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HOLLINGS FACULTY

Department of Food and Tourism Management

CONSUMER MARKETING SECTION

DEFINITIVE DOCUMENT

BSc (Hons) / HND Consumer Marketing

BA (Hons) / HND Food Marketing

BSc (Hons) / HND International Consumer Marketing

BSc (Hons) / HND Consumer Marketing and Product Development

Marketing as a principal subject within Combined Honours

Approved after review on 9th May 2005

With effect from intakes in 2005

Document last modified on 14 February 2008

2007/2008 EDITION

Department of Food and Tourism Management Consumer and Marketing Section Definitive Document

CONTENTS Page

Part OneProgramme Specification.............................................................................................4

Part Two

1 Admission Regulations...................................................................................17

1.1 Standard Entry Requirements............................................................171.2 Admission with Advanced Standing

o Admission with Exemption.........................................................19o Admission with Specific Credit...................................................19o Accreditation of Prior (Experiential) Learning (AP(E)L)...............20

2 Curriculum Design and Organisation..............................................................21

2.1 Curriculum Design Overview..............................................................21Relationship between HNDs and Degrees…………………………….. 23Programme MapsBSc / HND Consumer Marketing ………………………………………..25BA / HND Food Marketing ……………………………………………… 26BSc / HND International Consumer Marketing ……………………….. 27BSc / HND Consumer Marketing and Product Development………….28

2.2 Level Descriptors................................................................................292.3 Unit Syllabus Proformas.....................................................................332.4 Relationship to Subject Benchmark Statement(s) ……………………. 332.5 Relationship to Professional / Statutory Body Expectations.................36

3 Assessment Regulations................................................................................373.1 MMU Regulatory Framework..............................................................373.2 Programme-specific regulations.........................................................37

4 Programme Management and Student Support...........................................38

4.1 Programme Committee......................................................................384.2 Programme Leader............................................................................384.3 Other Staff Responsibilities.................................................................384.4 Student Support Strategy...................................................................38

Appendix 1 Unit Syllabus Proformas

Level 1Business & Legal Environment...................................................................................40Consumer Behaviour.................................................................................................42Consumer Research..................................................................................................44Design Processes......................................................................................................46Food Commodities.....................................................................................................48Fundamentals of Marketing........................................................................................51Innovative Brand Design............................................................................................53International Business & Legal Environment..............................................................55International Consumer Behaviour............................................................................57Marketing Communications........................................................................................59Principles of International Marketing……………………………………………………….61

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Level 2

Brand Communication................................................................................................63Consumer Relationship Marketing.............................................................................66Creating Brand Value……………………………………………………………………….69Developing Consumer Markets..................................................................................72Food Quality..............................................................................................................74International Marketing Organisation..........................................................................76Managing Global Brands…………………………………………………………………...78Marketing Management.............................................................................................81Marketing Organisation..............................................................................................83Product Performance.................................................................................................86

Placement..................................................................................................................88

Level 3Brand Management ..................................................................................................91Company Based Case Study.....................................................................................93Competitive Marketing Strategy.................................................................................95Creative Communications & Interactive Media...........................................................98Food Channel Management.....................................................................................100Global Sourcing and Retail Management………………………………………………..102Honours Project.......................................................................................................104New Product Development ......................................................................................108Retailing & Buying....................................................................................................110

Language Unit option...............................................................................................112

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Part One

THE MANCHESTER METROPOLITAN UNIVERSITY PS/1

PROGRAMME SPECIFICATION

Basic Programme Details

1 Programme title Department of Food and Tourism Management Consumer & Marketing Section Programmes Portfolio

2 Mode(s) and duration Full-time 3 years (degree)Sandwich 4 years (degree)Full-time 2 years ( HND)

3 Awarding institution Manchester Metropolitan University

4 Teaching institution(s) Manchester Metropolitan University

5 Final award(s)/title(s) BSc (Hons) and HND Consumer MarketingBA (Hons) and HND Food MarketingBSc (Hons) and HND International Consumer MarketingBSc (Hons) and HND Consumer Marketing and Product DevelopmentThrough the Combined Honours scheme the following titles would be available:BA/BSc (Hons) Marketing and xxxxBA/BSc (Hons) Marketing with xxxxBA/BSc (Hons) xxxx with Marketing

6 FHEQ position Degree: Honours HND: Intermediate

7 Stage award(s)/title(s) Exit awards for degree students only: Cert HE and Dip HE in Consumer MarketingCert HE and Dip HE in Food MarketingCert HE and Dip HE International Consumer MarketingCert HE and Dip HE Consumer Marketing and Product DevelopmentCombined Honours stage awards: Cert HE Combined Studies; Dip HE Named Award (See Combined Honours PS1)

8 Home Department Department of Food and Tourism Management

9 Home Faculty Faculty of Food, Clothing and Hospitality Management

10 UCAS code(s) Degrees: N510 BSc/CM DN65 BA/FM N555 BSc/ICM W242 BSc/CMPD

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HNDs: 015N HND/CM 56ND HND/FM O55N HND/ICM O42W HND/CMPDCombined Honours: See Combined Honours PS1

11 Type of collaborative provision

None

12 Collaborative partner(s) None

13 Date/outcome of last MMU review/approval

December 2003

14 PS/1 effective date: September 2005

15 QAA Benchmark Statement(s)

General Business and ManagementABCDEFG Detailed analysis attached

16 Date/outcome of last Subject Review

Not applicable

17 PSB(s) Accredited by CIM18 Date/outcome of last PSB

approval(s)Not applicable

Programme Aims and Learning Outcomes

19 Programme Aims

MMU General Educational Aims:

the development of students' intellectual and imaginative powers; the development of students' understanding and judgment; the development of students' problem solving skills; the development of students' ability to communicate; the development of students' ability to see relationships within what they have learned

and to perceive their field of study in a broader perspective; the stimulation of an enquiring, analytical and creative approach, encouraging

independent judgment and critical self-awareness; and the development of students' ability to locate, assimilate and present information in any

appropriate medium and from a range of sources

Programme-specific Aims:

BSc (Hons) Consumer Marketing

To enable students to develop, implement and critically review marketing strategies for consumer brands in the context of the commercial environment

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To provide students with an appreciation of the technological principles which underpin the design of consumer brands

To provide students with an understanding of consumer psychology, culture and behaviour, enabling them to appreciate inter-relationships between consumer behaviour and the brands that consumers purchase

To provide students from a range of academic and social backgrounds with a learning experience that is supportive and motivating

To equip students with transferable skills to enable them to operate effectively in the marketing of consumer branded products and services

HND Consumer Marketing

To enable students to develop and implement marketing strategies for consumer brands in the context of the commercial environment



Equip students with transferable skills to enable them to operate effectively in the marketing of consumer branded products and services

BA (Hons) Food Marketing

To prepare graduates for a key role in the development, implementation and critical review of marketing strategies and plans for food products throughout the food chain

To ensure that graduates have an adequate understanding of all quality and safety issues that influence the marketing of food brands


To equip students with transferable skills to enable them to operate effectively in the marketing of food brands

HND Food Marketing

To prepare diplomates for a key role in the implementation of marketing strategies and plans for food products throughout the food chain


To ensure that diplomates have an adequate understanding of all quality and safety issues that influence the marketability of food brands.

Equip students with transferable skills to enable them to operate effectively in the marketing of food products and services

BSc (Hons) International Consumer Marketing

To enable students to develop, implement and critically review global marketing strategies for consumer brands in the context of the world markets


To provide students with an appreciation of consumer psychology and behaviour in a dynamic international environment

To equip students with transferable skills to enable them to operate effectively in the

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international marketing of consumer brands

HND International Consumer Marketing

To enable students to develop and implement global marketing strategies for consumer brands in the context of the world markets

To provide students with an appreciation of consumer psychology and behaviour in a dynamic international environment


To equip students with transferable skills to enable them to operate effectively in the international marketing of consumer brands

BSc (Hons) Consumer Marketing and Product Development

To enable students to develop, implement and critically review product development processes for consumer branded products in the context of the competitive business environment

To develop the student’s knowledge of consumer branded products through a detailed study of their technological design and development

To provide students with an understanding of consumer psychology, culture and behaviour, to assist them in the development of products


To equip students with transferable skills to enable them to operate effectively in the development and marketing of consumer branded products and services

HND Consumer Marketing and Product Development

To enable students to develop and implement product development processes for consumer products in the context of the competitive business environment

To develop the student’s knowledge of consumer branded products through a detailed study of their technological design and development


Equip students with transferable skills to enable them to operate effectively in the development and marketing of consumer branded products and services

BA/BSc (Hons) Marketing as a Principal Subject within Combined Honours

To enable students to develop, implement and critically review marketing as part of business philosophy

To provide students with an appreciation of the various marketing processes used by a variety of modern organisations.

To provide students with an appreciation of the major themes, terms and theories encountered in marketing.


To equip students with transferable skills to enable them to operate effectively in marketing

20 Programme Learning Outcomes

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MMU General Educational Outcomes:

Successful students will be able to develop and demonstrate transferable intellectual skills, in particular their ability to:

communicate clearly in speech, writing and other appropriate modes of expression argue rationally and draw independent conclusions based on a rigorous, analytical and

critical approach to data, demonstration and argument apply what has been learned demonstrate an awareness of the programme of study in a wider context

Programme-specific Learning Outcomes:

On completion of the programme, students will be able to:

BSc (Hons) Consumer Marketing

develop new products and effective solutions to the challenges facing the marketing of consumer branded products by applying sound commercial and technical knowledge within a legal framework

evaluate and critically review the strategic marketing needs of organisations operating at the consumer product's interface with the consumer

successfully initiate new marketing strategies manage the marketing resources available to meet relevant consumer demands display the personal and problem solving skills necessary for successful

management and on-going professional development in the marketing of consumer products

use appropriate research methods, and be able to collect, analyse, evaluate and communicate results effectively

HND Consumer Marketing

support the development of new products and effective solutions to the challenges facing the marketing of products by applying sound commercial and technical knowledge within a legal framework

contribute to the evolution of the strategic marketing needs of organisations operating at the consumer product’s interface with the consumer

successfully initiate new marketing strategies implement resource allocation to meet relevant consumer demands display the personal and problem solving skills necessary for successful marketing of

consumer products

BA (Hons) Food Marketing

understand the process by which foods are marketed in the UK and EU evaluate the strategic marketing needs of organisations, including communications,

which operate at the supplier/consumer interface initiate and implement marketing plans for a range of company sizes and manage the

resources necessary to support these plans appreciate how the nature and quality of food changes during processing, and its

nutritional value to the consumer play a key role in the development and marketing of new food products

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appreciate the necessity for the highest standards of food safety in food production appreciate the dynamism and scale of global food industries and display the

professional skills necessary for on-going development in the marketing of food products


HND Food Marketing

understand the process by which foods are marketed in the UK and EU understand the strategic marketing needs of organisations, including communications,

which operate at the supplier/consumer interface implement marketing plans for a range of company sizes and manage the resources

necessary to support these plans appreciate how the nature and quality of food changes during processing, and its

nutritional value to the consumer play a key role in the development and marketing of new food products appreciate the necessity for the highest standards of food safety in food production


develop new products and effective solutions to the challenges facing the international marketing of branded products, by applying sound commercial and technical knowledge within an international legal framework

evaluate and critically review the strategic marketing needs of organisations operating at the brand’s interface with the consumer

successfully initiate new international marketing strategies manage the marketing resources available to meet relevant consumer demands display the personal and problem solving skills necessary for successful

management and on-going professional development in the marketing of consumer products


HND International Consumer Marketing

support the development of new products and effective solutions to the challenges facing the marketing of brands within the international marketplace, by applying sound commercial and technical knowledge within a legal framework

contribute to the evolution of the strategic international marketing needs of organisations operating at the brand’s interface with the consumer

successfully initiate new international marketing strategies implement resource allocation to meet relevant consumer demands display the personal and problem solving skills necessary for successful marketing of

consumer branded products


design and develop new products, and effective solutions to the challenges facing the marketing of consumer branded products, by applying sound commercial and technical knowledge within a legal framework

evaluate and critically review the strategic marketing needs of organisations operating at

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the product's interface with the consumer successfully initiate new product development strategies manage the marketing resources available to meet relevant consumer demands display the personal and problem solving skills necessary for successful

management and on-going professional development in the design, development and marketing of consumer branded products


HND Consumer Marketing and Product Development

support the design and development of new products, and effective solutions to the challenges facing the marketing of products by applying sound commercial and technical knowledge within a legal framework

contribute to the evolution of the strategic marketing needs of organisations operating at the product’s interface with the consumer

successfully initiate new product development strategies implement resource allocation to meet relevant consumer demands display the personal and problem solving skills necessary for successful design,

development and marketing of consumer branded products

BA/BSc (Hons) Marketing as a Principal Subject within Combined Honours

Successfully initiate and manage new and existing marketing strategies Manage the marketing resources available to meet relevant industry and consumer

demands

21 Level Learning Outcomes

Students who have successfully completed Level 1 studies will have demonstrated: knowledge of the underlying concepts and principles associated with their area(s) of

study, and an ability to interpret these within the context of that area of study;

an ability to present and interpret qualitative and quantitative data, to develop lines of argument and make sound judgements in accordance with basic theories and concepts of their subject(s) of study;

an ability to communicate the results of their study/work accurately and reliably, and with structured and coherent arguments;

the qualities and transferable skills necessary for employment requiring the exercise of personal responsibility.

Students who have successfully completed Level 2 studies will have demonstrated:

an ability to evaluate the established principles of their area(s) of study, and the way in which those principles have developed;

the ability to apply underlying concepts and principles outside the context in which they were first studied, including, where appropriate, the application of those principles in an employment context;

knowledge of the main methods of enquiry in their subject(s), and an ability to evaluate the appropriateness of different approaches to solving problems in the field of study;

an understanding of the limits of their knowledge, and how this influences interpretations based on that knowledge;

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an ability to communicate effectively information, arguments, explanations, in a variety of forms, to specialist and non-specialist audiences, and deploy key techniques of the discipline effectively.


a systematic understanding of key aspects of their field of study, including acquisition of coherent and detailed knowledge of a discipline;

an ability to undertake established techniques of analysis and enquiry within a discipline; conceptual understanding that enables the student:

o to devise and sustain arguments, and/or to solve problems, using ideas and techniques, some of which are at the forefront of a discipline; and

o to describe and comment upon particular aspects of current research, or equivalent advanced scholarship, in the discipline;

to evaluate critically arguments, assumptions and data; the ability to manage their own learning, and to make use of scholarly reviews and primary sources (e.g. refereed research articles and/or original materials appropriate to the discipline).

the learning ability needed to undertake a career which involves appropriate further training of a professional or equivalent nature.

22 Teaching/Learning and Assessment StrategiesMMU Learning and Teaching Strategy:

to ensure a high quality of educational experience for all students through the provision of high quality learning opportunities

to establish a reputation for the provision of excellent, varied, innovative and effective learning and teaching

to assure that the standards of the resulting qualifications of graduates can be confidently referenced to appropriate national/international comparators

to capture and disseminate innovatory learning to promote the concept of lifelong learning by enabling students to develop the

experience and skills necessary to achieve a high order of independent thought and action and to form a basis for future learning needs

to ensure that its graduates are well prepared for their personal futures and are in a position to add value to the organisations for which they work

to promote within the staff of the University a commitment to imaginative and purposeful engagement with the learning needs of its increasingly diverse student body

to establish, by means of effectual operational and managerial arrangements, long-term capability in learning and teaching

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Department Learning, Teaching and Assessment Strategies

Learning and Teaching Strategy

The process by which students acquire the necessary analytical and evaluative skills will be based upon a strategy which ensures that responsibility for learning is accepted by students as their programme of study progresses. Initially, emphasis will be on the learning of principles and techniques alongside raising awareness and understanding through tutor-led delivery. In addition, those professional and transferable skills necessary for the work-place will be developed and students encouraged to build on their intellectual abilities and to cultivate interpersonal skills, self-confidence and independence. At level two, the approach will build on the earlier work by promoting more active student participation in learning. The objectives of level three can then be achieved through a student-centred approach in which higher level skills are needed for the analysis of complex issues and organisations, and also for research on a current programme-specific issue.

The strategies and teaching techniques described have been selected to progress effective learning at each level. The active participation of students as individuals and in teams will be a major factor in their development from being a recipient of knowledge at the first level to a pro-active participant at level three.

To achieve the objectives of the latter part of the programmes, student learning will be focussed on strategic issues, critical analysis and evaluation. Learning manifests itself through demonstration of the ability to argue rationally from a sound basis, a rigorous approach to analysis, and a mature reflective view of information collected during research.

Assessment strategy

Assessment is perceived as an integral part of the learning process. The instruments therefore will not only confirm that learning outcomes have been met but also provide an additional challenge to students to demonstrate their range of skills. Demands will increase with each level as students are tasked to reveal their ability to work independently or in teams. Feedback on student assessments from external and internal examiners and internal moderators will ensure that work is consistently at the right level of challenge and also enables the Section to confirm that outcomes have been achieved.Assessment practices will vary, but examples include: examinations, written coursework assignments in essay form, business reports, business plans, cultural portfolios, spreadsheet generated financial models, CAD-based assignments, case study analyses, seminar presentations, and case studies / publication reviews.

