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About the course
Study how organisations understand customers and design responsible marketing activity. You will connect market research, product and service decisions, communications and performance evidence in regional markets.
What you'll learn
- Analyse a market using appropriate research evidence.
- Explain customer behaviour without relying on stereotypes.
- Develop a coherent market offering and communication plan.
- Select measures for evaluating marketing performance.
- Defend a marketing recommendation on commercial and ethical grounds.
Requirements
- Entry requires A Level Economic and Management Sciences subjects or an equivalent, or a relevant National Certificate. English Language is required. A relevant National Diploma may support second-year entry where BMIT approves module equivalence and professional rules permit. Advanced entry is not automatic.
- African Kalanga is a compulsory graduation subject in every year of this programme. BMIT confirms the approved entry route, any recognition of prior learning and access to required practical facilities before enrolment.
Course content
Sections: 4
•Activities: 1
•Resources: 39
Subjects in this programme
The complete subject sequence below moves from foundations to specialist application. Stages show learning progression. Practical work and the final project draw together the subjects studied.
33 subjects are listed below, with a short description of each. The Subject descriptions tab contains the learning outcomes, topics, practical tasks and assessments.
Stage 1: Foundations
- Business Communication. Prepare purposeful communication for colleagues, customers and decision makers. You will organise evidence, adjust tone for different audiences and check whether a message leads to the intended action. Examples include multilingual workplaces, professional correspondence and short management reports.
- Digital Business Skills. Use everyday digital tools to organise business information accurately. You will build reliable spreadsheets, manage documents and share work responsibly. Activities address uneven connectivity, accessible communication and the protection of personal information in small organisations and public offices.
- Business Quantitative Methods. Translate business questions into numerical models. You will work with percentages, equations, graphs and probability, then explain what the calculations mean for a decision. Particular attention goes to units, assumptions and the interpretation of results from spreadsheets.
- Microeconomics. Study how households and firms make choices under scarcity. You will examine prices, incentives and market structures, then use diagrams and calculations to explain changes in behaviour. Examples include food markets, informal enterprises and access to essential services.
- Macroeconomics. Examine output, employment, inflation and external trade at economy level. You will connect household and business conditions to fiscal, monetary and exchange-rate decisions. Work with published indicators while distinguishing nominal values, real changes and differences between national contexts.
- Financial Accounting Foundations. Follow business transactions from source documents to a trial balance. You will use double-entry reasoning, reconcile control accounts and explain common errors. The module develops a clear audit trail before introducing the financial statements used by owners and other users.
- Management and the Business Environment. Explore how organisations pursue objectives within social, legal and economic conditions. You will compare ownership forms, identify the contribution of major business functions and examine the responsibilities of managers. Local cases include small enterprises, cooperatives and established companies.
- Planning and Organising Business Activities. Turn organisational objectives into coordinated work. You will develop plans, allocate responsibilities and examine how structures influence decisions. Cases introduce resource constraints, delegation and performance information, with attention to the practical relationship between a plan and everyday operations.
- Commercial Law Foundations. Recognise legal issues in ordinary business transactions. You will distinguish sources of law, examine how agreements arise and consider the rights and duties of contracting parties. Cases are labelled by jurisdiction so legal principles are not assumed to apply identically across borders.
- Business Ethics and Sustainability. Examine the responsibilities of organisations towards workers, customers, communities and the environment. You will identify conflicts between objectives and assess proposed responses using evidence. Cases address resource use, responsible sourcing, inclusion and honest reporting of social and environmental performance.
Stage 2: Core subjects
- Marketing Foundations. Understand how organisations identify customers and design an offer suited to their needs. You will distinguish segmentation, targeting and positioning, then connect product, price, distribution and communication decisions. Cases include small enterprises, public services and regional consumer markets.
- Consumer Behaviour. Examine how people choose, use and evaluate products and services. You will connect individual processes with household, cultural and social influences, then apply the analysis to marketing decisions. Cases require evidence-based interpretation and avoid stereotypes about regional or demographic groups.
