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: 

Postgraduate Diploma in Marketing 
SAQA QUAL ID QUALIFICATION TITLE
124608  Postgraduate Diploma in Marketing 
ORIGINATOR
Nelson Mandela University 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  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
Registered  EXCO 0633/25  2025-07-10  2028-07-10 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2029-07-10   2032-07-10  

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 Postgraduate Diploma in Marketing 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 strategic brand management, digital marketing, multi-cultural marketing, contemporary issues and customer advocacy in marketing.

The qualification will enhance learners' ability to think critically by considering the dynamics of the internal and external marketing environments. Learners will come to understand the importance of evidence-based decision-making by being exposed to applied research methodologies, leading them through the process of conducting a research study. The qualification will further enable working professionals to engage in advanced reflection and development through a systematic exploration of current thinking, practices, and research methods in their area of specialisation.

Upon graduation, learners will have developed skills that address the skills shortage identified in South Africa. These skills include critical thinking, ethical decision-making, and digital agility, which would assist them in designing and implementing organisation-wide marketing strategies aligned with strategic goals and leading Integrated Marketing Campaign strategies.

Upon completion of the qualification, learners will be able to:
  • Demonstrate proficiency in ethical reasoning, professional behaviour, and awareness of health and safety protocols relevant to marketing.
  • Demonstrate an understanding of the complexities and uncertainties of selecting, applying or transferring appropriate standard procedures, processes or techniques to unfamiliar problems in Marketing Management.
  • Demonstrate the ability to use a range of specialised skills to identify, analyse and address complex or abstract problems, drawing systematically on the body of knowledge and methods appropriate to Marketing Management.
  • Demonstrate the ability to operate effectively within a system or manage a system based on an understanding of the roles and relationships between elements within the system.

    Rationale:
    In the Government Gazette, dated 2 February 2022, a number of occupations are listed as scarce skills for work visas to and permanent residence permits in South Africa. It is envisaged that the proposed qualification will supplement the marketing knowledge not addressed at Diploma and Advanced Diploma level, increasing the learner's advanced and topical marketing knowledge and skills.

    The qualification further aims to equip learners with the skills to progress smoothly to post-graduate research qualifications, where they will be in a position to investigate and develop marketing solutions that address local, regional, national and even international threats to sustainability in the business and economic environments. These solutions will contribute to meeting the institutions' mission of offering an educational experience for a better world.

    Upskilling marketing managers in topical business and socio-cultural issues contributes directly to the mission of the institution of providing a positive and empowering contribution towards the local business and broader community. 
    		•

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

    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 may be applied for access, credits from modules and credits for or towards the qualification.

    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 should they be allowed entrance into the qualification.

    RPL for the exemption of modules:
  • Learners may apply for RPL to be exempt 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:
    The minimum entry requirement for this qualification is:
  • Advanced Diploma in Marketing, NQF Level 7.
    Or
  • Advanced Diploma in Marketing Management, NQF Level 7.
    Or
  • Bachelor of Business Administration, NQF Level 7.
    Or
  • Bachelor of Business Administration in Banking, NQF Level 7.
    Or
  • Bachelor of Business Administration in Retail Management, NQF Level 7. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at National Qualifications Framework Level 8, totalling 120 Credits.

    Compulsory Modules, Level 8, 120 Credits:
  • Strategic Brand Management, 15 Credits.
  • Digital Marketing, 15 Credits.
  • Multicultural Marketing, 15 Credits.
  • Contemporary Issues in Marketing, 15 Credits.
  • Customer Advocacy, 15 Credits.
  • Applied Analysis Techniques, 15 Credits.
  • Advanced Research Methodology, 30 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Critique and synthesise competitive advantage for the brand by applying detailed knowledge of strategic brand management.
    2. Develop and evaluate a targeted marketing strategy by integrating plans for various digital marketing channels.
    3. Develop and apply appropriate marketing strategies for specific market segments.
    4. Develop and analyse marketing strategies that integrate the latest trends and issues impacting marketing management.
    5. Evaluate current marketing strategies and develop revised marketing strategies with a focus on customer service and management as key organisational activities aimed at delivering value to customers at a profit.
    6. Critically evaluate a strategic marketing management problem by undertaking a research study and appropriately applying the research process. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Analyse and discuss the brand management environment in relation to product, corporate and personal branding.
  • Appraise the strategic imperatives for effective positioning of brands based on various case studies.
  • Apply appropriate factors contributing to successful brand building were applied to various case studies.
  • Incorporate strategic branding issues, market perceptions and challenges into the creation of strong brands.
  • Assess the effectiveness of various brand management strategies based on various case studies.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Evaluate the practical and strategic foundation of using digital technology to meet communication, market and product challenges.
  • Apply different forms of digital assets for both web and mobile platforms for effective marketing in the virtual world.
  • Advertise programmes that were developed across leading advertising media platforms.
  • Develop and maintain an effective direct marketing strategy via email and mobile channels.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Describe the impact of the diversity of traditions, culture and language of the market on marketing strategies was described.
  • Explore a cross-section of various cultural dimensions to better inform global business decisions, leading to long-lasting multinational partnerships.
  • Apply teamwork, knowledge and skills and collaborate effectively on research and project activities.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Evaluate, identify the key contributions, limitations and assumptions made and relevance or implications for marketing practice and theoretical understanding.
  • Communicate, analyse and evaluate contemporary marketing issues.
  • Investigate current and emerging trends and issues in the macro-environment, business and society (global, national, local).

