Master of Commerce in Marketing Management

Purpose

The primary purpose of this qualification is to provide qualifying learners with applied competencies and practical skills in the acquisition, interpretation, reflecting on an application of marketing management principles. The learner should obtain a focused competence depending on the topic of the dissertation. The learner should show evidence of independent and original scientific work. Learners will also display competence in the application of relevant research methodology and the paper written communication of the research process and findings.

Rationale

The learner should be able to reflect on his/her research decisions and applications, and to assess the effect thereof in the holistic context of marketing management.

Recognition of Prior Learning (RPL)

Current competencies in the field of marketing management that have been acquired by prior learning in this field through related studies and/or experience will be assessed. Such competencies may assist the learner in gaining access to the qualification, advanced placement in the qualification or recognition of qualification status granted on condition of continuing education at this institution.

Entry requirements

The minimum entry requirement for this qualification is

• Bachelor of Commerce Honours in Marketing Management, NQF Level 8.

Or

• Postgraduate Diploma in Marketing Management, NQF Level 8.

The learners should be able to

1. Assess and apply marketing management concepts and principles in highly specialised and unpredictable contexts; identify and analyse complex issues and problems relating to marketing management issues and strategies and policies, and propose and implement alternative courses of action and solutions.
2. Work in a team context with various role players, including political role players, professional and administrative members of the marketing management profession, as well as people on the grassroots level related to the business.
3. Act responsibly with respect to, and accept responsibility for, activities undertaken in the course of his/her evaluation and application of marketing management concepts and principles.
4. Through independent study and teamwork, plan and undertake research in marketing management, including gathering, analysing, integrating and interpreting related complex and highly advanced information.
5. Communicate effectively with different role players in marketing management orally and in writing by applying principles of communication and reflecting on the communication skills applied.
6. Reflect on and utilise management technology appropriate to the marketing management environment.
7. Reflect on the importance and role of marketing and the management thereof on a micro- and a macro-level.
8. Explore different learning strategies to acquire and improve the various skills and capabilities required of a marketing management practitioner.
9. Contribute towards the level of professionalism, expertise, effectiveness and efficiency of the marketing management profession, thus having a positive impact on the economy and contributing to the redress of poverty in the country.
10. Demonstrate a positive approach towards different communities and sensitivity towards social, economic and cultural differences and needs in these communities, particularly regarding the distribution of goods.
11. Effectively seek, employment and entry into the marketing management profession, as a highly specialised and advanced technical or research specialist (both across the marketing management discipline and on an interdisciplinary basis) and thus establish for himself/herself a specialised and advanced career therein.
12. Effectively and responsibly organise and coordinate resources and opportunities, including own activities, and taking into consideration the financial implications thereof.

Associated Assessment Criteria for Exit Level Outcome 1

Demonstrate an ability to identify, analyse and solve complex issues and problems, problems, demonstrating critical and creative thinking about marketing management concepts and principles in highly specialised and unpredictable contexts. The learner must evaluate and, where relevant, correctly apply theoretical concepts and approaches to the marketing management concepts and unpredictable contexts. The learner must evaluate and, where relevant, correctly apply complex and advanced concepts and approaches to marketing management problems, strategies and policies; thus proposing and implementing alternative courses of action and solutions. The learner must be able to reflect on the application made and assess the success, or otherwise thereof.

Associated Assessment Criteria for Exit Level Outcome 2

Be able to work in a team. The learner must demonstrate an acceptable level of social sensitivity in his/her relationships with others and work effectively in a management team by implementing the relevant theory and reflecting on the implementation made. Finally the learner must display a thorough specialised knowledge and understanding of the various role players involved in, or affected by, marketing management.

Associated Assessment Criteria for Exit Level Outcome 3

Display an ability to act responsibly and honestly in interactions with other role players in the marketing management profession. The learner must also display an ability to accept responsibility for any activities required of him/her in his/her evaluation and application of the various marketing management concepts and principles, particularly in highly specialised and unpredictable contexts.

