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Bachelor of Business Administration (BBA) in Marketing Management

Bachelor of Business Administration (BBA) in Marketing Management

SAQA ID: 80967

Marketing starts with the question: What does the customer want? To enable a company to supply a sought after product or service, the marketer needs to manage a dynamic environment, where various aspects such as business and marketing principles, research, finance, branding and communication needs to be considered holistically. The objective of this process is to create synergy, where the whole is greater than the simple sum of its parts – where the products or services delivered not only satisfies customer needs and wants, but where, at the end of the day, it adds value not only to the bottom line of the company, but also to the industry, environment and community within which the company operates.

The success story of a business largely depends on the marketing strategy it deploys. There will always be consumers with wants and needs. It is an exciting and challenging environment where the only constant is change. The IMM BBA in Marketing Management degree will provide students with the variety of skills and knowledge required to have a holistic view of marketing and its various touch points – both within the company and externally in the market.

Qualification: NQF level 7.
Duration: Min. 3 years. Max. 8 years.

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Programme Exit Level Outcomes

When a student has complete the qualification, he/she should:

  1. Demonstrate a broad understanding of business management knowledge and functional areas within an organisation and how these apply to the business environment. Furthermore, be able to take a strategic view of an organisation and align the strategies with the objectives.
  2. Demonstrate an advanced understanding of the economic context and systems within which organisations operate and be able to link them to marketing opportunities.
  3. Furthermore, demonstrate a broad understanding of economics and financial management knowledge, to understand how it applies not only to the business world but also to everyday life.
  4. Select, apply and evaluate typical methodology, and procedure to assist in making informed marketing decisions.
  5. Produce a strategic marketing and business plan and be able to evaluate the success of the plan.
  6. Understand the role of ethical decision making.
  7. Solve marketing problems in various types of organisations, such as retail-driven, service-related, business-to-business, government-related, and NPOs.
  8. Produce and communicate information in a business environment by applying proper communication skills acquired including the correct application of intellectual property, copyright, and elimination of plagiarism.
  9. Critically analyse contemporary marketing information and evaluate the potential future outcomes of business, marketing, and management decisions.
  10. Understand the scope of responsibilities of a management position in the marketing field and understand accountability to senior management in an organisation.

CIM Accredited Degree

CIM Accredited Degree

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. IMM Graduate School has joined forces with CIM to give students in the Bachelor of Business Administration in Marketing Management the opportunity to gain professional qualifications through the CIM Accredited Degree partnership. CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.


The BBA in Marketing Management is offered at level 7 of the NQF (HEQSF aligned) and consists of 360 credits. The BBA in Marketing Management comprises 19 compulsory modules and is structured as follows:

Modules Year 1

  • Academic Skills Development (non-credit bearing)
  • Business Communication (20 credits)
  • Business Management 1 (20 credits)
  • Business Statistics (20 credits)
  • Economic Principles (20 credits)
  • Financial Management 1 (20 credits)
  • Marketing 1 (20 credits)

Modules Year 2

  • Brand Management (20 credits)
  • Business Management 2 (20 credits)
  • Financial Management 2 (20 credits)
  • Integrated Marketing Communications (20 credits)
  • Marketing 2 (20 credits)
  • Research Theory (20 credits)

Modules Year 3

  • Business Management 3 (20 credits)
  • Financial Management 3 (20 credits)
  • Marketing 3 (20 credits)
  • Marketing Research: Project (20 credits)
  • Elective 1 (20 credits)
  • Elective 2 (20 credits)


Students are to select two of the following modules:

  • Business-to-Business Marketing (20 credits)
  • Digital Marketing (20 credits)
  • Retail Marketing (20 credits)

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