Self-Evaluation Report for Accreditation of

The Marketing Management Undergraduate Program

School of Commerce - College of Business & Economics- Addis Ababa University

1.Executive Summary

The self-evaluation report assesses the marketing management undergraduate program in

alignment with accreditation standards, covering program strengths, challenges, and
improvements. The Marketing Management Undergraduate Program is designed to equip
students with the essential knowledge, skills, and ethical awareness necessary for success in the
dynamic and competitive field of marketing. Our program outcomes are strategically focused on
providing graduates with the ability to think critically, build strong customer relationships, make
data-driven decisions, and demonstrate leadership in various marketing contexts. These
outcomes have been validated through consistent graduate tracking and employer feedback,
confirming that our curriculum is closely aligned with industry needs and trends.

At the core of the program is a carefully crafted curriculum that blends theoretical knowledge
with practical application. Students engage in a range of core courses such as marketing,
consumer behavior, market research, digital marketing, and brand management. The curriculum
is not static; it undergoes regular reviews to ensure its relevance and adaptability to the ever-
evolving marketing landscape. This flexibility ensures that graduates are well-prepared to meet
the challenges of a global marketplace.

Our teaching approach is centered on active learning. We emphasize the importance of case
studies, group projects, and industry visits, which allow students to apply theoretical concepts in
real-world settings. In addition to these practical components, our assessment methods are
diverse, including exams, presentations, and peer evaluations. This multi-faceted approach aims
to develop not only knowledge but also critical thinking, problem-solving, and communication
skills—key attributes sought by employers.

The program attracts a diverse student body, with a strong emphasis on fostering professional
skills, leadership, and global awareness. High retention and graduation rates are testament to the
strong student engagement that underpins the program. To support students throughout their

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journey, we provide comprehensive career counseling, internship opportunities, and mentorship
programs. These resources ensure that students are well-equipped to transition into successful
careers in marketing.

Our academic staff plays a pivotal role in delivering the program. Faculty members hold
advanced degrees and bring substantial industry experience to the classroom. We foster a
collaborative teaching environment that encourages faculty development through regular
workshops, conferences, and industry involvement. Faculty performance is continually assessed
to ensure that our teaching standards are consistently high and that staff are well-positioned to
deliver the best possible learning experience.

The program is supported by state-of-the-art educational resources, including modern

classrooms, digital marketing labs, and industry-standard software. The library boasts an
extensive collection of marketing-related resources, while our technological infrastructure is
continually updated to support the evolving needs of both students and faculty. These resources
ensure that students have access to the tools and materials necessary for their academic success.

In addition to teaching and learning, our faculty members contribute to both national and
international research. We encourage students to engage in research and community-based
projects, which further enhances their learning experience. Partnerships with industry
organizations provide valuable insights and internship opportunities, helping students gain
practical experience while still in the program.

Program management is strength. A dedicated team ensures the smooth administration of the
program, overseeing curriculum updates and ensuring coordination between faculty, students,
and external stakeholders. Clear policies are in place to support student services, career guidance,
and overall program management, which fosters a well-organized and supportive learning
environment.

To ensure that the program maintains high educational standards, we have a robust system of
continual quality improvement. Regular evaluations, including surveys, alumni feedback, and
assessments by a quality assurance committee, help us monitor academic performance and

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implement data-driven improvements. This process ensures that the program remains responsive
to student needs and aligned with industry developments.

However, while the program has much strength, challenges do exist. One potential challenge is
ensuring that our curriculum remains aligned with the rapidly changing trends in digital
marketing, a field that evolves at a particularly fast pace. To address this, we are committed to
maintaining close connections with industry experts and incorporating their feedback into
curriculum reviews. Additionally, as marketing becomes increasingly global, ensuring that our
students develop a truly global perspective can be difficult. We plan to strengthen our
partnerships with international institutions and expand opportunities for students to gain cross-
cultural experience through exchange programs or international internships.

In conclusion, the Marketing Management Undergraduate Program is a dynamic, industry-

relevant program that prepares students for success in the global marketplace. Through
continuous evaluation and adaptation, we ensure that the program not only meets but exceeds
educational standards. The program’s strong alignment with industry needs, commitment to
student success, and focus on continual improvement make it a strong candidate for academic
accreditation. We are confident that, with ongoing support and innovation, this program will
continue to provide students with the skills and experiences necessary to thrive in their marketing
careers.

1. Introduction

Self-evaluation is a key part of the accreditation process, helping assess the strengths and areas
for improvement in the Marketing Management Undergraduate Program. It ensures the program
meets standards, fosters continuous improvement, and aligns with industry needs. The program
plays a central role in student development and career success, shaping the university’s identity.

This self-evaluation reviews the program’s curriculum, teaching practices, student outcomes,
faculty qualifications, and resources. It highlights the program's strengths and areas for growth,
ensuring alignment with academic and industry standards. The process emphasizes the program’s
commitment to excellence and continuous adaptation to prepare graduates for success in the
global marketplace.

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1. General Information

1. Modality of the program to be evaluated

2. Level of the program to be evaluated BA degree
3. The program accreditation history
4. License and external quality audit history (date)
5. Number of batches graduated
6. Full address of the HEI
7. Website address of the HEI
8. Email & telephone numbers of the HEI
9. Name and telephone of focal person of the
program

2. Methodology

The Self-Evaluation Report (SER) Committee used a comprehensive methodology to assess the
institution's performance, employing various data collection methods:

 Documentary Analysis: Reviewed institutional documents to understand goals and

progress.
 Surveys: Administered to students, staff, and stakeholders to gather feedback on
satisfaction and experiences.

 Interviews: Conducted with faculty, administrators, and students to explore challenges

and successes.

 Focus Group Discussions: Facilitated with diverse groups for in-depth discussions on
specific topics.

 Observations: Provided direct insights into campus activities, teaching, and student
engagement.

 Other Information Sources: Included external reviews, benchmarking data, and

feedback from alumni and employers.

These methods ensured a thorough and objective evaluation.

3. ETA Accreditation Standards

The Self-Evaluation Report (SER) offers a detailed assessment of the Marketing Management
Undergraduate Program, focusing on its adherence to the nine accreditation standards established
by the Ethiopian Technical Association (ETA). The report evaluates each standard thoroughly,
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providing evidence of the program’s compliance while identifying areas for further
improvement.

The program’s learning outcomes are regularly reviewed and updated to ensure alignment with
national priorities and industry demands, equipping students with the necessary skills for career
success. Continuous feedback from stakeholders, gathered through surveys, focus groups, and
reviews, helps maintain the program’s relevance and responsiveness to industry trends. Designed
to meet both national and international standards, the program aligns with the Ethiopian
Qualifications Framework (EQF) and is committed to quality improvement. The SER reaffirms
the program's dedication to academic excellence and ongoing enhancement.

The subsequent sections of the report will address each of the nine standards, presenting the
program’s compliance and supporting evidence. This process underscores the Marketing
Management Undergraduate Program’s commitment to continuous quality improvement,
academic integrity, and alignment with ETA’s broader educational goals.

5.1 Program Outcome

This section critically evaluates key aspects of program development and governance; ensuring
alignment with national priorities and international standards; examining how well the program’s
policies foster continuous improvement through stakeholder feedback and review; assessing the
clarity of program learning outcomes and alignment with career and further study opportunities
to enhance student success. Furthermore, the program’s approval process by the governing body
is scrutinized; ensuring compliance with institutional and regulatory standards. Together, these
factors ensure the program's relevance, quality, and effectiveness.

Program Development and Review Policies

Analysis: The BA in Marketing Management at Addis Ababa University follows a structured

development process, ensuring alignment with academic standards, stakeholder needs, and
industry trends. This includes forming a design team, conducting needs assessments, engaging
external assessors, gathering feedback, and undergoing quality reviews to ensure thorough
vetting and alignment with institutional goals.

Strengths: The process is robust, with clear guidelines and broad stakeholder involvement.
External assessments and feedback from students, employers, and professional associations
enhance the program’s quality. A final review by the College Academic Standards and Quality
Enhancement Committee ensures accountability and quality assurance.

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Challenges: Key challenges include maintaining continuous stakeholder engagement, adapting
to fast-changing market demands, and ensuring sufficient resources. Additionally, keeping the
curriculum updated with industry trends and global standards can be difficult.

Strategies: To address these, the program will strengthen stakeholder communication, regularly
update the curriculum, and adopt a flexible approach to resource management. Ongoing program
evaluations, external collaborations, and aligned resource allocation will ensure long-term
relevance and sustainability.

Alignment with National Priorities and International Standards

Analysis: Ethiopia's economy is shifting towards a market-oriented system, with growth in

services, industry, and agriculture. The government's 10-Year Development Plan prioritizes
private sector growth, innovation, and poverty reduction. The education sector is key to this
transformation, producing graduates with the skills needed for economic growth. The Ethiopian
Education Development Roadmap focuses on developing both cognitive and non-cognitive skills
to prepare graduates for a globalized market.

Strengths: Ethiopia’s economy is expanding in key sectors, driven by the 10-Year Development
Plan and the education sector's role in developing skilled graduates. The emphasis on cognitive
and non-cognitive skills ensures that graduates are prepared for the global market.

Challenges: A major challenge is aligning the educational system with the rapidly evolving
economy, particularly in management and marketing. Graduates need a well-rounded skill set,
including critical thinking, problem-solving, and technical expertise, to stay competitive globally
and support the country's economic growth.

Solutions: To overcome these challenges, educational programs should align with industry
needs, with curricula regularly updated to reflect market demands and technological
advancements. Strengthening partnerships between academia and the private sector will ensure
graduates gain practical skills. Investments should focus on developing both cognitive skills
(e.g., critical thinking) and non-cognitive skills (e.g., leadership). Prioritizing programs like the
Bachelor of Arts in Marketing will help build a skilled workforce to drive Ethiopia’s economic
transition and global competitiveness.

Clear Communication of Program Learning Outcomes

Analysis: Program learning outcomes are designed to meet labor market and societal needs,
ensuring global alignment. Regular reviews and stakeholder engagement help maintain

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relevance. However, aligning outcomes with rapid industry changes and societal expectations
remains a challenge.

Strengths: The program's learning outcomes are aligned with global standards and evolve with
labor market needs. Regular reviews and stakeholder engagement keep the program competitive
and relevant, addressing industry changes and societal expectations effectively.

Challenges: The main challenges include maintaining alignment with fast-evolving labor market
demands, ensuring global competitiveness, adapting to industry trends, and efficiently gathering
diverse stakeholder feedback.

Solutions: To ensure long-term relevance, the program should conduct comprehensive reviews
every 3-4 years, update curricula based on industry trends, and benchmark against top global
universities. Regular stakeholder needs assessments through workshops and forums will ensure
the program stays responsive to real-world demands.

Table-1: Student Satisfaction with Communication of Learning Outcomes

Academic Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

Year 1
% Satisfied and very satisfied NA 70.8% 76.5% 81.8% NA

Source: Student Satisfaction Survey

Career and Further Study Opportunities

Analysis: The BA in Marketing Management program equips graduates with key skills for
careers in strategic planning, digital marketing, and entrepreneurship, while also providing a
foundation for advanced studies. It aligns with Ethiopia’s economic modernization by
developing professionals for sectors like e-commerce, agriculture, and manufacturing. With a
curriculum shaped by global best practices and local industry input, the program remains
competitive in the global market.

Strengths: The program prepares graduates for diverse career paths and advanced studies,
supporting Ethiopia’s economic goals by producing professionals for key sectors. Its curriculum,
shaped by global and local input, ensures relevance and competitiveness.

Challenges: Adapting the program to industry changes, ensuring awareness of career and study
opportunities, and balancing global practices with local needs are ongoing challenges. Keeping
up with rapid advances in digital marketing and emerging trends also requires continuous
adaptation.

