Bachelor of Commerce: Marketing Management
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Qualification Overview
Purpose:
The purpose of the qualification is to provide students with comprehensive knowledge of marketing principles, theories, methods, and technology to prepare them for executive roles in the field of marketing. It aims to equip students with higher-order cognitive skills and decision-making abilities needed to manage core marketing functions effectively and contribute to the organization's success. The qualification also focuses on advancing the science and field of marketing management through research and scientific discourse, setting a foundation for career advancement and further studies at the master's and doctoral levels.
Modules:
The modules are designed to progressively deepen students' understanding of marketing management, from covering general aspects in the first year to analyzing specific marketing principles and issues in the second year. The qualification culminates in addressing strategic marketing management challenges relevant to a global economy, customer demands, and organizational needs. The third-year modules focus on equipping students with skills to develop and implement strategic marketing plans in real-world contexts.
Rationale:
The qualification aims to provide specialized education in marketing management, enabling students to provide strategic direction to businesses across all marketing areas. Marketing is pivotal to an organization's success, and students are empowered to align marketing functions with other organizational areas for integrated management. Through an understanding of broader business functions and contemporary issues like globalization, Africanization, technology, and ethics, students are prepared to lead marketing initiatives effectively and contribute to the organization's overall success.
Outcomes
- Interpret and adjust to economic realities within South African organisational contexts.
- Evaluate, apply, and integrate marketing knowledge and skills and general business principles to real life situations taking into account societal, ethical and cultural considerations.
- Gather and manage marketing information appropriately and in line with higher order business objectives and sustainability of the business.
- Conceptualise and design a strategic marketing plan.
- Critically analyse contemporary marketing information and evaluate the potential future outcomes of marketing management decisions. Critical Cross-Field Outcomes: All the Critical Cross-Field Outcomes are promoted within this qualification, and in particular: Organise and manage themselves and their own activities responsibly and effectively, develop their own learning strategies which sustain independent learning and academic or continued professional development and interact effectively within the learning or professional group as a means of enhancing learning. Communicate effectively using visual and/or language skills in the mode of written presentations. This includes researching, reviewing, evaluating, producing and communicating information in specialised contexts in order to develop creative responses and insights, rigorous interpretations and solutions to problems and issues appropriate to the context. Demonstrate an understanding of the world as a set of related systems by recognising that problem solving contexts do not exist in isolation. This includes operating effectively within a system, or managing the system based on an understanding of the roles and relationships between elements of the system.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Demonstrate a deep understanding of the functioning of a business and the role of marketing management within the organisation, specifically in the integrative nature of the various functional fields.
- Understand the impact that marketing has on society and values in the business environment.
- Apply marketing principles to real-life situations in an organizational context and from a strategic perspective.
- Compare current contexts with past and potential future contexts.
- Relate learning gained from individual experience to knowledge encountered in an academic environment and vice versa.
- Relate learning from experience and academic contexts to different contexts using present and future scenarios.
- Express own ideas and opinions regarding marketing management coherently using well-structured arguments.
Associated Assessment Criteria for Exit Level Outcome 2:
- Analyze real-life situations to identify strengths, weaknesses, opportunities, and threats.
- Select correct strategies and/or procedures to solve specific marketing problems.
- Apply appropriate marketing principles to situations, whether in real life or simulated scenarios/case studies.
- Evaluate results of the application of marketing strategies.
- Discuss and present information in appropriate ways e.g. numerically, verbally, graphically, using appropriate technology.
Associated Assessment Criteria for Exit Level Outcome 3:
- Collect, collate, interpret, and report on information related to marketing management problems or opportunities and the effect and implications it can or may have on the long-term survival or management of the business.
- Identify and select information specifically relevant to marketing management and assess the relevance and importance of this information.
- Interpret and analyze information specifically relevant to marketing management and the implication for the strategic marketing direction of the organization.
- Use technology in appropriate contexts to access, process, and store or distribute information as well as the retrieval and application of the information.
- Analyze and interpret the impact of technology on marketing management operations and strategic management.
Associated Assessment Criteria for Exit Level Outcome 4:
- Design and guide the implementation of procedures and systems related to a strategic marketing plan.
- Evaluate the implementation of a structured marketing plan by comparing achieved outcomes and initial objectives.
Associated Assessment Criteria for Exit Level Outcome 5:
- Identify sources of contemporary marketing information.
- Critically study and analyze contemporary marketing information.
- Form well-researched arguments that are based on theoretical principles.
- Communicate own opinions based on sound reasoning and well-researched arguments.
- Evaluate the future outcomes of marketing management decisions based on reasoned arguments.
Integrated Assessment:
- For the qualification to be awarded, a candidate must have successfully achieved the outcomes of each of the compulsory/core and elective modules that constitute the qualification.
- Evidence of learning competency (knowledge, skills, attitudes, and expertise) and of the candidate's ability to achieve the purpose of the qualification as a whole at the time the qualification is awarded is required.
- Comprehensive and Integrated Assessment is conducted using a range of formative and summative assessments.
- Continuous formative and summative assessment methods are used, including written assignments, exams, and the supervision of a research project.
- The pass mark shall be a minimum of 50% acquired from both continuous and summative assessment in a proportionate ratio, with 75% constituting a pass with distinction.
- Assessors should assess and give credit for evidence of learning acquired through formal, informal, and non-formal learning and experience.
- Student support will be provided in accordance with Unisa ODL and Learner Support policies and guidelines.
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.