Higher Certificate in Marketing

Purpose

The Higher Certificate in Marketing will enable learners to develop skills that will enable them to choose between further study and starting to work. Learners with this qualification will help towards alleviating the shortage in marketing skills and equip the industry to deliver a better service to their respective stakeholders. The curriculum is suited to its purpose, internally coherent, and mindful of the needs of the learner and relevant stakeholders.

A learner who has achieved this qualification will be able to

• Understand and apply fundamental principles of marketing.
• Apply communication skills effectively in marketing contexts.
• Apply the principles of selling.
• Apply the principles and techniques of marketing in different marketing contexts.
• Apply the principles and techniques of marketing communications and promotion in different marketing contexts.
• Understand and apply selected principles of consumer behaviour.
• Apply fundamental economic and numeracy skills in marketing related business scenarios.
• Communicate marketing information effectively using different media.
• Apply the principles of sales management in different marketing contexts.
• Apply the principles of marketing research in different marketing contexts.
• Distinguish the different product and services marketing characteristics and strategies.
• Identify the contemporary environment, problems and practices of consumer marketing.

Rationale

A significant advantage of this qualification, due to its location at the Richards Bay City Campus, will be to widen the background from which the university sources its learners. Learners come almost exclusively from black and historically disadvantaged communities. As the institution has learners produced in schools of historic disadvantage it is challenged by high failure rates due to under-preparedness of Grade 12 learners and a high failure rate of 1st year level learners at the university.

Therefore, taking cognisance of national and regional priorities in terms of the mode of delivery as well as the emphasis in the qualification scope, it must be noted that it is part of the institution's growth plan to expand the career-focused qualifications into the Richards Bay area. There is a national skills shortage in the area of management and marketing. This Higher Certificate in Marketing will widen access to tertiary education as the endorsement requirement has been removed. It assists the University in moving towards the requirement that 20% of its enrolment be in career based qualification.

This qualification will provide an opportunity for those contemplating a career in the business and marketing sphere. Learners with this qualification will help towards alleviating the shortage in marketing skills and equip the industry to deliver a better service to their respective stakeholders.

This qualification will provide an opportunity for those contemplating a career in the business and marketing sphere. A learner who has achieved this qualification will be able to pursue the following career opportunities:

• Marketing administration officer.
• Sales administration assistant.
• Advertising and promotions planner.
• Advertising account coordinator.
• Marketing research assistant.
• Marketing representative.
• Assistant merchandising manager.
• Research assistant.
• Direct marketing planner.
• Any marketing-related career.

Recognition of Prior Learning (RPL)

The institution's policy states how RPL is implemented.

The assessment of RPL is conducted in a variety of ways and there is no one set way of assessing prior learning. In each case, the evidence must be provided to support the assessment decision that has been reached as each RPL case will be different and may include one or more approaches.

The evidence provided for judging competence will be evaluated for its authenticity, validity, sufficiency and its currency.

A person seeking RPL will be required to do an assessment that recognises broadly similar skills and knowledge as reflected holistically in the Exit Level Outcomes of the qualification.

Procedures for the transfer of credits from another institution of higher education are as follows

• The candidate applying for RPL makes application to the Registrar's office in writing using the prescribed form.
• The Registrar's office informs the Departments Head of Department (HOD) in which such credits will be awarded.
• The request for transfer of credits is presented to the relevant faculty for approval.
• Upon approval, the application if forwarded to Senate for final approval.
• The mark for modules transferred will be recorded in the learner record.

Admission to a qualification where the minimum requirements have been waived, procedures are as follows

• Written application is made to the relevant department in which the candidate wishes to commence learning.
• The Head of Department informs the Registrar of the request.
• An evaluation of the candidate is undertaken by members of the department in which the learning will take place, using the prescribed form.
• The evaluation of the candidate is moderated by an independent person/s with the relevant expertise, which is either internal or external to the university.
• The application form is presented to the relevant Faculty Board for approval.
• The mark for modules condoned will be recorded in the learner record.
• Problematic cases may be referred to the Teaching and Learning Committee who will make recommendations to the Senate regarding the application.

In accordance to the Policy and Procedures for Recognition of Prior Learning (RPL) of the University, RPL is regarded as one of the critical mechanisms for achieving redress and equity and accelerating access.

• (Undergraduate qualifications), and the candidate feels that the requirements can be met through RPL.

Or

• Admission to learning qualifications with advanced standing or "Fast-tracking."

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, granting access to Higher Certificate studies.

Or

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

This qualification consists of the following compulsory modules at National Qualifications Framework Level 5 totalling 128 Credits.

• Marketing Management 1A, 16 Credits.
• Management Information Systems 1A, 16 Credits.
• Business Calculations 1, 16 Credits.
• Personal Selling 1, 16 Credits.
• Marketing Management 1B, 16 Credits.
• Management Information Systems 1B, 16 Credits.
• Business Literacy 1, 16 Credits.
• Consumer Behaviour 1, 16 Credits.

1. Demonstrate a sound knowledge of the fundamental principles of marketing and develop a marketing mix.
2. Understand the components of the marketing plan.
3. Understand the market research plan.
4. Apply the principles and techniques of marketing communications and promotion in different marketing contexts.
5. Understand and apply selected principles of consumer behaviour.
6. Identify the contemporary environment, problems and practices of marketing.
7. Understand the strategies used to market products and services.
8. Apply the principles of selling in different marketing contexts.

Associated Assessment Criteria for Exit Level Outcome 1

• Discuss and explain marketing concepts.
• Explain the interaction of Product, Price, Place and Promotion in the marketing mix.

Associated Assessment Criteria for Exit Level Outcome 2

• Illustrate the formulation of a marketing plan.

Associated Assessment Criteria for Exit Level Outcome 3

• Define the market problem.
• Select the best means of collecting data.
• Describe the market research process.
• Analyse and communicate the market research findings.

Associated Assessment Criteria for Exit Level Outcome 4

• Describe the marketing communication process.
• Define the elements in the process, advertising, sales promotion, personal selling and public relations.
• Construct an advertising campaign for a product of your choice.

Associated Assessment Criteria for Exit Level Outcome 5

• Describe the consumer behaviour model.
• Explain the consumer decision-making process.

Associated Assessment Criteria for Exit Level Outcome 6

• Identify the challenges facing marketers in an organisation and discuss the possible solutions.

Associated Assessment Criteria for Exit Level Outcome 7

• Compare and contrast the marketing mix for services and products.

Associated Assessment Criteria for Exit Level Outcome 8

• Explain the process of selling from business to customers.
• Describe the process of selling from business to business.

Integrated Assessment

Formative and Summative assessment practices will be implemented. Formative assessment will be mainly by formal and informal class tests, module or semester tests (where applicable). Summative assessment practices will be implemented throughout the duration of the module to assess the achievement of outcomes. Integrated assessment, focusing on the achievement of the Exit-Level Outcomes, will be done where applicable by written examinations, practical examinations, project evaluations.