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Solutions: To address these, the program undergoes periodic reviews and updates every 3-4
years, based on industry feedback. Career awareness is raised through digital media and
partnerships before enrollment, and post-enrollment support, including counseling and
professional development, ensures ongoing guidance. This approach ensures the program stays
relevant and effectively prepares students.

Stakeholder Feedback and Program Improvement

Analysis: The BA in Marketing Management program actively seeks stakeholder feedback to

stay aligned with industry and societal needs. Feedback is gathered through in-person visits,
workshops, meetings, and digital communication, involving employers, practitioners, academics,
students, and not-for-profits. This continuous input shapes the curriculum to meet academic
standards and emerging trends, ensuring the program remains relevant and impactful. The
program also aligns with national and international standards, focusing on career readiness and
further academic opportunities for graduates.

Strength:The BA in Marketing Management program effectively gathers stakeholder feedback

through various channels, including in-person visits, workshops, and digital communication.
This continuous input from employers, practitioners, academics, students, and not-for-profits
ensures the curriculum remains aligned with industry needs and emerging trends. The program's
focus on national and international standards guarantees that it prepares graduates for career
success and further academic opportunities.

Challenges: The program faces several key challenges that require ongoing attention and
adaptation. One of the main obstacles is ensuring that feedback from diverse stakeholder’s
remains consistent and relevant, which is crucial for keeping the program responsive to changing
needs. Additionally, it is a constant challenge to align the curriculum with the rapidly evolving
demands of the industry and national priorities, ensuring that graduates are equipped with the
skills needed for a dynamic job market. Another challenge lies in balancing the specific needs of
the local market with the rigorous standards of international academia, ensuring both relevance
and academic integrity. Finally, effectively communicating the program's outcomes to students
and stakeholders is essential to ensure transparency and alignment with expectations, fostering a
clear understanding of the program’s value and objectives.

Means of Overcoming:-To overcome these challenges, the program establishes regular

feedback channels through in-person visits, workshops, and digital platforms, ensuring
continuous stakeholder engagement. A systematic review process is in place, where a dedicated
committee regularly evaluates and updates the curriculum, aligning it with both national goals
and international standards. Clear communication of learning outcomes and career paths is
facilitated through guidance materials and surveys, with student satisfaction serving as proof of

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effectiveness. Finally, the program undergoes approval and compliance checks by academic
bodies, ensuring it meets national educational frameworks and industry standards.

Program Approval by Governing Body

Analysis: The program approval process for the BA in Marketing Management follows a three-
stage review: department, college, and senate. Initial approval occurs at the department level,
followed by further review by the college and the senate. Each stage involves assessment by
committees and external assessors to ensure academic quality, alignment with strategic goals,
market demand, and resource availability. The program is also under review by local and
international bodies, aiming for accreditation to meet both national and global standards.

Strength: The BA in Marketing Management program benefits from a thorough three-stage

approval process, involving the department, college, and senate. Each stage includes assessments
by committees and external assessors to ensure academic quality, alignment with strategic goals,
market demand, and resource availability. Additionally, the program undergoes review by local
and international bodies, aiming for accreditation to meet both national and global standards,
ensuring its credibility and excellence.

Challenges:The program approval process for the BA in Marketing Management, while

thorough, faces challenges in ensuring efficiency across multiple stages: department, college, and
senate. The involvement of several committees and external assessors can lead to delays,
complicating the timely implementation of changes. Additionally, aligning the program with
both national and international standards, while meeting academic quality, strategic goals, and
market demand, can be complex and resource-intensive.

Means of Overcoming:To address these challenges, the program can streamline the approval
process by enhancing coordination between the department, college, and senate to reduce delays.
Regular communication with committees and external assessors will ensure quicker reviews and
approvals. Furthermore, continuous engagement with local and international accrediting bodies
will help maintain alignment with global standards, while regular market and resource
assessments will ensure that the program remains responsive to both strategic goals and industry
demands.

Alignment of Institutional Mission, Program Objectives, Outcomes, and Course Learning Outcomes

Analysis: Addis Ababa University’s mission is to produce competent graduates and contribute to
Ethiopia's growth. The BA in Marketing Management aligns with this mission by developing
skilled marketing professionals to support the nation’s transition to a modern economy. The
program’s objectives focus on producing graduates who contribute to national development, with

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learning outcomes aligned to the Ethiopian Qualifications Framework (EQF) and covering core
marketing management competencies.

Strengths: The program directly supports the university’s mission, developing graduates
equipped for employment, entrepreneurship, or further study. It aligns with the EQF and ensures
graduates possess essential marketing skills. The program’s objectives emphasize contributing to
Ethiopia’s growth, making it highly relevant to national development goals.

Challenges: Key challenges include ensuring the program stays aligned with Ethiopia’s evolving
development goals, balancing academic rigor with practical market needs, integrating EQF
standards with global best practices, and adapting the curriculum to reflect industry shifts and
societal changes.

Solutions: To address these, the curriculum is regularly updated through reviews to align with
national goals and market needs. A balanced approach integrates theory and practical skills,
preparing graduates for both local and international opportunities. Continuous accreditation
ensures compliance with the EQF and global standards, while ongoing stakeholder engagement
ensures the program remains responsive to industry and societal changes.

Annex
 Need assessment, program development /review committee minutes and reports
 Policy, Procedure and Curriculum guideline
 Mission, goals, strategic plans identifying national priorities and society needs.
 Program review/committee minutes and reports of program’s consistency with national
and international standards. Program review/committee minutes and reports aligning the
program with professional and legal requirements.
 Program review/committee minutes and reports providing rationale and evidence of the
sustainability of the program based on national priorities and societal needs.
 Student handbook, career guidance and counseling documents
 Tracer study report.
 Minutes of program review based on tracer study report.
 Stakeholder feedback data; completed evaluation forms, survey result, focus group,
 Analysis of feedback data with actions taken, minutes, reports
 Program approval minute/(AC/DC)
 The current Legislation
 Alignment mapping of program learning outcome with EQF
 Syllabus
 The current strategic plan of the program
 Program document

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  Document showing the alignment between the mission and the program educational
objectives; between program educational objectives and program outcomes and between
program outcome and course learning outcome.
5.2 Curriculum
Curriculum design is a structured process that aligns educational programs with student needs,
industry standards, and academic requirements. The BA Marketing program at Addis Ababa
University emphasizes relevance, coherence, and adaptability to changing marketing practices
and theories.
Curriculum Design and Organization

Program Curriculum Design Process

Analysis:-The curriculum is carefully designed to meet both national and international academic
standards, integrating essential content and aligning with professional and industry needs. It
emphasizes the inclusion of indigenous knowledge and addresses the development of knowledge,
skills, values, and behavior. The curriculum design process involves a thorough needs analysis,
input from stakeholders, and continuous updates to ensure relevance and alignment with market
trends.

Strengths:-The curriculum offers a well-structured and coherent approach, ensuring a clear

progression of learning and career pathways. It integrates core and supportive courses while
maintaining flexibility to adapt to emerging industry trends. The inclusion of active learning
methods and assessments supports student engagement and provides valuable feedback. Regular
reviews ensure the program remains current and aligned with professional expectations.

Challenges:-One potential challenge could be the dynamic nature of industry needs, which may
evolve faster than the curriculum can adapt. Additionally, ensuring the continuous engagement
of all stakeholders in the review process, especially in terms of keeping pace with technological
and market changes, can be difficult.

Means of Overcoming Challenges:-To overcome these challenges, the curriculum should

maintain strong relationships with industry professionals and regularly conduct market trend
analyses to predict and adapt to shifts in the field. Incorporating flexible learning components
and fostering a culture of continuous improvement through frequent stakeholder feedback can
help ensure the program remains relevant and responsive to both professional and societal
changes.

Curriculum Design and Core Content Supporting Program Outcomes

Analysis:-The BA in Marketing Management curriculum combines core, supportive, and

common courses, providing specialized marketing knowledge alongside broader skills in

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management and economics. It aims to develop competencies in critical thinking,
communication, and ethical responsibility, preparing students for diverse career paths.

Strengths:-The curriculum balances foundational marketing principles with advanced topics like
international marketing and strategic decision-making. Supportive courses in management,
economics, and computer skills enhance analytical capabilities, while cross-disciplinary courses
improve adaptability in a global business environment.

Challenges:-Keeping the curriculum relevant amidst rapid changes in digital marketing and
emerging technologies is a challenge. The breadth of content may overwhelm students, and
balancing theory with practical application is difficult.

Means of Overcoming Challenges:-Regular curriculum updates to reflect industry trends, more

practical learning experiences like internships and case studies, and offering electives to manage
workload and allow specialization will address these challenges.

Consideration of Professional, Industry Requirements, and Best Practices

Analysis:-The BA in Marketing Management curriculum is aligned with industry standards,

preparing graduates for the workforce. It incorporates current trends like digital marketing,
analytics, and influencer marketing, with feedback from industry experts, alumni, and employers
ensuring its relevance. The curriculum emphasizes practical learning experiences and ethical
considerations, offering a well-rounded education.

Strengths:-The curriculum integrates modern marketing trends, ensuring students remain

competitive. Practical learning opportunities such as internships and capstone projects, along
with interdisciplinary courses, broaden perspectives. Continuous stakeholder engagement helps
maintain quality, and the focus on ethics and CSR prepares students for responsible business
practices.

Challenges:-The fast pace of marketing changes, especially in digital technologies and consumer
behavior, makes keeping the curriculum updated challenging. Integrating interdisciplinary
content may overwhelm students, and balancing theory with practical application without
overloading them can be difficult.

Means of Overcoming Challenges:-Regular curriculum updates based on industry feedback

will keep it relevant. Offering flexible electives can manage workload and allow students to
focus on areas of interest. Strengthening industry partnerships and enhancing hands-on learning
will ensure students are well-prepared for a dynamic marketing landscape.

Incorporation of Indigenous Knowledge to Foster Local Potential

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Analysis:-The BA in Marketing Management curriculum integrates indigenous knowledge,
focusing on local cultural, social, and economic practices to inform marketing strategies. By
incorporating sustainable practices and real-world applications like local case studies, field
projects, and internships, the program provides valuable insights into community-based and eco-
friendly marketing.

Strengths:-The integration of indigenous knowledge empowers students to create locally

relevant marketing strategies, while sustainable practices align with eco-friendly trends. Direct
engagement with indigenous knowledge holders and interdisciplinary courses enhance the
learning experience, promoting local innovation and economic growth.

Challenges:-Balancing indigenous knowledge with global marketing trends, avoiding student

overload with field projects and internships, and applying local insights in a global market are
key challenges.

Means of Overcoming Challenges:-The curriculum can balance global trends with indigenous
knowledge to prepare students for both local and international markets. Streamlining field
projects and internships to align with course goals will help manage workload, while fostering
partnerships with global businesses can show how indigenous knowledge applies in diverse
contexts.

Clear Articulation of Learning Domains for Professionalism and Citizenship

Analysis:-The BA in Marketing Management program is structured to provide students with a

comprehensive skill set, including marketing principles, digital proficiency, and a deep
understanding of both local and global market dynamics. The program emphasizes the
integration of indigenous knowledge, fostering cultural sensitivity and ethical awareness. It
prepares graduates to excel in marketing roles and adapt to fast-changing environments, with a
strong focus on teamwork, professionalism, and social responsibility.

Strengths:-The program offers a well-rounded education, blending technical skills such as

digital marketing and problem-solving with key values like ethical awareness and cultural
sensitivity. It focuses on real-world preparation through practical experiences like internships
and projects, ensuring that graduates are ready for entry-level marketing roles. The program’s
emphasis on teamwork, adaptability, and lifelong learning positions graduates to succeed in
dynamic marketing environments and contribute to local economic and social development.

Challenges:-A challenge of the program is ensuring that students can balance the acquisition of
broad, foundational marketing knowledge with the development of specialized skills in a rapidly
evolving field. Additionally, integrating indigenous knowledge alongside global marketing
practices without overwhelming students or making the curriculum too niche can be difficult.

