|All qualifications and part qualifications 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.|
|SOUTH AFRICAN QUALIFICATIONS AUTHORITY|
|Further Education and Training Certificate: Marketing|
|SAQA QUAL ID||QUALIFICATION TITLE|
|67464||Further Education and Training Certificate: Marketing|
|PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY||NQF SUB-FRAMEWORK|
|The individual Primary or Delegated Quality Assurance Functionary for each Learning Programme recorded against this qualification is shown in the table at the end of this report.||SFAP - Sub-framework Assignment Pending|
|Further Ed and Training Cert||Field 03 - Business, Commerce and Management Studies||Marketing|
|ABET BAND||MINIMUM CREDITS||PRE-2009 NQF LEVEL||NQF LEVEL||QUAL CLASS|
|Undefined||139||Level 4||NQF Level 04||Regular-Unit Stds Based|
|REGISTRATION STATUS||SAQA DECISION NUMBER||REGISTRATION START DATE||REGISTRATION END DATE|
|LAST DATE FOR ENROLMENT||LAST DATE FOR ACHIEVEMENT|
|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|
The FETC: Marketing is designed for people already in marketing or aspire to a similar career. The Qualification allows the learner to work towards a nationally recognized professional Qualification. It aims to develop individuals who wish to be qualified in one of the five sub-disciplines of Marketing: Direct Marketing, Marketing Communication, Customer Management, Marketing Management, Marketing Research. The Qualification has building blocks from which a deeper and fuller appreciation of marketing can be developed and will help learners to achieving personal, learning and career goals.
People involved or wishing to work in Marketing will access this Qualification. It will also serve as an entry Qualification into the higher levels of Marketing Qualifications.
The FETC: Marketing at NQF Level 4 is designed for learners who want to enter and work in the field of Marketing. The marketing function is a key business function which affects the success of any organization, both strategically and operationally. This Qualification is aimed at people who wish to develop an understanding of the marketing principles and practices.
The Qualification provides broad knowledge and skills needed in marketing and its sub-fields. The learners who complete the qualification will be able to work as:
The FETC: Marketing is aiming at producing knowledgeable, skilled Marketers who are able to contribute to improved productivity and efficiency within the marketing industry. It should provide the means for individuals currently in the Marketing field to receive recognition of prior learning and to upgrade their skills and knowledge base.
|LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING|
|It is assumed that the learners are competent in:
Recognition of Prior Learning:
The structure of this Unit Standard based Qualification makes the Recognition of Prior Learning possible, if the learner is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this Marketing Qualification. Recognition of Prior Learning will be done by means of an Integrated Assessment as mentioned in the previous paragraph.
This Recognition of Prior Learning may allow:
All recognition of Prior Learning is subject to quality assurance by the relevant accredited Education, Training, Quality, and Assurance Body and is conducted by a registered workplace assessor. Because the standards are only core and fundamental, these standards may have been acquired in a range of economic sectors and these will be recognizes as appropriate.
Access to Qualification:
There is an open access to this qualification, keeping in mind the "Learning assumed to be in place".
|RECOGNISE PREVIOUS LEARNING?|
|The Qualification consists of a Fundamental, a Core and an Elective Component.
To be awarded the Qualification, learners are required to obtain a minimum of 139 credits as detailed below.
The Fundamental Component consists of Unit Standards in:
It is compulsory therefore for learners to do Communication in two different South African languages, one at NQF Level 4 and the other at NQF Level 3.
All Unit Standards in the Fundamental Component are compulsory.
The Core Component consists of Unit Standards to the value of 65 credits all of which are compulsory.
The Elective Component consists of Unit Standards to the value of 100 credits in a number of specializations each with its own set of Unit Standards. Learners may choose a specialization area and Elective Unit Standards at least to the value of 18 credits from the Unit Standards listed under that specialization.
With the approval of the relevant ETQA, learners may choose any registered Unit Standard which contributes to the improvement of their work performance or in which they have a particular interest to make up the minimum of 18 Credits required.
