BACHELOR OF SCIENCE IN MARKETING

Aims and Objectives

Rationale of the Learning Programme in relation to national and/or regional human resources demands.

The Bachelor of Science in Marketing degree offers a fulfilling and comprehensive programme that is designed to meet the industry demand and is accredited internationally. It involves a study of marketing issues both in the domestic and international setting and seeks to keep students abreast of the modern marketing practices in this rapidly changing world. One of the aims of this programme is to develop the students’ intellectual and analytical abilities through interpreting cases, concepts and theories and translating them into strategic marketing decisions in the face of the ever-changing business environment. Marketing, which is one of the core activities of any business, continues to receive increased recognition world over especially by firms that are forward thinking and want to remain afloat in the light of competition. The programme has thus been structured to offer a professional training to both students aspiring to be employed as Marketing Managers (not forgetting other equally challenging positions in the field of marketing) and those currently in employment needing advanced marketing knowledge and training to sharpen their skills.

Programme Objective

The marketing function is essential to the health and survival of any organization. The four (4) year marketing degree programme involves a comprehensive study of the basic concepts, techniques, and tools for developing marketing strategy and marketing programs. The programme is an enriching and interesting one that uses a practical learning approach to enhance the learning experience of the students and help them see concepts in application.

In view of the foregoing background, the main objective for the programme is to  Equip students with the most recent practices and techniques employed by managers involved in designing, implementing and controlling strategic marketing programmes. It also helps students with the ability to evaluate marketing problems and opportunities from an academic, practical, and critical perspective. The in-depth knowledge the students gain is very vital as marketing is one of the key aspects of every firm. Additionally, since both the national and global marketing environments remain highly dynamic, an appreciation of this programme becomes crucial for students that want to take-up interesting but pivotal and challenging positions in organizations.


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PROGRAMME DETAILS

YEAR 1

  • BS140 Mathematical Analysis

  • BS 150 Principles of Management

  • BS 130 Business Communication and Environment

  • BS400.1 Residential School

  • BS 110 Micro Economics

  • BS 120 Basic Financial Accounting

  • BS 190 Business Law

  • BS.400.2 Residential School II


YEAR 2

  • BS 221 Managerial Finance

  • BS 260 Principles of Marketing

  • BS 242 Quantitative Methods

  • BS 210 Intermediate Economic Theory

  • BS 220 Management Accounting

  • BS 240 Introduction to Data Processing

YEAR 3

  • BS 340 Production and Operations Research

  • BS 390 Company Law

  • BS 350 Marketing Research

  • BS 360 Marketing Research

    Nature of Marketing Research

    The marketing Research Process and Problem Formulation

    Research Design

     Attitude measurement

    Types and Methods of collecting Data

    Sampling Concepts and Procedures

     Fieldwork and Non-sampling Error

     Data analysis and interpretation

    The research Report

    Marketing Research and code of ethics

    Statistical packages

  • BS 361 Entrepreneurship

    INTRODUCTION TO ENTERPRISE AND THE CONCEPTS OF ENTREPRENUERSHIP

    BECOMING AN ENTREPRENEUR AND DEVELOPING ENTREPRENEURIAL COMPETENCIES

    PRACTICAL APPLICATIONS

    STARTING A BUSINESS

    ENTERPRISE SUCCESS AND GROWTH

  • BS 362 Consumer Behaviour

    INTRODUCTION TO CONSUMER BEHAVIOUR

    CONSUMER ATTITUDES

    CONSUMER NEEDS AND MOTIVATION

    PERSONALITY AND PSYCHOGRAPHICS

    LEARNING AND MEMORY

    CONSUMER PERCEPTION

    CONSUMERS AS DECISION MAKERS

    CULTURE AND CONSUMER BEHAVIOUR

    GROUP INFLUENCE AND OPINION LEADERSHIP

    ORGANISATIONS AS CONSUMERS

    MARKETING ETHICS AND PUBLIC POLICY

     
  • BS 364: Sales Management

    INTRODUCTION TO SALES MANAGEMENT

    ESTABLISHING SALES PLANS & STRATEGIES

    ORGANIZING THE SALES FORCE

    RECRUITING AND SELECTING THE SALES FORCE

    TRAINING, MOTIVATING AND COMPESATING SALES PERSONNEL

    EVALUATION AND CONTROL OF SALES PROGRAMMES

    INTERNATIONAL SELLING

    ETHICAL ISSUES IN SALES MANAGEMENT

  • BS 366: Marketing Information System

    Introduction to marketing information system

    he organisation dimension of marketing information system.

    Marketing Information System model.

    Marketing Research.

    Communication and its importance.

    The value of Data and Information.

    Data base management.

    Systems Theory.

    Other components of MIS (Model)

    The communication mix and their significance.

