SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE:

National Diploma: Marketing Research

SAQA QUAL ID	QUALIFICATION TITLE
22874	National Diploma: Marketing Research
ORIGINATOR
SGB Marketing
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
SERVICES - Services Sector Education and Training Authority			OQSF - Occupational Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
National Diploma	Field 03 - Business, Commerce and Management Studies		Marketing
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	276	Level 7	Level N/A: Pre-2009 was L7	Regular-Unit Stds Based
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 9900/00	2018-07-01	2023-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2023-06-30		2025-06-30

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

This higher diploma will allow learners to operate at a strategic and conceptual level in designing and strategising new technologies, methodologies and techniques of furthering the purposes and benefits of Marketing Research.

Rationale of the qualification:

The National Diploma in Marketing Research: Level 7 is designed to meet the needs of those learners who want to progress in the field of Marketing and will assist those who make Marketing Research their chosen career path. The qualification in Marketing Research offers scope for a large variety of talents, displayed by individuals of diverse backgrounds, cultures, and of either gender.

The qualification in marketing can be followed in virtually every sector, i.e. business-to-business marketing, i.e. products or services sold to other businesses; services marketing, i.e. education, real estate, travel and tourism, legal services, etc; fast moving consumer goods, i.e. products people need and use every day; financial services, i.e. banking and insurance.

At the higher levels the Marketing profession needs a set of unit standards against which to align and measure it self.

The National Diploma in Marketing Research will provide and offer the skills, knowledge and understanding of marketing that are essential for analysis of market conditions, development of marketing strategies, product and brand development, pricing, distribution (local and international), integrated marketing communication (including advertising, promotions and public relations) and interaction with the customer (through selling and customer service).

Many different roles and careers are linked to and affected by this qualification. They include, but are not limited to:

Field Interviewers > Field Managers

Research Workers > Research Academics

Research Executives > Research Managers

Research Supervisors > Research Clerks

Research Directors > Research Administrators

Research Agents

This qualification will help the learner at Level 7 to get the requirements of such a qualification, namely, the general knowledge and understanding of business functions as well as a detailed practical understanding of Marketing Research.

The qualification is structured in such a way that exposes individuals to a set of core competences to enable them to function in this role. The electives will provide for more special competence in the area of Marketing Research. The qualification will also promote the notion of life-long learning.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Learners accessing this qualification will have demonstrated competence against the standards in the National Degree - Marketing Research or equivalent NQF 6.

Recognition of prior learning:

The structure of this Unit Standard based Qualification makes the recognition of Prior Learning possible, if the learner is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this Marketing Research qualification.

This recognition of Prior Learning may allow:

For accelerated access to further learning

Gaining of credits towards a unit standard

All recognition of Prior Learning is subject to quality assurance by services SETA or a relevant accredited ETQA and is conducted by an accredited workplace assessor.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

N/A

EXIT LEVEL OUTCOMES

On achieving this qualification, the learner will be able to:

Analyse and evaluate global trends and develop a vision for an organization.

Develop a monitoring system and evaluate and monitor a strategic marketing plan.

Monitor and control all aspects of an internal or external marketing unit.

Interpret a brief and develop a public relations and marketing campaign.

Develop, plan and review alternative marketing opportunities.

Assess current marketing culture and set marketing culture and ethics objectives to instill a marketing culture and ethics in all stakeholder groups.

Create and maintain a positive culture of customer service in the supply chain and conceptualise innovative customer service strategies.

Develop, assess and write research policies and sponsor research activities for market research projects.

Develop and integrate all aspects of marketing research programmes and manage specialized areas in marketing research to meet corporate business objectives.

ASSOCIATED ASSESSMENT CRITERIA

In particular assessors should check that the learner must demonstrate an ability to consider a range of options and make decisions about:

The overall process for developing an organisation vision.

The strategic marketing plans development and evaluation.

The process for starting and structuring a marketing unit and the application of financial plans and controls.

Public relations and marketing campaigns are defined and interpreted strategies developed to meet requirements.

The involvement of all stakeholders to develop alternative opportunities.

Marketing culture establishment in all stakeholder groups.

Marketing best practice ethics are established, set and implemented within given resource constraints.

Customer service culture is developed and innovative systems conceptualised to meet objectives.

Research projects are identified, sponsored and monitored.

Research policies are developed, agreed and recommended and assist organisation to meet its objectives.

