A Message from the Head of Department

Dear Colleagues

Welcome to the Department of Marketing and Media Studies at Makerere University Business School! As the Head of Department, I am delighted to introduce you to our vibrant academic community dedicated to nurturing future leaders in the field of marketing. At Makerere University Business School, we offer two esteemed academic programmes: the Master of Science in Marketing and the Bachelor of Marketing. These programmes are meticulously designed to equip our students with the knowledge, skills, and ethical perspectives necessary to thrive in the dynamic world of marketing.

Our commitment to excellence extends beyond the classroom through strategic collaborations with esteemed partners such as the Uganda Marketers Society and other professional bodies. These partnerships enrich our curriculum, providing students with invaluable industry insights, networking opportunities, and practical experiences that prepare them for successful careers in marketing.As a department, we take pride in our faculty who are not only dedicated educators but also active researchers and industry practitioners. Their expertise ensures that our programmes remain at the forefront of marketing education, integrating cutting-edge theories with real-world applications.

We invite you to explore our website to learn more about our programmes, faculty profiles, research initiatives, and the exciting events and collaborations that define our department. Whether you are a prospective student, current student, alumni, industry partner, or simply interested in the field of marketing, we encourage you to engage with us and join our community committed to shaping the future of marketing leadership.

Thank you for visiting us online, and we look forward to welcoming you to the Department of Marketing and Media Studies at Makerere University Business School.

Warm regards,

Dr. Ahmad Walugembe- PhD
Head of Department
Department of Marketing and Media Studies
Makerere University Business School

Marketing is often regarded as the lifeblood of business success and long-term viability in the dynamic world of commerce. It permeates every facet of an organization, from Advertising and Public Relations to Brand Management, Digital Communications, and Competitive Strategies. Neglecting to invest in marketing, regardless of the capital allocation, can seriously stifle a company’s competitiveness and growth potential. This is because the revenue generated by marketing professionals and the customer base they cultivate are pivotal to a business’s fortunes.Recognizing the intricate interplay of marketing, development, and competitiveness in this ever-evolving landscape, the Master of Science in Marketing degree programme has been carefully crafted to address both national and global needs. In Uganda, it aligns with the country’s National Development Plan (NDP-3) by enhancing market access and competitiveness. It also contributes to the nation’s aspirations in tourism promotion, supporting infrastructure investment, and expanding market share through effective marketing.

On a global scale, the programme fits together with Uganda’s commitment to the Sustainable Development Goals (SDGs) Agenda 2030. Specifically, SDG 8 on decent work and economic growth, SDG 9 on industry, innovation and infrastructure, SDG 11, sustainable cities and communities, SDG 12, responsible consumption and production. Graduates of this programme are poised to engage with stakeholders and enterprises to devise sustainable strategies in line with international mandates for SDGs realization.

In the context of today’s ever-shifting political, cultural, and socio-economic landscape, the success of marketing endeavours hinges on well-informed decisions made by managers who grasp the dynamism of market conditions. The revised Master of Science in Marketing programme aims to equip postgraduate students with the skills and knowledge needed to design and develop competitive brands, market innovations, and undertake market research that supports decision-making at managerial, strategic, operational, and tactical levels, which is essential for achieving success.

In summary, the Master of Science in Marketing programme is instrumental in developing a skilled workforce capable of planning and executing marketing strategies. This, in turn, supports both public and private sector organizations in their quest for productivity and competitiveness in an ever-evolving marketplace. Ultimately, the programme contributes to Uganda’s economic transformation by nurturing knowledgeable graduates who empower companies to thrive in changing market contexts.

be done per semester to 5 papers.

PROGRAMME OBJECTIVES

The Master of Science in Marketing degree programme is designed to advance the careers of marketing professionals. It aims to produce graduates with the resources, capabilities and support they will need to take leadership roles in marketing management. The specific objectives of the programme are as follows;

1. To present tools and techniques that can enable learners to develop and analyze marketing strategies and plans in any business
2. To enable learners to apply the different digital technologies and models driving marketing practices in the modern era.

• To enable learners to demonstrate competencies in Marketing Innovations and Management and developing sustainable brands competitive in both private and public sectors.

1. To provide research experiences and competencies for learners to enable them to become skillful in developing and applying market research techniques and in the interpretation of information derived from market research.
2. To contribute to the human capital development needs of Marketing professionals who are empowered to handle marketing challenges locally and internationally.

PROGRAMME OUTCOMES

Upon completion of the Programme me, the graduates should be able to:

1. Develop and analyze marketing strategies and plans effectively in various business environments using a range of relevant tools and techniques.
2. Apply modern digital technologies and marketing models to enhance marketing practices in today’s business landscape.

• Market innovations and develop sustainable brands, enabling them to compete successfully in both private and public sectors.

1. Demonstrate the skills to conduct market research, apply research techniques, and interpret data effectively, enhancing their ability to make informed marketing decisions.
2. Discover and solve marketing challenges, strengthen the marketing profession, and build partnerships for marketers both locally and international

EMPLOYMENT PROSPECTS

Marketing is among the field that attract practitioners who don’t have prior training in marketing at the undergraduate level. Several marketers switch and identify their true calling after their first degree. This necessitates the need for a Master of Science in Marketing to accommodate and support that type of career switch.