    Orgnisation structure and Information Culture

    Planning

    RECOMMENDED TEXT BOOKS (Latest available edition)

     
  • BS 368: Marketing Communications

     

    THE OVERVIEW OF ORGANISATIONAL BEHAVIOUR

    THE FOUNDATIONS OF INDIVIDUAL BEHAVIOUR

    ORGANISATIONAL PROCESSES AND APPLICATIONS

    ORGANISATIONAL CONFLICTS

    ORGANISATIONAL CHANGE AND DEVELOPMENT

       

YEAR 4

  • BS 450 Strategic Management

    THE STRATEGIC MANAGEMENT PROCESS

    THE ESSENTIAL ENTREPRENEURIAL TASKS

    TECHNIQUES OF INDUSTRY AND COMPETITIVE ANALYSIS

    GENERIC BUSINESS STRATEGIES AND INDUSTRY ENVIRONMENT

    GENERIC CORPORATE STRATEGIES

    BUILDING AND DEFENDING COMPETITIVE ADVANTAGES

    TECHNIQUES FOR STRATEGY ANALYSIS AND CHOICE OF STRATEGY

    IMPLEMENTNG STRATEGY, ORGANISATION STRUCTURE, DISTINCTIVE COMPETENCE AND RESOURCE ALLOCATION

    IMPLEMENTING STRATEGY, COMMITMENT, CULTURE, SUPPORT SYSTEMS AND LEADERSHIP

    EVALUATION AND CONTROL OF STRATEGY

     
  • BS 452 Organisational Theory and Behaviour

  • BS 460 International Marketing

    Introduction to International Marketing

    Constraints in International Trade and their Resolutions

    The International Environment

    Major Decisions in International Marketing

    International Marketing Research

    International Product Policy

    International Packaging and Labelling Decisions

    International Distribution Policy

    Communication in International Marketing

    Pricing in International Markets

    International Marketing Planning

    Corporate Social Responsibilities

  • BS 400 Thesis

     
    • The Role of Business Research
    • What is business research AND Why it is important
    • Problem Definition and the Research Proposal
    • Contents of research proposal
    • Writing effective research proposals
    • Exploratory Research and Qualitative analysis
    • Survey Research: Basic Method of Communication with
    • respondents
    • Measurement and Scaling Concepts
    • Attitude Measurement
    • Questionnaire Design
    • Sample Designs and Sampling Procedures
    • Univariate Analysis
    • Data analysis and interpretation
       
  • BS 464 Industrial Marketing (elective)

     

    NATURE OF INDUSTRIAL MARKETING

    INDUSTRIAL MARKETS

    INDUSTRIAL BUYING BEHAVIOUR

    PLANNING FOR INDUSTRIAL MARKETING

    MARKETING FORECASTING

    INDUSTRIAL MARKETING RESEARCH

    DEVELOPING THE PRODUCT STRATEGY

    NEW PRODUCT DEVELOPMENT

    MANAGING MARKETING CHANNELS AND NETWORKS

    PRICING OF INDUSTRIAL PRODUCT

    SALES PROMOTION

    PROBLEM SOLVING TECHNIQUES

     
  • BS 466 Services Marketing

    Introduction

    An Integrative Framework for Marketing Service

    Quality:  The Foundation for Service Marketing

    Building a Services Marketing Organization

    Maximizing Services Marketing Potential

    Resource and Demand Management

    Management Communication in Service Markets

    Strategic Management in Service Organizations

      Competition and Adaptation  
  • BS 468 Retail Marketing Management (elective)

    INTRODUCTION TO RETAIL STRATEGY

    RETAIL INSTITUTIONS

    CONSUMER BEHAVIOUR

    MARKETING RESEARCH IN RETAILING

    CHOOSING A STORE LOCATION

    MERCHANDIZED PLANNING AND MANAGEMENT

    PLANNING BY A SOURCE RETAILER

    ESTABLISHING AND COMMUNICATING A STORE IMAGE

    RETAILING PROMOTION STRATEGY

    INTEGRATING AND CONTROLLING THE RETAIL STRATEGY

    RETAILING IN FUTURE

  • BS 490: Intellectual Property

    The Concept of Property

    INTELLECTUAL PROPERTY AND THE ECONOMIC SYSTEM

    INTELLECTUAL PROPERTY AREAS AND THEIR PROTECTION

    INSTITUTIONS OF INTELLECTUAL PROPERTY

    RIGHTS OF HOLDERS OF INTELLECTUAL PROPERTY

    THE LEGAL FRAMEWORK OF INTELLECTUAL PROPERTY ZAMBIA.

    COLLECTIVE MANAGEMENT AND INTELLECTUAL PROPERTY

    PIRACY AND COUNTERFEIT PRACTICES

    SETTLEMENT OF DISPUTES AND MECHANISMS FOR ENFORCEMENT OF INTELLECTUAL PROPERTY LAWS

    CONTEXTUALISATION OF INTELLECTUAL PROPERTY BY DISCIPLINE (APPLICATIONS)

    SPECIAL TOPICS IN INTELLECTUAL PROPERTY