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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Marketing Management in Business Administration 
SAQA QUAL ID QUALIFICATION TITLE
111067  Bachelor of Marketing Management in Business Administration 
ORIGINATOR
The Graduate Institute of Financial Sciences Private Higher Education (Pty) Ltd 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
National First Degree  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 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   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 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 the business and marketing skills and expertise so they can manage successful organisations and lead successful lives.
  • Provide learners with a competitive edge in the work-place about superior analytical and application skills to solve problems faced by businesses and implement appropriate strategies in the organisation.
  • Make a marked difference to the lives of qualifying learners so they can contribute to the growth of the economy and the welfare of all South Africans.
  • Satisfy the needs of all stakeholders, learners and the broader community, and address the need for a qualification that will add value to their lives, the community and the country at large.
  • Sculpt a culture of learning and thirst for knowledge, for a questioning mind-set that seeks to progress, create and grow the professional self, industry within which one functions and the business that one works within.

    The qualifying learner will know and be able to:
  • Analyse the marketing environment and design a marketing and business plan for a business to achieve its objectives.
  • Design marketing research projects that will solve management problems.
  • Use analytical techniques and marketing research tools to design a sound marketing research strategy.
  • Interpret the data and provide management the information required to solve problems.
  • Analyse financial statements to a firm's financial position, and evaluate marketing projects about shareholder wealth.
  • Analyse business problems and formulate strategies that will allow the organisation to prosper and grow.
  • Evaluate alternative strategies from both a marketing/business and financial perspectives.

    Rationale:
    South Africa is a country known for its skills supply and demand mismatch. The skills required by both the private and public sector are in short supply. This qualification does not aim to fill that skills gap, but rather to encourage young minds to start their businesses or develop their departments within businesses. As business management and marketing transcend across all industries and sectors - all sectors will ultimately benefit from a more progressively entrepreneurial and marketing mind set. This mindset will lead to better technological developments, increased Human Resource (HR) diversity, the development of new skills, expansion - all amounting to business growth. Business growth and the birth of new businesses will help alleviate the skills supply and demand mismatch problem.

    The institution sought and obtained input into the qualification from individuals or companies whose advice and recommendations were taken into consideration in the development of the qualification. These are leaders in their respective fields, or within their sectors, and selected based on their experience, knowledge and drive.

    Qualifying learners will be ready to formally enter the world of business and make a significant contribution to the welfare of their businesses and their own. They will have acquired the most important skills to make a difference to organisations that employ them but also to their livelihood. Having acquired these capabilities, they will be able to advance in their professional careers, and reach the higher echelons of the organisation fairly rapidly.

    Learners exiting this qualification will significantly contribute to the growth of the economy. The contribution will be through developing strong brands for products and services on behalf of companies that employ them. Some of the graduates are expected to start their businesses which will help to increase the economy's gross domestic product (GDP). The local economy will benefit greatly from the entry of such graduates in the labour market.

    The economy needs:
  • Young, dynamic entrepreneurs who will manage and lead successful businesses.
  • New entrepreneurs who have the skills to launch and grow new businesses in all sectors of industries.
  • Accurate information to make correct decisions and address business problems and grow market share.
  • Learners who can capture data, analyse the data, interpret the information and disseminate this information to management for use in decision making.

    There is strong correlation between the number and quality of business learners on the one hand and economic growth in an economy on the other. Good marketing managers can stimulate demand for new products and services which, in turn, stimulates economic growth. There is a need for dynamic and quality business graduates in the country. Qualifying leaners of the qualifications should be able to, without the need for further study, hold positions such as entry-level product manager, assistant sales manager, marketing research assistance, marketing information analyst, small entrepreneur, assistant marketing manager, marketing communications (advertising) coordinator and assistant to general manager.

    The learning pathways that will guide the learners through the education process towards a qualification encompasses a traditional face-to-face route. Part-time and full-time classes where learners will be taught the classwork and encouraged to conceptualise marketing and business ideas is essential. The first year of the qualification especially classroom-based as learners are likely, as a majority, to come from their final high school year. The conversion from face-to-face and individual assignment based homework will largely dominate the first year.

    Qualifying learners will be ready to formally enter the world of business and make a significant contribution to the welfare of their businesses and their own. Furthermore, they will have acquired the most important skills to make a difference to organisations that employ them but also to their own livelihood. Also, they will significantly contribute to the growth of the economy. This they will do by developing strong brands for products and services on behalf of companies that employ them. Some of the graduates are expected to start their businesses which will help to increase the economy's gross domestic product (GDP). The local economy will benefit greatly from the entry of such graduates in the labour market. Having acquired these capabilities, they will be able to advance in their professional careers, and reach the higher echelons of the organisation fairly rapidly. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The RPL criteria include the identification, documentation, assessment, evaluation and transcription of prior learning against specified learning outcomes, so that it can articulate with current qualifications. Assessment instruments are designed for RPL by the institution's policies on fair and transparent assessment.

