Degree Name: MASTER OF SCIENCE IN MARKETING

Degree Duration: 2 years | Schedule of Intakes: September and January

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 Faculty of Business and Management Sciences plays a strategic role in the accomplishment of the University’s corporate Mission. The Faculty 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 Faculty. 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 Faculty.

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.

 

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

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

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