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: 

Bachelor of Business Administration in Marketing 
SAQA QUAL ID QUALIFICATION TITLE
101591  Bachelor of Business Administration in Marketing 
ORIGINATOR
The Independent Institute of Education (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 First Degree  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2021-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2033-06-30  

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 graduate-level knowledge, applied competences and the necessary attitudes needed to prepare learners for professional careers within the field of marketing. This qualification will provide learners with a solid critical knowledge of general marketing, as well as specialised education in a main area of focus. This qualification focuses on conceptual relevance with strong emphasis on applied theory and demonstration of reflexive knowledge and competence.

This qualification provides for specialisation in the second and third year of study, focus areas include marketing, digital marketing, consumer buyer behaviour, integrated marketing communications and strategic and international marketing, The learner will be able to develop the capacity to analyse scenarios in key areas of interest within the discipline of marketing, and to make innovative decisions critical to the development and implementation of a variety of solutions for modern business ventures in the area of marketing.

The design of the qualification will facilitate critical learning through the exposure to and application of specialised learning areas to enable graduates to employ their knowledge and skills in the complex Marketing and business environment.

In the first year, learners will be exposed to key functions of the business environment. These functions are covered in the modules, business management, marketing, accounting, and human resources. On completion of the first year, learners will be equipped with the foundational knowledge and understanding of the business environment. This will allow for them to move onto their second year of study in which more emphasis and focus would be placed on the marketing elements that can be applied in the business environment. The focus of the second year will be on Marketing and Business Management as core disciplines. Learners will be exposed to macro and micro economics and will have foundational knowledge and understanding of the principles of Economics.

The main focus in the third year of study is on Business Management and the digital environment of marketing. The focus on Marketing is supported by modules such as Consumer and Buyer Behaviour and Digital Marketing. This allows for more in-depth knowledge and understanding of the field of Marketing as well as applying the theory towards practical examples such as case studies. These modules are furthermore supported by Business Management in which learners are reminded of the functioning of the business environment. In addition, learners will be exposed to Business Law in their second year of study. This allows for learners to gain a basic understanding of the types of contracts, laws and regulations that businesses in general should adhere to. This qualification will allow for critical higher order thinking skills to be developed that would assist learners in articulating into their third year of study.

In the final year of the Bachelor of Business Administration in Marketing, learning will focus on the ability of a learner to demonstrate the critical evaluation and analysing of business practices and strategies. Learners will be required to critically evaluate and analyse scenarios and or cases within the Marketing and Business environment and provide relevant solutions. Based on the modules that the learner will complete in their fourth year of study, they will be equipped with the theoretical and practical skills and knowledge to analyse cases and/or scenarios pertaining to the business and marketing environments. These modules are Integrated Marketing Communication, Strategic Marketing, and International Marketing. The inclusion of the Work Integrated Learning modules provides the additional skills that would be required by learners to analyse and develop a marketing strategy and campaign for an organisation. The modules Marketing Research and Marketing Research Practices will furthermore, provide learners with the necessary skills and abilities to conduct research within the field of marketing and interpret the research accordingly for an organisation. The inclusion of research allows for learners to study further towards a Postgraduate qualification at NQF level.

Rationale:
The Bachelor of Business Administration in Marketing is designed to enable learners to qualify and to follow a career in Marketing. Learners will gain the knowledge, skills and applied competencies identified by industry as critical for employees to enter the world of work as marketing graduates, in either the private, the government sector or in Non-Governmental Organisations (NGOs). This qualification will equip learners with insight and skills that are required for further specialised study in support of the principles of life-long learning. The specific skill-sets (academic and industry practice) incorporated into this qualification presents a combination of both theory and practical skills and knowledge which are highly attractive to prospective employers and adds value to the industry.

This qualification targets learners who are desire to become Marketing Practitioners. It is designed in collaboration with Marketing Practitioners as well as academics within the discipline. This qualification includes a balance in which academic knowledge is applied towards real life scenarios and/or cases ensuring industry compliance. This qualification is designed to produce graduates with the ability to think and act strategically, professionally and ethically and to contribute meaningfully to the marketing industry. The design of this qualification facilitates the development of a well-rounded Marketing Practitioner. Graduates will have both the theoretical depth and applied skills relevant to further study or to enter the world of work.

As Marketing has become an essential structure to businesses, adopting sustainable practices is crucial for all businesses in the 21st century. There is a need for the development of awareness in the South African and global business environment of the importance of managing the marketing side of business as a strategically important area for sustaining businesses. Learners will acquire the ability to use professional discourse appropriately in formulating, communicating and assessing marketing proposals.

