BA (Hons) Marketing and Media Communications with Foundation Year

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Course Overview

Digital technology is causing large scale economic and social disruption which is impacting on how people select and buy goods and services and their perceptions and relationships with brands. The old landscape of 30 sec TV ads and press releases is being replaced by a growing range of new types of marketing communications on an ever growth selection of media platforms and technologies, accessed on demand where and when the consumer wants.

Clients, agencies, media owners, technology companies and management consultancies are all vying to provide marketing and media communications expertise for this new landscape. This is creating a demand for graduates with the skills that can demonstrate how to develop and deploy effective marketing and media communications in this new world. Based upon the successful experiences of our previous advertising and PR courses, and working with industry experts, we have created a course to do just this. Students will learn about the basics of design and creativity, to how agencies, clients and media owners operate in this landscape, to the role of technology in the marketing communications process. This will be combined into a portfolio of skills and knowledge that can be deployed on live briefs from clients, agencies and media owners.

The aim is to create graduates with a clear and holistic understanding of how marketing and media communications relates to an organisation as a whole, and to the wider world. By doing this, students will be exposed to and more informed about the different types of roles, jobs and career pathways to be found in agencies, media owners, client technology companies and management consultancies. This will be underpinned by developing higher level skills in problem solving, creative thinking and collaborative working, in a manner that will encourage students to acquire a desire for life-long learning as they develop their careers.

The academic teaching, with extensive industry experience and connections in the marketing and media arena, supported by access to the latest academic research, will seek to support students as they use their experiences on the course to define their career pathway. Staff will use experiential teaching, blended with an understanding of both established and emerging practices and theoretical thinking to enhance the student’s portfolio of understanding, skills and their ability to think critically and apply justified solutions in real world situations. This will be encompassed in a coherent strategy across the course, with an emphasis on skills and knowledge development in Foundation Year and Level 4, a greater emphasis on real world application in Level 5 and exploration of advanced and emerging practices and theories during Level 6.

Awarding Body  Buckinghamshire New University
Level of Qualification Level 6
Number of Credit Hours Upon successful completion of the course, the student will have completed at least 36 credits.
UCAS Code MAMF
Regime of Delivery Attendance
Mode(s) of Delivery Full Time
Length of Study (Years) 4 Years, including Foundation year

Programme Aims

  • Provide students with a commercial mind-set that enables them to understand how marketing and media communications can be effectively used to achieve business objectives, at both a tactical and strategic level
  • Develop in students a clear understanding of the evolving role and importance of the consumer in the marketing and marketing communications process
  • Develop in students an understanding of different types of marketing communications and how they are disseminated via different media platforms
  • Enable students to develop an understanding of the critical role of digital technology in marketing and media communications and where and how this can be used effectively and efficiently
  • Instil in students a range of transferable skills to make effective contributions in the workplace, to take responsibility for their continuing personal and professional development and to be lifelong learners
  • Develop in students an ability to critically assess leading edge thinking and practice and ascertain its practical use

Programme Learning Outcomes:

On successful completion of the programme a graduate will be able to:
Graduate Attribute: Knowledge and its application (K)

  • K1 Understand the relevant theories, practices, tools and methods within marketing and media communications that can then be appropriately and systematically applied to problems and situations in business and marketing
  • K2 Implement management skills in the development of marketing communications programmes, problem solving and the completion of other tasks, to meet the relevant requirements and timescales
  • K3 Successfully explain measurement and evaluation methods that support the effective analysis of different types of data from a wide variety of sources
  • K4 Recognise and be able to utilise the business, technological and social contexts in which marketing and media communications takes place

Graduate Attribute: Creativity (C)

  • C1 Analyse the advantages and disadvantages of different marketing and communication strategies as potential approaches for successfully achieving marketing communications and business objectives
  • C2 Creatively deploy tools and techniques learned on the programme to address a range of diverse problems
  • C3 Critically assess the success of applying innovation to the solution of simple and complex projects, and reflecting on this to reveal information that can used by the self and others when addressing future challenges
  • C4 Demonstrate adaptability and flexibility in response to new, changing and unpredictable situations
  • C5 Critically evaluate information, arguments and concepts