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Keeping the program aligned with industry trends while also addressing local economic and
social issues may present a challenge as marketing evolves globally.

Means of Overcoming Challenges:-To overcome these challenges, the program can offer
elective courses that allow students to specialize in specific areas of marketing, ensuring they are
prepared for both local and global contexts. By regularly updating the curriculum based on
industry developments, the program can maintain relevance while balancing indigenous
knowledge with contemporary marketing trends. Encouraging ongoing professional development
through workshops, seminars, and industry partnerships will help students stay current with
emerging marketing practices.

Alignment of Learning Outcomes with Key Learning Domain

Analysis: The BA in Marketing Management program is designed to produce well-rounded

graduates with a comprehensive skill set across key learning domains: knowledge, skills, values,
behaviors, and preparedness. It provides a strong foundation in marketing principles and market
dynamics, while also emphasizing digital marketing, ethics, and social responsibility. The
program ensures students are prepared for entry-level roles and continuous professional
development through practical experiences such as internships and real-world projects. The
curriculum is strategically structured to offer clear career pathways, guiding students to
understand the skills and knowledge needed for various career opportunities. By integrating
career development into the learning domain, the program helps students make informed
decisions about their professional futures.

Strengths:-The program’s strength lies in its holistic approach, addressing both technical skills
and essential values such as ethics, social responsibility, and cultural sensitivity. The emphasis
on digital marketing tools ensures students are prepared for modern marketing challenges.
Practical experience through internships and projects enhances employability, while the focus on
professionalism, teamwork, and adaptability prepares students for diverse work environments
and career success.

Challenges:-A challenge could be ensuring that students acquire a balance between foundational
marketing knowledge and practical skills in a rapidly evolving digital landscape. Additionally,
maintaining the relevance of the curriculum in an ever-changing industry while ensuring students
are adequately prepared for entry-level roles can be difficult. The integration of soft skills like
teamwork and adaptability alongside technical training may also prove challenging.

Means of Overcoming Challenges:-To address these challenges, the curriculum can incorporate
regular updates to reflect the latest trends and technologies in digital marketing. Offering elective
courses or specializations can allow students to focus on emerging areas of interest. Continuous
collaboration with industry professionals and feedback from internships will help keep the

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program aligned with current industry needs, while a focus on experiential learning and soft skill
development can further enhance students’ preparedness for diverse work environments.

Table-2: Student Satisfaction with Information on Career Pathways

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied and very satisfied NA 22.9 22.5 30.8 NA

Source: Student Satisfaction Survey

Ensuring Curriculum Coherence: Vertical and Horizontal Integration

Analysis:-The BA in Marketing Management curriculum ensures coherence by aligning learning

outcomes across courses through vertical and horizontal integration. Vertical integration builds
knowledge progressively, while horizontal integration connects interdisciplinary concepts. A
capstone project in the final year allows students to apply their knowledge, with regular feedback
and reviews maintaining the program’s relevance.

Strengths:-The curriculum’s structure effectively links foundational and advanced topics, while
interdisciplinary connections broaden students' understanding. The capstone project offers
practical application, and continuous feedback ensures the program stays aligned with industry
trends and professional standards.

Challenges:-Balancing foundational and advanced topics, ensuring effective interdisciplinary

integration without sacrificing specialization, and staying updated with industry trends are key
challenges.

Means of Overcoming Challenges:-Periodic curriculum revisions can maintain balance, with

modular courses or electives providing flexibility. Strengthening departmental collaboration for
interdisciplinary integration and maintaining strong industry connections will help keep the
program current and relevant.

Alignment of Learning and Teaching Activities with Learning Outcome

Analysis:-The BA in Marketing Management program aligns with national higher education

standards, offering a balanced mix of core, elective, and general education courses over four
years, with part-time options. It emphasizes research, community engagement, and skill
development in critical thinking, professional growth, and social responsibility.

Strengths:-The program offers a well-rounded education, meets national standards, and

accommodates part-time students. Its focus on research, community engagement, and
employability equips students with practical skills, cultural awareness, and workforce readiness.

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Challenges:-Managing the credit load, especially for part-time students, and balancing research
and community engagement with coursework can strain time management. Ensuring a
manageable workload while meeting both core and elective requirements is also a challenge.

Means of Overcoming Challenges:-Offering flexible scheduling and extra support for part-time
students can help manage workload. Streamlining the balance between coursework, research, and
community engagement, along with providing time management resources, can alleviate these
challenges.

Duration and Credit Hours In Light of Applicable National Standards

Analysis:-The BA in Marketing Management program is structured to meet national higher

education standards, offering a balanced curriculum of core, elective, and general education
courses over four years, with part-time options. It emphasizes student engagement in research
and community activities, promoting skills like critical thinking, professional development, and
social responsibility.

Strengths:-The program adheres to national standards and provides a well-rounded education.

The flexibility of part-time study accommodates diverse schedules. Its focus on research,
community engagement, and employability helps develop practical skills and cultural awareness,
enhancing readiness for the workforce.

Challenges:-A challenge is managing the program’s credit load, particularly for part-time
students balancing work. Integrating research and community engagement with academic
coursework may strain students' time management, and meeting core and elective requirements
without overloading students can be difficult.

Means of Overcoming Challenges:-To address these, the program can offer more flexible
scheduling and additional support for part-time students. Streamlining the balance between
coursework, research, and community engagement would help alleviate time management
challenges, while offering resources for better workload management can further support
students.

Outcomes of Student Engagement in Research and Community

Analysis:-The BA in Marketing Management program places strong emphasis on student

engagement in both research and community activities, aiming to enhance learning while
fostering social responsibility. Through research projects, students refine their analytical, critical
thinking, and communication skills, with opportunities for academic publication and
presentations. Community engagement allows students to apply marketing skills to real-world
issues, promoting cultural awareness and building professional networks. These activities

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collectively contribute to students' personal and professional development, preparing them for
successful careers in marketing.

Strengths:-The program’s strengths include the development of research skills through hands-on
projects, opportunities for publication, and collaboration with faculty. Community engagement
promotes social responsibility and provides practical experience while also fostering cultural
awareness and global marketing skills. The program’s focus on leadership, teamwork, and
lifelong learning enhances students' employability and prepares them for diverse professional
environments.

Challenges:-A key challenge is ensuring that students can balance the demands of research,
community engagement, and academic coursework without becoming overwhelmed. Limited
time and resources may also affect the depth of involvement in community-based projects,
potentially hindering the full development of students' skills. Furthermore, ensuring that
community projects align with academic goals while benefiting both students and local
communities can be complex.

Means of Overcoming Challenges:-To overcome these challenges, the program can offer
structured support for time management and project planning to help students balance their
academic and extracurricular commitments. Streamlining the integration of community projects
with course objectives can ensure that both academic learning and community impact are
maximized. Increased partnerships with local organizations and improved access to resources
would further enhance the depth and reach of community engagement, ensuring that students
gain meaningful experience while contributing to real-world marketing challenges.

Curriculum Evaluation and Review Process

Curriculum Development and Review

Analysis:-The curriculum committee is responsible for developing and reviewing academic

programs to ensure alignment with institutional goals and industry standards. It focuses on
maintaining curriculum quality, ensuring accreditation compliance, and incorporating
stakeholder input to adapt the curriculum to current trends and workforce needs. The committee
also emphasizes faculty professional development and supports the integration of best practices
in teaching, assessment, and curriculum design. Additionally, it ensures thorough documentation
and reporting of all curriculum-related activities to maintain transparency and accountability.

Strengths:-The committee’s strengths lie in its comprehensive approach to curriculum

development, including regular program reviews, stakeholder engagement, and a focus on both
internal and external perspectives. The inclusion of diverse committee members, such as faculty,
administrative staff, students, alumni, and industry representatives, ensures that the curriculum

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remains relevant and responsive to various needs. The emphasis on quality assurance and faculty
professional development further strengthens the effectiveness of the curriculum and its
alignment with accreditation standards.

Challenges:-One challenge is balancing the integration of diverse perspectives and interests,

which may result in conflicting priorities between stakeholders. Ensuring that the curriculum
remains flexible enough to adapt to rapid changes in industry trends and technology can also be
difficult. Additionally, maintaining consistent faculty development across all departments and
ensuring that assessment practices are continuously improved can be resource-intensive.

Means of Overcoming Challenges:-To overcome these challenges, the committee can establish
clear priorities and communication channels to manage differing stakeholder interests
effectively. Regular workshops and training for faculty on new technologies and teaching
methods can help maintain consistency in professional development. The committee can also
create a more agile review process that allows for quicker adaptations to industry changes,
ensuring that the curriculum remains up-to-date without compromising quality or accreditation
requirements.

Table-3: Student Satisfaction with Representation on Curriculum Committee

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied and very satisfied NA 25.0 25.5 30.8 NA

Source: Student Satisfaction Survey

Curriculum Oversight, Monitoring, Evaluation, and Reporting of Findings

Analysis:-The committee plays a vital role in overseeing the curriculum, ensuring it aligns with
institutional goals, academic standards, and industry relevance. It regularly reviews proposals,
policies, and the existing curriculum, supported by structured monitoring, assessment plans,
feedback mechanisms, and internal audits. Evaluations are informed by student assessments and
stakeholder feedback to drive continuous improvement and ensure accreditation compliance.

Strengths:-The committee's structured approach ensures the curriculum aligns with institutional
goals and industry standards. Regular reviews and feedback from faculty, students, and industry
professionals enhance the curriculum's relevance. The focus on evaluating learning outcomes and
preparing for accreditation strengthens program effectiveness. Clear documentation and
communication foster transparency and collaboration.

Challenges:-A key challenge is balancing diverse stakeholder perspectives while maintaining a

unified curriculum vision. Continuous adjustments to stay responsive to emerging trends and
industry practices can be resource-intensive. Additionally, integrating feedback from all parties
while adhering to accreditation standards is complex.

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Means of Overcoming Challenges:-To address these challenges, the committee can prioritize
clear communication and streamline feedback collection. Regular training on industry trends and
accreditation requirements ensures alignment with current practices. Collaboration with external
stakeholders, such as industry experts and alumni, can help maintain relevance and support
continuous improvement.

Role of Students in the Curriculum Committee

Analysis:-Students play a crucial role in the curriculum committee by offering valuable feedback
to ensure the curriculum meets their needs. They actively engage in course proposals, program
reviews, and learning outcomes assessments, fostering communication between students and
faculty and advocating for improvements to enhance the educational experience.

Strengths:-The main strength is the ability of student representatives to voice peer concerns,
ensuring the curriculum remains relevant. Their involvement bridges faculty-student
communication, improving alignment between teaching practices and learning outcomes, and
promoting a more inclusive decision-making process.

Challenges:-Challenges include ensuring students understand complex academic goals and

curriculum design, balancing diverse student needs with institutional and industry standards, and
advocating for changes when facing institutional or faculty constraints.

Means of Overcoming Challenges:-To overcome these challenges, students can receive

training on curriculum design and academic standards. Encouraging open dialogue between
students, faculty, and administration ensures their feedback is valued. Establishing formal
channels for student input will help integrate their perspectives into the curriculum development
process.

Curriculum Review Process: Approval, Ongoing Monitoring, Stakeholder Feedback, and Integration

Analysis:-The curriculum review process is structured to ensure continuous alignment with

program goals and industry demands. Data collection from students, faculty, alumni, and
industry representatives allows the committee to evaluate the curriculum’s effectiveness and
identify areas for improvement. Feedback is systematically analyzed to identify trends and
benchmarked against best practices to ensure relevance and quality.

