Bachelor of Commerce Honours in Marketing Management

Purpose

To produce citizens who understand the concepts and principles underlying Marketing Management. They will provide the skills and expertise highly needed in the community for doing market research and managing marketing enterprises.

Rationale

The qualification is designed to provide the learner with an understanding and working application of the principles essential to the effective management of organisations, with a specialisation in the Marketing function. Graduates would be able to provide the skills and expertise highly needed in the community for doing market research and managing marketing enterprises. It provides and offers the skills, knowledge and understanding of marketing that are essential for analysis of market conditions, development of marketing strategies, product and brand development, pricing, distribution (local and international), integrated marketing communication and interaction with the customer.

Recognition of Prior Learning (RPL)

The institution accepts the principle underlying outcomes-based, source-based and life-long learning, in which considerations of articulation and mobility play a significant role, and subscribes to the view that Recognition of Prior Learning, whether acquired by formal education curricula at this or another institution or informally (by experience) is an indispensable element in deciding on admission to and awarding credits in an explicitly selected teaching-learning qualification of the institution.

A learner who falls outside of the formal qualifications system, but who can demonstrate (through the production of substantial and satisfactory evidence) experiential or work-based learning or a non-formal qualification (or a combination), may be considered for admission and/or for the Recognition of Prior Learning for the achievement of the qualification in part or in full. A learner who after such assessment, is deemed to have sufficient potential, but is in need of further academic development, must be directed to other suitable learning qualifications prior to admission or to parallel qualifications after admission.

Entry Requirements

The minimum entry requirement for this qualification is

• Appropriate Bachelor's Degree in Marketing, Level 7.

This qualification consists of the following compulsory and elective modules at Level 8 totalling 128 Credits.

Compulsory Modules, 64 Credits

• Strategic Marketing, 16 Credits.
• Research Methodology in Marketing, 16 Credits.
• Marketing Research Project, 32 Credits.

Elective Modules, 64 Credits (Choose Four)

• Advanced Tourism Marketing, 16 Credits.
• Strategic Brand Management, 16 Credits.
• Business to Business Marketing, 16 Credits.
• Advanced Marketing Planning, 16 Credits.
• Advanced Topics in Marketing, 16 Credits.
• Advanced Topics in Advertising, 16 Credits.
• Global Marketing, 16 Credits.
• Strategic Supply Chain Management and Project Management, 16 Credits.
• Advanced Purchasing and Operations Management (Inbound Logistics). 16 Credits.
• Advanced Transport and Physical Distribution (Outbound Logistics), 16 Credits.

1. Demonstrate an understanding of the general principles underlying Marketing Management.
2. Conduct and report research.
3. Apply own learning in an integrated way to analyse a specific area related to own work context to identify problems.
4. Apply the relevant theoretical frameworks to recommend solutions to identified problem areas.

• Diagnose complex marketing situations.
• Formulate practical solutions for the Marketing Management context.
• Display a familiarity with a repertoire of good practice models for marketing management by applying them to real life situations.
• Evaluate the impact of the environment from a Marketing Management perspective.
• Evaluate the impact of the economy from a Marketing Management perspective.
• Formulate coherent strategic policies.

Integrated Assessment

Each module will be assessed through an integrated individual written assignment, in addition to a range of oral and written, group and individual class assignments in order to give learners the opportunities to demonstrate a variety of competencies. The final module assignment requires learners to apply their learning in an integrated way to analyse a specific area related to their work context in a work-based assignment and to apply the theoretical frameworks to recommend solutions to identified problem areas.

The practitioner research project assesses the ability of learners to integrate themes from different modules appropriately to a real scenario. Assessment methods will include research projects, individual oral and written assignments and presentations.