Overview

Degree Code: D64

Degree Name: MASTER OF SCIENCE IN MARKETING

MODE OF STUDY: 

Face to face mode

The pregame has a rich component of face to face delivery in which students will be expected to attend and participate in class in the evenings and on weekends. Instructions shall be given in the form of lectures, lecture-discussions, class presentations, seminars, demonstration, guest lectures, case studies, student-lecturer consultations, supervised independent research, or any combination of these. Students shall undergo continuous assessment in each taught course in each semester, which shall take the form of written tests, term paper, oral presentations, field assignment, or any combination of these.

Open Distance learning and e-learning (Odel)

The program is offered as blended approach comprising  full time, part time and through Open, Distance, and Electronic learning (ODEL).  The part-time program is designed to accommodate the special needs of those in full-time employment or those who have other demands on their time, while ODEL will involve mainly home and/or office-based e-learning media

Degree Duration: 2 years

Support Persons: Tel. 020-4919012, 020-4918249 | Emails: dept-busadmin@uonbi.ac.ke |  dean-business@uonbi.ac.ke

Degree Description:

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.

Goal of the Programme

The goal of this programme is to provide students with knowledge and skills that will enable them to understand critical and contemporary issues pertaining to the theory and practice of marketing.

Expected Learning Outcomes of the Programme

At the end of the course, the learner should be able to

  1. Demonstrate in-depth knowledge in the field of marketing;
  2. Evaluate marketing problems and opportunities from a theoretical and practical perspective;
  3. Understand and appreciate strategic and operational dynamics of the fast-changing national and global  marketing environment;
  4. Develop professional and problem-solving skills in the science of marketing management.
  5. Carry out research and prepare both academic as well as applied research
  6. Demonstrate an understanding of the role of marketing, creativity, and innovation in marketing
  7. Understand global marketing trends and implications
  8. Gain an understanding of sustainable marketing practices
  9. Gain an understanding relevant marketing communication skills
  1. The program consists of fifteen (15) taught course units that constitute Part I while Industrial Attachment which is equivalent to two (2) course units and Management Research Project equivalent to four (4) taught course units constitute part II.
  2. The minimum duration for the program for those who do not get any exemptions shall be four (4) semesters, while the maximum duration shall be twelve (12) semesters, and will involve coursework, examinations, Industrial Attachment and the Management Research Project.
  3. A candidate shall be allowed to take a minimum of two (2) course units and a maximum of six (6) course units per semester.
  4.  Each course unit shall be taught for forty five (45) contact hours.
  5. There will be eight (8) core course units which shall be taken by all candidates.
  6. In addition the student will be required to take five (5) specialization course units in a chosen thematic area, and two (2) elective course units.  Specialization course units allow students to concentrate in their chosen thematic area, while Elective course units provide options for additional knowledge in other areas of interest. Elective courses will be chosen from the list of elective course units in any area of study, or from specialization course units from a different thematic area, that would now count as electives.
  7. Course units can only be taken after the prerequisite units have been successfully completed.
  8. After completing Part I the candidates will carry out research and prepare an original Management Research Project and undertake Industrial Attachment in order to satisfy the requirements for Part II of the Program.
  9. Part II shall commence in the semester immediately following successful completion of Part I. Once the Management research Project preparation and the Industrial Attachment have started they must be completed within a minimum of one semester and a maximum of three semesters.

Candidates who fail to satisfy the examiners upon repeat of the Industrial Attachment or fails to complete their study within the stipulated period of 12 semesters shall, on recommendation of the School Board of Examiners and approval by senate, be discontinued.