- Integrated Marketing Communication. Coordinate communication activities around a clear audience and objective. You will develop messages, select channels and assess how advertising, promotion and public relations work together. The module connects creative choices with budget, accessibility, responsible claims and measurable communication results.
- Business-to-Business Marketing. Examine buying and selling between organisations. You will analyse purchasing decisions, specify customer value and plan relationships involving multiple stakeholders. Cases address industrial services, institutional customers and tenders, with attention to technical requirements, ethical influence and long-term supplier performance.
- Product and Pricing Management. Manage an offer across its life cycle and develop a defensible pricing approach. You will examine product portfolios, customer value and cost constraints, then compare price structures. Cases connect pricing decisions with competition, distribution relationships and transparent communication to customers.
- Marketing Channels and Retail Distribution. Design routes through which products and services reach customers. You will compare direct, retail and intermediary arrangements and analyse conflicts within a channel. Cases address physical access, stock availability, digital selling and the cost of serving different markets reliably.
- Marketing Research. Investigate a marketing decision using a systematic and ethical research process. You will define the problem, select methods and analyse findings suited to the decision. The module emphasises sample limitations, question design and honest interpretation of customer and market evidence.
- Business Statistics. Summarise data and judge the strength of numerical evidence. You will distinguish a population from a sample, choose appropriate summaries and interpret uncertainty. Business examples cover demand, customer service, workforce information and variation in operating performance.
- Financial Management. Use financial information to support investment and financing decisions. You will evaluate cash flows, estimate funding needs and compare sources of finance. Decisions are examined alongside uncertainty, timing and organisational objectives, with clear separation between calculated results and management judgement.
- Sales and Account Management. Plan professional selling around customer needs and reliable follow-through. You will prepare for sales conversations, develop proposals and manage an account pipeline. Activities connect sales targets with ethical claims, accurate records and the quality of the relationship after an order is placed.
Stage 3: Specialist subjects and application
- Brand Management. Develop and evaluate the identity and meaning of a brand for its audiences. You will examine positioning, brand architecture and consistency across touchpoints. Cases connect brand decisions with evidence about customers, organisational delivery and the responsible use of cultural associations.
- Digital Marketing. Plan marketing activity across digital channels using clear objectives and reliable evidence. You will examine search, content, social platforms and email, then build measures for a customer journey. The module includes privacy, accessibility and the careful interpretation of platform-reported results.
- Services Marketing. Examine how service characteristics affect marketing and delivery. You will analyse customer participation, service quality and demand variability, then coordinate marketing decisions with operations. Cases focus on realistic promises, staff roles and recovery when a service falls below the expected standard.
- Strategic Marketing Management. Develop a marketing direction grounded in market evidence and organisational capability. You will compare segments, competitive positions and growth options, then allocate resources across priorities. The module links objectives with implementation measures and asks you to justify trade-offs rather than present an unrestricted wish list.
- International and African Markets. Adapt marketing decisions to different institutional, cultural and economic settings. You will assess market attractiveness and compare standardisation with adaptation. Southern African examples address language, distribution, payment practices and cross-border relationships, while avoiding the assumption of a single uniform African consumer market.
- Customer Relationship Management. Use customer information to improve acquisition, retention and service relationships. You will examine relationship value, segmentation and contact planning, then assess the quality and responsible use of customer data. Activities connect software records with meaningful service actions and measurable relationship outcomes.
- Public Relations and Organisational Communication. Plan communication between an organisation and its publics. You will analyse stakeholder concerns, prepare media and internal communication materials and evaluate a response to a reputational issue. Activities emphasise accuracy, appropriate spokesperson roles and consistency between communication and organisational conduct.
- Research Methods and Evidence Analysis. Plan an enquiry suited to a specific social or organisational question. You will compare qualitative and quantitative approaches, prepare ethical data collection and assess evidence quality. The module connects research questions to sampling, analysis and clear reporting of uncertainty and limitations.
