BA (Hons) Marketing
Programme Specification
1. Programme title
2. Awarding institution
3. Teaching institution
4. Programme accredited by
5. Final qualification
6. Academic year
7. Language of study
8. Mode of study
Marketing
Middlesex University
Middlesex University
Bachelor of Arts (Honours)
2013 – 2014
English
Full time / Part time / Distance Learning / Sandwich
9. Criteria for admission to the programme
For year one admission, Middlesex University general entry requirements apply, including GCSE’s
(grade A to C) in mathematics and English language. Applicants whose first language is not English are
required to achieve 6.0 in IELTS overall (with a minimum of 5.5 in each component) or an equivalent
qualification recognised by Middlesex University.
The equivalence of qualifications from outside UK will be determined according to NARIC guidelines.
10. Aims of the programme
The BA (Hons) Marketing Programme is designed to help students develop professional marketing
abilities and skills to pursue careers as marketers. The programme develops key skills which are
essential for today’s competitive business environment. These include researching, evaluating and
recommending solutions to business problems, dealing with a range of stakeholders, effective
communication, and a range of problem solving and communication techniques which are sought after
by employers.
Marketing is both a professional practice and a subject of academic study. The programme design
acknowledges that it is the former that is uppermost in the minds of most undergraduate students.
Students are expected to gain an in-depth understanding of subject related material through study of a
balanced range of different subject modules, whilst simultaneously developing key employability skills
and competencies acquired from the teaching, learning and assessment. Given the value of active and
applied learning, students will engage in a range of activities that link theory to practice and that build
skills not just for entry level marketing positions but for those requiring a higher level of independent and
team-based decision making abilities. Work placement in year three will be strongly encouraged.
This programme recognises the need to build lifelong learning and critical thinking skills into the student
experience. Emphasis is placed on material and methods that develop the knowledge and skills needed
for students to engage in the wider societal debates about marketing approaches and practice, and to
assess the value of information and data in our increasingly knowledge-based society. Students will
also learn the role that various technologies can play in delivering, managing and assessing information
and data.
Over the three years (or four year sandwich), students will become increasingly capable of situating
marketing as a discipline and a set of processes within the organisation, the wider environment, and in
society at large. They will be in a position to provide some critique of marketing practices and decision-
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making, while also developing improved marketing practice and decision making. Students who wish to
take professional exams towards the Institute of Direct Marketing (IDM) qualification will be able to do
so upon successful completion of the BA (Hons) Marketing Programme.
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 within contemporary
organisations
2. current trends and regulations in the business
and marketing environments, at national,
regional and global levels.
3. fundamental marketing related processes
4. the diverse application of marketing principles
across sectors and types of organisations
5. the processes of marketing research,
branding, integrated marketing
communications, strategic marketing and
global marketing
6. current organisational and societal marketing
issues and debates
7. marketing evaluation and measurement
8. the basic accounting and financial processes
used by marketers and those in decision
making positions
9. buyer behaviour and decision making in
consumer and business markets and how to
identify target markets for marketing activities
10. the role of key technologies such as digitally
based media and customer relationship
databases in marketing processes and
practices
B. Cognitive (thinking) skills
On completion of this programme the successful
student will be able to:
1. analyse a marketing related situation and
devise alternative responses
