The objective the course is to develop and set forth the fundamentals of microeconomic theory while focusing on the use of theory in managerial decision making.  It enables students apply economic theory to decision-making science and functional areas in business.

Course Objectives

The objectives of the course are to enable students:

• Acquire knowledge in economics and economic analysis and how it impacts on business decisions and survival;
• Recognize the potential legal problems that may arise in a doubtful or complicated business environment;
• Develop the skills necessary to make optimal managerial decisions given different situations, environments, and information;
• Apply the knowledge and skills to formulate alternative pricing strategies that will allow a firm with market power to increase its profits.

Course Content

• Fundamentals of Business Economics
• Demand, Supply and Market Equilibrium
• Theory of Consumer behaviour
• Theory of Production
• Theory of Cost
• Managing in Different Market Environments
• Game Theory and Strategic Behaviour
• The Organization of the Firm
• The Nature of Industry

Delivery mode

This three credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Material:

Anderson, D. R., Sweeney, D. J., Williams, T. A., Camm, J. D., & Cochran, J. J. (2014). Statistics for business & economics, revised. Cengage Learning.

Froeb, L. M., McCann, B. T., Ward, M. R., & Shor, M. (2015). Managerial Economics. Cengage learning.

Granger, C. W. J. (2014). Forecasting in business and economics. Academic Press.

Hirschey, M. (2016). Managerial economics. Cengage Learning.

Mansfield, E., Allen, W. B., Doherty, N. A., & Weigelt, K. (2002). Managerial economics: Theory, application and cases. (5th ed).  London: W. W. Norton and Company.

Miller, R. L., & Benjamin, D. K. (2015). The economics of macro issues. Pearson.

Ward, D., & Begg, D. (2016). Economics for business. McGraw-Hill.

The objective of the course is to expose students to the use of mathematical and statistical tools needed for analysing and interpreting data for business decisions. Students learn to use basic software including SPSS and Excel in processing data and interpret such data.

Course Objectives

The objectives of the course are to enable students:

• Acquire knowledge in the statistical tools and how they are applied in business and business research;
• Develop problem solving skills using statistics and business research;
• Equip students with the analytical and technical skills to enable students use relevant tools and techniques in data analysis; and
• Apply the knowledge and skills to design, implement and evaluate business decisions.

Course Content

• • Introduction Data
  • Measurement and Scaling
  • Descriptive Statistics
  • Normal Distribution
  • Hypothesis Testing
  • Factor Analysis
  • Statistical tests
  • Test of Relationships and Effect

Delivery mode

This three credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Material

Anderson, D. R., Sweeney, D. J., Williams, T. A., Camm, J. D., & Cochran, J. J. (2014). Statistics for business & economics, revised. Cengage Learning.

Anderson, D. R., Sweeney, D. J., Williams, T. A., Camm, J. D., & Cochran, J. J. (2014). Essentials of statistics for business and economics. Cengage Learning.

Eriksson, P., & Kovalainen, A. (2015). Qualitative methods in business research: A practical guide to social research. Sage.

Hair, J. F. (2015). Essentials of business research methods. ME Sharpe.

The course is designed to develop the conceptual and analytical tools necessary to generate and critically evaluate theoretical contributions in marketing. Students learn to evaluate and discuss the controversial conceptual issues relevant to the advancement of marketing as a discipline.

Course Objectives

The objectives of the course are to:

• give students a broad understanding of the role of theory in the research process;
• explore the various theories that have been developed in marketing and allied disciplines such as economics, management, psychology, and sociology;
• explore more broadly and investigate the possible application of theories from such diverse disciplines as mathematics and physics, anthropology, and drama to marketing; and
• apply theories to research problems in marketing, with the aim of writing a dissertation or thesis, or a scholarly paper.

