Postgraduate Programme Specification for MSc Digital Marketing
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Final award |
MSc |
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Intermediate awards available |
Pg.Dip in Digital Marketing Pg.Cert in Digital Marketing |
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UCAS code |
N/A |
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Details of professional body accreditation |
N/A |
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Relevant QAA Benchmark statements |
QAAHE Subject Benchmark Statement for Masters Awards in Business and Management |
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Date specification last up-dated |
February 2010 |
Contents
This programme specification contains the following sections:
- Programme
summary - Aims & learning
outcomes - Programme
structure - Teaching, learning &
assessment strategies - Quality and
standard - Further
information - Apply
online
Profile section
Alternative locations for studying this programme
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LondonSchool of Business and Finance |
All Modules |
No |
Yes |
Taught |
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The summary - programme advertising leaflet
Programme content
The MSc in Digital Marketing is a specialist academic programme which aims to develop a thorough understanding of theoretical aspects of Digital Marketing and to provide the practical skills necessary to prepare digital marketing strategies and manage the digital marketing mix efficiently.
The programme is designed for students who have a degree in Marketing, E-Business, or equivalent. It provides the requisite knowledge base for those wishing to pursue a career in Digital Marketing and new media. It is also designed for those wishing to pursue further research at higher levels using research and leading edge approaches to digital marketing.
Admission requirements
All applicants will be expected to have achieved a minimum 2.2 (or equivalent) undergraduate degree in Marketing or/and a CIM Postgraduate Diploma, or perhaps in E-Commerce/E-Business with a significant marketing component. Students with significant work experience in Marketing but with no first degree will be considered on a case by case basis. Candidates whose first language is not English and are not UK degree educated must obtain a minimum IELTS score of 6.5 or TOEFL 600. LSBF will apply the principle of equality of opportunity in its admissions processes, and will encourage the recruitment of a diverse range of students.
Learning environment
The programme will utilise various teaching and learning strategies, including:
- Formal lectures to absorb the theoretical concepts, models and theories necessary to understand Digital Marketing
- Seminars and workshops where students have an opportunity to investigate specific areas of interest within Digital Marketing and discuss these with their peers and lecturers
- Students are required to undertake set reading on certain topics and explore relevant literature for assignments and class discussions
- Advanced multimedia presentation skills and use of new media technologies are encouraged through individual projects
- Web design and programming practical sessions and workshops
Assessment
The assessment strategy takes into account the different roles of each individual module on the programme. The assessment strategy employs a range of assessment methods such as individual programme work (reports, practical work, web-based prototypes), group projects (reports, presentations, case studies), formal examinations and a research-based dissertation of up to 15,000 words. The range of assessment is designed to reflect the learning outcomes of each module. The programme team has been careful to ensure that the assessment weighting/burden for each 30 credit core module is roughly equivalent. Each 30 credit module has individual or group assignments together with a formal examination in some modules. More detailed assessment criteria will be made available in the Module Handbook.
Relevance to work/profession
The MSc in Digital Marketing is a specialist programme designed to enhance understanding of Digital Marketing and new media and thus enable students to develop a career related to the field. Technical expertise for Digital Marketing is lacking from students with generalist marketing training, and this programme fills that gap. The 60 credit Management Dissertation module is explicitly used to encourage students to learn and reflect on digital marketing practice. The application of these practices is simulated in both the rigours of the real-world context (both in the participation and the dissertation writing), and the outcomes of the dissertation. The Management Dissertation can also be a work based or problem solving exercise as well as an investigation of a particular Digital Marketing issue.
Thesis/Dissertation/project work
The 60 credit Management Dissertation module is an integrated module which aims to develop students in the practice of research methods for business and management. The dissertation represents advanced independent research in the specific area of Digital Marketing. This provides students with the opportunity to apply their knowledge and skills to an applied area of individual research. They should demonstrate extensive knowledge of their selected topic area, adopting a critical approach, alongside the use of appropriate and relevant research methods/tools. The rationale behind this piece of work is producing not only a piece of work for assessment, but a piece of research which can be both used as a showcase for the student to display their abilities to third parties, and as a defining statement for their professional direction. Students are encouraged to select dissertation topics which may be used in the future or on returning to employment. Students will be matched to a dedicated LSBF supervisor who is familiar with the topic area and is there to advise, guide and supervise during this research stage.
