Bachelor of Commerce in Business Marketing

Purpose

This qualification is a career-orientated qualification. It aims to expose students to the specialist area of marketing, and equip them with advanced in-depth knowledge and methodology of the discipline combined with practical skills to enter the marketing field confidently.

The qualification was designed around the three common types/levels of competence. Therefore it provides for learning activities to obtain discipline specific (foundational) knowledge, opportunities to master the application of such knowledge (acquiring practical competence), as well as learning through simulated assignments and workplace experiences requiring learners to adapt and transfer foundational and practical knowledge to deal with common challenges in this particular field of work. For this reason experiential learning, requiring the learner to demonstrate initiative and responsibility in a professional context, forms part of the qualification.

The qualification provides opportunity for the students to develop initiative and responsibility in an academic sense, 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.

Once qualified, the graduate will have a wide range of career options within the field of marketing such as media buyer, sales executive, advertising executive, account manager, brand manager project manager, creative director, distribution manager, mobile marketing specialist, key account manager, brand promoter, media development officer, service manager, sales coordinator, marketing coordinator, advertising sales support, market researchers, marketing advisors for small business, marketing assistant, or buyer.

The graduate may also choose to become self-employed in any of these career options.

The delivery model of the qualification applies the elective principle. One of the key objectives of the program leading to this qualification is to develop specialists in the field of e-print media design. Within this broad field of work, there are a number of options that the candidate could choose from, not only in terms of future career options to graduates but also in respect of media types (modalities) as well as creative design style applied in all practical assignments.

This qualification therefore provides for the possibility to become a specialist in a given modality combined with a unique creative design style.

This qualification is designed for the following groups of learners

• Learners who wish to be equipped with a broad understanding of different related disciplines combined with in-depth knowledge to be able to enter into the marketing labour market.
• Learners who seek a learning programme that is tailor-made for the needs of the marketing environment.
• Learners who wish to combine inter-personal and creative skills in career context.
• Learners who were previously disadvantaged or who were denied access to formal learning programmes.
• Learners who have worked in this particular industry for some time, but have no formal qualification, which limits job promotion and security of income.
• Learners who wish to obtain a formal qualification that makes it easier to move up the value chain.
• Learners who have recently left school after acquiring a National Senior Certificate, or equivalent qualification, and wish to enter tertiary education in preparation for a career in this field.
• Learners who wish to who acquire a qualification aligned with the NQF that will enable them to continue with a further qualification at a higher (more advanced) level in this particular discipline.

Rationale

The Bachelor of Commerce in Business Marketing provides exciting career opportunities in the field of marketing. It addresses the human resource development needs of the country. There is a need for qualified candidates that enter the industry with advanced knowledge in this field. This is related to a combination of factors, ranging from the economic growth of the country and the increased need for business to develop and market products and services that address the needs of the citizens of the country.

The curriculum has been designed to provide prospective students with an in-depth knowledge of the marketing and business environment combined with the vital skills in applying knowledge required to build a successful career in this specialized field of work.

It is assumed that learners are competent in Communication at NQF Level 4.

Comprehensive knowledge of/and experience in computer or information technology is not required, although it will be to their advantage.

Recognition of Prior Learning

Provision is made for prior learning to be recognized so that candidates have the opportunity to gain access should they not meet the access requirements. The qualification may be obtained in part through the Recognition of Prior Learning process, or obtain advanced placement in the prescribed learning programme (fast-tracking). Candidates may gain credit for certain modules successfully completed elsewhere, or in a relevant programme previously completed at this institution. Recognition of Prior Learning candidates must demonstrate competence in respect of certain specified knowledge, skills and/or attitudes pertaining to this programme.

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 Recognition of Prior Learning is that the candidate must fill out a questionnaire accompanied by a portfolio of evidence of prior learning.

Access to the Qualification

This qualification is for all learners in possession of a National Senior Certificate (NSC) or equivalent qualification granting access to bachelor degree study.

The qualification consists of the following compulsory modules totaling 370 credits

Modules at NQF Level 5

• Business Management and Entrepreneurship 112, 15 credits.
• Business Communication 122, 15 credits.
• Information Management Systems 122, 15 credits.
• Business Marketing 122, 20 credits.
• Marketing Practice 123, 25 credits.
• Personal Selling 122, 15 credits.
• Professional Development 122, 15 credits.

Total credits at NQF Level 5 = 120.

