• Prospects

Students pursuing a specialization in Marketing Strategy and Innovation can look forward to a wide range of career opportunities across industries. The focus on strategic thinking, digital transformation, consumer behaviour, and innovation equips graduates with skills that are in high demand. The following are some of the most promising job prospects for graduates on the programme;

1. Marketing/Brand Strategist: Develop long-term marketing plans aligned with business goals and position brands in the market. (Industries: FMCG, tech, healthcare, media, etc.)
2. Product Marketing Manager. Bridge product development and marketing teams as well as craft go-to-market strategies (industries, tech, retail, electronics).
3. Innovation Manager / Business Innovation Consultant. Identify new market opportunities and develop and implement innovative business models or products. (Industries: Consulting, tech, finance, retail)
4. Digital Marketing Manager. Planning and executing digital campaigns across platforms such as SEO, SEM, and social media content. (Industries: Virtually all sectors, especially e-commerce, media and startups).
5. Market Research Analyst / Consumer Insights Manager. Analyzing market trends and consumer behaviour to inform strategic decisions. (Industries: Market research firms, corporations, advertising agencies).
6. Marketing Consultant. Advising businesses on marketing strategy, branding, and innovation practices. (Industries: Independent consulting or with other firms).
7. Customer Experience (CX) Manager. Ensure a consistent, positive brand experience across customer touchpoints. (Industries: Retail, hospitality, tech, and finance).

• Entry Requirement for MSc Marketing Strategy and Innovation (1 Year) 

Undergraduates with qualifications in all academic disciplines. Undergraduates with a Pass or above will be admitted. Work experience is not a requirement.

4-YEAR BACHELOR OF TECHNOLOGY (HON) IN MARKETING

This four-year comprehensive B-Tech (Hons) in Marketing programme is underpinned by a competency-based training philosophy aimed at adopting a multi-disciplinary approach in training and preparing students for a broad range of careers in business and marketing in this digital age. It is an apt response to emerging digital trends and the accompanying business opportunities that avail themselves only to those with the ability to strike a judicious balance between technology and entrepreneurship in providing business solutions.

At the heart of the programme are organizational marketing technologies with a curriculum designed to provide students with demonstrable ability to utilise new media systems for data mining, market segmentation, and the use of customer data to create plausible digital solutions. This B-Tech in Marketing programme provides career opportunities in emerging ICT- enabled employment in financial, hospitality, tourism, local governance and telecommunications sectors. With Ghana’s services sector growth largely driven by technological advancements, products of this programme will find space in these sectors; not to mention their high potential and preparedness to identify opportunities for self-employment in the ICT sector.

OBJECTIVES

The programme seeks to produce industry ready global Marketers and satisfy the following objectives:

1. To equip students with the requisite analytical, critical reasoning, and problem-solving skills to evaluate and take advantage of market opportunities for organizations in today’s volatile business environment.

ii To equip students with innovative, creative and entrepreneurial skills required to function efficiently at supervisory and middle- management levels in organisations.

iii. To train students with the requisite competencies in utilising technology to spearhead marketing drive in organisations.

1. To train and equip students with key skills and competencies needed in conducting applied and market-based research to address contemporary business and societal challenges.
2. To equip graduates with the right entrepreneurial attitudes to start their own marketing-oriented and technology- based businesses.
3. To lay a good foundation for students to pursue higher academic studies in Marketing and related fields.

PROSPECTS

Bachelor of Technology marketing students have a strong foundation to enter a wide range of entry-level roles across industries. Students upon completion of the programme have many high-potential entry points that can lead to exciting career growth. Some common and promising job prospects for undergraduate marketing students are listed below:

1. Marketing Coordinator / Assistant. Supporting marketing campaigns, creating reports, assisting in content creation and event planning.
2. Social Media Coordinator / Specialist. Manage content calendars, engage with audiences, track analytics on platforms like Instagram, LinkedIn, TikTok, etc.
3. Marketing Analyst / Junior Market Researcher. Analyze consumer data, survey results and market trends to support decision-making.
4. Sales and Business Development Associate. Identify leads, pitch products or services and support customer acquisition.
5. Content Creator / Copywriter. Write blogs, emails, product descriptions and social media posts.
6. Brand Ambassador / Field Marketing Rep. Promote products/services directly to consumers, often at events or on campus.
7. Customer Success / Support Associate. Help customers get value from a product or service, handle inquiries, gather feedback.

