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: 

Bachelor of Commerce Honours in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
125939  Bachelor of Commerce Honours in Marketing Management 
ORIGINATOR
IMM Graduate School of Marketing (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
Honours Degree  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 0940/26  2026-06-02  2029-06-02 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2030-06-02   2033-06-02  

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 Bachelor of Commerce Honours in Marketing Management is to equip learners with advanced knowledge and applied competence in marketing management. This qualification develops specialised knowledge in marketing management and the ability to identify and analyse complex marketing and business challenges, apply theoretical frameworks and principles to inform evidence-based decisions, and propose strategic solutions to real-world complex challenges in the dynamic marketing industry.

This qualification prepares learners for further academic study by developing competence in advanced research across the marketing discipline or for a career in middle-management positions in the marketing industry.

Upon completion of the qualification, learners will be able to develop strategic and sustainable marketing and business solutions and strategies, leveraging advanced analytical and problem-solving skills to respond to local, regional and international challenges, including technological advancements and growing competitive pressures.

This qualification promotes the development of research capacity in the discipline of marketing through a dedicated research component, enabling learners to design, conduct, and report on academic research in the field of marketing under the guidance of a supervisor. The qualification thus provides pathways to further research-based postgraduate studies or professional recognition within the marketing field, ensuring graduates are well-positioned to contribute to the discipline and industry.

A qualified learner will demonstrate the following graduate attributes upon completion of the qualification:
  • Apply advanced strategic marketing planning competence through the ability to develop, evaluate, and apply evidence-based marketing strategies to enhance organisational competitiveness, positioning, and sustainable value in dynamic contexts.
  • Demonstrate critical thinking and analytical problem-solving skills through the capacity to analyse complex marketing challenges, interpret diverse data sources, and generate evidence-based, contextually relevant strategic insights.
  • Develop the ability to design and justify innovative, sustainable, and digitally relevant marketing solutions for contemporary organisational challenges in varied markets.
  • Apply ethical reasoning and responsible leadership through the integration of ethical, legal, and sustainability considerations into marketing decisions, ensuring accountable and professional practice.
  • Utilise digital marketing and technology literacy through effective use of digital tools, analytics, emerging technologies, and data-driven frameworks to optimise marketing and business strategies.
  • Apply research competence through the ability to independently conceptualise, conduct, and report on a supervised research project addressing a real-world marketing management challenge, applying sound methodological and ethical research practice.
  • Demonstrate collaborative and professional communication skills through the capacity to work effectively in multidisciplinary teams and to deliver evidence-based recommendations through clear, professional reports and presentations.

    Rationale:
    The proposed qualification has been developed as a replacement qualification for the existing Bachelor of Philosophy Honours in Marketing Management, as the existing qualification required realignment to adhere to the standards outlined in the Higher Education Qualification Sub-Framework (HEQSF), as well as the institution's mission, vision and strategic intent. This realignment ensures the qualification remains relevant to both national and institutional priorities and continues to produce graduates equipped to respond to evolving industry demands.

    This qualification is designed to address a growing demand for advanced marketing knowledge, applied competence, and academic research capability in the contemporary economy. As the field of marketing continues to evolve rapidly in response to globalisation, digitalisation, and intensified market competition, there is an increasing need for marketing professionals who are able to combine advanced theoretical knowledge with applied strategic decision-making. Industry insights and stakeholder consultations indicate a significant skills gap in areas such as conducting, interpreting, and applying research to resolve complex marketing and business challenges. This qualification aims to equip learners with advanced knowledge, analytical reasoning skills, and applied research competence, enabling them to innovate, contribute to evidence-based marketing practices, and enhance competitiveness within various sectors.

    In South Africa, the demand for skilled marketers spans a wide array of industries, including consumer goods, finance, tourism, digital commerce, and information technology. Marketing growth officers and related professionals play a critical role in driving the growth, positioning, and expansion of organisations in these sectors. Furthermore, the growth of digital marketing has generated increased demand for specialists in areas such as search engine optimisation, media buying, and e-commerce strategy.