Course Content

• Historical Antecedent of Marketing
• Markets and the Marketing Concept: Central Notion of Marketing?
• Developing a personal research strategy: The 3-Horned Dilemma of Research
• Theory in Academic Marketing Research
• Marketing Theories

• Exchange Theory
• The Theory of Competitive Rationality
• The Commitment-Trust Theory of Relationship Marketing

• Theories from Related Disciplines

• Economics: Transaction Cost Theory
• Sociology: Functionalist, Conflict and Interactionist perspectives
• Psychology: Cognitive Dissonance Theory

• Theories from Related Disciplines

• Economics: Rational Choice Theory
• Psychology: Prospect Theory
• Psychology: Evolutionary Psychology

• Theories from Related Disciplines

• Economics: Game Theory, Competition and Cooperation
• Economics/Sociology/Politics: Social Network Theory; Structural Holes Theory
• Management: Stakeholder Theory

• Theories from other, less related disciplines

• Socio-geography: Oldenburg’s Theory of the Third Place
• Dramaturgy: Schechner’s Performance Theory
• Physics and Mathematics: Chaos and Cusp-Catastrophe Theory

• Group Presentations

Delivery mode

This three credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Materials

Baker, M. J., & Saren, M. (2016). Marketing Theory. SAGE Publications Ltd.

Sharp, B. (2018). Marketing: Theory, Evidence, Practice. Oxford University Press.

Diamantopoulos, A., Fritz, W., & Hildebrandt, L. (2012). Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice. Gabler Verlag

Hunt, S. D. (2010). Marketing Theory: Foundations, Controversy, Strategy and Resource-Advantage Theory. Routledge.

Kumar, V. (2015). Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For. Journal of Marketing, 79(1), 1-9.

Varadarajan, R. (2015). Strategic Marketing, Marketing Strategy, and Market Strategy. AMS review, 5(3-4), 78-90.

Hunt, S. (2015), The Theoretical Foundations of Strategic Marketing and Marketing Strategy: Foundational Premises, R-A Theory, Three Fundamental Strategies, and Societal Welfare. AMS review, 5(3-4), 61-77.

Bharadwaj, S. (2015). Developing New Marketing Strategy Theory: Addressing the Limitations of a Singular Focus on Firm Financial Performance. AMS review, 5(3-4), 98-102,

Morgan, N. (2015). Commentary on Shelby Hunt’s “The Theoretical Foundations of Strategic Marketing and Marketing Strategy: foundational Premises, R-A Theory, Three Fundamental Strategies, and Societal Welfare”. AMS review, 5(3-4), 91-97.

Eisend, M. (2015). Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research. Journal of Marketing, 79(3), 23-40.

This aim of the course is to equip students with the tools and techniques of undertaking marketing research. Students learn to identify market problems/opportunities, develop the right approach to collecting and analysing data as well as communicating the findings for decision making related to marketing and business in general.

Course Objectives

The objectives are to:

• acquire knowledge in the approach to solving business and marketing problem confronting today’s managers;
• equip the students with the skills in identifying, defining and developing scientific approach to solving marketing; and
• apply the knowledge and skills in resolving complex marketing problems.

Course Content

• Overview of Management and Business research
• Research philosophies and methodology
• Research Process and research proposal  
• Management and marketing research problem  
• Research design and methods 
• Measurement and scaling
• Designing the Research instrument
• Data Collection techniques and analysis   
• Source of Data and Data integrity   
• Sampling and sample size determination   
• Social Media and Mobile research
• Communicating Research Findings   
• Business-to-business (b2b) marketing research   
• Research ethics  

Delivery mode

This three credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Materials

Babin, B. J., & Zikmund, W. G. (2015). Essentials of marketing research. Nelson Education.

Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage

Blumberg, B. F., Cooper, D. R., & Schindler, P. S. (2014). Business research methods. McGraw-hill education.

Bryman, A., & Bell, E. (2015). Business research methods. USA: Oxford University Press.

Hair, J. F., & Lukas, B. (2014). Marketing research (Vol. 2). Australia: McGraw-Hill Education.

