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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Master of Commerce in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
111321  Master of Commerce 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
Master's Degree  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  180  Not Applicable  NQF Level 09  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2019-08-23  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:
This qualification's primary purpose is to educate and train researchers who can contribute under supervision to the development of new knowledge at an advanced level in the field of marketing management, and to learners' career prospects and the social value of their work. The qualification provides a well-rounded focussed education that will bestow upon the successful learner advanced theoretical, practical, research and managerial skills in the broad field of marketing and research as well in the specific topic area under investigation. It will enable the successful learner to demonstrate initiative and responsibility in an academic or professional context. Learners are required to complete an advanced research project in a chosen area of specialisation in marketing management which culminates in the production of an acceptable full dissertation. This qualification sis envisaged to open doors for learners in terms of their career advancements as well as entry into Doctoral studies.

Rationale:
The rationale for the qualification is to provide advanced training and scholarship in the field of marketing management to enable learners to conduct independent research in marketing related qualifications. This qualification will contribute towards the development of researchers and academics in the marketing field. It might also lead to learners articulating to a Doctor of Philosophy (PhD) in Business Management (marketing specialisation). 

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 Institution's RPL Policy. This qualification can be achieved through Recognition of Prior Learning.

The institution's 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's lecturers will act as assessors for RPL purposes.

Entry Requirements:
The minimum entry requirement for this qualification is:
  • Bachelor of Commerce Honours in Marketing Management, NQF Level 8. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory module at NQF Level 9 totalling 180 Credits.
  • Full Dissertation in Marketing Management, NQF Level 9. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Undertake extensive secondary research and compile a literature review of the marketing management topic under investigation within a chosen context.
    2.Undertake an appropriate empirical investigation based on a sound statistical and research methodologies.
    3. Complete a high level data analysis of the data gathered and report on the findings comprehensively.
    4. Compile relevant conclusions and recommendation based on the findings.
    5. Prepare a comprehensive, readable, logical and professional research dissertation that meets university, college, departmental and supervisor(s) requirements. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Identify a comprehensive list of appropriate and recent sources in support of his/her topic.
  • Prepare a logical and readable synopsis of the applicable literature in support of the chosen topic and context.
  • Weave and integrate the literature with identified research objectives.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Identify, outline and justify an appropriate research methodology to drive the empirical part of the study in keeping with the thrust of the study indicated.
  • Design a suitable research instrument for collecting the data as indicated in research methodology.
  • Explain the data gathering and editing process adopted for the study.
  • Discuss and justify the statistical methods used to analyse the collected data.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Undertake and gather data as proposed.
  • Undertake an analysis of the data as proposed.
  • Present a comprehensive report on the findings obtained from the analysis of the gathered data (fieldwork).

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Compile a set of conclusions based on the literature review and empirical findings that meet the study's research objectives.
  • Extract recommendations based on the findings and conclusions that are defendable for the study.
  • Provide a list of appropriate limitations in the context of the study.
  • Reflect on the contribution of the study to existing knowledge.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Compile a professional academic dissertation that meets the university, college, departmental and supervisor(s) requirements.
  • Ensure that the dissertation is free of plagiarism (provide a suitable report and declaration to this effect).
  • Ensure that the dissertation is professionally edited (provide a letter from a registered/reputable academic editor).
  • Capture all references used in the study according to the approved departmental referencing method.
  • Incorporate annexures as deemed necessary for the study in agreement with the supervisor.

    Integrated Assessment:
    Learners are required to undertake a substantial piece of research work. In this, the learners are expected to demonstrate comprehensive knowledge and technical skills in relation to a particular set of issues of interest and importance for understanding the activities of business people.

    The integration of skills learnt in this qualification is assessed by means of a dissertation of approximately 50 000 words. The dissertation must demonstrate competence in the following areas, all of which are assessed in the examination of the dissertation:
  • Research problem formulation.
  • Integration of literature.
  • Appropriate design and execution of research.
  • Use of appropriate methods of data collection and analysis.
  • Integration of findings.
  • Appreciation of the limits of the study.
  • Use of the publication and style conventions of the discipline.

    This qualification will be achieved through a research proposal and credible research dissertation which will contribute to the marketing body of knowledge.

    In the research writing proposal module, formative assessment take place in a form of learners submitting three draft research proposals which are evaluated by the supervisor and provide feedback to learners with comments for improvement. Summative assessment takes the form of submission of a final research proposal which will undergo evaluation to determine whether the research proposal should be accepted or rejected.

    In the case of the dissertation, the formative assessment takes place whereby learners are required to submit the various chapters of the dissertation for evaluation.

    Once the dissertation is completed, summative assessment takes place whereby the dissertation will be sent for examination to the Office of Graduate Studies. Examiners consist of one internal and at least one external examiner.

