SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Bachelor of Commerce Honours in Marketing Management

SAQA QUAL ID	QUALIFICATION TITLE
109280	Bachelor of Commerce Honours in Marketing Management
ORIGINATOR
University of South Africa
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
CHE - Council on Higher Education			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Honours Degree	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	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 aim of the qualification is to ensure that learners have a good understanding of trends and developments in the field of marketing and how to respond to such trends and developments strategically. This qualification in marketing aims to provide advanced training and scholarship in the field of marketing management to enable learners to apply strategic marketing thinking in given practical contexts (that is, the Bachelor of Commerce (BCom) Honours in Marketing Management graduate can interpret economic realities within South African and international organisational contexts). The successful learners will be able to draw on previous learning in marketing. In addition, be specifically introduced to contemporary issues that impact on marketing and the use of marketing metrics to measure the effectiveness of various marketing strategies that have been adopted or proposed.

The learner will also be introduced to academic research and will be required to undertake and present a comprehensive research project about a topic in marketing in preparation for future academic studies at Masters' level.

The qualification will draw on real-world cases to support teaching of the various marketing concepts covered in the qualification. This will help expand learners' practical knowledge and enable them to:

Align this knowledge with other organisational functional areas.

Identify the strategic implications of marketing decisions on management in an organisation.

Analyse advanced and unfamiliar marketing scenarios.

Solve high-level and unfamiliar marketing management problems.

Identify and apply suitable marketing strategies, to determine the effectiveness of these strategies quantitatively.

Lead the marketing function of an organisation.

Rationale:
Marketing as an area of specialisation within the broader field of business management has long been recognised as being pivotal to the success of an organisation. The qualification will strive to strengthen, consolidate and deepen the learner's applied knowledge and expertise in various aspects of marketing and will also endeavour to develop research capacity and methodological expertise in the discipline. Learners will gain access to knowledge of marketing at a strategic level.

This qualification lays a foundation for higher career advancement and further studies in the field of marketing management.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
All admission through RPL must be in accordance with the principles laid down in the University of South Africa (Unisa) RPL Policy. This qualification can be achieved in part (50%) through Recognition of Prior Learning.

The institution RPL office can supply full details of processes and procedures relating to the assessment and accreditation of learning from prior experiences. Evidence can be presented in a variety of forms, including international or previous local qualifications, reports, testimonials mentioning functions performed, work records, portfolios, videos of practice and performance records.

All such evidence should be judged according to the general principles of assessment described in the notes to assessors. Institution lecturers will act as assessors for RPL purposes.

Entry Requirements:
The minimum entry requirements are:

The Bachelor of Commerce (BCom) in Marketing Management, Level 7.
Or

Advanced Diploma with acceptable specialisation in marketing reflected in at least five modules in marketing (including strategy and research modules) also at National Qualification Framework (NQF) Level 7 or higher, with an average of 60% for these five modules.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

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

Research Methodology, 12 Credits.

Research Project in Marketing, 36 Credits.

Contemporary Issues in Marketing, 24 Credits.

Marketing Metrics, 24 Credits.

Strategic Marketing in Practice, 24 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate an in-depth understanding of how marketing management affects society and business.
2. Interpret current local and international economic events and the influence that said events will have on the business.
3. Compare current contexts with past and potential future contexts.
4. Undertake independent research, searching for suitable information from both online and traditional sources and use this information to prepare as a basis for preparing a logical research report related to marketing.
5. Relate learning gained from individual experience to knowledge encountered in an academic environment and vice versa.
6. Relate learning from experience and academic contexts to unfamiliar contexts using present and future scenarios.
7. Align marketing knowledge with other organisational functional areas.
8. Identify the strategic implications of marketing decisions on management in an organisation.
9. Analyse advanced and unfamiliar marketing scenarios.
10. Solve high-level and unfamiliar marketing management problems.
11. Identify and apply suitable marketing strategies, to determine the effectiveness of these strategies quantitatively.
12. Select correct marketing strategies and/or procedures to solve specific marketing management problems.
13. Evaluate the results of the application of various marketing strategies.
14. Determine and interpret the strategic impact of and response to various contemporary issues that impact on marketing.
15. Use a range of specialised skills to identify, analyse and solve complex, abstract and/or real-life marketing problems.
16. Lead the marketing function of an organisation.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria are applied in an integrated manner to the Exit Level Outcomes.

