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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Higher Certificate in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
97586  Higher Certificate in Marketing Management 
ORIGINATOR
Regent Business School (Pty) Ltd t/a Regent Business School 
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  Marketing 
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 1141/23  2021-07-01  2024-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2025-06-30   2028-06-30  

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 equip learners with the necessary skills for implementing marketing strategies as well as to assist them with the basic administrative tasks related to marketing. Upon completion of this qualification, learners will be able to:
  • Apply fundamental marketing principles in a work-based context.
  • Utilise technology to communicate and market effectively.
  • Develop Basic Marketing Plan.
  • Evaluate, apply, and integrate marketing knowledge and skills and general business principles to real life situations taking into account societal, ethical and cultural considerations.
  • Gather and analyse contemporary marketing information and evaluate the potential future outcomes of marketing management decisions.

    Rationale:
    The Higher Certificate in Marketing Management is designed to equip learners with the necessary skills to execute marketing strategies as well as to assist with basic administrative tasks associated with marketing functions at entry level.

    The qualification seeks to develop learners' skills and aptitude by exposing them to basic principles of marketing, sales and promotion techniques as well developing an understanding of customer relationship marketing. The outcome of the qualification will be to ensure that learners have the knowledge, skills and understanding of the latest marketing and sales strategies as well to develop elementary quantitative and critical thinking skills. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    This qualification may be obtained in whole or in part through the recognition of prior learning.
    In the cases where prior learning is to be recognised for purposes of access to the qualification:
    It is assumed that the learning derived from work or life experience will be a major element in the profiles of non-standard entrants primarily by means of an examination of their Curriculum Vitae (CV). Learners will be selected on the recommendation of a senior manager from their organisations/companies.

    Where appropriate, interviews will also be conducted to assess the applicants. Some of the key criteria that will be used in evaluating 'non-standard' applicants include:
    (a) The applicants' motivation, maturity and realistic approach to their studies.
    (b) Job description, covering relevant area of work, giving examples of tasks carried out, possibly supplying references.
    (c) The nature and level of life/work experience and prior study, and the learning which has resulted from such experience.
    (d) Details of in-company short courses, length, content of material covered, standard achieved.
    (e) The clarity of the applicant's educational goals and objectives.
    (f) The extent to which the applicant can provide evidence of the threshold skills and knowledge for the qualification.

    Where prior learning is recognised for advanced standing, credit will be given for prior certificated learning in accordance with established practice at South African higher education institutions. The amount of 'specific' credit granted is dependent on the match between prior learning and award towards which the intended qualification leads.
    Credits may only be accumulated for modules, which are prescribed within the structure of a named award.

    Entry Requirements:
    The minimum entry to this qualification is:
  • Senior Certificate (SC).
    Or
  • National Senior Certificate (NSC) passed with Higher Certificate studies.
    Or
  • National Certificate Vocational (NCV). 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of compulsory modules at NQF Level 5, totalling 120 Credits.

    Modules:
  • Business Communication, 20 Credits.
  • Principles of Marketing, 20 Credits.
  • Customer Relationship Marketing, 20 Credits.
  • Sales Marketing, 20 Credits.
  • Quantitative Marketing, 20 Credits.
  • Business Information Systems, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Utilise technology to communicate and market effectively.
    2. Evaluate, apply, and integrate knowledge and skills of marketing and general business principles in a work based environment and to real life situations taking into account societal, ethical and cultural considerations.
    3. Gather and analyse contemporary marketing information and evaluate the potential future outcomes of marketing management decisions. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Operational and managerial roles of information systems are described.
  • Major concepts, developments and managerial implications involved in computer hardware, software, database management and telecommunications technologies are appreciated.
  • Understanding of how information technology is used in modern information systems to support the end user collaboration, enterprise operations, managerial decision making and strategic advantage is demonstrated.
  • IS systems to support decision making is utilised.
  • Various marketing communication methods are compared and the most appropriate is selected based on real-life environmental variables applied in a case study scenario.
  • Marketing communication tasks are executed.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Real life situations in marketing are analysed to identify strengths, weakness, opportunities and threats.
  • Correct procedures to solve specific marketing problems are selected.
  • Appropriate marketing principles to situations, and to scenarios involving service delivery whether in real life or simulated scenarios/case studies are applied.
  • An elementary marketing communication plan is prepared.
  • Marketing information is discussed and presented in appropriate ways which include but is not limited to numerical, verbal and graphic.
  • Elementary marketing plans are prepared, compared and evaluated based on an understanding of consumer behaviour.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Explain the interface between marketing management and the environment.
  • Factors that should be considered when selecting a target market and defining marketing strategies are outlined.
  • Future financial requirements are forecasted.
  • Problems are identified and analysed, and correct procedures are selected to solve specific them.

    Integrated Assessment:
    The primary mode of delivery of this qualification is by distance learning, consolidated by both academic and administrative support. These activities are managed by the Teaching and Learning Department and Student Information Desk.

    Each constituent module of a qualification is generally assessed with assignment/s and a formal written examination. The final mark for the module is computed by taking a weighted average of 60% of the formative assessment and 40% of the summative assessment. A learner is required to achieve a subminimum of 40% in both the formative and summative components. The learner must obtain an overall mark of 50% in order to successfully complete a module.

    Assignment/s for each module (formative) requires learners to demonstrate specialist knowledge of the module content and the ability to evaluate, design and implement a strategy for the processing and management of information. In an effort to design work-integrated assessments, the questions are structured in a manner that embraces the discussion of theory in the context of students' own organisation, wherever possible. Examples from the business environment add to the overall worth of the assignment and contribute to the final mark. All assignments aim to develop a "critical and reflective practitioner".

    Examination (summative) questions are based on two strategies: Firstly, learners are required to critically evaluate concepts against the background of business practice. A second type of strategy is the use of case studies as a vehicle to test a learner's analytical and management skills. Learners are required to examine the case study, use theoretical tools provided in the module and integrate knowledge acquired from other modules in a holistic analysis of the issues embedded in the case study. The examination itself requires the learner to respond to specific question/s based on the case study. The institution ensures that all examiners and moderators/external examiners are competent and appropriate with respect to qualification and experience to conduct assessment at Degree Level. 
    		•

    INTERNATIONAL COMPARABILITY 
    The University of Washington in the United States of America offers a Certificate in Marketing Management. This qualification provides learners with tools and techniques they will need to engage in today's complex, multi-channel marketing landscape. Learners are enabled to build skills in strategy, research and analysis and integrated marketing communication.

    The Chartered Institute of Marketing in the United Kingdom offers a Certificate in Professional Marketing. This qualification provides learners with practical skills and knowledge to devise and implement tactical marketing activities and campaigns. It also helps learners to build credibility in their marketing roles.

    Conclusion:
    This qualification compares favourably with both qualifications in Marketing from these countries. The focus of all qualification is to provide learners advanced tactical skills and knowledge related to various aspects of marketing. These include communication, information systems, customer relations, and sales. 

    ARTICULATION OPTIONS 
    This qualification provides opportunities for both horizontal and vertical articulation such as:

    Horizontal
  • Higher Certificate in Business Management, at NQF Level 5.
  • Higher Certificate in Event Management, at NQF Level 5.

    Vertical
  • Advanced Certificate in Business Management, at NQF Level 6.
  • Diploma in Marketing Management, at NQF Level 6. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    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. Regent Business School (Pty) Ltd t/a Regent Business School 


    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.