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: 

Higher Certificate in Marketing 
SAQA QUAL ID QUALIFICATION TITLE
96455  Higher Certificate in Marketing 
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
Higher Certificate  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 05  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 
Purpose:
The purpose of the Higher Certificate in Marketing is to equip learners with the foundational knowledge, skills, and abilities necessary to perform various marketing functions within an organisation. This qualification provides learners with the opportunity to develop essential competencies in key marketing areas, including market research, branding, and consumer behaviour. By combining theoretical knowledge with practical application, learners will enhance their understanding of how marketing operates in diverse business contexts while also cultivating critical thinking and analytical skills. In an increasingly competitive market, this qualification aims to strengthen the marketing capabilities of the workforce, aligning with the frameworks of the Council on Higher Education (CHE) and the South African Qualifications Authority (SAQA). Graduates will be prepared for entry-level positions in the marketing field and equipped to pursue further education for career advancement.

The qualification is designed to offer both academic and vocational pathways that lead to various roles within the marketing industry. Upon completion of the qualification, learners will possess the knowledge to define marketing concepts, apply fundamental principles to develop a coherent marketing mix, and understand the dynamics of business management and communication. Graduates will be responsible for conducting market research to inform decision-making, implementing marketing strategies, and managing marketing communications. These responsibilities are directly linked to specific modules within the curriculum, ensuring that graduates are well-prepared to meet industry demands. With the current skills needs and the scarcity of qualifications in Marketing, this qualification aims to produce graduates who are in possession of specific graduate attributes. These attributes ensure that graduates are equipped to meet the demands of the marketing profession and contribute positively to their organisations and communities. Additionally, these competencies are essential for navigating the dynamic marketing landscape and will be fostered through project-based learning, collaborative activities, and real-world case studies throughout the qualification. The below qualification graduate attributes align with the institution's Graduate Attributes of Critical thinking, innovation and entrepreneurship, communication skills, AI and data literacy, cultural intelligence, ethical awareness, sustainability and environmental awareness, community engagement, adaptability and resilience.

With this in mind, the qualification's graduate attributes identified below demonstrate the competencies the learner will possess upon completion of the modules and assessments within the qualification:
  • Analyse marketing challenges and develop effective strategies through critical thinking and problem-solving.
  • Communicate marketing concepts clearly and effectively in both verbal and written forms
  • Utilise digital tools and platforms for marketing purposes, demonstrating digital literacy and data-driven decision-making
  • Exhibit cultural competence to develop inclusive marketing strategies for diverse audiences
  • Apply ethical principles and responsible marketing practices to ensure transparency and consumer trust.
  • Integrate sustainability principles into marketing strategies to promote environmental and social responsibility.
  • Develop marketing strategies that foster community engagement and social impact.
  • Adapt marketing strategies in response to changing consumer trends and market dynamics.

    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 Level 5 qualification. Upon completion of the qualification, graduates will be able to:
  • Define the sphere of marketing.
  • Explain the typical elementary methods and procedures involved in marketing.
  • Access, process and manage elementary marketing information.
  • Explain marketing contexts and systems within which organisations operate and link these to marketing opportunities.
  • Demonstrate an understanding of business management and communication in organisations.
  • Demonstrate the ability to undertake market research for effective decision making.
  • Apply the fundamental principles of marketing by developing a coherent marketing mix.
  • Demonstrate an understanding of marketing communications within organisations/businesses.
  • Identify, implement and manage marketing strategies and objectives.

    Upon completion of the qualification, learners will be able to progress in the following careers:
  • Marketing Administrator.
  • Marketing Coordinator.
  • Marketing Assistant.

    Rationale:
    The qualification is designed to address the evolving needs of South Africa's dynamic business environment. Recent reports indicate a substantial skills gap in South Africa's marketing sector. The ManpowerGroup's 2022 Talent Shortage Survey revealed that 84% of employers in South Africa are experiencing difficulty filling roles, particularly in areas such as marketing, where the blend of technical skills and human strengths is essential (Manpower Group, 2022). Therefore, as the marketplace becomes increasingly competitive and digital, there is a significant demand for skilled marketing professionals who can drive business growth and innovation (Mawson, 2025). The qualification will provide the learners with the framework for understanding the dynamics of marketing, which is a major operating function of an organisation. Equipped with the core marketing principles and concepts, learners of this qualification will have greater opportunity to compete and succeed in their future career.

