Bachelor of Commerce in Marketing Management

Purpose

The Bachelor of Commerce (Marketing) is an undergraduate qualification that provides an overview of management practice in a national and international context. The programme aims to develop conceptual understanding, synthesis and application of Management and management theory for learners wishing to progress in management careers.

The qualification is directed towards persons occupying or intending to occupy junior and middle management positions in private and business sector organisations and who are also aspiring towards senior management positions. It is directed primarily at school leavers to enable them to develop and improve their management skills. Such learners would not have had previous exposure to the theoretical underpinnings of Management and marketing management.

Rationale

The mission of the Management College of Southern Africa (MANCOSA) focuses on the provision of affordable, accessible and accredited management programmes. The Bachelor of Commerce (Human Resource Management) will provide access to higher education to persons wanting to make careers in the field of commerce and industry and will complement the existing accredited qualifications that MANCOSA offers.

The Bachelor of Commerce (Marketing) degree is of special interest to the working professional in business and private organisations and those who wish to pursue a career in marketing. The course work is designed to provide the student with an understanding and working application of the principles essential to the effective management of organisations, with specialisation in the marketing function. The programme offers persons in employment the opportunity to improve their qualifications and become empowered in their quest to be marketing managers.

A secondary purpose is to provide a convenient and appropriate avenue into business management studies and eventual gainful employment for students coming straight out of school.

In addition, the programme will provide a route for students aspiring to study further on the established MANCOSA MBA programme.

MANCOSA is a distance education institution and its programmes are available to students internationally. Most of the existing intake is situated in the SADC region, where the learning programme could serve fruitfully to integrate and regularise the business management practices amongst the states in the region. The access to higher education could have a significant positive influence on the ability of young businessmen and women to become leaders in their fields and to make positive contributions to the economies of their countries.

Finally, the programme will address the issue of shortages of qualified personnel and contribute to the development of ethical practices and good governance in the private and business sectors.

The Bachelor of Commerce (Marketing)

• Contributes to regional and national goals by facilitating capacity building and human resource development in management for social and economic development.
• Promotes equity by providing affordable access to business management education to learners previously denied such opportunities.
• Recognises and caters for the career and economic needs of learners who are in employment.
• Provides learners with the opportunity to proceed on a course of study culminating in the attainment of a Masters Degree in Business Management.
• Empowers graduates with the skills and competencies necessary to function and grow in the private and business sectors.
• Broadens the social base of learners in higher education by targeting mature learners with work experience.

Recognition of Prior Learning (RPL)

This qualification may be obtained in whole or in part through the Recognition of Prior Learning.

In the cases where prior learning is to be recognised for purposes of access to the qualification

• It is assumed that the learning derived from work or life experience will be a major element in the profiles of non-standard entrants primarily by means of an examination of their Curriculum Vitae (CV).
• Such 'non-standard' candidates will be selected on the recommendation of a senior manager from their organisations/companies.
• Where appropriate, interviews will also be conducted to assess the applicants. Some of the key criteria that will be used in evaluating 'non-standard' applicants include:

> The applicants' motivation, maturity and realistic approach to their studies.

> Job description, covering relevant area of work, giving examples of tasks carried out, possibly supplying references.

> The nature and level of life/work experience and prior study, and the learning which has resulted from such experience.

> Details of in-company short courses, length, content of material covered, standard achieved.

> The clarity of the applicant's educational goals and objectives.

> The extent to which the applicant can provide evidence of the threshold skills and knowledge for the programme.

• Where prior learning is recognised for advanced standing, credit will be given for prior certificated learning in accordance with established practice at South African higher education institutions. The amount of 'specific' credit granted is dependent on the match between prior learning and award towards which the intended programme leads.
• Credits may only be accumulated for modules, which are prescribed within the structure of a named award.

Entry Requirements

The minimum level of attainment required for entry into this programme is a

• A Senior Certificate with endorsement.

Or

• National Senior Certificate granting access to Bachelor studies.

The qualification consists of compulsory modules at NQF Levels 5, 6 and 7 totalling 360 Credits.

Communication: (15 Credits)

• End User Computing, 15 Credits.
• Business Mathematics, 15 Credits.
• Business Law, 15 Credits.
• Financial Accounting, 15 Credits.
• Management Accounting, 15 Credits.
• Business Statistics, 15 Credits.
• Information Systems, 15 Credits.

Modules at NQF Level 6 (120 credits)

• Business Management 1A, 15 Credits.
• Business Management 1B, 15 Credits.
• Business Management 2A, 15 Credits.
• Business Management 2B, 15 Credits.
• Economics 1A, 15 Credits.
• Economics 1B, 15 Credits.
• Marketing 2A, 15 Credits.
• Marketing 2B, 15 Credits.

