BA (Hons) Marketing, Advertising and Branding (Single Honours)
Marketing, Advertising and Branding Programme Specification
About the course
1 Name of course and
highest award – e.g., BA
(Hons) Astrophysics
BA (Hons) Marketing, Advertising and Branding –
(with Optional Placement)
2 Level of highest award
(according to FHEQ)
BA (Hons) - Level 6
3 Possible interim awards –
e.g., PGCert or DipHE, etc.
University Certificate (60 CATS)
Certificate in Higher Education (120 CATS)
Diploma in Higher Education (240 CATS)
BA Ordinary (300 CATS)
4 Awarding/validating
institution
University of Gloucestershire
5 Teaching institution
University of Gloucestershire
6 Faculty responsible
Business, Education and Professional Studies
7 Mode of study (full-time,
part-time, etc)
Full-time and part-time
8 QAA subject benchmark
statement(s) where
relevant
General Business and Management (2007) and
Communications, Media, Film and Cultural Studies
(2008)
9 Recognition by
Professional, Statutory or
Regulatory Body (PSRB),
to include definition of the
recognition
Recognised for exemptions by the
Chartered Institute of Marketing (CIM). Successful
completion permits direct entry onto the CIM’s
Professional Postgraduate Diploma Programme
10 Other external points of
reference
The Framework for Higher Education Qualifications
(FHEQ)
11 Date of initial validation
May 2006
12 Date(s) of revision
March 2011, March 2012
13 Course aims – a numbered list of the course’s broad statements of intent (likely to be
no more than 6)
1. Develop a comprehensive and integrated understanding of marketing, advertising and branding, with a particular emphasis on marketing communications as a strategic area of marketing (B)
2. Develop an understanding of the external influences that impact on marketing and marketing communications (B).
3. Develop an awareness of the issues presented by the globalisation of markets and other pervasive issues within the marketing arena, including sustainability and corporate social responsibility. (B)
4. Become a reflective, critical, analytical and innovative thinker who can apply in an integrated way marketing knowledge and skills to the resolution of real world marketing problems (B)
5. Acquire the skills and theoretical knowledge required to execute fundamental marketing functions within a wide range of business contexts. (B).
6. Develop a range of transferable skills to enhance your employability and equip you to contribute to society at large and become life-long learners (B)
14 Learning outcomes of the course
Learning outcomes describe what a student should know, understand, or be able to
do at the end of the course. They should be pitched at the specified level of the
FHEQ and with reference to University generic level descriptors. As the student
proceeds from one level to the next, it is assumed that the skills described at the
earlier level have been satisfactorily demonstrated.
It may be helpful to think about outcomes which allow students to demonstrate:
Level 4
Knowledge and understanding of:
1. The role of marketing as both a functional area of business practice, including an appreciation of consumers and their behaviour (B).
2. Marketing communications as a strategic area of marketing (B).
Intellectual (thinking) skills
3. Draw upon, explore and bring together ideas that may be new or emerging from different sources of knowledge (B)
Practical, subject-specific skills
4. Apply a range of marketing/marketing communications “tools" to solve a marketing/marketing communications problem (B)
Generic, transferable skills
5. Develop the ability to be literate and communicate effectively with others, apply theory and solve problems both independently and in group situations (B)
Level 5
Knowledge and understanding of:
1. The role of marketing as both a functional area of business practice, and the consumption-driven environment in which marketing and marketing communications is located, including an appreciation of consumers and their behaviour (B).
2. Marketing communications as a strategic area of marketing, media “toolkits” and advertising as a strategic persuasive marketing influence on consumers, societies and markets (B).
Intellectual (thinking) skills 3. Analyse current theory and practice through enquiry and relate this
understanding to the formulation and evaluation of marketing plans and
marketing communication campaigns (B).
4. Draw upon, explore and bring together ideas that may be new or emerging from different sources of knowledge and from different academic disciplines. (B)
Practical, subject-specific skills
5. Analyse and apply a range of marketing/marketing communications “tools" and media “mixes” to solve a marketing/marketing communications problem or develop marketing/marketing communications plans to maximise opportunities. (B)
Generic, transferable skills
6. Develop the ability to be literate and communicate effectively with others, apply theory and solve problems both independently and in group situations utilising a range of communication, interpersonal and management skills. (B)
Level 6
Knowledge and understanding of:
1. The strategic importance of the role of marketing as both a functional area of business practice, and the consumption-driven environment in which marketing and marketing communications is located, including an appreciation of consumers and their behaviour (B).
2. The critical importance of marketing communications as a strategic area of marketing, media “toolkits” and advertising as a strategic persuasive marketing influence on consumers, societies and markets (B).
Intellectual (thinking) skills
3. Critically evaluate current theory and practice through enquiry and analysis and relate this understanding to the formulation and evaluation of marketing plans, strategies, and marketing communication campaigns (B).
