Higher Certificate in Business Marketing

Purpose

The Higher Certificate: Business Marketing is an entry level qualification. It can be categorised as a career-orientated qualification. It aims to equip learners with basic introductory knowledge combined with cognitive and practical skills to enter the marketing profession.

This qualification also promotes the objectives of the HEQF by providing a well-rounded learner with a career-orientated qualification at NQF Level 5 on exit. Once qualified, the learner will have a wide range of career options within the field of marketing such as brand promoter, sales coordinator, marketing coordinator, advertising sales support, and marketing advisor for small business, marketing assistant, or buyer. The learner may also choose to become self-employed in any of these career options.

The ideal learners are those who

• Wish to be equipped with a basic understanding of different related disciplines and practice to be able to enter the marketing labour force.
• Wish to combine interpersonal and technological skills in a career context.
• Were previously disadvantaged or were denied access to formal learning programmes.
• Have worked in this particular industry for some time, but have no formal qualification, which limits job promotion and security of income.
• Wish to obtain a formal qualification that makes it easier to move up the value chain.
• Have recently left school after acquiring a National Senior Certificate, or equivalent qualification, and wish to complete tertiary education in preparation for a career in this field.
• Wish to acquire a qualification aligned with the NQF that will enable them to continue with a further qualification at a more advanced level in this particular discipline.

Rationale

This qualification addresses the human resource development needs of the country. There is a need for appropriately qualified graduates who could pursue a career in business marketing (e.g. within the SMME sector), which is a vital and growing component of the local economic activity. This is related to a combination of factors, ranging from the economic growth of the country, to the increased need for business to develop and market products or services that address customer needs.

Learners will be able to proceed with more advanced studies once qualified. Learners will have a wide range of career options within the field of marketing such as brand promoter, sales coordinator, marketing coordinator, advertising sales support, and marketing advisers for small business, marketing assistant or buyer.

It is assumed that learners are competent in Communication at NQF Level 4.

Recognition of Prior Learning

The qualification allows learners the opportunity to gain access to the programme, obtain the qualification in part, or obtain advanced placement in the prescribed qualification (fast-tracking). Learners may gain credit for certain modules successfully completed elsewhere, or in a relevant programme previously completed at this institution.

Learners also have the opportunity to enter into more advanced programmes sooner and further their studies.

Access to the Qualification

This qualification is open to all learners who meet the entry requirements which are

• National Senior Certificate (NSC) OR equivalent qualification.
• National Certificate Vocational (NCV).
• English and any 4 additional subjects.

It is also open to those who have been employed or are involved in or would like to enter the field of marketing.

In order to be credited with this qualification, learners are required to achieve the following

• Business Management and Entrepreneurship 112, 15 Credits.
• Business Communication 122, 15 Credits.
• Information Management Systems 122, 20 Credits.
• Business Marketing 122, 20 Credits.
• Marketing Practice 123, 20 Credits.
• Personal Selling 122, 15 Credits.
• Professional Development 122, 15 Credits.
• Experiential Learning, 5 Credits.

All modules are compulsory.

Total Credits at NQF Level 5: 125.

1. Comprehend relevant business marketing principles, concepts and processes.
2. Manage the resources and activities of an organisation.
3. Apply knowledge of different areas of business marketing in an integrated manner.
4. Comprehend the principles, scope and strategic processes of entrepreneurship.
5. Comprehend personal and professional development.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate understanding of interpersonal and business communication and explain marketing and the marketing process.
• Describe and explain the marketing mix, advertising, promotion, branding and personal selling in different contexts.

Associated Assessment Criteria for Exit Level Outcome 2

• Manage the resources and activities of an organisation to be as profitable and operate as efficiently as possible.
• Use computer-based information management systems to operate effectively in an organisation.

Associated Assessment Criteria for Exit Level Outcome 3

• Generate, analyse and present a marketing plan for a product or service.
• Plan and carry out a competitor analysis for a given organisation.
• Design a promotional plan and compile a branding strategy.
• Create a detailed plan for advertising an organisation's product or service on the internet.
• Plan and execute full sales presentations.
• Plan, design, draw up and complete a customer satisfaction survey.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate understanding of the business world today and how sound business management can add value to the free-market economy.
• Describe the role of management within the requirements of existing labour legislation.
• Explain the requirements and features of a functional business plan aimed at establishing a new business enterprise.
• Discuss the challenges and requirements for establishing and running a new business venture.

Associated Assessment Criteria for Exit Level Outcome 5

• Demonstrate understanding of personal and career development.
• Analyse and evaluate progress in achievement of personal development goals and targets.
• Demonstrate a range of interpersonal and transferable business skills.

> Range: Includes but is not limited to networking, sales, finance.

• Demonstrate independent self-managed/directed learning.

Integrated Assessment

Assessment is conducted throughout the duration of the qualification as a mechanism to monitor learning progress, identify areas for remedial intervention, or guidance to individual students towards further learning (formative assessment). This is complemented by summative assessment to evaluate competence in terms of achieving all outcomes at the end of each module and the qualification as a whole.

A combination of appropriate formative and summative assessment methods is used at fundamental, intermediate as well as advanced level. These include orals, written tests, examinations, practical assignments and a research assignment. In addition, the progress of learners will be assessed by way of individual presentations during group seminars, one-to-one consultations between a learner and the lecturer, or study leader supervising the research assignment.