Programme Specifications

• Provide an analytical, integrated, multi-disciplinary study of Digital Marketing and of its contemporary and potential role within business organizations, in the external business environment and in society. A distinctive aim is to emphasize the role of digital mix, message and media in Digital Marketing.

• Develop subject knowledge and understanding relating to: markets; customers; contemporary marketing best-practice; marketing processes in relation to other functional business processes; use of digital media in marketing communication; application of Digital Marketing for strategic and operational purposes at corporate, trans-corporate and sub-corporate levels.

• Develop cognitive skills of critical thinking, analysis and synthesis, including a critical approach to evaluating and improving current Digital Marketing practice.

• Develop the capacity to identify, formulate and solve Digital Marketing-based business problems, using appropriate conceptual models, empirical evidence, digital, and quantitative and qualitative skills.

• Enhance communication skills, orally and in writing, using a range of media, including communications and information technology.

• Develop interpersonal influence skills of listening, responding negotiating, presenting and persuasion to develop abilities to work effectively within self-managing teams, including the abilities to build and lead such teams, and to identify and flexibly adapt roles within such teams.

• Facilitate self-management in terms of time, motivation, enterprise, initiative, planning and presentation.

• Develop openness, sensitivity, tolerance and adaptability to diversity and change in people, cultures and contexts which engender and bestow a degree of uniqueness to Digital Marketing-based business problems

• Develop values and generative learning skills that will motivate and enable graduates to engage successfully in a lifelong learning.

• Enable and accelerate employability, and sustained success in a career in the private, public or voluntary sectors

• A1 Markets - the development and operation of markets for resources, goods and services and that includes the impact of marketing and sales and the relationship of segmentation, targeting and positioning on the efficacy of sales processes. Further the role of innovation in the design of product and service design (including experiences).

• A2 Customers - customer expectations, service and orientation that includes service excellence

• A3 Finance - the sources, uses and management of finance; the use of accounting and other information systems for marketing applications

• A4 People - the management and development of people within organisations, including leadership and the legal, marketing related implicationsA5 Operations - the management of marketing resources and operations

• A6 Information systems - the development, management and exploitation of information systems and their impact upon organisations including business intelligence such as data and digital analytics

• A7 Communication - the comprehension and use of relevant communication and information technologies for application in Marketing based business, including digital tools

• A8 Market-based business policy and strategy - the development of appropriate policies and strategies within a changing environment, to meet stakeholder interests, achieve strategic objectives and maintain continuity

• A9 Pervasive issues - sustainability, globalisation, innovation, corporate social responsibility (including social, cultural, economic and environmental issues), diversity, marketing ethics, business innovation, creativity, enterprise development, knowledge management and risk management.

Teaching, learning and assessment methods used to enable outcomes to be achieved and demonstrated

Formal teaching in lectures. Seminars facilitate listening and dialogue with other students, often in a context of engagement with Marketing problems or cases. Guided learning is provided in module outlines which specify detailed and appropriate information sources and reading for the separate topics in the module syllabus. Several modules use small-group learning in contexts such as skills workshops, analysing and solving Marketing cases (including a 'live' case), projects or simulations. Unseen examinations are used for part of the assessment in most modules. Most modules have coursework for which, collectively, a broad range of assessment methods are used: individual essays, reports and presentations; group reports and oral presentations; participation and contribution to seminar discussion.

• B1 Cognitive skills of critical thinking, analysis and synthesis. This includes the capability 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

• B2 Effective problem solving and decision making using appropriate quantitative and qualitative skills including identifying, formulating and solving Marketing-based business problems. The ability to create, evaluate and assess a range of options together with the capacity to apply ideas and knowledge to a range of situations

• B3 Numeracy and quantitative skills including data analysis, interpretation and extrapolation. The use of models of Marketing-based business problems and phenomena

• C1 People management: to include communications, team building, leadership and motivating others.

• C2 Problem-solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.

• C3 Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.

• C4 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.

• C5 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.

• C6 Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena.

• C7 Networking: an awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.

• D1 Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence.

• D2 Ability to work with people from a range of cultures.

• D3 Articulating and effectively explaining information.

• D4 Building and maintaining relationships.

• D5 Communication and listening, including the ability to produce clear, structured business communications in a variety of media.

• D6 Emotional intelligence and empathy.

• D7 Conceptual and critical thinking, analysis, synthesis and evaluation.

• D8 Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.

• D9 Self-reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.