School of Business Management and Finance

Master of Business Administration

(Marketing Management)

November 2008

Masters of Business Administration in Marketing Management

Master of Business Administration Marketing Management

1. PROGRAMME INFORMATION
The MBA is the best known management qualification in the world. It can accelerate your career, prepare you for promotion and, help you change direction or offer a complete career change. This Master of Business Administration is not just a postgraduate experience; it is a life experience. It will change you and your outlook, and it will certainly stretch you with its intensity and diversity. By studying a broad range of subjects you will learn to see management processes from a number of different perspectives, not least the international dimension that influences the very concept of todays business and organisations. This Part-time MBA programme prepares students for leading project teams, setting priorities, and assessing the costs, time needed, and resources required for the successful completion of a variety of corporate projects. The world of marketing operates within an increasingly dynamic, international arena where competition has intensified and customer needs and wants change by the day. Change occurs in every aspect of the marketing environment; social, economic, political and especially technological with digital developments. Marketing has focused on satisfying customer needs profitability but achieving customer delight seems necessary now for commercial success. This MBA programme comprises of 11 modules and an applied project. Each module carries a weight of 10 credits and the project carries a weight of 30 credits. One credit represents 7.5 hours of student work, meaning that a 10 credit module represents 75 hours of study including formal teaching, independent study, revision, and the preparation of assessments. The MBA degree requires the successful completion of 140 credits, 110 of which represent taught modules, and 30 of which include the successful completion of the project. Case study analysis combined with written and oral presentation will be used extensively.

2. PROGRAMME AIMS & OBJECTIVES

The full time MBA programme aims and objectives are to provide: The overall aim of this programme is to enable you, through the development of your managerial and leadership capabilities. To assist or direct your organisations to become more effective and efficient in a rapidly changing, complex and knowledge based economy. You will acquire skills in diagnosing problems, research and retrieving of information and apply insights from powerful conceptual models to develop and evaluate solutions. By end of the programme, you will become a reflective and strategic thinker with an international outlook and a body of contemporary knowledge in skills relating to business and organisations, organizational research and change management. It also aims to provide a course of study that will enable students to develop intellectual and analytical skills related to the field of Marketing. Students would develop their ability further to apply marketing knowledge and analysis to practical situations.
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Masters of Business Administration in Marketing Management

The course of study strives to cultivate a students interpersonal and transferable skills can lead to opportunities for professional development. Professional and personal growth of the student in a challenging and friendly atmosphere; The opportunity for course members to study a series of self-contained intensive modules and to learn through action taking and through teamwork;

PART I REGULATIONS
3. GENERAL ENTRY REQUIREMENTS
As per UTMS Admission Regulations, and Admission to Programmes of Study at Masters Degree Level.

4.

PROGRAMME REQUIREMENTS
Admission decisions will be made by the School of Business Management and Finance on a case to case basis. Candidates must either be: Graduates of a recognised university or other institutions of higher education with at least a second class honours degree or holders of an approved professional qualification deemed equivalent to an honours degree. Or Other honours graduates or holders of an equivalent qualification may be admitted if they produce evidence which satisfies the School Board of their competence to pursue the programme; Or Applicants who do not satisfy any of the requirements as per Regulations 3 or the above but who submit satisfactory evidence of having passed examinations or have acquired managerial experience which are deemed by the Academic Council to be equivalent to any of those listed.

Overseas Candidates
Overseas candidates whose first language is not English and who do not hold a degree or equivalent professional qualification taught in English will be required to produce evidence of their competence in English.

5.

PROGRAMME DURATION
Part Time: 2 years, comprising 4 Semesters

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Masters of Business Administration in Marketing Management

6.

SELF-LEARNING AND TUTORIAL

Students are expected to spend one hour weekly on self-learning and seek for tutorial assistance.

7.

SEMESTER
12 weeks (Excluding Exam Period). As far as possible, lectures will be conducted on
Saturday afternoon and Sunday.

