MSc Marketing and Advertising (incorporating PG Cert/PG Dip)

What will I cover in this module?

Module description

To satisfy the aims of the module candidates will consider all aspects of planning and managing an advertising campaign. The module is designed to follow on from the Creative Advertising Solutions module which looked at selecting the target audience and designing the appropriate message for a given positioning strategy. This module will move on to the next stages in the process. Techniques for evaluating alternative media and setting a media strategy will be explored. Different approaches to campaign budgeting, media buying and scheduling decisions will then be considered. Campaign measurement, evaluation and control techniques then follow. The roles, responsibilities and relationships of various participants, such as the client company, agency and other suppliers will be analysed. Students will be expected to put these insights into practice by developing a detailed and fully costed campaign plan for a given brand.

Learning outcomes

On completion of this module, students should be able to:

1. Identify and critically evaluate the key processes, participants and issues involved in developing an advertising campaign.
2. Critically evaluate alternative media types and strategies to achieve communication objectives within a given budget
3. Prepare a detailed and fully-costed campaign plan which could be used to achieve  communication objectives.

Areas of study

• The strategic and professional context of advertising campaign management: participants, structures and processes.
• Client-side and agency-side perspectives.
• Traditional approaches versus new and emerging practice.
• Evaluating alternative media in terms of brands, audiences and communications objectives.
• Setting a media strategy.
• Budgeting techniques.
• Media buying.
• Scheduling considerations.
• Campaign measurement techniques.
• Roles, responsibilities and relationships of participants in the process of developing, implementing and controlling the campaign.

How will I be assessed?

100% coursework

Coursework 1 - 30% - This comprises a 1500 word individual report investigating alternative media and media buying issues.

Coursework 2 - 70% - This comprises a 2500 word campaign plan including presentation

Reading list

Core text

Baskin M, Lannon J, (eds.) (2007), Brand Planning: The Timeless Works of Stephen King, John Wiley & Sons

How many credits is it worth?
15

What will I cover in this module?

Module description

One of the key challenges for organisations is to create distinctive, sustainable and differentiated positions for themselves in an increasingly crowded marketplace. This applies to private, public, for profit and not-for-profit organisations, all of whom aim to develop brands that accurately and effectively reflect their own values, personality and aspirations. Branding aims to ensure alignment of organisational goals with the satisfaction sought by customers and, if successful, acts as a platform from which to generate customer loyalty and engagement in the form of co-creation and brand (re)development.

Maintaining successful brands is equally challenging and imperative in order to balance product/ service portfolios and so ensure investment funds for future development.

This module aims to develop a thorough understanding of the role of branding in positioning an organisation both internally and externally. It further provides an opportunity for participants to critically evaluate branding strategies and tactics and, using existing research and frameworks as underpinning, to acquire the insights, skills and competences necessary to develop brands for a range of sector and industry settings.

Learning outcomes

On completion of the module you will be able to:

1. Critically evaluate the role of branding in a range of organisational contexts
2. Develop sound programmes  for brand development and management that facilitate the achievement of strategic aims

Areas of study

This module aims to provide students with an understanding of a wide range of principles, contexts and application opportunities to enhance their ability to make valuable contributions to organisations.

• management of corporate brands and identities in a global marketplace
• the impact of Web 2.0/3.0/Twitter and emerging media on brand equity
• aligning CSR and brand
• the role of branding in leading through uncertainties
• the changing role of corporate branding
• brands as relationship builders,
• brand extensions
• brand identity
• brand positioning
• not-for-profit branding
• brands and communication
• services branding,
• evolving nature of brands
• brand personality
• place branding, regional brands, country of origin effect
• brand alliances and co-branding.

How will I be assessed?

100% coursework

This module utilises a number of formative assessment points, leading to a summative assessment consisting of an individual 'exhibition' that clearly demonstrates the development or re-development of a brand proposal. This must be underpinned with relevant academic concepts and reflect professional practice and equates to 3500 words

How many credits is it worth?
15

What will I cover in this module?

