

Module Assessment Methods

Module Titles Co

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Y)

Exa

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on

Ind

ivid

ua

l

Co

urs

ewo

rk

Gro

up

Pre

sen

tati

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Gro

up

Co

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ewo

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Po

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lio

Level 4

Marketing in Action 1 Y 75% 25%

Information for Marketing Y 100%

Economics for Marketing Y 75% 25%

Marketing in Action 2 Y 75% 25%

Introduction to Marketing Communications Y 50% 50%

Writing for Communications Y 70% 30%

Level 5

Marketing Research Y 100%

Integrated Marketing Communications 2 Y 80% 20%

Managing Resources for PR & Marketing Y 50% 50%

Consumer Insight Y 30% 70%

Marketing Planning Y 100%

Level 6

Marketing Consultancy Project Y 100%

Digital Marketing Y 100%

Strategic Marketing Y 50% 50%

Employability and Professional Context BA Marketing has Dual Award status from the CIM, allowing graduates exemption from 33% of the CIM Professional Diploma award. Graduates are equipped to enter the world of marketing at various levels, generally into roles such as Marketing Executive, Assistant Brand/Product Manager, Assistant Account Manager, Sales Executive etc. with progression to marketing management roles to be expected. Those who have taken the opportunity of a Placement Year are often recruited into roles above normal graduate entry level, because of their combination or marketing knowledge and experience. Furthermore the range of transferable skills, including communication, team-working and organisation allow students to move into other careers in business, commerce, public service or the third-sector. . The Placement Team are universally recognised as playing a most important and beneficial part in seeking placement opportunities, in supporting applications and in liaison with and care for students whilst with their employers. Lectures, workshops and one-to-one support are provided by the Placement team. Feedback from placement employers shows that Leeds Beckett marketing students are capable of making valuable contributions to their placement companies, frequently being given high levels of responsibility comparable to full-time employees and all students recognise their own personal development. Graduates have transferable skills, enabling them to enter other areas of business [e.g. buying; recruitment; wider areas of management; teaching] or to continue academic study at Master’s level or beyond.

Work Related Activities Work Related Activities Levels 4 & 5 Marketing in Action 1 & 2 and Integrated Marketing Communications All students undertake work related activities in their first year and the second semester of their second year. These activities are embedded within the modules Marketing in Action 1, Marketing in Action 2 and Integrated Marketing Communications. In each module, students record and reflect on their work related activities in a portfolio, which is assessed and contributes 20% of the module mark for all three of these modules. Such activities can comprise interviewing a relevant practitioner, reflecting on work experience and part-time work, being briefed by a practitioner and responding to that brief, doing online research into employability issues, attending guest lectures by practitioners and writing up a synopsis of the lecture, applying for a mentoring opportunity, and researching and applying for a placement. Level 6

Consultancy Project Students at Level 6 undertake a Consultancy Project for an organisation [business, third sector etc.] during Semester 1. Groups of 4-5 students are required to find a client organisation and agree project aims and objectives via a proposal submitted to the client. The client may be from any sector, commercial, no-for-profit, third sector. The project must be marketing oriented [e.g. preparation of a marketing plan; development of a communications plan; etc.] and teaching will be framed within this context. Since students may seek clients at both local and national level, based on previous experience, there is no reason to suppose that availability of projects will be an issue. Placement All students are strongly encouraged to take the opportunity of spending a year on a paid work placement before Level 6. The Faculty’s Placement Office helps them find a placement position in a relevant role within a private or public sector organisation. Students who undertake a placement (sandwich) year return with excellent references and greatly enhanced employability. Students are assessed on their placement, which counts as a Level 6 option module. Currently [2011-12] approximately 33% of the previous years’ level 5 students undertake placement. The Course Leader works with the Placements Team to promote the importance of placement for the enhancement of both academic performance and employability. This is supported by Year Tutors and module tutors. The Course Leader has also made recommendations to the Faculty to improve promotion, access and prominence of placement as an option. Individual Project The project can take a wide variety of formats. This may include role, organisational or industry analysis, the development of business plans, the development of personal branding programmes etc. It may be topic based Students may use work experience [eg part-time, vacation, enterprise] as a basis for their Individual Project. Additional Means Students are also exposed to work related activities via:

Guest lectures from a wide range of practitioners, providing them with an insight into life in the wide range of marketing specialisms across the sector.

The opportunity to be mentored by a marketing and/or advertising practitioner.

Part-time work opportunities in marketing and advertising roles within local organisations.

Volunteering opportunities in a wide variety of locations and roles. Placement Level: [option]Level 6

Consultancy Project: [core] Level 6 Placement in Weeks: 48 weeks Consultancy Project: 14 weeks Type of Placement: Paid placement with an organisation to be agreed with the School. Summative assessment. Students are allocated a supervising tutor and receive a pastoral visit. Students are also required to have local supervision within their organisation Consultancy Project: Formative and Summative assessment. Each student group is allocated a supervisor who advises and monitors the appropriateness of projects against learning outcomes.

Reference Points used in course design and delivery All our courses leading to Leeds Beckett University awards have been designed and approved in accordance with UK and European quality standards. Our courses utilise the Frameworks for Higher Education Qualifications (FEHQ) and where relevant subject benchmarks (where these are available) and professional, statutory and regulatory body requirements (for professionally accredited courses). We review our courses annually and periodically, responding to student feedback and a range of information to enhance our courses. Our University is also subject to external review by the Quality Assurance Agency. Our latest report can be found on the QAA web site at http://www.qaa.ac.uk/reviews-and-reports We appoint External Examiners to verify that our University sets and maintains standards for awards which adhere to relevant national subject benchmark statements and the Framework for Higher Education Qualifications (UK), ensure standards and student achievements are comparable with other Higher Education Institutions in the UK, with which they are familiar, and ensure that assessments measure achievement of course and module learning outcomes and reach the required standard. External Examiners may also provide feedback on areas of good practice or potential enhancement.

No. Detail of modification Date Effective

V1.3 Indicator specifying in which semester optional modules delivered - removed. Addition of optional modules H5 Sales Management, H6 Retail Marketing, H6 Critical Consumption. H5 Marketing Research - Assessment change. From group assignment to an individual assignment H4 Marketing in Action 1 & 2 Change to assessment weightings to 75:25 H5 Managing Resources for PR & Marketing assessment change from 100% exam to 50% Group Report 50% Exam. Exam length amended H5 Consumer Insight - Change to 70% Presentation 30% exam Critical consumption renamed to Contemporary Consumer Culture

Minor modifications FAQSC

16/10/2015. Effective

immediately.

Minor modifications FAQSC

13/01/2016.

Minor modification FAQSC

04/05/2016. Effective from

16-17