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
79227  Bachelor of Commerce Honours in Marketing Management 
ORIGINATOR
MANCOSA 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  Generic Management 
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 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

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 
The Bachelor of Commerce Honours in Marketing Management qualification is designed to empower learners with advanced marketing management skills and competencies, enabling them to function effectively within both private and public sector organisations. The purpose of this qualification is to build the capacity and develop marketing skills necessary for promoting and accelerating economic development, both locally and regionally. Learners will learn how to strategically contribute to the growth of businesses by designing, implementing, and evaluating marketing strategies that drive business success.

The target learners for this qualification are those employed in marketing roles or aspiring to leadership positions within their organisations. This qualification caters to learners' career and economic needs by equipping them with the managerial and professional skills needed for advancement. The qualification is particularly suited to those looking to enhance their impact on the economy and society through strategic marketing leadership. By completing the qualification, learners will gain the ability to formulate competitive strategies, evaluate contemporary marketing issues, and contribute meaningfully to both economic and social development through research and practical application of marketing techniques.

The qualification provides an academic and vocational pathway, preparing learners in terms of capacity building, thus supporting economic development in South Africa. Upon completion, learners will possess the advanced management skills necessary to lead marketing efforts within both the public and private sectors, driving business growth and contributing to the regional economy. They will understand how strategic planning and marketing strategies key tools for business development and economic progress are.

With the current skills need and the scarcity of qualifications in marketing management, this qualification aims to produce graduates who are in possession of specific graduate attributes. The below qualification graduate attributes align to the institution's Learner Attributes of industry demands, innovation and creativity, communication skills, leadership potential, strategic planning, teamwork dynamics, critical thinking, cultural diversity awareness and global perspectives. With this in mind, the programme's learner attributes identified below demonstrate the competencies the learner will possess upon completion of the modules and assessments within the qualification:
  • Develop and implement strategic marketing plans
  • Analyse and apply advanced marketing theories
  • Utilise digital marketing and analytics for decision-making
  • Communicate marketing insights and strategies effectively
  • Demonstrate ethical and sustainable marketing practices
  • Lead and collaborate in marketing projects
  • Adapt and innovate in a rapidly changing marketing landscape

    Graduates will be responsible for assessing and addressing marketing issues across various business environments, developing creative, customer-focused strategies, and making informed investment decisions. This qualification emphasises the ability to evaluate marketing models, techniques, and concepts that align with the evolving needs of businesses and ensure measurable results through strong market and customer orientation.

    The purpose of the qualification is encapsulated in the qualification's exit-level outcomes, which align to the South African Qualifications Authority National Qualifications Framework competencies for an NQF Level8 qualification.

    Upon completion of the qualification graduates will be able to:
  • Display an understanding of designing, implementing and evaluating marketing strategies and their application in the business environment.
  • Formulate strategic planning as a primary tool in business development.
  • Display conceptual skills obtained by integration of marketing knowledge and work experience.
  • Identify and critically evaluate marketing issues within various environments, utilising a wide variety of marketing techniques, concepts and models.
  • Assess the relevance of, and opportunities presented by, contemporary marketing issues within any given scenario including innovations in marketing.
  • Identify and critically evaluate various options available when given constraints and apply competitive positioning strategies, justifying any decisions taken.
  • Formulate and present a creative, customer-focused and innovative competitive strategy for any given context, incorporating relevant investment decisions, appropriate control aspects and contingency plans.
  • Demonstrate an understanding of the direction and management of marketing activities as part of the implementation of strategic direction, taking into account business intelligence requirements, marketing processes, resource markets and the company vision.
  • Promote and facilitate the adoption and maintenance of a strong market and customer orientation with measurable marketing metrics.

