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: 

Diploma in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
109297  Diploma in Marketing Management 
ORIGINATOR
ICESA City Campus - Durban 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Diploma (Min 360)  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 06  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   2033-06-30  

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 replaces: 
Qual ID Qualification Title Pre-2009 NQF Level NQF Level Min Credits Replacement Status
58336  Diploma: Marketing Management  Level 5  Level N/A: Pre-2009 was L5  240  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of the Diploma in Marketing Management is to develop learners who can demonstrate focused knowledge and skills in the marketing field. Marketing management as a function plays a crucial role in the success of every business, and as a business discipline involves the anticipation and identification of customer needs and satisfying them profitably. It is the umbrella which covers aspects such as advertising, publicity, public relations, sales promotion, direct marketing, personal selling and sponsorships.

The Diploma in Marketing Management is a vocationally orientated qualification that aims to provide graduates with a sound understanding of theoretical principles and practical skills that are applicable to the field of marketing management. As such it is designed to include both breadth and depth in terms of management knowledge areas. Qualifying learners can demonstrate acquired competences in the manner they manage in their workplaces or in how they run their own businesses.

Qualifying learners would have acquired knowledge and skills which will enable them to be effective managers and successfully compete in any business environment.

Rationale:
This qualification will serve the national interest by up-skilling the population and providing industry with competent professionals. The Diploma in Marketing Management has been developed with the national scarce skills in mind. It responds to the findings detailed in the Department of Higher Education's National Scarce Skills List, which identifies the "Top 100 Occupations in Demand" (Department of Higher Education and Training-List of Occupations in High Demand: 2015).

It is imperative to align education and training with the needs of the private sector and the labour market in general. education and training are essential elements of human resource development, particularly in South Africa. The Diploma in Marketing Management has been structured with a view to combine education and training. The qualification contributes positively in addressing the needs of the business sector. The modern approaches incorporated in this qualification will ensure that learners are well equipped in the competitive marketing world hence improving their employability prospects. Both marketing and business-related modules are combined to ensure a balanced perspective of modern business management.

To address the skills shortages, and the gaps in the supply of suitably qualified learners, the Diploma in Marketing Management equips learners who possess technical and/or professional competences with the managerial acumen that is required to take up some of these key management positions.

The development of this qualification also responds to the increased enrolment of learners into qualifications such as Human Resources Management, Marketing Management, Operations Management, Small Business Management, etc., across the various Educor brands. As an added advantage, the blended-learning (either: distance and using an e-learning platform; or face-to-face and using an e-learning platform) approach, will afford students the flexibility to remain economically active while pursuing this qualification. For distance learners, the support of the e-learning platform will facilitate access to peers and subject matter experts. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
Students can be accepted into the Diploma in Marketing Management through Recognition of Prior Learning (RPL) if they are 23 years of age or older and have passed Grade 10 with at least 3 years working experience that exposed them to marketing. Students enrolling through RPL are required to submit a CV and a portfolio of evidence. Students that are 45 years of age or older are eligible for admission through mature age exemption rule without any schooling qualification.

RPL is the cornerstone on which education is based and is actively promoted as an admission tool provided students meet the requirements as stipulated in this policy.

A candidate requesting RPL would have a pre-screening discussion with the registered assessor to ascertain the viability of the application. The basis for RPL will either be that the candidate has already completed the work covered or can demonstrate knowledge acquired for which recognition is sought. The assessor/subject expert (should provide the candidate with copies of the registered standards and learning outcomes for which recognition is requested in the agreed areas of learning. The candidate would be expected to present evidence that the standards and outcomes have been covered to the required level.

Entry Requirements:
The minimum entry requirement to the Diploma in Marketing Management is a National Senior Certificate with a Diploma endorsement or a National Certificate Vocational with appropriate subject combinations and levels of achievement. 

RECOGNISE PREVIOUS LEARNING? 
Y 

QUALIFICATION RULES 
This qualification consists of compulsory modules at Levels 5 and 6 totalling 360 Credits.

