SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Bachelor of Commerce: Marketing Management

SAQA QUAL ID	QUALIFICATION TITLE
83291	Bachelor of Commerce: Marketing Management
ORIGINATOR
University of South Africa
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
CHE - Council on Higher Education			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
National First Degree	Field 03 - Business, Commerce and Management Studies		Marketing
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	360	Level 6	NQF Level 07	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		2033-06-30

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:

The purpose of the qualification is to provide qualifying students with comprehensive and in-depth knowledge of the principles, major theories and paradigms, methods and technology of the science and profession of the field of marketing and in the process to ensure that they obtain the higher level knowledge in marketing that is expected of an executive in the field of marketing. It further equips them to co-ordinate and contribute to the management of the core marketing management functions of the organisation in line with best practice and quality standards by providing qualifying students with the higher-order cognitive reasoning skills and decision-making abilities to understand and execute the tasks and functions associated with a high level executive in marketing and in the process to advance the science and field of marketing management through research reflection and scientific discourse. This qualification lays a foundation for higher career advancement and further studies in the field of marketing management where these higher order capabilities will be required to advance to learning at masters and doctoral level.

The modules are specifically selected to grow students knowledge and deeper understanding of the management science of marketing from the more general aspects and principles covered in the first year modules to a more focussed and more in-depth analysis of different marketing principles and issues which will require a deeper dissemination of the information in marketing decision making to ensure that learners have a more advanced knowledge of marketing in the second year; and conclude with strategic marketing management issues and theory focussing on specific issues of relevance consummate with the demands of a global economy and increased demands from customers and top management. The third year modules are designed to equip students with the skills and abilities to conceptualise and guide the implementation of strategic marketing plans in a real world context.

Rationale:

The rationale for the qualification is to provide specialised and high level education and scholarship in the field of marketing management to enable students to conceptualise and provide strategic direction to a business in all areas of marketing and to give direction and guidance to all areas relating to the management of the marketing function in an organisation.

Marketing as an area of specialisation within the broader field of business management has long been recognised as being pivotal to the success of an organisation. This qualification aims to empower students to conceptualise and align the management of the total marketing function with all other functional areas of an organisation to ensure an integrated whole as well as to ensure that the long-term objectives of the business are met through the meeting of the strategic marketing objectives. Students must be able to not only understand and apply the marketing principles but also to understand the overall integration of the functional areas and how this synergistic approach will ensure the success of the business and its overall survival.

Contemporary issues such as globalisation, Africanisation, technology and ethics are all integrated and embedded in the marketing theory in order to ensure that marketing managers and executives are well equipped to perform a leadership role in the organisation.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Candidates accessing this qualification should also:

Be able to read and critically evaluate academic text in English and communicate information and their own ideas orally and in written text that is grammatically correct, well structured, clear and concise, using accepted standards of scientific and academic writing (NQF Level 5).

Be able to independently and responsibly plan, schedule and take responsibility for the success of their learning in a structured and open distance learning (ODL) tuition environment and appropriately manage their time according to required outcomes.

Be able to use technology to such an extent that they can access and participate in the various online activities and also use the library and other electronic services in support of the learning (myUnisa) and any other additional resources related to the qualification modules.

Have access to the South African media.

Recognition of Prior Learning:

Recognition of Prior Learning will be applied in line with the regulations of the Quality Council for Higher Education and the Recognition of Prior Learning Policy and the procedures of the University of South Africa.

Access to the Qualification:

The minimum admission requirement is:

A National Senior Certificate granting access to Bachelor Degree study or an Advanced Certificate or a Diploma in a cognate field.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

Total credits: 360.
All modules are compulsory and have 12 credits each.

NQF Level 5 modules:

Introduction to Consumer behaviour (NQF Level 5).

Business management (NQF Level 5).

Financial accounting (NQF Level 5).

Economics (NQF Level 5).

Commercial law (NQF Level 5).

Introduction to marketing (NQF Level 5).

Customer Service (NQF Level 5).

NQF Level 6 modules:

Economics (NQF Level 6).

Business management (NQF Level 6).

Accounting reporting (NQF Level 6).

Public relations (NQF Level 6), Introduction to marketing or Introduction to marketing communication.

Consumer behaviour (NQF Level 6), Introduction to marketing or Introduction to consumer behaviour.

General management (NQF Level 6).

Finance for non-financial managers(NQF Level 6).

Product management (NQF Level 6), Introduction to marketing.

Price management (NQF Level 6), Introduction to marketing.

Distribution management (NQF Level 6), Introduction to marketing.

Promotion management (NQF Level 6), Introduction to marketing.

Human resource management for line managers (NQF Level 6).

Essentials of Marketing (NQF Level 6), Introduction to marketing.

NQF Level 7 modules:

Marketing research (NQF Level 7), Essentials of marketing.

Strategic marketing (NQF Level 7), Essentials of marketing.

Sales management (NQF Level 7), Essentials of marketing or Salesmanship.

Brand management (NQF Level 7), Essentials of marketing.

Strategic Management 3A (NQF Level 7).

International marketing (NQF Level 7), Essentials of marketing.

Customer Relationship Management (NQF Level 7).

Strategic Management 3B (NQF Level 7).

Services marketing (NQF Level 7), Essentials of marketing.

E-marketing (NQF Level 7), Essentials of marketing.

EXIT LEVEL OUTCOMES

1. Interpret and adjust to economic realities within South African organisational contexts.

2. Evaluate, apply, and integrate marketing knowledge and skills and general business principles to real life situations taking into account societal, ethical and cultural considerations.

