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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
97048  Diploma in Marketing Management 
ORIGINATOR
Walter Sisulu University 
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 Diploma in Marketing Management will provide learners with the knowledge and skills necessary for designing, implementing and executing marketing strategies, plans, qualifications and operations in marketing environments.

The qualification will provide learners with exposure to principles and concepts of marketing, creative advertising campaigns by letting them undertake case studies, practical selling project and work integrated learning as module for industry exposure.

Through practical selling project and work-integrated learning activities, learners will explore the principles of marketing, marketing research, marketing planning, advertising, sales management and marketing communication and acquire an understanding of the marketing field. The qualification will enhance learners' interpersonal communications, writing and presentation skills.

The qualification will produce learners who are able to help businesses develop the right marketing campaigns and strategies to drive the product's sales and profit. Learners will also be able analyse and determine the factors that lead to best practices in the marketing field.

Rationale:
The qualification is a higher education and professional qualification, suitable for learners who aspire to be managers in the field of marketing or for employees who are ready to assume a managerial role in the broader marketing industry. The needs analysis has especially indicated the need for both a full-time and part-time education qualifications that will allow employed learners to pursue their learners whilst continuing to work on a full-time basis. The qualification mainly attracts school leavers from previously disadvantaged communities but is not limited to these learners.

The qualification aims to give learners the knowledge, skills, and understanding of the best practices in marketing and appreciation of research and effective communication. Learners develop professional skills in areas such as marketing and sales, marketing research, selling techniques, computer literacy and, statistical analysis, report writing and promotional activities.

The qualification will add value by furnishing learners with the ability to think critically in a competitive business environment and gain valuable insight into a broad marketing on a strategic, as well as a philosophical level, furthermore, the qualification will promote an understanding of lifelong learning. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
Learners can apply for the recognition of prior learning according to the institution's RPL policy. Prospective learners submit a Portfolio of Evidence so that assessment of their competencies/prior learning in the following areas numeric, analytical and critical reasoning and short writing exercise.

Entry Requirements:
The minimum entry requirement for this qualification is:
  • National Senior Certificate, NQF Level 4 granting access to Diploma studies.
    Or
  • Senior Certificate NQF Level 4.
    Or
  • National Certificate Vocational, NQF Level 4 granting access to Diploma studies. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory and elective modules at Level Levels 5 and 6 totalling 360 Credits.

    Compulsory Modules, Level 5, 240 Credits:
  • Accounting for Marketers I, 24 Credits.
  • Marketing I, 24 Credits.
  • Personal Selling I (Module I), 12 Credits.
  • Personal Selling I (Module II), 12 Credits.
  • End-User Computing I, 24 credits.
  • Marketing II, 24 Credits.
  • Consumer Behaviour I, 24 Credits.
  • Quantitative Techniques I (Module I), 12 Credits.
  • Quantitative Techniques I (Module II), 12 Credits.
  • Mercantile Law I, 24 Credits.
  • Economics I, 24 Credits.
  • Communication in English, 24 Credits

    Compulsory Modules, Level 6, 120 Credits:
  • Marketing III, 30 Credits.
  • Marketing Research III, 15 Credits.
  • Sales Management III, 15 Credits.
  • Advertising and Sales Promotions I, 15 Credits.
  • Marketing Practices III, 45 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate general knowledge of the field of marketing with the opportunity to acquire greater breadth of knowledge of cognate functional areas or depth in a chosen area of specialisation.
    2. Demonstrate the effective communication of information reliably and coherently in the design of qualification using appropriate and professional formats.
    3. Evaluate, select and apply the appropriate applications and techniques to solve problems in familiar and unfamiliar marketing contexts.
    4. Demonstrate understanding of the economic context and systems within organisations operations and link them to marketing opportunities. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Define the management process of planning, organising, leading and controlling within a given a context.
  • Explain and apply the processes of effective strategic planning and goal setting within the marketing field.
  • Analyse the types of managerial decisions and authority/power.
  • Describe the systems approach to managing change and discuss the diversity of change within an department or organisation and marketing.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Communicate effectively with specific reference to corporate communication, interpreting verbal and non-verbal communication, professional writing and handling groups.
  • Distinguish between different types of media and illustrate how to use them.
  • Discuss advertising as an important of marketing communication.
  • Present the different elements of marketing communication.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Demonstrate knowledge of the main area of marketing, including the nature of marketing, the marketing environment, a background in consumer behaviour, competition and, marketing research.
  • Demonstrate understanding of the basic concepts of business management and entrepreneurship including the business environment.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Explain concepts such as resource constraints and scarcity, opportunity cost, absolute advantage, comparative advantage and terms of trade.
  • Distinguish between different market forms.
  • Identify economic trends that can influence the business and marketing of a product or service.
  • Discuss the methods of scanning environment.

    Integrated Assessment:
    During integrated assessments, the assessor should use of formative and summative assessment methods and assess combinations of practical, applied foundational and reflective competencies. Assessment for this qualification is through a variety of methods.

    Due to learners struggling with job placement and experience, learners indicated a need for Work Integrated Learning introduced as six months module in Semester II of Year III. Assessment of all WIL is through the keeping of a journal, which will be signed by the student's supervisor.

    The following assessment methods may be used:
    Formative assessment:
  • Continuous learning progress assessment.
  • Performance assessment.

    Summative assessment:
  • Written examination.
  • Research project.
  • Portfolio assignments. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification differs from European qualifications in that it is more generalised than similar qualifications, which tend to focus on specific aspects of Marketing. This means that learners completing this qualification will be well-versed in a diverse range of aspects of Marketing and should be allowed entry in, e.g. the Postgraduate Certificate in Marketing offered at the London School of Business and Finance.

    Learners doing a European Diploma in Marketing may also be considered to continue to do the final year of an associated Undergraduate Degree in Sales and Marketing. This, then, may be possible for learners completing this Diploma. 

    ARTICULATION OPTIONS 
    This qualification allows possibilities for both vertical and horizontal articulation.

    Horizontal Articulation:
  • Diploma in Public Relations, Level 6.

    Vertical Articulation:
  • Bachelor of Commerce in Marketing Management, Level 7.
  • Advance Diploma 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. Walter Sisulu University 


    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.