Marketing Management

mugwati

Chairperson : Mrs Miriam Mugwati (Mcom,Bcom,PGDTE)
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Categories

Commerce

About the Department

Programmes offered within the department

Undergraduate Degree

Bachelor Of Commerce Marketing Management Honours Degree

Masters Degree

Master Of Commerce In Marketing Strategy Degree

Welcome remarks

The Department of Marketing Management at Midlands State University welcomes you. The Department is housed in the Faculty of Commerce.We are committed to driving marketing talent through innovation and research. The department prides itself at the production of marketers of distinction.

Our Vision

To become the leading centre of excellence in marketing research, training of marketing practitioners and provision of innovative marketing solutions to industry, customers and societal demands.

CONTACT DETAILS 

Department of Marketing Management

Midlands State University

P.Bag 9055

Gweru

Zimbabwe

Tel +263 54 260409 / +263 54 260450/ +263 54 260667

Regulations

1. INTRODUCTION

1.1 The Departmental Regulations shall be read in conjunction with the

Faculty Regulations and the General Academic Regulations.

1.2 The degree will be awarded to candidates who have successfully

completed the programme and passed examinations in accordance with the

Faculty Regulations.

1.3 The duration of the degree program shall normally be a minimum of 4

levels including a period of Work Related Learning in a relevant

industrial/commercial setting during the third level.

2. CAREER PROSPECTS

The Bachelor of Commerce Marketing Management Honours Degree is an excellent springboard for entry in various careers such asDistribution Management, Advertising and Promotions, Expert Marketing, Marketing research, New Product/Service Development, Marketing Strategy, Product Brand Management, Wholesale and Retail Management, Merchandising Personal Selling and Sales Management, Marketing Consultancy and Public Relations.

3. ENTRY REQUIREMENTS

3.1 Normal Entry

3.1.1 To qualify for normal entry into the Bachelor of Commerce

Marketing Management Honours Degree programme,a candidate, in addition to satisfying the minimum requirements as prescribed under the General Regulations and the Faculty Regulations for English and Mathematics at `O’ Level, must have obtained a pass in “O” Level Mathematics and any of the following `A’ Level subjects: Mathematics, Economics, Management of Business, Accounting and Geography

3.2 Visiting School (Block Release)

To qualify for entry into the Bachelor of Commerce Marketing Management Degree (Visiting School) programme, a candidate, in addition to satisfying the minimum requirements as prescribed under the General Regulations, must have:

Either:

– HND/ND in Marketing Management

– IMM Diploma (Institute of Marketing Management)

– Diploma Institute of Bankers

– HND/ND in Business Studies

– HND/ND in Accountancy

– HND/ND in Purchasing Management

– Diploma in Education

– Institute of Administration and Commerce Diplomas

– Institute of Personnel Management of Zimbabwe Diplomas

– Diplomas in Institute of Real Estate Agents

– Diploma in Business Administration (ZIM)

– Any other relevant tertiary qualifications

Or

– Passes in “A” Level subjects

And:

– At least two years working experience in the relevant field

– Proof of employment

3.3 Special Entry

3.3.1 Candidates who have successfully completed Higher National Diploma in Marketing Management or have obtained equivalent qualifications may apply for direct entry into Level II of the degree programme.

3.3.2 Candidates admitted under regulation 3.2 above will normally be exempted from Level I on a module-by module-basis.

3.3.3 No candidate may complete the degree in less than three academic levels.

3.3.4 Successful completion of the Work Related Learning component at

Level Three is compulsory for all students.

3.4 MATURE ENTRY

-Refer to Section 3.3 of the General Regulations.

4. GENERAL PROVISIONS

4.1 A candidate is required to undertake a minimum of five (5) modules per semester unless one is carrying over or retaking certain modules from the previous academic level or semester, respectively.

4.2 Each module is worth four (4) credits except for the Work Related Learning level, which is worth forty (40) credits.

4.3 The department may accept students who have been discontinued from other programmes on condition that they meet the entry requirements and subjects to availability of places.

5. ASSESSMENT

Refer to Section 6 of the General Regulations and Section 5 of the

Faculty Regulations.

