Programme Specification Fda Digital Media and Marketing

Programme Specification FdA Digital Media and Marketing

1.  / Awarding Institution/Body / Teesside University [TU]
2.  / Teaching Institution / Leeds City College
3.  / Collaborating Organisations
(include type)
4.  / Delivery Location(s)
[if different from TU] / Park Lane Campus, Leeds City College
5.  / Programme Externally Accredited by (e.g. PSRB) / CIM Accreditation for Multi-Pathway in progress
6.  / Award Title(s) / FdA Digital Media and Marketing
7.  / LeadSchool / Teesside University Business School
8.  / Additional Contributing Schools / Network Academy
9.  / FHEQ Level
[see guidance] / FHEQ Level 5
10.  / Bologna Cycle
[see guidance] / Short Cycle
11.  / JACS Code and JACS Description / NP34
12.  / Mode of Attendance
[full-time or part-time] / Full-time and Part-time
13.  / Relevant QAA Subject Benchmarking Group(s) / QAA General Business and Management Benchmark Statement (2007)
Relevant technical and environmental elements of ‘Communication, media, film and cultural studies’ 2008.
Foundation Degree qualification benchmark 2010
14.  / Relevant Additional External Reference Points
(e.g. National Occupational Standards, PSRB Standards) / CIM Professional Marketing Standards
National Occupational Standards for Management and Leadership (2008)
Chartered Management Institute (CMI)
15.  / Date of Production/Revision / March 2013
16.  / Criteria for Admission to the Programme
(if different from standard University criteria) / This course has minimum entry requirements of 1 x E in a relevant A level or a pass in BTEC National Diploma/Extended Diploma or a level 3 access to HE diploma or another vocational level 3 qualification, together with a GCSE, or equivalent, at grade C in English and Maths. However, candidates receiving this minimum offer would need to demonstrate experience in and commitment to their chosen Foundation Degree subject.
A typical offer is likely to be 2 x D at A level, or a Merit profile in a relevant BTEC National Diploma/Certificate, together with a number of GCSE, or equivalent, grades at C or above including Maths and English.
International qualifications will be assessed against these criteria. Speakers of other languages need to have an IELTS score of at least 6.0 or a recognised level 2 English qualification.
Leeds City College welcomes applications from mature candidates who may not have met the academic criteria, but can demonstrate a wealth of marketing or related experience. Candidates in this category will be interviewed to assess their suitability for the course and may be asked to provide a portfolio of evidence to support their application. The course structure actively supports claims for Accreditation of Prior Certificated Learning (APCL) and Accreditation of Prior Experiential Learning (APEL).
All students must be able to demonstrate either by qualifications or testing that they have the required literacy and numeracy skills to complete the course.
17.  / Educational Aims of the Programme
The overall aims of the programme are to:
§  Provide a relevant, leading edge and dynamic programme which reflects the proven increased demand from employers for digital marketing skills and knowledge
§  Offer a stimulating, challenging and academically robust foundation degree which facilitates access and progression for a diverse range of students onto a generic Business Top Up Degree or more specialist Marketing/Digital Marketing Top Up Degree.
§  Develop digital marketing graduates who are potentially independent practitioners, with an appreciation for innovative and creative thinking in relation to digital media and marketing technologies and how this can be applied in the workplace to benefit their employer and support business objectives.
§  Develop high-calibre graduates with valuable analytical and reflective understanding of the significance of digital marketing and demonstrable skills such as teamwork, communication, application of digital marketing planning and project and/or campaign management.
18.  / Learning Outcomes
The programme will enable students to develop the knowledge and skills listed below. On successful completion of the programme, the student will be able to:
Knowledge and Understanding
K1 / Demonstrate a detailed knowledge of digital marketing principles and practices and be able to apply key and emerging theories, digital technologies and marketing planning models to a range of organisation types
K2 / Demonstrate a thorough appreciation of the nature of the digital business environment and identify the issues and trends affecting a selected organisation and its stakeholders operating within this environment
K3 / Critically evaluate the complex moral, legal, ethical and regulatory issues underpinning both management and good practice in the digital business environment
K4 / Relate key theories, concepts and principles of management and leadership to people and marketing management situations
Cognitive/Intellectual Skills
C1 / Access, appraise and critically evaluate evidence and theory from a range of appropriate academic and reliable industry sources to gain understanding and make independent judgements in the digital business environment
C2 / Demonstrate intellectual flexibility and creativity and an ability to apply new digital knowledge and understanding to drive innovation and continuous improvement in an organisation
C3 / Demonstrate confidence in analysing complex problems and data and evaluating the application of a range of digital-related options to provide innovative solutions to resolve the problem or improve organisational performance
