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: 

Diploma in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
91924  Diploma in Marketing Management 
ORIGINATOR
Boston City Campus (Pty) Ltd formerly Boston City Campus and Business College (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
Diploma (Min 360)  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 06  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 Diploma in Marketing Management is to ensure that successful learners are equipped with the knowledge, theory and methodology of the important disciplines in marketing management. It has been developed to facilitate access to the world-of-work for learners in marketing management practices and should enable successful learners to demonstrate initiative and responsibility in a professional or academic context where application of the principles and theory are emphasised as a basis for entry into the labour market, professional training, graduate study, or professional practice in a wide range of careers within civil society, the public or private sectors.

The Diploma in Marketing Management has been developed in such a manner that it covers the major functional specialisations and culminates in an integrated manner which provides broad strategic context for successful learners on issues in marketing and brand management, advertising, media law, project management, integrated marketing communication, financial management, applied psychology and research methods. It thus provides exciting career opportunities in the fields of marketing management, for example:
  • Advertising (Sales, Campaign or Project) Assistant Manager.
  • Junior Marketing/Brand Coordinator.
  • Customer Relationship, Key Account Supervisor or Assistant Manager.
  • Assistant or Junior Researcher/Advisor/Consultant in Advertising, Branding and Marketing.
  • Service, Sales or Product Representative Assistant or Assistant Manager.
  • Marketing/Brand Assistant or Manager.

    Rationale:
    Marketing Management resides at the core of commerce. For a rapidly evolving and growing nation, it is crucial to increase the supply of competent practitioners with middle-higher-order capabilities to industries that rely on these skills if South Africa is to continue to grow and to remain globally competitive.

    The Diploma in Marketing Management is a response to the workplace need for competent managers across all economic sectors. There is always going to be a need for entry and middle managers with innovative ideas to spark light in the marketing and management sector. The skills, knowledge, attitudes and values required by managers are captured in this qualification. To a certain degree this qualification offers a good breadth on important topics in the field, combined with appropriate occupational and professional depth, for its intended purpose.

    In the increasingly competitive, sophisticated and changing world of work, the continued development of higher order applied knowledge is essential. The curriculum has been designed to give practitioners the skills required for managing life-long learning, to build successful careers and to remain productive and responsible citizens. The qualification provides a balance in fields that are broadly enabling in relation to career pathways while providing opportunities for professional membership with a variety of local and international bodies and also further studies. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners have achieved:
  • Mathematical Literacy skills at NQF Level 4.
  • Communication Skills in the relevant medium of instruction at NQF Level 4.

    Recognition of Prior Learning:
    Learners may provide evidence of prior learning for which they may receive credit towards the qualification.

    Learners not meeting the minimum entry requirements may be granted admission through Recognition of Prior Learning.

    Access to the Qualification:
  • National Senior Certificate (NSC), granting access Diploma studies.
  • National Certificate (Vocational) NC(V) at NQF Level 4, granting access Diploma studies.
  • Senior Certificate with Matriculation Exemption. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The Diploma in Marketing Management consists of compulsory modules at NQF Levels 6 and 7 with a credit total of 390.

    All the modules must be successfully completed in order to achieve the qualification.

    Modules at NQF Level 6:
  • Marketing Management I, 8 Credits.
  • Marketing Management II, 18 Credits.
  • Advertising I, 16 Credits.
  • Advertising II, 24 Credits.
  • Integrated Marketing Communication I, 16 Credits.
  • Integrated Marketing Communication II, 24 Credits.
  • English I, 16 Credits.
  • English II, 24 Credits.
  • Applied Psychology I, 16 Credits.
  • Brand Management I, 8 Credits.
  • Brand Management II, 10 Credits.
  • Project Management II, 8 Credits.
  • Entrepreneurship, 16 Credits.
  • Applied Research III, 10 Credits.
  • Media Law I, 8 Credits.
  • Media Law II, 8 Credits.
  • Computer Literacy and Publishing I, 10 Credits.
  • Computer Literacy and Publishing II, 10 Credits.
  • Business Management I, 16 Credits.

    Total Credits at NQF Level 6: 266.

    Modules at NQF Level 7:
  • Experiential Learning, 14 Credits.
  • Marketing Management III, 24 Credits.
  • Advertising III, 30 Credits.
  • Integrated Marketing Communication III, 30 Credits.
  • Brand Management III, 12 Credits.
  • Project Management III, 14 Credits.

    Total Credits at NQF Level 7: 124. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Apply general marketing principles to real life situations and interpret economic realities of local and global communities.
    2. Manage financial and technology resources in organisations.
    3. Analyse data, advertising and brand information.
    4. Demonstrate integrated marketing communication and project management skills.
    5. Identify the socio-economic needs of society and display cultural sensitivity within organisations.

    Critical Cross-Field Outcomes:
    All the Critical Cross-Field Outcomes are embedded in the qualification and will be assessed appropriately. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The marketing management function and scope are applied according to the fundamental general marketing management practices.
  • Core general marketing management practices in a business context are used.
  • Relevant ethical practices are complied with.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Basic financial accounting practices in own work context are applied.
  • End-user computing practices are applied to demonstrate fluency and competency in information technology hardware and software in relation to software suites in the office environment.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Brand management is discussed with a particular emphasis on the principles and methodologies associated with brand building strategies, brand management and brand equity and the measurement of brand value.
  • An understanding of the contemporary advertising milieu, as well as the economic and social aspects of advertising, is demonstrated.
  • The foundations and determinants of an advertising strategy, planning and implementation are discussed.
  • Information and research data for advertising, branding and marketing purposes are managed and interpreted.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Knowledge and skills associated with integrated marketing communication functions are applied.
  • An understanding of the project management scope is demonstrated by initiating, planning and explaining the overall conduct of a project through to the closure of the project.
  • A project is planned and managed to show proficiency in project control, evaluation and scoping operational plans.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Principles and theories of individual, social and organisational behaviour are compared and differentiated.
  • Conflict handling and motivational skills, and cultural sensitivity within professional environments are demonstrated.