1. A) WASSCE Certificate Holders

ENTRY REQUIREMENTS

A pass in the Core English and Core Mathematics; in addition to a pass in one of the following Core Subjects: Integrated Science, Social Studies/life Skills.

They must also have passes in three relevant elective subjects. The aggregate score for the core and elective subjects must not exceed 36 (A1 to C6).

1. B) SSSCE Certificate Holders

A pass in the Core English and Core Mathematics; in addition to a pass in one of the following Core Subjects: Integrated Science, Social Studies/life Skills. They must also have passes in three relevant elective subjects. The aggregate score for the core and elective subjects must not exceed 24 (A to D).

C). G.C.E Ordinary and Advanced Level Certificate Holders

Credit Passes in at least Five (5) Subjects (including English Language, Mathematics and a Science Subject) in West Africa Examination Council (WAEC) G.C.E. ‘O’ Level or School Certificate Examinations, and three (3) Passes at the G.C.E Advanced Level. Two ‘A’ Level passes at grade ‘C’ or better will also be accepted. A pass in General Paper must also be obtained.

D). GBCE Certificate Holders

Credit Passes (A – D) in Six (6) subjects comprising three core subjects including English Language and Mathematics plus three (3) relevant elective Subjects.

E). Advanced Business Certificate Examination (ABCE) Holders

Applicants must have:

Full Diploma certificate in ABCE; in addition, the applicant must have credit passes in five (5) subjects including English Language, Mathematics, Integrated Science or Social Studies in the General Business Certificate Examination (GBCE) or Senior Secondary School Certificate Examinations (SSSCE) or West African Senior Secondary School Certificate Examinations (WASSCE). ABCE candidates may be considered for admission at Level 200.

F). Higher National Diploma Holders

Applicants holding Higher National Diploma (HND) in any Business field, with Second-Class Lower and above Divisions will be admitted to Level 300. Other HND holders in non-business fields will be admitted to Level 200, with Second-Class Lower and above Divisions.  

1. Holders of Diploma in Marketing

Applicants with a Diploma in Marketing and Diploma in Business Administration with Second Class Upper and above Divisions will be admitted into Level 300. Applicants with other relevant Diploma qualifications with a minimum of Credit will be admitted to Level 200. 

H). Mature Students (25 years or above)

Applicants must pass ATU’s Mature Students’ Entrance Examinations and will be admitted to Level 100.

PROGRAMME STRUCTURE

Year I Semester One

NOTE: T = Theory                          P = Practical                               C = Credit Hours

Year I Semester Two

Year II Semester One

Year II Semester Two

Year III Semester One

Year III Semester Two

Year IV Semester One

Year IV Semester Two

Mode of Delivery

• Lectures (in person/online)
• Presentations
• Group assignments
• Seminars
• Project Work

ASSESSMENT

The aim of the coursework is to develop the students’ ability to put their knowledge of theory into practice using the forms and concepts outlined in the syllabus. Assessment of students on a course shall be based on two components: continuous assessment and end-of-semester examination. The continuous assessment, comprising class attendance, quizzes, class work, homework, term papers, coursework and mid-semester examination shall constitute 40%; and the end-of-semester examination shall constitute 60% of the total assessment of a course.

Industrial Attachment Assessment

Table 2: Assessment for Industrial Attachment

2-YEAR BACHELOR OF TECHNOLOGY IN MARKETING (TOP-UP)

The B-Tech in Marketing (Top up) programme is structured to meet the requirements of the industry and professional Marketing bodies both locally and abroad. The students will graduate with industry standard qualifications which will open doors to business opportunities both in Ghana and overseas. The programme is designed to ensure that students will work on real businesses and develop practical skills and techniques they can apply in a range of industries. The course structure of the programme consists of core courses, with the purpose of enhancing students’ knowledge and skills in the interdisciplinary area of business and to provide adequate foundation for the course of study. During the course of study, the students will be required to undertake workplace learning for a minimum of 24 weeks and carry out project works as requirement for award of the bachelor’s degree.

