Bachelor of Business Administration in Marketing
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Qualification Overview
Purpose:
The purpose of this qualification is to provide learners with graduate-level knowledge, applied competences, and necessary attitudes needed to prepare them for professional careers within the field of marketing. This qualification aims to equip learners with critical knowledge of general marketing and specialized education in a main area of focus. It emphasizes conceptual relevance with a strong focus on applied theory, reflexive knowledge, and competence demonstration. Specialization options include marketing, digital marketing, consumer buyer behavior, integrated marketing communications, and strategic and international marketing. The qualification aims to develop learners' capacity to analyze scenarios in key areas of interest within marketing and make innovative decisions crucial to developing and implementing solutions for modern business ventures.
Design:
- First Year: Foundational knowledge in business environment functions like business management, marketing, accounting, and human resources.
- Second Year: Emphasis on marketing elements applied in the business environment, with core disciplines in marketing and business management along with foundational economics principles.
- Third Year: Focus on business management and the digital marketing environment with modules on consumer and buyer behavior, digital marketing, and business law.
- Fourth Year: Critical evaluation and analysis of business practices and strategies with modules in integrated marketing communications, strategic marketing, international marketing, and work-integrated learning.
Rationale:
- Designed to prepare learners for marketing careers in various sectors.
- Equips learners with industry-identified knowledge, skills, and competencies for the world of work or further study.
- Provides a balance of theory and practical skills needed for a career in marketing.
- Targets individuals aspiring to become marketing practitioners with input from industry professionals and academics.
- Emphasizes strategic, professional, and ethical thinking and acting in the marketing industry.
- Prepares graduates to apply theoretical depth and practical skills in their careers.
- Focuses on sustainable marketing practices essential for businesses in the 21st century.
- Enables learners to use professional discourse effectively for marketing proposals and problem-solving.
- Career opportunities include roles like Marketing Management Practitioner, Marketing Consultant, Marketing Researcher, Digital Marketer, Sales Manager, and Customer Relations Manager.
Outcomes
- Demonstrate knowledge and understanding of the core marketing elements within a business environment.
- Demonstrate knowledge and understanding of the business principles, functions and strategies.
- Demonstrate the knowledge and understanding of critically evaluating a marketing strategy.
- Critically examine the theories of different functions of marketing and apply the functions of integrated marketing communication to an organisation.
- Explore legislation applicable to the commercial field and in particular, compliance thereof and the legal implications of entering into business contracts.
- Evaluate and identify human resource management and administration approaches appropriate to achieve business objectives.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Demonstrate knowledge and understanding of the application of marketing principles within the digital environment.
- Demonstrate knowledge and understanding of consumer behaviour and customer relationship through the use of marketing elements.
Associated Assessment Criteria for Exit Level Outcome 2:
- Demonstrate knowledge and understanding of the business environment through the application of economic principles.
- Apply contemporary approaches to management within the business environment.
- Develop and implement business strategies within the business environment.
- Demonstrate knowledge and understanding of the basic elements of accounting and human resources management within the business environment.
Associated Assessment Criteria for Exit Level Outcome 3:
- Demonstrate and understand the formulation of marketing strategy objectives.
- Design a marketing campaign.
- Implement a marketing campaign.
- Evaluate the different reference groups of consumers and their impact on the buying decisions of the individual.
Associated Assessment Criteria for Exit Level Outcome 4:
- Apply various tools within the integrated marketing communications mix within an organization.
- Critically evaluate an integrated marketing communications strategy in any industry.
- Assess different market opportunities for the international and global market environment.
Associated Assessment Criteria for Exit Level Outcome 5:
- Demonstrate knowledge and understanding of the concepts and principles of business law.
- Apply the principles of business law.
- Evaluate elements of business law.
Associated Assessment Criteria for Exit Level Outcome 6:
- Demonstrate knowledge and understanding of the principles, practices, and theories of human resource management.
- Define the critical success factors for effective human resource management in business.
- Apply knowledge of human resource management to given scenarios.
- Analyze the practices of human resource management implemented in a specific environment.
Integrated Assessment:
Formative Assessment:
- Learning and assessment are integrated.
- Continual formative assessment is required with feedback provided on progress.
- Assignments, real-world briefs, tests, and an integrated programme portfolio are utilized for feedback.
- Focuses on smaller sections of work and limited numbers of outcomes.
Summative Assessment:
- Judgement of learning in relation to the Exit Level Outcomes.
- Includes integrated assessments to test the learner's ability to integrate the larger body of knowledge.
- Examinations, projects, reports, or portfolios assess a representative selection of outcomes.
- Tests learner's ability to manage and integrate knowledge for module outcomes.
- Designed for integration of Exit Level Outcomes and evidence of applied competence.
- Criterion-referenced assessment explained clearly to learners for Recognition of Prior Learning.
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 360
- SAQA Source
- More Information
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This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.