Module description

To satisfy the aims of the course candidates will consider all aspects of developing creative advertising messages. This will include techniques for selecting and understanding the target audience through to determining the appropriate positioning and communication strategy. The module will investigate the practical aspects of developing creative advertising messages and tactics in the context of either a client/agency relationship or an in-house marketing department. The traditional roles within an advertising agency, such as copywriter and art director, and the processes, such as preparing a pitch to a client brief, will be considered alongside new and emerging professional structures and practices. You will be expected to put these insights into practice by role-playing both the client to develop a realistic briefing document and the agency by pitching creative advertising solutions to a given client brief. You will monitor and record this process in the form a written reflective commentary which will compare your experience of the creative process in this exercise with academic theory and real-world practice.

Learning outcomes

On completion of this module, you'll be able to:

1. Identify, analyse and critically evaluate the target audiences in terms of their communication needs and decision-making processes.
2. Interpret and critically review a briefing document and respond to a client's needs by developing appropriate creative advertising solutions in the form of a presentation or "pitch" supported by a written proposal
3. Critically reflect on the development of appropriate and client-focused creative advertising solutions.

Areas of study

• The strategic and professional context of advertising: participants, structures and processes.
• Client-side and agency-side perspectives.
• Traditional approaches versus new and emerging practice.
• Developing and interpreting a briefing document.
• Market analysis and target audience selection.
• Understanding and modelling the target audience's decision making process.
• Identifying the brand's differential advantage to determine a positioning strategy.
• Setting communication objectives.
• Exploring and experiencing the creative process to develop effective advertising concepts and messages.
• Preparing and delivering a pitch.
• Creative execution and advertising production considerations.
• Evaluation of the creative process and its outcomes.

How will I be assessed?

100% coursework

Coursework 1 - 70% - This comprises a 2,500 word group proposal plus presentation, containing:

• A concise assessment of the brand's current situation and context for the required advertising (including any assumptions).
• Clear guidance given to the agency in terms of communication objectives and contribution to marketing strategy and overall expectations.
• Evidence of sound research and analysis of target audience followed by creative solutions justified by sound arguments and effective presentation of ideas.
• Evidence of participation by all group members.

Coursework 2 - 30% - This comprises a 1,500 word individual reflective commentary which refers to a range of academic theories/concepts and real-world professional practices in order to evaluate and explain the individual's experience of and contribution to the briefing and proposal and the performance of the team.

Reading list

Core text

Percy, L. & Elliot, R. (2008), Strategic Advertising Management, OU

How many credits is it worth?
15

What will I cover in this module?

Module description

In the current employment market successful careers can no longer be built on educational qualifications alone. Employers demand that potential employees are able to demonstrate employability. Students, particularly those looking to move into leadership and management positions, must therefore develop a portfolio of transferable skills at a professional level to work with self direction and originality through their academic studies and onwards to career development in the workplace.

The overall aim of this module is to enable you to use reflective and personal development planning processes (PDP) to "identify, articulate and evidence learning and development" and to "recognise , record and later draw upon evidence for the skills, qualities and capabilities you have developed" (HEA 2006). It also aims to provide you with planning skills to generate your own development solutions to identified weaknesses, opportunities and threats in order to prepare them to cope with the ongoing career demands for self directed lifelong learning. You will be encouraged to consider the academic, workplace and personal development strands of PDP and to develop an understanding of the connection between these three areas of personal and professional development.

These practices are central to the development of management Masters students who are ready to take effective roles as business leaders and professional specialists. They provide a supportive framework around the whole programme of Masters study helping to connect together separate modules of learning and to understand the connection between academic theory and research and its practical application within the workplace.