OBJECTIVES

(i)To provide hands-on, practical and industry-based training to marketing professionals as well as professionals in related fields to have advanced knowledge, skills, competencies in marketing and entrepreneurship.

(ii) To equip students with the requisite analytical, critical reasoning, and problem-solving skills to evaluate and take advantage of market opportunities for organizations in today’s volatile business environment

(iii) To equip students with innovative, creative and entrepreneurial skills to start their own marketing-oriented and technology- based businesses

(iv) To train students with the requisite competencies in utilising technology to spearhead marketing drive in organisations

(v) To train and equip students with key skills and competencies needed in conducting applied and market-based research to address contemporary business and societal challenges.

 (vi) To provide the students the opportunity to gain advanced knowledge and qualifications to pursue further studies.

PROSPECTS

Bachelor of Technology marketing students have a strong foundation to enter a wide range of entry-level roles across industries. Students upon completion of the programme have many high-potential entry points that can lead to exciting career growth. Some common and promising job prospects for undergraduate marketing students are listed below:

1. Marketing Coordinator / Assistant. Supporting marketing campaigns, creating reports, assisting in content creation and event planning.
2. Social Media Coordinator / Specialist. Manage content calendars, engage with audiences, track analytics on platforms like Instagram, LinkedIn, TikTok, etc.
3. Marketing Analyst / Junior Market Researcher. Analyze consumer data, survey results and market trends to support decision-making.
4. Sales and Business Development Associate. Identify leads, pitch products or services and support customer acquisition.
5. Content Creator / Copywriter. Write blogs, emails, product descriptions and social media posts.
6. Brand Ambassador / Field Marketing Rep. Promote products/services directly to consumers, often at events or on campus.
7. Customer Success / Support Associate. Help customers get value from a product or service, handle inquiries, gather feedback.

PROGRAMME STRUCTURE 2-YEAR BTECH TOP-UP

NOTE: T = Theory                          P = Practical                               C = Credit Hours

Mode of Delivery

• Lectures (in person)
• Presentations
• Group assignments
• Seminars
• Project Work

ASSESSMENT

The aim of the coursework is to develop the students’ ability to put their knowledge of theory into practice using the forms and concepts outlined in the syllabus. Assessment of students on a course shall be based on two components: continuous assessment and end-of-semester examination. The continuous assessment, comprising class attendance, quizzes, class work, homework, term papers, coursework and mid-semester examination shall constitute 40%; and the end-of-semester examination shall constitute 60% of the total assessment of a course.

Industrial Attachment Assessment

Table 2: Assessment for Industrial Attachment

1. Mode of Certification

Upon successful completion, the student will be awarded a Bachelor of Technology Degree in Marketing – BTech Marketing

1. The certificate awarding Institution: Accra Technical University

3-YEAR HIGHER NATIONAL DIPLOMA IN MARKETING

The purpose of introducing the Higher National Diploma (HND) in Ghana was to provide practical, career-focused tertiary education aimed at equipping students with hands-on skills and technical knowledge to meet the needs of industry and the job market. It serves as a bridge between academic education and vocational training, promoting employability, entrepreneurship, and workforce development in key sectors of the economy.

OBJECTIVES

1. To train students who have graduated from the second cycle educational system and other preparatory programs with key marketing skills-set to prepare them for industry and research.
2. To sharpen the skills of personnel who are already working in industry but have no formal training in marketing

• To collaborate with industry in the training process to ensure that students are equipped with relevant industry skills.

1. To lay a good foundation for our graduates to pursue higher academic studies in marketing.

PROSPECTS

Holders of a Higher National Diploma (HND) in Ghana, particularly in marketing or business-related fields, have a wide range of career prospects, especially with the country’s growing digital economy, entrepreneurial landscape, and service sectors. While HND holders may face competition from degree holders in some corporate settings, there are still strong pathways available in both the private and public sectors. Below are some of the prospects that are available to graduates on this programme:

1. Sales & Marketing Officer. Promoting products/services, managing customer accounts and conducting market outreach. (Industries: FMCG, telecom, banks, manufacturing).
2. Customer Service Representative. Handle client inquiries, complaints and support services. (Industries: Telecom, banks, insurance, retail, e-commerce.