Strengths:-A key strength of the process is the robust feedback system that incorporates diverse
stakeholder perspectives. Regular reviews, including end-of-semester evaluations, surveys, and
focus groups, help maintain the curriculum’s relevance. The involvement of advisory boards
with industry professionals ensures that the curriculum aligns with workforce needs.
Additionally, the transparency in communication and implementation of changes fosters
stakeholder engagement and accountability.
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Challenges:-One challenge is ensuring timely and efficient integration of feedback into the
curriculum, as it can be time-consuming to analyze and implement changes. Additionally,
aligning the curriculum with the rapidly evolving industry trends and maintaining consistency
across various stakeholders' input can be challenging. Limited resources for gathering and
analyzing feedback could also hinder the process.

Means of Overcoming Challenges:-The committee can address these challenges by

streamlining the feedback analysis process, prioritizing changes that have the most significant
impact on learning outcomes. Regular benchmarking against industry trends and peer institutions
can help ensure that the curriculum stays current. Implementing a more structured system for
prioritizing feedback and addressing resource limitations can help facilitate smoother integration
of changes, maintaining both the quality and relevance of the curriculum.

Table-4: Student Satisfaction with Inclusion of Feedback in Curriculum Monitoring and Review
Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied and very NA 18.8 19.6 23.1 NA

satisfied

Source: Student Satisfaction Survey

Annex

 The Current curriculum of the program

 The competency based learning outcomes.
 Learning outcomes linked to the required domains of learning.
 Curriculum design linked to career pathways.
 Communications (syllabus, brochures, website, etc.) informing students of career
pathways.
 SSS Student Satisfaction Survey.
 Learning outcomes and type of teaching/learning method for each learning outcome.
 Assigning letter for the committee
 Curriculum committee minutes, report

5.3 Learning, Teaching, and Assessment

This section evaluates the Learning and Teaching, Assessment Policy and System, and
Assessment Methods of the program. The evaluation is based on the DCT framework and
feedback from the Student Satisfaction Survey. These assessments aim to gauge the effectiveness
and alignment of the program's practices with student needs and outcomes.
Learning and Teaching

Analysis: The assessment policy for the BA in Marketing Management is robust, well-
structured, and effectively incorporates both formative and summative assessments to monitor

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student progress and overall achievement. The program employs advanced tools such as exam
blueprints, item analysis, and an exam bank, ensuring that assessments are reliable, valid, and
aligned with the course objectives. Transparent and equitable procedures for handling student
appeals are also in place, fostering fairness throughout the evaluation process. In addition,
regular reviews of assessment methods ensure continuous improvement and help maintain high
standards. The program’s online tracking system for results enhances academic transparency,
enabling both students and faculty to monitor and assess progress in real-time. This
comprehensive and systematic approach supports a fair, accountable, and well-structured
assessment system that aligns with best educational practices.

Strengths:The program excels in its teaching and learning approach by utilizing a variety of
assessment methods, including exams, assignments, and presentations, to effectively gauge
student learning and progress. The process for designing and evaluating these assessments is
carefully structured, ensuring that students' academic development is accurately measured.
Regular reviews of assessments contribute to continuous improvement, enhancing the overall
quality and relevance of the learning experience. The integration of technology plays a key role,
with an online system that enables students to track their results and access timely feedback,
fostering transparency and active engagement in their learning. This technology also strengthens
communication between faculty and students, making the learning process more efficient and
student-centered. Additionally, the program offers co-curricular activities that complement
academic learning and provide further support for student achievement, alongside educational
resources that enhance the overall teaching and learning environment.

Challenges: Despite its strengths, the program faces challenges in managing the complexity and
ensuring consistency across the diverse assessment methods used in different courses. Balancing
exams, assignments, and presentations while ensuring alignment with course content and
objectives can be resource-intensive. Furthermore, maintaining fairness and consistency in
grading across these various assessment types is a challenge, particularly when there is a wide
range of tools in use. The administrative effort required to ensure that all assessments remain
reliable and aligned with the curriculum is significant and can place a strain on resources.

Strategies to Overcome Challenges: To address these challenges, the program could streamline
and standardize certain assessment procedures across courses to ensure consistency in how
learning outcomes are measured. Implementing a unified approach for assessment design,
especially for formative evaluations, would help mitigate inconsistencies. Continued use of
detailed blueprints and item analysis for all assessments will ensure that they are closely aligned
with course objectives, thereby improving their reliability and validity. Additionally, periodic
faculty training and workshops focusing on best practices for assessment design and grading can
help maintain fairness and consistency across various assessment methods. This training will
also help faculty remain up-to-date with emerging educational trends, ensuring that the
assessment processes remain effective and efficient. Lastly, optimizing the use of available

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technology can streamline administrative tasks, reduce the resource burden, and improve the
overall efficiency of managing assessments. By implementing these strategies, the program can
address current challenges while ensuring that assessments remain fair, reliable, and aligned with
both academic standards and student needs.

Table-5: Student Satisfaction with Teaching and Learning Activities.

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied and very satisfied NA 23.0 24.5 32.3 NA

Source: Student satisfaction Survey

Table-6: Student Satisfaction with Educational Resources and Technology

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied and very NA 31.3 31.4 33.8 NA

satisfied

Source: Student satisfaction Survey

Table-7: Student Satisfaction with Co-Curricular Activities

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied and very satisfied NA 37.5 36.3 44.6 NA

Assessment Policy and System

Analysis: The assessment policy for the BA in Marketing Management is robust and well-
structured, incorporating both formative and summative assessments to monitor student progress
and overall achievement effectively. The program utilizes advanced tools such as exam
blueprints, item analysis, and an exam bank to ensure the reliability, validity, and alignment of
assessments with course objectives. Transparent and equitable procedures are in place for
handling student appeals, ensuring fairness throughout the evaluation process. Additionally,
regular reviews of assessment methods, combined with the use of an online tracking system for
results, promote academic transparency and allow both students and faculty to monitor and
assess progress in real time. This comprehensive approach fosters a fair and accountable
assessment system that aligns with best practices in education.

Strengths: The program’s strengths lie in its well-defined assessment policies and the diverse
range of methods employed, including exams, assignments, and presentations, which
comprehensively measure student learning outcomes. The rigorous processes for creating and
evaluating assessments ensure that students’ progress is accurately reflected. Regular reviews of
assessment activities help maintain and enhance the quality of the evaluation process. The
integration of technology, particularly the use of an online system to track and encode results,

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ensures transparency, provides immediate access to feedback, and enables students to actively
monitor their academic performance.

Challenges: One challenge the program faces is managing the complexity and consistency of
diverse assessment methods, such as exams, assignments, and presentations, across various
courses. Ensuring that these methods remain aligned with course content and objectives while
maintaining fairness and consistency in grading can be resource-intensive. Additionally, the wide
variety of assessment tools may lead to discrepancies in assessment quality and could require
substantial administrative effort to maintain reliability.

Strategies to Overcome Challenges: To address these challenges, the program could streamline
the assessment process by standardizing certain assessment procedures across courses, ensuring
consistency in how learning outcomes are evaluated. The continued use of detailed blueprints
and item analysis will strengthen the alignment of assessments with course objectives and
improve reliability. Regular faculty training and workshops focusing on best practices for
creating and evaluating assessments will help maintain fairness and reliability while easing the
resource burden. By enhancing these strategies, the program can ensure that assessments remain
effective, consistent, and aligned with both academic standards and student needs.

Table-8: Student Satisfaction with Assessment Policies and Guidelines

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5
% Satisfied and very satisfied NA 64.6% 65.7% 69.2% NA

Assessment Methods

Analysis: The BA in Marketing Management employs a range of comprehensive assessment

methods to evaluate student knowledge, skills, and attitudes. The program offers a supportive
learning environment, equipped with modern facilities, personalized guidance, and effective
feedback systems. Assessments are meticulously aligned with learning outcomes, ensuring fair,
transparent, and timely evaluations. Regular reviews and positive student feedback highlight the
program’s commitment to continuous improvement and academic success.

Strengths: The program’s key strengths include its diverse assessment methods, well-equipped
learning environment, and clear communication of assessment procedures. It fosters active
student engagement through student-centered teaching approaches and provides detailed,
constructive feedback to support development. Comprehensive student support services address
individual needs effectively.

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Challenges: Despite its strengths, the program faces challenges in maintaining consistency and
fairness across diverse assessment methods, while balancing their difficulty levels. Additionally,
managing individualized support services to meet the varying learning needs of students can be
resource-intensive.

Strategies to Overcome Challenges: To overcome these challenges, the program should

standardize assessment processes across courses to ensure consistent measurement of learning
outcomes. Ongoing professional development for faculty in assessment design and feedback
techniques will help maintain high standards. Furthermore, optimizing technology and resources
can streamline support services, making them more efficient and accessible to all students.

5.4 Students

This section deals with student admission policies, the size and route of entry of student intake,
student counseling, and support services, student progression, and alma matters. Overall, the
Ethiopian Ministry of Education sets overarching policies that HEIs, including Addis Ababa
University (AAU), must follow to ensure compliance with national standards. Related to the
intake of students the programincorporates both direct entry routes. The Department of
Marketing Management at (AAU) also offers various student counseling and support services
and the program has appropriate strategies to improve the retention, progression, and completion
rates of students.
Student selection and admission policy

Analysis: AAU School of Commerce is guided by AAU’s Senate Legislation and national
education regulations regarding student selection and admission practices in the field of
marketing management. Admission criteria are clearly outlined and communicated to potential
applicants on the website of the university. Applicants' requirements are stipulated for Ethiopian
residents and foreign nationals. Ethiopian residents are required to fulfill the minimum required
pass marks of the Ethiopian Higher Education Entrance Examination (EHEEE) administered by
the Ministry of Education.Non-residents, and foreign nationals are required to provide
equivalency evaluations of their credentials from the Federal Democratic Republic of Ethiopia
Education and Training Authority (ETA). Besides, all applicants must pass the Undergraduate
Admission Test (UAT) administered by AAU or meet the minimum scores on internationally
recognized standardized tests such as IELTS, TOEFL, ACT, SAT, or LSAT. Potential candidates
of the marketing management program are provided with information about the admission
process, deadlines, and required documents through the official website of the university.

Encouraging result was found related to the level of satisfaction of applicants on the selection
and admission practices. The Students Satisfaction Survey result showed that 57.1% of students
from year 2 to 4 in the regular program from year 2 to year 5 in the extension program are
satisfied or very satisfied. This indicates that the level of student satisfaction with the students'

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selection admission process was above average. However, the result also revealed that there is a
need to improve the practice further to improve student satisfaction in the future.

Strengths: The admission procedures are optimized to minimize delaysincluding efficient

handling of applications, timely communication of decisions, and well-organized admission
tests. Admission practices ensure that all candidates, regardless of their background have an
equal opportunity to apply and be considered. The selection is purely based on measurable
criteria that are applied consistently across all applicants. This helps to reduce bias and ensure
that decisions are made based on merit.
Limitations: The admission capacity of the program is limited, making it impossible to accept
all applicants. As a result, many students are compelled to pursue their academic qualifications in
their second or third choices. Additionally, the tuition fees set for private applicants by the
university may pose a barrier for socially disadvantaged students who cannot afford to pay on
their own.
Strategies: To overcome the limitations stated above there is a need to improve the admission
capacity of the program and to provide a scholarship opportunity for those who couldn't afford
the payment.

The size and route of entry of student intake

Analysis: At Addis Ababa University (AAU), the intake for the Marketing Management
program typically includes both direct entry routes at the regular program and direct and
graduate entry routes at the evening program. The route for direct entry applicants is primarily
for students completing their secondary education. Ethiopian resident applicants must have pass
marks on the Ethiopian Higher Education Entrance Examination (EHEEE) administered by the
Ministry of Education and the Undergraduate Admission Test (UAT) administered by AAU.
Non-residents and foreign nationals are required to provide equivalency evaluations of their
credentials from the Federal Democratic Republic of Ethiopia Education and Training Authority
(ETA) and must pass the Undergraduate Admission Test (UAT) administered by AAU or meet
the minimum scores on internationally recognized standardized tests such as IELTS, TOEFL,
ACT, SAT, or LSAT. The department also facilitates admissions for extension program students,
accommodating working professionals. Eligibility criteria for these programs include possession
of a diploma or first degree and compliance with university-specific entry requirements.
Additionally, international students must have their foreign academic qualifications verified for
equivalency by the Ethiopian Education and Training Authority (ETA) to meet EHEECE
standards.