    Recent national and sector-specific data affirm this demand. Marketing and digital marketing were identified as the eighth most sought-after skills in South Africa by the professional networking platform LinkedIn (2024). Additionally, the Department of Higher Education and Training's National List of Occupations in High Demand (16 April 2024, Government Gazette) lists several relevant positions including Director of Marketing' at NQF Level 8, as critical occupations needed to support national development. The 2023 list similarly identified roles such as Customer Services Managers, Research and Development Managers, Call or Contact Centre Managers, and Market Research Analysts as occupations requiring targeted skills development.

    Additionally, the National Development Plan (2030) highlights several areas where marketing and research expertise could support national development objectives. These include regional tourism marketing initiatives, strengthening the marketing capabilities of SMMEs, niche product development in specific sectors, and conducting market research aligned with South Africa's competitive advantage and growth ambitions. Furthermore, the NDP underscores the importance of expanding research capacity in addressing South Africa's developmental priorities, a goal directly supported by the research and evidence-based decision-making focus of this qualification.

    Although consultation with a recognised professional body is not a requirement for the development of this qualification, its design was informed by a critical review conducted by the Programme Advisory Committee, comprising academic experts and industry professionals. This committee provided valuable insights into current and emerging trends, skills requirements, and sector priorities, ensuring that the qualification's purpose, outcomes, and curriculum content remain responsive to industry expectations and aligned with best practice in the field of marketing management.

    The qualification is expected to attract two primary learner profiles:
  • Recent graduates seeking to enhance their academic qualifications and employability within the marketing and business sectors.
  • Working professionals aiming to improve their career prospects through postgraduate study and intending to use the research component as preparation for further studies at master's level.

    Graduates are likely to pursue advanced marketing roles, including but not limited to Marketing Officer, Growth Officer, Marketing Manager, Brand Strategist, Brand Officer, Digital Marketing Specialist, Market Research Analyst, Marketing Consultant, and Advertising Account Manager. These positions typically occupy middle management levels within organisations.

    This qualification resides within a structured marketing management learning pathway, providing articulation from undergraduate qualifications at NQF Level 7 into postgraduate studies at NQF Level 8. It also offers vertical articulation opportunities into NQF Level 9 programmes such as the Master of Philosophy in Marketing.

    This qualification equips learners with advanced marketing, research, and strategic skills for career advancement and further study. It develops ethically responsible practitioners who contribute to socially responsive business practices, while addressing national skills shortages, enhancing organisational competitiveness, and supporting economic growth in line with South Africa's development priorities. Through this qualification, the institution aims to produce independent, ethically grounded, and professionally competent graduates capable of leading and innovating within the marketing discipline, both locally and globally. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The institution subscribes to the principles as outlined in the Policies on the Recognition of Prior Learning (RPL), Credit Accumulation and Transfer (CAT), and Assessment in Higher Education (CHE, 2016) and National Policy and Criteria for the Implementation of Recognition of Prior Learning (SAQA; 2013, amended 2019) and (DHET 31 March 2016, Gazette no 381) for the implementation of Recognition of Prior Learning (RPL), and full qualifications are not awarded through RPL.

    Currently, the institution has systems and mechanisms to evaluate and acknowledge prior learning for access into relevant qualifications as per its Recognition of Prior Learning (RPL) and Credit Accumulation and Transfer (CAT) Policy (RPL & CAT Policy). The RPL process is overseen by an RPL and CAT Committee, which is responsible for verifying RPL selections, conducting interviews to clarify inconsistencies or gather more evidence where necessary, monitoring assessment results, and providing academic support when needed.

    The RPL and CAT Committee has initiated the development of suitable assessments and procedures for RPL for Advanced Standing into postgraduate studies. As these developments are still in the early stages and form part of broader institutional preparations, it is expected that learners will gain access via RPL from the third year of offering this qualification.

    Furthermore, the intake of RPL learners into this qualification will be limited to a maximum of 10% of the total cohort. RPL for this postgraduate qualification will be considered for admission purposes only, and applicants will be required to demonstrate, among other criteria, relevant prior knowledge and/or practical experience in marketing, as well as the academic readiness and capacity to engage successfully with studies at an Honours level.

    The institution has alternative admission pathways available, such as mature age, recognition of prior learning (RPL), credit accumulation and transfer (CAT), and other discretionary admission approvals by the Academic Board, as outlined in the Application, Admission and Registration Policy.

