Bachelor of Philosophy Honours in Marketing Management

Purpose

Individuals studying in the field of marketing can access this programme. The purpose of the proposed programme is to target senior marketing managers to ensure they effectively understand and implement the set of decisions and actions that will result in the formulation and implementation of a strategic marketing plan, designed to achieve an organisation's objectives. This will involve the planning, directing, organising and controlling of marketing strategy-related decisions and actions.

At a senior level, managing activities internal to the organisation are only part of the manager's responsibilities. The senior manager must also respond to the challenges posed by the organisation's internal and external, including international, environments. To deal effectively with challenges that effect the growth and profitability of the organisation, the marketing manager must implement processes that will optimise the competitive position of the organisation by maximising the anticipation of environmental changes and unexpected internal competitive demands. Although the scope of marketing management is quite broad, it is very important for a senior marketing manager to be able to produce and implement a strategic marketing plan, the basis of which normally depends on a substantial marketing research component.

Rationale

As an outcome of its planning process and in response to the needs of the marketing world-of-work, the IMM Graduate School of Marketing has decided to introduce a Bachelor of Philosophy Honours in Marketing Management to run beside the Postgraduate Diploma in Marketing Management. The main reason is that the Postgraduate Diploma in Marketing Management is more suitable for senior managers without any previous marketing qualifications, whilst the Bachelor of Philosophy Honours in Marketing Management is a postgraduate qualification that requires a substantial undergraduate knowledge-base in marketing management. In comparison to the Postgraduate Diploma, the Bachelor of Philosophy Honours in Marketing Management includes a weighty component of advanced marketing research, which will therefore prepare students more adequately for the Master of Philosophy in Marketing Research, which will be offered by the IMM Graduate School of Marketing.

A 2008 survey conducted amongst 76 marketing companies and marketing divisions within corporate organisations has strongly indicated the need for such a postgraduate qualification for senior staff members who have already obtained a Bachelor in Business Administration or a Bachelor of Commerce in Marketing Management. The needs analysis has especially revealed the need for a part-time distance education programme that will allow employed students to pursue their studies whilst continuing to work on a full-time basis.

In designing the new qualification, organisations within the marketing industry, such as the Institute of Directors (IOD), have been widely consulted. The consensus of the marketing industry is that marketing management encompasses all factors that influence a company's ability to deliver value to customers and there is indeed a need for a postgraduate marketing management qualification; one that is broad-based but includes a substantial marketing research component. The IMM Graduate School of Marketing aims to cap the intake at 25 students per year.

It is assumed that students have mastered the general and academic knowledge, attitudes and skills required to complete a qualification at NQF Level 7.

Recognition of Prior Learning (RPL)

This qualification may be achieved in part through the recognition of relevant prior learning and through prior experience. Recognition of Prior Learning will be applied on an individual basis. Such procedures and the assessment of individual cases are subject to moderation by independent assessors.

Access to the Qualification

The applicant must hold a minimum of an appropriate, recognised three year Bachelors Degree in Marketing.

The qualification consists of the following modules all at NQF Level 8

Compulsory modules

• Advanced Strategic Marketing: Theory and Practice 4: 40 Credits.
• Advanced Global Marketing 4: 20 Credits.
• Advanced Marketing Research: Theory 4: 20 Credits.
• Advanced Marketing Research: Report 4: 20 Credits.
• Advanced Marketing Practicum 4: 20 Credits.

Elective Modules

Learners are to choose one of the following

• Advanced Brand Management 4: 20 Credits.
• Advanced Digital Marketing 4: 20 Credits.
• Advanced Contemporary Marketing Management Issues 4: 20 Credits.

Learners are to complete the 5 compulsory modules and one of the three elective modules to give a total of 120 Credits for the qualification.

