Bachelor of Commerce Honours Degree in Marketing

BACHELOR OF COMMERCE HONOURS DEGREE IN MARKETING

NUST code:

 CBU-MKT

DURATION:

 4 Years

TYPE OF DEGREE:

HONOURS

CREDIT LOAD:

144

LEVEL 
 

8/9

ACCREDITATION ORGANISATION(S):

Zimbabwe Council for Higher Education (ZIMCHE)

LEARNING MODES

CONVENTIONAL (Offered in Bulawayo Only)
PARALLEL (Offered in Bulawayo Only)
BLOCK RELEASE (Offered in Bulawayo Only)
 The regulations for the Bachelor of Commerce Honours Degree in Marketing hereinafter referred to as the Bachelor of Commerce in Marketing should be read in conjunction with the University General Academic Regulations for Bachelor’s Degree by Coursework, hereinafter referred to as the General Academic Regulations

Marketing is one of the most popular graduate careers, making graduates to be extremely competitive in the job market. There are many career paths one can pursue with a marketing degree e.g.

Advertising account executive
Advertising account planner
Advertising art director
Advertising copywriter
Creative director
Market researcher
Marketing executive
Media buyer
Media planner
Social media manager
Web content manager
Business adviser
Event manager
Product manager
Public affairs consultant
Public relations account executive
Public relations officer
Sales promotion account executive
Lecturing

Further Education

Master’s and doctoral studies in Marketing or in interdisciplinary programmes related to marketing

Normal Entry
To qualify for normal entry into the Bachelor of Commerce in Marketing, a candidate, in addition to satisfying the minimum conditions prescribed under the General Regulations and the Faculty Regulations for English Language and Mathematics, must have passed Business Studies and any one subject at ‘A’ level.

Special Entry
Applicants should be holders of a National Diploma in Management or its equivalent to be accepted to Part I and a Higher National Diploma to be accepted to Part II. In addition to satisfying the minimum conditions prescribed under the General Regulations for five ‘O’ level passes including English Language and Mathematics.

 Mature Entry

             OR
Holders of internationally recognized diplomas.eg HND, CIM, IMM shall also be considered.

 

The Programme consisting of coursework shall normally be completed over a maximum period of 4 years both on a full-time and block-release basis.

On both instances, delivery shall be allocated as follows: 

Year of Study

Number of Modules

Part 1

12

Part 2

12

Part 3

Industrial Attachment

Part 4

10

Total Number of Modules

34 Modules

1 Research Project

 Course delivery will be divided into two components:

The taught component (Part I, II, III and IV) comprises of 34 core modules
The research component, in Part IV, leading to a dissertation of approximately 20, 000 words excluding appendices.

Assessment

These regulations should be read in conjunction with the General Academic Regulations for Undergraduate Degrees hereinafter referred to as General Regulations.

The degree will be awarded to candidates who have successfully completed the programme and passed the examinations in accordance with regulations set out above in the Faculty Regulations.

The determination of the overall degree programme aggregate will be as follows:

Part II   20%

Part III  30%     

Part IV  50%

Failure to Satisfy Examiners

A candidate who fails more than 50% of the courses taken in a particular part may, on the recommendations of the Senate, be granted permission to repeat the failed courses. Nevertheless, a repeat candidate may be exempted from re-attendance and re-examination in any courses in which he/she previously passed.
A candidate who is not allowed to proceed to the subsequent Part of the Programme and has failed the same Part of the Programme twice will be required to withdraw from the Programme.
A candidate who fails the Research Project with a mark in the range of 45-49% shall be given the option to re-submit within three months from the date of publication of results. The Research Project will only attain a maximum of 50%.

Year1    
Semester I    
CAC 1108     Accounting IC    10
CBU 1102     Business Communication    10
CIN 1103    Commercial Law    10
CBA 1104    Principles of Microeconomics    10
CBU 1108     Principles of Management    10
CIN 1106     Quantitative Analysis for Business 1I    10
CTL 1101     Conflict Transformation and Leadership    10


Semester II    
CAC 1209     Accounting IB (New syllabus for marketing students)    10
CBA 1205     Principles of Macroeconomics    10
CIN 1207     Quantitative Analysis for Business II    10
CMK 1209     Principles of Marketing    10
CMK 1210     Events Management (with Practical project)    10
Year 2
Semester I     
CMK 2101     Marketing Research     10
CMK 2102     Consumer Behaviour     10
CMK 2104     Marketing Information Systems    10
CMK 2106     Advertising and Sales Promotion     10
CMK 2105     Digital and Social Media Marketing    10
CFI 2101     Corporate Finance I     10

Semester II    
CMK 2201    Distribution and Logistics Management    10
CMK 2206    Retail Marketing Management     10
CMK 2204    Sales Management     10
CMK 2202    Customer Relationship Management    10
CMK 2203    Public Relations and Publicity    10
CFI 2202    Corporate Finance II     10
Year 3
CBU 3001 Industrial attachment        120

