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PROGRAMME SPECIFICATION

Final

PART 1: COURSE SUMMARY INFORMATION

Course summary

Final award MSc Marketing (Digital Marketing)

Intermediate award PG Diploma in Marketing, PG Certificate in Marketing

Course status Validation

Awarding body University of Brighton

School Brighton Business School

Location of study/ campus Moulsecoomb

Partner institution(s)

Name of institution Host department Course status

1.

Admissions

Admissions agency Direct to School

Entry requirements Include any progression opportunities into the course.

Check the University’s website for current entry requirements.

A good honours degree or equivalent and obtain an overall IELTS grade of 6.5 with 6 in writing and no less than 5.5 in all other components (or equivalent).

This programme has been validated to combine either a 12 or 8 week Extended Masters (EMA) English Language pathway route. Programme specifications for the English Language component of the Extended Masters route can be found at: https://www.brighton.ac.uk/international/study-with-us/courses-and-qualifications/brighton-language-institute/eap-programmes/extended-masters/index.aspx

Start date (mmm-yy) Normally September

September 2019

January 2020

Mode of study

Mode of study Duration of study (standard) Maximum registration period

Full-time 1 year 3 years

Part-time 2 Years 6 years

Sandwich N/a N/a

Distance N/a N/a

Course codes/categories

UCAS code N/a

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Contacts

Course Leader (or Course Development Leader)

Dr Francisca Farache

Admissions Tutor Max Healey

Examination and Assessment

External Examiner(s)

Name Place of work Date tenure expires

Ruth Marciniak Glasgow Caledonian University

31/12/19

Examination Board(s) (AEB/CEB)

Full time postgraduate Masters Award Board

Approval and review

Approval date Review date

Validation May 20141 20192

Programme Specification June 20193 June 20204

Professional, Statutory and Regulatory Body 1 (if applicable): Chartered Institute of Marketing (CIM)

20145

Professional, Statutory and Regulatory Body 2 (if applicable):

Professional, Statutory and Regulatory Body 3 (if applicable):

1 Date of original validation. 2 Date of most recent periodic review (normally academic year of validation + 5 years). 3 Month and year this version of the programme specification was approved (normally September). 4 Date programme specification will be reviewed (normally approval date + 1 year). If programme specification is applicable to a particular cohort, please state here. 5 Date of most recent review by accrediting/ approving external body.

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PART 2: COURSE DETAILS

AIMS AND LEARNING OUTCOMES

Aims

The aims of the course are:

The course aims to provide a specialist marketing career entry programme or an opportunity for further advanced research offered as a continuation of degree courses and also to convert a degree. The course will offer participants an opportunity to study marketing and digital marketing theory and practice through specialist subjects and a research-based dissertation.

The MSc Marketing course is offered alongside four specialist pathway courses, namely: MSc Marketing (Branding and Communications), MSc Marketing (International Marketing), MSc Marketing (Social Marketing) and MSc Marketing (Digital Marketing). All these specialist pathway courses largely share common aims and learning outcomes with the MSc Marketing and their course structures are therefore similar.

The general aims of the course are:

1. To prepare individuals to enter careers with the ability to adapt to new technology and changing environments

2. To develop an individual’s ability to apply knowledge and understanding of complex marketing issues, systematically and creatively

3. To enhance an individual’s ability to think critically and innovatively and consider problems from multiple perspectives

4. To develop research skills and the ability to communicate findings effectively

5. To study a wide range of organisations of various types such as profit, public, not-for-profit and a range of organisation size and structure in different industry sectors and external contexts

6. To Foster responsible enterprise in diverse global settings through inclusivity, sustainability and ethical behaviour

7. To have the conceptual and practical knowledge required of a professional marketing practitioner

8. To demonstrate the ability to translate knowledge into practice in collaboration with organisations.

The course aims specific to the MSc Marketing (Digital Marketing) are:

9. To enable an individual to specialise in the field of digital marketing through the study, research and application of branding and communications theories, knowledge and practices.