    Industry consensus indicates that marketing professionals require a broad-based knowledge that integrates various business disciplines (Kotler, 2024). Considering this, the qualification has been developed in response to a recognised gap in entry-level marketing qualifications that offer a comprehensive understanding of marketing principles beyond niche areas such as retail or sales management. A study by Roux and De Jager (2020) highlighted the diversification of the marketing industry, emphasising the need for graduates to possess a broad range of skills applicable across various sectors. The research identified a lack of comprehensive marketing education, suggesting that existing qualifications often focus narrowly on specific areas, thereby underscoring the necessity for qualifications that provide a holistic understanding of marketing principles. The National Development Plan (2030) emphasises the importance of building a capable and developmental state, which includes enhancing the skills base to support an inclusive economy.

    By providing foundational knowledge in marketing principles, consumer behaviour, and digital marketing strategies, this qualification aligns with national objectives to foster economic growth and reduce unemployment. Therefore, the qualification meets specific industry needs by equipping graduates with the skills necessary to enhance brand awareness, drive sales growth, and engage consumers effectively. The qualification contributes to national economic strategies by fostering a skilled workforce capable of supporting diverse organisations, including non-profits and commercial entities (Brown, Lauder, Cheung, 2020). By bridging theoretical knowledge with practical application, the qualification promotes professional development and contributes to economic growth.

    The qualification is designed to benefit both the marketing sector and broader socio-economic development by providing a pathway for further education in marketing while producing graduates who can drive innovation and effective marketing strategies. With the rapid growth of digital marketing, evolving consumer behaviour, and the increasing importance of data-driven decisions, skilled marketers are critical to shaping the future of business operations and growth (Inamdar, 2024). According to the Global Marketing Trends Report by Deloitte's (2021), businesses worldwide are increasingly seeking professionals who can navigate complex market dynamics and leverage digital platforms to engage consumers effectively. The demand for marketing professionals who can develop integrated marketing strategies across various platforms is evident, especially as businesses adapt to the changing landscape post-pandemic. This qualification addresses this demand by equipping graduates with a solid foundation in marketing principles, preparing learners for roles where they can meaningfully contribute to business growth and customer engagement. Furthermore, the qualification provides a stepping stone for further academic advancement, enabling graduates to pursue higher-level qualifications such as degrees or advanced diplomas. Ultimately, this qualification will contribute to South Africa's economic growth by preparing a new generation of marketing professionals capable of adapting to and leading change in the dynamic and competitive marketing landscape.

    By completing this qualification, learners will be better positioned to further their studies in marketing or related fields, enhancing their career prospects and contributing to the long-term development of the marketing sector. The range of learners the qualification is directed towards includes recent school leavers interested in pursuing a career in marketing, working professionals in the marketing sector who wish to enhance their skills or shift their career focus toward marketing and individuals seeking a high-quality education that is grounded in real-world public management challenges and best practices. The qualification not only enhances individual career prospects but also contributes positively to the marketing sector, empowers society, and supports broader economic growth. This multifaceted impact underscores the qualification's importance in today's dynamic business environment. The typical learners for the qualification include recent high school graduates and adult learners looking to enhance their qualifications and skills. These learners often seek to transition into marketing roles or advance within their current positions. Graduates of this qualification will be well-prepared for various entry-level positions such as:
  • Marketing Administrator
  • Marketing Coordinator
  • Marketing Assistant

    The qualification is pitched at NQF Exit Level 5 with a total of 120 credits. The qualification articulates horizontally, vertically, and diagonally with a range of other qualifications offered by institutions both internationally and locally across the country. Upon completion of the qualification, learners can progress from a Higher Certificate to a National Diploma, Advanced Certificate and/or a Degree qualification. Additionally, learners can then progress from an honours or postgraduate diploma to a master's degree and ultimately to a doctorate-level qualification within the cognate field. Graduates of the qualification will be able to articulate into the institution's Advanced Certificate in Management Studies qualification or the Bachelor of Commerce in Marketing Management qualification. The articulation results in a propensity among learners to pursue further specialisation to enhance their prospects for career advancement.