4. Critically evaluate, explore and bring together ideas that may be new or emerging from different sources of knowledge and from different academic disciplines (B)
Practical, subject-specific skills
5. Critically evaluate and apply a range of marketing/marketing communications “tools" and media “mixes” to solve a marketing/marketing communications
problem or develop marketing/marketing communications plans to maximise opportunities. (B)
Generic, transferable skills
6. Develop the ability to be literate and communicate effectively with others, to critically evaluate, apply theory and solve problems both independently and in group situations utilising a range of communication, interpersonal and management skills. (B)
15 Learning and teaching strategy
A range of teaching and learning methods is used on the course, including
lectures, tutorials, seminars, computer based marketing simulations, and group
work. These will be supplemented by case studies, live consultancy projects,
guest lectures, the use of a range of learning technologies and where
appropriate work placement. The course adopts an active learning approach
and encourages the development of knowledge and understanding through
reflection on experience.
.
Learning Outcomes
Module No. 1 2 3 4 5 6
MS 4102 Y Y Y Y
BM4111 Y Y Y
BM 4112 Y Y Y
MS 4201 Y Y Y Y
MS 4105 Y Y Y
BM 4117 Y Y Y
BM 4090 Y Y
MS 5101 Y Y Y
MS 5102 Y Y Y Y Y
MS 5201 Y Y Y Y Y
MS 5202 Y Y Y Y Y
AD 5105 Y Y Y
MD 5201 Y Y Y
MS 5103 Y Y Y Y Y
MS 5104 Y Y Y Y
MS 5105 Y Y
MS 5203 Y Y Y
MS 5301 Y Y Y Y
MS 5206 Y Y Y Y
MS 5406 Y Y Y
MS 6101 Y Y Y Y
MS 6201 Y Y Y Y Y
MS 6133 Y Y Y
MS 6199 Y Y Y
MS 6104 Y Y Y Y
MS 6105 Y Y Y
MS 6202 Y Y Y
MS 6301 Y Y Y Y
MS 6608 Y Y Y
BM 6106 Y Y
MS 6401 Y Y
16 Learning and teaching methods
Level 4 Scheduled learning and
teaching activities
24%
Guided independent learning 76%
Placement and study abroad 0%
Level 5 Scheduled learning and
teaching activities
17.5%
Guided independent learning 82.5%
Placement and study abroad 0%
Level 5 (Optional
Placement)
Placement and study abroad 100%
Level 6 Scheduled learning and
teaching activities
13%
Guided independent learning 87%
Placement and study abroad 0%
17 Assessment strategy
The course is assessed using a variety of tasks that enable learning outcomes to
be achieved and demonstrated by the students. Assessment reflects the range of
teaching and learning activities outlined above. Methods of assessment you will
encounter include essays, examinations, in-class tests, presentations, reflective
diaries, group presentations, projects and practical activities, role play, case
studies, post placement projects (if you have undertaken a work placement or
done voluntary work) and projects. Assessment will aim to provide breadth, depth,
critical analysis and reflection of the subject area. In addition to the final
assessment of each module, there will be opportunities for formative assessment
to enable you to assess your progress.
18 Assessment methods
HEFCE requires that the University’s Key Information Set (KIS) indicates the
proportion of summative assessment in each year of study that will derive from the
following:
Written exams
Practical exams
Coursework
Level 4 Written exams 14%
Practical exams 0%
Coursework 86%
Level 5 Written exams 3%
Practical exams 0%
Coursework 97%
Level 6 Written exams 0%
Practical exams 0%
Coursework 100%
19 Location(s) of the
course’s delivery
University of Gloucestershire
20 Admissions
requirements
UCAS – Entrance tariff 240-280 points
21 Career and
employability
opportunities - details
of any work experience,
work-based learning,
sandwich year or year
abroad
Students are encouraged to undertake a year-long
placement after their Level 5 study year.
22 Management of Quality and Standards –
The management of quality and standards of the MAC course is assured at Faculty
and University level via reference to the Quality Assurance Handbook, Academic
Regulations for Taught Provision, Assessment Principles and Procedures, and
associated sources of advice. All regulations, policies and procedures are aligned
with QAA reference points and, where relevant, those of Professional, Statutory and
Regulatory Bodies.
Quality assurance is undertaken as close as possible to the point of delivery. There
is a route from the module level to courses and through to faculty and University
levels so that issues can be addressed and delivery enhanced in the appropriate
arena.
Externality is guaranteed via external examiner reports which allow the University to
make judgements on the quality and standards of its provision. The University also
benefits from the input of externals in its approval and review procedures.
Students are able to comment on their modules and courses in various ways
including module evaluations, course boards and the NSS.
