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BSc. Marketing

Why choose Marketing?


Marketers ask questions such as: How do you conduct relevant market research? What type of consumers should be in a focus group? How do you increase brand awareness?

Marketers turn ideas into products, find the right price for products, get products to market, and communicate the benefits of products to consumers. Over the course of your studies, you'll learn about consumer behaviour, marketing research, new product development, distribution, pricing, and integrated marketing communications. You'll complete formal presentations, group projects and various case studies during the course of your degree.

Career opportunities

As a graduate of the Marketing programme, you'll be prepared for global career opportunities in the areas of management, marketing, business development, and more. A degree in commerce can also be used as a stepping-stone to graduate studies or another professional degree such as law, medicine, veterinary medicine, or education.

Program highlights

Co-operative work placement - Gain valuable full-time paid work experience that alternates with your academic studies.

Study abroad opportunities - Cultural and academic experiences at destinations around the world.

Mentorship opportunities - A formal or informal relationship where you connect with, and learn from, an established professional.


Courses in this programme

Foundations of Marketing, Introduction to Business Analytics, Introduction to Business Skills, Principles of Macroeconomics, Introduction to Business Administration, Principles of Management, Introduction to Business Finance, Business Economics: Micro, Financial Accounting I Fundamentals of Accounting, Business Mathematics etc...

Detailed course information

First year Degree Student Handbook

Information! “ I was fortunate to get involved in several successful student organizations, most notably the Knutsford University technology mobile education team. As the leader of the project, I was tasked with completing the fundraising for project where we designed, built and pilot each of the mobile education electronic device in Wold Challenge in Ghana. This multi-disciplinary project provided me with both the practical skills and experience that nurtured my interest for sustainable technology, and directed me into a career in the mobile education sector. ” – Frank Adjei, Acting Registrar and Lecturer
Programme Duration

Minimum of four (4) years and maximum of six (6) years

Credits Required for Award of Degree

Based on the level of entry, the credits required for the award of first degree are as follows:

Level 100: A maximum of 132 credits and a minimum of 120 credits.

Level 200: A maximum of 102 credits with a minimum of 96 credits.

Level 300: A maximum of 72 credits and a minimum of 60 credits

Components of the Programme
Core Courses (School and Department's Requirement)-102 credits
Free Electives Courses-12 credits
Mandatory General Education Courses (Univ. Requirement)-18 credits
Total-132 credits
(Marketing Option)

Bachelor of Science in Administration

Someone said, "Marketing is like God, everyone talks about it, but no one knows what it actually is". Others say, "Marketing is everything". Our degree unvails the mysteries of Marketing and provides you with the opportunity to build special career competencies and work as; Brand Managers, Product Managers, Accounts Manager, Digital Marketers, Inbound Marketers, Social Media Managers, Marketing Copywriters, Media Planners, Public Relations Managers, Marketing Researchers, Event managers, etc.

Programme Description and List of Courses

General Business Courses (KBUS) Level 100

KBUS101 Introduction to Business Administration 3 Credits

This course is designed to introduce students to elementary concepts, theories, practices in business, and career paths by surveying functional areas of business and management activities. After completing this course, they should be able to:
1. Understand how the contemporary business world and business systems constantly interact.
2. Understand the elementary concepts in business, functions of accounting, economics, entrepreneurship, finance, human resources management, management, marketing etc.
3. Examine the practices and potential of various business functions to help students select a major and then a career.

KBUS103 French for Communication 3 Credits

This course aims at teaching basic French language for communication. Students will develop knowledge and skills to communicate correctly in basic French. Much emphasis will be laid on communications relating to business and commerce, and to economic and professional activities. The course content includes basic grammar, pronunciation drills, inflection and syntax; reading and translation of sentences and texts.

KBUS105 Business Communication 3 Credits

This course is geared towards helping students communicate effectively in the business community. The course aims at introducing students to basic communication tenets such as writing business letters, proposals, reports and memoranda. Other Communicative skills that are needed for the success and growth of businesses such as persuasive, negotiation, organizational and presentation skills are also taught.

KBUS102 Introduction to Public Administration 3 Credits

This course is designed to introduce students to how the business of government at all levels (municipal, district and regional) operates. The principles and theories of managing within government structure and agencies will be reviewed. The internal and external environment in which public sector operates, including the impact of politics on decision making will also be examined in the context of Ghanaian public administration.

