BBA (Hons) Marketing – awarded by North Borneo University College, Malaysia (2½ years)

This two stage BBA (Hons) programme has been designed for learners who do not have qualifications equivalent to years 1 or 2 of a degree. It is a full degree programme that can be completed in 2½ to 3 years

There is continuous and ever growing internationalisation and it is recognised that traditional and generic marketing programmes are unable to cater to the rising demand for trained and qualified people.

This degree focusses on Marketing geared towards the globalised business environment. It will equip successful graduates with the requisite knowledge and understanding to meet the demands required from executives and managers and allow them to perform marketing functions in business

Overall Programme Outcomes

Level 4 Extended Diploma in Marketing – please go to this programme on our website

Level 5 Higher Diploma in Marketing please go to this programme on our website

Level 6 Final year of the BBA (Hons) Marketing – learners will:

• Acquire knowledge, skills, values, attitudes and thinking ability to compete globally as an executive in Marketing
• Be able to analyse and evaluate to solve issues and take critical decisions based on knowledge gained
• Be able to apply creative and innovative thinking
• Be able to undertake marketing research and development activities for their organizations
• Perform a marketing role professionally, skillfully and effectively in global environment
• Become effective in a marketing and business capacity with leadership, managerial and entrepreneurial skills required from an executive in Marketing

Assessments

Assessments for the LEB Level 5 Higher Diploma and Level 4 Extended Diploma are based wholly on course work, assignments and work based reports

Assessment for final year of the BBA (Hons) Marketing comprises of 70% coursework and a timed unseen written examination which will account for the remaining 30%

Entry Requirements

An applicant may be admitted on the basis of evidence to suggest that he/she will be able to fulfil and benefit from the objectives of the programme and achieve the standard required for the award

English Language proficiency in order to participate in the programme conducted in English

No prior knowledge is required. Applicants should normally:

• Have a Level 3 (QCF) Diploma; or
• Have 2 GCE A Levels or its equivalents; or
• Be an adult with a few years of work experience

Programme Structure

Please go to the relevant sections of the Extended and Higher Diploma in Marketing on our website

The final year of the BBA (Hons) Marketing accrues to 40 Credits based on the Malaysia Qualification Framework (MQF) and has 10 modules as follows:

• Module 1 –Marketing Research
• Module 2 – Service Marketing
• Module 3 – Marketing Channel Management
• Module 4 – Strategic Management
• Module 5 – Cross Cultural Management
• Module 6- Industrial Marketing
• Module 7 – Product Management
• Module 8 – International Marketing
• Module 9-  Research Project
• Module 10- Practical Training

Module 1: Marketing Research

Upon completion of this unit, learners will be able to:

• Critically analysed research approaches
• Apply appropriate strategies and methods to information management issues
• Demonstrate competence in a range of data collection methods
• Show competence in software for data collection, analysis and presentation
• Work in a research team
• Write a reflective research report

Indicative contents

• Overview of the issue and requirements
• Literature Review to include theory, concept, model
• Research Methodology

Module 2: Service Marketing

Upon completion of this unit, learners will be able to:

• Design and evaluate appropriate methods to communicate and promote services
• Define management’s role in ensuring an ongoing commitment to the improvement of service organization
• Analyze the appropriate methods for organizing and implementing the marketing effort, and the client/agency relationship in its delivery
• Evaluate the role of product management in services and formulate  quality control measures to support its management

Indicative content / areas of study

• Focus on the Customer
• Listening To Customer Requirements
• Aligning Strategy, Service Design, and Standards
• Delivering And Performing Service
• Managing Service Promises
• The Big Picture – Closing all the Gaps

Module 3: Strategic Management

Upon completion of this unit, learners will be able to:

• Explain the concept and approaches of strategic management in an organization either in the government or in business set-up
• Describe the factors involve in the strategic management process
• Identify the option and possible solution to evaluate the analysis process of each organization
• Identify the option and to evaluate, give suggestions or solutions for the formulation and implementation process
• Experience the real-life situation by discussing in class and writing the suggestions or giving recommendations by doing the case studies in the text book

Indicative content / areas of study

• What is Strategic management?
• Role of Scanning, monitoring, competitive intelligence and SWOT Analysing
• Assessing the Internal Environment
• Business-level strategy: creating and sustaining competitive advantages
• Corporate-level Strategy
• International Strategy: creating value in global market
• Strategic Implementation
• Strategic Leadership: creating a learning and an ethical organization
• Managing Innovation
• Corporate entrepreneurship & resources:

Module 4: Marketing Channels Management

Upon completion of this unit, learners will be able to:

• Identify and analyze marketing channels problems
• Demonstrate that they have acquired the conceptual tools needed to analyze the channel strategy needs of suppliers of goods and services in relation to their differing products and markets
• Critically review the relation between distribution objectives and strategy and the broader marketing objectives and strategy
• Possess a `practical’ knowledge of problem solving in the distribution context, achieved through analyzing cases and appropriate articles from marketing literature

Indicative content / areas of study

• Marketing Channels Framework
• Channels Ecosystems
• Channel Microsystems
• Channel Mesosystem

Module 5: Cross Cultural Management

Upon completion of this unit, learners will be able to:

• Demonstrate a detailed understanding on the issues faced by managers working in a different culture and apply appropriate principles in managing different cultures correctly
• Identify different local culture tantamount to affecting management practices effectively
• Have necessary skills and understanding of different cultural characteristics of countries for a better management across different cultures analytically

Indicative content / areas of study

• Cross- cultural Management: Introduction and Overview
• Cultural Orientation
• Understanding Other Cultures
• Communicating Across Cultures: Differences in Communication Styles
• Communicating Across Cultural Barriers
• Work behaviour Across Cultures
• Cultural Differences in Organization
• Culture and Strategy
• Cross-cultural Leadership: Differences in Leadership Styles
• Cross-Cultural Motivation
• Job Satisfaction: Cross Cultural Diversity
• Negotiating With Foreigners

Module 6: Industrial Marketing

Upon completion of this unit, learners will be able to:

• Explain the main similarities and differences between industrial business buying and consumer buying in order to make decision effectively
• Describe the main stages of the business-to-business buying process, as well as the key participants in that process and the roles they play
• Explain the main influences on organizational buying decisions and identify ways in which the marketing mix might respond to these influences
• Equipped with marketing knowledge and selling skills in order to market industrial product and services effectively

Indicative content / areas of study

• Introduction to Business marketing
• The character of Business marketing
• The Purchasing Function
• Organizational Buyer Behaviour
• Market Opportunities : current and potential customers
• Marketing Strategy
• Weaving Marketing into the Fabric of the firm
• Developing and managing products : what do customers want
• Business marketing Channels: Partnership for customers’ services
• Integrated marketing Communications (IMC)
• Communicating with the market: Advertising, public relations and Trade shows
• IMC: The one to-one media
• Sales and Sales Management
• Pricing and Negotiating the value
• Evaluating marketing Efforts

Module 7: International Marketing

Upon completion of this unit, learners will be able to

• Demonstrate a detailed understanding of the role in International marketing theory and philosophy focusing in the area of international markets
• Apply appropriate tools and techniques that make distributed nature of international marketing applications useful in business environment
• Critically appraise and evaluate the issues concerning international environment such as culture, technology and others within an assignment given
• Demonstrate a cross cultural understanding of the management/business practices of other cultures and ethnic group
• Illustrate  the application of some of the international business  techniques and    principles  to  companies
• Provide  an approach to the design of an appropriate analysis and evaluation criteria prior to market entry

Indicative content / areas of study

• International Marketing: An Overview And Analysis
• Evaluation and Planning of International Business
• International Marketing Strategy

Module 8: Product Management

Upon completion of this unit, learners will be able to:

• Identify and overcome barriers to be establishment and successful use of quality assurance systems
• Construct meaningful systems for a given organization and its products and services
• Examine the use of branding and packaging in product management
• Explain and assess the new product development process and the impact of new product development on the purchasing and supply functions
• Explain the purpose of product portfolio management in marketing

Indicative content / areas of study

• The Theoretical Foundation
• New Product Management
• Product Management

Module 9: Research Project

Upon completion of this unit, learners will be able to:

• Identify and determine the problem objectively, analytically and critically, besides solving the problem(s) systematically
• Work independently on the research study to use appropriate method to solve the research problem(s)
• Communicate the outcomes in a form of standardized academic write-up format
• Use appropriate computer software packages in analyzing and preparing the report write-up
• Apply and develop academic knowledge gain from the course and to gains as much experience as possible in running the study

Indicative contents/ areas of study

• Introduction, overview and issues
• Literature Review for research objective and the theoretical framework
• Research Methodology
• Data Analysis

Module 10: Practical Training

Upon completion of this unit, learners will be able to:

• Relate the theory learned with the real application in working environment
• Apply academic knowledge gained from the course
• Gain as much experiences in the related industries
• Produce a report on duties and job specification done
• Indicative contents/ areas of study
• Requirements for practical training
• Exceptions for practical training
• Reporting for Practical Training
• Attendance
• Working Ethics
• Practical Training Supervisor
• Training policies
• Practical Training Supervisor Responsibilities