- Workplace Learning and Professional Portfolio. Connect taught subjects with supervised or carefully designed simulated professional work. You will agree learning objectives, record tasks and evaluate your decisions against evidence. The portfolio makes your individual contribution visible and identifies areas requiring further practice or specialist supervision.
- Integrated Business Research Project. Investigate a defined business problem by combining knowledge from several management subjects. You will frame a useful question, gather appropriate evidence and compare feasible responses. The final report explains the recommendation, implementation implications and limitations of the enquiry rather than claiming certainty.
African History and Pan Africanism
- African History and Pan Africanism 101 (Level 1, compulsory core module): Study African history through oral, written and archaeological evidence. Examine the diversity of African societies, knowledge and exchange, then trace the emergence of Pan African ideas about identity, solidarity and self-determination.
- African History and Pan Africanism 201 (Level 2, compulsory core module): Examine colonial change, resistance and liberation across Africa, with attention to Zimbabwe and South Africa. Compare Pan African movements, organisations and debates, including contributions from women, workers and diaspora communities.
- African History and Pan Africanism 301 (Level 3, compulsory core module): Evaluate the legacy of Pan Africanism in continental and regional cooperation, culture and public life. Apply historical inquiry to a heritage, community or professional issue, recognising both achievements and contested interpretations.
Assessment and practical learning
- Market-analysis and research-design tasks.
- A campaign plan with justified audience choices.
- An individual marketing report and presentation.
Practical application
Develop a proposed marketing plan for a local product or service. Collect consented evidence, specify an audience, test a communication concept and explain budget choices and performance measures.
African History and Pan Africanism practical learning
- African History and Pan Africanism 101: Create an annotated timeline or digital learning poster on a selected African society or historical development. Compare at least two credible sources and explain one connection with your field of study.
- African History and Pan Africanism 201: Develop a comparative case study of a liberation issue or Pan African debate relevant to Southern Africa. Use a historical document alongside a scholarly account and explain differences in purpose and interpretation.
- African History and Pan Africanism 301: Prepare a sourced heritage or civic-learning project connected with your field or a Southern African community. Explain its historical basis, audience, permission needs and limits. Obtain consent if you conduct interviews.
Subject descriptions
Each subject below includes its purpose, learning outcomes, main topics, practical task and assessment approach.
Business Communication
Stage 1: Foundations
Prepare purposeful communication for colleagues, customers and decision makers. You will organise evidence, adjust tone for different audiences and check whether a message leads to the intended action. Examples include multilingual workplaces, professional correspondence and short management reports.
Learning outcomes
- Write a concise business report
- Record decisions and assigned actions
- Present evidence for a defined audience
Main topics
- Audience and purpose
- Professional correspondence
- Report structure
- Meeting records
- Presentations
- Intercultural communication
Practical task
Produce a report, meeting record and five-minute briefing about a service problem.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Digital Business Skills
Stage 1: Foundations
Use everyday digital tools to organise business information accurately. You will build reliable spreadsheets, manage documents and share work responsibly. Activities address uneven connectivity, accessible communication and the protection of personal information in small organisations and public offices.
Learning outcomes
- Build a checked spreadsheet
- Organise retrievable business documents
- Apply appropriate access permissions
Main topics
- File organisation
- Word processing
- Spreadsheet formulas
- Presentations
- Collaborative working
- Privacy and access
Practical task
Create a shared office information pack with formulas, document versions and access instructions.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Business Quantitative Methods
Stage 1: Foundations
Translate business questions into numerical models. You will work with percentages, equations, graphs and probability, then explain what the calculations mean for a decision. Particular attention goes to units, assumptions and the interpretation of results from spreadsheets.