Year 4
Semester I    
CMK 4101    Strategic Marketing Management I     13
CBU 4109    Entrepreneurship     11
CMK 4105    Services Marketing    13
CMK 4103    Business to Business Marketing     13
CMK 4104    International Marketing Management     13

Semester II    
CMK 4203    Business Ethics and Corporate Governance    11
CMK 4201    Strategic Marketing Management II     13
CMK 4206    Agri-business Marketing     13
CMK 4204    Brand Management     13
CMK 4205    Hospitality and Tourism Marketing     13
CMK 4200    Research Project    26

Total credits        513

Year 1

CMK 1209 Principles of Marketing Management [10 Credits]

Principles of marketing management and marketing instruments, customer centricity, the process of marketing management, market segmentation, positioning and marketing information systems, environmental analysis, identification of target markets, value creation, positioning strategies, consumer behaviour, relationship marketing, relationship intention, application of product, price, marketing communication and distribution strategies.

CAC 1108 Accounting IC [10 Credits]

Nature and Scope of Financial Accounting; Accounting principles, concepts and conventions – historical cost, prudence, materiality, going concern, entity, monetary, revenue recognition, matching principles; Accounting Methods - Accrual basis,  Cash basis; financial statements – components of the Statement of Financial Position (Balance Sheet), Statement of Comprehensive Income (Income Statement), Statement of Changes in Equity, Statement of Cash Flows and Notes to Financial Statements; Recording Financial Information; Accounting and Administrative Control Systems; Ratio Analysis.

CBA 1105 Microeconomics [10 Credits]          

This module will study markets and the decision making embedded therein. It will discuss standard economic arguments that free markets work “best", the conditions under which these arguments are most believable, and policy options when these conditions are not met. The module will examine both competitive markets, for which basic models of supply and demand are most appropriate, and markets in which agents act strategically, for which game theory is the more appropriate tool. The module will cover, inter alia, economic theory and the market economy, consumer theory, choice under uncertainty, production and costs, efficiency and trade, market equilibrium, game theory and imperfect competition.

CBU 1102 Business Communication[10 Credits]         

General comprehension and expression, report writing, comprehension of ideas, development of different styles and the use of English in a business setting, communicating skills, letter writing, committee documents, use of questionnaires, note taking, and summarising.

CIN 1109 Commercial Law[10 Credits]

The module introduces students to the basic legal principles governing the business environment. Focus will be placed on definition of contracts, requirements of a contract, breach of a contract, remedies for breach of contracts, law of agency, contract of sale, law of business organisations and insurance contract.

CIN 1106 Quantitative Analysis for Business I [10 Credits]      

The module introduces students to the mathematical tools relevant for application to the business environment. Students will be expected to recognise the value of quantitative methods in analysing data and interpreting it in order to make relevant business decisions.

CBU 1108 Principles of Management [10 Credits]       

History and development of management thought, functions of management, organisational structures, decision making, communication, centralisation and decentralisation, delegation, leadership and motivation, controlling budgeting and non-budgetary controls.

CTL 1101 Conflict Transformation & Leadership [10 Credits]

The thrust of the course is understanding peace and conflict; theories of conflict; conflict analysis and tools; economic roots of conflict; gender and conflict; leadership; leadership and conflict handling mechanisms; leadership and conflict handling mechanisms; women in leadership; leadership ethics; interplay: leadership, conflict and development.

CBA 1206 Macroeconomics [10 Credits]         

The module is designed to address how economists model the relationships between aggregate economic variables and examine how various fiscal and monetary policies can affect the results. The main goal is to improve students’ economic literacy and ability to apply economic models to analyse real world events.  This module will be taught from an equilibrium perspective. This means the module will work with economic agents that optimize and with aggregate consistency conditions. Along with building basic economics intuition, the module will be centred on constructing and understanding macroeconomic models. These models will be used to discuss the theory of long-run economic growth and short-run economic fluctuations and to analyse macroeconomic policy, in particular fiscal policy.

CIN 1207 – Quantitative Analysis for Business II [10 Credits]

CIN 1207 is an introductory module in business statistics designed especially for students majoring in Commerce. It covers the techniques business students are most likely to use in their future modules. The module covers descriptive and inferential statistics with business applications to analyse management and organizational problems. Students will learn to apply statistical analysis techniques to practical problems that firms in the real world face. Specific topics include: measures of central tendency and dispersion, probability theory and distributions, estimation, hypothesis testing, regression analysis and correlation analysis.

