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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Postgraduate Diploma in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
109301  Postgraduate Diploma in Marketing Management 
ORIGINATOR
Vaal University of Technology 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
-   HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Postgraduate 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 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 purpose of this qualification is to give learners an integrated understanding of applied competencies in the formulation and implementation of marketing strategies. The qualification will enable learners to develop in-depth theoretical knowledge and applied competencies in advanced marketing strategy, international marketing, marketing research, digital marketing and financial aspects of marketing. In addition, the qualification will enhance the ability of learners to think critically in a competitive marketing environment and to apply research based evidence in solving marketing problems. The qualification will also develop learners' interpersonal skills in effective communication writing and presentation.

Rationale:
The Postgraduate Diploma Marketing Management equips learners with the ability to critically evaluate and reflect on complex marketing problems. This will allow learners to integrate knowledge to provide viable marketing solutions. This qualification also develops learners to understand the importance of evidence based decision making by exposing learners to the importance of comprehensive marketing research methodologies. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Entry Requirements:
Minimum entry requirements to the Postgraduate Diploma in Marketing:
  • Advanced Diploma in Marketing, National Qualification Framework (NQF) Level 7 with a minimum of 60%. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    N 

    QUALIFICATION RULES 
    This qualification comprises of compulsory modules at Level 8 totalling 126 Credits.

    Compulsory Modules, Level 8, 126 Credits:
  • Strategic Marketing 1, 12 Credits.
  • Research Project 1, 15 Credits.
  • Advertising Management 1, 12 Credits.
  • International Brand Management 1, 12 Credits.
  • Contemporary Marketing Management Issues, 12 Credits.
  • Strategic Marketing 2, 12 Credits.
  • Research Project 2, 15 Credits.
  • Advertising Management 2, 12 Credits.
  • International Brand Management 2, 12 Credits.
  • Contemporary Marketing Management Issues 2, 12 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate detailed knowledge and understanding of the strategic marketing management planning process.
    2. Demonstrate in-depth understanding and applied competence in research methodologies and the research process.
    3. Demonstrate in-depth understanding of the role of advertising within an organisation.
    4. Demonstrate detailed knowledge of the global brand environment, building and creation of competitive advantage for international brands.
    5. Understand the theoretical and practical application of green marketing as a contemporary issue in marketing management. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Synthesise knowledge regarding strategic marketing planning process.
  • Develop techniques for the development of a strategic marketing process.
  • Discuss the drivers and barriers for successful implementation strategy implementation.
  • Demonstrate competencies in approaches employed to evaluate strategies.
  • Explain how strategy evaluation and control provides input for strategy formulation.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Accurately interpret marketing research problems or opportunities.
  • Formulate business propositions that can be tested through empirical studies.
  • Apply relevant research designs and methodologies for a given study.
  • Interpret research findings by engaging with literature sources.
  • Critically reflect on the main findings and draw up recommendations that are relevant to the subject under investigation.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Demonstrate detailed knowledge in advertising planning and management process.
  • Discuss the structuring of advertising messages, media planning and selection.
  • Explain the importance and the implications of and apply advertising creativity the development of an advertising strategy.
  • Demonstrate the ability to analyse the advertising environment and emerging trends.
  • Demonstrate a detailed understanding of advertising strategy implementation.
  • Demonstrate the ability to evaluate advertising effectiveness using marketing metrics.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Demonstrate detailed knowledge of the international brand management environment.
  • Understand the strategic imperatives for effective positioning of brands in the international marketing environment.
  • Discuss the factors contributing to successful brand building in international markets.
  • Critically examine brand structure in international markets and justify the need for brand customisation and standardisation in different.
  • Demonstrate the ability to successful implement brand management strategies in diverse global markets.
  • Demonstrate the ability to understand strategic branding issues, market perceptions and challenges associated with creating strong international brands.
  • Demonstrate the ability to implement and evaluate global brand management strategies.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Demonstrate detailed understand of the evolution and growth of green marketing.
  • Explain the importance of green marketing as a social marketing movement.
  • Evaluate consumer response behaviour towards the green marketing.
  • Explore the implications of green marketing on marketing strategy.
  • Demonstrate detailed knowledge on the importance of marketing metrics.
  • Evaluate the various classification of marketing metrics.
  • Understand how to calculate marketing metrics.
  • Apply marketing metrics in strategy formulation and evaluation.

    Integrated Assessment:
    The assessor will make use of formative and Summative Assessment methods to assess practical, applied and reflective competencies. Simulations and case studies will be used to provide a context appropriate to the assessment. 
    		•

    INTERNATIONAL COMPARABILITY 
    The qualification was developed following a benchmarking process with similar and related international qualifications.

    Country: Zimbabwe:
    Institution: Midlands State University.
    Qualification Title: Bachelor of Commerce in Marketing Management Honours Degree.