Modules at NQF Level 7 (120 Credits)

• Business Management 3A, 15 Credits.
• Business Management 3B, 15 Credits.
• Marketing 3A, 15 Credits.
• Marketing 3B, 15 Credits.
• Marketing 3C, 15 Credits.
• Marketing 3D, 15 Credits.
• Project, 30 Credits.

1. Apply management principles in a work-based context.
2. Utilise technology to communicate effectively.
3. Communicate effectively using both verbal and non-verbal communication.
4. Display project management skills.
5. Demonstrate knowledge and understanding of the marketing management.
6. Manage information in a business management context.

Associated Assessment Criteria for Exit Level Outcome 1

• Management environment, functions of managers and challenges confronting managers are described.
• Interaction between the four primary management tasks is explained and decision-making as a supportive management task is described.
• Human resource management and the relationship between a human resource strategy and business strategy are explained.
• Requirements for making decisions related to each part of the operations function is assessed and how effective operations strategies are developed is explained.
• Budgeting principles in the financial management of a business are applied.
• The importance of working capital management is discussed and different forms of financing available to a business are distinguished.
• The importance of strategic management and the steps in the strategic management process are explained.

Associated Assessment Criteria for Exit Level Outcome 2

• Common features of personal productivity tools are described.
• How applications can be integrated to work together is explained.
• The features and functions of word processing programmes and desktop publishing are described.
• The ability to work on electronic spreadsheets is demonstrated.
• How personal information is used by managers to organise daily activities is explained.
• Graphic and presentation software are used.
• The internet is used to conduct basic research.

Associated Assessment Criteria for Exit Level Outcome 3

• Describe how verbal and non-verbal communication affects a listener's interpretation of a message.
• Barriers to effective communication identified and plan how to eliminate them.
• Cultural differences can cause problems in communication are described.
• Requirements for organising a formal presentation are identified.
• Key elements of an effective presentation are identified.
• Curriculum vitae are drawn up.
• Interviews are planned and practiced.

Associated Assessment Criteria for Exit Level Outcome 4

• A project is clearly defined.
• Principles of Total Quality Management are explained and applied.
• Responsibilities of a project manager are outlined.
• Phases of a project are described.
• Competency in research methodology is demonstrated.
• The benefits of research are explained and a research report is written.
• Conclusions draw and appropriate recommendations arising out of the research are made.
• The role of marketing research in decision-making is explained.
• The techniques of marketing research are described.
• Knowledge of the ethical issues involved in undertaking marketing research are displayed.

Associated Assessment Criteria for Exit Level Outcome 5

• The sphere of responsibility of marketing management is defined and the development of marketing management is evaluated.
• The role of needs and wants in marketing as fundamental concepts in marketing are explained.
• The challenges/issues facing marketers are identified.
• Marketing strategies for various stages of the product life cycle are designed.
• The role of packaging in marketing is explained and the strategies for new product development are described.
• The role and importance of price in the marketing mix and consumer perceptions of price is explained.
• The relationship between marketing communication and the marketing strategy is described.
• The relationship between advertising objectives and marketing objectives is explained.
• The relationship between marketing strategy and corporate strategy and major steps in developing these strategies is described.

Associated Assessment Criteria for Exit Level Outcome 6

• The operational, managerial and strategic roles of information systems are explained.
• The basic information system concepts are explained.
• Knowledge of the concepts, developments, and managerial implications involved in computer hardware, software, database management and telecommunications technologies is displayed.
• How information technology is used in modern information systems to support the end user collaboration, enterprise operations, managerial decision making, and strategic advantage is described.
• IS systems are utilised to make decisions.

Integrated Assessment

Assessment is carried out by

• The use of work based assignments to test the application of principles in the organisation.
• The use of technology in the submission of assignments and access to learning resources.
• The use of basic research methods in all assignments.
• A project report.
• Written examinations.

Assessment centres around

• The extent to which the learner has grasped the basic concepts which form the base of management education.
• The application of Business and Marketing Management theory to a practical context.
• The methods of research used.
• A balance between theory and practice and its relevance to the level of the qualification.
• The use of appropriate technology to ensure effective communication of ideas.

Assessment methods measure the extent to which the learner has achieved competence in the different areas of study delivered through course modules.

These assessment methods include

• Case studies.
• Report writing.
• Interpretative and analytical problem solving in the written examination.
• Work based assignments.
• Self assessment activities in the course material.