23 Programme structures, levels, credits, awards and curriculum map

BSc (Hons) / HND Consumer Marketing

Level 1 Business & Legal Environment (20 credit unit)Consumer Behaviour (20 credit unit)Consumer Research (20 credit unit)Fundamentals of Marketing (20 credit unit)Innovative Brand Design (20 credit unit)Marketing Communications (20 credit unit)

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Level 2 Brand Communication (20 credit unit)Consumer Relationship Marketing (20 credit unit)Developing Consumer Markets (20 credit unit)Marketing Organisation (20 credit unit)Marketing Management (20 credit unit)Product Performance (20 credit unit)

Placement (optional)

Level 3 (BSc (Hons) only)Brand Management (20 credit unit)Company Based Case Study (40 credit unit)Competitive Marketing Strategy (20 credit unit)Creative Communication and Interactive Media (20 credit unit)Retailing and Buying (20 credit unit)

BA (Hons) / HND Food Marketing

Level 1 Business & Legal Environment (20 credit unit)Consumer Behaviour (20 credit unit)Consumer Research (20 credit unit)Food Commodities (20 credit unit)Fundamentals of Marketing (20 credit unit)Marketing Communications (20 credit unit)

Level 2 Brand Communication (20 credit unit)Consumer Relationship Marketing (20 credit unit)Developing Consumer Markets (20 credit unit)Food Quality (20 credit unit)Marketing Organisation (20 credit unit)Marketing Management (20 credit unit)


Level 3 (BA (Hons) only)Brand Management (20 credit unit)Company Based Case Study (40 credit unit)Competitive Marketing Strategy (20 credit unit)Creative Communication and Interactive Media (20 credit unit)Food Channel Management (20 credit unit)

BSc (Hons) / HND International Consumer Marketing

Level 1 Consumer Research (20 credit unit)Innovative Brand Design (20 credit unit)International Consumer Behaviour (20 credit unit)International Business & Legal Environment (20 credit unit)Principles of International Marketing (20 credit unit)

Either Marketing Communications (20 credit unit)Or Languages option (20 credit unit)

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Level 2 Consumer Relationship Marketing (20 credit unit)Developing Consumer Markets (20 credit unit)International Marketing Organisation (20 credit unit)Managing Global Brands (20 credit unit)Product Performance (20 credit unit)

Either Brand Communication (20 credit unit)Or Languages option (20 credit unit)


Level 3 (BSc (Hons) only)Brand Management (20 credit unit)Company Based Case Study (40 credit unit)Competitive Marketing Strategy (20 credit unit)Global Sourcing and Retail Management (20 credit unit)

Either Creative Communication and Interactive Media (20 credit unit)

Or Languages option (20 credit unit)

BSc (Hons) / HND Consumer Marketing and Product Development

Level 1 Business & Legal Environment (20 credit unit)Consumer Behaviour (20 credit unit)Consumer Research (20 credit unit)Design Processes (20 credit unit)Fundamentals of Marketing (20 credit unit)Innovative Brand Design (20 credit unit)

Level 2 Consumer Relationship Marketing (20 credit unit)Creating Brand Value (20 credit unit)Developing Consumer Markets (20 credit unit)Marketing Management (20 credit unit)Marketing Organisation (20 credit unit)Product Performance (20 credit unit)


Level 3 (BSc (Hons) only)Brand Management (20 credit unit)Company Based Case Study (40 credit unit)Competitive Marketing Strategy (20 credit unit)New Product Development (20 credit unit)Retailing and Buying (20 credit unit)

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Marketing as a principal subject within Combined Honours

Subject with Marketing (Minor award)

Level 1 Fundamentals of Marketing (20 credit unit)Marketing Communications (20 credit unit)

Level 2 Brand Communication (20 credit unit)Marketing Management (20 credit unit)

Level 3 Competitive Marketing Strategy (20 credit unit)Retailing and Buying (20 credit unit)

Subject and Marketing (Equal award)


Level 2 Marketing Management (20 credit unit))Either Brand Communication (20 credit unit)Or Consumer Relationship Marketing (20 credit unit)

Level 3 Competitive Marketing Strategy (20 credit unit)Creative Communication and Interactive Media (20 credit unit)Retailing and Buying (20 credit unit)

Marketing with Subject (Major award)


Level 2 Marketing Management (20 credit unit)Either Brand Communication (20 credit unit)Or Consumer Relationship Marketing (20 credit unit

Level 3 Competitive Marketing Strategy (20 credit unit)Honours Project (40 credit unit)Retailing and Buying (20 credit unit)

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24 Additional Information

25 Points of reference

Internal

University Mission and Strategic Aims Regulations for the Academic Awards of the University University Common Regulatory Framework Faculty Validation/Review Steering Group report Faculty Programme Approval/Review/Modification Report University Learning and Teaching Strategy Staff research Departmental Professional/Industrial Advisory Committee Staff/Student Liaison Committee

External

QAA Subject Benchmark statement QAA National Qualifications Framework QAA Code of Practice QAA Subject Review report PSB visit report External examiner reports

This Programme Specification provides a concise summary of the main features of a Programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if s/he take full advantage of the learning opportunities provided. More detailed information on the learning outcomes, curriculum content, teaching / learning, assessment methods for each unit and on the Programme’s relationship to QAA Subject Benchmark Statements may be found in the definitive document and student handbook for the Programme. The accuracy of the information in this document is reviewed periodically by the University and may be subject to verification by the Quality Assurance Agency for Higher Education.

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Part Two

1.0 Admission Regulations

i. Admission to these programmes shall be subject to the principle that the University, through the Admissions Tutor concerned, has a reasonable expectation that the applicant will be able to fulfil the objectives of the programme and achieve the standard required for the award.

ii. In dealing with admissions the Programme Leader / Admissions Tutor and any other staff involved, shall have regard to such policies as the Academic Board may from time to time determine.

iii. In considering an application to the programme, evidence will be sought of personal, professional and educational experience that provides indications of the applicant’s ability to meet the demands of the programme.

iv. All applicants shall be considered having regard for the University’s equal opportunity policy and such anti-discrimination legislation as may be in force.

v. Candidates must have a sufficient command of the language in which the programme is taught to be able to meet the requirements of the programme in every respect.

vi. Application shall only be made through UCAS.

vii. When considering the suitability of an applicant for a place on the programme the following factors will usually be taken into account: The applicant’s qualifications; The information given in supporting academic references; The applicant’s personal statement.

Overseas Applicants

Overseas applicants will be assessed using the same factors listed above.

1.1. Standard Entry Requirements

Candidates admitted to the programme should be able to benefit from a learning experience at undergraduate level. This requirement can be fulfilled by citing academic achievement, or proof of an academic level, relevant to the programme. An applicant will normally be considered for entry to a programme provided that the requirements stated below are met. Applications are also welcomed from those without formal entry qualifications or who do not meet the precise entry requirements specified but who can nevertheless demonstrate through some other means their potential ability to satisfactorily complete the programme.

Applicants must have sufficient command of the English language to meet the requirements of the programme in every respect and are normally expected to have attained either a grade C or above in GCSE English Language, or its equivalent. For international students for whom English is not their first language, IELTS at grade 6 or TOEFL 550+ (or 213+ points on the computer based test) is a requirement for admission to the programme. In addition, applicants should possess GCSE Mathematics at grade C or above. Alternative

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qualifications that demonstrate numerical ability will be considered. Applicants for the following programmes require the specified minimum science qualifications:

o BSc (Hons) Consumer Marketing - Science GCSE at Grade C or above o BSc (Hons) International Consumer - Science GCSE at Grade C or above Marketingo BSc (Hons) Consumer Marketing - Science GCSE at Grade C or above & Product Developmento BA (Hons) Food Marketing - Science GCSE at Grade C or above

o HND Consumer Marketing - Science GCSE at Grade C or aboveo HND International Consumer - Science GCSE at Grade C or above Marketingo HND Consumer Marketing - Science GCSE at Grade C or above & Product Developmento HND Food Marketing - Science GCSE at Grade C or above

With, in addition:

Two Advanced GCSE or VCE 6-unit awards supported by GCSE grade C or above in three other subjects or

three Advanced GCE or VCE6 – unit awards supported by GCSE grade C or above in one other subject or

one 12 – unit VCE Double Award supported by GCSE grade C or above in three other subjects or

Advanced General National Vocational Qualification (GNVQ) or

Scottish Certificate of Education with passes in three subjects at Higher grade (C or above) and two subjects at Standard grade (3 or above) or

Irish Leaving Certificate with passes in five subjects at Higher grade (C or above) and two subjects at Standard grade (3 or above) or

a National Certificate or Diploma or

International Baccalaureate with a minimum of 24 points or

successful completion of a recognised Access programme or other qualification considered to be equivalent to the above.

two Advanced Subsidiary 3 – unit examinations may be offered in lieu of a third Advanced Level pass, where this is required, and one Advanced GCE/VCE supported by four Advanced Subsidiary 3 – unit passes may be considered for admission.

Students wishing a modern language as part of International Consumer Marketing should preferably have studied a modern language to either AS or A2 level (or equivalent), which is ab-initio only at stage one.

Entry to Subsequent Years

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Entry to Stage/Level 2 of the programme is normally available for applicants who have successfully completed:

the first level of an appropriate Higher National Diploma achieving 50% or more Credits at Merit level or above or;

the first year/level of another degree programme in a subject or subjects appropriate to their intended programme of study.

Entry to Stage/Level 3 of the programme is normally available for applicants who have successfully completed:

the second year of an appropriate Higher National Diploma and have 50% or more Credits at Merit level or above or;

the second year/level of another degree programme in a subject or subjects appropriate to their intended programme of study.

Normally there must be a close match between the applicant’s prior learning and the requirements of the programme.

1.2 Admission with Advanced Standing

Admission with Exemption

At the discretion of the Programme Committee, on the advice of the Programme Leader and Admission Tutor, an applicant may be admitted with general credit to an appropriate point in the programme, provided it is clear that the applicant has fulfilled some of the progression and assessment requirements of the programme (or equivalent requirements), and will be able, by completing the remaining requirements, to fulfil the learning outcomes of the programme and attain the standard required for the level / degree award. This may be achieved through application of the University CAT scheme or through a formal submission accompanied by evidence of learning experiences and the standards achieved.

Applicants will not normally be exempted from more than half the credits for the Stage/Level at which they are admitted.

Admission with general credit is subject to the same principles as admission to any stage of the programme.

Admission with Specific Credit

At the discretion of the Programme Committee, on the advice of the Programme Leader and the Admission Tutor, an applicant may be admitted with specific credit to an appropriate point in the programme, provided it is clear that the applicant has fulfilled some of the progression and assessment requirements of the programme (or equivalent requirements), and will be able, by completing the remaining requirements, to fulfil the learning outcomes of the programme and attain the standard required for the stage/degree award. This may be achieved through application of the University CAT scheme or through a formal submission accompanied by evidence of learning experiences and the standards achieved.

Applicants will normally be exempted from more than half the credits for the Stage/Level at which they are admitted.

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Admission with specific credit is subject to the same principles as admission to any Stage of the programme.

Accreditation of Prior (Experiential) Learning (AP (E) L)

Applicants who do not possess all the necessary formal academic qualifications for entry to a programme may be considered if they can demonstrate that they have experience, motivation and personal qualities appropriate for degree level work.

Applicants will be asked to make a formal submission identifying the learning experiences which they consider to support their planned future study in relation to the aims and learning outcomes of the programme; the submission should be accompanied by appropriate evidence of such experience and standards achieved.

Applicants may be asked to provide evidence of academic capacity in the form of a formal assignment prescribed by the Programme Leader or Admission Tutor.

All applicants will be interviewed by the Programme Leader and Admission Tutor.

2.0 Curriculum Design and Organisation

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2.1 Curriculum Design Overview

All programmes combine generic marketing units with subject specific ones which gives each degree its uniqueness. These generic marketing units focus on the management of marketing within differing organisations, the inter-relationship between marketing and business, and the approaches to and application of marketing research techniques. All of these are combined with a consumer focus, enabling the student to gain invaluable knowledge on the complexities of understanding and developing relationships with the consumer.

It is this area which remains both the critical unique selling point for programmes within the section, and the biggest single challenge which all businesses face in an increasingly competitive marketplace. As a result, all new programme developments retain this feature as a central theme, allowing the Department to offer a significantly differentiated programme compared to other similar universities. To compliment the existing food stream, the two new programmes allow the student to pursue more specialised routes: one focusing on designing and developing new consumer products and services; the other preparing them for work within the many international consumer markets.

The addition of the Combined Honours routes allows the non-marketing student access to both generic marketing units which focus on the management of marketing within differing organisations and those which cover the inter-relationship between marketing and business.

The Placement Year

The placement year is an essential element on all four Consumer Marketing programmes, allowing students to develop their practical skills and apply their learning to real situations. The content of the work placement allows the student to be exposed to a wide range of experience within the operational and organisational parameters of the particular environment, whilst performing as a worthwhile member of staff. The industrial placement experience is a valuable part of the student's development. During their placement year, students are required to complete two academic assignments, one being a work based project. Here they identify an operational issue worthy of improvement and analyse it in depth, draw conclusions and provide recommendations for future good practice. The placement year is designed to provide students with the opportunity to evaluate and develop their personal transferable skills and attributes within a real work environment. Whilst performing as a valuable employee, the student also develops skills for life long learning.

Many companies recognise the value of undergraduate employees working within their organisation. These students bring many of the essential attributes that are required in a modern and dynamic business, including the key proficiencies of flexibility, a willingness to learn and adaptability. Students invest heavily in their own futures by starting a university education, so naturally they are highly motivated and enthusiastic. They can offer a fresh approach and new ideas that are crucial for progressive organisations. Further, this is clearly a very cost effective method of recruitment for any company.

Our past experience shows that students who have completed a work placement are much more in demand when seeking employment when they graduate.

The aims of the placement year for students on one of the Consumer Marketing programmes include:

To ensure that every student experiences, observes and records the marketing process within business parameters

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To relate academic studies to real situations by applying theoretical understanding in a structured practical environment

To develop an awareness of the social and managerial factors which contribute to the relationship between product development, marketing and other business functions

To gain skills and develop transferable personal skills that will benefit students looking for employment after graduation

To assist students in defining their future careers

Consumer Marketing and Innovation

Consumer marketing is the most critical business discipline for many organisations. Whereas business to business marketing is mostly driven in a clearly defined manner, business to consumer marketing (b2c) is determined by fashion and trends, with purchasing behaviour both more personal and often impulsive. All manufacturers are having to face consumer demands for continuous innovation, switching from anticipatory to adaptive styles of development. However, most new products fail: only a small number succeed, a few redefine their markets or create entirely new markets. Students will learn how to develop products and effective solutions to the challenges facing the marketing of products to consumers. The programmes will enable students to participate in the creation of the break through products of tomorrow, and give them the necessary skills to manage these products effectively. This process starts with an understanding of the emerging consumer trends to help businesses see into the future and thereby identifying product opportunity gaps. A detailed working knowledge of the appropriate quantitative and qualitative research tools is then required to maximise the market potential of the consumer product.

Critical to the above processes is an understanding of both the management of innovation, and new product development in particular. This requires expertise in all of the following areas: manufacturing; the use of appropriate marketing techniques and appropriate business strategy; understanding the legal implications; how businesses can use design to out-perform the competition; how firms can transform technology into successful products; and how to incorporate all of these factors into an integrated process, which links competitive business strategy and brand strategy to product development.

22


Relationship between Degree and HND

Key: Numbers in boxes represent Year or Level of study.P represents a twelve-month sandwich placement Dashed lines represent possible path for able Diploma students.

Note: Full-time programmes may also be studied by a part-time mode of attendance.

Students will be able to qualify for transfer between HND and degree at the end of level 1 or 2. Students who have passed an appropriate HND and who wish to proceed to the degree course will, depending on their ability be offered a route to progress their studies. Those HND students who have achieved over 50% of Credits in their level 1 or 2 studies at Merit level, or above, would normally be offered a place at level 2 or 3 (respectively) of the Honours degree programme.

23

Degree HND

1 1

Exitfull-timeDegree

2 2

Exitfull-time

HND3 P

Exitsandwich

Degree

3

Requires 50% or more Credits in Level 1 studies at Merit

grade or above

Requires 50% or more Credits at Merit grade or above


Programme Maps for the Consumer & Marketing Section

BSc (Hons) and HND Consumer Marketing

BA (Hons) and HND Food Marketing

BSc (Hons) and HND International Consumer Marketing

BSc (Hons) and HND Consumer Marketing and Product Development

24


Programme Map for BSc (Hons) CONSUMER MARKETING and related HNDDegree programme consists of Level 1 studies through to Level 3, the HND extends from Level 1 to Level 2 inclusive

YEAR (or STAGE) ONE YEAR (or STAGE) TWO YEAR (or STAGE) THREE YEAR (or STAGE) FOUR

LEVEL 1

LEVEL 2 PLACEMENT LEVEL 3

25

Credits0

20

40

60

80

100

120


Business and Legal Environment Marketing Organisation

48-Week Placement(optional)

Company Based Case Study(40 credit unit)

Consumer Research Developing Consumer Markets

Fundamentals of Marketing Marketing Management Competitive Marketing Strategy

Marketing Communications Brand Communication Creative Communication and Interactive Media

Consumer BehaviourConsumer Relationship

Marketing Retailing & Buying

Innovative Brand Design Product Performance Brand Management

26


Programme Map for BA (Hons) FOOD MARKETING and related HNDDegree programme consists of Level 1 studies through to Level 3, the HND extends from Level 1 to Level 2 inclusive.


LEVEL 1


27

Credits0

20

40

60

80

100

120


Business and Legal Environment Marketing Organisation





Marketing Communications Brand Communication Creative Communication and Interactive Media

Consumer Behaviour Consumer Relationship Marketing Brand Management

Food Commodities Food Quality Food Channel Management

Programme Map for BSc (Hons) INTERNATIONAL CONSUMER MARKETING and related HNDDegree programme consists of Level 1 studies through to Level 3, the HND extends from Level 1 to Level 2 inclusive.


28


LEVEL 1


International Business and Legal Environment

International Marketing Organisation



29

Credits0

20

40

60

80

100

120



Principles of International Marketing Managing Global Brands Competitive Marketing Strategy

Marketing CommunicationsOR

Language Options

Brand CommunicationOR

Language Options

Creative Communication and Interactive Media

ORLanguage Options

International Consumer Behaviour

Consumer Relationship Marketing

Global Sourcing and Retail Management

Innovative Brand Design Product PerformanceBrand Management

Programme Map for BSc (Hons) CONSUMER MARKETING AND PRODUCT DEVELOPMENT and related HNDDegree programme consists of Level 1 studies through to Level 3, the HND extends from Level 1 to Level 2 inclusive.


30


LEVEL 1


Business and Legal Environment

Marketing Organisation 48-Week Placement(optional)


31

Credits0

20

40

60

80

100

120




Design Processes Creating Brand Value New Product Development

Consumer Behaviour Consumer Relationship Marketing Retailing & Buying

Innovative Brand Design Product Performance Brand Management

32


2.2 Level Descriptors

2.2.1 Generic Descriptors


knowledge of the underlying concepts and principles associated with their area(s) of study, and an ability to interpret these within the context of that area of study;

an ability to present and interpret qualitative and quantitative data, to develop lines of argument and make sound judgements in accordance with basic theories and concepts of their subject(s) of study;

an ability to communicate the results of their study/work accurately and reliably, and with structured and coherent arguments;

the qualities and transferable skills necessary for employment requiring the exercise of personal responsibility.


an ability to evaluate the established principles of their area(s) of study, and the way in which those principles have developed;

the ability to apply underlying concepts and principles outside the context in which they were first studied, including, where appropriate, the application of those principles in an employment context;

knowledge of the main methods of enquiry in their subject(s), and an ability to evaluate the appropriateness of different approaches to solving problems in the field of study;

an understanding of the limits of their knowledge, and how this influences interpretations based on that knowledge;

an ability to communicate effectively information, arguments, explanations, in a variety of forms, to specialist and non-specialist audiences, and deploy key techniques of the discipline effectively;


a systematic understanding of key aspects of their field of study, including acquisition of coherent and detailed knowledge of a discipline;

an ability to undertake established techniques of analysis and enquiry within a discipline;

conceptual understanding that enables the student: o to devise and sustain arguments, and/or to solve problems, using ideas

and techniques, some of which are at the forefront of a discipline; and o to describe and comment upon particular aspects of current research, or

equivalent advanced scholarship, in the discipline; o to evaluate critically arguments, assumptions and data;

the ability to manage their own learning, and to make use of scholarly reviews and primary sources (e.g. refereed research articles and/or original materials appropriate to the discipline).

the learning ability needed to undertake a career which involves appropriate further training of a professional or equivalent nature.

