Bachelor of Business Administration in Marketing and Brand Management

The purpose of the Bachelor of Business Administration in Marketing and Brand Management is to induct learners into the business administration field, with a specialisation in marketing and brand management. The qualification seeks to solidify and deepen learners' foundational, applied, and reflexive competence in management, marketing, and brand management for successful candidates to demonstrate the requisite engagement with theories, principles, and praxis applicable to related professions and appropriate to an academic context at NQF level 7.

In close alignment with the purpose of a Bachelor's Degree as described in the HEQSF (2013: 32), the qualification aims to 'provide a well-rounded, broad education that equips graduates with the knowledge base, theory and methodology of disciplines and fields of study, and to enable them to demonstrate initiative and responsibility in an academic or professional context'. This relates specifically to the fields of marketing, brand management and business administration, with the qualification's focus on innovation and sustainability driving the qualification's purpose of fostering the principles of responsible citizenship and encouraging creative business solutions.

The envisioned candidates for this qualification are South African or international school leavers hoping to obtain a Bachelor's Degree which will enable them to function across business departments, but who have a particular interest in the field of marketing and/or brand management. This qualification is thus ideal for creatives hoping to function in managerial or other leadership roles while being able to contribute to the broader functioning and strategy of a business. The qualification is also well suited to those hoping to start a business in the creative or other industries.

In the face of exponential technological advancement in areas such as artificial intelligence, robotics, and automation and with reference to graduate attributes cultivated in the qualification. The purpose of the qualification is to encourage the refinement of uniquely human skills such as creative thinking, critical thinking, leadership, adaptability, and innovation. These graduate attributes echo the top skills for 2025 as described by the World Economic Forum (2020) as, inter alia, analytical thinking, innovation, complex problem-solving, critical thinking and analysis, creativity, originality, initiative, reasoning, leadership, and ideation.

The qualification emphasises general principles and theory as preparation for entry into general employment or a postgraduate qualification' (HEQSF, 2013: 32). The qualification has therefore been designed with a solid theoretical underpinning that drives practical application and critical reflection on topics in context. The qualification also includes two elective modules that attach firmly to Work Integrated Learning (WIL) Modality 4 (workplace learning). These modules are Brand Storytelling with WIL and Digital Customer Experience Design with WIL. The institution acknowledges and supports the theoretical focus which drives the purpose and characteristics of a general Bachelor's Degree, and afford learners the opportunity to experience the intersection of theoretical and professional knowledge by spending three weeks in a workplace learning context in their third year of study.

The qualification further aims to enable learners to undertake further academic study. Consequently, the qualification introduces learners to a variety of ideation techniques in addition to formal research methods which learners might use as a foundation to build on when undertaking academic research as part of a postgraduate qualification.

Rationale

The Bachelor of Business Administration in Marketing and Brand Management stems from the institution's vision, mission, values, and strategic pillars. The qualification aims to provide employment in South Africa, with specific reference to jobs that require competence in the field of business management and administration. The qualification is therefore geared towards addressing the need for managers, not only in the specific marketing and brand management fields but also in the broader business context. As stated in the 2022 Critical Skills List, the top ten professions which require skilled individuals include the roles of Director, Policy and Planning Manager, Corporate General Manager and Programme or Project Manager (Department of Home Affairs, 2022). The top ten professions listed all relate to the need for managers.

Although the qualification exits at NQF level 7 - while the listed positions require a minimum of an NQF level 8 qualification, the qualification's coverage of broader business management and administration means that graduates are empowered to further their studies, specialising in fields outside of the marketing field, should they so choose.

South Africa has also demonstrated the need for innovation and foreign investment in growing its economy. Through the qualification's focus on innovation and international business management, combined with its aim at empowering learners to sell their vision, it is hoped that learners graduating with the qualification will contribute to the broader economy in a meaningful way. As a Creative Business School, the institution embeds its qualification with learning aimed at developing learners' creative potential and the ability to harness this towards concrete outputs.

Regarding the qualification's specialisation, effective brand management and marketing represent valuable assets to a business. The need to not only create or manage businesses but to ensure their longevity and success strengthens the value of the proposed qualification's integration of business administration with marketing and brand management. The qualification seeks to provide learners with the critical and creative skills required to successfully manage a brand's image and marketing while also providing learners with insight into the economic, financial, managerial and procurement factors required for businesses to compete on a global scale. An interest in innovation also reflects the institution's recognition of businesses' needs to compete within industries characterised by continuous change. The qualification's distinct interest in sustainable practices also aims to ensure that businesses are managed in a way that is not only competitive and strategic, but also one that takes the Environmental, Social and Governance (ESG) framework into account. Conversations with industry experts and the Institution's Academic Board have also confirmed the need for and importance of a business degree with an administrative stance that focuses on marketing and brand management.

