1.
PROGRAMME INFORMATION
Programme Title
BA (Hons) Marketing
Department and Faculty
Department of Marketing and Innovation
Date of most recent (re)validation
27 February 2014
Date(s) when Programme Specification
revised
20/08/2015
Revalidation due date
2019-2020
Awarding Institution
University of Winchester
Teaching Institution (if different)
n/a
Programme also accredited by (if
relevant)
n/a
Title of Final Award
Title(s) of Exit Award(s)
Bachelor of Arts (Honours) in Marketing
Certificate of Higher Education in Marketing
Diploma of Higher Education in Marketing
Language of Study
English
Mode(s) of Attendance
Full and part time study
Mode(s) of Delivery
Taught
Intake start date(s) and number of
intakes per year
September 2014
One intake per year
3 years full time
Normal Period of Study
four years when students select an optional placement
year
6 years part time
UCAS Code
N500
QAA Subject Benchmarking Group
General Business and Management
2.
ADMISSIONS AND ENTRY REQUIREMENTS
Prospective students should consult the latest prospectus and/or course pages online for
programme entry requirements.
Prospective students for Taught programmes should consult the Admissions Policy for Taught
Programmes. Prospective students for Professional Doctorate programmes should consult the
Postgraduate Research Programmes Admissions Policy. Both are available on the University’s public
webpage.
3.
EDUCATIONAL AIMS AND LEARNING OUTCOMES
3.1
The aims of the Programme are:
a) To develop perceptive marketers who are able to identify and critically evaluate marketing
information from a range of sources in complex and rapidly-evolving business environments.
b) To develop the creativity and adaptability to engage with and influence current and future
marketing opportunities.
c) To equip students with the specialist capabilities and practical marketing experience to
enable early-stage career development in the field of marketing.
3.2
The Learning Outcomes of the Programme are:
Employability skills have been embedded into the programme across all levels. There is an emphasis
throughout the programmes on provision of learning and development opportunities that enhance
the student’s prospects for entry into a broad spectrum of roles in a variety of different
organisations.
Overall Programme Learning outcomes:
Knowledge and Understanding
1. The management of organisations, including the processes of marketing and how marketers
interrelate with other functions.
2. The external market environment, including customers, competitors and other stakeholders;
together with the role of market research, market analysis and marketing information in
achieving market insight.
3. Creativity and innovation in market research, market definition, new product-service design
and development, and engagement with current market segments.
4. The role of marketing in business analysis, decision-making and strategic planning, including
the leadership of organisation-wide change.
5. Utilising marketing to influence stakeholders through integrated communications and
relationship and brand management.
6. Contextual issues such as responsibility, ethics, globalisation and sustainability.
A grid mapping the Modules to the Programme Learning Outcomes is in Appendix 1.
Certificate of Higher Education (Level 4):
On successful completion of this programme, students will be able to demonstrate the following
skills of:
Knowledge and Understanding
a)
b)
c)
d)
e)
f)
Knowledge of the key concepts and perspectives associated with the external market
environment including customers, competitor and other stakeholders as well as the ethical
challenges facing organisations within a range of industry sectors.
An appreciation of the processes of Marketing and the relationship between marketing and
how marketers interrelate with other functions and the external environment.
Knowledge and understanding of management ethics and responsibilities, including the
need to create sustainable value for the organisation and society at large, and to work for an
inclusive and sustainable global economy.
Knowledge and critical understanding of marketing principles and how those principles have
developed.
Knowledge and use of a range of established techniques to initiate and undertake critical
analysis of information and to critically evaluate the appropriateness of different approaches
to solving Marketing problems.
Knowledge and understanding of the need to be creative and innovative in responding to
change in a dynamic marketing environment, taking into consideration the future
sustainability of the organisation and the external environment in which it operates.
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Skills and other Attributes
a) Ability to define marketing problems and analyse the relationships between marketing and
the wider society.
b) Ability to communicate effectively both orally and in writing, presenting structured and
coherent arguments, utilising media widely used in marketing, such as the preparation of
business reports or presentations.
c) Personal and interpersonal skills to include: self-management of time, planning and