Added value
The added value for this specialist programme comes from its practical and career orientation as well as its academic rigour. The programme is modern in terms of content (knowledge and skills) and prepares the student for employment in Digital Marketing at a managerial or implementation level. Value also comes from the wide range of experience of the staff in both teaching and their professional life. Most tutors have relevant and up-to-date industrial experience.
Your future career
We expect that the qualification will gain national and international recognition and become an established passport to either starting a career in Digital Marketing, or lead to promotion opportunities for someone already working in that area.
How we support you
- Accessible and supportive module tutors
- Substantial learning and research resources accessible on and off campus
- Dedicated computer labs and specialist resources
- Student friendly comprehensive lecture notes and handouts
- Self study areas
- A dedicated supervisor for the research project
- Training in academic skills and research methods
Bonus factors
- Exposure to a dynamic area of management
- Study at a central location
- Easy access by public transport
Outcomes section
Programme aims and learning outcomes
What is this programme designed to achieve?
This programme is designed to give you the opportunity to:
- Develop your understanding of Digital Marketing by exploring the balance between theory, practical skills and knowledge in order to enable you to prepare for a career within that function
- Master the core concepts, principles and techniques in Digital Marketing
- Explore how they can be applied in practice with the help of the traditional and sophisticated analytical tools available
- Equip yourself with research skills in Digital Marketing
- Equip yourself with the necessary knowledge and skills (including thinking skills and general skills) to achieve the appropriate level of postgraduate award and to continue your lifelong learning and career development
- Provide a programme which builds on and enhances the rigorous training achieved at a professional qualification level
- Provide students with a programme offering a balance of theory and practical skills which will facilitate their intellectual and professional development
What will you learn?
Knowledge
- You will develop a comprehensive understanding of Digital Marketing concepts and principles
- Enhance your awareness of Web Design and Search Engine optimisation
- Develop a critical awareness of new media
- Enhance your knowledge of Strategies and the Marketing Mix for new media
Thinking skills
- You will develop analytical and numerical thinking
- Know how to analyse and interpret data collected
- Understand and critically evaluate the literature surrounding Digital Marketing
- Evaluate and implement tools and models in various contexts
Subject-Based Practical skills
- A range of Marketing skills to become an effective Digital Marketer
- Complete a problem solving or analytical dissertation in Digital Marketing
- Use ICT tools to search for, retrieve and analyse marketing information
- Reflect and evaluate on digital marketing tools and techniques
Skills for life and work (general skills)
- Work effectively with other cultures
- Complete an individual research project within time constraints
- Present research findings in an appropriate manner
- Develop interpersonal communications, including presentation skills and written work
- Strengthen competence in lifelong learning
- Develop design and programming skills for web, database and multimedia development
Structure section
The programme structure
Introduction
All programmes are credit-rated to help you to understand the amount and level of study that is needed.
One credit is equal to 10 hours of directed study time (this includes everything you do e.g. lecture, seminar and private study).
Credits are assigned to one of 5 levels:
- 0 - equivalent in standard to GCE 'A' level and is intended to prepare students for year one of an undergraduate degree programme
- 1 - equivalent in standard to the first year of a full-time undergraduate degree programme
- 2 - equivalent in standard to the second year of a full-time undergraduate degree programme
- 3 - equivalent in standard to the third year of a full-time undergraduate degree programme
- M - equivalent in standard to a Masters degree
Credit rating
- The overall credit-rating of the MA Careers programme is 180 Level M credits
Typical duration
The MSc Digital Marketing programme is delivered either Full Time or Part Time, over a period of 12 months full time including the dissertation or 24 months part time. There are two intakes a year, one in February and one in September. The full time programme lasts approximately 12 months.
How the teaching year is divided
The MSc is a 180 level M credit programme and is offered in full time and part time modes of study. Entry is at two points a year, in September and February. All full time cohorts are provided with 10 months tuition and two months self study. Those who commence in September can complete their programme in August. Part time study will last a maximum period of 24 months. Part time students will do one module per semester. In line with the UEL framework for the delivery of postgraduate degrees, the programme consists of four 30 level M credit modules and one 60 credit level M dissertation module.
