SAQA 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 
REGISTERED QUALIFICATION: 

National First Degree: Marketing Communication 
SAQA QUAL ID QUALIFICATION TITLE
20905  National First Degree: Marketing Communication 
ORIGINATOR
SGB 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.  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
National First Degree  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  366  Level 6  NQF Level 07  Regular-Unit Stds Based 
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 
Learners acquiring this qualification would be operating in an advanced environment of Marketing Communications and will be more involved in the development, enhancement and growth of Marketing Communications Technologies and practice. Learners will be learning around areas of Strategy, Customer Relations and Marketing Principles. Learners will also be involved with core issues of Marketing Management, Customer Management and Marketing Research but will be furthering their specialisation Marketing Communications.

Rationale of the qualification:

The National First Degree in Marketing Communications: Level 6 is designed to meet the needs of those learners who want to progress in the field of Marketing and will assist those who make Marketing Communications their chosen career path. The qualification in Marketing Communications offers scope for a large variety of talents, displayed by individuals of diverse backgrounds, cultures, and of either gender.

The qualification in marketing can be followed in virtually every sector, i.e. business-to-business marketing, i.e. products or services sold to other businesses; services marketing, i.e. education, real estate, travel and tourism, legal services, etc; fast moving consumer goods, i.e. products people need and use every day; financial services, i.e. banking and insurance.

At the higher levels the Marketing profession needs a set of unit standards against which to align and measure it self.

The National First Degree in Marketing Communications will provide and offer the skills, knowledge and understanding of marketing that are essential for analysis of market conditions, development of marketing strategies, product and brand development, pricing, distribution (local and international), integrated marketing communication (including advertising, promotions and public relations) and interaction with the customer (through selling and customer service).

Many different roles and careers are linked to and affected by this qualification. They include, but are not limited to:
  • Creative Directors > Marketing Traffic Controllers
  • Account Executives > Copywriters
  • Media Planners > Marketing Communication Specialists
  • Marketing Managers

    This qualification will help the learner at Level 6 to get the requirements of such a qualification, namely, the general knowledge and understanding of business functions as well as a detailed practical understanding of Marketing Communications.

    The qualification is structured in such a way that exposes individuals to a set of core competences to enable them to function in this role. The electives will provide for more special competence in the area of Marketing Communications. The qualification will also promote the notion of life-long learning. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence against the standards in the Diploma Marketing Communication or Marketing Research or Marketing Management or Customer Management or equivalent at NQF Level 5.

    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 Communications qualification.

    This recognition of Prior Learning may allow:
  • For accelerated access to further learning
  • Gaining of credits towards a unit standard

    All recognition of Prior Learning is subject to quality assurance by services SETA or a relevant accredited ETQA and is conducted by an accredited workplace assessor. 

  • RECOGNISE PREVIOUS LEARNING? 

    QUALIFICATION RULES 
    N/A 

    EXIT LEVEL OUTCOMES 
    On achieving this qualification, the learner will be able to:
  • Articulate a vision and develop a strategic plan to meet the vision.
  • Monitor and review activity plans and the performance levels of marketers and service providers.
  • Manage all aspects of a communications project and review its effectiveness.
  • Assess the sales environment in order to present a range of products and services to meet objectives.
  • Identify and manage innovation opportunities and processes.
  • Determine, co-ordinate and monitor brand mix decisions and elements.
  • Integrate and promote marketing principles, including ethics policies throughout the organization.
  • Formulate, design, implement, service delivery systems and processes.
  • Measure and analyse customer service delivery systems and processes.
  • Identify, design, implements, measure and analyse customer service levels.
  • Establish and determine research requirements and design and recommend a research brief.
  • Develop, implement and monitor marketing communication objectives and strategies.
  • Manage the account team and the communications research process.
  • Develop and implement the marketing communication concept and creative process. 

