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: 

Higher Certificate in Marketing 
SAQA QUAL ID QUALIFICATION TITLE
86826  Higher Certificate in Marketing 
ORIGINATOR
IMM Graduate School of Marketing (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
Higher Certificate  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  135  Not Applicable  NQF Level 05  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Reregistered" 		 SAQA 1141/23  2021-07-01  2024-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2025-06-30   2028-06-30  

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 replaces: 
Qual ID Qualification Title Pre-2009 NQF Level NQF Level Min Credits Replacement Status
79866  Higher Certificate in Marketing  Level 5  NQF Level 05  135  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:

The purpose of the Higher Certificate: Marketing is to educate learners in the elementary but broad theoretical concepts of marketing, as well as guiding learners through the entry-level application of marketing concepts. Learners will ultimately realise that marketing is more than just an advertising campaign and that it is actually a way of structuring organisations to ensure that effective product-related services are designed to provide real value to customers, motivate purchases and fulfil customer needs.

Learners will be able to:
  • Demonstrate an understanding of business management and communication in organisations.
  • Demonstrate an understanding of economics within a marketing environment.
  • Explain the typical elementary methods and procedures involved in marketing.
  • Solve elementary marketing problems in organisations.
  • Access, process and manage elementary marketing information.
  • Explain economic context and systems within which organisations operate and link these to marketing opportunities.
  • Identify, implement and manage marketing strategies and objectives.

    Rationale:

    As an outcome of its planning process and in response to the needs of the marketing world-of-work, the Higher Certificate: Marketing was designed as an entry-level higher education qualification that is marketing industry orientated. A 2008 survey conducted amongst 76 marketing companies and marketing divisions within corporate organisations has confirmed the need for such an entry-level qualification. The needs analysis has especially indicated the need for a part-time distance education programme that will allow young, unqualified workers to pursue their studies whilst continuing to work on a full-time basis. A second survey conducted on 635 school leavers in 23 different schools, including schools from previously disadvantaged communities, has also indicated the need for a full-time higher certificate in marketing that is affordable and can be completed within one year of full-time study.

    The consensus of the marketing industry is that there is indeed a need for an entry-level marketing qualification. The informed opinion from the industry is that workers in the field should have a fairly broad-based knowledge of the world-of-business. They should be able to think across different disciplines, as companies are confronted with a continuous process of developing and maintaining a feasible fit between organisations' objectives, skills and resources and their changing marketing opportunities. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that:
  • Learners have achieved the equivalent of an NQF Level 4 Qualification in a formal education environment.
  • Learners are competent in the language of instruction.

    Recognition of Prior Learning:

    This qualification may be achieved in part through the Recognition of relevant Prior Learning. Recognition of Prior Learning will be applied on an individual basis. Such procedures and the assessment of individual cases are subject to moderation by independent assessors.

    This Recognition of Prior Learning may:
  • Grant access to learners who do not meet the minimum requirements for admission.
  • Grant learners credits towards modules contained in this qualification.

    Access to the Qualification:
    Admission requirements for prospective learners who have matriculated prior and including 2007:
  • A Senior Certificate or NQF Level 4 equivalent.
    Admission requirements for prospective learners who matriculated and exited the school system from 2008 onwards:
  • National Senior Certificate (NSC) or National Certificate: Vocational (NSV) or equivalent, with English as a subject.

    A CV is required from students over 23 years of age, who do not have the entry requirements but who wish to enrol. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    All seven modules are at NQF Level 5 and are compulsory.

    Modules:
  • Academic Literacy: 15 Credits.
  • Business Numeracy: 20 Credits.
  • Marketing: 20 Credits.
  • Business Management: 20 Credits.
  • Business Communication: 20 Credits.
  • Economics: 20 Credits.
  • Sales Management: 20 Credits.

    Total Credits: 135. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate an understanding of business management and communication in organisations.

    2. Demonstrate an understanding of economics within a marketing environment.

    3. Explain the typical elementary methods and procedures involved in marketing.

    4. Demonstrate an understanding of elementary marketing communications within organisations/businesses.

    5. Access, process and manage elementary marketing information.

    6. Explain marketing contexts and systems within which organisations operate and link these to marketing opportunities.

    7. Identify, implement and manage marketing strategies and objectives.

    Critical Cross-Field Outcomes:

    The following Critical Cross-Field Outcomes are addressed in this qualification:
  • Solving problems by using different tools that can lead to critical thinking and creative solutions.
  • Working effectively with others as a member of a team to meet the objectives of the organisation within a marketing environment.
  • Organising, planning and controlling own management and marketing activities effectively.
  • Collecting, analysing organising and critically evaluating information pertaining to marketing functions and operations within an organisation.
  • Communicating effectively, using various methods such as written communication, illustrations and mathematical skills in a marketing environment.
  • Using science and technology effectively and critically to gather, process and store relevant marketing information.
  • Demonstrating an understanding of the world as a set of related systems by recognising the interdependence of systems against the context of a business and the business environment and marketing.
  • Being culturally and aesthetically sensitive across a range of social contexts when creating marketing related products and services. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Apply the principles of business communication techniques in a relevant business situation.
  • Communicate clearly and appropriately both verbally and in writing in a business environment.
  • Explain the environment in which an organisation/business functions.
  • Explain different management functions.
    > Range: Management functions include, but are not limited to: Planning, organising, leading, motivation and controlling.
  • Discuss the functional areas of business.
    > Range: Functional areas of business include, but are not limited to: Operations management, logistics management, financial management, human resource management and marketing management.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Undertake calculations which may be required in a marketing environment.
  • Discuss the importance of the external environment and its impact on marketing finances.
  • Discuss the effect of economic variables on the effective functioning of a business.
  • Evaluate different pricing strategies and their effect on the economics of marketing.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Indicate how marketing interacts with other functional areas in an organisation.
  • Define marketing and explain how marketing concepts should guide organisations.
  • Explain the basic concepts, tasks and principles of marketing.
  • Apply the fundamental principles of marketing.
  • Explain how social responsibility and ethics relate to marketing concepts.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Identify the different types of markets and the consumers in these markets.
  • Explain the importance of understanding external environments and their impact on marketing in an organisation.
  • Discuss the marketing communication mix.
  • Determine the marketing communication mix for a product or service.
  • Identify suitable distribution channels.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Explain and implement a marketing information system for maximum effectiveness.
  • Describe the marketing process.
  • Explain how various external environments within which the organisation/business operates affect the strategic planning process.
  • Explain the use of marketing research and its importance for an organisation.
  • Describe various methods of collecting primary and secondary data.
  • Conduct a marketing audit for a selected organisation/business.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Explain how implementing a marketing plan can lead to a profitable organisation/business.
  • Explain national income determination and aggregate demand and supply.
  • Explain why marketing strategies need to be evaluated on both micro and macro levels.
  • Explain the monetary sector and macro-economic policy.
  • Develop a marketing mix for an organisation using the four 'Ps' of marketing.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Describe the differences between strategies, plans and programmes.
  • Formulate marketing objectives for an organisation/business.
  • Describe different marketing strategies.
  • Explain the components of a marketing strategy.
  • List the contents of a marketing plan and describe the marketing planning process.
  • Explain markets and target markets.
  • Execute and control a marketing plan in a given scenario.

    Integrated Assessment:

    Learners will be assessed through various forms of assessment, such as; assignments, case studies, projects and examinations.

    The Institute of Marketing Management, Graduate School of Marketing, is committed to assessment practices that are open, transparent, fair and valid so that learners are not disadvantaged in any way. 
    		•

    INTERNATIONAL COMPARABILITY 
    The European countries were chosen because Europe is the leader in best practice when it comes to marketing. Canada was chosen for the similarities in terms of the educational statistics.

    United Kingdom: Bournemouth Business School International (BBSI).
    Qualification Title: Certificate in Marketing, Advertising, and Public Relations.
    Course Elements:
  • Marketing and the environment.
  • Customer behaviour.
  • Market research.
  • Nature of markets.
  • Product management.
  • Pricing strategy.
  • Distribution management.
  • Mass communication techniques.
  • Direct communication techniques.
  • Marketing management.

    The Certificate in Marketing, Advertising and Public Relations (PR), offered by Bournemouth Business School International (BBSI), is compatible with this Higher Certificate. The subjects offered are very similar, cover the same type of subjects and focus on various aspects of marketing. However, the Certificate includes additional elements, such as Product Management, Pricing Strategy and Distribution Management. The course duration is shorter than that of this qualification.

    Canada: York University.
    Qualification Title: Professional Certificate: Marketing.
    Qualification Topics:
  • Marketing theory.
  • Strategic role played by marketing in meeting customer needs.
  • Market research
  • Marketing products and services.
  • Pricing and promotion.
  • Marketing ethics
  • Contemporary issues in marketing.
  • Psychology of special markets.
  • Social conscience.
  • Marketing, advertising and communications.

    York University's Professional Certificate: Marketing is quite compatible with this Higher Certificate: Marketing. The topics covered are conversant with one another and both qualifications focus on various aspects of marketing. Both qualifications' duration is one year.

    Ireland: Dublin Institute of Technology.
    Qualification Title: Higher Certificate in Marketing - Level 6.
    Qualification Modules:
  • Marketing.
  • Market research/statistics.
  • Behavioural science.
  • Introduction to business finance.
  • Essentials for communications.
  • Introduction to PC environment.
  • Business and society.
  • Sales Management.
  • Marketing practice.
  • Data collection and analysis.
  • Microeconomics.
  • Management accounting for marketing.
  • Communications and the organisation.
  • Supply chain management.
  • Marketing planning.
  • Applications.
  • Macroeconomics.
  • International marketing.
  • Marketing communications.
  • Data-driven marketing.
  • Business-to-business marketing.

    The above Higher Certificate in Marketing offered by Dublin Institute of Technology is on the same level and covers very similar content as does this qualification. They do, however, offer the learners a small range of choices from optional modules in addition to the core programme requirements. The above qualification is of two years' duration and not one year as is the South African one.

    Qualifications in Marketing exist in many forms and permutations; however, the qualifications discussed above tend to share the following three characteristics:
  • They articulate to cognate qualifications at the higher levels.
  • They share common outcomes in the field of marketing.
  • They equip learners for professional registration. 
    		•

    ARTICULATION OPTIONS 
    Horizontal Articulation:
    This qualification articulates horizontally with the Higher Certificate: Commerce: Marketing Management, Level 5.

    Vertical Articulation:
    This qualification articulates vertically with:
  • Diploma: Marketing, Level 6
  • Diploma: Marketing Management, Level 6. 
    		•

    MODERATION OPTIONS 
  • Moderation is a valuable source of data into the continued relevance of the qualification and its content. The assessment of the learners work will be moderated to ensure its consistency and reliability as well to ensure fairness and validity in any particular assessment cycle.
  • Anyone examining a learner against the qualification must be an approved member of the Institute of Marketing Management, Graduate School of Marketing Assessment Board. 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
  • Assessment is conducted by one or more internal assessors/examiners identified and registered by the IMM Graduate School of Marketing.
  • Assessors must have an NQF Level 6 qualification and at least three year's relevant experience in the industry and/or as an assessor. 
    		•

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

    NOTES 
    This qualification replaces qualification 79866, "Higher Certificate: Marketing", Level 5, 135 credits. 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced 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. IMM Graduate School of Marketing (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.