6. FAILURE TO SATISFY THE EXAMINERS. Refer to Section 9 of the General Regulations

7. WORK RELATED LEARNING GENERAL GUIDELINES Refer to Section 6 of the Faculty Regulations

8. DEGREE WEIGHTING-Refer to section 8 of the Faculty Regulations

9. GRADING AND DEGREE CLASSIFICATION Refer to Section 10 the Faculty Regulations.

10. PROVISION FOR PROGRESSION – Refer to Section 11 of the Faculty Regulations.

11. PROGRAMME STRUCTURE

Level 1 Semester 1
Code Module Descriptions Prerequisites Credits
BM101 Principles of Management 4
MM101 Principles of Marketing 4
MM102 Marketing Communication 4
ACC106 Financial Accounting for Business 1A 4
EC101 Microeconomics 4
HCS115 Introduction to information technology 4
CS 101 Communication Skills 4
Level 1 Semester 2
BM105 Business Law 1 4
ACC106 Financial Accounting 1B 4
ACC102 Quantitative Analysis for Business 4
EC104 Macroeconomics 4
MM107 Public Relations management 4
MM108 Advertising Strategy 4
MM105 Quality Management (Visiting School Only) 4
Level 2 Semester 1
MM104 Marketing Management 4
MM105 Quality Management 4
MM402 Marketing Research 4
MM203 Financial Aspects of Marketing 4
MM202 Sales and Marketing Forecasting 4
GS201 Gender Studies 4
MM107 Public Relations Management 4 (Visting School only) 4
Level 2 Semester 2
MM213 People Care Management 4
MM210 Brand Management 4
MM206 Consumer Behaviour 4
MM212 Distribution Fundamentals 4
MM209 Cost Management Essentials 4
Level 3 Semester 1 and 2: Work Related Learning
MM300 Work Related Learning Report 15
MM301 Academic Supervisor’s Report 15
MM302 Employer’s Assessment Report 10
Level 4 Semester 1
BM401 Change Management 4
MM403 International Finance 4
MM404 Industrial Marketing 4
MM211 New Product Development 4
BM406 Entrepreneurship 4
MM405 International Marketing 4
Level 4 Semester 2
MM406 Services Marketing 4
MM410 Relationship Marketing 4
MM407 Project/Dissertation 8
BM405 Strategic Management 4

12. MODULE SYNOPSES

MM101 PRINCIPLES OF MARKETING

Marketing Functions, the environments of marketing, marketing information systems and marketing research, the marketing mix, consumer behaviour, the social responsibility of marketing, public policy with respect marketing practices, a general survey of the marketing methods,techniques, institutions and practices.

MM102 MARKETING COMMUNICATIONS

The promotion mix: advertising, personal selling, sales promotion, publicity and packaging; setting of promotion objectives and deriving the promotion budget; consumer, middlemen and industrial marketing communication, direct marketing, telemarketing; public relations; psychological, cultural and biological factors influencing promotion.

MM104 MARKETING MANAGEMENT

Policy areas of organisation, marketing environment, and marketing systems, research and information systems, marketing strategy decision areas, product pricing, promotion and distribution, integrated marketing strategy the product life cycles, strategic marketing, marketing measurement and forecasting, distribution cost analysis,control, sales forecasting management, application areas of marketing agricultural production and industrial marketing.

MM105 QUALITY MANAGEMENT

The module introduces the student to quality management and the quest for best business practices in a changing environment. In today’s world, competitive advantage is shifting from mere possession of proprietary knowledge, access to raw materials etc. to a culture of conformance to specifications, conscientious value chain management ad employment and employee training and empowerment. Quality management postulates that one cannot inspect quality into a product doing the right thing correctly, first time all the time attracts the market’s attention and buying power. To succeed firms must actively pursue the twin logics of customer-centric and profit-centric thinking. Issues covered include: Inspection, quality control, Quality assurance, Total quality management, the contributions of Joseph Juran, Edward Deming, David Gavin, Phillip Crosby, Kaouru Ishikawa, Armand Feigenbaum,Genichi Taguchi, Det Norske Veritas, and International Standards Organisation. Attention will also be paid to: Quality function deployment, Benchmarking, Quality gaps, Management Commitment, Education and Training, Employee Empowerment, Teamwork and Involvement, Management of change and the search for excellence, Business process reengineering, Quality costs, Scatter Diagrams, Pareto analysis, Ishikawa/Fishbone diagrams, Histogram, Control charts, Check sheets,Stratification, Service surveys.

