Higher Certificate in Marketing

Purpose

The Higher Certificate in Marketing is designed to enhance the employability of learners by equipping them with basic marketing knowledge and skills, which will enable them to occupy entry-level/junior or support positions in both the private and the public sectors. Upon completion of the qualification learners will be equipped with the appropriate knowledge and skills to work in the marketing field as sales personnel; marketing assistants, and client liaison officers. More specifically, learners will be able to:

• Apply key concepts, terms and principles within the field of marketing.
• Apply basic marketing knowledge in a real world situation/scenario.
• Identify and analyse basic marketing-related problems in an organisation, and offer appropriate solutions.
• Apply basic ethics and professionalism in a marketing and communication context.
• Communicate professional and practical information, both in writing and verbally, using appropriate technology, language, structure and style required in the marketing discipline.

Rationale

Interactions with the Advisory Board members and large employers in the retail and trade sector revealed that for many entry-level/junior and support positions in an organisation this qualification is adequate, hence the decision to develop it. The curriculum was designed to include four fundamental modules, namely, Business Communication and Information Literacy, Financial Literacy, Introduction to Technology, and Cornerstone 101, to address the need for general knowledge and skills required in the workplace, and four core/specialist modules in the field of Marketing, namely, Introduction to Marketing, Customer Orientation, Marketing Metrics, and Sales Techniques. Thus, by offering a Higher Certificate in Marketing, access to higher education is broadened, and the employment prospects of the qualifying learners are improved.

According to the National Development Plan (NDP), education is the critical enabler for economic development and growth in South Africa; it also defines learners' identity; enables them to take control of their own lives; raise healthy families, and plays a meaningful role in the broader development of our society. The qualification will improve the employment prospects of the qualifying learners, and will contribute towards meeting the needs of commerce and industry for employees at entry-level/junior or support positions with basic marketing knowledge and skills, thereby contributing to the socio-economic growth and development of South Africa.

This qualification will also broaden access to a tertiary education for many people, as the minimum admission criteria are lower than that for the Diploma qualification in Marketing. Moreover, upon completion of the qualification, learners will be able to articulate into the institution's Diploma in Management Sciences, with a specialisation in Marketing, or into other related Advanced Certificate and Diploma qualifications.

When designing the qualification care was taken to ensure that the eight modules in the qualification were coherently planned, in terms of content, credits, purpose and outcomes, and that they were aligned to the needs of industry and the economy.

Recognition of Prior Learning (RPL)

The institution has an RPL policy in place that allows learners access to higher education by recognising their prior learning (completed qualifications, short courses and work experience). RPL applications for the institution are received by the Institution and the learners are required to complete a RPL application document. Accompanying the RPL application must be certified copies of all previous qualifications and a comprehensive portfolio reflecting extensive work-based learning.

Credits/exemption may be granted for some modules in the qualification and/or admission may be granted into the qualification in accordance with the institution's RPL policy.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, National Qualifications Framework (NQF) Level 4.

Or

• Senior Certificate, NQF Level 4.

Or

• National Certificate (Vocational), NQF Level 4.

This qualification consists of the following compulsory modules at Level 5 totalling 120 Credits.

Compulsory Modules, 120 Credits

• Business Communication and Information Literacy, 16 Credits.
• Financial Literacy, 12 Credits.
• Introduction to Technology, 12 Credits.
• Cornerstone 101, 12 Credits.
• Introduction to Marketing, 20 Credits.
• Customer Orientation, 16 Credits.
• Marketing Measurement, 16 Credits.
• Sales Techniques, 16 Credits.

1. Explain the key concepts, terms and principles in marketing.
2. Apply basic marketing knowledge in a real-world situation/scenario.
3. Identify and analyse basic marketing-related problems in an organisation and offer appropriate solutions.
4. Communicate professional and technical information effectively, both orally and in writing using appropriate technology, language structure, style and graphical support.
5. Apply basic ethics and professionalism in a marketing context.

Associated Assessment Criteria for Exit Level Outcome 1

• The evolution of marketing thought is explained.
• The impact of the business environment on the marketing function is described.
• The elements of the marketing mix are discussed.
• The factors influencing consumer behaviour and the steps in the consumer decision-making process are explained.
• Bases for market segmentation are explained.
• The various selling approaches are explained.

Associated Assessment Criteria for Exit Level Outcome 2

• An appropriate product strategy for a specific organisation is developed.
• An appropriate pricing strategy for a specific product is developed.
• An appropriate promotional strategy for a specific product is developed.
• An appropriate distribution strategy for a specific product is developed.
• The importance of customer relationship management is discussed.

Associated Assessment Criteria for Exit Level Outcome 3

• Basic research to identify marketing problems is conducted.
• Alternate solutions to marketing problems are proposed and evaluated.
• The consumer decision-making process is analysed.
• The marketing mix strategies adopted by competing products are analysed.

Associated Assessment Criteria for Exit Level Outcome 4

• Basic research to identify marketing problems is conducted.
• Alternate solutions to marketing problems are proposed and evaluated.
• The consumer decision-making process is analysed.
• The marketing mix strategies adopted by competing products are analysed.

Associated Assessment Criteria for Exit Level Outcome 5

• Basic ethical dilemmas in marketing are discussed.
• Ethical principles are applied in undertaking basic marketing research.
• The provisions of the Consumer Protection Act are explained.

Integrated Assessment

Aligned to institution's Assessment Policy, regarding integrated assessments for the Higher Certificate in Marketing

• The assessments will be aligned with the stated learning outcomes for the qualification.
• Appropriate assessment tools will be used to establish that learners have achieved the stated learning outcomes.
• Assessment will be systematic, regular and formative, and feedback to the learners about their progress toward exit level competence will be timeous and constructive.
• The assessment practices will be open, transparent, fair, valid and reliable, and ensure that no student is disadvantaged in any way whatsoever.

Foundational knowledge embedded in the fundamental modules, which are offered in the first semester, will be integrated into the assessments for the core modules in the qualification which are offered in the second semester. The integrated assessments will make use of a range of formative and summative assessment tools and may include written tests; assignments, and presentations.