BSc in Applied Marketing: A Groundbreaking Dual Qualification from UPSA and CIMG

The University of Professional Studies, Accra (UPSA) and the Chartered Institute of Marketing Ghana (CIMG) have collaboratively launched a pioneering academic program: the Bachelor of Science (BSc) in Applied Marketing. This innovative degree is the first of its kind in the West African sub-region to seamlessly integrate an undergraduate university qualification with a direct pathway to a globally recognized professional marketing certification. Officially unveiled in February 2026, the program represents a significant evolution in tertiary education, designed to eliminate the traditional gap between academic theory and the practical, ethical demands of the modern marketing profession.

Key Points at a Glance

The following points summarize the core features and immediate implications of this new program for students, the marketing industry, and Ghana’s educational landscape:

Dual Qualification: Graduates will receive both a BSc degree from UPSA and the CIMG Professional Diploma in Marketing, positioning them as “Chartered Marketers in the making” upon completion.
Integrated Curriculum: Approximately 40% of the course content is directly aligned with and prepares students for CIMG’s professional examination papers, ensuring deep integration of academic and professional standards.
Future-Proof Curriculum: The syllabus covers high-demand areas including Artificial Intelligence (AI) in Marketing, Marketing Metrics and Analytics, Ethics and Sustainability Marketing, and Strategic Brand Management.
National Approval: The program has received formal accreditation from the Ghana Tertiary Education Commission (GTEC), validating its quality and alignment with national educational standards.
International Recognition: Through CIMG’s affiliations with the African Marketing Confederation and the Chartered Institute of Marketing (UK), the qualification carries significant international portability and recognition.
Industry-Ready Graduates: The initiative is explicitly designed to produce ethical, innovative, and immediately impactful marketing professionals for Ghanaian and global industries.

Background: The Architects of a New Educational Model

To understand the significance of this launch, one must examine the mandates and histories of the two partner institutions.

The University of Professional Studies, Accra (UPSA)

Established with a statutory mandate distinct from many traditional universities, UPSA has long championed the integration of professional education with academic rigor. Its core mission is to provide higher education that equips students with both theoretical knowledge and practical, job-ready skills. This BSc in Applied Marketing is a direct manifestation of that mandate, moving beyond a purely theoretical business degree to one that is embedded with professional competency from the first semester.

The Chartered Institute of Marketing Ghana (CIMG)

CIMG is the premier professional body for marketers in Ghana, responsible for setting industry standards, administering professional qualifications (like the PMQ pathway), and promoting ethical marketing practice. Its vision involves elevating the marketing profession through rigorous certification and continuous professional development. Partnering with a university to embed its certification into a degree program is a strategic move to ensure that new entrants to the field are pre-qualified against its gold-standard competencies.

A Vision Forged in Collaboration

The concept for this dual program originated during the tenure of former CIMG National President, Dr. Daniel Kasser Tee, who prioritized strengthening the symbiotic relationship between academia and professional practice. This vision was realized under the leadership of the current CIMG President, Mr. Michael Abbiw, and the Vice-Chancellor of UPSA, Prof. John Kwaku Mensah Mawutor, whose institutions signed a formal partnership to bring the program to fruition.

Analysis: Deconstructing the Program’s Innovation and Value

The BSc in Applied Marketing is not merely a degree with an added certificate; it is a structurally integrated model with several transformative aspects.

1. The “Embedded Certification” Architecture

The program’s most critical feature is its architectural design. Instead of requiring students to complete a degree and then separately pursue a lengthy professional certification, the CIMG Professional Diploma requirements are woven into the undergraduate curriculum. As explained by CIMG’s Chief Examiner, Dr. Francis Mensah Sasraku, this “embedded” content guarantees that graduates who successfully complete their UPSA degree will automatically meet the eligibility criteria for the CIMG Professional Diploma. This eliminates redundancy, reduces the time and financial cost to the student, and ensures a cohesive learning journey where academic modules directly build professional competency.

2. Curriculum Aligned with Market Disruption

The program’s syllabus deliberately targets the frontiers of contemporary marketing. By including dedicated modules on Artificial Intelligence in Marketing, students learn to leverage AI tools for customer segmentation, predictive analytics, and personalized campaigns. Marketing Metrics focuses on data-driven decision-making, teaching students to measure ROI and campaign effectiveness using analytics platforms. Ethics and Sustainability Marketing addresses the growing consumer and regulatory demand for responsible business practices. Strategic Brand Management prepares students for high-level roles in building and maintaining brand equity. This focus ensures graduates are not just familiar with current tools but are strategists prepared for future market shifts.

3. Bridging the Theory-Practice Gap

CIMG President Mr. Michael Abbiw stated the program “bridges the gap between theory and professional mastery.” This is achieved through the 40% curriculum alignment. Academic instruction at UPSA is continuously mapped against the competency frameworks set by CIMG for its professional exams. This means case studies, projects, and examinations are designed to mirror real-world marketing challenges—developing a marketing plan, conducting market research, analyzing consumer data, and making ethical recommendations—rather than solely testing theoretical knowledge.

