Course Handbook

BA (Hons) Digital Marketing

2020-2021

BA (Hons) Digital Marketing Apprenticeship

Course Leader: Dr Nadia Rattoo

BA (Hons) Digital Marketing

Course Leader: Dr Candan Celik

Lancashire School of Business and Enterprise

Please read this Handbook in conjunction with the University’s Student Handbook.

All course materials, including lecture notes and other additional materials related

to your course and provided to you, whether electronically or in hard copy, as part

of your study, are the property of (or licensed to) UCLan and MUST not be

distributed, sold, published, made available to others or copied other than for your

personal study use unless you have gained written permission to do so from the

Head of School. This applies to the materials in their entirety and to any part of the

materials.

Contents

1 Welcome to the Course

2 Structure of the Course

3 Approaches to teaching and learning

4 Student Support

5 Assessment

6 Classification of Awards

7 Student Feedback

8 Appendices

8.1 Programme Specification(s)

1. Welcome to the course

Welcome to your BA (Hons) in Digital Marketing, at the University of Central Lancashire.

This is your guide to the BA (Hons) in Digital Marketing programme. We recognise that

the decision to study whilst working on the apprenticeship degree or the full time degree

is an important commitment on your part. This guide has been designed to help you get

the most from your commitment. It aims to give you information on the aims of the course,

the learning outcomes you will achieve, what you will be studying and how you will be

assessed.

There is also general information on how the course is managed, what we expect of you

as a degree / apprenticeship degree student, and what you can expect of us, as the team

of staff responsible for the BA (Hons) in Digital Marketing.

We would like to take this opportunity to wish you success here at the University of

Central Lancashire and to encourage you to strive to achieve your full potential. We are

committed to doing everything we can to make your studies and time with the University

of Central Lancashire an enjoyable and worthwhile experience.

The course team (1.2) shall be playing an active part in the day-to-day running of the

programme and will be available to offer guidance and support as and when necessary.

Please do not hesitate to contact us if you need help.

Dr Candan Celik and Dr Nadia Rattoo

(Course leaders)

Foundation year: Introduction

The foundation entry year is designed for students who do not have the usual entry qualifications to directly join one of our main degree programmes. Foundation entry students are typically registered on a 4 or 5 year programme, linked to one of our 3 or 4 year Degree programmes in the Lancashire School of Business and Enterprise (LSBE), i.e. the one in this handbook. The first year of this programme (or Year 0 as it is officially known) will prepare you to progress to a main degree programme on successful completion. Although you are registered on a particular programme, that you may have expressed an interest in upon application, you may switch to another appropriate programme during the course of your foundation year. Please speak to your academic adviser for further details.

Aims and Learning Outcomes of the Foundation Marketing Programme

Aims

• To provide the opportunity to students, who do not have the normal entry qualifications, to prepare for and progress to one of the Business and Management undergraduate degree programmes in the university.

• To provide intellectual and personal development to permit students to undertake undergraduate studies successfully.

• To provide a broadly based and academically rigorous business education, giving the necessary grounding for progression into level 1 of an undergraduate degree in the business or management fields.

• To develop the students’ personal and interpersonal skills.

Learning Outcomes Upon successful completion of the programme students will be able to demonstrate:

1. Knowledge and understanding of concepts and perspectives relevant to accounting, business information systems and economics, with an understanding of the business environment.

2. Cognitive skills, including the ability to select and collate information from a range of sources and analyse business problems logically; construct and criticise proposed solutions; draw conclusions and recommend actions appropriate to the level of study.

3. Subject specific skills, including simple accounting processes; small business information systems and basic spreadsheet models; the ability to present data in various ways, to think analytically, objectively and in terms of alternatives.

4. Transferable skills, including: a. Critical thinking and reasoning skills b. Ability to think conceptually c. Ability to work independently and with a team d. Effective communication skills e. Ability to learn from own experience and that of others f. Ability to manage one’s own personal development and growth g. A basic ability to utilise both quantitative and qualitative data and appropriate

communication and information technologies

For students entering the programme on Year 0 the structure of the programme for

that year is set out below.

The year leader for Year 0 is Barry Marshall-Kalina (BGMarshall-kalina@uclan.ac.uk)

1.1 Rationale, aims and learning outcomes of the course

On successful completion of the BA (Hons) Digital Marketing

programme you will be able to demonstrate knowledge and

understanding of Digital Marketing and subject areas while placing

these within a wider organisational and contextual framework. The

course focuses on you developing skills and competencies you can

directly apply in your current or future work environments. As an

apprenticeships degree student you will also have the opportunity to engage in a series

of live projects that are supported by your employer and supervised by members of the

course team. As a degree student you will have the opportunity of being involved in live

projects.

Specifically the BA (Hons) Digital Marketing Degrees aims are:

• To develop an understanding of different domains of knowledge and the

different perspectives brought to bear in the study and practice of digital

marketing.

• To develop the ability of learners to take responsibility for people, projects and

operations needed to deliver positive impact towards the digital marketing

function.

• To enhance the learner’s intellectual and transferable skills through an

academically rigorous programme of study.

• To encourage engagement in research and its practical application in the

digital marketing sector and business and management more generally.

• To encourage the learner to contextualise learning in practice.

• To develop an understanding of different domains of knowledge from a range

of perspectives in the study and practice of marketing in both domestic and

international contexts.

1.2 Course Team

The table below provides the names and contact details of the main members of staff who

are involved in BA (Hons) Digital Marketing course, either in teaching and delivering the

modules, or as a contact person for further support and guidance.