• Digital Marketing Assistant. Manage social media, assist with SEO, run online campaigns. (Industries: Startups, media, real estate, tech companies).

1. Administrative or Business Support Officer. Supporting marketing, HR, or finance departments with reporting, filing and coordination. (Government agencies, NGOs, SMEs).
2. Retail or Store Supervisor. Oversee store operations, sales staff, inventory and customer interactions. (Industries: Fashion, supermarkets, mobile and electronics retail).
3. Entrepreneurship / Small Business Owner. Start your own business in fashion, food, e-commerce, agribusiness or digital services. (Support Systems: NEIP, NBSSI, Mastercard Foundation’s Young Africa Works, incubators like Ghana Tech Lab).

• Public Sector Opportunities (Ghana Revenue Authority, Ministries, Ghana Education Service, State Enterprises etc).
• Media, PR & Communications Roles. Content creation, community engagement, event marketing.

(Industries: Radio, TV, corporate communications, and PR agencies).

ENTRY REQUIREMENTS

SSSCE / GBCE/WASSCE APPLICANTS FOR BUSINESS AND ARTS PROGRAMMES

• SSSCE/GBCEapplicants must have passes (A- D) in SIX (6) subjects including English Language, core Mathematics and Integrated Science/Social Studies; and at least three (3) of the subjects must be Credit or better.
• WASSCEapplicants must have SIX (6) passes (A1 – D7) in all subjects including English Language, Core Mathematics, and Integrated Science/Social Studies; and at least three (3) of the subjects must be C6 or better.

Non – SSS Graduates

1. Five (5) GCE ‘O’ Level credits including English Language and Mathematics
2. RSAII/Ghana Commercial Examination Stage II with good passes in Five (5) subjects including English Language and Arithmetic, AND
3. Three (3) good passes at GCE ‘A’ Level in relevant subject areas plus a pass in General Paper.

OR

• Diploma in Business Studies (DBS) with at least three (3) Credit passes
• Stenographer Secretary for HND Secretary ship and Management Studies.

Graduates:

• Pass in 3 Core Subjects (English Language, Mathematics and any Science subject good passes in relevant elective subjects
• Mature Applicants: At least 26 years old
• Five (5) GCE ‘O’ Level credits including English Language and Mathematics OR
• Ghana Commercial Examination Stage II (RSA II) with good passes in five (5) Subjects including:

• English Language and Mathematics
• Must have the requisite working experience of at least three (3) years
• Should pass a prescribed written examination with or without an interview
• Photocopy of birth certificate and evidence of industrial experience should be attached

PROGRAMME STRUCTURE

HND I – FIRST SEMESTER

HND I – SECOND SEMESTER

HND II – FIRST SEMESTER

HND II – SECOND SEMESTER

HND III – FIRST SEMESTER

HND III – SECOND SEMESTER

Mode of Delivery

• Lectures (in person)
• Presentations
• Group assignments
• Seminars
• Project Work

ASSESSMENT

Students are required to take and pass the required number of courses per semester as well as for the whole programme. The GPA per semester should be an average of 1.50. The cumulative grade point average (CGPA) for the programme should not be less than 1.50.

To progress from one semester to another semester, a student should attain a minimum CGPA of 1.50. However, a student who has four trails but with a CGPA of 1.50 or better after resit shall be put on probation or repeat the academic year. Students with more than four trails after resit and a CGPA less than 1.5 would be advised to withdraw from the programme.

2-YEAR DIPLOMA IN MARKETING

This Diploma programme has been designed to equip students with knowledge and practical skills in today’s dynamic and competitive business environment. The course sequence provides professional skills courses in conjunction with applied theory and critical evaluative courses. Students develop an understanding of the role and effect of Marketing and the allied disciplines of Digital Marketing and Public relations within the business, social, and political arenas. Students further develop abilities and skills that prepare them for a wide range of professional opportunities. The importance of this programme also lies in laying the foundation for students to pursue tertiary and professional career paths in Marketing.