2. evaluate alternative marketing strategies for
suitability and gap-reducing properties
3. correctly abstract marketing models and
processes to practical marketing situations
4. identify and solve management problems
5. decide research and knowledge requirements
for information and learning purposes
6. critically evaluate alternative approaches to
and arguments in marketing thought and
practice
7. integrate a range of marketing decision areas
to solve management problems
8. compare academic learning and application
with real world projects and/or work
Teaching/learning methods
Students gain knowledge and understanding
through a range of learning approaches including
lectures, seminars, presentations, guest lectures,
case studies, workshops and projects. The
learner is encouraged to undertake supplemental
reading and study to consolidate what is being
taught and to broaden their individual knowledge
and understanding of the topic.
Lectures will provide core knowledge and students
will have further opportunities to develop this
knowledge and understanding in seminar classes,
workshops, e-learning, surgery classes, and
occasional one-to-one tutorial time provided
through staff-student office time. Web based
materials are also used to reinforce understanding
of these fundamental concepts and processes.
Guest speakers will provide knowledge of specific
marketing functions and processes. Outcome 9
relates specifically to live case projects and/or the
work placement/internship.
Assessment Method
Students’ knowledge and understanding is
assessed by formative activities, summative
assessed coursework and written examinations.
Teaching/learning methods
Students learn cognitive skills through tasks
undertaken within seminar classes, workshops,
team-based activities, and e-learning. Learning
methods employed include the case study, which
may be historical or “live” (i.e. involving the
acquisition of data), through exercises,
presentations, debates and directed discussion.
Acquisition of 1-8 are also achieved through
independent and or team-based learning
undertaken in preparation for seminar sessions
involving case study presentations, and discussion
groups. Outcome 7 relates in particular to
projects, and “real-client” projects. Outcome 8 will
be acquired through live/’real-client’ cases and/or
work placement/internship.
Assessment Method
Students’ cognitive skills are assessed by
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placement experience
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 a marketing research project to
achieve stipulated research objectives
3. prepare a concise and informative
management report on a marketing topic
4. develop strategic and operational marketing
objectives and plans using marketing tools,
technologies and processes
5. interpret marketing data correctly to support
management decision-making and evaluation
6. retrieve, sift, evaluate, and select information
from a variety of sources
7. define and execute a larger scale report in
accordance with given objectives
8. reflect, review, and improve upon own
practice and professional practice
D. Graduate Skills
On completion of this programme the successful
student will be able to:
1. be able to critically analyse and synthesize
assumptions, evaluate statements, detect
false logic, identify implicit values, define
terms adequately, and generalise
appropriately
2. be able to work effectively as a member of a
team to tackle a practical marketing or
business-related problem
3. employ numeracy and quantitative skills,
including data analysis and interpretation in
analysing and solving problems
4. use problem-solving and decision-making
skills and competencies effectively
5. be able to research marketing and business
issues
6. communicate effectively, using ICT and a
coursework assignments and unseen written
examinations. Written examinations, projects, and
case studies will be formally assessed in order to
determine cognitive development of outcomes 1-7.
Outcomes 6 and 7 particularly apply to
assessment in senior level marketing modules
such as MKT 3110 Marketing Strategy and
Planning. Outcome 8 will be assessed through
the live case project in MKT2210 Marketing
Research, in the optional modules MBS3001 Work
Internship, or through the Work Placement Project.
Teaching/learning methods
Students learn practical skills through case
studies, projects and other forms of coursework
assignments are the primary learning methods for
