Managing Marketing Cim Essay - PDF

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                                                                                                                  Business School

                                                                  BA (Hons) Digital Marketing

The BA (Hons) Digital Marketing Communications degree is the first to
be offered in the UK. It has been developed in close discussion with
practitioners from the communications and marketing industry, who are
also involved in the delivery of the programme as expert guest
lecturers, providing valuable resources and advice to students on career

This programme can be studied as a four
year sandwich programme (which
includes a one year work placement in
your third year) or three years full-time.

This degree is ideal for those interested
in building a career in marketing and
communications within a technological
skill base. Industry research indicates that
there is an increasing demand from
companies who are seeking marketing
staff with more sophisticated digital and
information technology capabilities and
this degree provides these capabilities. It
provides you with an opportunity to
develop marketing and communications
skills, whilst also allowing you to develop
specific technological expertise in
managing intelligence.

MMU Business School has excellent
relationships within the marketing and
communications industry. Strong
relationships with the Manchester
Publicity Association and major
international Marketing Communications
consultancies ensure that the programme
content is relevant and up to date. A          I   This programme has been approved          I   The marketing and retail programmes
wide variety of teaching and learning              and accredited by The Chartered               received excellent National Student
methods are used with an emphasis on               Institute of Marketing (CIM) and counts       Survey results for the last academic
group working, project work and                    towards 50% of the CIM Professional           year. Students rated the programme as
interpersonal and electronic skills.               Diploma in Marketing. For more                one of the best in the country for
                                                   information visit                             teaching quality, learning resources,
Special Features                                   personal development and overall
I   This is the first course of this type to                                                     quality.
    be offered in the UK and the Business
    School has excellent relationships
    within the marketing and
    communications industry and regionally
    with the Manchester Digital
Fact File

 3 years or 4 years (sandwich)
 UCAS Code:
 NP59 – 3 year full-time programme
 NP5Y – 4 year sandwich programme
 Institution Code:

Programme Content and                                                            In your first year you will look at
Structure                                  Year 1                                communication theory and its impact on
                                           Professionalism, Achievement and      practice in areas such as marketing,
Each year of study is intended to expand                                         advertising, brand and public relations
your knowledge and understanding of                                              management and mass media
digital marketing communications and the   Information Discovery and Data        communication. You will develop skills in
management of marketing disciplines,       Analysis                              using and building information technology
with the opportunity to gain exemptions                                          applications and applying them in
from Chartered Institute of Marketing      Marketing Communications Theory       supporting various business functions. You
professional qualifications.               and Practice                          will build the skills that will enable you to
                                                                                 progress to an independent, lifelong
                                           Information Systems and Applied       learner whilst building the competence to
The following diagram shows the
programme’s structure, detailing which     Technology                            enhance academic performance, and the
course units you will take in each year:                                         development of employability and
                                           Ideas, Creativity and                 professional attitudes to work and
                                           Entrepreneurship                      university. You will learn how to retrieve,
                                            or Language                          analyse and interpret business and
                                            or Work Based Learning               management information and present this
                                                                                 effectively using a range of media, tools
                                           Year 2                                and techniques. Finally, you will complete
                                           Business Research and Professional    a work-based learning, foreign language or
                                           Skills                                ideas, creativity and entrepreneurship
                                                                                 In your second year you will explore the
                                           Direct and Interactive Relationship   role of direct and relationship marketing as
                                           Marketing                             a strategic route to market using
                                                                                 traditional and web-based channels. You
                                           Creative Brand Strategy               will be introduced to the key concepts of
                                           Information and Communication         advertising theory and practice. You’ll take
                                           Technology in Organisations           a critical look at the interdependency of
                                                                                 information and communication technology
                                           Business and Sustainability           in organisations. Through practical
                                            or Ideas, Creativity and             engagement, you will examine the theories
                                               Entrepreneurship                  and techniques in the creative process
                                                                                 surrounding the design and production of
                                            or Language
                                                                                 brand and corporate identity conception
                                            or Work Based Learning               and implementation. You will develop
                                           Year 3 Placement (for sandwich        awareness and skills in evaluating,
                                                                                 planning and designing business research
                                           version only)
                                                                                 utilising project management tools and
                                           Final Year                            techniques. You will also have the
                                                                                 opportunity to study a work-based
                                           Research Project                      learning; ideas, creativity and
                                           Strategic Marketing Management        entrepreneurship; foreign language, or
                                                                                 business sustainability option.
                                           Strategic Communications and
                                           Advertising Planning                  If you choose the four year sandwich
                                                                                 programme, you’ll spend a minimum of 36
                                           Digital Marketing Communications      weeks on a work placement during your
                                           Management                            third year of study. It is often longer than
                                                                                 this with the agreement of you and your
                                           One Elective                          employer and can last up to one year. Our
                                                                                 dedicated placement office will assist in
“Great idea to mix marketing communications and IT –
 particularly with the growth of marketing channels which require
 technological understanding”
                                                                                    Rachel McClure, Technical Operations, Hobsons Plc