33


Students who are awarded a Pass degree

Students who are awarded a Pass degree are those students who, in the judgement of the Board of Examiners, have failed to demonstrate the outcomes achieved by an Honours graduate. These students however have, by virtue of the University Regulations for Undergraduate Programmes of Study, already demonstrated that they possess those attributes associated with Level 2 studies. In addition, they have completed the whole range of Level 3 studies associated with their award and have demonstrated a sub-set of those associated outcomes.

2.2.2 Programme-specific Descriptors

Level 1

70% or more: Excellent knowledge and understanding of relevant issues and theories, which

shows a capacity to understand and explain interrelationships between concepts and apply them to practice.

Evidence of knowledge gained from a range of literature and other sources. Accurate referencing used to support arguments. Written and oral communication which is clear and coherent. Accomplished use, reporting and evaluation of a range of basic research

methods and data analyses.

60-69%: Substantial knowledge of relevant issues and theories, which is evidenced in the

ability to relate these to practical application in a balanced way. Accurate referencing of appropriate literature, which generally substantiates

arguments. Written and oral communication is clear and coherent. Proficient use, reporting and evaluation of a range of basic research methods

and data analyses.

50-59%: Generally appropriate knowledge, with ability to discuss and compare concepts

and their relationship to practice. Evidence of referencing to support argument. Written and oral communication shows evidence of logical structure and

competent expression. Competent use, reporting and evaluation of a range of basic research methods

and data analyses.

40-49%: Accurate recall of facts with some minor confusions. Limited ability to relate knowledge to practice or draw on breadth of relevant

theories. Limited referencing and argument. Written and oral communication lack structure and clarity. Ability to use and report on a range of basic research methods and data

analyses.

34


Fail: Limited recall of facts which may contain some confusions. Poor ability to relate knowledge to the topic. Poor referencing and argument. Written and oral communication lacks structure and clarity. Poor ability to use and report on a range of basic research methods and data

analyses.

Level 2

70% or more: Excellent integration of knowledge and understanding with respect to relevant

issues and theories, which shows a capacity to apply concepts in imaginative ways and to apply them in practice.

Evidence of knowledge gained from a wide range of appropriate literature and other sources.

Accurate referencing used to support arguments. Written and oral communication is clear and coherent and synthesises

knowledge in a balanced way. Comprehensive ability to frame and operationalise research questions and to

use, report and evaluate a range of research methods and data analyses.

60-69%: Substantial knowledge of relevant issues and theories, which is evidenced in the

ability to accurately explain their interrelationships and to relate these to practical application in a balanced way.

Competent choice and critical use of appropriate material to address the topic from a broad range of literature, which is accurately referenced.

Written and oral communication is clear and coherent. Proficient ability to frame and operationalise research questions and to use,

report and evaluate a range of research methods and data analyses.

50-59%: Generally appropriate knowledge, with ability to discuss and compare concepts

and their relationship to practice. Appropriate choice and some critical use of material to address the topic from a

range of literature, which is generally well referenced. Written and oral communication shows evidence of logical structure and

competent expression. Competent ability to frame and operationalise research questions and to use,


40-49%: Largely descriptive discussion of theories with limited ability to critically apply

these to the topic. Inadequate referencing and development of argument. Written and oral communication lacks cohesive structure and clarity. Adequate ability to frame and operationalise research questions and to use,


Fail: Limited and descriptive discussion of theories. Little critical analyses of the topic, with limited reference to the literature. Poor integration of knowledge gained from different sources.

35


Written and oral lacks structure and clarity. Limited ability to frame and operationalise research questions and to use, report

and evaluate a range of research methods and data analyses.

Level 3

First class: Excellent integrated and coherent research – based theoretical knowledge,

applied with authority to support critical analysis of the topic, synthesis to produce specific solutions and skilful consideration of application to practice.

Accurate referencing of a wide range of literature, including recent literature, used to select and support arguments.

Written and oral communication is clear and coherent and both synthesises and contextualises knowledge.

Accomplished in the initiation, design, conduction, reporting and evaluation of empirical research under appropriate supervision.

Upper second class: Detailed and coherent research-based theoretical knowledge, applied with

balanced critical analysis of the topic, synthesis to propose specific solutions and consideration of application to practice.

Accurate referencing of a wide range of literature used to select and support arguments

Written and oral communication is clear and coherent and largely synthesises and contextualises knowledge.

Proficient in the initiation design, conduction, reporting and evaluation of empirical research under appropriate supervision.

Lower second class: Generally detailed and coherent research-based theoretical knowledge, applied

with critical analysis of the topic, synthesis to suggest approaches to specific solutions and consideration of application to practice.

Accurate referencing of a range of literature used to support arguments. Written and oral communication is generally clear and logically structured, and

attempts to synthesise and contextualise knowledge. Competent in the initiation, design, conduction, reporting and evaluation of

empirical research under appropriate supervision.

Third class: Largely explanatory treatment of research-based theoretical knowledge, with

some critical analysis of the topic, some evidence of synthesis to produce specific solutions and consideration of application to practice.

Limited use of relevant literature to support arguments. Written and oral communication is generally clear and shows some structure,

but attempts to synthesise and contextualise knowledge are limited. Can initiate, design, conduct, report and evaluate empirical research under

appropriate supervision.

Fail: Largely descriptive account of research-based theoretical knowledge, with

limited critical analysis of the topic or synthesis and consideration of application to practice.

Written and oral communication lacks clarity and / or logical structure, with little attempt to synthesise and contextualise knowledge.

Selection of material may be inappropriate.

36


Limited use of relevant literature. Poor ability to initiate, design, conduct, report and evaluate empirical research

despite appropriate supervision.

2.3 Unit Syllabus Proformas

Please see Appendix 1 to this document

2.4 Relationship to Subject Benchmark Statements

The benchmarks shown below are an adaptation of the benchmarks associated with the ‘General Business and Management’ area, modified to reflect the specialist needs of this section.

General Managerial (and Transferable) Competencies.

A. Intellectual Skills

1. Recognising and using appropriate theories, concepts and principles from a range of disciplines.

2. Collecting and integrating several lines of evidence and applying them in a balanced way in an argument.

3. Designing an experiment, investigation, survey or other means to test an hypothesis or proposition.

4. Critically analysing information, synthesising and summarising the outcomes.5. Applying knowledge and understanding to address familiar and novel problems.6. Demonstrating awareness of the provisional nature of the facts and principles

associated with a field of study.

B. Practical Skills

1. Planning, conducting and reporting on investigations, including the use of secondary data.

2. Collecting and recording information or data in the library, laboratory or field and summarising it using appropriate qualitative and/or quantitative techniques.

3. Appreciating and analysing financial and other management information and using it in decision making.

C. Numeracy Skills

1. Appreciating issues of sample selection, accuracy, precision and uncertainty during collection, recording and analysis of data in the field and laboratory.

2. Appreciating the difficulties of having incomplete information on which to base decisions.

3. Solving numerical problems using computer based and non-computer based techniques.

D. Communication Skills

1. Receiving, evaluating and responding to a variety of information sources (e.g. electronic, textual, numerical, verbal and graphical).

2. Communicating accurately, clearly, concisely, confidently and appropriately to a variety of audiences in written, verbal and graphical forms.

3. Contributing constructively to group discussions.4. Listening to, appreciating and evaluating the views of others.

37


E. ICT Skills

1. Using the internet critically as a means of communication and a source of information.

2. Demonstrating competence in the use of computer-based information handling and data processing tools.

3. Using computer packages to create effective ways to communicate information.

F Interpersonal and Teamwork Skills

1. Organising Teamwork.2. Setting realistic targets.3. Identifying individual and collective goals and responsibilities.4. Planning, allocating and evaluating the work of self, individuals and teams.5. Performing in manner appropriate to these roles and responsibilities.6. Recognising and respecting the views and opinions of other team members.7. Having positive intent.8. Reflecting on and evaluating performance as an individual and as a team

member.

G Self Management and Professional Development Skills

1. Appreciating the need for professional codes of conduct where applicable.2. Recognising the moral and ethical issues related to the subject.3. Identifying and working towards targets for personal, academic and career

development.4. Developing the skills necessary for self-managed and lifelong learning (e.g.

working independently, time management and organisation skills).5. Displaying the potential for competence, behaviour and attitudes required in a

professional working life including initiative, leadership and team skills.

38


Relationship between Abilities & Skills – Consumer & Marketing Section

A B C D E F GLEVEL 1Business & Legal Environment

* *

Consumer Behaviour * * * * *Consumer Research * * * * *Design Processes * * * * * *Food Commodities * * * * * * *Fundamentals of Marketing * * * * *Innovative Brand Design * * * * * * *International Business & Legal Environment

* *

International Consumer Behaviour

* * * *

Marketing Communications * * * *Principles of International Marketing

* * * * *

LEVEL 2Brand Communication * * * *Consumer Relationship Marketing

* * * * * *

Creating Brand Value * * * *Developing Consumer Markets

* * * * * *

Food Quality * * * * * * *International Marketing Organisation

* * * *

Managing Global Brands * * * *Marketing Management * * * *Marketing Organisation * * * *Product Performance * * * * * * *LEVEL 3Brand Management * * * * *Company Based Case Study * * * * * * *Competitive Marketing Strategy

* * * * * * *

Creative Communication and Interactive Media

* * * * * *

Food Channel Management * * *Global Sourcing and Retail Management

* * *

New Product Development * * * * *Retailing & Buying * * *

39


2.5 Relationship to Professional / Statutory Body Expectations

Successful graduates are exempted from the following elements of the professional examinations of the Chartered Institute of Marketing.

Qualification CIM entry pointBSc (Hons) Consumer MarketingBA (Hons) Food Marketing

Professional Postgraduate Diploma in Marketing

BSc (Hons) International Consumer MarketingWith options in Marketing Communications, Brand Communication, and Creative Advertising and Interactive Media

Professional Postgraduate Diploma in Marketing

BSc (Hons) Consumer Marketing & Product Development

Marketing MinorJoint Marketing HonoursMajor in Marketing

Professional Diploma in Marketing

Entry point to Chartered Institute of Marketing qualifications

40


3. Assessment Regulations

3.1. Programme Regulations

These programmes operate under the provisions of the Manchester Metropolitan University regulations for Undergraduate Programmes of Study.

3.2 Programme-specific Regulations

3.2.1 AttendanceStudents are required to attend all sessions for which they are timetabled. Individual units may have specific requirements that are described in the relevant Unit Descriptor.

3.2.2 Compensation ProvisionUnder the provisions of the above regulations, by virtue of Regulation 2.3 vii and Regulation 5.3, the Company Based Case Study shall not be subject to compensation for failure.

41


4.0 Programme Management and Student Support

4.1 Programme Committee

The composition, roles and responsibilities of the Postgraduate Section Programmes Committee are specified in the current Department of Food and Tourism Manage-ment Quality Assurance System Manual.

4.2 Programme Leaders

The appointment and duration of office of a Programme Leader shall be determined by the Head of Department in consultation with the Dean of Faculty. The roles and responsibilities of the post are as described in the current Department of Food and Tourism Management Quality Assurance System Manual. The current post holders are:

Jean Bramfit BSc (Hons)/HND Consumer Marketing Programme Leader: BA (Hons)/HND Food Marketing

BSc (Hons)/HND International Consumer Marketing

BSc (Hons)/HND Consumer Marketing and Product Development

Susan MouldingCombined Honours Co-ordinator – Marketing units

4.3 Other Staff Responsibilities

The other roles and responsibilities of those involved in the delivery of the Depart-ment’s programmes are as described in the Department of Food and Tourism Man-agement Quality Assurance System Manual.

Section Leader Consumer Marketing Programmes: Andrew Hollingsworth

4.4 Student Support Strategy

The student support strategy and the methods by which it is delivered are specified in the current Supplement to the Faculty of Food, Clothing and Hospitality Management Quality Assurance Handbook.

42


Appendix 1 – Unit Syllabus Proformas

43


UNIT TITLE Business & Legal Environment

UNIT CODE NUMBER 32BL1001

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND Consumer Marketing and Product Development, BSc/HND Food Technology

HOME DEPARTMENT Department of Food and Tourism Management

SUBJECT AREA Consumer and Marketing

UNIT LEADER(S) David Holgate

CREDIT VALUE 20 CREDITS AT LEVEL: 1

AMOUNT OF STUDENT EFFORT (HOURS)

200 CLASS CONTACT TIME (HOURS)

Lectures 24 hrsTutorials 24 hrs

UNIT STATUS Mandatory Core (compulsory for all students)

PRE-REQUISITES None

CO-REQUISITES None

UNIT LEARNING OUTCOMES

Upon completion of this unit, the student will be able to:

1. Evaluate (understand) aspects of the business environment, and their impact on companies and markets with special reference to commercial / economic aspects.

2. Understand (appreciate) the principles of the English Legal System, the operation of Consumer Law and its application to consumer issues.

HND variants are in brackets in italics

CURRICULUM OUTLINE

The business organization - its goals and the marketing concept

Target markets, market analysis and forecasting Environmental scanning techniques / scenarios Market failure and political regulation The OFT and Competition Commission National Budgets / GDP Business Cycles and Fiscal policy Monetary policy and financial Institutions International trade / barriers Balance of payments and exchange rates The EU and the single currency International institutions and the WTO Introduction and the Distinction between Civil and Criminal

Law The Courts and other means of Dispute Resolution The Legal Impact of Consumer Transactions – Sale of

Goods Trade Descriptions Making a Contract Protecting the Consumer

TEACHING & LEARNING

A series of lectures and parallel student centred activity tutorials.

44


STRATEGIES

ASSESSMENT STRATEGIES

1. Coursework (40%) 1,500 word assignment2. Exam (60%) - 2hr Exam

There will be separate assessments and marking schemes for HND and Degree students where appropriate

ASSESSMENT CRITERIA FOR UNIT/ELEMENTS OF ASSESSMENT

Coursework will assess understanding of outcome 1 and the exam will assess understanding of outcomes 1 and 2.

INDICATIVE STUDENT LEARNING RESOURCES

Core Texts:Brooks, I. and Weatherston, J. (2000) The Business Environment: Challenges and Changes, 2nd ed, Financial Times Prentice Hall.Palmer, A. and Hartley, B. (2002) The Business Environment, 4th Edition, McGraw-Hill.

Other Texts:

Ingman, T. (2004) The English Legal Process, 10th Edition, Oxford: OUP.Lowe, R & Woodroffe, G (2000) Consumer Law & Practice, 6th ed, London: Sweet and MaxwellMcDonald, M.H.B. (2002) Marketing Plans, Butterworth Heinemann.Miller, C.J. Harvey, B.W. & Parry D.L. (1998) Consumer & Trading Law: Texts, Cases & Materials, 2nd ed, Oxford University Press.Oughton, D. & Lowry, J. (2000) Textbook on Consumer Law, 2nd Ed, Blackstone PressScott, C. (2000) Cranston’s Consumers and the Law, 3rd ed, Cambridge University Press.Keenan, D. (2004) Smith & Keenan’s English Law, 14th Ed, Pearson Ed.Worthington, I. and Britton, C. (2000) The Business Environment, 3rd ed, Financial Times Prentice Hall.

45


UNIT TITLE Consumer Behaviour

UNIT CODE NUMBER 32CB1001

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND Consumer Marketing and Product Development

HOME DEPARTMENT Department of Food and Tourism Management.


UNIT LEADER(S) Susan Moulding




Lecture 24 hrsSeminar 24 hrs


PRE-REQUISITES None

CO-REQUISITES None


Upon completion of this unit, students will be able to:1. Define (understand) the key concepts of consumer behaviour 2. Discuss (understand) how the fields of marketing and

consumer behaviour interrelate3. Identify (be aware of) concepts and disciplines within the

field of consumer behaviour.HND variants are in brackets in italics

CURRICULUM OUTLINE Introduction to consumer behaviour

Marketing and consumer behaviour Perception Learning and memory Motivation The Self Personality and lifestyles Attitudes Individual buying and disposing Group influence and opinion leadership Household decision making Income and social class Managing, creating and building competitive brands Supporting customer relationships and customer

service Age subcultures Cultural influences on consumer behaviour The creation and diffusion of consumer culture The creation and building of brands Organisational approaches to develop customer service

46


TEACHING AND LEARNING STRATEGIES

Lectures and seminars will be used to deliver the key concepts in consumer behaviour and case studies/journal articles/newspaper articles will be employed to ensure the material is fully integrated and applied


1. Course work (40%) a practical exercise (assessed seminars) based upon concept of consumer behaviour together with a short essay

2. Exam (60%) - 2 hr exam There will be separate assessments and marking schemes for HND and Degree students where appropriate


Course work will cover outcome 3Exam will cover all outcomes


Core Text:Soloman, M.R. (2002) Consumer Behaviour, 5th edition, Prentice Hall

Other Texts:Blackwell, R. D. Miniard, P.W. and Engel, J.F. (2001) Consumer Behaviour, 9th Edition, Chicago: DrydenKassarjian, H. Robertson, T. (1994) Perspectives in Consumer Behaviour, Prentice HallRaymond, M. (2004) The Tomorrow People, Prentice HallSchiffman, L. & Kanuk, L. (1994) Consumer Behaviour 5th ed; London: Prentice Hall InternationalStalnaker, S. (2002) Hub culture: the next wave of urban consumers, Singapore: John Wiley and Sons.

Journals:Advertising AgeJournal of Consumer BehaviourJournal of Consumer ResearchJournal of Consumer PsychologyJournal of Personality and Social PsychologyJournal of Current Issues and Research in AdvertisingJournal of AdvertisingMarketing WeekPsychology Today

47


UNIT TITLE Consumer Research

UNIT CODE NUMBER 32CR1001

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND International Consumer Marketing, BSc (Hons) / HND Consumer Marketing and Product Development



UNIT LEADER(S) Brian Sheffield

CREDIT VALUE 20 CREDIT LEVEL: 1



Lectures 24 hrsTutorials 12 hrsComputerworkshops 12 hrs

UNIT STATUS Mandatory core

PRE-REQUISITES None

CO-REQUISITES None



1. Understand (appreciate) the different applications of qualitative research

2. Process and present (arrange) quantitative data and qualitative information for marketing reports and documents.

3. Process and evaluate (understand) quantitative data used in market research.


CURRICULUM OUTLINE

Introduction to research methods & techniques Market research: definitions & processes Primary research techniques Secondary research techniques Writing reports Using Word Introduction to electronic communication Presentation techniques- discussion, OHPs, flip charts, etc Presentation software (PowerPoint) Sampling and questionnaire design Collecting and organizing dataIntroduction to Excel Summarising data: measures of location Summarising data: measures of dispersion Measures of Association: correlation

48


Analysis of data processing and interpretation of marketing statistics

Using business data Index numbersQualitative research methods, group depth interviews, exploratory groups, video conferencing, word association, etc


The lecture programme and tutorials will provide the theoretical underpinning needed for the skills to be applied and developed in the computer workshops.


1. Report presentation on product of choice (1500 word report plus tutor assessed presentation) (60%)

2. Computer based examination (2 hrs) (40%)

There will be separate assessment marking schemes for HND and Degree students where appropriate.