1-6. Historical case studies are mainly employed
to achieve 1, 3, 4 and 5. Live/’real-client’ case
studies/projects, requiring the acquisition of data,
facilitate the acquisition of 1-6, but particularly 2, 6
and 7. Level four module MKT 1150 Personal and
Professional Development provides activities,
exercises, and a learning portfolio to begin their
achievement of outcome 8. Formative
assessment activities with feedback will also help
students achieve outcome 8.
Assessment Method
Students’ practical skills are assessed by course
work assessment, both formative and summative,
including both written and oral presentation, is the
main tool used here (1-8). Additionally, some of
these skills (1-5) are amenable to assessment
through examination.
Teaching/learning methods
Students acquire graduate skills through Outcome
1 will be addressed through cumulative learning
over the three/four year programme, specifically
in four modules, MKT1120 Principles of Marketing,
MKT 1150 Personal and Professional
Development, MKT 2210 Marketing Research and
MKT 3110 Marketing Strategy and Planning
Outcomes 2 and 7 are addressed largely through
team-based activities, including marketing
projects, case study analyses, and live projects for
external clients.
Outcomes 3, 4, 5 and 6 will be developed in both
formative and summative coursework activities as
well as in formal examinations. Outcome 8 will be
developed through individual assignments, teambased activities/projects and through independent
learning partly required in preparation for seminars
and exams.
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range of media widely used in business (e.g.
business reports, presentations, emails)
7. be effective listeners, negotiators, and
influencers and leaders
8. be able to manage personal and work time;
behaviour; motivation; and enterprise
Assessment method
Students’ graduate skills are assessed by written
outputs (2 - 4, 6), both formative and summative,
and seminar class presentations (1, 2, 5).
Outcome 4 is also assessed through examination.
Portfolio assignments, reflective practice
assessments, and peer evaluation will be used to
assess 7 – 8.
12. Programme structure (levels, modules, credits and progression requirements)
12. 1 Overall structure of the programme
The programme is studied over three years full-time, or four years if the option of a 12 month placement
is taken (sandwich). Students study four 30 credit modules per year. The first year comprises of four
compulsory modules. These modules are designed to bring all students to a standard level of academic
competence to pursue further study in the subject.
In the second year students study three compulsory modules designed to expand knowledge in three
pivotal areas of marketing; the behaviour of consumers, marketing research and the management of
brands. In the second year students are also able to undertake one out of three more specialised
options; Managing Marketing, Fashion and Luxury Goods Marketing and Enterprise and Small Business
Marketing. At the end of the second year, students may opt to take a year’s placement before returning
to complete their final year of study.
In the final year students will study two compulsory modules designed to advance skills and knowledge
appropriate to graduate level. These are modules in marketing strategy and E-Marketing and Social
Media. In the third year students are also able to undertake two options from a wider list of specialist
marketing modules including: Public Relations, Advertising and Promotion and New Venture
Management. Undertaking a research project and work based learning are also offered as options to
third year students.
Page 4
Programme Structure Diagram I (with optional placement year)
BA Marketing
Level 4
FIN1110
Financial
Aspects of
Business
MKT1120
Marketing
Theory and
Practice
MKT1150
Personal and
Professional
Development
MKT1130
Marketing
Intelligence
MKT2210
Marketing
Research
MKT2236 Brand
Management
MKT2242
Consumer
Behaviour
Option
Level 5
Placement Year (Optional)
Level 6
MKT3110
Marketing
Strategy and
Planning
MKT3033 EMarketing and
Social Media
Option
Page 5
Option
Programme Structure Diagram II (with optional placement modules)
BA Marketing
Level 4
FIN1110
Financial
Aspects of
Business
MKT1120
Marketing
Theory and
Practice
MKT1150
Personal and
Professional
Development
MKT1130
Marketing
Intelligence
Placement Year (Optional)
Level 5
MKT2210
Marketing
Research