Learning outcomes

On completion of the module you'll be able to:

1. Employ reflective and PDP processes to identify, evaluate and record the use of professional skills and plan further development
2. Identify, plan, deliver and evaluate self directed learning and development projects to address identified areas of academic, work and/or personal objectives

Areas of study

• Relevance of PDP and reflective practice to students, business leaders and professional specialists
• Identification of relevant employability skills and their role in future career development e.g. analysis of professional standards, employer competency frameworks, transferable skills templates
• Self assessment/evaluation tools e.g. skills audits/personal SWOT analysis, personality testing, learning style tests, career choice software, personality testing
• Frameworks to support reflective practice e.g. the intelligent career model, reflective questions
• Techniques for collating skill evidence e.g. portfolios of achievement, electronic PDP systems, creative approaches to recording learning
• Use of peer feedback to support reflective practice
• Range of employment and study related skills development

How will I be assessed?

100% coursework

• 2000 word in depth reflective statement on development during the module with references to evidence within the portfolio of achievement
• Detailed personal SWOT analysis
• Current CV
• 12 month development plan

How many credits is it worth?
15

What will I cover in this module?

Module description

Independent Study normally forms a significant part of a master's programme. This is a major piece of independently researched work, providing an opportunity to carry out an in-depth investigation of a management problem or issue that should normally have a strategic dimension which addresses organisational issues and provides a process for solving management problems.

Independent study will provide you with the opportunity to use and enhance the knowledge and intellectual skills gained during the course, by means of an extensive investigation of a significant management area. The module provides an opportunity for those studying any of the specialist programmes to explore an in depth topic relevant to that programme. It also provides the opportunity for you to reflect on the research experience and use what you have learned to guide their future development via a reflective statement and development plan.

As a result of developing and applying an analytical framework based on a real management issue, participants will be able to enhance your own competencies for undertaking future management research and analysis, will be better able to evaluate the research analysis carried out by others and will be better able to plan their own development.

Learning outcomes

On completion of the module, you'll be able to:

1. Act autonomously in designing a research project that critically evaluates a management problem or issue to a professional standard. The topic should be relevant to the title of the programme and should meet the Universities ethical guidelines
2. Develop and work within an appropriate research methodology to investigate the problem or issue, reviewing pertinent literature and demonstrating strategic awareness within the discipline of the pathway.
3. Reflect on the process of undertaking a significant piece of independent research using the ideas and concepts from the course and plan their future development.

Areas of study

The independent study represents a major learning experience for participant, providing an opportunity to pursue in considerable depth and with suitable academic rigour a specific area of management and/or strategy, building on the study of relevant concepts, models and paradigms.

Each study will be supervised by an Independent Studies Supervisor, appointed by the Business School. At the beginning, and as part of this module, a dissertation/project proposal will be individually negotiated and assessed. The proposal will form 10% of the overall assessment for the module and will have to demonstrate that the proposed research meets the Universities ethics guidelines.

The final work will comprise a dissertation, project or action-based study plus a reflective statement and development plan and will be independently assessed by two tutors, one of whom will be the Independent Study Supervisor. It may take the form of dissertation, project or individually based reports or an action based study. Collaborative arrangements are permitted whereby students participate in a joint group study. Where this happens, a means by which individual effort and contribution are to be assessed will be established and documented at the outset, with the supervisor.

The following lengths of the submitted work will be the norm:

Research Proposal - 2000 words
Dissertation - 12,000 - 15,000 words
Project - 6,000 - 8,000 words
Action-based study - 6,000 - 8,000 words
Reflective statement and development plan - 1000 - 1500 words

How will I be assessed?

100% coursework

Coursework 1 - 10% - Research proposal

Coursework 2 - 90% - Dissertation/Project report

How many credits is it worth?
45

What will I cover in this module?

Module description

Effective managers need to understand the complex, dynamic and systemic nature of the organisations in which they manage and lead staff. Organisational theory can give an invaluable insight into an organisation's agility and responsiveness to the external operating conditions. The module will approach the subject by addressing organisation behaviour on four levels: individual, intra-personal and interpersonal and organisational levels. At each level of analysis the interactions of the organisation with the external environment will be emphasised. Actions in one area will have impacts on other areas of the business and effective managers must therefore understand these interconnections and consider these when making plans and taking decisions to manage and minimise unintended consequences.