Coursework - will assess learning outcome 1Computer exam - will assess learning outcomes 2 and 3


Core Texts:Berenson, M. L. (2004) Basic business statistics: Concepts & applications, Pearson/Prentice HallGreensted, c. s. (1978) Essentials of statistics in marketing, 2nd ed, Heinemann (CIM)

Other Texts:Ball, R. (1994) Quantitative Approaches to Management, Butterworth Heinemann.Booth, D.J. (1992) A First Course in Statistics, (2nd ed), DPP Publications Eldredge, D. L. (1999) An Excel companion for business statistics, South-Western collegeFranses, P. H. (2001) Quantitative models in marketing, Cambridge University PressHague, P. N. (2002) Market research: a guide to planning, methodology and evaluation, 3rd ed, Kogan PageHarris, S. (1996) Human Communication and Information Systems, Blackwell.Hooley, G. J. & Hussey, M. K. (1999) Quantitative methods in marketing, International Thomson BusinessHind, D. (1994) Transfer Personal Skills, Business Education Publishers.Lang. P. (1992) First Level Management, DP Publications.Riley, J. (1990) Getting the most from your data: A handbook of practical ideas on how to analyse qualitative data, Technical & Educational Services

Students will also be directed to appropriate journal articles and websites including:

www.statistics.gov.ukwww.mintel.com www.keynote.com

49

http://www.keynote.com/

http://www.mintel.com/

http://www.statistics.gov.uk/


UNIT TITLE Design Processes

UNIT CODE NUMBER 32DP1050

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing and Product Development



UNIT LEADER(S) Jean Bramfit CREDIT VALUE 20 CREDITS AT LEVEL 1 AMOUNT OF STUDENT EFFORT (HOURS)


Lectures 24 hrs Seminars 16 hrs CAD workshops 8 hrs

UNIT STATUS Mandatory Core (compulsory for all students) PRE-REQUISITES None CO-REQUISITES None UNIT LEARNING OUTCOMES

Upon completion of this unit, the student will be able to:1. understand (appreciate) the link between design and business

success2. understand (appreciate) the critical factors which influence

product design3. understand (be aware of) the safety issues and standards


CURRICULUM OUTLINE An introduction to the design process Evolution of products and design Competitive advantage through design Corporate social responsibility Concepts of safety and hazard identification in relation to

products Standards and certification marks Promotion of product safety (agencies/bodies) Briefing Ergonomics User centred design Inclusive design and accessibility Information design Intellectual property Trends Innovation Visualisation Packaging Retail design The use of CAD in design Colour and design Manufacturer / product importer liability


Lectures – will cover theoretical concepts. Seminars – will be a balance of discussion and group presentations, enabling students to develop and explore ideas and to apply their understanding of concepts.

50



1. Individual coursework of 1500 words (40%)2. Final Written Examination (60%)


Coursework will cover outcome 2 and 3. Exam will cover outcome 1, 2 and 3. There will be separate assessments and marking schemes for HND and Degree students as appropriate.


Core Texts: Bessant, J.R. and Bruce, M. (2002) Design in Business – Strategic Innovation Through Design, Trans-Atlantic Publishers. Bruce, M. and Cooper, R. (2000) Creative Product Design: a Practical Guide to Requirements Capture Management, London: John Wiley and Sons Ltd. Other Texts: De Chernatony, L. (2001) Brand Vision to Brand Evaluation, Butterworth Heinemann. Dul, J. and Weerdmester, B. (2001) Ergonomics for Beginners, Quick Reference Guide, Taylor & Francis. Harper, C.A. (2001) Handbook of Materials for Product Design, McGraw-Hill, New York. Klein, N. (2001) No Logo: No Space, No Choice, No Jobs. Flamingo, London. Marcus, G. (2002) What is Design Today? Harry N Adams. Naughton, J. (2001) A Brief History of the Future, Overlook Press. New York. Norman, D. (1998) The Design of Everyday Things, The MIT Press. UK. Pavitt, J. (2000) Brand New, V & A Publications, London. Redhead, D. (2000) Products of Our Time, August/Birkhauser. Van Auken, B. (2002) The Brand Management Checklist, Kogan Page London.

Journals:

Creativity and Innovation Management Design Issues Design News European Journal of Innovation Management European Journal of Marketing Journal of Product and Brand Management Journal of Product Development. Journal of Product Innovation Management The Harvard Business Review

Websites: HREF="http://www.designcouncil.com/" HREF="http://www.marketingonline.com/" www.henleycentre.com www.innovation.gov. www.ergonomics.org.uk

51

http://www.ergonomics.org.uk/

http://www.innovation.gov/


UNIT TITLE Food Commodities

UNIT CODE NUMBER 32FC1001

HOME PROGRAMME BA (Hons) / HND Food Marketing, BA (Hons) / HND Food Management, BSc (Hons) / HND Food & Nutrition, BSc (Hons) / HND Food Technology, BSc (Hons) / HND Human Nutrition


SUBJECT AREA Food and Health

UNIT LEADER(S) Peter Bayliss

CREDIT VALUE 20 CREDITS AT LEVEL:

1



Lectures 24 hrsPractical 72 hrs


PRE-REQUISITES

CO-REQUISITES



1. demonstrate a practical understanding of a range of food production operations and work safely and hygienically

2. explain (appreciate) the principles of industrial food production relating to specified consumer products.


CURRICULUM OUTLINE

Practical Topics Introduction to traditional and modern bread making

techniques Bread making assessment using different flour types Manufacture of scones, shortbread and choux paste Puff, short and sweet pastry goods Sponges and cake making Comminuted and reformed products – sausages fresh and

smoked pates, spreads and pastes Chicken products Seafood products Meat products; coated products: Sugar boiling , jams and jellies boiled sweets Sugar boiling toffee, caramels and fudges Aerated confectionery, nougat and marshmallow Dairy products butter, cream, cheese, ice cream Oil based products emulsions and margarine Chocolate based products

52


Vegetable products Sauces and pickles Soft drinks manufacture

Supporting Lecture Programme Production and types of flour Understanding bread making Raw material interactions Pastry making and control of gluten Cake making processes The additional raw materials of baking Food animals (sources), muscle properties, burgers Textural aspects of meat, sausages Meat colour, pates, spreads and pastes Flavour of meat, poultry meat properties Meat processing additives, fish and seafood. Sugar production and properties The boiling of sugar Commercial production methods for sweets The production and manufacturing of milk and milk products Cheese making Butter and margarine Chocolate products and their manufacture Sauce and pickle manufacture Starch properties and applications Snack products Briefing for presentation Student presentation


An opportunity to manufacture a variety of commonly consumed foods, delivered as 24 three hour practicals where students will be given the opportunity to make representative products using a range of commodities and processes. Students will each make a presentation on the manufacture and marketing of an allocated product and will acquire the skills of safe, competent and hygienic food handling.Supported by 24 one hour lectures covering the relevant raw materials and applications. This will underpin the marketing input from other units with which it will have a nexus.


Three assessed practical reports 400 words each (40%)One 15 minute presentation 10% Course work total 50% outcome No 1.One 2 hour examination covering all outcomes 50%

There will be separate assessments and marking schemes for HND and Degree students where appropriate.


Assessed work requires the student to produce a product which meets defined quality standard and to be able to critically evaluate opportunities for marketing the product.

The presentation will allow a student to demonstrate an

53


understanding of one aspect of food production and be able to answer questions

The examination will allow the student to show understanding of many aspects of food production, marketing and associated raw materials.


Core Texts:Bennion, E.B. (1998) Breadmaking: Principles and Practice, OUPMoore I (2002) The Food Book. BBC WorldwideMcGee, H. (1997) On Food and Cooking. Simon & SchusterTrickett, J.(1992) Food Hygiene for Food Handlershttp://www.fst.rdg.ac.uk/foodlaw/main.htm Pearson. AM, Dutson TR (1999) Processed Meats 3rd edition Chapman & HallGirard, J.P. (1992) Technology of Meat and Meat Products. Ellis Horwood

ADDITIONAL NOTES AND COMMENTS

This unit is intended to deliver an understanding of the way food is processed into products in the UK food industry. It is to be delivered with adequate technical input to increase accessibility to students with a range of science backgrounds.

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http://www.fst.rdg.ac.uk/foodlaw/main.htm


UNIT TITLE Fundamentals of Marketing

UNIT CODE NUMBER 32FM1001

HOME PROGRAMME BSc (Hons)/HND Consumer Marketing

BA (Hons)/ HND Food MarketingBA (Hons) Food ManagementBSc (Hons)/HND Consumer Marketing and Product Development

BA/BSc (Hons) Combined Honours routes

HOME DEPARTMENT Department of Food & Tourism Management


UNIT LEADER(S) Michael Antonisz




Lectures 24 hrs

Seminars 24 hrs

.


PRE-REQUISITES None

CO-REQUISITES None



1. understand (appreciate) marketing in the context of the interface between consumers and organisations

2. evaluate (understand) the key concepts in marketing HND variant are in brackets in italics

CURRICULUM OUTLINE

Evolution of the marketing concept Caused Related Marketing, ethics in marketing and

company social responsibility Introduction to market planning Understanding consumer behaviour Understanding organisational behaviour The marketing environment Market research and information systems Market segmentation, targeting & positioning Managing product Developing new products Price strategies Managing Promotion – advertising, personal selling and

sales management, direct marketing and other promotional mix

Internet marketing Distribution Services marketing International marketing

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A balance of integrated lectures and seminars; individual and group presentations, to ensure students have the opportunity to learn and demonstrate understanding in an interactive environment. Coursework will present the opportunity for students to develop and apply their understanding of marketing concepts.


1. Coursework (20%) by an individual piece of written work no more than 1,000 words

2. In-class individual presentation of a selected company or a case-study assessing students’ understanding and applying of marketing theories and/or marketing mix (20%). This assessment will include a presentation handout for evaluation and feedback.

3. Final examination (60%) a 2hr paper



Individual coursework and presentation will cover outcome 1 and the final examination will cover outcomes 1 & 2.


Core Texts:Jobber, D. (2004), Principles and Practice of Marketing, 4th Edition, McGraw Hill.Blythe, J. (2006), Principles and Practice of Marketing, Thomson Learning.

Other Texts:Jobber, D. and Fahy, J. (2006), Foundation of Marketing, 2nd Ed., McGraw Hill.Kotler, P. Armstrong, G. Saunders, J. Wong, V. (2001) Principles of Marketing, Prentice HallBaker, M.J. (1999) The Marketing Book, Fourth Edition, Butterworth Heinemann.Hill, E & O’Sullivan, T. (1996) Marketing, Longman Publishing.Lancaster, G. & Reynolds, P. (2000) Marketing: The One Semester Introduction, Butterworth HeinemannWilmhurst, J. & Mackay, A. (2002) The Fundamentals and Practice of Marketing, Fourth Edition, Butterworth Heinemann

Websites:www.marketingonline.com www.salesandmarketing.com www.directmarketing.com


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http://www.directmarketing.com/

http://www.salesandmarketing.com/

http://www.marketingonline.com/


UNIT TITLE Innovative Brand Design

UNIT CODE NUMBER 32IB1001

HOME PROGRAMME BSc (Hons) / HND Consumer MarketingBSc (Hons) / HND International Consumer MarketingBSc (Hons) / HND Consumer Marketing and Product Development

HOME DEPARTMENT The Department of Food and Tourism Management


UNIT LEADER(S) Jean Bramfit




Lectures 24 hrs

Practicals 8 hrs

Seminars 16 hrs

UNIT STATUS Mandatory Core (Compulsory for all students)

PRE-REQUISITES None

CO-REQUISITES None



1. understand (appreciate) the technology which underpins the design and marketing of selected consumer branded products

2. comparatively assess (describe the performance of) selected consumer branded products

3. competently perform practically based work

HND variants in brackets in italics

CURRICULUM OUTLINE

Introduction to product technology: a broad range of products / services based on the National Office of Statistics (NSO) data on consumer spending

Product categories include durables, semi-durables, non-durables and services

Introduction to the product design process Design and technology issues A range of materials and their suitability for specific products:

e.g. metals, wood, polymers, textiles An overview of a range of services including: financial

products; utilities; new service opportunities Environmental impact of products and services: recycling;

renewable energy; sustainability Product safety Cultural, technological, environmental and economic factors Comparative assessment of products

TEACHING AND Lectures - covering the theoretical aspects of product technology and

57


LEARNING STRATEGIES

design.Practical sessions - to support the theory by providing an opportunity for students to undertake related laboratory experiments.Seminars - to raise awareness of product innovation and design, and the marketplace positioning of specific consumer products.


60% examination - 2 hour paper with a compulsory element40% coursework – a 1500 word report and assessed seminarsThere will be separate assessments and marking schemes for HND and Degree students as appropriate


Examination - will assess learning outcomes 1, 2 and 3Coursework - will assess learning outcome 1 and 2

There will be separate assessments and marking schemes for HND and Degree students were appropriate


Core Texts:Bessant, J.R and Bruce, M. (2002) Design in Business – Strategic Innovation Through Design. Trans-Atlantic Publishers.Taylor, M.A. (1990) Technology of Textile Properties: An Introduction, 3rd ed. Forbes. London.

Other Texts:Atkinson, S. and Mockford, C. (1991) Product Design, Oxford: University Press. Bruce, M. and Cooper, R. (2000) Creative Product Design: a Practical Guide to Requirements Capture Management, London: John Wiley and Sons Ltd.Burberry, P. (1997) Environment and Services, Batsford. Cooke, C. (1995) T204 Design Principles and Practice. Block 1 - An Introduction to Design, Open University. England, N. (2001) Physics Matters. 3rd ed, Hodder and Stoughton.Garrat, J. (1996) Design and Technology, Cambridge University Press. Grinver, C. (2001) Smart Design: Products that Change our Lives. Hove: Crans-Près-Céligny, RotoVision.Julier, G. (1993) (1991) Encyclopaedia of 20th Century Design and Designers, Thames Hudson.

Journals:Creativity and Innovation ManagementDesign IssuesDesign News Journal of Product Development.Journal of Product Innovation ManagementWhich? Reports

Websites:http://www.designcouncil.orghttp://www.howthingswork.comhttp://home.howstuffworks.comhttp://www.purchon.comhttp://www.thinkquest.org/library/IC_index.htmlhttp://www.sciencenet.org.uk

UNIT TITLE International Business & Legal Environment

58

http://www.designcouncil.org/


59


UNIT CODE NUMBER 32IB1005

HOME PROGRAMME BSc (Hons) / HND International Consumer Marketing







Lectures 24 hrsTutorials 24 hrs


PRE-REQUISITES None

CO-REQUISITES None


Upon completion of this unit, the student will be able to:1. Understand and evaluate (understand) aspects of the international business trading environment, and the impact on companies and markets with special reference to commercial / economic aspects.2. Understand (appreciate) the principles of the InternationalLegal Systems, the operation of Consumer Law and its application to world-wide consumer issues.


CURRICULUM OUTLINE

The international business organization - its goals and the marketing concept

Identifying overseas target markets, market analysis and forecasting

Scanning techniques for international environment / scenarios

International trade / barriers International institutions and the WTO The EU and the single currency Balance of payments and exchange rates Market failure and political regulation The OFT and Competition Commission National Budgets / GDP Business Cycles and Fiscal policy Monetary policy and financial institutions Introduction and the distinction between Civil and Criminal

Law Essential differences in international Law The Courts and other means of Dispute Resolution European and international Law The Legal Impact of Consumer Transactions – Sale of

Goods Trade Descriptions Making a contract Protecting the consumer

TEACHING & LEARNING STRATEGIES

A series of lectures and parallel student centred activity tutorials.

60



1. Coursework (40%) 1,500 word assignment2. Exam (60%): a 2hr Exam



Coursework will assess understanding of outcome 1 and the exam will assess understanding of outcome 1 and 2


Core Texts:Brooks, I. and Weatherston, J. (2000) The Business Environment: Challenges and Changes, 2nd ed, Financial Times Prentice Hall.Palmer, A. and Hartley, B. (2002) The Business Environment, 4th Edition, McGraw-Hill.

Other Texts:Ingman, T. (2004) The English Legal Process, 10th Edition, Oxford: OUP.Lowe, R & Woodroffe, G (2000) Consumer Law & Practice, 6th ed, London: Sweet and MaxwellMcDonald, M.H.B. (2002) Marketing Plans, Butterworth Heinemann.Miller, C.J. Harvey, B.W. & Parry D.L. (1998) Consumer & Trading Law: Texts, Cases & Materials, 2nd ed, Oxford University Press.Oughton, D. & Lowry, J. (2000) Textbook on Consumer Law, 2nd Ed, Blackstone PressScott, C. (2000) Cranston’s Consumers and the Law, 3rd ed, Cambridge University Press.Keenan, D. (2004) Smith & Keenan’s English Law, 14th Ed, Pearson Ed.Worthington, I. and Britton, C. (2000) The Business Environment, 3rd ed, Financial Times Prentice Hall.

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UNIT TITLE International Consumer Behaviour

UNIT CODE NUMBER 32IC1010










PRE-REQUISITES None

CO-REQUISITES None


Upon completion of this unit, students will be able to: 1. Define (understand) the key concepts of consumer behaviour within an international context 2. Discuss (be aware of) the fields of marketing and consumer behaviour interrelate 3. Identify concepts and disciplines within the field of consumer behaviour.HND variants are in brackets in italics

CURRICULUM OUTLINE

Introduction to consumer behaviour International consumers: cultural convergence and

differences International cultural influences on consumer behaviour Managing, creating and building competitive global brands The creation and diffusion of consumer culture within an

international context Marketing and consumer behaviour Perception Learning and memory Motivation The Self Personality and lifestyles Attitudes Individual buying and disposing Group influence and opinion leadership Household decision making Income and social class Supporting customer relationships and customer service Age subcultures


Lectures and seminars will be used to deliver the key concepts in consumer behaviour and case studies/journal articles/newspaper articles will be employed to ensure the material is fully integrated and applied

62



1. Course work (40%) a practical exercise based upon concept of consumer behaviour together with a short essay 2. Exam (60%) a 2 hr exam



Course work will cover outcome 3Exam will cover all outcomes


Core Text:Soloman, M.R. (2002) Consumer Behaviour, 5th edition Prentice Hall

Other Texts:Blackwell, R. D. Miniard, P.W. and Engel, J.F. (2001) Consumer Behaviour, 9th Edition, Chicago: DrydenKassarjian, H. Robertson, T. (1994) Perspectives in Consumer Behaviour, Prentice HallGannon, M.J. (2004) Understanding global cultures, 3rd Ed, Thousand Oaks, CA: Sage.Raymond, M. (2004) The Tomorrow People, Prentice HallSchiffman, L. & Kanuk, L. (1994) Consumer Behaviour 5th ed; London: Prentice Hall InternationalStalnaker, S. (2002) Hub culture: the next wave of urban consumers, Singapore: John Wiley and Sons.

