MASTER OF SCIENCE IN MARKETING
<p>Masters</p>

2

Kenya’s current long term vision aims at transforming the Country into a newly industrializing middle-income nation by 2030. The Vision is anchored on Social, Economic, and Political (SEP) pillars. The social pillar which embraces education and training seeks to build a just and cohesive society that enjoys equitable social development. The Government of Kenya is thus committed to achieving its development targets which are encapsulated in Vision 2030 and the Millennium Development Goals (MDGs) among other national and international policy frameworks. To attain the relevant goals and objectives capacity building in the higher education and training sector is paramount.

 

As the oldest and the largest institution of higher learning in Kenya in terms of student numbers and academic staff, the University of Nairobi plays a pivotal role in human capacity building in East Africa and beyond. Its vision is to be a world-class university committed to scholarly excellence.  Its mission is to provide quality education and training and to embody aspirations of the Kenyan people and the global community through creation, preservation, integration, transmission and utilization of knowledge.

 

The School of Business plays a strategic role in the accomplishment of the University’s corporate Mission. The School provides leadership in the pursuit of business management and marketing knowledge and applications through development and implementation of customer-driven teaching and training, research, consultancy and community service. Academic Programs are currently offered at the Undergraduate level (B. Com), Master of Business Administration (MBA), MSc in Finance, and Doctor of Philosophy (PhD).

 

 Rationale for the MSC in Marketing

Recent changes in the national, regional and global environments justify introduction of marketing science oriented academic programs in the School of Business. These changes include  the increased customer expectations especially in terms of the quality and range of goods and services; the rapid advance of micro-electronic technology which has revolutionized many of the processes by which goods and services are made available; increased competition in provision of goods and services; greater emphasis on consumer rights in terms of safety, reliability and  better information; fast improvements in worldwide communication systems enabling faster flow of information between customers, suppliers, and market intermediaries; increased supra-national laws and regulations affecting business as a result of decisions made by key international organizations; and fast changing global economic and socio-political environments.

 

To successfully manage the above demands of the modern information technology-based economy our graduates must be appropriately empowered. Although the current MBA Program offers several marketing courses, it is primarily a conversion degree in which students from all disciplines are admitted for purposes of acquiring general management principles. The Msc Marketing is a highly specialized course which provides students with valuable breadth and depth of marketing science. The government, the industry and the academia have also expressed keen immense demand for marketing science empowered graduates. These factors, among others, constitute the rationale for adding Msc in marketing to the package of customer driven programmes offered by the School of Business.

Program Objectives

The objectives of the Program are to enable the student to:

  1. gain in-depth knowledge of the chosen area of specialization
  2. evaluate marketing problems and opportunities from an academic, practical, and critical perspective;
  3. understand and appreciate strategic and operational dynamics of the fast changing national and global  marketing environments;
  4. develop  professional and problem-solving attitudes towards the science of marketing management.

Documents

 

Courses

Title Course Code Course Hours Semester Year
Key accounts and Relationship Marketing Management DBS 550 45 2 1
Brand Equity Management DBS 551 45 2 1
Market and Sales Forecasting DBS 552 45 2 1
Strategic Brand Management DBS 553 45 2 1
Brand & Sales Management Seminar DBS 554 45 2 1
Global Marketing Management DGM 550 45 2 1
Destination marketing DGM 551 45 2 1
Global Business management DGM 552 45 2 1
Marketing of nations and places DGM 553 45 2 1
Global Marketing Seminar DGM 554 45 2 1
Marketing Management theory and practice DMA 550 45 1 1
Consumer Behavior Theory and Practice DMA 551 45 1 1
Strategic Marketing Planning and Control DMA 552 45 1 1
Research Methodology in Marketing DMA 553 45 1 1
Strategic Sales Management DMA 554 45 1 1
E-Marketing DMA 555 45 1 1
Marketing Ethics and Governance DMA 556 45 1 1
Green Marketing Management DMA 557 45 1 1
Industrial Attachment (Equivalent to two (2) taught course units) DMA 598 90 1 2
Research Project (Equivalent to four (4) taught course units) DMA 599 180 1 2
Strategic Marketing of Services DME 550 45 2 1
Social marketing strategies DME 551 45 2 1
Business to Business Marketing DME 552 45 2 1
Marketing of Health Care services DME 553 45 2 1
Marketing of educational services DME 554 45 2 1
Corporate Branding DME 555 45 2 1
Agricultural Marketing DME 556 45 2 1
Sports marketing DME 557 45 2 1
Marketing of Financial Services DME 558 45 2 1
Advertising Strategy DME 559 45 2 1
Macro- marketing DME 560 45 2 1
Qualitative Research methods DMR 550 45 2 1
Quantitative Research methods DMR 551 45 2 1
Social Marketing Research DMR 552 45 2 1
Attitude Measurement and Scaling DMR 553 45 2 1
Marketing Research Seminar DMR 554 45 2 1
Retailing Management DRM 550 45 2 1
Sales distribution Strategy DRM 551 45 2 1
Pricing Strategy DRM 552 45 2 1
E-Retailing DRM 553 45 2 1
Retail Marketing Seminar DRM 554 45 2 1