GLASGOW CALEDONIAN UNIVERSITY. Programme Specification Pro-forma (PSP) 1. GENERAL INFORMATION 2. EDUCATIONAL AIMS OF THE PROGRAMME

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1 GLASGOW CALEDONIAN UNIVERSITY Programme Specification Pro-forma (PSP) 1. GENERAL INFORMATION 1. Programme Title: Digital Brand Marketing 2. Final Award: MSc Digital Brand Marketing 3. Exit Awards: PgC Digital Brand Marketing PgD Digital Brand Marketing 4. Awarding Body: Glasgow Caledonian University 5. Approval Date: March School: Glasgow School for Business and Society 7. Host Department: Business Management 8. UCAS Code: Not applicable 9. PSB Involvement: Not applicable 10. Place of Delivery: Glasgow Caledonian University (full-time and part-time), by Flexible and Distributed Learning, Glasgow) 11. Subject Benchmark Statement: QAA Benchmarks for Business and Management 12. Dates of PSP Preparation/Revision: March 2016/May EDUCATIONAL AIMS OF THE PROGRAMME The primary aim of this programme is to provide a specific, analytical and integrative understanding of digital brand marketing strategy. Specifically, the education aims are stated as follows: To develop the balance of creative and analytical research, evaluation, planning and communication skills required to identify and synthesise digital developments in the global environment from a brand marketing perspective; To foster the ability to critically analyse the component parts and differential elements of digital strategy formulation, activation and measurement specific to the diverse needs of key stakeholders within the digital environment, building on an in depth theoretical and applied knowledge base; To cultivate the digital thought leadership skills required to innovate and transform global brands through strategic technology selection, implementation and management in order to achieve competitive advantage and financial sustainability; To facilitate the co-creation and dissemination of new knowledge through innovative curriculum development and collaborative research projects which contribute to industry and advance academic comprehension and evaluation of the digital brand marketing environment. Stage-specific objectives are as follows: Pg Certificate in Digital Brand Marketing: Develop qualities and skills in independent learning Facilitate opportunities to use information and computer technology in the learning process Facilitate opportunities to use information and computer technology in the learning process Foster a holistic understanding of digital brand marketing and how it is managed in the context of the digital business 0

2 Pg Diploma in Digital Brand Marketing Develop the personal skills needed to achieve digital brand marketing objectives Develop cognitive, critical, intellectual and analytical skills and techniques to aid career development Provide the underpinning knowledge and skills required for continuing development of the core competences relevant to the field of digital brand marketing Develop students knowledge of the conceptual framework of key elements of digital brand marketing Provide a framework for the critical analysis of current issues relating to digital brand marketing MSc in Digital Brand Marketing Develop an understanding of the value and design of research and enquiry Further develop students skills in the evaluation of theory through the critical appraisal of current research Evaluate the complexities of applying theory to practice Through the medium of a Masters Dissertation, provide the opportunity for students to develop and apply in-depth critical, analytical and investigative skills 3. PROGRAMME STRUCTURES AND REQUIREMENTS, LEVELS, MODULES, CREDITS AND AWARDS SHEM Level Three from the following (other than PPDDA*) Module Code Module Title Credit MMN Digital Brand Development 20 MMN Personal & Professional Development in a Digital Age* 20 Exit Award Post graduate Certificate in Digital Brand Marketing 60 All of the following for a Post graduate Diploma Module Code Module Title Credit MMN Digital Brand Development 20 MMN Personal & Professional Development in a Digital Age 20 Exit Award Post Graduate Diploma 120 All of the following for a Masters MMN Digital Brand Development 20 MMN Personal & Professional Development in a Digital Age 20 MMN Research Methods 20 MMN Dissertation 40 Exit Award Master of Science in Digital Brand Marketing 180 1

3 Table 1: Programme Structure Part Time and Full time Part-Time January 2017 MSc Business Management Programme Structure January Cohort Trimester B (Jan 2017) Trimester C (Summer 2017) Trimester A (Sept 2017) Digital Marketing / Digital Branding & Digital Brand Development (20 Marketing Strategy (20 / Data Analytics (20 40 credits / 40 credits Part Time January 2017 (continued) MSc Business Management Programme Structure January Cohort Trimester B (Jan 2017) Trimester C (Summer 2017) Trimester A (Sept 2017) Principles of Game Design and Gamification (20 / Dissertation(40 Personal and Professional / Research Methods (20 Development in the Digital Age (20 Research Methods (20 Dissertation (40 40 credits 60 credits (including research methods) Note: Research methods over Semester C and starting the dissertation process in Trimester C is the preferred route. (Research Methods can t be changed just now to span Trimester B/C but is under consideration with GSBS). Full Time September 2017 MSc Business Management Programme Structure September 2017 Cohort Trimester A (Sept 2017) Digital Branding & Marketing Strategy (20 Data Analytics (20 Personal and Professional Development in the Digital Age (20 Trimester B (Jan 2018) Digital Marketing (20 Digital Brand Development (20 Principles of Gamed Design and Gamification (20 Trimester C (summer September (2018) 2018) / Dissertation (40 / Research Methods (20 Research (20 Methods.Dissertation (40 60 credits 60 credits 60 credits 2

4 Note: Research methods over Semester C and starting the dissertation process in Trimester C is the preferred route. (Research Methods can t be changed just now to span Trimester B/C but is under consideration with GSBS). 4. ASSESSMENT REGULATIONS The Glasgow Caledonian University Assessment Regulations apply to this programme. DATE: MARCH

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