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: 

Higher Certificate in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
121176  Higher Certificate in Marketing Management 
ORIGINATOR
Berea College of Technology (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
Higher Certificate  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 05  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered  EXCO 0920/23  2023-11-14  2026-11-14 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2027-11-14   2030-11-14  

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 the Higher Certificate in Marketing Management is to provide learners with the opportunity to acquire skills required to perform elementary functions in the Marketing field. Training for this qualification is both theoretical and practical. It allows learners to grasp fundamental knowledge of the workings of various software packages and the commercial environment and select marketing and general IT software packages.
The skills, knowledge and understanding demonstrated within this qualification are essential for social and economic transformation and contribute to the upliftment and economic growth within the business sector. The learners are trained to assist management with various administrative duties. Learners will be able to obtain entry-level employment in a range of occupations, such as; Digital Marketing, Marketing Assistant, Sales Assistant, Marketing Administration Officer, Sales Administration Assistant, Assistant Advertising and Promotions Planner, Marketing Research Assistant, Marketing Representative, Assistant Merchandising Manager, Assistant Direct Marketing Planner, Digital Marketing Assistant/Administrator, Email Marketing Assistant/Administrator, E-Commerce Assistant/Administrator, Social Media Consultant/Administrator, Online Sales Assistants.

This qualification will contribute to the full development of the learner within Marketing's traditional and online environments by providing recognition and further mobility within the field. The qualification supports the philosophy of life-long learning. Learners will be able to increase their access to employment since this qualification also caters for individuals who are employed but lack the certification to perform efficiently or to be promoted.

Upon completion of this qualification, qualifying learners will be able to:
  • Demonstrate the use of marketing management theories, concepts, principles, techniques, and approaches to inform and support the attainment of business goals and plans.
  • Apply and demonstrate the key business functions to support the completion of marketing management requirements in the business context within the local and global work environment.
  • Demonstrate the use of information systems and technical knowledge to support the completion of business processes for marketing and to improve business efficacy and effectiveness within the digital space.
  • Demonstrate understanding and apply marketing strategies accurately and appropriately in the conceptualisation and development of marketing plans.

    Rationale:
    There is a steady growth in careers that are linked to digital/electronic/web technologies in South Africa and the rest of the world. Digital job opportunities are available in the Information Technology (IT) sector, with an increase in digitised communication between manufacturers, suppliers and clients, plus greater access to the internet by the broader public. Opportunities in Marketing and Communication continue to open up for practitioners, which can be attributed to the rise of Internet / Web or computer-based technologies that demand tech-savvy marketing practitioners who can leverage the wide vista of exciting opportunities, new markets, products, and media provided by technology. In addition, the rise of companies' digital presence will open an increased number of digital marketing employment opportunities in future.

    The current skills deficit across all sectors means that there is a premium placed on staff who are qualified and able to perform across the key areas of marketing management and administration. The current skills shortage also requires that employees be equipped with skills and knowledge that are key to the transformation of the South African economy and that they contribute to the positive performance of their employers. Further, there is also a need for entry-level qualifications, which are vocationally, and industry focussed. Statistics available from the National List of Occupations in High Demand (2018) reflects a need for skilled Sales and Marketing practitioners, administrators, and managers.

    The need for Sales and Marketing managers is particularly acute since they are vital for the business or organization to function effectively due to the demanding environment in which businesses operate, both in South Africa and globally. Practitioners must be trained in the use of web-based technology and tools to succeed in their field, particularly in this competitive global economy.

    This qualification offers introductory knowledge to the areas of general business administration, marketing, social media, digital marketing, and computer skills within a business environment and prepares learners for a range of entry-level professional positions in the Marketing field including traditional and digital marketing. Further, it also provides opportunities for upskilling and certification of skills obtained during on-the-job training or self-study or further studies. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):

    The institution has an approved Recognition of Prior Learning (RPL) policy applicable to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications.

    RPL for access:
  • Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
  • To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations.

    RPL for exemption of modules:
  • Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

    RPL for credit:
  • Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.
  • Credit shall be appropriate to the context in which it is awarded and accepted.

    Entry Requirements:

    National Senior Certificate, NQF Level 4, granting access to Higher Certificate studies.
    Or
    National Certificate (Vocational), NQF Level 4, granting access to Higher Certificate studies.
    Or
    Senior Certificate, NQF Level 4. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at National Qualifications Framework Level 5 totalling 128 Credits.

