Higher Certificate in Export Management

Purpose

The proposed new Higher Certificate in Export Management is aligned with the mission of the IMM Graduate School of Marketing as the programme is focused on the delivery of students who are skilled in export administration but includes a strong component relating to international marketing. There is a clear connection between export management and marketing, as illustrated by the typical learning outcomes, namely to explain the methods and procedures involved in export management and marketing, to conduct an elementary search for export opportunities and to link the findings to an international marketing strategy.

Rationale

Exports are crucial to the economic growth of South Africa as they create jobs, generate foreign exchange, draw international investment, encourage the development of new infrastructure and stimulate the development of the SME sector. Ultimately, a vibrant export industry is vital for creating a better life for all South Africans.

The extension of special tariff-preferential treatment to South Africa by several countries, such as the USA, Japan, Canada and Norway, as well as by the European Union as a trade bloc, has widened access to important international markets. For instance, the European Union has indicated its willingness to negotiate a long-term relationship with South Africa. This brings the possibility of even greater market access for South African products than what is normally granted under the European Union's system of preferential tariffs.

The changes taking place are, in many instances, most dramatic in South Africa's trade relations with the rest of the African continent. The trade figures for 2008 have shown that trade with African countries has grown to the extent that several African countries are now in the top twenty of South Africa's trading partners.

The South African Government is also committed to facilitating the processes of exports, which is essential if South Africa is to become more competitive internationally. However, the Department of Trade and Industry (DTI) has recently identified the lack of well-trained export managers, specifically skilled in marketing, as a limiting factor in making South Africa more competitive. This opinion is shared by the National Export Advisory Council (NEAC) that advises the DTI regarding export matters.

As an outcome of its planning process and in response to the needs of the export industry, such as the Automotive Industry Export Council, the Capital Equipment Export Council, the Textile Industry Export Council and the SA Electrotechnical Export Council, the IMM Graduate School of Marketing has decided to redesign and redraft the outdated Certificate in Export Management to better suit the training needs of a post-modern export industry.

The proposed new Higher Certificate in Export Management is designed as a higher education distance learning qualification that is suitable for students who aspire to be managers in the field of export management, or for employees who are ready to assume a managerial role in the industry. A needs analysis conducted on 76 companies 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.

The informed opinion from the industry is that managers in the field should have a wide-based knowledge of the world-of-business and be able to think across different disciplines, as export companies are nowadays confronted with a continuous process of developing and maintaining a feasible fit between organisations' objectives, skills and resources and their changing global marketing opportunities.

It is anticipated that the Institution will enrol over 90 new students for the proposed programme during its first year of registration.

It is assumed that students have achieved the general academic knowledge and skills contained in an NQF Level 4 qualification or equivalent offered 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.

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

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

> National Senior Certificate (NSC) or equivalent, including an achievement rating of at least 3 (40-49%) in English home language or 4 (50-59%) in English first additional language.

> The student must have met the minimum requirements for admission to a higher certificate programme at a higher education institution.

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

Level, Total Credits and Learning Components

The qualification consists of the following modules at Level 5, all of which are compulsory

• Level 5, 15 Credits, Academic Literacy
• Level 5, 20 Credits, Business Numeracy
• Level 5, 20 Credits, Marketing 1
• Level 5, 20 Credits, Export Administration 1
• Level 5, 20 Credits, Business Management 1
• Level 5, 20 Credits, Business Communication 1
• Level 5, 20 Credits, International Trade 1

Total 135 Credits

1. Demonstrate an elementary understanding of export administration, international trade, marketing, economics and business communication.
2. Explain and apply the typical methods and procedure involved in export management and marketing.
3. Conduct an elementary search for export opportunities and link the findings to a marketing strategy.
4. Access and evaluate relevant export information from a wide range of sources and integrate the information in terms of the functioning of an export and/or logistics company.
5. Produce and communicate export and marketing plans to senior management.
6. Identify and solve elementary management problems in an export and/or logistics company.
7. Understand the code of ethical behaviour in the field of export management and marketing and base business decisions and actions on appropriate values.
8. Understand life-long learning skills in the broad field of management.

Critical Cross-Field Outcomes

The qualification offers opportunities to develop all the Critical Cross-field Outcomes especially

• Solve problems by using different tools that can lead to critical thinking and creative solutions.
• Organise, plan and control one's own activities effectively.
• 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

• Explain the role and importance of international trade.
• Describe the framework for international trade within an identified country.
• Identify factors that would promote exports in a specific country.
• 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.

Associated Assessment Criteria for Exit Level Outcome 2

• Administer the physical movement of an export consignment from its source to its destination.
• Demonstrate an understanding of and apply Incoterms in an international trade transaction.

Associated Assessment Criteria for Exit Level Outcome 3

• Undertake a market research survey.
• Analyse and interpret the results of a market research survey.
• Write a marketing strategy based on aspects such as the market research report.

Associated Assessment Criteria for Exit Level Outcome 4

• Identify potential markets.
• Conduct an analysis of market data.
• Interpret market data and write a report thereof.

Associated Assessment Criteria for Exit Level Outcome 5

• Explain different methods of communication.
• Research an international export issue and write a report thereon.
• Prepare an effective export presentation.

Associated Assessment Criteria for Exit Level Outcome 6

• Identify the fundamental management principles.
• Demonstrate an understanding of the planning processes for international marketing.
• Describe the internal and external environment of an export organisation.
• Identify the different departments in an export organisation.
• Explain the implementation and control of an export marketing strategy.

Associated Assessment Criteria for Exit Level Outcome 7

• Discuss the term 'ethics'.
• Identify and discuss important core values.
• Describe ethical issues identified within the field of export management and marketing.

Associated Assessment Criteria for Exit Level Outcome 8

• Reflect on the strategies available to learn more effectively.
• Develop clear guidelines towards responsible decision-making in the field of export and marketing.
• Explore educational and career opportunities in the field of export.

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.