Diploma in Marketing Management

Purpose

Individuals who wish to enter into a career in marketing or who are already in the marketing environment can access this programme.

The Diploma: Marketing Management is focused on the development of managers who are skilled in the marketing discipline. The qualification is fully relevant to the needs of the marketing industry. Managerial skills, knowledge and competencies in the field of marketing are developed, thus creating qualified and well-equipped managers, skilled and able to practise effectively in the business environment.

Rationale

The Diploma: Marketing Management is designed as an intermediate level, higher education qualification, suitable for students who aspire to be managers in the field of marketing, or for employees who are ready to assume a managerial role in the marketing industry.

A 2008 survey conducted amongst 76 marketing companies and marketing divisions in corporate organisations has again reaffirmed the need for such an intermediate level qualification. This needs analysis has especially indicated the need for a part-time distance education programme that will allow employed students to pursue their studies whilst continuing to work on a full-time basis. In addition, a second survey conducted on 635 school leavers in 23 schools, including schools from previously disadvantaged communities, has also indicated the need for a full-time Diploma: Marketing Management that is affordable and that can be completed within three years of full-time studies.

The consensus of the marketing industry is that marketing encompasses all factors that influence a company's ability to deliver value to customers and that there is indeed a need for an intermediate marketing management qualification - one that is broad-based with large scope. As companies nowadays are confronted with a continuous process of developing and maintaining a feasible fit between the organisation's objectives, skills and resources as well as changing marketing opportunities, the informed opinion from the industry is that managers in the marketing field should have wide-based knowledge of the world-of-business and be able to think across different disciplines. In comparison to the current Diploma: Marketing offered by the IMM Graduate School of Marketing, the proposed new Diploma: Marketing Management therefore has a much broader knowledge base and incorporates stronger management elements.

An analysis of the feedback of current diploma students indicated that many students struggle with business numerical subjects such as Financial Management. Therefore, a fundamental module in Business Numeracy has been introduced.

It is assumed that students are competent in the general academic knowledge and skills developed in a qualification at NQF Level 4 in a formal education environment.

Recognition of Prior Learning

This qualification may be achieved in part through the recognition of relevant prior learning and through prior experience. Recognition of Prior Learning will be applied on an individual basis. Such procedures and the assessment of individual cases are subject to moderation by independent assessors.

Access to the Qualification

Admission requirements for prospective students who have matriculated up to and including 2007

• A Senior Certificate (Grade 12) or equivalent.

Admission requirements for prospective students who matriculate and exit the school system from 2008

• National Senior Certificate (NSC) or equivalent, including an achievement rating of at least 3 (40 - 49%) or 4 (50 - 59%) in English first additional language.
• The student must have met the minimum requirements for admission into a diploma programme at a higher education institute.

A CV is required from students over 23 years of age, who have no Senior Certificate.

The Diploma: Marketing Management consists of the following modules

Modules at NQF Level 5 (compulsory)

• Business Numeracy, 20 credits.
• Marketing 1, 20 credits.
• Business Management 1, 20 credits.
• Business Communication 1, 20 credits.
• Economics 1, 20 credits.
• Sales Management 1, 20 credits.

Total credits at NQF Level 5: 120 credits.

Modules at NQF Level 6 (compulsory)

• Marketing 2, 20 credits.
• Business Management 2, 20 credits.
• Basic Marketing Research, 20 credits.
• Marketing Communication 2, 20 credits.
• Financial Management 2, 20 credits.

Total credits at NQF Level 6: 100 credits.

Modules at NQF Level 7 (compulsory)

• Marketing 3, 20 credits.
• Marketing for Africa, 20 credits.
• Work Integrated Learning 3, 40 credits.

Modules at NQF Level 7 (Elective).

Learners are to complete three of the modules below

• Product Management, 20 credits.
• Entrepreneurship, 20 credits.
• Business-to-Business Marketing, 20 credits.
• Services Marketing, 20 credits.
• e-Commerce, 20 credits.
• Retail Marketing, 20 credits.
• Brand Management, 20 credits.
• Sponsorship Management, 20 credits.
• Tourism and Hospitality Marketing, 20 credits.

Total credits at NQF Level 7 including electives: 140 credits.

Total for Qualification: 360 credits.

1. Demonstrate an intermediate but broad scope of management knowledge and how it applies to the marketing discipline.
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 intermediate marketing problems in organisations.
5. Show 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 its success.
7. Produce and communicate information in a business environment showing respect to conventions around 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, and understand the accountability to senior management in an organisation.

Critical Cross-Field Outcomes

• Contribute to the personal development of the student through making the individual aware of cultural differences and diversity.
• Solve problems responsibly by analysing and evaluating different options.
• Understand the interrelationship between systems and the impact of decisions on a system.
• Develop entrepreneurial skills through business related subjects.
• Communicate effectively using various methods such as written communication, illustrations and mathematical skills.
• Realise the interdependence of systems against the context of a business and the business environment.

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.

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 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

> Law of contracts.

> Sale.

> Credit agreements.

> Trade marks.

> Suretyship.

> 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 and marketing of a product or service.

Associated Assessment Criteria for Exit-Level Outcome 9

• Identify the different levels of management and discuss the decision-making taking place on different levels of management.
• Identify the functions within an organisation.
• Discuss the inter-relationship between the functions of an organisation.

Integrated Assessment

The IMM Graduate School of Marketing is committed to assessment practices that are open, transparent, fair and valid so that students are not disadvantaged in any way.

Various forms of assessment are used, such as assignments, case studies, projects and examinations.