MKT2236 Brand
Management
MKT2242
Consumer
Behaviour
Option
MBS3431 & MBS3432 (Optional Placement Modules)
Level 6
MKT3110
Marketing
Strategy and
Planning
MKT3033 EMarketing and
Social Media
Option
Option
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12.2 Levels and modules
Starting in academic year 2010/11 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.
Level 4 (1)
COMPULSORY
OPTIONAL
PROGRESSION
REQUIREMENTS
Students must take all of the following:
Students must pass 90 credits
to progress to level 5
MKT1120 - Marketing Theory and
Practice
MKT1130 - Marketing Intelligence
MKT1150 - Personal and Professional
Development
FIN1110 – Financial Aspects of
Business
Level 5 (2)
COMPULSORY
Students must take all of the following:
OPTIONAL
Students must also choose
1 from the following:
PROGRESSION
REQUIREMENTS
Students must pass 180 credits
to progress to level 6.
MKT2210 - Marketing Research
MKT2236 - Brand Management
MKT2242 - Consumer Behavior
MKT2281 - Managing
Marketing
MKT2290 Entrepreneurship and
Small Business Marketing
MKT2346 -Fashion and
Luxury Goods Marketing
Placement Opportunities
MBS3331/MBS3332 Optional Work Placement 120 Credits
(or)
MBS2333 (Developing Employability through work Placement) in the summer of Level 4 and MBS3431
& MBS3432 (Work Placement Project) in the summer of Level 5
Page 7
Level 6 (3)
COMPULSORY
Students must take all of the following:
MKT3110 - Marketing Strategy and
Planning
MKT3033 - E-Marketing and Social
Media
OPTIONAL
PROGRESSION
REQUIREMENTS
Students must also choose
2 options from the
following:
MKT3128 - Public
Relations and Corporate
Reputation Management
MKT3130 - International
Marketing
MKT3151 - Creative
Advertising and Promotion
MKT3193 - Direct and
Customer Relationship
Marketing
MKT3390 - New Venture
Management (Pre-req
MKT2290)
MKT3125 - Services
Marketing Management
MGT3999 - Research
Project
MBS3001 - Work Internship
12.3 Non-compensatable modules (note statement in 12.2 regarding FHEQ levels)
Module level
Module code
None
13. A curriculum map relating learning outcomes to modules
See Curriculum Map attached
14. Information about assessment regulations
Refer to Middlesex University Guide and Regulations at www.mdx.ac.uk/regulations and/or individual
module narratives.
15. Placement opportunities, requirements and support (if applicable)
A 12 month placement is offered at the end of year 2. A dedicated Employability Advisor helps in the
search for an appropriate employer and provides students with appropriate Placement. It also provides
students with appropriate guidance and support in preparation for during and after placement. The
placement forms the basis for an assessed report based on the organisation. At the start of the placement
students are allocated an individual supervisor from Middlesex University Business School who provides
support and advice for the duration of the project. All placement reports are double marked.
Alternatively, students may opt to take two shorter placements between years 1 and 2 and between years
2 and 3.
Page 8
16. Future careers (if applicable)
The programme aims to provide students with the skills and knowledge to build a successful career,
with a specialism in marketing, in a wide range of organisations ranging from businesses to
governments. Graduates from this programme may enter a wide range of positions, including marketing
assistant, brand managers or advertising creative’s. The adoption of marketing expertise provides the
foundation for graduates to successfully set up and run their own business.
The Hendon Campus Careers Service offers students support in planning their career. The Chartered
Institute of Marketing also offers career support and guidance to members, highlighting job
opportunities for graduates.
17. Particular support for learning (if applicable)
 English Language Support and Numeracy support offered by the Learner Development Unit
 Library-based learning resources
 Student Achievement Advisors
 Programme Handbook and Module Handbooks
 Induction and orientation programme
 Access to student counsellors
 Student e-mail and Unihub
 Module information and learning/support material on Myunihub
 Guest Lectures
 Tutor support through published office hours
 Disability support to ensure all students can actively participate in university life.
18. JACS code (or other relevant coding system)
19. Relevant QAA subject benchmark group(s)
N500
General Business and Management
20. Reference points