8.

CREDIT SYSTEM
1 module = 10 credits

9.

DISSERTATION/APPLIED PROJECT
Candidates should compulsorily submit a business related project at the end of the final semester of the programme. The scope of the research will be assessed and approved through a project proposal that will be due after completion of Research Methods & Techniques, which is a non-examinable module. The project will mainly involve real business problems solving situation or will be on business administration themes as approved by the post graduate dissertation committee. The project should be around 15000-20000 words and may have to be defended in a viva-voce.

10.

STUDENT PROGRESS AND ASSESSMENT

All modules will carry 100 marks and will be assessed as follows (unless otherwise specified): Assessment will be based on a written examination of three hours and a continuous assessment carrying between 30% and 50% of the total marks. However, some modules may be assessed through 100% coursework. The continuous assessment may include class tests, assignments or class seminars. .A minimum of 50% should be attained in each of Continuous Assessment and Written Examination, with an overall total of 50% for a candidate to pass a module unless otherwise agreed by the Board of Examiners.
Grading Grade A A B B C Marks x[%] x 70 65 60 55 50 x < 70 x < 65 x < 60 x < 55

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Masters of Business Administration in Marketing Management FAIL X < 50

11.

EVALUATION OF PERFORMANCE
The percentage mark contributes a 100 percent weighting towards the degree classification.

12.

DEGREE AWARD CLASSIFICATION Overall weighted mark y (%)

y 70

Classification MBA with Distinction

60 50 y

y y 50

70 60

MBA with Merit MBA No Award

Minimum Credits Required for the Award of:

MBA Degree (Marketing Management): 140 Postgraduate Diploma in Business Administration (Marketing Management):110 (excluding applied project)

Postgraduate Certificate in Business Administration (General): 80 (excluding applied project)

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Masters of Business Administration in Marketing Management

Part II PROGRAMME STRUCTURE AND PLAN

Master of Business Administration PROGRAMME STRUCTURE and PLAN
Semester 1 Code MBA xxxx MBA 1408 MBA xxxx MBA xxxx Modules Economics for Managers Financial & Managerial Accounting Operations Research Business Information Technology Hrs/Wk 2+1 2+1 2+1 2+1 Credits 10 10 10 10

Specialisation Modules:
Semester 2 Code MBA 1409 MBA xxxx MBA xxxx MBA xxxx Modules Organisation Behaviour and Human Resource Management Marketing in Context Consumer Behaviour Marketing Research and Analysis Hrs/Wk 2+1 2+1 2+1 2+1 Credits 10 10 10 10

Semester 3 Code MBA xxxx MBA xxxx MBA xxxx Modules E- Marketing Marketing Communications and Negotiation International Marketing and Strategy Business Research Methods** Hrs/Wk 2+1 2+1 2+1 Credits 10 10 10

Semester 4 Code MBA xxxx Modules Dissertation/Applied Project Workshops/Seminars Hrs/Wk Credits 30

** This module is non-examinable and comprises FIVE (i.e. 15 hours) lectures leading to the submission of a project proposal for approval to continue with the APPLIED PROJECT in semester 4. Attendance is compulsory.
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Masters of Business Administration in Marketing Management