CELIK Candan ccelik@uclan.ac.uk

4742 GR323

RATTOO Nadia nrattoo@uclan.ac.uk

4747 GR329

EVANS Huw hgevans@uclan.ac.uk

4746 GR329

RODRIGUEZ

Gillian

grodriguez@uclan.ac.uk

4713 GR330

SHAW Chris cshaw3@uclan.ac.uk

4745 GR326

SHERRINGTON

Maria

amsherrington@uclan.ac.uk 4760 GR327

TAN Zhaotao ztan2@uclan.ac.uk

GR327

1.3 Expertise of staff

You will be taught by a mixture of staff, some who have completed their doctorate

degrees, and are active in research. Other staff may have expertise in teaching or

management or a mixture of all of these. Many still maintain strong connections with the

industry and most are members of professional Bodies including the CIM, Market

Research Society, The IDM & CIPR.

1.4 Academic Advisor

You will be assigned an Academic Advisor who will provide additional academic advice

and support during the year. They will be the first point of call for many of the questions

that you might have during the year. Your Academic Advisor will be able to help you with

personal development, providing insight and direction to enable you to realise your

potential.

1.5 Administration details

Campus Admin Services provides academic administration support for

students and staff and are located in the following hubs which open from 8.45am

until 5.15pm Monday to Thursday and until 4.00pm on Fridays. The hub can provide

general assistance and advice regarding specific processes such as extenuating

circumstances, extensions and appeals.

Greenbank Building

Lancashire School of Business and Enterprise

telephone: 01772 891992/891993

email: GreenbankHub@uclan.ac.uk

1.6 Communication

The University expects you to use your UCLan email address and

check regularly for messages from staff. If you send us email

messages from other addresses they risk being filtered out as

potential spam and discarded unread.

Academic staff usually communicate with students via electronic means, which include

emails, text messages and through Blackboard. For face-to-face discussions, staff also

display details on their office doors of their office hours. Office hours are set times each

week where the staff are available to see students. Some staff operate a ‘drop-in’

approach during their office hours, whilst other staff require an appointment based

approach. Students therefore are encouraged to familiarise themselves with their tutors

office hours and the type of approach they take. If any student unsure about this, you can

contact you Academic Advisor / Course Leader for guidance. Overall, staff are supportive

and will try their best to communicate as timely and effectively as they can with students.

1.7 External Examiner

The University has appointed an External Examiner to your course who helps to ensure

that the standards of your course are comparable to those provided at other higher

education institutions in the UK. The name of this person, their position and home

institution can be found below. If you wish to make contact with your External Examiner,

you should do this through your Course Leader and not directly. External Examiner

reports will be made available to you electronically. The School will send a sample of

student coursework to the External Examiner(s) for external moderation purposes, once

it has been marked and internally moderated by the course tutors. The sample will include

work awarded the highest and lowest marks and awarded marks in the middle range.

• Ayesha Owusu-Barnaby, Lecturer and Course Director, London South Bank

University

2. Structure of the course

2.1 Overall structure

BA (Hons) Digital Marketing Apprenticeship Degree

Level Module

Code

Module Title Credit

rating

Awards

Level 6 MK3501

MK3502

MK3503

MK3504

MK3505

Marketing Strategy

Data Analysis and Relationship

Management

Social Media Marketing and

Optimisation

Contemporary Digital Markets

Strategic Digital Marketing Project

20 20

20

20

40

BA (Hons) Digital

Marketing

Requires 360 credits

including a minimum

of 220 at Level 5 or

above and 100 at

Level 6

BA Digital

Marketing

Requires 320 credits

including a minimum

of 180 at Level 5 or

above and 40 at

Level 6

Level 5 MK2501

MK2502

MK2503

MK2504

MK2505

Marketing Management

Digital Design for Marketers

Regulation Ethics and Trust

Market Research and Consumer

Insight

Applied Digital Marketing Project

20 20 20

20

40

Diploma of Higher

Education in Digital

Marketing

Requires 240 credits

including a minimum

of 100 at Level 5 or

above

Level 4 MK1501

MK1502

MK1503

MK1504

MK1505

Marketing Principles

Digital Marketing platforms

Digital Behaviours

Social Media Communications

Introductory Digital Marketing Project

20 20 20

20

40

Certificate of Higher

Education

Requires 120 credits

at Level 4 or above

BA (Hons) Digital Marketing Degree

Level Module

Code

Module Title Credit

rating

Awards

Level 6 BC3000

BC3008

MK3501

MK3552

MK3555

MK3554

MK3502

MK3503

MK3504

Work Placement

International Study

Marketing Strategy

Contemporary Research in Marketing

Marketing Internship

The Agency

Data Analysis and Relationship

Management

Social Media Marketing and

Optimisation

Contemporary Digital Markets

120 120

20

30

30

30

20

20

20

BA (Hons) Digital

Marketing

Requires 360 credits

including a minimum

of 220 at Level 5 or

above and 100 at

Level 6

BA Digital

Marketing

Requires 320 credits

including a minimum

of 180 at Level 5 or

above and 40 at

Level 6

Level 5 MK2501

MK2553

MK2552

MK2502

MK2551

MK2503

ALxxxx

Marketing Management

The Responsible Marketer

Applied Marketing Research

Digital Design for Marketers

Creative Digital Marketing Content

Regulations, Ethics and Trust

Modern Foreign Language

20 30

30

20

20

20

20

Diploma of Higher

Education in Digital

Marketing

Requires 240 credits

including a minimum

of 100 at Level 5 or

above

Level 4 MK1551

MK1552

MK1554

MK1553

Marketing Concepts

Project Essentials

Contemporary Consumers

The Enterprising Marketer

30 30

30

30

Certificate of Higher

Education

Requires 120 credits

at Level 4 or above

2.2 Modules available

Each module is a self-contained block of learning with defined aims, learning outcomes

and assessment. A standard module is worth either 30 or 20 credits. It equates to the

learning activity expected from one sixth of a full-time undergraduate year. Modules may

be developed as half or double modules with credit allocated up to a maximum of 120

credits per module.