behaviour; effective listening, negotiating and influencing skills; a sensitivity to diversity in
terms of people and cultures; and the ability to work as a member of a group/team.
Diploma in Higher Education (Level 5):
On successful completion of this programme, students will be able to demonstrate the following
skills of:
Knowledge and Understanding
a) Development of cognitive skills of critical thinking, analysis and synthesis to enable students
to identify assumptions, evaluate statements in terms of evidence, to detect false logic or
reasoning, to identify implicit values, to define terms adequately and to generalise
appropriately.
b) Ability to conduct marketing research, either individually or as part of a team for projects,
and presentations.
c) Ability to create, evaluate and assess a range of options; make decisions using appropriate
quantitative and qualitative skills and apply ideas and knowledge to different situations in
order to solve marketing problems.
Skills and other Attributes
a) Development of cognitive skills of critical thinking, analysis and synthesis to enable students
to identify assumptions, evaluate statements in terms of evidence, to detect false logic or
reasoning, to identify implicit values, to define terms adequately and to generalise
appropriately.
b) Ability to conduct marketing research, either individually or as part of a team for projects,
and presentations.
c) Ability to create, evaluate and assess a range of options; make decisions using appropriate
quantitative and qualitative skills and apply ideas and knowledge to different situations in
order to solve marketing problems.
BA (Hons) Marketing (Level 6):
On successful completion of this programme, students will be able to demonstrate the following
skills of:
Knowledge and Understanding
a) Apply learnt methods and techniques to: review, consolidate and extend knowledge and
understanding of Marketing. Initiating and Managing Marketing projects will demonstrate
student’s ability to apply what they have learnt.
b) Critically evaluate arguments, assumptions, abstract concepts and data (that may be
incomplete), to make judgements, and to frame appropriate questions to achieve a solution
- or identify a range of solutions - to a problem.
c) Make use of and synthesise data, collected from relevant scholarly reviews, primary and
secondary data sources to effectively communicate ideas, problems and solutions further
enhancing skills and competencies relevant to employment in complex and unpredictable
contexts.
Skills and other Attributes
a) Manage own learning and the capacity for sustained independent thought, learning and
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critical reflection.
b) Effective self-management in terms of motivation, self-starting, individual initiative and
enterprise.
c) Effective performance within a collaborative learning environment, including leadership,
team building, influencing and project management skills.
4.
PROGRAMME STRUCTURE, LEVELS, MODULES, CREDIT AND AWARDS
This section outlines the levels of study, modules and credits required for each programme (where
there is more than one) and for final and exit awards.
Module code and title
Credits
Core/Mandatory/
Optional
Comments
(eg pre/co-requisites)
Level 4
Introduction to Academic
and Professional Studies
15
Mandatory
Continuing Academic and
Professional Studies
15
Mandatory
Understanding Markets
15
Mandatory
People and Organisations
15
Mandatory
Responsible Management
15
Mandatory
Marketing Principles
15
Mandatory
Managing Finance
15
Mandatory
Business Functions in
Context
15
Except part-time students
where alternative module
available: Work Based Studies –
The Organisational Context
Mandatory
Except part-time students
where alternative module
available: Work Based Studies:
Intra-Organisational
Relationships
Work Based studies The
Organisation in Context
15
Optional
Alternative module to Business
Functions in Context for parttime students
Work Based Studies Intra
organisational
relationships
15
Optional
Alternative module to
Understanding Markets for
part-time students
Exit award: Cert HE in
Marketing
Module code and title
Credits
Core/Mandatory/
Optional
Page 4 of 15
Comments
(eg pre/co-requisites)
Level 5
Applied Marketing
Research
30
Core
Marketing Management
15
Mandatory
Integrated Marketing
Communications
15
Mandatory
Creativity, Design and
Innovation
15
Mandatory
Business Profitability and
Performance
15
Mandatory
Consumer Behaviour
15
Mandatory
Delivered over 2 semesters
Level 5 Direct entrants may
select to replace this module
with a Developing academic
practice module
Level 5 Direct entrants may
select to replace this module
with Developing academic
practice module
Relationship Marketing
15
Mandatory
Developing Academic
Practice –Academic
Reading
15
Optional for direct
entrants to level 5
Developing Academic
Practice Academic Writing
15
Optional for direct
entrants to level 5
Work Based Studies
Relationship Marketing
15
Optional
Alternative module to
Relationship Marketing for parttime students
-
Exit award: Dip HE in Marketing
