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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Marketing 
SAQA QUAL ID QUALIFICATION TITLE
96988  Diploma in Marketing 
ORIGINATOR
University of Johannesburg 
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
2027-06-30   2029-06-30  

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 qualification is to develop the applied and practical competencies of the learners in the field of marketing and sales. It provides focused and applied specialisations within these fields. This qualification has a strong vocational orientation and provides learners with direct exposure to the selling environment through a will project in which the department collaborates with the Direct Selling association of South Africa.

Rationale:
Currently learners who complete their Diploma in Marketing Management can continue their studies in marketing by studying Advanced Diploma in Marketing. After the Advanced Diploma, Graduates can enrol into the Honours Degree Marketing.

Rationale of the qualification:
The Diploma in Marketing is designed to meet the needs of those learners who are interested in the field of Marketing. Marketing is an essential and key business function necessary for the success of any organisation, both strategically and operationally. The focus of this qualification is 'to identify, anticipate and satisfy current and future consumer and customer expectations, needs and problems by facilitating and consummating exchange to achieve targeted levels of profitability and / or value in an accountable and socially responsible manner.'

This qualification also reflects the needs of the marketing sector both now and in the future: it gives accessibility and flexibility to the students and to the employer. The level of flexibility is reflected in the multiple job roles and careers, organisational requirements and changing technological nature of marketing and at the same time it allows the individual to work towards a nationally recognised qualification.

Many different roles and careers are linked to and affected by this qualification. They include, but are not limited to:
  • Marketing Managers.
  • Marketing Directors.
  • Brand Managers.
  • Marketing Assistants.
  • Brand Assistants.
  • Product Managers.

    The Diploma in Marketing is structured in such a way that it exposes students to a broad set of core competences. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The Department accepts Recognition of Prior Learning (RPL) as an integral part of education and academic practice. It acknowledges that all learning has value and accepts the challenge posed by the assessment of prior learning and awards credits that are aligned with Faculty programmes in order to promote lifelong learning.

    The purpose of the Institution's RPL policy, which directs the Faculty's RPL procedure, is to recognise prior learning in order to provide access into programmes, grant advanced placement in programmes and grant credits for modules on the principles and processes that serve as a basis for departmental RPL practices.

    The RPL Policy requires the formation of a departmental RPL Committee to review RPL applications. The Committee compromises of at least three appropriate members in a Department, including an Advisor, Assessor and Moderator. An adviser acts as a facilitator between the RPL role players or as an evidence facilitator who may or may not be the Head of Department. The functions of the committee are to:
  • Monitor and review the RPL policy and procedures within the Department.
  • Oversee the RPL process and establish quality management in the Department.
  • Manage the administration of the RPL process according to the RPL sub-committee guidelines as approved by the Faculty.

    Advise the Faculty RPL sub-committee of the Department's recommendations.

    Entry Requirement:
    A potential student should be in possession of a Senior Certificate with the relevant University Endorsement.

    Grade 12 English with at least a Higher Grade or Standard Grade C symbol. Grade 12 Mathematics or Accounting with at least a Higher Grade E or Standard Grade D symbol. Recommended M-Score: 12. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    N 

    QUALIFICATION RULES 
    This qualification consist of modules at Levels 5, 6 and 7 totalling a minimum of 360 Credits.

    Modules at Level 5:
  • Applied accountancy skills 1A, 15 Credits.
  • Business management 1A, 16 Credits.
  • End user computing A, 16 Credits.
  • English A, 16 Credits.
  • Marketing 1A, 16 Credits.
  • Applied accountancy skills 1B, 15 Credits.
  • Business management 1B, 16 Credits.
  • End user computing B, 16 Credits.
  • English, 16 Credits.
  • Marketing 1B, 16 Credits.

    Modules at Level 6:
    Consumer behaviour A, 15 Credits.
    Marketing 2A, 16 Credits.
    Quantitative techniques A, 48 Credits.
    Personal selling, 16 Credits.
  • Consumer behaviour B.
  • Marketing 2B.
  • Quantitative techniques B.
  • Personal selling 1B, 16 Credits.