Learning outcomes
- Solve a business equation
- Calculate interest and percentage changes
- Interpret a numerical model's assumptions
Main topics
- Percentages and ratios
- Algebra and functions
- Financial mathematics
- Linear models
- Probability
- Decision calculations
Practical task
Compare three purchasing or financing options in a spreadsheet with checked calculations.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Microeconomics
Stage 1: Foundations
Study how households and firms make choices under scarcity. You will examine prices, incentives and market structures, then use diagrams and calculations to explain changes in behaviour. Examples include food markets, informal enterprises and access to essential services.
Learning outcomes
- Analyse a market change
- Calculate and interpret elasticity
- Compare competitive and concentrated markets
Main topics
- Scarcity and choice
- Demand and supply
- Elasticity
- Consumer choice
- Production and costs
- Market structures
Practical task
Explain a local price change using data, diagrams and alternative explanations.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Macroeconomics
Stage 1: Foundations
Examine output, employment, inflation and external trade at economy level. You will connect household and business conditions to fiscal, monetary and exchange-rate decisions. Work with published indicators while distinguishing nominal values, real changes and differences between national contexts.
Learning outcomes
- Interpret a macroeconomic indicator
- Explain a policy transmission process
- Distinguish nominal and real changes
Main topics
- National accounts
- Growth and employment
- Inflation
- Fiscal policy
- Money and banking
- External balance
Practical task
Prepare an economic conditions briefing comparing two Southern African economies.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Financial Accounting Foundations
Stage 1: Foundations
Follow business transactions from source documents to a trial balance. You will use double-entry reasoning, reconcile control accounts and explain common errors. The module develops a clear audit trail before introducing the financial statements used by owners and other users.
Learning outcomes
- Record transactions accurately
- Prepare a trial balance
- Reconcile a bank account
Main topics
- Accounting equation
- Source documents
- Double entry
- Ledgers
- Trial balance
- Bank reconciliation
Practical task
Process one month's transactions for a fictional enterprise and document corrections.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Management and the Business Environment
Stage 1: Foundations
Explore how organisations pursue objectives within social, legal and economic conditions. You will compare ownership forms, identify the contribution of major business functions and examine the responsibilities of managers. Local cases include small enterprises, cooperatives and established companies.
Learning outcomes
- Compare organisational forms
- Map business functions
- Explain a management responsibility
Main topics
- Ownership forms
- Business environment
- Objectives
- Functional relationships
- Stakeholders
- Management responsibilities
Practical task
Map the operating environment and functional responsibilities of a selected organisation.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Planning and Organising Business Activities
Stage 1: Foundations
Turn organisational objectives into coordinated work. You will develop plans, allocate responsibilities and examine how structures influence decisions. Cases introduce resource constraints, delegation and performance information, with attention to the practical relationship between a plan and everyday operations.
Learning outcomes
- Develop an operational plan
- Allocate roles and resources
- Select suitable performance measures
Main topics
- Planning levels
- Decision making
- Organisational structures
- Delegation
- Coordination
- Performance controls
Practical task
Prepare a quarterly operating plan with responsibilities, resources and review points.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Commercial Law Foundations
Stage 1: Foundations
Recognise legal issues in ordinary business transactions. You will distinguish sources of law, examine how agreements arise and consider the rights and duties of contracting parties. Cases are labelled by jurisdiction so legal principles are not assumed to apply identically across borders.
Learning outcomes
- Identify a contractual issue
- Apply a legal rule to stated facts
- Explain available contractual remedies
Main topics
- Sources of law
- Contract formation
- Capacity and consent
- Breach and remedies
- Agency
- Consumer transactions
Practical task
Write a reasoned memorandum on a fictional supplier dispute using supplied legal materials.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Business Ethics and Sustainability
Stage 1: Foundations
Examine the responsibilities of organisations towards workers, customers, communities and the environment. You will identify conflicts between objectives and assess proposed responses using evidence. Cases address resource use, responsible sourcing, inclusion and honest reporting of social and environmental performance.