Research Project

  1. A candidate shall be required to submit a supervised research project for examination at least three weeks before end of semester in which it is to be examined.
  2. For the purpose of examination regulations, the Research Project shall be considered to be equivalent to four (4) course units.
  3. The pass mark for the Research Project shall be fifty percent (50%)
  4. A candidate who fails in the Research Project may, on the recommendation of the School Board of Examiners and approval by Senate, be allowed to re-submit the Project for examination up to two times within the stipulated period of 12 semesters.
  5. A pass obtained upon re-submission of the Research Project shall be recorded as 50% in the candidate’s academic record.
  6. Candidates who fail to satisfy the examiners in the second re-submission of the Research Project or fails to complete their study within the stipulated period of 12 semesters shall, on recommendation of the School Board of Examiners and approval by senate, be discontinued.

 

DEGREE COURSES: Core Courses and Electives 

Level : 1

Semester: 1

Course Code  

Course Name

Course Hours 

DMA 550

Marketing Management Theory And Practice 

45 

DMA 551

Consumer Behavior Theory And Practice 

45 

DMA 552

Strategic Marketing Planning And Control 

45 

DMA 553

Research Methodology In Marketing  

45 

DMA 554

Strategic Sales Management 

45 

DMA 555

E-marketing 

45 

DMA 556

Marketing Ethics And Governance 

45 

DMA 557

Green Marketing Management 

45 

Semester: 2

Course Code

Course Name                       

Course Hours 

DGM 550

Global Marketing Management 

45

DGM 551

Destination Marketing 

45

DGM 552

Global Business Management 

45

DGM 553

Marketing Of Nations And Places

45

DGM 554

Global Marketing Seminar 

45

DMR 550

Qualitative Research Methods 

45

DMR 551

Quantitative Research Methods 

45

DMR 552

Social Marketing Research 

45

DMR 553

Attitude Measurement And Scaling 

45

DMR 554

Marketing Research Seminar 

45

DRM 550

Retailing Management 

45

DRM 551

Sales Distribution Strategy 

45

DRM 552

Pricing Strategy 

45

DRM 553

E-retailing 

45

DRM 554

Retail Marketing Seminar 

45

DBS 550

Key Accounts And Relationship Marketing Management 

45

DBS 551

Brand Equity Management 

45

DBS 552

Market And Sales Forecasting 

45

DBS 553

Strategic Brand Management 

45

DBS 554

Brand & Sales Management Seminar 

45

DME 550

Strategic Marketing Of Services 

45

DME 551

Social Marketing Strategies 

45

DME 552

Business To Business Marketing

45

DME 553

Marketing Of Health Care Services 

45

DME 554

Marketing Of Educational Services 

45

DME 555

Corporate Branding 

45

DME 556

Agricultural Marketing

45

DME 557

Sports Marketing

45

DME 558

Marketing Of Financial Services

45

DME 559

Advertising Strategy

45

DME 560

Macro- Marketing 

45

Level : 2

Semester: 1

   Course Code

Course Name 

Course Hours 

DMA 598 

Industrial Attachment (equivalent To Two (2) Taught Course Units)

90

DMA 599 

Research Project (equivalent To Four (4) Taught Course Units) 

180 

 

 

The Common Regulations for the Masters’ degree in the University of Nairobi shall apply.

b) In addition, the applicant must be a holder of:

i.)  at least an Upper Second Class Honors degree in marketing or its equivalent in non-classified degrees.

ii)  a  Lower Second Class Honors in marketing or its equivalent with at least two (2) years of relevant work experience.

iii) Any other qualification accepted by the Senate as equivalent to any of the above.

Credit Transfers

Applicants who have completed equivalent Master’s course units at other Senate recognized universities may, with the approval of the Senate, be allowed to transfer credits up to one third (5 units) of the taught course units.  Students desiring to receive credit(s) for any prior course units will need to make a formal written request(s) which includes:

a)  A list of the University of Nairobi course units for which the student is requesting a                         credit transfer;

  b)   Official transcripts indicating courses that are considered to be equivalent and in

        which the applicant obtained a minimum grade of B standing;

  c)   All those seeking to transfer credits will be required to pay the relevant fees.

