Page Navigation

Module Descriptors

This page displays the selected Module Descriptor.

Printer friendly version Printer friendly version

Session: 2021/22

Last modified: 07/04/2021 12:21:25

Title of Module: Marketing & Academic Skills

Code: MARK07009 SCQF Level: 7
(Scottish Credit and Qualifications Framework)
Credit Points: 10 ECTS: 5
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Xiuli  Guo

Summary of Module

This module offers a framework to support the learner in successfully assimilating the personal, academic and professional skills and attributes required to be effective in the field of marketing. Academic development will be enhanced in the areas of referencing, research skills, academic writing (e.g. essay & report, etc.), becoming an independent learner and an awareness of the importance of ethics within a higher education environment. Professional skills will be developed in the areas of critical and analytical thinking, teamwork and communication skills, etc. This module also introduces Personal Development Planning and Continuing Professional Development to students and guides them through the structured and supported process of identifying and developing required academic, personal and professional skills and attributes.


  • The purpose of the module is to help students to develop the necessary skills required for success in marketing study and professional practice.

Module Delivery Method
Face-To-FaceBlendedFully Online
check markcheck markcheck mark

Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
check mark



check mark


check markcheck mark
Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2


Term 3


[Top of Page]

Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Explain the importance of effective academic and professional skills development.

L2. Identify and reflect on personal development actions to achieve study and career ambitions.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 7.

Demonstrate a broad knowledge of academic and professional skills and understand why they are critical to success in marketing study and professional practice.

Understanding of tools of self-reflection in order to develop professionally within a marketing context. Understanding the importance of CPD for professional marketers and knowledge of sources of support within their own workplace and more generally.

Practice: Applied Knowledge and Understanding SCQF Level 7.

Routine professional skills of active listening, working in groups and teams, written communication, oral communication and self-reflection. Demonstration of engagement in a CPD process with specific application to current organisational experience.

Generic Cognitive skills SCQF Level 7.

Present and evaluate arguments with regard to effective learning techniques and professional development. Students will be expected to develop skills in research, analysis and presentation of marketing information.

Communication, ICT and Numeracy Skills SCQF Level 7.

Students will use both oral and written communication effectively. They will use library and electronic resources to research management topics and information. Students will become proficient in the use of office-based software including word processing and spreadsheets.

Autonomy, Accountability and Working with others SCQF Level 7.

Students are expected to establish and maintain effective and creative self-management. Through the module, students are expected to develop skills in self-awareness, creativity and resilience. Students are expected to engage in reflexivity in order to take account of their own responsibility for learning. Students will collaborate with a variety of services within UWS.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

[Top of Page]

Learning and Teaching
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery12
Tutorial/Synchronous Support Activity6
Asynchronous Class Activity30
Independent Study52
100 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Cottrell, S. (2019) The Study Skills Handbook. 5th ed. Red Globe Press.

Cottrell, S. (2015) Skills for Success: Personal Development and Employability. 3rd ed. Basingstoke: Palgrave Macmillan.

Trought, F. (2017) Brilliant Employability Skills: How to Stand Out From the Crowd in the Graduate Job Market. 2nd ed. Harlow: Prentice Hall.

Whetten, D., & Cameron, K. S. (2016) Developing Management Skills. 9th ed. London: Pearson.

Additional materials to support learning in this module will be detailed on the Virtual Learning Environment.

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Attendance Requirements

In line with the Academic Engagement and Attendance Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on Moodle, and complete assessments and submit these on time. Please refer to the Academic Engagement and Attendance Procedure at the following link: Academic engagement and attendance procedure

[Top of Page]

Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing,Innovation, Tourism & Events
ModeratorValerie Will
External ExaminerSarah Forbes
Accreditation Details
Version Number


[Top of Page]

Assessment: (also refer to Assessment Outcomes Grids below)
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of written workcheck markcheck mark1000
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

[Top of Page]

  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study an institution which addresses specific issues covering all aspects of equality, diversity and human rights. Where required module assessment will be adapted to meet student requirements.

UWS Equality and Diversity Policy

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.