Hair, J. F. (2015). Essentials of business research methods. ME Sharpe.

Saunders, M., Lewis, P., & Thornhill, A. (2015). Research methods for business students. London: Prentice Hall/Financial Times.

Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley & Sons.

Zikmund, W. G., D'Alessandro, S., Winzar, H., Lowe, B., & Babin, B. (2014). Marketing research. Australia: Cengage Learning.

The course looks at sustainable marketing practices that involve creating, communicating and delivering value as well as managing stakeholder relationships. It involves how firms create value, reduces risk, build sustainable thinking and processes into their marketing activities and strategies as they respond to opportunities and threats that arise from both social, economic and environmental change, and changing consumers’ attitudes and behaviour

Course Objectives

Students who successfully complete this course will be able to:

• Apply coherent and developed knowledge of the impact of marketing practices on sustainability.
• Apply problem solving methodologies to analyse competitor markets.
• Demonstrate coherent and developed knowledge of strategic concepts associated with market planning.
• Communicate proficiently to a variety of audiences and function as an effective team member.

Course Content

• Introduction to the course - Reconciling Marketing & Sustainability?
• Stakeholders in Marketing & Shared Responsibility
• Consumption & Consumerism
• Consumer Behaviour, Identity & Socialisation
• Consumer Value & New Models of Consumption
• Sustainability in the Value Chain – Channels
• Sustainable Product & Service Design & Innovation
• Sustainable Packaging, Eco-labels and Eco-costs
• Sustainable Branding & Social Entrepreneurship
• Communicating Sustainable Products & Services

Delivery Mode

This three credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Materials

Schouten, J., & Martin, D. (2013). Sustainable Marketing. Pearson New International Edition

Belz, F. M., & Peattie, K. (2012). Sustainability Marketing: A Global Perspective. Wiley

Malhotra, N. K. (2016). Marketing in and for a Sustainable Society. Emerald Publishing Limited

Crosno, D.  (2018). Sustainable Marketing. Chicago Business Press.

Moratis, L., Melissen, F., Idowu, S. O. (2018). Sustainable Business Models: Principles, Promise, and Practice. Springer International Publishing.

Ottman, J. (2011). The New Rules of Green Marketing. Berrett-Koehler Publishers.

Iannuzzi, A. (2017). Greener Products: The Making and Marketing of Sustainable Brands. CRC Press.

Roosa, S. A. (2017). International Solutions to Sustainable Energy, Policies and Applications. Fairmont Press

Moraes, C., Szmigin, I., & Carrigan, M. (2010). Living Positive Alternatives: An Examination of New Consumption Communities. Consumption, Markets and Culture 13(1): 273-98

The course focuses on development of academic writing skills of the postgraduate students, by raising awareness of, practicing and reflecting upon the conventions of written texts. The objective is to help students become familiar with genres of and enhance skills related to critiquing, argumentation and research-based writing.

Course Objectives

The specific objectives are to:

• Enable students attain advanced knowledge in academic writing;
• Equip the students with the skills and competencies in writing data commentary, summaries and critiques; and
• Enable the student apply such skills in preparing and presenting a research paper, including the master’s thesis.

Course Content

• Scientific Writing
• Argumentative Essay
• Critique Qualitative and Quantitative Argument
• Developing Position/Research Papers
• Rhetorical Positioning
• Narrowing the Problem Space
• Composing vs. Editing,
• Issues in Formal Style Writing
• Vocabulary and Grammar

Delivery mode

This three credit course is delivered through seminars, presentation and analysis of case studies. The course is graded using assignments and students’ presentations.

Reading Materials

Bailey. S. (2015). Academic Writing: A Handbook for International Students. London: Routledge.

Eco, U., Farina, C. M., Farina, G., & Erspamer, F. (2015). How to Write a Thesis. The MIT Press.