4. Regulatory and International Validation

The program’s credibility is fortified on two fronts. First, its approval by the Ghana Tertiary Education Commission (GTEC) is a mandatory and critical seal of quality, confirming it meets national standards for tertiary education. Second, its international recognition is secured via CIMG’s memberships. Graduates holding the dual qualification will find their credentials respected not only in Ghana but across Africa through the African Marketing Confederation and in the UK and other Commonwealth markets via the Chartered Institute of Marketing (UK). This significantly enhances graduate mobility and career prospects.

Practical Advice for Prospective Students

For students considering this program, here is actionable guidance on its implications and the application process.

Who is This Program For?

This dual-degree program is ideal for:

High school graduates (WASSCE/SSSCE or equivalent) with a strong interest in business and marketing.
Aspiring professionals who want to fast-track their career by obtaining a degree and a professional certification simultaneously.
Individuals seeking an education that is explicitly linked to industry needs and international standards.
Students who value a curriculum that incorporates emerging trends like digital marketing analytics and AI.

Application and Enrollment Process

Prospective students must apply directly to UPSA for undergraduate admission. The application process will require standard academic transcripts and meeting UPSA’s entry requirements for the BSc program. It is crucial to specify the “BSc in Applied Marketing” track. Upon admission, students will be automatically enrolled in the integrated curriculum. No separate application to CIMG is required for the embedded diploma pathway, though students will be registered as student members of CIMG, gaining access to resources, events, and the professional community.

Career Trajectory and Opportunities

Graduates will be uniquely positioned for roles that require both strategic thinking and certified professional standing. Potential career paths include:

Marketing Manager/Strategist
Brand Manager
Digital Marketing Specialist
Market Research Analyst
Marketing Consultant
Product Manager

The “Chartered Marketer” designation (attained after meeting any post-diploma experience requirements from CIMG) is a mark of excellence that can accelerate career progression, increase earning potential, and provide a competitive edge in the job market.

Frequently Asked Questions (FAQ)

What is the duration of the BSc in Applied Marketing program?

The program follows the standard UPSA undergraduate duration, typically four years for a BSc degree. The integrated design means the CIMG Professional Diploma requirements are completed within this same timeframe, with no additional years of study required.

Will I receive two separate certificates?

Yes. Upon successful completion, you will be awarded the BSc degree certificate from UPSA. Separately, you will be issued the CIMG Professional Diploma in Marketing certificate, confirming your eligibility for the chartered status pathway.

Are there additional costs for the CIMG certification?

While the core tuition covers the integrated curriculum, students will be required to pay mandatory membership and examination fees to CIMG. These are standard professional body fees and should be budgeted for separately from university tuition. Exact fee structures should be confirmed from both UPSA and CIMG official channels.

Is this program accredited internationally?

The UPSA degree is accredited by GTEC. The CIMG Professional Diploma is recognized internationally through CIMG’s partnerships with the Chartered Institute of Marketing (UK) and the African Marketing Confederation. This dual accreditation provides strong international recognition for graduates.

What are the entry requirements?

Requirements will align with UPSA’s standard undergraduate entry requirements for business programs, typically including credits in core subjects like English, Mathematics, and Business/Commerce-related courses from a recognized senior high school certificate. Specific subject prerequisites should be verified on the official UPSA admissions portal.

Can I pursue this program via distance or online learning?

UPSA offers various modes of study. The availability of this specific Applied Marketing track in distance or online formats should be confirmed directly with the UPSA Department of Marketing and Entrepreneurship, as the integrated professional components may have specific delivery requirements.

Conclusion: A Template for Future Partnerships

The launch of the BSc in Applied Marketing by UPSA and CIMG is more than a new course announcement; it is a strategic blueprint for the future of professional education in Ghana and potentially across Africa. It successfully addresses a long-standing pain point for students and employers: the disconnect between academic credentials and the verified skills demanded by the industry.

By locking professional certification into an academic degree, the program reduces time-to-competency, lowers overall educational costs for the student, and delivers to employers graduates who are not just theoretically knowledgeable but are pre-vetted against a professional body’s rigorous standards. The focus on modern, high-value skills like AI and analytics ensures its curriculum is not static but dynamically responsive to the digital economy.

For prospective students, this program offers a clear, efficient, and highly valuable pathway to becoming a certified marketing professional. For the educational sector, it demonstrates a powerful model of how universities and professional bodies can co-create to enhance relevance and impact. For Ghana’s economy, it promises a steady pipeline of ethical, innovative, and immediately productive marketing talent ready to drive business growth in an increasingly competitive global market.

Sources and Disclaimer

Information for this article is based on the official press release and announcement details provided by the University of Professional Studies, Accra (UPSA) and the Chartered Institute of Marketing Ghana (CIMG) as reported by Life Pulse Daily on February 24, 2026.

University of Professional Studies, Accra (UPSA) – Official Website: www.upsa.edu.gh
Chartered Institute of Marketing Ghana (CIMG) – Official Website: www.cimg.org.gh