Location: The Gambia, West Africa

Duration: 2 Years (4 Semesters)

Program Type: Higher National Diploma (HND)

Program Purpose

The HND in Marketing and Sales is designed to equip students with comprehensive knowledge and practical skills in marketing and sales. It aims to produce graduates who are capable of analyzing market trends, developing strategies, managing customer relationships, and executing successful sales techniques within a local and global business context.

Program Objectives

  • To understand the fundamentals and principles of marketing and sales.
  • To apply marketing research, digital tools, and analytics in decision making.
  • To develop effective communication and negotiation skills.
  • To understand consumer behavior and market dynamics.
  • To gain insight into legal, ethical, and cultural issues in marketing and sales.
  • To prepare students for employment in marketing, advertising, public relations, and sales roles.

Core Concepts to be Learned

  • Marketing Principles and Practices
  • Sales Techniques and Strategies
  • Consumer Behavior Analysis
  • Digital Marketing and E-commerce
  • Marketing Research Methods
  • Integrated Marketing Communication
  • Customer Relationship Management
  • Business Law and Ethics in Marketing
  • Entrepreneurship and Innovation
  • International Marketing and Trade

Course Structure by Semester

Semester 1

  1. MKT101: Principles of Marketing
  2. BUS101: Introduction to Business
  3. ENG101: English Communication Skills I
  4. ICT101: Information and Communication Technology
  5. MTH101: Business Mathematics I

Semester 2

  1. MKT102: Sales Management
  2. ECO101: Microeconomics
  3. ENG102: English Communication Skills II
  4. MKT103: Consumer Behavior
  5. MTH102: Business Mathematics II

Semester 3

  1. MKT201: Marketing Research
  2. MKT202: Digital Marketing
  3. FIN201: Financial Management
  4. LAW201: Business Law and Ethics
  5. MKT203: Advertising and Promotion

Semester 4

  1. MKT204: Strategic Marketing
  2. MKT205: International Marketing
  3. MKT206: Entrepreneurship and Innovation
  4. MKT207: Customer Relationship Management
  5. PRJ201: Project Work / Internship