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 THAT HAS PASSED THE END DATE:

National Certificate: Marketing Practice

SAQA QUAL ID	QUALIFICATION TITLE
60430	National Certificate: Marketing Practice
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 Certificate	Field 03 - Business, Commerce and Management Studies		Marketing
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	120	Level 5	Level TBA: Pre-2009 was L5	Regular-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 0480/09	2009-07-01	2012-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2013-06-30		2016-06-30

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:

A qualifying learner will be able to:

Account for resources required to implement tactical marketing activities and apply a range of financial and/or statistical formulas to measure the results of these activities.

Plan, prepare, and present reports to management and/or briefs to marketing team members.

Ensure effective implementation of tactical marketing activities by understanding and meeting the requirements of marketing management briefs.

Demonstrate that tactical marketing efforts contribute directly towards the bottom line of the organisation.

Demonstrate professional conduct to ensure sound tactical marketing practices.

This qualification could be used as one of the academic criteria for the awarding of the designation Marketing Practitioner. Other criteria would include subscribing to a code of professional conduct and continuous professional development.

Rationale:

This qualification allows learners to evaluate their competence at an entry-level against standards that have been determined through consultation with the broader marketing industry. The definition of a profession is that of an occupation based on a unique scientific body of knowledge, whose practitioners have a service orientation as well as autonomy in the performance of their work. The specialised knowledge for this qualification is acquired through a formal education process, and the practical skills and experience are obtained through real-time work experience in a formal, recognized mentoring environment. The structured workplace experience also serves to instil the ethical standards essential to any profession.

Marketers who are professionals at this level have either qualified with a formal qualification at NQF Level 5 or have some experience, knowledge and skills as new entrants in their field. This qualification does not aim at reassessing their knowledge, but, rather takes the assessment to another level in that the applied competence of professionals is evaluated against a set of criteria determined by the marketing industry. Marketing is about gathering and using confidential information on customers to raise awareness of products and/or services through complex and strategic marketing interventions in a way that leads to the customer investing (and re-investing) in the product and/or services.

Professionalism when gathering and using this information must be supported by the protection of customers from exploitation and abuse by unethical marketers. On the other hand, marketers need to be equipped with the applied, vocational knowledge and skills required to navigate marketing transactions and relationships through the complex South African and global legislative framework.

Successful entry-level marketers in South Africa need to build their credibility as professionals through the continuous enhancing of their skills as well as highlighting their accomplishments. Although individuals might have demonstrated their knowledge of marketing concepts and principles, this qualification offers a concrete measure of their experience and their command of marketing concepts and processes at the level of implementation and management of marketing activities in the field.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

It is assumed that a learner wishing to complete this professional qualification will be competent to:

Conduct a marketing situational analysis while leading a team of Marketers and Service Providers.

Develop, implement and manage a marketing related project and/or activity plan, and implement a generic marketing communications strategy.

Present the features, advantages and benefits of products to customers so that a deal can be closed.

Provide product training to others in the organisation and coach others on the principles of marketing in an organisation.

Identify brand mix elements and financial implications for decision-making.

Integrate marketing plans with the business process.

Monitor and control the handling of customers, customer needs and requirements and areas of customer service impact.

Analyse and interpret marketing information and present marketing data to stakeholders.

Learners need to be competent in their area of specialisation against the minimum criteria as stated below for each:

In Marketing Communications:

Co-ordinate and organize marketing communications production.

Interpret, evaluate and buy media and manage a media campaign.

Investigate, explain and apply marketing communications concepts and lateral thinking processes.

Demonstrate an understanding of marketing communications roles, art direction, publishing and graphic design.

In Customer Management:

Establish and develop customer needs and relationships to improve sales and relationships.

Develop, implement and monitor customer activity plans to meet organisational and customer requirements.

In Marketing Management:

Identify, implement and manage marketing strategies and plans to meet organizational requirements.

In Market Research:

Design and test samples of measuring instruments to meet objectives.

Develop and write editing, coding and data processing and data analysis instructions.

Plan, organize and control field staff and fieldwork to meet the required objectives.