    This qualification aligns with the National Qualifications Framework (NQF) level descriptors, emphasising the importance of communication, problem-solving, and the use of technology to enhance the marketing discipline. Graduates of the qualification can pursue the following career paths.
  • Advertising Manager
  • Marketing Manager
  • Marketing Researcher
  • Sales Manager
  • Brand/Advertising Manager

    The qualification is pitched at NQF Level 8 with a total of 120 credits. The qualification articulates horizontally, vertically, and diagonally with a range of marketing management qualifications offered by institutions both internationally and locally across the country. Upon completion of the qualification, learners can progress from honours to Postgraduate Diploma to a master's qualification, thereafter to a Doctorate level qualification within the cognate field.

    Rationale:
    The qualification is targeted at learners in managerial and leadership positions, as well as individuals who are aspiring to these positions who want to improve their competencies in management and leadership.

    The qualification has been developed in response to the increasing demand for advanced marketing expertise, particularly within the evolving digital and global economy. As businesses face heightened competition and technological advancements, the need for strategic marketing professionals who can lead innovative campaigns and effectively manage brands has become more pronounced. Current qualifications in the field often fail to address the dynamic changes in consumer behaviour and marketing technology, which have led to a gap in the professional readiness of graduates. Therefore, the qualification is positioned to fill that gap by providing graduates with both theoretical knowledge and practical skills that align with modern business environments.

    Learners enrolled on the distance qualification supported via online learning are more readily able to relate theory to practice, which is their learning to the practical management context and thus enhance their knowledge and reflective competencies. Offering the qualification on a supported distance learning basis provides wider access to the qualification, particularly for learners in rural and outlying areas who do not have access to quality higher education qualifications. Distance learning is also an ideal mode for learners who are migrating across countries/regions.
    This qualification addresses the urgent need for qualified marketing professionals who can drive innovation and strategic thinking in businesses across various sectors. The marketing sector, including digital marketing, brand management, and consumer research, has identified a shortage of high-level professionals with the ability to lead and manage complex marketing strategies. The qualification will benefit society and the economy by producing graduates capable of developing marketing strategies that align with the goals of businesses and contribute to national economic growth. The qualification supports national priorities, such as fostering entrepreneurship, enhancing global competitiveness, and even contributing to the development of a green economy by promoting sustainable marketing practices.

    The typical learner for this qualification is likely to be a graduate holding a bachelor's degree in marketing, Business Management, or a related field who is seeking to enhance their knowledge and skills in strategic marketing management. This qualification will also attract working professionals in marketing roles who aspire to move into leadership positions or specialise in areas such as digital marketing, brand strategy, or customer relationship management. Learners of this qualification are expected to enter mid- to senior-level positions within industries such as advertising, public relations, digital marketing, brand management, market research, and corporate communications.
    The qualification is structured to allow for both vertical and horizontal mobility within the NQF framework. Upon graduation of the Bachelor of Commerce Honours in Marketing Management qualification, graduates can progress to higher-level qualifications, such as a master's degree in marketing or in niche areas such as digital marketing, data analytics, or consumer psychology. In terms of career pathways, the qualification prepares graduates for structured marketing roles with opportunities for career advancement into senior management positions or specialised roles within corporate marketing departments, advertising agencies, or as marketing consultants. Graduates will be well-positioned to move from entry-level roles into leadership positions, contributing strategically to their organisations and leading marketing innovations. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The institution recognises the important role that the Recognition of Prior Learning (RPL) plays in ensuring equitable access and participation in Higher Education. In this process, non-formal and/or informal learning are measured, evaluated, and checked for equivalence or parity with the formal qualification entry requirements. The RPL assessment process will focus on ways of evaluating a person's knowledge and skills acquired through lifelong learning experiences (formal, non-formal and informal) against a set of pre-determined criteria.

    RPL Process:
    Learners are required to submit an RPL application, and the MANCOSA RPL committee shall meet and provide outcomes regarding all RPL applications that are presented before the committee for decisions and recommendations regarding entry into the qualifications which prospective RPL candidates have applied for. The decisions are communicated by the committee to the relevant stakeholders in the enrolment department. The RPL process focuses on establishing whether the learner has acquired competence in the following areas:
  • Basic theoretical knowledge
  • Practical competence
  • Reflective competence
  • Applied competence

    RPL for Access:
    Assesses whether a candidate's prior experience and learning meet the entry requirements for a qualification, enabling them to be accepted into the qualification. In contrast, RPL for credits and/or exemptions evaluates if this prior learning can be counted towards specific modules within the qualification, potentially shortening the duration or reducing the coursework re-quired. Essentially, RPL for admission determines eligibility for entry, while RPL for credits and exemptions grants academic credit or module exemptions based on previous learning.

