Postgraduate Diploma in Management in Marketing

Purpose

The primary purpose of the Postgraduate Diploma in Management (Marketing) is to strengthen and deepen the postgraduate learners' knowledge and understanding of the latest thinking in management and marketing. Where learners have no prior qualification in a cognate discipline, they will be required to complete the courses Business Studies and Financial Taxation.

Such knowledge and skills that will be learnt include the ability to critically analyse the marketing landscape and consumer behaviour; comprehend and apply the outcome of advanced marketing research studies; formulate a marketing plan incorporating elements of advertising, social media, sales promotion and channel management; deploy the necessary marketing resources in a cost-effective manner; as well as appreciate the role and importance of allied subject areas such as finance, information systems, human resources, etc. Thus, the intention is to create a well-rounded, progressive and dynamic marketing professional, fully capable of dealing with the challenges of operating in an emerging market such as South Africa.

These skills can be applied in a commercial context, facilitating corporate development of the individual, or in an academic context, whereby the learner's research and personal organisation skills will enable routes to the Master's level of studies.

Rationale

The need for well-educated managers at all levels of organisations and within all sectors is well-documented. This qualification enables graduates with Commerce Degrees to improve and strengthen their understanding of the current business and managerial imperatives at both micro-and macro-levels, whilst giving them an opportunity to specialise and deepen their knowledge in a particular discipline.

Marketing is fundamental to the success of any organisation. Without sales that generate profit, companies will fail. Marketing is critical in the development of a strong and loyal customer base, and sound and strategic Marketing is an essential component of all successful organisations.

Having an excellent product or service is one thing; communicating the strengths or qualities of a brand or a product to convert interest into sales is entirely another, and understanding the various elements of marketing is crucial for all those involved in the process.

The purpose of the Postgraduate Diploma in Management (Marketing) is to provide specialised academic and professional studies for candidates holding advanced diplomas or undergraduate degrees in a variety of disciplines. This Postgraduate Diploma provides learners with a broad overview of the key aspects of management and then provides comprehensive studies in the various sub-disciplines associated with the marketing of goods, services and ideas in the commercial, industrial and public sectors of the economy.

The nomenclature of this qualification is an important consideration for several reasons. It is known from experience that one of the great strengths of the previous qualification is the balance between the general management curriculum and the specific focus on marketing. This of course, is the key reason for the high credit load of the qualification 180, when the minimum is 120.

This qualification requires learners to complete courses in the fundamental areas of management at NQF Level 8 to ensure their knowledge of the latest thinking and research in the key areas with which they will be grappling within a particular industry. Being an effective manager and/or leader in a Brand Management team for a Fast Moving Consumer Goods (FMCG), for instance, with a budget of tens of millions of rands requires learners to have a far wider knowledge about budgeting, finance, sales forecasts and people management, rather than having just a deep knowledge of marketing. A graduate who completed their degree several years before will not necessary be aware of the current developments in leveraging social media to its optimum because of the rapid changes in technology and communication. Management is a science, and graduates from this qualification are required to get to grips with the science that can be applied to the specific profession and having this more general knowledge adds greatly to the depth of education.

Recognition of Prior Learning (RPL)

Applicants who do not have a Degree or Advanced Diploma but have at least 5 years working experience in a related organisational setting may be assessed through a combination of case studies and entrance examinations to determine whether they have the equivalent educational ability and motivation as someone with the Level 7 exit level outcomes.

Entry Requirements

Admission to the Postgraduate Diploma will require a

• Bachelor's Degree or relevant Advanced Diploma in a related field.

The Post Graduate Diploma in Management in Marketing consists of 8 compulsory modules at NQF Level 8 totalling 144 Credits.

• Organisation and Management, 18 Credits.
• Business Research and Communication, 18 Credits.
• Effective People Practices, 18 Credits.
• Consumer Behaviour, 18 Credits.
• Electronic Marketing, 18 Credits.
• International Marketing and Brand Management , 18 Credits.
• Retail Management and Services Marketing, 18 Credits.
• Integrated Marketing Communication, 18 Credits.

