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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma: Marketing 
SAQA QUAL ID QUALIFICATION TITLE
90718  Diploma: Marketing 
ORIGINATOR
Akademia NPC 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Diploma (Min 360)  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 06  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  SAQA 06120/18  2018-07-01  2021-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2022-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This qualification does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of this qualification is to give the learners an understanding of the knowledge and skills necessary for implementing marketing strategies and operating in financial sales and service environments.

This purpose is achieved by providing learners with exposure to principles and concepts of creative advertising and public relations campaigns, by letting them undertake case studies and practise sales techniques. Through these activities, learners will explore the principles of marketing and promotion and acquire an understanding of this field.

Lastly, the purpose of this qualification is to equip learners with the concepts of marketing and sales in different business and industry environments. It will enhance learners' inter-personal communications, writing and presentation skills. It will produce learners who are able to help organisations develop the right marketing strategies to drive the product's sales. Learners will also be able analyse and determine the factors that lead to best practices in sales and marketing.

Rational:
The Diploma: Marketing aims to give learners the knowledge, skills and understanding of the best practices in marketing and sales and an appreciation of the value of research and effective communication. Learners will develop professional skills in areas such as marketing and sales, basic marketing research, public relations and promotional activities.

In addition, the qualification will furnish learners with the ability to think critically in a competitive business environment and gain valuable insight into marketing and sales on a strategic, as well as a philosophical level.

Furthermore, the qualification will promote a philosophy of lifelong learning, develop skills necessary to succeed in today's competitive job market and provide learners with improved articulation options, thus enhancing learners' chances of accessing higher level qualifications at other institutions. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Competent in:
  • Mathematics or Mathematical Literacy at NQF Level 4.
  • Communications at NQF Level 4.
  • Familiar with the marketing environment either through his/her employment in such an environment or through the successful completion of a qualification at NQF level 4.

    Recognition of Prior Learning (RPL):
    Learning that has been acquired through formal, informal and non-formal means is recognised for the fulfilment of the requirements of this qualification or part of the qualification. It is required that through assessment practices, the learner should demonstrate competence in the knowledge, skills, values and attitudes implicit in this qualification. Recognition of Prior Learning is performed by means of an Integrated Assessment.
    All Recognition of Prior Learning is subject to quality assurance by the relevant accredited Quality Council and is conducted by a registered workplace assessor.

    Access to the Qualification:

    Access to the Diploma: Marketing is granted to applicants who are in possession of one of the following:
  • A National Senior Certificate (NSC) granting access to Diploma studies.
  • A National Certificate Vocational (NCV), Level 4 granting access to Diploma studies.
  • A foreign qualification that is equivalent to the NSC as determined by SAQA.
  • A Higher Certificate or an Advanced Certificate in a cognate field.
  • A Further Education and Training Certificate (FETC). 

  • RECOGNISE PREVIOUS LEARNING? 

    QUALIFICATION RULES 
    The qualification consists of the following compulsory modules totalling 360 credits:

    Modules at NQF Level 5 (20 credits each):
  • Marketing.
  • Principles and Practice of Selling.
  • Client Service and Ethics.
  • Economics.
  • Business Communication.
  • Business and Accounting Practice.

    Total credits at NQF Level 5 = 120.

    Modules at NQF Level 6 (20 credits each):
  • Marketing.
  • Personal Selling and Consumer Behaviour.
  • Sales Process.
  • Customer Analysis.
  • Consumer Legislation.
  • Business Organisation.
  • Advertising and Sales Promotion.
  • Marketing Research.
  • Organisational and Group Behaviour.

    Total credits at NQF Level 6 = 180.

    Modules at NQF Level 7 (30 credits each):

    Marketing Planning and Strategy.
    Professional Sales Skills.

    Total credits at NQF Level 7 = 60. 

  • EXIT LEVEL OUTCOMES 
    1. Demonstrate an intermediate but broad scope of management knowledge and its application to the marketing and sales discipline.
    2. Demonstrate the effective communication of information reliably and coherently in the design of programmes using appropriate and professional formats.
    3. Evaluate, select and apply the appropriate applications and techniques to solve problems in familiar and unfamiliar marketing contexts.
    4. Demonstrate an intermediate understanding of the economic context and systems within which organisations operate and link them to marketing opportunities.
    5. Demonstrate an understanding of the ethical and social implications of management decisions and actions on the organisation, community and society at large by analysing existing societal structures.

    Critical Cross-Field Outcomes:
    All the Critical Cross-Field Outcomes are addressed in the qualification. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcomes 1:
  • Define the management processes of planning, organising, leading and controlling within a given context.
  • Explain the interaction between marketing management and the marketing environment.
  • Analyse types of managerial decisions and power/authority.

    Associated Assessment Criteria for Exit Level Outcomes 2:
  • Communicate effectively with specific reference to corporate communication, interpreting verbal and non-verbal communication, professional writing and handling small groups.
  • Distinguish between different types of media and illustrate how to use them.
  • Discuss advertising as an important element of marketing communication.
  • Create different types of business correspondence.
  • Present the different element of marketing communication.

    Associated Assessment Criteria for Exit Level Outcomes 3:
  • Identify the role of internal control within an organisation and recognise different approaches to make informed recommendations on how to implement or improve the systems.
  • Describe individual product decisions in terms of their ability to solve a specific problem.
  • Apply the essential methods, procedures and techniques of marketing and sales in different environments.
  • Collect and analyse information, monitor performance and present reports relating to marketing and sales management.
  • Demonstrate knowledge of the main area of marketing, including the nature of marketing, the marketing environment, a background in consumer behaviour, competition and marketing research.
  • Demonstrate understanding of the basic concepts of business management and entrepreneurship, including the business environment, the tasks of management and the functions within an organisation.