Research techniques, processes and products are developed and integrated to meet corporate business objectives.

Specialised marketing research situations are managed.

Integrated Assessment:

Because assessment practices must be open, transparent, fair, valid, reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the qualification.

As it is a Unit Standard based Qualification, both formative and summative assessment processes are accounted for.

INTERNATIONAL COMPARABILITY

Benchmarking was done by comparison to Unit Standards/Outcomes of learning against:

New Zealand Qualifications

Australian Qualification

NVQ Qualifications from Britain and

IMM Qualifications

ARTICULATION OPTIONS

On completion of this qualification, besides careers in the formal Marketing Research industry, learners may also be able to carry out careers in:

General Marketing

Customer Services

Data Base Marketing

Direct Marketing

Direct Selling

Marketing Consultancy

Marketing Management

Note:

1. The above is an indication rather than an exhaustive listing
2. In addition learners can specialise in an industry sector e.g. EMCG; Retail, Wholesale, Motor; Insurance etc
3. Learners can also become even more specialised such as Call Center; Internet Marketing; Point of Sale etc

A learner could follow a career in the Marketing Research field focusing on FMCG and undertaking it in Call Centers.

MODERATION OPTIONS

Anyone assessing a learner or moderating the assessment of a learner against this Qualification must be registered as an assessor with the Services SETA ETQA.

Any institution offering learning that will enable the achievement of this Qualification must be accredited as a provider with the Services SETA ETQA.

Assessment and moderation of assessment will be overseen by the relevant ETQA according to the ETQAs policies and guidelines for assessment and moderation; in terms of agreements reached around assessment and moderation between ETQAs (including professional bodies); and in terms of the moderation guideline detailed immediately below.

Moderation must include both internal and external moderation of assessments at exit points of the qualification, unless ETQA policies specify otherwise. Moderation should also encompass achievement of the competence described both in individual unit standards as well as the integrated competence described in the qualification.

Anyone wishing to be assessed against this Qualification may apply to be assessed by any assessment agency, assessor or provider institution that is accredited by the Services SETA ETQA.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

For an applicant to register as an assessor, the applicant needs:

A minimum of 2 (two) years` practical, relevant occupational experience

Declared competent in all the outcomes of the National Assessor Unit Standards as stipulated by SAQA

Detailed documentary proof of educational qualification, practical training undergone, and experience gained by the applicant must be provided (Portfolio of evidence).

REREGISTRATION HISTORY

As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015.

NOTES

As per the SAQA decision to re-register all provider-based qualifications on the National Qualifications Framework that meet the criteria for re-registration, this qualification has been re-registered from 1 July 2018. N/A

UNIT STANDARDS:

	ID	UNIT STANDARD TITLE	PRE-2009 NQF LEVEL	NQF LEVEL	CREDITS
Core	10103	Conceptualise innovative customer service systems and strategies	Level 7	Level TBA: Pre-2009 was L7	30
Core	10102	Create a culture of customer service in the supply chain	Level 7	Level TBA: Pre-2009 was L7	20
Core	10098	Develop a public relations and marketing campaign	Level 7	Level TBA: Pre-2009 was L7	20
Core	10095	Develop a vision for an organisation	Level 7	Level TBA: Pre-2009 was L7	20
Core	10099	Generate alternative opportunities	Level 7	Level TBA: Pre-2009 was L7	10
Core	10100	Instil marketing culture in all stakeholder groups	Level 7	Level TBA: Pre-2009 was L7	8
Core	10097	Manage a marketing unit (Internal or External)	Level 7	Level TBA: Pre-2009 was L7	60
Core	10096	Monitor and evaluate a strategic marketing plan	Level 7	Level TBA: Pre-2009 was L7	20
Core	10101	Set marketing ethics policy	Level 7	Level TBA: Pre-2009 was L7	6
Core	10105	Set research policy	Level 7	Level TBA: Pre-2009 was L7	10
Core	10104	Sponsor research projects	Level 7	Level TBA: Pre-2009 was L7	10
Fundamental	8046	Communicate at an advanced level and maintaining interpersonal relations	Level 6	Level TBA: Pre-2009 was L6	20
Elective	10106	Develop and integrate all aspects of the research programme to meet the corporate business objectives	Level 7	Level TBA: Pre-2009 was L7	90
Elective	10107	Manage specialised areas in marketing research	Level 7	Level TBA: Pre-2009 was L7	40

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.

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