Learning outcomes
- Analyse an ethical conflict
- Assess a sustainability claim
- Recommend measurable improvements
Main topics
- Ethical reasoning
- Stakeholder responsibilities
- Resource use
- Social inclusion
- Responsible sourcing
- Sustainability reporting
Practical task
Review a business practice and produce an evidence-based responsibility improvement plan.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Marketing Foundations
Stage 2: Core subjects
Understand how organisations identify customers and design an offer suited to their needs. You will distinguish segmentation, targeting and positioning, then connect product, price, distribution and communication decisions. Cases include small enterprises, public services and regional consumer markets.
Learning outcomes
- Identify a customer segment
- Develop a positioning statement
- Prepare a basic marketing plan
Main topics
- Customer needs
- Segmentation
- Targeting
- Positioning
- Marketing mix
- Marketing planning
Practical task
Design a marketing plan for a locally relevant product or service.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Consumer Behaviour
Stage 2: Core subjects
Examine how people choose, use and evaluate products and services. You will connect individual processes with household, cultural and social influences, then apply the analysis to marketing decisions. Cases require evidence-based interpretation and avoid stereotypes about regional or demographic groups.
Learning outcomes
- Analyse a consumer decision
- Assess a social influence
- Apply consumer evidence to an offer
Main topics
- Perception
- Motivation
- Learning
- Households
- Culture and reference groups
- Decision processes
Practical task
Prepare a consumer insight report from an ethical small-scale observation or supplied dataset.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Integrated Marketing Communication
Stage 2: Core subjects
Coordinate communication activities around a clear audience and objective. You will develop messages, select channels and assess how advertising, promotion and public relations work together. The module connects creative choices with budget, accessibility, responsible claims and measurable communication results.
Learning outcomes
- Develop a communication brief
- Integrate suitable channels
- Evaluate campaign performance
Main topics
- Communication objectives
- Message design
- Advertising
- Sales promotion
- Public relations
- Campaign evaluation
Practical task
Produce an integrated campaign proposal with sample messages and evaluation measures.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Business-to-Business Marketing
Stage 2: Core subjects
Examine buying and selling between organisations. You will analyse purchasing decisions, specify customer value and plan relationships involving multiple stakeholders. Cases address industrial services, institutional customers and tenders, with attention to technical requirements, ethical influence and long-term supplier performance.
Learning outcomes
- Map an organisational buying process
- Develop a business value proposition
- Plan a key account relationship
Main topics
- Organisational buying
- Buying centres
- Business segmentation
- Value propositions
- Key accounts
- Tender marketing
Practical task
Prepare a business customer proposal supported by buying-centre and value analysis.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Product and Pricing Management
Stage 2: Core subjects
Manage an offer across its life cycle and develop a defensible pricing approach. You will examine product portfolios, customer value and cost constraints, then compare price structures. Cases connect pricing decisions with competition, distribution relationships and transparent communication to customers.
Learning outcomes
- Evaluate a product portfolio
- Calculate a pricing option
- Justify a price decision
Main topics
- Product portfolios
- Life cycles
- New products
- Cost-based pricing
- Value-based pricing
- Price adjustments
Practical task
Prepare a product and pricing review using a supplied market and cost dataset.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Marketing Channels and Retail Distribution
Stage 2: Core subjects
Design routes through which products and services reach customers. You will compare direct, retail and intermediary arrangements and analyse conflicts within a channel. Cases address physical access, stock availability, digital selling and the cost of serving different markets reliably.
Learning outcomes
- Compare distribution options
- Assess a channel conflict
- Plan market coverage
Main topics
- Channel structures
- Intermediaries
- Retail formats
- Distribution coverage
- Channel relationships
- Omnichannel service
Practical task
Design a distribution proposal for an enterprise serving urban and rural customers.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Marketing Research
Stage 2: Core subjects
Investigate a marketing decision using a systematic and ethical research process. You will define the problem, select methods and analyse findings suited to the decision. The module emphasises sample limitations, question design and honest interpretation of customer and market evidence.
