Download MA/PG Dip/PG Cert Marketing Management

MA/PG Dip/PG Cert Marketing Management
Programme Specification
1. Programme title
MA Marketing Management
2. Awarding institution
Middlesex University
3. Teaching institution
Middlesex University
4. Programme accredited by
N/A
5. Final qualification
MA/ PGDip/ PGCert
6. Academic year
2011/2012
7. Language of study
English
8. Mode of study
Full-time/ Part-time
9. Criteria for admission to the programme
9.1 MA and PGDip:
Applicants should normally have:
 A good Honours degree in a business communication related field awarded by a UK
university, or
 An equivalent qualification accepted by the Academic Registry of the University, or
 A professional qualification deemed to be of an equivalent standard.
 Applicants with a degree in a different field may be considered providing that they can
demonstrate extensive professional experience in the area of marketing or marketing
communication.
Those without formal qualifications are welcome to apply, and may be required to submit a
GMAT score of 550 (or above) and/or come in for an interview. Additionally, these applicants
will need to provide evidence of a minimum of three years of middle to senior management
experience in a relevant industry (e.g. marketing).
Overseas students whose first language is not English, or who have not been taught in the
English medium throughout and whose first degree is not from a British university, must have
one of the following English language qualifications: IELTS 6.5 or TOEFL 580 (paper based)
237 (computer based) score.
Additionally the applicant may be asked to attend an interview.
9.2 PGCert:
Applicants should normally have:
 A good Honours degree in Marketing awarded by a UK university, or
 An equivalent qualification accepted by the Academic Registry of the university, or
 A professional qualification deemed to be of an equivalent standard.
 Applicants with a degree in a different field may be considered providing that they can
demonstrate extensive professional experience in the area of marketing or marketing
communication.
MA/PG Dip/PG Cert Marketing Management 2011/2012
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Those without formal qualifications are welcome to apply, and may be required to submit a
GMAT score of 550 (or above) and/or come in for an interview. Additionally, these applicants
will need to provide evidence of a minimum of three years of middle to senior management
experience in a marketing related function.
Overseas students whose first language is not English, or who have not been taught in the
English medium throughout and whose first degree is not from a British university, must have
one of the following English language qualifications: IELTS 6.5 or TOEFL 580 (paper based)
237 (computer based) score.
Additionally the applicant may be asked to attend an interview.
10. Aims of the programme
Marketing is both a vocational practice and a subject of academic study. The programme
design acknowledges that it is the former that is uppermost in the minds of most postgraduate
students. The MA Marketing Management programme is based on the belief that marketing is
a key management discipline that impacts on all of an organisation's activities. The full-time
programme is designed to enable students to specialise in marketing after completing a first
degree or later in mid-career. The part-time programme is appropriate for learners in full-time
employment, looking to either enter the marketing field or consolidate an existing role. The
electives and dissertation allow students to further their career goals, and to gain specialised
knowledge in selected aspects of marketing.
The modules in the MA Marketing Management programme cover a broad range of marketing
related issues, concepts, and theories while giving students some choice in developing
knowledge and skills in particular specialised areas of marketing. Students study up-to-date
marketing theory and practice and learn how to deal with complex issues in the dynamic
business environment. Learners get to share their experiences with others, many of whom
bring entrepreneurial skills and perspectives to the classroom setting.
In summary, the main aims of the programme are to develop:
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A systematic understanding of marketing-related concepts, processes, strategy and theory
The ability to apply marketing knowledge to a range of complex situations taking into
account its relationship and interaction with other areas of the business or organisation;
A critical awareness of current marketing issues which are informed by leading edge
research and practice in the field, and a conceptual understanding that allows students to
evaluate the rigour and validity of published research while assessing its relevance and
applicability to new situations in marketing
An understanding of appropriate techniques sufficient to allow detailed investigation into
relevant marketing issues, including the ability to acquire and analyse data and information;
evaluate their relevance and validity, and to synthesise a range of information to solve
business problems and complete research reports
Creativity in the application of marketing-related knowledge to solve business problems
Knowledge, skills and aptitudes to prepare students for careers in business and marketing
and for further research degrees
N.B.: A PG Cert and PG Dip student achieves these aims to a limited extent in the context of
the modules taken as part of their study
MA/PG Dip/PG Cert Marketing Management 2011/2012
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11. Programme outcomes
A. Knowledge and understanding
On completion of this programme the
successful student will have knowledge and
understanding of :
1.