    Since individuals learn and develop not only in the classroom, the institution acknowledges RPL as an integral part of education. All learning has value, regardless of where it was acquired. The institution acknowledges this education as having relevant value so that the candidate does not spend time and money on re-learning.

    The institution will assess the prior knowledge and the skills of a candidate who applies for admission taking cognisance of the experience, workshops, learnerships and other education that has taken place.

    Those applying for Recognition of Prior Learning (RPL) will be assessed against the following criteria:
    Awarding and transfer of credits from aligned courses and qualifications offered at other registered institutions nationally and internationally based on the presentation of the following:
  • Recognised, relevant tertiary qualifications.
  • Mature age exemption (over 25 years old).
  • Proven industry experience at reputable organisations (a minimum of 5 years of learning through experience and in-service training done).
  • Submission creative Portfolio of Evidence (POE) in the case of practical work experience for review and assessment for relevant skill levels.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • National Senior Certificate, National Qualifications Framework (NQF) Level 4.
    Or
  • National Certificate (Vocational), NQF Level 4.
    Or
  • Senior Certificate, NQF Level 4. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory and elective modules at National Qualifications Framework (NQF) Levels 5, 6 and 7 totalling 360 Credits.

    Compulsory Modules at Level 5:100 Credits:
  • Marketing 1, 20 Credits.
  • Basic Accounting, 20 Credits.
  • Business Communication, 15 Credits.
  • Principles of Economics, 20 Credits.
  • Business Management, 25 Credits.

    Compulsory Modules at Level 6: 120 Credits:
  • Marketing 2, 20 Credits.
  • Financial Management 2, 20 Credits.
  • Applied Statistics, 20 Credits.
  • Digital Marketing, 20 Credits.
  • Marketing/Business Research.
  • Methodology, 20 Credits.
  • Business Law, 20 Credits.

    Compulsory Modules at Level 7: 100 Credits:
  • Applied Marketing Strategy, 25 Credits.
  • Financial Management 3, 20 Credits.
  • Marketing/ Business Research Analysis and Application, 30 Credits.
  • Work Integrated Learning, 25 Credits.

    Elective Modules, at Level 7: 40 Credits (Choose two modules):
  • Project Management, 20 Credits.
  • Global Marketing, 20 Credits.
  • Product Management, 20 Credits.
  • Marketing Channels, 20 Credits.
  • Brand Management, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Use marketing concepts to create a sustainable competitive advantage for the business organisation.
    2. Use marketing tools and resources to design sound marketing plans.
    3. Apply marketing research, statistical and other tools and methodologies to design market research plan to obtain the information required to solve management problem.
    4. Apply accounting information to determine the financial performance and position of a business.
    5. Apply financial instruments and marketing tools to make financially sound decisions.
    6. Identify and apply the various communication modes to give marketers and businesses a voice to communicate effectively to consumers and other businesses.
    7. Identify the legal, contractual requirements applicable to various business scenarios.
    8. Use entrepreneurial skills and the fundamental functions of business management to draw up a competitive business plan.
    9. Identify economic principles and apply them in such a way as achieve efficient use of limited productive resources while achieving maximum satisfaction of human wants.
    10. Apply theoretical models and tools to real business situations to improve candidates' decision-making skills. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Identify and evaluate the marketing environment of the business.
  • Identify a suitable target market for the business and align the marketing mix of the business to that target market.
  • Distinguish between the competitive strategies and identify which if them the business should implement to create a competitive advantage.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Analyse the environmental forces to their impact on the business.
  • Assess the capabilities and resources of a business.
  • Design business/marketing plan and strategy using marketing tools and resources to achieve specific goals.
  • Put in place an evaluation system to monitor and control business operations.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Analyse the environment to enable the correct formulation of marketing and marketing research problem.
  • Conduct business/marketing literature review to the research problem.
  • Design a business/marketing research proposal to resolve marketing problem.
  • Analyse research data and information to obtain the evidence needed to resolve problem.
  • Present research findings to management to assist it in making sound decisions to the problem.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Identify the different types of financial statements in terms of nature and scope.
  • Read and analyse published financial statements and internal information to determine their meaning.
  • Prepare short term budgets based on the analysis of financial statements and internal information.
  • Make basic business decisions based on the analysis of financial statements and internal information.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Determine the impact of financial and marketing decisions about shareholder wealth.
  • Analyse financial statements to determine the strengths and weaknesses of the business, and improve marketing decision making.
  • Determine brand value and customer value about their impact on the business.
  • Evaluate capital projects and marketing activities to determine their contribution to the business.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Standardise basic communication methods used for effective communication across diverse, ethic and other boundaries.
  • Create and project the story of a business, its personality and position to customers.
  • Evaluate the customer lifetime value of a business and the recognition of customer needs to determine their benefit to the business.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Consider contracts for their fulfilment of various requirements for the legality thereof.
  • Recognise and determine types of legal contracts, their specifications, and duties of the contracting parties.
  • Identify and use the sources and branches of the legal system in the process of legal problem-solving.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Determine the fundamental aspects and functions of business management.
  • Know and apply the process and preparation that are involved in drawing up a business plan.
  • Recognise the value of a "product" as a contributor to the success of a business.
  • Apply the tools, processes and the human dimensions in managing projects to prosper and gain a strategic competitive advantage in the market.

