Bachelor of Commerce in Marketing Management

Code: 120727 • NQF 7 • 360 credits (≈ 3600 hours)

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About this programme

This qualification equips learners with advanced knowledge and practical skills in marketing management, including strategic marketing, consumer behaviour, sales, advertising, and international marketing. It prepares graduates for careers in marketing and provides a foundation for further learning.

Modules
  • Consumer Behaviour – 52 credits(≈ 520 hours)
    Code: ELO 2
    Analyse consumer decision-making processes and influencing factors.
  • International Marketing – 52 credits(≈ 520 hours)
    Code: ELO 6
    Understand global marketing environments and strategies.
  • Marketing Principles – 52 credits(≈ 520 hours)
    Code: ELO 1
    Demonstrate understanding of core marketing principles and strategies.
  • Marketing Research – 51 credits(≈ 510 hours)
    Code: ELO 4
    Conduct marketing research and interpret findings.
  • nan – 51 credits(≈ 510 hours)
    Code: nan
    nan
  • Sales and Promotion – 51 credits(≈ 510 hours)
    Code: ELO 3
    Apply personal selling and promotional techniques in marketing.
  • Strategic Marketing – 51 credits(≈ 510 hours)
    Code: ELO 5
    Formulate and implement strategic marketing plans.
Learning Outcomes (28)
Linked to modules: 28 of 28
  • 1.1 Explain the marketing environment and segmentation.
  • 1.2 Principles of marketing environment, segmentation, product, distribution, price, promotion, and strategy.
  • 1.3 Marketing management process, strategic marketing, decision-making across the 4Ps, marketing audit, and planning.
  • 1.4 Promotions and Product Management: Marketing communication mix and product management techniques.
  • 1.5 Sales planning, organisation, staff guidance, control, and evaluation.
  • 1.6 Principles of advertising, sales promotion, and public relations.
  • 1.7 Financial principles impacting marketing decisions (budgets, statements, cost-volume-profit analysis).
  • 2.1 Identify psychological and social factors affecting consumer behaviour.
  • 2.2 Evaluate consumer trends and their impact on marketing.
  • 2.3 Consumer Behaviour: Variables influencing consumer choices of products/services.
  • 2.4 Relationship Marketing: Strategies to improve stakeholder relationships, mass-customisation, and value chain management.
  • 3.1 Design sales strategies and manage sales teams.
  • 3.2 Develop advertising and promotional campaigns.
  • 4.1 Design research instruments and sampling methods.
  • 4.2 Analyse data and present marketing insights.
  • 4.3 Marketing Research: Research design, secondary data, surveys, experimentation, questionnaires, scales, observation, sampling, and report writing.
  • 4.4 Research Methodology: Core business and management research techniques (qualitative and quantitative).
  • 4.5 Research Project: Application of theory to a case study through a structured research process.
  • 5.1 Conduct marketing audits and SWOT analyses.
  • 5.2 Develop and evaluate strategic marketing plans.
  • 5.3 Planning, organising, leading, and controlling a business.
  • 5.4 Planning and controlling in globalised environments.
  • 5.5 Managing organisational change and leadership.
  • 6.1 Analyse international market entry strategies.
  • 6.2 Adapt marketing mix for global markets.
  • 6.3 Global marketing strategies, market offerings, global plans, direct and online marketing, and e-commerce.
  • 6.4 International Marketing: Scope of international marketing, environmental analysis, market opportunities, strategies, mix decisions, and international marketing plans.
  • nan
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