KBUS104 Business Ethics 3 Credits

The course introduces students to the relationship between business ethics and social responsibility in both domestic and global settings. Ethical and moral considerations of corporate conduct, social responsibilities, policies, and strategies are explored. Emphasis is on the definition, scope, application, and analysis of ethical values as they relate to issues of public consequences in the context of the functional areas of business at both the domestic and global levels.

KBUS106 Computing and ICT 3 Credits

This course is designed to introduce students to basic computing and ICT skills. The basic make-up, role, history and operating systems of computers and ICT will be examined. Topics including applications software, hardware add-ons, communication systems, computer networks, and security, legal and ethical issues associated with using computers and the World Wide Web are discussed.

General Business Courses (KBUS) Level 200

KBUS201 Principles of Management 3 Credits

This course introduces students to the principles and practices of management. Topics to be discussed would include: the Environment of Organisations, Evolution of Management theory, Management concepts, Managerial functions of Planning, Leading, Organising and Controlling. Other topics for discussion include Managerial Skills, Managing Individuals in organisations, Managing differences, Managing Groups and Teams - Group behaviour; Conflict and co-operation, Power and Politics, Leadership, Ethics and Social Responsibility and Motivation. In addition, Managing Structure and processes - Restructuring, re-engineering, downsizing and new structural forms of Communications will be discussed.

KBUS203 Business Economics: Micro 3 Credits

This course introduces students to basic principles of micro-economic thought: micro-economic theories, the price system; demand and supply analysis, measurement of elasticity - price elasticity, income elasticity and cross elasticity. The course also addresses production theory and analysis – short-run analysis, long-run analysis, economies of scale; cost theory and analysis; pricing and output decisions in perfect competition, imperfect competition and monopoly.

KBUS205 Introduction to HRM 3 Credits

This course introduces students to the fundamentals of human resource management and the role, purpose and importance of human resource management in business organizations. It lays the foundation for understanding the principles and techniques of managing the Human Resources of the organization for the attainment of organizational goals. The course examines the concepts of Human Resource Management, Job Analysis, Job Design, Job Descriptions and Specifications, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Salary Administration, Employee Discipline, Resignations and Retirements.

KBUS207 Business Mathematics 3 Credits

This course is designed to develop students’ mathematical skills necessary to solve business problems. Topics treated include: basic arithmetic for business, linear, non-linear and simultaneous equations, logarithms, calculus, matrix algebra, statistics, set theory and statistics. Other mathematical techniques, including computer software needed for business forecasting and planning, will be examined.

KBUS202 Introduction to Business Finance 3 Credits

This introductory course is designed to provide students with knowledge and understanding of the role of financial managers and how companies make sound investment and financing decisions, much of which is also relevant for individual decision-making. Topics treated include: the Finance Function, Financial Environment; Financial Analysis and Planning, Working Capital Management and Sources of funds.

KBUS204 Principles of Marketing 3 Credits

This course introduces students to the fundamental principles of marketing and the role, purpose and importance of marketing management in business organisations. It lays the foundation for understanding the principles and techniques of meeting the needs of customers in every organisation for the attainment of organisational goals. It examines the marketing concept, marketing mix, marketing segmentation and positioning variables, marketing growth strategies and planning , elements of marketing, marketing research and consumer behaviour, IMC, public relations in the marketing context, distribution and logistics.

KBUS206 Organisational Behaviour 3 Credits

This course is designed to introduce students to the fundamental principles and concepts of organizational behavior and behavioral science theories and applications in management. It lays the foundation for understanding the behaviour of individuals and groups in organizations and the importance of behaviour in organizational performance. It helps students to understand why and how people behave in organizations, why they behave the way they do, how to motivate people and also examine their own behaviours and make the necessary adjustments. Topics to be treated include: Concept of Organizational Behaviour, Elements of Organizational Behaviour, People and Organization Relationship, Foundations of Organizational Behaviour, Ability, Personality, Learning, Perception, Decision Making, Values & Attitudes, Motivation, Organizational Culture, Teams, Group Dynamics Conflict Management, and Organizational commitment.

