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: 

Advanced Diploma in Marketing 
SAQA QUAL ID QUALIFICATION TITLE
109237  Advanced Diploma in Marketing 
ORIGINATOR
University of Johannesburg 
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  2019-03-08  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 provide learners with contemporary, intensive, focussed and applied competencies in the multidisciplinary field of marketing to enter the field of commerce and industry as middle-level marketing practitioners.

Learners will be able to ascertain current and emerging trends in marketing practice, apply financial, information technology and entrepreneurial skills to marketing planning. Learners will be equipped with the skills of planning, organising, leading and controlling entrepreneurial initiatives in marketing, and differentiate and apply different research methodologies within a marketing environment.

The qualification further aims to prepare learners for Postgraduate study through the deepening of their knowledge and applying of recent theories, practices and methodologies in the discipline of marketing.

Rationale:
The growing complexity of marketing dictated by difficult economic conditions, fickle and sophisticated consumers along with the unprecedented use of technology places a huge burden on marketing leaders. The emerging "internet of things" leading to the digitisation of marketing practices further makes the roles and responsibilities of the marketing leaders profound. Industry therefore needs marketing people that are capable of developing more relevant marketing strategies across their mix by incorporating a range of emerging technologies that will make significant difference to marketing decisions and plans. The acquisition of these skills rests in the provision of intensive, focussed and applied competencies in the field of marketing. This qualification is developed for this reason. Moreover, the qualification will prepare learners for Postgraduate study through the deepening of their knowledge and understanding of recent theories, practices and methodologies in the discipline of marketing. It is intended to develop learners' ability to formulate, undertake and resolve more complex theoretical and practice-related problems and tasks through the selection and appropriate use of scientific methods and techniques. The acquisition of these unique skills will not only enable learners to anticipate and appropriately respond to emerging trends in their marketing careers but also enable them to make significant contributions to commerce and industry.

In ensuring that the curriculum for this qualification is fit-for-purpose, the Industry Advisory Committee (IAC) of The Department of Marketing Management has been consulted. The IAC consists of marketing leaders in industry and commerce. The IAC meets to advice on the relevance of the curriculum to meet the needs of commerce and industry.

The qualification is uniquely positioned to address the emerging concepts in marketing and carefully integrates financial management skills and the emerging impact of digital technologies on marketing decisions and strategies. Learners with this multidisciplinary background are sought after by commerce and industry. Moreover, the proposed programme includes modules on Entrepreneurial Marketing and Marketing to African Markets. Marketing approaches in small businesses are diametrically different from those in big business. With over 95% of all private sector businesses in the category of small and medium businesses most marketing graduates will find themselves working in this sector. It is therefore expedient to provide learners with marketing competencies applicable to small and medium sized businesses. Additionally, with the increasing call for the deepening of existing trade ties among African countries, it important to provide specialised skills for marketing learners on marketing strategies that could be employed to market to African countries. This will provide impetus to efforts aimed at deepening the trade ties between South Africa and other African countries.

The qualification will provide benefits to the learners, the society and the economy. The Advanced Diploma (AdvDip) (Marketing) will not only provide graduates with contemporary knowledge, skills and applied competencies within the evolving marketing environment but also the ability to apply independent cognitive and practical research skills. This will enable learners to enter industry and commerce as middle-level marketers. They will be able to make use of critical thinking and creative problem-solving skills within the broader field of marketing.

The objective of this qualification is to articulate into the existing, Bachelor of Commerce, Bachelor of Commerce Honours in Marketing Management, or into the Postgraduate Diploma in Marketing, then proceed to the existing Master of Commerce in Marketing Management (dissertation or modular) and finally into the existing Doctor of Philosophy (PhD) in Marketing Management. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
The Department accepts Recognition of Prior Learning (RPL) as an integral part of education and academic practice.

It acknowledges that all learning has value and accepts the challenge posed by the assessment of prior learning and awards credits that are aligned with Faculty programmes in order to promote lifelong learning. The purpose of the institution's RPL policy, which directs the Faculty's RPL procedure, is to recognise prior learning in order to provide access into programmes, grant advanced placement in programmes and credits for modules on the principles and processes that serve as a basis for departmental RPL practices. The Department follows the institution's RPL Policy which requires the formation of a departmental RPL Committee to review RPL applications. The Committee compromises of at least three appropriate members in a Department, including an Advisor, Assessor and Moderator. An adviser acts as a facilitator between the RPL role players or as an evidence facilitator who may or may not be the Head of Department (HOD).