Recognition of Prior Learning:

It is assumed that the learner has already been deemed competent at NQF Level 5. Should this not be the case (because it is recognised that successful, senior marketing managers, directors and industry champions do not necessarily have a formal, NQF registered qualification) then the RPL of the NQF Level 5 competences could be integrated into the final summative assessment used to award this professional qualification.

This qualification is aimed at assessing applied knowledge and requires evidence of professional competence through evidence generated in the workplace, over a period of time. Candidates can therefore not be RPL'd against this qualification, as this is THE form of assessment used to judge a learner as competent or not.

Access to the Qualification:

The learner wanting to access this qualification should be competent in literacy and numeracy at NQF Level 4 or equivalent. They will also need to have a good understanding of the different specialized activities within marketing that include, but are not limited to, marketing communications, marketing management, customer management, market research and direct marketing.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

N/A

EXIT LEVEL OUTCOMES

1. Account for resources required to implement tactical marketing activities and apply a range of financial and/or statistical formulas to measure the results of these activities.

2. Plan, prepare, and present reports to management and/or briefs to marketing team members.

3. Ensure effective implementation of tactical marketing activities by understanding and meeting the requirements of marketing management briefs.

4. Ensure that tactical marketing efforts contribute directly to the bottom line of the organisation.

5. Demonstrate professional conduct to ensure sound tactical marketing practices.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

1.1 Tangible and intangible resources for tactical marketing activities are accurately identified and accounted for.
1.2 Financial and/or statistical formulas are applied as an integral part of the marketing supervisor's role in calculating budgets, sales and profitability of tactical marketing activities.

Associated Assessment Criteria for Exit Level Outcome 2:

2.1 Objectives of report and/or brief are identified.
2.2 Appropriate audience is identified.
2.3 Report/brief is drawn up in a clearly structured,; detailed, yet concise format to meet accepted technical, legal and linguistic standards.
2.4 The reports are presented using appropriate audio-visual tools.
2.5 Presentation is well structured, convincing and compelling.

Associated Assessment Criteria for Exit Level Outcome 3:

3.1 Deadlines and overall budgets, targets and performance criteria are adhered to in all marketing planning, implementation and activities.
3.2 All aspects of tactical marketing activities are coordinated by harnessing the marketing team's efforts towards key objectives.
3.3 Tactical marketing activities are integrated and co-ordinated with other departments or functions by liaising with key role players.
3.4 "Buy in" is secured from the marketing team and other functions.

Associated Assessment Criteria for Exit Level Outcome 4:

4.1 Basic indicators are measured over a period of time to elicit information/evidence that marketing efforts contribute to the organisation's bottom line.

Associated Assessment Criteria for Exit Level Outcome 5:

5.1 Appropriate referee reports are gathered and consulted which show that the marketer demonstrates professional conduct by adhering to the relevant internal and/or external codes of conduct.

Integrated Assessment:

Various methods of assessment will need to be integrated into the assessment strategy in order to ensure validity, authenticity, reliability, differentiability and currency of the evidence provided by the learner. The assessment will therefore need to cover all the exit level outcomes and ensure that a portfolio of evidence is one of the components used to assess the learner's competence.

INTERNATIONAL COMPARABILITY

The research on other countries across the globe that certify the professional competence of marketers included the United States of America, the United Kingdom, Canada, the Netherlands and Australia. A summary of what is offered and how it compares to this professional qualification is presented below.

United States of America:

The American Marketing Association offers the Professional Certified Marketer (PCM) designation to their professional members. The process includes the passing of a comprehensive exam that covers the key areas of marketing. The emphasis is on testing knowledge as well as applied competence gained through experience on the job, as senior marketing manager or director.

Qualified PCM's must maintain their status through continuing professional marketing education and growth and need to complete 36 hours of continuing education activities every three years. The activities include attending seminars, belonging to and serving on a marketing association committee, writing articles, and any other activities that contribute to professional growth and to the industry as a whole.

United Kingdom:

The Chartered Institute of Marketing (CIM) awards the "Chartered marketer" designation. To gain this designation, the professional marketer is required to complete 35 hours of CPD annually for a minimum of two consecutive years; submit the completed card together with the relevant supporting evidence to the CIM.