Part III OUTLINE SYLLABUS YEAR 1 , SEMESTER 1

MBA CODE Economics for Managers (10 credits) The module presents the foundation to understanding how the economy works, covering microeconomic descriptions of business applications as well as some macroeconomic issues. Content: pricing for profit maximisation, price elasticity, market structures and modelling of businesses in varying economic climates. Demand analysis and forecasting, production and costs, cost benefit analysis. Government role in the market and business strategies. Inflation, economic growth and international trade, Fiscal policy, Monetary policy, Foreign exchange policy. Foreign exchange markets. Financial and Managerial Accounting (10 credits) Accounting is the primary channel for communicating the economics of any business. Managers must understand the concepts and language of accounting in order to use this critical tool effectively for communication, monitoring, and resource allocation. This module provides a broad view of how accounting contributes to an organisation and how managers can make the best use of accounting information, accounting records, and systems, and accountants as internal resources for the purpose of making effective financial decisions. Content: financial reporting, interpretation and analysis of financial statements. Contribution analysis and relevant costing techniques. CVP analysis and capital Budgeting. Case study analysis. MBA CODE Operations Research (10 credits) The aim of this module is to provide students with an understanding of fundamental principles of management science. It is geared to develop skills in formulating basic mathematical models and familiarise students with the main algorithms used in management science. The unit also addresses the use of IT and quantitative methods for managing performance in organisations. Content: Linear programming, decision analysis, the SIMPLEX method, duality and sensitivity analysis, transportation model and its variants, network models, goal programming, Forecasting models, Queuing systems, inventory models, simulation modelling. MBA CODE Business Information Technology (10 credits) This module deals with the relevant issues pertaining to the effective management of information services and the strategic alignment of business objectives with information technology. Content: Information technology as a competitive Potential, Business Drivers, Strategic Alignment, Developing IT Competitive Strategy, Information Architecture, Disruptive Technology and Strategy, Strategy and Operating Models, Business Models, Case Studies in Information Systems.

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Masters of Business Administration in Marketing Management

YEAR 1, SEMESTER 2
MBA CODE Organisation Behaviour & Human Resource Management (10 credits) The objective of this subject is to familiarize the student with management concepts and behavioral processes in the organization which lead to a better grasp of functional human resource management issues. Content: Managerial Processes, Functions, skills, and roles in an organization - an overview. Evolution of management theories, Organization structure, Motivation, Interpersonal communication, Group Dynamics, Leadership and influence process, Conflict Management. HRMConcept and Philosophy, HRM functions, HRD Instruments, Processes and Outcomes, Human Resource Planning Concept, Quantitative and Qualitative dimensions, HRM in the changing environment, Recruitment and Selection, Job Analysis, Induction and orientation, Training and Development, Performance and potential appraisal, Rewards Management, Industrial Relations, Collective Bargaining, Grievance and Dispute, Employee Empowerment. MBA CODE Marketing in Context (10 credits) Every manager needs to understand the key concepts and theories in Marketing and develop analytical and presentational skills in this field. The module aims to provide a critical analysis of normative marketing practice across a number of different contexts and introduces the concepts of marketing. Content: Marketing Analysis; Marketing planning: An overview of marketing; The marketing environment; Understanding consumer behaviour; Understanding organisational buying behaviour; Marketing research and information systems; Market segmentation and positioning; Marketing strategy; Analysing competitors and creating competitive advantage; Competitive marketing strategy; International marketing strategies; Managing marketing implementation, organisation and control MBA CODE Consumer Behaviour (10 credits) This module brings the important area of study for marketing students, namely understanding how buyers/consumers behave and make decisions. The study of theoretical frameworks underpins the module, which is then applied to a variety of buyer/consumer and business contexts. Content: People as consumers, Market segmentation, New products and innovations, Perception and personality. Learning, memory and thinking. Motivation and family influences. Social and developmental influences, The influence of small groups, The influence of social class, Cultural influences and attitudes. Communication and persuasion, Approaching a decision, The decision and its consequences. Consumer awareness, The future consumer. MBA CODE Marketing Research and Performance Analysis (10 credits) This module acquaints the student with the techniques which are used to research all aspects of customer needs and marketing activity. It shows the critical importance of measuring marketing performance and the efficiency and effectiveness of the marketing activities. Content: The nature of marketing research. Planning the research project. Secondary data. Sampling. Surveys, Measurement and scaling. Questionnaires. Qualitative research. Observations and experiments, Quantitative data analysis. Qualitative data analysis. Evaluating, reports and presentation. Applied marketing research. Marketing research settings: business-to-business, services and internal marketing. Global marketing research, Marketing decision-support systems, Exploring value- oriented marketing, Using performance measurement frameworks Balanced
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Masters of Business Administration in Marketing Management

Scorecard, Measure the efficiency and effectiveness of strategic and tactical marketing activities, the performance prism, establish links between market activities, performance and results.