Learning outcomes

On completion of the module, you'll be able to:

1. Critically evaluate the theoretical perspectives on behavioural processes within organisations
2. Demonstrate a critical understanding of the wider implications of management decisions and behaviour on organisations, teams and individuals.
3. Apply knowledge of organisational theory to their personal development and practice.

Areas of study

• Individual characteristics: Personality and aptitude, emotional intelligence, attitudes and values
• Attitudes to work: motivation, job satisfaction and impacts upon work design, commitment and the psychological contract.
• Individual decision making
• Understanding teams and groups in organisations
• Leadership and management
• Power, politics and conflict
• Environmental fit (impact of external organisational context e.g. globalisation, demographic and social trends, technological development)
• Organisational structure
• Organisational culture
• Innovation and change
• Organisational values (ethics, CSR and sustainable organisations)

How will I be assessed?

100% coursework

Coursework 1 - 30% - Portfolio of three 700 word assignments to be submitted bi-weekly in the first 6 weeks of the module. This will assess your knowledge of specific areas of organisational theory at individual, intra-personal and interpersonal levels of the organisation.

Coursework 2 - 60% - An individual timed (10 minute) presentation of your response to a management problem encountered on the residential which will require a critical evaluation of appropriate theory to support your rationale.

Coursework 3 - 10% - Reflective statement on your learning within the module particularly focusing upon synthesis of theoretical and practical knowledge and experiences in the residential - 500 words

Reading list

Core text

Rollinson, D. (2008) Organisational Behaviour and Analysis: An Integrated Approach (4th Edn), Harlow, Pearson Education.

How many credits is it worth?
15

What will I cover in this module?

Module description

Communication is an important element of contemporary marketing. In recent years concepts of cross-cultural, multi cultural, intercultural and cross-national communications have converged, which has resulted in generalisations, which have little meaning given the extent of multi-culturalism in many societies.
The aim of this module is to develop your understanding of integrated marketing communications theory and practice in a cross cultural context. The module examines the impact of culture on marketing communication, in particular the various marketing communication tools and enables you to creatively apply the gained knowledge in practical situations.

Drawing on theoretical frameworks and practical applications of marketing communications, cross cultural psychology and customer behaviour, the module will enable you to identify, critically evaluate and apply relevant knowledge and develop viable solutions to complex cross cultural communication challenges.

Marketing Communication explores cultural differences and similarities as well as a structure of how to apply this knowledge to the management of marketing communications. Offering a mix of theory and practical applications, the module reviews classification models of culture and the consequence of culture for all aspects of marketing communications by providing many examples of marketing communications from various parts of the world. It highlights the importance of defining cultural differences and identifying cross cultural segments to better target consumers for improved effectiveness of marketing communications activity.

Learning outcomes

On completion of the module, you'll be able to:

1. Critically evaluate the way cultures operate, their similarities and differences and their impact upon cross cultural marketing communications.
2. Critically appraise and apply their knowledge of cross cultural marketing communications to respond effectively to the subtleties, challenges and opportunities involved.

Areas of study
 
• Cross cultural marketing communications - issues and challenges
• Cross-cultural understanding of customer behaviour /markets
• Relationship between cultural variables and human behaviour and the implications for marketing communications from a cultural and cross-cultural perspective
• Standardisation and adaptation of marketing communication campaigns across cultures
• Managing cross cultural marketing communications - tools and techniques
• Impact of internet and digital technology
• Developing a framework for cross cultural communication competence  

How will I be assessed?

100% coursework

Either an individual project or assignment that clearly demonstrates your understanding of the ways communication varies across international and / or national cultures, and applying these understandings in order to present a set of recommendations for more effective and targeted communications.
This must be underpinned with relevant academic concepts and applied professional practice
You will be given opportunities, through both formative and summative assessments, to reflect on your learning to support professional and personal development. 3,500 words.

How many credits is it worth?
15

What will I cover in this module?

