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Bachelor of Commerce Honours in Marketing Management 
79227  Bachelor of Commerce Honours in Marketing Management 
Management College of Southern Africa (MANCOSA) 
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
Honours Degree  Field 03 - Business, Commerce and Management Studies  Generic Management 
Undefined  120  Not Applicable  NQF Level 08  Regular-Provider-ELOAC 
Reregistered  SAQA 091/21  2021-07-01  2023-06-30 
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This qualification does not replace any other qualification and is not replaced by any other qualification. 


The Bachelor of Commerce Honours: Marketing Management is designed to further develop the applied competence of the student in preparation for a career in the marketing field. It provides a basis for further learning enabling marketing students to deal with the strategic aspects of marketing as well as the marketing complexities that exist in contemporary organisations.

The primary purpose of this honours degree is to provide qualifying learners with highly specialised applied competence in the mastering, analysis, interpretation and application of key marketing practices and principles in an organisational context. The learner should also develop advanced intellectual and practical knowledge in preparation for a career in a specialised area of marketing which also serves as a basis for further learning. The learner should develop the ability to do advanced research across the marketing discipline. The learners should be able to reflect on their decisions and applications of marketing management.

The Bachelor of Commerce Honours: Marketing Management student is actively engaged in becoming a well-rounded, educated person and in preparing for further, more specific study or the work environment. As such she or he develops and holds certain values and integrates knowledge and skills to achieve her or his purposes. The qualification integrates knowledge, skills and values in a number of fields such as Business, Commerce and Management Studies, Human and Social Studies and Physical, Mathematical, Computer and Life Sciences.


The Bachelor of Commerce Honours: Marketing Management is of special interest to the working professional in business and private organisations and those who wish to pursue a career in Marketing Management. The course work is designed to provide the student with an understanding and working application of the principles essential to the effective management of organisations, with specialization in the Marketing function. The programme offers persons in employment the opportunity to extend their qualifications and become empowered in their quest to be Marketing managers.

The Bachelor of Commerce Honours: Marketing Management will provide access to higher postgraduate education to persons wanting to consolidate their careers in the field of commerce and industry and will provide access to students aspiring to study the MANCOSA MBA programme.

MANCOSA is a distance education institution and its programmes are available to students internationally. Most of the existing intake is situated in the SADC region, where the learning programme could serve fruitfully to integrate and regularise the business management practices amongst the states in the region. The access to higher education could have a significant positive influence on the ability of young businessmen and women to become leaders in their fields and to make positive contributions to the economies of their countries.

Finally, the programme will address the issue of shortages of qualified personnel and contribute to the development of ethical practices and good governance in the private and business sectors. 

It is assumed that learners who access this qualification:
  • Can learn from predominantly written material.
  • Can communicate knowledge of the discipline/field of study coherently and logically in the medium of instruction.
  • Can take responsibility for their own progress within a specific area of study.
  • Are competent in the language of instruction of the programme.
  • Have obtained the general theoretical, practical, professional and academic knowledge and understanding at NQF Level 7 in the specific field of the qualification.

    Recognition of Prior Learning:

    This qualification may be obtained in whole or in part through the recognition of prior learning.

    In the cases where prior learning is to be recognised for purposes of access to the qualification:
  • It is assumed that the learning derived from work or life experience will be a major element in the profiles of non-standard entrants primarily by means of an examination of their curriculum vitae (CV).
  • Such 'non-standard' candidates will be selected on the recommendation of a senior manager from their organisations/companies.
  • Where appropriate, interviews will also be conducted to assess the applicants. Some of the key criteria that will be used in evaluating 'non-standard' applicants include:
    > The applicant's motivation, maturity and realistic approach to their studies.
    > Job description, covering relevant area of work, giving examples of tasks carried out and possibly supplying references.
    > The nature and level of life/work experience and prior study, and the learning which has resulted from such experience.
    > Details of in-company short courses, length, content of material covered and standard achieved.
    > The clarity of the applicant's educational goals and objectives.
    > The extent to which the applicant can provide evidence of the threshold skills and knowledge for the programme.

