Higher Certificate in Marketing

Purpose

The purpose of this qualification is to equip learners with the necessary knowledge, skills and abilities in order to perform various marketing management functions at the foundation level in an organisation. This qualification affords learners the opportunity to develop essential competencies needed within a Marketing context.

An analysis of the feedback from current learners and an analysis of their results have indicated that a fair percentage of learners struggle with the transition from school to university. Adult learners who have worked for a number of years without studying have also indicated that they have struggled to find their feet in higher education. This has resulted in this qualification including Academic Literacy and Business Numeracy as an integral component. This will allow learners to approach their studies with greater academic competencies and insights into what is required to master demands of a higher education nature.

Upon qualifying learners will be able to

• Demonstrate knowledge marketing management and how it links to the discipline of marketing in general.
• Produce a strategic marketing plan, communicate the plan to all relevant role players and implement the plan.
• Discuss effective marketing and management processes that are beneficial to the organisation.
• Access, process and manage elementary marketing information.
• Demonstrate knowledge of marketing in accordance with organisational policies and procedures, client requirements and legal requirements.

Rationale

The Higher Certificate in Marketing will provide the learners with the framework for understanding the dynamics of marketing management which is a major operating function of an organisation to pursuit its business. Equipped with the core marketing principles and concepts, learners will have greater opportunities to compete and succeed in their future career.

The consensus of the marketing industry is that there is a need for an entry-level marketing qualification - one that is not too narrow and limited to retail marketing or sales management. The informed opinion from the industry is that workers in the field should have a fairly broad-based knowledge of the world of business. They should be able to think across different disciplines, as companies are confronted with a continuous process of developing and maintaining a feasible fit between organisations' objectives, skills and resources and their changing marketing opportunities.

While the 70% pass rate of matric learners in 2011 sounds impressive, the 24.3% of learners with a Degree admission pass (120550 out of 496100) still remains a concern. The need to provide access to Degree qualifications is very much part of the institution's mission. The Higher Certificate in Marketing would allow learners to be admitted to the Bachelor of Commerce Degree in Marketing Management.

Recognition of Prior Learning (RPL)

This qualification may be obtained in whole or in part through the RPL.

In the cases where prior learning is to be recognised for purposes of access to the qualification

It is assumed that the learning derived from work or life experience will be a major element in the profiles of non-standard entrants primarily by means of an examination of their Curriculum Vitae (CV). Such learners will be selected on the recommendation of a senior manager from their organisations/ companies.

Where appropriate, interviews will also be conducted to assess the applicants. Some of the key criteria that will be used in evaluating 'non-standard' applicants include:

• The applicants' motivation, maturity and realistic approach to their studies.
• Job description, covering relevant area of work, giving examples of tasks carried out, possibly supplying references.
• The nature and level of life/ work experience and prior study, and the learning which has resulted from such experience.
• Details of in-company short courses, length, content of material covered, standard achieved.
• The clarity of the applicant's educational goals and objectives.
• The extent to which the applicant can provide evidence of the threshold skills and knowledge for the qualification.

Where prior learning is recognised for advanced standing, credit will be given for prior certificated learning in accordance with established practice at South African higher education institutions. The amount of 'specific' credit granted is dependent on the match between prior learning and award towards which the intended qualification leads.

Credits may only be accumulated for modules, which are prescribed within the structure of a named award.

Entry Requirements

Applicants will be admitted to this qualification on the basis of one of the following minimum benchmark qualifications

• A National Senior Certificate granting access to higher certificate studies or equivalent NQF Level 4 qualification.

The qualification consists of compulsory modules with 20 credits each at NQF Level 5 totalling 120 Credits.

Modules

• Principles of Marketing Management.
• Global and e-Marketing.
• Marketing Research.
• Marketing Communication.
• Branding and Brand Management.
• Consumer Behaviour and Decision making.

1. Demonstrate knowledge marketing management and how it links to the discipline of marketing in general.
2. Produce a strategic marketing plan, communicate the plan to all relevant role players and implement the plan.
3. Discuss effective marketing and management processes that are beneficial to the organisation.
4. Access, process and manage elementary marketing information.
5. Demonstrate knowledge of marketing in accordance with organisational policies and procedures, client requirements and legal requirements.

Associated assessment criteria for Exit Level Outcome 1

• The sphere of marketing management is defined.
• Management process, with specific reference to marketing is explained.
• The processes of effective strategic planning, goal setting and developing marketing strategies are explained.

Associated assessment criteria for Exit Level Outcome 2

• A strategic marketing plan is defined.
• The contents of the components included in a strategic marketing plan are listed and explained.
• The communication and implementation of a strategic marketing plan is discussed.
• An understanding of marketing communications within organisations/businesses is demonstrated.

Associated assessment criteria for Exit Level Outcome 3

• The desired effect of the implementation of a successful strategic marketing process is discussed.
• The financial benefit of implementing a successful strategic marketing process is described.
• The implementation of a control system to evaluate the strategic marketing process is explained.
• Fundamental principles of marketing are applied by developing a coherent marketing mix.

Associated assessment criteria for Exit Level Outcome 4

• An understanding of business management and communication in organisations is demonstrated.
• Typical elementary methods and procedures involved in marketing are explained.
• Marketing contexts and systems within which organisations operate and link these to marketing opportunities is explained.
• Marketing strategies and objectives are identified, implemented and managed.
• Demonstrate the ability to undertake market research for effective decision making.

Associated Assessment Criteria for Exit Level Outcome 5

• Legislation and organisational policies and procedures relevant to the core processes are correctly identified and appropriately applied to a given situation.
• Best practices relevant to operational responsibilities are correctly identified.
• Appropriate action to promote best practices in the organisation are planned and implemented.
• Contributions to the monitoring of health and safety appropriate to own responsibilities in the organisation are outlined in accordance with legislative and organisational requirements.
• Strengths and areas for improvement in own learning are correctly identified and adequately evaluated.
• Strengths and areas for improvement in organisational human resources management and practices are correctly evaluated.

Integrated Assessment

Assessment methods measure the extent to which the learner has achieved competence in the different areas of study delivered through course modules.

These assessment methods include

• Written examination.
• Case studies.
• Report writing.
• Interpretative and analytical problem solving in the written examination.
• Work based assignments.
• Self-assessment activities in the course material.

Formative assessment

The scheme of work includes assignments based on the learning material and learners are given feedback. The process is continuous and focuses on smaller sections of the wok and limited number of outcomes.

Summative assessment

Examinations or equivalent assessment such as a research essay or portfolio in order to determine a representative selection of the outcomes practised and assessed in the formative stage. Summative assessment also tests the learner`s ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

Integrated assessment

All assessment will integrate knowledge, skills and attitudes and applied competence.