2.3 Course requirements

As a requirement of the apprenticeships the candidate must be

currently either working in a Digital Marketing role or working towards

a Digital Marketing role.

• 112 points at A2 - General Studies accepted

• BTEC Extended Diploma: Distinction, Merit, Merit

• BTEC Diploma: Distinction*Distinction*

• Pass Access To HE with 30 Level 3 Credits at Distinction

• International Baccalaureate: 28P

• IELTS: 6.0 with no sub-score lower than 5.5

• GCSE: Maths and English grade C or equivalent

Non Standard:

Applications from candidates with non-standard qualifications, e.g. relevant work

experience and/or formal qualifications from other subject areas, will be considered on

a case by case basis.

2.4 Module Registration Options

Discussions about your progression through the course normally take place during the

placement visits. This will provide an opportunity for you to make plans for your study over

the academic year.

2.5 Study Time

2.5.1 Weekly timetable

Apprenticeship Degree

You will study two 20 credit modules per semester which is normally 6 hours per week.

Details of days, times and rooms are available by accessing your online timetable in the

student portal. A timetable will be available once you have enrolled onto the programme,

through the Student Portal.

Full time degree

You will study a combination of 30 and 20 credit modules credit modules per year which

is normally 12 hours per week. Details of days, times and rooms are available by

accessing your online timetable in the student portal. A timetable will be available once

you have enrolled onto the programme, through the Student Portal.

2.5.2 Expected hours of study

20 credits is a standard module size and equals 200 notional learning hours and 30 credits

is a module size and equals 300 notional learning hours. For the apprenticeship degree,

the course has been designed to equate to 20% of your working time.

Details of time allocation can be seen on module level in the module

information packs (MIPS).

2.5.3 Attendance Requirements

You are required to attend all timetabled learning activities for each module. Notification

of illness or exceptional requests for leave of absence must be made to: Student Support

at Greenbank Hub.

If you are a full time international student then you have other responsibilities under the

UK Border Agency (UKBA), Points Based System (PBS) - you MUST attend your course

of study regularly; under PBS, UCLan is obliged to tell UKBA if you withdraw from a

course, defer or suspend your studies, or if you fail to attend the course regularly.

International students must check their visa and immigration requirements, and English

language proficiency requirements at

https://intranet.uclan.ac.uk/SearchCenter/Pages/Results.aspx?sq=1&k=english%20lang

uage

%20requirements&s=All%20Content

http://www.uclan.ac.uk/international/index.php

If you have not gained the required authorisation for leave of absence, do not respond to

communications from the University and if you are absent for four weeks or more, you

may be deemed to have withdrawn from the course. If this is the case, then the date of

withdrawal will be recorded as the last day of attendance.

You can check your attendance record through my UCLan. Each time you are asked to

enter your details on SAM you must remember that the University has a responsibility to

keep information up to date and that you must only enter your own details on the system.

To enter any other names would result in inaccurate records and be dishonest. Any

student who is found to make false entries can be disciplined under the Regulations for

the Conduct of Students.

3. Approaches to teaching and learning

3.1 Learning and teaching methods

Students will be exposed to a range of teaching and learning strategies to support wider

reading. These will include:

¬Lectures: comprising a presentation of arguments in which the lecturer introduces new

material or expounds on material already presented. Student participation is encouraged,

in order to question the subject matter and contribute to short structured discussions.

These may also be delivered online.

¬Seminars: Lectures will be complemented by seminars and tutorials to provide the

opportunity for student discussion; Discussions may also take place online through

blackboard or synchronously through appropriate technology.

¬Case Studies: In addition to programme assignments incorporating the main elements

of each subject, case studies are undertaken at specific stages in the programme. Case

Studies provide an extension to assignments in that they are designed to allow students

to explore and solve the wider aspects and implications of realistic problems. ¬Group

Work: students are encouraged to work in small teams to complete group exercises or

solve particular problems.

¬Audio-Visual: Students will be presented with material depicting current Businesses to

provide a catalyst for discussion and analysis around current Marketing and public

relations issues

¬Practical Workshops: providing students an opportunity to practice and develop skills

whilst under direct supervision from teaching staff, for example in web-research and

development.

¬Independent Preparatory Work: Students are expected to complete written work to

support each module.

¬Assignments: These may be theory or practice based assessments and full details will

be given in the module information pack for each module.

Students are also encouraged to draw on their own experience, both work and non-work

to promote their own learning and that of others.

3.2 Study skills

It is expected that students will, over the duration of the course, both acquire new skills

and enhance their existing skills. Students will learn from lecture, seminar and workshop

activities and from both directed and student initiated self-study. The use of experiential

learning and learner-centred activities such as presentations, dissertation and projects,

together with encouraging both self-analysis and evaluation will enable continuous

personal and professional development.

The Lancashire School of Business and Enterprise is supported by the Progress Team

that includes a team of support tutors (who specialise in both home and international

student support) to help students develop their academic skills. Furthermore, students

are also recommended to take advantage of wider UCLan support services such as

WISER http://www.uclan.ac.uk/students/study/wiser/index.php

Study Skills - ‘Ask Your Librarian’

https://www.uclan.ac.uk/students/support/study/it_library_trainer.php

You can book a one to one session with a subject Librarian via Starfish. These sessions

will help with questions such as “My lecturer says I need a wider variety of sources in my

references, what do I do?"

"I need to find research articles, where do I start?"

"How do I find the Journal of ...?"

"How do I use RefWorks?”

3.3 Learning resources

3.3.1 Learning and Information Services (LIS)

The best place to start when exploring the Library resources available to

you is;

• Your ‘Subject Guide’ can be found in the Library Resources

• Your ‘My Library’ tab in the Student Portal

• Library search

Contact our subject librarians for help in finding resources to support your assignments

and preparation in relation to Digital Marketing topics. Further information on this is

included in the Student Handbook

3.3.2 Electronic Resources

Students are supported by the electronic Blackboard system where materials are made

available to them by module to support their learning. Students will find information at the

back of your Module Information Packs which details which electronic resources are

particularly useful for which modules.