Journals:Advertising AgeJournal of Consumer BehaviourJournal of Consumer ResearchJournal of Consumer PsychologyJournal of Personality and Social PsychologyJournal of Current Issues and Research in AdvertisingJournal of AdvertisingMarketing WeekPsychology Today

63


UNIT TITLE Marketing Communications

UNIT CODE NUMBER 32MC1001

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND International Consumer Marketing, BA/BSc (Hons) Combined Honours Routes



UNIT LEADER(S) Kirsty Evans




Lecture 24 hrs

Seminars 16 hrsCAD workshops 8 hrs


PRE-REQUISITES None

CO-REQUISITES None



1. evaluate (appreciate) basic principles of marketing communications in the context of the marketing mix.

2. understand (be aware of) the structure and practices of the communications industry.

3. develop and justify (develop) the use of a range of direct and indirect communication techniques.

4. communicate effectively both orally and in writing


CURRICULUM OUTLINE

The promotional mix The promotional plan Communication and consumer behaviour Advertising Direct Marketing Public Relations Personal selling Sales promotion The use of communication models The communication industry structure The role of agencies International advertising Integrated marketing communications Above/below the line spend Packaging Colour and design theory Introduction to CAD

TEACHING AND Lectures, seminars and CAD workshops. Lectures to be supported

64


LEARNING STRATEGIES

with recent research, publications and industry examples of current campaigns


1. Individual coursework (40%) An individual submission of no more than 1500 words supported by a piece of work generated using CAD.

2. Exam (60%) - a 2 hour paper. There will be separate assessments and marking schemes for HND and degree students where appropriate


Outcomes 1, 3 and 4 will be examined in the assignment. All outcomes will be examined in the examination.


Core Text:Smith, P.R. (2004) Marketing Communications, 4th edition, Kogan Page, UK.

Other Texts:Ace, C. (2002) Effective Promotional Planning, Butterworth Heinemann.Dibb, S., Simkin, L., Pride, W.M., and Ferrell, O. C. (2001) Marketing Concepts and Strategies, 4th edition, Houghton Mifflin, New York.Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, 2nd edition, Prentice Hall, Shimp, T. (2002) Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communication, 6th edition, Dryden Press.Wilmshurst, J. (1999) Fundamentals of Advertising, Butterworth Heinemann.

Journals: International Journal of AdvertisingJournal of Brand Management Journal of Communication ManagementJournal of Marketing CommunicationJournal of Product and Brand ManagementMarketingMarketing Week Campaign

Websites:www.marketingonline.co.ukwww.marketingteacher.comwww.salesandmarketing.com

65


http://www.marketingteacher.com/

http://www.marketingonline.co.uk/


UNIT TITLE Principles of International Marketing

UNIT CODE NUMBER 32PI1005

HOME PROGRAMME BSc (Hons)/ HND International Consumer Marketing



UNIT LEADER(S) Carly Wraeg




Lectures 24 hrs

Seminars 24 hrs


PRE-REQUISITES None

CO-REQUISITES None


Upon completion of this unit, students will be able to:

1. Understand (appreciate) the key international marketing theories, concepts and strategies involved between consumers and organisations in global markets2. Evaluate (understand) the complexity and diversity of international marketing

HND variants are in italics in brackets

CURRICULUM OUTLINE

The scope of international enterprise and the challenge of globalisation

International trade institutions and trade policy Evaluating the global environment and potential market

assessment decisions Building a knowledge base Market entry methods Global strategic planning Global market expansion Managing the international product Standardisation and adaptation Managing international channels and distribution strategies Logistic and supply chain management Managing export pricing strategies Managing global pricing strategies Managing international communications Global promotional strategies WWW affecting world markets Marketing organisation, implementation and control

66



A balance of integrated lectures and seminars; individual and group presentations, to ensure students have the opportunity to learn and demonstrate understanding in an interactive environment. Coursework will provide the opportunity for students to develop and apply their understanding and knowledge of International marketing concepts.


4. Coursework (20%) by an individual piece of written work no more than 1000 words and an assessed presentation

5. Individual in-class presentation of a selected company or a given case-study to assess students’ understanding and applying of International marketing theories and marketing mix (20%). This assessment will include a presentation handout for evaluation and feedback.

6. Exam (60%) - a 2hr paper



Coursework will cover outcome 1.The exam will cover outcomes 1 & 2.



Core Text:Czinkota, M. R. and Ronkainen, I. A. (2004), International Marketing, International Student Edition, Thomson: South-Western.Muhlbacher, H., Leihs, H. and Dahringer, L. (2006), International Marketing – A Global Perspective, 3rd Ed, Thomson Learning.Doole, I. and Lowe, R. (2004), International Marketing Strategy, 4th Ed, Thomson Learning EMEA

Other Texts:Keegan, W.J. (2002) Global Marketing Management, Upper Saddle River: Prentice HallCarter, S. (2003) International Marketing Strategy,Butterworth-Heinemann, OxfordDicken, P. (1998) Global Shift, Cromwell Press.Hollensen, S. (2001) Global Marketing, Prentice Hall.Kotabe, M. Helsen, K. (2000) Global Marketing Management, London: John Wiley & Sons.Paliwoda, S. Thomas, M. (1998) International Marketing, Third edition, Oxford: Butterworth Heinemann.

Journals:The International Journal of Management CasesThe European Business ReviewThe Journal of Marketing ManagementThe Journal of Consumer MarketingThe Harvard Business Review


Students should refer to international journals and marketing magazines for up to date international marketing examples

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UNIT TITLE Brand Communication

UNIT CODE NUMBER 32BC2001

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND International Consumer Marketing, BA / BSc (Hons) Combined Honours routes







Lectures 24CAD workshops 4Seminars 20


PRE-REQUISITES Marketing Communications

CO-REQUISITES None


Upon completion of this unit, students will be able to:1. critically evaluate (assess) the marketing communication

tools and their impact on communication strategy 2. integrate (understand) the legal and ethical considerations

in the formulation and the implementation of a marketing communications strategy

3. develop a critical understanding (have knowledge) of the role of brands as a form of communication

4. demonstrate initiative in the development of learning skills through the application (use) of CAD knowledge


CURRICULUM OUTLINE The promotional mix Promotional strategy formulation Determining promotional budgets Media strategy Using agencies New media formats Assessing advertising effectiveness Legal and ethical issues Case study examples of successful campaigns Brand characteristics Brand building Brand evaluation Branding strategies Understanding brand extensions Value of brands Measuring and managing brand equity Create an effective communication plan Using CAD to support coursework

TEACHING AND Lectures, seminars and CAD workshops.

68


LEARNING STRATEGIES

Lectures will be supported with recent research, publications and examples of current campaigns. The CAD workshops will enable the students to develop CAD generated work to support an integrated marketing communications plan.


1. Individual coursework (40%) The coursework, equivalent to 1,500 words will require the students to develop an integrated marketing communications plan supported by the use of CAD.

2. Exam (60%) – a 2 hour paper.



Outcomes 1, 3 and 4 will be assessed in the coursework.All outcomes will be assessed in the exam.


Core Text:Fill, C. (2002) Marketing Communications: Contexts, Contents and Strategies, 3rd edition, Prentice Hall.

Other Texts:DeChernatony, L. (2001) From Brand Vision to Brand Evaluation, Butterworth-Heinemann.DeChernatony, L. and MacDonald, M. (2003) Creating Powerful Brands, 3rd edition, Butterworth Heinemann, UK.DePelsmacker, P., Geuens, M., and Van der Bergh, J. (2001) Integrated Marketing Communications, 2nd edition, Prentice Hall, UK. Hackley, C. (2005) Advertising and Promotion: Communicating Brands, SAGE Publications. Keller, K. L. (2003) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall. Kitchen, P. (1999) Marketing Communications, Principles and Practices, Thomson Learning.Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, 2nd edition, Prentice Hall. Shimp, T. (2002) Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communication, 6th edition, Dryden Press. Smith, P. R. (2001) Marketing Communications, Kogan Page.

Journals:International Journal of AdvertisingJournal of Brand Management Journal of Communication ManagementJournal of Marketing Communication.Journal of Product and Brand Management

Marketing Marketing Week Campaign

69


Websites:www.marketingonline.co.uk www.marketingteacher.com www.salesandmarketing.com www.directmarketing.com www.brandchannel.com

70

http://www.brandchannel.com/

http://www.directmarketing.com/


http://www.marketingteacher.com/

http://www.marketingonline.co.uk/


UNIT TITLE Consumer Relationship Marketing

UNIT CODE NUMBER 32CR2001

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND International Consumer Marketing, BSc (Hons) / HND Consumer Marketing and Product Development, BA / BSc (Hons) Combined Honours Routes









PRE-REQUISITES Consumer Behaviour

CO-REQUISITES None



1. evaluate (understand) the theoretical and practical issues surrounding relationship marketing as a marketing paradigm.

2. develop and apply (interpret) marketing strategies based on consumer relationship management


CURRICULUM OUTLINE

Introduction to Consumer Relationship Management (CRM) The reasons for the emergence of relationship marketing Quality management & service quality Management, monitoring and delivery of effective customer

service through appropriate provisions The conceptualisation of relationship marketing Drivers of relationship Consumer loyalty Relationship marketing stakeholders Consumer Relationship Management (CRM) Electronic Consumer Relationship Management (eCRM) Overview of CRM selection and implementation Avoiding common barriers to CRM and organising for

success CRM strategy & Planning Establishing activities and information for delivering effective

customer relationships One-to-one marketing Economics of CRM The future of Consumer Relationship Management Information systems for delivering effective customer

relationships

TEACHING AND Lectures and seminars using case studies, videos, and

71


LEARNING STRATEGIES

presentations showing leadership skills in group activity


1. Group Presentation (40%) covering outcome 22. Exam (60%) a 2hr exam covering learning outcomes 1 and 2

There will be separate assessments and marking schemes for HND and degree students where appropriate.


Working in groups students will carry out a presentation (with individual input), critically evaluating relationship marketing practices in an organisation. The examination will evaluate the student’s knowledge and understanding of the range of topics covered in the lecture material.


Core Text:

Christopher, M., Payne, A. and Ballantyne, D. (2000) Relationship Marketing – Bringing Quality, Customer Service and Marketing Together, Oxford: Butterworth Heinemann.

Other Texts:

Bruhn, M. (2003) Relationship Marketing: Management of Customer Relationships, London: Prentice Hall.

Buttle, F. (2003) Customer Relationship Management, Oxford: Butterworth Heinemann.

Dyche, J. (2002) The CRM Handbook: A Business Guide to Relationship Management, London: Addison-Wesley.

Egan, J. (2004) Relationship Marketing, 2nd ed, London: Prentice Hall.

Gronroos, C. (2000) Service Management and Marketing: A Customer Relationship Management Approach, 2nd ed, Chichester: John Wiley and Sons.

Gummesson, E. (1999) Total Relationship Marketing- Rethinking Marketing Management from 4Ps to 30Rs, Oxford: Butterworth Heinemann.

Peck, H., Payne, A., Christopher, M. and Clark, M. (1999) Relationship Marketing- Strategy and Implementation, Oxford: Butterworth Heinemann.

Varey, R. (2002) Relationship Marketing - Dialogues and Networks in the E-commerce Era, Chichester: Wiley & Sons.

Journals:European Journal of MarketingJournal of Consumer MarketingJournal of Service MarketingMarketing ReviewThe Harvard Business ReviewThe International Journal of Management Cases

72


The Journal of MarketingThe Journal of Marketing Management

Websites:www.crm-forum.com www.1to1.com www.salesandmarketing.com

73


http://www.1to1.com/

http://www.crm-forum.com/


UNIT TITLE Creating Brand Value BRIEF SUMMARY This unit focuses on the creativity and product development process

aspects of creating brand value


HOME PROGRAMME BSc (Hons) / HND Consumer Marketing and Product Development


SUBJECT AREA W2




200 LEARNING OPPORTUNITIES (HOURS)

Lectures

24 hours

Seminars and workshops

24 hours

Individual study 152 hours


PRE-REQUISITES Design Processes

CO-REQUISITES None


Upon completion of this unit, the student will be able to:1. Develop a critical understanding (have knowledge) of the

brand values sought by consumers that can be used in product development

2. Critically evaluate (understand) the key elements of successful brand design

HND variants all in italics in brackets

CURRICULUM OUTLINE

The 4Cs of design (creativity, complexity, compromise and choice)

Design classics Conceptual design Design function and personality Product design influences Design and brand value Understanding the consumer Corporate and brand innovation Design for the environment Materials and form Materials selection Experiential design Differentiation through design CAD application

TEACHING AND LEARNING

A balance of lectures, seminars and design workshops

74


STRATEGIES


Coursework (100%)1. Development of a portfolio of a design work, ranging from

concept design and product development through to corporate identity design (60%)

2. Written report of 1,500 words to support the portfolio of work (40%)



Coursework 1 will cover outcomes 1 and 2; coursework 2 will cover outcome 1.There will be separate assessments and marking schemes for HND and Degree students where appropriate


Books:

Ashby, M. and Johnson, K. (2002) Materials and Design: The Art and Science of Material Selection in Product Design. Elsevier Butterworth Heinemann. Oxford, UK.

Bessant, J.R. and Bruce, M. (2002) Design in Business – Strategic Innovation Through Design, Trans-Atlantic Publishers.

Bruce, M. and Cooper, R. (2000) Creative Product Design: a Practical Guide to Requirements Capture Management, John Wiley and Sons Ltd. London, UK.

De Chernatony, L. (1998) Creating Powerful Brands, Butterworth Heinemann, Oxford, UK.

De Chernatony, L. (2006) From Brand Vision to Brand Evaluation (2nd edition) Butterworth Heinemann, Oxford, UK.

De Mozota, B.B. (2003) Design Management: Using Design to Build Brand Value and Corporate Innovation. Allworth Press. New York., USA.

IDSA (2001) Design Secrets: Products. Rockport Publishers, USA.

Mackenzie, D. (1997) Green Design: Design for the Environment (2nd edition). Laurence King Publishing, London, UK.

Smith, P.G. and Reinertsen, D.G. (1998) Developing Products and Half the Time: New Rules, New Tools (2nd edition).John Wiley and Sons, Inc. New York, USA.

Ulrich, K.T. and Eppinger, S.D. (2003) Product Design and Development, (3rd edition). McGraw Hill. New York., USA. Journals:Creativity and Innovation ManagementJournal of Product and Brand Management Journal of Product Development.Journal of Product Innovation ManagementThe Journal of Brand ManagementThe Journal of Consumer MarketingThe Journal of Marketing Management

75


Websites:

www.designcouncil.org.uk www.directmarketing.com www.ergonomics.org.uk www.henleycentre.com www.dti.org.uk/innovation/index.html

ANY ADDITIONAL NOTES AND COMMENTS

DATE OF APPROVAL 30 June 2005

DATE OF MOST RECENT CONSIDERATION:

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http://www.henleycentre.com/



UNIT TITLE Developing Consumer Markets

UNIT CODE NUMBER 32DC2005

HOME PROGRAMME BSc (Hons)/ HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND International Consumer Marketing, BSc (Hons)/ HND Consumer Marketing and Product Development



UNIT LEADER(S) Brian Sheffield






PRE-REQUISITES Consumer Research

CO-REQUISITES None



1. appreciate (understand) the differing consumer markets which exist at micro and macro level.

2. evaluate (review) the role of research as a mechanism to aid information retrieval.


CURRICULUM OUTLINE

Literature review Methodological constructs Analysis and interpretation of Quantitative data Analysis and interpretation of Qualitative data Questionnaire design Developing statistical techniques The history of management Management styles and industry sectors, private , public,

etc Organisational cultures Focus groups Interviews Sampling Satisfaction and value concept Competition analysis The consumer environment Collect, analyse and present data in a variety of formats Introduction of final year project

TEACHING AND The delivery will be by a series of lectures and tutorials allowing the students to develop an understanding of the research concept in

77


LEARNING STRATEGIES

relation to the consumer environment. Lectures will be supported by reading and the evaluation of published works.


1. Group presentation (40%).

2. Exam (60%) - a 2 hr Exam paper.



Group presentation will cover learning outcome 1.

The exam will cover learning outcome 2.


Core Texts:Brown, S. (1997) Consumer Research, Routledge.Wright, L. & Crimp, L. (2000) The Marketing Research Process, Prentice Hall.

Other Texts:

Black, T.R. (2002) Understanding Social Science Research, SAGE. London.Brown, C. (2002) Working In The Voluntary Sector: How To Find Rewarding and Fulfilling Work In Charities and Voluntary Organisations, How To Books. Oxford.Donaldson, L. (2001) The Contingency Theory of Organizations, SAGE. London. Drucker, P. (1998) Managing The Non-Profit Organisation: Practices and Principles, Butterworth-Heinemann. OxfordJankowicz, J. (1995) Business Research Projects, Thomson.McKenna, E.F. (2000) Business Psychology and Organisational Behaviour: A Student's Handbook, Psychology Press. Hove.Mitchell, M.L. (1998) Employing Qualitative Methods In The Private Sector, Thousand Oaks. SAGE. LondonPerry, D.K. (2002) Theory and Research In Mass Communication [electronic resource]: Contexts and Consequences. Mahwah, N.J : Lawrence Erlbaum.Salkind, N.J. (2002) Handbook of Research Design and Social Measurement. SAGE. London.

Journals:The Journal of Consumer ResearchJournal of Marketing ResearchThe International Journal of Management Cases

Web sites:http://www.institute-consumer-sciences.co.ukhttp://www.mori.comhttp://www.dobney.com/market_research.htm

UNIT TITLE Food Quality

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http://www.mori.com/

http://www.institute-consumer-sciences.co.uk/


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UNIT CODE NUMBER 32FQ2027

HOME PROGRAMME BA (Hons) / HND Food Marketing, BSc (Hons) / HND Food Technology, BSc (Hons) / HND Food and Nutrition, BA (Hons) / HND Food Management


SUBJECT AREA Food and Health

UNIT LEADER(S) Russell Ramsden




Lectures 24 hrsSeminars 12 hrsPracticals 12 hrs




1. understand and evaluate (understand) food quality in its broadest sense.

2. interpret and apply quality control systems in food production.


CURRICULUM OUTLINE

Evolution of quality systems The basis of quality in terms of the costs throughout the

supply chain Sensory characteristics of foods. Appropriate statistical

analysis Statistically based sampling schemes. Statistical process

control ISO 9000:2000 and quality auditing British Retail Consortium Quality improvement schemes


Lectures will discuss the concepts of quality in food and develop statistical techniques from Level 1. Statistical techniques will be applied in the practical, sensory analysis sessions. Seminars will offer an opportunity to evaluate the concepts developed during the unit.


Examination: 2 hrs (60%) To evaluate the understanding of concepts and suggest their application in foods (all outcomes)

Assignment 1500 words (40%) A practical exercise evaluating the organoleptic qualities of a food product (outcome 1)There will be separate assessments and marking schemes for HND and Degree students were appropriate.

ASSESSMENT CRITERIA FOR UNIT/ELEMENTS OF

The assignment will assess consumer response to sensory attributes of food. Data will be generated and the student will be encouraged to analyse and interpret data in report format.