    Entry Requirements:
  • Bachelor of Commerce in Marketing Management, NQF Level 7.
    Or
  • Advanced Diploma in Marketing Management, NQF Level 7. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

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

    Compulsory Modules, NQF Level 8, 100 Credits:
  • Advanced Strategic Marketing Management, 20 Credits.
  • Advanced Brand Management, 20 Credits.
  • Advanced Digital Marketing Management, 20 Credits.
  • Advanced Research Project, 40 Credits.

    Elective Modules, NQF Level 8, 20 Credits (select one module):
  • Advanced Marketing Practicum, 20 Credits.
  • Advanced Business Practicum, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate advanced, integrated knowledge and critical understanding of marketing management principles, theories, and concepts across diverse business contexts to explain, interpret, and contextualise strategic initiatives in support of organisational objectives, competitiveness, and growth.
    2. Evaluate and apply advanced marketing management theories, frameworks, and models to analyse complex business challenges and inform evidence-based, ethical, and contextually relevant strategic decision-making.
    3. Develop and evaluate advanced marketing management strategies in dynamic and competitive markets to enhance organisational performance and consumer engagement.
    4. Design and evaluate innovative and sustainable marketing and business solutions to address complex challenges and make ethical, evidence-based decisions.
    5. Conduct independent research under supervision to investigate contemporary marketing management challenges using appropriate research methodologies and techniques and produce a comprehensive research report that adheres to ethical and academic standards. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Critically evaluate advanced marketing and management theories and principles to determine their relevance and applicability in diverse, dynamic, and competitive business environments.
  • Integrate theoretical knowledge from marketing and management to interpret complex business and marketing challenges and opportunities in both local and international contexts.
  • Apply an advanced understanding of strategic marketing management concepts by explaining their implications for achieving competitive advantage, organisational sustainability, and market positioning.
  • Assess organisational performance and identify theoretical misalignments between marketing management principles and organisational outcomes.
  • Evaluate and synthesise diverse theoretical perspectives to justify theoretically sound, contextually appropriate solutions and recommendations for strategic business improvement.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Critically evaluate advanced theories, frameworks, and models to determine their theoretical foundations, strengths, limitations, and applicability within diverse and dynamic business environments.
  • Select and justify appropriate theories, frameworks, and models to address complex business and marketing challenges in local and international contexts.
  • Apply selected theories, frameworks, and models to analyse complex organisational and market-related problems, generating evidence-based insights to inform strategic decision-making.
  • Integrate insights from multiple marketing and management frameworks and models to propose comprehensive, theoretically sound, and contextually relevant solutions to strategic business problems.
  • Critically reflect on the ethical, social, digital, and sustainability implications of applying selected theories and models in professional business practice.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Critically analyse market dynamics, organisational contexts, and consumer behaviour patterns to identify opportunities and challenges for strategic marketing management interventions.
  • Develop evidence-based strategies that address complex organisational challenges, enhance competitive advantage, and improve organisational performance.
  • Evaluate the feasibility, relevance, and potential impact of proposed strategies within diverse and dynamic business environments.
  • Apply advanced decision-making frameworks and strategic planning tools to justify proposed strategies and prioritise initiatives for implementation.
  • Integrate ethical, social, sustainability, and digital considerations into the development and evaluation of marketing management strategies to ensure responsible business practice.
  • Critically assess the anticipated outcomes of proposed strategies in terms of organisational performance metrics, market positioning, and consumer engagement.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Identify and critically analyse complex marketing and business challenges within diverse and dynamic organisational contexts, considering market, financial, operational, social, and technological factors.
  • Design innovative, sustainable, and evidence-based marketing and business solutions that address identified challenges and capitalise on strategic opportunities.
  • Integrate marketing and management knowledge with ethical, social, environmental, and digital considerations in the development of solutions.
  • Apply appropriate decision-making frameworks, business modelling tools, and forecasting techniques to evaluate the viability, risks, and long-term sustainability of proposed solutions.
  • Critically assess the potential organisational, market, and societal impacts of proposed marketing and business solutions, providing well-justified recommendations for implementation.
  • Reflect on the ethical, governance, and regulatory implications of strategic marketing management decisions, demonstrating accountability and professional judgement.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Analyse contemporary marketing management challenges and critically evaluate current literature to identify a relevant research problem and rationale for the study.
  • Demonstrate knowledge and understanding of various research methodologies, data collection methods, and analysis techniques relevant to the field of marketing to select suitable approaches for investigating the identified research problem.
  • Design and justify a coherent, feasible research proposal that investigates a contemporary marketing challenge using appropriate research methodologies and techniques.
  • Collect, analyse, and interpret quantitative and/or qualitative data to draw valid, meaningful, and theoretically grounded insights and conclusions in response to the research objectives.
  • Produce a clear, logically structured, and comprehensive research report to demonstrate effective academic writing, coherent argument development, and adherence to referencing and presentation standards.
  • Apply ethical principles throughout the research process to demonstrate responsible conduct in obtaining informed consent, ensuring data privacy, maintaining confidentiality, and addressing ethical issues relevant to the study.
  • Reflect and critically revise research work through the incorporation of feedback from the supervisor to improve the overall quality of the research report.