3.4 Personal development planning

There is a strong focus throughout the degree on developing the skills and competencies

required for career progression in digital marketing. This focuses on developing

behaviours that encourage learners to reflect on their personal development and skills

base. The project ‘stream’ looks to specifically develop the employability skills and

personal development attributes of learners through three way conversation between

academics, employers and learners, as well as undertaking a ‘live project’. This module

is supported by teaching sessions throughout the academic year to encourage learners

to continuously consider their own personal development and consider how their project

can enhance their own practice. It also offers learners the opportunity to develop their end

point assessments.

Whilst in year 1, academic and employability skills are constructively aligned into the

module content, this is developed and enhanced through the project module ‘introductory

digital marketing project’. At year 2, the ‘applied digital project’ aims to continue to develop

learner’s career skills and building more critical application to employability skills. In year

3, a self-initiated ‘strategic’ project and portfolio which consolidates learning from the first

and second years ‘introductory’ and ‘applied’ modules and cumulates in formulation of

the end point assessment.

To assist in this continuous process, many of modules on the programme will assess

various aspects of personal development through coursework involving reflective

accounts and portfolios. These require students to develop a whole range of specific skills

over an academic year.

For apprenticeship students. In line with the modules the learners will also be required to

keep a separate log of development, this will incorporate a number of things these can

be; time logs, reflection of development and learner skills learnt. This log will be

accessible by: the employer e.g. to see how the learner is progressing and the university

e.g. to be used for discussion in the placement visits. The Onefile system can be used to

support the iterative process between the employers, university and the learner. The

information in the logs can be used to help acuminate the end point assessment.

Throughout their degree programme, there will be a strong emphasis on facilitating the

student to take ownership of their own particular development and progression. The

personal tutor system additionally provides each student with an individual whom they

can consult on a wide variety of issues over the course of their study. Personal tutors will

also supervise the projects.

Students will be working towards Chartered Marketer status and the course team will seek

accreditation from professional bodies e.g. The IDM. This provides students with

appropriate industry recognised skills and enhancing their opportunity for career

progression.

Students may have the opportunity to engage in additional professional certificates online

such as, google analytics (beginners and advanced).

3.5 Preparing for your career

As highlighted above in section 3.4, PDP and employability are strong

themes running through the entirety of the degree programme and a key

aspect of the BA (Hons) Digital Marketing. Furthermore, the UCLan

Careers service has designated Careers Advisors for The Lancashire

School of Business and Enterprise who work closely with Course Leaders and students

to provide careers support and guidance.

4. Student Support

Information on the support available is at: https://www.uclan.ac.uk/students/

Students can access a variety of staff and services for support during their time at UCLAN.

The Course Leader or the Student support staff in the Greenbank Hub are available to

help discuss any problems you are facing.

4.1 Academic Advisors

Your Academic Advisor is there to help you with advice about both

academic and administrative aspects of your course. If your Academic

Advisor cannot help you directly, they will be able to sign post you to the

relevant service or contact person. Your Academic Advisor will request

to see you periodically

throughout each academic year to ask how you are getting on and check on your progress

on the course. Outside of these times, it is encouraged that you request to see your

Academic Advisor as soon as possible if you are having difficulties and need support,

rather than wait for the scheduled periodic meeting.

4.2 Students with disabilities

If you have a disability that may affect your studies, please either contact the Disability

Advisory Service - disability@uclan.ac.uk - or let one of the course team know as soon

as possible. With your agreement, information will be passed on to the Disability Advisory

Service. The University will make reasonable adjustments to accommodate your needs

and to provide appropriate support for you to complete your study successfully. Where

necessary, you will be asked for evidence to help identify appropriate adjustments.

4.3 Students’ Union

The Students’ Union offers thousands of volunteering opportunities ranging from

representative to other leadership roles. We also advertise paid work and employ student

staff on a variety of roles. You can find out more information on our website:

http://www.uclansu.co.uk/

4.4 Employers Responsibilities for Apprenticeship students

As the programme is to support the development of apprenticeships in the workplace

students will be required to be in full time employment. The student’s employer will be

active in the learning and development of the student. Employers are expected to provide

the student with the time to attend their classes. Students will also need to be able to

conduct research and work based learning assignments within their place of work. It is

also recommended that each student has an internal mentor within their organisation to

support and champion the students live project work. Live projects will be negotiated and

coordinated with support from both the organisation and the course leadership team.

4.5 Students Responsibilities as an Apprentice

It is a condition of the programme that all enrolled students are in employment with an

appropriate employer, who will co-fund their tuition fees and support their learning

development needs. This includes students having the opportunity to conduct research

and work based learning assignments within their place of work. If the student’s

employment circumstances change, or the employer fails to fully support the student in

their learning the opportunity to continue on the programme may be significantly impeded.

If a student anticipates or experiences any change in their employment circumstances

they are strongly advised to discuss the potential ramifications of these changes with their

Course Leader at the first opportunity. In the event that an employer withdraws an

employment contract or goes into administration, the University will provide guidance to

help the learner to find alternative employment to continue the course. A suspension of

studies may be necessary in this situation until new employment is secured. If the learner

does not secure new employment, then the University will counsel the student to consider

a full-time degree.

5. Assessment

5.1 Assessment Strategy

All of your modules will be assessed. Assessment is an important part

of your development as a student both to test understanding and

knowledge and as ever developing base upon which to build. The

learning achieved from completing an assessment and from the

feedback received, especially about how to improve are very valuable.

