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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Higher Certificate: Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
90743  Higher Certificate: Marketing Management 
ORIGINATOR
IQ Academy (previously known as Fernwood Business College) 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Higher Certificate  Field 03 - Business, Commerce and Management Studies  Generic Management 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 05  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   2025-06-30  

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 provide learners with the basic introductory knowledge, cognitive and conceptual tools and practical techniques applicable to the field of Marketing Management. Emphasis is placed on the general areas and principles that guide and form the foundation of marketing practice. Coupled with the principles, techniques, methods and strategies employed in the organisation, the learner will be able to build fundamental competence in the marketing field. This qualification will signify that the learner has attained a basic level of knowledge and competence in the field of Marketing.

The qualifying learner will be able to apply foundational aspects of the core marketing management processes and practices at a basic level and to integrate these into an organisation's business processes and strategy.

The specific marketing knowledge is underpinned by and combined with the fundamental knowledge found in the field of business management. This knowledge strengthens the learner's ability to work confidently within the organisational context.

Rationale:
Marketing is one of the key determinants of organisational competitiveness. The evolution of the marketing function and the rise of digital communications have created a need for knowledgeable individuals to join marketing teams. The marketing field itself is competitive and organisations require well qualified entrants who are balanced in their knowledge of business.

To this end, organisations require reliable indicators that a prospective employee is competent to apply the main concepts of Marketing Management theory in practice. This qualification aims to indicate to organisations that the qualifying learner would have developed the required knowledge of the main areas of Marketing, including an understanding of key terms, concepts, facts, principles, rules and theories and be an asset to any organisation in which they would be employed.

Learners, interested in Marketing, need such a qualification to increase their access to employment and further education in the applicable field. The qualification will also enable learners to vertically articulate towards a diploma in Marketing or any related field. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
It is assumed that the learner would be competent in the language of instruction (English at NQF Level 4) and the theoretical knowledge and understanding accomplished at that level.

Recognition of Prior Learning:
This qualification allows for access and may be achieved in part or in whole through the process of Recognition of Prior Learning (RPL). Provision should be made for prior learning to be recognised if a learner is able to demonstrate competence in the knowledge, skills, values and attitudes embedded in this qualification. Therefore credits will be granted where competency in a specific module is established by an assessor.

Access to Qualification:
Access to this qualification is granted to applicants who meet the minimum entrance requirements or the alternative routes of entry. Applicants who are in possession of:
  • A National Senior Certificate (NSC) granting access to Higher Certificate study.
  • A National Certificate Vocational (NCV) Level 4.

    Learners who have attained the age of 23, have relevant work experience and are competent in English can access the qualification. 

  • RECOGNISE PREVIOUS LEARNING? 

    QUALIFICATION RULES 
    This qualification consists of five compulsory modules and three optional modules, all at NQF Level 5.

    Compulsory modules:
  • Marketing Management, 20 credits.
  • E-Marketing Management, 20 credits.
  • Integrative Marketing case study, 20 credits.
  • Business Management, 20 credits.
  • Ethics, Corporate Social Responsibility and the Consumer Protection Act, 20 credits.

    Optional modules (choose one):
  • Business Communication, 20 credits.
    Or
  • Public Relations, 20 credits.
    Or
  • Finance for Management, 20 credits.

    Total: 120 credits. 

  • EXIT LEVEL OUTCOMES 
    1. Explain, interpret and evaluate business management.
    2. Demonstrate, explain and apply marketing management principles.
    3. Explain, critique and identify appropriate e-marketing functionality available within the marketing context.
    4. Explain, compare and apply marketing business issues in an integrative case study.
    5. Explain and contextualise the application of ethical behaviour within the business function.
    6. Explain and evaluate the importance of Business Communication within the context of managing.
    7. Understand, analyse and critique the application of public relations in the business context.
    8. Understand, analyse and present aspects of finance for managers.

