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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Postgraduate Diploma in Marketing

SAQA QUAL ID	QUALIFICATION TITLE
101895	Postgraduate Diploma in Marketing
ORIGINATOR
Tshwane University of Technology (TUT)
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
CHE - Council on Higher Education			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Postgraduate Diploma	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 08	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		2031-06-30

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 Postgraduate Diploma in Marketing is a vocational qualification designed for graduates to perform the specialised tasks required within the marketing discipline.

The qualifying learners will gain capacity to manage, supervise, coordinate and plan national and international marketing and sales strategies. The qualification will enable graduates to gain skills into managing the specified disciplines within the marketing industry.

Graduates will acquire skills to apply their knowledge to the various components that relates to the marketing activities of an organisation. The qualifying learner will gain insight into the complexities of the marketing industry as well as the ability to apply sales and customer management issues in order to maximise the marketing operations and manage the marketing communications of an organisation.

This qualification is therefore particularly suitable for continuing professional development through the enhancement of deep and systematic understanding of contemporary marketing operations which includes independent decision-making, analytical approaches and relevant cutting-edge technologies, thus contributing to the benefits of the society and the economy.

Rationale:
The Postgraduate Diploma in Marketing is designed to meet the specific career path needs in the marketing environment as confirmed by industry through the advisory board committee. Relevant stakeholders, including academic peers from outside the institution and employers represented on Advisory Committee, were involved in the development of the qualification. Prospective learners will typically have completed the Advanced Diploma in Marketing and will have entered the industry at operational entry levels.

The qualification is aimed at empowering learners with focused and applied specialisation which meets the requirements of a specific niche in the labour market. It involves specific knowledge and skills to perform at supervisory and managerial levels within multi-disciplinary marketing environments. The qualification further provides the graduate with the knowledge and skills to follow career pathways in the practice of Marketing, Digital Marketing, Professional Selling or Brand Communication management. The qualification is for individuals interested in advancing their career in the practice of Marketing, Digital Marketing, Professional Selling or Brand Communication Management.

This qualification offers learners access to postgraduate studies. A research project was undertaken within the institution to determine the needs of industry which identified the gaps in the chosen specialisation fields which form part of the electives in this qualification. Completion of the Postgraduate Diploma in Marketing may be presented for entry into the Master of Management Sciences in Marketing.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
As per institutional policy, credits towards this qualification may be obtained by means of RPL. Candidates who do not meet the minimum entrance requirements but who can demonstrate satisfactory levels of competence in the field may apply for Recognition of Prior Learning and may be granted entry to the qualification on this basis.

Entry Requirements:
For admission to the qualification the learner must have either:

An Advanced Diploma in Marketing or Marketing Management, Level 7, or

Bachelor's Degree in Marketing or Marketing Management, Level 7.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification consists of compulsory and elective modules at Level 8 totalling 120 Credits.

Compulsory Modules:

Marketing V, 30 Credits.

Applied Quantitative Techniques, 30 Credits.

Advanced Research Methodology, 30 Credits.

Elective Modules, 30 Credits (Choose one):

Applied Digital Marketing V, 30 Credits.

Applied Professional Selling V, 30 Credits.

Applied Integrated Brand Communication, 30 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate knowledge of and engagement in an area at the forefront of the field of applied marketing; an understanding of the theories, research methodologies, methods and techniques relevant to the field, discipline or practice; and an understanding of how to apply such knowledge in a particular context.
2. Demonstrate an understanding of the complexities and uncertainties of selecting, applying or transferring appropriate standard procedures and processes of quantitative techniques to unfamiliar problems in a specialised field, discipline or practice.
3. Demonstrate knowledge of and engagement in an area at the forefront of the field of applied professional selling; an understanding of the theories, research methodologies, methods and techniques relevant to the field, and the ability to apply such knowledge in a particular context.
4. Demonstrate knowledge of and engagement in an area at the forefront of the field of digital marketing; an understanding of the theories, research methodologies, methods and techniques relevant to the field, and the ability to apply such knowledge in a particular context.
5. Demonstrate knowledge of and engagement in an area at the forefront of the field of applied Integrated brand communication; an understanding of the theories, research methodologies, methods and techniques relevant to the field, and the ability to apply such knowledge in a particular context.
6. Demonstrate an ability to use a range of specialised skills to identify, analyse and address complex or abstract problems drawing systematically on the body of knowledge and methods appropriate to the discipline and practice of research.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Demonstrate and apply knowledge by developing a product mix for an enterprise.