Graduate Attribute: Social and ethical awareness and responsibility (S)

  • S1 Behave in an honest and ethically responsible way, showing respect for others
  • S2 Implement the necessary data protection principles, such that information is used fairly, lawfully and transparently
  • S3 Adhere to any principles and guidelines of conduct applicable to professional practice, such as integrity, confidentiality, competence and fairness, providing support to colleagues and acting properly towards clients and others

Graduate Attribute: Leadership and self-development (L)

  • L1 Take responsibility for the identification, planning, realising and recording of one’s own continuing personal and professional development
  • L2 Recognising the different roles within a team, be able to make different and appropriate contributions to a collaborative project, according to the nature of the problem and the skill set within the group
  • L3 Effectively communicate information in different formats, be it in verbal interaction or written documentation, in a clear and professional manner, to meet the needs of the task and audience
  • L4 Utilise lessons learned from successes and mistakes, and use constructive feedback from others, to improve and develop self

Programme Structure

Modules are set at a specific academic level and listed as either core (compulsory) or optional. The level indicates the relative academic difficulty which will increase through the programme. Passing modules will reward you with academic credit. The amount of credits will depend on the complexity of the module and the level of effort required, which is measured in ‘notional learning hours’.

Foundation Level (Optional for students on degree programmes)

Code Module Title Credit Core / Option Compensable (Normally Yes)
FY026 Preparing for Success: Knowledge and Creativity N/A Core Yes
FY027 Preparing for Success: Slef Development and Responsibility N/A Core Yes
FY028 Inquiry Based Learning N/A Core Yes
FY021 Introducation to Business Studies N/A Core Yes

Level Four

Code Module Title Credit Core / Option Compensable (Normally Yes)
BM461 Global Business Environment 15 Core Yes
MG407 Consumer Psychology 15 Core Yes
MG420 Principles of Creative Theory and Practice 15 Core Yes
MG412 Principles of Marketing 15 Core Yes
MG409 Marketing Communcations 15 Core Yes
MG410 Career Viewpoint 15 Core Yes
MG414 Organisational Behaviour 15 Core Yes
MG413 Data Insights for Business Decisions 15 Core Yes

Level Five

Code Module Title Credit Core / Option Compensable (Normally Yes)
MG529 Strategic Marketing 15 Core Yes
MG531 Marketing and Communications Management 15 Core Yes
MG515 The Media Business 15 Core Yes
MG532 Modern Marketing Metrics 15 Core Yes
MG533 Marketing Communications Planning 15 Core Yes
MG534 Creative Content Development & Production 15 Core Yes
MB565 Digital Business and New Technologies 15 Core Yes
MG526 Customer Experience 15 Core Yes

Level Six

Code Module Title Credit Core / Option Compensable (Normally Yes)
BM631 Research Methods 15 Core Yes
MG633 Digital and E-commcerce Strategy 15 Core Yes
MG618 The Consumer-Brand Realtionship 15 Core Yes
MG634 Corporate Communications and content management 15 Core Yes
MG632 Integrated Marketing Communications Strategy and Planning 15 Core Yes
Choose one option from BM634 or BM635
BM634 Disseratation 30 Option Yes
BM635 Consultancy Project 30 Option Yes
Choose one option from BM633 or MG628
MB633 Stragic Agility 15 Core Yes
MG628 International Marketing Management 15 Core Yes

Teaching & Learning

Modules on this programme will be taught in line with best practice across the University, within the sector and in related courses, namely the Business and Marketing degrees taught within the Department of Business, Computing and Law. These courses deploy a three stage strategy. Here, the Foundation Year and Level 4 are seen as platforms to enable students to develop an understanding of the sector itself, namely marketing and media communications and the component skills and theories that underpin it. Level 5 will see students add to this understanding and begin to actively deploy skills through more in-depth analysis of the sector and its key elements, whilst practicing and using these skills via examination of real world examples and live briefs. Level 6 will be a more focused approach, involving the development of critical analysis of existing knowledge and practices, aligned with exposure to new and emerging methods and theories. Within Level 5 and Level 6 each student will be able to, via course content and discussions with staff and the industry, use their studies to focus on potential career pathways and to develop a strategy to successfully enter the workplace.

