demonstrate persuasion, assertiveness and negotiation abilities (TM6015, TM6023)
successful communication in a leadership role (TM5021, TM5022, TM5023, TM5024, BU5011, WB5101)
networking with professional marketers (TM5021, TM5022, TM5023, TM5024, BU5011, WB5101)
create, write and present marketing briefs (TM6015)
delivering an effective marketing pitch (TM6015)
appropriate and effective use of marketing communication protocols (TM6004, TM6019)
effective use of a combination of digital marketing channels (TM6019)
The programme has been designed to reflect the changing nature of marketing, offering a dynamic and contemporary programme of study to enable the student to reconcile the traditional theories of marketing with new thinking.
The design of the programme is informed at all stages by the professional qualifications offered by the Chartered Institute of Marketing (CIM).
We have worked closely with CIM to attain maximum exemptions from their professional qualifications. This relationship will ensure that the marketing programme remains current and relevant and most important of all, it will enable students to develop their professional qualifications and enhance their employability on graduating.
At Level 4 students will develop an understanding of the key marketing concepts and the business functions that managers require to operate in the modern business environment. In addition, relevant interpersonal and academic skills will be developed to enable students to become both effective students and marketers. They will be encouraged to become independent learners through the use of practical, hands-on projects, particularly on the module TM4024 Practical Marketing.
At Level 5 the student will develop a sound understanding of the principles of their field of study, and will be able to apply these principles more widely, within an organisational context. Through this, they will have learned to evaluate the appropriateness of different approaches to solving problems. Their studies will have a vocational orientation, enabling them to perform effectively in their chosen field. They will also develop the qualities necessary for employment in situations requiring the exercise of personal responsibility and decision-making. A Level 5 student will explore the relationship between functional areas of business and develop an appreciation of the context in which managers operate. Key aspects of marketing behaviour and practice will be developed culminating in a period of work based Learning in which students will have the opportunity to transfer acquired skills, knowledge and understanding. It is intended that the placement be taken in a marketing based environment wherever possible.
Students may undertake WB5007 International Exchange as a replacement year to level 5.
The replacement International Exchange module (WB5007) provides an opportunity to replace their second year of study by studying at a different University in an overseas country. It is important that the content of the modules offered by the overseas University match those that would have been studied during the student's second year at the University of Chester.
At Level 6 the student will develop an understanding of a complex body of knowledge, some of it at the current boundaries of the academic discipline. Through this the student will be able to use analytical techniques and problem solving skills that can be applied in many types of employment. The student will be able to evaluate evidence, arguments and assumptions, to reach sound judgements, and to communicate effectively. A Level 6 the student will develop an understanding of how organisations undertake marketing at a strategic level, whilst allowing an opportunity to specialise in aspects of marketing that are of particular interest to the student. Specialisation will be achieved by providing a range of marketing options modules and the completion of an individual research project, which focuses on an appropriate marketing issue.
Option modules will only run once an acceptable number of students register.
Students who are not taking WB5007 International Exchange must take either WB5101 Enhancing your Employability through Work Based Learning or WB5004 Learning in the Wider World.
The programme is developed in line with Chartered Institute of Marketing. Students must complete the programme to obtain maximum exemptions from CIM. Students should register as members and will be able to take the remaining modules required to complete a CIM qualification.
Applications to the programme are to be made through UCAS Route A.
Entry requirements are:
A minimum of 280 UCAS points, of which 200 points must be obtained from GCE and/or VCE A Levels (12 or 6 unit awards), including a grade C in one subject. The remaining points may be achieved from GCE and/or VCE A/AS Levels, VCE double award, or Level 3 Key Skills certification;
BTEC National Diploma/Certificate: merit profile;
Irish Highers/Scottish Highers: B in 4 subjects;
International Baccalaureate: 26 points;
European Baccalaureate: a minimum of 70%;
QAA approved Access course, Open College Units of Open University Credits.
Applicants will not be required to attend an interview.