This qualification has been designed as a qualification for career entry in the fields of marketing, brand management and business administration. Alternatively, this qualification provides horizontal, diagonal and vertical articulation possibilities to cognate qualifications in the fields of leadership, entrepreneurship, project management, commerce and marketing research. Considering that this qualification has been designed in the contact mode and the distance mode of provision with online support, it is aligned with the directive to support widened access to Post School Education and Training (PSET) in South Africa. In other words, by offering the qualification in two modes, the institution intends to make this qualification available to a diverse learner audience with varying needs and realities as these relate to time and location. This is done in alignment with the National Development Plan's belief that distance education, aided by advanced information communication technology, will play a greater role in expanding learning opportunities for different groups of learners and promote lifelong learning and continuous professional development as we move towards a more inclusive and prosperous society in 2030 (National Planning Commission, 2012: 295). The institution believes that reaching a broader audience creates opportunities for diverse perspectives and new insights to enter the business world. It is hoped that fostering a generation of creative problem solvers and entrepreneurs will further the institution's vision of contributing to making South Africa a global player.

This qualification seeks to facilitate access to on-demand career opportunities in the field of marketing, management and related fields, such as digital marketing, brand management, digital brand management, advertising, business innovation, experience design and customer relations. Depending on the requirements of specific employers, graduates may initially find entry-level opportunities and gradually progress to middle management positions, or they could be employed in management positions at the outset. As such, an array of entry-level and intermediate job roles are listed below. The qualification intends to catapult successful candidates into meaningful career opportunities or professional practice in an array of occupations in South Africa. Learners who exit this qualification should be able to seek and secure employment in the following capacities (depending on the level of experience required by the respective employer):

• Marketing Assistant.
• Marketing Manager.
• Junior Content Marketer.
• Assistant Brand Manager.
• Brand Manager.
• Digital Marketing Manager.
• Marketing Coordinator.
• Communications Manager.
• Campaign Manager.
• Management Consultant.
• General Manager.
• Digital Marketer.
• Customer Relations Manager.

The qualification has been developed in collaboration with subject matter experts to ensure that its coverage includes topics at the forefront of the fields of marketing and brand management. It is believed that the combination of these skill sets, as well as the focus on future-forward marketing and brand management approaches, will assist graduates in standing out in the job market. The workplace learning component of this course also benefits learners through exposure to the functioning of local creative or other businesses. Successful graduates will also be equipped with most of the key soft skills required for future-proof careers, including leadership, communication, problem-solving, management and strategy.

The societal benefits offered by the proposed qualification include addressing critical skills shortages in the country. In addition, the qualification's strong focus on sustainable business practices hopes to impact South African businesses in a manner that will lead to more environmentally friendly and socially conscious business practices. The qualification also has a strong interest in broader ethical considerations, hoping to ensure that management, marketing, and brand management are conducted in a way that demonstrates businesses' accountability towards their customers and clients.

The economic benefits that may flow from the proposed qualification stem from the qualification's aim at developing a cohort of future managers who can integrate creativity and innovation with practical business management and administration. The focus on innovation hopes to encourage graduates to drive novel and competitive developments within their respective businesses. With this qualification, the institution therefore seeks to deliver graduates who can manoeuvre the challenges implicit in a neo-liberal society, to ultimately contribute not only to their career progression but also toward uplifting the South African society and economy at large.

This qualification consists of the following compulsory and elective modules at NQF Level 5, 6, and 7 totalling 360 Credits.

Compulsory Modules, Level 5, 120 Credits

• Academic, Digital and Data Literacy: Fundamental, 15 Credits.
• Business Management 1A, 15 Credits.
• Brand Management 1, 15 Credits.
• Marketing, 15 Credits.
• Business Management 1B, 15 Credits.
• Design Thinking for Marketing Practice, 15 Credits.
• Sustainable Marketing and Brand Practice, 15 Credits.
• Business Communication, 15 Credits.

Compulsory Modules, Level 6, 120 Credits

• Business Management 2, 15 Credits.
• Brand Management 2, 15 Credits.
• Marketing 2, 15 Credits.
• Economics, 15 Credits.
• Finance Practice for Marketing, 15 Credits.
• Digital Innovation, 15 Credits.
• Creative Leadership, 15 Credits.
• Sustainable Value Chain: Brand Focus, 15 Credits.

Compulsory Modules, Level 7, 105 Credits

• Business Management 3, 15 Credits.
• Marketing, 15 Credits.
• Brand Management 3, 15 Credits.
• Business Law, 15 Credits.
• Marketing Research, 15 Credits.
• Project Management, 15 Credits.
• Virtual Brand Practice, 15 Credits.

Elective Modules, Level 7, 15 Credits (Select one module from the following options)

• Brand Storytelling with WIL Modality 4, 15 Credits.
• Digital Customer Experience Design with WIL Modality 4, 15 Credits.