MM107 PUBLIC RELATIONS MANAGEMENT

The module is designed to guide the student in examining the scope,importance and characteristics of public relations in both private and public sectors. The student is shown now to study the elements of public relations, how to develop a Public Relations plan and the role of public relation in crisis and event management. The module will give the students an opportunity to apply their theoretical knowledge to practical situations.

MM108 ADVERTISING STRATEGY

This module teaches students how to plan, implement, and control advertising programs. The module also explores the link between advertising and other promotional tools.

GS201 GENDER STUDIES Refer to the Department of Gender Studies

MM 213 PEOPLE CARE MANAGEMENT

The module considers the overall significance of reward management, teamwork, employee relations, performance management and other organisational motivational tools in molding profitable organisations.

MM 202 SALES AND MARKETING FORECASTING

The module aims to cover sales forecasting, projections and consumer behavior in relation to marketing environment. Topics to be covered include: interactions between marketing management and sales management, functions of sales in marketing, sales forecasting techniques the Delphi Approach, Trend Analysis, Cross impact analysis of sales forecasting.

MM204 FINANCIAL ASPECTS OF MARKETING

The module aims to explain and illustrate financial techniques, which are relevant to marketing decisions. To achieve this, the module will cover Financial Involvement in marketing, Financial Statements,Financial performance ratios, financial status ratios, valuation ratios, techniques for major financial decisions, Discounting methods,Budgets and forecasts, Financing the plan, Designing control systems;Applications and examples based on marketing mix.

MM206 CONSUMER BEHAVIOR

Understanding the consumer, consumer decision processes, problem recognition and the research process, Evaluative Criteria beliefs and attitudes, Learning and behaviour modification, Information processing, Social and Cultural influences, Purchasing behaviour and diffusion of innovation, consumerism.

MM209 COST MANAGEMENT ESSENTIALS

Candidates are introduced to the role of costing in the management decision-making. Marketing is both Customer focus without ability to calculate business cost is a recipe for disaster. In addition even if you can make it, you cannot sell it if you cannot price it. Specific issues covered are definition of costs and associated concepts, Cost characteristics, Product costing techniques, Procurements cost, Holding cost, shortage cost, The EOQ model and calculations, Inventory Policy for lost sales.

MM210 BRAND MANAGEMENT

Definition of brand and the various forms of the brand importance and characteristics of brand Evolution of brand Consumer and Brand Management in business to business, in service organization and in retailing. Building and sustaining powerful and successful brands.Brands Planning and the evolution of brands.

MM211 NEW PRODUCT DEVELOPMENT

Common causes of business failure are loss of patronage to other products and inability to identify and respond to emerging market needs. This module exposes the student to the prudence of conscious product innovation and its potential to create first mover advantage.We also demonstrate the risk associated with new product development. It must be pointed out that New Product Development which is referred to elsewhere as Research and Development, Product Planning etc will be taught as a marketing course to strengthen understanding of the “product” element of the marketing mix. Issues covered include: New Products Process and Product Innovation Charter, concept generation, problem-based ideation, Analytical attribute Approaches, pretechnical Evaluation, Concept Evaluation systems, Character and Prescreening, Full screen, Financial Analysis, Product protocol, Development Structure, Development Team Management, Design and special Managerial needs, Product use testing, Strategic Launch Planning, Strategic action Dimensions, Implementation of Strategy, Pseudo Sale, Controlled and full sale Launch Control, Public Policy issues.

MM212 DISTRIBUTION FUNDAMENTALS

The module improves the student’s knowledge of “place” or channel management. We present here the techniques available from a marketing perspective of delivering goods and services. We are convinced that with a good grounding in how to produce winning offerings (as gained in NDP and QM), plus product identity knowledge (as obtained from Brand Management), in addition to Pricing and Promotion expertise (as provided in costing fundamentals, Advertising and marketing Communication) etc then profit will be enhanced through prudent channel management. Issues covered include: Scope of distribution channels, Marketing Channels, Channel participants, Channel structures, Channel structure and design, Positioning, Marketing design, Logistics design,Planning, Channel development, Negotiation, Management, Performance measurement, Channel perspectives, Channel dynamics, International channels, Service channels.