23 Support for Students and for Student Learning –
At University level, students are able to access information, advice and guidance on a
range of issues as well as contacting most Student Services teams through the
campus based Helpzones, either in person, accessing materials and advice via the
website or by telephone/e-mail contact see www.glos.ac.uk/helpzones
Available support specific to their studies includes Student Employability (Careers
advice and guidance and placement related activity), Disability, Dyslexia and
Learning Support team and the Student Achievement team (including study skills
tutors for academic and numeracy skills). Full details of all Student Services is
available at - www.glos.ac.uk/studentservices.
Further general and programme specific support is available through the Libraries,
ICT and LTS. Library and Information Services support student learning by delivering
effective, efficient and learner-focused services via the three campus libraries. These
include traditional academic library resources, electronic information resources, open
access IT and media facilities, integrated learner support, enquiry services, a choice
of study spaces and access to the Archives and special collections. Students have
access to expert help and advice in using the full range of resources to support their
studies, whether they are working on or off campus. Full details of all LIS services
are available at http://insight.glos.ac.uk/departments/lis/Pages/default.aspx.
24 Current Course Map
UNIVERSITY OF GLOUCESTERSHIRE UNDERGRADUATE COURSE MAP TEMPLATE FOR 2015/16
Marketing, Advertising and Branding (BA) – Full Time (Single Honours Degree) Course Leader: Andrew Kear
Senior Tutor:
Notes:
To achieve your intended award you must meet the overall award requirements and the Course requirements. Award Requirements For Single Honours Degree
Take 360 CATS, with 120 CATS at each Level and at least 270 CATS from the Course map below
Pass 300 CATS in total with 210 CATS at Levels 5 and 6
Achieve 30% in the remaining 60 CATS for them to be condoned
Pass at least 240 CATS from the Course map below with at least 75 CATS at each Level
Pass compulsory and core modules from the Course map below
For Single Honours Degree (with 120 CAT placement)
Take 480 CATS including a 120 CAT placement module, plus 120 other CATS at each Level and at least 270 CATS from the Course map below
Pass the 120 CAT placement module plus another 300 CATS in total with 210 CATS at Levels 5 and 6
Achieve 30% in the remaining 60 CATS for them to be condoned
In addition to the Placement module, pass at least 240 CATS from the Course map below with at least 75 CATS at each Level
Pass compulsory and core modules from the Course map below
Course Requirements: LEVEL 4
To complete your programme you must pass the following compulsory modules:
BM4090 Personal and Professional Portfolio 30 YEAR
BM4111 Global Business Environment
Restrictions: Cannot be counted with AC4001
15 SEM 1
MS4102: Customer Behaviour 15 SEM 2
BM4117 Understanding Business and Financial Information
Restrictions: Cannot be counted with BM4104 or BM4105
15 SEM 2
BM4112 Understanding Organisations 15 SEM 2
MS4105: Marketing Principles 15 SEM 1
MS4201: Marketing Communications 15 SEM 2
LEVEL 5
To complete your programme you must pass the following compulsory modules:
MS5101: Marketing Research and Analysis 15 YEAR
MS5102: e-Marketing 15 SEM 1
MS5201: Persuasive Advertising 30 YEAR
MS5106 Luxury Brand Management (International Field Trip) 15 SEM 2
MS5202: Public Relations 15 SEM 1
To complete your programme you must pass a minimum of of 30 CATS from the following core modules:
AD5105: Advertising Agency
Restrictions: Available only to Advertising, Radio Production, TV Production,
and Marketing students.
15 SEM 2
MD5201: Managing Creative People And Processes 15 YEAR
MS5103: Marketing Management 15 YEAR
MS5104: New Product and Brand Development
Restrictions: Available only to Advertising, Marketing and Retail (MMB,
MMS and ADV) students
15 SEM 2
MS5105: Marketing and Consumer Law 15 SEM 1
MS5203: e-Interactivity and Social Media 15 SEM 2
MS5301: International Marketing 15 SEM 2
LEVEL 6
To complete your programme you must pass the following compulsory modules:
MS6101: Strategic Marketing 15 SEM 1 SEM 2
MS6201: Campaign Planning 30 YEAR
To complete your programme you must pass a minimum of of 15 CATS from the following core modules:
MS6133: Dissertation
Restrictions: Cannot be counted with MS6199
30 YEAR
MS6199: Investigative study
Restrictions: Cannot be counted with MS6133
15 SEM 2
To complete your programme you must pass a minimum of of 30 CATS from the following core modules:
MS6202: Creative Portfolio 15 SEM 2
MS6104: Services Marketing 15 SEM 1
MS6105: Relationship Marketing 15 SEM 2
BM6106 New Business Enterprise 15 SEM 2
MS6301: Cultural Issues in International Marketing 15 SEM 1
MS6608: Fashion Retail 15 SEM 1
MS6401: Post Placement Project 15 SEM 1