Advanced Diploma in Marketing Management

Purpose

The purpose of this qualification is to equip learners with an integrated understanding of the knowledge and applied competencies in the formulation and implementation of marketing strategies. The qualification will enable learners to develop in-depth theoretical knowledge and applied competencies in advanced marketing strategy, international marketing, marketing research, digital marketing and financial aspects of marketing. In addition, the qualification will enhance the ability of learners to think critically in a competitive marketing environment and apply research based evidence to solve marketing problems. It will also develop learners' interpersonal skills in effective communication, writing and presentation.

Rationale

This qualification is aimed at preparing learners to gain detailed knowledge and insight into the role of marketing in today's competitive business environment. The qualification provides horizontal and vertical articulation possibilities into related qualifications. It is well aligned to industry needs and contributes to the socio-economic demands for South Africa. The qualification is also primarily focused at the learners with the National Diploma in Marketing. The qualification seeks to equip learners with the ability to offer solutions to contemporary marketing problems.

Recognition of Prior Learning (RPL)

The details of the Departmental RPL policy are as follows, presuming prior accredited learning has taken place

• The candidate applies for RPL against a module/modules, or part/full qualification at the relevant department (Head of Department-HOD).
• The candidate then completes a RPL form and submits it to RPL office.
• The candidate pays an initial fee for the RPL process.
• The candidate prepares evidence of work (portfolio of evidence) and/or any other relevant proof of evidence (practical work, assignments and or assessments).
• The RPL officer is appointed from within subject heads (Subject experts) within the department.
• The portfolio of evidence is submitted to the RPL officer for the RPL evaluation process.
• The RPL officer identifies two subject experts as assessors from within the department.
• The subject expert meets with the candidate to conduct pre-screening (evaluation) to ascertain viability of the application based on qualification requirements (Exit Level Outcomes and assessment criteria as indicated in the module structure of the qualification).
• Evidence submitted by the candidate is assessed by the assessors (additional evidence may be requested).
• Credits are awarded to the candidate for relevant, approved prior learning that is aligned with the relevant module outcomes and credits as indicated in the module structure of the qualification.
• A moderator from the department's advisory board from within the candidate's industry is appointed to moderate the candidate's portfolio of evidence.
• The moderator reports on the assessor's judgment.
• If the RPL is awarded, an exemption form is completed for the RPL of modules.
• Only then may the prospective candidate continue with part/full registration.

Entry Requirements

• A 360 Credits Diploma in Marketing.

Or

• A National Diploma in Marketing.

This qualification comprises compulsory modules at National Qualifications Framework (NQF) Level 7 totalling 120 Credits.

Compulsory Modules: 120 Modules

• Advanced Marketing Management Module1, 16 Credits.
• Financial Management for Non-Financial Managers Module 1, 10 Credits.
• International Marketing Module 1, 10 Credits.
• Advanced Digital Marketing Module 1, 15 Credits.
• Advanced Marketing Research Module 1, 9 Credits.
• Advanced Marketing Management Module 2, 16 Credits.
• Financial Management for Non-Financial Managers Module 2, 10 Credits.
• International Marketing Module 2, 10 Credits.
• Advanced Digital Marketing Module 2, 15 Credits.
• Advanced Marketing Research Module 2, 9 Credits.

1. Demonstrate detailed understanding of strategies utilised in international marketing decisions.
2. Understand in detail the role of digital environments in marketing.
3. Demonstrate how marketing research concepts and processes are applied in marketing.
4. Demonstrate a sound knowledge of financial aspects of marketing.

Associated Assessment Criteria for Exit Level Outcome 1

• Critically debate the issue of globalisation and understand the global marketing environment.
• Evaluate how the cultural environment assist marketing managers in identifying market opportunities and threats.
• Critically evaluate how the political and legal environments assist marketing managers to identify market opportunities and threats.
• Show a detailed understanding of the importance of the international marketing research process.

Associated Assessment Criteria for Exit Level Outcome 2

• Demonstrate detailed integrated knowledge of the digital marketing environment.
• Display competencies in the application of digital marketing concepts, principles and techniques.
• Evaluate the role of trust in building customer relationships.
• Understand factors which influence the adoption and diffusion of digital marketing.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate detailed knowledge on various research designs in research.
• Display a detailed appreciation of the fieldwork management process and related ethical issues.
• Demonstrate competencies in data collection, analysis and reporting.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate knowledge and dynamics of financial management within organisation.
• Evaluate the financial impact of marketing decisions on profitability and cost management.
• Develop competencies in working capital and cash flow management.

Integrated Assessment

The assessor will make use of formative and summative assessment methods to assess practical, applied and reflective competencies. Simulations and case studies will be used to provide a context appropriate to the assessment.