Module code and title
Credits
Core/Mandatory/
Optional
Part time students may elect to
study the Work Based Studies
module ‘Relationship
Marketing’ instead of this
module
Comments
(eg pre/co-requisites)
Level 6
Employment Experience
Optional
Non-credit bearing
Core
Students will be required to
complete one of these core
modules which are delivered
over two semesters
(EIS)Dissertation
(EIS) Consultancy Project
30
(EIS)Work Experience
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(EIS)Research
Contemporary
Management Issues
Marketing Ethics
15
Mandatory
Strategic Brand
Management
15
Mandatory
Strategic Marketing
15
Mandatory
Digital Marketing
15
Mandatory
Strategic Innovation
Management
15
Optional
Marketing Development
in a Volunteering context
15
Optional
Managing Change
15
Optional
Financial Management
15
Optional
Entrepreneurship in
Action
15
Optional
Social Enterprise
15
Optional
Project Management
15
Optional
Developing Academic
Practice – Critical Reading
& Academic Writing Skills
15
Optional for direct
entrants to level 6
only
Developing Academic
Practice – Critical Skills
15
Optional for direct
entrants to level 6
only
Work Based Studies
Project Management
15
Optional
Students are to select two
modules from this list, one in
each semester
Part time students studying the
work based studies modules’
Project management’ may not
take the Project management
module.
Alternative module to Project
Management for part-time
students
Glossary
Core = modules must be taken and passed
Mandatory = modules must be taken but may be eligible for compensation
Optional = modules may be selected by students, subject to availability
5.
5.1
LEARNING, TEACHING AND ASSESSMENT
Means of delivery:
The Key Information Set (KIS) activity types are indicated in brackets.
The programmes use a variety learning strategies and delivery methods that maintain academic
Page 6 of 15
rigour, develop key academic and practical skills, encourage critical reflection and provide support to
all students. The programmes integrate theoretical and experiential learning and the diverse nature
of the methods used help to enhance student employability. Learning and teaching methods
therefore include:
 Lectures which provide a framework for discussion of key concepts, research, theories and
models relating to the field of Marketing exploring the relationships between these and their
application in practice (KIS: lecture)
 Seminars and workshops providing students the opportunity to work in small groups on
activities which are designed to apply theory to practice and analyse and evaluate implications.
Case studies as well as stimulated marketing exercises, problem based learning and real time
problems are incorporated into seminar activities. (KIS: seminar)
 Presentations from guest speakers including professionals from industry and academic
researchers. (KIS: lectures)
 Individual and group projects to encourage collaborative working. (KIS: practical classes and
workshops)
 Student presentations. (KIS: seminars)
 Guided and supported independent study and research. (KIS: guided independent study)
 Website technologies to include use of the learning network and students are encouraged to use
virtual forums, such as blogs and discussion forums for collaborative working. (KIS: P
 practical classes and workshops)
 Peer review and feedback in relation to formative assessments develop, for example, student
understanding of assessment criteria and their ability to provide constructive and developmental
feedback (KIS: tutorial)
 Year-long work placement and opportunities to volunteer providing opportunities to apply
learning to workplace context (KIS: placement)
5.2
Types of assessment employed:
The Key Information Set (KIS) activity types are indicated in brackets.
The interests of students with protected characteristics will be taken into consideration and
reasonable adjustments to assessments will be made provided that these do not compromise
academic standards as expressed through the learning outcomes.
Assessments for the programme include:
 An exam (KIS: written exam)
 Written assignments to include essays, discussion papers and critiques (KIS: written assignment)
 Individual and group reports written in different formats, for example, academic and business
reports (KIS: report)
 Dissertation (level 6) of the programme carried out under the guidance of a supervisor (KIS:
dissertation)
 Portfolios which include, for example, a research proposal, summary of a research article,
reflective diaries and personal development plans (KIS: portfolio)
 Oral assessment and presentation to include individual and group presentations to an audience
of peers or other internal and external persons, for example, industry professionals (KIS: oral
assessment and presentation)
 Set exercises to include, for example, data interpretation and data analysis exercises. (KIS: set
exercise)
A grid mapping the Assessments to the Modules is in Appendix 2.
6.
QUALITY ASSURANCE AND ENHANCEMENT
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6.1
Mechanisms for review and evaluation:
Quality assurance and enhancement at Module Level
Students provide feedback to module tutors through Module Evaluation Forms, reviews and other
responses. The tutor collates the evaluation forms and produces a response for discussion at
Programme Committee. The response identifies good practice and proposes remedies for any points
of concern. The response is made available to students at the next running of the module.
Quality assurance and enhancement at Programme Level
The Programme Committee evaluates the success of the programme, paying particular attention to
student feedback and student representatives. Minutes from the Programme Committee and the
External Examiners report will inform the Annual Programme Evaluation which is submitted for
approval to the Faculty Academic Development Committee. Issues for attention are identified and
included in the action plan for the following year.
Quality assurance and enhancement at Department Level
The Annual Programme Evaluation is submitted to the Department for discussion and to draw out
department objectives.
Quality assurance and enhancement at Faculty Level
The Annual Programme Evaluation is submitted to the Faculty Academic Development Committee
which has oversight of learning development in the Faculty, including via the Peer Observation of
Teaching.
Quality assurance and enhancement at University Level
The quality of the programme is monitored by an External Examiner appointed by the University’s
Senate Academic Development Committee. The External Examiner’s Report is distributed to the
Vice-Chancellor, First Deputy Vice-Chancellor, Director of Academic Quality and Development, the
Faculty Dean and Faculty Head of Quality. A summary of all external examiner reports is received at
Senate Academic Development Committee. An annual audit of Faculties is conducted by Senate
Academic Development Committee.
Quality assurance and enhancement for Staff
The quality of learning and teaching is supported by the Peer Observation of Teaching and Staff
Development, by Staff Development and Review, by attendance at conferences and curriculumfocused staff development, by external involvement such as external examining and by involvement
in research and knowledge exchange activities.
6.2 Indicators of Quality and Standards
External Examiner Report(s)
Annual Monitoring process
Student feedback including the National Student Survey or Postgraduate Taught Experience Survey
Student representation at Faculty level and University level committees
Programme Revalidation
Higher Education Review
7.
THE REGULATORY & POLICY FRAMEWORK
7.1
The programme conforms fully with the University’s: Academic Regulations for Taught
Programmes
7.2
No exemptions from the Academic Regulations are required.
7.3
External Professional Statutory Regulatory Body Accreditation
None
Page 8 of 15
7.4
Engagement with UK Quality Code and Subject Benchmarks
Validation and Revalidation assure the University of the Programme’s continued engagement with
FHEQ and appropriate consideration of subject benchmarks. Between validations external examiners
assure the University that this engagement remains active and evident.
7.5
Engagement with Work Based Learning and Placements Approved Procedures
The programme supports credit bearing industry placement as a way of building many of the skills
and attributes so valued by employers into the curriculum. Thus, students are encouraged to engage
in, and provided with, opportunities to gain credit through taking generically designed but uniquely
subject tailored activity-based learning and work place learning. Students are supported by a
placement coordinator to ensure they are prepared for the demands of a seeking and securing a
placement. The placement coordinator assesses the placement suitability and a written agreement
sets out the necessary requirements to ensure that the placement provides a suitable learning
opportunity in a safe environment. The placement is monitored by the University and student
feedback is collected both during and on competition of the placement.
Page 9 of 15
Appendix 1: Grid mapping Modules to Programme Learning Outcomes
1. The management of organisations, including the processes of marketing and how marketers
interrelate with other functions.
2. The external market environment, including customers, competitors and other stakeholders;
together with the role of market research, market analysis and marketing information in
achieving market insight.
3. Creativity and innovation in marketing research, market definition, new product-service
design and development, and engagement with current market segments.
4. The role of marketing in business analysis, decision-making and strategic planning, including
the leadership of organisation-wide change.
5. Utilising marketing to influence stakeholders through integrated communications and
relationship and brand management.
6. Contextual issues such as responsibility, ethics, globalisation and sustainability.
Programme Learning outcomes
Prog
LO 1
Prog
LO 2
Prog
LO 3
Prog
LO 4
Prog
LO 5
Prog
LO 6
Level Four
Academic and Professional Studies



