Higher Certificate in Marketing Management

Purpose

The primary purpose of the Higher Certificate in Marketing is to provide the learner with the necessary skills and knowledge to prepare for opportunities and challenges within the Marketing environment. This qualification provides the learner with a well-rounded understanding of the theory and methodology which enables learners to engage with marketing tools in a professional context.

The qualification will enable the learner to follow a career in Marketing, to research the market and create effective marketing plans. Qualifying learners will be able to:

• Utilise traditional and new digital mediums to communicate messages about the organisation's products and services.
• Apply branding concepts to aid with conceptualising the product to target niche markets and will be exposed to the various communication tools.

Learners will also demonstrate an understanding and knowledge of the concepts and practice of marketing research, including the ethics required when conducting marketing research. Additionally, learners will understand the relevance of the information for managerial decision-making and show an understanding of the various factors affecting a consumer's behaviour and associated decision-making processes; the complexities of international marketing and be able to know how to evaluate their potential and risks for entry as well as the various modes of entry.

Upon completion of the qualification, learners will be able to

• Examine and provide solutions in response to the marketing environment by exploring and applying appropriate marketing, branding and communication principles and frameworks to relevant case studies.
• Demonstrate an understanding and knowledge of the concepts and practice of marketing research and the relevance of the information for managerial decision- making and show an understanding of the various factors affecting a consumer's behaviour and associated decision-making processes; the complexities of international marketing.
• Know how to evaluate their potential and risks for entry as well as the various modes of entry.
• Market products in international markets. Learn about branding and brand extensions.
• Manage and build a strong brand and demonstrate knowledge and understanding of the various marketing metrics that can be used to analyse marketing initiatives.
• Develop a comprehensive marketing strategy/plan for a case study or scenario or relevant product/service or organisation of their choice that forms part of the experiential learning component of the qualification.

Some of the career opportunities will be available to the learner include and not limited to that of Marketing Consultant, Marketing Assistant, Content Coordinator, Marketing Relations, Representative,

Marketing Officer, Officer, Product Marketer/Assistant and Brand Marketer/Assistant.

Rationale

The current market environment is characterised by intense competition, disloyal customers, innovation, digital savvy and well-informed consumers. Organisations are realising the immense value and need for effective marketing strategies and skilled marketers to take their organisations forward in this fourth industrial revolution. Being complacent, using ineffective outdated marketing techniques and having marketers that lack the key innovative and modern skills to manage their marketing department, is a recipe for failure in this highly competitive digital-driven market for any organisation. Many organisations struggle with the creation and implementation of effective marketing strategies as well as the inability of marketers being able to solve key problems.

The qualification is designed to provide learners with the necessary knowledge and skills to function as marketers in a global age of modern marketing where there is constant and increasing need to adapt to the ever-changing opportunities that come with technology and the benefits this might reap for the organisation.

Furthermore, this qualification is aimed at providing learners with key insight into the current discourse and debate as well as knowledge that underlines marketing such as, marketing strategies, marketing communication, branding, marketing research, global marketing, consumer behaviour and decision making as well as marketing metrics. To ensure that learners are adequately equipped for the marketplace, learners will develop a marketing plan for a product/service or organisation of their choices as part of the experiential learning component.

South Africa is facing an ever-growing and increasingly high unemployment rate brought about by many factors which result in various consequences for both the South African government and civil society. The high unemployment rate coupled with what scholars Beukes, Fransman, Murozvi, and Yu (2017) state as a gap in specialists' educational qualifications showcases the dire need to offer this specialised qualification in Marketing.

The typical learner that this qualification hopes to attract is matriculated that did not obtain a Bachelor's and hopes to complete a higher certificate to gain entry into a Bachelor's Degree. Members of an organisation that would like to expand on their Marketing knowledge and obtain a qualification in this field may also enrol for this qualification. The qualification will act as the initial academic entry point for learners to pursue further higher education courses within the commerce and management fields.

Recognition of Prior Learning (RPL)

The institution abides by the policy documents as published by the Department of Higher Education and Training, the South African Qualifications Authority, Umalusi, the Quality Council for Trades and Occupations and the Council on Higher Education.

Mechanisms and systems have been developed to facilitate RPL at the institution, which would also serve all learners, namely, RPL for alternative access, RPL for credit and RPL for advanced standing.

Recognition of Prior Learning (RPL) is a mechanism for formally recognising and placing a value on what people have learned through their daily life, work experience, informal and/or non-formal learning. This is an enabling mechanism for candidates to gain alternative access to further learning opportunities or improved career prospects."

There are two main pathways of RPL, namely RPL for credits and RPL for access. Both pathways are made available at the institution.

The fundamental underlying principle of RPL is the granting exemption for modules for which it is determined a potential learner meets the exit criteria. In this regard, the institution recognises all forms of informal and non-formal learning to admission into its qualifications. In the case where exemption has been granted, the number of credits on the academic transcript will be less than the required minimum and an "E" will be indicated next to the module on the learner's certificate.

The learner will be required to complete an online assisted Portfolio of Learning (PoL).

The student will be guided through this process by RPL advisors to ensure that, before submitting the PoL, everything is in line with the minimum requirements.

Entry Requirements

The minimum entry requirement for this qualification is

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

Or

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

Or

• Senior Certificate, NQF Level 4.