Regulations

Taught Course Units

  1. In each semester, candidates will be required to take a minimum of two (2) and a maximum of six (6) examination papers inclusive of supplementary examinations.
  2. A candidate shall be required to take and pass a total of fifteen (15) examination papers before being allowed to proceed to Industrial Attachment and the Management Research Project phase.
  3. Each course unit shall be examined by a two-hour written examination paper at the end of the semester.
  4. The final written examination shall account for fifty percent (50%) of the marks in each course, while continuous assessment shall account for the remaining fifty percent (50%).
  5. The pass mark for each course shall be fifty percent (50%).
  6. A candidate who fails to satisfy the examiners in any course unit may, on the recommendation of the School Board of Examiners and approval by Senate, be allowed to take a supplementary examination in the failed unit.
  7. A pass obtained in the supplementary examination shall be recorded as 50% in the candidate’s academic record irrespective of the actual marks scored above 50.
  8. A candidate who fails to satisfy the examiners in a supplementary repeat examination after two sittings shall, on recommendation of the School Board of Examiners and approval by Senate, be:-
  1. Discontinued if the failed course unit is core, or
  2. Allowed to change to another specialization option if the failed course unit is a specialization, or
  3. Allowed to take another elective unit if the failed course is an elective course.  Conditions (ii) and (iii) shall only apply provided the stipulated maximum period of 12 semesters is not exceeded; otherwise, the candidate shall be discontinued.

 

Industrial Attachment

The students will undertake a credit-earning industrial attachment (internship) in a market research focused firm or in a research department of a commercial organization for a minimum period of eight weeks. The attachment will be expected to give the intern an opportunity to put into practice the various market research principles and techniques; acquire work experience and learn new research skills; and to appreciate and understand work environment demands and expectations.

To ensure quality internship for mutual benefit the student, his/her academic supervisor, and the host-organization’s supervisor will, before commencement of the internship, agree on the plan of work; how it will be implemented, and on the mechanism for monitoring and evaluation of the intern’s performance. A detailed assessment form will be developed for use by the host-organization’s supervisor and the University Academic supervisor in evaluating the student. The University academic supervisor and the host-organization’s supervisor will each grade the student out of a total score 50%. The pass mark for Industrial Attachment will be 50%. A pass grade obtained upon  repeat  of  Industrial Attachment shall be recorded as 50% in the candidate’s academic record.

MASTER OF SCIENCE MARKETING D64  
TUITION          31,500.00  
EXAMINATION (PER UNIT @1000)            1,000.00  
MEDICAL FEE (PER YEAR)            6,500.00  
ICT SERVICES - (PER YEAR)            7,000.00  
LIBRARY (PER YEAR)             5,000.00  
CAUTION - (ONCE)            5,000.00  
ACTIVITY-( PER YEAR)            2,000.00  
REGISTRATION (PER SEMESTER@2250)            2,250.00  
ID CARD ( PER YEAR)            1,000.00  
STUDENT ORGANISATION(PER YEAR)            1,000.00  
THESIS EXAMINATION          30,000.00  
     
     Semester totals 
Sem1  2 units                  94,750.00
   3 units                127,250.00
   4 units                159,750.00
   5 units                192,250.00
   6 units                224,750.00
     Semester totals 
Sems 2,3,5,6,8or9  2 units                  67,250.00
   3 units                  99,750.00
   4 units                132,250.00
   5 units                164,750.00
   6 units                197,250.00
     Semester totals 
Sems 4,7 or 10  1 unit                  57,250.00
   2 units                  89,750.00
   3 units                122,250.00
   4 units                154,750.00
   5 units                187,250.00
   6 units                219,750.00
   if project registered in sem4-project fee                180,750.00
   if project registered in sem5-project fee                158,250.00
     
Sem1                     3.00               127,250.00
Sem2                     3.00                 99,750.00
Sem3                     3.00                 99,750.00
Sem4                     3.00               122,250.00
Sem5                     3.00                 99,750.00
Sem6  Project                158,250.00
Totals      707,000.00