arranging your placement, helping you           Industry Comments                              Entry Requirements
with job applications and interview             “The advertising industry is moving so
practice. During your placement you will          quickly that it is important that we         UCAS tariff points
be visited by a Placement Tutor to check          are able to recruit staff who have a
on your progress and help you plan your           good knowledge of digital marketing.         240, including 160 at A2 or equivalent
assessment and your return to study in the        Currently there is a shortage of             (such as BTEC or the new Advanced
final year.                                       people with these skills, especially         Diplomas)
                                                  where digital is being integrated into
In your final year you will explore the           a multi-channel situation. We believe        Specific subjects required
role of communications within a business          that the Business School is well
marketing strategy and take a critical and        positioned to offer a digital marketing      GCSE Grade C in English language and
analytical approach to the integration of         and communications course which              mathematics
advertising planning. You will gain the           addresses these industry needs.”
skills and knowledge to develop effective             Nick Backhouse, Managing Partner,        Non tariff qualifications
marketing strategies in a range of business              McCann-Erickson Manchester Ltd
contexts and to reflect on the nature of                                                       An Access to HE Diploma will be
how the global business environment is          “I feel that the course will give students     considered for entry to this course
impacting on the role of the marketer. You         a thorough understanding of the
will develop a digital marketing                   importance of digital marketing and         International Baccalaureate
communications programme, from                     how it fits within the marketing mix.
strategic planning to campaign evaluation.         This course identifies a gap in the         27 points
You will undertake a significant piece of          market place and will provide
research or consultancy work. This will            graduates with a solid grounding in         English Language
provide a depth of knowledge in a subject          new media and digital marketing             Requirements
area relevant to the degree title and              techniques”
enhanced providing you with improved                    Clare Johnson, Managing Director,
skills in research. You will also be able to                                                   For international students, IELTS (or
                                                                                  Adoofa Ltd   equivalent) score of 6.0 with a minimum
choose an option. This gives you the
opportunity to specialise in a certain area                                                    score of 5.5 in each unit is required.
                                                Career Development
of Marketing e.g. International and Global      Opportunities
Marketing, Public Relations and Public                                                         How to apply
Affairs or broaden your knowledge by            This programme will prepare you for
choosing a Business School wide option.         careers such as an account executive in a      Application for all of our full-time
                                                marketing communications agency or as a        undergraduate programmes is through
Assessment                                      marketing executive within the marketing       UCAS. Please submit your application
                                                department of an organisation.                 online at
The programme is assessed by a balance
of assignments and examinations. From           The first cohort of students to the BA
the second year onwards, these marks                                                           Please contact UCAS' applicant helpline
                                                (Hons) Digital Marketing Communications        on 0870 1122211 if you have any queries
may go towards determining the final            programme are due to graduate this
classification of your degree from                                                             or problems using the online application
                                                summer. However, as an indication,             system.
Manchester Metropolitan University.             graduates from the BA (Hons) Retail
                                                Marketing degree have gone on to forge
There will be a mixture of individual and       very successful careers.
group work throughout the two years of
study. Types of assessment will include         A few examples of the types of first jobs
report writing, essay writing,                  graduates have gone onto and the
presentations, business reports,                companies employing them are:
games/case studies, poster presentations,       Sainsbury’s Marketing Graduate Trainee,
portfolio work and reflective activities. The   Marks and Spencer Business Analyst, O2
work placement year (only for students          Marketing Assistant, HSBC Equity
completing the four year sandwich               Analyst, Asda Graduate Trainee, Toni and
programme) is not formally assessed, but        Guy Opticians Co-Creator.
must be completed satisfactorily.

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