Associated Assessment Criteria for Exit Level Outcome 4

Demonstrate the ability to plan and execute research in the field of marketing management, including the correct gathering, analysing integrating and interpretation of information on marketing management issues, by utilising the relevant theoretical and highly specialised and advanced research principles and reflecting on the research undertaken. The learner must also be able to show that he/she can play and undertake complex research through independent study and teamwork, both across the marketing management discipline and on an interdisciplinary basis.

Associated Assessment Criteria for Exit Level Outcome 5

Effective and professionally communicate with the different role players in the field of marketing management in an academic and practical manner by applying the theoretical principles of communication and reflecting on the application made. This should be done orally and/or in writing and include the use of visual/graphic aids.

Associated Assessment Criteria for Exit Level Outcome 6

Demonstrate an insight into and operate necessary management technology, in particular specified computer hardware and software including Internet and databases. The learner must use a computer as well as marketing management-related databases skilfully. The learner must show that his/her command of the management technology is sufficient to support advanced research in complex and unpredictable contexts.

Associated Assessment Criteria for Exit Level Outcome 7

Analyse and explain the importance and role of marketing and the management thereof, internationally, regionally, locally and provincially. The learner must also discern between, analyse and explain the roles of marketing management on macro- and micro levels.

Associated Assessment Criteria for Exit Level Outcome 8

Be able to identify and continue to develop the different and specialised skills competencies necessary in the execution of the activities and responsibilities of a marketing manager, professional or regulator.

Associated Assessment Criteria for Exit Level Outcome 9

Analyse and explain the link between the number of marketing management professionals, and level of professionalism in marketing management, as well as the effectiveness and efficiency of businesses and therefore of the economy. The learner must evaluate the role that more effective and efficient businesses will have in the economy and the impact which this will, in turn, have on the standards of living of the country's population (e.g. the redress of poverty).

Associated Assessment Criteria for Exit Level Outcome 10

Demonstrate a positive and specialised approach towards various different communities and sensitivity towards the social, economic and cultural differences within these communities. The learner must analyse the particular distribution needs of different communities, taking into consideration their various social, economic and cultural differences and therefore their different needs and requirements with respect to marketing management. The learner must show ability to apply marketing management concepts and principles to make proposals within complex and unpredictable contexts that will improve the circumstances of these communities.

Associated Assessment Criteria for Exit Level Outcome 11

Demonstrate acceptable employment seeking skills, for entry into the marketing management profession by applying theoretical principles of employment seeking and career-pathing, as well as reflecting on the application thereof. The learner must demonstrate an ability to undertake academic leadership, advanced research: professional practice based on research, and/or senior managerial occupations. The learner must also demonstrate that he/she has acquired specialised and advanced competencies in his/her chosen marketing management career.

Associated Assessment Criteria for Exit Level Outcome 12

Display an ability to effectively and responsibly plan, resource, organise, coordinate and optimise the resources, opportunities and processes particularly engaged in the field of marketing management by applying relevant theoretical aspects and reflecting on the application made. The learner must also demonstrate an advanced level of responsibility and organisational ability with respect to his/her own activities. Finally, the learner must demonstrate a detailed knowledge of the financial implications of all activities undertaken.

Integrated Assessment

Formative assessment practices that will be implemented

The learner must attend compulsory discussions with his/her supervisor according to a prescribed qualification. If the learner is not making satisfactory progress and not meeting the requirements of the Department of Business Management, his/her registration shall be cancelled by the Dean of the Faculty of Economic and Management Sciences on the recommendation by the Departmental Chairperson.

Summative assessment practices that will be implemented

Integrated assessment, focusing on the achievement of the exit-level outcomes, will be done by presenting a dissertation and an article ready for publication in a scientific journal. The dissertation must furnish proof that the learner is capable of scientific research and the application thereof. Under normal circumstances, 200 pages for a dissertation in one and a half spacing on an A4 page will suffice. The Department of Business Management may institute other requirements for dissertations.