Garbis, K. (2016). Presentation Skills for Managers. McGraw-Hill Education.

Goodson, P. (2012). Becoming an Academic Writer: 50 Exercises for Paced, Productive, and Powerful Writing. SAGE Publications.

School of Graduate Studies. (2016). Guidelines for Writing of Thesis, Dissertation and Project Work. Cape Coast: University of Cape Coast press

The course exposes students to contemporary quantitative analysis tools and techniques used in business research. Students learn how to design quantitative data instruments, cleaning and processing quantitative data.

Course objectives

Students on completion of this course should be in a position to:

• Conduct and tests research hypothesis in a quantitative design
• Develop quantitative data instruments
• Estimate and interpret the results of the statistical tests in quantitative designs
• Identify and apply the requisite statistical tests to answer research questions within quantitative research design
• Conduct statistical tests using specialized statistical software

Course Content

• Quantitative research designs
• Quantitative data presentation
• Analysis of variance (ANOVA) and Multivariate ANOVA
• Analysis of covariance (ANCOVA) and Multivariate ANCOVA
• Principal component analysis
• Exploratory and Confirmatory factor analysis
• Structural equation modelling
• Partial least squares

Delivery mode

This three-credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Materials

Albers, J. M.  (2017) Introduction to Quantitative Data Analysis in the Behavioural and Social Sciences. New Jersey: John Wiley & Sons.

Freese, J., & Long, S. J. (2014). Regression Models for Categorical Dependent Variables Using Stata (3rd ed.). Texas: Stata Press.

 Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate data analysis. New Jersey: Pearson International Edition

Kline, B. R. (2015). Principles and Practice of Structural Equation Modelling: Methodology in the Social Sciences (4th ed.). London: Guilford Press.

 Rencher, A. C., & Christensen, W. F. (2012). Methods of Multivariate Analysis. London: John Wiley & Sons.

The objective of this course is to introduce participants to the techniques for analysing qualitative data. This course equips students with principles and practice of qualitative inquiry. Emphasis is on qualitative acquisition, processing and frameworks for interpreting qualitative data.

Course objectives

Students in this course are expected to be able to:

• Design qualitative data instruments
• Collect and analyse qualitative data including conducting face-to-face interviews
• Apply qualitative data analytical techniques to business research questions
• Understand the traditions in qualitative research

 Course content

• Nature of qualitative research
• Research designs and traditions of qualitative research
• Approaches to qualitative inquiry
• Sampling and case selection
• Interviews
• Data coding and grounded theory
• Quality standards in qualitative research

Reading Materials

Bazeley, P., & Jackson, K. (2013). Qualitative data analysis with NVivo (2nd ed.). London: SAGE publications Inc.

Myers, M. D. (2013). Qualitative Research in Business and Management (2nd ed.). London, UK: SAGE Publications Ltd

 Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). London: SAGE publications Inc.

Creswell, J. W., & Poth, C. N. (2017). Qualitative inquiry and research design: Choosing among five approaches. London: SAGE Publications Ltd.

Saldaña, J. (2016). The coding manual for qualitative researchers (3rd ed.). London: SAGE Publications Inc.

This aim of the course is to expose students to the strategic role of marketing in the organisation. The objective is to enable students apply analytical and critical thinking skills to be obtained through case analyses as part of the course delivery to make strategic marketing decision-making

Course Objectives

At the end of the course, students should be able to:

• Acquire knowledge on the contemporary issues in marketing and the unique challenges faced by marketing managers in the dynamic business environment;
• Acquire the necessary analytical and conceptual skills for developing successful marketing programmes;
• Develop strategic thinking and strategies to deal with organisation’s profitability, growth and survival challenges;
• Apply the competencies to evaluate the competitive advantage and marketplace potential of the unique goods and services an organization’s offers.

