Higher Certificate in Marketing Practice

Purpose

Marketing Practice resides at the core of commerce. The Higher Certificate in Marketing Practice has been developed for a particular purpose of facilitating access to the world-of-work, as learners will be able to attain knowledge in support of those areas of the world-of-work that rely on the application of the knowledge and skills systems supporting marketing practices. For a rapidly evolving and growing nation, it is crucial to increase the supply of competent learners with the necessary skills if South Africa is to continue to grow and to remain globally competitive.

The purpose of the qualification is to ensure learners are equipped with the knowledge, principles and practice-based methodologies relevant to marketing practice to enable them to demonstrate initiative and responsibility in a professional or academic context where application of the principles. Having knowledge of these principles is necessary as it forms the basis for entry into the labour market, professional training, further study, or professional practice in a wide range of careers within civil society, the public or private sectors. The modules within the Higher Certificate in Marketing Practice are developed in an increasingly applied manner covering the major functional specialisations and culminating in an integrated manner which provides broad strategic context for; learners on issues in marketing practice, brand management, advertising and sales promotion, media law, computer literacy, event management, business communication, entrepreneurship and experiential learning.

The breadth and depth of learning achieved by learners reflect a broad repertoire of skill-sets and knowledge-sets consisting of principles, practical engagement and levels of intellectual independence characteristic of Higher Certificates which facilitates access to the relevant worlds of work and promotes critical and analytical citizenship. For a rapidly evolving and growing nation, this qualification forms part of the increase in provision of learners with skills to grow the economy, to advance social transformation, and to remain regionally relevant and globally competitive.

Rationale

The Higher Certificate in Marketing Practice is a response to the need for competent managers across all economic sectors in the workplace. The current and future need for competent managers has been expressed by employers and employees. The skills, knowledge, attitudes and values that are required for managers to develop are evident in this qualification while remaining, to a certain degree a generalist qualification for the field of practice rather than a specialist qualification, by offering good breadth on the important topics combined with appropriate occupational and professional depth for its intended purpose. The qualification provides exciting career opportunities in the fields of marketing management, for example:

• Advertising (Sales, Campaign or Project) Assistant.
• Junior Marketing/Brand/Event Coordinator.
• Customer Relationship, Key Account Supervisor Assistant.
• Assistant or Junior Researcher/Advisor/Consultant in Advertising, Branding and Marketing.
• Service, Sales or Product Representative Assistant.
• Marketing/Brand Assistant.

In the increasingly competitive, sophisticated and changing world of work; the continued development of middle to have higher order applied knowledge is essential. The curriculum has been designed to give learners the skills required for managing life-long learning to build successful careers and to remain productive and responsible citizens. The qualification provides a balance in fields that are broadly enabling in relation to career pathways while providing opportunities for both, professional membership with a variety of local and international bodies and for enabling further studies through vertical and/or horizontal articulation pathways, for example:

• Specialised studies in brand management or event management.
• Advanced studies in marketing or advertising.
• Diploma studies in advanced marketing practice or marketing communications.

Recognition of Prior Learning (RPL)

The institution's existing Recognition of Prior Learning policies and practices will be operationalised in relation to the Higher Certificate in Marketing Practice qualification. The principle of recognising (through evaluation/verification and/or assessment) learning that has already taken place will be applied to learning programme module levels. Please refer to the institution's RPL policy for an indication of the provision for Recognition of Prior Learning access pathways to the qualification.

Entry Requirements

• National Senior Certificate (NSC).

Or

Senior Certificate.

Or

• National Certificate (Vocational) NC(V) at NQF Level 4.

The qualification consists of compulsory modules at NQF Level 5, totalling 122 Credits.

• Marketing Practice, 16 Credits.
• Advertising and Sales Promotion, 10 Credits.
• Business Communication, 10 Credits.
• Brand Management, 16 Credits.
• Event Management, 16 Credits.
• Computer Literacy, 16 Credits.
• Media Law, 8 Credits.
• Entrepreneurship, 16 Credits.
• Experiential Learning, 14 Credits.

1. Apply general marketing and advertising principles to real life situations and interpret economic realities of local and global communities.
2. Analyse data, advertising and brand information.
3. Demonstrate professional business communication and event management skills.
4. Identify the socio-economic needs of society and display cultural sensitivity within organisations.

Associated Assessment Criteria for Exit Level Outcome 1

• Understanding of the marketing function and scope according to the fundamental general marketing practices is demonstrated.
• Core general marketing and advertising practices in a business context are applied.
• Relevant ethical practice is complied with.

Associated Assessment Criteria for Exit Level Outcome 2

• Brand management, with a particular emphasis on the principles and methodologies associated with brand building strategies, brand management and brand equity, and the measurement of brand value is discussed.
• Understanding of the contemporary advertising milieu as well as the economic and social aspects of advertising is demonstrated.
• The foundations and determinants of an advertising strategy, planning and implementation are discussed.
• Information and research data for advertising, branding and marketing purposes is managed and interpreted.

Associated Assessment Criteria for Exit Level Outcome 3

• Knowledge and skills associated with professional business communication functions are applied.
• Understanding of the event management scope by initiating, planning and explaining the overall conduct of an event through to the closure of the event is demonstrated.
• Proficiency in control, evaluation and scoping of plans for an event is shown in the planning and management.

Associated Assessment Criteria for Exit Level Outcome 4

• Principles and theories of individual, social and organisational behaviour are distinguished.
• Conflict handling and motivational skills, and cultural sensitivity within professional environments are demonstrated.

Integrated Assessment

Assessment for this qualification is both formative and summative. Formative assessment integrates the cycle of teaching and learning, and assessment. Study guides and texts contain self-assessment exercises. The scheme of work includes formal assessments in the form of tests and/or assignments based on the learning material and students are graded and provided written feedback. The process is continuous and focuses on smaller sections of the work and limited in the number of outcomes assessed.

Summative assessments are in the form of examinations, or equivalent assessment such as a research report which assesses 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.