KBUS208 Business Economics: Macro 3 Credits

This course gives an overview of the modern market economy as a system for dealing with problems of scarcity. The course also looks at the analysis of relationships among such variables as national income, employment, inflation and the quantity of money. The roles of government expenditure, taxation and monetary policy, international finance and economic development will also be discussed.

General Business Courses (KBUS) Level 300

KBUS301 Quantitative Methods 3 Credits

This course provides techniques for analysing business information and will provide students with a framework for understanding the fundamentals of business and financial decision making. The course covers important methods of data analysis with an emphasis on interpreting and understanding reported business and economic data. Topics include the basic techniques of organising and analysing data; the application of probability and probability distributions, the concept of sampling error and sampling distributions, estimation and hypothesis testing, regression analysis, time series and an introduction to non-parametric statistical methods.

KBUS303 Computer Applications in Business 3 Credits

This course is concerned with how information systems have grown from automation of office systems into systems that assist managers to make decisions, systems that model successful business practices, and systems that transform the modern business into a knowledge-based enterprise. This course will introduce information systems through a survey of information systems technologies and the way they affect management. More emphasis will be placed on management strategies and IT application issues. The course is to make students identify information systems needs and participate in its development in order to create a business competitive advantage.

KBUS305 Business Law 3 Credits

This course is designed to introduce students to basic law with an emphasis on business and corporate organisations. The course, specifically, examines laws relating to business and corporate operations in Ghana. The first part examines the legal systems of Ghana, including the legal frameworks of business, the sources and classifications of law, the structure of the courts, the doctrine of precedent and the rules on statutory interpretation. The second part examines the forms, nature and laws of business organizations. Third part examines Sale of Goods; Agency and Distribution agreements; etc. The final part examines contracts and contractual remedies. Ethical cases will be examined throughout the course.

KBUS302 Research Methods 3 Credits

This course introduces students to the Principles of Business research. Emphasis is placed on quantitative and qualitative research methodologies. Areas covered include the basis of theory and business research methods, the research process - formulating the research problem and hypothesis, ethical issues, sampling procedures, research design, data collection methods, analysing data, and writing the research report.

KBUS304 Operations Management 3 Credits

This course is designed to provide students with the knowledge and understanding of operations management. Topics to be treated include: Concepts, principles, theories and processes of production system; operations strategy, product and process design; facility location and layout; capacity planning, aggregate planning, operations scheduling and control; productivity of operations, inventory planning and independent demand system; MRP, quality management, project management, and Japanese approach to operations management [JIT, TPM, continuous improvement].

KBUS306 Fundamentals of Entrepreneurship 3 Credits

The course is designed to introduce students to the fundamentals of entrepreneurship and develop empirical understanding of the role of entrepreneurs in the economy and society. It is to instill professional and responsible attitude to entrepreneurship and develop transferable skills and problem solving skills in students. The course will introduce students to the concept of entrepreneurship and its importance in business and national development; the processes and procedures for setting up small businesses and the forces driving the growth of entrepreneurship. Other topics to be treated include: benefits of entrepreneurship, creativity and innovation, feasibility analysis, forms of business analysis, franchising, buying an existing business, and building a marketing plan.

General Business Courses (KBUS) Level 400

KBUS401 Fundamentals of International Business 3 Credits

This course introduces students to the broad fields of International Business and Finance. To that end, the course stands on the background of the ongoing process of globalisation, to give students a comprehensive understanding of the economics and politics of international trade and investment; how and why the world’s countries differ, the functions and forms of the global monetary system; and the strategies, structures and the special roles of international businesses.

KBUS402 Small Business Management 3 Credits

This course is aimed at providing students with the managerial skills necessary to develop, evaluate and manage a small business successfully. It introduces students to small business and fundamentals of small business management, including planning, business growth, e-commerce, raising capital, financial management, business operations, managing employees, marketing and business ethics. The course is oriented toward principles needed to operate a small business and is designed for those who may have their own businesses or for those who desire to upgrade their skills in their present businesses.