QAA Subject Benchmarks Statements for General Business and Management
This subject benchmark statement is for general business and management honours degree programmes only. However, due to the fact that Marketing has no specific benchmark statement and the programmes are aligned with each other, the General Business and Management Benchmark Statements have been used as a guide.The purpose of general business and management programmes is threefold:
increasing study of organisations, their management, the economy and the business environment.
preparation for and development of a career in business and management
enhancement of a wide range of skills and attributes which equip graduates to become effective global citizens.
'Organisations' should be understood throughout this text to include a wide range of different types including, for example, public, private and not-for-profit, together with a comprehensive range of sizes and structures of organisations. Similarly, the term 'business' should be interpreted generically.
'Preparation for business' should be taken to mean the development of a range of specific business knowledge and skills, together with the improved self-awareness and personal development appropriate to graduate careers in business with the potential for management positions and to employability in general. This includes the encouragement of positive and critical attitudes towards change and enterprise, so as to reflect the dynamism and vibrancy of the business environment.
Not every student will engage subsequently in a business and management career, or will have entered directly from secondary education. Therefore, 'skills and attributes' should be understood to include the development and enhancement of a range of general transferable intellectual and study skills, which, while being highly appropriate to a career in business and management, are not restricted to this and will also equip students to become effective and responsible global citizens.
While general degree programmes cover these three purposes, the actual balance will vary among individual higher education providers and programmes, and may also reflect the requirements for recognition by professional bodies. The particular balance being delivered should be explicable and demonstrable in terms of the specified learning outcomes of particular programmes.
Knowledge and understanding
There is an expectation that degree programmes covered by this Subject Benchmark Statement should provide a broad, analytical and highly integrated study of business and management.Graduates should be able to demonstrate relevant knowledge and understanding of organisations, the business environment in which they operate and their management. Programmes emphasise understanding, responding and shaping the dynamic and changing nature of business and the consideration of the future of organisations within the global business environment, including the management of risk.The interrelationships among and the integration between these areas are very important within the overall student learning experience, and should be demonstrated in the capabilities of successful graduates from all modes of delivery.
Organisations: this encompasses the internal aspects, functions and processes of organisations including their diverse nature, purposes, structures, size/scale, governance, operations and management, together with the individual and corporate behaviours and cultures which exist within and between different organisations and their influence upon the external environment.
The business environment: this encompasses the fast pace of change within a wide range of factors, including economic, environmental, cultural, ethical, legal and regulatory, political, sociological, digital and technological, together with their effects at local, national and global levels upon the strategy, behaviour, management and sustainability of organisations.
Management: this encompasses the various processes, procedures and practices for effective management of organisations. It includes theories, models, frameworks, tasks and roles of management, including the management of people and corporate social responsibility, together with rational analysis and other processes of decision making within different organisations.