There is a number of graduates annually from the Bachelor of Science in Marketing, Bachelor of Commerce and Bachelor of Business Administration with Marketing specialisations who would like to upgrade and continue with their undergraduate specialisations. This programme gives them an opportunity to further their studies in the areas of marketing.

There is growth in a number of middle management positions from Marketing Managers to include a wide array of positioning like Brand Managers, Channel and Distribution Managers, Retail Managers, Digital Marketing Managers among others. Growth in such positions has created more demand for training at the post graduate level and hence the need for a Master of Science in Marketing degree in marketing to provide training for middle level managers.

The need for marketers in the business, government and non-governmental organizations (NGOs) is constantly growing. In particular, there is a demand for professional marketers to champion Strategic Brand Management for both goods and services traded in the local, regional and international markets. There is also growing demand for people trained in marketing to support programmes in the social sector, for example, public health, agriculture, community development and advocacy. Growth in the private sector orchestrates competition and this, in turn, presents a strong requirement for trained marketers to help develop and support the implementation of marketing strategies. Thus, the demand for marketing graduates is constantly increasing, hence the need for training.

The Master of Science in Marketing can serve as a precursor training for the Chartered Institute of Marketing (CIM). The role is largely to provide professional support in core areas of marketing such as market research, product planning and launching, channel management, sales, marketing promotion and client relationship management.

The success of an organization’s marketing efforts in the ever-changing today’s political, cultural and socio-economic environment demands that marketing decisions taken by the managers are premised on a thorough knowledge of the dynamic market conditions. Accordingly, the revised BMRK degree program aims to prepare graduates to take on the challenge of providing professional and technical marketing support. In particular, the program seeks to develop graduates by equipping them with in-depth knowledge in core marketing areas such as market research, planning, brand management, salesmanship, customer relationship management, and how to integrate marketing with other functional operations of the organizations to realize performance goals.

The revised BMRK program is therefore intended to provide strong professional marketing grounding to the students. Courses offered under the program will enable the graduates to develop competence in the key areas of marketing so that they can contribute more effectively to the development and implementation of company marketing strategies. This is in line with the growing need of having a more creative approach to marketing aimed at helping organizations to compete and be able to carve out their competitive edge in the marketplace.

The revised program seeks to impart marketing knowledge to the learners to help them develop analytical skills and capabilities to discern markets, identify opportunities and develop creative ways of responding to consumer needs and competitor actions. Their knowledge of marketing will enable them to understand the dynamics of marketing competitiveness in the local, regional and international markets and provide appropriate professional support that will help the companies to position themselves in those markets. Given the above, it becomes necessary that manpower with the required knowledge and skills on how to plan and execute marketing strategies is sufficiently developed to provide the necessary support for the development of both public and private sector organizations. Accordingly, the program will contribute to the economic transformation process in Uganda by supporting private sector development by providing knowledgeable graduates who will enable the companies to become more productive and competitive.

PROGRAMME OBJECTIVES

The overall objective of the Bachelor of Marketing degree program is to produce marketing graduates who are technically and intellectually competent to build careers in organizations as marketing executives and marketing managers.

Specific Objectives

1. To provide learners with comprehensive knowledge and understanding of a wide range of marketing management disciplines and their role in Business.
2. To facilitate learners in developing a strong understanding of the central role of marketing in an organization, and how it can be aligned with other functional areas of management to help realize organizational goals.
3. To enable learners, to apply the appropriate tools for market analysis to determine the potential for product or service demand in the different market segments.
4. To provide learners with a route for progressing their careers in marketing.

To contribute to human capital development in Uganda by training professional marketers who can competently and effectively handle the marketing task in public and private enterprises.

EXPECTED OUTCOMES OF THE PROGRAMME

At the end of training in the Bachelor of Marketing degree programme, graduates should be able to:

1. Understand the wide range of marketing disciplines and their role in business.
2. Realign Marketing with other functional areas of management to help realize organizational goals.
3. Apply the appropriate tools for market analysis to determine the potential for product or service demand in the different market segments of the economy.
4. Envision their Career in Marketing and be able to professionally grow in this field.
5. Act ethically and responsibly in all his/her undertakings of marketing work with higher levels of competence in handling marketing tasks within public and private enterprises.

 Key competencies for graduates of marketing

Graduates of the revised BMRK program will attain the following competencies upon completion of the program:

a) General Business Management skills

The graduates will have knowledge and skills in:

1. General management.
2. Financial management.
3. Marketing planning and management.
4. Human resource (sales force) management.
5. Strategic management.

b) Marketing Management Skills

The graduates will know

1. Selling and sales management.
2. Marketing information systems.
3. Customer behavior.
4. Managing the marketing mix/tools.
5. Marketing services.
6. Marketing in the international market.
7. Marketing agricultural products.

c) Communication skills

The graduates will know

1. Oral and written presentations of case studies.
2. Research Report writing.
3. Business Communication theory, methods and practice.
4. Computer skills.

d) Analytical skills

The graduates will know

1. Statistical analysis.
2. Marketing management science: modelling and techniques.
3. Case analysis.
4. Analysis using computer packages/software.

e) Research skills

The graduates will know

1. Marketing problem identification.
2. Research designs/plans.
3. Research methodology.
4. Literature review.
5. Analysis, interpretation and presentation of research findings.

c) Practical and professional skills

The graduates will have obtained:

1. Entrepreneurial skills.
2. Practical work experience.
3. Relating theory to practice.
4. Strong work ethics.