The intake size of the Department of Marketing Management was 518 students in 2023 and 702
in 2024. The admission of students in 2024 has grown by 35.5% due to the higher level of
demand for the program. Besides, 624 female students and 596 male students were admitted in

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2023 and 2024. This shows that there has been a balanced sex proportion with a female student
population of 51% and a male student proportion of 49%.

Strengths: The combination of direct entry and graduate entry routes allows the marketing
management program at AAU to cater to a diverse student body, ensuring that both fresh
secondary school graduates and professionals seeking further education can pursue a degree in
Marketing Management. Besides, working professionals have an additional route in the
extension or evening program to attend their study in marketing management. The availability of
different routes helps applicants to choose the most feasible option that fits their unique
situations. The specific size of each intake varies annually based on the overall demand and the
available classrooms, academic staff, and other resources to ensure effective implementation of
the program.

Limitations: The intake size is limited based on the available resources including class rooms,
faculty members, and other resources. This causes applicants who couldn’t get the chance to be
admitted to the program. Generally, the demand exceeds the intake capacity of the department.
Besides, applicants who could join the evening program but live outside Addis Ababa couldn’t
attend the program due to geographical inconvenience.

Strategies: The department should look for incorporating additional admission routes such as a
distance program to provide the chance for those who couldn’t pursue their academic
qualification in the rest of the admission routes. Besides, online or electronic delivery methods
should be introduced to address the pressing demand of potential applicants outside the capital
city.

Student counseling and support services

Analysis: The Department of Marketing Management at Addis Ababa University (AAU) offers
various student counseling and support services to enhance the academic and personal
development of its students. Related to academic counseling, faculty members provide advisory
services and guidance on course selection, academic performance, and career paths. Besides,
assistance in finding internships and job placements is provided in the marketing field, often
through partnerships with businesses. Personal access to psychological counseling services for
students facing personal or emotional challenges is provided centrally at a university level. The
Student Satisfaction Survey result showed that 59.2% of students were satisfied with the support
services provided by the department for students with special needs and academically at-risk
students. The finding is found to be above average but below the required standard to provide
satisfactory service for students with special needs and academically challenged students.

Strengths: The student counseling and support services at the AAU Department of Marketing
Management aim to create a supportive environment that fosters academic success and personal

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well-being. Students are encouraged to take advantage of academic counseling, advisory,
internship, and placement services to maximize their educational experience.

Limitations: Opportunities to join marketing-related clubs particularly the Ethiopian Marketing

Professionals Association which can foster networking and practical experience are limited or
non-existent. Besides, there is a limitation in regularly organizing workshops and seminars
inviting industry professionals and guest speakers to enhance learning and professional
development.

Strategies: The Department of Marketing Management should focus on establishing links with
professional associations such as the Ethiopian Marketing Professionals Association to enable
students to update themselves with new practices and contemporary issues in the profession and
enable students to be part of the broader network of marketing professionals.

Student Progression

Analysis: The program has appropriate strategies to improve the retention, progression, and
completion rates of students in the program. The department offers academic advising and career
services tailored to the specific needs of students. The department utilizes a portal system that
provides students with streamlined access to essential resources, such as course materials,
academic records, and communication with faculty. This ensures students are well-supported in
managing their academic responsibilities and staying on track. The Marketing Management
program integrates practical experiences such as internships and industry projects, allowing
students to apply theoretical knowledge to real-world situations. Implementing these strategies
creates a supportive and engaging environment that encourages students in the Marketing
Management program at AAU to persist in their studies, progress through the curriculum, and
ultimately complete their degrees. Regular assessment and adaptation of these strategies will
further enhance their effectiveness.

Strengths: The Marketing Management Department at Addis Ababa University(AAU) adopts

various strategies for improving retention, progression, and completion rates of students. The
department incorporates case studies, projects, and internships that connect theoretical
knowledge with real-world applications. Academic advisors conduct periodic check-ins with
students' performance levels as shown in their semester and cumulative grade point average
(CGPA) to monitor progress and communicate academic challenges early during semester
registration. Our evening program offers classes to accommodate students who are working or
have other commitments.

Limitations: There are limited workshops on resume writing, interview skills, and career
planning to help students feel prepared for the job market. The networking opportunities to
facilitate connections with industry professionals through guest lectures, seminars, and alumni
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events are rare. Students lack the initiative to join professional societies related to marketing
management (The Ethiopian Marketing Professionals Association) to foster a sense of
community and belonging. There is also a need to implement recognition programs for academic
achievements and involvement in extracurricular activities.

Strategies: The department shall focus on guiding students' career planning to get them prepared
for employment and take the initiative to establish working relationships with the Ethiopian
Marketing Professionals Association to enable them to keep in touch with current developments
in the market and to bolster their social and professional networks.

Alumni

Analysis: The alumni status of Addis Ababa University (AAU) Marketing Management
graduates is typically related to their membership in the Commercial Graduates Association.
Graduates of the marketing management program in the Commercial Graduates Association
reflect their engagement and contributions to the professional community. Many Marketing
Management graduates from AAU often join the Commercial Graduates Association to expand
their network with peers and industry professionals.

Strength: Alumni are usually encouraged to participate in events, workshops, and seminars
organized by the association, which can facilitate professional connections. The association
provides assistance and career development resources for alumni, helping them transition into
the workforce. The association provides continuous professional development opportunities
allowing alumni to stay updated on industry trends and practices. AAU School of Commerce
provides an office for the Commercial Graduates Association which helps our students to be
aware of the association so that they can join it upon their graduation.

Limitation: There is no typical Marketing Management Graduates Association. However, AAU

is currently working on establishing the AAU Alumni Association. The Marketing Management
Graduates Association or the AAU Alumni Association in the future will support graduates by
organizing guest lectures, workshops, and curriculum development, fostering a strong link
between the university and its graduates.
Strategies: There is a need to bolster the current ties between AAU School of Commerce and the
Commercial Graduates Association to strengthen working relationships to organize joint events,
workshops, and seminars to enable our students to stay abreast of current developments in the
industry.
Supportive Documents
 Addis Ababa University. (2024). Student Admissions Policy and Guidelines.
 Addis Ababa University. (2024). Senate Legislation. Addis Ababa University, Ethiopia.
 Addis Ababa University. (2024). Tuition Fees Policy and Guidelines

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  Addis Ababa University. (2021). Undergraduate Academic Advising Handbook:
Undergraduate Programs Office
 https://www.aau.edu.et/offices/v_president-office/office-of-the-academic-vise-president/
teaching-and-learning-support-office/
 Addis Ababa University students’ discipline rules and regulations
 Office of Vice President for Administration and Student Services | Addis Ababa
University
 Program plan and strategies.
 Progression report
 Addis Ababa University Students Career Development Center. (2024). Career
Counseling Guideline
 Career Services | Addis Ababa University (aau.edu.et)
 Addis Ababa University Students Career Development Center. (2024). Career
Counseling Guideline
 Addis Ababa University Alumni Network

5.5 Academic Staff

Staff Recruitment and Selection
Analysis: The recruitment process is governed by a clear HR policy that adheres to national
standards and international best practices. It is merit-based and transparent, ensuring the program
attracts highly qualified candidates.
Strengths: The recruitment process is systematic, using both national and international platforms
to advertise vacancies, ensuring access to a broad pool of candidates. The merit-based approach
ensures the appointment of qualified individuals, enhancing academic quality.
Challenges: The program struggles with attracting highly specialized staff, particularly for niche
academic roles, and its reliance on traditional recruitment methods may limit its outreach to a
diverse candidate pool.
Means of Overcoming Challenges: To address these challenges, the program could enhance
international outreach through academic networks, engage in more proactive recruitment efforts,
and attend international academic conferences and job fairs.
Strategic Approach to HR Planning and Management
Analysis: The program’s HR planning strategy aligns with the university's goals, ensuring that
staffing levels support the program’s objectives. It emphasizes balancing senior and junior
faculty and fostering a multidisciplinary team.

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Strengths: The alignment with university goals ensures that staffing decisions support high-
quality education. The multidisciplinary team brings diverse perspectives to the program, while
the balance of senior and junior faculty ensures academic excellence.
Challenges: A large proportion of senior staff may limit growth opportunities for junior faculty.
Additionally, the reliance on a single non-academic staff member poses logistical challenges for
administrative support.
Means of Overcoming Challenges: The program could introduce mentorship and development
programs for junior faculty to offer advancement opportunities and consider increasing non-
academic staff to support administrative tasks.
Adequate Number of Qualified Full-Time Academic Staff
Analysis: The program has a strong foundation of full-time academic staff, most with PhD
degrees, supporting rigorous coursework and research that align with the university’s reputation.
Strengths: The large number of full-time faculty with specialized qualifications ensures
consistency in teaching and aligns with the university’s research goals.
Challenges: The limited use of part-time staff reduces flexibility in responding to fluctuations in
student enrollment and specialized course offerings.
Means of Overcoming Challenges: Hiring part-time faculty or guest lecturers for specialized
subjects could provide flexibility and allow for a broader range of expertise, especially during
peak periods of student enrollment.
Staff-to-Student Ratio
Analysis: The program maintains a favorable student-to-staff ratio (10.2:1 for second- and third-
year students, and 2.1:1 for fourth-year students), ensuring personalized attention for students.
Strengths: A low student-to-staff ratio allows faculty to provide individualized support,
enhancing the learning experience and promoting student success.
Challenges: The low ratio for senior students may result in inefficiencies, with faculty
underutilized in the later years of the program.
Means of Overcoming Challenges: The program could redistribute faculty resources based on
student enrollment across different years and explore the use of technology or online resources to
optimize faculty engagement.
Roles, Responsibilities, and Academic Code of Conduct

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Analysis: Clearly defined roles and an academic code of conduct promote accountability and
fairness. The program has established procedures for addressing complaints and disputes,
fostering a respectful environment.
Strengths: The program’s clear structure ensures staff understand their responsibilities and are
held accountable. The academic code of conduct helps maintain discipline and promotes trust
within the academic community.
Challenges: Dispute resolution processes can be slow, and staff may lack awareness of the
procedures, causing delays in resolving conflicts.
Means of Overcoming Challenges: The program could streamline dispute resolution processes
and provide regular training to ensure all staff are aware of the procedures and can resolve
conflicts efficiently.
Review of Recruitment, Promotion, and Retention Strategies
Analysis: The program regularly reviews its recruitment, promotion, and retention strategies,
ensuring alignment with institutional goals. These reviews are crucial in adapting to changes and
improving HR practices.
Strengths: The program’s proactive approach to reviewing HR strategies helps it remain flexible
and responsive to evolving needs. Regular reviews ensure alignment with university goals and a
positive learning environment.
Challenges: The broader institutional reforms can be slow to implement, which affects the speed
of changes in the program.
Means of Overcoming Challenges: The program could streamline decision-making processes
and involve staff in the reform process, ensuring that changes are implemented more quickly and
efficiently.
Staff support and retention
Analysis: The program has a clear staff appraisal system that evaluates academic staff in
teaching, research, community service, and administrative duties. Appraisals occur every
semester and involve feedback from students, colleagues, and department heads. The system is
crucial for decision-making regarding promotions, benefits, and staff development.
Strengths: The appraisal system provides comprehensive evaluations, considering multiple
aspects of academic staff performance. Feedback is timely and used to inform decisions on