    Compulsory modules, Level 5, 128 Credits.
  • Marketing Management, 20 Credits.
  • Marketing Practice, 16 Credits.
  • Marketing Metrics, 12 Credits.
  • Consumer Behaviour, 12 Credits.
  • Digital Marketing Environment, 12 Credits.
  • Social Media and Communication, 12 Credits.
  • Business Communication, 12 Credits.
  • Business Management Fundamentals, 16 Credits.
  • End User Computing, 16 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    Exit Level Outcomes
    1. Apply the different methods of communication in a business environment to ensure effective marketing practices.
    2. Demonstrate the use of Marketing Management theories, concepts, principles, techniques, and approaches to inform and support the attainment of business goals and plans.
    3. Apply and demonstrate the key business functions to support the completion of marketing management requirements in the business context within the local and global work environment.
    4. Demonstrate the use of information systems and technical knowledge to support the completion of business processes for marketing and to improve business efficacy and effectiveness within the digital space. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Explain and describe different types of communication media, stressing the importance of effectiveness and accuracy in written and oral communication.
  • Explain social media and communication technologies and their requirements.
  • Apply learnt strategies and demonstrate evidence of people skills such as tolerance, listening skills and empathy.
  • Apply the methods learned and describe the inclusion of ethical and privacy concerns and considerations in communication practices.
  • Describe and discuss the key elements and factors that must be considered when designing an effective social media and communication campaign in different contexts.
  • Explain how the different forms of social media and communication, business communication and public relations strategies and techniques should be used for effective communication in the virtual world.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Utilise understanding and apply basic marketing principles.
  • Utilise understanding and apply marketing strategies accurately and appropriately in the conceptualisation and development of marketing plans.
  • Discuss and design an effective marketing campaign in each context.
  • Apply marketing strategies and marketing techniques for effective marketing in the virtual world.
  • Describe and discuss marketing metric concepts, terms, techniques, theories and approaches applicable to the business marketing environment.
  • Apply understanding to discuss and compare factors affecting consumer behaviour for product and service-orientated industries.
  • Utilise understanding and use of technology in customer service and consumer interactions.
  • Discuss and explain the need for good customer service as well as the need for an individual/personal customer approach.
  • Explain and compare the processes, procedures, approaches, and strategies for building customer relationships.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Explain the elements and components of various organisational types and leadership and management styles.
  • Apply understanding of accounting processes and principles, as well as the use of accounting documentation (ledgers, journals, source documents) appropriately.
  • Utilise understanding of supply chain management and planning, and its importance.
  • Apply understanding and ability to use public relations skills as well as fundamentals of media liaison to advance a business.
  • Explain the basic human resource legislation and regulations and routine human resource operations to manage people.

    Associate Assessment Criteria for Exit Level Outcome 4:
  • Describe information systems and explain their use in a business context.
  • Explain the purpose and use of business computing equipment and devices.
  • Apply the principles and practices used in the Digital Marketing industry.
  • Apply the tools used to effectively market an organisation in the 21st Century on a digital platform.
  • Apply knowledge of the elements of a website designed to ensure that the content of the website receives optimal search engine rankings.
  • Utilise understanding and apply E-Commerce systems to plan, manage and market electronic business operations, products, and services provided online via the Internet. 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: Ireland
    Institution: Dublin Institute of Technology
    Qualification title: Higher Certificate in Marketing
    NQF: Level 6
    Duration: Two years

    Entry requirements:
    School Leaving Certificate
    Or
    QQI/FET Level 5
    Or
    Mature Age Exemption

    Purpose:
    The Higher Certificate in Marketing aims to give learners practical skills and knowledge required at a junior executive level and be ready for further study.
    The qualification gives learners the following career opportunities:
  • Marketing
  • Market Research
  • Merchandising
  • Sales Management
  • Sales Promotion
  • Services Marketing

    Qualification Structure:
    Year 1
    Compulsory Modules:
  • Behavioural Science
  • Business and Society
  • Essentials of Communications compares with Business Communication.
  • Information Technology compares with End User Computing.
  • Introduction to Business Finance.
  • Marketing compares with Marketing Practice.
  • Marketing Research.
  • Statistics.

    Elective Modules:
  • Sales Management
  • Web Design

    Year 2
    Compulsory Modules:
  • Management Accounting for Marketing compares with Digital Marketing Environment
  • Marketing Practice compares with Marketing Practice
  • Media Communications compares with Social Media and Communication
  • Microeconomics
  • Modules Data Collection & Analysis.
  • International Marketing.
  • Macroeconomics.
  • Marketing Communications compares Business Communication.
  • Marketing Planning.
  • Marketing Research Applications.
  • Media Communications.