1. Demonstrate advanced management knowledge and how it links to the discipline of marketing.
2. Understand the requirements for and responsibility of a senior marketing management position and lead a marketing team in an organisation.
3. Assess an organisation's internal conditions and capabilities, as well as the external environment, and link its resources with desirable marketing options.
4. Demonstrate an advanced understanding of the national and international economic context and systems within which organisations operate and link these to marketing opportunities.
5. Critically select secondary and primary research information and process the information for the purpose of producing a marketing research report.
6. Produce an advanced strategic marketing plan, communicate it to all relevant role players and implement it.
7. Produce and communicate information in a business environment respecting conventions in regard to intellectual property rights, copyright and plagiarism.
8. Evaluate the success of a strategic marketing process as an input for future decisions.
9. Develop life-long learning strategies in the field of marketing management.
10. Identify and address ethical issues in the field of marketing management and base decisions and actions on appropriate marketing management values.

Critical Cross-Field Outcomes

The qualification addresses all, the Critical Cross-Field Outcomes. Some examples of how this is done are

• Contribute to the personal development of the student by making the individual aware of the cultural differences and diversities.
• Solve problems responsibly by analysing and evaluating different options.
• Understand the interrelationship between systems and the impact of decisions on a system.
• Develop entrepreneurial skills through business-related subjects.
• Communicate effectively, using various methods such as written communication, illustrations and mathematical skills.
• Realise the interdependence of systems against the context of a business and the business environment.

Associated Assessment Criteria for Exit Level Outcome 1

• Define the management process, with specific reference to marketing.
• Explain and apply the processes of effective strategic planning, goal setting and developing marketing strategies.
• Deal with the complex and integrated relations among role players.

Associated Assessment Criteria for Exit Level Outcome 2

• Define leadership within the context of marketing.
• Describe the tasks of a marketing leader.
• Apply selected managerial skills in dealing with individuals and groups.
• Create a motivating environment within the organisation and marketing department.

Associated Assessment Criteria for Exit Level Outcome 3

• Explain different techniques to acquire management information.
• Implement techniques to acquire effective marketing information.
• Analyse information and apply to improve the marketing decision-making process.
• Make informed decisions to gain a competitive advantage.

Associated Assessment Criteria for Exit Level Outcome 4

• Identify micro and macroeconomic forces that influence the organisation and marketing of a product or service.
• Understand the dimensions of domestic and global economic forces.

Associated Assessment Criteria for Exit Level Outcome 5

• Describe the marketing research environment.
• Understand the nature and scope of marketing research.
• Discuss the role of marketing research in the design an implementation of marketing programmes.
• Discuss the types and roles of research suppliers externally and internally.
• Describe a conceptual framework for conducting market research.
• Understand the ethical aspects of marketing research and the responsibilities of each of the marketing stakeholders.
• Identify sources of information within a marketing context.
• Discuss different methods available to collect applicable marketing information.
• Apply different techniques to analyse information.
• Present information in an appropriate structure.

Associated Assessment Criteria for Exit Level Outcome 6

• Define a strategic marketing plan.
• List the contents of a strategic marketing plan.
• Explain the components included in a strategic marketing plan.
• Explain the communication and implementation of a strategic marketing plan.

Associated Assessment Criteria for Exit Level Outcome 7

• Identify the different Acts relevant to marketing.
• Discuss the purpose of the different Acts.
• Identify methods to communicate relevant information regarding the different Acts to different stakeholders.

Associated Assessment Criteria for Exit Level Outcome 8

• Discuss the effect of the implementation of a successful strategic marketing process.
• Describe the financial benefit of implementing a successful strategic marketing process.
• Explain the implementation of a control system to evaluate the strategic marketing process.

Associated Assessment Criteria for Exit Level Outcome 9

• Reflect on the strategies available to learn more effectively.
• Develop clear guidelines towards responsible decision-making in the field of marketing.
• Explore educational and career opportunities in the field of marketing.

Associated Assessment Criteria for Exit Level Outcome 10

• Identify ethical issues within the marketing field.
• Determine key values for the organisation with special reference to marketing.
• Determine effective methods to communicate key values to stakeholders.

Integrated Assessment

The IMM GSM is committed to assessment practices that are open, transparent, fair and valid so that students are not disadvantaged in any way.

Various forms of assessment are used, such as assignments, case studies, projects and examinations.