Bachelor of Commerce Honours in Marketing Management
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Purpose:
The aim of the qualification is to ensure that learners have a good understanding of trends and developments in the field of marketing and how to respond to such trends and developments strategically. This qualification in marketing aims to provide advanced training and scholarship in the field of marketing management to enable learners to apply strategic marketing thinking in given practical contexts (that is, the Bachelor of Commerce (BCom) Honours in Marketing Management graduate can interpret economic realities within South African and international organisational contexts). The successful learners will be able to draw on previous learning in marketing. In addition, be specifically introduced to contemporary issues that impact on marketing and the use of marketing metrics to measure the effectiveness of various marketing strategies that have been adopted or proposed. The learner will also be introduced to academic research and will be required to undertake and present a comprehensive research project about a topic in marketing in preparation for future academic studies at Masters' level. The qualification will draw on real-world cases to support teaching of the various marketing concepts covered in the qualification. This will help expand learners' practical knowledge and enable them to:
- Align this knowledge with other organisational functional areas.
- Identify the strategic implications of marketing decisions on management in an organisation.
- Analyse advanced and unfamiliar marketing scenarios.
- Solve high-level and unfamiliar marketing management problems.
- Identify and apply suitable marketing strategies, to determine the effectiveness of these strategies quantitatively.
- Lead the marketing function of an organisation.
Rationale:
Marketing as an area of specialisation within the broader field of business management has long been recognised as being pivotal to the success of an organisation. The qualification will strive to strengthen, consolidate and deepen the learner's applied knowledge and expertise in various aspects of marketing and will also endeavour to develop research capacity and methodological expertise in the discipline. Learners will gain access to knowledge of marketing at a strategic level. This qualification lays a foundation for higher career advancement and further studies in the field of marketing management.
Outcomes
- Demonstrate an in-depth understanding of how marketing management affects society and business.
- Interpret current local and international economic events and the influence that said events will have on the business.
- Compare current contexts with past and potential future contexts.
- Undertake independent research, searching for suitable information from both online and traditional sources and use this information to prepare as a basis for preparing a logical research report related to marketing.
- Relate learning gained from individual experience to knowledge encountered in an academic environment and vice versa.
- Relate learning from experience and academic contexts to unfamiliar contexts using present and future scenarios.
- Align marketing knowledge with other organisational functional areas.
- Identify the strategic implications of marketing decisions on management in an organisation.
- Analyse advanced and unfamiliar marketing scenarios.
- Solve high-level and unfamiliar marketing management problems.
- Identify and apply suitable marketing strategies, to determine the effectiveness of these strategies quantitatively.
- Select correct marketing strategies and/or procedures to solve specific marketing management problems.
- Evaluate the results of the application of various marketing strategies.
- Determine and interpret the strategic impact of and response to various contemporary issues that impact on marketing.
- Use a range of specialised skills to identify, analyse and solve complex, abstract and/or real-life marketing problems.
- Lead the marketing function of an organisation.
Assessment Criteria
Associated Assessment Criteria
The following broad outcomes are expected to be achieved by learners in order to successfully complete the qualification:
- Undertake independent research into a marketing topic using recognised research methodologies to compile a marketing research report for future Masters' studies.
- Identify contemporary business and marketing issues that could impact marketing and develop suitable marketing strategies to address these issues.
- Select appropriate marketing metrics to measure the effectiveness of marketing strategies, and adjust strategies based on interpretation of these metrics.
- Propose rational and justified marketing strategies within specific business and marketing contexts.
Integrated Assessment
- Successful achievement of outcomes in each compulsory module is required for the qualification.
- Evidence of learning competency and the ability to achieve the qualification's purpose is assessed through comprehensive and integrated assessments including formative and summative assessments.
- Continuous Formative and Summative Assessment methods, such as written assignments, practical assignments, exams, and research project supervision, are utilized.
- Assessments are conducted in accordance with the University of South Africa (Unisa) Assessment Policy.
- The Summative Assessment mark is a combination of year marks from compulsory assignments and a written non-venue based examination or portfolio in each module.
- The pass mark is a minimum of 50% from continuous and summative assessment.
- A pass with distinction is achieved at 75%.
Qualification Details
- Type
- Honours Degree
- NQF Level
- 08
- Min. Credits
- 120
- SAQA Source
- More Information
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