Doctor of Philosophy in Brand Leadership

Purpose

The primary purpose of Doctor of Philosophy in Brand Leadership is to provide learners with a unique opportunity to conduct intensive, independent, and prolonged research in the scholarly niche of Brand Leadership, with the intention to create original or new knowledge through research that is of a level of significance that warrants publication and that is highly relevant to the Brand, Marketing, and Management industry.

One of the objectives of this qualification is to establish an advanced research culture via active participation in discourse, seminars, and colloquia with stakeholders including, but not limited to, business, academia, Non-Governmental Organisations (NGOs), and community organisations. By presenting research ideas and work-in-progress to different stakeholders, research ideas can be refined and tested in terms of their relevance and transformational potential through robust interrogation, critique, and reflection. The active pursuit of productive relationships with business and the community will be at the epicentre of this approach to research so that emerging Doctoral researchers develop a profound understanding of the structures and forces that shape brands.

The qualification is striving towards excellence and all requirements to which a research-based thesis must adhere, it is also striving towards excellence that is relevant, and can increase the social and business uptake and impact of research among the stakeholders where the research can make a tangible difference. Developing relevant, transdisciplinary research in a niche field thus informs the purpose of this qualification, and in this lies the value that it will contribute to higher education in South Africa.

Rationale

Brand Leadership is key to the survival and success of the 21st century business or organisation. It produces creative organisations that challenge and transcend standard industry strategies, approaches, and practices. This school of thought and practice is human-centric and applies creativity to contribute innovative ideas, products, and services to aid continuous improvement. Organisations that invest in Brand Leadership therefore manage to build meaningful and socially significant brands. Brand leaders concern themselves deeply and intrinsically with the performance of every sub-system along the entire value chain and stakeholder network, develop new markets, lead in innovation, and rise to the challenge of sustainability through anticipating and confronting the nature and requirements of future markets. Towards these goals, research in Brand Leadership explores and investigates how business and brand ideas redefine value, influence stakeholder expectations, shape behaviour, affect the adoption of economic models, and enable co-creative organisational cultures. Brand Leadership research further investigates the critical areas of concern for long-term relationships of value for those brands emerging from developing markets, as well as for multinationals seeking entry into those same markets. The qualification thus aims to contribute new theories, innovative models, and creative insight to this emerging and fast-growing field fuelled by the digital revolution.

One of the main aims of the qualification is to increase the uptake of research by business and to increase the impact thereof on industry practices. It is for this reason that it is imperative to defend research ideas in viva-voce among various stakeholders, including members of the community and business stakeholders, and not only academics, in order to ensure the relevance and/ or transformational potential of the research.

Brand Building is an emerging and one of the fastest growing research fields in management and marketing globally. There is still a shortage of research and theory development in the field, especially from a local perspective, since the existing knowledge in the field is predominantly Eurocentric. Only Master's and Doctoral Degrees will enable the development of such needed theory since research contributions to the frontiers of this field and discipline require the high-level of research capability encompassed in the purpose and characteristics of higher Degrees. This qualification will add much-needed depth and breadth, especially from a local perspective. It will further encourage research impact and uptake amongst industry and local community stakeholders.

The understanding of brands in an emerging economy and developing communities-throughout Africa-requires unique problem-solving skills and a transdisciplinary research approach that involves stakeholders in business and communities.

In addition to industry and community needs, there is also an educational need for a Doctorate in the discipline of Brand Leadership. Currently, Brand Management is, more often than not, merely studied as a module in Marketing degrees. However, the growing importance of Brands, Brand Building, and Brand Leadership is a direct economic outcome of informational capitalism that postmodern theorists such as Harvey (1990) 2, Jameson (1991) 3 and others pointed out.

In the context of business, marketing, communication, and media there are several local related qualifications that offer learners the opportunity to pursue an interest in Brand Building, Brand Communication or Brand Management. However, the focus on Brand Leadership is unique in that it addresses a particular business imperative-the innovation of brands with shared stakeholder value and developmental opportunities for society, communities, the organisation, and the environment in a transforming and emergent economy.

