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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
99021  Diploma in Marketing Management 
ORIGINATOR
Oakfields College (Head Office) 
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
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 Diploma in Marketing Management provides qualifying learners with the appropriate knowledge, skills and attitudes to effectively pursue a career in marketing management. The qualification is highly practical in content. Upon successful completion of the qualification, the learner will be able to assess marketing environments and manage a successful marketing effort on a managerial and strategic level. This qualification lays a foundation for higher career advancement and further studies in the field of marketing management.

On completion learners will be able to:
  • Demonstrate sound knowledge and understanding of marketing concepts and the South African Marketing environment.
  • Demonstrate sound understanding of the concept, nature and evaluation of integrated marketing communication, marketing communication functions and the advertising element of marketing communication.
  • Demonstrate an understanding of core business and management research techniques, including both qualitative and quantitative methods, and apply theory to a selected case study by carrying out a sound research process.
  • Demonstrate thorough understanding of financial management principles and how they impact on marketing decisions, such as budgets, financial statements, time-value of money and cost-volume-profit analysis.
  • Demonstrate critical knowledge of how to integrate all the marketing mix decisions into marketing strategies.
  • Demonstrate a detailed knowledge of the world of retailing, types of retailers, multi-channel retailing, and customer buying behaviour.
  • Select and use technologies relevant to the business environment.
  • Exhibit an understanding of macro-economic theory and the impact of micro-economics on the marketing effort.

    Rationale:
    The rationale for this qualification is to produce qualified professionals in the field of Marketing Management who are able to completely and effectively contribute to the marketing environment. Learners will be equipped with the appropriate critical and analytical skills needed to enable them to assess marketing environments and manage a successful marketing effort on a managerial and strategic level.

    Marketing is an essential and key business function necessary for the success of any organisation, both strategically and operationally. This qualification therefore reflects the needs of the marketing sector both now and in the future. A level of flexibility is reflected in the multiple job roles and careers, organisational requirements and changing technological nature of marketing.
    The qualification aims to produce professionals with the competencies necessary to ensure employment in marketing and to encourage qualified learners to not only manage their own careers but to also look for opportunities to further their studies and advance their careers, in such a way that they are able to benefit the South African business environment. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    Admission to this qualification may be obtained through the Recognition of Prior Learning. Candidates who do not qualify for admission in terms of the minimum admission criteria may be considered for admission through a process of recognition of prior learning in keeping with the Institution's policy. RPL may be used to grant credits towards the qualification.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • Senior Certificate (SC).
    Or
  • National Senior Certificate (NSC) passed with diploma studies admission.
    Or
  • National Certificate Vocational (NCV), Level 4 with diploma studies admission.
    Or
  • Higher Certificate in a related field of study, Level 5.
    Or
  • Advanced Certificate in a related field of study, Level 6. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The Diploma in Marketing Management consists of compulsory modules ranging from NQF Level 5 to 7, totalling 360 Credits.

    Modules at NQF Level 5:
  • Marketing I, 20 Credits.
  • Business Communication, 20 Credits.
  • Business Management I, 20 Credits.
  • Economics, 20 Credits.
  • Financial Management I, 20 Credits.
  • Sales Management, 20 Credits.
    Total Credits for NQF Level 5: 120.

    Modules at NQF Level 6:
  • Marketing II, 20 Credits.
  • Business Management II, 20 Credits.
  • Financial Management II, 20 Credits.
  • Marketing Communication, 20 Credits.
  • Marketing Research, 20 Credits.
  • Retail Management, 20 Credits.
  • E-Commerce, 10 Credits.
    Total Credits for NQF Level 6: 130.

