REGULATIONS FOR THE BACHELOR OF COMMERCE HONOURS DEGREE CONSUMER AND MARKETING INTELLIGENCE (BS07)
| Duration of Degree | 4years |
| Credit Load | 528 |
| Minimum credit Load | 480 |
| Maximum credit Load | 540 |
| Maximum MBKs Credit Load | 384 |
| ZNQF Level: | 8 |
1. PURPOSE OF THE PROGRAMME
The degree equips students with consumer and marketing analytical skills relevant to informed business planning and sound decision-making that drive smarter marketing and business strategies. The degree helps students gain the knowledge, understanding and ability to apply a combination of skills related to data science, consumer psychology and marketing communications in order to deliver cutting-edge multichannel marketing solutions.
2. ENTRY REQUIREMENTS
2.1 Normal Entry
To qualify for normal entry into the Bachelor of Commerce Consumer and Marketing Intelligence Honours Degree programme, a candidate, in addition to satisfying the minimum requirements as prescribed under the General Regulations and the Faculty Regulations for English and Mathematics at ‘O’ Level, must have obtained at least two passes in any ‘A’ Level subjects.
2.2 Visiting/ Harare /Bulawayo Weekend School Programme
To qualify for entry into the Bachelor of Commerce Consumer and Marketing Intelligence Honours Degree (Visiting / Harare /Bulawayo Weekend School) programme, a candidate, in addition to satisfying the minimum requirements as prescribed under the General Regulations, should normally have:
Either: a relevant Diploma from an accredited and recognized institution.
Or
– Passes in “A” Level subjects
And:
– supported by proof of employment
2.3 Special Entry
This applies to students who may wish to transfer from other universities while undertaking a Consumer and Marketing Intelligence related degree programme.
An applicant may be exempted from certain level modules and shall be required to register additional modules to make up for the full component of that level. Successful completion of the Work-Related Learning component is compulsory for all candidates.
2.4 Mature Entry
Refer to Section 3.3 of the General Regulations.
- PROGRAMME CHARACTERISTICS
Areas of study: Consumer intelligence, marketing intelligence, interactive marketing, consumer psychology, data science.
Specialist Focus: Consumer Intelligence, Marketing Intelligence
Orientation: Analysing consumer data, psychological and sociological factors influencing consumer behaviour, integrated marketing communications, research-based problem-solving, using knowledge and practical skills for research, innovation, industrialization and commercialization.
Distinctive Features: The programme focuses on developing consumer-orientated marketers who can solve contemporary consumer and marketing problems by employing research, data analytical skills and innovative marketing strategies.
- CAREER OPOPPORTUNITIES AND FURTHER EDUCATION
Graduates of the Bachelor of Commerce (Honours) Consumer and Marketing Intelligence can pursue careers as brand managers, marketing/consumer data analysts, export marketing managers, distribution managers, advertising agents, marketing researchers, new product managers, marketing strategists, retail managers, key account managers, marketing consultant, public relations manager, digital marketing managers, e-commerce managers, creative designers, creative director, technical sales person, media planners, event managers, business development managers, lecturers among others.
The qualification is articulated horizontally into related qualifications at ZNQF Level 8 and vertically into Marketing or related Masters programmes.
- PROGRAMME DELIVERY
5.1. Teaching and Learning Methods: Lectures, tutorials, seminars, group work, hands-on, field trips, work-related learning, research projects, and independent study.
5.2. Assessment Methods: Written examinations, tests, field trips, seminar presentations, Work-Related Learning reports, research reports, and continuous assessments.
- LEARNING OUTCOMES
By the end of the programme a graduate will be able to:
- Develop and demonstrate competencies in consumer psychology.
- Conduct and apply marketing intelligence in decision-making.
- Develop and communicate marketing messages.
- Demonstrate competence in consumer and marketing data analysis.
- Formulate and implement marketing programs and strategies based on consumer and marketing intelligence.
- GENERAL PROVISIONS
Refer to faculty and general regulations
8: PROGRAMME ASSESSMENT
8.1 Evaluation of students shall normally be based on continuous assessment as well as formal university examinations that are held at the end of each quarter.