KBUS402 Strategic Management 3 Credits

The course helps students to gain an understanding of strategic management concepts, the emerging global economy and its potential impact on business activities and the role of corporate governance in strategic management. Students will develop a better understanding of the present and future environments in which corporations must function and how companies formulate, implement, and evaluate strategies.  They will be guided to scan the external environment of an organization and identify the key aspects of environmental factors having an impact on the performance of the overall industry and the company being analyzed and identify the opportunities and threats posed by the environment for a given company and the barriers to the implementation of strategic choices. Topics to be treated include: Basic Concepts of Strategic Management, Environmental Scanning and Industry Analysis; Internal Scanning - Organizational Analysis, Resources and Capability - analysing competitive and core competencies, value chain analysis and benchmarking; Stakeholder Analysis - mission, vision, goals, objectives, culture and corporate governance; Strategy Formulation and Strategic Choice; Strategy Implementation and Control; Strategic Issues in Managing Technology and Innovation.

Marketing Courses (KMKC) Level 300

KMKC301 Consumer Behaviour

This course discusses the importance of understanding customer needs, determinants of buyer behaviour, and insights from economics, psychology, sociology and anthropology. Other topics to be treated include: the diffusion process; needs satisfaction and buyer’s behaviour and also how buyers perceive themselves and the product. The course also discusses the meaning of motivation research, stages of the buying process and the participants in the buying process; techniques and limitations of motivation research; Market segmentation and product positioning.

KMKC303 Sales Management 3 Credits

The goal of this course is to examine the elements of an effective sales force as a key component of the organization’s total marketing effort. The course helps students to understand the potential impact of marketing in achieving organizational goals. Topics to be treated include: the sales process, the relationship between sales and marketing, sales force structure, customer relationship management (CRM), use of technology to improve sales force effectiveness, and issues in recruiting, selecting, training, motivating, compensating and retaining salespeople. Students will learn to apply the discussion topics through a series of interactive projects throughout the course.

KMKC304 Advertising and Sales Promotion 3 Credits

This course examines the communications process and models of persuasive communications; advertising research; advertising campaign components; advertising campaign planning; advertising/media scene; media concepts; media planning and strategy; advertising campaign planning, execution and evaluation; advertising agencies; sales promotion types and techniques; sales promotion strategy; measuring the effectiveness; of the promotional program; regulations of advertising and promotion; Extending marketing communication to social communication, personal selling, international advertising, interactive advertising, advertising laws, social, ethical and moral issues.

KMKC306 Product and Brand Management 3 Credits

This course looks at product and brand management. Topics to be discussed include: Introduction to Branding, Brand Equity, Customer-Based Brand Equity, Identifying and Establishing Brand Values, Designing and Managing |Brand Elements, Building Brand Image and Customer Loyalty, Planning and Implementing Brand Marketing Programs, Managing Brand Knowledge, Measuring Brand Equity – Qualitative and Quantitative Methods; Brand Management and New Product Development; the Brand Report Card, Brand Architecture and Extensions; Branding and Distribution and Pricing Policies; Branding IMC and Brand Equity; Measuring Brand Performance, Brand Differentiation and Positioning; Growing and Sustaining Brand Equity; Service Branding, Internet Branding, Global Brands, Managing Brands Overtime, Brand Rejuvenation – Rebranding and Repositioning.

Marketing Courses (KMKC) Level 400

KMKC401 Integrated Marketing Communications 3 Credits

The objective of the course is to help students understand the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning. The course primarily takes the marketer’s perspective, requiring you to consider and critically evaluate factors influencing both the design and implementation of comprehensive, integrated marketing communication (IMC) programs. The course introduces students to the role, benefits and challenges of IMC. It also tackles marketing communication tools such as advertising, direct marketing, sales promotions, PR and publicity and personal selling. The course also examines the marketing communication planning, implementation and control processes as well as brands communication strategies. The course focuses on Public Relations, Advertising, Sales Promotion, Direct Response and other functional marketing communications. The focus is on strategy and planning, with students concentrating on integrating targets, timing and message strategies, and looking at both Ghanaian and global marketing communication practices.

KMKC402 Strategic Marketing Management 3 Credits

This course looks at the Concepts and Elements of Strategic Marketing; Market Oriented Organisations, Situation Analysis, Understanding the Marketing Environment, Customers and Competitors; Financial Analysis and Forecasting Techniques; Strategic Tools (BCG, Ansoff Matrix, etc.); Segmentation, Targeting and Positioning Strategies; Portfolio Analysis, Brand Management Strategies (Global Marketing Management Concepts); Supply Chain Management; Pricing Strategies; Integrated Marketing Communications; Strategy Implementation and Control.