    Modules at NQF Level 7:
  • Marketing III, 20 Credits.
  • International Marketing, 20 Credits.
  • Digital Marketing, 20 Credits.
  • Service Marketing, 20 Credits.
  • Brand Management, 20 Credits.
  • Work-integrated Learning, 10 Credits.
    Total Credits for NQF Level 7: 110. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate sound knowledge and understanding of marketing concepts and the South African Marketing environment.
    2. Demonstrate sound understanding of the concept, nature and evaluation of integrated marketing communication, the marketing communication functions and the advertising element of marketing communication.
    3. Demonstrate an understanding of core business and management research techniques, including both qualitative and quantitative methods and apply theory to a selected case study by carrying out a sound research process.
    4. Demonstrate a thorough understanding of financial management principles and how they impact on marketing decisions, such as budgets, financial statements, time-value of money and cost-volume-profit analysis.
    5. Demonstrate critical knowledge of how to integrate all the marketing mix decisions into international marketing strategies.
    6. Demonstrate detailed knowledge of the world of retailing, types of retailers, multi-channel retailing, and customer buying behaviour.
    7. Select and use technologies relevant to the business environment.
    8. Exhibit an understanding of macro-economic theory and the impact of micro-economics on the marketing effort. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The difference between market forms is identified.
  • Knowledge on the role of management is demonstrated and the difference between production and operational management is established.
  • An understanding of concepts such as marketing, markets, management, leadership and managing change is displayed.
  • Knowledge of the South African business environment and the South African perspectives on management issues is demonstrated.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Concepts such as marketing communication, marketing mix, intercept, verbal and non-verbal communication and communication barriers are defined.
  • The principles of marketing communication and the role it plays in the business environment are identified and discussed.
  • The different forms and sources of communication and media used in marketing as forms of communication are identified.
  • The principles of advertising as an element of marketing communication and the role it plays in marketing as a whole are demonstrated.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • The principles, characteristics and role of quantitative and qualitative methods in marketing research are understood.
  • Concepts such as qualitative research, case studies, sampling techniques, measurements, population, correlative studies, quantitative research, mean, median, statistical standards, deviation and numerical data are defined.
  • The differences between qualitative and quantitative methods in market research are identified.
  • Sound knowledge of all the relevant marketing theories and principles is demonstrated.
  • The correct research procedures and processes to follow when dealing with market research are understood.
  • The theory and principles of marketing are practically applied to various case studies through sound and concise research practices.
  • Patterns, trends and statistic developments in case studies are identified and used to support own arguments.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • The role of finances in the marketing environment, the marketing budget, payments and budget management are understood.
  • An understanding of principles of financial management and the ways in which they impact the various aspects of the market is displayed.
  • The various aspects of finances such as budgets, financial statements and cost analysis are understood.
  • An understanding of the value-time in relation to money in the business environment as well an understanding of the relationship between the two concepts is displayed.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Concepts related to international marketing are defined.
  • An understanding of the international market and the role local marketing plays in the marketing mix are demonstrated.
  • The critical and analytical skills needed to determine the value and trends in the international market are demonstrated and to draw up the most effective strategies to integrate into international marketing.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • The various types of retailers and the way in which they impact the world of retailing are explained and discussed.
  • Consumer behaviour based on patterns, trends and studies done in the retail world is critically analysed and the results used to better marketing in retail operations.
  • Sound knowledge and understanding of multi-channel retailing as well as the role it plays in the world of retail is demonstrated.
  • The concept of consumer behaviour is defined and organisational and personal consumers are described.
  • Strategic marketing concepts, market analysis, customer management, competitor analysis and advantages, internal analysis and marketing strategy are understood.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Basic computer skills needed to communicate in the business environment such as using email and internet correspondence as a means to communicate with clients and other businesses are understood and applied.
  • The relevant skills needed to operate various computer software and platforms as a tool in the business environment are demonstrated.
  • The various types of technologies and how they can be used in marketing are understood.
  • The correct technology type in the appropriate business scenarios is selected and used.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • The concepts and terminology related to Macro-economics are clarified.
  • Supply and demand with in-depth insight to the impact it has on the market are explained.
  • An understanding of the principles of macro-economics and the way in which it influences supply and demand in the market is demonstrated.
  • The principles of micro-economics and the impact of these principles on the marketing effort are discussed and understood.
  • The impact that macro-economics and micro-economics have on the market effort not only in isolated cases but also as a whole is analysed.

    Integrated Assessment:
    A combination of formative and summative assessments is applied to integrate theory and practical demonstrations. Integrated assessment implies a planned combination of formative and summative assessment strategies with varying ratios, depending on the level (year) of study where formative assessment implies being supportive to learning, non-judgmental and focused on providing constructive feedback or criticism to the learner, takes place during the learning process and informs planning of future learning activities.

    Summative assessment implies assessment to be mainly concerned with summing up the learning process and therefore usually takes place at the end of the relevant learning process. 
    		•

    INTERNATIONAL COMPARABILITY 
    The Exit Level Outcomes and Associated Assessment Criteria of the qualification have been compared against qualifications from the following countries:

    Canada:
    Institution: Kwantlen University College.
    Title: Marketing Management Diploma.

    Marketing emphasises the competitive advantages of companies and examines the inter-relationships that exist among their customers, the competition, and company resources. A key part of marketing consists of gaining insights into customer needs and then developing effective marketing strategies. The Marketing Management Diploma is a comprehensive qualification designed to give learners a solid, general foundation in this field. The emphasis is on basic business knowledge and skills so learners can explore the discipline of Marketing, with emphasis on the job skills and experience that business demands. Projects with local businesses and organisations are also included to offer learners real world experience.

    United Kingdom (UK):
    Institution: University of Northampton.
    Title: Professional Diploma in Marketing.

    The Chartered Institute of Marketing (CIM) is the recognised professional body for marketing practitioners in the UK. This professional qualification is recognised in the UK, the European Union and other parts of the world. Northampton Business School is an Accredited Study Centre of the CIM. The prime aim of the CIM Professional Diploma is to provide non-business graduates, or those with practical marketing experience, with a sound understanding of the fundamentals of effective marketing management at the operational level. The qualification provides a route into the CIM Professional Postgraduate Diploma in Marketing.

    Australia:
    Institution: University of Technology, Sydney.
    Title: Graduate Diploma in Marketing.

    The Graduate Diploma in Marketing provides a thorough understanding of the basic principles of marketing, marketing research, the motivation of customers and marketing management. This qualification is suitable for those who wish to pursue a career in marketing industries. It seeks to produce diplomats who will be attractive to a wide range of potential employers, reflecting the diverse nature of the marketing industry.

    Conclusion:
    The Diploma in Marketing Management compares favourably with the three cited international qualifications with regard to the purposes and general curriculum of the qualifications. 

    ARTICULATION OPTIONS 
    This qualification offers no specific articulation opportunities with qualifications offered by Oakfields College.

    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 Entrepreneurial Studies, Level 6.

    Vertical Articulation:
  • Bachelor of Commerce in Management Science, Level 7.
  • Bachelor of Business Administration in Marketing and Business Management, 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. Oakfields College (Head Office) 


    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.