8.2 Continuous Assessment shall account for 30% of the overall assessment. No continuous assessment shall be carried over to the next semester.
8.3 The final examination accounts for 70% of the overall assessment.
8.4 The department shall determine which items will be included in the continuous assessment and shall define the relevant weighting to each item.
8.5 To be admitted to the examinations, a candidate must:
8.5.1 Be a registered student of the University in accordance with the General Regulations
8.5.2 Have satisfactorily attended and completed the approved modules of study. Completion of modules shall require submission of all written assignments and tests that constitute the continuous assessment
8.5.3 Have attended and participated in seminars, tutorials practical sessions, presentations and other activities as required by the Department.
8.5.4 Candidates shall be informed in advance of the deadline for submission of the dissertation or project. Unless the department, Faculty or Senate has granted prior permission for an extension of this deadline, any candidate who fails to meet this submission deadline shall normally fail the dissertation or project.
8.5.5 A submitted dissertation shall be examined and awarded the following grades namely Pass with First class division, Upper second class, Lower second class, Third class, Fail and a resubmission within three months where the candidate has a score between 40 and 49. Unless otherwise determined by the Academic Board, the maximum mark allowed for resubmission shall not be above 50.
- PROVISION FOR PROGRESSION
Refer to Faculty Regulations
- FAILURE TO SATISFY EXAMINERS
Refer to General Regulations
- GRADING AND DEGREE CLASSIFICATION
Refer to General Regulations
- DEGREE WEIGHTING
Refer to Faculty Regulations
- AWARD OF DEGREE
Refer to General Regulations
- PROGRAMME STRUCTURE
Level 1 Semester 1
| Code | Module Descriptions | Prerequisites | Credits |
|---|---|---|---|
| CS131 | Basic Communication Skills | 12 | |
| BM131 | Principles of Management | 12 | |
| EC131 | Economic Principles 1 | 12 | |
| HCS135 | Introduction to ICT | 12 | |
| GSB211 | Gender Studies for Business | 12 | |
| CMI131 | Principles of Marketing 1 | 12 | |
| ACC135 | Financial Accounting for Business 1A | 12 |
Level 1 Semester 2
| Code | Module Descriptions | Prerequisites | Credits |
|---|---|---|---|
| CMI132 | Principles of Marketing 2 | (CMI131) | 12 |
| CMI134 | Consumer Decision Sciences | 12 | |
| CMI133 | Consumer Intelligence | 12 | |
| CMI135 | Artificial Intelligence | 12 | |
| EC134 | Economic Principles 2 | 12 |
Level 2 Semester 1
| Code | Module Descriptions | Prerequisites | Credits |
|---|---|---|---|
| CMI232 | Market Analytics & Decision-making | 12 | |
| CMI233 | Consumer Psychology | 12 | |
| ENT131 | Entrepreneurship 1 | 12 | |
| CMI231 | Marketing Communications | 12 | |
| CMI235 | Database Management Systems | 12 |
Level 2 Semester 2
| Code | Module Descriptions | Prerequisites | Credits |
|---|---|---|---|
| CMI241 | Services Marketing | 12 | |
| CMI236 | Consumer Data Analytics | 12 | |
| CMI238 | Marketing Creativity and Innovation | 12 | |
| CMI239 | Digital Consumer Intelligence | 12 | |
| CMI240 | Brand Management | 12 | |
| CMI237 | Marketing Management | 12 |
Level 3 Semester 1 Work-Related Learning
| Code | Module Descriptions | Prerequisites | Credits |
|---|---|---|---|
| CMI340 | Work-Related Learning Preliminary Report | 40 |
Level 3 Semester 2 Work-Related Learning
| Code | Module Descriptions | Prerequisites | Credits |
|---|---|---|---|
| CMI341 | Work-Related Learning Continuous Assessment (employers assessment and academic supervisor report) | 40 | |
| CMI342 | Work-Related Learning Final Report | 40 |
Level 4 Semester 1
| Code | Module Descriptions | Prerequisites | Credits |
|---|---|---|---|
| CMI402 | New Product and Service Innovation | 12 | |
| CMI403 | International Marketing Intelligence | 12 | |
| CMI404 | Ethics and Consumer Intelligence | 12 | |
| CMI401 | Quality Management | 12 | |
| CMI405 | Green Marketing | 12 |
Level 4 Semester 2
| Code | Module Descriptions | Prerequisites | Credits |
|---|---|---|---|
| CMI406 | Customer Relationship Management | 12 | |
| CMI408 | Strategic Consumer and Marketing Intelligence | 12 | |
| CMI407 | Research Project | 24 |
15 MODULE SYNOPSES
CMI131 Principles of Marketing 1
This module is designed to introduce basic marketing principles concepts to students. Key topic covered in the module are; introduction to marketing, evolution of marketing concept, the 4Ps of Marketing in detail: (Product, Price, Place and Promotion), the extended marketing mix, segmentation, targeting and positioning. This module is a prerequisite for CMI132 Principles of Marketing 2.
