Master of Philosophy in Marketing

Purpose

The Master of Philosophy: Marketing is a research-based qualification. This qualification offers expertise in research skills, knowledge and competencies relevant to the marketing industry. The purpose of this qualification is to equip learners with the knowledge required to produce a full dissertation in a prescribed format, on a specialist topic, in the field of marketing, and in which innovative new findings and recommendations are reported.

Rationale

There is a need for a specialist postgraduate qualification, such as Master of Philosophy: Marketing, which will allow learners who graduate with a Bachelor of Philosophy Honours: Marketing Management to progress to a specialist Masters qualification.

A 2008 survey conducted amongst 76 marketing companies and marketing divisions in corporate organisations has strongly indicated the need for a postgraduate qualification for learners who have already obtained a Bachelor of Philosophy Honours: Marketing Management or Bachelor of Commerce Honours: Marketing Management. In addition, consultation with professional organisations, such as the Institute of Directors (IOD), has voiced a strong consensus that there is a need for a specialist marketing research qualification. A second survey conducted on 252 employed learners in the marketing industry indicated that not all learners want to continue with a generalist Master of Business Administration. Instead, approximately 20% of learners are keen to obtain a Master's in a specialist topic, with many indicating a need for additional learning in marketing research, as they are often required to draft strategic marketing plans that depend greatly on marketing research data. The Master of Philosophy: Marketing addresses these needs.

Learners accessing this qualification should be able to

• Demonstrate their ability to read, analyse and reflect on study material and relevant literature on a postgraduate level (NQF Level 8).
• Communicate effectively using academic English in written and oral form.
• Manage own study programme and time effectively.
• Make managerial decisions in the context of the marketing management profession by utilising acquired applied competence in a marketing management context.

Recognition of Prior Learning

This qualification can be achieved in part through recognition of relevant prior learning and experience in accordance with the policies of IMM GSM. Admission can also be obtained through Recognition Prior Learning.

Access to the Qualification

Admission to the Master of Philosophy is open to learners who have any of the following qualifications

• Bachelor of Commerce Honours with Marketing Management and Research Methodology at NQF Level 8.
• Bachelor of Philosophy Honours with Marketing Management and Research Methodology at NQF Level 8.
• Four-year Bachelor of Business Administration with Marketing Management and Research Methodology at NQF Level 8.
• Four-year Bachelor of Technology with Marketing Management and Research Methodology at NQF Level 8.
• Bachelor of Arts Honours: Marketing Communication with Marketing Management and Marketing Communication as majors and the following modules: Economics 1 and 2, Accounting A and B, Statistics, Business Management 1, 2 and 3.

Learners who do not meet the minimum admission requirements can apply for admission through Recognition of Prior Learning.

Learners must complete an advanced research project culminating in the production and acceptance of a dissertation.

1. Demonstrate specialist knowledge of marketing intelligence to enable engagement with and critique of current marketing research and practice.
2. Design, select and apply appropriate and creative methods and techniques to engage with advanced marketing theory and investigate complex marketing problems.
3. Design and implement a strategy for processing and managing information in order to conduct a comprehensive view of leading and current research in the area of marketing to produce significant insights.
4. Use a wide range of specialised skills in identifying, conceptualising, designing and applying quantitative and qualitative market research methods and implement an appropriate process of enquiry for the area of study.
5. Use resources of academic and professional discourse to communicate and defend ideas and products of research in an area of specialisation.
6. Demonstrate advanced scholarship and research and use a range of advanced and specialised skills and marketing discourses to communicate to a range of audiences.
7. Apply ethics in marketing research and understand the implications of complex ethical issues in gathering marketing intelligence and in implementing marketing strategies.
8. Demonstrate specialist knowledge of advanced marketing research techniques to supervise implement and assist with marketing research projects.
9. Lead and/or initiate processes and implement systems in a marketing division or company.

Critical Cross-Field Outcomes

All the critical cross-Field outcomes are addressed in this qualification.

Associated Assessment Criteria for Exit Level Outcome 1

• Understand marketing theory and its application within an organisation.
• Use a range of advanced skills to gather data on marketing intelligence.
• Critique management theories and their relation to marketing within the organisation.
• Integrate marketing research results with decision-making processes.

Associated Assessment Criteria for Exit Level Outcome 2

• Apply research methodologies and techniques to marketing and related fields of management to identify a complex marketing problem.
• Understand and apply consequences of solutions and insights and formulate research questions and hypotheses.
• Identify, conceptualise, design and implement an appropriate research design to investigate a marketing problem.

Associated Assessment Criteria for Exit Level Outcome 3

• Investigate information sources to identify literature relevant to the research question.
• Conduct a review of leading research to form a theoretical framework within which a complex marketing problem can be explored.
• Use a range of advanced and specialised skills to critically engage with relevant research and write an integrated literature review.

Associated Assessment Criteria for Exit Level Outcome 4

• Evaluate current processes of knowledge production and theories of research design, research approaches, data sources and data types in the marketing research environment.
• Understand, apply and produce an appropriate research design in order to address a complex marketing problem.
• Engage with and critique current marketing research methods and practices and select and implement an appropriate method or combination of methods to address a marketing problem.
• Understand and apply different techniques to collect and analyse marketing information.

Associated Assessment Criteria for Exit Level Outcome 5

• Use advanced research, analytical and writing techniques to defend ideas in an area of specialisation.
• Analyse and present information on a specialist topic in a prescribed format.
• Compile and produce a full dissertation in which innovative findings and recommendations are reported.

Associated Assessment Criteria for Exit Level Outcome 6

• Prepare and submit research articles suitable for publication in national and international marketing and management journals.
• Prepare and produce conference papers to be read at national and international conferences.
• Prepare and deliver presentations for relevant conferences.

Associated Assessment Criteria for Exit Level Outcome 7

• Identify, understand and apply ethical aspects of marketing research and other ethical issue in the marketing field.
• Critically contribute to the development of ethical standards within an organisation, with special reference to marketing.

Associated Assessment Criteria for Exit Level Outcome 8

• Make informed decisions based on qualitative and quantitative research.
• Identify research projects within the marketing environment.
• Design and assist with marketing research projects.

Associated Assessment Criteria for Exit Level Outcome 9

• Apply marketing dynamics within the organisation.
• Transfer theoretical knowledge from a research project to problems within an organisation.