10. To undertake advanced research on a selected topic in the field digital marketing.

11. To enable an individual to make an immediate contribution to their initial postgraduate employment or to be able to benefit from continuing professional development.

Learning outcomes

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The outcomes of the main award provide information about how the primary aims are demonstrated by students following the course. These are mapped to external reference points where appropriate6.

Knowledge and Theory 1. Demonstrate an advanced knowledge and understanding of the evolution of marketing knowledge and theory, contemporary marketing theory and emerging paradigms in marketing (programme aims 1&2).

2. Demonstrate an ability to apply marketing theory and knowledge to different organisational types, profit, public and not-for profit and range of organisation size, structure, industry sectors and external contextual environments (programme aims 1, 2, 5, 8 &9).

3. Demonstrate knowledge of qualitative and quantitative marketing research methodologies and methods (programme aims 1, 2, 4&10).

4. Appreciate and demonstrate knowledge of the wider social impact of marketing (programme aims 1, 6, 7 &8).

5. Demonstrate an ability to synthesise, interpret and communicate complex ideas, knowledge and theories (programme aims 1, 2, 3&9).

6. Demonstrate a knowledge and understanding of Digital marketing concepts (programme aims 1, 2, 8, 9&11).

7. Demonstrate the ability to analyse Digital marketing strategies

(programme aims 1, 7,9,10 &11).

8. Demonstrate the ability to evaluate the effectiveness of a range of

digital marketing channels (programme aims 9, 10&11).

Skills Includes intellectual skills (i.e. generic skills relating to academic study, problem solving, evaluation, research etc.) and professional/ practical skills.

9. Demonstrate the ability to think critically, organise thoughts and to analyse, synthesise, evaluate, interpret, critically appraise complex ideas, knowledge and theories from marketing and other disciplines (programme aims 1,2,3,4&7).

10. Capable of dealing with and solving complex problems, creating, identifying and evaluating options systematically to make judgements and decisions (programme aims 1, 2 & 7).

11. Able to devise creative, ethical and sustainable responses to problems, identifying opportunities, and be creative in their approach in their thinking and ideas (programme aims 1, 2, 3, 6, 7&10).

12. Able to scan, organise, analyse, synthesise and use information and data effectively to share knowledge (programme aims 1, 2, 3, 4, 6, 7 & 8).

13. Ability to conduct research into marketing issues either individually or as part of a team through research design, data collection, analysis, synthesis and reporting (programme aims 1, 2, 4, 7 &9).

14. Able to demonstrate numeracy and quantitative skills and the development of relevant frameworks and models (programme aims 1, 2, 4 &7).

6 Please refer to Course Development and Review Handbook or QAA website for details.

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15. Able to listen to and communicate with others effectively (programme aims 1, 2, 3, 4, 7 & 8).

16. Capable of managing themselves, time, and ability to continue to learn through critical self-awareness and reflection on practice and experience (programme aims 1, 2, 3, 7, 10 & 11).

17. Work effectively in a diverse and multi-cultural environment and contribute to group processes (programme aims 1, 2, 3, 7&10).

QAA subject benchmark statement (where applicable)7

Masters Degree in Business and Management, 2015.

PROFESSIONAL, STATUTORY AND REGULATORY BODIES (where applicable)

Where a course is accredited by a PSRB, full details of how the course meets external requirements, and what students are required to undertake, are included.

The course has been mapped against the Chartered Institute of Marketing (CIM) L6 Diploma in Professional Marketing and awarded Graduate Gateway status. Students completing this award will be exempt on an APL basis from the CIM L6 Professional Diploma in Marketing module ‘Strategic Marketing’. Upon graduation, students will be required to pass two modules, Mastering Metrics (mandatory) plus one elective module to obtain the L6 Diploma in Professional Marketing.