C4 / Recognise and value the centrality of the changing consumer and be able to devise creative and innovative digital solutions to meet and respond to their needs
Practical/Professional Skills
P1 / Research, manage and evaluate a negotiated or tutor defined project, drawing upon work based experiences or a real case scenario/ brief
P2 / Work independently demonstrating a professional and responsible approach
P3 / Operate ethically in complex and unpredictable contexts, requiring selection and application from a wide range of techniques
P4 / Work successfully in collaboration with others, adopting a leadership role as and when appropriate
Key Transferable Skills
T1 / Demonstrate self-awareness, reflection and an evaluative approach in relation to the student’s continuing personal, professional and academic development
T2 / Demonstrate a realistic match between career aspirations and personal aptitudes, interests and motivations whilst appreciating employer needs in terms of skills and attributes
T3 / Communicate clearly and professionally in written, oral and time constrained formats as required
T4 / Select, interpret and apply qualitative and quantitative information, using numerical and statistical skills where appropriate, in order to aid and inform decision-making and the drawing of conclusions.
T5 / Use a range of standard and specialist software appropriate to the digital context
T6 / Appreciate the issues encountered within group projects and be able to overcome these to ensure successful completion of the project
19.  / Key Learning & Teaching Methods
A blend of lectures, practical workshops, seminars, tutorials and guest speaker/ lecturer sessions:
·  Lectures will impart some of the core principles and concepts
·  Practical workshops will ensure embedded ICT skills and use of LCC software applications in designing and implementing projects will ensure enhanced confidence through practice
·  Group work will support development of teamwork skills and be structured to ensure professional values are observed – this will be supported with tutor input and formative feedback through observation and peer reflection.
·  A range of online resources will be used to monitor and track progress, learning and peer-, group- and self-reflections. Students will need to develop reflective learning blogs to support their personal and academic development whilst becoming familiar with application of these digital technologies. This will include blogging applications e.g. Tumbler, Word press, Google Blogger, engagement in a closed Facebook page for the course, potential development of wikis, Flickr and YouTube. (Students will be inducted and must adhere to the college IT policy and procedures as part of the Code of Conduct and Disciplinary policy)
·  Students will have to develop web-based content to support their studies and evidence this in their portfolio and project based assignments. These methods will all be supported by the Leeds City College virtual learning environment.
·  Students will engage with a business simulation supporting the Digital Strategy and Integrated planning module and have to reflect on their learning experience via online discussion forums and blog applications as outlined above.
·  Seminars will be scheduled to support social learning, academic research skill development and communication and presentation skills
·  Tutorials will support individual students in accordance with their personalised learning plan
·  Where possible off-site activities will enrich the curriculum and support an appreciation of the professional workplace environment ensuring preparation for potential employment.
·  Students will be given the option of a range of employer-based projects for which they will develop solutions to be presented back to the employer. The employer will have the opportunity to feed back on the resulting piece of work and this can inform the student reflection on the project. A work placement element will be negotiated as part of this project provision.
·  External speakers from the region’s Creative and Digital Industries will be planned to ensure new and emerging applications and technologies are explored and enrich the course delivery.
·  Students will be encouraged to access the wide range of resources available throughout the college to support their learning including the Digital Marketing department, The Unit and Enterprise departments, relevant IT/Computing suites, creative production facilities and expertise in learning innovation and digital technologies where appropriate.
20.  / Key Assessment Methods
A blend of assessment methods will be used presented in different formats to reflect the dynamic nature of the course:
·  Presentations – including to employer panels
·  Written reports/Essays/E-Portfolio (evidencing the use of electronic formats)
·  Personal/Career development Plans (supported by digital formats)
·  Marketing Research Proposals and seminar papers (used for formative and summative assessment purposes)
·  Business Simulation – including reflection
·  Reflective journals in digital formats-blogs, online discussion forums, development of wikis
Students will have to evidence application of a range of digital technologies supporting the marketing function including web analytics, web design tools, SEO techniques, multi-channel and multi-device content design, blogs, online/social network engagement techniques