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promotions and benefits. While there are no direct awards, staff achievements in research and
teaching are indirectly recognized through promotion and other benefits.
Challenges: A key challenge is the lack of explicit rewards tied to appraisal results, which may
reduce motivation. Additionally, the follow-up on feedback could be more consistent, and the
variability in evaluation quality may affect feedback accuracy.
Means of Overcoming Challenges: To address these challenges, the program could introduce
direct rewards such as research grants or public recognition. Strengthening follow-up meetings
and ensuring consistency in evaluations would also enhance the impact of feedback. A more
formal recognition system for research achievements would further motivate staff.
Staff Professional Development
Analysis: The program demonstrates a strong commitment to staff development by offering a
variety of professional development opportunities. These include capacity-building workshops,
e-learning, grant writing, research symposiums, and international collaborations. Mentoring for
new academic staff is a key feature, supporting smooth integration into the program. The
program also ensures that staff have access to necessary tools, technologies, and continuous
training, which promotes self-learning, research, and communication. However, national and
international linkages for academic and professional development could be enhanced further.
Strengths: The program has an effective staff development system based on needs assessment,
with various opportunities for academic growth, including workshops, research symposiums, and
e-learning. It also ensures that new staff members are mentored and supported. Furthermore, the
university provides academic staff with necessary tools for self-learning and communication.
The focus on research is strong, with faculty participating in national and international research
platforms. These efforts are aligned with maintaining academic freedom, allowing staff to
explore new ideas within ethical boundaries.
Challenges: A notable challenge is the program's limited national and international linkages,
which could limit the exposure of staff to broader academic and professional networks. While
mentoring and training are in place, there is still room to expand collaboration with other
institutions and increase research opportunities on a global scale.
Means of Overcoming Challenges: To address the challenge of limited linkages, the program
could prioritize building partnerships with renowned institutions and experts both nationally and
internationally. This could involve increasing collaborative research projects, joint conferences,

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and exchange programs. Strengthening international cooperation, especially with institutions
recognized for their research excellence, would further enhance the program’s scholarly
activities.
Supporting Documents

HR manual
Legislation
Academic staff hand book
Minute/letter for appointment and promotion
List of academic and non-academic staff composition and qualification
Staff development report
5.6 Physical facilities

System for Procuring and Utilization of Educational Resources

Analysis: The University has established an efficient system for procuring educational resources,
aligned with HEI policies and MoE guidelines. Resource requests are submitted via a web
platform, with allocations managed by the procurement office based on established manuals,
optimizing limited resources and ensuring compliance with government policies.

Strength: The system's strengths include streamlined procurement requests via the web
platform, transparency through adherence to university and government policies, and a focus on
economic resource allocation. Clear guidelines in the procurement and resource manuals ensure
effective management.

Challenges: Challenges include bureaucratic delays, technical issues or limited access to the
web platform, strict government procurement compliance slowing decision-making and limited
resources not always meeting program needs.

Overcoming challenges: To overcome these challenges, the university can optimize

procurement workflows, ensure regular platform maintenance, and provide staff training.
Simplifying procedures for urgent needs and conducting regular evaluations to adjust resource
distribution will improve efficiency and resource utilization.

Adequacy of Educational Resources

Analysis: Addis Ababa University, School of Commerce, has a robust system for ensuring the
availability and effective use of resources. It offers well-equipped lecture halls, training tools,
and technology like mounted LCDs, aligning with the Marketing Management program's needs
and ETA standards. The facility inventory and student satisfaction survey confirm resource
adequacy.

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Strength: The school’s resource management system is efficient, utilizing modern technology
like mounted LCDs in lecture halls to enhance learning. Sufficient seating and compliance with
ETA requirements demonstrate the adequacy of physical infrastructure. Resources are effectively
allocated to the Marketing Management program, ensuring their relevance and sufficiency. The
inventory report and student survey confirm the appropriateness of available resources, reflecting
the school’s commitment to quality facilities.

Challenges: Challenges may arise as student numbers grow, potentially stretching the
availability of resources and facilities. Technological or equipment failures could disrupt
teaching, and budget constraints may lead to fluctuations in resource allocation, affecting long-
term sustainability.

Means of Overcoming: - To overcome these challenges, the university should regularly update
resources, expand lecture halls, invest in technology, and implement proactive equipment
maintenance. Ongoing reviews based on student feedback will ensure alignment with program
needs and educational standards.

Appropriateness of Educational Resources

Analysis:Addis Ababa University, School of Commerce ensures that its resources meet the
Marketing Management program’s needs, in line with the university’s resource utilization
manual. The program works with management and administrative departments (Facility,
Procurement, Finance) to maintain relevant resources. Student surveys and inventory reports
confirm the adequacy of facilities for curriculum delivery.

Strengths:The University ensures strong coordination between the Marketing Management

program and administrative departments to align resources with program needs. Student surveys,
resource manuals, and inventory reports confirm the availability and relevance of facilities,
ensuring adequate support for the curriculum.

Challenges: Despite the system’s strength, the growing demand for resources may pose
challenges in ensuring long-term adequacy as enrollment increases. Additionally, maintaining
the relevance of teaching facilities may become difficult if there are changes in program
requirements or budget constraints.

Means of Overcoming: The University should regularly assess and upgrade facilities to
accommodate growing student numbers, with continuous reviews and student feedback to ensure
resource relevance and sufficiency.

Table-9: Student Satisfaction Survey on the school’s learning and teaching facilities

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied & Very Satisfied NA 79 71 75 NA

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Significance of Having Physical Facilities

Analysis:Addis Ababa University, School of Commerce ensures its facilities comply with
relevant laws, health and safety standards, and accessibility requirements. Lecture halls are
inclusive, with accessible options like elevators and ground-floor classrooms for students with
disabilities. Health and safety guidelines, along with resource utilization manuals and student
surveys, highlight the university's commitment to a safe and inclusive learning environment.

Strengths:The school has created inclusive, accessible facilities that meet health, safety, and
legal standards, including lecture halls for students with mobility impairments. Visible health and
safety guidelines ensure a supportive environment for all learners. High ratings in the student
satisfaction survey confirm the effectiveness of these efforts.

Challenges: Despite the university’s strong commitment, challenges may arise in maintaining
and upgrading facilities as student numbers and needs evolve. Ensuring that all facilities continue
to meet accessibility and safety standards may require ongoing investment and attention to detail.

Means of Overcoming: The University should regularly review and upgrade facilities to meet
the evolving needs of students. Continuous monitoring of accessibility and safety, along with
student feedback, will ensure inclusivity and effectiveness.

Table-10: Student Satisfaction Survey on the school’s facility inclusiveness and HSR
Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

NA 58 40 46 NA
% Satisfied & Very Satisfied

Library

Analysis:-The Addis Ababa University, School of Commerce, recognizes the vital role libraries
play in education. Since its establishment, the school has developed two full-fledged libraries
that serve students, academic staff, and other stakeholders. These libraries can accommodate up
to 800 learners at a time, providing both physical and online access to resources. Students can
also use their student service access numbers to access documents through the online platform.
In addition to traditional library services, a reading hall is available for group discussions and
other academic activities. The library is open throughout the academic year, ensuring continuous
access to resources. The Marketing Management program, like other programs, benefits from
these comprehensive library services. Student satisfaction surveys are conducted regularly to
assess and improve the library's services, with results indicating a high level of student
satisfaction.

Strengths:-The School of Commerce has established a well-resourced library system with both
physical and online access, ensuring students have ample opportunities to utilize learning
materials. The two libraries can accommodate a large number of students, and the inclusion of a
reading hall further supports collaborative learning. The university's commitment to continuous
improvement is evident through regular student satisfaction surveys, which reflect a high level of
satisfaction with library services.

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Challenges:-The growing demand for library resources and space could present challenges as
student numbers increase. Additionally, maintaining both online and offline services may require
continuous investment in infrastructure and staff to meet the evolving needs of students and
faculty.

Means of Overcoming:-To overcome these challenges, the university should continuously

assess and expand library facilities, ensuring they can accommodate the increasing student
population. Upgrading digital platforms and expanding the availability of online resources will
help meet the needs of all learners. Regular evaluations based on student feedback will ensure
the library’s services remain relevant and efficient.

Table-11: Students' Satisfaction Survey result on functionality and capacity of the library.
Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Very Satisfied & Very Satisfied NA 79 71 71 NA

Adequacy and Recentness of References

Analysis:-The Addis Ababa University, School of Commerce, offers a well-equipped library

with up-to-date references, electronic resources, and databases to support both academic
programs and research activities. The library is managed using Koha software and the Online
Public Access Catalog (OPAC) to facilitate easy access to resources. A team of 27 qualified
librarians assists students, ensuring efficient service. The university also collaborates with
publishers and solution providers to enhance resource sharing across its colleges, offering access
to databases such as Elsevier Scopus, Emerald, Wiley Online, Springer Journals, Nature
Journals, and Taylor and Francis, which benefit all AAU students. A student satisfaction survey
confirms the high satisfaction with the library's resources and services.

Strengths: The school provides a broad range of up-to-date resources, including electronic
databases and journals, which support academic and research needs. Koha software and OPAC
streamline access, and qualified librarians ensure that students receive proper guidance. The
collaboration with publishers and the subscription to international journals significantly enhances
the library’s offerings. Survey results indicate high levels of student satisfaction with the
library’s services and resources.

Challenges:-As the student population grows, maintaining efficient access to an increasing

number of digital and physical resources could present challenges. Ensuring continued access to
high-quality resources and adapting to future technological advancements may also require
ongoing investment.

Means of Overcoming:-The University should continuously expand its digital resources and
invest in infrastructure to meet growing demand. Regular updates to the library's technology,
along with periodic assessments based on student feedback, will ensure that library services
remain efficient and effective in supporting academic and research activities.

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 Table- 12: Student Satisfaction Survey on library resources

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied & Very Satisfied NA 71 57 66 NA

Information and Communication Technology

Analysis: The Addis Ababa University, School of Commerce, recognizes the significant role of
information and communication technology (ICT) in supporting educational programs. To
facilitate learning, the school provides 10 computer labs equipped with internet access, as well as
additional computer facilities within the libraries. The university’s corporate website and email
system support communication and other educational services such as registration, advising, and
grade checking, enhancing the overall student experience.

Strengths:-The school is well-equipped with 10 computer labs and internet-enabled facilities,

ensuring students have the necessary ICT resources for their studies. The availability of
computer facilities in the library further supports academic activities. The use of a corporate
website and email system improves communication and provides easy access to essential
educational services.

Challenges:-With the increasing demand for ICT resources, there may be challenges in
maintaining sufficient access to computer labs and internet facilities, especially during peak
usage times. Additionally, ensuring the infrastructure stays updated with advancing technology
could require ongoing investment.

Means of Overcoming:-To address potential challenges, the university should regularly assess
the availability and functionality of ICT resources and upgrade facilities as needed. Expanding
access to computer labs and ensuring continuous maintenance of digital infrastructure will help
meet the growing demand and support the effective delivery of academic services.

Table-13: Student Satisfaction Survey on ICT infrastructure

Academic Year 1 Academic Year 2 Academic Year 3 Academic Year 4 Academic Year 5

% Satisfied & Very Satisfied NA 61 69 61 NA

Resources Inventory and Maintenance

Analysis:-The Marketing Management Program at Addis Ababa University regularly evaluates

and updates its resources to ensure their effectiveness in supporting teaching and learning. In
collaboration with the school’s facility management team and administrators, the program
conducts frequent reviews of physical resources, such as computer labs, classrooms, and
reference materials, to maintain their quality and functionality. Regular maintenance, including
antivirus updates for computer facilities and the revision of reference books based on new
publications, ensures that resources remain current and in good working condition.

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Strengths: The University demonstrates a strong commitment to maintaining and updating its
resources, including technology and classroom materials. Regular reviews of resources help
ensure that the facilities continue to meet program needs and remain functional. The ongoing
maintenance of computer labs and revision of course materials further support the program’s
ability to deliver quality education.

