SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Advanced Diploma in Marketing

SAQA QUAL ID	QUALIFICATION TITLE
105705	Advanced Diploma in Marketing
ORIGINATOR
Cape Peninsula University of Technology
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		Generic Management
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	2019-02-13	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 purpose of this qualification is to develop in students a firmer and more advanced grounding in key marketing concepts and practices through building on the knowledge and skills that they acquired while doing their diploma. The Advanced Diploma in Marketing prepares students to be able to draw from larger and multinational corporates for practices in more complex marketing environments. It seeks to cultivate a higher level of critical thinking, preparing students to be able to perform tasks that require increasingly more complex and abstract mental levels.

The qualification will also assist to produce graduates who are able to use various marketing tools to analyse an organisation's micro and macro environments and develop appropriate marketing strategy, taking into consideration the integrated approach to marketing communications. The graduates should be able to manage and budget for the various activities arising from the requirements of the strategic marketing plan. It would be expected of the graduate to take into consideration marketing trends and work within the business frameworks.

Rationale:
The Advanced Diploma in Marketing was developed after a rigorous situational analysis of the structure, content and relevance of the current Marketing qualifications. The analysis involved consultations with a number of key stakeholders which included former learners, industry partners and advisory board members with various affiliation in industries such as advertising agencies, marketing consultancy, marketing research, rail transport, retail, heritage, hospitality and members of the advisory board. Current learners were also part of the consultations. Industry and academic trends were monitored through environmental scanning which involved an analysis of job advertisements, marketing-related publications and broader media readings. Alumni were surveyed to ascertain the knowledge and skills they found key in the performance of their Marketing functions. These key qualities such as in-depth knowledge of the subject discipline, research, preparedness for the working environment, strategic thinking, customer relationships, integrated learning and communication were identified as the strength of the qualification. Furthermore, marketing knowledge and skills the graduates identified for further development were creative writing, public relations and digital marketing. These were accordingly included in the qualification content. The survey of current learners focused on their anticipated career plans and how well the current subjects could prepare them for industry. An analysis of the national skills requirements indicated that the roles of Sales and Marketing Manager appeared 52nd in the National Scarce Skills list (122101).

The industry analysis indicated a growing trend to support the Continuous Professional Development (CPD) of marketing practitioners and the Advanced Diploma in Marketing is, therefore, designed to elevate the knowledge levels in the marketing discipline and to subsequently add value to business and the community at large.

Furthermore, regional and national needs were considered. Marketing by nature is a cross-disciplinary service function. While it is mostly associated with retail and the advertising sectors, it cuts across fields like engineering, science, pharmaceutical, financial services, energy and the public sector. The qualification is therefore essential to support the various business stages of all sectors through interfacing the companies and the customers from the research and development, through the launch, distribution and continuous improving of products and services to ensure that the ever-changing needs of the customers are suitably met. The subjects indicated in section 3 below work together to prepare students to be able to perform these duties.

The development of this qualification also considered the trends in customer communication resulting from increasing development of technology and the subsequent adoption and use of social and digital media. These trends have led to a need for customised and timely communications. The qualification has thus been designed to equip learners with the ability to use social and digital media skills including blogging and web maintenance, which are currently in short supply. The digital and social media skills are in response to a current development in the social spheres where companies need to communicate in more social and less commercial platforms.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
Recognition of Prior Learning (RPL) is a process of identifying the knowledge and skills of an applicant against the admission requirements of a qualification and or for credits against part of a qualification. The RPL process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal and or formal learning.

Applicants for Recognition of Prior Learning (RPL) will be required to answer a set of questions which will help determine the level of qualifications they would be considered for. In the case of the Advanced Diploma the set of questions would seek to determine their experience in relation to the Marketing Diploma if they have not completed an equivalent qualification. The RPL process is multi-dimensional and multi-contextual in nature, aimed at the individual needs of applicants and is handled in accordance with an institutional RPL policy by a unit dedicated to this activity.

The RPL process includes guidance and counselling, as well as the preparation of a body of evidence to be presented by the RPL candidate to meet institutional requirements. An appeal procedure is also in place to accommodate queries. RPL in the Advanced Diploma Marketing will relate to gaining access to the qualification and or credits for advanced standing as described in institutional guidelines.

Entry Requirements:
The following minimum admission requirements will apply to this qualification:

National Diploma (Level 6).
Or

Diploma (Level 6).

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

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

Compulsory Modules: 60 Credits:

Marketing 4, Level 7, 30 Credits.

Management and Finance for Marketing, Level 7, 30 Credits.

Elective Modules: 60 Credits (choose two modules):

Applied Integrated Marketing Communication, Level 7, 30 Credits.

Marketing Information and Analytics, Level 7, 30 Credits.

Global Marketing, 30 Credits, Level 7, Elective.

Brand Management, Level 7, 30 Credits, Elective.

EXIT LEVEL OUTCOMES

1. Apply marketing principles while developing a strategic marketing plan.
2. Develop, implement, monitor, evaluate and control an integrated marketing communications qualification.
3. Identify information gaps and use advanced research methods, designs and strategies to develop and execute marketing research projects.
4. Develop an appreciation of the role of management and finance in the success of the marketing function through effective management of people, resources and the organisation as a whole.
5. Develop, evaluate and implement an international marketing strategy.
6. Develop a brand strategy, planning, execution, and measurement, to build band equity that can lead to customer acquisition and retention.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Describe in detail internal and external issues that impact on market planning.

