Bachelor of Commerce Honours in Strategic Brand Management
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Qualification Purpose:
The purpose of this qualification is to deepen the learner's expertise in brand and business strategy and management, while developing field-specific research capacity underpinned by a strong methodological academic understanding to pursue a career in Strategic Brand Management. This qualification aligns with the new HEQSF guidelines and equips learners with the essential knowledge, skills, and competencies identified by industry as critical for employees in various sectors. It also prepares learners for further specialized study to support lifelong learning. The specific skill sets incorporated into the design of this qualification are highly attractive to prospective employers and add value to the organizations that employ the graduates.
To achieve the primary purpose of the qualification, the design focuses on engaging with the following disciplines, ensuring a high level of theoretical engagement:
- Brand, business, and marketing strategy
- Research and analysis
- Financial planning and management
- Economic analysis for business/brand decision-making
- Sustainability and social responsibility
- Consumer behavior and the study of brand strategy in developing markets
- Entrepreneurship and innovation management
- Contact and brand communication strategy
Rationale:
The Bachelor of Commerce Honours in Strategic Brand Management aims to develop learners who hold a Bachelor of Business Administration or Bachelor of Commerce with a specialization in Marketing Management, Business Management, or Brand Management, through research-based postgraduate study. The qualification enhances learners' expertise in brand management, producing industry-ready postgraduate learners with advanced skills and knowledge. It emphasizes theoretical engagement and intellectual independence in the specialization of brand management. The qualification meets stakeholders' needs by equipping learners with advanced knowledge in key disciplines such as business and brand strategy, research and analysis, financial planning and management, economic analysis, entrepreneurship, innovation management, and sustainable brand building in developing markets.
In the current business landscape, effective brand management is crucial for long-term success. This qualification empowers learners to contribute to organizational management by making informed financial decisions grounded in holistic brand management understanding. The program focuses on developing solution-focused researchers and thinkers prepared to build businesses and brands in South Africa and the African economy. It also provides insights into developing markets, technology, communication, and consumer culture. Brand management is increasingly vital in various sectors, leading to increased opportunities for brand management specialists in different areas.
Graduates of the Bachelor of Commerce Honours in Strategic Brand Management will be competent business and brand managers capable of contributing to organizational leadership in both private and public sectors. This qualification also nurtures aspiring entrepreneurs, equipping them with the knowledge to start and manage entrepreneurial ventures. Graduates will be prepared to demonstrate competencies in brand and business strategy, financial management, equity valuation, and communication strategy to contribute responsibly and sustainably to organizational economic success. Career opportunities for graduates include roles such as Brand Manager, Strategic Planner, Marketing Manager, Brand Auditor, Entrepreneur, and more in diverse industries.
Examples of Career Opportunities for Learners:
- Brand Manager
- Strategic Planner
- Product Portfolio Manager
- Marketing Manager
- Market Researcher
- Brand/Marketing Consultant
- Entrepreneur
- Digital Marketing Strategist
- Brand Contact Planner
Outcomes
- Conduct situational research by analysing all economic factors in a developing market to identify key issues for strategic brand building.
- Apply appropriate financial theories and models to measure financial performance in order to develop a brand strategy.
- Develop a sustainable brand innovation chain utilising design thinking principles.
- Analyse good governance principles in brand and business management.
- Demonstrate applied knowledge of the theory of brand strategy and business planning.
- Implement an appropriate research design for primary and secondary research.
- Report critically and analytically on data collected through primary and secondary research.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1
- Investigate environment, category, stakeholder, competitor and brand dynamics in situational brand and business analysis
- Apply brand specific tools related to identity, architecture, contact auditing, and equity
- Identify economic conditions, trends, and consumer behavior variables impacting brand building in developing markets
- Conduct primary and secondary research considering economic variables for a brand challenge
- Develop a SWOT analysis and identify key brand and business issues
Associated Assessment Criteria for Exit Level Outcome 2
- Analyze financial environment complexity focusing on structures, regulatory compliances, opportunities, and risks
- Identify various financial theories and models for measuring financial performance
- Use advanced ratio analyses and financial theories to provide management direction
- Conduct brand equity audit using different brand metric models
- Integrate financial results in a triple-bottom-line analysis for strategic brand building direction
Associated Assessment Criteria for Exit Level Outcome 3
- Apply principles of design thinking
- Explain supply chain systems and structures for stakeholder contact
- Conduct brand contact audit
- Analyze brand using value chain modeling
- Propose sustainable brand innovation value chain solutions
Associated Assessment Criteria for Exit Level Outcome 4
- Analyze principles of ethics and governance in strategic brand building and business
- Identify legal requirements in social corporate responsibility and strategic brand management
- Critically analyze social corporate investment practice for strategic direction
- Write a basic triple-bottom-line summary for a financial report
Associated Assessment Criteria for Exit Level Outcome 5
- Apply theory in drafting a strategy-blueprint relevant to a brand and business scenario
- Create a brand strategy and business plan meeting all strategic requirements
- Submit a professionally documented brand strategy and business plan
- Deliver a professional presentation of the brand strategy and business plan
- Reflect on real-world conditions impacting strategic procedures, tools, and metrics in brand management
Associated Assessment Criteria for Exit Level Outcome 6
- Identify criteria for meaningful research
- Apply research steps in research design
- Apply frame of reference to research paradigm
- Define research problem, purpose, questions, and goals
- Identify limitations and delimitations to a field-specific research study
- Develop and implement appropriate research design
Associated Assessment Criteria for Exit Level Outcome 7
- Report on secondary research through a literature study arguing the research problem
- Analyze primary research data to produce findings and insights
- Write a report reflecting on research design and providing meaningful recommendations for further research
- Report on strategic procedures, tools, and metrics in managing and leading brands
Integrated Assessment
Formative Assessment:
- Continuous feedback on progress in achieving learning outcomes
- Assignments, real-world briefs, reflective internship journal, and integrated program portfolio for feedback
Summative Assessment:
- Judgement of learning in relation to Exit Level Outcomes
- Integrated assessments testing ability to integrate knowledge, skills, and attitudes
- Examinations, projects, reports, or portfolios assessing representative outcomes
- Tests ability to manage and integrate knowledge for module outcomes
Integrated Assessment Objectives:
- Integrate achievement of Exit Level Outcomes to demonstrate qualification purpose
- Evaluate learner performance for evidence of applied competence
- Explain criterion-referenced assessment clearly to learners for recognition of prior learning
Qualification Details
- Type
- Honours Degree
- NQF Level
- 08
- Min. Credits
- 120
- 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.