KMKC403 Marketing Research 3 Credits

This course discusses: The Role of Marketing Research in Managerial Decision Making, The Marketing Research includes the research approaches Quantitative, Qualitative and Mixed Method, Research Designs: exploratory, causal, descriptive, survey, case studies, etc, Problem Identification and Solving, Questionnaire Design, Measurements and Scaling, Sampling, Data Analysis using the software (Excel, SPSS, etc), Descriptive statistics (central tendencies, frequency, standard deviation, variance) and inferential (Pearson Coefficient Correlation, Chi-Square, Regression ) and Data Reporting/ Presentation/ Report Writing.

KMKC404 Services Marketing 3 Credits

This course will examine the conceptual, strategic, and operational issues pertaining to service marketing. The course will guide students to understand the theoretical and normative issues of services marketing. Students would be led to investigate, assess, and resolve quality problems. Additionally, the course is designed to enhance students’ understanding of the impact of customer and employee participation in the delivery of quality service and how to develop, implement, and control profitable service marketing strategies.

KMKC405 Electronic Business 3 Credits

This course is designed to introduce students to e-business. Topics covered include: e-business Evolution and Opportunities; Categories of e-business; e-business Models; Network Infrastructure and Web-based tools for e-business; e-business Risks and Risks Management; Network Security and Firewall; Cryptography Environment of e-business; ERP/SCM/CRM and Web-based Marketing; Business Intelligence and Intelligent Systems; Data Warehousing and Data Mining; Implementation of e-business Systems & Change Management.

KMKC406 International Marketing 3 Credits

Competition in today’s rapidly changing environment is moving towards internationalization of their business operations. Therefore, there is a need for a planned and systematic approach to the internationalization process if success is to be achieved. The difference between domestic and international marketing lies in the increased scope, risk and complexity faced by international marketing due to increasing levels of uncertainty from operations in diverse areas as international marketing research, environment, foreign entry mode among others. This course examines the impact of economic, cultural, political, legal and other environmental influences on international marketing. Within this context, students will learn how to identify and analyze worldwide marketing opportunities, and examine product, pricing, distribution and promotion strategies. The course is therefore designed to introduce students to theory, nature and practice of international and export marketing.

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Campus Life

Life at Knutsford Get the full Knutsford experience as you pursue an advanced degree in an inspired setting with ocean views and access to a variety of student services. Small collaborative class sizes ensure each student receives personal attention.

Financial Assistance & Scholarship

Financial aid is provided ‘as and when’ the aid is available. Students would be informed of all available aid and of the criteria for accessing them. It is the student’s responsibility to apply for such aid. Financial aid provided by the college is strictly for tuition and is not refundable under any circumstance. Students may contact the Students Services Office for details.

TYPES OF FINANCIAL AID PROGRAMME

SSNIT Students Loan
Ghanaian students interested in study loans can access the SSNIT students loans provided by the Government of Ghana through SSNIT. Interested students may contact the Students Services Office for details.

Knutsford Scholarship
Knutsford scholarship is available for Ghanaian students requiring financial aid. The award is based on financial need, academic merit and achievements.

Excellent Faculty

Whether you’re a working professional pursuing a degree part-time, or immersed in full-time study, you will expand your thinking and widen your network as a Knutsford Business School student. Small classes and accessible faculty mean you’re part of a close-knit, high calibre community that supports your advancement and strengthens your aspirations.

Perfect Programme

Studying in Perfect Peace Regardless of where or you attend your classes, or how you pace your education, you earn the same degree as your peers. Our campus locations are all centrally located near resources like gyms, beach, restaurants and east – Accra continental open market.

Fred Oduro-Kunadu

Fred Oduro-Kunadu

Assistant Registrar / Lecturer

Dr. Afua A. Kufour

Dr. Afua A. Kufour

Senior Lecturer and Dean

See The Best Of Knutsford! Return To Campus: Dual Learning Model Concept

In a COVID-secure environment, enjoy learning and flex between face to face and online learning. Find out more about what life is like on campus or consider visiting campus for a tour led by one of our current students.

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