Diploma in Marketing Management

Purpose

The Diploma in Marketing Management will provide learners with the knowledge and skills necessary for designing, implementing and executing marketing strategies, plans, qualifications and operations in marketing environments.

The qualification will provide learners with exposure to principles and concepts of marketing, creative advertising campaigns by letting them undertake case studies, practical selling project and work integrated learning as module for industry exposure.

Through practical selling project and work-integrated learning activities, learners will explore the principles of marketing, marketing research, marketing planning, advertising, sales management and marketing communication and acquire an understanding of the marketing field. The qualification will enhance learners' interpersonal communications, writing and presentation skills.

The qualification will produce learners who are able to help businesses develop the right marketing campaigns and strategies to drive the product's sales and profit. Learners will also be able analyse and determine the factors that lead to best practices in the marketing field.

Rationale

The qualification is a higher education and professional qualification, suitable for learners who aspire to be managers in the field of marketing or for employees who are ready to assume a managerial role in the broader marketing industry. The needs analysis has especially indicated the need for both a full-time and part-time education qualifications that will allow employed learners to pursue their learners whilst continuing to work on a full-time basis. The qualification mainly attracts school leavers from previously disadvantaged communities but is not limited to these learners.

The qualification aims to give learners the knowledge, skills, and understanding of the best practices in marketing and appreciation of research and effective communication. Learners develop professional skills in areas such as marketing and sales, marketing research, selling techniques, computer literacy and, statistical analysis, report writing and promotional activities.

The qualification will add value by furnishing learners with the ability to think critically in a competitive business environment and gain valuable insight into a broad marketing on a strategic, as well as a philosophical level, furthermore, the qualification will promote an understanding of lifelong learning.

Recognition of Prior Learning (RPL)

Learners can apply for the recognition of prior learning according to the institution's RPL policy. Prospective learners submit a Portfolio of Evidence so that assessment of their competencies/prior learning in the following areas numeric, analytical and critical reasoning and short writing exercise.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, NQF Level 4 granting access to Diploma studies.

Or

• Senior Certificate NQF Level 4.

Or

• National Certificate Vocational, NQF Level 4 granting access to Diploma studies.

This qualification consists of the following compulsory and elective modules at Level Levels 5 and 6 totalling 360 Credits.

Compulsory Modules, Level 5, 240 Credits

• Accounting for Marketers I, 24 Credits.
• Marketing I, 24 Credits.
• Personal Selling I (Module I), 12 Credits.
• Personal Selling I (Module II), 12 Credits.
• End-User Computing I, 24 credits.
• Marketing II, 24 Credits.
• Consumer Behaviour I, 24 Credits.
• Quantitative Techniques I (Module I), 12 Credits.
• Quantitative Techniques I (Module II), 12 Credits.
• Mercantile Law I, 24 Credits.
• Economics I, 24 Credits.
• Communication in English, 24 Credits

Compulsory Modules, Level 6, 120 Credits

• Marketing III, 30 Credits.
• Marketing Research III, 15 Credits.
• Sales Management III, 15 Credits.
• Advertising and Sales Promotions I, 15 Credits.
• Marketing Practices III, 45 Credits.

1. Demonstrate general knowledge of the field of marketing with the opportunity to acquire greater breadth of knowledge of cognate functional areas or depth in a chosen area of specialisation.
2. Demonstrate the effective communication of information reliably and coherently in the design of qualification using appropriate and professional formats.
3. Evaluate, select and apply the appropriate applications and techniques to solve problems in familiar and unfamiliar marketing contexts.
4. Demonstrate understanding of the economic context and systems within organisations operations and link them to marketing opportunities.

Associated Assessment Criteria for Exit Level Outcome 1

• Define the management process of planning, organising, leading and controlling within a given a context.
• Explain and apply the processes of effective strategic planning and goal setting within the marketing field.
• Analyse the types of managerial decisions and authority/power.
• Describe the systems approach to managing change and discuss the diversity of change within an department or organisation and marketing.

Associated Assessment Criteria for Exit Level Outcome 2

• Communicate effectively with specific reference to corporate communication, interpreting verbal and non-verbal communication, professional writing and handling groups.
• Distinguish between different types of media and illustrate how to use them.
• Discuss advertising as an important of marketing communication.
• Present the different elements of marketing communication.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate knowledge of the main area of marketing, including the nature of marketing, the marketing environment, a background in consumer behaviour, competition and, marketing research.
• Demonstrate understanding of the basic concepts of business management and entrepreneurship including the business environment.

Associated Assessment Criteria for Exit Level Outcome 4

• Explain concepts such as resource constraints and scarcity, opportunity cost, absolute advantage, comparative advantage and terms of trade.
• Distinguish between different market forms.
• Identify economic trends that can influence the business and marketing of a product or service.
• Discuss the methods of scanning environment.

Integrated Assessment

During integrated assessments, the assessor should use of formative and summative assessment methods and assess combinations of practical, applied foundational and reflective competencies. Assessment for this qualification is through a variety of methods.

Due to learners struggling with job placement and experience, learners indicated a need for Work Integrated Learning introduced as six months module in Semester II of Year III. Assessment of all WIL is through the keeping of a journal, which will be signed by the student's supervisor.

The following assessment methods may be used

Formative assessment

• Continuous learning progress assessment.
• Performance assessment.

Summative assessment

• Written examination.
• Research project.
• Portfolio assignments.