    In conclusion, the qualification provides a robust foundation for individuals seeking to thrive in the dynamic field of marketing. By equipping learners with key skills in marketing strategy, consumer behaviour, and digital marketing, the qualification addresses the growing demand for skilled professionals in an increasingly competitive marketplace. Not only does it bridge the skills gap within the marketing sector, but it also serves as a pathway to further academic advancement, enabling graduates to pursue higher qualifications and enhance their career prospects. By fostering innovative thinking, effective brand management, and data-driven marketing practices, the qualification contributes to the economic growth and development of South Africa. 
    		•

    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 is 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 institution's 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 student has acquired competence in the following areas:
  • Basic theoretical knowledge
  • Practical competence
  • Reflective competence
  • Applied competence

    The RPL applicant must:
  • Be at least 23 years of age for undergraduate qualifications and at least 30 years of age for postgraduate qualifications
  • Applicants must demonstrate relevant professional work experience as follows:
    Undergraduate Qualifications: A minimum of 3 years of related work experience.
    Postgraduate Diplomas: A minimum of 4 years of related work experience.
    Honours Qualifications: A minimum of 5 years of related work experience.
    Master's Qualifications: A minimum of 8 years of relevant work experience.
  • Submit a detailed Portfolio of Evidence with documents required to substantiate RPL application
  • Provide a comprehensive CV with detailed work experience
  • Submit certified copies of qualification certificates and transcripts
  • Provide a signed personal letter of motivation
  • Submit all relevant and appropriate certificates for short courses or training (formally, informally, or non-formal) completed to support the motivation to be accepted for the qualification through RPL and as evidence of continuous assessment and learning
    Or
  • Produce a letter from the Human Resources (HR) Department for relevant and appropriate short courses or training (formal, informal, or non-formal) completed to support the motivation to be accepted for the qualification through RPL and as evidence of continuous assessment and learning for those who are not in possession of certificates
  • For all Master's qualifications- Submit a signed Recommendation letter written by a reputable person to be provided as an endorsement of the applicant's qualities, capabilities, performance and suitability for the qualification
  • Sign a Declaration to confirm English Language and IT proficiency

    NB: If the applicant's highest accredited qualification has been completed within 5 years to date of the application period, the applicant must articulate onto the appropriate qualification

    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. Some of the key criteria that will be used in evaluating 'non-standard' applicants include:
  • The applicant's motivation;
  • Job description, covering relevant area of work, giving examples of tasks carried out, possibly supplying references, linked to a portfolio of evidence;
  • The nature and level of life/work experience and prior study, and the learning which has resulted from such experience;
  • Details of in-company short courses, length, content of material covered, standard achieved;
  • The clarity of the applicant's educational goals and objectives; and
  • The extent to which the applicant can provide evidence of the threshold skills and knowledge for the qualification.

    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 required. 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:
  • National Senior Certificate NQF Level 4, granting access to Higher Certificate studies.
    Or
  • National Certificate Vocational NQF Level 4, granting access to Higher Certificate studies.
    Or
  • Senior Certificate NQF Level 4 without endorsement. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at NQF Level 8 totalling 120 Credits.