Recognition of Prior Learning (RPL)

The institution Credit Accumulation and Transfer, Recognition Of Prior Learning and Qualification Completion Policy distinguishes between RPL for access, which provides an alternative access route into a programme of learning, (referred to in our policy as RPL) and RPL for credit, which provides for the awarding of credits for, or towards a qualification or part qualification registered on the NQF (referred to in our policy as CAT)

The RPL processes that will be followed to recognise and assess prior knowledge and skills gained through informal, non-formal or experiential learning are as follows:

a) In the case of Doctoral studies, the focus would be on the higher-order skills required for successful completion of independent, original research.

b) RPL applications are evaluated against the entry requirements for a qualification and the process thus entails the following:

• It may take up to 21 working days to complete the process if each phase is carried out without delay.
• Identification and articulation of what prior learning is required of candidates embarking on a course of study. This includes identifying what qualifications are normally expected to signify such learning and what the measures for such learning would be in the absence of those qualifications. This work is done by the relevant Head of Programme or other subject matter expert.
• Communication of expectations to candidate verbally and in writing. This is done by the relevant campus administrator in collaboration with the campus subject matter expert handling the application.
• Presentation by candidate of evidence of the prior learning relative to the expectations.
• Assessment of candidate's presentation of skills, knowledge and experience by the assessment committee. Documentation of the proposed outcome by the responsible academic.
• Acknowledging, through admission to a course of study, the candidate's skills, knowledge and experience built up through formal, informal and non-formal learning that occurred in the past.

Entry Requirements

The minimum entry requirement for this qualification is

• An appropriate Master's Degree or equivalent, Level 9, 180 Credits.

This qualification consists of the following compulsory module at National Qualifications Framework Level 10 totalling 360 Credits.

Compulsory Module: 360 Credits

• Thesis, 360 Credits.

1. Undertake an extensive and critical review of existing literature to identify and articulate a research problem that will contribute original knowledge to the discipline of Brand Leadership.
2. Present a critical, topical, and well-structured theoretical foundation and literature review in support of the main argument that frames the research problem and goals of the study.
3. Utilise sophisticated and advanced methods of enquiry to conduct research to address the identified research problem and to produce knowledge that will make an original contribution to the discipline of Brand Leadership.
4. Undertake and defend research at the most advanced academic levels culminating in the submission, assessment and acceptance of a thesis worthy of publication that meets local and international standards.

Associated Assessment Criteria for Exit Level Outcome 1

• Develop and present a research proposal where the intended study is justified, and the envisioned research design is outlined and motivated.
• Propose ethically sound research practices and obtain ethics clearance from the institution's ethics committee.
• Defend a proposal to a panel of experts and demonstrate how the study will make an original contribution to the body of knowledge in the discipline of Brand Leadership.

Associated Assessment Criteria for Exit Level Outcome 2

• Select and justify an appropriate research paradigm to inform the study.
• Apply and critique theories most relevant to the identified research problem to form a sound theoretical foundation for the study.
• Apply critical thinking skills to assess and evaluate literature relevant to the selected research topic.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate the ability to select an appropriate research design and research methods to solve the identified research problem.
• Use appropriate and ethically sound research methods to collect the required data needed to answer the research question.
• Demonstrate the ability to analyse and interpret intricate data and to draw sound conclusions from findings.
• Solve complex Brand Leadership problems in such a way that the findings make an original contribution to the field of Brand Building.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate advanced problem-solving skills by contributing new knowledge and adding depth to the field of Brand Building and the discipline of Brand Leadership.
• Defend substantial research ideas, arguments, and findings viva-voce.
• Present a thesis for external examination that is ethically sound, meets local and international research standards, and contributes to industry and society at large.
• Submit a research article to an accredited Journal in the field of Brand Building.

Integrated Assessment

A Doctorate is a research-based thesis that is completed under the supervision of an experienced supervisor who will provide feedback on work-in-progress in sufficient detail to ensure that the required standards are met, and to identify strengths and areas for further development so that it is possible for students to take the necessary actions to improve the quality of their thesis. Students are also required to present a concept document, defend a research proposal, and present and defend their work-in-progress at seminars to a panel of experts consisting of senior academics, industry experts, and community stakeholders who will provide them with feedback on their work. Feedback thus acts as a tool for providing guidance and direction for reflection and further improvement.