EC131 Economic Principles 1
Refer to the Department of Economic Sciences for the module synopsis.
HCS135 Introduction to ICT
Refer to the Department of Information and Marketing Sciences for module synopsis.
BM131 Principles of Management
Refer to the Department of Management Sciences for the module synopsis.
ACC135 Financial Accounting 1A
Refer to the Department of Accounting for the module synopsis.
CS131 Basic Communication Skills
Refer to the Faculty of Arts for the module synopsis.
CMI132 Principles of Marketing 2
The module is designed to be an extension of Principles of Marketing 1. Topics covered are; Consumer Markets and Buyer Behaviour, Business Markets and Buyer Behaviour, The Micro Marketing environment, The Macro Marketing Environment, Creating competitive Advantage, Sustainable Marketing, International Marketing, Marketing Research and Marketing Planning. To be eligible for CMI132 Principles of Marketing 2, candidates must have passed CMI131 Principles of Marketing 1 in level 1.1
CMI133 Consumer Intelligence
This module aims to provide a theoretical basis and practical techniques that help modern marketers to better understand contemporary consumers. Contemporary consumer behaviour within a collective social media environment, theories underpinning contemporary consumer behaviour as well as application domains for consumer intelligence will be examined. Students shall be oriented on the need to understand contemporary social phenomena and tap into these virtual discussions to generate a critical understanding of the connected consumer.
ACC136 Financial Accounting 1B
Refer to the Department of Accounting for the synopsis.
CMI134 Consumer Decision Sciences
This module focuses on understanding and predicting consumer behaviour by integrating theories from psychology, sociology, anthropology and economics. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, life-style, perception, attitude formation and change, and communication; external influences such as culture, subculture, social class, reference groups and family, and the diffusion of innovations; and consumer decision-making.
EC131 Economic Principles 2
Refer to the Department of Economics for the module synopsis.
CMI135 Artificial Intelligence
The module aims to introduce the students to the basics of Artificial Intelligence. The main areas of focus will include an Introduction to Artificial Intelligence (AI). Rule-based expert system (RBES), architecture of RBES, development of RBES, advantages and disadvantages of expert systems. Problem-solving through uninformed search. Problem-solving through informed search. Heuristics. Introduction to knowledge representation. First-order logic and Prolog. Machine learning. Neural Networks and Robotics. Intelligent agents and application of AI and e-expert systems to marketing.
CMI231 Marketing Communications
The module introduces the students to communication tools and media an organisation uses to convey designed messages about the products and the brands it sells to target stakeholders. It will help them to understand how the environment and characteristics of the target audience determine the objectives, models, theories and strategies the firm uses for the communication process in order to achieve favourable attitudinal and behavioural responses and enhance corporate image and identity.
CMI232 Market Analytics and Decision-making
This module introduces students to the concept and current practices in market analytics. The metrics and data sources used for evaluating business and marketing performance and gathering competitor and customer insights – both in offline and online contexts. Students will explore and apply computer-based approaches and techniques to gather customer data and generate market intelligence. Students will be introduced to both quantitative and qualitative methods of data collection, and analysis techniques.