LEARNING AND TEACHING

Learning and teaching methods

This section sets out the primary learning and teaching methods, including total learning hours and any specific requirements in terms of practical/ clinical-based learning. The indicative list of learning and teaching methods includes information on the proportion of the course delivered by each method and details where a particular method relates to a particular element of the course.

The MSc Marketing (Digital Marketing) course is designed to assist students to make the transition from

undergraduate to postgraduate study. The course includes the Moving to Masters (ML304) module in the

first term (Autumn term for September entry and Spring term for January entry). Learning on a master’s

degree is very demanding and, for many students, very different from what they have experienced

previously. In particular, for international students there may be significant differences from their home

country approaches to education and study. A student is expected to perform at master’s level, and, they

need to be appropriately supported in their studies. The module provides a foundation in the critical and

essential academic skills required for competence at master’s level. The Moving to Masters module will

provide a ‘bridge’ to the other modules in the course.

Every module uses mixed learning and teaching methods. In addition to formal lectures, the primary learning and teaching methods and strategies include:

Group work and presentation activities

Marketing case studies

Review of journal articles

Individual project reports and essays

Reflective reports

Videos

Guest Speakers

Podcasts

TED talks

7 Please refer to the QAA website for details.

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Individual presentation of research papers

Experiential learning

Formative assessments take place every term. Students have the chance to submit formative research

proposal and get input from their supervisor in the early stages of the research development.

There is a range of assessment tasks over the course such as individual essays and written reports,

research proposal, dissertation, group projects and presentations, reflective report and personal

development plan, which utilise a range of technologies and skills

Feedback is provided in line with University policy and is given through a range of channels including

online, verbally in person and through the VLE.

BBS views teaching and research activities as mutually compatible and reinforcing. To this end we have

a clear and direct focus on supporting students’ learning on the MSc Marketing course through

enhancing the student experience through research-led teaching. Students review and discuss papers

written by their tutors. Examples from research carried out by the team are also used to illustrate

particular issues and to give examples. Lecturers with industry experience share their expertise.

By way of ensuring the research and scholarly output of academic staff is linked to teaching and learning

of the students:

•Academic staff have time allocated for scholarly and/or research activity.

•Students gain experience in using research methods as a means of studying in order to develop

research skills.

•Every student gains experience of using research and evaluation methods to address an original

question, for example through a research elective project or design innovation activity.

•Students have an opportunity to present their research findings at an annual BBS staff and student

research conference.

There are 1800 notional learning hours in this course as required by GEAR.

ASSESSMENT

Assessment methods

This section sets out the summative assessment methods on the course and includes details on where to find further information on the criteria used in assessing coursework. It also provides an assessment matrix which reflects the variety of modes of assessment, and the volume of assessment in the course.

In order to support the learning and teaching approach outlined above, a module in term 1 (MKM14) and a module in term 2 (MKM12) will include an early and brief formative assessment. Therefore, students will have a formative assessment in their first term independently of their entry – September or January. Student will also able to submit a formative research proposal in MKM49 in the Summer term. Assessment at the end of a module will be summative; providing an overall measure of the learning that has been achieved over the module as a whole. Earlier assessments will be formative; in the sense that they will provide feedback to students regarding their performance, and indications as to how this could be improved. The overall assessment strategy for the course is to provide the students with a wide range of experiences appropriate for studying at master’s level and will include the following approaches:

Learning Outcomes Assessment method Module Number of credits

1, 2,4, 5, 6, 7, 8, 9, 10, 11, 12,13,14, 15, 16

Individual essays and written reports

MKM12

MKM14

ITM08

MKM58

20

20

20

20

7

MKM59

MKM60

20

20

1, 2, 3, 4, 5, 6, 7,8, 9, 10, 11, 12, 13, 14, 15, 16

Research methods report and dissertation

MKM13

MKM49

20

40

2,4, 5, 6,7, 8, 10, 11, 12, 13, 14, 15, 16, 17

Group projects and presentations

MKM12

MKM14

MKM58

MKM60

20

20

20

20

16 Individual reflective report ML304 0

15,16 Individual presentation ITM08

MKM59

20

20

SUPPORT AND INFORMATION

Institutional/ University All students benefit from:

University induction week

Student Handbook: the University and you

Course Handbook

Extensive library facilities

Computer pool rooms

E-mail address

Welfare service

Student Support Guidance Tutor (SSGT)

The Marketing Society

Placements Office

Academic Workshops

Course-specific Additional support, specifically where courses have non-traditional patterns of delivery (e.g. distance learning and work-based learning) include:

In addition, students on this course benefit from:

Please refer to information held in studentcentral.

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PART 3: COURSE SPECIFIC REGULATIONS

COURSE STRUCTURE

This section includes an outline of the structure of the programme, including stages of study and progression points. Course Leaders may choose to include a structure diagram here.

Autumn Term 1 (term 1 - September to December): 60 Credits

Autumn Term comprises 3 modules: MKM14 Marketing Planning and Strategy, MKM58 Buyer Behaviour and MKM60 Responsible Marketing. MKM14, MKM58 and MKM60 are compulsory 20 credit modules, which are weekly taught during autumn term. For students starting on the September entry, the Moving to Masters (ML304) also takes place in the Autumn term. It runs as a weekly block term during induction week, followed by three workshops in the subsequent weeks. Autumn Term modules are as follows:

Module Code Module Name Status Credits Delivery

MKM58 Buyer Behaviour Compulsory 20 Weekly

MKM14 Marketing Planning and

strategy

Compulsory 20 Weekly

MKM60 Responsible Marketing Compulsory 20 Weekly

ML304* Moving to Masters Compulsory 0 Induction week

3 Workshops

* September intake Spring Term (term 2 - January to March): 60 Credits

All modules in term 2 are 20 credit, weekly taught. All students must take MKM12, MKM58 and ITM08. MKM12 and MKM59 are compulsory 20 credit modules and ITM08 is a mandatory 20 credit. If the student fails to pass the pathway mandatory module (ITM08) after all attempts, following consultation with the

student, the student will be moved into MSc Marketing.The modules are weekly taught during spring term. For students starting on the January entry, the Moving to Masters module (ML304) also takes place in the Spring term. It runs as a weekly block term during induction week, followed by three workshops in the subsequent weeks. Spring Term modules are as follows:

Module Code Module Name Status Credits Delivery

MKM12 Critical Developments in Marketing Theory

and Practice

Compulsory 20 Weekly

MKM59 Marketing Metrics Compulsory 20 Weekly

ITM08 Digital Marketing Mandatory 20 Weekly

ML304* Moving to Masters Compulsory 0 Induction week

3 Workshops

* January intake

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Summer Term (term 3 - April to May): 20 Credits

All students must take MKM13 Research Methodologies and Methods for Marketing in summer term 3. It is a 20 credits module.

Dissertation: 40 Credits

The dissertation carries 40 credits and will be handed in at the end of October for September intake and on March for the January intake. ( The dissertation forms part of the ‘final element’ which in total accounts for 60 credits of the total award, 40 credits from the dissertation and 20 credits from MKM13. Please see page 12.) Students on the MSc Marketing (Digital Marketing) course will undertake the following dissertation module: MKM49 MSc Marketing (Digital Marketing) Dissertation

Dissertation supervisors will be allocated in the Spring Term. Students are required to produce a 2000 words proposal to be submitted to their supervisor. The proposal will be a formative assessment and supervisors will provide feedback to the students.

Please see the appendix for a diagrammatic overview of the course.

