CIMG and UPSA unveil trailblazing BSc Applied Marketing Programme 

The University of Professional Studies, Accra (UPSA), in partnership with the Chartered Institute of Marketing, Ghana (CIMG), has officially launched the Bachelor of Science (BSc) in Applied Marketing programme. 

A statement issued by the UPSA said the collaboration marks a major milestone in Ghana’s higher education landscape, integrating rigorous academic theory with the professional standards required in today’s global marketplace. 

The BSc Applied Marketing programme is the first in the sub-region to provide a seamless pathway between an academic degree and a professional marketing qualification.  

Students enrolled will not only earn a globally recognised UPSA degree but will also meet the requirements for the CIMG Professional Marketing Qualifications (PMQ), positioning them as “Chartered Marketers in the making.” 

The curriculum covers emerging marketing areas such as artificial intelligence, marketing metrics, ethics and sustainability marketing, and strategic brand management, ensuring graduates acquire practical skills to solve real-world business challenges from the outset of their careers. 

According to the statement, development of the landmark curriculum began under the leadership of the immediate past CIMG National President, Dr Daniel Kasser Tee, whose vision for a more integrated professional framework laid the foundation for the partnership. 

Commenting on the initiative, the current CIMG National President, Mr Michael Abbiw, said the programme represents a major evolution in Ghana’s educational development by bridging academic theory with professional practice.  

He noted that it provides the level of rigor and practical orientation demanded by modern industry and creates a direct pipeline of competent, ethical and innovative marketing leaders. 

Dr Francis Mensah Sasraku, the CIMG Chief Examiner, explained that about 40 per cent of the programme’s course load aligns with CIMG’s professional papers, enabling graduates to automatically qualify for the Professional Diploma in Marketing.  

This alignment, he said, strengthens academic rigor and prepares students for professional excellence. UPSA, the statement added, views the programme as part of its broader commitment to producing industry-ready graduates with globally relevant skills.  

Professor John Kwaku Mensah Mawutor, the Vice-Chancellor of UPSA,  emphasised that the initiative aligns with the University’s mandate to offer both academic and professional programmes.  

He said the programme equips students with a comprehensive understanding of marketing within the wider business environment. 

The Ghana Tertiary Education Commission (GTEC) has formally approved the programme, describing it as a forward-looking initiative that strengthens tertiary education through deeper collaboration between academia and industry, meeting evolving labour market needs. 

Beyond classroom learning, the programme emphasises student experience and industry immersion. Students will benefit from mentorships, corporate placements and practitioner-led seminars that simulate real marketing environments. 

Dr Ernest Mensah Abraham, Dean of the Faculty of Management Studies at UPSA, said the collaboration between the Department of Marketing and CIMG provides students with a blend of academic knowledge and professional training through simulated workplace scenarios.  

These competencies, he noted, will enable graduates to make meaningful contributions to industry, especially in supporting the growth of small and medium-sized enterprises. 

Through CIMG’s partnerships with the African Marketing Confederation (AMC) and the Chartered Institute of Marketing, UK (CIM-UK), credits and qualifications earned under the programme are recognised internationally, ensuring graduates remain competitive globally. 

The unveiling of the BSc in Applied Marketing reaffirms UPSA’s leadership in professional education and strengthens CIMG’s mandate to set standards, regulate and promote the practice of marketing in Ghana, ultimately nurturing a new generation of globally competitive marketing professionals. 

Source: GNA 

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