Course Content

• Major Marketing Activities and Decisions
• Strategic Marketing Planning
• Marketing Ethics and Social Responsibility in Strategic Planning
• Collecting and Analysing Marketing Information
• Developing Competitive Advantage and Strategic Focus
• Customers, Segmentation and Target Marketing
• Product Strategy
• Pricing Strategy
• Distribution and Supply Chain Management
• Integrated marketing Communication
• Case Analysis and Evaluation

Delivery mode

This three credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Materials:

Boachie-Mensah, F. O. (2009).  Essentials of Marketing.  Accra: Excellent Publishing & Printing.

Chernev, A. (2014). Strategic marketing management. Cerebellum Press.

Foxall, G. (2014). Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge. Proctor, T. (2014). Strategic marketing: an introduction. Routledge.

Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.

Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management (14th ed.). Pearson.

West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. USA: Oxford University Press.

The aim of this course is to equip students with the skills and competencies in designing and implementing of marketing communications programme for an organisation. It examines the theories and techniques applicable to the development of the marketing communications mix. 

Course Objectives

At the end of the course, students should be able to:

• Acquire knowledge in marketing communications within the context of a balance of theoretical and practical perspectives;
• Develop skills of the connection between marketing communications tools, and how each can be used effectively;
• Develop an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise through an IMC campaign; and

• Apply the competencies to measure and evaluate the communications effects and results of an IMC campaign to determine its success.

Course Content

• Introduction to integrated Marketing Communications
•  Consumer Behaviour and Communication Process
•  Organisational Aspects of an Advertising Campaign
•  Planning for integrated media & Budgeting
• Branding strategy
• Media Strategy & Planning
• Direct & database Marketing
• Planning for Direct Response Communication
• Telemarketing & Relationship Marketing
• Internet and Interactive Media
• Public Relations/Cause Related Marketing
• Sales Promotion
• Experiential marketing, events and sponsorship
• Personal Selling
• Evaluating marketing communications programme
• Media buying principles and information resources

Delivery mode

This three credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Material

Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Belch, G., & Belch, M. (2014). Advertising and promotion: An integrated marketing communications perspective (10th ed.). New York: McGraw-Hill.

Blakeman, R. (2014). Integrated marketing communication. Maryland: Rowman & Littlefield      Publishers.

Chitty, B., Luck, E., Barker, N., & Shimp, T. A. (2014). Integrated marketing communications. South Melbourn: Cengage Learning.

Parmentier, M. A., & Fischer, E. (2014). Things fall apart: The dynamics of brand audience dissipation. Journal of Consumer Research, 41(5), 1228-1251.

Tuckwell, J. K. (2013). Integrated marketing communications (4th ed.). Canada: Pearson.

This course explores current and special issues in the field of marketing, focusing on contemporary perspectives of the subject relevant for business, societal and economic development. Students are thus offered opportunities to further examine topics such as modern socio-cultural marketing, high technology marketing, or sustainability and transcendence marketing, both through individual and group assignments, and in this manner widen the basic understanding of the marketing discipline.

Course Objectives

By the end of the course, students should be able to:

• Understand the different theories and concepts underpinning the selected topics in marketing;
• Acquire knowledge and understanding in the special areas of marketing; 
• Equip students with skills and abilities in the design and delivery of marketing strategy in these identified areas; and
• Apply the knowledge and abilities in implementing and evaluating a marketing programme in the specialized area.

Course Content

• Review of global market trends
• Social and Sustainable Marketing
• Emerging trends in sales and selling
• Digital and online marketing
• Green Marketing
• Big data management
• Marketing of Sports and Entertainment
• Political and Religious Marketing
• Marketing of Agricultural products
• Destination and marketing of nations
• Marketing of financial services
• Small Business Marketing
• Public sector marketing

Delivery mode

This three credit course is delivered through lecture, seminars, presentation and analysis of case studies. The course is graded using assignments, students’ presentations and final written exam.

Reading Materials

Dietrich, T., Rundle-Thiele, S., & Kubacki, K. (2016). Segmentation in Social Marketing: Process, Methods and Application. Singapore: Springer.