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

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The business and its challenges are explained using appropriate examples.
  • The business environment is explained and analysed.
  • The role of management is explained and the competencies are defined.
  • The tasks of planning, organising, leading, motivating and controlling are defined, discussed and explained.
  • The management of the operation is addressed and understood with a view to effectiveness.
  • The management of logistics is defined and explained.
  • The term entrepreneur is defined and explained and the nature of the business is explained.
  • The concept business plan is understood and the various components and contents are explained.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • The marketing environment is defined and a marketing orientation is recommended.
  • The variables in the micro and macro environment are explored and the competitive forces are assessed.
  • The value of the management of the marketing environment is explored and discussed.
  • The importance of understanding human behaviour is explained in the marketing context.
  • The market selection process is described and recommendations for brand position are made.
  • The benefits of and methods associated with market research are understood and discussed.
  • The principles associated with the products, services and price are explained within a marketing framework.
  • The importance of product and placement are discussed and explained.
  • The brand and typical branding integration aspects are discussed with a view to brand equity and positioning.
  • The marketing factors in retailing and business to business marketing are defined and explained.
  • The new economy and social issues are considered and explained and the appropriate marketing mix is identified.
  • The application of marketing to special environments is considered and discussed.
  • The application of marketing to the broader organisational function is described.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • E-Marketing is defined and explained as a sub system of the organisation and the role of e-Marketing department is described.
  • How the digital age has come to play an integral role in the marketing environment is explained.
  • The differences between the four e-marketing domains are described.
  • The way web analytics provide data to monitor websites and e-marketing campaigns is described.
  • The understanding of the copywriter's role by replicating a copy written article, with all the mentioned components is demonstrated.
  • The reason why earned media is important to internet marketing is explained.
  • The meaning of the term social media is explained.
  • Affiliate marketing is defined.
  • The importance of digital assets to a company and how a company can protect these is discussed.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • The macro and micro environmental forces that have a direct influence on the business structure, relative to the given case study are identified and explained.
  • The fundamentals of the King III Report and Triple bottom Line reporting are listed and explained in terms of the case study.
  • An evaluation report of the target market, using marketing information gathered by doing marketing research is compiled.
  • The different marketing channels are listed and justified according to the product that will be marketed.
  • A promotional mix is identified and built for the product.
  • The creating of a marketing presence using the tools of e-marketing is researched and explained.
  • A set of values and a code of ethics for the company is compiled.
  • A list of CSR initiatives is compiled with an explanation of the benefits the company will derive from being involved in them.
  • A comprehensive business plan for the company is compiled.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Organisational ethics and morals are defined and described and applied to the organisational context.
  • Unlawful, unethical and irregular practice is defined and explained.
  • The positive impact of an ethical environment is discussed.
  • Stewardship and moral duties of leaders is defined and explained.
  • Methods for assessing the effectiveness of the codes of ethics are defined and described.
  • The King III report is described in terms of its importance relating to the governing of an organisation and its being responsible for building and sustaining an ethical culture to prevent wrongdoing.
  • The benefits of corporate social responsibility to the company's reputation are defined and discussed.
  • The Consumer Protection Act is defined and discussed by way of examples in terms of the ten categories.
    > Range: language, agreements, contract terms and renewals, cooling off period, refunds repairs warranties, over bookings reservations and cancelations, marketing, safety monitoring and recall, trading names, disclosures and intermediary services.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Business Communication with special reference to the interpersonal communication process in the business environment is defined and explained.
  • The major theoretical aspects of communication are identified.
  • The ability to deal with a variety of different types of business correspondence using examples is demonstrated.
  • An understanding of advertising principles and methodologies which are used to communicate with the customer is demonstrated.
  • How to prepare and chair meetings is illustrated.
  • Reports are prepared.
    > Range: Formal and semi-formal (memorandum or letter form) reports, Summary (investigation), progress, attendance and annual reports, Graphic representations, Questionnaires, Objective scientific writing).

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Public Relations and publicity is defined and explained.
  • The differences between Public Relations Consultants and Public Relations Practictioners (PRP) within the firm are analysed.
  • The activities of a PRP within the firm are described by way of examples.
  • Public Relations is defined and described as a management tool.
  • The role of PRISA is described and an understanding of its codes is demonstrated.
  • The methods employed for Public Relations research are described.
  • Various Public Relations campaigns such as Awareness campaign, Information campaign, a Public Education Campaign, Attitude Reinforcement Campaign, and an Attitude Changing Campaign are compiled.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • The role of the financial manager within the organisation is explained and discussed.
  • The role of financial instruments is compared and related investment advice is provided.
  • The financial markets are explained and interpreted.
  • The application of risk and return is discussed and explained.
  • The time value of money is considered and explained and integrative calculations are performed.
  • The concept of valuation is unpacked and basic valuations are performed.
  • The cost of capital to a company are discussed and calculated.
  • The capital investment decision is explained and the concept of wealth maximisation is considered.
  • The concepts of working capital and net working capital are explained, ways in which the cash conversion cycle can be shortened are identified.

    Integrated Assessment:
    Assessment of competence is done through a combination of formative and summative assessment methodologies, tools and procedures, which will not discriminate against learners in an unjust or invalid way. Assessment practices are fair, transparent, valid and reliable.

    The purpose of assessment is to determine whether a learner has met the outcomes of the qualification in terms of theory and practice. Integrative techniques are therefore used to assess applied competence. Learners will be required to demonstrate that they can perform the outcomes with understanding and insight. 

  • INTERNATIONAL COMPARABILITY 
    This qualification is benchmarked against other international qualifications to ensure that it meets accepted requirements and standards generally associate with this qualification type.

