Higher Certificate in Marketing Management

Purpose

The purpose of the Higher Certificate in Marketing Management is to provide learners with the opportunity to acquire skills required to perform elementary functions in the Marketing field. Training for this qualification is both theoretical and practical. It allows learners to grasp fundamental knowledge of the workings of various software packages and the commercial environment and select marketing and general IT software packages.

The skills, knowledge and understanding demonstrated within this qualification are essential for social and economic transformation and contribute to the upliftment and economic growth within the business sector. The learners are trained to assist management with various administrative duties. Learners will be able to obtain entry-level employment in a range of occupations, such as; Digital Marketing, Marketing Assistant, Sales Assistant, Marketing Administration Officer, Sales Administration Assistant, Assistant Advertising and Promotions Planner, Marketing Research Assistant, Marketing Representative, Assistant Merchandising Manager, Assistant Direct Marketing Planner, Digital Marketing Assistant/Administrator, Email Marketing Assistant/Administrator, E-Commerce Assistant/Administrator, Social Media Consultant/Administrator, Online Sales Assistants.

This qualification will contribute to the full development of the learner within Marketing's traditional and online environments by providing recognition and further mobility within the field. The qualification supports the philosophy of life-long learning. Learners will be able to increase their access to employment since this qualification also caters for individuals who are employed but lack the certification to perform efficiently or to be promoted.

Upon completion of this qualification, qualifying learners will be able to

• Demonstrate the use of marketing management theories, concepts, principles, techniques, and approaches to inform and support the attainment of business goals and plans.
• Apply and demonstrate the key business functions to support the completion of marketing management requirements in the business context within the local and global work environment.
• Demonstrate the use of information systems and technical knowledge to support the completion of business processes for marketing and to improve business efficacy and effectiveness within the digital space.
• Demonstrate understanding and apply marketing strategies accurately and appropriately in the conceptualisation and development of marketing plans.

Rationale

There is a steady growth in careers that are linked to digital/electronic/web technologies in South Africa and the rest of the world. Digital job opportunities are available in the Information Technology (IT) sector, with an increase in digitised communication between manufacturers, suppliers and clients, plus greater access to the internet by the broader public. Opportunities in Marketing and Communication continue to open up for practitioners, which can be attributed to the rise of Internet / Web or computer-based technologies that demand tech-savvy marketing practitioners who can leverage the wide vista of exciting opportunities, new markets, products, and media provided by technology. In addition, the rise of companies' digital presence will open an increased number of digital marketing employment opportunities in future.

The current skills deficit across all sectors means that there is a premium placed on staff who are qualified and able to perform across the key areas of marketing management and administration. The current skills shortage also requires that employees be equipped with skills and knowledge that are key to the transformation of the South African economy and that they contribute to the positive performance of their employers. Further, there is also a need for entry-level qualifications, which are vocationally, and industry focussed. Statistics available from the National List of Occupations in High Demand (2018) reflects a need for skilled Sales and Marketing practitioners, administrators, and managers.

The need for Sales and Marketing managers is particularly acute since they are vital for the business or organization to function effectively due to the demanding environment in which businesses operate, both in South Africa and globally. Practitioners must be trained in the use of web-based technology and tools to succeed in their field, particularly in this competitive global economy.

This qualification offers introductory knowledge to the areas of general business administration, marketing, social media, digital marketing, and computer skills within a business environment and prepares learners for a range of entry-level professional positions in the Marketing field including traditional and digital marketing. Further, it also provides opportunities for upskilling and certification of skills obtained during on-the-job training or self-study or further studies.

Recognition of Prior Learning (RPL)

The institution has an approved Recognition of Prior Learning (RPL) policy applicable to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications.

RPL for access

• Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
• To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations.

RPL for exemption of modules

• Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

RPL for credit

• Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.
• Credit shall be appropriate to the context in which it is awarded and accepted.

Entry Requirements

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 128 Credits.

Compulsory modules, Level 5, 128 Credits.

• Marketing Management, 20 Credits.
• Marketing Practice, 16 Credits.
• Marketing Metrics, 12 Credits.
• Consumer Behaviour, 12 Credits.
• Digital Marketing Environment, 12 Credits.
• Social Media and Communication, 12 Credits.
• Business Communication, 12 Credits.
• Business Management Fundamentals, 16 Credits.
• End User Computing, 16 Credits.

Exit Level Outcomes

1. Apply the different methods of communication in a business environment to ensure effective marketing practices.
2. Demonstrate the use of Marketing Management theories, concepts, principles, techniques, and approaches to inform and support the attainment of business goals and plans.
3. Apply and demonstrate the key business functions to support the completion of marketing management requirements in the business context within the local and global work environment.
4. Demonstrate the use of information systems and technical knowledge to support the completion of business processes for marketing and to improve business efficacy and effectiveness within the digital space.

Associated Assessment Criteria for Exit Level Outcome 1

• Explain and describe different types of communication media, stressing the importance of effectiveness and accuracy in written and oral communication.
• Explain social media and communication technologies and their requirements.
• Apply learnt strategies and demonstrate evidence of people skills such as tolerance, listening skills and empathy.
• Apply the methods learned and describe the inclusion of ethical and privacy concerns and considerations in communication practices.
• Describe and discuss the key elements and factors that must be considered when designing an effective social media and communication campaign in different contexts.
• Explain how the different forms of social media and communication, business communication and public relations strategies and techniques should be used for effective communication in the virtual world.

Associated Assessment Criteria for Exit Level Outcome 2

• Utilise understanding and apply basic marketing principles.
• Utilise understanding and apply marketing strategies accurately and appropriately in the conceptualisation and development of marketing plans.
• Discuss and design an effective marketing campaign in each context.
• Apply marketing strategies and marketing techniques for effective marketing in the virtual world.
• Describe and discuss marketing metric concepts, terms, techniques, theories and approaches applicable to the business marketing environment.
• Apply understanding to discuss and compare factors affecting consumer behaviour for product and service-orientated industries.
• Utilise understanding and use of technology in customer service and consumer interactions.
• Discuss and explain the need for good customer service as well as the need for an individual/personal customer approach.
• Explain and compare the processes, procedures, approaches, and strategies for building customer relationships.

Associated Assessment Criteria for Exit Level Outcome 3

• Explain the elements and components of various organisational types and leadership and management styles.
• Apply understanding of accounting processes and principles, as well as the use of accounting documentation (ledgers, journals, source documents) appropriately.
• Utilise understanding of supply chain management and planning, and its importance.
• Apply understanding and ability to use public relations skills as well as fundamentals of media liaison to advance a business.
• Explain the basic human resource legislation and regulations and routine human resource operations to manage people.

Associate Assessment Criteria for Exit Level Outcome 4

• Describe information systems and explain their use in a business context.
• Explain the purpose and use of business computing equipment and devices.
• Apply the principles and practices used in the Digital Marketing industry.
• Apply the tools used to effectively market an organisation in the 21st Century on a digital platform.
• Apply knowledge of the elements of a website designed to ensure that the content of the website receives optimal search engine rankings.
• Utilise understanding and apply E-Commerce systems to plan, manage and market electronic business operations, products, and services provided online via the Internet.