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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: |
| Bachelor of Commerce in Marketing Management |
| SAQA QUAL ID | QUALIFICATION TITLE | |||
| 96745 | Bachelor of Commerce in Marketing Management | |||
| 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 | ||
| National First Degree | Field 03 - Business, Commerce and Management Studies | Generic Management | ||
| ABET BAND | MINIMUM CREDITS | PRE-2009 NQF LEVEL | NQF LEVEL | QUAL CLASS |
| Undefined | 360 | Not Applicable | NQF Level 07 | 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 | 2033-06-30 | |||
| 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 |
| 61832 | Bachelor of Commerce: Marketing | Level 6 | NQF Level 07 | 360 | Complete |
| PURPOSE AND RATIONALE OF THE QUALIFICATION |
| The purpose of the Bachelor of Commerce in Marketing Management qualification is to provide learners with both a robust theoretical foundation and applied skills in key facets of marketing and management. It aims to equip graduates with the competencies required to excel in various marketing roles, including digital marketing, brand management, and strategic marketing. The qualification's design is based on the needs of the modern marketing environment, which requires professionals to navigate complex, technology-driven landscapes. This qualification is targeted at full-time learners aspiring to enter the marketing industry, working professionals seeking to advance their careers, and entrepreneurs who want to enhance their marketing capabilities to grow their businesses.
Learners enrolled in this qualification will gain a comprehensive understanding of marketing principles, consumer behaviour, digital marketing strategies, and brand management. The curriculum also covers essential business management areas, such as financial analysis, strategic management, and entrepreneurship. This combination ensures that graduates are not only proficient in marketing but also have the broader business acumen required to succeed in leadership roles. Additionally, learners will develop critical thinking and problem-solving skills through practical assignments and case studies that mirror real-world marketing challenges. The qualification is aimed at individuals who aspire to build a career in marketing or advance their current roles within the marketing field. This includes full-time learners who have recently completed secondary education, and professionals who are already working in the marketing or business sectors but seek formal qualifications to enhance their career prospects. Entrepreneurs who wish to improve their marketing skills to promote and grow their businesses are also a key target audience. Furthermore, the distance learning mode makes this qualification accessible to a wider range of learners, particularly working professionals who require flexibility. This allows learners from diverse geographical regions and backgrounds to benefit from the qualification. Learners will be motivated to complete the Bachelor of Commerce in Marketing Management qualification because of its relevance to the modern marketing landscape. The qualification offers practical, industry-aligned knowledge that directly enhances employability and career growth. Graduates will be well-positioned for marketing roles in industries such as retail, digital media, finance, and consumer goods, among others. Additionally, the skills gained in digital marketing, strategic planning, and brand management will enable learners to meet the demands of employers seeking marketing professionals who can drive business growth. The inclusion of business management modules further broadens career opportunities, allowing graduates to take on leadership roles or even start their own businesses. The Bachelor of Commerce in Marketing Management qualification is also a stepping stone to further studies at the honours or postgraduate diploma levels, opening up additional pathways for academic and professional development. The Bachelor of Commerce in Marketing Management qualification offers learners a competitive edge in the job market by equipping them with both marketing expertise and broader business management skills. With the current skills need and the scarcity of qualifications in marketing, this qualification aims to produce graduates who are in possession of specific graduate attributes. The combination of strategic and operational skills will make graduates versatile and adaptable, qualities that are highly valued by employers. The below qualification graduate attributes align to the institution's graduate of industry demands, ethical principles, innovation and creativity, communication skills, leadership potential, teamwork dynamics, critical thinking and cultural diversity awareness. 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: 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 7 qualification. Upon completion of the qualification graduates will be able to: Graduates of the Bachelor of Commerce in Marketing Management qualification can pursue a variety of career pathways in the marketing sector and beyond. These include roles such as: Rationale: The qualification is designed to meet the increasing demand for qualified marketing professionals in South Africa and the global economy. Marketing has evolved rapidly over the past decade due to technological advancements, changing consumer behaviour, and the globalisation of markets (Kotler and Keller, 2021). This has created a significant gap in the supply of professionals equipped with the skills and knowledge to thrive in today's highly competitive and dynamic marketing environment (American Marketing Association, 2022). This qualification was developed in response to the growing demand for highly skilled marketing professionals who can adapt to the rapid changes in the global business landscape. With the rise of digital platforms, the need for marketers with expertise in digital marketing, consumer behaviour analysis, and strategic management has never been greater (Chaffey and Ellis-Chadwick, 2022). The Bachelor of Commerce in Marketing Management qualification addresses these needs by preparing graduates to meet the evolving demands of businesses, both locally and globally, ensuring that graduates are equipped with the skills to contribute to economic growth and business innovation. By integrating digital marketing strategies with traditional marketing principles, the Bachelor of Commerce in Marketing Management qualification ensures that graduates can drive business success in a competitive, technology-driven environment. This qualification will significantly benefit the marketing sector, society, and the economy by addressing the demand for skilled marketing professionals capable of driving business growth, fostering innovation, and enhancing competitiveness in both local and global markets. Graduates will be equipped with advanced marketing techniques, including digital marketing and strategic planning, which are essential for businesses to navigate modern challenges. A review of the National Qualifications Framework (NQF) found no similar qualification at NQF Level 7 that combines traditional marketing principles, digital strategies, and business management