Diploma: Marketing Management

Purpose

The purpose of the qualification is closely tied to the rationale for the programme and it serves to instil and broaden students' marketing knowledge, application of marketing knowledge and expertise. The qualification provides qualifying students with a broad based knowledge of the principles, major theories and thought schools, methods and technology of the science and profession of the field and equips them to co-ordinate and contribute to the management of the core marketing management functions in line with best practice and quality standards. This qualification lays a foundation for higher career advancement and further studies in the field of marketing management.

The modules are specifically selected to ensure that students gain a basic understanding of the underlying marketing issues and principles in their first year; slightly more advanced knowledge combined with elementary practical application in the second year; and conclude with practical application of marketing theory in the third year where an applications approach is integrated in the curriculum. The third year modules are designed to equip students with the relevant skills and abilities.

Rationale

The rationale for the qualification is to provide specialised training and scholarship in the field of marketing management to enable students to give direction and guidance to a business in all areas of marketing. The practical nature of this qualification enables students to be in a position to apply what they have learnt from the onset.

Marketing as an area of specialisation within the broader field of business management has long been recognised as pivotal in the success of an organisation. This qualification aims to empower learners with practical marketing skills, knowledge and insight that will make them competitive in the South African job market as well as a management asset to any organisation. All relevant issues regarding marketing in an organisation are covered including the use of technology in marketing actions, ethics and Africanisation. The focus is on the practical application of the theory in order to produce well-rounded marketing practitioners.

Candidates accessing this qualification should also

• Be able to read and critically evaluate academic text in English and communicate information and their own ideas orally and in written text that is grammatically correct, well structured, clear and concise, using accepted standards of scientific and academic writing (NQF Level 5).
• Be able to independently and responsibly plan, schedule and take responsibility for the success of their learning in a structured and open distance learning (ODL) tuition environment and appropriately manage their time according to required outcomes.
• Be able to use technology to such an extent that they can access and participate in the various online activities and also use the library and other electronic services in support of the learning (myUnisa) and any other additional resources related to the qualification modules.
• Have access to the South African media.

Recognition of Prior Learning

Recognition of Prior Learning will be applied in line with the regulations of the Quality Council for Higher Education and the Recognition of Prior Learning Policy and the procedures of the University of South Africa.

Access to the Qualification

The minimum admission requirement is

A National Senior Certificate granting access to a Diploma study or an Advanced Certificate or a Diploma in a cognate field.

The qualification has a total of 360 credits.

All the modules are compulsory and have 12 credits each.

NQF Level 5 modules

• Personal selling (NQF Level 5).
• Customer service (NQF Level 5).
• Merchandising (NQF Level 5).
• Introduction to marketing (NQF level 5).
• Introduction to Marketing Communication (NQF Level 5).
• Business management (NQF Level 5).
• Introduction to financial accounting (NQF Level 5).
• Practicing Workplace English (NQF Level 5).
• Introduction to Retailing (NQF Level 5).
• Introduction to Consumer Behaviour (NQF Level 5).

NQF Level 6 modules

• Human resource management for line managers (NQF Level 6).
• Finance for non-financial managers (NQF Level 6).
• Salesmanship (NQF Level 6), Introduction to marketing or Personal selling.
• Marketing Management (NQF Level 6), Introduction to marketing.
• Consumer behaviour (NQF Level 6), Introduction to marketing or Introduction to consumer behaviour.
• Advertising and Sales promotion (NQF Level 6), Introduction to marketing or Personal Selling or Introduction to marketing communication.
• E-commerce in business (NQF Level 6), Introduction to marketing.
• Business management (NQF Level 6).
• Public relations (NQF Level 6), Introduction to marketing or Introduction to marketing communication.
• Operations management IA.
• Branding (NQF Level 6), Introduction to marketing or introduction to marketing communication.
• Introduction to Entrepreneurship (NQF Level 6).
• Supply Chain Management (NQF Level 6).
• General management (NQF Level 6).
• Business to Business Marketing (NQF Level 6), Introduction to Marketing.