    Elective Modules:
  • Management of ICT.
  • Supply Chain Management.
  • Business-to-Business Marketing.
  • Search Marketing.

    Articulation:
    After graduation, learners are equipped to progress to ordinary and honours degree courses at TU Dublin.

    Similarities:
  • The Dublin Institute of Technology (DIT) and South African qualification (SA) share a similar purpose by offering learners an opportunity to enter a junior executive level of employment and be ready for further study.
  • Learners will be able to obtain employment in a range of entry-level digital positions such as assistant advertising and promotions planner, marketing research assistant, marketing representative, assistant merchandising manager etc.
  • Both the DIT and SA qualifications require a School Leaving Certificate as an entry qualification.
  • The DIT and SA qualifications share similar modules such as Business Communication, Social Media and Communication, Management Accounting for Marketing, Marketing Practice, and Information Technology.

    Differences:
  • The DIT qualification is offered over two years at NQF Level 6, whereas the SA qualification is a one-year qualification at NQF Level 5.

    Country: Australia
    Institution: Swinburne University of Technology
    Qualification title: Diploma in Social Media Marketing
    Duration: One year
    Entry requirement:
    Year 12 or equivalent
    Or
    Non-school leavers without formal qualifications are welcome to apply.

    Purpose:
    The Diploma in Social Media Marketing teaches learners how to increase engagement, monitor results for maximum impact, and gain practical experience writing, planning a strategy, and creating a blog. Learners will use their skills to drive results and find employment as a social media manager, strategist or coordinator which are highly sought after by Australian and global employers. It will also teach learners the fundamentals of marketing and how to plan, implement and manage content marketing.

    This qualification will provide learners with the following skills:
  • Communication
  • Planning
  • Strategy
  • Generating ideas.
  • Social Media management

    The qualification will provide learners with the following career opportunities:
  • Social Media Manager
  • Social Media Strategist
  • Social Media Coordinator
  • Social Media Community Manager

    This qualification leads to a bachelor's degree.

    Qualification Structure:
    Compulsory Modules:
  • Plan, implement and manage content marketing compares with Marketing Management.
  • Plan, conduct and optimise organic social media marketing.
  • Plan, manage and optimise paid social media advertising.
  • Establish, build, and leverage a personal brand on social media.
  • Plan, implement and manage social media conversion strategies compares with Social Media and Communication.
  • Develop a social media strategy.

    Elective Modules:
  • Design and develop marketing communication plans compares with Business Communication.
  • Undertake project work.
  • Write persuasive copy.

    Similarities:
  • The Swinburne University of Technology (SUT) and South African (SA) qualifications are offered over one year and accept learners who have passed grade/year 12.
  • Both SUT and SA qualifications aim to offer learners skills to drive results and to find employment in a range of entry-level digital marketing management and administration positions and serve as a basis to further their studies.
  • Both SUT and SA qualifications share similar modules such as Marketing Management, Marketing Communication, Social Media and Communication and Marketing Management.

    Differences:
  • The SUT qualification accepts non-school leavers without formal qualifications, whereas a school leaving certificate is required for the SA qualification. 
    		•

    ARTICULATION OPTIONS 
    Horizontal Articulation:
  • Higher Certificate in Business Marketing, NQF Level 5.
  • Higher Certificate in Digital Marketing, NQF Level 5.
  • Higher Certificate in Marketing, NQF Level 5.
  • Higher Certificate in Marketing Management, NQF Level 5.
  • Higher Certificate in Marketing Practice, NQF Level 5.
  • Higher Certificate in Marketing and Communication, NQF Level 5.

    Vertical Articulation:
  • Diploma in Business Marketing, NQF Level 6.
  • Diploma in Commerce in Marketing Management, NQF Level 6.
  • Diploma in Digital Marketing, NQF Level 6.
  • Diploma in Marketing, NQF Level 6.
  • Diploma in Marketing and Public Relations, NQF Level 6.
  • Diploma in Marketing Communication, NQF Level 6.
  • Bachelor of Commerce in Business Marketing, NQF Level 7.

    Diagonal Articulation
  • Occupational Certificate: Health Products Marketing Associate, NQF Level 5. 
    		•

    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. Berea College of Technology (Pty) Ltd 


    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.