    All RPL applications are subject to evaluation by the RPL committee. No more than 10% of a cohort will be admitted into the qualification based on RPL. It is assumed that the learning derived from work or life experience will be a major element in the profiles of non-standard entrants primarily by means of a portfolio of evidence. Where appropriate, interviews will also be conducted to assess applicants for selection purposes.

    Entry Requirements:
  • Advanced Diploma in Digital Marketing, NQF Level 7.
    Or
  • Advanced Diploma in Digital 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 
    Level, credits and learning components assigned to the qualifications:

    Components:

    Fundamental and Core:
  • Strategic Marketing Management, 15 credits.
  • Services Marketing, 15 credits.
  • Marketing Research, 15 credits.
  • Research Methodology, 15 credits.
  • Research Project, 30 credits.

    Total, 90 credits at NQF Level 8.

    Elective:

    Learners are to choose electives totalling a minimum of 30 credits at NQF Level 8.
  • E-Marketing, 15 Credits.
  • International Marketing, 15 Credits.
  • Relationship Marketing, 15 Credits.
  • Brand Management, 15 Credits.
  • Marketing Communications, 15 Credits.
  • Direct Marketing, 15 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Display an understanding of designing, implementing and evaluating Marketing Strategies and their application in the business environment.
    2. Facilitate capacity building and human resource development in order to promote and accelerate economic development.
    3. Empower learners with advanced Marketing management skills and competencies necessary to function in and contribute to the advancement of private and public sector organisations.
    4. Cater for the career and economic needs of learners who are in full-time employment.
    5. Contribute to the supply of managerial and professional skills in the Southern African Development Community.
    6. Promote and facilitate the adoption and maintenance of a strong market and customer orientation with measurable marketing metrics.
    7. Have the ability to formulate strategic planning as a primary tool in business development.
    8. Assess the relevance of, and opportunities presented by, contemporary marketing issues within any given scenario including innovations in marketing.
    9. Identify and critically evaluate marketing issues within various environments, utilising a wide variety of marketing techniques, concepts and models.
    10. Contribute to research activity resulting in social development.
    11. Formulate and present a creative, customer-focused and innovative competitive strategy for any given context, incorporating relevant investment decisions, appropriate control aspects and contingency plans. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Analyse marketing strategies to determine their suitability and effectiveness within diverse business environments.
  • Evaluated implementation of marketing strategies to relate organisational objectives with market dynamics.
  • Apply strategic marketing frameworks to develop contextually relevant marketing solutions.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Examine capacity-building initiatives to determine the contribution to human resource development and organisational performance.
  • Evaluate strategies that enhance employee competencies and productivity to support economic growth.
  • Formulate evidence-based recommendations for sustainable human capital development in emerging markets.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Illustrate advanced marketing management skills in terms of addressing complex organisational challenges.
  • Integrate marketing leadership, analytical, and decision-making competencies to improve performance in private and public sector contexts.
  • Evaluated marketing management practices to contribute to organisational growth and socio-economic advancement.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Analyse economic needs of learners in full-time employment to understand how the life-learning careers.
  • Apply lifelong learning principles to enhance employability and career progression.
  • Examine the integration of academic learning with workplace experience to promote professional advancement.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Investigate demand for marketing and managerial competencies across the SADC region to understand the contribution made to the South African Economy.
  • Role of marketing professionals is probed to strengthen the regional economic integration and competitiveness.
  • Develop strategies for skills transfer and capacity building to address regional managerial skills shortages.

