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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 that, 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.

Marketing will never go ‘out of fashion’ – 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 touchpoints – both within in the company and externally in the market.
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Qualification: NQF level 7.
Duration: Min. 3 years. Max. 8 years.

Full qualification cost from:
R82 800*
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Programme Exit Level Outcomes

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

  • Have mastered an advanced knowledge of marketing principles and basic application skills in marketing related field.
  • Demonstrate a broad understanding of business management knowledge, functional areas within an organisation and how it applies to the business environment. Furthermore, the student should be able to take a strategic view of an organisation and align the strategies with the objectives.
  • Be able to select, apply and evaluate typical methods and procedures to assist in making informed marketing decisions. Furthermore, students should be able to demonstrate a broad understanding of economics in order to understand how it applies not only to the business world but also to everyday life.
  • Be able to solve marketing problems in various types of organisations, such as retail-driven, service-related, business-to-business, government related and NPO’s.
  • Demonstrate a broad understanding of financial management knowledge and how it applies to the marketing and business environment.
  • Produce a strategic marketing and business plan and be able to evaluate the success of the plan.
  • Produce and communicate information in a business environment by applying proper communication skills acquired which should also include the correct application of intellectual property, copyright and avoiding plagiarism.
  • Demonstrate an advanced understanding of the economic context and systems within which organisations operate and be able to link it to marketing opportunities.


This programme consists of 21 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)
  • Marketing Research: Theory (20 credits)

Modules Year 3

  • Business Project (20 credits)
  • Business Management 3 (20 credits)
  • Financial Management 3 (20 credits)
  • Global Marketing (20 credits)
  • Marketing 3 (20 credits)
  • Marketing Research: Project 3 (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)
  • Services Marketing (20 credits)


Fees for Degree ProgrammesSA Fee per module
New student registration fee (once-off payment)R1 950.00 (non-refundable)
Semester feeR700.00 (non-refundable)
Assessment fee per moduleR3 650.00

View other African country fees

* Assumes completion over a 3 year period and
** Prices subject to increases on an annual basis
* The above pricing applies to distance learning and excludes eTutorials and Contact Tutorials offered by the IMM Graduate School. For a complete breakdown of costing, please contact an IMM Graduate School regional office and we will be able to assist in providing you with a full cost breakdown.

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