The outcomes for this qualification were identified as critical to develop a successful career in Marketing through providing learners with competencies in theoretical and practical application of relevant principles, processes, procedures and research techniques. By understanding the processes in the marketing context, as well as best practice in the field. Graduates will be able to strategically solve business problems. Furthermore, they will be adequately prepared to demonstrate competencies in contributing to the economic well-being of their organisation in a responsible manner.

This qualification will enable learners to apply a well-rounded strategic knowledge base to professional entry practice across a broad range of industries and government departments/entities. Career opportunities for qualified learners exist as:
  • Marketing Management Practitioner.
  • Marketing Consultant.
  • Marketing Researcher.
  • Digital Marketer.
  • Sales Managers.
  • Customer Relations Manager. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    RPL can be used to admit a cohort, but to date very few learners have been admitted through the formal RPL process which is governed by the relevant policies. RPL processes are qualification-specific in that the criteria against which evidence of prior learning must be provided are determined by the learning normally assumed to be in place for qualifications at the level concerned in the field concerned. Instruments are only designed when requests are made as they are expensive to design, implement and assess. To date most applications to the Institution for RPL of non-formal learning are at the Honours level. The procedure is governed by the Credit Accumulation and Transfer, Recognition of Prior Learning and Qualification Completion Policy (IIE010).

    In addition to RPL, a Credit Accumulation and Transfer (CAT) mechanism exists for access and advance standing for formal learning from a recognised, registered and accredited institution on a registered and accredited qualification.

    If an applicant applies for an RPL admission, the learning assumed to be in place for the programme is assessed against Exit Level Outcomes equivalent to the formal learning required for admission. This would include an evaluation of the content as well as the applicant's cognitive and technical competence. Applicants must prepare a portfolio against these stated requirements which is then assessed by a team of experts/academics in line with the policy.

    Entry Requirements:
    Learners are required to have the following in place in order to be considered for admission:
  • A Senior Certificate with endorsement.
    Or
  • National Senior Certificate granting admission to Bachelor Degree studies and with appropriate subjects.
    Or
  • A National Certificate Vocational granting admission to Bachelor Degree studies and with appropriate subjects.
    Or
  • Higher Certificate in a cognate field.
    Or
  • An Advanced Certificate in a cognate field.
    Or
  • A 240 or 360 Credit Diploma in a cognate field learner. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification comprises compulsory modules at Levels 5, 6 and 7 totalling 373 Credits.

    Level 5, 96 Credits:
  • Marketing 1A,12 Credits.
  • Marketing 1B,12 Credits.
  • Business Management 1A,12 Credits.
  • Business Management 1B, 12 Credits.
  • Accounting 1A,12 Credits.
  • Accounting 1B,12 Credits.
  • Human Resource Management 1A, 8 Credits.
  • Human Resource Management1B, 8 Credits.
  • Digital Citizenship, 8 Credits.

    Level 6, 142 Credits:
  • Marketing 2A, 18 Credits.
  • Marketing 2B, 18 Credits.
  • Business Management 2A, 12 Credits.
  • Business Management 2B, 12 Credits.
  • Digital Marketing 2A, 15 Credits.
  • Digital Marketing 2B, 10 Credits.
  • Economics 1A, 12 Credits.
  • Economics 1B, 12 Credits.
  • Consumer Buyer Behaviour, 15 Credits.
  • Business Law, 18 Credits.

