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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Advanced Diploma in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
110961  Advanced Diploma in Marketing Management 
ORIGINATOR
Central University of Technology, Free State 
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  2019-08-08  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 Advanced Diploma in Marketing Management has a number of different purposes, depending on a learner's circumstances. It may provide entry-level vocational or professional preparation or specialisation for Bachelor's Degree graduates by offering an intensive, focused and applied specialisation which meets the requirements of a specific niche in the labour market. For example, a Bachelor of Science (Pharmacy) graduate might register for this qualification in order to become a marketing consultant in the pharmaceutical industry. This qualification is therefore particularly suitable for continuing professional development through the inculcation of a deep and systematic understanding of current thinking, practice, theory and methodology in an area of specialisation.

The qualification also aims to provide learners with a managerial orientation towards marketing. It covers all the relevant topics that an informed marketing professional needs to know, as well as providing insights to issues faced in strategic, tactical and administrative marketing. This qualification enables learners to be able to provide leadership and strategic direction in the marketing activities of an organisation. These learners will also be able to analyse, design and execute judgements using wide-ranging technical, creative, conceptual and managerial competencies. Thus their knowledge base may be specialised or broad within the marketing field. These learners will be accountable for group outcomes and for the overall performance of the marketing function of an organisation.

Rationale:
The latest trends such as social media, digital marketing or e-commerce have taken the business sector by storm, irrespective of which economic sector a business is operating. The South African economy is no exception to these developments, especially the retail sector. The Advanced Diploma in Marketing will contribute and equip marketing practitioners with the required skills and competencies to effectively manage and address various customer needs and so that learners will have a competitive advantage in a rapidly changing business environment, so that organisations remain competitive.

With the South African economy entering a new era, both nationally and internationally, there is an urgent need for middle- and top-level marketing professionals to be proactive and exposed to ever-changing issues in the field of Marketing. The marketing function has an opportunity to play a critical role in helping organisations navigate all sorts of transitional phases it will face. In order to play this role, however, marketing will have to increase its real and perceived value.

The main argument in justifying this qualification hinges on four realities:
  • The learners enrolling for this qualification, will already have a qualification in a 360 National Qualifications Framework (NQF) Level 6-Credit qualification. It is argued that it is opportune for them to bridge their thinking and understanding towards becoming inclusive of the industry.
  • Marketing is always at the core of effective and efficient functioning of every organisation, profitability and sustainability. The ever-increasing enrolment numbers and employment rates of marketing graduates makes it one of the popular qualifications.
  • The industry partners have agreed to support this qualification as a viable option. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The learners are required to complete an RPL application document. Accompanying the RPL application must be certified copies of all previous qualifications and a comprehensive portfolio of evidence, reflecting on extensive work learning. Once the institution's RPL coordinator has deemed the RPL application as being complete, the portfolio will be sent to the Faculty of Management Sciences for assessment. The faculty's RPL committee assesses the learner's portfolio thoroughly against the relevant learning outcomes.

    RPL is used, whether acquired by formal education curricula at this or another institution, or informally through experience, is an indispensable element in deciding on admission to, and awarding credits to the qualification.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • Diploma in Marketing, NQF Level 6.
    Or
  • Bachelor's Degree, NQF Level 7. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory and elective modules at National Qualifications Framework Level 7 totalling 120 Credits.

    Compulsory Modules, Level 7, 96 Credits:
  • Fundamentals of Strategic Planning, 12 Credits.
  • Strategy in Action (implementation drivers), 12 Credits.
  • Fundamentals of Research Methodology, 12 Credits.
  • The Research Process, 12 Credits.
  • Introduction to Strategic Marketing, 12 Credits.
  • Strategic Marketing Development, 12 Credits.
  • Marketing Plan Fundamentals, 12 Credits.
  • Marketing Plan Project, 12 Credits.

    Elective Modules, Level 7, 24 Credits (Choose two electives from either Option 1 or 2):
    Option 1:
  • Macroeconomics: Performance monitoring and trends, 12 Credits.
  • Macroeconomics: Fluctuations and Policy, 12 Credits.

    Option 2:
  • Managing Marketing Finance, 12 Credits.
  • Evaluating Marketing Finance, 12 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate acquired knowledge and skills for implementing marketing strategies and successfully manage the marketing of an organisation.
    2. Design and develop a marketing framework for an organisation as well as design, develop and implement marketing plans.
    3. Apply the principles, skills and techniques of marketing in selected, specialised fields of marketing such as international marketing, brand management, finance, and marketing research to achieve institutional objectives.
    4. Demonstrate professional skills, values and ethics, and the ability to integrate these in a practical manner.
    5. Communicate proficiently in professional practice to a variety of audiences and use resources and practices of marketing effectively within project work.
    6. Apply problem solving, design and decision making methodologies to identify and provide innovative solutions to complex problems using established frameworks in the field of Marketing Management. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Review the appropriateness of the chosen strategic marketing of an organisation of one's choice.
  • Analyse the information contained in the case-studies and justify one's answer with factual responses.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Conduct a practical field study and develop a marketing plan for the specialised contexts.
  • Apply marketing theories and principles in order to create a strategic marketing plan.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Understand and apply the principles of strategic marketing, consumer behaviour and marketing research in the commercial sector.
  • Apply fundamental calculations and statistics to determine feasibility and use the results in a marketing plan.
  • Identify and manage international opportunities.
  • Apply an understanding of both developed and developing markets, and the economic shifts in a globalised world.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Interpret the concepts and principles of Commercial Law for use in the business and marketing environment.
  • Determine the requirements for compliance with relevant business legislation.
  • Apply ethical values and approaches to the marketing environment.
  • Determine the value orientation of top management at a business focus on new technology and innovation.
  • Critically review how a business' culture and strategy will be influenced by this value orientation.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Evaluate and devise marketing strategies.
  • Use concepts, principles, and theories of marketing management and marketing communication to administer a marketing project and achieve marketing objectives.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Analyse contemporary marketing challenges or impediments towards meaningful utilisation of e-commerce or digital marketing.
  • Assess the impact of micro-and macro environment on organisational competitiveness.