Learning outcomes
- Write a marketing research brief
- Design an appropriate instrument
- Interpret market research findings
Main topics
- Research briefs
- Secondary research
- Sampling
- Questionnaires
- Qualitative enquiry
- Analysis and reporting
Practical task
Conduct a small approved study or analyse supplied customer data and present recommendations.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Business Statistics
Stage 2: Core subjects
Summarise data and judge the strength of numerical evidence. You will distinguish a population from a sample, choose appropriate summaries and interpret uncertainty. Business examples cover demand, customer service, workforce information and variation in operating performance.
Learning outcomes
- Select an appropriate data summary
- Interpret a confidence interval
- Explain limits of a correlation
Main topics
- Sampling
- Descriptive statistics
- Probability distributions
- Confidence intervals
- Hypothesis testing
- Correlation and regression
Practical task
Analyse an anonymised service dataset and write a short evidence report.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Financial Management
Stage 2: Core subjects
Use financial information to support investment and financing decisions. You will evaluate cash flows, estimate funding needs and compare sources of finance. Decisions are examined alongside uncertainty, timing and organisational objectives, with clear separation between calculated results and management judgement.
Learning outcomes
- Appraise an investment
- Estimate financing requirements
- Interpret financial performance ratios
Main topics
- Time value of money
- Cash-flow estimation
- Investment appraisal
- Cost of capital
- Financing choices
- Financial ratios
Practical task
Prepare a funding and investment recommendation with sensitivity calculations.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Sales and Account Management
Stage 2: Core subjects
Plan professional selling around customer needs and reliable follow-through. You will prepare for sales conversations, develop proposals and manage an account pipeline. Activities connect sales targets with ethical claims, accurate records and the quality of the relationship after an order is placed.
Learning outcomes
- Conduct a structured sales conversation
- Prepare a customer proposal
- Maintain an accountable sales pipeline
Main topics
- Prospecting
- Sales preparation
- Needs analysis
- Proposals
- Negotiation
- Account follow-up
Practical task
Complete a sales role-play and a documented account development plan.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Brand Management
Stage 3: Specialist subjects and application
Develop and evaluate the identity and meaning of a brand for its audiences. You will examine positioning, brand architecture and consistency across touchpoints. Cases connect brand decisions with evidence about customers, organisational delivery and the responsible use of cultural associations.
Learning outcomes
- Define a brand position
- Assess brand consistency
- Recommend a brand measure
Main topics
- Brand identity
- Positioning
- Brand equity
- Architecture
- Touchpoints
- Brand evaluation
Practical task
Prepare a brand review and a practical identity and positioning proposal.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Digital Marketing
Stage 3: Specialist subjects and application
Plan marketing activity across digital channels using clear objectives and reliable evidence. You will examine search, content, social platforms and email, then build measures for a customer journey. The module includes privacy, accessibility and the careful interpretation of platform-reported results.
Learning outcomes
- Plan a digital customer journey
- Develop channel-specific content
- Interpret campaign measures
Main topics
- Digital strategy
- Content
- Search
- Social channels
- Analytics and privacy
Practical task
Create a digital campaign portfolio with content examples and a measurement plan.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Services Marketing
Stage 3: Specialist subjects and application
Examine how service characteristics affect marketing and delivery. You will analyse customer participation, service quality and demand variability, then coordinate marketing decisions with operations. Cases focus on realistic promises, staff roles and recovery when a service falls below the expected standard.
Learning outcomes
- Analyse a service quality gap
- Design a service offer
- Plan service recovery
Main topics
- Service characteristics
- Service design
- Customer participation
- Quality gaps
- Demand management
- Service recovery
Practical task
Prepare a service blueprint and a marketing improvement proposal.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Strategic Marketing Management
Stage 3: Specialist subjects and application
Develop a marketing direction grounded in market evidence and organisational capability. You will compare segments, competitive positions and growth options, then allocate resources across priorities. The module links objectives with implementation measures and asks you to justify trade-offs rather than present an unrestricted wish list.