MM402 MARKETING RESEARCH

The module covers the research process, problem definition, researchdesigns, questionnaires construction and administration, sampling bases

and sources of marketing data, collection and interpretation of data,research application and uses the relations of market research to functions of the business enterprise, types of marketing research consumer, industrial and service.

MM403 INTERNATIONAL FINANCE

The Evolution of the International monetary and Financial system. The MNC and its Environment. The Foreign Exchange Market and Foreign Exchange Exposure Management. Management of ongoing Operations.Financing the MNC. Direct Foreign Investment and MNC budgeting. Other issues impacting Multi-Financial Management.

MM404 INDUSTRIAL MARKETING

Classification of industrial products: Characteristics of the industrial market. Market information; Market planning, Industrial Consumer behaviour Organisational buying decisions, Methods of Distribution, Promotional problems of industrial marketing, buyer-seller relations.

MM405 INTERNATIONAL MARKETING

Introduction to international marketing, scope and challenges of international marketing, international trade concepts and theory, international marketing environments cultural, economic, political, legal, social, and technological environments. International marketing management, marketing intelligence; product, price promotions and distribution policies, regional economic groupings and import/export procedures.

MM410 RELATIONSHIP MARKETING

A general survey of the major marketing methods, techniques, institutions and practices, examined from the viewpoint of their effects on the exchange of processes involved in moving goods from producers to ultimate consumers, creation, analysis and maintenance of market.

ACC100 FINANCIAL ACCOUNTING 1A, ACC101 FINANCIAL ACCOUNTING 1B AND ACC102QUANTITATIVE ANALYSIS OF BUSINESS

-Refer to the Department of Accounting

BM101 PRINCIPLES OF MANAGEMENT, BM105 BUSINESS LAW 1, BM405 STRATEGIC MANAGEMENT AND BM406 ENTREPRENEURSHIP

-Refer to the Department of Business Management

HCS115 INTRODUCTION TO INFORMATION TECHNOLOGY, CS101 COMMUNICATION SKILLS

-Refer to the Departments of Computer Science and Communication Skills respectively

REGULATIONS FOR MASTERS OF COMMERCE IN MARKETING STRATEGY (MMRK)

1. PREAMBLE

1.1 These regulations shall be read in conjunction with the Faculty of Commerce Regulations and the General Regulations

1.2 The degree will be awarded to candidates who have successfully completed the programme and passed the examinations in accordance with regulations set below.

2. AIM

The particular focus of the M.Com Marketing Strategy is to enable the manager to operate at a strategic level and manage effectively within a complex and uncertain environment.

3. OBJECTIVES

The specific targets of the M.Com Marketing Strategy are to: enable students to gain a broad understanding of the managerial techniques of decision making, enrich the students’ development and managerial prospects through learning within the context of their own experience, their current and future needs and the needs of their market and society and underline the importance and significance of increased managerial effectiveness and competence and understand the strategic approach.

4. ENTRY REQUIREMENTS

Applicants should normally have a good honours degree (first or upper second) in Marketing, Business Management or their equivalents or an appropriate professional qualification (e.g. IMM, CIM).

5. GENERAL PROVISIONS

Registration will take place in accordance with the arrangements prescribed each semester through the registrar’s Office. A student’s registration shall not be confirmed until she/he has fulfilled the requirements for payment of fees. A student registered for a module is expected to attend classes prescribed de each module. The programme shall not commence with fewer than ten students. The programme shall be studied over a period of at least three (3) semesters.

6. PROVISION FOR PROGRESSION

The student is expected to write formal examination at the end of each semester. To be admitted to the examination the candidate must have written all assignments and tests given for the module during the semester. A candidate who fails two modules at the end of the level one may apply repeat and will retain credits for the modules passed and will retain credits for the modules passed. Continuous assessment shall account for 40% of the overall assessment, while the formal examination will account for 60% of the overall assessment.

7. NOTIFICATION OF RESULTS

Results shall be published in accordance with the provision of Section 13 of the General Regulations.