    Integrated Assessment:
    All work and assessment are required to preferably start with situations and required decisions in an industrial setting. Such practices enable the qualification and its lecturers to achieve the required integration of assessment which by definition means to:
  • Treat a number of Exit Level Outcomes together.
  • Treat a number of Associated Assessment Criteria together.
  • Promote an awareness of the connections and relationships between the knowledge, processes and skills inside the different modules.
  • Practice a combination of assessment methods and instruments used to achieve outcome/outcomes.
  • Collect naturally occurring evidence (such as in the workplace setting).

    The experience of learning through the qualification is most definitely not a 'spectator sport' (Tinto, 2003) learners will be actively challenged to participate across the curricula. This forms the basis of the pedagogical methods applied across all of the modules either directly, as content, or indirectly, through an influence on programme design and structure.

    Learners will be expected to undertake tests, examinations, and individual and group assignments. The formative (40%) and summative (60%) assessments will ensure that learners have ample opportunity to analyse and evaluate relevant situations using the knowledge they have acquired. Learners will also be expected do a research project and produce a report. The research project which will allow for assessment of the Exit Level Outcomes together. 
    		•

    INTERNATIONAL COMPARABILITY 
    There are numerous Marketing qualifications offered online and a number of international colleges and business institutes offer Advanced Diplomas in Marketing. There is a comparability between the types of topics offered by these institutions and the Advanced Diploma in Marketing.

    The following international institutions offer comparable qualifications, namely:
    Melbourne Polytechnic-Australia.
    Name of qualification: Advanced Diploma in Marketing and Communication.

    Purpose of the qualification:
    The Advanced Diploma of Marketing and Communication builds on the skills and knowledge in marketing strategy and covers marketing strategy development, marketing planning and management. Useful practical skills and theoretical knowledge that are applicable to the management roles acquired.
    Duration: 6 Months Full time.
    Entry requirements: Diploma in Marketing and Communication.

    Articulation:
    The qualification articulates to a Bachelor's Degree or a Postgraduate Diploma in related fields.

    Content of qualification:
  • Develop an advertising campaign.
  • Execute an advertising campaign.
  • Originate and develop concepts.
  • Research global design trends.
  • Develop and implement strategic plans.
  • Manage the marketing process.
  • Evaluate international marketing opportunities.
  • Manage market research.
  • Develop organisational marketing objectives.
  • Develop a marketing plan.
  • Manage measurement of marketing effectiveness.
  • Manage risk.

    Swinburne University of Technology Australia.
    Name of qualification: Graduate Certificate of Marketing (similar to a NQF Level 7 qualification).

    Purpose of the qualification:
    The Graduate Certificate of Marketing develops the technical, practical, analytical and creative skills necessary to support a successful career in marketing. It provides an entry level into tertiary study and the ability to obtain a tertiary qualification for appropriately qualified candidates. The Graduate Certificate of Marketing provides an avenue for graduates to gain specialist theoretical and practical knowledge in marketing, the major driver of revenue and profits for most organisations. The key vocational outcomes will lead to better job performance, together with potential new career opportunities in the marketing discipline.

    Duration: 6 Months to 1 Year.
    Entry requirements: Diploma in Marketing and Communication.

    Articulation:
    The qualification articulates to a Bachelor's Degree or a Graduate Diploma in related fields.

    Exit Level Outcomes:
    1. Apply coherent and developed knowledge of Marketing concepts in diverse contexts and applications using critical thinking.
    2. Apply problem solving, design and decision making methodologies to identify and provide innovative solutions to complex problems with reference to established frameworks.
    3. Communicate proficiently in professional practice to a variety of audiences, function as an effective member or leader of a diverse team, and use the basic tools and practices of marketing within project work.
    4. Demonstrate integrity, ethical conduct, accountability, respect and a developing awareness of professional practices and cultural norms in a global and sustainable context.

    Marketing Institute of Singapore - Singapore.
    Name of qualification: Advanced Diploma in Marketing Management.

    Purpose of the qualification:
    The Advanced Diploma in Marketing Management (ADMM) is a professional marketing qualification specially designed for those who wish to upgrade their knowledge and skills in marketing, and to advance career goal.
    Duration: 6- 8 months.
    Entry requirements: Diploma in Marketing Management or related Diploma.

    Articulation:
    The qualification articulates to a Bachelor's Degree or a Postgraduate Diploma in related fields. 
    		•

    ARTICULATION OPTIONS 
    This qualification allows possibilities for vertical and horizontal articulation.

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

    Vertical Articulation:
  • Postgraduate Diploma in Management in Marketing, NQF Level 8.
  • Bachelor of Commerce Honours in Marketing Management, NQF 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. Central University of Technology, Free State 


    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.