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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Marketing and Public Relations 
SAQA QUAL ID QUALIFICATION TITLE
98816  Diploma in Marketing and Public Relations 
ORIGINATOR
NewBridge Graduate Institute (Pty)Ltd - Bank Avenue (formerly Centurion Akademie (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
Diploma (Min 360)  Field 03 - Business, Commerce and Management Studies  Public Relations 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  369  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
2028-06-30   2033-06-30  

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 Diploma is to develop graduates who can demonstrate focused knowledge and skills in a particular field. Typically they will have gained experience in applying such knowledge and skills in a workplace context. A depth and specialisation of knowledge, together with practical skills and experience in the workplace, enable successful learners to enter a number of career paths and to apply their learning to particular employment contexts from the outset.

Rationale:
Centurion Academy has decided to replace its existing Diploma in Marketing and Public Relations, currently presented at Centurion Academy as a two-year programme, with a new three year diploma with the same name. The new three year programme will provide learners with a qualification at NQF Level 6, as opposed to the current two year Diploma that is at NQF Level 5.

This diploma was developed to provide for learner's need for a more comprehensive qualification in the field of marketing and public relations. Learners will not just be introduced to the above mentioned disciplines, but will also gain valuable insight into marketing and public relations on a strategic, as well as a philosophical level. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
Learning that has been acquired through formal, informal and non-formal means is recognised for the fulfilment of the requirements of this qualification or part of the qualification. It is required that through assessment practices, the student should demonstrate competence in the knowledge, skills, values and attitudes implicit in this qualification. Recognition of Prior Learning is performed by means of an Integrated Assessment as mentioned in the previous paragraph.

This Recognition of Prior Learning may allow for accelerated access to further learning. All recognition of Prior Learning is subject to quality assurance by the relevant accredited Education and Training Quality Assurance Body and is conducted by a registered workplace assessor.

Entry Requirements:
The minimum entrance requirements are:
  • National Senior Certificate (NSC) allowing entry to Diploma studies.
    Or
  • Senior Certificate. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of compulsory modules at NQF Levels 5, 6 and 7 totalling 369 Credits.
    Modules at NQF Level 5: 127 Credits:
  • Marketing 105, 26 Credits.
  • Public Relations 105, 26 Credits.
  • Economics 105, 15 Credits.
  • Accountancy 105, 15 Credits.
  • Personal Selling and Consumer Behaviour 105, 20 Credits.
  • Business Communication 105, 10 Credits.
  • Business Management 105, 15 Credits.

    Modules at NQF Level 6: 170 Credits:
  • Marketing 206, 35 Credits.
  • Public Relations 206, 35 Credits.
  • Commercial Legislation 206, 15 Credits.
  • Events management 206, 10 Credits.
  • Personal Selling and Consumer Behaviour 206, 25 Credits.
  • Advertising and Sales Promotion 306, 20 Credits.
  • Marketing Research 306, 30 Credits.

    Modules at NQF Level 7: 72 Credits:
  • Marketing 307, 36 Credits.
  • Public Relations 307, 36 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate an understanding of the main issues, concepts and tools of economics, with an emphasis on the institutional features of the South African economy.
    2. Communicate information effectively, reliably and coherently in the design of exercise programmes using appropriate and professional formats.
    3. Demonstrate an understanding of the ethical and social implications of management decisions and actions on the organisation, community and society at large.
    4. Launch research projects (with the assistance of statistics specialists) to address marketing management problems/ questions within an organisation. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The main differences among a traditional economy, a command economy, a market economy and a mixed economy are described.
  • The most important concepts in respect of the national accounts are explained.
  • The basic instruments of monetary policy are explained.
  • A distinction between nationalisation and privatisation is made.
  • Government spending and financing are discussed.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Knowledge of corporate speaking and writing is demonstrated.
  • A business letter appropriate to different businesses is written.
  • The role of perceptions in communication is explained.
  • The implementation of verbal and non-verbal communication in everyday life is illustrated.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • The importance of quality to service organisations is argued.
  • The tri-sector social responsibility framework is described.
  • Appropriate legislation and regulations are listed from a consumer perspective.
  • The rights of a consumer are explained in detail.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Basic principles of the market research process are explained.
  • Different research designs are defined and classified.
  • Role players in the marketing research industry are identified, contrasted and compared.
  • The principles of writing a report are discussed.

    Integrated Assessment:
    Assessment practices must be open, transparent, fair, valid, and reliable and ensure that no student is disadvantaged. Learning, teaching and assessment are in line with each other.

    The term 'Integrated assessment' implies that theoretical and practical components should be assessed together. During integrated assessments the assessor should make use of formative and summative assessment methods and assess combinations of practical, applied, foundational and reflective competencies.

    A variety of methods must therefore be used in assessment. Tools and activities must be appropriate to the context in which the student is working. Where it is not possible to assess the student in the workplace or on-the-job, simulations, case studies and other similar techniques should be used to provide a context appropriate to the assessment.

    Assessors should assess and give credit for the evidence of learning that has already been acquired through formal, informal and non-formal learning and work experience. 
    		•

    INTERNATIONAL COMPARABILITY 
    RMIT University in Australia offers a Diploma in Business (Public Relations). The qualification covers topics relating to Project Work, Digital Media, PR Campaigns and Strategy, Copywriting and Producing Effective Presentations. Learners are taught how to conduct market research, analyse consumer behaviour for specific markets, and effectively use Information Technology tools available to Public Relations Practitioners.

    In Ireland, The Public Relations Institute of Ireland has a Diploma in Public Relations. The aim of the qualification is:
  • To enable learners to develop a critical understanding and expertise in the academic and professional bases of public relations, and their applications.
  • To provide a structured curriculum which provides learners with the foundation knowledge upon which they will build that detailed understanding.
  • To allow learners to become proficient in the writing of a range of material common in the practice of public relations.
  • To develop the ability of learners to undertake themselves credible and comprehensive public relations strategies.
  • To equip learners with the knowledge and skills which will enhance their prospects for employment or continuing professional development.

    Conclusion:
    The purposes of the two qualifications cited in this comparability study compare favourably with the purpose of this qualification in terms of the competencies learners expected to display at the exit point. Learners are also required to carry out an independent marketing and public relations research project as part of the assessments. 
    		•

    ARTICULATION OPTIONS 
    This qualification articulates horizontally with the following:
  • Diploma in Tourism Management and Public Relations, at NQF Level 6.

    Vertical articulation is possible with the following qualification:
  • Bachelor of Arts in Public Relations, at NQF Level 7. 
    		•

    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. NewBridge Graduate Institute (Pty)Ltd - Bank Avenue (formerly Centurion Akademie (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.