Direct Marketing (total 20 credits):
Marketing Communication (total 20 credits):
Customer Management (total 18 credits):
Marketing Management (total 22 credits):
Marketing Research (total 20 credits):
|EXIT LEVEL OUTCOMES|
|1. Work and comply with organisational ethics, concepts and cultures.
2. Meet marketing objectives with available resources.
3. Position and promote products to meet customers needs.
4. Maintain internal and external customer satisfaction levels.
5. Apply aspects of marketing.
|ASSOCIATED ASSESSMENT CRITERIA|
|Associated Assessment Criteria for Exit Level Outcome 1:
Associated Assessment Criteria for Exit Level Outcome 2:
Associated Assessment Criteria for Exit Level Outcome 3:
Associated Assessment Criteria for Exit Level Outcome 4:
Associated Assessment Criteria for Exit Level Outcome 5:
Because assessment practices must be open, transparent, fair, valid, and reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the Qualification.
Learning, teaching and assessment are inextricably linked. Whenever possible, the assessment of knowledge, skills, attitudes and values shown in the unit standards should be integrated.
Assessment of the communication, language, literacy and numeracy should be conducted in conjunction with other aspects and should use authentic selling and specific economic sector contexts wherever possible.
A variety of methods must be used in assessment and tools and activities must be appropriate to the context in which the learner is working. Where it is not possible to assess the learner in the workplace or on-the-job, simulations, case studies, role-plays and other similar techniques should be used to provide a context appropriate to the assessment.
The term 'Integrated Assessment' implies that theoretical and practical components should be assessed together. During integrated assessments the assessor should make use of formative and summative assessment methods and assess combinations of practical, applied, foundational and reflective competencies.
Assessors and moderators should make use of a range of formative and summative assessment methods. Assessors should assess and give credit for the evidence of learning that has already been acquired through formal, informal and non-formal learning and work experience.
Assessment should ensure that all specific outcomes, embedded knowledge and critical cross-field outcomes are assessed. The assessment of the critical cross-field outcomes should be integrated with the assessment of specific outcomes and embedded knowledge.
|The United Kingdom and the United States of America are international leaders in Marketing as well as in the academic training and development in the field. The courses compared to this qualification represent a cross section of all available courses and give a clear indication of typical programme content.
Charted Institute of Marketing-Professional Certificate in Marketing:
Kalta Consulting - Certificate in Marketing:
United States of America:
American Marketing Association - Marketing Courses:
Montgomery County Community College - Marketing Courses:
American Association of Advertisers - ANA Marketing Training:
ASIA - (Thailand, Vietnam, Cambodia, Hong Kong, Indonesia, Japan, Singapore, Phillippians and Dubai):
Shangri-La Training - Sales and Marketing Training Programmes:
University Of Technology Sydney - School of Marketing:
> Consumer Behaviour.
> Business Marketing.
> International Marketing.
> Introductory Marketing Research.
> Advertising and Promotions Management.
> Marketing of Services.
> Introductory Marketing Research.
> Decision Models in Marketing.
> Applications of Marketing Research.
> Quantitative Marketing Analysis.
> Consumer Behaviour.
> Advertising and Promotions Management.
> Advertising Research.
> Introductory Marketing Research.
> Retail Marketing Management Services.
> Professional Relational Services.
> Marketing of Services.
> E-Business Foundations.
Canadian Marketing Association - Professional Marketing Certificates:
Advertising and Media:
> Introduction to Strategic Planning Framework.
> Value Proposition and Branding.
> Market, Competitive and Consumer Analysis.
> Advertising Planning.
> Driving Action for Advertising.
> Planning and Assessing Media Buys.
> More about Media.
> Developing Creative and Managing Execution.
> Pre and Post Measurement.
> Introduction to Direct Marketing and Strategy 1.
> Strategy 2.
> A Campaign Overview.
> Media Options and Opportunities 1.
> Media Options and Opportunities 2.
> Targeting, Segmentation, Database and Privacy 1.
> Targeting, Segmentation, Database and Privacy 2.
> Offer, Testing and Research.
> The Creative Process.
> Creative Application.
