Diploma in Marketing Management

Purpose

The purpose of the Diploma in Marketing Management is to ensure that successful learners are equipped with the knowledge, theory and methodology of the important disciplines in marketing management. It has been developed to facilitate access to the world-of-work for learners in marketing management practices and should enable successful learners to demonstrate initiative and responsibility in a professional or academic context where application of the principles and theory are emphasised as a basis for entry into the labour market, professional training, graduate study, or professional practice in a wide range of careers within civil society, the public or private sectors.

The Diploma in Marketing Management has been developed in such a manner that it covers the major functional specialisations and culminates in an integrated manner which provides broad strategic context for successful learners on issues in marketing and brand management, advertising, media law, project management, integrated marketing communication, financial management, applied psychology and research methods. It thus provides exciting career opportunities in the fields of marketing management, for example:

• Advertising (Sales, Campaign or Project) Assistant Manager.
• Junior Marketing/Brand Coordinator.
• Customer Relationship, Key Account Supervisor or Assistant Manager.
• Assistant or Junior Researcher/Advisor/Consultant in Advertising, Branding and Marketing.
• Service, Sales or Product Representative Assistant or Assistant Manager.
• Marketing/Brand Assistant or Manager.

Rationale

Marketing Management resides at the core of commerce. For a rapidly evolving and growing nation, it is crucial to increase the supply of competent practitioners with middle-higher-order capabilities to industries that rely on these skills if South Africa is to continue to grow and to remain globally competitive.

The Diploma in Marketing Management is a response to the workplace need for competent managers across all economic sectors. There is always going to be a need for entry and middle managers with innovative ideas to spark light in the marketing and management sector. The skills, knowledge, attitudes and values required by managers are captured in this qualification. To a certain degree this qualification offers a good breadth on important topics in the field, combined with appropriate occupational and professional depth, for its intended purpose.

In the increasingly competitive, sophisticated and changing world of work, the continued development of higher order applied knowledge is essential. The curriculum has been designed to give practitioners the skills required for managing life-long learning, to build successful careers and to remain productive and responsible citizens. The qualification provides a balance in fields that are broadly enabling in relation to career pathways while providing opportunities for professional membership with a variety of local and international bodies and also further studies.

It is assumed that learners have achieved

• Mathematical Literacy skills at NQF Level 4.
• Communication Skills in the relevant medium of instruction at NQF Level 4.

Recognition of Prior Learning

Learners may provide evidence of prior learning for which they may receive credit towards the qualification.

Learners not meeting the minimum entry requirements may be granted admission through Recognition of Prior Learning.

Access to the Qualification

• National Senior Certificate (NSC), granting access Diploma studies.
• National Certificate (Vocational) NC(V) at NQF Level 4, granting access Diploma studies.
• Senior Certificate with Matriculation Exemption.

The Diploma in Marketing Management consists of compulsory modules at NQF Levels 6 and 7 with a credit total of 390.

All the modules must be successfully completed in order to achieve the qualification.

Modules at NQF Level 6

• Marketing Management I, 8 Credits.
• Marketing Management II, 18 Credits.
• Advertising I, 16 Credits.
• Advertising II, 24 Credits.
• Integrated Marketing Communication I, 16 Credits.
• Integrated Marketing Communication II, 24 Credits.
• English I, 16 Credits.
• English II, 24 Credits.
• Applied Psychology I, 16 Credits.
• Brand Management I, 8 Credits.
• Brand Management II, 10 Credits.
• Project Management II, 8 Credits.
• Entrepreneurship, 16 Credits.
• Applied Research III, 10 Credits.
• Media Law I, 8 Credits.
• Media Law II, 8 Credits.
• Computer Literacy and Publishing I, 10 Credits.
• Computer Literacy and Publishing II, 10 Credits.
• Business Management I, 16 Credits.

Total Credits at NQF Level 6: 266.

Modules at NQF Level 7

• Experiential Learning, 14 Credits.
• Marketing Management III, 24 Credits.
• Advertising III, 30 Credits.
• Integrated Marketing Communication III, 30 Credits.
• Brand Management III, 12 Credits.
• Project Management III, 14 Credits.

Total Credits at NQF Level 7: 124.

1. Apply general marketing principles to real life situations and interpret economic realities of local and global communities.
2. Manage financial and technology resources in organisations.
3. Analyse data, advertising and brand information.
4. Demonstrate integrated marketing communication and project management skills.
5. Identify the socio-economic needs of society and display cultural sensitivity within organisations.

Critical Cross-Field Outcomes

All the Critical Cross-Field Outcomes are embedded in the qualification and will be assessed appropriately.

Associated Assessment Criteria for Exit Level Outcome 1

• The marketing management function and scope are applied according to the fundamental general marketing management practices.
• Core general marketing management practices in a business context are used.
• Relevant ethical practices are complied with.

Associated Assessment Criteria for Exit Level Outcome 2

• Basic financial accounting practices in own work context are applied.
• End-user computing practices are applied to demonstrate fluency and competency in information technology hardware and software in relation to software suites in the office environment.

Associated Assessment Criteria for Exit Level Outcome 3

• Brand management is discussed with a particular emphasis on the principles and methodologies associated with brand building strategies, brand management and brand equity and the measurement of brand value.
• An understanding of the contemporary advertising milieu, as well as the economic and social aspects of advertising, is demonstrated.
• The foundations and determinants of an advertising strategy, planning and implementation are discussed.
• Information and research data for advertising, branding and marketing purposes are managed and interpreted.

Associated Assessment Criteria for Exit Level Outcome 4

• Knowledge and skills associated with integrated marketing communication functions are applied.
• An understanding of the project management scope is demonstrated by initiating, planning and explaining the overall conduct of a project through to the closure of the project.
• A project is planned and managed to show proficiency in project control, evaluation and scoping operational plans.

Associated Assessment Criteria for Exit Level Outcome 5

• Principles and theories of individual, social and organisational behaviour are compared and differentiated.
• Conflict handling and motivational skills, and cultural sensitivity within professional environments are demonstrated.

Integrated Assessment

Successful learners will have undertaken an extensive process in which assessments progressively build the learners' integrated competency to a point where the learner is able to demonstrate - through a range of mechanisms measured against valid, reliable and transparent criteria - that they can operate effectively in an entry level occupational position within the knowledge system specified by the qualification title.

Formative assessment integrates the cycle of teaching, learning and assessment. Study guides and texts contain self-assessment exercises. The scheme of work includes formal assessments in the form of tests and/or assignments based on the learning material and learners are graded and provided with written feedback. The process is continuous and focuses on smaller sections of the work and limited in the number of outcomes assessed.

Summative assessments are in the form of proctored examinations, or equivalent assessment such as a research report which assesses a representative selection of the outcomes practised and assessed in the formative stage. Summative assessment also tests the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a full course.