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
73631  Postgraduate Diploma in Marketing 
ORIGINATOR
Stellenbosch 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  Finance, Economics and Accounting 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Level 7  NQF Level 08  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:

To provide graduate students (other than students with graduate studies in marketing, consumer behaviour and retailing) with the core knowledge and skills about marketing and the processes of marketing in order to enable them to manage the process of marketing from idea conceptualization to product/service launch to maintenance of marketing plans and programs.

To develop students' appreciation for economic principles underlying business processes and practices with special focus on marketing.

To provide students with a foundation for the study and the interpretation of business processes and practices related to marketing.

To provide graduates to various industries in the primary, secondary and tertiary sectors of the South African economy that could enhance the products/services of such industries in respect of consumer/user/intermediary requirements.

Rationale:

The business environment today requires that participants also possess, apart from subject knowledge, marketing knowledge and skills to succeed. The programme is specifically designed to equip students with such knowledge and skills.

The purpose of the programme is to enable graduates from other disciplines to equip themselves with marketing knowledge and skills to enhance their own marketability as well providing them with more skills and tools for self employment. The target audience is graduates from all faculties as well as people already in full time employment who need to study marketing for various reasons. 

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

The University of Stellenbosch has a comprehensive policy for the Recognition of Prior Learning.

Access to the Qualification:

Any Bachelors Degree obtained in a field other than marketing. The latter include the following disciplines on Bachelors level: marketing, consumer behaviour, retailing and marketing communication. 

RECOGNISE PREVIOUS LEARNING? 
Y 

QUALIFICATION RULES 
Exit Level of programme; 7.
Duration (years); 1 years.
Total credits; 120.

Learning Component; NQF Level 6; NQF Level 7:
  • Core; 30; 90.

    Total Credits value of Qualification; 120. 
    		•

    EXIT LEVEL OUTCOMES 
    1. The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign.
    Modules in the programme specifically directed at achieving this outcome:
  • Marketing.
  • Consumer behaviour.
  • Advertising and sales promotion.
  • Marketing research.
  • Distribution channels.
  • Financial methods.

    2. The successful student can subdivide a potential market for products/services into segments that meet predetermined criteria.
    Modules in the programme specifically directed at achieving this outcome:
  • Marketing.
  • Consumer behaviour.
  • Marketing research.
  • Strategic marketing.

    3. The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
    Modules in the programme specifically directed at achieving this outcome:
  • Marketing.
  • Consumer behaviour.
  • Advertising and sales promotion.
  • Marketing research.
  • Strategic marketing.
  • Services marketing.
  • Industrial marketing.

    4. The successful student can position a product/service against competition.
    Modules in the programme specifically directed at achieving this outcome:
  • Marketing.
  • Consumer behaviour.
  • Marketing research.
  • Strategic marketing.

    5. The successful student can draft a marketing plan for a product/service.
    Modules in the programme specifically directed at achieving this outcome:
  • Marketing.
  • Consumer behaviour.
  • Advertising & sales promotion.
  • Marketing research.
  • Strategic marketing.
  • Services marketing.
  • Industrial marketing.
  • Retailing.
  • Distribution channels.
  • Financial methods.

    Critical Cross-Field Outcomes:
  • Identifying and solving problems in which responses display that responsible decisions using critical and creative thinking have been made.
    This is evident in the following Exit Level Outcome:
    > Refer to all Exit Level Outcomes.
  • Working with others as a member of a team, group, organisation, community.
    This is evident in the following Exit Level Outcome:
    > The successful student can draft a marketing plan for a product/service.
    > The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
    > The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign.
  • Organising and managing oneself and one's activities responsibly and effectively.
    This is evident in the following Exit Level Outcome:
    > The successful student can draft a marketing plan for a product/service.
    > The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
    > The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign.
  • Collecting, analysing, organising and critically evaluating information.
    This is evident in the following Exit Level Outcome:
    > Refer to all Exit Level Outcomes.
  • Communicating effectively using visual, mathematical and/or language skills in the modes of oral and/or written persuasion.
    This is evident in the following Exit Level Outcome:
    > The successful student can draft a marketing plan for a product/service.
    > The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
  • Using science and technology effectively and critically, showing responsibility towards the environment and health of others.
    This is evident in the following Exit Level Outcome:
    > The successful student can draft a marketing plan for a product/service.
    > The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
    > The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign.
  • Demonstrating an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation.
    This is evident in the following Exit Level Outcome:
    > The successful student can draft a marketing plan for a product/service.
    > The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
    > The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign.
  • Contributing to the full personal development of each learner and the social and economic development of society at large, by making it the underlying intention of any programme of learning to make an individual aware of the importance of:

    > Reflecting on and exploring a variety of strategies to learn more effectively"
    This is evident in the following Exit Level Outcome:
    > The successful student can draft a marketing plan for a product/service.
    > The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
    > The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign.

    > Participating as responsible citizens in the life of local, national and global communities.
    This is evident in the following Exit Level Outcome:
    > The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
    > The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign.

    > Being culturally and aesthetically sensitive across a range of social contexts.
    This is evident in the following Exit Level Outcome:
    > The successful student can draft a marketing plan for a product/service.
    > The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign.

    > Exploring education and career opportunities.
    This is evident in the following Exit Level Outcome:
    > Refer to all Exit Level Outcomes.

    > Developing entrepreneurial opportunities.
    This is evident in the following Exit Level Outcome:
    > The successful student can draft a marketing plan for a product/service.
    > The successful student can formulate a marketing problem and design the marketing research to analyze such problem and possible solutions to solve the problem.
    > The successful student can undertake, either independently or as a member of a team, the design of an advertising and marketing communication campaign. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The student will present a plan spelling out on advertising and marketing communication campaign for a particular product/service.
  • The plan presented will be judged in terms of all the elements that constitute such a plan and the extent to which these elements take cognizance of the market, competition and media characteristics particular to the product/service.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • The student will make recommendations in respect of the attractiveness or otherwise of market segments for a product/service.
  • The recommendations will be evaluated in terms of criteria that are used to judge the feasibility/viability of a market segment.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • The student will formulate a research design that reflects the student's insight in a marketing problem.
  • The research design presented will be assessed in terms of how the research questions are formulated, the suitability of the proposed method and timing of data gathering as well as suggestions on how the data should be analysed.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • The student will present a product position map and a report on the positioning of a product/service relative to competing products/services.
  • The map and the report will be judged with reference to the attributes selected for positioning and how consumers' perceptions are measured an interpreted.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • The student will submit a comprehensive marketing plan for a product/service.
  • Assessment of the marketing plan will focus on the interpretation of market and macro forces and how the various components are designed for the maximum impact on consumer/customer need satisfaction and the minimisation of competition.

    Integrated Assessment:

    Various components of the programme are designed to draw on knowledge gained in other courses to address a specific problem or design programs. A variety of procedures and methods are employed to undertake the assessments. These include written and oral presentations, tests, examinations, case studies, individual and group assignments. The study culminates in the design of a marketing strategy. It is compulsory for every student to undertake the compilation of a marketing strategy for a particular product/service. The drafting of the marketing strategy demand from the student to utilize the knowledge and experience acquired from the study of all the other subjects. 
    		•

    INTERNATIONAL COMPARABILITY 
    Name of programme or qualification; University where offered:
  • Postgraduate Diploma in Marketing; London School of Marketing.
  • Postgraduate Diploma in Marketing; Oxford University.
  • Postgraduate Diploma in Marketing; University of Ulster.
  • Postgraduate Diploma in Marketing; University of Lincoln.
  • Postgraduate Diploma in Marketing; Melbourne Business School.
  • Postgraduate Diploma in Marketing; Nottingham Trent University.
  • Graduate Diploma in Marketing; University of South Australia. 
    		•

    ARTICULATION OPTIONS 
    N/A 

    MODERATION OPTIONS 
    The University of Stellenbosch has a system of external moderation of assessment as well as external peer review and evaluation of departments. One of the aspects of the system is an evaluation of the standards and assessment practices of the department. 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2009; 2012; 2015. 

    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. Stellenbosch 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.