Once qualified, CM's are required to participate in an annual 35 hours of CPD. However, only 10% of all CM's will be requested each year to make the submission.

Canada:

Two Canadian professional organisations were considered when researching the international comparability of this qualification, namely the Canadian Marketing Association and the Canadian Institute of Marketing:

The Canadian Institute of Marketing (CIM):

Eight classes of membership exist for this institute. The three that equate to the content of this qualification are:

Registered Professional Marketer (RPM): Qualifying professionals are required to be a professional member of the institute, have successfully completed the writing of a case study that confirms professional competency, understand the Institute's code of professional ethics, pay their registration fee.

Professional Member (MCInst.M): Professionals wishing to qualify need to have acquired 5 years experience in a marketing position, the last two at a senior management level, need to have one of the following qualifications: Diploma of an Institute Marketing, BA, MA or PhD with marketing specialisation, diploma or university post-graduate diploma in Management Studies or Business Administration with marketing specialisation, other educational or professional qualification with marketing input.

Associate Member (ACInst.M): 3 years working experience in a marketing position the last at some level of management; qualifications include sales training managers, area, divisional or assistant managers of marketing and/or sales and similar marketing experience, also qualified are full time lecturers in marketing at a college or university with three years business or consulting experience, any one of the following qualifications: Certification from an institute of marketing, BA or MA in a business related subject with a marketing component, diploma or university post-graduate diploma in Business administration of Management Studies, other educational or professional qualifications approved by the CIM or one of its affiliated institutes overseas.

Canadian Marketing Association (CMA):

This organisation does not have professional designations that are awarded to marketers. However the CMA does offer various training programmes that contribute toward professional development.

The Netherlands:

The NIMA is a marketing platform for professional marketers in the Netherlands and stimulates marketers to develop and to increase their professionalism in the field of marketing.

To this end, the NIMA recognises the Registered Marketers or RMs. Very little detail was available on the requirements for the awarding of this status, or the process to be followed to maintain the status.

Australia:

The Australian Marketing Institute certifies professional marketers as "Certified Practising Marketers" or CPM's. It is the recognition of both formal education and successful application of the marketers knowledge and skills. To qualify the marketer needs to have a minimum of 5 years practical marketing management experience, a recognised marketing qualification or 10 years marketing management experience or practice. They must also have extensive marketing knowledge and background experience. A minimum of 650 points needs to be accumulated across the three different areas of educational qualifications, practising experience and professional achievements.

The assessment criteria include:

Education qualifications: Marketing degree or post graduate diploma in marketing.

Practicing experience: Minimum of 5 years broad marketing experience.

Professional achievement: Provision of a resume of their professional achievements must be submitted with their application.

Qualified CPM's need to maintain their status by undertaking a minimum of 100 CPD hours over a 3 year period.

ARTICULATION OPTIONS

The designation awarded through successful completion of this route to professional recognition is the entry level of professional recognition available in South Africa for marketers at NQF Level 5. The nature of this qualification does not allow access to higher forms of traditional learning such as an NQF Level 5 qualification.

Rather this designation instrument provides the future employer assurance of the professional competence of the marketing professional. It also enhances the credibility and credentials of a professional marketer wanting to set themselves apart in the market place.

MODERATION OPTIONS

Moderators responsible for the moderation of this qualification must be registered with the relevant ETQA and therefore meet their requirements for the registration of constituent moderators at NQF Level 5.

The moderators must therefore have a minimum of 3 years experience at supervisor level in marketing, an NQF Level 6 marketing qualification or equivalent and should be a practicing MP (SA) or CM(SA).

The moderators used to quality assure this process must subscribe to the Code of Professional Conduct for Marketing Professionals. A professional marketer that is found guilty of misconduct under this code will not be able to perform the moderating function for the awarding of this qualification.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

Assessors wanting to assess learners against this qualification must be registered as constituent assessors with the relevant ETQA and must be qualified and current Marketing Practitioners (SA) or Chartered Marketers (SA).

REREGISTRATION HISTORY

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

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.

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