The programme has been designed to prepare second-cycle graduates for various positions within the marketing ecosystem. Students further develop abilities and skills that prepare them for a wide range of professional opportunities. The programme includes courses that provide the student with core marketing skills as well as significant working knowledge of business applications. Critical thinking skills, creative problem-solving and the need to justify decisions are developed. It blends marketing technology concepts with business-oriented modules for each semester with the view of developing students for the World of Work and at the same time providing academic progression for further studies.

OBJECTIVES

1. To equip students with skills and knowledge in Marketing
2. To develop students’ skills in practicing core marketing operations with relevant information technology and industry skills.
3. To sharpen the skills of personnel who are already working in industry but have no formal training in Marketing.

4.To lay a good foundation for graduates to pursue higher academic and professional studies in Marketing.

PROSPECTS

Holders of a Diploma in marketing or business-related fields, have a wide range of career prospects, especially with the country’s growing digital economy, entrepreneurial landscape, and service sectors. Diploma in Marketing in some corporate settings, there are still strong pathways available in both the private and public sectors.

1. Administrative or Business Support Officer. Supporting marketing, HR, or finance departments with reporting, filing and coordination. (Government agencies, NGOs, SMEs).
2. Retail or Store Supervisor. Oversee store operations, sales staff, inventory and customer interactions. (Industries: Fashion, supermarkets, mobile and electronics retail).

• Entrepreneurship / Small Business Owner. Start your own business in fashion, food, e-commerce, agribusiness or digital services. (Support Systems: NEIP, NBSSI, Mastercard Foundation’s Young Africa Works, incubators like Ghana Tech Lab).

1. Public Sector Opportunities (Ghana Revenue Authority, Ministries, Ghana Education Service, State Enterprises etc).
2. Media, PR & Communications Roles. Content creation, community engagement, event marketing. (Industries: Radio, TV, corporate communications, and PR agencies).

ENTRY REQUIREMENTS

1. SSSCE Applicants:

Applicants must possess six (6) Passes (A-D) in all subjects, including English and Core Mathematics, three (3) of these must be Elective subjects.

1. WASSCE Applicants:

Applicants must possess six (6) Passes (A1-E8) in all subjects, including English and Core Mathematics, three (3) of these must be Elective subjects.

1. GCE ‘O’/ ‘A’ LEVELS: Credit Passes in at least Five (5) Subjects (including English Language, Core Mathematics and a Science Subject) in West Africa Examination Council (WAEC) G.C.E. ‘O’ Level or School Certificate Examinations, and three (3) Passes at the G.C.E Advanced Level. Two ‘A’ Level passes at grade ‘C’ or better will also be accepted. A pass in General Paper must also be obtained.
2. Mature Applicants
3. Must be 25 years and above and show proof of age with National Identification documents
4. Must provide documentary evidence of relevant work experience

 iii. Applicants will be considered for admission on passing a special entrance examination in English Language, Mathematics and General Knowledge to be conducted by the institution.

PROGRAMME STRUCTURE

YEAR ONE

SEMESTER I

SEMESTER II

YEAR TWO

SEMESTER I

SEMESTER 2

Mode of Delivery

• Lectures (in person/online)
• Presentations
• Group assignments

ASSESSMENT

Students are required to take and pass the required number of courses per semester as well as for the whole programme. The GPA per semester should be an average of 1.50. The cumulative grade point average (CGPA) for the programme should not be less than 1.50.

To progress from one semester to another semester, a student must achieve a minimum CGPA of 1.50. However, a student who has four trails but a CGPA of 1.50 or higher after resits will be placed on probation or required to repeat the academic year. Students with more than four trails after resits and a CGPA below 1.5 are advised to withdraw from the program.

Graduation

1. Course Requirement: All courses are compulsory, and students must pass all courses.
2. Credit Requirement: Obtained sixty-two (62) credit hours.

iii. Students must satisfy all general requirements stipulated by ATU as spelt out in the Students’ Handbook.

1. Students must accumulate prescribed credit for the programme.
2. To qualify for the award, a student must have a minimum cumulative Grade Point Average (CGPA) of 5. Class designations will be based on CGPA as per the table below:

Class Designations