Master of Commerce in Strategic Brand Leadership

Purpose

Any brand today exists as a holistic business concept. Within this context, the purpose of this qualification is to develop brand-business leaders to grow brands as businesses in emerging economies and contribute to the body of knowledge through research in this field.

The primary purpose of this qualification is therefore to provide managers and executives with the brand-business leadership competence required to further their careers at/ to executive level. Learners will focus on brand-business problem solving and strategic innovation for business growth and sustainable performance.

The secondary purpose of this qualification is to enable learners to undertake independent advanced research in the practice of brand-business and leadership. The qualification will appeal to who want to gain academic knowledge in brand-business to either further an academic career or pursue a career as a brand-business leader.

It is essential for leaders to identify, recognise and appreciate the opportunities and contend with and resolve the implications of strategic brand and business growth strategies on local and international economies. Brand-business leaders need to remain relevant and forward thinking. The qualification consists of four compulsory modules, one of which is a mini-dissertation, and two electives, from which a learner can choose one as explained earlier in tabular form.

The compulsory modules focus on providing learners with insight into and knowledge of how to advance brand-business strategically through leadership. These modules will equip learners with the strategic ability to address complex and challenging brand-, business- and leadership problems in local-, emerging- and global economies.

To support the purpose of the qualification, the design includes the following core modules within the brand, business and leadership disciplines:

• Advanced Brand Strategy.
• Advanced Business Strategy.
• Advanced Brand-Business Leadership.
• Mini-dissertation.

The module Advanced Brand Strategy is designed to provide learners with specialist knowledge that will enable learners to acquire a wide range of brand strategy competencies and skills that allows for the conceptualisation, design, and implementation of unique brand strategies, supported and critiqued by current research within the brand discipline. This will allow learners to address complex and challenging brand strategy problems within the business environment that could lead to improved business growth and economic stability for the brand. This module allows learners to obtain insights into the impact that change within the business environment and trends in international markets can have on the brand. This module will support student's ability to develop innovative strategic brand solutions that generate business growth and economic stability for the brand.

The module Advanced Business Strategy allows learners to demonstrate their ability to evaluate and critique strategic business models of existing research in relation to brand. The learners will conduct research and compare theoretical constructs, concepts and models that will enhance business strategy but that are sufficiently creative and innovative to support the organisation's brand. Learners will be able to design, select and apply appropriate and creative methods, techniques, processes or technologies to mitigate risks within the business environment.

The module, Advanced Brand-Business Leadership, provides learners with the strategic ability to gain insights into brand-business leadership to identify key issues and solutions, by applying critical decision-making in an integrated approach in local-, emerging-, and global environments. The module equips learners with the core competencies and skills that are required of brand-business leaders. The brand-business leader needs to be aware of and evaluate the business environment and should therefore be able to identify and design appropriate, innovative and sustainable strategies to eliminate potential organisational risks whilst enhancing business growth and sustainability. It is critical that the learner displays authentic, ethical and professional conduct aligning to best governance practices such as King IV.

The mini-dissertation develops learners' competence to carry out supervised research in which learners are required to demonstrate advanced and critical insight into research practice in order to develop and execute an appropriate, valid and reliable research design on an identified brand business problem. Learners are required to communicate results and to evaluate their own work and that of others critically and produce strategic insights into the identified research problem. The research results must be of a publishable standard. This module supports the notion of sustained independent learning and professional academic development through the interaction with scholars on research related topics. This module also allows learners to demonstrate their ability to work independently and take ownership of their research and evidence independent learning and professional academic development.

In addition to these core modules, there are two elective modules from which learners need to select one. The electives for this qualification have been carefully selected to enrich the learner's' knowledge and experience within particular strategic brand or business areas important in supporting and leading strategic growth for organisations. Both modules add value to the core programme design.

The electives are

• Brand-Business Leadership in Emerging Economies.
• Brand-Business Performance Management and Valuation.

The Brand-Business Leadership in Emerging Economies module will provide learners with the ability to critically evaluate business environments and to design effective strategies for entry into and sustained business performance in emerging economies. Emerging economies are presenting brands with growth opportunities far greater than opportunities in highly competitive and over-traded developed markets. Trends in international markets are analysed where relevant to, or anticipated in, emerging economies. This module will enable students to strategically navigate these opportunities for brand-business growth and sustainability.