  • ASSOCIATED ASSESSMENT CRITERIA 
    In particular assessors should check that the learner must demonstrate an ability to consider a range of options and make decisions about:
  • The articulation of vision into strategic marketing objectives and strategies then monitoring activity plans to meet objectives.
  • Performance criteria in terms of setting, collecting, comparing and providing feedback on performance.
  • Marketing Communications projects, their identification, evaluation, selection, management and review.
  • A range of products and services and their presentation in line with objectives and time frames.
  • Innovation as an important part of marketing and its successful implementation in an organisation.
  • Brand mix and the role viables and brand mix decision have on outcomes.
  • Marketing principles and ethics and the importance of promoting and integrating these into marketing policy.
  • Customer service levels, measurement and analysis and the design and implementation of customer service delivery systems.
  • Research requirement, their establishment and systems and the design of a research brief.
  • Marketing communication objectives, strategies, campaign and communications research process.
  • The marketing account team and its management process.
  • The creative marketing process, its development and implementation.

    Integrated Assessment:

    Because assessment practices must be open, transparent, fair, valid, reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the qualification.

    As it is a Unit Standard based Qualification, both formative and summative assessment processes are accounted for. 

  • INTERNATIONAL COMPARABILITY 
    Benchmarking was done by comparison to Unit Standards / Outcomes of learning against
  • New Zealand Qualifications
  • Australian Qualification
  • NVQ Qualifications from Britain and
  • IMM Qualifications 

  • ARTICULATION OPTIONS 
    On completion of this qualification, besides careers in the formal Marketing Communications industry, learners may also be able to follow a career in
  • Advertising
  • Promotion
  • Public Relations
  • General Marketing
  • Customer Services
  • Direct Marketing
  • Direct Selling
  • Sales
  • Marketing Research
  • Marketing Consultancy
  • Merchandising
  • Marketing Management

    Note:

    1. The above is an indication rather than an exhaustive listing
    2. In addition learners can specialise in an industry sector e.g. EMCG; Retail, Wholesale, Motor; Insurance etc
    3. Learners can also become even more specialised such as Call Center; Internet Marketing; Point of Sale etc

    A learner could follow a career in the Marketing Communications field focusing on FMCG and undertaking it in Call Centers. 

  • MODERATION OPTIONS 
  • Anyone assessing a learner or moderating the assessment of a learner against this Qualification must be registered as an assessor with the Services SETA ETQA.
  • Any institution offering learning that will enable the achievement of this Qualification must be accredited as a provider with the Services SETA ETQA.
  • Assessment and moderation of assessment will be overseen by the relevant ETQA according to the ETQAs policies and guidelines for assessment and moderation; in terms of agreements reached around assessment and moderation between ETQAs (including professional bodies); and in terms of the moderation guideline detailed immediately below.
  • Moderation must include both internal and external moderation of assessments at exit points of the qualification, unless ETQA policies specify otherwise. Moderation should also encompass achievement of the competence described both in individual unit standards as well as the integrated competence described in the qualification.

    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 Services SETA ETQA. 

  • CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    For an applicant to register as an assessor, the applicant needs:
  • A minimum of 2 (two) years` practical, relevant occupational experience
  • Declared competent in all the outcomes of the National Assessor Unit Standards as stipulated by SAQA
  • Detailed documentary proof of educational qualification, practical training undergone, and experience gained by the applicant must be provided (Portfolio of evidence) 

  • REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015. 