Insightfully explain the importance of regular review of marketing plans and strategies.

Explain the importance of using current data when preparing a marketing strategy.

Conduct a market and environmental analysis using established techniques.

Formulate a strategic marketing plan with strategies based on available information.

Devise a suitable implementation schedule to monitor and evaluate actions detailed in the plan.

Suggest adjustments in accordance with the evaluation.

Describe how performance would be adapted when preparing a marketing strategy.

Associated Assessment Criteria for Exit Level Outcome 2:

Fully demonstrate an understanding of the components of an Integrated Marketing Communication strategic plan.

Manage the communications research process.

Formulate and assess Integrated Marketing Communication objectives and strategies.

Develop an Integrated Marketing Communication strategic plan.

Review and control an Integrated Marketing Communication strategic plan.

Associated Assessment Criteria for Exit Level Outcome 3:

Critically analyse the content and flow of both primary (marketing research) and secondary (including data mining and web analytics) information through an organisation and recommend appropriate (future) marketing research to any company/marketing scenario.

Develop a Marketing Research proposal to a marketing problem.

Apply advanced sampling and research design techniques appropriately to a marketing situation.

Apply various experimental designs to marketing situation/problem.

Compile a comprehensive strategic Marketing Research plan for a given marketing situation.

Execute marketing research projects for a pre-selected marketing problem.

Use statistical methods like linear regression, principal components analysis, cross-validation, and p-values.

Generate appropriate research reports which demonstrate the ability to interpret data and turn it into insight that adds value to businesses.

Draw valid conclusions from research projects.

Associated Assessment Criteria for Exit Level Outcome 4:

Analyse issues in managing marketing in different contexts.

Shows full understanding of how teams work and how to work with and manage teams for optimum marketing performance.

Develop a comprehensive change management qualification.

Apply project management principles in the management of marketing activities.

Explain in detail the interaction between managerial finance and marketing management.

Use financial statements to assess the impact of marketing decisions on the firm's financial wellbeing.

Calculate the time-value-of-money to justify funding for new marketing qualifications.

Support capital budgeting cash flow and the impact on new marketing qualifications.

Manage cost and time for customer value.

Associated Assessment Criteria for Exit Level Outcome 5:

Thoroughly analyse and use secondary data to assess international marketing opportunities.

Identify and analyse opportunities within international marketing environments.

Research and plan an entry strategy for a new international market.

Prepare a comprehensive international marketing plan.

Develop a comprehensive qualification of action, in response to developments in the new market, for a business firm using formal decision making processes.

Complete a final written international marketing plan, using skills acquired throughout the qualification.

Apply appropriate personal and interpersonal skills development during the group work project.

Associated Assessment Criteria for Exit Level Outcome 6:

Illustrate comprehensive insight and understanding into the strategic implications of brand management.

Identify and apply key marketing concepts to build a brand and drive business growth.

Generate a brand strategy for successful implementation.

Develop a comprehensive strategic brand plan.

Outline the metrics to measure Brand Management success.

Integrated Assessment:
There is an appropriate balance between formative and summative assessments.
Formative assessment aims at enhancing student learning and provides students with an opportunity to reflect critically on their own learning and to improve their own levels of personal accountability and time management.

Formative assessment usually consists of a variety of assessment tasks relevant to the field of study. In this qualification, it will consist of a variety of tasks such assignments, presentations, case studies.

Summative assessments usually consist of a variety of formal assessment tasks relevant to the field of study, including written tests, reports, and examination. In this qualification, it will consist of written tests, assignments and project-based learning conducted during and at the end of the academic semester/year.

A series of continuous evaluations will be used including group projects, presentations, case studies, assignments and individual examinations to determine student's ability to engage critically with complex Marketing theories and thus develop critical thinking abilities that enable them to understand the complexities of the world.

INTERNATIONAL COMPARABILITY

This qualification has been benchmarked against the following international qualifications:
The Royal Melbourne Institute of Technology (RMIT) is a global university of technology that offers an Advanced Diploma of Marketing qualification. The qualification is similar to the Advanced Diploma in Marketing because the primary focus is on developing a strategic marketing plan, managing the marketing process and looking at the broader aspects of marketing such as marketing research and international marketing.

The Dublin Business School offers an Advanced Diploma in Marketing. The qualification covers the unique challenges involved in marketing and managing a number of different types of organisations, having a detailed understanding and application of marketing communications and developing strategic thinking, business planning and communication skills: oral and written.

The University of Hong Kong also offers an Advanced Diploma in Marketing that equips the learner with up-to-date practical marketing knowledge in selected realms of marketing, brand management, marketing communication and marketing research.

Massachusetts Institute of Technology (MIT), Chartered Institute of Marketing (CIM) and Hong Kong Institute of Marketing (HK) are leading academic institutions. HK has a Diploma and a professional Diploma in Marketing and CIM only offers a professional diploma. All three qualifications comprise of a variety of modules, some of which are core and others electives.

The Advanced Diploma in Marketing closely reflects the core and elective subjects as offered by these international institutions. This qualification compares favourably with the international qualifications in term of outcomes of the modules, duration and articulation.

ARTICULATION OPTIONS

This qualification enables the following articulation opportunities:

Horizontal/Diagonal Articulation:

An appropriate Advanced Diploma, Level 7.

An appropriate Bachelor's Degree, Level 7.

Vertical Articulation:

Postgraduate Diploma in Marketing, Level 8.

An appropriate Bachelor Honours Degree.

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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