Within the framework of organisations, business environment and management (set out in paragraphs 3.4-3.6) graduates should be able to demonstrate knowledge and understanding in the following areas:
Markets: the development, access and operation of markets for resources, goods and services (TM4001, TM4023, TM5021, TM5022, TM5024, TM6002, TM6015)
Marketing and sales: different approaches for segmentation, targeting, positioning generating sales and the need for innovation in product and service design (TM4001, TM4023, TM5022, TM5024, TM6002, TM6015)
Customers: management of customer expectations, relationships and development of service excellence.(TMTM4001, TM4024, TM4023, TM5021, TM5024, TM6004, TM6015, TM6023)
Finance: the sources, uses and management of finance and the use of accounting and other information systems for planning, control, decision making and managing financial risk (TM4023, TM5022, TM6002, TM6015)
People: leadership, management and development of people and organisations including the implications of the legal context (TM4022, TM4024, TM5022, TM6002, TM6015)
Organisational behaviour: design, development of organisations, including cross-cultural issues, change, diversity and values (TM4023, TM5021, TM6002)
Operations: the management of resources, the supply chain, procurement, logisitics, outsourcing and quality systems (TM4023, TM5022, TM6002)
Information systems and business intelligence: the development, management, application and implementation of information systems and their impact upon organisations (TM4001, TM4025, TM5023, TM6019)
Communications: the comprehension and use of relevant communications for application in business and management, including the use of digital tools. (TM4001, TM4023, TM4024, TM4025, TM4027, BU4013), TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Digital business: the development of strategic priorities to deliver business at speed in an environment where digital technology has reshaped traditional revenue and business models (TM4025, TM5023, TM6004, TM6019)
Business policy and strategy: the development of appropriate policies and strategies within a changing environment to meet stakeholder interests, and the use of risk management techniques and business continuity planning to help maximise achievement of strategic objectives. (TM4001, TM4023, TM4024, TM4025, TM4027, BU4013), TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Business innovation and enterprise development: taking innovative business ideas to create new products, services or organisations including the identification of Intellectual Property and appreciation of its value (TM4001, TM4027, TM4024, TM5021, TM6015, BU6024)
Social responsibility: the need for individuals and organisations to manage responsibly and behave ethically in relation to social, cultural, economic and environmental issues (TM4001, TM4024, BU4013, TM5021, TM5022, TM6002, TM6015)
Skills and Practice
Business and management degrees are strongly related to practice and therefore provide a clear link between the development of relevant skills and employability of graduates.
Graduates should be able to demonstrate a range of cognitive and intellectual skills together with competencies specific to business and management. Graduates should also be able to demonstrate relevant personal and interpersonal skills. These include both subject-specific and generic skills.
Skills of particular relevance to business and management:
People management: to include communications, team building, leadership and motivating others (TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.(TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which inclu(TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)des the need for strong digital literacy, and to use that research for evidence-based decision-making
Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty(TM4023, TM4024, TM5021, TM5024, TM6015, TM6023)
Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.(TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena (TM4023, BU5011,6024)
Networking: an awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts (TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Other generic skills and attributes
Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence.(TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Ability to work with people from a range of cultures (BU4013, TM4027, TM5021, TM6004, TM6015, TM6023)
Communication and listening including the ability to produce clear, structured business communications in a variety of media.(TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Emotional intelligence and empathy(TM4024, TM4027, TM5021, TM5024, TM6015, TM6023)
Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.(TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.(TM4001, TM4023, TM4024, TM4025, TM4027, BU4013, TM5021, TM5022, TM5023, TM5024, BU5011, WB5101, TM6002, TM6004, TM6015, TM6019, TM6023, BU6024)
Programmes covered by these standards address issues at national and international business levels. Where specific emphasis is placed upon the international context, for example, in the title of a programme, the programme enables graduates to develop and demonstrate appropriate business and cultural understanding. Where appropriate, foreign language capability and business and cultural awareness are also developed prior to periods of work or study abroad.
The methods of learning and teaching are geared to progression and integration through the levels of the programme. The individual module descriptors provide details of learning outcomes as well as methods of teaching and learning. The major forms of teaching methods will be lectures, seminars and workshops. Other methodologies will be employed as appropriate. These may include; field trips, visits, directed reading, interactive learning via the University computer network and business simulations, case study analysis, individual research, group learning activities, reflective log/portfolio (e.g. utilising student progress files in relation to personal development planning) and presentations. Industry practitioners will also be used wherever possible, as repositories of up to date, expert knowledge in their specialist or functional areas.
It is envisaged that the learning and teaching methodologies inherent in this programme, along with the subsequent range of assessment methods, will contribute to the development of employability skills and the building of confidence levels.
The Department seeks to deliver varied, high-quality learning experiences, teaching and assessment in order to develop appropriate knowledge and understanding, and to enhance a variety of key/transferable skills. This is facilitated through the outcome-directed nature of learning, teaching and assessment, in a student-centred environment, which provides incremental opportunities for independent and autonomous learning. A personal academic tutor (PAT) will be allocated to every student on this programme, in order to assist with the learning process and advise accordingly.