    Integrated Assessment:
    Successful learners will have undertaken an extensive process in which assessments progressively build the learners' integrated competency to a point where the learner is able to demonstrate - through a range of mechanisms measured against valid, reliable and transparent criteria - that they can operate effectively in an entry level occupational position within the knowledge system specified by the qualification title.

    Formative assessment integrates the cycle of teaching, learning and assessment. Study guides and texts contain self-assessment exercises. The scheme of work includes formal assessments in the form of tests and/or assignments based on the learning material and learners are graded and provided with written feedback. The process is continuous and focuses on smaller sections of the work and limited in the number of outcomes assessed.

    Summative assessments are in the form of proctored examinations, or equivalent assessment such as a research report which assesses a representative selection of the outcomes practised and assessed in the formative stage. Summative assessment also tests the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a full course. 
    		•

    INTERNATIONAL COMPARABILITY 
    The Institute of Commercial Management (ICM) qualification through Birmingham City University in England provides comprehensive knowledge to learners who enter the marketing sector as undergraduates. The qualification offers skills and knowledge to teach learners about communication mix, media planning, budgeting, advertising campaigns and decisions related to marketing.

    Modules:
  • International Business Communications.
  • Marketing Principles (Marketing).
  • Advertising.
  • Public Relation.
  • Quantitative Methods for Managers.

    The Association of Business Executive (ABE) in London offers a Qualifications Council Framework (QCF) accredited Level 6 Diploma in Marketing Management. The qualification prepares learners to progress in the same subject area or in another subject area giving them an opportunity for personal growth and engagement in learning. Learners are expected to pass four mandatory units and one optional unit.

    Mandatory units:
  • International Marketing.
  • Contemporary Issues in Marketing.
  • Integrated Marketing Communications.
  • Strategic Marketing Management.

    Optional units:
  • Corporate Strategy and Planning.
  • Project Management.

    The Wellington Institute also offers a Diploma that can be compared to this Diploma in Marketing Management. The Diploma is designed for learners with work experience who want a qualification in marketing or those who want to enter into the sector. The qualification consists of four compulsory modules and four optional modules.

    Compulsory modules:
  • Fundamentals of Marketing.
  • Buyer Behaviour and Communication Strategies.
  • Marketing Planning and control.
  • Marketing Research.

    Optional Modules (Select four):
  • Accounting principles.
  • Accounting Practice.
  • Introduction to Commercial Law.
  • Economic Environment.
  • Organisation and Management.
  • Business Computing.
  • Business communication.
  • Quantitative Business Methods.
  • Financial Accounting.
  • Management Accounting.
  • Business finance.
  • Taxation.
  • Human Resource Management.
  • Employment Relations.
  • Applied Management.

    The Indian School of Business Management and Administration (ISBM) offers a qualification that provides an introduction to marketing concepts and management. The following modules must be completed.
  • Marketing Management.
  • Marketing Research and Advertising.
  • Consumer Behaviour.
  • Sales Force and Strategic Management.

    Conclusion:
    Diploma in Marketing Management compares favourably with the examples given, as they focus in developing a learner with a thorough understanding of principles of marketing. These qualifications consist of modules that provide broad exposure to relevant business concepts and management specifics that enable learners to understand and identify consumer needs and trends, as well as the importance of pricing and pricing strategies. The qualifications also aim to enable learners to progress to higher level marketing or communications studies at a later stage in their business or academic careers. 
    		•

    ARTICULATION OPTIONS 
    Horizontal Articulation:
    This qualification articulates horizontally with the following qualifications at NQF Level 6:
  • Diploma in Marketing Management.
  • Diploma in Business Marketing.
  • Diploma in Advertising.
  • Diploma in Event Management.
  • Diploma in Marketing and Public Relations.
  • Diploma in Marketing and Entrepreneurial Studies.

    Vertical Articulation:
    This qualification articulates vertically with the following qualifications at NQF Level 7:
  • Advanced Diploma in Management in Marketing.
  • Bachelor of Arts in Creative Brand Communications.
  • Bachelor of Arts in Marketing Communications.
  • Bachelor of Business Administration in Marketing Management.
  • Bachelor of Commerce in Marketing Management.
  • Bachelor of Commerce in Business Marketing. 
    		•

    MODERATION OPTIONS 
  • All formal formative assessments in the qualification are internally moderated and all formal summative assessments at the exit level are both internally and externally moderated according to the policy of the institution.
  • The qualification embraces a continuous outcomes based assessment model.
  • External assessors and/or moderators are appointed to validate the learners' examination and final assessments.
  • The Examinations Committee is the final decision making body that is responsible for the promotion of learners and the awarding of results. 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    All assessors and moderators (internal and external) must be proficient in the declarative and propositional knowledge content of the qualification and the associated occupational field and sub-fields of practice.

    Assessors and moderators (whether internal or external) must have a clear understanding of applying critical benchmarks and assessment practices to Higher Education learning outcomes, as well as have a clear understanding of current good practice standards in the related occupational contexts, in order to make valid assessment or moderation judgments about learner proficiency and in order to provide validation of, and evaluate, the learning programme.

    The minimum requirement for appointment as an internal faculty member and/or external assessor and/or moderator for the Diploma in Marketing Management is a relevant NQF Level 7 qualification and appropriate experience. 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 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. Boston City Campus (Pty) Ltd formerly Boston City Campus and Business College (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.