Advanced Diploma in Marketing

Purpose

This qualification will equip learners with the necessary skills and knowledge to work in the field of marketing. Qualifying learners will be able to demonstrate:

• Broad scope of management knowledge and how it applies to the discipline of marketing.
• Understanding of the knowledge literacy regarding economics, financial management, management principles in general, marketing research and marketing activities.
• Understanding of the economic context and systems within which organisations operate and be able to link them to marketing opportunities.

Recognition of Prior Learning (RPL)

The institution conducts RPL in terms of the policy and guidelines of the institution to recognise other forms of formal, informal and non-formal learning and experience. In cases where learners do not comply with the formal admission requirements, the institution applies its RPL policy.

Entry Requirements

The minimum entry requirement for this qualification is

• Diploma in Marketing, NQF Level 6.

This qualification consists of the following compulsory and elective modules at NQF Level 7 totalling 120 Credits.

Compulsory Modules at Level 7, 60 Credits

• Advanced Marketing Finance IV, 30 Credits.
• Marketing IV, 30 Credits.

Elective Modules at Level 6, 60 Credits (Choose two)

• Economics II, 30 Credits.
• Applied Promotions IV, 30 Credits.
• Applied Marketing IV, 30 Credits.

1. Demonstrate an intermediate but broad scope of management knowledge and how it applies to the discipline of marketing.
2. Demonstrate an intermediate understanding of the knowledge literacy regarding economics, financial management, management principles in general, business communication, marketing research and marketing activities.
3. Select, apply and evaluate typical methods and procedures involved in marketing.
4. Solve marketing problems in organisations.
5. Demonstrate an understanding of the code of ethical behaviour in the field of marketing and base decisions and actions on appropriate marketing management values.
6. Produce a strategic marketing plan and evaluate its success.
7. Produce and communicate information in a business environment upholding the conventions regarding intellectual property, copyright and plagiarism.
8. Demonstrate an intermediate understanding of the economic context and systems within which organisations operate and link them to marketing opportunities.
9. Show an understanding of the scope of responsibilities required of a management position in the marketing field, it's the accountability to senior management in an organisation.

Associated Assessment Criteria for Exit Level Outcome 1

• Define the management process of planning, organising, leading and controlling within a given context.
• Explain and apply the processes of effective strategic planning and goal setting within the marketing field.
• Describe the systems approach to managing change and discuss the diversity of change within an organisation and marketing department.
• Analyse the types of managerial decisions and power/authority relationships that affect them.

Associated Assessment Criteria for Exit Level Outcome 2

• Apply the principles of business communication techniques in a business situation.
• Demonstrate an understanding of basic economic concepts.
• Explain the optimising of the behaviour of consumers and producers.
• Interpret financial reports and apply basic financial techniques to marketing operations.
• Propose a design for a marketing research project.

Associated Assessment Criteria for Exit Level Outcome 3

• Present the consumer's decision-making process.
• Describe the marketing process.
• Plan and conduct a marketing audit.
• Discuss components of the marketing mix.
• Design and implement a marketing planning system.

Associated Assessment Criteria for Exit Level Outcome 4

• Identify the different types of markets and the consumers in these markets.
• Evaluate different pricing strategies.
• Discuss the marketing communication mix.
• Determine the marketing communication mix for a product or service.
• Identify suitable distribution channels.

Associated Assessment Criteria for Exit Level Outcome 5

• Discuss the term 'ethics'.
• Identify and discuss core values.
• Describe ethical issues identified within the field of marketing.

Associated Assessment Criteria for Exit Level Outcome 6

• Analyse customers, competitors and industry in terms of local and international markets.
• Analyse a case study and draw up a marketing plan.

Associated Assessment Criteria for Exit Level Outcome 7

- Interpretation of legal issues around the following

> Trademarks.

> Copyright.

> Competition Act.

> Consumer Act.

Associated Assessment Criteria for Exit Level Outcome 8

• Explain concepts such as resource constraints and scarcity, opportunity cost, absolute advantage, comparative advantage as well as terms of trade.
• Distinguish between different market forms.
• Identify economic trends that can influence the business.

Associated Assessment Criteria for Exit Level Outcome 9

• Identify the different levels of management and discuss the decision-making taking place at different levels of management.
• Identify the functions within an organisation.
• Discuss the inter-relationship between the functions of an organisation marketing of a product or service.

Integrated Assessment

A mix of formative and summative assessment is used to assess learners, which includes assignments, case studies, projects and examinations.