Compulsory modules at level 5 (180 Credits):
  • Marketing 1A, 15 Credits.
  • Basic Communication, 10 Credits.
  • Business Mathematics, 10 Credits.
  • Introduction to Business Management, 10 Credits.
  • Basic Economics, 15 Credits.
  • Marketing 1B (Consumer Behaviour), 15 Credits.
  • Brand Management, 15 Credits.
  • Customer Service, 15 Credits.
  • Advertising and Sales Promotion, 15 Credits.
  • Marketing 2A (Practice of Marketing), 15 Credits.
  • Marketing Research, 15 Credits.
  • Social Marketing, 15 Credits.
  • Product Management, 15 Credits.

    Compulsory modules at level 6 (180 Credits):
  • Marketing 2B (Relationship Marketing), 15 Credits.
  • Pricing Management, 15 Credits.
  • Distribution and Logistics Management, 15 Credits.
  • Marketing Communications, 15 Credits.
  • Marketing 3A (Marketing Management), 20 Credits.
  • Digital Marketing, 15 Credits.
  • Accounting for Non-Accountants, 15 Credits.
  • Project Management, 15 Credits.
  • Global Marketing, 15 Credits.
  • Marketing 3B (Services Marketing), 20 Credits.
  • Work Integrated Learning, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Understand the scope of knowledge of the marketing and the business-related disciplines.
    2. Demonstrate an understanding of different forms of knowledge, schools of thought and forms of explanation within an area of study, operation or practice, and awareness of knowledge production processes.
    3. Evaluate, select and apply appropriate methods, procedures or techniques in investigation or application processes within a defined context.
    4. Identify, analyse and solve problems in unfamiliar contexts, gathering evidence and applying solutions based on evidence and procedures appropriate to the marketing discipline.
    5. Demonstrate an understanding of the ethical implications of decisions and actions within an organisational or professional context, based on an awareness of the complexity of ethical dilemmas.
    6. Demonstrate the ability to present and communicate complex information reliably and coherently using appropriate academic and professional or occupational conventions, formats and technologies for a given context.
    7. Demonstrate the ability to evaluate performance against given criteria, and accurately identify and address his or her task-specific learning needs in a given context, and to provide support to the learning needs of others where appropriate. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Demonstrate detailed knowledge of the main areas of marketing management.
  • Understanding and ability to apply the key terms, concepts, facts, principles, rules and theories of marketing.
  • Demonstrate knowledge of the marketing discipline and how that knowledge relates to other fields, disciplines.
  • Describe the needs of the society and how a business organisation satisfies those needs in a market economy.
  • Demonstrate an understand and harness the direct influence of email marketing on a global basis.
  • Compare and contrast the main types of economic systems that are found in different regions of the world.
  • Explain the nature and relevance of customer satisfaction.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Discuss the supply chain concept.
  • Illustrate and discuss the value-chain concept.
  • Differentiate the forms of knowledge and the schools of thought of marketing and related disciplines.
  • Describe the needs of the society and how a business organisation satisfies those needs in a market economy.
  • Explain the concept of exchange.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Evaluate, select and apply appropriate methods, procedures or techniques in investigation.
  • Recognise the difference between customer expectations and customer perceptions.
  • Understand the structure of the project management process.
  • Apply the project management processes.
  • Identify the major digital channels used for brief business messages, and describe the nine compositional modes needed for digital media.
  • Present the stages and unique elements of the service innovation and development process.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Understand the research process.
  • Identify the components of core strategy and how to test its effectiveness.
  • Describe the challenges inherent in service innovation and design.
  • Undertake marketing research process to identify, analyse and solve business problems.
  • Explain why it's important to analyse a communication situation in order to define your purpose and profile your audience before writing a message.
  • Explain value bundling as it is applied to a product or service.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Describe ethical implications of decisions and actions within an organizational or professional context.
  • Identify and evaluate the ethical dilemmas faced by an organisation.
  • Manage workplace ethics and conduct within organisational or professional context.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Explain the importance of effective communication to your career and to the companies you where you will work.
  • Discuss the opportunities and challenges of intercultural communication.
  • Identify the primary channels through which services are delivered to end customers.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Select the appropriate tools to evaluate and address learning needs in a given context.
  • Develop and implement plans to address specific learning needs.
  • The importance and value of life-long learning is explained.

