Master of Science in Marketing Management

1 INTRODUCTION

The Master of Science in Marketing Management (MSMM) programme is a mature programme that is offered by most, if not all, Business Schools world-wide. However, the content varies from programme to programme depending on the context in which the degree is designed. This degree is designed to meet the marketing management needs of a wide range of people. The Master of Science in Marketing Management is an eighteen (18) month postgraduate degree programme that is offered by the ZCAS University. The university is the awarding body, responsible for quality assurance and all learning activities take place at ZCAS University.

1.1 RATIONALE

The Master of Science in Marketing Management (MSMM) program is designed with a strong rationale based on the evolving needs of the business world and the complexities of modern marketing. The program’s rationale is rooted in several key factors. Marketing in the 21st century is multifaceted and intricate. The advent of digital technologies, globalization, changing consumer behaviors, and the proliferation of data have made marketing more complex than ever before. An advanced degree is essential for professionals to grasp the complexities of contemporary marketing practices.

Businesses are increasingly seeking professionals with specialized skills and knowledge in marketing. An MSMM program provides in-depth, specialized training in areas such as market research, digital marketing, consumer behavior, brand management, and strategic marketing. Graduates are equipped with expertise that is directly applicable to real-world marketing challenges. The availability of big data and advanced analytics tools has revolutionized marketing. MSMM program emphasizes the importance of data-driven decision-making processes. Graduates are trained to collect, analyze, and interpret data to derive actionable insights, enabling businesses to make informed marketing decisions.

With the globalization of markets, businesses need marketing professionals who understand international marketing strategies, cross-cultural consumer behavior, and global market trends. MSMM programs often include components that focus on global marketing, preparing graduates to work in diverse, international settings. The digital revolution has transformed the marketing landscape. Online marketing, social media, e-commerce, and mobile marketing are integral components of modern marketing strategies. MSMM programs cover these digital aspects comprehensively, ensuring graduates are well-versed in the latest digital marketing tools and techniques.

The MSMM program not only imparts technical knowledge but also emphasizes leadership skills and strategic thinking. Graduates are prepared to assume leadership roles within marketing teams and make strategic decisions that align with the overall objectives of the organization. Industries and businesses actively seek professionals who possess advanced marketing knowledge and skills. MSMM programs are designed in collaboration with industry experts, ensuring that the curriculum is relevant and meets the current demands of the job market. Graduates are, therefore, highly sought after by employers.

1.2 AIM

The Master of Science in Marketing Management program aim to equip students with specialized expertise in specific areas of marketing. This specialization allows students to focus on particular aspects of marketing that align with their interests and career goals, such as digital marketing, product management, or marketing analytics.

1.3 OBJECTIVES

This programme is designed to:

1. deepen students’ understanding of marketing strategies and concepts in order to improve decision making;

2. analyze market trends, consumer behaviour, and competitive landscapes to develop effective marketing strategies for businesses;

3. impart into students the critical abilities of analysis, interpretation, evaluation and judgement as applied to marketing management, taking into consideration the different cultural and global needs of the business environment;

4. equip students with knowledge of financial and business performance models and how to apply those models to help solve organizational problems;

5. equip students with knowledge and skill in research for solving business and marketing problems;

6. Enhance the understanding international markets and multicultural consumer behaviours.

2.1 CAREER PROGRESSION

The MSc in Marketing Management is designed to meet the growing demand for marketing managers with contemporary skills. The programme is targeted at people who need to broaden their knowledge and competences in marketing management in the current competitive business environment. This programme will therefore provide graduates with career opportunities to work as:

1. market managers/directors in various local and international organisations

2. specialist strategic marketers for various local and international organisations

3. lecturers in higher institutions of learning

4. marketing consultants or entrepreneurs

2.2 ACADEMIC PROGRESSION

Graduates of the MSc in Marketing Management will have the opportunity to pursue doctorate qualifications in marketing or related field at ZCAS University or other local and international higher education institutions.

3.0 ADMISSION AND DURATION OF STUDY

3.1 TARGET GROUP

To qualify for admission to the MSc in Marketing Management degree programme an applicant must have any of the following qualifications:

1) a degree from a recognised institution; or

2) professional qualifications such as CIM

3) at least two years post qualification experience in a managerial or professional capacity

3.2 DURATION OF STUDY

The programme of study for the award of the MSc in Marketing Management qualification shall be completed in a period of not less than 18 months and not more than three academic years.

For the purpose of computing the maximum period of study where a person undertakes the study for the MSc MM qualification, partly as a part-time/evening/distance education, three (3) courses successfully completed by the student shall count as one academic semester (one half year).