What you will study when
Full-time students must complete 120 Level M credits in the year. Part-time students complete 60 Level M credits per year.
Full Time Mode:
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Year/ |
Modules |
Credit |
Status |
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1A or 1B |
Digital Marketing and the Consumer |
30 |
Core |
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1A or 1B |
E-Commerce and the Law |
30 |
Core |
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1B or 1A |
Strategic Web Design |
30 |
Core |
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1B or 1A |
Measurement, Development and Security |
30 |
Core |
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1A or 1B |
Management Dissertation |
60 |
Core |
Part Time Mode:
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Year/ |
Modules |
Credit |
Status |
|
1A or 1B |
Digital Marketing and the Consumer |
30 |
Core |
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1B or 1A |
E-Commerce and the Law |
30 |
Core |
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2A or 2B |
Strategic Web Design |
30 |
Core |
|
2B or 2A |
Measurement, Development and Security |
30 |
Core |
|
2A or 2B |
Management Dissertation |
60 |
Core |
Requirements for gaining an award
For the full award, you will need to complete 180 credits level M including all taught modules and the Management Dissertation.
For the Postgraduate Diploma in Digital Marketing, you will need to complete 120 credits Level M including all taught modules.
For the Postgraduate Certificate in Digital Marketing, you will need to complete 60 credits Level M including the 'Digital Marketing and the Consumer' and 'E-Commerce and the Law' modules.
Masters Award Classification
Where a student is eligible for an Masters award then the award classification is determined by calculating the arithmetic mean of all marks and applying the mark obtained as a percentage, with all decimals points rounded up to the nearest whole number, to the following classification
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70% - 100% |
Distinction |
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60% - 69% |
Merit |
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50% - 59% |
Pass |
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0% - 49% |
Not Passed |
Assessment section
Teaching, learning and assessment
Teaching and learning
Knowledge is developed through:
- Directed and general reading in Digital Marketing
- Participation in lectures, tutorials, seminars, workshops
- Primary research using interviewing, surveys or case study approaches and the use of information technology to undertake secondary research
Thinking skills are developed through the critical analysis involved in:
- Preparing tasks set for tutorials, seminars and workshops and linking theory to practice
- Satisfactorily completing the continuous assessment process including essays, presentations, reports, case studies, projects
- Preparation for examinations or major assignments such as the Management Dissertation
- Problem solving and critical analysis in seminar activities
Practical skills are developed through:
- Academic and research skills sessions
- Practical exercises and familiarity with new media
- Case studies and workshops
- Undertaking data collection and analysis
Skills for life and work (general skills) are developed through:
- Managing time so that assignment deadlines are met, whether working in groups or individually
- Presenting ideas or arguments in a clearly structured manner
- Being able to produce clearly argued solutions when problem solving
Assessment
It is the policy of the UEL Business School and LSBF to include information on assessment criteria in each Module Handbook.
As outlined above, the MSc in Digital Marketing is multi-disciplinary. Therefore it is appropriate that we use many different assessment techniques as the different disciplines use different forms of summative and formative assessment.
Therefore during your studies and dependent upon the modules you choose, you will be assessed by many different techniques, either conducted individually or in groups, which may include:
- Essays and reports
- Presentations, (using PowerPoint or a short video)
- Preparation of a case study
- Analysis of an existing case study
- Database and literature searches
- Critical self assessment and analysis
- Preparation of a seminar paper
- Practical exercises and prototype building
- A management dissertation
- Closed book examinations
- Examinations based upon previously distributed case studies
Knowledge, thinking skills, practical skills and skills for life and work will be assessed appropriately as follows:
Knowledge is assessed by
- evidence of comprehensive reading in the module being assessed
- ability to explain, identify, describe, discuss, draw upon (as appropriate) the ideas in the context of the piece of assessment for the module
Thinking skills are assessed by
- the ability to compare, examine, contrast, question, debate, distinguish between (as appropriate) the issues in the programme and how they are relevant to the piece of assessment for the module
- the ability to develop, elaborate, redefine, propose alternatives, re-conceptualise, integrate, establish new connections between (as appropriate) the knowledge presented in the module in response to the assessment tasks
- the ability to assess, judge, appraise, debate, criticise (as appropriate) the approaches in the module in addressing the assessment tasks
Practical skills are assessed by
- the ability to prepare an assignment using appropriate resources, including Information Technology, to address the issue or question in the assessment
- evidence of logical planning and management of time in preparing the assessment
Skills for life and work (general skills) are assessed by
- evidence of effective team or group working
- the ability to work in time constrained environments
- the use of appropriate problem solving skills
Quality section
How we assure the quality of this programme
Before this programme started
Before this programme started, the following was checked:
- there would be enough qualified staff to teach the programme;
- adequate resources would be in place;
- the overall aims and objectives were appropriate;
- the content of the programme met national benchmark requirements;
- the programme met any professional/statutory body requirements;
- the proposal met other internal quality criteria covering a range of issues such as admissions policy, teaching and learning, assessment strategy, and student support mechanisms.