CAC 1209 Accounting ID[10 Credits]

Introduction to Cost and Management Accounting; Cost and Management Accounting Vs. Financial Accounting; Manufacturing Account; Cost Classification; Cost Curves; Material Control; Inventory or Stock Valuation Methods; Economic Order Quantity; Overhead Costs; Principles and Methods of Calculating Costs; Job Costing; Activity based costing; Process costing; Marginal Costing and Absorption Costing; Standard Costing; variance analysis;  Cost Volume Profit Analysis; Budgeting; Master Budget; Flexible budgeting; Capital Budgeting Techniques; Investment Decision Making.

CMK 1210 Events Management   [10 Credits]

The module will cover a range of inter-related subjects and topics which include: business operations cycle and processes in the context of events management; Promotion, merchandising and sales techniques; target marketing and segmentation, sponsorship and  promotions, sponsorship proposals; Event Marketing; Sustainability for Events; Event communications; Budgeting for events; People management; Capacity management and crowd control for events; Facility location, design, layout and management; Risk assessment, health and safety and legal issues for events; Managing quality events; Key skills required in the Events industry. Event evaluation and management techniques. 

 
Year 2

CMK 2101 Marketing Research [10 Credits]

Defining of the marketing problem; research design; exploratory research design for secondary data and qualitative research; surveys and observations as part of descriptive research; measurement of perceptions and attitude scaling; questionnaire design; sampling design and sampling procedures; fieldwork and data preparation; formulation of hypotheses and basic statistical tests. Basic data analysis, descriptive statistical analysis, interpretation and reporting of results, research report writing.

CMK 2102 Consumer Behaviour [10 Credits]

Internal and external influencing factors of consumer behaviour, the consumer's decision process and application fields of consumer behaviour, consumerisms and social responsibility, buying behaviour of consumers in both product and service related industries, consumer psychology and the influence thereof on buying behaviour, psychology of pricing, influencing factors in consumer buying behaviour, the impact of various forms of marketing communication on buying behaviour.

CMK 2104 Marketing Information Systems [10 Credits]

Definitions, functions, requirements for the marketing information systems (MKIS). Types and functions of the information systems, their usage for marketing purposes: operational, analytical, OLAP, expert, executive, decision-support systems. Applying ERP, business intelligence, integrated software for marketing tasks. Cloud based and open source solutions. (Tools &software: Sugar CRM). Management processes of the marketing manager: analytical and control applications: pivot tools, dashboards, computational intelligence methods for marketing (Tools &software: MS Excel pivot module). Marketing planning, process modelling and decision making by using MKIS. Creating MIS in the enterprise, the interrelationships with other computerized systems inside and outside the enterprise. The variety of concepts for structure and processes of the MIS models. ERP application for marketing. (Tools &software: CESIM modelling solutions: On Service, SimBrand).  Overview of the internet and WWW. Use of internet technology for inter- and intra-organizational electronic business. Theory of networks; OSI model and TCP/IP, Application of networks in business. 

CMK 2105 Digital and Social Media Marketing [10 Credits]

This module will look at digital marketing methods with the aim of ensuring students develop in- depth understanding of how digital marketing planning and e-promotion is used in achieving and maintaining market competitiveness. It also explores the fundamentals of Netnography, co- creation, communities and social media platforms, the role of social media and its relation to an e- commerce strategy, digital marketing trends and consumer culture. Convergence of digital technology, Web Publishing Technologies, Creating and publishing Web Pages.

CMK 2106 Advertising Management and Sales Promotion [10 Credits]

Definition, Importance and Functions of Advertising.  Importance of Advertising in Modern Marketing, Role of Advertising in the National Economy. Types of Advertising.  PACT and DAGMAR Approaches. Setting of Advertising Objectives. Advertising Appeals.  Advertising message. Advertising Budget. Advertising campaign and strategy. Advertising film making. Advertising media- Types of Media. Media Planning, Selection of Media Category. Factors influencing the choice of Media. Media Scheduling. Evaluation of Advertising effectiveness. Advertising Agencies: their role, Functions, Organization and Importance. Social advertising and corporate social responsibility. Nature and importance of sales promotion, its role in marketing, Forms of sales promotions- Consumer oriented sales promotion; trade oriented sales promotion & Sales force-oriented sales promotion, sales representatives as communicators.  Major tools of sales promotion- samples point of purchase, displays & demonstrations, exhibitions & fashion shows, sales contests & games of chance and skill, lotteries gifts offer, premium and free goods, price packs, rebates patronage rewards.  Conventions, conference & trade shows, specialties and novelties.  Developing sales promotion programme, pre-testing implementing, evaluation of results and making necessary modifications.

CMK 2201 Distribution and Logistics Management [10 Credits]

Distribution strategies; the role of logistics in an enterprise; definition and scope of customer service; electronic and other logistics information systems; inventory management; materials management with special reference to Japanese systems; management of the supply chain. Methods of transport and transport costs; types and costs of warehousing; electronic aids in materials handling; cost and price determination of purchases; organizing for logistics management; methods for improving logistics performance.