Challenges: Despite the regular updates, the depreciation of physical resources over time may
pose challenges in maintaining the required level of service. There may also be budgetary
constraints that limit the ability to continually update all resources or facilities.

Means of Overcoming: To address these challenges, the university should prioritize resource
allocation for maintenance and updates, ensuring that critical facilities are given adequate
attention. Establishing a clear schedule for regular reviews and securing additional funding for
resource upgrades can help maintain high-quality standards across all facilities and materials.

Financial Resource

Analysis:-Addis Ababa University recognizes the importance of financial resources in achieving

its mission and allocates them according to resource mobilization and utilization guidelines.
Financial transactions are managed through the Integrated Student Management System (ISMS),
with each program, including Marketing Management, preparing its own budget for approval.
Once approved, funds are allocated for resource procurement, salaries, and expenses in line with
the university’s financial management manual.

Strengths:-The program benefits from a clear and structured financial management process that
aligns with university guidelines. The use of ISMS ensures transparent and efficient financial
transactions. The ability to prepare and approve budgets at the program level ensures that
resources are allocated according to specific needs, enhancing operational flexibility. The
financial management manual provides clear directions for proper administration.

Challenges:-Budget constraints may limit the availability of financial resources for expanding or
updating program facilities and services. Additionally, the approval process can introduce delays,
impacting timely access to financial resources for program needs.

Means of Overcoming:-To address these challenges, the program can proactively plan and
prioritize resource allocation to ensure that critical needs are met first. Streamlining the budget
approval process and enhancing communication between departments could help reduce delays.
Regular evaluations of financial strategies will ensure that resources are used efficiently and
effectively to support program objectives.

Supporting Documents

Resource utilization manual

Procurement policy
Inventory report on facilities

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 Student Satisfaction Survey
Table of educational resources
Library manual
List of Library staff
Financial plan of the program

5.7 Research and Community Engagement

The Marketing Management program at Addis Ababa University (AAU) places a strong
emphasis on research and community engagement. This section covers the research and
community engagement efforts related to faculty research, student research projects, research in
collaboration with the industry, conferences, and publications.

Research

Analysis: The Marketing Management Program adopts AAU’s Research Manual spearheaded by
the Vice President of Research and Technology Transfer (VPRTT). The research priorities of the
marketing management program are aligned with the thematic research priorities of the
university. Therefore, the research undertaken by faculty members, students, or researches
undertaken in collaboration with partners in the industry should address national problems with
overarching objectives.

Strengths: Faculty members conduct research in various areas of marketing, including customer
satisfaction, consumer behavior, digital marketing, and market trends. The department works
closely with the Commercial Bank of Ethiopia, Ethiopia Commodity Exchange, the
Development Bank of Ethiopia, and other service providers though on a limited basis. Faculty
member's participation in the stated research endeavors contributed to enhancing academic
knowledge and practical applications in the industry.Students in the program are also encouraged
to undertake research projects as part of their coursework. These projects often involve real-
world marketing challenges faced by marketing firms in Ethiopia.

Limitations: The department strives to establish partnerships with the industry by taking
research projects sponsored and commissioned by business organizations, government agencies,
and NGOs. However, the number of research projectsundertaken by the department in
collaboration with local businesses and organizations is limited in number and lacks continuity.
Besides, faculty members' publications are limited as the incentives for promotion or the
pecuniary incentives are grossly unattractive.

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Strategies: The university in general and the department in particular should strive to encourage
faculty members to wholeheartedly engage in research activities, publication, and advancement
of knowledge in the field. There is a need to search for funding organizations that are willing to
carry out research in Ethiopia in the areas of consumer behavior, e-commerce, digital marketing,
services marketing, financial markets, etc.
Community Engagement
Analysis: The Marketing Management program at Addis Ababa University (AAU) follows a
systematic approach to planning, implementing, monitoring, and evaluating community
engagement initiatives, aligned with higher education institution (HEI) policies of Ethiopia. In
collaboration with the Community Service Office of AAU School of Commerce, the Department
of Marketing conducts assessments to identify community needs and areas where marketing
expertise can make an impact. This involves research projects, training needs, consultancy
services, and administration of placement tests for employers of marketing professionals at
various levels. By following this systematic approach, the Marketing Management program at
AAU engages with the community, contributes to social development, and enhances the
educational experience for students. This is in alignment with HEI policies and ensures that the
initiatives are not only beneficial to the community but also contribute to the program's mission
and strategic goals.

The active engagement of faculty members in training, consultancy, and placement examination
services not only benefits the department's academic staff professional development but also
significantly enhances the quality of education in the Marketing Management program. Through
community engagements, faculty members stay updated on the latest trends and technologies in
marketing. The experience gained from community engagement services provides faculty
members with valuable feedback on the skills and knowledge that employers prioritize, enabling
them to refine their teaching methods and course content accordingly.Faculty members share
practical examples and case studies from their consultancy work, enriching classroom
discussions and helping students connect theoretical concepts with real-world applications.This
knowledge allows them to incorporate contemporary practices into their teaching, ensuring that
students receive relevant and applicable education. Finally, faculty members are able to create
networking opportunities for students by leveraging their industry connections and linking
students with potential internships, job placements, and mentorship programs.This synergy
between academia and industry fosters a dynamic learning environment that ultimately benefits
students, the university, and the broader community.

Strengths: Faculty members in the Marketing Management program at Addis Ababa University
(AAU) play a crucial role in bridging the gap between academia and the industry through various
initiatives. Faculty members design and implement tailored training programs to meet the
specific needs of organizations, ensuring that skills imparted are directly applicable to the
participants’ roles.Faculty members also serve, on a limited basis, as consultants for various
organizations, providing expert advice on marketing strategies, market research, and brand

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management. This consultancy work enhances their understanding of real-world challenges
faced by businesses.Engaging in consultancy allows faculty to participate in research projects
that tackle pressing industry issues. This involvement not only contributes to their expertise but
also informs curriculum development, integrating practical insights into academic teachings.
Besides, the department’s faculty members play a pivotal role in designing and conducting
placement examinations for organizations seeking to hire marketing professionals at various
levels. By understanding the competencies that employers are looking for, they can better
prepare students for the job market. Finally, participation in training and consultancy initiatives
often provides faculty members with additional income. This financial incentive encourages
faculty to invest more time and effort into community service and industry partnerships.

Limitations: The partnerships with local businesses, NGOs, and government agencies in
consultancy, training, and employment test services lack continuity. Besides, there are no
established systems to track the progress of community engagement activities against the
services provided and objectives sought.

Strategies: There department should establish long-term relationships with banks, insurance
companies, Exchanges, NGOs, and government agencies to provide consultancy services or run
their capacity-building programs. This requires signing a memorandum of understanding (MoU)
with the various public, private, and non-governmental organizations. Besides, there is a need to
conduct evaluations to assess the impact of community engagement initiatives on the sponsoring
organizations, the faculty members, and the students.
Supportive Documents
 Addis Ababa University. (2024). Senate Legislation. Addis Ababa University, Ethiopia.
 Addis Ababa University research manual.
 Addis Ababa University Community service policy manual.

5.8 Program Management

Program Management

This section addresses a range of issues that are critical for effective program management
including leadership and decision-making to ensure that the program has a functional and
working administrative structure and adequate staff, policies, procedures, and mechanisms for
regular program reviews to remain relevant in the industry and academia.The section also
addresses the availability of adequate budget and educational resourcesto carry out the core
functions. Generally, the program management of the Marketing Management Department at
Addis Ababa University (AAU) involves a structured approach to ensure the effective delivery
of educational services, alignment with institutional goals, and responsiveness to market
needs.By focusing on governance, leadership, policies, procedure, curriculum relevance, faculty

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development, and student support; the department aims to produce graduates who are well-
equipped to meet the challenges of the marketing industry and contribute positively to society

Leadership and Decision-making

Analysis:The governance, leadership, and decision-making processes within the Marketing

Management program at Addis Ababa University (AAU) are essential for ensuring effective
program management and achieving educational objectives.The governance, leadership, and
decision-making processes in the Marketing Management program at AAU are designed to
create a responsive and effective educational environment. By fostering collaboration, engaging
stakeholders, and making data-driven decisions, the department aims to enhance the quality of
education and prepare students for successful careers in marketing. This structured approach not
only supports the program’s objectives but also aligns with the broader goals of Addis Ababa
University.

Strengths: The Marketing Management program is overseen by a Department Chairperson who

is responsible for the overall administration and strategic direction of the department. The
chairperson closely works with the school head and faculty members to foster collaborative
program management. The program has department-level committees particularly the
Department Academic Council (DAC) which involves faculty members to handle academic and
student cases regularly. In addition to DAC, other import committees support the department in
its endeavor to attain its goals. The key committees are Staff Affairs Committee, Research and
Publication Committee, Discipline Committee, and Curriculum and Standards Committee. The
department exercises collaborative leadership involving academic staff. Collaborative leadership
promotes a culture of collaboration among faculty members, encouraging participation in
decision-making processes and fostering a participatory environment where diverse perspectives
are valued.

Faculty members are also encouraged to participate in discussions and decisions related to
program management. This participatory approach enhances a sense of ownership and
accountability among faculty members over the program. Additionally,the department holds
regular meetings to discuss ongoing issues, assess progress, and address challenges. These
meetings serve as a platform for faculty members to voice their concerns and propose solutions.
The department chairperson along with the school head focuses on aligning the program’s vision
and mission with the university’s strategic goals, ensuring that all departmental activities
contribute to the institution's overall objectives. Finally, the governance of the program is aligned
with AAU’s broader institutional policies, ensuring that the department adheres to academic
standards, accreditation requirements, and ethical guidelines.

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Limitations: There is a limitation related to faculty development where senior faculty members
and department leaders are not actively involvedin providing mentorship opportunities and
professional development programs to enhance teaching effectiveness and research capabilities.
The program alsolacks active engagement with external stakeholders, including local businesses,
NGOs, and government agencies to design joint projects or administer tracer studies.

Strategy: The department needs to develop a coaching and mentoring system to exchange the
experience of faculty members to enhance the quality of education and engage with the industry
to ensure that the program remains responsive to market demands. Besides, alumni should be
consulted to provide insights on the effectiveness of the program in preparing graduates for the
workforce. Their feedback is valuable for continuous improvement and curriculum updates.

Program Review

Analysis: The program review of the Marketing Management curriculum at Addis Ababa
University (AAU) is a systematic process aimed at evaluating and enhancing the educational
offerings to meet the demands of the industryand the needs of students. The program review is a
critical process toensure that the program remains relevant, rigorous, and aligned with industry
needs. By engaging stakeholders, analyzing data, and implementing continuous improvements,
the department enhances the quality of education and better prepares students for successful
careers in marketing. This commitment to excellence not only benefits students but also
strengthens the reputation of the university as a leader in marketing education. The tools used for
program review are surveys, interviews, and focus group discussions with industry
partners,experts, professional associations, alumni, students, and faculty members to gather
qualitative and quantitative data on the curriculum’s effectiveness. Analysis is also made
onattrition rates, course completion rates, and job placement statistics, to identify trends and
areas for improvement.Curriculum updates are regularly adopted based on the findings related to
course content, including the introduction of new courses, removal of outdated courses, and
incorporation of emerging trends such as digital marketing and e-commerce.

Strengths: The program review is undertaken regularly toensure that itis aligned with current
marketing practices and trends preparing students for the evolving job market. The review
engages faculty members in discussions about curriculum content, teaching methods, and
assessment strategies. Their insights are critical for identifying strengths and weaknesses. The
program incorporates interdisciplinary courses that integrate marketing with other fields such as
finance, psychology, economics, and technology to provide a broader educational
experience.The program review helps the department to:
 Evaluate whether the program effectively achieves its intended learning outcomes and
educational goals.