Learning outcomes
- Evaluate a market position
- Choose a defensible marketing strategy
- Design strategic measures
Main topics
- Market analysis
- Competitive position
- Portfolio choices
- Growth strategies
- Marketing resources
- Strategic control
Practical task
Submit a strategic marketing plan with resource choices and implementation measures.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
International and African Markets
Stage 3: Specialist subjects and application
Adapt marketing decisions to different institutional, cultural and economic settings. You will assess market attractiveness and compare standardisation with adaptation. Southern African examples address language, distribution, payment practices and cross-border relationships, while avoiding the assumption of a single uniform African consumer market.
Learning outcomes
- Assess an international market
- Justify an adaptation decision
- Plan regional market communication
Main topics
- Market screening
- Regional consumers
- Adaptation
- International channels
- Cross-border pricing
- Market-entry communication
Practical task
Produce a regional marketing entry plan for a defined product and audience.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Customer Relationship Management
Stage 3: Specialist subjects and application
Use customer information to improve acquisition, retention and service relationships. You will examine relationship value, segmentation and contact planning, then assess the quality and responsible use of customer data. Activities connect software records with meaningful service actions and measurable relationship outcomes.
Learning outcomes
- Analyse a retention problem
- Design a customer contact plan
- Evaluate CRM data quality
Main topics
- Customer lifetime value
- Retention
- Relationship segmentation
- CRM records
- Contact planning
- Data responsibility
Practical task
Develop a retention proposal using a fictional customer dataset.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Public Relations and Organisational Communication
Stage 3: Specialist subjects and application
Plan communication between an organisation and its publics. You will analyse stakeholder concerns, prepare media and internal communication materials and evaluate a response to a reputational issue. Activities emphasise accuracy, appropriate spokesperson roles and consistency between communication and organisational conduct.
Learning outcomes
- Map relevant publics
- Prepare a communication response
- Evaluate a public relations objective
Main topics
- Publics and stakeholders
- Media relations
- Internal communication
- Reputation
- Crisis communication
- Evaluation
Practical task
Produce a communication plan and briefing materials for a fictional organisational issue.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Research Methods and Evidence Analysis
Stage 3: Specialist subjects and application
Plan an enquiry suited to a specific social or organisational question. You will compare qualitative and quantitative approaches, prepare ethical data collection and assess evidence quality. The module connects research questions to sampling, analysis and clear reporting of uncertainty and limitations.
Learning outcomes
- Formulate a research question
- Select a defensible research design
- Prepare an ethical data collection plan
Main topics
- Research questions
- Literature review
- Design choices
- Sampling
- Ethics
- Data analysis
Practical task
Submit a research proposal, instruments and a worked analysis of a pilot dataset.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Workplace Learning and Professional Portfolio
Stage 3: Specialist subjects and application
Connect taught subjects with supervised or carefully designed simulated professional work. You will agree learning objectives, record tasks and evaluate your decisions against evidence. The portfolio makes your individual contribution visible and identifies areas requiring further practice or specialist supervision.
Learning outcomes
- Set assessable workplace objectives
- Document your contribution
- Evaluate professional learning needs
Main topics
- Learning agreement
- Professional conduct
- Work evidence
- Supervisor feedback
- Reflective analysis
- Improvement planning
Practical task
Compile a verified or simulated workplace portfolio with supervisor or facilitator feedback.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
Integrated Business Research Project
Stage 3: Specialist subjects and application
Investigate a defined business problem by combining knowledge from several management subjects. You will frame a useful question, gather appropriate evidence and compare feasible responses. The final report explains the recommendation, implementation implications and limitations of the enquiry rather than claiming certainty.