    Where prior learning is recognized for advanced standing, credit will be given for prior certificated learning in accordance with established practice at South African higher education institutions. The amount of 'specific' credit granted is dependent on the match between prior learning and award towards which the intended programme leads.

    Credits may only be accumulated for modules, which are prescribed within the structure of a named award.

    Access to the Qualification:

    Applicants will be admitted to this qualification on the basis of one of the following minimum benchmark qualifications:
  • Bachelor of Commerce.
  • Bachelor of Business Administration.
  • Bachelor of Public Administration.
  • Any appropriate bachelors degree.

    In addition to the above admission criteria, the following will also be considered:
  • Relevant experience in the business sector.
  • Employment experience.
  • A detailed motivational letter and Curriculum Vitae (CV).
  • Prior learning. 


    Level, credits and learning components assigned to the qualifications:


    Fundamental and Core:
  • Strategic Marketing Management, 15 credits.
  • Services Marketing, 15 credits.
  • Marketing Research, 15 credits.
  • Research Methodology, 15 credits.
  • Research Project, 30 credits.

    Total, 90 credits at NQF Level 8.


    Learners are to choose electives totalling a minimum of 30 credits at NQF Level 8.
  • E-Marketing, 15 Credits.
  • International Marketing, 15 Credits.
  • Relationship Marketing, 15 Credits.
  • Brand Management, 15 Credits.
  • Marketing Communications, 15 Credits.
  • Direct Marketing, 15 Credits. 

    The BCom Hons: Marketing Management student is actively engaged in becoming a well-rounded, educated person and in preparing for further, more specific study or the work environment. As such she or he develops and holds certain values and integrates knowledge and skills to achieve her or his purposes. The specific outcomes show how knowledge, skills and values in the qualification are integrated in a number of fields such as Business, Commerce and Management Studies, Human and Social Studies and Physical, Mathematical, Computer and Life Sciences.

    BCom Hons: Marketing Management graduates can:

    1. Engage in critical thinking and problem solving in studying topics of a complex and specialised nature.

    2. Reflect on own knowledge and practice in the light of the theory and practice of the chosen discipline or field of study.

    3. Conduct research in the field of study.

    4. Communicate knowledge about the field of study and results of research clearly and systematically.

    Specific Outcomes for each Module:

    Strategic Marketing Management: Credits: 15.

    Upon completion of this module, learners should be able to:
  • Identify and critically evaluate marketing issues within various environments, utilising a wide variety of marketing techniques, concepts and models.
  • Assess the relevance of, and opportunities presented by, contemporary marketing issues within any given scenario including innovations in marketing.
  • Identify and critically evaluate various options available when given constraints and apply competitive positioning strategies, justifying any decisions taken.
  • Formulate and present a creative, customer-focused and innovative competitive strategy for any given context, incorporating relevant investment decisions, appropriate control aspects and contingency plans.
  • Demonstrate an understanding of the direction and management of marketing activities as part of the implementation of strategic direction, taking into account business intelligence requirements, marketing processes, resource markets and the company vision.
  • Promote and facilitate the adoption and maintenance of a strong market and customer orientation with measurable marketing metrics.

    Services Marketing: Credits: 15.

    Upon completion of this module, learners should be able to:
  • Clarify how services are defined and classified, and how they differ from goods.
  • Express how services are marketed.
  • Discuss how service quality can be improved.
  • Explain how service marketers create strong brands.
  • Outline how goods-producing companies can improve customer support services.