Module Code Module Name Status Credits Delivery

MKM13 Research Methodologies and Methods for

Marketing

Compulsory 20 Twice a week

Modules

Status:

M = Mandatory (modules which must be taken and passed to be eligible for the award)

C = Compulsory (modules which must be taken to be eligible for the award)

O = Optional (optional modules) *

A = Additional (modules which must be taken to be eligible for an award accredited by a professional, statutory or regulatory body, including any non-credit bearing modules)

*Optional modules listed are indicative only and may be subject to change, depending on timetabling and staff availability

M ML304 Compulsory Moving to Masters 0

M MKM12 Compulsory Critical Developments in Marketing Theory and Practice

20

M MKM14 Compulsory Marketing Planning and Strategy 20

M MKM13 Compulsory Research Methodologies and Methods for Marketing

20

M ITM08 Mandatory Digital Marketing 20

M MKM58 Compulsory Buyer Behaviour 20

M MKM59 Compulsory Marketing Metrics 20

M MKM60 Compulsory Responsible Marketing 20

10

M MKM49 Mandatory MSc Marketing (Digital Marketing) Dissertation 40

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AWARD AND CLASSIFICATION

Award type Award* Title Level Eligibility for award Classification of award

Total credits8 Minimum credits9 Ratio of marks10: Class of award

Masters MSc. MSc Marketing (Digital Marketing)

7 Total credit : 180 credits Minimum credit at level of award : 180

Level 7 marks Postgraduate degree

Diploma PG Dip. PG Diploma in Marketing 7 Total credit : 120 credits Minimum credit at level of award : 120

Level 7 marks Postgraduate (taught)

Certificate PG Cert. PG Certificate in Marketing 7 Total credit: 60 credits Minimum credit at level of award : 60

Level 7 marks Postgraduate (taught)

*Foundation degrees only

Progression routes from award:

Award classifications Mark/ band % Foundation degree Honours degree Postgraduate11 degree (excludes PGCE and BM BS)

70% - 100% Distinction First (1) Distinction

60% - 69.99% Merit Upper second (2:1) Merit

50% - 59.99% Pass

Lower second (2:2) Pass

40% - 49.99% Third (3)

8 Total number of credits required to be eligible for the award. 9 Minimum number of credits required, at level of award, to be eligible for the award. 10 Algorithm used to determine the classification of the final award (all marks are credit-weighted). For a Masters degree, the mark for the final element (e.g, dissertation) must be in the corresponding class of award. 11 Refers to taught provision: PG Cert, PG Dip, Masters.

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EXAMINATION AND ASSESSMENT REGULATIONS

Please refer to the Course Approval and Review Handbook when completing this section.

The examination and assessment regulations for the course should be in accordance with the University’s General Examination and Assessment Regulations for Taught Courses (available from staffcentral or studentcentral).

Specific regulations which materially affect assessment, progression and award on the course e.g. Where referrals or repeat of modules are not permitted in line with the University’s General Examination and Assessment Regulations for Taught Courses.

Exceptions required by PSRB These require the approval of the Chair of the Academic Board

N/A

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Appendix i

Extended Masters (EMA)

Entry requirements

A good honours degree or equivalent and obtain an overall IELTS grade of 6.5 with 6 in writing and no less than 5.5 in all other components (or equivalent) OR successful completion of the English Language component of the Extended Masters (EMA) option.

Please contact the Brighton Language Institute for English Language Test equivalents to IELTS.

Regulations:

Progression into the Masters modules of this programme may be through the Extended Masters (EMA) option. There are two extended routes for those who meet academic entry qualifications, but who do not meet the minimum English Language requirements:

12 Week Extended Masters option (30 CATS at level 6 in total)

With an entry level of IELTS 5.5, with no component under 5.5 (or equivalent), students can register for the 12 week EMA route. This is 3 months (12 weeks) of subject specific English language and academic skills before the Master’s degree

8 Week Extended Masters option (30 CATS at level 6 in total)

With an entry level of IELTS 6.0, with no component under 5.5 (or equivalent), students can register for the 8 week EMA route. This is 2 months (8 weeks) of subject specific English language before the Master’s degree.