    Associated Assessment Criteria for Exit Level Outcomes 4:
  • Explain concepts such as resource constraints and scarcity, opportunity cost, absolute advantage, comparative advantage and terms of trade.
  • Distinguish between different market forms.
  • Identify economic trends that can influence the business and marketing of a product or service.
  • Discuss the methods of scanning the environment.
  • Explain which factors can influence buyers' behaviour.
  • Indicate how buyers take decisions in the industrial buying process.
  • Explain the nature and purpose of marketing information systems and database marketing.

    Associated Assessment Criteria for Exit Level Outcomes 5:
  • Describe the rules for good client service in a particular organisation.
  • Illustrate how an organisation should react to clients.
  • Describe the main differences among a traditional economy, a command economy, a market economy and a mixed economy.

    Integrated Assessment:
    During integrated assessments, the assessor should make use of formative and summative assessment methods and assess combinations of practical, applied, foundational and reflective competencies. A variety of methods must therefore be used in assessment.

    Tools and activities must be appropriate to the context in which the student is working. Where it is not possible to assess the student in the workplace or on-the-job, simulations, case studies and other similar techniques should be used to provide a context appropriate to the assessment. 

  • INTERNATIONAL COMPARABILITY 
    APM College of Business and Communication, Australia:
  • Diploma in Marketing consisting of the following modules:
    > Advertising Fundamentals.
    > Conduct a Marketing Audit.
    > Consumer Behaviour.
    > Plan E Marketing Activities.
    > Implement Marketing Activities.
    > Introduction to Marketing.
    > Interpret Market Trends and Development.
  • Advanced Diploma of Marketing consisting of the following modules:
    > Develop and Manage the Marketing Plan.
    > Managing Finances.
    > Manage Market Research.
    > Project Management.
    > Introduction to Management.
    > Manage the Marketing Process.
    > International Marketing.

    Institute of Commercial Management, United Kingdom and London Chamber of Commerce and Industry (LCCI), offer the following similar qualifications:
  • Diploma in Marketing, Advertising and Public Relations consisting of the following modules:
    > International Business Communications.
    > Marketing Principles (Marketing).
    > Advertising.
    > Public Relations.
    > Buyer Behaviour and Consumerism.
  • Advanced Diploma in Marketing, Advertising and Public Relations consisting of the following modules:
    > Campaign Planning and Control.
    > Strategic Marketing Management.
    > Financial Management.
    > Management Theory and Practice.

    Cambridge Marketing College, Cambridge, United Kingdom, offers the:

    ISMM Certificate and Diploma in Operational Sales and Marketing Management:
    The ISMM Certificate and Diploma are part of a full Level 4 programme based on sales and marketing at an operational level. The programme covers the theoretical and practical sales and marketing knowledge required by aspiring sales managers.

    The programme comprises 4 units:
    > Marketing for Sales Managers.
    > Sales for Sales Managers.
    > Management for Sales Managers.
    > Investigative Project.

    Students completing Unit 2 gain the ISMM Award. Students completing units 1 and 2 are awarded the Certificate and students successfully completing all 4 units gain the full Diploma.

    Lincoln University, Lincoln, United Kingdom offers the following programme accredited by the ICM.

    This programme is designed for those who seek to develop their marketing skills and knowledge. It is suitable for both business students and for those who may be working in an Advertising, Sales, Marketing or Public Relations environment.
  • The Diploma in Marketing 1 consisting of the following modules:
    > International Business Communications.
    > Marketing Principles (Marketing).
    > Advertising.
    > Public Relations.
    > Quantitative Methods for Managers.

    The ICM Diploma in Marketing is awarded on completion.
  • The Advanced Diploma in Marketing consisting of the following modules:
    > Marketing Planning and Decision Making (Marketing Management).
    > Customer Service for Manager and Supervisors (Customer Service).
    > Buyer Behaviour and Consumerism.
    > Management Theory and Practice.
    > IT for Marketing Management.

    The ICM Advanced Diploma in Marketing is awarded on completion.
  • The Graduate Diploma in Marketing: International Marketing consisting of the following modules:
    > Financial Management.
    > Strategic Marketing Management.
    > Marketing Research.
    > Marketing Policy and Strategy (Case Study).

    The ICM Graduate Diploma in Marketing is awarded on completion.

    Conclusion
    There is a great deal of similarity between the modules and learning content of these qualifications and those of this Diploma: Marketing. 

  • ARTICULATION OPTIONS 
    This Qualification articulates vertically with the following qualifications:
  • Bachelor of Marketing and Sales, at NQF Level 7.
  • Bachelor of Marketing Management, at NQF Level 7.

    This Qualification articulates horizontally with:
  • Diploma: Marketing Management NQF Level 6. 

  • MODERATION OPTIONS 
    External examiners and moderators contribute predominantly to the quality assurance process through input delivered on the standard of examinations utilised at the end of the academic period, which depends on whether the subject offered is assessed as a year course or semester course.

    Academia appoints moderators and external examiners who are experts and specialists in applicable fields as assessors. 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Assessors and moderators must hold a qualification at least one level above the qualification being assessed or moderated. Moderators are also required to have more than two years' teaching experience. Assessors with less than two years' experience have their assessment work moderated by a peer. 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Akademia NPC 



    All qualifications and part qualifications submitted for public comment, or registered on the National Qualifications Framework, are public property. Thus, the only payment that can be made for them is for service and reproduction: it is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.