    Integrated Assessment:
    The institution's assessments are informed by both the Assessment Policy (Postgraduate) and the Learning and Teaching Policy. Learning and teaching are based on a flexible, blended/hybrid and distance provision model that promotes innovative, authentic, and industry-relevant learning. This approach is supported by an integrated assessment strategy comprising both formative and summative assessments that are appropriate for a postgraduate NQF Level 8 qualification.

    The assessment strategy utilised in this qualification is diverse and comprehensive, employing a range of formative, summative and integrated assessment methods that contribute towards learners' final marks. These methods include essays, assignments, projects, case studies, engagement activities, presentations, and oral assessments, each with clear weightings and marking criteria.

    The assessment types selected for this qualification are appropriate for postgraduate studies, allowing higher-order skills such as critical analysis, synthesis, application, and independent judgement to be assessed through innovative, authentic assessments that closely resemble the demands and decision-making environments of the contemporary marketing industry. Such assessments enable learners to demonstrate their theoretical understanding, critical thinking, applied competence, and strategic problem-solving abilities relevant to professional marketing practice.

    Formative Assessment:
    Formative assessments are designed to support and enhance learning by providing ongoing constructive feedback throughout the learning process. In a distance and blended/hybrid learning environment, formative assessments are crucial for structuring learners' learning experiences and enabling lecturers and programme coordinators to make necessary learning, teaching and assessment adjustments. In this qualification, formative assessments within the Advanced Research Project module are especially critical, as they guide learners through the stages of the research process, from topic selection and literature review to proposal development and data collection, ensuring they receive timely feedback at key milestones to support student progress.

    Summative Assessments:
    Summative assessments are used to evaluate student learning at the end of a module or qualification to determine if they have achieved the intended learning outcomes and are critical for certifying whether learners are ready to progress or graduate. While formative assessments focus on feedback and learning enhancement, summative assessments provide a final measure of overall achievement.

    Integrated assessment is applied both within individual modules and across the qualification, ensuring that multiple learning outcomes and competencies are assessed together through authentic, contextually relevant assessment tasks. Assignments, projects, and applied case studies typically require learners to demonstrate both advanced theoretical knowledge and applied problem-solving, integrating ethical, strategic, and sustainability considerations into evidence-based marketing and business solutions. In particular, the elective Advanced Marketing Practicum and Advanced Business Practicum modules feature highly integrated, experiential assessments based on project-based learning (PBL).

    These modules involve 90% practical and experiential learning and application-based assessment through simulated or real-world projects, where learners consolidate prior theoretical knowledge gained from earlier modules. Learners work collaboratively to analyse complex business or marketing challenges, develop strategic, evidence-based solutions, and present their recommendations in professional reports and presentations.

    These practicum modules replace traditional summative assessments with authentic, capstone projects that assess learners' ability to synthesise knowledge, exercise strategic judgement, and demonstrate applied competence in scenarios that mirror professional marketing and business environments. As such, these modules do not include formally weighted formative assessments, as the emphasis is placed on the comprehensive, integrated assessment of applied competence through the final project.