Each learning outcome of the course has to be assessed and this is achieved in the

various modules. The level of difficulty increases each year. Most modules are assessed

purely by course work, but some modules may have examinations at the end of semester.

5.2 Notification of assignments and examination arrangements

Assignment briefs will be explained in class and stored on blackboard for reference.

Assignment briefs include assessment criteria which gives you a good idea of what your

tutor is looking for in your work and enables you to assess your fulfilment of assessment

criterial before you hand in the work.

It is the students’ responsibility to manage their time effectively to ensure they complete

the assessments in a timely manner and adhere to the deadlines (unless there is good

reason to support otherwise).

5.3 Referencing

Referencing should use the Lancashire School of Business and Enterprise system of

referencing found at: https://padlet.com/lgornall/HarvardGuideReferencing

5.4 Confidential material

Students do not generally have to use confidential material, but there are some situations

in which they need to be cognisant of the legal and ethical requirements of protecting

confidentiality e.g. when conducting research with respondents.

5.5 Cheating, plagiarism, collusion or re-presentation

Please refer to the information included in section 6.6 of the University Student Handbook

for full definitions. The University uses an online Assessment Tool called Turnitin. A

pseudoTurnitin assignment will be set up using the School space on Blackboard to allow

students to check as many drafts as the system allows before their final submission to

the ‘official’ Turnitin assignment. Students are required to self-submit their own

assignment on Turnitin and will be given access to the Originality Reports arising from

each submission. In operating Turnitin, Schools must take steps to ensure that the

University’s requirement for all summative assessment to be marked anonymously is not

undermined and therefore Turnitin reports should either be anonymised or considered

separately from marking. Turnitin may also be used to assist with plagiarism detection

and collusion, where there is suspicion about individual piece(s) of work.

5.6 How do I know that my assessed work had been marked fairly?

Assessment is an integral part of the course. Module staff work closely together to design assessments, agree the marking criteria and approve final versions of assessments to ensure that these are appropriate. The criteria for assessment will be communicated to you clearly during the module teaching.

All module staff engage in development and training in assessment, marking and feedback. Once the assessments have been completed the module team will discuss the assessment methods and marking criteria, prior to starting to mark, so that there is a common understanding of what is expected of students. All assessed modules have moderation built into the marking process. Moderation involves sampling students’ assessed work to make sure that the learning outcomes and agreed marking criteria have been interpreted and applied in the same way. This ensures that you and your fellow students are treated equitably and that the academic standards are applied consistently. During the marking process the module leader will co-ordinate moderation to ensure that at least 10% of assessed work (or a minimum of three pieces) has been reviewed by other markers and any concerns about consistency or accuracy addressed with the whole module team. Your work may or may not be part of this sample, but the processes for developing assessments and marking criteria as well as moderation mean that you can be confident that teaching staff are marking assessments to the same criteria. Module teams may then use feedback from moderation to improve clarity about the nature and purpose of future assessment, or to make changes if required.

Modules are also moderated externally. The module leader will arrange for the external examiner to receive a sample of work for review and comment. External examiners cannot change individual grades but can act as ‘critical friends’ and confirm that marking standards are in line with other, similar courses in the sector. If, on reviewing the sample, external examiners feel that the marking criteria have not been applied consistently the work of the whole cohort will be reviewed.

6. Classification of Awards

The University publishes the principles underpinning the way in which awards and results

are decided in Academic Regulations. Decisions about the overall classification of awards

are made by Assessment Boards through the application of the academic and relevant

course regulations.

7. Student Feedback

You can play an important part in the process of improving the quality

of this course through the feedback you give. In addition to the on-going

discussion with the course team throughout the year, there are a range

of mechanisms for you to feedback about your experience of teaching

and learning. We aim to respond to your feedback and let you know of

our plans for improvement. Students are encouraged to nominate themselves for the

Course Representative role who represent all the students at the Staff Student Liaison

meetings (see section 7.1 below). Additionally, tutors seek both informal and formal

feedback from students during the course of the modules they deliver. Furthermore, the

Course Leader seeks feedback from students throughout the course of the degree

programme. Students are therefore encouraged to be active in providing their feedback

and have plenty of opportunities to do this.

7.1 Student Staff Liaison Committee meetings (SSLCs)

Details of the Protocol for the operation of SSLCs is included in section 8.2 of the

University Student Handbook.

8. Appendices

8.1 Programme Specification for Digital Marketing Apprenticeship and Digital

Marketing Degree

UNIVERSITY OF CENTRAL LANCASHIRE

Programme Specification

This Programme 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 and demonstrate if he/she takes full advantage of the learning opportunities that are provided.

Sources of information on the programme can be found in Section 17

1. Awarding Institution / Body

University of Central Lancashire

2. Teaching Institution and Location of Delivery

Preston/Burnley Campus

3. University School/Centre

Lancashire School of Business and Enterprise

4. External Accreditation

The Chartered Institute of Marketing, The Institute of Direct and Digital Marketing (IDM)

5. Title of Final Award

BA (Hons) Digital Marketing

6. Modes of Attendance offered

Full-time / Part-time (Degree Apprenticeship)

7a) UCAS Code n/a

7b) JACS Code HECos Code

N500 100075

8. Relevant Subject Benchmarking Group(s)

Business and Management (BM)

9. Other external influences

Institute of Apprenticeships Business and Management http://www.qaa.ac.uk/docs/qaa/subject-benchmark-statements/sbs-business-management-15.pdf?sfvrsn=c7e1f781_10

10. Date of production/revision of this form

October 2018

11. Aims of the Programme

• To develop an understanding of different domains of knowledge and the different perspectives brought to bear in the study and practice of digital marketing.

• To develop the ability of learners to take responsibility for people, projects and operations needed to deliver positive impact towards the digital marketing function.