in one qualification. This unique offering equips graduates with the skills needed for economic growth and innovation, preparing them to succeed in today's competitive, tech-driven environment. This, in turn, supports broader economic goals, such as job creation and the development of small and medium enterprises (SMEs), which are crucial for South Africa's economic sustainability and growth (Department of Small Business Development, 2021). The qualification is offered via a distance module of learning, which offers significant benefits to learners, particularly in today's fast-paced and technology-driven world. Distance learning provides flexibility for working professionals, allowing learners to further their education without disrupting their employment or personal commitments. This is particularly advantageous for learners in remote areas, as learners can access high-quality education without the need to relocate or commute. Additionally, distance learning fosters self-discipline and independent learning, key traits that are highly valued in the professional world. Through this mode of delivery, ensures that a wider range of learners, including those with diverse life responsibilities, can gain access to valuable education and career advancement opportunities. The Bachelor of Commerce in Marketing Management qualification directly addresses the increasing need for qualified professionals in the marketing sector. As businesses shift towards digital platforms and data-driven marketing strategies, there is a growing demand for marketing professionals who are equipped with both traditional marketing knowledge and modern digital skills (Kingsnorth, 2022). The qualification fills that gap by offering a curriculum that balances marketing fundamentals with the latest in digital marketing and business management, preparing graduates to meet industry demands and contribute meaningfully to the growth of businesses. The typical learner for this qualification includes full-time learners aiming to enter the marketing field, professionals seeking career advancement, and entrepreneurs looking to enhance their marketing strategies to grow their businesses. The qualification is also tailored for distance learners, offering flexibility for working individuals to further their education while maintaining employment. Graduates of the Bachelor of Commerce in Marketing Management qualification can pursue a variety of career pathways in the marketing sector and beyond. These include roles such as: |
| 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 are 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 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 learner has acquired competence in the following areas: 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: Or Or |
| RECOGNISE PREVIOUS LEARNING? |
| Y |
| QUALIFICATION RULES |
| Compulsory Modules, Level 5, 105 Credits:
Elective Modules, Level 5, 15 Credits: Compulsory Modules, Level 6, 120 Credits Compulsory Modules, Level 7, 120 Credits |
| EXIT LEVEL OUTCOMES |
| 1. Demonstrate competence in applying the basic theoretical principles of marketing management in problem identification and solving and reflect on the application made.
2. Demonstrate effective communication competence with the different role players in the marketing management field and applying the theoretical principles of communication (oral/written) and reflect on the application made. 3. Organise and coordinate resources and opportunities in the field of marketing management by applying the relevant theoretical aspects and reflect on the application. 4. Utilise appropriate e-marketing technologies in expanding marketing coverage. 5.Practice acceptable social sensitivity with others and work effectively in self-directed marketing management teams by implementing the relevant theory of teamwork and reflect on the implementation thereof. 6. Analyse and critically evaluate a marketing scenario and develop meaningful suggestions and advice to design and write a full marketing plan. 7. Promote responsible local and global citizenship through their approach towards the holistic application of marketing management capabilities. |
| ASSOCIATED ASSESSMENT CRITERIA |
| Associated Assessment Criteria for Exit Level Outcome 1:
Associated Assessment Criteria for Exit Level Outcome 2: Associated Assessment Criteria for Exit Level Outcome 3: Associated Assessment Criteria for Exit Level Outcome 4: Associated Assessment Criteria for Exit Level Outcome 5: Associated Assessment Criteria for Exit Level Outcome 6: Integrated Assessment: Assessment is carried out by: Assessment centres around: Assessment methods measure the extent to which the learner has achieved competence in the different areas of study delivered through course modules. These assessment methods include: |
| INTERNATIONAL COMPARABILITY |
| Country: United Kingdom
Name of Institution: University of Manchester (UM) Name of Qualification: Bachelor of Science (BSc) in Marketing Management Purpose of Qualification: The Bachelor of Science in Marketing Management at the University of Manchester equips learners with in-depth knowledge of marketing strategies, consumer behaviour, and digital marketing. It combines theoretical concepts with real-world applications, preparing graduates to manage marketing campaigns, develop new products, and improve brand strategies for businesses across industries. The qualification focuses on building strong analytical and research skills to address global market challenges, with opportunities for internships and industry collaborations. Learning Outcomes: Modules: Marketing Research and Analytics Similarities: Differences: Country: Australia Name of Institution: University of Melbourne (UM) Name of Qualification: Bachelor of Commerce (Marketing) Purpose of Qualification: The Bachelor of Commerce (Marketing) at the University of Melbourne provides learners with the skills to analyse consumer behaviour and market trends, design effective marketing strategies, and understand the broader business environment. The qualification is globally recognised and incorporates data-driven decision-making in marketing, with a strong focus on leadership, communication, and problem-solving. Learning Outcomes: Modules: Similarities: Differences: Conclusion: The SA qualification demonstrates favourable comparability with international qualifications within the field of marketing. The qualification has been compared to three international institutions, evaluating aspects such as learning outcomes, content, and articulation possibilities. Although differences exist in terms of delivery mode and specific content focus, SA's qualification aligns well with international standards and remains competitive in the global academic landscape, particularly for distance learning education tailored to Soth African needs. |
| ARTICULATION OPTIONS |
| Horizontal Articulation:
Vertical Articulation: Diagonal Articulation: |
| MODERATION OPTIONS |
| N/A |
| CRITERIA FOR THE REGISTRATION OF ASSESSORS |
| N/A |
| NOTES |
| This qualification replaces Qual ID 61832, which is the Bachelor of Commerce: Marketing, NQF Level 07, 360 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. | 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. |