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

Compulsory Modules, Level 5, 120 Credits

• International Marketing, 15 Credits.
• Consumer Behaviour and Decision Making, 15 Credits.
• Marketing Research, 15 Credits.
• Branding, 15 Credits.
• Marketing Metrics, 15 Credits.
• Principles of Marketing, 15 Credits.
• Marketing Communication, 15 Credits.
• Experiential Learning, 15 Credits.

1. Manage the stock and logistics of a retail business following current industry practices for ethics and corporate governance.
2. Demonstrate knowledge and understanding of the principles, concepts and processes relevant to the spheres of marketing management.
3. Analyse marketing strategies and techniques to inform future marketing strategy development ethically and professionally.
4. Distinguish between the contexts and relationships of traditional marketing versus new-age digital marketing and social media as part of an integrated approach to marketing communication.
5. Examine and provide solutions in response to the marketing environment by exploring and applying appropriate marketing, branding and communication principles and frameworks.
6. Demonstrate an understanding of the concepts and practice of marketing research and the relevance of the information for managerial decision-making.
7. Describe various factors affecting a consumer's behaviour and associated decision-making processes.
8. Analyse the complexities of international marketing, and be able to evaluate their potential and risks for entry using the different modes of entry.
9. Demonstrate knowledge and understanding of the branding, brand equity models and know-how to manage and build a strong brand.
10. Show an understanding of various marketing metrics that can be used to analyse marketing initiatives.
11. Develop a comprehensive marketing plan.

Associated Assessment Criteria for Exit Level Outcome 1

• Develop an appropriate strategic stock and logistics plan which will demonstrate knowledge of the logistics function for a business.
• Plan stock and logistics of a retail business including effective stock and logistic objectives, policies, strategies, action plans and a logistics budget effectively for a year.
• Design an effective stock control system.
• Compile a supplier specification policy to ensure the right supply of prescribed products at the required conditions.
• Determine the best possible way of transporting products from the supplier to the business.

Associated Assessment Criteria for Exit Level Outcome 2

• Describe the origin, evolution and impact of marketing, marketing communications, marketing research, consumer behaviour and branding are examined to understand the foundations that underpin concepts in Marketing Management.
• Discuss the principles, concepts, and processes of marketing, marketing communications, marketing research, consumer behaviour, international marketing, marketing metrics and branding to understand the integrative nature of the marketing.
• Distinguish the importance and benefits of marketing, marketing communications, marketing research, consumer behaviour, international marketing, marketing metrics and branding are explored to highlight the key values of Marketing Management in the current marketing environment.

Associated Assessment Criteria for Exit Level Outcome 3

• Discuss and apply appropriate frameworks and tools to review existing marketing strategies and techniques.
• Identify and discuss frameworks to be used to conduct a situational analysis of the company.
• Identify and describe the factors in the macro-environment and the competitive environment.

Associated Assessment Criteria for Exit Level Outcome 4

• Compare and contrast traditional marketing mediums to that of new-age digital marketing and social media mediums to understand the fundamental differences and similarities.
• Describe the scope and context of traditional, new-age digital marketing and social media to form a holistic understanding of the integrative nature of these communication mediums.
• Discuss the transformation of the marketing industry by the new digital age to understand the importance and need for organisations to adopt digital marketing and social media.
• Identify and discuss the key stages and processes for creating an integrated marketing communication plan.

Associated Assessment Criteria for Exit Level Outcome 5

• Describe the various frameworks to assess the marketing environment.
• Identify and discuss the macro, micro and task environmental factors impact on the organisation's marketing strategies and business environment.
• Examine appropriate strategies to address the challenges caused by the macro, micro and task environment.

Associated Assessment Criteria for Exit Level Outcome 6

• Define key concepts in marketing research.
• Explain the importance of valid, relevant and current information in informing decision making.

Associated Assessment Criteria for Exit Level Outcome 7

• Define the concepts in consumer behaviour.
• Discuss how the consumer behaviour factors, namely: personal, social and psychological, impact on a consumer's behaviour.
• Explain the influence of consumer behaviour factors on a consumer's decision-making process.
• Describe the decision-making process a consumer undergoes to buy an item.

Associated Assessment Criteria for Exit Level Outcome 8

• Define the key concepts in international marketing.
• Identify and discuss the intricacies of international marketing.
• Examine the environmental and social-cultural factors in an international market.
• Discuss the various modes of entry into international markets.
• Explain the associated advantages and disadvantages for the various modes of international market entry strategies.
• Explore and discuss the marketing mix options for international markets.

Associated Assessment Criteria for Exit Level Outcome 9

• Define the key concepts and elements of branding, brand equity and brand management.
• Discuss the various brand equity models that organisations can use to position and build their brand.
• Examine strategies to manage and build a strong brand.

Associated Assessment Criteria for Exit Level Outcome 10

• Define key marketing metric tools concepts.
• Discuss marketing metrics as key marketing analysis tools.
• Compare and contrast the key marketing metrics available to marketers.

Associated Assessment Criteria for Exit Level Outcome 11

• Create a comprehensive marketing strategy/plan and action plan for the case study/scenario/product or organisation based on the marketing mix variables.
• Discuss the targeting, positioning, segmentation, operations/logistics, and strategic human resources requirements to be included in the marketing plan.

Integrated Assessment

The following proposed assessment structure (formative and summative) for the qualification

• Online Assessments (Formative).
• Individual Assignments (Formative).
• Examinations (Summative).

The mark for the experiential learning module is assessed based on the learner's and mentor's feedback in the Portfolio of evidence that they are required to hand in. A minimum mark of 50% is required to pass.