    Associated Assessment Criteria for Exit Level Outcome 6:
    Apply marketing metrics to measure and evaluate customer satisfaction, loyalty, and market performance.
  • Critically assess customer and market orientation practices to enhance value creation.
  • Analyse data-driven insights and performance indicators to inform customer-centric marketing initiatives.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Conduct environmental scanning and SWOT analysis to inform strategic business decisions.
  • Formulate strategic plans to align organisational resources with market opportunities and long-term goals.
  • Evaluated outcomes of strategic plans to ensure sustainability and competitive advantage.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Evaluated contemporary innovations to understand the influence of consumer and market behaviour.
  • Assess emerging marketing trends to identify potential opportunities and challenges.
  • Process innovative and sustainable marketing solutions to respond to evolving market dynamics.

    Associated Assessment Criteria for Exit Level Outcome 9:
  • Investigate marketing issues using appropriate theoretical frameworks and analytical tools.
  • Evaluated application of marketing models and techniques to address organisational challenges.
  • Synthesise marketing concepts to develop integrated strategies suited to specific market environments.

    Associated Assessment Criteria for Exit Level Outcome 10:
  • Conduct independent research to address marketing-related social and economic issues.
  • Interpret research findings to propose solutions that contribute to social and community development.
  • Apply ethical research principles and methodologies to ensure academic integrity and societal relevance.

    Associated Assessment Criteria for Exit Level Outcome 11:
  • Develop innovative and customer-focused strategies to enhance organisational competitiveness.
  • Evaluated investment and control mechanisms to support strategic implementation and monitoring.
  • Formulate contingency plans to manage risk and ensure long-term strategic sustainability.

    Integrated Assessment:
    The institution's Assessment Strategy is aligned to the Council on Higher Education Accreditation Criteria (2012), the National Policy and Criteria for Designing and Implementing Assessment for NQF Qualification and Part-Qualification and Professional Designations in South Africa (SAQA, 2014).

    Integrated assessment at the institution requires careful consideration to implement formative and summative assessment methods which offer an inclusive and holistic view of learners learning. Assessments are aligned with the pre-defined learning outcomes per module culminating with the qualification exit level outcomes.

    Formative and summative assessments are diverse in nature, and these encompass knowledge check questions, case studies, and scenario-based questions.

    Formative Assessment:
    Formative assessments allow for regular feedback to learners, highlighting areas of success and improvement.
  • Formative Assessment 1 (Case Study/Scenario)
  • Formative Assessment 2 (Project)

    Summative Assessment:
    Summative assessments evaluate learner learning at the completion of a learner's learning journey. Imperative to integrated assessments is the provisioning of feedback to not only learners but also internally, as whereby the results of assessments play a critical role in informing the development of future assessment, assessment practices and the continuous improvement of the qualification.

    The final mark is calculated as follows:
  • Formative Assessment 1 (Case Study/Scenario) - 20%
  • Formative Assessment 2 (Project) - 20%
  • Summative Assessment - 60% 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: Australia
    Name of Institution: University of Melbourne (UM)
    Qualification title: Bachelor of Commerce (Honours) in Marketing

    Purpose/Rationale:
    The Bachelor of Commerce (Honours) in Marketing qualification at the University of Melbourne is designed to deepen learners' knowledge of marketing theory, research methods, and strategic decision-making. The qualification focuses on preparing learners to tackle real-world business challenges through advanced research, case studies, and industry engagement. Graduates are well-equipped for leadership roles in marketing or to pursue further academic research, such as a master's or PhD, with a strong foundation in consumer behaviour, global marketing, and data analytics.