Modules at NQF Level 6

• Business Management and Entrepreneurship 212, 15 credits.
• Marketing Management in Context 212, 15 credits.
• Sales and Operations 222, 20 credits.
• Marketing Planning 212, 20 credits.
• Research 211, 5 credits.
• Marketing Research 222, 20 credits.
• Marketing Practice 223, 25 credits.

Total credits at NQF Level 6 = 120.

Modules at NQF Level 7

• Business Management and Entrepreneurship 322, 15 credits.
• Marketing Management in Context 322, 15 credits.
• Strategic Marketing Planning 322, 20 credits.
• Consumer Behaviour 312, 15 credits.
• Applied Research 322, 20 credits.
• Industry Experience 323, 45 credits.

Total credits at NQF Level 7 = 130.

Electives

The delivery model of the qualification applies the elective principle. One of the key objectives of the program leading to this qualification is to develop specialists in the field of e-print media design. Within this broad field of work, there are a number of options that the candidate could choose from, not only in terms of future career options to graduates but also in respect of media types (modalities) as well as creative design style applied in all practical assignments.

This qualification therefore provides for the possibility to become a specialist in a given modality combined with a unique creative design style. To obtain this qualification it is a primary requirement and condition that the candidate must choose a modality for specialization. At the same time the topic for the research complemented by a portfolio of practical work during the third year of study must reflect personal choice, according to individual interest and ability.

1. Comprehend relevant business marketing principles, concepts and processes.
2. Demonstrate understanding of the management of resources and activities of an organization.
3. Apply knowledge of different areas of business marketing in an integrated manner.
4. Understand the principles, scope and strategic processes of entrepreneurship.
5. Conduct scientific research.
6. Engage in personal and professional development.

Associated Assessment Criteria for Exit Level Outcome 1

• Understanding of marketing, the process and practice of marketing, the extended marketing mix, as well as advertising, promotion, branding and personal selling in different contexts is demonstrated.
• Understanding of the purchase decision-making process and the variables that influence customer buying behaviour is demonstrated.
• Understanding of marketing research and different types of information and marketing research requirements needed for effective marketing management in a competitive environment is demonstrated.

Associated Assessment Criteria for Exit Level Outcome 2

• The need to manage the resources as economically as possible is explained in terms of the profitability of an organization.
• The need to manage the activities of an organisation so that they are as effective as possible is explained in terms of the profitability and efficiency of an organization.
• Computer-based information management systems are understood in terms of their impact on the efficiency and profitability of an organisation.

Associated Assessment Criteria for Exit Level Outcome 3

• A marketing plan for a product or service is generated, analysed and presented to the client.
• A competitor analysis is planned and carried out for a given organisation.
• A promotional plan is designed and a branding strategy compiled for an organization/product.
• A detailed plan for advertising an organisation's product or service on the internet is designed.
• A full sales presentation is planned and executed.

Associated Assessment Criteria for Exit Level Outcome 4

• The business world today is understood together with how sound business management can add value to the free-market economy.
• The role of management is understood in terms of the actions required according to existing labour legislation.
• A functional business plan aimed at establishing a new business enterprise is conceptualised, planned and generated.
• The challenges and requirements for establishing and running a new business venture are understood.

Associated Assessment Criteria for Exit Level Outcome 5

• Research to contribute to knowledge creation, expansion or testing within the business marketing field is conceptualised, planned and conducted.
• Research findings are reported on using appropriate scientific language and formats.

Associated Assessment Criteria for Exit Level Outcome 6

• The need for personal and career development is understood in terms of personal well-being and career advancement.
• Progress in achievement of personal development goals and targets is evaluated on an on-going basis.
• A range of interpersonal and transferable business skills is developed and used when appropriate.
• Independent self-managed/directed learning is undertaken.

Integrated Assessment

Assessment should be conducted in line with the institutional Assessment Policy, which states that assessment of competence is an integral part of the programme. Assessment is conducted throughout the duration of the programme as a mechanism to monitor learning progress, identify areas for remedial intervention, or guidance to individual students 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 programme as a whole.

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 candidates will be assessed by way of individual presentations during group seminars, and one-to-one consultations between a candidate and the lecturer, or study leader supervising the research assignment during the first advanced level (third year) of study.

Since the execution of job-related tasks require the integration of theory and the application of knowledge as well as skills, assessment practice will as far as possible be conducted along the same line. This means that assessment methods will be suitable to assess both the mastery of knowledge and the ability to apply knowledge, separately. Different outcomes are thus also assessed in a combined manner.