Learners should be able to achieve the following broad outcomes:

Undertake independent research into a marketing topic, applying recognised research methodologies and skills, in order to compile a marketing research report that can serve as input to future Masters' studies.

Identify contemporary business and marketing issues likely to impact on marketing and to develop suitable marketing strategies to address these issues.

Select appropriate marketing metrics to measure the effectiveness of various marketing strategies and activities, and to develop new and/or adapt existing marketing strategies based on an interpretation of these metrics.

Propose rational and justified marketing strategies in given business and marketing contexts.

Integrated Assessment:
For the qualification to be awarded, a candidate must have successfully achieved the outcomes of each of the compulsory modules that constitute the qualification.

Evidence of learning competency (knowledge, skills, attitudes and expertise) and of the candidate's ability to achieve the purpose of the qualification as a whole at the time that the qualification is awarded, is required by means of comprehensive and integrated assessment (constituting a range of formative and summative assessments). Continuous Formative and Summative Assessment methods are used in the form of written and practical assignments and exams, and the supervision of a research project.

Formative and Summative Assessment will be conducted within the guidelines of the University of South Africa (Unisa) Assessment Policy. The student's Summative Assessment mark will comprise a year mark that will be gained from the specified number of compulsory assignments and a written non-venue based examination or portfolio in each module which comprises the total Summative Assessment mark. The pass mark shall be a minimum of 50% acquired from both continuous and summative assessment in a proportionate ratio; 75% shall constitute a pass with distinction.

INTERNATIONAL COMPARABILITY

An attempt has been made to compare the Bachelor of Commerce (B Com) Honours in Marketing qualification with the below-mentioned twelve international qualifications in terms of the range of competencies in the modules offered. It should be noted, however, that few countries offer a distinct fourth-year, postgraduate honours qualification. In Australia, Canada, New Zealand, Nigeria, Canada, Nigeria, the United Kingdom, the United States of America (USA), Zimbabwe and elsewhere it is more common to find either three-year bachelor's degrees or four-year undergraduate qualifications, but with the descriptor 'honours' in the formal title of the Degree. In these countries, after the third or fourth year of undergraduate study, the learner can progress to a master's degree. Nevertheless, an attempt has been made to benchmark the curriculum of the B Com Honours in Marketing against the equivalent final-year curriculum of the following international universities.