CMK 2202 Customer Relationship Management [10 Credits]

CRM practices and quality services using CRM; CRM and firm strategies and CRM technologies used to manage and analyse customer interactions and data throughout the customer lifecycle; customer retention, loyalty and profitability.  

CMK 2203 Public Relations and Publicity    [10 Credits]

Defining Public Relation and the Growth of Public Relations, Communications as a PR Skill, Managing public opinion, Ethics in Public Relations, Publicity & the print media, Publicity & the electronic media, Multicultural community relations, Government Public Relations, Consumer relations, Investor relations, Public Relations and the Internet, Public Relations writing, Crisis Management.

CMK 2204 Sales Management [10 Credits]

The purpose of this module is to introduce the student to basic principles of direct selling. On a practical level, the student will have attained the necessary experience to identify environmental trends and understand all the functions of direct selling. Also, the student will be evaluated on his/her practical ability of selling by reaching a set sales target. 

CMK 2206 Retail Marketing Management [10 Credits]

Retail environment; Retail formats; Retail strategy and the retailing mix; Location decisions; Merchandise decisions; Price decisions; Communication decisions; Consumer services and information; Technology and systems; Point of purchase displays; Franchise agreements. 


Year 4

CMK 4101 Strategic Marketing Management I [13 Credits]

Strategic issues in marketing, strategic marketing, strategic analysis (market analysis, customer analysis, competitor analysis and internal analysis), market strategies (competitive strategies, strategies in the product life cycle and relationship building strategies) and strategy implementation and control.

CMK 4103 Business to Business Marketing [13 Credits]

Nature of business markets, their needs and strategies used to meet their needs; Marketing Mix in a Business to Business Context: Developing and managing products, managing the business marketing channel, managing pricing and negotiating to provide customer value, understanding the key elements of the communications mix for business marketers, managing Sales. Organizational Buyer decisions; industrial consumer behaviour; 

CMK 4104 International Marketing Management   [13 Credits]

International marketing; the process of internationalization; growth in international trade and investment; the evolution of multinational enterprises; management perspectives on international trade and international trade theories; international trade regulation; economic integration; the formation of trading blocks, and free-trade areas. The international marketing environment; the cultural, political and legal environments as well as the economic environment of international business, the international trade concept and theory; the international monetary system; the foreign exchange market; and international capital markets.  

CMK 4105 Services Marketing [13 Credits]

Unique characteristics of services; nature and process of service delivery; differences between product and service evaluations; development, communication and delivery of services; service quality and measurement thereof; the role of service providers and the environment of service delivery; implementation of service-marketing strategies.

CMK 4201 Strategic Marketing Management II [13 Credits]

Strategic management analysis and formulation Basic concepts; formulation of mission; policy and objectives; external evaluation of the business environment; internal evaluation of the enterprise; including intellectual assets; the formulation and development of a strategic plan. Strategic management implementation: The role of management in strategy implementation; budgets as instrument in the implementation process; leading processes of change within enterprises; supporting policies, procedures and information systems for implementation in the various functional areas; evaluation and control of implementation.

CMK 4203 Business Ethics and Corporate Governance [11 Credits]

Ethical behaviour in marketing; types of unethical behaviour; Ethical dimensions of marketing management, governance, and responsible management practice; modes of governance and corporate social responsibility in the global economy; good cooperate governance and firms image. 

CMK 4206 Agri-Business Marketing [13 Credits]

Application of marketing and economic principles to decision making in contemporary agribusiness firms. Marketing strategies, marketing research and information, segmentation and targeting, marketing mix, and market plans within food, fibre, natural resource, and production input industries. Analysis of agribusiness marketing environment; National/international agricultural commodity marketing and pricing; supply, demand, costs, time value of money, futures/options market, and price forecasting. Agricultural Policy effects on agribusiness marketing; and International agricultural marketing. 

CMK 4204 Brand Management [13 Credits]

Importance of creating powerful brands; Nature of brands; The branding process; Brands and corporate culture; Retailer issues in branding; Service brands; Business to Business branding; Brands on the Internet. Brand planning, evaluation and sustaining; Segmentation and differentiation through branding. How powerful brands beat competitors.

CMK 4205 Hospitality and Tourism Marketing [13 Credits]

Nature of hospitality industry; Hospitality marketing mix; Hospitality and Events marketing; nature of tourism marketing; Marketing tourism products; destination marketing, image-creation and branding; Consumers and consumption in tourism; marketing communications strategies in tourism; opportunities, challenges and constraints of tourism marketing.

CONVENTIONAL

$465/semester

PARALLEL

$565/semester

BLOCK

$565/semester

HARARE BLOCK

$897/semester

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