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Manage the customer relationship and create value for organisations and customers based on a relevant scenario.
  • Evaluate the suitability of CRM strategies in various organisational settings based on a relevant scenario.
  • Apply teamwork, knowledge and skills to collaborate effectively on research and project activities.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Input raw data into a statistical package and generate the results.
  • Select and apply appropriate data analysis techniques to address the identified problems.
  • Critically reflect upon the main findings to provide conclusions, addressing the research problem.
  • Interpret the results to make recommendations that are relevant to the problem under investigation.
  • Present a professional and academically sound research proposal.

    INTEGRATED ASSESSMENT
    Modules are assessed on the basis of continuous assessment.

    Formative Assessment:
    A balanced mixed-mode assessment strategy will be implemented as a combination of continuous, diagnostic and formative assessment:
  • tasks
  • assignments,

    Summative Assessments:
    Summative assessments are aimed at encouraging learners to work consistently and to provide feedback on progress made. Preparation for assessment is undertaken by learners, working independently or in groups during the semester, to complete a variety of summative assessments.
    The final mark will consist of the total of the marks awarded for various forms of summative assessment taking place continuously during the semester/year, such as:
  • tests
  • case studies
  • seminar discussions
  • short assignments and long assignments.

    Assignments will be evaluated according to a previously provided rubric, along with additional comments where necessary. Verbal feedback will also be provided during contact sessions. Specific assignments will be based on cases pending in any current year. The average marks obtained for the assignments will constitute the final mark.
    All assessments are compulsory and contribute to the final mark for the module.

    Moderation:
    The collection of evaluated assessments will serve as the key instrument for external moderation of each module. A sample of learner work will be externally moderated. Moderator reports are received by the Head of Department, discussed and actioned at a departmental meeting.

    No Work-Integrated Learning (WIL) is required for any of the modules. 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: Canada
    Institution name: Winnipeg University
    Qualification title: Marketing Management Post-Degree Diploma

    Entry requirements:
  • undergraduate degree
    Or
  • two-year diploma

    Purpose/Rationale
    Learners will be set apart in the field of marketing with a solid theoretical foundation and a blend of marketing tools, systems, and strategies to add economic value to any organisation. Graduates will give their employers the competitive edge in market-driven economies by using their marketing strategy knowledge to create customer value.

    Today's global marketplace is increasingly complicated by converging markets and fraught with rapid technological change. To gain a superior competitive advantage, market-driven organisations must define their distinctive capabilities, focus on creating customer value, and integrate their marketing strategy across the overall business operation.

    Learning Outcomes:
  • Apply strategic frameworks, analytical tools and fundamental concepts to a wide range of marketing management initiatives.
  • Understand how to position products and services, segment markets and identify target market opportunities.
  • Understand how innovation and competitive forces impact the business environment and apply decision-making processes and tools to guide key business decisions.
    Analyse consumer buying patterns and employ marketing research methodologies to determine environmental and competitive factors affecting products and services.
  • Apply analytical and decision-making tools to competitor and target market analysis, brand management tactics, customer relationship management, and new product development opportunities.