Academic and Professional Studies



Understanding Markets





People and Organisations











Responsible Management
Marketing Principles



Managing Finance


Business Functions in Context


Work Based Studies The
organisation in context





Work Based Studies Intra
organisational relationships





Applied Marketing Research






Marketing Management






Creativity, Design and Innovation






Integrated Marketing
Communications






Relationship Marketing






Consumer Behaviour






Business Profitability and
Performance


Developing Academic Practice –
Academic Reading


Developing Academic Practice –
Academic Writing


Work Based Studies Relationship
Marketing


Level Five

Page 10 of 15





Prog
LO 1
Prog
LO 2
Prog
LO 3
Prog
LO 4
Prog
LO 5
Prog
LO 6
Employment Experience






(EIS)Dissertation






(EIS) Consultancy Project






(EIS)Work Experience






(EIS) Research Contemporary
Management Issues






Marketing Ethics






Strategic Brand Management






Strategic Marketing






Digital Marketing






Strategic Innovation Management






Project Management






Managing Change





Financial Management



Entrepreneurship in Action






Marketing Development in a
Volunteering Context






Social Enterprise






Developing Academic Practice –
Critical reading and academic skills


Developing Academic Practice –
Critical Skills


Work Based Studies Project
Management



Programme Learning outcomes
Level six

Page 11 of 15



Set Exercises, including
problem based tasks,
and In Class Tests
Oral Assessment and
Presentation
Portfolio
Dissertation
Report
Written Assignment,
including essay
Written Exam
Appendix 2 Grid mapping Assessments to Modules
Each column is headed by the name of assessment type, as defined by the Programme (not KIS), eg
blog, essay, portfolio.
Level 4
SWOT,
written
summary,
reflective
statement
Academic and
Professional Studies
Academic and
Professional Studies
Individua
l report
Understanding Markets
Market
Analysis
Report
People and Organisations
Group
report
and
reflection
Responsible
Management
Essay
Collection
of
materials,
written
material &
reflective
statement
Marketing Principles
Budget
projection,
case
study
analysis
Managing Finance
Business Functions in
Context
Group
Written
report
Work Based studies the
organisation in context
Market
analysis
report
Work Based Studies Intra
organisational
relationships
Written
report
and
reflection
Page 12 of 15
Set Exercises, including problem
based tasks, and In Class Tests
Oral Assessment and
Presentation
Portfolio
Dissertation
Report
Written Assignment, including
essay
Written Exam
Level 5
Research
proposal,
reflective
Applied Marketing
Research
statement
Written
report
Marketing Management
Creativity, Design and
Innovation
Report &
Reflection
Group
presentation
Integrated Marketing
Communications
including
brief
delivery
Written
report
Relationship Marketing
Consumer Behaviour
Reflective
essay
Financial
statements
Business Profitability and
Performance
case
study
analysis
Developing Academic
Practice – Academic
Reading
Developing Academic
Practice – Academic
Writing
Work Based Studies
Relationship Marketing
Group
Presentation
Essay
Written
report
Page 13 of 15
Set Exercises, including
problem based tasks,
and In Class Tests
Oral Assessment and
Presentation
Portfolio
Dissertation
Report
Written Assignment,
including essay
Written Exam
Level six
Work
BS3958 Employment
Experience
Placement
Log
Diss
ertat
ion
(EIS)Dissertation
Report,
(EIS) Consultancy Project
reflection
Portfolio
3
reflective
elements
(EIS)Work Experience
Critique,
proposal,
(EIS) Research
Contemporary
Management Issues
conference
paper
Case
study
essay
Marketing Ethics
Strategic Brand
Management
Analytical
report
Strategic
Strategic Marketing
Marketing
report
Digital Marketing
Report
Strategic Innovation
Management
Report
Project Management
Group
report
Case
study,
reflection
Managing Change
Managing Finance
Exam
Portfolio
Marketing Development
in a Volunteering Context
demonstrating
personal
development
Social Enterprise–
Principle and Values
Entrepreneurship in
action
Individual
presentation
Essay
Page 14 of 15
Developing Academic
Practice Critical reading
and academic skills
Essay
Individual
Presentati
on
Developing Academic
Practice –Critical Skills
Work Based Studies
Project Management
Portfolio
Page 15 of 15