NQF Level 7 modules

• Marketing planning (NQF Level 7), Marketing management.
• Marketing applications (NQF Level 7), Marketing management.
• Marketing research (NQF Level 7), Marketing management.
• Sales management (NQF Level 7), Salesmanship.
• Marketing project (NQF Level 7), Marketing management.

1. Identify and interpret economic realities within South African organisational contexts.
2. Apply marketing knowledge and general business principles to real life situations taking into account societal, ethical and cultural considerations.
3. Gather and manage marketing information appropriately.
4. Prepare, guide and evaluate the implementation of a comprehensive marketing plan.

Critical Cross-Field Outcomes

Critical Cross-Field Outcomes include those specified in the Exit-Level Outcomes of the qualification and those specified in the learning outcomes for approved modules for the coursework.

This qualification promotes, in particular, the following Critical Cross-Field Outcomes

• Organise and manage themselves and their own activities responsibly and effectively, develop their own learning strategies which sustain independent learning and academic or continued professional development and interact effectively within the learning or professional group as a means of enhancing learning.
• Communicate effectively using visual and/or language skills in the mode of written presentations. This includes researching, reviewing, evaluating, producing and communicating information in specialised contexts in order to develop creative responses and insights, rigorous interpretations and solutions to problems and issues appropriate to the context.
• Demonstrate an understanding of the world as a set of related systems by recognising that problem solving contexts do not exist in isolation. This includes operating effectively within a system, or managing the system based on an understanding of the roles and relationships between elements of the system.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate basic understanding of the functioning of business and the role of marketing management within the organisation.
• Demonstrate an understanding of how marketing management impacts and influences society and business as a whole.
• Identify relevant and applicable economic events.
• Apply marketing principles to real life situations in an organisational context.
• Relate learning gained from individual experience to knowledge encountered in an academic environment and vice versa.

Associated Assessment Criteria for Exit Level Outcome 2

• Analyse real life situations to identify strengths, weakness, opportunities and threats.
• Select correct strategies and/or procedures to solve specific marketing problems.
• Apply appropriate marketing principles to situations, whether in real life or simulated scenarios/case studies.
• Evaluate results of application of marketing strategies.
• Discuss and present information in appropriate ways (numerically, verbally, graphically, etc).

Associated Assessment Criteria for Exit Level Outcome 3

• Collect, collate, and distribute information related to marketing management problems or opportunities.
• Identify and select information specifically relevant to marketing management.
• Interpret and analyse information specifically relevant to marketing management.
• Use technology in appropriate contexts to access, process, and store or distribute information.

Associated Assessment Criteria for Exit Level Outcome 4

• Support the implementation of procedures and systems related to a structured marketing plan.
• Evaluate the implementation of a structured marketing plan by comparing achieved outcomes and initial objectives.

Integrated Assessment

For the qualification to be awarded, a candidate must have successfully achieved the outcomes of each of the compulsory modules that constitute the qualification.

Evidence of learning competency (knowledge, skills, attitudes and expertise) and of the candidate's ability to achieve the purpose of the qualification as a whole at the time that the qualification is awarded, is required by means of comprehensive and Integrated Assessment (constituting a range of formative and summative assessments). Continuous formative and summative assessment methods are used in the form of written assignments and exams, and the supervision of a research project.

Formative and summative assessment will be conducted within the guidelines of the Unisa Assessment Policy. The student's summative assessment mark will comprise a year mark (10%) that will be gained from the specified number of compulsory assignments and a written examination in each module which comprises 90% of the total summative assessment mark. The pass mark shall be a minimum of 50% acquired from both continuous and summative assessment in a proportionate ratio; 75% shall constitute a pass with distinction.

Assessors should assess and give credit for evidence of learning that has already been acquired through formal, informal and non-formal learning and experience.

Lecturers responsible for the module and external markers (assessors) will act as assessor practitioners in accordance with the Unisa Assessment Policy. Formative and summative assessment will be conducted within the guidelines of the Unisa Assessment Policy. Student support will be provided in accordance with Unisa ODL and Learner Support policies and guidelines.