Bachelor of Science (B.Sc. Top-Up) in Marketing
Program Summary
Develop the strategic, creative, digital, and analytical competencies required to understand customers, build strong brands, drive business growth, and lead marketing innovation in today's global economy. This professionally oriented programme integrates digital marketing, consumer behaviour, branding, entrepreneurship, international marketing, marketing analytics, communication, sustainability, and applied research to prepare graduates for leadership across private, public, and development sectors.
Program Overview
Purpose
To contribute to sustainable economic growth by developing competent marketing professionals capable of creating customer value, strengthening brands, promoting responsible business practices, and driving organisational competitiveness through innovation and strategic marketing.
Goal
To strengthen learners' competencies in strategic marketing, digital marketing, consumer behaviour, branding, customer relationship management, business analytics, entrepreneurial marketing, international marketing, and integrated marketing communications.
Creating Brands. Driving Innovation. Growing Businesses.
Marketing is no longer simply about promoting products and services. In today's interconnected digital economy, organisations compete by understanding customer behaviour, creating meaningful experiences, building trusted brands, leveraging technology, and delivering sustainable value to consumers and society.
Across Africa and globally, businesses are experiencing profound transformation driven by digital technologies, artificial intelligence, social media, data analytics, e-commerce, sustainability, and rapidly changing consumer expectations. Organisations increasingly seek marketing professionals capable of combining creativity with analytical thinking, strategic planning, technological competence, and ethical leadership.
The Bachelor of Science (B.Sc. Top-Up) in Marketing at the Pan African Institute for Development – East and Southern Africa (PAID–ESA) prepares graduates to become highly competent marketing professionals capable of leading business growth, customer engagement, brand development, market expansion, and digital transformation across diverse sectors.
Building upon more than 60 years of Pan-African academic excellence, the programme integrates strategic marketing, digital marketing, entrepreneurial marketing, international business, marketing analytics, customer relationship management, consumer behaviour, branding, sustainability, corporate social responsibility, communication, and applied business research into a professionally oriented curriculum aligned with contemporary industry needs.
Students acquire practical competencies through market research, digital marketing campaigns, branding projects, customer experience design, business simulations, data analysis, entrepreneurial projects, collaborative assignments, and applied research. This experiential learning approach develops the strategic, creative, analytical, and technological capabilities expected of modern marketing professionals.
Particular emphasis is placed on digital transformation, customer-centric innovation, responsible marketing, data-driven decision-making, and emerging technologies such as artificial intelligence, automation, predictive analytics, and social commerce. Graduates are prepared not only to respond to market changes but also to anticipate future consumer trends and create innovative solutions that drive sustainable business growth.
At PAID–ESA, students become part of a dynamic Pan-African academic community committed to innovation, entrepreneurship, ethical leadership, customer value creation, and sustainable economic development.
Create Value. Build Brands. Transform Markets.
Program Objectives
- 1Upon successful completion of the programme, graduates will be able to: Design and implement customer-centred marketing strategies that enhance organisational competitiveness, brand value, and sustainable business growth.
- 2Apply digital marketing, market research, consumer analytics, integrated marketing communications, and emerging technologies to develop innovative marketing solutions.
- 3Lead marketing initiatives ethically through strategic planning, entrepreneurship, corporate social responsibility, data-driven decision-making, and professional communication.
Expected Outcomes
- pon successful completion of the programme, graduates will be able to develop strategic marketing plans; conduct professional market research; analyse consumer behaviour; design digital marketing campaigns; build and manage brands; develop customer relationship strategies; apply marketing analytics; support business growth; manage integrated marketing communications; promote sustainable marketing practices; use AI-enabled marketing tools responsibly; and conduct applied marketing research.
Target Audience
- Ideal for holders of a recognised two-year university qualification (Bac+2) seeking admission into Level Three (L3) to complete a Bachelor's degree in Marketing, as well as professionals in sales, communication, public relations, customer service, entrepreneurship, business development, advertising, digital media, and commercial management wishing to strengthen their marketing competencies.
Program Details
Partners
Organized By
Pan African Institute for Development – East & Southern Africa (PAID-ESA)
Admission Requirements
Evaluation
Financial Information
Programme Duration: 12 Months Programme Fees Description Amount Tuition Fee (Full Programme) XAF 900,000 ( USD 1,800) Registration Fee (one-time payment) XAF 70,000 (USD 140) Scholarship (for eligible applicants) 50% of the tuition fee Important: The registration fee is payable once only for the entire 12-month programme. Programme Cost After Scholarship Description Amount Tuition Fee XAF 900,000 (USD 1,800) Scholarship (50%) – XAF 450,000 (– USD 900) Net Tuition Fee XAF 450,000 (USD 900) Registration Fee XAF 70,000 (USD 140) Total Amount Payable XAF 520,000 (USD 1,040) Payment Options Payments may be made through any of the following methods: Bank Transfer Western Union MoneyGram Mobile Money Our Admissions Team will be pleased to assist you in selecting the most convenient payment option and guide you through the payment process. Contact and Admission Support For further information regarding admissions, payment arrangements, or application support, please contact us via: WhatsApp: +237 652 283 721 | +237 673 278 664 We look forward to receiving your application documents and welcoming you to the Pan African Institute for Development – East and Southern Africa (PAID–ESA).
Available
Prerequisites
- •A basic understanding of marketing, business management, entrepreneurship, economics, communication, commerce, or digital technologies is advantageous but not mandatory. Applicants should demonstrate an interest in customer behaviour, branding, innovation, business development, digital transformation, and sustainable marketing.