The University of Sunderland in Kenya offers a Bachelor of Arts (Hons) Business Management degree in which marketing strategy forms a key focus. Not only is marketing strategy addressed as a stand-alone module, but other strategic modules form part of the qualification, including strategic management, strategic management accounting and strategic management of human resources. Their qualification also includes a module on 'managing projects' underlining the importance of a practical, project-based approach to implementing marketing strategy. This insight suggests that a strategy module is important for the B Com Honours in Marketing, but that this module should not only provide the practical means for preparing and implementing strategy, but should also (a) link marketing strategy to the other functions within an organisation, (b) encourage the learner to draw on what he/she has learnt in previous years, and (c) attempt to make the module as practical as possible.
The Bachelor of Business Studies in marketing at the Africa University in Zimbabwe is a four-year qualification and includes strategic management as a core subject. Entrepreneurship is a further core subject in the qualification and this topic is evident in the offerings of other universities researched. It is recommended that the 'Strategic Marketing in Practice' module include a strong entrepreneurial theme throughout the module. The Africa University's qualification also includes a module on 'honours seminars' which addresses various contemporary topics that may differ from year to year. In addition, the qualification offers a range of electives from services marketing, through international marketing to direct marketing. The 'honours seminars' component is similar to the 'Contemporary Marketing Issues' module in the B Com Honours in Marketing qualification.
The Simon Page College of Marketing, in Kenya, offers a postgraduate diploma in professional marketing under the auspices of the Chartered Institute of Marketing. Their qualification has a focus on global marketing, entrepreneurship and digital communications. Strategy is a key component of each of these modules. Again, the entrepreneurship theme is seen as something one should take from their offerings, as is the need to have strategy at Honours Level.
The University of New Brunswick in Canada offers an Honours Bachelor of Business Administration degree with specialisation in marketing. In the core subject requirements, learners are required to be familiar with analytical tools, solve complex marketing problems, and come to grips with contemporary marketing issues. The focus of this qualification supports the proposal of including the 'Marketing Metrics' and 'Contemporary Marketing Issues' modules in the B Com Honours in Marketing qualification. A lesson that can be taken from this review is that the metrics module should also include a significant analytics component.
Lancaster University in England offers a four-year, undergraduate honours degree in marketing management. In the fourth year, strategic marketing forms a key component. The University suggests that "it is essential for learners to obtain a solid understanding of the various perspectives on strategy to ensure that marketing decisions are consistent with the company's strategic choices. This module will focus upon applying relevant concepts and theories to appropriate contemporary developments as well as feature case studies." This justification for strategic marketing is equally relevant to the 'Strategic Marketing in Practice' module in the B Com Honours in Marketing qualification.
The University of the West of Scotland offers a four-year, undergraduate honour's qualification in marketing. The fourth year focuses on a practical marketing consultancy project with a strategic focus and complementary modules are attached to the study requirements for a given year (these may change from year to year). This approach (also seen in other universities that change their offerings every few years) supports the inclusion of a 'Contemporary Marketing Issues' module in which current topics of relevance to marketing and society can be included and changed from year to year, keeping the module fresh and relevant.
Northwestern University in the USA offers a post-baccalaureate strategic marketing certificate. With the focus specifically on strategic marketing, they argue that: "Students learn to think strategically about marketing, from developing market-responsive products to branding to developing effective communication. The courses in this program blend theory and practice, drawing upon examples from recent and noteworthy marketing campaigns and market-leading products and services." The lesson here is the focus on integration of what has been learnt previously. The B Com Honours in Marketing should not repeat but build on prior learning.
The University of Westminster in the United Kingdom offers a Bachelor of Arts Honours Degree in marketing (three years). They have two modules in the final year on 'applying marketing concepts' and 'current themes in marketing', analogous to the proposed 'Contemporary Marketing Issues' module, providing further support for the inclusion of this module in the B Com Honours in Marketing qualification.
The University of the New South Wales in Australia offers the undergraduate honours-level module in 'Strategic Marketing Management'. Strategic Marketing Management is a capstone course that 'pulls together' what has been learned in earlier marketing courses and introduces marketing decision making and planning frameworks in the global environment: exploring strategy options; opportunity analysis; strategy setting and implementation. It also provides an opportunity to engage in a business simulation and to apply previous knowledge through case studies and projects. There is assumed knowledge in marketing prior to taking this course. This justification, combined with a similar justification of strategic marketing at Lancaster University, provides further support for the inclusion of marketing strategy in the honours offerings.
The MISR International University in Egypt offers a four-year bachelor's degree in marketing. In this qualification, strategic marketing plays a key role, with modules in marketing strategy, strategic brand management and strategic database marketing. Their emphasis on strategy supports the inclusion of a strategic marketing module in the B Com Honours in Marketing qualification. It is suggested that the qualification focus not only on the principles of strategic marketing, but also on the application of strategy in other areas of marketing, such as brand strategy, advertising strategy, digital strategy, innovation strategy, industrial strategy and more. Integration is key. The material also needs to be made as practical as possible.
In summary, there is clear evidence for the inclusion of strategic marketing in the proposed B Com Honours in Marketing qualification. This module should teach the skills for deriving and implementing practical strategic solutions for real world problems. At the same time, the contemporary marketing issues module enables several contemporary topics to be dealt with each year. These topics can be marketing related, society related and current. It is envisaged that these topics may change from year to year, depending what is happening in the world and how marketing is responding. Finally, it is crucial to measure, understand and find value from the history of the past (from the existing data) to better serve customers, society and the company. Measuring progress should be a key part of this exercise.

ARTICULATION OPTIONS

The qualification offers the following horizontal and vertical articulation opportunities.

Horizontal Articulation:

Bachelor of Commerce Honours, Level 9.

Postgraduate Diploma in Marketing, Level 8.

Vertical Articulation:

Master of Philosophy (M.Phil) in Marketing Management, Level 9.

Master of Commerce (M.Com) in Business Management (with specialisation in Marketing Management), 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.

1.	University of South Africa