Bachelor of Commerce in Marketing

Purpose

The Bachelor of Commerce in Marketing is a three-year full-time qualification. This qualification prepares learners for professional careers in the field of marketing. Marketing is the art of understanding and satisfying consumer needs. The qualification wants to enable learners to master this specific art. It focuses on the professional skills and different competencies needed to equip learners to think strategically in the marketing environment. Learners obtain comprehensive exposure to the field of marketing, which enables them to address relevant marketing matters.

The qualification aims to provide the learner with the skills and knowledge on proven practices and application of theory covering research, the nature of consumers and their behaviour, sales, advertising, services marketing, brand communication, strategic marketing, and law and ethics in the marketing environment. The qualification also introduces learners to critical thinking skills by providing them with practical marketing principles, examples, case studies, research projects, and practical working experience Work Integrated Learning (WIL), all of which develop the learner's cognitive abilities and enable them to develop marketing strategies for their organisations.

Rationale

Customers constantly pressurise organisations to act responsibly, to provide quality products and services, and to offer exceptional service. This qualification equips learners with the knowledge and skills to address decisions regarding product, price, distribution and promotion.

A qualified learner at this level is competent to pursue careers in product management, customer service management, customer relations management, strategic marketing, sales management, distribution management, brand management, advertising management, media planning, market research and promotions management. They can also consider careers at real estate agencies, advertising agencies, retailers and wholesalers and even to start their own businesses.

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 learner 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 entry requirement for this qualification is

• National Senior Certificate, NQF Level 4.

Or

• Senior Certificate, NQF Level 4.

Or

• A related Higher Certificate, NQF Level 5, 120 Credits.

Or

• A related Advanced Certificate, NQF Level 6, 120 Credits.

This qualification consists of the following compulsory modules at Levels 5, 6 and 7 totalling 370 Credits.

Compulsory Modules, Level 5, 120 Credits

• Marketing Management, 15 Credits.
• Intro to Accounting for Marketing, 10 Credits.
• Business Management 1a, 15 Credits.
• Economics 1a, 10 Credits.
• Research Methodology, 10 Credits.
• Creative Marketing Design, 15 Credits.
• Finance for Marketing, 10 Credits.
• Business Management 1b, 10 Credits.
• Economics 1b, 10 Credits.
• Communication and Presentation, 15 Credits.

Compulsory Modules, Level 6, 120 Credits

• Services and Relationship Marketing, 15 Credits.
• Business Management 2a, 15 Credits.
• Commercial Legislation, 10 Credits.
• Marketing Research, 10 Credits.
• Advertising and Sales Promotion, 10 Credits.
• Personal Selling and Consumer Behaviour, 10 Credits.
• Business Management, 15 Credits.
• Business Ethics, 10 Credits.
• Applied Marketing Research, 15 Credits.
• Indigenous Marketing, 10 Credits.

Compulsory Modules, Level 7, 130 Credits

• E-Marketing, 15 Credits.
• Strategic Marketing, 15 Credits.
• Business Management 3a, 15 Credits.
• Research Project, 15 Credits.
• Campaign Management, 15 Credits.
• Brand Management, 15 Credits.
• Retail and Channel Marketing, 15 Credits.
• Business Management 3b, 15 Credits.
• Personal Branding and E-Portfolio, 10 Credits.

1. Applying the basic theoretical principles of marketing in opportunity identification and problem solving.
2. Plan and execute research in marketing by gathering, analysing, synthesising and interpreting the relevant information correctly and reflecting on research undertaken.
3. Demonstrate effective communication competence with the different role players in the marketing field and applying the theoretical principles of communication.
4. Analyse and critically evaluate a marketing scenario; develop meaningful suggestions and advice to design and write a full marketing plan.
5. Organise and co-ordinate resources and opportunities in the field of marketing by applying the relevant theoretical aspects and to reflect on the application.
6. Utilise appropriate e-marketing technologies in expanding marketing coverage.
7. Apply business skills within a retail and marketing environment by increasing profitability while building the brand of the organisation.

Associated Assessment Criteria for Exit Level Outcome 1

• The basic theoretical principles of marketing management are demonstrated in their competence to apply problem identification and solving techniques and reflect on the applications made.
• Explore the key components of the marketing mix.
• Distinguish between concepts related to marketing management.
• Research the techniques to identify opportunities.

Compare theories regarding problem solvingAssociated Assessment Criteria for Exit Level Outcome 2

• Marketing research methodology is implemented in planning and executing research by gathering, analysing, synthesising and interpreting data correctly, and by formulating recommendations after reflecting on the research undertaken.
• Steps in research methodology.
• Differentiate between qualitative and quantitative research.
• Theory regarding data collection.
• Creating a research report and making recommendations.

Associated Assessment Criteria for Exit Level Outcome 3

• Effective communication competence with the different role players in the marketing management field is explored by analysing and applying the theoretical principles of communication, both oral and written.
• Analysing concepts regarding the communication theories.
• Exploring marketing as a form of communication.
• Compare different communication models to different marketing scenarios.

Associated Assessment Criteria for Exit Level Outcome 4

• Marketing plan concepts and theory are used by analysing and critically evaluating a real-life scenario and creating a full marketing plan.
• Research concepts regarding the creation of a marketing plan.
• Different steps in developing a marketing plan.
• Designing a marketing strategy.

Associated Assessment Criteria for Exit Level Outcome 5

• The theoretical aspects regarding resources and opportunities in the field of marketing are assessed organising, co-ordinating and applying it to different scenarios.
• Define resources and opportunities.
• Distinguish between concepts related to resources.
• Analysing opportunities by applying principles of strategic management.

Associated Assessment Criteria for Exit Level Outcome 6

• Knowledge of e-marketing are utilised by developing an e-portfolio with the purpose to expand visibility and marketing coverage.
• Identify the different e-marketing platforms.
• Investigating concepts regarding to social media marketing.
• Research international trends in e-marketing.

Associated Assessment Criteria for Exit Level Outcome 7

• Specialised knowledge and business skills are applied by combining business management competencies with brand building techniques in creating solutions to increase profitability.
• Investigating the phenomenon of brand building.
• Differentiate between concepts regarding profitability, management skills and business management.

Integrated Assessment

Assessment practices must be open, transparent, fair, valid, and reliable and ensure that no learner is disadvantaged. Learning, teaching and assessment are in line with each other. All assessments are moderated by peer staff and evaluated in terms of clarity, validity and reliability. In the case of summative assessment such as examinations, the paper and the memorandum are subjected to moderation.

The term 'Integrated assessment' implies that theoretical and practical (including Work Integrated Learning (WIL)) 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 learner is working. Where it is not possible to assess the learner 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.