Entry Requirements:
An appropriate Diploma at NQF Level 6 (360 minimum total credits) with a 65% pass average in all Marketing modules at NQF Level 6. 

RECOGNISE PREVIOUS LEARNING? 
Y 

QUALIFICATION RULES 
This qualification consists of compulsory modules at Level 7 totalling 120 Credits.
  • Strategic Marketing A, 12 Credits.
  • Accounting and Finance for Management A, 12 Credits.
  • Applied Marketing Research A, 12 Credits.
  • Digital Marketing, 12 Credits.
  • Entrepreneurial Marketing, 12 Credits.
  • Strategic Marketing B, 12 Credits.
  • Accounting and Finance for Management B, 12 Credits.
  • Applied Marketing Research B, 12 Credits.
  • Marketing to African Markets, 12 Credits.
  • Brand Management, 12 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Develop and implement strategic marketing plans.
    2. Independently formulate research problems and use applied research skills to carry out marketing research.
    3. Develop analytical frameworks for making decisions regarding appropriate digital marketing strategies and reflect on the choices made.
    4. Use financial accounting, management accounting and financial management principles and concepts at a level consistent with the management of marketing activities.
    5. Plan and implement entrepreneurial marketing initiatives under short decision windows, unpredictable consumer needs and resource constraints.
    6. Analyse a range of decisions implicit in planning and implementing an international marketing strategy in the context of African regional markets.
    7. Apply the principles of brand equity and contemporary roles of strategic brand management to improve long-term profitability of brands. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Accurately identify and interpret business and corporate level strategies.
  • Compile a strategic marketing plan for various kinds of organisations based on a given case study and describe how to implement the plan.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Write a coherent research proposal with an acceptable research question or hypothesis.
  • Apply quantitative, qualitative, or mixed methods to investigate problems in marketing practice.
  • Conduct basic research data analysis using statistical software such as Statistical Package for the Social Science (SPSS).

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Analyse promotional mix strategy for organisations and show how digital marketing can be used to complete the existing promotional mix elements.
  • Apply digital marketing knowledge and tools to enhance decision making for various marketing activities and evaluate its effectiveness on the marketing strategies.
  • Apply critical thinking and problem-solving skills within the broader field of marketing.
  • Critically apply critical thinking and creative problem solving skills to challenges in marketing practice.
  • Develop and implement a strategic marketing plan for a specific organisation and reflect on the applications made.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Assess the importance financial accounting, management accounting and financial management skills in marketing decision-making and strategy formulation.
  • Apply the basic principles of financial accounting, management accounting and financial management techniques to marketing programmes.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Identify innovative approaches to marketing and explain how they can be exploited by entrepreneurial businesses.
  • Implement entrepreneurial marketing programmes to overcome challenges in the dynamic business environment.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Apply marketing principles to compile a cultural analysis and a macro-environmental assessment.
  • Analyse African regional markets and develop an international marketing strategy for a given regional market.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Determine brand equity and apply contemporary roles of strategic brand management to manage brands from the stage of launching to phasing it out.
  • Analyse good brand management principles in the context of international best practices.

    Integrated Assessment:
    Formative Assessment will be addressed through tests, assignments, projects and case studies, which will be addressed per module.

    Final examinations are conducted as Summative Assessment. The competences expected of the learners who successfully complete the programme are made clear during and through the teaching and learning methods for modules to enrich the variety of learning experience in the classroom (i.e. group discussions, debates, class exercises, PowerPoint presentations), the mode of delivery (face to face) and learning guides. A critical competency expectation is to ensure that the learners are able to apply concepts applicable to all fields related to Marketing. By also identifying a research problem in the industry, the student will be expected to write a final research project as part of the assessment for Applied Marketing Research.