> Math, Measurement, Analysis and Planning.
> Fulfilment and Telemarketing.
From the analysis it is clear that there is a great deal of synergy between different countries and institutions offering learning on 'Marketing' with some minor differences, related to the fact that the USA and ASIA emphasise Sales in comparison to this Qualification. The SGB for Marketing has registered separate Qualifications which deal exclusively with 'Sales and Sales Processes'.
|This Qualification lends itself to both vertical and horizontal articulation possibilities.
Horizontal articulation is possible with the following Qualifications:
Vertical articulation is possible with the following qualifications:
Anyone wishing to be assessed against this Qualification may apply to be assessed by any assessment agency, assessor or provider institution that is accredited by the relevant ETQA.
|CRITERIA FOR THE REGISTRATION OF ASSESSORS|
|For an applicant to register as an assessor, the applicant needs:
|As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015.|
|This qualification replaces the following qualifications:
|ID||UNIT STANDARD TITLE||PRE-2009 NQF LEVEL||NQF LEVEL||CREDITS|
|Core||252201||Apply marketing team work strategies||Level 4||NQF Level 04||4|
|Core||252216||Comply with legal requirements and organisational and professional codes of conduct||Level 4||NQF Level 04||4|
|Core||252217||Comply with organisational ethics||Level 4||NQF Level 04||4|
|Core||252202||Deal with brand, product and service promotions||Level 4||NQF Level 04||4|
|Core||252206||Demonstrate an understanding of product positioning||Level 4||NQF Level 04||4|
|Core||252211||Demonstrate an understanding of the competitive environment and product positioning||Level 4||NQF Level 04||6|
|Core||252203||Demonstrate an understanding of the target market||Level 4||NQF Level 04||4|
|Core||252210||Handle a range of customer complaints||Level 4||NQF Level 04||4|
|Core||252197||Identify and use marketing resources to meet objectives||Level 4||NQF Level 04||4|
|Core||252195||Identify expertise and resources||Level 4||NQF Level 04||3|
|Core||252191||Identify internal and external stakeholders||Level 4||NQF Level 04||4|
|Core||252193||Identify potential and existing customers of the business||Level 4||NQF Level 04||4|
|Core||252209||Instil in oneself a personal marketing culture||Level 4||NQF Level 04||4|
|Core||252218||Liaise with a range of customers of a business||Level 4||NQF Level 04||4|
|Core||252194||Meet marketing performance standards||Level 4||NQF Level 04||4|
|Core||252204||Monitor marketing information flow and collect and process marketing data||Level 4||NQF Level 04||4|
|Fundamental||119472||Accommodate audience and context needs in oral/signed communication||Level 3||NQF Level 03||5|
|Fundamental||119457||Interpret and use information from texts||Level 3||NQF Level 03||5|
|Fundamental||119467||Use language and communication in occupational learning programmes||Level 3||NQF Level 03||5|
|Fundamental||119465||Write/present/sign texts for a range of communicative contexts||Level 3||NQF Level 03||5|
|Fundamental||9015||Apply knowledge of statistics and probability to critically interrogate and effectively communicate findings on life related problems||Level 4||NQF Level 04||6|
|Fundamental||119462||Engage in sustained oral/signed communication and evaluate spoken/signed texts||Level 4||NQF Level 04||5|
|Fundamental||119469||Read/view, analyse and respond to a variety of texts||Level 4||NQF Level 04||5|
|Fundamental||9016||Represent analyse and calculate shape and motion in 2-and 3-dimensional space in different contexts||Level 4||NQF Level 04||4|