Learning outcomes
- Frame a researchable business problem
- Analyse relevant evidence
- Defend a feasible recommendation
Main topics
- Problem definition
- Research ethics
- Evidence collection
- Analysis
- Recommendations
- Implementation evaluation
Practical task
Complete an individual business investigation and present the resulting improvement proposal.
Assessment
Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.
African History and Pan Africanism 101
Compulsory core module · Level 1
Study African history through oral, written and archaeological evidence. Examine the diversity of African societies, knowledge and exchange, then trace the emergence of Pan African ideas about identity, solidarity and self-determination.
Learning outcomes
- Place selected African societies and events within a supported historical timeline.
- Compare historical sources and identify perspective, evidence and uncertainty.
- Explain the foundations of Pan Africanism and the contributions of Africans and the diaspora.
Main topics
- Historical inquiry, chronology, oral traditions and source evaluation
- African civilisations, states, trade, livelihoods and knowledge systems
- Southern African history, including Mapungubgwe and Great Zimbabwe
- Slavery, the African diaspora and changing ideas about identity
- Origins of Pan Africanism, solidarity, self-determination and cultural expression
Practical task
Create an annotated timeline or digital learning poster on a selected African society or historical development. Compare at least two credible sources and explain one connection with your field of study.
Assessment
Submit the timeline or poster, an annotated source list and a short explanation of the evidence. Assessment considers chronology, historical accuracy, source judgement and the clarity of your interpretation.
Learning resources
African History and Pan Africanism 201
Compulsory core module · Level 2
Examine colonial change, resistance and liberation across Africa, with attention to Zimbabwe and South Africa. Compare Pan African movements, organisations and debates, including contributions from women, workers and diaspora communities.
Learning outcomes
- Analyse the effects of colonial rule on land, labour, institutions and social relations.
- Compare liberation movements and Pan African arguments using contextual evidence.
- Explain how different groups shaped independence, solidarity and debates about freedom.
Main topics
- Colonial rule, land, labour, education and forms of resistance
- Nationalism, liberation and the end of colonial rule and apartheid
- Pan African congresses, organisations and contrasting interpretations
- Women, labour movements and diaspora participation
- The Organisation of African Unity and debates about unity, sovereignty and development
Practical task
Develop a comparative case study of a liberation issue or Pan African debate relevant to Southern Africa. Use a historical document alongside a scholarly account and explain differences in purpose and interpretation.
Assessment
Submit the case study, a source comparison and a reflection on your conclusions. Assessment considers context, evidence, recognition of different perspectives and the quality of your argument.
Learning resources
African History and Pan Africanism 301
Compulsory core module · Level 3
Evaluate the legacy of Pan Africanism in continental and regional cooperation, culture and public life. Apply historical inquiry to a heritage, community or professional issue, recognising both achievements and contested interpretations.
Learning outcomes
- Evaluate continuity and change from the Organisation of African Unity to the African Union.
- Assess a contemporary Pan African issue using historical evidence and contrasting views.
- Develop an ethical, well-sourced project connecting African history with your field or community.
Main topics
- The African Union, regional cooperation and Southern African integration
- Agenda 2063, development and debates about continental priorities
- Citizenship, migration, diaspora connections and cultural exchange
- African knowledge, heritage, public history and contested narratives
- Research ethics, source attribution and evaluation of a community or professional project
Practical task
Prepare a sourced heritage or civic-learning project connected with your field or a Southern African community. Explain its historical basis, audience, permission needs and limits. Obtain consent if you conduct interviews.
Assessment
Submit a project brief, an annotated source portfolio, a public-facing learning resource and an evaluation of your interpretation. Assessment considers evidence, ethical practice, historical reasoning and usefulness to the intended audience.
Learning resources
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Bachelor of Commerce in Marketing Management
Course modified date: 13 October 2026
Study how organisations understand customers and design responsible marketing activity. You will connect market research, product and service decisions, communications and performance evidence in regional markets.
- Teacher: ImfundoSpace Administrator
- Enrolled students: There are no students enrolled in this course.
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