The Brand-Business Performance Management and Valuation module will enable learners to further develop their strategic and critical decision-making abilities to value and evaluate brands quantitatively and qualitatively to measure and support brand performance evolution. The module will assist learners in identifying, designing and implementing strategies to enhance brand performance and value accordingly, leaners will practise advanced scholarship and critically evaluate current research or practices in the field of brand, business and leadership. Learners will practise a wide range of specialised skills and research competence in identifying, conceptualising, designing and implementing methods of enquiry to address complex and challenging problems within local-, emerging- and/ or global economies.

Rationale

The shifting business models referred to by the World Economic Forum (2017) are dictating changes in skills, careers, leadership competence and vision, as well as brand-business strategy. Learners of this qualification will be empowered to contribute to economic and societal growth through the development of a unique combination of brand-business skills.

At companies who embrace the brand-business concept, the company brand has become integral to the overall strategic dialogue of the company and is recognised as a crucial business asset (Dunn & Davis, 2004). It has also become important to align the brand portfolio strategy with the business strategy so as to make the best use of available market opportunities (Uggla, 2015).

Brand building in local-, emerging- and global economies experiencing digital transformation and technological disruption require leadership agility and cultural sensitivity. Managers and leaders need to be able to solve complex problems innovatively using skills such as logic, critical thinking and quantitative reasoning (WEF, 2016).

Lifelong learning and education are necessary as prospective learners will have to be able to manage rapid brand-business evolution. The International Monetary Fund Education for Life report indicates that many, if not most people, will need to retool and learn new skills several times during their working life (IMF, 2017). In this qualification, learners learn to respond proactively to a dynamic brand-business environment and trends in international markets, continuing their journey of lifelong learning. This learning focuses on ongoing brand-business problem solving and strategic innovation for business growth and sustainable performance.

This qualification has the primary purpose to provide marketing and business managers and executives with the brand-business leadership competence required to further their careers to senior executive level. The qualification engages learners in innovative strategic brand-business leadership for business growth and sustainable future brand-business performance in local-, emerging- and/or global economies. With a strong focus on problem solving and decision-making, this qualification is designed to prepare students for leadership roles in private, government and Non-Governmental Organisations (NGO) sectors.

Given that the combination of brand leadership and business leadership skills is considered scarce and that there is a well-established body of theory and practice in these disciplines, this qualification will seek to ensure that learners acquire a deep theoretical understanding of strategic business and brand leadership and its application in the 21st century local-, emerging- and global economies. As a result, learners should be able to use the appropriate discourse to lead brand and business growth strategies. This qualification engages individuals and teams in making shared sense of complex situations to develop meaningful and sustainable business and brand growth strategies. The field requires research and academic input coupled with advanced leadership expertise. Leadership needs to build brands and businesses with original and meaningful purpose and sustainable stakeholder relationships with well-considered attention to triple bottom-line performance. This level of education is required to produce leaders of brand and business growth in local-, emerging- and global economies. Academic research in this field is necessary to position individuals and teams to design and implement innovative and sustainable brand and brand growth strategies. Strategic brand-business leaders need to be collaborative, innovative and flexible in a rapidly changing business world.

The qualification is believed to be unique in its cross-disciplinary approach to strategic business, brand and leadership ability in local-, emerging- and global economies. The qualification integrates brand and business practices, innovation, leadership and research activity into the academic experience.

This qualification will enable students to apply mature strategic leadership across a broad range of commercial, private, public and Non-Governmental Organisations (NGO) structures and entities.

Career opportunities for learners of this qualification are

• Chief Executive Positions.
• Chief Brand Officer/Director.
• Chief Marketing Officer.
• Chief Business Development Officer.
• Chief Development Officer.
• Chief Strategy Officer.
• Managing Director.
• Corporate Research Director.
• Strategic Business Consultant.
• Strategic Brand Consultant.

This qualification will prepare learners to further their leadership, business, brand and marketing studies and advanced research at Higher Education Qualifications Sub-Framework (HEQSF) Level 10.

Recognition of Prior Learning (RPL)

Learners have been admitted through the formal RPL process, which is governed by the relevant policies. RPL processes are qualification specific in that the criteria against which evidence of prior learning must be provided are determined by the learning normally assumed to be in place for qualifications at the level concerned in the field concerned. Instruments are only designed when requests are made as they are expensive to design, implement and assess. The procedure is governed by the Credit Accumulation and Transfer, Recognition of Prior Learning and qualification Completion Policy (IIE010).