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ASSESSMENT The examination will cover all aspects of the curriculum to ensure a full understanding of the concepts of the study


Core Texts:Manning L (2000) Quality Management Systems in the Food and Drink Industry, Oxford: Chandos

Other Texts:British Standards Institution (2000) Quality management systems : requirements, British Standards InstitutionDale B and Oakland J (1994) Quality Improvement Through Standards, 2nd ed. Stanley Thorne, Gaoula M C (ed), (1997) Descriptive Sensory Analysis in Practice, Food and Nutrition Press Kehoe D (1996) The Fundamentals of Quality Management, Chapman and Hall O’Mahoney, M. (1986) Sensory Evaluation of Food, DebberSchroder, M. J. A (2003) Food Quality and Consumer Value : Delivering Food that Satisfies, SpringerHancock, J. (2000) Third Party Accreditation, Food Processing, Jan 2000, Vol 69, No 1, pp16-17

Journals:

http://www.iso.chhttp://bsonline.techindex.co.uk/www.efsis.comhttp://www.mmu.ac.uk/services/library/

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http://www.mmu.ac.uk/services/library/

http://bsonline.techindex.co.uk/

http://www.iso.ch/


UNIT TITLE International Marketing Organisation

UNIT CODE NUMBER 32IM2005



SUBJECT AREA





Lectures 24 hrs

Tutorials 12 hrsComputer workshops 12 hrs


PRE-REQUISITES

CO-REQUISITES



1. Critically review (understand) the relationship between marketing plans and the business planning process in order to assess and apply (appreciate) appropriate performance measures for international marketing managers.

2. Manipulate, interpret and appreciate (understand) the differing approaches to financial control in order to discuss their role in planning and control for international marketing.

3. Analyse and critically review (understand) the differing approaches towards quality in different markets: in terms of differing cultures, costs and benefits, definitions, terminology, importance of customers and people.

HND variants are in brackets in italics.

CURRICULUM OUTLINE

Organisation and control for international marketing International marketing plans and the business planning process Scenario planning The role of management science in marketing Time management Cross cultural project management and gannt charts Critical path analysis Pricing: theory and applications Cost classification: break-even analysis Cash flow statements Budgets & budgetary control Marketing objectives: cost, margins and profit analysis Trading & manufacturing accounts The profit & loss account The balance sheet Liquidity Business excellence

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Quality systems The importance of people in the delivery of quality Introduction to quality, TQM and business excellence Customers: internal and external to the international organisation Standards- setting within international organisations Due diligence & quality systems


Lectures will be supported by tutorials for the first 12 weeks and then computer workshops for the second 12 weeks. Where possible the subject material will have a placement orientation and employ scenario building, case study approaches, field work and a business games.


1. Coursework (40%) 1,500 word assignment2. Exam (60%) - a 2hr Exam

There will be separate assessments and marking schemes for HND and Degree students were appropriate.


Coursework will assess understanding of outcome 2 and the exam will assess understanding of all outcomes


McDonald, M. H. B. (2002) Marketing Plans, Butterworth Heinemann.Atrill, P. and McLaney, E. (1997) Accounting and Finance for Non-Specialists, 2nd ed, Prentice Hall International.Flower, J (1999) European Financial Reporting, Macmillan Business.Schmidt, R. A. & Wright, H. (1996) Financial Aspects of Marketing, Macmillan. Storey, R (1995) Introduction to Cost and Management Accounting, Macmillan Business.Wagner, C. L. (1995) Financial Management with the Electronic Spreadsheet, Harper CollinsMoingeon, B. and Soenen G. (eds.) (2002) Corporate and organizational identities : integrating strategy, marketing, communication and organizational perspectives, RoutledgeSamways, A. & Whittome, K. (1994) UK brand strategies : facing the competitive challenge, Financial Times Business InformationWilson, R. M. S. (1999) Accounting for marketing, Thomson Business PressFahey, L. & Randall, R. M. (eds.) (1998) Learning from the future : competitive foresight scenario, WileyKehoe, D. (1996) The Fundamentals of Quality Management, Chapman and Hall Lamprecht, J. L. (2000) Quality and power in the supply chain, Butterworth-HeinemannManning L (2000) Quality management systems in the food and drink industry, Oxford : ChandosOakland, J S (2000) Total quality management, 2nd ed, Butterworth-Heinemann

Total quality managementThe TQM magazine

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UNIT TITLE Managing Global Brands

UNIT CODE NUMBER 32MG2050




UNIT LEADER(S) D. Holgate




Lectures 24 hrs

Seminars 24 hrs


PRE-REQUISITES Principles of International Marketing

CO-REQUISITES None


Upon completion of this unit, students will be able to:1. understand (appreciate) global marketing theories and how

they impact on the brand2. critically review (understand) the correct theories or

frameworks to be applied when making global marketing decisions, and use the theories in a way that enhances decision-making activity

3. present an argument to a groupHND variants are in italics

CURRICULUM OUTLINE

Market changes and new challenges The Global Marketing Environment Understanding Global Cultures and Buyer Behaviour Opportunity Analysis and Selection of Markets Managing the Process of Globalization Market Entry Strategies Creating, Developing and Maintaining Competitive

Advantage Product and Brand Management Global Services Marketing Management of Global Communications Managing Supply Chain and Distribution Global Pricing and Terms of Access Sales Force Management and Negotiation Managing Global Marketing Relationships Global Marketing in the Digital Age Knowledge Management in International Operations Corporate Social Responsibility and Ethics Organizing and Controlling Global Marketing Operations


A balance of integrated lectures and seminars; group presentations, to ensure students have the opportunity to learn and demonstrate understanding in an interactive environment. Coursework will present the opportunity for students to develop and apply their understanding of concepts.

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1. Coursework (40%) by an individual piece of written work no more than 1500 words and an assessed presentation2. Exam (60%) - a 2hr paper



Coursework will cover outcome 1 and 3.The exam will cover outcomes 1 and 2.


Core Texts:

Quelch, J.A. (2006) Global marketing management, 5th Edition, Harvard Business School.

Other Texts:Aaker, D. A. (1996) Building strong brands, New York: The Free Press.

Bartlett, C. (2006) The new global brands: managing non-government organizations in the 21st century, Thomson.

Braunstein, M. & Levine, E. (2000) Deep branding on the internet, Roseville, California: Prima Venture.

Hollensen, S. (2004) Global marketing: a decision-oriented approach, 3rd Edition, Prentice Hall.

Johansson, J. (2005) Global marketing: foreign entry, local marketing and global management, 4th Edition,

Kapferer, J. N. (1992) Strategic brand management: new approaches to creating and evaluating brand equity. New York: The Free Press.

Keller, K. L. (1998) Strategic brand management: building, measuring, and managing brand equity, Saddle River, NJ: Prentice Hall.

Klein, N. (2000) No logo, New York: Picador.

Lee, K. and Carter, S. (2005) Global marketing management: changes, challenges and new strategies, 1st Edition

Ries, A., & Ries, L. (2000) The 11 immutable laws of internet branding, New York: Harper Business.

Riezebos, R. (2003) Brand management: a theoretical & practical approach, Financial Times / Pearson Education

Stiglitz, J. (2002) Globalization and its discontents, New York: W.W.Norton & Co.

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http://66.102.9.104/cgi-bin/same_author.pl?author=Johny+Johansson

http://66.102.9.104/search?q=cache:p9LG2GtmgH0J:www.pearsoned.co.uk/Bookshop/Results.asp?sRS=&iCurPage=1&SearchCriteria=@Type%3D'1'%2C@Author%3D'common.authorstring+like+''%25Svend+Hollensen%25'''%2C@Download%3D1&orderby%20


Journals: The International Journal of Management CasesThe European Business ReviewThe Journal of Marketing ManagementThe Journal of Consumer MarketingThe Harvard Business Review


Students should refer to international journals and marketing magazines for up to date examples

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UNIT TITLE Marketing Management

UNIT CODE NUMBER 32MM2001

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND Consumer Marketing and Product Development, BA / BSc Combined Honours routes, BA (Hons) Food Management







Lectures 24hrsTutorials 24 hrs


PRE-REQUISITES Fundamental of Marketing

CO-REQUISITES None



1. Analyse (understand) the key marketing strategies that might be incorporated into a marketing plan to achieve business objectives

2. Interpret and apply (understand) the concepts and models in the marketing management

HND variants are in italics and in brackets

CURRICULUM OUTLINE

Marketing mix strategies; sustainable product, pricing, distribution and promotional efforts

The marketing audit The swot analysis The pestle analysis The planning process Porter’s five forces Competitor analysis Maintaining competitive products Consumer analysis Porter’s generic strategies Marketing models Matrix marketing Environmental analysis Strategy formulation Market segmentation analysis Managing and supporting channel members Management implementation and control


Lectures and seminars using a combination of methods such as presentations, case-studies and discussion questions

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1. Course work (40%) - a 1500 word report 2. Exam (60%) - a 2 hr exam based

There will be separate assessments and marking schemes for HND and Degree students where appropriate.


Outcomes 1 and 2 will be assessed in both the coursework and exam.


Core Texts:Williams, J. and Curtis, T. (2004) Marketing Management in Practice, CIM Course Book 04/05

Other Texts: Baker, M.J. (2000) Marketing Strategy and Management by Palgrave Macmillan

Beamish, K and Ashford, R. (2003) Marketing Planning, Butterworth Heinemann, Oxford

Doyle, P. (2002) Marketing Management and Strategy, 3rd Edition, Pearson Education.

Jobber , D. (2002) Principles and Practice of Marketing, 4th edition, McGraw Hill

Kotler, P. (2002) Marketing Management, Pearson Higher Education

Kotler, P. (2002) Marketing Management with Marketing Classics, Pearson Higher Education

Piercy, N. (2002) Market Led Change, Oxford: Butterworth Heinemann, Journals:

The Journal of MarketingThe Journal of Marketing ManagementThe Harvard Business ReviewMarketing ReviewThe International Journal of Management Cases

Websites:www.marketingonline.com www.salesandmarketing.com www.directmarketing.com

88

http://lib.leeds.ac.uk/search~/t?SEARCH=Principles+and+Practice+of+Marketing


UNIT TITLE Marketing Organisation

UNIT CODE NUMBER 32MO2005

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BA (Hons) / HND Food Marketing, BSc (Hons) / HND International Consumer Marketing, BSc (Hons) / HND Consumer Marketing and Product Development, BA/BSc (Hons) Combined Honours Routes







Lectures 24 hrs

Tutorials 12 hrsComputer workshops 12 hrs


PRE-REQUISITES Business and Legal Environment

CO-REQUISITES None



1. Analyse the relationship between marketing plans and the business planning process in order to assess and apply (appreciate) appropriate performance measures for marketing managers.

2. Manipulate and interpret (understand) appropriate commercial and financial statements and systems in order to discuss their role in marketing planning and control.

3. Analyse (understand) the impact of quality philosophy in terms of culture, costs and benefits, definitions, terminology, importance of customers and people.

HND variants are in brackets in italics.

89


CURRICULUM OUTLINE

Marketing organisation and control Marketing plans and the business planning process Scenario planning The role of management science in marketing Time management Project management and gannt charts Critical path analysis Pricing: theory and applications Cost classification: break-even analysis Cash flow statements Budgets & budgetary control Marketing objectives: cost, margins and profit analysis Trading & manufacturing accounts The profit & loss account The balance sheet Liquidity Business excellence Quality systems The importance of people in the delivery of quality Introduction to quality, TQM and business excellence Customers: internal and external Organisations: standards- setting Due diligence & quality systems Appropriate IT applications Placement briefing and preparatory work


Lectures will be supported by tutorials for the first 12 weeks and then computer workshops for the second 12 weeks. Where possible the subject material will have a placement orientation and employ scenario building, case study approaches, field work and a business games.


1. Coursework (40%) - a 1,500 word assignment2. Exam (60%) - a 2hr Exam

There will be separate assessments and marking schemes for HND and Degree students were appropriate.




Core Texts:Schmidt, R. A. & Wright, H. (1996) Financial Aspects of Marketing, Macmillan.

Other Texts:

Atrill, P. and McLaney, E. (1997) Accounting and Finance for Non-Specialists, 2nd ed, Prentice Hall International.

Fahey, L. & Randall, R. M. (eds.) (1998) Learning from the future: competitive foresight scenario, Wiley

Flower, J (1999) European Financial Reporting, Macmillan Business.Kehoe, D. (1996) The Fundamentals of Quality Management,

90


Chapman and Hall

Lamprecht, J. L. (2000) Quality and power in the supply chain, Butterworth-Heinemann

Manning L (2000) Quality management systems in the food and drink industry, Oxford : Chandos

Moingeon, B. and Soenen G. (eds.) (2002) Corporate and organizational identities : integrating strategy, marketing, communication and organizational perspectives, Routledge

Oakland, J S (2000) Total quality management, 2nd ed, Butterworth-Heinemann

Samways, A. & Whittome, K. (1994) UK brand strategies : facing the competitive challenge, Financial Times Business Information

Storey, R (1995) Introduction to Cost and Management Accounting, Macmillan Business.

Wagner, C. L. (1995) Financial Management with the Electronic Spreadsheet, Harper Collins

Wilson, R. M. S. (1999) Accounting for marketing, Thomson Business Press

Journals: Total Quality ManagementThe TQM magazine

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UNIT TITLE Product Performance

UNIT CODE NUMBER 32PP2001

HOME PROGRAMME BSc (Hons) / HND Consumer Marketing, BSc (Hons) / HND International Consumer Marketing, BSc (Hons) / HND Consumer Marketing and Product Development


SUBJECT AREA Consumer Marketing


CREDIT VALUE 20 credits CREDITS AT LEVEL: 2



Lectures 24 hrsPracticals 20 hrsSeminars 4 hrs

UNIT STATUS Mandatory core (compulsory for all students)

PRE-REQUISITES Innovative Brand Design

CO-REQUISITES None



1. understand (appreciate) and evaluate the performance of a wide range of consumer branded products, e.g. food and non-food, utilities, domestic appliances

2. demonstrate an ability to analyse the sensory characteristics of a range of foods and drinks

3. apply (be aware of ) ergonomics in both product and task design


CURRICULUM OUTLINE

Principles of product evaluation Comparative assessment of products Testing & ergonomic evaluation of products – basic principles Stability testing of non-food products Introduction to ergonomics Ergonomic approach to design Human body & ergonomics Standardization, standards and their use Controls, displays & instructions Testing facilities use Consumer product evaluation (practical work) Sensory characteristics of foods and appropriate statistical

analysis Design experimental work


Lectures - covering the theoretical aspects of product evaluation and testing, and sensory analysis.Practical sessions - to support the theory by providing an opportunity for students to undertake related laboratory experiments.Seminars - will provide an opportunity to evaluate the concepts developed during the unit.

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60% examination – 2 hour paper with compulsory elements40% coursework – based on evaluation and testing of a consumer branded product and will include an assessed presentation

There will be separate assessments and marking schemes for HND and Degree students were appropriate


Examination will assess learning outcomes 1, 2 and 3Coursework will assess learning outcome 1 and 3There will be separate assessments and marking schemes for HND and Degree students


Core Texts:Bridger, R. (2003) Introduction to Ergonomics, Taylor & Francis. UK.DTI, Instructions for Consumer Products, Department of Trade and Industry.Gacula, M.C. (ed), (1997) Descriptive Sensory Analysis in Practice, Food and Nutrition Press.

Other Texts:Alexander, D. and Raboum, R. (2001) Applied Ergonomic, Taylor & Francis.Annett, J. and Stanton, S. (2000) Task Analysis, Taylor & Francis. BSI Various Standards (e.g. on Managing Product Design and Measuring the Performance of Household Electrical Appliances).DTI, Home Accident Surveillance System, Annual Reports, Department of Trade & Industry.Dul, J. and Weerdmester, B. (2001) Ergonomics for Beginners, Quick Reference Guide. Taylor & Francis.Jordan, P.W. (1998) An Introduction to Usability. Taylor & Francis. Jordan, P.W. (2002) Designing Pleasurable Products. Taylor & Francis. Pheasant, S. (1996) Bodyspace: Anthopometry, Ergonomics and Design, (2nd Edition), Taylor and Francis.Stanton, N. (1998) Human Factors in Consumer Products, Taylor & Francis. Stanton, N. and Young, M. (1999) A Guide to Methodology in Ergonomics. Taylor & Francis.

Journals:ErgonomicsWhich?

Websites:www.bsi.orgwww.ergonomics.org.ukwww.howthingswork.comwww.howstuffworks.comwww.openerg.comwww.purchon.comwww.sciencenet.org.ukwww.thinkquest.org/library/IC_index.htmlwww.which.net/

93

http://www.which.net/

http://www.thinkquest.org/library/IC_index.html

http://www.sciencenet.org.uk/

http://www.purchon.com/

http://www.openerg.com/

http://www.howstuffworks.com/

http://www.howthingswork.com/


http://www.bsi.org/


UNIT TITLE Placement

UNIT CODE NUMBER 32PLX001

HOME PROGRAMME All sandwich award programmes


SUBJECT AREA

UNIT LEADER (S) Carolyn Branston

CREDIT VALUE 120 CREDITS AT LEVEL: P


CONTACT TIME (HOURS)

N/A

UNIT STATUS Compulsory for all sandwich award students

PRE-REQUISITES

CO-REQUISITES None.

UNIT

LEARNING

OUTCOMES

Upon completion of this unit, the student will have acquired:

1. individual competencies and vocationally relevant skills through practical experience within the industry sector.

2. individual personal transferable skills/attributes, and evidence of that development.

3. business awareness, and an appreciation of key operational issues.

4. an awareness of a range of career options.

CURRICULUM OUTLINE

The following topics will also help underpin the ‘business report’ Profile of the business, including customer / consumer wants

and needs. Organisational structure and profile within the industry as a

whole Business market position and marketing methods used to promote the product and business.

Impacts of external/internal influences, researching and analysing data for effective business performance.

Applying knowledge to solutions for practical problems within the business.

The following topics will also help underpin the personal development portfolio: Effective personal contributions to the operation of the

business, and in maintaining a healthy and safe working environment.

Planning and managing own learning and performance, and achieving a range of practical performance skills.

Reflective practice within the workplace, cultural awareness, and effective interpersonal communication skills (inc. language skills where appropriate).

Personal and professional development and its relationship to future career paths

TEACHING

AND

LEARNING

Year 2 or Year 3The student acts as an independent learner under the guidance of a workplace mentor, and a University based academic supervisor who visits and advises the student/mentor on site at least once,

94


STRATEGIES providing a written report on the learning outcomes achieved.

The student sets him/herself individual objectives, which are reviewed and agreed periodically with the mentor in order they meet the needs of both the learner and the business. The student continually reflects, recording critical incidents and identifying specific learning experiences. The learner initiates a topic for in-depth investigation within the business, negotiating with the mentor/academic supervisor its suitability, and potential support likely to be available in order to achieve academic success. Ultimately, the learner will collect personal feedback on performance from the mentor in terms of a written report.

(Pre- enrolment for placement)The student will reflect on his/her learning experience by giving a presentation to his/her level peer group and group tutor during induction week.

ASSESSMENT STRATEGIES The student must complete all parts of the assessments to pass the

unit, and proceed onto the next level of the programme. All assessments are set at a minimum standard and are marked on a pass/fail basis.