This was done through a process of programme approval which involves consulting academic experts including some subject specialists from other institutions.
How we monitor the quality of this programme
The quality of this programme is monitored each year through evaluating:
- external examiner reports (considering quality and standards);
- statistical information (considering issues such as the pass rate);
- student feedback.
Drawing on this and other information, programme teams undertake the annual Review and Enhancement Process which is co-ordinated by UEL and includes student participation. The process is monitored by the UEL Quality and Standards Committee.
Once every six years an in-depth review of the whole field/provision is undertaken by a panel that includes at least two external subject specialists. The panel considers documents, looks at student work, speaks to current and former students and speaks to staff before drawing its conclusions. The result is a report highlighting good practice and identifying areas where action is needed.
The role of the programme committee
This programme has a Programme Committee comprising all relevant teaching staff, student representatives and others who make a contribution towards the effective operation of the programme (e.g. library/technician staff). The committee has responsibilities for the quality of the programme. It provides input into the operation of the Review and Enhancement Process and proposes changes to improve quality. The Programme Committee plays a critical role in the quality assurance procedures.
The role of external examiners
The standard of this programme is monitored by at least one External Examiner. External examiners have two primary responsibilities:
- To ensure the standard of the programme;
- To ensure that justice is done to individual students.
External examiners fulfil these responsibilities in a variety of ways including:
- Approving exam papers/assignments;
- Attending assessment boards;
- Reviewing samples of student work and moderating marks;
- Ensuring that regulations are followed;
- Providing feedback through an annual report that enables us to make improvements for the future.
Listening to the views of students
The following methods for gaining student feedback are used on this programme:
- Module evaluations and feedback
- Administration and non-teaching feedback
- Focus group interviews conducted with random sample of students
- Student representation on programme committees (meeting each semester)
Students are notified of the action taken through:
- Circulating the minutes of the programme committees by email
- Providing details on the programme notice-board
Listening to the views of others
The following methods are used for gaining the views of other interested parties:
- Tutor feedback on infrastructure and facilities at London School of Business and Finance
- The UEL Business School Advisory Board
- The UEL Business School Collaborative Provision Sub-Committee
- As appropriate, being informed by relevant professional bodies
Further Information section
Where you can find further information
The Business School at UEL is truly international in its ethos and academic practice, and this programme benefits greatly from underpinning international research by staff teaching on the programme, and (when appropriate) the use of visiting speakers to ensure that the most topical and relevant international issues are included in the students' learning experience. London School of Business and Finance will be a part of this through the collaborative partnership, and its staff will contribute to collaborative research opportunities and scholarship.
Further information about this programme is available from:
- The London School of Business and Finance web site (www.lsbf.org.uk)
- The UEL web site (http://www.uel.ac.uk)
- The Institute of Direct Marketing (IDM) web site (www.think-direct.com)
- The programme handbook
- Module study guides
- UEL Manual of General Regulations and Policies http://www.uel.ac.uk/qa/
- UEL Quality Manual http://www.uel.ac.uk/qa/
- Regulations for the Academic Framework http://www.uel.ac.uk/academicframework/
- UEL Guide to Undergraduate Programmes
- UEL Business School web pages (http://www.uel.ac.uk/business/index.htm)
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