    External moderation of examinations will to be conducted. Appointment of external examiners will be based on existing institution's policies and procedures relating to such appointments. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification compares favourably with the following qualifications:
  • Queensland International Institute in Australia offers Advanced Diploma of Marketing.
    The following are the content of the qualification:
  • Manage the market process.
  • Manage marketing research.
  • Develop organisational marketing objectives.
  • Develop a marketing plan.
  • Evaluate international marketing opportunities.
  • Establish and adjust the marketing mix.
  • Manage international marketing programs.
  • Develop and implement a business plan.

    This qualification has a lot in common with the Advanced Diploma (AdvDip) (Marketing) with many overlapping modules in marketing principles, which are needed to provide students with specialised knowledge and competencies in the broader field of Marketing. The key differences in this qualification and that of the University of Johannesburg (UJ) is that our AdvDip (Marketing) has an applied marketing research component which is designed to equip students to apply qualitative, quantitative or mixed methods to investigate problems that arise in marketing practice. The UJ AdvDip (Marketing) also has modules in digital marketing, entrepreneurial marketing, international marketing, brand management to provide students with specialised competencies that are not catered for in the International qualification.
  • Kaplan Higher Education Institute in Singapore, offers Advanced Diploma in Marketing.
    The following are the content of the qualification:
  • Management and Strategy.
  • Professional Communication.
  • Financial Decision Making for Managers.
  • Marketing Management.
  • Consumer Behaviour and Marketing Strategy.
  • Marketing in the Global Context.

    This international qualification has a number of modules including Marketing Management, financial decision for managers and marketing in the global context overlapping with the UJ's AdvDip (Marketing). Points of departure are modules in management and strategy, professional communication, and consumer behavior, which are not covered in, proposed UJ AdvDip (Marketing). However, these modules are adequately covered in the Diploma in Marketing programme offered by The difference between the UJ AdvDip (Marketing) and this international qualification is that that it has modules in digital marketing, entrepreneurial marketing and brand management, which seek to provide students with specialised competencies in the emerging functional areas of the marketing discipline.
  • Malta College of Arts, Science and Technology (MCAST) in Republic of Malta offers Advanced Diploma in Marketing.
    The following are the content of the qualification:
  • Principles of Marketing.
  • Advertising.
  • Consumer Behaviour and the Marketing Process.
  • Principles and Practices of Selling.
  • Sales Management.
  • Digital Marketing Communications: An Introduction.
  • Public Relations.
  • Customer Service.
  • International Marketing.
  • English for Marketing.
  • Marketing Information Technology (IT) Applications (Desk Top Publishing and Web Design).
  • Advanced Administrative IT Applications (Word processing, Database, Spreadsheets and PowerPoint).
  • Marketing Research (including Work Based Learning).

    This qualification is similar to the proposed UJ AdvDip (Marketing); however, this qualification is more multidisciplinary in nature as it includes modules from public relations to IT. Unlike the UJ's proposed AdvDip (Marketing), the Malta programme offers unique modules such as Marketing IT Applications, Administrative IT Applications, Customer service, Public relations. However, the incorporation of digital marketing which is IT related and marketing finance in the UJ's AdvDip (Marketing) qualification will expose learners to disciplines in IT and finance, providing a multidisciplinary angle to this qualification.

    Furthermore, Entrepreneurial Marketing and Marketing for African Markets are two very important modules included in the proposed UJ advanced Diploma in Marketing that are not covered in the MCAST advanced Diploma in Marketing qualification. Marketing approaches in small businesses are diametrically different from those in big business. With over 95% of all private sector businesses in the category of small and medium businesses most marketing graduates will find themselves working in this sector. It is therefore expedient to provide learners with marketing competencies applicable to small and medium sized businesses. Moreover, with the increasing call for the deepening of existing trade ties among African countries, it important to provide specialised skills for marketing learners on marketing strategies that could be employed to market to African countries. This will provide impetus to efforts aimed at deepening the trade ties between South Africa and other African countries.

    It can be concluded this qualification compares favourably with the three international qualifications, in terms of modules and outcomes. 
    		•

    ARTICULATION OPTIONS 
    The qualification offers the following horizontal and vertical articulation opportunities.

    Horizontal Articulation:
  • Bachelor of Commerce , Level 7.
  • Bachelor of Commerce in Marketing Management, Level 7.

    Vertical Articulation:
  • Postgraduate Diploma in Marketing, Level 8.
  • Bachelor of Commerce Honours in Marketing Management, 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. University of Johannesburg 


    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.