Programme Specification – FdA Digital Media and Marketing – Version 1 – Jun 2013

21.  / Programme Modules
(additional copies to be completed for each named pathway)
Level 4 Semester 1
Code / Title / Credits / Status / Non-Compensatable / Compensatable
Digital Marketing Essentials / 20 / Programme core / Y
Managing Changing Consumer Behaviour / 20 / Programme core / Y
Professional Development / 20 / Programme core / Y
Level 4 Semester 2
Code / Title / Credits / Status / Non-Compensatable / Compensatable
Digital Environment / 20 / Programme core / Y
Web Design and Branding / 20 / Programme core / Y
E-commerce and Social Media Management / 20 / Programme core / Y
Level 5 Semester 1
Code / Title / Credits / Status / Non-Compensatable / Compensatable
Management and Leadership in Marketing / 20 / Programme core / Y
Digital Strategy and Integrated Planning / 20 / Programme core / Y
Digital Innovation and Creativity / 20 / Programme core / Y
Level 5 Semester 2
Code / Title / Credits / Status / Non-Compensatable / Compensatable
Contemporary Issues in Marketing / 20 / Programme core / Y
Digital Marketing Project / 40 / Programme core / Y

Programme Specification – FdA Digital Media and Marketing – Version 1 – Jun 2013

22.  / Programme Structure
Overview of structure of the modules across the Academic Year.
The programme structure has been developed following consultation with a number of practitioners in the Creative and Digital Industries to reflect the growing need for convergence of skills (in line with the consultation with the Digital Editor, Johnston Press in section 1 of Programme Approval) – typically a digital marketing practitioner must demonstrate a familiarity and level of knowledge and understanding developing multi-channel and multi-device communications and content. The specialist content elements will continuously evolve in line with industry development. There will be a focus on new and emerging technologies supported by input from industry experts and tutor team knowledge and professional development.
The programme is structured to develop an operational understanding at Level 4 with progression to more strategic knowledge and application at level 5 to support progression onto Level 6. This will ensure students develop a contextualised understanding of the issues and concepts that they might face in their potential employment and that they might build on with additional professional qualifications. The combination of modules facilitates continued specialisation onto further digital or marketing programmes or alternatively progression onto a broader business management programme at level 6.
With a blend of theory and practice-based learning students will develop commercial acumen, academic knowledge and skills and be able to evidence their progression through the framework of experiential learning and reflection. Students will be supported by module tutors as well as a personal tutor who will meet them regularly to discuss their progress. As well as a focus on personal and professional development in semester 1 of year 1, students will have an electronic personal progress and development file for the duration of the Foundation Degree which will help focus reflection and personal development as well as inform meetings with personal and module tutors.
Work related learning is embedded throughout the course modules, through use of live briefs, employer-based projects, real life case studies and a tutor team who, as a result of the pace of development in the industry, must continually update knowledge and skills and actively apply this to the course delivery. Given the necessity for vocational application of learning, students will be encouraged and supported to take up part-time, holiday work or work experience to ensure they are able to further develop their understanding and apply their learning. In addition it is proposed that students will be offered (in groups) a selection of employer-projects (4 to choose from) which they can develop in response to a selected brief. This can be developed as a basis for the Digital Project in the final semester. It is proposed that work placements will be negotiated as part of the project to enrich and support the development of commercial awareness and employability skills. Students will be expected to incorporate reflections of their placement/project experiences as part of their final assessments.