Electives (Select two, 36 Credits)

• Creativity in Business (first semester), 18 Credits.
• Project and Operations Management (second semester), 18 Credits.
• Social Entrepreneurship (second semester), 18 Credits.
• Event Management (second semester), 18 Credits.

1. Critically engage with different theoretical constructs and frameworks as they apply to management and organisations.
2. Recognise the role, value and relationships between the different functional areas within organisations and be able to maximise these.
3. Conduct affairs with integrity, mindful of the impact decisions that are taken will have in both the long- and short-term.
4. Demonstrate a heightened understanding of the related systems of management marketing and the dynamic inter-relationship between these units and the broader context.
5. Execute a comprehensive applied marketing research studies using both qualitative (e.g. in-depth interview) and quantitative (e.g. inferential statistics and path modelling) techniques.

Associated Assessment Criteria for Exit Level Outcome 1

• Business issues that contribute to the developing knowledge base in the industry are researched with an understanding of methodological complexities and uncertainties in order to identify, analyse and address complex problems.
• Specific socio-economic challenges of local and national environments are appreciated and responded to within an international context of doing business.
• Information from a variety of sources is found, analysed, organised and integrated.

Associated Assessment Criteria for Exit Level Outcome 2

• Solutions to business problems are produced and communicated as these arise in the course of professional activity.
• The value and purpose of strategic thinking is recognised.
• The need for sustainability in all aspects of business, including people, profit and planet is understood.
• The value of an entrepreneurial mind-set and to be able to assess both risk and opportunity is appreciated.
• A positive contribution is made in a wide variety of organisational settings and sectors, especially conscious of the specific needs of each particular context.

Associated Assessment Criteria for Exit Level Outcome 3

• Situations and problems are approached with an ethical and legal framework.
• Innovation and creative thinking about solving problems are applied.
• Decisions based on sound knowledge and judgement are made.
• The value of diversity, and the ability to form constructive and collaborative relationships emulating in a business environment are appreciated.
• The relationship between group dynamics and effective decision making is recognised.
• All aspects of strategic management are integrated with an appreciation of the value of diversity.

Associated Assessment Criteria for Exit Level Outcome 4

• A situational analysis using tools such as a SWOT (Strengths, Weaknesses, Opportunities and Threats) and PESTEL (Political, Economic, Social, Technological, Environmental and Legal) analysis is conducted.
• Frame a research question by understanding the influential factors and the significance of the desired outcome is conceptualised.
• Social media platforms are used (e.g. Facebook, Twitter, Instagram and LinkedIn) as a bi-directional tool of engagement in order to communicate with customers and learn about their preferences, lifestyle, customer requirements.
• Consumer insights are driven through practices such as data mining from in-house and third party databases, collaborative filtering and 'Big Data' analysis.
• Supply chain of manufacturing, wholesale and retail businesses is analysed with a view to creating efficient operations that are responsive to fluctuations in consumer demand and buying patterns.
• Consumer brand in compliance with the prescribed business strategy and resource dispensation is nurtured and grown.
• International opportunities are identified and maximised through an understanding of both developed and developing markets, and the economic shifts in a globalised world.
• Goals for marketing campaigns which facilitate ongoing measurement of performance are set.

Associated Assessment Criteria for Exit Level Outcome 5

• An independent search for relevant sources such as the relevant journals, specialist bibliographies, websites, official publications, file systems and archives is conducted.
• The most important literature is reviewed and integrated.
• The distinction between the various research methods in the social sciences (e.g. quantitative, qualitative and participatory action) are identified and defined.
• Library and other resources are used effectively to suit the needs of the particular area of research.
• Most applicable research methods and strategies in management marketing are chosen and applied.
• Theories and models in the analysis and interpretation of collected data are applied.
• Reasoned theoretical judgements are made.

Integrated Assessment

Each course will have formative assignments and summative examinations. During the year the results of the assignments completed during the year will constitute the year mark for the course - this range between 40 and 45% of the final mark. A final examination will be written in each course, this will form between 55 and 60% of the final mark.