QAA and Middlesex University Guidelines for programme specifications

Middlesex University Regulations

Middlesex University Learning Framework – Programme Design Guidance, 2012

QAA Subject Benchmark in Business & Management

QAA Framework for Higher Education Qualifications (FHEQ)

QAA Codes of Practice

CIM guidelines

Middlesex University/Business School Teaching, Learning and Assessment Strategy

Middlesex University Regulations
21. Other information
Methods for evaluating and improving the quality and standards of learning are:

External Examiner Reports

Annual Quality Monitoring Reports

Boards of Study

Student focus group

National Student Survey

Module evaluation and report

Peer teaching observations

Student evaluation

Validation and review panels
Page 9
Indicators of quality:

Student achievement

Buoyant enrolment

Student feedback evaluation forms

External examiners reports

Student employability
See Middlesex university’s Learning and Quality Enhancement Handbook for further information
Please note: this specification provides 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 can be found in the individual module narratives and
module handbooks and the University Regulations.
Page 10
Curriculum map for BA (Hons) Marketing
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 within contemporary organisations
Practical skills
C1 Carry out a marketing audit of an organisation
A2
C2 Design a marketing research project to achieve stipulated
Current trends and regulations in the business and marketing
environment, both nationally and globally
A3
research objectives
Fundamental marketing related processes
C3 Prepare a concise and informative management report on a
The diverse application of marketing principles across sectors
C4 Develop strategic and operational marketing objectives and plans
marketing topic
A4
and types of organisations
A5
A6
A7:
The processes of marketing research, integrated marketing
communications, strategic marketing
Current organisational and societal marketing issues and
debates
Marketing evaluation and measurement
using marketing tools, technologies and processes
C5 Interpret marketing data correctly to support management
decision-making and evaluation
C6 Retrieve, sift, evaluate, and select information from a variety of
sources
C7 Define and execute a larger scale project in accordance with
personally defined and justified objectives
A8
The use of accounting and financial processes
C8 Reflect, review, and improve upon own practice and professional
practice
A9
How to contribute towards and managing marketing activities
A10
within a live operational environment
The role of key technologies such as digitally based
media and customer relationship databases in
marketing processes and practices
11
Graduate Skills
Cognitive skills
B1
Analyse a marketing related situation and devise alternative
responses
D1
Be able to critically analyse and synthesize assumptions,
B2
Evaluate alternative marketing strategies for suitability and gapreducing properties
D2
Be able to work effectively as a member of a team to tackle a
practical marketing or business-related problem
B3
Correctly abstract marketing models and processes to practical
marketing situations
D3
Employ numeracy and quantitative skills, including data analysis
and interpretation to business problems
B4
Identify and solve management problems
D4
Use problem-solving and decision-making skills and
competencies effectively
B5
Decide research and knowledge requirements for information
and learning purposes
Critically evaluate alternative approaches to and arguments in
marketing thought and practice
D5
Be able to research marketing and business issues
D6
B7
Integrate a range of marketing decision areas to solve
management problems
D7
Communicate effectively, using ICT and a range of media widely
used in business (e.g. business reports, presentations)
Be effective listeners, negotiators, and influencers and leaders
B8
Compare academic learning and application with real world
projects and/or work placement experience
D8
B6
A
1
6
A
2
6
A
3
6
A
4
6
A
7
A
8
A
9
A
10
B
1
B
2
B
3
Be able to manage their time, behaviour, motivation, and
enterprise
Programme outcomes
B B B B C C
4 5
6
7 1
2
A
5
A
6
6
Highest level achieved by all graduates
6 6 5 6 6
6 6 6 5 6 6
6
6
6
C
3
C
4
C
5
C
6
C
7
C
8
D
1
D
2
D
3
D
4
D
5
D
6
D
7
D
8
6
6
6
6
6
6
6
6
6
6
5
6
6
6
12
Compulsory
Module Title
Module
Code
Programme outcomes
by Level
A
1
A
2
A
3
A
4
Marketing Theory
and Practice
MKT
1120
x
x
x
x
Marketing
Intelligence
MKT
1130
Personal and
Professional
Development
MKT
1150
Financial Aspects
of Business
FIN
1110
Marketing
Research
MKT
2210
x
Brand Management
MKT
2236
x
Consumer
Behaviour
MKT
2242
Marketing Strategy
and Planning
MKT
3110
E-Marketing and
Social Media
MKT
3033
A
5
A
6
A
7
A A A
8 9 1
0
x
x
x
x
x
B
2
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x x
x
x
x
x
x
x
x
x
x
B
1
B
3
B
4
x
x
C
1
C
2
C
3
x
x
x
x
x
x
C
4
C
5
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
C
6
x
x
x
x
x
C
7
C
8
D
1
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
D
3
D
4
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
D
5
D
6
D D
7 8
x
x
x
x
x
x
D
2
x
x
x
x
x x
B
7
x
x
x
B
6
x
x
x
B
5
x x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
X
x
x
x
x x
x
x x
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BA (Hons) Marketing summative assessment schedule
Week
1 2 3 4
5
6
7
8
9
11
G
(20)
FIN1110
MKT1120
10
O
(10)
12 13
14 15
16
22
G
(30)
P (20)
A
(25)
A
(25)
T
(20)
O
(35)
A
(50)
MKT2242
G
(40)
MKT2236
Exam
Period
A (30)
A
(33.4)
A
(25)
A
(33.33)
A
(25)
MKT2210*
23 24
O
(50)
A
(33.33)
MKT1130
21
O
(30)
O
(10)
MKT1150
17 18 19 20
G
(35)
E
(50)
E+A
(40+20)
(Option)
A
(30)
MKT3110
MKT3033
A
(30)
A
(40)
G
(30)
E
(30)
A
(40)
(Option)
(Option)
*10% additional ongoing assessment based on students’ written contribution to specific seminar tasks
A = Assignment, E = Exam, G = Group assignment, O = Online test, P = Presentation, C = Coursework/Portfolio
14