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  Identify areas for improvement to enhance the overall quality of education and student
experience.
 Gather feedback from current students and alumni regarding their experiences with the
curriculum, including relevance, applicability, and gaps in knowledge.
 Collaborate with industry practitioners and employers to obtain input on essential skills
and competencies that graduates should possess.
 Review individual courses within the curriculum to assess their relevance, rigor, and
alignment with program objectives. This includes evaluating course syllabi, learning
materials, and teaching methods.
 Compare the curriculum with similar programs at other universities, both nationally and
internationally, to identify best practices and innovative approaches to marketing
education.
 Evaluate the effectiveness of teaching methods employed in the program, such as
lectures, case studies, group projects, and experiential learning.

Limitations: The program review needs improvement to focus on practical skills through
multiple internships, workshops, and collaborative projects with industry partners to provide
students with hands-on experience. Adequate resources are not often available to carry out
program reviews based on the independent initiative of the department. Most program review
initiatives follow a top-down approach usually driven by instructions from the university or the
college.

Strategies: The department needs to establish a mechanism for ongoing monitoring and
evaluation of its curriculum to ensure that it remains relevant and effective over time. Besides,
the department shall communicate the outcomes of the review process to all stakeholders,
including industry partners, students, and faculty members to foster transparency and
collaboration.

Allocation of Resources

Analysis: Effective resource allocation is crucial for the successful management of the
Marketing Management program at Addis Ababa University (AAU). By ensuring that financial,
human, infrastructural, and technological resources are adequately provided, the
programenhances its educational offerings, supportsstudents' success, and maintains relevance in
the university and the industry. This not only benefits students and faculty members but also
strengthens the program's overall impact within the community and the industry.

Strengths: The budget of the department is developed centrally by the school based on the
number of students and faculty members and the required number of administrative staff. The
budget is developed to cover expenditures for the purchase of educational materials, laptops,

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PCs, LCDs, stationery materials, and others. The budget also covers faculty members' and
administrative staff salaries, course materials, technology, and student services.

Limitations: There is a lack of adequate budgetfor continuous professional development (CPD)

programs to enable faculty members and students acquainted with contemporary issues and
competencies. The classrooms should be modernized with smart class technologies to improve
the quality of the teaching-learning process. There is also a need to enhance library resources
with access to relevant marketing journals, books, and databases, providing students and faculty
with essential research materials.

Strategies: The department in collaboration with the school and the university should seek
external funding opportunitiessuch as grants from donors and non-governmental organizations to
support research initiatives, community engagement projects, and curriculum development.
There is a need to invest in professional development opportunities to enhance the teaching and
research skills of faculty members. It is also imperative to invest in modern classrooms equipped
with technology such as smart boards and video conferencing tools to support interactive
learning. It is also important to allocate funds for digital marketing tools, software, and platforms
that faculty members and students can use for projects and assignments.

Supportive Documents
 AAU organizational structure
 Addis Ababa University. (2024). Senate Legislation. Addis Ababa University, Ethiopia.
 Addis Ababa University. (2024). Tuition Fees Policy and Guidelines
 Addis Ababa University. (2021). Undergraduate Academic Advising Handbook:
Undergraduate Programs Office
 https://www.aau.edu.et/offices/v_president-office/office-of-the-academic-vise-president/
teaching-and-learning-support-office/
 Addis Ababa University students’ discipline rules and regulations
 Office of Vice President for Administration and Student Services | Addis Ababa
University
 Program plan and strategies.

5.9 Continuous Quality Improvement (CQI)

Introduction: Continuous Quality Improvement (CQI) is a systematic approach aimed at

enhancing the quality of the BA in Marketing Management curriculum within the Institution.
The following section outlines the CQI system implemented in the program, focusing on
monitoring, evaluating, and reviewing learning outcomes and program missions and goals. The
system includes various quality assurance components and a structured curriculum revision
process to ensure continuous improvement and alignment with educational standards.

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Analysis: The program puts into place comprehensive and well-structured CQI System,
encompassing multiple aspects of quality assurance. It includes standard course syllabi, qualified
personnel, a conducive teaching environment, regular class attendance, participative teaching,
practical experience, apprenticeships, evaluation guidelines, experience sharing, site visits,
appropriate classroom sizes, and reference materials. Additionally, the curriculum revision
process involves forming a dedicated team, gathering relevant information, drafting proposals,
involving external assessors, organizing consultation forums, and thoroughly documenting the
program design and approval processes. This holistic approach ensures that the program remains
relevant, effective, and aligned with its goals.

Strengths :One of the key strengths of the CQI system is its robust and multi-faceted quality
assurance system. The inclusion of various components such as qualified personnel, a good
teaching environment, and practical experiences ensures that the program delivers high-quality
education. The structured curriculum revision process, which involves external assessors and
consultation with key stakeholders, adds an additional layer of objectivity and quality assurance.
Furthermore, the presence of a publicly available quality assurance policy and procedure, along
with adequate staffing and support, demonstrates the program's commitment to transparency and
continuous improvement.

Challenges: Despite its strengths, the CQI practice has some areas that could benefit from
further improvement. One potential limitation is the reliance on traditional methods of
monitoring and evaluation, which may not fully capture the dynamic and evolving nature of
educational needs. Incorporating more advanced data analytics and feedback mechanisms could
enhance the accuracy and timeliness of evaluations. Additionally, while the involvement of
external assessors is a strength, expanding this practice to include a more diverse range of
perspectives could further enrich the curriculum revision process. Finally, ensuring that all staff
members are adequately trained and engaged in the CQI process is crucial for maintaining
consistency and effectiveness across all levels of the program.

Strategies to Overcome Challenges: To overcome the challenges in the Continuous Quality

Improvement (CQI) system, several strategies can be implemented. First, incorporating advanced
data analytics and feedback mechanisms will enhance the accuracy and timeliness of evaluations,
ensuring that the dynamic and evolving nature of educational needs is fully captured. Second,
expanding the involvement of external assessors to include a more diverse range of perspectives
will enrich the curriculum revision process and provide a broader view of industry standards and
expectations. Third, providing comprehensive training and development programs for all staff
members will ensure they are adequately equipped and engaged in the CQI process, fostering a
culture of continuous improvement and consistency across all levels of the program. Lastly,
integrating technology and innovative tools in the monitoring and evaluation processes will
streamline operations and provide real-time insights, further enhancing the effectiveness of the
CQI system.

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Annexed

 The current Curriculum/ Course syllabus

 Learning teaching manual
 Learning resource utilization report
 Report on co-curricular activities
 Student satisfaction survey result on co-curricular activities
 Assessment Policy/Guideline
 Exam Blueprint Examples
 Reports on validity and reliability of assessments
 The policies and procedures for disciplinary action and appeals
 Minutes on disciplinary and appeal decisions
 Outcome measures for courses and program learning outcomes.
 Minutes/academic progression and graduation report
 Assessment policy guideline showing policy and procedure on standard setting and item
analysis.
 Exam item analysis report
 Exam committee minutes/reports of decision making based on item analysis and
standard setting for courses and for progression and graduation
6. Self-Evaluation Summary Report

The self-evaluation report for the BA in Marketing Management program at Addis Ababa
University – School of Commerce provides a thorough assessment of the program’s strengths,
potential areas of unsatisfactory performance, challenges, and proposed strategies to address
these issues in alignment with the accreditation standards.

Standard 1: Program Outcomes highlights the program's effectiveness in achieving its

intended goals and learning outcomes. The program has successfully met its established
benchmarks, with students consistently performing well in key competencies. However, there is
an opportunity to refine the learning outcomes to ensure they are more specific and aligned with
the rapidly evolving needs of the marketing industry. To address this, a comprehensive review of
the program’s learning outcomes will be conducted, involving input from faculty, industry

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experts, and other stakeholders. Adjustments will be made by Q2 2025 to ensure relevance and
clarity.

Standard 2: Curriculum examines the structure and relevance of the curriculum to ensure it
meets both academic and industry standards. The curriculum has been consistently updated to
reflect industry trends and provide students with a solid foundation of theoretical knowledge and
practical skills. Nevertheless, the curriculum could benefit from incorporating more content
related to emerging marketing technologies, digital tools, and innovations that are increasingly
vital in the field. To address this, the program will revise the curriculum to include courses and
materials focused on current technological advancements and industry practices, with an
implementation plan set for Q3 2025.

Standard 3: Learning, Teaching, and Assessment evaluates the effectiveness and

appropriateness of instructional methods and assessment practices. The program excels in using
diverse and innovative teaching strategies, which help cater to various learning styles.
Assessments are well-structured, offering students multiple ways to demonstrate their learning.
However, there is room for improvement in aligning assessments more closely with real-world
applications, ensuring that they reflect industry requirements. To address this, new project-based
and practical assessments will be developed, with a focus on real-world marketing scenarios, by
Q4 2025.

Standard 4: Students focuses on the support services and overall student experience throughout
the program. The program offers a wide range of support services, including academic advising,
career counseling, and extracurricular activities, which contribute to high student engagement
and satisfaction. However, there is an issue with timely access to academic advising during peak
periods, especially when students face challenges in managing their course loads. To resolve this,
the program plans to engage existing academic advisors and implement a digital advising
platform to streamline the process. These changes are scheduled for implementation by Q2 2025.

Standard 5: Academic Staff addresses the qualifications, development, and performance of

faculty members. The program benefits from highly qualified and committed faculty who
regularly engage in professional development activities. However, some faculty members may

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need additional support in integrating new educational technologies and adapting to emerging
teaching methods. To ensure faculty are well-prepared, targeted professional development
opportunities will be provided, focusing on digital tools and hybrid teaching strategies. This
initiative will begin in Q3 2025.

Standard 6: Educational Resources considers the quality and availability of resources such as
facilities, materials, and technology that support student learning. The program has made
significant investments in providing access to high-quality learning resources, including well-
equipped classrooms, libraries, and digital tools. However, there are concerns about inconsistent
access to specialized software and equipment, which can hinder student learning. To address this,
the program plans to expand access to critical resources and ensure that all students have equal
access to specialized tools and equipment. Necessary upgrades will be made by Q4 2025.

Standard 7: Research and Community Engagement examines the program’s involvement in

research activities and its contribution to the community. The program fosters a strong research
culture and encourages faculty and students to engage in community-based projects,
strengthening the connection between academia and real-world applications. While research
opportunities are available, there is an opportunity to involve more students directly in research
and community engagement activities. The program plans to create formal opportunities for
students to participate in research projects and community initiatives, incorporating these
components into the curriculum by Q1 2026.

Standard 8: Program Management focuses on the effectiveness of the program’s leadership,

organization, and administration in ensuring smooth operations and achieving program goals.
The program has clear organizational structures and responsibilities, with leadership working to
maintain alignment with accreditation requirements. However, communication and coordination
among academic staffs could be improved to streamline administrative processes. To enhance
program management, the program plans to implement a new management system that will
improve coordination and communication among academic staffs. This system is targeted for
implementation by Q2 2025.

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Standard 9: Continual Quality Improvement addresses the program's efforts to assess its
performance, identify areas for improvement, and implement strategies for continuous
enhancement. The program has a strong commitment to quality improvement, with regular
assessments and feedback loops in place. However, the feedback process could be more
comprehensive by incorporating more input from alumni and employers to better reflect industry
needs. To enhance the quality improvement process, the program will develop a systematic
feedback system from alumni and employers, ensuring that the program remains responsive to
external feedback. This system will be launched by Q3 2025.

In conclusion, the BA in Marketing Management program at Addis Ababa University – School of

Commerce is dedicated to ensuring that it meets the highest standards of quality and continues to evolve
in response to industry trends and student needs. Through the implementation of the strategies outlined
above, the program will address its challenges and strengthen its commitment to excellence.

Appendix:
Self-Evalaution Report Committee Members
 Dr Getie Andualem (Chairman)
 Dr Mulugeta Geberemedhin (Member)
 Rahel Tollossa (Member )
 Dr Tewdros Mesfin Secreatry

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