    Compulsory modules, Level 5, 20 Credits.
  • Principles of Marketing Management, 20 Credits.
  • Marketing Communications, 20 Credits.
  • Consumer Behaviour and Decision Making, 20 Credits.
  • Branding and Brand Management, 20 Credits.
  • Introduction to Marketing Research, 20 Credits.
  • Global and e-Marketing, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Define the sphere of marketing.
    2. Explain the typical elementary methods and procedures involved in marketing.
    3. Access, process and manage elementary marketing information.
    4. Explain marketing contexts and systems within which organisations operate and link these to marketing opportunities.
    5. Demonstrate an understanding of business management and communication in organisations.
    6. Demonstrate the ability to undertake market research for effective decision making.
    7. Apply the fundamental principles of marketing by developing a coherent marketing mix.
    8. Demonstrate an understanding of marketing communications within organisations/businesses.
    9. Identify, implement and manage marketing strategies and objectives. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Explore foundational theory of marketing and reflect an understanding through the correct use of terminology, concepts, principles and theories.
  • Explore and explain the evolution and nature of marketing to illustrate how marketing activities contribute to identifying and satisfying customer needs in a dynamic business environment.
  • Apply the core elements and role of marketing to demonstrate how marketing integrates with overall business strategy and value creation.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Explore underlying marketing theories and demonstrate familiarity through application of knowledge to changing marketing principles.
  • Apply elementary marketing techniques and tools to demonstrate a practical understanding of how marketing procedures contribute to organisational objectives.
  • Outline procedures for planning and implementing marketing strategies to demonstrate how marketing plans are formulated and evaluated in diverse organisational contexts.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Explore elementary marketing information and reflect understanding through appropriate use of principles, theories and practices in the business environment.
  • Process, analyse, and interpret marketing information to support decision-making using information management principles.
  • Apply marketing principles to design an effective marketing mix, using practical examples to show the ability to adapt strategies to different products, markets, or consumer segments

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Explore underlying marketing contexts and systems, and reflect understanding through appropriate use of principles, theories and practices in the business environment.
  • Explore related theories and show familiarity by demonstrating an understanding of related marketing theories.
  • Apply environmental and organisational insights to identify marketing opportunities supporting informed decision-making

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Explore business management and reflect an understanding through the correct use of terminology, concepts and principles.
  • Present communication models and derive an understanding from the ability to apply different communication models relevant to stakeholder communication requirements.
  • Evaluate stakeholder communication strategies to demonstrate how appropriate channels and messages enhance relationships and align with organisational goals.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Investigate the marketing research process and show an understanding through the application of appropriate marketing research theory.
  • Select and utilise research tools and techniques appropriately to gather valid and reliable marketing information.
  • Interpret and present research findings to demonstrate the ability to transform data into actionable insights that support organisational objectives.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Explore product, price, promotion and place elements utilising fundamental marketing principles.
  • Explore marketing mix strategies and show an understanding through the application of appropriate marketing mix strategy.
  • Justify integrated marketing mix strategies to demonstrate how combinations of marketing variables can effectively address consumer needs, competitive positioning, and market conditions.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Explore foundational marketing communication theory and reflect understanding through the appropriate use of principles, theories and practices in the business environment.
  • Analyse elements of the marketing communications mix to illustrate how integrated tools achieve consistent messaging and organisational objectives.
  • Apply communication strategies and platforms to demonstrate how effective message design and media choice enhance stakeholder relationships and organisational performance.

    Associated Assessment Criteria for Exit Level Outcome 9:
  • Explore foundational marketing strategies and apply understanding of principles and strategies to business contexts.
  • Explain contemporary issues in marketing strategy using appropriate marketing terminology to demonstrate understanding.
  • Evaluate marketing performance using appropriate tools and metrics to demonstrate the ability to refine strategies for improved organisational results.

    Integrated Assessment
    The institution's Assessment Strategy has been reviewed and amended according to Council on Higher Education Accreditation Criteria (2012), the National Policy and Criteria for Designing and Implementing Assessment for NQF Qualifications and Part-Qualifications and Professional Designations in South Africa (SAQA, 2014).

    Integrated assessment requires careful consideration in implementing 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 assessments allow for regular feedback to learners, highlighting areas of success and improvement. Summative assessments evaluate student learning after a student's learning journey. Imperative to integrated assessments is the provisioning of feedback to not only learners but also internally, whereby the results of assessments play a critical role in informing the development of future assessments, assessment practices and the continuous improvement of the qualification.

