Diploma in Marketing and Public Relations

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.

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.

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.

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 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.