In addition to RPL a Credit Accumulation and Transfer mechanism exists for access and advance standing for formal learning from a recognised, registered and accredited institution on a registered and accredited qualification. CAT rules as proposed by national policy are applied.

If applicant learner applies for an RPL admission, the learning assumed to be in place for the qualifications is assessed against Exit Level Outcomes equivalent to the formal learning required for admission. This would include an evaluation of the content as well as the learner's cognitive and technical competence. Learners prepare a portfolio against these stated requirements, which is then assessed by a team of experts/ academics in line with the policy.

Recognition is awarded for

• Learning, and not for experience per se.
• Learning that is on the level of the specific level descriptors of the qualification/ unit standard.
• Learning that is in line with applied competence and has a balance between theory and practical application appropriate to the subject or unit standard.

Entry Requirements

The minimum entry requirement for this qualification is

• Bachelor of Commerce Honours in Strategic Management, Marketing and/ or Strategic Brand Management or equivalent discipline, NQF Level 8.

Or

• Postgraduate Diploma in management, marketing and/or strategic brand management, NQF Level 8.

This qualification consists of the following compulsory and elective modules at NQF Level 9 totalling 180 Credits.

Compulsory Modules, 155 Credits

• Advanced Brand Strategy, 25 Credits.
• Advanced Business Strategy, 25 Credits.
• Advanced Brand-Business Leadership, 25 Credits.
• Mini-dissertation, 80 Credits.

Elective Modules, Level 9, 25 Credits

• Brand-Business Leadership in Emerging Economies, 25 Credits.
• Brand-Business Performance Management and Valuation, 25 Credits.

1. Predict, investigate, analyse and critique complex inter-dependent brand and business challenges and opportunities within emerging economies.
2. Demonstrate sophisticated problem-solving competencies to generate, select, and apply innovative strategies for brand-business.
3. Demonstrate the ability to make and promote ethical brand-business decisions.
4. Communicate and defend ideas, discourses and strategies that will influence and engage diverse audiences.
5. Complete an independent advanced research project in the inter-related fields of brand and business.

Associated Assessment Criteria for Exit Level Outcome 1

• Critically investigate, analyse and evaluate complex brand-business challenges and opportunities within emerging economies.
• Design solutions based on insights gained from the analyses to address the brand-business challenges and opportunities within emerging economies.
• Assess the sustainability of the brand-business solutions within emerging economies.

Associated Assessment Criteria for Exit Level Outcome 2

• Use scholarly research and theory to inform strategy design.
• Evaluate the applicability and robustness of the brand-business strategy.
• Demonstrate business acumen and strategic leadership for brand-business growth in emerging economies.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate the ability to make autonomous ethical decisions addressing complex brand business challenges and/or opportunities.
• Contribute to the development of practical ethical standards for brand-business.

Associated Assessment Criteria for Exit Level Outcome 4

• Apply relevant communication competencies to defend decisions and strategies to brand business stakeholders.
• Demonstrate specialist leadership capabilities to engage and influence stakeholders.

Associated Assessment Criteria for Exit Level Outcome 5

• Develop and present a research proposal where the intended study is justified, and the envisioned research design is outlined and motivated.
• Use appropriate and ethically sound research methods to collect the required data needed to answer the research question.
• Analyse and interpret intricate data and to draw sound conclusions from findings.
• Work independently and manage appropriate resources, systems and processes to complete an advanced research project.
• Communicate research findings in a mini-dissertation.

Integrated Assessment

Learning and assessment are integrated. Continual formative assessment is required so that learners are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments, real-world briefs, tests and an integrated programme portfolio based on the learning material and students are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes.

Summative assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments which test the learner's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit Level Outcomes as a whole. Examinations, projects, reports or equivalent assessments, such as a portfolio of evidence, assess a representative selection of the outcomes practised and assessed. Summative assessment also tests the student's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

Integrated Assessments will be designed to achieve

• An integration of the achievement of Exit Level Outcomes in a way which demonstrates that the purpose of the qualification as a whole has been achieved.
• The evaluation of learner performance which can provide evidence of applied competence.
• Criterion-referenced assessment which is clearly explained to, and understood by, the students and which can be applied in the Recognition of Prior Learning.