    Assessments at different NQF Levels
    The institution has recognised a change in its student profile and more significantly in the learning needs of learners, nationally and internationally. Correspondingly, there have been a number of advancements in education technology that better support student success. In pursuit of global relevance and enhanced student success, the institution has taken the decision to participate in this global trend and will initiate the natural progression from distance to online for its qualifications and to this end, the institution has undertaken a review of its Assessment Strategy. The Assessment Strategy is outlined within the institution's Assessment Policy. As such, the following is provided as rationale for the assessments at NQF level 5:

    Qualifications pitched at NQF level 5 are usually one year in duration, and one would assume better throughput rates in qualifications of shorter duration. Internal research undertaken at MANCOSA has evidenced, however, that the higher certificate qualifications have similar and, in some cases, lower throughput rates than those of the degree qualifications. This can be attributed to the entry profile of learners on the NQF level 5 qualifications, the majority of whom are school leavers who did not qualify for degree endorsement. This suggests that these learners require additional support to ensure a reasonable opportunity at success. The institution has therefore introduced a range of knowledge checks and reflective exercises into the NQF level 5 assessments. The core purpose is for the student to develop and demonstrate an understanding of key concepts, terms, and theories. These knowledge checks grant learners additional opportunities to be assessed and get feedback for continuous improvement and therefore carry a 40% weighting each - ultimately enhancing the learning experience and supporting a philosophy of lifelong learning. Exams are stressful and often regurgitation exercises that do not contribute to the philosophy of lifelong learning. As such, the institution has elected to introduce a project component as the summative assessment for the Higher Certificate Qualifications, which contributes 60% of the final assessment weighting and will allow learners to synthesise their experiences and knowledge and apply these to practical scenarios.

    Assessment Type, Method, and Description
    The assessment method for each module on this qualification is:
    Formative Assessments
  • These are online assessments.
  • These assessments are in the form of multiple-choice, true/false or a combination of both.

    Summative Assessment
  • This assessment is in the form of a project and requires calculations and/or application to relevant theory.

    Formative Assessment:
  • Formative Assessment 1 (KCQ 1)
  • Formative Assessment 2 (KCQ 2)
  • Formative Assessment 3 (KCQ 3)
  • Formative Assessment 4 (KCQ 4)

    Summative Assessment:
  • Summative Assessment (Project)

    The final mark is calculated as follows: ¿¿
  • Formative Assessment, 40%¿
  • Summative Assessment, 60%¿

    How to Pass a Module:¿
  • To pass a module, the following requirements must be met:
  • The compulsory completion of ALL assessment activities
  • To pass a module, a sub-minimum of 50% is required in each form of assessment, and a final combined mark of 50% is required
  • Learners are required to attempt formative assessments 1 and 2 and achieve a combined average of at least 50% before writing their Online Summative Assessment. 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: Toronto, Ontario, Canada
    Name of Institution: Centennial College
    Name of Qualification: Marketing Management

    Purpose of Qualification:
    In just two semesters, Centennial College's Marketing Management qualification will prepare¿learners to become a marketing professional who carries out a broad range of marketing functions within business, government, and not-for-profit organisations. This Marketing Management qualification will cover¿marketing management¿along with related subjects in brand management, marketing project management, digital marketing, marketing services, integrated marketing communications, marketing research, and international marketing strategy. As a result, learners will develop a solid understanding of domestic and international marketing issues. Once learners graduate, they will be able to employ analytical, decision-making, organisational and communication skills to support the marketing activities of a wide variety of organisations. Learners may also continue their studies in a specialised area¿such as research and analytics or corporate account management. In today's competitive marketplace, it's essential that every business develops, implements, and monitors a strong marketing plan. Environmental factors such as evolving technology, societal and sustainable needs, demographic trends, regulatory changes, and intense competition continue to challenge the marketing function to provide more returns to an¿organisation's¿various stakeholders. Understanding what customers want and providing products and services to them is the essence of marketing. This Marketing Management qualification will provide learners with the opportunity to develop knowledge and skills applicable to today's workforce.