    Marketing Research: Credits: 15

    Upon completion of this module, learners should be able to:
  • Understand the relationship between market research and decision making.
  • Learn the processes used in formulating and conducting market research projects.
  • Understand of the market conditions under which research may be undertaken, and the impact of these conditions on the type of research to be conducted, including the methodology and project management.
  • Comprehend the range of qualitative and quantitative techniques and methods available in market research, including applicability and limitations.
  • Be able to use the language of market research as it is used by practitioners and business people.
  • Learn to perform some of the more common qualitative and quantitative techniques, including protocol/survey construction, data collection/fieldwork and analysis and reporting.

    Research Methodology: Credits: 15.

    Upon completion of this module, learners should be able to:
  • Demonstrate a sound grasp of business research methods.
  • Be able to undertake a literature review.
  • Demonstrate an ability to undertake field research, collate data and analyse these to uncover patterns and themes.
  • Conduct research in the fields related to human resource management under supervision.
  • Present the results of research in a scientific manner.

    E-Marketing: Credits: 15.

    Module Learning Outcomes:

    Upon successful completion of the module students will be able to:
  • Analyse e-marketing strategies and tactics within an e-business perspective.
  • Appreciate the range of e-marketing tools as well as their advantages and disadvantages.
  • Develop an awareness of the digital impact on each element of the marketing mix.
  • Explain the opportunities and challenges of the Internet as a market research tool.
  • Discuss the importance of using e-technologies to build and nurture customer relationships.
  • Recognise the marketing uses of online communities.
  • Demonstrate an understanding of the variety of metrics available to evaluate e-marketing programmes.
  • Apply the concepts, tools and frameworks learnt to solve e-business problems.
  • Develop your analytical and problem solving skills through case studies based on realistic e-business scenarios.

    International Marketing: Credits: 15.

    Upon completion of this module, learners should be able to:
  • Explain different types of international marketing and international trade and how they impact on the international market.
  • Evaluate the process of formulating an international marketing strategy.
  • Evaluate the role of research and identify the main sources of information, in international marketing.
  • Examine methods of foreign market entry and the factors influencing standardization/adaptation in the international marketing mix.
  • Critically evaluate new knowledge, concepts and evidence from a range of sources.
  • Apply diagnostic, analytical and creative skills in a range of situations.
  • Research, critique and evaluate international marketing and international trade concepts in organisational contexts.
  • Examine the effectiveness of existing international marketing and trade activities.
  • Design and/or evaluate appropriate global marketing activities and programmes for organisations.

    Direct Marketing: Credits: 15.

    Upon completion of this module, learners should be able to:
  • Describe the relationship of direct marketing with other marketing communications tools.
  • Explain the role of sales promotion, merchandising, point of sale and field marketing in the context of various sectors and in terms of consumer, trade and sales force/employee promotions.
  • Develop, manage and maintain a marketing database.
  • Devise, implement and control appropriate direct marketing and sales promotion campaigns to meet defined objectives.
  • Apply the principles of testing and measurement and financial controls which support direct marketing and sales promotion campaigns.
  • Explain the ethical, legal and self-regulatory environment around the disciplines of direct marketing and sales promotion.
  • Justify and manage budgets for individual campaigns.

    Marketing Communication: Credits: 15.

    Upon completion of this module, learners should be able to:
  • Discuss the impact of culture (values and lifestyles) on consumer attitude towards and the execution of various marketing communication tools.
  • Plan and manage communications program at both national and regional levels.
  • Manage regional/worldwide advertising campaigns.
  • Possess insight into the media landscape in the African region.
  • Possess knowledge of the rules and regulations governing the marketing communications industry in selected African countries.

    Brand Management: Credits: 15.

    Upon completion of this module, learners should be able to:
  • Explain what is a brand and how branding works.
  • Display knowledge on brand equity.
  • Demonstrate how brand equity is built, measured, and managed.
  • Apply decisions in developing a branding strategy.
  • Explain how a firm can choose and communicate an effective positioning in the market.
  • Discuss how brands are differentiated.
  • Apply marketing strategies at each stage of the product life-cycle.
  • Determine the implications of market evolution for marketing strategies.