Module description

In any management situation any decision is risky. However, it is important that managers attempt to reduce the risks in their decision making by using a number of available management techniques and tools. Employing these quantitative and qualitative techniques also enables managers to assess the outcomes (and alternative outcomes) of their decisions. 

This module concentrates mainly on the 'quantitative' techniques and is designed to provide the foundation for a number of the modules in the programme

Learning outcomes

On completion of this module, you'll be able to

1. Evaluate critically the necessity for qualitative and quantitative analysis in the Strategic context
2. Demonstrate the ability to apply appropriate method in any given situation to aid decision making in a strategic context.
3. Evaluate the results of such an analysis and articulate what has been learned

Areas of study

• Decision techniques
• Introductory statistics, including Estimation, Significance, non-parametric, Correlation and regression
• Network Analysis
• Product Life-cycle analysis
• Life-time value analysis
• Trend/ Time series analysis, incl.
• Demand analysis and forecasting
• Project appraisal, inc.
• Financial  appraisal such as DCF, NPV and IRR
• Operations and project management incl.
• Queuing theories, Goal Programming

How will I be assessed?

100% coursework - Individual, time constrained assessment or individually written report (3000 words limit)

You will be given opportunities, through both formative and summative assessments, to reflect on your learning to support professional and personal development

How many credits is it worth?
15

What will I cover in this module?

Module description

This module aims to equip you with an understanding of the processes and ways in which knowledge is developed, understood, and applied. As such the module initially focuses on the social and (social) scientific construction of knowledge from an ontological and epistemological perspective.

The module then focuses on methodological issues of a more applied nature in terms of different types of 'research', selection of research 'problems' and construction of aims, and fundamental methodological strategies such as qualitative versus quantitative data, deduction versus induction etc.

The evaluation of a range of research techniques and development of research skills in terms of data collection and analysis and the management of a research project are is the final element of the module.

The module will require you to design a research project and prepare a proposal so will provide experience in producing reports to professional standards.
Learning outcomes

On completion of the module, you'll be able to

1. Understand and critically evaluate the way in which knowledge is created.
2. Formulate appropriate research aims and objectives and devise an appropriate methodology and rigorous programme of research appropriate to the level of study
3. Understand and apply a range of research and analytical techniques

Areas of study

This module represents a major learning experience for the participant, providing an opportunity to not only develop a range of practical skills required to read, understand and critically evaluate academic literature; but also understand the foundations upon which knowledge is created and disseminated.

The content of the module is constructed around four key themes:

1. The ontological and epistemological foundations of management research (as part of the social science arena), and, hence, the different ontological foundations for the development of knowledge.
2. Methodology and research strategy in terms of research approach (inductive vs. deductive); types of data (qualitative vs. quantitative), access to data (e.g. sampling strategies), and quality of data (e.g. validity, generalisability, or situational).
3. Research methods - the tools and techniques used to identify data sources; capture data; record data; and analyse data.
4. Finally the module will draw all the themes together by way of evaluating the content of a research proposal.

How will I be assessed?

100% coursework

You will produce a comprehensive research proposal for a project at Masters level. You will be required to plan a programme of research, setting an overall aim with appropriate objectives derived from your ontological position, critically reviewing the relevant literature, devising an appropriate methodology including appropriate choice and use of research methods and techniques. 3,500 words

How many credits is it worth?
15

What will I cover in this module?

Module description

Every organisation must have the strategic aim to engage with all of its stakeholders in order to exceed its organisational purpose of creating, developing and delivering superior and sustainable customer value to achieve long term competitive advantage both in its current, and its potential, business environments. But engagement means putting the customer central to, and across all levels of, the organisations' processes. This centrality of customer involvement has to be sustaining for mutual benefit.

Learning outcomes

On completion of this module, you'll be able to:

1. Critically evaluate, and justify, how customer value can be maximised to produce sustainable and strategic competitive advantage, achieving life-time customer value, for mutual reward.
2. Critically appraise, evaluate and recommend how meaningful changes and improvements to customer services/products and processes/systems can be made through more effectively directing, and integrating, marketing, strategy and all internal/external operational activities to release the potential value from brand and parent equities and, hence, improve current and future corporate performance against a variety of targets.