The role of marketing in contemporary
organisations
2. Fundamental marketing management
processes
3. Current trends in the business and
marketing environment
4. The distinction between strategic and
tactical marketing
5. A critical awareness of current marketing
issues which are informed by leading
edge research and practice in the field
6. An understanding of appropriate
techniques sufficient to allow detailed
investigation into relevant marketing and
management issues
B. Cognitive (thinking) skills
On completion of this programme the
successful student will be able to:
1. Analyse a marketing management
situation and devise alternative responses
2. Evaluate alternative marketing strategies
for feasibility and gap-reducing properties
3. Correctly apply abstract marketing models
to practical marketing situations
4. Identify and solve management problems
5. Decide research and knowledge
requirements for decision-making
purposes
C. Practical skills
On completion of the programme the
successful student will be able to:
1. Carry out a marketing audit of an
organisation
2. Design research projects to achieve
stipulated research objectives
3. Prepare a concise and informative
management report on a marketing topic
with a view to presenting such information
4. Develop strategic and operational
marketing objectives and plans
5. Retrieve, sift and select information from a
variety of sources and critically evaluate
and interpret to support management
decision-making
6. Application of marketing knowledge to a
range of complex situations taking
MA/PG Dip/PG Cert Marketing Management 2011/2012
Teaching/learning methods
Students gain knowledge and understanding
through lectures and directed reading of
textbooks and academic articles.
Further opportunities to develop this
understanding are provided through seminar
classes. Computer-assisted learning (CDROM based materials) as well as myUniHub
will be used to reinforce understanding of
these fundamental concepts.
Assessment Method
Students’ knowledge and understanding is
assessed by a combination of seen and
unseen written examinations and assessed
coursework, both formative and summative.
Teaching/learning methods
Students learn cognitive skills through tasks
undertaken within seminar classes. The
principal learning method employed is the
case study, which may be historical or “live”
(i.e. involving the acquisition of data).
Assessment Method
Students’ cognitive skills are assessed by
coursework assignments and seen/unseen
written examinations. Case study
examinations provide the opportunity to
demonstrate all of 1-5.
Teaching/learning methods
Students learn practical skills through case
study and other forms of course work
assignments. Historical case studies are
mainly employed to achieve 1, 3, 4-6. “Live”
case studies, requiring the acquisition of data,
facilitate the acquisition of 1-7, but particularly
2, 6 and 7.
Assessment Method
Students’ practical skills (1-7) are assessed
by coursework. Additionally, some of these
skills (1-6) are amenable to assessment
through examination.
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account of its relationship and interaction
with other areas of the business or
organisation
7. Creativity in the application of knowledge,
together with a practical understanding of
how established techniques of research
and enquiry are used to develop and
interpret knowledge in marketing
D. Graduate skills
On completion of the programme the
successful student will be able to:
1. Make a reasoned and articulate
presentation of the results of their analysis
2. Be able to select and present relevant
numerical management information
3. Use information technology
4. Provide constructive feedback on the
ideas of others
5. Manage time and work to deadlines
6. Deal with complex issues both
systematically and creatively, make sound
judgements in the absence of complete
data, and communicate their conclusions
clearly to a range of audiences
7. Be pro-active in recognising the need for
change and have the ability to manage
change
8. Be adaptable, and show originality,
insight, and critical and reflective abilities
9. Make decisions in complex and
unpredictable situations
10. Operate effectively in a variety of team
roles and take leadership roles where
appropriate
11. Be self-directed and able to act
autonomously in planning and
implementing projects at professional
levels
12. Take responsibility for continuing to
develop own knowledge and skills.
MA/PG Dip/PG Cert Marketing Management 2011/2012
Teaching/learning methods
Students develop cognitive skills throughout
the programme.
Assessment Method
Students’ cognitive skills are assessed as
appropriate through formative and summative
assessment methods.