1. Attendance 48 weeks full-time (37.5 hrs min) in an approved placement location.

2. Business Report (5000 word min) (Weighting 33%)

3. Personal Development Portfolio (Weighting 34%)4. Coursework (Weighting 33%)

In the event of failure in assessment 2 and/or 3, the exam board will allow a re-sit attempt in order to allow a student to proceed to the next level. Failure in assessment 1 will mean the year must be re-taken, and supervised accordingly, necessitating a re-submission of assessments 2 & 3.(any student who is dismissed from their placement post will be considered through a separate disciplinary procedure).

ASSESSMENT

CRITERIA FOR

UNIT/ELEMENTS

OF ASSESSMENT

The coursework is designed to incorporate all learning outcomes: The business report will focus on business awareness and

the students’ developed investigative skills.(outcomes one and three)

The personal development portfolio will focus on evidence of the development of personal skills/ attributes and practical professional performance skills.(outcomes two and one )


Core text:

Branston, C. Industrial Placement Student Handbook

Other texts:

All journals/periodicals related to the relevant industry sector.All level one and two website references are relevant.Electronic resources at MMU library.ac.uk.

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ADDITIONAL COMMENTS

The Placement experience will be related closely to the aims of the student’s particular programme.In the case of students on the degree/HND in International Hospitality Management, the placement experience should take place in an International context, and for IHM students studying a language the placement should preferably involve the use of the second language.

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UNIT TITLE Brand Management

UNIT CODE NUMBER 32BM3001

HOME PROGRAMME BSc (Hons) Consumer Marketing, BA (Hons) Food Marketing,



BA/BSc Combined Honours Routes







Lectures 24 hrs Tutorials 24 hrs

UNIT STATUS

PRE-REQUISITES None

CO-REQUISITES None


Upon completion of this unit, the student will be able to:1. critically review the role of brands, both in improving long-term business objectives of the firm and from the context of the consumer.2. identify critical issues associated with brand management

CURRICULUM OUTLINE

Customer-based brand equity Brand positioning and values Choosing brand elements to build brand equity Designing marketing programs to build brand equity Integrating marketing communications to build brand equity Leveraging secondary brand knowledge to build brand equity Developing brand equity measurement and management

system Measuring sources of brand equity The value of a brand for the company: brand equity;

components of brand equity; financial-brand valuation Measuring outcomes of brand equity Design and implementing branding strategies Routes of brand development: instruments of brand

development; the low-budget route; the high-budget route Introducing and naming new products and brand extensions Managing brands over time Managing brands over geographical boundaries and market

segments Legal protection of brands: the Trademark concept;

infringement Capitalising on successful brands: extension strategy;

endorsement strategy Brand damage from incident to crisis

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Teaching and learning will be developed through a series of lectures and student led seminars.


3. Coursework 40%4. 3 hour exam 60%


Individual coursework and presentation will assess outcome 1.Final written examination will assess outcomes 1 and 2.


Core Text:Riezebos, R. (2003), Brand Management – A Theoretical and Practice Approach, FT: Prentice Hall.De Chernotory, L. and McDonald, M. (2003), Creating Power Brands, 3rd Ed, Elsevier: Butterworth Heinemann.Kapferer, J.N. (2005), The New Strategic Brand Management – Creating and Sustaining Brand Equity Long Term, Kogan Page,Lane-Keller, K. (2003) Strategic brand management, 2nd Ed, London: Prentice HallOther Texts:Felix, J. (2000) The age of innovation: making business creativity a competence, not a coincidence, London: Prentice Hall. Hildreth, P.M. & Kimble, C. (eds) (2004) Knowledge networks: innovation through communities of practice. Idea Group Publishing, HersheyMcLoughlin, I. (1999) Creative technological change: the shaping of technology and organisations, London: Routledge.Von Stamm, B. (2003) Managing innovation, design and creativity, Chichester: Wiley. Watson, R.T. (2000) Electronic Commerce, Dryden Press Journals:Journal of Product and Brand Management The Journal of Brand ManagementJournal of Production Innovation managementInternational Journal of New Product Development & Innovation ManagementAcademy of Management ReviewEuropean Journal of MarketingHarvard Business ReviewJournal of Marketing

Web sites:http://www.tandf.co.uk/journals/titles/13662716.asp http://www.culture.gov.uk/creative_industries/default.htm http://www.blackwellpublishing.com/journal.asp?ref=0737-6782 http://www.blackwellsynergy.com

UNIT TITLE Company Based Case Study


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http://www.blackwellsynergy.com/

http://www.blackwellpublishing.com/journal.asp?ref=0737-6782

http://www.culture.gov.uk/creative_industries/default.htm

http://www.tandf.co.uk/journals/titles/13662716.asp


HOME PROGRAMME BSc (Hons) Consumer Marketing, BA (Hons) Food Marketing, BSc (Hons) International Consumer Marketing, BSc (Hons) Consumer Marketing and Product Development, BA/BSc Combined Honours Routes







12 hours seminars4 hours tutorials


PRE-REQUISITES Marketing Organisation; Developing Consumer Markets

CO-REQUISITES None



1. identify, use and evaluate appropriate market research methods

2. acquire expertise in research methods by investigating a marketing topic in depth

3. apply marketing theory to solve a real live business problem

CURRICULUM OUTLINE

Introduction to a project Interpretation of client brief Project proposal Review of appropriate literature Progress report Appropriate data collection Analysis and interpretation of results (including use of

appropriate statistical techniques) Powerpoint presentation to client Management (summary) report for client Project report


The Company Based Case Study will be student-centred, with regular individual tutorials provided by an allocated by a supervisor, in order that progression can be monitored.


Project report of 10,000 words (100%)


To identify and define a project proposal To prepare a critical literature review To demonstrate the ability to select appropriate methods

and produce a methodology for the study To present, analyse and evaluate the resulting data

To exhibit skills of written communication in the formulation and delivery of the project report

INDICATIVE STUDENT Bell, J. (1999) Doing your research project, 3rd ed, Milton

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LEARNING RESOURCES

Keynes, OUPBell, J. and Opie, C. (2002) Learning from research, Milton Keynes, OUPBlaxter, L. Hughes C, Tight, M. (2001) How to research, 2nd ed, Milton Keynes, OUPBlaxter, L., Collis, J. and Hussey, R. (2003), Business research: A Practical guide For Undergraduate And postgraduate Students, London, Palgrave MacmillanBryman, A. (ed.) (1994), Analysing Qualitative Data, London, Routledge Bryman, A. (2003), Business Research Methods, Oxford, Oxford University Press Corston, R. Colman, A. (2000) A crash course in SPSS for Windows, Blackwell, Denscombe, M. (2002) Ground rules for good research, OUP,Field, A. (2005), Discovering Statistics Using SPSS (2nd Edn.), London, Sage Fisher, C. (2004), Researching And Writing A Dissertation For Business Students, Essex, Pearson Education Ltd.Gash, S.(2000) Effective literature searching for research, London, Gower Gill, J. and Johnson, P. (1991), Research Methods for Managers, London, Paul Chapman PublishingHughes, C. and Tight, M. (2001), How To Research (2nd Edn.), Milton Keynes, Open University PressMontgomery D C, (2001) Design and analysis of experiments, 5th ed, Wiley.Kinnear, P. R. and Gray, C. D. (2004), SPSS 12 Made Simple, Hove, Psychology PressOppenheim, A. N. (1992), Questionnaire Design, Interviewing and Attitude Measurement, London, Pinter PublishersPayne, E. and Whittaker, L. (2000), Developing Essential Study Skills, Harlow, Pearson Education Ltd.Robson, C. (2002), Real World Research: A Resource For Social Scientists And Practitioner Researchers (2nd Edn.), Oxford, BlackwellSaunders, M., Lewis, P., and Thornhill, A. (2003), Research Methods for Business Students (3rd Edn.), London, Prentice HallSilverman, D. (2005), Doing Qualitative Research: A Practical Handbook (2nd edn.), London, SageYin, R. K. (2002), Case Study Research: Design And Methods, London, Sage

UNIT TITLE Competitive Marketing Strategy

UNIT CODE NUMBER 32CM3001

HOME PROGRAMME BSc (Hons) Consumer Marketing, BA (Hons) Food Marketing, BSc (Hons) International Consumer Marketing, BSc (Hons) Consumer Marketing and Product Development, BA / BSc (Hons) Combined Honours Routes.

100








Lectures 24hrsGroup syndicate work 24 hrs


PRE-REQUISITES Marketing Management

CO-REQUISITES None



1. appraise a range of corporate and business visions, missions and objectives and the processes by which they are formulated

2. critically evaluate strategic options and the implications of strategic marketing decisions in relation to the concept of ‘shareholder value’

3. evaluate the role of consumer brands, innovation, integrated marketing communications, strategic alliances, customer relationships and service in decisions for developing a differentiated positioning to create exceptional value for the customer

4. demonstrate the ability to develop innovative and creative marketing solutions to enhance an organisation’s competitive position in the context of changing brand, markets, and customer life cycles

CURRICULUM OUTLINE Introduction to strategic marketing

Challenging traditional strategic thinking Competitive strategy and developing a specific competitive

position Achieving a sustainable competitive advantage Developing corporate wide marketing innovation Decisions for a new strategic marketing direction Strategic decisions for corporate development Developing innovative strategies to achieve global growth Developing presentation techniques to a professional

standard Building portfolio value, branding, products and services Integrated communications and relationship development Using the extended organisation to add portfolio value Financial appraisal for strategic marketing decisions and

techniques for developing a view of the future Implementation and control Building portfolio value, branding, products and services Integrated communications and relationship development Using the extended organisation to add portfolio value

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Financial appraisal for strategic marketing decisions and techniques for developing a view of the future

Implementation and control


A series of lectures and parallel student centred plenary / syndicate sessions, where understanding will be developed through informal presentations. Students will be expected to undertake fieldwork associated with the coursework


Coursework (40%): 1,500 word assignmentExam (60%): a 3hr Exam




Core Texts:Aaker, D A (2005) Strategic Market Management, 7th Edition, New Jersey: John Wiley

Other Texts:Adcock, D. (2001) Marketing Strategies for Competitive Advantage John Wiley and Sons Ltd DeWit, B and Meyer, R (2004) Strategy: Process, Content, Context: An International Perspective, 3rd Ed, London: ThompsonMintzburg, H., Quinne, J B and Ghoshal, S (1998) The Strategy Process, Revised European Edition, London: Prentice HallJohnson, G and Scholes, K (2002) Exploring Corporate Strategy (6th Edition), London: Prentice HallGrant, R M (2002) Contemporary Strategic Analysis: Concepts, Techniques, Applications (4th Edition), Oxford: Blackwell PublishersHooley, G. and Saunders, J. (1998) Marketing Strategy and Competitive Positioning, Pearson Higher Education Wheelan, T L and Hunger, J D (2004) Strategic Management and Business Policy: Entering 21st Century Global Society (9th Edition), Upper Saddle River, NJ: Prentice HallMillar, A and Dess, G G (1997) Strategic Management (3rd International Edition), Maidenhead: McGraw HillThompson, J L (1997) Strategic Management: Awareness and Change (3rd Edition), London: International Thompson Business PressWilson, R M S and Gilligan, C (2003) Strategic Marketing Management, London: Butterworth-Heinemann

Journals:

Journal of Strategic ManagementEuropean Journal of MarketingHarvard Business ReviewJournal of MarketingLong Range PlanningSloan Management Review

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UNIT TITLE Creative Communications & Interactive Media

UNIT CODE NUMBER 32CC3001

HOME PROGRAMME BSc (Hons) Consumer Marketing, BA (Hons) Food Marketing, BSc (Hons) International Consumer Marketing, BSc (Hons) Consumer Marketing and Product Development, BA / BSc (Hons) Combined Honours Routes.


SUBJECT AREA





Lecture 18 hrsSeminars 12 hrsComputer work shops 18 hrs


PRE-REQUISITES Brand Communication

CO-REQUISITES None


Upon completion of this unit, the student will be able to:1. develop a critical understanding of the key aspects of the

internet and other digital mediums and the specific challenges and opportunities that they offer to marketing.

2. critically analyse the essential elements of designing a web site and its influence on internet marketing.

3. produce a marketing website for a business

CURRICULUM OUTLINE

Introduction to the internet Key internet marketing concepts How does the internet work? Internet market research Develop, direct and implement an integrated marketing

communications strategy Develop IT skills to professional level Internet user characteristics and behaviour Creating and building a website Website design Website promotion Internet marketing distribution channels Product development strategies on the internet Pricing strategies on the internet Evaluating on-line presence Business-to-consumer internet marketing Internet security issues Relationship marketing on the internet Mobile marketing Marketing on digital TV Future of the digital media

TEACHING AND Lectures, seminars and computer workshops using case studies, the Internet, discussions and presentations

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LEARNING STRATEGIES


1. Website Design (20%)2. Written Assignment (20%)3. Final Written Examination (60%)


Working in groups students will produce an internet marketing website and carry out a group presentation (with individual input), showing a high level of skills in several IT applications as well as critically evaluating the website and its influence on internet marketing. A 1500 word individual report is written to support the designing of the website.


Core Texts:Chaffey, D., Mayor, R., Johnston, K. and Ellis-Chadwick, F. (2003) Internet Marketing, Prentice Hall, HarlowSadeh, N. (2002), M-commerce : technologies, services, and business models, New York : Wiley ComputerTurban, E., Rainer, R. K. and Potter, R. E. (2003), Introduction to Information Technology, 2nd Ed, John Wiley & Sons, IncOther Texts:Bickerton, P., Bickerton, M. and Pardesi, U. (2001) Cybermarketing- How to Use the Internet to Market Your Goods and Services, 2nd ed, Butterworth Heinemann Green, C. and Wienman, L. (2004) Macromedia Dreamweaver MX 2004-Hands-on Training, Peachpit Press, IndianapolisHofacker, F. C. (2001) Internet Marketing, 3rd ed, Wiley, Chichester Janal, S.D. (2000) Marketing on the Internet, Wiley, ChichesterSterne, J. (2000) World Wide Web Marketing, Wiley, ChichesterStrauss, J. and Frost, R. (2003) E-Marketing, Prentice Hall, New JerseyTowers, J. T. (2004) Macromedia Dreamweaver for Windows & Macintosh, Peachpit Press, IndianapolisJournals:Creativity and Innovation Management Journal of Interactive MarketingInternet ReportEuropean Journal of MarketingHarvard Business ReviewInternational Journal of Electronic CommerceJournal of MarketingJournal of Web Site PromotionMarketing Review

Websites:www.nua.ie/surveys www.marketing-online.co.uk www.iab.net www.nielsen-netratings.com/ecommerce.vandebilt.edu/papers.html

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http://www.nielsen-netratings.com/ecommerce.vandebilt.edu/papers.html

http://www.iab.net/

http://www.marketing-online.co.uk/

http://www.nua.ie/surveys


UNIT TITLE Food Channel Management

UNIT CODE NUMBER 32FC3001

HOME PROGRAMME BA (Hons) Food Marketing, BA (Hons) Food Management


SUBJECT AREA Consumer Marketing

UNIT LEADER(S) Andrew Hollingsworth




Lectures 24 hrs Tutorials 24 hrs


PRE-REQUISITES Food Quality

CO-REQUISITES None


Upon completion of this unit, the student will be able to:1. critically review supply chain management in the context of

the food chain 2. evaluate strategies in retailing and discuss critically the role

of the buyer.3. identify the critical issues and evaluate options for supply

chain managers within food markets.

CURRICULUM OUTLINE

Channel design and its management Channel Power Information technology and Electronic Data Interchange The significance of logistics in the food chain Efficient Consumer Response Develop the ability to work in a team Legal issues and ethics in channel management The retail industry; current trends Retail formats and the retail environment The supply chain and Porter’s value chain Customer service and channel relations Location, layout and merchandising Retail pricing Retail communications Buying and models of industrial buyer behaviour Skills and responsibilities of a buyer Supplier relations; partnership sourcing Vendor assessments and benchmarking for success Planning the purchase


A series of lectures and student led seminars. Students will be expected to undertake fieldwork associated with a set of approved topics and their understanding will be demonstrated through group presentations in the seminar classes.


1. Coursework (40%) - 1,500 word assignment2. Exam (60%) - a 3hr exam

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Core Text:Eastham, J.F. Sharples, H. and Ball, S.D. (2001) Food Supply Chain Management, Oxford: Butterworth Heinemann

Other Texts:Frazelle, E (2002) Supply Chain Strategy: the Logistics of Supply Chain Management, McGraw HillBowersox, D J (2002) Supply Chain Logistics Management, McGraw-HillCox, R. and Brittain, P. (2004) Retailing: an introduction, 5th Edition, Harlow: FT/Prentice Hall.Diamond, J. and Pintel, G. (2005) Retail buying, 5th Edition, New Jersey: Prentice Hall.Friedman, L (1999) The Channel Advantage: Going to Market with Multiple Sales Channels, Butterworth-HeinemannRosenbloom, B (1999) Marketing Channels: A Management View 6th ed. Dryden PressRolnicki, K (1998) Managing Channels of Distribution, AmacomSupply Chains, Markets and Power: Mapping Buyer and Supplier Power Regimes, Routledge (2002)

Journals:Supply Chain Management: An International JournalThe Journal of Supply Chain Management — A Global Review of Purchasing and Supply Academy of Management ReviewEuropean Journal of MarketingHarvard Business ReviewInternational Journal of Retail & Distribution ManagementInternational Review of Retail, Distribution and Consumer ResearchJournal of MarketingLong Range PlanningSloan Management ReviewStrategic Management

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UNIT TITLE Global Sourcing and Retail Management UNIT CODE NUMBER 32GS3001

HOME PROGRAMME BSc (Hons) International Consumer Marketing



UNIT LEADER Andrew Hollingsworth




Lectures 24 hrs Seminars 24 hrs


PRE-REQUISITES Consumer Relationship Management

CO-REQUISITES None


Upon completion of this module, the student will be able to:1. evaluate the role and process of retail buying in a changing international environment.2. demonstrate a comprehensive and detailed knowledge of the international dimensions to retail activity3. evaluate the complexity of strategies and approaches adopted by international retailers4. critically analyse retailer motivation for international market entry with consideration for the retailers domestic operation

CURRICULUM OUTLINE

The international retail industry: alternative conceptions of international retailing; definitions, interpretations and classification

Trends in the internationalisation of retailing; evolution of international retailing, regional dispersion, international retail alliances

The international retail environment Motives behind retailer internationalisation: the changing

nature of boundaries Accessing the potential of international retail markets: the

form of entry, joint ventures, franchising, acquisition; marketing planning for differing national and regional requirements

Strategic issues in international retailing: customer service; channel relations; new emerging retail formats

Managing international retail operations: retail research and information;

Supplier-retailer relationships, managing the international supply chain; partnership sourcing

Retail product management: layout and merchandising; retail pricing; retail communications; category management

Retail buying: skills and responsibilities of a buyer; purchase planning; making the purchase

Models of industrial buyer behaviour Vendor assessments and benchmarking for success Buying and information technology Legal issues and ethics in buying

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1. Coursework (40%): 1,500 word written assignment2. Exam (60%): a 3hr exam


Coursework will assess understanding of outcomes 2 and 3 and the exam will assess the understanding of all outcomes.