YEAR 2, SEMESTER 3
MBA CODE E-Marketing (10 credits) This module aims to introduce students to a range of increasingly sophisticated direct and integrated activities and techniques that marketers are using to interact with their customers using internet and electronic commerce. Content: Introduction to e-Marketing e-Marketing Strategy in practice e-Customer Experience eCustomer Relationship Management e-Marketing Plan Marketing channels, distribution and the Internet Online Market Research Control of e-marketing activities, leveraging technology, net ethics and law; how to better manage your contacts, online resources for internet marketing, powersearching the web, cyberadvertising agencies, webservices and information. MBA CODE Marketing Communications and Negotiation (10 credits) This module aims to introduce students to activities and techniques that marketers are using in marketing communications which are considered as important components of the complete process of marketing and ways to negotiate and bargain. Content: Introduction to marketing communications, Marketing communications: strategies and planning, objectives and positioning, Branding and the role of marketing communications, Financial resources for marketing communications, Advertising and strategy, Sales promotion, Public relations and sponsorship, Direct marketing, Internal marketing communications, Evaluating marketing communications. What is negotiation? Distributive bargaining. Preparation for negotiation. Debate in negotiation. A proposal is not a bargain. Bargaining for an agreement. Styles of negotiation. Rational bargaining?. Streetwise manipulation. Personality and power in negotiation. Culture and negotiation. Retrospection. MBA CODE International marketing and Strategy (10 credits) The module takes a strategic management view of marketing, and aims to develop in students a critical understanding of concepts, theories and techniques in the context of a programme of study in marketing at an advanced level. It also deals with the international marketing activities. Content: International marketing strategy which delineates the purpose of a strategic approach, its key features, types of market entry strategies aspects of international marketing management covering the use of international market research, implications for product and service management, marketing communications, marketing channels, new product development, services marketing, retailing and marketing and new ventures, marketing planning and control processes, specific issues in varied firm contexts and the organisational challenges encountered in developing an international marketing strategy NO CODE Business Research Methods (Non-examinable) Students will have to cover five lectures (i.e. 15 hours) on research methods & techniques in Semester 3. Note that attendance is compulsory. The aim of this unit is to introduce students to the practical aspects of management research. It shall expose students to different analytical techniques and covers aspects such as: foundations of research, sampling, data collection, data
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Masters of Business Administration in Marketing Management

analysis and presentation of main findings. Upon completion, students will be able to design and formulate individual project proposals that will be assessed for the approval of the Applied Project.

YEAR 2, SEMESTER 4
DISS CODE Applied Project/Dissertation (30 credits) The applied project is a major piece of work required for the fulfilment of an MBA award. Students are expected to demonstrate rigorous research skills and appropriate methodologies acquired during the course. The project must involve problem solving research and more details on the structure of the project will be made available through an MBA Project Guidelines (MPG). Student is expected to submit a thesis on the key findings at the end of semester 4. Student MAY BE CALLED UPON TO defend himself/herself through a presentation and viva voce and will be evaluated on the work done by him/her during the industrial training. The credit assigned to the project work is equivalent to that of 3 modules. Students are expected to maintain individual contact with their dissertation supervisor. Workshops/Seminars Different workshops/seminars will be conducted in close collaboration with Ministries, Private Sector, NGOs and other stakeholders with a view to increase awareness on Corporate Social Responsibility. Upon completion of this unit attendees will be awarded a certificate of attendance. Seminars will be held on the following topics: Corporate Governance Health & Safety Sustainable Development Ethics and Social Responsibilities ** Seminar topics may change to reflect emerging issues.

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