Demonstrate and apply knowledge by developing a pricing mix for an enterprise.

Demonstrate and apply knowledge by developing a distribution mix for an enterprise.

Demonstrate and apply knowledge by developing an Integrated Marketing Communication mix for an enterprise.

Associated Assessment Criteria for Exit Level Outcome 2:

Demonstrate and apply knowledge with regard to questionnaire design and conduction of surveys, utilising a suitable statistical package to the organisation and describe data, draw graphs, determine measures of location, dispersion and relative standing.

Utilise a suitable statistical package to apply the knowledge in confidence intervals, hypothesis testing, chi-squared tests, ANOVA-s and non-parametric testing.

Utilise a suitable statistical package to apply the knowledge in multivariate analysis, correlation and time series analysis.

Apply the knowledge to differentiate between different quantitative market research decision support tools and apply text analytics.

Associated Assessment Criteria for Exit Level Outcome 3:

Demonstrate and apply knowledge of the strategic sales management process and to develop and implement effective sales strategies in a self-critical manner.

Demonstrate knowledge of and engagement in Personal Selling activities by applying the various personal selling approaches and techniques relevant to the professional selling environment.

Demonstrate problem solving ability when identifying and analysing customer value, engaging and involving buyers and salespeople throughout the sales interaction by expanding customer relationships.

Analyse and address complex issues found in the planning, organising, development and directing of the sales force as well as the ability to critically review and analyse sales force effectiveness and performance.

Associated Assessment Criteria for Exit Level Outcome 4:

Evaluate opportunities and challenges presented through dynamic digital environment and assess the impact and influence these opportunities and challenges have on the marketing strategy.

Analyse how key digital tools can support and enhance marketing activities and also discuss the relevance of digital platforms and channels in context of marketing.

Develop digital activities to support and enhance multi-channel marketing and apply the key principles involved in monitoring and measuring digital marketing effectiveness.

Identify and investigate a digital marketing research topic and develop a research proposal.

Associated Assessment Criteria for Exit Level Outcome 5:

Demonstrate and apply knowledge in brand building in relation to the marketing discipline being guided in terms of the aspects of brand building and how to build a brand in a competitive environment.

Demonstrate knowledge of and engagement in brand communication activities by applying the various brand communication strategies and techniques relevant to the profession.

Demonstrate knowledge when identifying and analysing brand positioning during the communications process.

Analyse and address complex issues found in effective brand building within a competitive environment.

Associated Assessment Criteria for Exit Level Outcome 6:

Develop a quality research proposal which meets the standard and requirements for access to a Master's Degree.

Integrated Assessment:
Formative assessment strategies are continuous and aimed at giving learners feedback on their progress in the achievement of learning outcomes as well as to integrate theoretical and practical competence. Such strategies include informal assignments, discussions, case studies, informal tests and tutoring.

Some of the criteria may be assessed through observation of the learners during classes. Summative assessment strategies are aimed at judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such strategies include examinations, reports, projects or equivalent such as a portfolio of evidence which is representative of a selection of the outcomes.

The outcomes of the formal assignments will contribute to a cumulative class mark as per pre-arrangement with the learners. In the formal assignments, and in the respective examinations learners will have to demonstrate the ability to communicate and integrate knowledge of the key issues, highlighted in the respective modules, and identify and resolve typical problems in the subfields as indicated. This will require critical and creative thinking as well as the ability to make practical applications of the learning outcomes as indicated in the module descriptors.

INTERNATIONAL COMPARABILITY

The Postgraduate Diploma in Marketing programme is comparable with programmes found at two international universities namely University of Central Florida and Queensland University of Technology who also offers qualifications in marketing.

The syllabus of the University of Central Florida includes two areas of specialisation namely: marketing and professional selling. The TUT postgraduate diploma in marketing also provide students with the option to specialise in professional selling as an elective.

The syllabus of the Queensland University of Technology includes: Integrated Marketing Communication; Digital Strategy; Marketing Management and Marketing and Survey Research which are also included in the Postgraduate Diploma in Marketing syllabus. By incorporating these international modules into the post graduate diploma in marketing will benchmark the qualification with best practices of international universities.

ARTICULATION OPTIONS

This qualification allows for articulation possibilities.

Horizontal Articulation:

Related qualifications in Marketing e.g. Bachelor Honours Degree in Marketing, Level 8.

Vertical Articulation:

Related qualifications in Marketing e.g. Master of Management Sciences in Marketing, Level 9.

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.

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