Aims and Objectives:

The Extended Masters (EMA) courses have been designed for students who have the appropriate academic qualifications and experience to gain a place on a University of Brighton Masters course, but who need an extended period of study in order to develop the English language skills required to complete the Masters course successfully. The EMA courses have been designed to ensure that students whose first language is not English can participate successfully and with confidence in Masters programmes of study in their chosen field of study. The English Language component of EMA aims to develop:

active mastery of the range of grammatical constructions, and both general and study-specific vocabulary in English

general fluency and confidence in all four language skills (speaking, listening, reading and writing)

effectiveness in a range of communication tasks relevant to the student’s chosen field of study and professional context

independence and confidence in the learning skills required for postgraduate study in the UK,

including familiarity with the conventions and expectations of the UK academic environment

Programme Structure:

The Extended Masters programme is available only to full-time students and consists of 2 extended periods of study: 3 months (12 weeks) of subject specific English language and academic skills before the Master’s degree and 2 months (8 weeks) of subject specific English language before the Master’s degree. The English Language component involves students having 20 hours of timetabled lessons per week, with some afternoons free for directed self-study. For 3-5 hours of the timetabled sessions,

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students are given an input lecture/workshop from specialist tutors from the School/field in which the student will progress to study. Taught sessions will be focused on a range of interactive tasks, involving authentic spoken and written input and output to develop oral and written fluency, along with sustained grammatical and lexical development. Small group-work with both spoken and written outputs are a strong component of taught sessions.

Learning and Assessment:

The EMA programme requires students to study a subject specific assessed 30 CAT module, which is designed to assess academic language, skills and ability to reflect on learning experiences within a subject specific context. Those registering for the 2 month (8 week) route register for the same module as those for the 3 month (12 week route). Having obtained a higher level of English upon entry, it is deemed that these students are able to achieve the learning outcomes and objectives via a different attendance pattern. The module is written at level 6 and reflects the essential language skills and the cognitive complexity of tasks they will be expected to undertake at Masters level.

Progression:

Students will need to pass all components of the assessment for the module they are registered on before progressing onto the Master’s degree. The pass mark for the module is 40%. Students are given 2 attempts. A joint AEB/CEB takes place two weeks prior to the start of the Master’s degree. This board will consider marks in accordance with GEAR regulations. Students who are referred have the opportunity of doing a referral task, and a decision about progression can be made at a referral board, which sits the week before the start of the Master’s degree. Students who do not pass the module prior to the start of the Master’s degree are either asked to withdraw from the course, or re-apply to take the module and the Master’s degree the following year.

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Appendix ii

Diagrammatic Overview of the Course Structure (All modules are compulsory).

September Entry

Autumn Term Spring Term Summer Term Jun to Oct

ML304 MKM12 MKM13 Dissertation MKM49 MKM14 MKM59

MKM58 ITM 08

MKM60

January Entry

Spring Term Summer Term Autumn Term Dec to March

Ml304 MKM13 MKM14 Dissertation MKM49

MKM12 MKM58

MKM59 MKM60

ITM08

MSc Marketing (Digital Marketing)

September Intake

Moving to Masters

Responsible

Marketing

Digital Marketing

Marketing Planning & Strategy

Buyer Behaviour

Marketing Metrics Critical Developments in

Marketing

Research Methodologies &

Methods for Marketing

Autumn

Term

Spring

Term

Summer

Term Dissertation

October Submission

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MSc Marketing (Digital Marketing)

January Intake (15 Months)

Please refer to PART 3 Course Structure for full details of module names and elective choices.

Moving to Masters

Dissertation (December – March)

March Submission

Marketing Metrics Critical Developments in

Marketing Digital Marketing Spring

Term

Responsible Marketing

Summer

Term

Research Methodologies & Methods for Marketing

Buyer Behaviour Marketing Planning

& Strategy Autumn

Term

Summer

Dissertation

formative proposal

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