    Research Report: Credits: 30.

    Upon completion of this module, learners should be able to:
  • Find and understand the major current information on the topic.
  • Identify and assess the relevance of different sources of information to the particular Marketing research problem.
  • Formulate an appropriate, feasible and circumscribed research enquiry.
  • Clearly and concisely explain the nature, purpose and relevance of the research.
  • Design a logical and coherent structure for the Research Report.
  • Organise and synthesize information in a coherent and logical manner.
  • Demonstrate an advanced competence in practical and theoretical problem-solving.
  • Demonstrate an advanced understanding of the theoretical framework, key concepts, and core rules and principles of the particular Marketing research area.
  • Select and apply information relevant to the argument.
  • Formulate a complex and sustained Marketing argument.
  • Demonstrate competence in comparative techniques where this is required.
  • Produce research that is original in the sense that it does not simply duplicate or reproduce existing studies.

    All Critical Cross-Field Outcomes will be embedded appropriately in the modules, which constitute the programmes that lead up to the qualification. They will be assessed within the context of the programmes.

    The BCom Hons: Marketing Management graduate can:
  • Identify, analyse, formulate, and solve convergent and divergent problems in public and non-governmental spheres through critical thinking.
  • Work effectively with others as a leader of a team, group, organisation, community, and provide leadership to the group output in public and non-governmental spheres.
  • Manage and organize her or his activities and life responsibly and effectively, including her or his studies and career.
  • Collect, analyse, organize and critically evaluate information.
  • Communicate effectively using visual, mathematical and/or language skills in the modes of oral and/or written presentation, in sustained discourse.
  • Where appropriate, use science and technology effectively and critically, showing responsibility towards the environment and health and well being of others, in community, national and global contexts.
  • Demonstrate an understanding of the world as a set of related systems by recognizing that problem-solving contexts do not exist in isolation, and by acknowledging their responsibilities to those in the local and broader community.
  • Reflect on and explore a variety of strategies to learn more effectively.
  • Participate as a responsible citizen in the life of local, national and global communities.
  • Be culturally and aesthetically sensitive across a range of social contexts.
  • Explore education and career opportunities by drawing on the various knowledge, skills and attitudes acquired in the accomplishment of this qualification.
  • Develop entrepreneurial opportunities by drawing on the various knowledge, skills and attitudes acquired in the accomplishment of this qualification. 

    Evidence generated in the form of tasks in study materials, written (and, in some cases, oral) assignments, portfolio tasks, projects, case studies and examinations, will show that graduates:

  • Identify, analyse and solve complex, concrete and abstract problems by drawing on their own experience as well as theoretical knowledge within a major discipline of field of study.
  • Identify, analyse and solve concrete and abstract problems by drawing on the theoretical knowledge and experiential base of one or more subjects of specialization.
  • Use their knowledge, experience and commitment to offer systematic and creative suggestions for solving problems at a community, municipal, provincial, national or international level.
  • Solve problems by generating effective managerial, administrative and business strategies for dealing with problems relating to poverty and public administration.
  • Critically evaluate various theoretical viewpoints and compare them to own views.
  • Offer evidence in a variety of ways (from theoretical knowledge base, from experiential base, etc.) to support their stated views.
  • Analyse the global, national and local community in terms of problems, needs, opportunities.

  • Show evidence of `people skills` (tolerance, empathy, listening skills, etc.) in group situations.
  • Demonstrate respect for the opinion of others through (written and/or oral) reporting without bias.
  • Demonstrate tolerance of diversity through (written and/or oral) reporting without bias.
  • Undertake projects of a theoretical and/or practical nature to provide evidence of successful interaction with others.
  • Use advanced communication skills within the group.
  • Lead people effectively in the fields of public and developmental administration.
  • Are supportive followers and group participants.
  • Organize themselves and others into effective working groups.
  • Communicate the evidence of these group interactions through (written and/or oral) reporting.
  • Demonstrate understanding of the dynamics of groups and groupings in the public and non-governmental sector.