• To enhance the learner’s intellectual and transferable skills through an academically rigorous programme of study.

• To encourage engagement in research and its practical application in the digital marketing sector and business and management more generally.

• To encourage the learner to contextualise learning in practice

• To develop an understanding of different domains of knowledge from a range of perspectives in the study and practice of marketing in both domestic and international contexts.

12. Learning Outcomes, Teaching, Learning and Assessment Methods

A. Knowledge and Understanding

An ability to: A1. Analyse the complexity and pace of change within the digital marketing environment. A2. Analyse the meaning, process and practice of digital marketing. A3. Evaluate, respond to and communicate with relevant stakeholders and markets A4. Evaluate the principles of digital marketing and its place within the process of organisational development A5. Analyse the role, processes and practice of marketing in a range of contexts.

Teaching and Learning Methods

Acquisition of core knowledge and understanding (A1-A5) is mainly through lectures and workshops. Live projects and case study analysis are used to encourage independent and active learning and interaction. Additional support and resources are available using the VLE platform – Blackboard. Particular emphasis is placed on active learning with students undertaking live project work or work that is applicable to their organisation, industry or market.

Assessment methods

For outcomes A1-A5, a range of assessment methods are used including essays, reports, portfolios, case studies, exams or presentations. Some of these methods may involve virtual / online elements to develop digital skills.

B. Subject-specific skills

An ability to: B1. Analyse and apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing. B2. Evaluate the creativity and value of strategies and techniques across digital platforms B3. Evaluate how consumer behaviours and digital platforms and tools provide solutions for marketing decisions B4. Appraise how research and data inform the key channels and content within a digital marketing plan. B5. Develop skills and techniques that enable learners to manage, plan, specify, lead and report on digital marketing projects. B6. Apply marketing theory in practical and experiential situations relevant to digital marketing

Teaching and Learning Methods

For the teaching of subject specific skills learners will experience modules that focus specifically on the areas of strategy, digital platforms, communications, consumer behaviours and projects. Modules have also been designed to analyse the integrated nature of to these subject areas. This approach will offer the learner the opportunity to apply the principles, techniques from their learning to their particular organisational context, whilst gaining a greater understanding and appreciation of organisations via real projects to produce independent and or practical research.

Assessment methods

For outcomes B1 – B6 a variety of assessments are used in either an individual or group context, which include: case study analysis, production of professional development plans, portfolios, presentations, academic essays, reports, projects, reflective accounts and examinations.

C. Thinking Skills

An ability to: C1. Interpret, collate, critically analyse and synthesise information from a range of sources C2. Critically relate relevant theory and its practical application. C3. Evaluate problem-solving tools and techniques specific to the process of digital marketing. C4. Plan and conduct research projects.

Teaching and Learning Methods

For learning outcomes C1 – C4, critical perspectives and case study examples will be used in lectures. This will be supported by seminars/workshops in which students have the opportunity to apply their perspectives to case study material. The projects allow the students to actively engage in solving problems, applying theoretical principles and data to their own project context.

Assessment methods

Critical essays, business reports and research projects provide students with a means to apply thinking skills C1- C4 both on a theoretical and applied basis. Students may choose the application of investigative tools to their digital marketing projects detailing practical solutions to complex problem.

D. Other skills relevant to employability and personal development

An ability to: D1. Use verbal and non-verbal communication skills effectively D2. Work independently and as a member of a team D3. Manage own personal development, lifelong learning and growth D4. Manage self in terms of time, planning, self-control and impact of work on others.

Teaching and Learning Methods

Students will engage in learner-centred activities that focus on employability and personal development such as skills audits, and presentations, together with encouraging self-analysis and evaluation which will enable continuous personal and professional development.

Assessment methods

This may take the form of skills audits, reflective portfolios, case studies and projects. Group-based problem solving activities are assessed from both a process and output perspective. Presentations reflection reports, in addition to developing functional plans will assist in the assessment of transferable skills.

13. Programme Structures*

14. Awards and Credits*

Level Module Code

Module Title Credit rating

Level 6 MK3501 MK3502 MK3503 MK3504 MK3505 MK3554 MK3555 MK3552 BC3000 BC3008

Compulsory module for non-Apprenticeship students and Degree Apprenticeship students Marketing Strategy Compulsory modules for Degree Apprenticeship students and optional modules for non-Apprenticeship students (pick two from three) Data Analysis and Relationship Management Social Media Marketing and Optimisation Contemporary Digital Markets Compulsory module for Degree Apprenticeship Strategic Digital Marketing Project Compulsory modules for non-Apprenticeship students The Agency or Internship Compulsory modules for non-Apprenticeship students Contemporary Research in Marketing Work Placement International Study

20 20 20 20 40 30 30 30 120 120

BA (Hons) Digital Marketing Requires 360 credits including a minimum of 220 at Level 5 or above and 100 at Level 6 BA Digital Marketing Requires 320 credits including a minimum of 180 at Level 5 or above and 40 at Level 6 BA (Hons) Digital Marketing Degree Apprenticeship Requires 360 credits including a minimum of 220 at Level 5 or above and 100 at Level 6 BA Digital Marketing Degree Apprenticeship Requires 320 credits including a minimum of 180 at Level 5 or above and 40 at Level 6

Level 5 MK2501 MK2502 MK2503

Compulsory module for non-Apprenticeship students and Degree Apprenticeship students Marketing Management Compulsory modules for Degree Apprenticeship students Digital Design for Marketers Regulation Ethics and Trust

20 20 20

Diploma of Higher Education in Digital Marketing Requires 240 credits including a minimum of 100 at Level 5 or above

