Programme Specification for BA/BSc Combined Honours Digital Marketing 2009/2010

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1 Programme Specification for BA/BSc Combined Honours Digital Marketing 2009/2010 Teaching Institution: London South Bank University Accredited by: London South Bank University Faculty of origin: BCIM Highest Award within the Programme: BA/BSc Combined Honours Digital Marketing Other Awards within the Programme: BA (Hons) Digital Marketing and HRM BA (hons) Digital Marketing with HRM BA (Hons) Digital Marketing and Accounting BA (Hons) Digital Marketing with Accounting BA (Hons) Digital Marketing and Management BA (Hons) Digital Marketing with Management BA (Hons) Digital Marketing and Tourism BA (Hons) Digital Marketing with Tourism BA (hons) Digital Marketing and English Language Studies BA (hons) Digital Marketing with English Language Studies Reference Points: Internal: LSBU Mission Statement and Strategic Plan LSBU Core Skills Policy LSBU Academic Regulations 0_7DBE_0910 finalised on 20/01/2010 by Kalpesh Khetia (1/6)

2 External: Framework for Higher Education Qualifications (QAA, 2001) Benchmark statement for BME SEEC Credit Level Descriptors 2001 Rationale & Aims: This programme is intended for people wishing to learn about marketing in a dynamic, digital environment, at undergraduate level. Principally this is a marketing field, but one that reflects a real need in today s marketplace for marketers to be able to utilise the digital technologies around them to communicate with their prospects and customers. The digital marketer does not need to know the detailed languages of technology programming, but they do need a real understanding of how the technologies work, firstly, to enable them to conceptualise how they may be used in the marketing mix and secondly, to ensure that they can communicate effectively with computer programmers and digital designers to deliver what is required. If a spectrum were defined ranging from product marketing through to technology programming, this course would be positioned towards the marketing end. However, individuals may create their own variations through the combinations that they choose. The philosophy underpinning the programme is that a practical experience of marketing in the digital environment, through the use of particular teaching and learning techniques as well as opportunities for work placements enhance the opportunities for both employers and students alike. The theoretical approach to study and the practical nature of the subject are harmonised through the continual use of real marketing problems and solutions embedded throughout the curriculum. There are some clear reasons for developing and delivering this course. The first is industry changes and developments within marketing and the clear demand for marketers with specialist digital knowledge. Secondly, the course capitalises upon the existing expertise within the faculty while ensuring that we offer courses that are truly vocational, and thus in line with the University s Mission Statement, this offers a realistic and required career path for marketers who have an understanding of the changing technologies now available to the business environment. That there will be demand for tomorrow s graduates in digital marketing is evidenced by the increasing percentage of companies marketing budgets allocated to digital marketing, online ad spend grew by 80% last year and shows no sign of slowing down (1). Nancy Dunne, from the FT wrote The success of online marketing means many jobs in the field now demand a wider range of talents and continues this also means a gradual shift in the talent requirements for many jobs in the field (2). Robert Flemming from emarketing Association says that most jobs in the field demand particular relevant experience or education. The aim of the course will be to produce graduates who will be able to operate in marketing departments and marketing agencies in a specialised area of digital marketing, capitalising on emerging technologies. The learning outcomes will include: 0_7DBE_0910 finalised on 20/01/2010 by Kalpesh Khetia (2/6)

