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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 1 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: 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 2 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. 3 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. 4 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. 1 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 5 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 6 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 7 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 8 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 7 7 7 7 7 7 7 7 7 7 7 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 MA/PG Dip/PG Cert Marketing Management 2011/2012 10