8. PROGRAMME STRUCTURE

Level 1 Semester 1
Code Module Description Credits
MMRK701 Marketing Communications Strategies 4
MMRK702 E-Marketing Strategies 4
MMRK703 Corporate Governance and Ethics 4
MMRK704 Corporate Strategy 4
MMRK705 Strategic Quality Management 4
Level 1 Semester 2
MMRK706 Advanced Service Marketing 4
MMRK707 International Marketing Strategies 4
MMRK708 Strategic Relationship Marketing 4
MMRK715 Research Methods 4
Level 2 Semester 1
MMRK809 Marketing Strategy 4
MMRK814 Dissertation 8
One elective from the following:
MMRK810 Political Marketing Strategies 4
MMRK811 Agro-Marketing 4
MMRK812 Marketing of Financial Service 4
MMRK813 International Trade 4
MMRK815 Marketing of not for profit organisations 4

9. MODULE SYNOPSES

MMRK701 MARKETING COMMUNICATIONS STRATEGIES

The aim of this module is to identify the strategic dimensions of marketing communications and to develop a thorough understanding of the role of marketing communications in panning. It will help students appreciate the role of corporate identity and image as well as examine the objectives of corporate communications and the strategies and tactics to achieve them.

MMRK702 E-MARKETING STRATEGIES

The module analyses the increasing role of the internet and related technologies in pure internet and traditional industries. It further looks at how students can design their own websites and manage its functions to enhance the organization’s competitiveness.

MMRK703 CORPORATE GOVERNANCE AND ETHICS

Here the student is prepared for a leadership role within organisations through an exploration of the importance of social and moral values in business and management. This exploration takes place at a number of levels. At an organisational level, we look the critical at the role of Board of Directors in shaping and defining of corporate conduct.Finally, at the level of individual, we look at the sorts of dilemmas you are likely to face in seeking to balance and integrate the often conflicting demands of personal and professional life.

MMRK704 CORPORATE STRATEGY

The module deals with the process of formulating and implementing strategy in modern business enterprises. Cases discussions and class debates challenge students both to develop verbal and interpersonal skills they must have to communicate effectively in the business world, and to analyse markets and to select strategies that allow firms to archive superior long-term performance.

MMRK705 STRATEGIC QUALITY MANAGEMENT

The module defines the key concepts in quality management and further identifies the quality phases. It also explores how excellence in organisation and delivery of unparallel service can be achieved through people, re-engineering and benchmarking. Costs of non-conformance to quality, costs of quality and quality perceptions will be studied.

MMRK706 ADVANCED SERVICE MARKETING

The module aims to provide students with a sound knowledge of the nature and special characteristics of services as well as how to manage service quality, productivity and staff. It explains how to position a service organisation and brand including the services marketing mix. It examines the special issues concerning the marketing of services and reflects the particular characteristics of services and the importance of services to a firm. Emphasis is given on the barrier that divide the perception of service quality from customer expectations and to understand the critical that customers use when forming expectations.

MMRK707 INTERNATIONAL MARKETING STRATEGIES

The aim of this module is to enable students to acquire expertise in applying marketing strategies in countries other than their own and thereby to acquire practice in dealing with international market situations. It promotes an understanding of factors determining the extent to which standardization in strategy implementation is appropriate for success in international markets. It demonstrates the major differences between national and multinational marketing planning and enables students to understand the range of tasks in international marketing strategy.

MMRK708 STRATEGIC RELATIONSHIP MARKETING

The module identifies the need to market products and services to both internal and external customers. It describes and examines ways of developing and maintaining customer relationships. Nano and mega relationships are studied and how they can be used to close the `quality gap’ between what customers expect and what they get.Relationship-based marketing and resulting long-term retention of customer’s attention leads to significantly improve financial and market performance. Relationship marketing represents a new opportunity for organisations to gain a competitive advantage.

MMRK809 MARKETING STRATEGY

This module prepares the student to identify and apply appropriate marketing strategies in the dynamic operational environment in order to gain the desired competitive advantage. The marketing mix strategies will be studied and applied to extensive case studies based on real-life situations.

MMRK814 DISSERTATION

The programme finishes with a supervised dissertation of not less than 15 000 words. This allows the student to explore in-depth subjects of specific interest to her/him and her/his employer. The choice is completely free, limited only by the availability of qualified supervisors. The main requirements of the project are that it should engage with a problem of practical marketing management concern.

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