    Learning Outcomes:
  • Formulate a marketing plan that will meet the needs or goals of a business or organisation
  • Develop an integrated marketing communications plan for a product, concept, good and/or service based on an identified market need or target
  • Formulate strategies for developing new and/or modified products, concepts, goods and services that respond to evolving market needs
  • Develop strategies for the efficient and effective placement/ distribution of products, concepts, goods, and services that respond to evolving markets
  • Evaluate the impact of using different marketing strategies for a product, concept, good and/or service, on the finances, Return on Investment (ROI) and business goals of an organisation
  • Evaluate the viability of a concept, product, good and/ or service in a local, national or international market
  • Conduct market research to provide information needed to make marketing decisions
  • Communicate marketing information persuasively and accurately in oral, written, graphic and interactive media formats
  • Plan, prepare and deliver a sales presentation or pitch that addresses the needs of the client
  • Develop strategies with clients, customers, and consumers and others to grow and maintain relationships
  • Develop learning and development strategies and plans to enhance professional growth in the field
  • Apply entrepreneurial strategies to identify and respond to new career opportunities that might include contract employment, and self-employment initiatives
  • Participate in and contribute to a framework of organisational policies and practices, when conducting business of the organisation
  • Apply the principles of business ethics and corporate social responsibility to business decisions
  • Employ the management techniques of planning, organising, directing, and controlling marketing functions and activities in response to the business needs of the organisation

    Content:
    Semester One:
  • Business Culture and Craft
  • Management and Leadership
  • Marketing
  • Marketing Brand Management
  • Marketing Project Management
  • Fundamentals of Marketing Research

    Semester Two:
  • Coop/Employment Preparedness
  • Marketing Metrics and Decision Making
  • Integrated Marketing Communications
  • Customer Experience Design
  • International Marketing
  • Digital Marketing Strategies

    Similarities:
  • Both the Canadian Marketing Management qualification and the South African Higher Certificate in Marketing qualification focus on fundamental marketing concepts, providing learners with a strong foundation in key marketing principles, theories, strategies, and practices.
  • Both qualifications are designed to prepare learners for entry-level marketing positions, equipping them with skills that are applicable across a variety of sectors, including business, government, and non-profit organisations.
  • Both qualifications emphasise the development of practical marketing skills, including communication, decision-making, problem-solving, and project management, which are essential for success in marketing-related roles.
  • Both qualifications incorporate industry-relevant curriculum content that addresses current marketing trends, market dynamics, and consumer behaviour, enabling learners to respond effectively to the demands of a competitive marketplace.
  • Both qualifications support the development of an understanding of consumer needs and market environments, helping learners apply marketing principles in real-world contexts.
  • Both qualifications are designed to be accessible to a diverse range of learners, accommodating different educational backgrounds and providing opportunities for further academic and career progression in the marketing field.
  • Both qualifications aim to develop graduates who can contribute effectively to marketing activities within organisations by applying foundational marketing knowledge and practical workplace skills.

    Differences:
  • The Canadian Marketing Management qualification is designed within the context of the Canadian market and industry environment, whereas the South African Higher Certificate in Marketing qualification is developed to address the needs of the South African context and a broader African market.
  • The Canadian qualification is primarily aimed at individuals who already possess some form of post-secondary education and wish to further specialise in marketing, while the South African qualification is designed for a wider range of learners, including those entering higher education for the first time.
  • The Canadian qualification places greater emphasis on specialisation in marketing management, whereas the South African qualification focuses on providing foundational marketing knowledge and skills for entry into the marketing field.
  • In terms of delivery, the Canadian qualification offers multiple learning modes, including asynchronous, synchronous, hybrid, and on-campus learning options, while the South African qualification places a stronger emphasis on flexible and distance learning to accommodate diverse learner needs.
  • The South African qualification is particularly suited to working adults and learners seeking flexible study opportunities, whereas the Canadian qualification incorporates both traditional campus-based learning and technology-enabled delivery methods.