    Associated Assessment Criteria for Exit Level Outcome 9:
  • Use the concepts of scarcity, wants, needs and opportunity cost to solve problems and illustrate different situations.
  • Use macroeconomic objectives to identify South African economic prospects.
  • Use the effects of supply, demand and price elasticity to determine the reason for fluctuations in the market prices and quantities available of goods and services.
  • Use the identification and manipulation of production, cost and revenue and their relationship in economics to achieve maximum profit.

    Associated Assessment Criteria for Exit Level Outcome 10:
  • Compare theoretical models and frameworks with practical and work place tools and differences are identified in terms of appropriateness of use.
  • Construct new models as a result of the interpretation of theory and practice.
  • Select and apply the most appropriate model to rectify or solve problems in the workplace.
  • Analyse case studies in terms of the marketing planning process to formulate a sound marketing plan.

    Integrated Assessment:
    There are formative assessments, peer evaluations and summative assessments. A pass mark is 50% for the modules. The module or year mark contributions can vary per module.

    Theoretical modules:
  • These modules will have at least one (1) test, one (1) individual assignment and an examination.
  • Core modules will have two (2) tests, two (2) assignments and an exam.

    Practical work:
  • For the Business Communication and Business Management core modules there will be at least one (1) individual and one (1) group assignment.
  • For each assessment there will be a test scope or assignment scope and a marking memorandum.

    On work activation projects there will be:
  • Critique during the process (e.g. candidates will present their ideas, plans, concepts etc. throughout the process).
  • Peer evaluation.
  • Conducted assessment.
  • Work Integrated Learning (WIL) Portfolio of Evidence (POE) (which will be assessed by lecturers and company representatives).

    Assignments:
    Assignment briefing documents will be made available to learners before assessment submissions, with a schedule of assessment points and due dates. Also, feedback forms will make provision to reflect the following:
  • Criteria and weighting for the assessment of each assignment.
  • Alignment with learning outcomes and aims.

    Design (clarity of instructions, accessibility of language, presentation, time allocation to complexity, etc.).

    Examinations:
    Before an examination, learners are given examination instructions. The inside front cover of an answer book contains Examination policy (available on request). Staff and learners also receive a document from the Faculty Head called Rules regarding supplementary examinations (as explained within the Examination policy. 
    		•

    INTERNATIONAL COMPARABILITY 
    A survey of Higher Education Institutions in Europe and the United States of America reveals that they offer the similar Bachelor of Business Administration Qualifications.

    Similar content:
    In the first year of their studies, learners are taught the fundamentals in business and marketing. During the second year, learners acquire hands-on experience through "internships". In the third year, learners specialise in different fields of business and marketing.

    The institution qualification is structured along similar lines, namely, that in the first year (National Qualifications Framework (NQF) exit level 5) they learn fundamental concepts and in the second year (NQF exit level 6) they are required to demonstrate their knowledge using implementation and problem-solving. In the third year (NQF exit level 7) learners are exposed to experiential work and practical business and marketing scenarios, and are required to demonstrate detailed knowledge of all course modules and analyse and solve business problems by making use of a variety of business and marketing skills.

    Similar modules:
    The modules (core and elective) required in the curriculum of the Paris School of Business (PBS) are very similar and in many cases identical to the modules of the proposed qualification. This qualification includes most of the PBS modules, and in fact, it has a far greater focus on analytical subjects which are of paramount importance in solving business problems and taking advantage of marketing opportunities. The learners will be able to articulate to foreign tertiary institutions and continue their studies in the field of business and sub-field of marketing management.

    The Mike Cottrell College of Business offers a Bachelor of Business Administration (BBA) Degree that prepares marketing qualifying learners to enter fields of customer relationship management, strategy management, marketing planning and strategy, advertising and marketing research.
    The modules required for the completion of the BBA Degree focus on the areas of:
  • Business Administration.
  • Core Business.
  • Specialised areas of marketing management such as digital marketing and others.

    Conclusion:
  • Qualifying learners should be able to gain access to foreign institutions and continue their studies in the field of business and marketing - articulate to the BBA or continue with a Master's programme in foreign countries.
  • Learners will have an advantage over foreign learners in that they will have had greater exposure to analytical techniques and marketing research tools that are used to collect the information to assist in marketing decision making. 
    		•

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

    Horizontal Articulation:
  • Bachelor of Commerce, NQF Level 7.

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