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 – 28 credits(≈ 280 hours)
    Code: ELO 2
    Analyse consumer decision-making processes and influencing factors.
  • International Marketing – 28 credits(≈ 280 hours)
    Code: ELO 6
    Understand global marketing environments and strategies.
  • Marketing 2B – 28 credits(≈ 280 hours)
    Code: The ability to organise work requirements so as to meet set deadlines.
    This module is tailored to empower students in crafting robust research methodologies and techniques, fostering confidence in their research design capabilities. It delves deep into the intricate components that constitute a formal research proposal, encompassing diverse research methodologies and tools. Moreover, it provides a structured framework for executing the actual research and effectively presenting research findings. To successfully meet the module's requirements, students must grasp the fundamental theoretical underpinnings of formal research and adeptly apply them in the creation of a research proposal. Upon completing the module, students will not only submit their Research Design, which serves as a prerequisite for their research project modules (CORCA3 & CORFA3), but will also submit their research proposal. This dual submission process (CORLA3 & CORDA3 combined) is essential for obtaining Ethical Approval, a crucial milestone that enables students to progress to the subsequent stages of the research process, particularly the research project.
  • Marketing Principles – 28 credits(≈ 280 hours)
    Code: ELO 1
    Demonstrate understanding of core marketing principles and strategies.
  • Marketing Research – 28 credits(≈ 280 hours)
    Code: ELO 4
    Conduct marketing research and interpret findings.
  • Mathematics for Commerce – 28 credits(≈ 280 hours)
    Code: The ability to identify and suggest possible solutions to a problem.
    This module is tailored to empower students in crafting robust research methodologies and techniques, fostering confidence in their research design capabilities. It delves deep into the intricate components that constitute a formal research proposal, encompassing diverse research methodologies and tools. Moreover, it provides a structured framework for executing the actual research and effectively presenting research findings. To successfully meet the module's requirements, students must grasp the fundamental theoretical underpinnings of formal research and adeptly apply them in the creation of a research proposal. Upon completing the module, students will not only submit their Research Design, which serves as a prerequisite for their research project modules (CORCA3 & CORFA3), but will also submit their research proposal. This dual submission process (CORLA3 & CORDA3 combined) is essential for obtaining Ethical Approval, a crucial milestone that enables students to progress to the subsequent stages of the research process, particularly the research project.
  • nan – 28 credits(≈ 280 hours)
    Code: nan
    nan
  • Product and Promotion Management 3 – 28 credits(≈ 280 hours)
    Code: The ability to use technology and other methods of presentation for communication purposes.
    This module is tailored to empower students in crafting robust research methodologies and techniques, fostering confidence in their research design capabilities. It delves deep into the intricate components that constitute a formal research proposal, encompassing diverse research methodologies and tools. Moreover, it provides a structured framework for executing the actual research and effectively presenting research findings. To successfully meet the module's requirements, students must grasp the fundamental theoretical underpinnings of formal research and adeptly apply them in the creation of a research proposal. Upon completing the module, students will not only submit their Research Design, which serves as a prerequisite for their research project modules (CORCA3 & CORFA3), but will also submit their research proposal. This dual submission process (CORLA3 & CORDA3 combined) is essential for obtaining Ethical Approval, a crucial milestone that enables students to progress to the subsequent stages of the research process, particularly the research project.
  • Project Management – 28 credits(≈ 280 hours)
    Code: A knowledge of the use of technology.
    This module is tailored to empower students in crafting robust research methodologies and techniques, fostering confidence in their research design capabilities. It delves deep into the intricate components that constitute a formal research proposal, encompassing diverse research methodologies and tools. Moreover, it provides a structured framework for executing the actual research and effectively presenting research findings. To successfully meet the module's requirements, students must grasp the fundamental theoretical underpinnings of formal research and adeptly apply them in the creation of a research proposal. Upon completing the module, students will not only submit their Research Design, which serves as a prerequisite for their research project modules (CORCA3 & CORFA3), but will also submit their research proposal. This dual submission process (CORLA3 & CORDA3 combined) is essential for obtaining Ethical Approval, a crucial milestone that enables students to progress to the subsequent stages of the research process, particularly the research project.
  • Quantitative Techniques – 27 credits(≈ 270 hours)
    Code: The ability to collect, analyse and present information.
    This module is tailored to empower students in crafting robust research methodologies and techniques, fostering confidence in their research design capabilities. It delves deep into the intricate components that constitute a formal research proposal, encompassing diverse research methodologies and tools. Moreover, it provides a structured framework for executing the actual research and effectively presenting research findings. To successfully meet the module's requirements, students must grasp the fundamental theoretical underpinnings of formal research and adeptly apply them in the creation of a research proposal. Upon completing the module, students will not only submit their Research Design, which serves as a prerequisite for their research project modules (CORCA3 & CORFA3), but will also submit their research proposal. This dual submission process (CORLA3 & CORDA3 combined) is essential for obtaining Ethical Approval, a crucial milestone that enables students to progress to the subsequent stages of the research process, particularly the research project.
  • Research Design – 27 credits(≈ 270 hours)
    Code: The ability to work as a member of a team
    This module is tailored to empower students in crafting robust research methodologies and techniques, fostering confidence in their research design capabilities. It delves deep into the intricate components that constitute a formal research proposal, encompassing diverse research methodologies and tools. Moreover, it provides a structured framework for executing the actual research and effectively presenting research findings. To successfully meet the module's requirements, students must grasp the fundamental theoretical underpinnings of formal research and adeptly apply them in the creation of a research proposal. Upon completing the module, students will not only submit their Research Design, which serves as a prerequisite for their research project modules (CORCA3 & CORFA3), but will also submit their research proposal. This dual submission process (CORLA3 & CORDA3 combined) is essential for obtaining Ethical Approval, a crucial milestone that enables students to progress to the subsequent stages of the research process, particularly the research project.
  • Sales and Promotion – 27 credits(≈ 270 hours)
    Code: ELO 3
    Apply personal selling and promotional techniques in marketing.
  • Strategic Marketing – 27 credits(≈ 270 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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