Areas of study

The central premise that underpins this module is that any organisation must engage with all of its external and internal stakeholders in order to exceed its organisational purpose of creating, developing and delivering superior and long term customer value to achieve sustainable competitive advantage both in its current, and its potential, business environments. But engagement means putting the customer central to, and across all levels, of the organisations' processes.

Building on the organisation's innate resources of people, information systems, investment funding, processes and its potential capabilities with products, goods and services, Marketing, Strategy and all intra-organisational operations should co-exist seamlessly and together provide the fundamental 'integrative' mechanisms to help achieve the full potential of the organisation. But the customer, and the long term business, must be central in and to all organisations.

Whether the organisation is in the commercial, not-for-profit, business to business or public sectors, or whether in manufacturing or service provision, large or small, the Sustainable Customer Value module is designed to develop management skills to support professionals capable of operating in increasingly complex, customer driven, fast-moving and ever-changing regional, international and global environments. As Piercey (2009) states "value is defined by the customer.... value in their terms". Value will be generated not just by marketers but by customers influencing ideas, value innovations, business processes and practices, designs, relationships, etc.

Activities such as marketing, strategy, proactive customer communications are all engagements that matter because these are arguably the strongest interface between the organisation, its brands, its many publics (stakeholders, employees and customers) and its current and future directions. Marketing's centrality and interconnectedness to the customer, and researches with the organisation's various networks, must provide the integrated links that will focus the organisational resources on furthering the corporate strategy and create an appropriate vision to anticipate and satisfy customers' and stakeholders' needs, both currently and into a strategically envisioned future. Customer centrality to the whole of the organisation and relationships at different levels between providers and users are the antithesis of marketing control - are Marketing Departments willing to encourage this?  

Management of all transformational, and operational, activities matter because they are the delivery system processes that will satisfy those customers, and their needs, by producing the necessary goods, and/or services, effectively and efficiently. Without understanding the needs and values of customers, and other interested stakeholders, the organisation cannot plan to satisfy future demands. Without understanding the operational context of the organisation those demands cannot be adequately assessed for feasibility, viability, sustainability. Creating and delivering customer value will create in return mutually beneficial exchanges with all stakeholders.

This module aims to provide a critical understanding of, and learning from, the fundamental concepts which link and integrate marketing, strategy and all operational activities within (successful) organisations. The module will reflect and complement other alternative organisational aspects and managerial disciplines covered by the other Certificate stage modules relevant to the Management Masters Programme in order to provide students with a complete overview of the nature and purpose of management in today's global economy.
The context for shared learning will be informed by the relevant student groups' backgrounds, and needs, as well as to reflect the nature of their interests and needs. Public and private sector participants are anticipated to be amongst the Part-time student cohort from small, medium and large organisations as well as from a variety of sectors, especially Service-related sectors. The module will have to communicate even more widely to the Full-time, International student group in order to appreciate their cultural contexts and to share their contemporary understandings of the UK/EU and RoW whilst providing insights into marketing, strategy and operations in a variety of Eastern and Western regions/countries often through the adoption of case studies and student knowledge. Case studies might relate to University of Derby, LeNovo, Apple, IKEA, Wal-Mart, HSBC/Santander, CitiGroup, Nokia, Google/Rediff/Baidu, Amazon, Madonna/Lady Gaga, Toyota/Shanghai (Rover) Motor Corporation/Tata, NHS/BUPA, City and County Councils and other representative public sector organisations etc.

The module's 'currency' is essential for all students in order to add knowledge, skills and value to their investment of time, energy and resources into this module.

How will I be assessed?

100% coursework - Individual time constrained assessment or an individual written assignment (3000-3500 words)

You will be given opportunities, through both formative and summative assessments, to reflect on their learning to support professional and personal development

How many credits is it worth?
15