The assessment strategy for this degree will serve three purposes:
To test the level of knowledge and skills acquired, measured against the specified learning outcomes, and applied within a relevant business context;
To promote teaching to learning, which will assist students in the achievement of academic goals and imbue them with skills and attitudes which will assist in life-long learning.
Assessment will follow the university model of a 4,000 word equivalency per module. Each module will be summatively assessed by a minimum of two assessments, with formative assessment also employed throughout. Student assessment will employ rigorous, objective testing to ensure that learning outcomes are met.
Assessment tasks will grow in sophistication and complexity as a student progresses on the programme. For example:
at Level Four a student may be asked to describe, discuss, compare, and outline;
at Level Five a student may be asked to evaluate, analyse, justify, and differentiate;
at Level Six a student may be asked to criticise, synthesise, appraise, formulate.
However, it is expected that students will begin to use and develop critical skills from the beginning of the programme.
Students will be assessed in a number of ways, including essays, industry-related reports, presentations, projects, debates, assessed seminars, reflective reports case study analysis, portfolios of evidence and examinations.
The departmental assessment strategy has been created in accordance to the University's Teaching, Learning & Assessment strategy. The University's Study Skills Unit offers further support and guidance to students.
Students completing the BA Marketing Management Single Honours programme should meet the QAA’s Benchmark document’s standards on knowledge and understanding, skills and the assessment strategies. The outcome of level six should be a graduate student who will be able to offer added value to the market place by meeting the expectations of employers via the application of acquired transferable, integrated skills, and the developed body of knowledge gained from the programme. In addition the graduate will have amassed valuable life skills such as self-awareness, creative problem solving, and autonomy, which could be applied in a wide variety of circumstances which they will face. They will have been instilled with a positive attitude towards reflection, self- awareness and will possess openness towards seeking out life-long learning opportunities, which may be translated into the pursuit of professional qualifications.
A typical Marketing Management student will:
have a wide knowledge and understanding of the broad range of areas of Marketing Management and the detailed relationships between these, their application and their importance in an integrated framework
consistently demonstrate a command of subject-specific skills including application of knowledge, as well as proficiency in intellectual skills
have a view of Marketing management which is influenced by a variety of learning sources including guided learning, team work and independent study
be distinguished by their enhanced capacity to develop and apply their own perspectives to their studies, to deal with uncertainty and complexity, to explore alternative solutions, to demonstrate critical evaluation and to integrate theory and practice in a wide range of situations.
The faculty's ethos of work readiness, citizenship, autonomy and professionalism will be embedded throughout the programme.
The Marketing programme equips students for a variety of careers including roles in areas such as Brand management, market research, digital marketing, destination and visitor attraction marketing as well as general management and teaching.
Consistent with the University’s commitment to widen access and participation, the Department has a flexible admissions policy, and encourages applications from mature students and from groups normally under-represented in higher education. The general policy is to look for a good level of literacy, together with proven interest and/or experience in an appropriate subject.
The Department has considerable experience in successfully addressing the practical and learning needs of a wide range of students. This includes mature students, those entering education with a non-standard academic background and those with a wide range of disabilities.
Equality and diversity issues are embedded and addressed in many departmental modules. In particular, those modules preparing students for work in the Marketing industry deal with diversity and equality issues within the field.
Students studying on the programme will benefit from the experience of staff within the department. For example, some lecturers have extensive experience in delivering management training for organisations. Other lecturers have previous management experience, or operate their own business organisations, all of which continues to inform the curriculum. The department has links with Chester Business Club, Chester & Warrington Chambers of Commerce, the Mersey-Dee Alliance, the Leadership Trust Forum, and the Birchwood Business Forum, local organisations such as Chester Zoo and various local charities. The department is also a member of the Association of Business Schools and the European Foundation for Management Development.
The Chartered Institute of marketing have approved the programme and we are able to offer students the opportunity to complete CIM qualifications through their Graduate Gateway Scheme, this means our students have maximum exemptions.
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