Therefore the teaching and learning strategies throughout the course will be those judged to be the most appropriate for each module aligned with the above strategy. This has been designed to ensure that there is an evolution from formal teaching through to student-centred and independent learning, as a student progresses and develops through these different levels of the course.

A range of teaching methods will be used including:

Lectures

This is the most formal teaching strategy employed in teaching the modules. It is generally used to deliver a body of theoretical information to a large group of students and is most effective when followed up by a seminar or tutorial session to consolidate learning.

The lecture format may be supported by reference to set texts, Web or library references which serve to reinforce and expand the audio-visual information presented. In addition, staff will make appropriate use of the VLE (Virtual Learning Environment – Blackboard) facilities. Where appropriate, material will be as up to date as possible in order to keep pace with the rapid changes within the marketing and media communications industry. This should enable lecturers to enhance the traditional communication and learning media, as well as making material available to students at home and on the university campus.

Workshops/ Practical Sessions/ Demonstrations

Often in smaller groups, demonstrations and guided learning sessions, will enable students to create material, or explore practical skills and techniques related to a particular module. This will be via online exercises and information sheets with demonstrations of different techniques and technologies with the help of a lecturers working through practical exercises in, say, a computing room, or studio facilities. As students move through the course some of this work will be done independently with lecturers acting as advisers and coaches. This will cover work in a specialist facility such as a studio or IT room, as well as mentors for groups or individual students working on live projects or specialist reports and dissertation material.

Seminars

These can vary from large group seminars, which provide an opportunity for the student-led formal debate of particular topic areas, to ‘impromptu’ discussion sessions with smaller groups, which may, for example, follow the showing of a video. These will be carried out alongside scheduled industrial visits, guest lectures and computer-aided learning tools, these being used where appropriate. This variety of techniques is aimed at stimulating student learning. The teaching and learning strategies for individual modules are detailed in the relevant module descriptions

Assessment Methods:

Underpinning the practical skills development will be a strong framework of an understanding of concepts, models and theories and how these are being challenged, adapted and developed to this new landscape. The course will complement this by enabling students to develop and test their skills and knowledge via guest speaker lectures, visits to clients and agencies, and other organisations through assignments based both upon live briefs and real world scenarios. The latter will provide opportunities to acquire skills in leadership and management and to understand how marketing and media communications operate alongside other business disciplines at both an operational and strategic level.

A variety of assessment vehicles will be used as appropriate to the different modules, including assignments carried out in the student’s own time, in-class assignment, workshops, presentations and formal examination. The form of assessment has been chosen so as to motivate students to achieve their best, and create learning activities for the students. The assessment vehicles for individual modules are detailed in the module descriptors.

Assessments will be appropriate to the task, achievable, motivating and vocationally-focused and will form a constructive part of the learning process.
Assessments will develop general transferable skills as well as academic skills.
Assessments will provide sufficient opportunity for the best students to exhibit a level of innovation and creativity associated with excellence.

During the Foundation Year, students will be exposed to a variety of summative and formative assessments whilst developing the academic skills to be a successful student at university. Course content and Learning Outcomes will relate to students developing their knowledge and understanding of the subjects being studied and assessed.

Level 4 assessments will be primarily formative and will encourage the development of appropriate academic practice and concepts so that the student develops a clear understanding of the concepts and principles underpinning the subject and how to evaluate these via different types of research sources. The emphasis will be on frequent small-scale assessments wherever possible with a balance between formative and summative assessment.