    Qualification structure:
    Modules
  • Advertising Fundamentals
  • Applied Consumer Behaviour Fundamentals
  • Basic Grammar & Editing
  • Business Fundamentals
  • Customer Relationship Management, comparable to Customer Advocacy
  • Digital Marketing Strategy, comparable to Digital Marketing
  • Marketing Fundamentals
  • Marketing Research, comparable to Advanced Research Methodology
  • Organizational Behaviour
  • Public Relations Fundamentals I

    Similarities:
  • The Winnipeg University (WU) and the South African (SA) qualification both accept learners who have completed an undergraduate degree in the relevant field.
  • Both qualifications share similar modules such as Digital Marketing Strategy, Digital Marketing, Marketing Research, Advanced Research Methodology, Customer Relationship Management and Customer Advocacy.
  • The SA qualification aims to give learners an integrated understanding of applied competencies in the formulation and implementation of marketing strategies.
  • Similarly, the WU qualification sets learners apart in the field of marketing with a solid theoretical foundation and a blend of marketing tools, systems, and strategies to add economic value to any organisation.
  • The SA qualification aims to upskill marketing managers in topical business and socio-cultural issues, directly contributing to the mission of the institution of providing a positive and empowering contribution towards the local business and broader community.
  • Similarly, the WU qualification's graduates will give their employers the competitive edge in market-driven economies using their marketing strategy knowledge to create customer value.

    Differences:
  • The SA qualification's focus is on digital marketing, while also offering modules that are not directly focused on marketing.

    Country: United Kingdom
    Institution name: University of Gloucestershire
    Qualification title: Marketing (Postgraduate Diploma)
    Duration: One year

    Entry requirements:
  • Bachelor's degree with honours

    Purpose/Rationale
    The Marketing (Postgraduate Diploma) qualification will increase learners' understanding of the practice of marketing, respond to commercial design briefs and engage with businesses of all sizes. The vocational focus of this qualification means it is suitable for graduates wishing to move into marketing and those seeking to build upon existing marketing expertise. Learners will advance their critical understanding of marketing, its application and relationship with other key business operations and consumers. Understanding customers, marketing communication, marketing research, international strategic marketing, digital marketing and brand management are all integral to this degree.

    Learning Outcomes:
  • Understand how to develop successful marketing strategies across different cultures and marketplaces.
  • Discover the integrated efforts of marketing, advertising and PR in communications that act to build and maintain brand awareness, identity and preferences.
  • Explore how marketers use the power of online information and multiple digital platforms, including social media, to engage with their various markets.
  • Critically assess the multiple factors that contribute to successful branding in domestic, international and business-to-business markets.

    Assessment approach:
    Assessments involve learners developing academic arguments as well as marketing writing, advertising design and marketing campaign development skills. The qualification culminates in a dissertation or a marketing case project, enabling you to specialise in an area of marketing that you find particularly fascinating, and which you may wish to pursue in your marketing career.

    Qualification structure:
    Modules
  • International Strategic Marketing
  • Marketing Communications
  • Digital Marketing, comparable to Digital Marketing
  • Brand Management, comparable to Strategic Brand Management
  • Business Finance and Decision Making
  • Marketing Intelligence and Big Data
  • Design Thinking for Innovation and Dynamic Business Success

    Similarities:
  • The University of Gloucestershire (UG) and the South African (SA) qualification both accept learners who have completed an undergraduate qualification in the relevant field.
  • The UG learners will advance their critical understanding of marketing, its application and relationship with other key business operations and consumers
  • Similarly, the SA qualification will enhance learners' ability to think critically by considering the dynamics of the internal and external marketing environments.
  • Both qualifications share similar modules such as digital marketing and brand management.
  • The UG qualification culminates in a dissertation or a marketing case project; similarly, the SA qualification solves a strategic marketing management problem by undertaking a research study and demonstrating understanding of the research process.
  • Both qualifications are offered over a one-year period. 
    		•

    ARTICULATION OPTIONS 
    Horizontal Articulation:
  • Bachelor of Commerce Honours in Marketing Management, NQF 8 level
  • Postgraduate Diploma in Marketing Management, NQF Level 8.
  • Postgraduate Diploma in Digital Marketing, NQF Level 8.
  • Bachelor of Commerce Honours in Business Marketing, NQF Level 8.
  • Bachelor of Arts Honours in Digital Marketing, NQF Level 8.

    Vertical Articulation:
  • Master of Commerce in Marketing, NQF Level 9.
  • Master of Commerce in Marketing Management, NQF Level 9.
  • Master of Marketing, NQF Level 9.

    Diagonal Articulation
  • Occupational Certificate: Financial Markets Practitioner, NQF Level 7. 
    		•

    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. Nelson Mandela University 


    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.