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12. Programme structure (levels, modules, credits and progression requirements)
12. 1 Overall structure of the programme
The programme is studied over one year full-time or over two years part-time. It is divided into
study units called modules. Students study four modules, each with a credit value of 30, plus a
60-credit dissertation module. Each 30-credit module represents approximately 300 hours of
student learning, endeavour and assessment including up to a maximum of 36 hours of
teaching. Modules are designated at level 7, indicating significantly advanced study.
Additionally, the programme features a residential week. The aim of this experience is to
enhance group cohesion whilst consolidating various aspects of the marketing curriculum.
PG Certificate Marketing Management
Students can choose to exit from the programme with a PG certificate if they achieve 60
credits by successfully completing MKT4100 and MKT4030
PG Diploma Marketing Management
Students can choose to exit from the programme with a PG Diploma if they achieve 120 credits
by successfully completing the required four taught modules, not including the dissertation or
applied project.
12.2 Levels and modules
Starting in academic year 2011/12 the University is changing the way it references
modules to state the level of study in which these are delivered. This is to comply with
the national Framework for Higher Education Qualifications. This implementation will be
a gradual process whilst records are updated. Therefore the old coding is bracketed
below.
All modules are at level 7 (4)
COMPULSORY1
OPTIONAL
PROGRESSION
REQUIREMENTS
Students must take all of the
Students must also choose at Students must successfully
following:
least one from the following:
complete MKT 4100 and MKT
4030 if they are to exit with a
MKT4100
MKT4013
PG Certificate in Marketing
Strategic Marketing
Entrepreneurship, Innovation
Management.
Management (30 credits)
and Small Business
Marketing (30 credits)
Students must successfully
MKT4030
complete MKT4100,
MKT4052
Marketing Research (30
MKT4030, and MKT4004 plus
credits)
Creative Communication
one of the designated
Strategies (30 credits)
optional modules if they are to
MKT4004
exit with a PG Diploma in
Managing and Marketing
Marketing Management.
Events (30 credits)
MKT4009*
Dissertation Module (60
credits)
*The exact learning outcomes of MKT4009 will depend on the nature and chosen topic of the
dissertation.
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Compulsory modules are those that must be taken, that is, the award cannot be made unless these
modules have been successfully completed. Each of these modules carries 30 credits (apart from the
dissertation which carries 60 credits) and makes a unique contribution to the learning objectives of the
programme.
MA/PG Dip/PG Cert Marketing Management 2011/2012
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12.3 Non-compensatable modules (note statement in 12.2 regarding FHEQ levels)
Module level
Module code
N/A
13. A curriculum map relating learning outcomes to modules
See Curriculum Map attached.
14. Information about assessment regulations
Please refer to module guide and regulations handbook.
15. Placement opportunities, requirements and support
Although there is no Placement integrated into your Programme, there is an option to
undertake a Placement if you so wish. For further information contact the Business School
Placement Team, located in room WG34 (Williams Building). The Postgraduate Placement
Officer Amanda Adnyana-Roberts can be contacted on: 0208 411 6187 or reached at
[email protected] .
16. Future careers
Graduates will normally go into marketing careers or related areas on graduation. Indications
are that this career market will remain buoyant for the foreseeable future.
The Hendon Campus Careers Service offer postgraduate students support in planning their
career. The Chartered Institute of Marketing, Institute of Direct Marketing, Institute of
Practitioners in Advertising and many other professional bodies offer career support to
members and highlight job opportunities for all graduates.
17. Particular support for learning
All marketing modules benefit from support of dedicated myUniHub websites, module
handbooks and an extensive collection of online and hard copy learning resources.
Middlesex University Business School organises a regular programme of guest lectures by
prominent speakers on key issues in business and marketing. MAMM students are strongly
encouraged to attend these events.
18. JACS code (or other relevant coding
system)
19. Relevant QAA subject benchmark
group(s)
N500
Masters in Business and Management
20. Reference points
Indicators of quality:
 The Business and Management Group (including Marketing) achieved grade 22
(Excellent) for teaching quality from the QAA.