Core Text:Alexander, N. (1999) International retailing, London: Pitman Other Texts:Akehurst, G and Alexander, N (eds.) (1996) The internationalisation of retailing, London: Frank Cass. Blythman, J. (2005) Shopped: the shocking truth about British supermarkets, Harper Perennial.Bruce, M. Moore, C. & Birtwhistle, G. (2004) International retail marketing, London: Butterworth-Heinemann C.I.O.R. (2002) European retail handbook, Corporate Intelligence, London Cox, R. and Brittain, P. (2004) Retailing: an introduction, 5th Edition, Harlow: FT/Prentice Hall.Davies, B. and Ward, P. (2002) Managing retail consumption, Chichester: Wiley.Fernie, J. Fernie, S. and Moore, C. (2003) Principles of retailing, Oxford: Butterworth Heinemann.Diamond, J. and Pintel, G. (2005) Retail buying, 5th Edition, New Jersey: Prentice Hall.Dupuis, M. & Dawson, J. (eds) European cases in retailing, London: BlackwellLevy, M. and Weitz, B.A. (2004) Retailing management, 5th Ed, Boston: McGraw Hill IrwinMcGoldrick, P.J. and Davies, G. (eds.) (1995) International retailing, London: PitmanRafiq, M. and Varley, R (2004) Principles of retail management, John Wiley and Sons.Seth, A. and Randall, G. (2005) Supermarket wars: the future of global food retailing, Palgrave MacMillan.Sternquist, B. (1998) International retailing, New York: Fairchild Publications.Varley, R. (2005) Retail product management: buying and merchandising, 2nd Edition, London: Routledge.Journals: The International Journal of Retail and Distribution Management The International Review of Retail Distribution and Consumer ResearchThe Journal of RetailingThe European Journal of MarketingThe Grocer

Websites: http://www.chainstoreage.com http://www.nrf.com

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UNIT TITLE Honours project

UNIT CODE NUMBER

32HP3002

HOME PROGRAMME

Hospitality Management Section – all programmesFood and Health Section - all programmesTourism Management Section - all programmesBSc (Hons) Environmental Health

Combined Honours

HOME DEPARTMENT

Department of Food and Tourism Management

SUBJECT AREA

UNIT LEADER(S) Rita Ralston, Paul Ainsworth




Lectures: 24 hrs Individual Tutorials 4 hrsIT workshops: 6 hrs

UNIT STATUS Mandatory Core

PRE-REQUISITES None

None


Upon completion of this unit, students will be able to:1. design and complete an in-depth independent study of their choice,

directly related to their course aims.2. demonstrate the development of their conceptual understanding and

critical capacity and the extension of their of their project management and research skills.

3. identify, use and evaluate appropriate research methods4. demonstrate evidence of personal initiative, responsibility and

decision making; work independently, organise and manage time and resources, and operationalise ideas.

5. reflect critically on achievement of the project’s aim and objectives and the unit’s learning outcomes.The unit consolidates and applies students’ knowledge and skills across a range of subjects to enhance personal, vocational, research and academic interests.The unit’s approach will be flexible and may encompass a range of methods in order to achieve the learning outcomes of the project as it applies to the specific topic area. Thus, students can select to undertake a dissertation (empirical or conceptual in nature); an advanced focused critical literature evaluation; a market research survey; design or product development; a scientific or technical experiment ; an evaluation of organisation and workplace practices, or other research.

CURRICULUM The nature, structure and process of an honours project; identifying

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OUTLINE topics and planning research. The research process, Introduction to research philosophies, ethics

and methodologies; research types, methods & techniques. Formulating aims and objectives; research design and research

questions; hypothesis generation. Problem identification, analysis and solution techniques.

Information retrieval and collection; literature search and evaluation; Secondary and primary data collection; quantitative and qualitative

data collection and analysis; case study; laboratory experimental research;

Interpretation, analysis and critical review. Validity, reliability, causation and correlation. Writing a research report, presentation


Independent study, individualized supervision and guidance, lectures, seminars and workshops.Staff will submit study topics annually and will have a quota of students to supervise, taking into account staff availability and student numbers.Students will be given an initial briefing on the requirements of the independent study and an indication of staff supervision areas prior to the commencement of level three.

At the beginning of level three there will be a series of lectures, workshops and individual tutorials giving more in-depth coverage of the units learning outcomes, honours project process and the development of topic aims and objectives.

Following this, students will be required to produce a statement of intent for their choice of project. This statement develops the project’s aim and objectives, proposed methodology and outline plan and provides a coherent argument detailing how the style of project chosen will achieve the unit’s learning outcomes.

Students will also attend a series of lectures, seminars and workshops covering a range of research methodologies, appropriate to the flexibility of the unit, including inter alia: literature search and evaluation; secondary and primary data collection; quantitative and qualitative data collection and analysis; case study; laboratory experimental research; product development; and writing a research report.

A project supervisor will be allocated to each student and will hold regular tutorial sessions to provide guidance to enable them to progress and write up their project work appropriately. Student progress and performance will be reviewed in term 1 and term 2.

Students will also be supported by a dissertation handbook and a dedicated website.


Project proposal – 750 words maximum (10%) (Learning outcome no 3)Project – 11,000 – 13,000 words (90%) (all learning outcomes)Students will be required to submit evidence and drafts of work in progress throughout all stages of the study, at times agreed with the supervisor and in accordance with the dissertation handbook. Supervisors will provide comments on these as part of the formative process.

ASSESSMENT Identification and definition of a feasible and quality topic for study, through

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CRITERIA FOR UNIT/ELEMENTS OF ASSESSMENT

clear aims and objectives and discussion of background issues.

Critical understanding and evaluation of the conceptual base of the study. Selection, application and critique of relevant ideas, concepts, theories and empirical research; interaction with appropriate range and depth of literature, especially recent academic journals.

Understanding, selection, justification, execution and critical evaluation of appropriate research techniques and methodologies.Presentation, rigorous and systematic analysis, critical evaluation and reflection of the results including reliability, validity and relevance; relationship with the conceptual base;

Critical understanding and evaluation of the conclusions and recommendations, theoretical implications and practical application of their chosen topic; reflections and recommendations for future research.

Critical self-evaluation and justification, demonstrating evidence of personal initiative, independent and analytical thought and the ability to operationalise ideas. Overall achievement of the projects aim and objectives and the unit’s learning outcomes.

Presentation of a properly documented and referenced report, demonstrating ability to present a coherent and structured argument, to write selectively and relevantly, and to present information in an accessible form.


Core Texts:

Burns, R.B. (2000) Introduction to Research Methods, Sage, London.

Brotherton R.(ed) (1999): The Handbook of Contemporary Hospitality Management Research. Wiley#

Saunders, M., Lewis, P. and Thornhill A. (2003) Research Methods for Business Students, (3rd ed.) Prentice Hall, London

Other Texts:

Given the flexibility of this unit, it is not appropriate to provide a prescriptive set of reading references. Students are recommended to consult inter alia a number of the following texts as appropriate to their independent study.

Blaikie, N. (2000) Designing social research. Cambridge, Maldon MA.

Blaxter, L., Hughes, C. and Tight, M. (2001). How to research. (2nd ed) Open University pres, Milton Keynes.

Bryman, A. and Cramer, D. (2001). Quantitative data analysis with SPSS for windows. Routledge, Hove.

Buglear, J. (2000) Stats to go: a guide to statistics for hospitality tourism and leisure. Butterworth-Heinemann, Oxford.

Combes, H.C. (2001). The research students guide to success. Open University Press Milton Keynes.

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Cryer, P. (2000) Research using IT, Palgrave, Basingstoke

Clark, M., Riley, M., Wilkie E. and Wood R. (1998): Researching and Writing Dissertations in Hospitality and Tourism International Thomson Business Press.

Gillham, B. (2000) Case study research methods, Continuum, London

Rudestam, K. and Newton, R. (2001). (2nd ed.) Surviving your dissertation. Sage, London.

Theobold W., and Dunsmore H (2000) Internet Resources for Leisure and Tourism Butterworth-Heinemann.

Students will be issued with an Honours Project handbook and supported by a dedicated webct website.

The chosen study may be collaborative with an external organisation or agency, providing the student is still able to meet the unit’s learning outcomes within the required time scale.

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UNIT TITLE New Product Development

UNIT CODE NUMBER 32NP3001 HOME PROGRAMME BSc (Hons) Consumer Marketing and Product Development HOME DEPARTMENT Department of Food and Tourism Management SUBJECT AREA Consumer and Marketing UNIT LEADER(S) Jean Bramfit CREDIT VALUE 20 CREDITS AT LEVEL 3 AMOUNT OF STUDENT EFFORT (HOURS)


Lectures 18 hrs Seminars 12 hrs Workshops 18 hrs

UNIT STATUS Mandatory Core (compulsory for all students) PRE-REQUISITES Creating Brand Value CO-REQUISITES None UNIT LEARNING OUTCOMES


1. Critically review the key aspects of new product development processes

2. Design and evaluate a new product from conception to launch3. Demonstrate the team based skills needed as a member of a

new product development team

CURRICULUM OUTLINE Evaluation of new product development processes Test marketing Managing the Product Life Cycle Idea generation Managing projects Commercialisation Use of models in opportunity selection Legal implications The importance of research Innovation management Prepare a business case for a new product or service New service development Future NPD Student centred case study work Undertake and critically evaluate a new product development

project TEACHING AND LEARNING STRATEGIES

A series of review lectures will provide an overview of the new product development process. Group seminars will provide ‘hands on experience’ for the development of a new product.


Coursework (40%) - a 1,500 word report supported by an oral presentation which incorporates CAD. Students will work in groups.

Exam (60%) - a 3 hour pre-seen case study.


Coursework will cover outcomes 2 and 3. Assessment will be split: Presentation 50%: Written work 50%. Exam will cover outcomes 1 and 2.

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Core Texts: Trott, P. (2002) Innovation Management and New Product Development, 2nd Edition. Prentice Hall.

Other Texts: Bean, R. and Radford, R. W (2000) Powerful Products: Strategic Management of Successful New Product Development, AMACOM Book. New York. Bruce, M. Cooper, R. (2000) Creative Product Design: A Practical Guide to Requirements Capture Management, John Wiley and Sons Ltd. London. De Chernatony, L. (2001) Brand Vision to Brand Evaluation, Butterworth Heinemann. Cowley. A. (1999) Understanding Brands. Kogan Page. Drummond, G. and Ensor, J. (2001) Strategic Marketing: Planning and Control. Butterworth-Heinemann. London. K.T. Elrich and S.D. Eppinger (2004) Product Deign and Development. McGraw-Hill/Irwin. London. McDonald, M. (2003) Market Segmentation. Macmillan Press. UK. Morse, S. (2000) Successful Product Management. Kogan Page,

Journals : Creativity and Innovation Management Journal of Product Development. The Harvard Business Review. Journal of Product Innovation Management Journal of Product and Brand Management European Journal of Innovation Management European Journal of Marketing The British Food Journal Websites: HREF="http://www.designcouncil.com/" HREF="http://www.marketingonline.com/" www.innovation.gov.

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UNIT TITLE Retailing and Buying

UNIT CODE NUMBER 32RB3013

HOME PROGRAMME BSc (Hons) Consumer Marketing, BSc (Hons) Consumer Marketing and Product Development, BA / BSc (Hons) Combined Honours Routes.



UNIT LEADER(S) Andrew Hollingsworth




Lecture 24 hrs Seminars 24 hrs


PRE-REQUISITES Consumer Relationship Marketing

CO-REQUISITES None


Upon completion of this module, the student will be able to:

1. critically analyse retailing as an exchange process with reference to current trends and strategies in retailing and relationships with other functional specialists.2. critically evaluate the role and process of buying in a changing retail environment.

CURRICULUM OUTLINE

The retail industry; current trends New emerging retail formats Retail research and information The retail environment Customer service and channel relations Location, layout and merchandising Retail pricing Retail communications Introduction to buying and relevant models of industrial

buyer behaviour Skills and responsibilities of a buyer Supplier relations; partnership sourcing Vendor assessments and benchmarking for success Planning the purchase Buying and human resource management Buying and information technology Legal issues and ethics in buying




1. Coursework (40%) - 1,500 word written assignment2. Exam (60%) - a 3hr exam

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Coursework will assess understanding of outcome 1 and the exam will assess understanding of outcomes 1 & 2


Core Text:McGoldrick, P. (2002) Retail marketing, London: McGraw-Hill.

Other Texts:Berman, B. and Evans, J. (2004) Retail management, 9th Edition, New Jersey: Pearson Education.Blythman, J. (2005) Shopped: the shocking truth about British supermarkets, Harper Perennial.Cox, R. and Brittain, P. (2000) Retail management, 4th Edition, Harlow: Pearson Education.Cox, R. and Brittain, P. (2004) Retailing: an introduction, 5th Edition, Harlow: FT/Prentice Hall.Davies, B. and Ward, P. (2002) Managing retail consumption, Chichester: Wiley.Fernie, J. Fernie, S. and Moore, C. (2003) Principles of retailing, Oxford: Butterworth Heinemann.Diamond, J. and Pintel, G. (2005) Retail buying, 5th Edition, New Jersey: Prentice Hall.Rafiq, M. and Varley, R (2004) Principles of retail management, John Wiley and Sons.Reynolds, J. and Cuthbertson, C. (eds) (2004) Retail Strategy, London: ElsevierSeth, A. and Randall, G. (2005) Supermarket wars: the future of global food retailing, Palgrave MacMillan.Varley, R. (2005) Retail Product Management: Buying and Merchandising, 2nd Edition, London: Routledge.

Journals: International Journal of Retail and Distribution ManagementInternational Review of Retail, Distribution, and Consumer ResearchThe GrocerSuperMarketingJournal of RetailingThe Journal of Marketing

Websites: www.retailweek.com www.igd.comwww.marketingonline.com

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http://www.marketingonline.com/

http://www.retailweek.com/


Uniwide (the Institution-wide Language Provision)

1 Uniwide Admission Regulations

1.1 Admission onto the Scheme is subject to the approval of the student’s home programme and to the student’s attainment of the prerequisites specified for each level in Part One of the present document.

1.2 No student shall be permitted to study at a level below that corresponding to the language skills or qualifications already possessed.

1.3 Places on the Scheme are available subject to viability of student numbers and timetable considerations.

2 Uniwide Curriculum Design and Organisation

2.1 Curriculum Design Overview

The curriculum has been designed so that students successfully completing a level of Uniwide (the Institution-wide Language Provision) will display a satisfactory degree of competence (at the appropriate level: Beginners, Pre-Intermediate, Intermediate, Post-Intermediate, Advanced, Proficiency 1, Proficiency 2) in the following areas by performance in examinations and assessed course work:

ability to communicate verbally in the foreign language appropriate command of grammar and manipulation of syntax ability to communicate in writing in the foreign language ability to interact with interlocutors in the foreign language ability to understand speech, utterances and texts in the foreign

language knowledge of the culture of the country or countries in which the

foreign language is spoken

The main emphasis of the curriculum is not on producing specialist linguists as such but on the development of practical foreign language skills that also promote intercultural insight, awareness of diversity and transferable skills which will enhance student employability. The units on the Scheme promote personal contact with native speakers, emphasise oral and listening skills and include reading and writing for practical, task based purposes.

The Scheme is flexible in that it offers a wide range of levels of study in a variety of languages (Arabic, French, German, Italian, Japanese, Mandarin Chinese and Spanish) and inclusive in that normally all of the above languages are open to complete beginners. Additionally, English as a Foreign Language is available to non-native speakers of English. The Scheme, therefore, is eminently inclusive in that it caters for a wide variety of learners in terms of their background, origins and entry level

118


qualifications, if any, in the language(s) concerned who are from programmes and departments across the university and who are not specialist linguists.

For the purposes of quality monitoring, evaluation and enhancement, Uniwide is subject to the procedures of its parent programme, BA (Hons) Language Programme.

2.2 Assessment Descriptors for marking summative assessments

2.2.1 Generic Descriptors

All summative assessments are marked in accordance with the University’s marking scheme, based on the following grading bands: <40, 40 to 49, 50 to 59, 60 to 69, ≥70%, with associated generic descriptors, as specified in the Regulations for Undergraduate and Taught Postgraduate Programmes of Study 7.4 and supplemented by the Faculty Generic Marking Scale in the Faculty Code of Practice.

2.2.2 Scheme-Specific Descriptors

Supplementary scheme-specific descriptors employed to denote student achievement in the elements of assessment of the units in the Scheme are provided in separate documents (Department of Languages Assessment Criteria and IWLP Student Guide).

2.3 Arrangements for anonymous marking of summative assessments

The Scheme shall comply fully with the agreed Faculty Code of Practice on the anonymous marking of summative assessments.

2.4 Flexible and distributed learning (including e-learning)

The Uniwide Team recognises the importance of e-learning and the role it can play in the delivery of flexible, stimulating, technology enhanced and innovative language learning opportunities for students. It is acknowledged that e-learning can provide reinforcement or repetition of key linguistic concepts, test student recall, support class contact time, facilitate team teaching and provide flexible, portable and adaptable foreign language teaching and learning materials as well as enable online delivery of unit content in general (including written, audio and video material). Where appropriate and where feasible, assessment tasks are conducted online via WebCT.

3 Uniwide Assessment Regulations

3.1 Statement on MMU Regulations for Undergraduate and Taught Postgraduate Programmes of Study

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3.1.1 All students on the Institution-wide Language Provision (Uniwide) are subject to the University’s common regulatory framework and to its Regulations for Undergraduate and Taught Postgraduate Programmes of Study.

3.1.2 All students are additionally subject to the provisions of the Faculty of Humanities, Law and Social Science Code of Practice on progression and assessment and related matters.

3.2 Scheme-specific regulations

3.2.1 Student attendance and absence

3.2.1.1Full attendance at all lectures, seminars, tutorials and other classes is normally required in each unit at all levels of the Scheme. A student may request permission to be temporarily absent for good and valid reasons acceptable to the home programme’s Head of Department or his or her nominee. Any absence due to illness shall be reported in accordance with the University’s procedure for student sickness certification. The details of persistent unauthorised absences will be communicated to the student’s home programme or department.

3.2.2 Approved variation or exemption from MMU Regulations

3.2.2.1 On exit from the Scheme, a University Certificate of Credit is awarded for successful completion of any of its levels.

4 Student Support Strategy

The Uniwide scheme offers the students enrolled on it a 20 credit language option unit and, therefore, any Personal Tutor and/or PDP arrangements are carried out within students' home Departments. Students are nevertheless encouraged to consult their language unit tutors about any problems or issues arising out of their language studies.

5 Student Evaluation

The input of students in the quality management of Uniwide is valued and there are effective procedures to capture, analyse and respond to the student voice. Unit evaluation questionnaires are distributed at the end of the teaching year and the feedback collected is acted upon in the annual monitoring and evaluation exercise.

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