3 Knowledge of the integrated marketing function delivered through the Internet, broadband, wireless technology, and mobile technology. The knowledge of the marketing function includes the development of marketing strategy, and the digital delivery of each element of the marketing mix for all types of companies and organisations. Intellectual outcomes will include analytical and evaluative skills to enable students to determine the most effective mix of digital formats for the delivery of the marketing function. Students will learn how to communicate their company s digital marketing strategy to both technical and non-technical personnel, and assist with the creative development of the marketing strategy, working alongside the creative team. Ultimately graduates will manage the digital marketing budget. Refs: 1) Qwen J, FT, London Sept 14, 2004 p6 2) Dunne N, FT, London Oct , p9 Programme Outcomes A) students will acquire knowledge and understanding of: A1 : the development of the offering through marketing frameworks A2 : the role of information systems within a business context A3 : marketing research and quantitative methods A4 : the role of digital marketing in business, organisation and society from a marketing perspective A5: marketing theory and consumer behaviour A6 : direct marketing techniques enabled by digital technology including C RM, data privacy and ethical issues B) Students will develop their intellectual skills such that they are able to: B1 : apply a range of marketing frameworks, models and principals to solve business problems B2 : synthesise relevant business data to be able to create a digital marketing plan B3 : Evaluate different technologies and apply to business and marketing situations B4 : Analyse data to identify solutions to marketing problems B5 : Plan projects considering risk, time, cost and quality issues C) Students will acquire and develop practical skills in digital marketing such that they are able to: C1 : develop and use numeracy ability in the business environment C2 : Develop and implement marketing research skills C3 : use appropriate web based resources to fulfil the marketing functions' objective C4 : implement software project management tools C5 : present a range of appropriate solutions and recommendations to specific marketing related problems 0_7DBE_0910 finalised on 20/01/2010 by Kalpesh Khetia (3/6)

4 D) studenets will acquire and develop transferable skills such that they are able to: D1 : Be creative and produce ideas D2 : Write business reports D3 : Understand group and team working D4 : Understand the components of a successful presentation D5 : Develop and deliver presentations Entry Requirements In order to be considered for entry to the programme applicants will be required to have the following qualifications:- A levels 2 C grades or equivalent to 160 UCAS Credit points, with Minimum of 5 GCSE s or equivalent at C grade or above including Maths and English. Recognised Access and Foundation Courses will be considered on an individual basis. Usually 36 credits at level 3 and 12 credits at level 2 will be required. Satisfactory level of accredited prior (experiential) learning. International qualifications will be considered on an individual basis. Equivalence to above requirements is expected. Mature students without traditional qualifications will be considered on an individual basis. LSBU HND Final year entry 4 units at or above 65% at HND2 Business Year 2 entry 4 units at or above 55% at HND 2 Year 2 entry 4 units at or above 65% at HND 1 HND Students with HND from another institution. Final year entry distinctions in half of units studies at HND2. 0_7DBE_0910 finalised on 20/01/2010 by Kalpesh Khetia (4/6)

5 Year 2 entry merits in half of units studies at HND2 Students will be considered, on an individual basis, for advanced standing (entry at level 5 or level 6) where accreditation for relevant prior learning is possible. All candidates must demonstrate a minimum proficiency in written and spoken English. Applicants for whom English is a foreign language should either hold a recognised qualification in English e.g. British Council IELTS (a balanced minimum 6.0) or the TOEFL equivalent. Applicants may also be required to sit a pre-entry English test. Programme Structure This CH degree field is offered as a full time (3 year) programme or a full time with sandwich placement year (4 years) All CH students take four units in each Field at Level 4. Students may choose to follow either the Joint or Major route from level 5 in the Digital Marketing Field. This choice will be constrained by the current University regulations applying to the Combined Honours Scheme and by whether the combining Field allows Major / Minor as well as Joint routes. Each unit is equivalent to 150 hours of learning efforts. Students must study (or have accredited prior learning) in a variety of compulsory units through each year. Level 4: Practical Introduction to Marketing is a double unit spanning both Semester 1 & 2 and is a pre-requisite for proceeding to the next level of the course. Semester 1: Quantitative Literacy Semester 2: Commercial Information Systems Development Level 5 Semester 1: Consumer Behaviour Electronic Resources for Marketing Semester 2: Digital Marketing Marketing Research Options for Majors: Retail Marketing, Supply Chain Management, IMC, Business to Business Marketing Level 6 Semester 1: Digital marketing Project 0_7DBE_0910 finalised on 20/01/2010 by Kalpesh Khetia (5/6)

6 Marketing Strategy & Planning Options for Majors: 1) Public Relations 2) Advertising Semester 2: Digital marketing Project Digital marketing Strategy Options for Majors: 1) New Product Development 2) Corporate Identity and Visual Culture, 3) Marketing in the 21st century 4) International Marketing 0_7DBE_0910 finalised on 20/01/2010 by Kalpesh Khetia (6/6)