Bachelor of Commerce Honours in Business Marketing

Purpose

The qualification consolidates and deepens the learner's knowledge in the discipline concerned. The qualification involves a high degree of theoretical and exploratory engagement combined with a component of practical application of knowledge relevant to the challenges in the world of work. Complementary to this, the qualification builds the learner's capacity in research methodology and techniques involving actual research on an appropriate theme or topic aimed at contributing to scientific knowledge in a relevant area of business marketing.

The qualification provides sufficient opportunity for the learner to develop initiative and responsibility in an academic sense right from the start, by requiring of them to make decisions and solve problems in executing a range of simulated workplace assignments. These skills are also vital when learners have to plan and conduct a research project independently, accompanied by a portfolio of practical work in a relevant area of learning, depending on individual interest and skills.

The duration of the qualification is one year full-time and two years part-time study. It has clearly specified admission requirements, entry points, standards of competence at the exit point (Exit-Level Outcomes), specific outcomes, a syllabus, assessment criteria (performance indicators) and pass requirements for each subject/module that constitute the program.

The ideal learners are those who

• Wish to develop a deeper understanding of and become specialists in certain areas relevant to business marketing.
• Wish to combine theories, practical and technological techniques in an integrated manner.
• Wish to negotiate an area of specialisation in this particular field of study.
• Seek a learning qualification that provides the opportunity to conduct research that will contribute to knowledge growth in this particular field.
• Desire to obtain a qualification that will enable them to prepare them for and continue with a further Postgraduate qualification in this particular discipline.

Once qualified, the learner will have a wide range of career options such as Sales Manager, Marketing manager, brand manager, project manager, key account manager, Client Service/Customer Manager, Market Researcher, Business Unit Manager, or a Marketing and Management Advisor to a small business, or organisations (NPOs etc.).

Rationale

The Bachelor of Commerce Honours in Business Marketing Degree provides an opportunity to develop deeper and more specialised knowledge in this particular discipline. It addresses the human resource and scientific development needs of the country. There is a need for learners that enter the industry with advanced knowledge in the field of business marketing. This is related to a combination of factors such as the economic growth of the country and the increasing need for businesses to develop and market products and services that address the needs of the citizens of the country. More specifically, there is a need for expertise in areas such as strategic management, e-Commerce/digital marketing as well as knowledge of planning and executing research. Increased equity will be achieved by giving learners from historically disadvantaged communities wider access to learning opportunities in the above-mentioned program to address imbalances of the past. The qualification will be offered through full-time study.

Recognition of Prior Learning (RPL)

The qualification allows for open access, therefore provision should be made for prior learning to be recognised so that learners have the opportunity to gain access to the qualification, obtain the qualification in part through the RPL process, or obtain advanced placement in the prescribed learning program (fast-tracking). Learners may gain credit for certain modules successfully completed elsewhere, or in a relevant program previously completed at this institution. RPL learners must demonstrate competence in respect of certain specified knowledge, skills and/or attitudes pertaining to this program.

The specific form of assessment to determine the extent of recognition of prior learning will depend on evidence produced by each individual applicant. In case of the applicant not being able to produce a certificate of credits gained, the assessment will at least involve the presentation of a portfolio of practical work as demonstration of applied knowledge and skills. Part of the requirements in case of application for RPL is that the learner must fill out a questionnaire accompanied by a portfolio of evidence of prior learning. All necessary particulars are indicated in the RPL Guide issued to applicants.

Entry Requirements

Learners are required to have the following in place in order to be considered for admission

• An appropriate three year Bachelor's Degree.

This qualification consists of 8 modules including two electives at NQF Level 8 totalling 120 Credits.

Modules

• Strategic Management 42, 15 Credits.
• Services Marketing 43, 40 Credits.
• Advanced Research Methodology 41, 5 Credits.
• Applied Research 43, 40 Credits.

Choose one of these two elective subjects

• Digital Marketing 42, 20 Credits.
• Marketing Metrics 42, 20 Credits.

1. Demonstrate knowledge of the work environment, discipline of practice, underpinning theories, research methodologies and methods relevant to business marketing.
2. Collect, analyse and evaluate information using a variety of sources aimed at knowledge production in the field of business marketing.
3. Understand the complexities relating to procedures, processes, and techniques pertaining to business marketing practice.
4. Identify marketing problems and generate solutions based on relevant business marketing knowledge.
5. Identify and deal with ethical matters pertaining to business marketing using appropriate value systems.
6. Manage processes in information gathering and evaluation aimed at creative problem solving in the field of business marketing.
7. Communicate ideas verbally, orally and in writing effectively appropriate to the different audiences in the field of business marketing.
8. Take accountability for own decisions, performance, work produced, and the way resources are used.

Associated Assessment Criteria for Exit Level Outcome 1

• Critical theories, concepts, principles and rules across specialised areas of business marketing are comprehended.
• Strategic management, contemporary issues in marketing and advanced research methodologies are understood.

Associated Assessment Criteria for Exit Level Outcome 2

• Information using different sources relevant to work tasks in business marketing is gathered.
• Multiple sources of knowledge and processes of knowledge production are interrogated and evaluated.

Associated Assessment Criteria for Exit Level Outcome 3

• Procedures, processes and techniques appropriate to professional marketing practice at an advanced level are comprehended.
• The marketing management function and scope are applied according to the fundamental general marketing management practices.

Associated Assessment Criteria for Exit Level Outcome 4

• Problems or challenges in the world of business marketing at an advanced level are identified.
• Solutions to identified marketing challenges and problems incorporating critical thinking and creative skills are generated.
• Appropriate techniques to execute marketing assignments and tasks are applied.

Associated Assessment Criteria for Exit Level Outcome 5

• Ethical principles in all areas of business marketing practice are adhered to.
• Values and principles of professional practice as well as different target audiences are taken in to account.

Associate Assessment Criteria for Exit Level Outcome 6

• Information in an organised manner is gathered, selected and presented.
• Research data to inform research objectives is collected, analysed and interpreted.
• Relevant data to enable informed decisions and creative problem solving is analysed, evaluated and chosen.

Associated Assessment Criteria for Exit Level Outcome 7

• Effective communication skills in performing work-related tasks are used.
• Ideas and information pertaining to marketing are communicated in a professional manner.
• Convincing and persuasive arguments that are grounded in a critical theoretical and practical context are professionally presented.

Associated Assessment Criteria for Exit Level Outcome 8

• Processes to produce required products are planned. Managed, organised and implemented.
• Confidence and decision making skills necessary to manage people and marketing processes in the work place are demonstrated.

Integrated Assessment

Assessment is conducted in line with the institutional Assessment Policy, which states that assessment of competence is an integral part of the qualification. Assessment is conducted throughout the duration of the qualification as a mechanism to monitor learning progress, identify areas for remedial intervention, or guidance to individual learners towards further learning (formative assessment). This is complemented by summative assessment to evaluate competence in terms of achieving all outcomes at the end of each module and the qualification.

A combination of appropriate formative and summative assessment methods is used at fundamental, intermediate as well as advanced level. These include orals, written tests, examinations and practical assignments. In addition, the learning progress of learners will be assessed by way of individual presentations during group seminars, and one-to-one consultations between a learner and the lecturer, or study leader supervising the research assignment during the first advanced level (third year) of study.