MK2504 MK2505 MK2553 MK2552 MK2551 ALXXXX MK2502 MK2503

Compulsory module for Degree Apprenticeship Market Research and Consumer Insight Applied Digital Marketing Project Compulsory modules for non-Apprenticeship students The Responsible Marketer Applied Marketing Research Optional module for non-Apprenticeship students (Pick two from four) Creative Digital Marketing Content Modern Foreign Language Digital Design for Marketers Regulation Ethics and Trust

20 40 30 30 20 20 20 20

Level 4 MK1501 MK1502 MK1503 MK1504 MK1505 MK1551 MK1552 MK1553 MK1554

Compulsory module for Degree Apprenticeship Marketing Principles Digital Marketing platforms Digital Behaviours Social Media Communications Introductory Digital Marketing Project Compulsory modules for non-Apprenticeship students Marketing Concepts Project Essentials The Enterprising Marketer Contemporary Consumers

20 20 20 20 40 30 30 30 30

Certificate of Higher Education Requires 120 credits at Level 4 or above

Level 3 FE

Four Compulsory Modules Requires completion of 120 credits at level 3. Successful completion leads to progression to BA Hons Digital Marketing. Students who exit after completion of level 3 will receive a transcript of their modules and grades.

HRC002 Managing Business Information

20

HRC004 Skills for Higher Education 20

HRC005 Introduction to Enterprise Skills

20

BUC006 Business in Context 20

Choice of two from three modules

ACC003 Accounting and Economics 20

HRC007 Managing People and Organisations

20

HRC008 Marketing and Retail 20

15. Personal Development Planning

There is a strong focus throughout the degree on developing the skills and competencies required for career progression in digital marketing. This focuses on developing behaviours that encourage

learners to reflect on their personal development and skills base. The project ‘stream’ looks to specifically develop the employability skills and personal development attributes of learners through three way conversation between academics, employers and learners, as well as undertaking a ‘live project’. This module is supported by teaching sessions throughout the academic year to encourage learners to continuously consider their own personal development and consider how their project can enhance their own practice. It also offers learners the opportunity to develop their end point assessments. Whilst in year 1, academic and employability skills are constructively aligned into the module content, this is developed and enhanced through the project module ‘introductory digital marketing project’. At year 2, the ‘applied digital project’ aims to continue to develop learner’s career skills and building more critical application to employability skills. In year 3, a self-initiated ‘strategic’ project and portfolio which consolidates learning from the first and second years ‘introductory’ and ‘applied’ modules and cumulates in formulation of the end point assessment. To assist in this continuous process, many of modules on the programme will assess various aspects of personal development through well coursework involving reflective accounts and portfolios. These require students to develop a whole range of specific skills over an academic year. In line with the modules the learners will also be required to keep a separate log of development, this will incorporate a number of things these can be; time logs, reflection of development and learner skills learnt. This log will be accessible by: the employer e.g to see how the learner is progressing and the university e.g. to be used for discussion in the placement visits. The Onefile system can be used to support the iterative process between the employers, university and the learner. The information in the logs can be used to acuminate in the end point assessment. Throughout their degree programme, there will be a strong emphasis on facilitating the student to take ownership of their own particular development and progression. The personal tutor system additionally provides each student with an individual whom they can consult on a wide variety of issues over the course of their study. Personal tutors will also supervise the projects.

16. Admissions criteria * (including agreed tariffs for entry with advanced standing) *Correct as at date of approval. For latest information, please consult the University’s website.

The entry requirements for Foundation Year entry is 72 points at A2 level (BTEC MPP or A-Level grades DDD) or equivalent. Other acceptable qualifications include: Advanced VCE Scottish Certificate of Education Higher Grade Irish Leaving Certificate Higher Grade International Baccalaureate BTEC National Certificate/Diploma Successful applicants to L4 BA (Hons) Digital Marketing must possess one of the following:

• 104-112 UCAS Points. General Studies accepted

• BTEC Extended Diploma: Distinction, Merit, Merit

• BTEC Diploma: Distinction, Distinction*

• Pass Access Course: 106-112 UCAS Points

• International Baccalaureate: Pass Diploma with 104-112 UCAS points from Higher Level Subjects

Plus

• GCSE: 5 at grade C/4 including Maths & English or equivalent

• IELTS: 6.0 with no score lower than 5.5 (only for students whose first language is not English) Non Standard: Applications from candidates with non-standard qualifications, e.g. relevant work experience and/or formal qualifications from other subject areas, will be considered on a case by case basis.

As a requirement of the apprenticeship the candidate must be currently working in a digital marketing role or working towards a digital marketing role.

17. Key sources of information about the programme

• Course factsheet

• Website

18. Curriculum Skills Map: Individual Programme Learning Outcomes being assessed are ticked

To achieve 360 Credits in Digital Marketing (Apprenticeship), students will demonstrate the ability to:

Level Module Code Module Title

Core (C), Compulsory (COMP) or Option (O)

Programme Learning Outcomes

Knowledge and understanding Subject-specific Skills Thinking Skills

Other skills relevant to employability and

personal development

Degree Apprenticeship A1 A2 A3 A4 A5 B1 B2 B3 B4 B5 B6 C1 C2 C3 C4 D1 D2 D3 D4

LE

VE

L 6

MK3501 Marketing strategy (Comp) X X

X

X X

X X X X X X X X

MK3502 Data Analysis and Relationship Management (Comp)

X X X

X X X X X X X X X

MK3503 Social Media Marketing and Optimisation (Comp)

X X X X

X X X X X X X X

MK3504 Contemporary Digital Markets (Comp) X X X X X X X X X X X X X X

MK3505

Strategic Digital Marketing Project (Comp)

X X X X X X X X X X X X X X X X X

LE

VE

L 5

MK2501 Marketing Management (Comp) X X X X X X X

MK2502 Digital design for marketers (Comp) X X X X X X X X X

MK2503 Regulation, ethics and trust (Comp) X X X X X X X

MK2504

Marketing research and consumer insight (Comp)