    Level, Credits and Duration:
  • National Qualifications Framework (NQF) Level 8 Equivalent (Honor's Degree).
  • 1 year full time

    Minimum entry requirements:
    To qualify for normal entry into the Bachelor of Commerce Marketing Management Honours Degree programme, a candidate, in addition to satisfying the minimum requirements as prescribed under the General Regulations and the Faculty Regulations for English and Mathematics at `O' Level, must have obtained a pass in "O" Level Mathematics and any of the following `A' Level subjects: Mathematics, Economics, Management of Business, Accounting and Geography.

    Qualification Design:
    Marketing Research.
    The module covers the research process, problem definition, research designs, questionnaires construction and administration, sampling bases and sources of marketing data, collection and interpretation of data, research application and uses the relations of market research to functions of the business enterprise, types of marketing research consumer, industrial and service.

    International Finance:
    This module relates to Evolution of the International monetary and Financial system. The MNC and its Environment. The Foreign Exchange Market and Foreign Exchange Exposure Management. Management of ongoing Operations. Financing the MNC. Direct Foreign Investment and MNC budgeting. Other issues impacting Multi-Financial Management.

    Industrial Marketing:
    The module describes the Classification of industrial products: Characteristics of the industrial market. Market information; Market planning, Industrial Consumer behaviour Organisational buying decisions, Methods of Distribution, Promotional problems of industrial marketing, buyer-seller relations.

    International Marketing:
    Introduction to international marketing, scope and challenges of international marketing, international trade concepts and theory, international marketing environments cultural, economic, political, legal, social, and technological environments. International marketing management, marketing intelligence; product, price promotions and distribution policies, regional economic groupings and import/export procedures.

    Relationship Marketing:
    A general survey of the major marketing methods, techniques, institutions and practices, examined from the viewpoint of their effects on the exchange of processes involved in moving goods from producers to ultimate consumers, creation, analysis and maintenance of market.

    Articulation:
    Students may articulate vertically into MBA and other Masters programs in Commerce


    This qualification is similar to the qualification offered by the above country in terms of the following:
  • Despite title differences, both qualifications are similar and address the same Exit Level Outcomes (ELOs).

    Country: Australia:
    Institution: Monash University.
    Qualification Title: Bachelor of Commerce (Honours in Marketing).

    Level, Credits and Duration:
  • NQF Level 8 Equivalent (Honor's).
  • 48 points.
  • 1 year full time or 2 years Part time.

    Minimum entry requirements:
    Bachelor degree or Postgraduate certificate in same or related discipline/field of study.

    Exit Level Outcomes:
  • Develop an understanding of how to formulate a theoretical framework for a marketing problem/opportunity and develop a capability of communicating research findings.
  • Describe different qualitative methods, assess reported qualitative research results and develop a research problem that would be best addressed through qualitative approaches.
  • Acquire basic historical understanding of the development of marketing theory and apply marketing theory developments to practical marketing problems (most readily through the Honours thesis but more broadly if necessary).
  • Recognise and evaluate some of the contemporary issues facing organisations and particularly marketers and marketing in today's dynamic marketplace and recommend and compose responses to existing or potential marketing issues.
  • Conduct, analyse and report findings of the research so that all main issues are identified, limitations of the research are identified and the research findings are linked back to earlier studies in the literature.

    Qualification Design:
    Advanced Business Research Methods.
    An in-depth introduction to the critical thinking and planning required in the initial stages of a thesis or research project. This unit will focus on the development of research proposal, research model, data analysis and interpretation of results.

    Qualitative Research Methods:
    The aim of this unit is to introduce students with limited experience in qualitative research, to some of its methods for data gathering, data analysis and some means to ensure reliability and validity, with particular reference to marketing. Topics include field work, interviewing, and data analysis. It provides the opportunity to explore qualitative research and practice in the field of marketing with emphasis on scholarly practice.

    Marketing Theory:
    Theory in marketing covers three broad levels; consumer, firm, and society. It also incorporates a number of different schools of thought developed over various eras. This unit is designed to give you an integrative introduction to marketing theory that spans these levels of analysis and streams of thought. The unit will also provide an introduction to the tools of constructing theory, and equip students with theory-building skills to conduct scholarly research that will legitimately advance the boundaries of marketing.

    Contemporary issues in Marketing:
    This unit provides students with an in-depth exposure to contemporary issues in marketing and in particular to the relationship between observed marketing practice and extant marketing theory. Taught in seminar format, the unit requires significant interaction between students and presenters.

    Honours Research Issues:
    A major research project applying the procedures and techniques learned in qualitative and advanced business research methods. Students prepare and write a report in such a way to pave the way for a higher academic degree in marketing or management or a career in business knowledge.

    Articulation:
    Satisfactory completion of the course may provide credit towards a Monash Master's by coursework degree or alternatively Master's by research Degree.

    This qualification is similar to the qualification offered by the above country in terms of the following:
    Despite title differences, both qualifications are similar and address the same Exit Level Outcomes (ELOs). 
    		•

    ARTICULATION OPTIONS 
    This qualification allows for horizontal and vertical articulation.

    Horizontal Articulation:
    Bachelor's Honours in Marketing Management, NQF Level 8, 120 Credits.

    Vertical Articulation:
    Master in Marketing, Level 9, 180 Credits. 

    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.
     
    NONE 


    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.