  • Demonstrate the requisite theoretical skills and learning strategies.
  • Organize their study plans and engage in effective time management.
  • Evolve strategies best suited to their personal situations and contexts.
  • Think independently, and offer sustained theoretical evidence to support their decisions.
  • Assess their own strengths and weaknesses and develop organisational strategies.

  • Demonstrate increasingly competent research skills within a discipline or field of study.
  • Use library and other resources effectively to suit the needs of the particular area of research.
  • Integrate information from a variety of sources.
  • Act responsibly as a researcher and scholar (e.g. appropriate referencing, avoiding plagiarism, etc.).
  • Follow the conventions of scholarship in the discipline under study.
  • Use discipline-related conventions and guidelines relevant to their academic, professional and personal purposes.
  • Critically evaluate theories, examples, experiences, etc.
  • Argue appropriately within the relevant discourse community.
  • Document researchable problems.
  • Demarcate the scope of research, for a limited project, under supervision.
  • Conceptualise research topic within existing field of discourse and literature.
  • Compile a research design in relation to a research problem.
  • Conduct an independent search for relevant sources such as the relevant journals, specialist bibliographies, websites, official publications, file systems and archives.
  • Review and integrate the most important literature.
  • Identify, define and distinguish between the various researches methods in the social sciences (e.g. quantitative, qualitative and participatory action).
  • Choose and apply the most applicable research methods and strategies for research problems in their field of research.
  • Apply theories and models in the analysis and interpretation of collected data.
  • Make reasoned theoretical judgements.
  • Communicate material according to standard academic conventions of presentation (e.g. structuring, referencing, bibliographies).

  • Communicate their ideas and provide supporting evidence in a sustained manner.
  • Use language accessible to the community in which they are working.
  • Evaluate conclusions and premises in academic arguments.
  • Follow the language conventions of written (and/or oral) use in the respective discipline.
  • Use appropriate models of organisation and presentation as required in the relevant discipline.
  • Use statistics (where necessary) effectively in support of their ideas.
  • Identify and illustrate discipline-specific jargon.
  • Use language to analyse, evaluate and critique the ideas of others.

  • Use scientific methods of investigation, testing and evaluation.
  • Select technology to suit the needs of the individual or group.
  • Use and promote the use of natural resources in a sustainable way.
  • Show respect for and a responsible attitude towards science and technology.
  • Demonstrate a consideration of the ethics involved in science and technology issues.
  • Show respect and openness towards psychological, health and physical environment of others.

  • Use scientific methods of investigation, testing and evaluation.
  • Draw upon their prior knowledge (personal and abstract) and personal experience as appropriate when investigating and analysing the world around them.
  • Look beyond and across traditional disciplinary boundaries for possible solutions.
  • Relate effective development and public administration to broader socio-economic issues.

    Developmental Associated Assessment Criteria that can be applied to all Exit Level Outcomes are:

  • Apply what is studied in different contexts, both personal and public, real and simulated.
  • Show evidence of advanced study and research skills (e.g. analysis and synthesis).

  • Manage diversity to achieve optimum effectiveness in management of marketing projects.
  • Demonstrate willingness to take considered/informed risks.
  • Apply what they know and study in culturally diverse contexts.
  • Apply what they know and study at different levels, from personal to professional contexts.

  • Assess the impact of cultural diversity on marketing.
  • Use various skills to draw out the cultural accomplishments and contexts of others (e.g. listening skills, empathy, sympathy, open-mindedness, etc.).