    Country: Dublin
    Name of Institution: Dublin Business School
    Name of Qualification: Diploma in Marketing, Advertising, Sales and Public Relations

    Purpose of Qualification:
    Marketing communications and the marketing profession have changed drastically in the last years becoming more complex and highly competitive. This Diploma in Marketing, Advertising, Sales and Public Relations qualification offers an in-depth overview of the marketing profession, an understanding of the concepts and processes involved to effectively place products or services in the market. This qualification will teach practical skills in relation to the application of marketing, advertising and communications, sales and performance measurement, and public relations. It has a heavy emphasis on helping learners gain real-world experiences, including the planning and execution of projects. With a central focus on how social media and analytics play such a key role in marketing today, this qualification will prepare the learners for the challenges of global competition, customer experience management and fast-changing consumer trends that come with marketing in the 21st century. This qualification aims to develop a student's skills as a professional marketer, presenting all different aspects of marketing communications such as advertising, sales promotion, public relations, direct marketing, and social media. The qualification is strong in its focus on core principles, but it also exposes learners to the reality of how marketing is undergoing digital transformation and acquiring the necessary skills.

    Learning Outcomes:
  • Enable learners to gain knowledge of marketing communications, their tactics, methods and channels
  • Articulate the key aspects of an advertising campaign
  • Explore key elements of strategic PR planning and key communications techniques
  • Identify the challenges of sales management and the utilisation of new technologies
  • Appraise marketing metrics models to measure the efficiency and contribution of the marketing spends

    Content:
  • Marketing Essentials
  • Advertising and Communications
  • Public relations and crisis management
  • Sales and Performance Measurement

    Similarities:
  • Both the South African Higher Certificate in Marketing qualification and the Diploma in Marketing, Advertising, Sales and Public Relations from Dublin cover fundamental marketing concepts and theories, providing learners with a solid foundation in marketing knowledge and practice.
  • Both qualifications are designed to prepare learners for entry-level positions in marketing and related fields, equipping them with skills that are transferable across a range of industries.
  • Both qualifications emphasize the development of practical and workplace-relevant skills, including communication, decision-making, problem-solving, and strategic thinking, which are essential for success in marketing roles.
  • Both qualifications support the development of an understanding of marketing principles, consumer behaviour, and business environments, enabling learners to apply their knowledge in real-world contexts.
  • Both provide opportunities for admission through Recognition of Prior Learning (RPL), allowing learners to demonstrate relevant knowledge, skills, and experience for access to the qualification.
  • Both qualifications address contemporary marketing trends and challenges, preparing learners to operate effectively within dynamic and evolving marketplace environments.
  • Both qualifications aim to equip learners with the knowledge and skills required to understand and respond to consumer needs, while contributing effectively to organisational marketing activities.
  • Both qualifications provide a pathway for further academic study and professional development within the broader marketing and business disciplines.

    Differences:
    The South African qualification offers a targeted curriculum focused on foundational marketing principles and practices, ensuring learners gain essential skills needed for entry-level positions across various sectors. Its accessibility is a significant advantage, as the qualification is designed for a diverse audience, accommodating individuals with varying educational backgrounds and experience levels. However, the Diploma in Marketing, Advertising, Sales and Public Relations Dublin provides an overview of advertising, sales, and marketing. Additionally, the South Africa provides a flexible learning format that supports working professionals, allowing them to balance their studies with work commitments while maintaining a structured approach. 
    		•

    ARTICULATION OPTIONS 
    This qualification allows possibilities for both vertical and horizontal articulation.
    Horizontal Articulation:
  • Higher Certificate in Marketing Management, NQF level 5.
  • Occupational Certificate: Marketing Coordinator, NQF Level 5.

    Vertical Articulation:
  • Bachelor of Commerce in Marketing Management, NQF level 7.
  • Diploma in Business Marketing, NQF Level 6.

    Diagonal Articulation:
  • Occupational Certificate: Marketing Coordinator, NQF level 5. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    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.