1. Demonstrate an integrated understanding of general management, business management strategies and functional areas within an organisation and applied competence in managing organisational processes, in a manner which aligns with best practices and legal requirements, in variable local and global contexts.
2. Demonstrate integrated knowledge of applied competence and criticality in the identification of marketing opportunities, the resolution of problems in unfamiliar contexts, and the development of marketing strategies and materials that facilitate positive change in a business's marketing activities or approaches.
3. Apply evidence-based solutions and theory-driven strategies in managing a brand's image, equity, and portfolio throughout the brand's life cycle, demonstrating due cognisance of the changing landscape in which brands function, including the ability to manage virtual brands and virtual brand communities.
4. Demonstrate the ability to lead business innovation from problem identification to implementation, managing any resultant projects and their related project administration, in unfamiliar and variable contexts.
5. Apply a range of methods in managing and documenting marketing research based on well-formed marketing strategies aimed at gaining insights into target audiences functioning in unfamiliar contexts.
6. Apply advanced planning and organising capabilities in developing the required processes needed to drive an organisational initiative related to brand storytelling or digital customer experience design within a real-world context.

Associated Assessment Criteria

Associated Assessment Criteria for Exit Level Outcome 1

• Develop an innovative business strategy to solve problems, introduce change or lead business development in variable contexts, with an awareness of the need for sustainability in global business practices.
• Integrate knowledge of business functions and management with knowledge of the global business environment, demonstrating a practical and critical mindset in addressing problems that arise from unfamiliar contexts.
• Consider relevant legal requirements and contemporary ethical considerations and critically reflect on and apply them in variable business contexts.

Associated Assessment Criteria for Exit Level Outcome 2

• Critique, develop and document omnichannel digital marketing strategies.
• Gather and analyse data from consumer research in an ethical manner to inform marketing strategies that align with the consumer profiles developed based on an understanding of social and psychological factors that drive consumer behaviour.
• Craft marketing materials using best practices, with consideration of the platform used, including those related to conversion optimisation on digital platforms.

Associated Assessment Criteria for Exit Level Outcome 3

• Develop and present brand strategies, including virtual brands, in a professional manner, justifying choices based on an integrated knowledge of the field's core concepts.
• Measure brand equity and advise stakeholders on suitable actions to be taken in solving problems in variable contexts.
• Engage with how brand managers can drive sustainability and social responsibility in brand strategies in a critical manner and apply them in variable, simulated contexts.

Associated Assessment Criteria for Exit Level Outcome 4

• Gather and analyse information related to projects, including those driving innovation within a business to inform effective project and change management.
• Capture and manage projects relating to unfamiliar and variable contexts using project management software.
• Document and communicate business decisions and plans in a professional manner.

Associated Assessment Criteria for Exit Level Outcome 5

• Develop research proposals and plans employing a range of methods.
• Develop and apply processes of information gathering validation, analysis, and evaluation to produce meaningful research outputs.
• Recommend adjustments to marketing tactics, based on insights gathered from research and analyses to improve performance and solve problems in variable contexts.

Associated Assessment Criteria for Exit Level Outcome 6

• Develop and present proposals for brand storytelling or digital customer experience initiatives.
• Manage and document a range of processes related to brand storytelling or digital customer experience design within unfamiliar and variable contexts.
• Apply the Design Thinking method and mindset in the context of a work-based learning project related to either brand storytelling or digital customer experience design.

The assessment strategy for the qualification is informed by the assessment practices and principles as set out in the institution's Assessment and Moderation Policy (No 6). This policy needs to be read in conjunction with the following section, which will focus on the key aspects related to the assessment strategy employed in the qualification. In addition, it should be noted that both the institution's Assessment and Moderation Policy, as well as the assessment strategy for the proposed qualification, are underpinned by the guidelines set out in the CHE's -Policies on the Recognition of Prior Learning, Credit Accumulation and Transfer, and Assessment in Higher Education (2016) policy document.

This section should also be read alongside the assessment strategy documents developed for the qualification which provides full oversight of the assessment strategy for each module, alongside the ELOs, module outcomes and components which will be assessed throughout the qualification. The assessment strategy document details the exact weightings of formative and summative assessments per module. However, as a rule, each module has two formative assessments to the value of 25% each, and one summative assessment to the value of 50%.

The institution uses a range of formative and summative assessment methods (SAQA, 2005: i). The institution's assessment strategy indicates formative assessment moments as occurring during the process of learning and teaching to shape learners' progress and provide further direction and describes summative assessments as a process of evaluating or making judgements about achievement. The assessment strategy for summative assessment entails assessment at the conclusion of each module of learning.

The assessment strategy is designed such that it aligns with the qualification's ELOs, AACs, module outcomes and component-level outcomes. The principles of constructive alignment have played a key role in informing not only the qualification's assessment strategy but also the overall design of the qualification. The practical implications of the different learning environments in which the qualification will be delivered (contact mode, distance mode and workplace learning) were also considered throughout the design to ensure that teaching and learning activities can support the achievement of outcomes. As a result, the assessment of learning is aligned with the qualification content and teaching methodologies employed to facilitate engagement with qualification content. The assessment strategy for WIL Modality 4 is also described.