    Mount Royal University in Canada offers a Business Administration Certificate in Marketing Management which is designed for individuals who wish to increase their business knowledge or who are seeking a career change. It is a flexible qualification arranged to accommodate part-time and evening studies. Learners will take a core group of modules providing a general business background and can then take a variety of options to suit their interests and needs.
    The qualification will give learners both the theoretical and practical insight into the field of marketing management and additionally will gain a current and employer-valued background. The qualification is designed for individuals with previous work experience. It is intended to supplement a present career or allow a change in careers into the marketing profession.

    The qualification comprises of the following:
    Compulsory Modules:
  • Business Statistics I.
  • Introduction to Marketing.
  • The Science of Persuasion.
  • Evidence-Based Marketing.
  • Marketing Design Literacy.
  • Managing Marketing Relationships.

    Optional Modules:
    Learners must take any two (2) of the following:
  • Introduction to Public Relations.
  • The Entrepreneurial Experience.
  • Innovation and Creativity for Entrepreneurial Practice.
  • International Marketing.
  • Creativity in the Workplace.
  • Retail Management.
  • Sales Management.
  • Services Marketing.
  • Advertising and Sales Promotion.
  • Business to Business Marketing.
  • Creating Brand Intelligence.
  • Creating Brand Intelligence.
  • Navigating Marketing Trends.

    New York University in the United States offers a Certificate in Marketing Management focuses on the management issues facing senior marketing managers. Learners develop and enhance their strategic marketing skills for effective management and delivery of management programmes. The topics covered are usually found in a graduate programme or an advanced professional training programme delivered through a business school. Upon completion of the qualification, learners would have mastered the ability to:
  • Analyse a competitor's marketing environment for business growth.
  • Conceptualise, execute, and analyse the results of a marketing programme.
  • Develop marketing strategies.
  • Develop strategic and analytical skills to solve marketing problems.
  • Manage marketing projects, teams, agencies and clients.
  • Plan strategic products, pricing, distribution and promotion of goods and services.
  • View the marketing function as part of the overall business strategy.
  • Write more effective marketing plans that are on strategy with expected outcomes for better results.

    This qualification is awarded to learners who successfully complete six modules: two compulsory and the remainder from the optional modules available.

    Compulsory Modules:
  • Strategic Planning for Marketers.
  • How to Do Business Better, Faster and Cheaper Across the Enterprise.

    Option 1 (choose 1):
  • Crushing the Competition: Using Strategic Marketing Management for Competitive Advantage.
  • Competitive Intelligence: Breakthrough Strategies for Competitive Advantage.
  • Strategic Marketing Research: Driving Strategies and Campaigns.
  • The Manager's Guide to Smart Market Research.

    Option 2 (Choose 2):
  • Corporate Branding Best Practices.
  • Positioning and Brand Development.
  • Customer Acquisition, Retention and Win-Back Strategies.
  • Issues in Advising Management.
  • Ethics, Crisis Communication Strategy Execution and Evaluation.
  • Sustainable Development Marketing and Management.
  • Building the Brand Experience.
  • Corporate Social Responsibility.
  • Marketing Metrics: Maximizing Your Company's Return on Investment (ROI).
  • Mastering Innovation Through New Product and Service Development.

    Option 3 (Choose 1):
  • Marketing Magic: Leveraging the Power of the Assumption.
  • Be a Powerful Presence: Skills for Female Marketing and Public Relations Executives.
  • From Blogs to Buzz: How to Use New Media and Influenced-Based Marketing.
  • The Politics of Digital Advertising.
  • Guerrilla Marketing.
  • Making a Profitable Deal: Selling and Negotiating Your Way to Success.
  • Marketing, Digital, or Public Relations Internship Programme.
  • Strategies for Delivering Effective Marketing or Public Relations Presentations.
  • Effective Marketing Strategies for Nonprofits and Mission-Driven Organisations.

    Conclusion
    The international qualifications provide for flexible study that allows for variety and choice. The Higher Certificate: Marketing Management is comparable in duration and module content but not in its entirety. 

  • ARTICULATION OPTIONS 
    This Qualification articulates horizontally with the following qualification at NQF Level 5:
  • A Higher Certificate: Operations Management.
  • A Higher Certificate: Event Management.
  • A Higher Certificate: Business Management.

    The Qualification articulates vertically with the following qualification at NQF Level 6:
  • An Advanced Certificate: Human Resource Management.
  • An Advanced Certificate: Accounting.
  • An Advanced Certificate: Business Management. 

  • MODERATION OPTIONS 
    All assessment opportunities will be internally and externally moderated and the feedback from moderators is used to improve the quality of assessment, material and learner support as well as to ensure fairness and validity in any particular examination cycle. 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    An assessor for this Qualification should:
  • Hold a relevant qualification at least on NQF Level 6 and, at minimum, a Diploma.
  • Have lecturing/workplace experience in Human Resource and Business Management. 

  • 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. IQ Academy (previously known as Fernwood Business College) 



    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.