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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Postgraduate Diploma in Management in Marketing 
SAQA QUAL ID QUALIFICATION TITLE
94556  Postgraduate Diploma in Management in Marketing 
ORIGINATOR
University of Cape Town 
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  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  180  Not Applicable  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:
The primary purpose of the Postgraduate Diploma in Management (Marketing) is to strengthen and deepen the postgraduate learners' knowledge and understanding of the latest thinking in management and marketing. Where learners have no prior qualification in a cognate discipline, they will be required to complete the courses Business Studies and Financial Taxation.

Such knowledge and skills that will be learnt include the ability to critically analyse the marketing landscape and consumer behaviour; comprehend and apply the outcome of advanced marketing research studies; formulate a marketing plan incorporating elements of advertising, social media, sales promotion and channel management; deploy the necessary marketing resources in a cost-effective manner; as well as appreciate the role and importance of allied subject areas such as finance, information systems, human resources, etc. Thus, the intention is to create a well-rounded, progressive and dynamic marketing professional, fully capable of dealing with the challenges of operating in an emerging market such as South Africa.

These skills can be applied in a commercial context, facilitating corporate development of the individual, or in an academic context, whereby the learner's research and personal organisation skills will enable routes to the Master's level of studies.

Rationale:
The need for well-educated managers at all levels of organisations and within all sectors is well-documented. This qualification enables graduates with Commerce Degrees to improve and strengthen their understanding of the current business and managerial imperatives at both micro-and macro-levels, whilst giving them an opportunity to specialise and deepen their knowledge in a particular discipline.

Marketing is fundamental to the success of any organisation. Without sales that generate profit, companies will fail. Marketing is critical in the development of a strong and loyal customer base, and sound and strategic Marketing is an essential component of all successful organisations.

Having an excellent product or service is one thing; communicating the strengths or qualities of a brand or a product to convert interest into sales is entirely another, and understanding the various elements of marketing is crucial for all those involved in the process.

The purpose of the Postgraduate Diploma in Management (Marketing) is to provide specialised academic and professional studies for candidates holding advanced diplomas or undergraduate degrees in a variety of disciplines. This Postgraduate Diploma provides learners with a broad overview of the key aspects of management and then provides comprehensive studies in the various sub-disciplines associated with the marketing of goods, services and ideas in the commercial, industrial and public sectors of the economy.

The nomenclature of this qualification is an important consideration for several reasons. It is known from experience that one of the great strengths of the previous qualification is the balance between the general management curriculum and the specific focus on marketing. This of course, is the key reason for the high credit load of the qualification 180, when the minimum is 120.

This qualification requires learners to complete courses in the fundamental areas of management at NQF Level 8 to ensure their knowledge of the latest thinking and research in the key areas with which they will be grappling within a particular industry. Being an effective manager and/or leader in a Brand Management team for a Fast Moving Consumer Goods (FMCG), for instance, with a budget of tens of millions of rands requires learners to have a far wider knowledge about budgeting, finance, sales forecasts and people management, rather than having just a deep knowledge of marketing. A graduate who completed their degree several years before will not necessary be aware of the current developments in leveraging social media to its optimum because of the rapid changes in technology and communication. Management is a science, and graduates from this qualification are required to get to grips with the science that can be applied to the specific profession and having this more general knowledge adds greatly to the depth of education. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
Applicants who do not have a Degree or Advanced Diploma but have at least 5 years working experience in a related organisational setting may be assessed through a combination of case studies and entrance examinations to determine whether they have the equivalent educational ability and motivation as someone with the Level 7 exit level outcomes.

Entry Requirements:
Admission to the Postgraduate Diploma will require a:
  • Bachelor's Degree or relevant Advanced Diploma in a related field. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The Post Graduate Diploma in Management in Marketing consists of 8 compulsory modules at NQF Level 8 totalling 144 Credits.
  • Organisation and Management, 18 Credits.
  • Business Research and Communication, 18 Credits.
  • Effective People Practices, 18 Credits.
  • Consumer Behaviour, 18 Credits.
  • Electronic Marketing, 18 Credits.
  • International Marketing and Brand Management , 18 Credits.
  • Retail Management and Services Marketing, 18 Credits.
  • Integrated Marketing Communication, 18 Credits.