    Level 7, 135 Credits:
  • Business Management 3A, 18 Credits.
  • Business Management 3B, 18 Credits.
  • Marketing 3A, 18 Credits.
  • Marketing 3B, 18 Credits.
  • Integrated Marketing Communications, 15 Credits.
  • Marketing Research, 18 Credits.
  • Work Integrated Learning, 15 Credits.
  • Marketing Research Practice, 15 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate knowledge and understanding of the core marketing elements within a business environment.
    2. Demonstrate knowledge and understanding of the business principles, functions and strategies.
    3. Demonstrate the knowledge and understanding of critically evaluating a marketing strategy.
    4. Critically examine the theories of different functions of marketing and apply the functions of integrated marketing communication to an organisation.
    5. Explore legislation applicable to the commercial field and in particular, compliance thereof and the legal implications of entering into business contracts.
    6. Evaluate and identify human resource management and administration approaches appropriate to achieve business objectives. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Demonstrate knowledge and understanding of the application of marketing principles within the digital environment.
  • Demonstrate knowledge and understand of consumer behaviour and customer relationship through the use of marketing elements.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Demonstrate the knowledge and understanding of business environment through the application of economic principles.
  • Apply the contemporary approaches to management within the business environment.
  • Develop and implement business strategies within the business environment.
  • Demonstrate knowledge and understanding of the basic elements of accounting and human resources management within the business environment.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Demonstrate and understand the formulation of marketing strategy objectives.
  • Demonstrate the ability to design a marketing campaign.
  • Demonstrate the ability to implement marketing campaign.
  • Evaluate the different reference groups of consumers and their impact on the buying decisions of the individual.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Apply the various tools within the integrated marketing communications mix within an organisation.
  • Critically evaluate an integrated marketing communications strategy in any industry.
  • Assess different market opportunities for the international and global market environment.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Demonstrate knowledge and understanding of the concepts and principles of business law.
  • Apply the principles of business law.
  • Evaluate elements of business law.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Demonstrate knowledge and understanding of the principles, practices and theories of human.
  • Define the critical success factors for effective human resource management in business.
  • Apply knowledge of human resource management to given scenarios.
  • Analyse the practices of human resource management implemented in a specific environment.

    Integrated Assessment:
    Formative Assessment:
    Learning and assessment are integrated. Continual formative assessment is required so that learners are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments, real-world briefs, tests and an integrated programme portfolio based on the learning material and learners are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes.

    Summative Assessment:
    Summative assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments which test the learner's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit Level Outcomes as a whole. Examinations, projects, reports or equivalent assessments, such as a portfolio of evidence, assess a representative selection of the outcomes practised and assessed. Summative assessment also tests learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

    Integrated assessments will be designed to achieve:
  • An integration of the achievement of Exit Level Outcomes in a way which demonstrates that the purpose of the qualification as a whole has been achieved.
  • The evaluation of learner performance which can provide evidence of applied competence.
  • Criterion-referenced assessment which is clearly explained to, and understood by, the learners and which can be applied in the Recognition of Prior Learning. 
    		•

    INTERNATIONAL COMPARABILITY 
    Both Higher Education Institutions and professional bodies across the world offer qualifications and courses in Marketing, at various levels. While it can be argued that the standard and approach to education in these fields vary across countries, there appears to be little difference in focus and approach of qualifications tailored towards the development of middle to senior level managers, as well as junior practitioners operating within the broader Marketing field. The Bachelor of Business Administration in Marketing is designed against the backdrop of knowledge of competency components of international qualifications in this field, to provide graduates with competitive advantage in the country and to operate proficiently in the increasingly globalised environment.

    The Bachelor of Business Administration in Marketing was compared with the Bachelor of Business Administration in Marketing qualifications in Africa, United Kingdom, London, and the United States of America. Some of the Universities or Business Schools offering Bachelor of Business Administration in Marketing are the University of London, IMM Graduate School, Walsh University, and University of Botswana. The concept of a single qualification with the potential to be used across a range of sectors, i.e. private, public and non-governmental, is common in the qualifications, was investigated.

    Countries that operate on the basis of an NQF include the Botswana, Zambia, United Kingdom, London, and United States of America (USA). A comparison of the title, Exit Level Outcomes and assessment criteria was undertaken with qualifications similar to the Bachelor of Business Administration in Marketing Degree. The Bachelor of Business Administration in Marketing is uniquely designed as it offers modules such Digital Marketing, Integrated Marketing Communication and most of all, Work Integrated Learning. The Work Integrated Learning module focuses on providing the learner with practical experience in the analysing and designing of a marketing strategy and campaign. The Bachelor of Business Administration in Marketing is designed to comprehensively provide the graduates with in-depth competencies aligned with the knowledge and skills found in most international qualifications. 

    ARTICULATION OPTIONS 
    This qualification articulates with the following:

    Horizontal Articulation:
  • Bachelor of Commerce.
  • Bachelor of Business Administration in Hospitality.
  • Bachelor of Commerce Marketing Management.
  • Bachelor of Commerce with specialisation in Marketing.

    Vertical Articulation:
  • Bachelor of Commerce Honours in Management.
  • Bachelor of Commerce Honours in Strategic Brand Management.
  • Bachelor of Commerce Honours (Marketing Management)
  • Postgraduate Diploma in Higher Education.
  • Bachelor of Commerce Honours (Business Management: Specialisation in Marketing Management). 
    		•

    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. The Independent Institute of Education (Pty) Ltd 


    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.