 CIM recognition
 RAE 2002 3a
 QAA Institutional Audit 2003
Award winning research academics
21. Other information
Methods for evaluating and improving the quality and standards of learning:
 Regular board of study meetings and communication with student representatives
 Module feedback
 External examiner reports and responses to external examiner reports
MA/PG Dip/PG Cert Marketing Management 2011/2012
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
Monthly meetings of Marketing Academic Group with curriculum design and teaching,
learning and assessment as a standing item on the agenda
 Peer observation, face-to-face feedback and written reports on peer observation
 Annual monitoring and appraisal process.
Please note programme specifications provide a concise summary of the main features of the
programme and the learning outcomes that a typical student might reasonably be expected to
achieve if s/he takes full advantage of the learning opportunities that are provided. More
detailed information about the programme can be found in the student programme handbook
and the University Regulations.
MA/PG Dip/PG Cert Marketing Management 2011/2012
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Curriculum map
This section shows the highest level at which programme outcomes are to be achieved by all graduates, and maps programme learning
outcomes against the modules in which they are assessed.
Programme learning outcomes
Knowledge and understanding
A1
The role of marketing in contemporary organisations
A2
Fundamental marketing management processes
A3
Current trends in the business and marketing environment
A4
A5
A6
The distinction between strategic and tactical marketing
A critical awareness of current marketing issues which are
informed by leading edge research and practice in the
field
An understanding of appropriate techniques sufficient to
allow detailed investigation into relevant marketing and
management issues
Cognitive skills
B1
Analyse a marketing management situation and devise
alternative responses
B2
Evaluate alternative marketing strategies for feasibility
and gap-reducing properties
B3
Correctly apply abstract marketing models to practical
marketing situations
B4
Identify and solve management problems
B5
Decide research and knowledge requirements for
decision-making purposes
Practical skills
C1
Carry out a marketing audit of an organisation
C2
Design research projects to achieve stipulated research objectives
C3
Prepare a concise and informative management report on a
marketing topic with a view to presenting such information
C4
Develop strategic and operational marketing objectives and plans
C5
Retrieve, sift and select information from a variety of sources and
interpret to support management decision-making
C6
Application of marketing knowledge to a range of complex
situations taking account of its relationship and interaction with
other areas of the business or organisation
C7
Creativity in the application of knowledge, together with a practical
understanding of how established techniques of research and
enquiry are used to develop and interpret knowledge in marketing
Graduate Skills
D1
Make a reasoned and articulate presentation of the results of their
analysis
D2
Be able to select and present relevant numerical management
information
D3
Use information technology
D4
D5
Provide constructive feedback on the ideas of others
Manage time and work to deadlines
D6
Deal with complex issues both systematically and creatively, make
sound judgments in the absence of complete data, and
communicate their conclusions clearly to a range of audiences
Be pro-active in recognising the need for change and have the
D7
MA/PG Dip/PG Cert Marketing Management 2011/2012
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D8
D9
D10
D11
D12
MA/PG Dip/PG Cert Marketing Management 2011/2012
ability to manage change
Be adaptable, and show originality, insight, and critical and
reflective abilities
Make decisions in complex and unpredictable situations
Operate effectively in a variety of team roles and take leadership
roles where appropriate
Be self-directed and able to act autonomously in planning and
implementing projects at professional levels
Take responsibility for continuing to develop own knowledge and
skills
9
A1
A2
A3
A4
A5
A6
B1
B2
B3
B4
B5
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7
7
7
7
7
7
7
7
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Module
Code
Module Title
by
A1 A2
Level
Strategic Marketing
MKT
 
Management
4100
MKT
Marketing Research
 
4030
Managing and
MKT

Marketing Events
4004
Entrepreneurship,
Innovation and
MKT
 
Small Business
4013
Marketing
Creative
MKT
Communication
4052
Strategies
MKT
Dissertation*
4009
Programme outcomes
C1 C2 C3 C4 C5 C6 C7 D1 D2
Highest level achieved by all graduates
7
7
7
7
7
7
7
7
7
D3
D4
D5
D6
D7
D8
D9
D10
D11
D12
7
7
7
7
7
7
7
7
7
7
Programme outcomes
A3 A4 A5 A6 B1 B2 B3 B4 B5 C1 C2 C3 C4 C5 C6 C7 D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 D11 D12
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