CMI233 Consumer Psychology
The aim of the module is to develop the students’ ability to analyse, critically evaluate and apply theories of Psychology to consumption-related behaviours. Once an understanding of the basic psychological processes has been gained, the following areas will be explored: Consumption; Consumerism; Self Identity; Buying Behaviour models; Shopper Typologies; Semiotics; Involvement; Rebel Consumers; Experiential marketing and consumption; Choice; Conspicuous consumption and Signaling strategies.
CMI234 Neuropreneurship
The module helps students to develop entrepreneurial skills that help them understand what is really happening inside the minds of consumers. The module uses theories and concepts from neuroscience to gain knowledge of how the human brain processes information to better serve customers. The module further explores how consumers make impulsive, emotionally charged, irrational decisions. The module helps students design marketing communication tools, products and services that help the consumer’s subconscious brain make decisions in favour of a firm’s offerings.
ENT131 Entrepreneurship 1
The aim of this module is to develop entrepreneurial acumen in students, to appreciate the importance of entrepreneurship to the individual and in nation-building, to analyse and explain how PESTLEG factors affect the entrepreneur, design a bankable business plan
Evaluate various options available to the entrepreneur to go global. The emphasis of this module is to define entrepreneurship, entrepreneurship and innovation; understand the nature and importance of entrepreneurship for economic development; identify business opportunities and generate business ideas; develop a bankable business plan; understand the characteristics of a successful entrepreneur; and identify the challenges being faced by entrepreneurs.
GSB211Gender Studies for Business
The module empowers students with knowledge and skills that enable them to be gender sensitive in the university, workplace and in all social interactions. Topics covered include understanding gender, theories of gender inequalities, historical development of gender, gender analysis, gender issues in society, redressing gender imbalances, empowerment and strategies for creating a gender-responsive environment. Every student has to pass the module to graduate.
CMI235 Database Management Systems
This module emphasises database concepts, developments, use and management in three main sections: database concepts, practice, and emerging trends. Relational database systems are the main focus, but other types, including object-oriented databases, are studied. Practical design of databases and developing database applications using modern software tools will be emphasized. The module also helps students understand the theories and techniques in developing database applications and be able to demonstrate the ability to build databases using enterprise DBMS products.
CMI236 Consumer Data Analytics
The module aims to equip learners with skills in translating immense volumes of consumer data into meaningful information which improves the quality of marketing decisions. Students will learn how to use different exploratory, descriptive and predictive analytics to identify, target and engage customers. The module also equips learners with the knowledge required to use data to inform customer relationship management practices in order to enhance their effectiveness.
CMI237 Marketing Management
The module is intended to ensure students develop organizational competitive advantage for maximum shareholder value. Topics covered in this module are; The Strategic Marketing Process, Understanding the Company and environment and Establishing Direction (Strategic Marketing Planning, Company Vision, Mission and Objectives, Environmental Scanning, Industry Analysis, Evaluating Company Resources and Capabilities), Designing Market Driven Strategies (Market Growth Strategies, Porter’s Generic Strategies).
CMI238 Marketing Creativity and Innovation
This module focuses on equipping students with new ways of thinking necessary for the success of innovative organisations. Real-world cases discussed during the lectures will enable the students to understand in depth the intricacies of innovation, customer experience, solution development and the problems faced by managers in this area. Specifically, the module is designed to help students stimulate creativity and understand the impact of innovation on market share growth.
CMI239 Digital Consumer Intelligence
This module is meant to help students appreciate the impact of technology on marketing. It helps them understand the nature of E-Marketing in business, society and technology. Topics covered encompass the following; Introduction to Digital Marketing and E-Market Places, E-Marketing Business Models and Concepts, Digital Marketing Infrastructure, The Internet Today, Building an E-Commerce Presence, E-Payment Systems and Security and E-Marketing Communications.