Level 5 assessments will be more demanding, with the emphasis still on development of knowledge, skills, and concepts but now encouraging learning at greater depth, emphasising the development and deployment of critical thinking and the active acquisition and use of practical skills. This will be achieved through communicating appropriate findings to different audiences on live briefs and real world case studies. Assessment will also ensure that students develop creative thinking, problem solving skills at a formative level and an ability to use these alongside teamwork and project management in formative and summative assessments.
Level 6 assessments are designed so as to allow students to demonstrate critical thinking and to clearly demonstrate conceptual understanding of both existing and emerging theory and practice with a clear indication that the student has become an effective, independent learner. The emphasis is on summative assessment, whose development is clearly supported by informal and ongoing assessment at the group and individual level.

Advice, Feedback and Collaborative Learning

Assessment is an integral part of the education process, promoting student learning by providing a focus for consolidating, applying and demonstrating understanding of the subject matter. The summative assessment regime measures and grades learner development and achievement in relation to the intended Learning Outcomes. It also generates feedback information for students about the strengths and weaknesses in their work, with tutors affirming what students have done well whilst giving constructive criticism and encouraging advice about areas requiring reflection and further improvement.

In fact, tutor feedback on formal assessment elements is just part of the ongoing dialogue with students about their learning and personal development. Tutors will offer students frequent opportunities to discuss their progress, where their work can be examined and reviewed, including the evaluation of plans and drafts for assignments prior to submission. This supportive engagement helps to clarify what “good performance” is, with reference to published criteria and expected standards; it also encourages, motivates and directs students towards achieving their full potential.

Different strategies for timely advice and effective feedback will be adopted, according to what is appropriate for students and modules. For instance: good or bad examples of previous student work not only give students clues about appropriate content, structure and presentation of assignments but also highlight common mistakes and omissions; mock exam papers and formative tests; work portfolios represent a collection of structured activities completed over a period of time with regular interactions with the tutor; individual and group tutorials; practising presentations with other students can invite peer review; model answers can supplement and extend the feedback given on assessments; group discussions can promote reflection and collaborative learning; audio and video recordings can be used at various points to explain topics and to give guidance; other technology (such as the VLE) can facilitate information sharing, and support learning and collaboration.

Entry Requirements

Students whose prior studies have included business, psychology, sociology, media and English can continue to explore the subject areas with a marketing and media focus. The course may also be of interest to mature applicants who have experience of working in a front-line customer service role or who have run their own business and who want to formalise their practical experience with an acknowledged qualification.

Applicants who do not meet the minimum requirements for our three year programmes, or those who do not feel fully prepared for first year entry, can be considered for the four year programme including a foundation year. Applicants to these will have typically achieved between 32-56 UCAS tariff points. International students with IELTS 6.0 (5.5) or below will have to undertake an enhanced curriculum in addition to the advertised programme.

Applicants will normally have some interest, experience or employment ambitions related to marketing and media communications. The programme is not just aimed at recent leavers of School/College but is also an option for mature candidates who may have aspirations to return to education, perhaps as a springboard towards a significant career change. Standard University entry requirements will apply.

Start Date

New intakes each: September

Opportunities for students on successful completion of the programme

The course is designed to provide students with a spectrum of knowledge that can be used in a variety of organisations involved in marketing and media communications. These range from marketing agencies, media owners, client side marketing and communications departments, digital technology companies and management consultancies. Students will gain knowledge so that they operate either as client/account managers, digital and data specialists, communications planners and strategists, creative content developers, corporate communications executives or specialist consultants

Tuition Fee

The tuition fee is £9250 per annum. Students on this course may be fully funded by the Student Loan Company. This facility is only available to the UK and other European Union students. For more information, please contact the admissions team at admisisons@mrcollege.ac.uk or T: +44 2085565009

How to Apply

Please apply through UCAS and for assistance, contact via email, our Admissions Department, admissions@mrcollege.ac.uk or, by post to Mont Rose House, 412-416 Eastern Avenue, Gants Hill, IG2 6NQ.
Study Location: Mont Rose College, Ilford Campus

Study Mode

Full time


Level of Course

Level 6


Learners

36 Credits


Duration

4 Years


Delivered In Partnership With