    Electives (Select two, 36 Credits):
  • Creativity in Business (first semester), 18 Credits.
  • Project and Operations Management (second semester), 18 Credits.
  • Social Entrepreneurship (second semester), 18 Credits.
  • Event Management (second semester), 18 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Critically engage with different theoretical constructs and frameworks as they apply to management and organisations.
    2. Recognise the role, value and relationships between the different functional areas within organisations and be able to maximise these.
    3. Conduct affairs with integrity, mindful of the impact decisions that are taken will have in both the long- and short-term.
    4. Demonstrate a heightened understanding of the related systems of management marketing and the dynamic inter-relationship between these units and the broader context.
    5. Execute a comprehensive applied marketing research studies using both qualitative (e.g. in-depth interview) and quantitative (e.g. inferential statistics and path modelling) techniques. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Business issues that contribute to the developing knowledge base in the industry are researched with an understanding of methodological complexities and uncertainties in order to identify, analyse and address complex problems.
  • Specific socio-economic challenges of local and national environments are appreciated and responded to within an international context of doing business.
  • Information from a variety of sources is found, analysed, organised and integrated.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Solutions to business problems are produced and communicated as these arise in the course of professional activity.
  • The value and purpose of strategic thinking is recognised.
  • The need for sustainability in all aspects of business, including people, profit and planet is understood.
  • The value of an entrepreneurial mind-set and to be able to assess both risk and opportunity is appreciated.
  • A positive contribution is made in a wide variety of organisational settings and sectors, especially conscious of the specific needs of each particular context.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Situations and problems are approached with an ethical and legal framework.
  • Innovation and creative thinking about solving problems are applied.
  • Decisions based on sound knowledge and judgement are made.
  • The value of diversity, and the ability to form constructive and collaborative relationships emulating in a business environment are appreciated.
  • The relationship between group dynamics and effective decision making is recognised.
  • All aspects of strategic management are integrated with an appreciation of the value of diversity.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • A situational analysis using tools such as a SWOT (Strengths, Weaknesses, Opportunities and Threats) and PESTEL (Political, Economic, Social, Technological, Environmental and Legal) analysis is conducted.
  • Frame a research question by understanding the influential factors and the significance of the desired outcome is conceptualised.
  • Social media platforms are used (e.g. Facebook, Twitter, Instagram and LinkedIn) as a bi-directional tool of engagement in order to communicate with customers and learn about their preferences, lifestyle, customer requirements.
  • Consumer insights are driven through practices such as data mining from in-house and third party databases, collaborative filtering and 'Big Data' analysis.
  • Supply chain of manufacturing, wholesale and retail businesses is analysed with a view to creating efficient operations that are responsive to fluctuations in consumer demand and buying patterns.
  • Consumer brand in compliance with the prescribed business strategy and resource dispensation is nurtured and grown.
  • International opportunities are identified and maximised through an understanding of both developed and developing markets, and the economic shifts in a globalised world.
  • Goals for marketing campaigns which facilitate ongoing measurement of performance are set.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • An independent search for relevant sources such as the relevant journals, specialist bibliographies, websites, official publications, file systems and archives is conducted.
  • The most important literature is reviewed and integrated.
  • The distinction between the various research methods in the social sciences (e.g. quantitative, qualitative and participatory action) are identified and defined.
  • Library and other resources are used effectively to suit the needs of the particular area of research.
  • Most applicable research methods and strategies in management marketing are chosen and applied.
  • Theories and models in the analysis and interpretation of collected data are applied.
  • Reasoned theoretical judgements are made.

    Integrated Assessment:
    Each course will have formative assignments and summative examinations. During the year the results of the assignments completed during the year will constitute the year mark for the course - this range between 40 and 45% of the final mark. A final examination will be written in each course, this will form between 55 and 60% of the final mark. 
    		•

    INTERNATIONAL COMPARABILITY 
    University of Wellington in New Zealand offers a Postgraduate Diploma in Marketing. This qualification focuses on enhancing a learner's skills and understanding of all facets of the marketing discipline and the process of creating a market-led organisation. As well as introducing a learner to the principles of marketing in both private and public sectors, the qualification examines the effect of globalisation, the financial aspects of marketing decision-making, the implementation and management of service quality, the critical function of communications, and the processes and issues involved in developing and implementing strategic marketing plans.

    The Postgraduate Diploma in Marketing (PGDipMkt) is a comprehensive 18 month, four trimester qualification that commences with the Certificate in Management Studies (CertMS). It is available to anyone with demonstrated management potential, and several years' practical experience in the business, government, or private sector. The PGDipMkt provides you with the marketing management education you need to get your managerial career path moving quickly and in the direction that you want.

    Admission Criteria:
    A candidate for the Postgraduate Diploma in Marketing (PGDipMkt) before enrolment shall have:
  • Completed a Bachelor's degree or a postgraduate diploma from a New Zealand university or the Certificate in Management Studies (CertMS).
  • Three years of practical experience in management, sales or marketing or at a level acceptable to the Programme Director.

    Oxford College of Marketing in Middleway, Oxford, United Kingdom offers The Chartered Institute of Marketing Postgraduate Diploma in Marketing at Level 7.
    The primary role of strategic marketing is to identify and create value for the business through strongly differentiated positioning - by influencing the strategy and culture of the organisation in order to ensure that both have a strong customer focus. Strategic marketers should champion the customer experience and exert a strong influence on the organisation to adopt a customer orientation, contribute along with other directors and senior managers to its competitive strategy, align the organisation's activities to the customer, and manage the organisation's marketing activities.

    The CIM Level 7 courses consist of two stages. The first stage has 4 Units. The aim of the course is to provide the knowledge, skills and know-how for senior marketing managers.

    Entry Requirements:
    CIM Professional Diploma in Marketing (either the 2004 or 2009 syllabus) or the CIM Advanced Certificate in Marketing
    Or
  • A business or marketing Bachelors or Master's degree (or an equivalent qualification) where a minimum of half the credits come from marketing (i.e. 180 credits in Bachelor Degrees and 90 credits in Masters Degrees)
    And
  • A range of experience working at Senior Marketing Management level that has provided potential learners with the ability to demonstrate that they can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so to pass the entry test to Level 7.

    Conclusion:
    Both qualifications that are offered at international institutions have similar entrance requirements to the Post Graduate Diploma in Management in Marketing offered at UCT. However, the qualification offered at the Victoria University of Wellington focuses on empowering individuals to take on a managerial role whereas both the qualifications offered by UCT and the Oxford University focus on developing managers with skills and knowledge to become strategic in their marketing abilities. 
    		•

    ARTICULATION OPTIONS 
    Horizontally:
    Bachelor of Commerce Honours at NQF Level 08.
    Bachelor of Commerce Honours: Marketing at NQF Level 08.

    Vertically:
    Learners who graduate successfully with the Diploma will be eligible to apply for related Master's level study. 

    MODERATION OPTIONS 
    N/A 

    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 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 Cape Town 


    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.