SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Advanced Diploma in Marketing

SAQA QUAL ID	QUALIFICATION TITLE
101896	Advanced 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
Advanced 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 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		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:
This qualification is suitable for continuing professional development by enabling the learner to develop an understanding of contemporary marketing functions which includes independent decision-making, analytical approaches and relevant cutting-edge technologies.
This qualification is aimed at empowering learners with focused and applied specialisation which meets the requirements of a specific niche in the labour market. This involves specific knowledge and skills so as to enable learners to perform at operational levels within a multi-disciplinary marketing environment.

Qualifying learners will have had the opportunity to deepen their knowledge and skills in their chosen specialisation area as well as in the general areas of Marketing. Learners will also be introduced to Quantitative Techniques such as research methodologies and techniques. The qualification further enables graduates to gain insight into the practices of the marketing industry as well as the ability to face managerial challenges in order to maximise the marketing operations.

On completion of the qualification, graduates will be able to plan, develop, implement and manage marketing strategies.

Rationale:
The field of marketing is expanding into areas of specialisation that requires highly specialised knowledge and skills relating to both the industry and academia. The industry reported a demand for employees with extended knowledge and skills at the Advance Diploma level. For this reason, three areas of specialisation are incorporated making the qualification more suitable for industry requirements. The diversity of specialisation serves a further purpose in that it prepares learners for continuous studies in the selected areas of specialisation.

The Advanced Diploma in Marketing will prepare graduates to operate in specialised areas within the marketing discipline and was therefore designed to allow learners a choice between the specialisation areas of Professional Selling, Digital Marketing and Integrated Brand Communication, thus providing specific career pathways in the marketing arena.

This qualification offers students access to Postgraduate studies. Completion of the Advanced Diploma in Marketing may be presented for entry into the Postgraduate Diploma in Marketing.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
This qualification may be achieved in part through the recognition of relevant prior learning which includes formal, informal and non-formal learning and through prior experience as a practitioner in the field of Marketing. A structured means for the assessment of individual learners will be developed against the Exit Level Outcomes of the qualification on a case-by-case basis and assessment is done by means of Integrated Assessment strategies. Such procedures, and the assessment of individual cases, are subject to moderation by independent-assessors. The learner will be thoroughly briefed on the mechanism to be used and support and guidance that will be provided. The necessary evidence as required by the Exit Level Outcomes, and presented by the learner, should meet the following principles: currency of evidence, sufficiency of evidence, validity of evidence and authenticity of evidence. If the learner is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this qualification the appropriate credits will be assigned to the learner.

Entry Requirements:
The minimum admission requirement for this qualification is:

Diploma in Marketing, Level 6.
Or

Diploma in Marketing Management, Level 6.
Or

A related qualification at Level 6.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification consists of compulsory and elective modules at Level 7 totalling 120 Credits.

Compulsory Modules, Level 7, 90 Credits:

Marketing IV 30 Credits.

Research Methodology 30 Credits.

Advanced Quantitative Techniques 30 Credits.

Electives Modules, Level 7, 30 Credits (Choose one):

Advanced Professional Selling IV 30 Credits.

Digital Marketing IV 30 Credits.

Integrated Brand Communication IV 30 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate integrated knowledge of the central areas of the field and practices of marketing, including an understanding of and an ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field; and detailed knowledge of an area or areas of specialisation and how that knowledge relates to other fields, disciplines or practices.
2. Demonstrate an understanding of a range of methods of enquiry in the field of marketing research, and their suitability to specific investigations; and an ability to select and apply a range of methods to resolve problems or introduce change within a practice.
3. Demonstrate integrated knowledge of the central areas of the field and practices of Professional Selling, including an understanding of and an ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field; and detailed knowledge of an area or areas of specialisation and how that knowledge relates to other fields, disciplines or practices.
4. Demonstrate integrated knowledge of the central areas of the field and practices of Digital Marketing, including an understanding of and an ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field; and detailed knowledge of an area or areas of specialisation and how that knowledge relates to other fields, disciplines or practices.
5. Demonstrate integrated knowledge of the central areas of the field and practices of Integrated Brand Communication, including an understanding of and an ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field; and detailed knowledge of an area or areas of specialisation and how that knowledge relates to other fields, disciplines or practices.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit-Level Outcomes 1:

Evaluate several market plan options and select an appropriate option.

Develop a marketing plan and evaluate its viability.

Select a market plan for the international market that will be recommended.

Develop and evaluate an international marketing plan.

Evaluate factors relating to implementation of international marketing plan.

Associated Assessment Criteria for Exit-Level Outcomes 2:

Demonstrated an understanding of and the ability to apply relevant marketing research principles, concepts and processes.

Apply appropriate research design, methods and techniques for a given project.

Analyse data and communicate results to a diverse audience.

Demonstrate scientific writing and professional presentation.

Associated Assessment Criteria for Exit-Level Outcomes 3:

Explain the conceptual foundations of sales force management in the 21st century.

Justify the importance of organising and developing the sales force.

Compare the different management styles and the methods for directing sales force efforts.

Apply the different sales force performance appraisals.

Associated Assessment Criteria for Exit-Level Outcomes 4:

Apply the relevant concepts, terminology, and processes relating to digital marketing.

Implement the digital marketing window.

Identify the key aspects of the digital marketing mix.

Distinguish the extended digital marketing platforms.

Associated Assessment Criteria for Exit-Level Outcomes 5:

Categorise the key components of brand building.

Analyse the value of a brand's identity.

Apply the positioning of a brand within the competitive environment.

Apply the principles for building an effective brand in the competitive environment.

Integrated Assessment:
The overall assessment strategy of the Department of Marketing, Logistics and Sport Management is that of integrated assessment which is evident in the approach to the assessment of applied competence. Applied competence is understood as the learners' ability to integrate concepts, ideas and actions in authentic, real-life contexts; the assessment of which is broken down to the assessment of foundational, practical and reflexive competence where:

Foundational competence is the demonstrated understanding of what the learner does and why (s) he does it.

Practical competence is the demonstrated ability to perform a set of tasks and actions in authentic contexts.

Reflexive competence is the demonstrated ability to integrate learner's performances with their understanding so that they are able to adapt to changed circumstances and explain the reason behind these adaptations.

INTERNATIONAL COMPARABILITY

This Advanced Diploma in Marketing is compared with the United Kingdom Chartered Postgraduate Diploma in Marketing and Australia's Advanced Diploma in Marketing at the TAFE University in Melbourne

United Kingdom (UK):

The Chartered Institute of Marketing (CIM) is a professional marketing body which offers a Chartered Postgraduate Diploma in Marketing. This qualification consists of one mandatory and three elective modules:

Module 1: Emerging Themes (mandatory).

Module 2: Analysis and Decision (elective).

Module 3: Marketing Leadership and Planning (elective).

Module 4: Managing Corporate Reutation (elective).

Australia:

The TAFE University in Melbourne offers an Advanced Diploma in Marketing with the following modules:

Manage the Marketing Process.

Manage Market Research.

Develop Organisational Marketing Objectives.

Develop a Marketing Plan.

Provide Leadership across the Organisation.

Manage Organisational Changes.

Contribute to Organisational Development.

Develop and Implement Diversity Policy.

Both these qualifications compare favourably with the Advanced Diploma in Marketing.

ARTICULATION OPTIONS

This qualification allows for articulation possibilities.

Horizontal Articulation:

Advanced Diploma in Marketing, Level 7.

Relevant Bachelor Degrees in Marketing, Level 7.

Vertical Articulation:

Postgraduate Diploma: PGDip (Marketing), Level 8.

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.	Tshwane University of Technology (TUT)