    All assessment practices follow the principles outlined in the Assessment Policy (Postgraduate) to ensure a comprehensive, fair, and relevant evaluation of student learning. Assessments are valid by accurately reflecting the curriculum's criteria, outcomes, and content. They are reliable, producing consistent results through established marking guidelines, moderation procedures, and benchmarking. Fairness is ensured by providing unbiased evaluations and accommodating disabilities and special needs, as well as by providing students with the opportunity to appeal. Transparency is achieved through clear criteria and expectations for all parties involved. Constructive feedback and regular opportunities for review are essential for guiding learner improvement and refining the curriculum.

    Assessments are appropriate, clear and explicit when they align with the complexity of the module or qualification level, considering resources and constraints. By incorporating both individual and group assessments, as well as authentic tasks, students are encouraged to collaborate, learn independently, and develop industry-relevant skills. Academic integrity is upheld through the protection of privacy and intellectual property rights, with measures like plagiarism checks, Turnitin, and the eLearn platform ensuring transparency, consistency, and honesty throughout the assessment process. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification was compared with similar qualifications from New Zealand and Canada.

    Country: New Zealand.
    Institution: University of Auckland.
    Qualification title: Bachelor of Commerce (Honours) specialisation (Marketing).
    Duration: One year.
    Credits: 120.

    Entry requirements:
  • Bachelor of Commerce, or a relevant bachelor's degree from this University with a Grade Point Average of 5.0 or higher.

    Purpose/rationale:
    During your studies in Marketing, you will learn how to understand customer needs, develop value propositions to satisfy them, and then use a range of traditional and digital marketing communication tools to communicate value propositions to your target customers and other stakeholders.

    Qualification structure:
    Modules:
  • Research Project.
  • Conducting Research.

    Select one:
  • Quantitative Research Methods.
  • Qualitative Research Methods.

    Select three:
  • Contemporary Marketing Issues.
  • Advanced Consumer Research.
  • Directed Study.
  • Digital Advertising Dynamics.

    Graduates who have specialised in Marketing typically enjoy a wide range of employment opportunities. Most take up first positions in marketing departments, retailing, sales and general management. Others may be employed in marketing research or advertising. Having a postgraduate qualification in marketing serves as an important differentiator for students.

    Possible roles include:
  • Assistant brand manager/product manager.
  • Assistant marketing manager.
  • Advertising executive.
  • Product/service development.

    Similarities:
  • Both qualifications are positioned at the Honours level with a duration of one-year.
  • Both carry 120 Credits.
  • Both qualifications aim to develop advanced marketing knowledge and strengthen analytical and critical thinking skills.
  • Both qualifications require a relevant undergraduate degree in Bachelor of Commerce.
  • Both qualifications include a significant research component.

    Country: Canada.
    Institution: University of Ottawa.
    Qualification title: Honours Bachelor of Commerce in Marketing.
    Credits: 120.

    Purpose/rationale:
    This marketing program is designed to teach how and why people and organisations purchase and consume goods and services. Marketing is a system of interacting business and organisational activities designed to plan, develop, price, promote and distribute products and services. The study of marketing concepts has expanded to include an understanding of the environment in which buyers and sellers operate.

    Qualification structure:
  • Consumer Behaviour.
  • Services Marketing.
  • Market Research.
  • Advertising and Sales Promotion.
  • Management.
  • Marketing Strategy.
  • Promotional Planning Practicum.

    Elective modules:
  • 9 optional course units in administration (ADM) 1.
  • 9 Units.
  • 15 elective course units from another faculty.

    Similarities:
  • Both qualifications carry 120 credits.
  • Both are Honours-level qualifications.
  • Both qualifications aim to develop an understanding of consumer behaviour, market dynamics, and marketing strategy, and equip learners with knowledge of how organisations plan, promote, price, and distribute goods and services.
  • Both attract learners aiming for careers in marketing and management. 
    		•

    ARTICULATION OPTIONS 
    This qualification provides the following articulation options:

    Horizontal Articulation:
  • Bachelor of Commerce Honours in Marketing Management, NQF Level 8.
  • Possible horizontal articulation options between Sub-Frameworks for this qualification reached the registration end date in December 2025.

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

    Diagonal Articulation:
  • Occupational Certificate: Marketing Coordinator, NQF Level 5. 
    		•

    MODERATION OPTIONS 
    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. IMM Graduate School of Marketing (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.