    Learning Outcomes:
  • Gain a thorough understanding of advanced marketing theories and strategies
  • Develop research skills to analyse complex marketing problems
  • Critically assess marketing practices and propose innovative solutions
  • Acquire proficiency in digital marketing, marketing analytics, and global marketing trends
  • Demonstrate leadership and problem-solving capabilities applicable in corporate or academic environments

    Qualification structure
    Modules:
  • Advanced Marketing Strategy
  • Consumer Behaviour and Research
  • Marketing Analytics
  • Global Marketing Practices
  • Digital Marketing
  • Marketing Research Project

    Similarities:
  • The South African (SA) and the UM qualification emphasise developing advanced research skills, strategic marketing expertise, and practical applications.
  • Both degrees aim to provide learners with the tools to critically assess and solve marketing challenges using data-driven strategies.
  • The qualifications also share key modules like consumer behaviour, marketing analytics, and research methods.
  • Both prepare learners for leadership roles or academic progression.

    Differences:
  • The primary difference is in the delivery mode, as the institution offers a distance-learning qualification, allowing learners more flexibility, especially working professionals, while the University of Melbourne delivers its qualification on-campus full-time.
  • The UM qualification also places a stronger focus on global marketing issues and industry engagement through internships and research collaborations, whereas this qualification does not offer internships.

    Country: Canada
    Name of Institution: University of Toronto (UT)
    Qualification title: Bachelor of Commerce (Honours) in Marketing and Management

    Purpose/Rationale:
    The Bachelor of Commerce (Honours) in Marketing and Management at the University of Toronto prepares learners for careers in marketing, with a strong foundation in management principles. The qualification aims to equip learners with theoretical knowledge, practical skills, and research capabilities in areas such as consumer behaviour, digital marketing, and strategic management. Graduates are prepared for roles in various industries or to pursue advanced studies, including MBAs and research degrees.

    Learning Outcomes:
  • Develop a solid understanding of marketing and management theories and practices.
  • Apply marketing research methods to solve real-world business challenges.
  • Gain insights into consumer behaviour, brand management, and marketing communication strategies.
  • Analyse market trends using advanced data analytics tools.
  • Apply strategic management principles in marketing contexts.

    Qualification structure
    Modules:
  • Strategic Marketing Management
  • Consumer Behaviour
  • Digital Marketing and Analytics
  • Brand Management
  • Marketing Research
  • Organisational Behaviour
  • Marketing Strategy Capstone Project

    Similarities:
  • The South African (SA) and the UT qualification both aim to develop strategic marketing expertise, critical thinking, and advanced research skills.
  • Both qualifications share core modules such as consumer behaviour, marketing research, and strategic marketing. Additionally, they both prepare learners for advanced leadership roles in marketing or for academic progression in master's qualifications.

    Differences:
  • The UT's qualification combines marketing with management, offering a broader business perspective, whereas the institution's focus is more specialised in marketing management.
  • The UT qualification also offers a full-time, contact-based qualification, with an emphasis on experiential learning through internships and co-op opportunities. In contrast, the institution offers a distance-learning option designed for flexibility.
  • The UT qualification's capstone project also provides learners with a hands-on opportunity to apply their knowledge in a real-world context, whereas the institution places more emphasis on independent research.

    Conclusion:
    In comparing this qualification with similar qualifications from the University of Melbourne, University of Toronto, and University of Pennsylvania, the core themes of marketing strategy, consumer behaviour, and advanced research skills are consistent across all institutions. However, the institution's qualification distinguishes itself with its flexible distance-learning model, making it ideal for working professionals in the South African context. The international qualifications from Melbourne, Toronto, and Pennsylvania offer more hands-on learning experiences, internships, and global marketing perspectives, while the institution's qualification remains focused on providing theoretical expertise and practical marketing solutions within the specific context of distance education. These comparisons demonstrate that the institution's qualification aligns with global best practices in marketing education while catering to the unique needs of its learners. 
    		•

    ARTICULATION OPTIONS 
    This qualification allows possibilities for both vertical, horizontal and Diagonal articulation.

    Horizontal Articulation:
  • Bachelor of Arts Honours in Digital Marketing, NQF Level 8.
  • Postgraduate Diploma in Marketing, 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 
    External examiners and moderators are appointed to validate the students' examination and final assessments. The Examinations Board is the final decision making body that is responsible for the awarding of the qualification. 

    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 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. MANCOSA 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.