  • Illustrate the relationship between the knowledge, skills and attitudes acquired in studying towards the BCom Hons: Marketing Management and those of the community at large (local and global).
  • Make connections from theoretical knowledge to practical allocation in the real world.
  • Identify the BCom Hons: Marketing Management skills, which are highly valued in the workplace, within the relevant discipline.
  • Use the skills required for efficiency in most jobs: imaginative intelligence, emotional maturity, effective communication skills, thoughtful accuracy and interpersonal sensitivity.
  • Deal effectively with unknown problems and tasks set to them on the job, in the real world, by drawing upon the skills from the BCom Hons: Marketing Management (critical thinking, problem-solving, conflict resolution, etc).
  • Demonstrate a work ethic that shows responsibility and accountability towards the employer and the client or community.

  • Create job opportunities in whatever situation they find themselves.
  • Have a realistic view of their own worth and value to contribute to their local community and global society.
  • Demonstrate a healthy self-esteem and confidence in their knowledge, skills and attitudes as required to complete the BCom Hons: Marketing Management.
  • Deal with complex situations with flexibility and adaptability.

    Integrated assessment:

    Assessment includes:
  • The extent to which the learner has grasped the basic concepts which form the base of management education.
  • The application of Business and Marketing Management theory to a practical context.
  • The methods of research used.
  • A balance between theory and practice and its relevance to the level of the qualification.
  • The use of appropriate technology to ensure effective communication of ideas.

    Assessment methods measure the extent to which the learner has achieved competence in the different areas of study delivered through course modules.
    These assessment methods include:
  • Case studies.
  • Report writing.
  • Interpretative and analytical problem solving in the written examination.
  • Work based assignments.
  • Self assessment activities in the course material.

    Formative assessment: The scheme of work includes assignments based on the learning material and students are given feedback. The process is continuous and focuses on smaller sections of the wok and limited number of outcomes.

    Summative assessment: Examinations or equivalent assessment such as a research essay or portfolio in order to determine a representative selection of the outcomes practised and assessed in the formative stage. Summative assessment also tests the student`s ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

    Integrated assessment: All assessment will integrate knowledge, skills and attitudes and applied competence. 

    Between 1995 and 2000 MANC0SA was engaged in providing Private Higher Education to South Africans in association with its former partner the Buckinghamshire Chilterns University College, a College of the University of Brunel, in the United Kingdom.

    The Buckinghamshire Chilterns University College is listed as an accredited state recognised institution in the United Kingdom. During this 5-year period MANCOSA successfully delivered tuition and academic and administrative support to over 860 students enrolled on the Buckinghamshire Chilterns University College programmes.

    The outcomes and assessment criteria, the degree of complexity and the notional learning time of this qualification have been benchmarked against MANCOSA'S former international partner, the Buckinghamshire Chilterns University College and best national and international practice. 

  • The Bachelor of Commerce Honours in Marketing Management Programme provides articulation into the MANCOSA MBA degree.
  • The Bachelor of Commerce Honours in Marketing Management Programme should also provide articulation with Postgraduate Programmes at other Higher education institutions.
  • The expertise acquired doing this qualification in full or in part can be measured against requirements of other qualifications at MANCOSA or other institutions to obtain credits for specific modules. 

    External examiners and moderators are appointed to validate the students' examination and final assessments. The Examinations Board is the final decision making body that is responsible for the awarding of the qualification. 

    To qualify as an assessor an individual must:
  • Have a Higher Education qualification at least one level higher than the course being assessed.
  • Be appropriately qualified and experienced as assessors.
  • Generally be the tutor responsible for that particular module.
  • Be in the possession of qualifications that are relevant to the programme.

    The following criteria are used for appointing external examiners and moderators:
  • Their experience of examining this programme or its equivalent.
  • Their independence from MANCOSA and from the programmes team.
  • Their expertise in the subject area.
  • Their scholastic contribution to the field.

    External examiners and moderators are required to have a qualification at least 1 level higher than the programme being assessed. They are also required to have at least 2 years experience lecturing in this programme or its equivalent. 

    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015. 



    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
    1. Management College of Southern Africa (MANCOSA) 

    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.