    NOTES 
    N/A 

    UNIT STANDARDS: 
      ID UNIT STANDARD TITLE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
    Core  10081  Conceptualise and research requirements  Level 6  Level TBA: Pre-2009 was L6  10 
    Core  10082  Design a research brief  Level 6  Level TBA: Pre-2009 was L6  10 
    Core  10071  Develop a strategic plan  Level 6  Level TBA: Pre-2009 was L6  15 
    Core  10080  Formulate, design and implement customer service delivery systems and processes  Level 6  Level TBA: Pre-2009 was L6 
    Core  10075  Identify innovation opportunities  Level 6  Level TBA: Pre-2009 was L6  15 
    Core  10076  Integrate brand mix elements  Level 6  Level TBA: Pre-2009 was L6  15 
    Core  10078  Integrate ethics policy into marketing policy  Level 6  Level TBA: Pre-2009 was L6 
    Core  12134  Manage a communications project  Level 6  Level TBA: Pre-2009 was L6  15 
    Core  10079  Measure and analyse customer service levels  Level 6  Level TBA: Pre-2009 was L6  12 
    Core  10072  Monitor and review activity plan  Level 6  Level TBA: Pre-2009 was L6 
    Core  10073  Monitor performance of marketers and service providers  Level 6  Level TBA: Pre-2009 was L6  10 
    Core  10074  Present a range of products or services  Level 6  Level TBA: Pre-2009 was L6  15 
    Core  10077  Promote principles of marketing throughout organisations  Level 6  Level TBA: Pre-2009 was L6 
    Fundamental  15096  Demonstrate an understanding of stress in order to apply strategies to achieve optimal stress levels in personal and work situations  Level 5  Level TBA: Pre-2009 was L5 
    Fundamental  9224  Implement policies regarding HIV/AIDS in the workplace  Level 5  Level TBA: Pre-2009 was L5 
    Fundamental  12891  Apply concepts and principles of business ethics in the professional environment  Level 6  Level TBA: Pre-2009 was L6 
    Fundamental  10301  Complete a research assignment  Level 6  Level TBA: Pre-2009 was L6  20 
    Fundamental  13095  Demonstrate a working knowledge of and advise on marketing  Level 6  Level TBA: Pre-2009 was L6 
    Fundamental  14553  Demonstrate insight into current global events and their potential impact on the financial services sector in South Africa  Level 6  Level TBA: Pre-2009 was L6  10 
    Fundamental  14504  Demonstrate knowledge and understanding of e-business as a competitive tool  Level 6  Level TBA: Pre-2009 was L6 
    Fundamental  7887  Develop and Manage Marketing Plans and Strategies  Level 6  Level TBA: Pre-2009 was L6  12 
    Fundamental  12984  Interpret provisions of a contract and assess liability of clients and other parties to an agency agreement  Level 6  Level TBA: Pre-2009 was L6  10 
    Fundamental  14512  Interpret the impact of macro economic decisions or indicators on a business environment  Level 6  Level TBA: Pre-2009 was L6 
    Fundamental  14515  Present a well-structured argument derived from qualitative and/or quantitative data to map new knowledge and generate a competitive advantage  Level 6  Level TBA: Pre-2009 was L6  12 
    Fundamental  13098  Use the computer as a business tool in an accounting environment  Level 6  Level TBA: Pre-2009 was L6 
    Fundamental  13096  Demonstrate a working knowledge of and advise on organisational behaviour  Level 7  Level TBA: Pre-2009 was L7  12 
    Elective  10089  Develop and implement the creative process  Level 6  Level TBA: Pre-2009 was L6  40 
    Elective  10086  Develop campaign, media and creative strategies  Level 6  Level TBA: Pre-2009 was L6  20 
    Elective  10087  Manage the Account Team  Level 6  Level TBA: Pre-2009 was L6  20 
    Elective  10088  Manage the communications research process  Level 6  Level TBA: Pre-2009 was L6  20 


    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    LP ID Learning Programme Title Originator Pre-2009
    NQF Level
    NQF Level Min Credits Learning Prog End Date Quality
    Assurance
    Functionary
    NQF Sub-Framework
    57638  Bachelor of Arts in Marketing Communication  AAA School of Advertising  Level 6  NQF Level 07  360     CHE  HEQSF 
    4141  Bachelor of Arts: Marketing Communication  Rand Afrikaans University  Level 6  Level TBA: Pre-2009 was L6  384  2009-06-30  CHE  HEQSF 


    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
    57638  Bachelor of Arts in Marketing Communication  AAA School of Advertising  



    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.