3. Gather and manage marketing information appropriately and in line with higher order business objectives and sustainability of the business.

4. Conceptualise and design a strategic marketing plan.

5. Critically analyse contemporary marketing information and evaluate the potential future outcomes of marketing management decisions.

Critical Cross-Field Outcomes:

All the Critical Cross-Field Outcomes are promoted within this qualification, and in particular:

Organise and manage themselves and their own activities responsibly and effectively, develop their own learning strategies which sustain independent learning and academic or continued professional development and interact effectively within the learning or professional group as a means of enhancing learning.

Communicate effectively using visual and/or language skills in the mode of written presentations. This includes researching, reviewing, evaluating, producing and communicating information in specialised contexts in order to develop creative responses and insights, rigorous interpretations and solutions to problems and issues appropriate to the context.

Demonstrate an understanding of the world as a set of related systems by recognising that problem solving contexts do not exist in isolation. This includes operating effectively within a system, or managing the system based on an understanding of the roles and relationships between elements of the system.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Demonstrate a deep understanding of the functioning of a business and the role of marketing management within the organisation specifically in the integrative nature of the various functional fields.

Demonstrate an understanding of the impact that marketing has on society and values in the business environment.

Apply marketing principles to real life situations in an organisational context and from a strategic perspective.

Compare current contexts with past and potential future contexts.

Relate learning gained from individual experience to knowledge encountered in an academic environment and vice versa.

Relate learning from experience and academic contexts to different contexts using present and future scenarios.

Express own ideas and opinions regarding marketing management coherently using well structured arguments.

Associated Assessment Criteria for Exit Level Outcome 2:

Analyse real life situations to identify strengths, weakness, opportunities and threats.

Select correct strategies and/or procedures to solve specific marketing problems.

Apply appropriate marketing principles to situations, whether in real life or simulated scenarios/case studies.

Evaluate results of application of marketing strategies.

Discuss and present information in appropriate ways e.g. numerically, verbally, graphically, using appropriate technology.

Associated Assessment Criteria for Exit Level Outcome 3:

Collect, collate, interpret and report on information related to marketing management problems or opportunities and the effect and implications it can or may have on the long term survival or management of the business.

Identify and select information specifically relevant to marketing management and the assessing the relevance and importance of this information.

Interpret and analyse information specifically relevant to marketing management and the implication to the strategic marketing direction of the organisation.

Use technology in appropriate contexts to access, process, and store or distribute information as well as the retrieval and application of the information.

Analyse and interpret the impact of technology on marketing management operations and strategic management.

Associated Assessment Criteria for Exit Level Outcome 4:

Design and guide the implementation of procedures and systems related to a strategic marketing plan.

Evaluate the implementation of a structured marketing plan by comparing achieved outcomes and initial objectives.

Associated Assessment Criteria for Exit Level Outcome 5:

Identify sources of contemporary marketing information.

Critically study and analyse contemporary marketing information.

Form well researched arguments that are based in theoretical principles.

Communicate own opinions based on sound reasoning and well researched arguments.

Evaluate the future outcomes of marketing management decisions based on their reasoned arguments.

Integrated Assessment:

For the qualification to be awarded, a candidate must have successfully achieved the outcomes of each of the compulsory/core and elective modules that constitute the qualification.

Evidence of learning competency (knowledge, skills, attitudes and expertise) and of the candidate's ability to achieve the purpose of the qualification as a whole at the time that the qualification is awarded, is required by means of comprehensive and Integrated Assessment (constituting a range of formative and summative assessments). Continuous formative and summative assessment methods are used in the form of written assignments and exams, and the supervision of a research project.

Formative and summative assessment will be conducted within the guidelines of the Unisa Assessment Policy. The student's summative assessment mark will comprise a year mark (10%) that will be gained from the specified number of compulsory assignments and a written examination in each module which comprises 90% of the total summative assessment mark. The pass mark shall be a minimum of 50% acquired from both continuous and summative assessment in a proportionate ratio; 75% shall constitute a pass with distinction.

Assessors should assess and give credit for evidence of learning that has already been acquired through formal, informal and non-formal learning and experience.

Lecturers responsible for the module and external markers (assessors) will act as assessor practitioners in accordance with the Unisa Assessment Policy. Formative and summative assessment will be conducted within the guidelines of the Unisa Assessment Policy. Student support will be provided in accordance with Unisa ODL and Learner Support policies and guidelines.

INTERNATIONAL COMPARABILITY

Unisa forms part of an internationally recognised comparability system whereby university qualifications are evaluated against international comparators and made comparable accordingly.

Unisa`s qualifications are made comparable to similar qualifications offered internationally and which are included in the International Handbook of Universities and in the Commonwealth Universities` Yearbook. This qualification is one of those that compares with similar qualifications listed in those Hand and Year Books.

ARTICULATION OPTIONS

This qualification articulates horizontally with any cognate Bachelors degree.

This qualification articulates vertically with any cognate Honours degree or Postgraduate Diploma.

MODERATION OPTIONS

The University of South Africa has a system of internal and external peer review and evaluation of each course for quality assurance purposes. One of the aspects of the system is an evaluation of the standards and assessment practices of the department and institution by local and international universities, and moderators are alternated for better quality control.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

Academic staff members of the University of South Africa or, in the case of external assessment or examination, academic staff members from other universities who have at least a Masters Degree: Marketing and/or Retail Management will act as assessors. Assessors, assessment and moderation practices must comply with the requirements stipulated in the Assessment, Learner Support, Open Distance Learning and Recognition of Prior Learning policies of the University of South Africa.

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.	University of South Africa