    Formative and Summative Assessment:
    Learners work with the supervisor to prepare a research proposal. As part of the summative assessment, the learner presents the proposal at a colloquium - made up of senior staff members. These staff members evaluate the learner to determine if he/she has completed the research proposal satisfactorily. On completion of the research proposal, the learner completes a dissertation which is submitted to internal and external examiners. These examiners assess the learner and advice if the learner has satisfactorily met the master dissertation criteria. 
    		•

    INTERNATIONAL COMPARABILITY 
    A Masters in Marketing and Marketing Management is offered by various international institutions and Business Schools. Research indicated that although the name of the qualification, Masters in Marketing Management might differ from similar international qualification. A few international universities and Business Schools that offer a Masters qualification in Marketing are listed below but it is not limited to the listed institutions:
  • Rotterdam School of Management, Erasmus University; Netherlands; MSC Marketing Management;
  • Alliance Manchester Business School - The University of Manchester; United Kingdom; MSc Marketing;
  • The University of Newcastle; Australia; Master of Marketing.

    Rotterdam School of Management, Erasmus University; Netherlands offers a MSC Marketing Management. The curriculum for this qualification consists of but not limited to:
  • Consumer marketing research;
  • Thesis topic development;
  • Marketing analytics;
  • Choice architecture;
  • Marketing of new products;
  • Customer experience;
  • Your future career;
  • Consumer behaviour;
  • International product management;
  • Big data analytics for marketing insight;
  • Master thesis.

    Although the structure of this qualification differs from that of the South African qualification, there are key similarities that support the comparability of these qualifications. Firstly, both qualifications offer a proposal component to the qualification. This component is referred to as the thesis topic development at Erasmus University and Masters Proposal: Economic and Management Sciences in this qualification. The aim of this proposal component substantiates the compatibility of both qualifications in that they both provide learners with the understanding of writing a proposal and a good thesis. Learners who are enrolled for this component learn how to organise information that they obtain through a literature review, students learn how to make and substantiate decisions pertaining to their research study. From this proposal component, learners are able to formulate sound researchable questions and produce a sound research proposal. The second similarity that can be observed from both these qualifications is the full thesis that learners must complete as a requirement for the qualifications. In order for learners to be proficient and competent researchers, they need to be exposed to the research process. Both qualifications are similar in that learners collect, analyse and interpret data that they have collected in order to answer research questions that they have identified. Through the research process, learners will be exposed to ethical consideration and develop an understanding of ethical conduct in research.

    Alliance Manchester Business School - The University of Manchester; United Kingdom, offers a MSc Marketing. The MSc Marketing and the MCom Marketing Management are comparable in the sense that both qualifications are 180 Credit qualifications offered to learners who wish to cultivate their appreciation in various spheres of marketing. The MSc Marketing is structured in the form of course work whereby learners are required to complete eight modules and a dissertation. Learners are also exposed to specialist pathways that they can choose from. These include business-to-business, consumer behaviour, international marketing, retailing and services. In this regard, the MSc Marketing is comparable to the MCom Marketing as the specialist areas are similar; the MCom marketing offers learners the opportunity to specialise in various topics such as consumer behaviour, services marketing, retailing and small business marketing. The MSc Marketing and the MCom Marketing management are similar in the outcomes of the qualifications; they both aim to ensure that learners are able to conduct research, understand the various research methods including data collection and data collection techniques. Although MSc Marketing learners learn these skills through formalised modules taught; MCom learners are also awarded the opportunity to attend workshops in various topics such as research methodology for example, which are offered to Masters and Doctoral learners.

    Qatar University; Qata, offers a MSC in Marketing.The MSc in Marketing from Qatar University is comparable to the MCom Marketing Management. Both these qualifications provide a platform for learners to conduct research. Learners are required to develop and submit a research thesis that tackles a well-defined research question in the field of marketing. From this, a learner can gain knowledge and understanding of the implications of marketing related problems on a business. Learners can also gain an appreciation for and cultivate their research skills through the development of a thesis as they conduct scientific research in marketing. The structure of the thesis in both qualifications share commonalities in that learners are expected to conduct an extensive literature review which will lead to the gap identified in the body of knowledge. Methodological tools and techniques are discussed and choices must be substantiated by students. Lastly, learners need to present their findings of their study and demonstrate how research questions or research objectives were achieved.

    The University of Newcastle; Australia, offers a Master of Marketing.The Master of Marketing qualification offered by the University of Newcastle, Australia, is offered through a face-to-face or online medium. This mode of delivery is comparable with the mode of delivery of the MCom Marketing Management. Both qualifications make use of online mode of delivery in order to give learners the opportunity to balance their professional and personal lives as well as to study at a time and pace that best suits them.

    Although the Master of Marketing is structured through coursework, both qualifications provides learners with the opportunity to learn and draw upon the research strengths of the academics in their respective departments who specialise in various aspects of marketing such as marketing communications, brand management, services and relationship marketing, digital marketing as well as marketing research. 
    		•

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

    Horizontal Articulation:
  • Master of Commerce in Business Administration, NQF Level 9.

    Vertical Articulation:
  • Doctor of Commerce in Marketing Management, NQF Level 10. 
    		•

    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 


    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.