    Modules at Level 7:
  • Marketing communications A, 16 Credits.
  • Marketing research 3A, 16 Credits.
  • Marketing 3A, 16 Credits.
  • Sales management 3A, 16 Credits.
  • Marketing communications B, 16 Credits.
  • Marketing research 3A, 16 Credits.
  • Marketing 3A, 16 Credits.
  • Sales Management 3B, 16 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Perform a situation analysis and identify marketing opportunities, threats, strengths and weaknesses in a given context.
    2. Formulate marketing and sales objectives.
    3. Design competitive marketing strategies.
    4. Analyse the salesperson's performance in relation to behaviour, role, perceptions, satisfaction and motivation.
    5. Explain sales in customer relationship management.
    6. Describe how and why various sampling methods are used. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment criteria for Exit Level Outcome 1:
  • Accurately perform a situation analysis for a product/service/SBU/organisation of their choice and clearly identify marketing opportunities, threats, strengths and weaknesses within this context.

    Associated Assessment criteria for Exit Level Outcome 2:
  • Clearly define marketing and sales objectives and provide examples of each.

    Associated Assessment criteria for Exit Level Outcome 3:
  • Explain in detail some of the competitive strategies that organisations can employ when competing with their rivals.

    Associated Assessment criteria for Exit Level Outcome 4:
  • Discuss the different product life cycle strategies that marketers can utilise and support your answer with practical examples.

    Associated Assessment criteria for Exit Level Outcome 5:
  • Describe and apply the various observation techniques available to the marketing researcher for a research project.

    Associated Assessment criteria for Exit Level Outcome 6:
  • The respective outcomes as mentioned will be assessed through the completion of two semester tests, an assignment, chapter answers and a formal examination.

    Integrated Assessment:
    The National Diploma Marketing Management implements three summative assessments during the course of a module, one final summative assessment at the end of a module as the means of learning evaluation. The lecturer for each of the above mentioned modules determines the assessment method to be used in each instance.

    Specific assessment regulations are determined by the Faculty Board and approved by Senate. Programmed specific assessment criteria, rules and regulations, are communicated to students in all learning guides. The development and implementation of assessment methods is based on the institutions and Faculty principles of assessment. A variety of 'fit for purpose' methods of assessment are used by the assessor/s within a module to assess the students as defined by the learning outcomes.

    Assessments include the following outcomes based activities:
  • Observation of real or simulated tasks, e.g. practical exercises/demonstrations, role-plays, presentations.
  • Evaluation of a product after a task has been completed, e.g. projects, assignments, case studies, portfolios, artifacts, log books, reflective journals.
  • Questions, oral or written, used either separately or in combination, e.g., tests examinations, including short or long questions, essays, multiple choice questions, etc.

    All assessment activities are accompanied by a memorandum/assessment marking guide

    The number and range of assessment methods used are included in the Learning Guides. Every assessment opportunity carries a predetermined weight that takes the integration of the outcomes into account. 
    		•

    INTERNATIONAL COMPARABILITY 
    We have explored two independent marketing discipline organisations and two universities to establish if there are similar qualifications to compare with the Diploma in Marketing.

    However, we discovered that the Chartered Institute of Marketing (CIM) does offer two programmes. The intermediate programme called Diploma in Professional Marketing is equivalent to the National Diploma in Marketing since both are pitched at Level 6. Their advanced programme called Chartered Postgraduate Diploma in Marketing is equivalent to the Advanced Diploma in Marketing in terms of level of study and scope of learning as well as Exit Level Outcomes.

    The fact that CIM calls it postgraduate is along the same lines as what universities of technology used to refer to the Bachelor of Technology programme as postgraduate in their exclusive context.

    McMaster University, Canada offers a Diploma. This program has been designed in association with the DeGroote School of Business to help students develop and enhance the knowledge and skills required to succeed in a marketing profession. Successful marketing includes analyzing customer needs and wants, building customer relationships, understanding the competition, communicating ideas, developing a strategic marketing plan and executing it properly. 

    ARTICULATION OPTIONS 
    This qualification offer specific articulation opportunities with qualifications offered by the University of Johannesburg.

    Horizontal Articulation:
    National Diploma: Real Estate: Property Marketing: Property Practice and Property Valuation.

    There are specific vertical articulation opportunities with qualifications offered by the University of Johannesburg.

    The qualification offers systemic articulation with the following qualifications offered by other institutions, provided the learner meets the minimum entry requirements:

    Horizontal Articulation:
  • Diploma in Marketing and Public Relations, Level 6.
  • Diploma in Music Education, Level 6.

    Vertical Articulation:
  • Bachelor of Business Administration in Marketing Management, Level 7. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    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. University of Johannesburg 


    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.