|Fundamental||119471||Use language and communication in occupational learning programmes||Level 4||NQF Level 04||5|
|Fundamental||7468||Use mathematics to investigate and monitor the financial aspects of personal, business, national and international issues||Level 4||NQF Level 04||6|
|Fundamental||119459||Write/present/sign for a wide range of contexts||Level 4||NQF Level 04||5|
|Elective||252207||Attend briefing and return work on deadline||Level 4||NQF Level 04||7|
|Elective||252213||Carry out marketing administration within agreed parameters||Level 4||NQF Level 04||6|
|Elective||252214||Conduct follow-up with customers to evaluate satisfaction levels||Level 4||NQF Level 04||6|
|Elective||252192||Demonstrate an understanding and define the nature and role of marketing communications||Level 4||NQF Level 04||6|
|Elective||252198||Demonstrate an understanding of creative principles of marketing communications||Level 4||NQF Level 04||6|
|Elective||252196||Describe features, advantages and benefits of products and services||Level 4||NQF Level 04||4|
|Elective||252190||Edit, code and capture data||Level 4||NQF Level 04||5|
|Elective||252199||Explain and implement the direct mail production process||Level 4||NQF Level 04||6|
|Elective||252205||Follow sampling requirements||Level 4||NQF Level 04||5|
|Elective||252200||Implement activity plans to meet agreed deadlines||Level 4||NQF Level 04||6|
|Elective||252215||Liaise and interact with direct marketing role players||Level 4||NQF Level 04||6|
|Elective||242819||Motivate and Build a Team||Level 4||NQF Level 04||10|
|Elective||252208||Record raw data||Level 4||NQF Level 04||3|
|Elective||252212||Set up mechanisms for response handling||Level 4||NQF Level 04||6|
|Elective||118028||Supervise customer service standards||Level 4||NQF Level 04||8|
|Elective||12153||Use the writing process to compose texts required in the business environment||Level 4||NQF Level 04||5|
|Elective||252219||Describe and apply conceptual processes in a marketing communication context||Level 5||Level TBA: Pre-2009 was L5||8|
|LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:|
|LP ID||Learning Programme Title||Originator||Pre-2009
|NQF Level||Min Credits||Learning Prog End Date||Quality
|67514||Further Education and Training Certificate: Marketing||Damelin||Level 4||NQF Level 04||139||SERVICES||OQSF|
|59276||Further Education and Training Certificate: Marketing||Generic Provider - Field 03||Level 4||NQF Level 04||139||SERVICES||OQSF|
|PROVIDERS CURRENTLY ACCREDITED TO OFFER THESE LEARNING PROGRAMMES:|
|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.
|LP ID||Learning Programme Title||Accredited Provider|
|59276||Further Education and Training Certificate: Marketing||
1. AMATHUBA HUB
3. BUCKS BUB TRADING 5 CC
4. CAMBLISH TRAINING INSTITUTE PTY LTD
5. CENTRAL BUSINESS ACADEMY PTY LTD
6. DAYSEVEN TRAINING PTY LTD
7. DIONYSUS SKILLS DEVELOPMENT INITIATIVE PTY LTD
8. DURBAN BUSINESS COLLEGE
9. EXCEL FACILITATION
10. HCI SKILLS TRAINING PTY LTD
11. HR CONSULTANCY AND LEARNING PTY LTD
13. ICOLLEGE PTY LTD
14. KINGA HOLDINGS
15. KINGSBURY INTERNATIONAL COLLEGE SA PTY LTD
16. KLM EMPOWERED HUMAN SOLUTIONS SPECIALISTS PTY LTD
17. KZN BUSINESS TRAINING CENTRE
18. MERCURI INTERNATIONAL SA
19. NEWBRIDGE INSTITUTE PTY LTD
20. OPTIMUM LEARNING TECHNOLOGIES PTY LTD
21. RAND INTERNATIONAL MANAGEMENT AND TRAINING CONSULTANTS PTY LTD
22. SAKHISISIZWE PROJECTS
23. SHIRS VISION COMPLEADEV PTY LTD
24. SIYANQOBA SEMINARS PTY LTD
25. SKILL TECH SOLUTIONS PTY LTD
26. THE SKILLS DEVELOPMENT CORPORATION PRIVATE PTY LTD
27. TIRISANO YA BAKWENA CONSULTANTS
28. TRENTSTONE COLLEGE
29. TSHIREDO TRAINING ACADEMY CC
30. UKWAKHILE TRAINING
31. ZILA MKHONTO TRADING AND PROJECTS