X

X X X X X X X X

MK2505

Applied Digital Marketing Project (Comp)

X X X X X X X X X X X X X X

LE

VE

L 4

MK1501 Marketing Principles (Comp) X X X X X X

MK1502 Digital Marketing Platforms (Comp) X X X X X X X X X

MK1503 Digital Behaviours (Comp) X X X X X X X X

MK1504

Social media communications and content marketing (Comp)

X X X X X X X X X

MK1505 Introductory digital marketing project (Comp)

X X

X X X X X X X X X X

18. Curriculum Skills Map. Individual Programme Learning Outcomes being assessed are ticked

To achieve 360 Credits in Digital Marketing, students will demonstrate the ability to:

Level Module Code Module Title

Core (C), Compulsory (COMP) or Option (O)

Programme Learning Outcomes

Knowledge and understanding Subject-specific Skills Thinking Skills

Other skills relevant to employability and

personal development

Digital Marketing A1 A2 A3 A4 A5 B1 B2 B3 B4 B5 B6 C1 C2 C3 C4 D1 D2 D3 D4

BC3000 Work Placement (O) X X X X X X X X X X X X X X X X X X X

BC3008 International Study (O) X X X X X X X X X X X X X X X X X X X

LE

VE

L 6

MK3501 Marketing Strategy (Comp) X X X X X X X X X X X X X

MK3552 Contemporary Research in Marketing

(Comp) X X X X X X X X X X X X X X

MK3555 Marketing Internship (O) X X X X X X X X X X X X X X X X

MK3554 The Agency (O) X X X X X X X X X X X X X X X X

MK3502 Data Analysis and Relationship Management

(O) X X X X X X X X X X X

MK3503 Social Media Marketing and Optimisation

(O) X X X X X X X X X X X X

MK3504 Contemporary Digital Markets (O) X X X X X X X X X X X X X X

LE

VE

L 5

MK2501 Marketing Management (Comp) X X X X X X X

MK2553 The Responsible Marketer (Comp) X X X X X X X X X X X X X X X X X X

MK2552 Applied Marketing Research (Comp) X X X X X X X X X X X X X X X X X X

MK2502 Digital Design for Marketers (O) X X X X X X X X X

MK2551 Creative Digital Marketing Content

(O) X X X X X X X X X X X X X X X X X X

MK2503 Regulations, Ethics and Trust (O) X X X X X X X X

ALxxxx Modern Foreign Language (O) X X X X

LE

VE

L 4

MK1551 Marketing Concepts (Comp) X X X X X X X X X X X

MK1552 Project Essentials (Comp) X X X X X X X X X X X X X X

MK1554 Contemporary Consumers (Comp) X X X X X X X X

MK1553 The Enterprising Marketer (Comp) X X X X X X X X X X X

Note: Mapping to other external frameworks, e.g. professional/statutory bodies, will be included within Student Course Handbooks

19. LEARNING OUTCOMES FOR EXIT AWARDS: Learning outcomes for the award of: Certificate of HE A2. Analyse the meaning, process and practice of digital marketing. A4.Evaluate the principles of digital marketing and its place within the process of organisational development B2. Evaluate the creativity and value of strategies and techniques across digital platforms B3. Evaluate how consumer behaviours and digital platforms and tools provide solutions for marketing decisions B5. Develop skills and techniques that enable learners to manage, plan, specify, lead and report on digital marketing projects. C1. Interpret, collate, critically analyse and synthesise information from a range of sources C3. Evaluate problem-solving tools and techniques specific to the process of digital marketing. D1. Use verbal and non-verbal communication skills effectively D2. Work independently and as a member of a team Learning outcomes for the award of: Diploma of HE in Digital Marketing A2. Analyse the meaning, process and practice of digital marketing. A4.Evaluate the principles of digital marketing and its place within the process of organisational development A5. Analyse the role, processes and practice of marketing in a range of contexts. B2. Evaluate the creativity and value of strategies and techniques across digital platforms B3. Evaluate how consumer behaviours and digital platforms and tools provide solutions for marketing decisions B4. Appraise how research and data inform the key channels and content within a digital marketing plan. B5. Develop skills and techniques that enable learners to manage, plan, specify, lead and report on digital marketing projects. C1. Interpret, collate, critically analyse and synthesise information from a range of sources C3. Evaluate problem-solving tools and techniques specific to the process of digital marketing. C4. Plan and conduct research projects. D1. Use verbal and non-verbal communication skills effectively D2. Work independently and as a member of a team D3. Manage own personal development, lifelong learning and growth Learning outcomes for the award of: BA Digital Marketing A1. Analyse the complexity and pace of change within the digital marketing environment. A2. Analyse the meaning, process and practice of digital marketing. A3. Evaluate, respond to and communicate with relevant stakeholders and markets A4.Evaluate the principles of digital marketing and its place within the process of organisational development A5. A1. Analyse the role, processes and practice of marketing in a range of contexts. B1. Analyse and apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing. B2. Evaluate the creativity and value of strategies and techniques across digital platforms B3. Evaluate how consumer behaviours and digital platforms and tools provide solutions for marketing decisions B4. Appraise how research and data inform the key channels and content within a digital marketing plan.

B5. Develop skills and techniques that enable learners to manage, plan, specify, lead and report on digital marketing projects. B6. Apply marketing theory in practical and experiential situations relevant to digital marketing C1. Interpret, collate, critically analyse and synthesise information from a range of sources C2. Critically relate relevant theory and its practical application. C3. Evaluate problem-solving tools and techniques specific to the process of digital marketing. C4. Plan and conduct research projects. D1. Use verbal and non-verbal communication skills effectively D2. Work independently and as a member of a team D3. Manage own personal development, lifelong learning and growth D4. Manage self in terms of time, planning, self-control and impact of work on others.