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 THAT HAS PASSED THE END DATE:

Diploma: Marketing

SAQA QUAL ID	QUALIFICATION TITLE
24327	Diploma: Marketing
ORIGINATOR
IMM Graduate School of Marketing (Pty) Ltd
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
CHE - Council on Higher Education			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
National Diploma	Field 03 - Business, Commerce and Management Studies		Marketing
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	350	Level 6	Level N/A: Pre-2009 was L6	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 06120/18	2018-07-01	2018-12-31
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2019-12-31		2023-12-31

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

Any individuals who are or wish to be involved in Marketing, will access this diploma. The Learner is able to acquire a detailed knowledge of marketing and business management. The learner is further able to apply this knowledge into practice upon successful completion of the Marketing Strategy Case Study. The purpose of this diploma is to equip a learner with a marketable skill which can also be utilized to build credits toward other certificates, diplomas, degrees in Marketing, both within the IMM and on the NQF. Learners can follow a career in Marketing. Rationale for the qualification: The Education Board of the Institute of Marketing Management has identified the need for a diploma in Marketing. Any individual who wishes to enter into a career in marketing or who is already in a marketing environment can access this diploma, which is on an NQF level 6. Credits obtained on this diploma can be utilized in obtaining credits towards other IMM certificate, diploma and degree programmes in the sub-field of Marketing. Learners will be able to apply the core and detailed aspects of marketing and business management principles in practice. Marketing is a key business function necessary for the success of any organization, both strategically and operationally.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

It is assumed that Learners accessing this certificate are competent in communicating verbally and in writing and computer technology at Level 4 on the NQF or equivalent. Recognition of prior learning (RPL) Applicants who hold a prior tertiary qualification are eligible for Recognition of Prior Learning in those subjects that meet with the IMM`s criteria in this regard.

RECOGNISE PREVIOUS LEARNING?

Y

QUALIFICATION RULES

N/A

EXIT LEVEL OUTCOMES

On achieving this qualification, the learner will be able to: Define marketing terminology Understand and apply the fundamental principles of marketing including developing a marketing mix Develop and analyse appropriate strategies and marketing plans Understand basic economic concepts such as supply and demand Identify various market forms and understand national income determination and aggregate demand and supply Explain the monetary sector and macroeconomic policy Apply the principles of business communication techniques in a relevant business situation Understand the basic concepts, theories and principles of management Apply the knowledge to practical problems and tasks of management Demonstrate an understanding for and comply with legislation, rules, activities and transactions Apply statistical methods in providing marketing solutions Understand the marketing research process as it relates to data collection for statistical analysis purposes Identifying, describing and applying the concepts of Marketing Communications within an organization Understand and apply the principles of Consumer and Buyer Behaviour Understand the marketing process and integrate it into a marketing plan Interpret financial reports and apply basic financial techniques to marketing operations Understand the essential indicators of the firms financial position Understand the marketing research process Write a research brief Propose a design for a marketing research project Write a simple research proposal Formulate research objectives based on a management problem Understand sampling and interpret data Write a brief management report given simple research results Apply all of the above for both quantitative and qualitative research methodologies Understand the various ways that business can get into international marketing Understand what multinational corporations are Understand the kinds of opportunities in international markets, and the international environments that create these Identify market dimensions that may be useful in segmenting international markets Understand terminology such as exporting, joint ventures, GNP and the like Construct a simple plan for entering international markets Identify, define and rank the problem/s contained in marketing case studies Formulate working hypothesis regarding the solutions to problem/s contained in marketing case studies Assemble, order, analyse and interpret both qualitative and quantitative data relating to a marketing case study, using appropriate analytical procedures and models Describe and substantiate all working assumptions made regarding the case problem/s, hypotheses and data Formulate appropriate recommendations for marketing strategy as proposed solutions to the case problem/s