CMI240 Brand Management
The module explores the art of creating a unique brand, brand name, term, sign, symbol, design, values, and extensions; building brand identity; launching the brand and maintaining the brand position in the market through managing the tangible and intangible characteristics of the brand. It helps students to identify models and theories that underpin the management of the brand. The students appreciate the importance of brand positioning strategies and tools that evaluate brand strength in terms of brand value, personality, market position and image.
CMI241 Services Marketing
The module aims to help students understand the practical implications of the unique characteristics of services and service provision and to help them cope with the challenges of marketing and managing a service. To achieve this aim, the module builds upon and expands, marketing management concepts and models, demonstrating how they apply to the services sector. This module also focuses on the distinctive characteristics and problems of marketing in service organizations and for any organization developing and marketing services as part of its business portfolio.
Work-Related Learning (CMI340, CMI341, and CMI342)
During their third year, students are expected to be on Work-Related Learning at an organization where they engage in the practical aspects of the programme under supervision. Work-Related Learning helps students to apply concepts they studied during the first two years of their programme, in a real-world context. Students are expected to add value to their academic and professional profiles whilst on attachment while contributing maximum stakeholder value to the organisations to which they are attached.
CMI401 Quality Management
The module introduces the student to quality management and the quest for best business practices in a changing environment. Students are guided on how they may assist an organisation embrace quality management as a competitive advantage in the business world where product and service excellence is shifting from mere possession of proprietary knowledge, access to raw materials etc. to a culture of conformance to specifications, conscientious value chain management and employment and employee training and empowerment.
CMI402 New Product and Service Innovation
This module covers product creation, service delivery, quality, service innovation, concept generation and development, problem-based ideation, analytical attribute approaches, pre-technical valuation and concept evaluation systems. Financial analysis, service/product protocol, development structure, development team management, knowledge work systems and applications in product design and special managerial needs, product testing, strategic launch, strategic action dimensions, implementation of strategy are also covered.
CMI403 International Marketing Intelligence.
The module introduces students to the fast-growing domain of international marketing intelligence. The module aims at equipping students with skills for generating, analysing and interpreting marketing intelligence to enable the crafting of data-driven international marketing strategies. The module also seeks to create awareness among marketing students concerning the relevance of marketing intelligence in enhancing international marketing decisions such as segmentation, positioning, and product development.
CMI404 Ethics and Consumer Intelligence
Computer security pervades every aspect of the modern online experience, now reaching into mobile phones and game consoles as well as conventional computers. This course covers some of the fundamental principles of computer security. After identifying some different aspects of security, several practical challenges will be presented. For each one, the aim is to specify the requirements of a solution, explain an appropriate (mathematics-based) tool, and then discuss pitfalls, attacks, and countermeasures.
CMI405 Green Marketing
This module aims to help students understand the following: What it means for a firm to have a “green product” or good “environmental reputation?” Who are green consumers? How much added value can environmental reputation add to a product? How can firms promote their green products? How important are environmental issues in the global marketplace?
CMI406 Customer Relationship Management.
This module aims at equipping students with knowledge of central areas of CRM. It seeks to enable marketing students to appreciate why an organisation should establish and maintain relationships with its key stakeholders. The module provides students with a solid understanding of the principles involved in managing customer relationships and why customer relationship management tactics and actions are important in attaining sustainable competitive advantage.
CMI407 Research Project
During the final year, students will undertake a Research & Innovation Project of interest to the researcher under supervision of designated mentors vested with knowledge and expertise in that specialisation. This project is expected to equip final-year students with practical skills and knowledge to tackle real-life problems and exploit opportunities as they join the world of work. Students are moulded, not only to be employment seekers but to own the capacity to produce goods and services in various economic sectors.
CMI408 Strategic Consumer and Marketing Intelligence
The module is intended to ensure students develop organizational competitive advantage for maximum shareholder value. The overall objective is to introduce the students to strategic decision-making in an organization and thus develop them to think like marketers. Topics covered in this module include: The strategic marketing process, understanding the company, environment and e designing market-driven strategies (market growth strategies, Porter’s generic strategies, cooperative strategies, alliances and blue ocean strategies).