Master of Commerce in Marketing

Purpose

This qualification is to broaden the learners Marketing Management knowledge within a business framework to develop a thorough understanding of Marketing Management theory as well as the skills necessary to apply the theory.

Rationale

There is a direct need for senior level Marketing personal in the contemporary African and Southern African context, given the rapid pace of globalisation and concomitant regional integration. This qualification is designed to provide the necessary skills, practical experience and knowledge to learners so that the learners are enabled to meet this challenge. The qualification aims to provide learners with the necessary mix of technical, organisational and management knowledge and skills to qualify them beyond their primary discipline of marketing or management by introducing them into organisational marketing management and leadership positions that will enable them to work in the dynamic complex environment of contemporary Africa and its transition agenda. The qualification will prepare learners for existing careers in Marketing Management in the private and public sectors and studying towards a Doctor of Philosophy (PhD).

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.

An applicant 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. An applicant 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

• Bachelor of Commerce Honours Degree in Human Resource Management or equivalent, National Qualifications Framework (NQF) 8.

This qualification consists of the following compulsory and elective modules at National Qualifications Framework Level 9 totalling 192 Credits.

Compulsory Modules 1, 176 Credits

• Advanced Research Methodology in Human Resource Management, 16 Credits.
• Advanced Contemporary Issues in Marketing ll, 16 Credits.
• Business to Business Marketing, 16 Credits.
• Advanced Contemporary Issues in Marketing 1, 16 Credits.
• Advanced Market Research, 16 Credits.
• Research Dissertation, 96 Credits.

Elective Modules, 16 Credits (Choose one)

• Change Management, 16 Credits.
• Management Development, 16 Credits.
• Human Resource Information Systems, 16 Credits.
• Management of Advanced Strategy, 16 Credits.
• International Human Resource Management, 16 Credits.
• Strategic Human Resource Management, 16 Credits.
• Strategic Brand Management, 16 Credits.
• Advanced Topics in Management, 16 Credits.

1. Work effectively with others as a member of the team through being involved throughout the qualification.
2. Collect, analyse, organise and critically evaluate information through developing the ability to appraise why managing in the marketing management environment is challenging.
3. Communicate effectively on technical issues related directly to the Marketing Management environment.
4. Find information of professional relevance efficiently and independently.
5. Use marketing management efficiently and independently.
6. Explore educational and career opportunities through.
7. Understanding the nature of academic research in the marketing management environment.
8. Develop the skill to contribute to the strategic use and management of marketing resources in the business environment.
9. The development of awareness of (and understand the underlying reasons for) the effect of marketing on people.
10. Develop and share knowledge within the framework of acceptable research methods.
11. Understand and manipulate the qualitative and quantitative data within an area of specialisation.
12. Design of research in his or her area of specialisation and the collection of data for research in his or her area of specialisation including analysis/interpretation of data collected for research in his or her area of specialisation.
13. Interrogate the professional literature and engage in critical debate through production of academic papers.

The following Associated Assessment Criteria will be used in an integrated manner across the Exit Level Outcomes

• 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.
• Integrate themes from different modules appropriately to a real scenario Dissertation work of students will be assessed to see whether it meets the Module Requirements in relation to it: Focus and Coverage is relevant to the topic and has depth of coverage and methodology is appropriate. Structure and Argument is logically structured, meets validity requirements in planning and execution and shows an independent approach.
• Utilises analysis and critical evaluation rather than mere descriptive accounts.
• Develops persuasive and coherent arguments accurately and logically interprets data/evidence.
• Use of sources acknowledges sources and provides consistent detailed citations.
• Utilises an appropriate and sufficiently up-to-date range of sources. Style and presentation is written fluently and grammatically.
• Uses correct spelling and makes proper use of paragraphs. Approximately 20,000 words, without undue repetition.

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 Research Methodology and Research Dissertation module assignment requires learners to apply their learning in an integrated way to analyse a specific area related to their research with the use of theoretical frameworks to recommend solutions to identified problem areas. Learners present specific material to the class. Class participation is encouraged by learners being rewarded with a participation mark.