    Integrated Assessment:
    The institutions approach to teaching and learning is further advanced through assessment design and methods used. There are assignments in each module and the Workplace Integrated Learning Project (WIL):

    The structure of the assessment is determined by the two modes of delivery:
  • Distance (includes an on-line component).
    Or
  • Face-to-face/contact (includes an on-line component).

    Number and type of assessments:
    The following summative assessment is prescribed for this programme (depending on mode of delivery):
  • Assignments.
  • Tests.
  • Exams (and supplementary exams).
  • Workplace Integrated Learning assignment. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification compares with other international offerings. A general comparison with similar qualifications internationally highlights areas of overlap across countries. These institutions cover most of the latest subjects covered in the Diploma in Marketing Management such as Digital Marketing, Brand Management, Services Marketing, Social Marketing, Global Marketing and Relationship Marketing.
    Country: Canada.
    Institution: Mount Royal University, Alberta.
    Qualification title: Business Administration in Marketing.
    This qualification is designed for learners who wish to increase their business knowledge or who are seeking a career change. Learners will take a core group of courses providing a general business background and can then take a variety of options to suit learner's interests and needs. The qualification will give learners both the theoretical and practical insight into the field of marketing management, you will gain a current and employer-valued background.

    Country: Australia.
    Institution: Royal Melbourne Institute of Technology (RMIT) University, Melbourne.
    Qualification title: Business Marketing (APPLIED).
    Blend creativity with business to develop critical, conceptual and strategic thinking skills in an innovative, industry-integrated learning environment. RMIT's Certificate IV in Marketing and Communication offers unique, industry informed approaches to introduce you to fundamental marketing concepts and practices and build your knowledge of public relations, advertising, marketing and communications, through exposure to real clients and projects.

    Country: New Zealand.
    Institution: Wellington Institute.
    Qualification title: Marketing Management.
    The Wellington Institute also offers a Diploma that can be compared to this Diploma in Marketing Management. The Diploma is designed for learners with work experience who want a qualification in marketing or those who want to enter the sector. The qualification consists of four compulsory modules and four optional modules.
    Compulsory modules:
  • Fundamentals of Marketing.
  • Buyer Behaviour and Communication Strategies.
  • Marketing Planning and control.
  • Marketing Research.

    Country: London.
    Institution: Association of Business Executive (ABE).
    Qualification title: Diploma in Business Management and Marketing.
    The Association of Business Executive (ABE) in London offers a Qualifications Council Framework (QCF) accredited Level 6 Diploma in Marketing Management. The qualification prepares learners to progress in the same subject area or in another subject area giving them an opportunity for personal growth and engagement in learning. The Marketing programme will allow for a focus on two of three areas: strategic marketing, strategic marketing relationships or digital marketing strategy. As with the other specialist routes, these areas complement the core business management units you will study, enabling you to develop your skills, knowledge and competencies in strategic marketing.

    Diploma in Marketing Management compares favourably with the examples given, as they focus in developing a learner with a thorough understanding of principles of marketing. These qualifications consist of modules that provide broad exposure to relevant business concepts and management specifics that enable learners to understand and identify consumer needs and trends, as well as the importance of pricing and pricing strategies. The qualifications also aim to enable learners to progress to higher level marketing or communications studies at a later stage in their business or academic careers. 
    		•

    ARTICULATION OPTIONS 
    This qualification offers the following articulation possibilities:
    Horizontal Articulation:
  • Diploma in Business Marketing, Level 6.
  • Diploma in Event Management, Level 6.
  • Diploma in Marketing and Entrepreneurial Studies, Level 6.

    Vertical Articulation:
  • Bachelor of Business Administration in Marketing Management, Level 7.
  • Bachelor of Commerce in Marketing Management, Level 7.
  • Bachelor of Commerce in Business Marketing, Level 7. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced 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. ICESA City Campus - Durban 


    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.