ASSOCIATED ASSESSMENT CRITERIA

Learners must demonstrate an ability to consider a range of options and make decisions about: Identifying and describing the marketing orientation and place of marketing in a given context The importance of external environments and how to use marketing research when taking a closer look at customers Identifying and developing a marketing mix for a given context Controlling marketing plans and understanding ethical marketing How marketing fits into other functional areas Demonstrate an understanding of concepts such as resource constraints and scarcity, opportunity cost, absolute advantage, comparative advantage and terms of trade Distinguishing between different market forms Explaining the optimizing behaviour of consumers and producers Explaining the monetary aspects of closed and open economies The importance of communicating effectively in a business environment Showing the effective use of communicating verbally, in a group, written and graphic communication as techniques Addressing business correspondence requirements to a particular circumstance Utilising inter-cultural communication effectively The appropriate use of language under different business situations Defining and describing the management process of planning, organizing, leading and controlling in a given context Explaining and applying the processes of effective strategic planning and goal setting Describing the systems approach to managing change and discuss the dimensions of diversity and change within an organization Analysing the types of managerial decisions and power/authority Interpretation of legal issues around the law of contracts, sale, lease, credit agreements, insurance, partnerships, labour law, negotiable instruments, agency, suretyship, trade marks, copyright, patents and the maintenance and promotion of the competitions act Explain the types of statistical methods used for a given context Recognise applications of statistical methods used in market research Formulate results and interpret data for a given context using inferential statistical methods Explain and distinguish between the various forecasting methods Compute answers using regression analysis Understanding the role of advertising, personal selling and sales promotion as a form of marketing communications Understand other forms of marketing communications Processing, controlling and maintaining an inter-departmental traffic system between all stakeholders Defining and explaining the concepts of marketing communications and integrated marketing communications Discussing individual, group, social and cultural influences affecting consumers Presenting the consumers` decision making model and discussing the output stage Describing the marketing process including how to plan the marketing process and conduct a marketing audit Setting marketing objectives and strategies Discussing various marketing communication plans, including pricing and distribution Designing and implementing a marketing planning system Analysing expenditure and income of a business successfully Discussing and applying time value of money in long and short term financial planning Discussing the key concepts in planning, forecasting and budgeting sales in both the internal and external environments Explain the steps in a research process Explain marketing information and decision support systems with practical examples Distinquish between surveys, audits and panels Analyse sample data Be able to design and analyse a questionnaire Measure qualitative research in relation to consumer and buyer behaviour and attitudes Structure and compile appropriate reports Research global markets and understanding international cultures, including the political and international markets that they operate within Identify emerging markets and understand market behaviour Write an international marketing plan Analyse global distribution with reference to marketing industrial products and services Explain and interpret the fundamentals of international advertising, promotion, sales and pricing strategies Discuss all aspects of the marketing mix Analyse customers, competitors and industry in terms of international marketing Analyse and forecast all marketing concepts for the given case study Implement and plan profits of the marketing plan and mix developed Integrated assessment 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. Various forms of assessment are used, such as learning, assignments, case studies, projects, tests and examinations. The IMM`s role, with regard to its education programmes, is that of an examining body. The Examiners are university academics and marketing specialists, who undertake the setting and marking of the various examination papers to required standards. The structure gives considerable attention to workplace application.

INTERNATIONAL COMPARABILITY

The IMM has always had a very focused strategy in establishing contact on a broad international basis, including into Africa. It has achieved this by becoming a member of the European Marketing Confederation (EMC), the Asia Pacific Marketing Federation (APMF), and by strengthening its ties with the Chartered Institute of Marketing (CIM) in the United Kingdom and with the American Marketing Association (AMA) to name a few. The networking opportunities these affiliations offer members, will increase dramatically with the formation of the World Marketing Association.

ARTICULATION OPTIONS

Articulation possibilities include progression to the IMM Post Graduate Diploma in Marketing or any other IMM certificate, diploma and/or degree. Also learners can progress to other NQF registered unit standards and qualifications in the sub-field of marketing.

MODERATION OPTIONS

Anyone examining a learner against this qualification must be a member of the IMM Examining Board Any institution offering learning that will enable achievement of this doploma must be on the IMM list of approved centers for that purpose Moderation of the examining process is overseen by the IMM Moderation Board according to the moderation guidelines as set by the IMM Graduate School of Marketing Moderation of assessments can also be overseen by the relevant ETQA according to the ETQA`s policies and guidelines for assessment and moderation Assessors would require an NQF level 7 qualification and relevant experience.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

N/A

REREGISTRATION HISTORY

As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2006; 2009; 2012; 2015.

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.	IMM Graduate School of Marketing (Pty) Ltd

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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.