French, J., & Gorden, R. (2015). Strategic Social Marketing. SAGE Publications

Hall, C. M. (2014). Tourism and social marketing. Routledge.

Kotler, P., & Lee, R. N. (2015). Social Marketing: Influencing Behaviours for Good (5th ed.). SAGE Publications

Lefebvre, R. C. (2013). Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being, and the Environment. Wiley.

Pasquier, M., & Villeneuve, J. P. (2017). Marketing management and communications in the public sector. Routledge.

Fullerton, S. (2017). Sports marketing (3rd ed.). Chicago Business Press

Kaser, K., & Oelkers, B. D (2015). Sports and Entertainment marketing (4th ed.). South-Western Educational Pub

Miller, K. R., & Washington, R.  (2016). Sports Marketing (17th ed.). Richard K Miller & Associates.

Mullin, B., Hardy, S., & Sutton, W.  (2014). Sport Marketing 4th Edition with Web Study Guide (4th ed.). Human Kinetics.

Ingram, N. T., LaForge, W. R., Avila, A. R., Schwepker Jr., H. C., & Williams, R. M. (2015). Sales Management: Analysis and Decision Making (9th ed.). Routledge.

Johnston, M. W., & Marshall, G. W. (2016). Sales force management: Leadership, innovation, technology. Routledge.

Manning, L.G., Ahearne, M., & Reece, L.B. (2017). Selling Today: Partnering to Create Value (14th ed.). Pearson.

All MCom students are expected to carry out one-year research under the supervision of two lecturers. The objective of the course is for students to identify a research problem in the area of specialisation, develop the right approach and carry out such research. Unlike the Dissertation, the number of papers required and other requirements of the MCom thesis are different from that of the thesis.

Students presents the first three chapters of their thesis (introduction, literature review and the research methods) to faculty and other students.  The objective is for students to receive feedback from their colleagues and other invited experienced researchers at such seminars. The course also includes listening to resource persons. An emphasis is placed on theory and practice from one's area of specialisation. The course is organized as a number of presentations, seminars.

Delivery mode

This three credit course is delivered through seminars, presentation and analysis of case studies. The course is graded using assignments and students’ presentations.

Reading Materials

Bailey. S. (2015). Academic Writing: A Handbook for International Students. London: Routledge.

Garbis, K. (2016). Presentation Skills for Managers. McGraw-Hill Education.

School of Graduate Studies. (2016). Guidelines for Writing of Thesis, Dissertation and Project Work. Cape Coast: University of Cape Coast press.

Terrell, R. S. (2015). Writing a Proposal for Your Dissertation: Guidelines and Examples. The Guilford Press.

All MCom students are expected to carry out one-year research under the supervision of two lecturers. The objective of the course is for students to identify a research problem in the area of specialisation, develop the right approach and carry out such research. Unlike the Dissertation, the number of papers required and other requirements of the MCom thesis are different from that of the thesis.

This is a continuation of Seminar I. The objective of the course is to monitor the progress of students with respect to the writing of their thesis. Students presents the last two chapters of their thesis (analysis, discussion, conclusions and recommendations) to faculty and their colleagues.   Furthermore, the seminar prepares students to writing their final research report and the oral examination on their thesis. The course is delivered through presentations and seminars.

Delivery mode

This three credit course is delivered through seminars, presentation and analysis of case studies. The course is graded using assignments and students’ presentations.

Reading Materials

Eco, U., Farina, C. M., Farina, G., & Erspamer, F. (2015). How to Write a Thesis. The MIT Press.

Garbis, K. (2016). Presentation Skills for Managers. McGraw-Hill Education.

Murray, R. (2012). Writing for Academic Journals. Open University Press.

School of Graduate Studies. (2016). Guidelines for Writing of Thesis, Dissertation and Project Work. Cape Coast: University of Cape Coast press.