Postgraduate Diploma in Marketing

Purpose

The Postgraduate Diploma in Marketing serves to strengthen and deepen knowledge in marketing and thus develops a deep and more advanced grounding in strategic marketing and marketing practices to enable qualifying learners to operate at managerial level and beyond. The primary purpose of the qualification is to enable qualifying learners and working professionals to undertake advanced reflection and development employing a systematic scoping and analysis of current thinking, practice and research methodology and methods for effective strategic application in Marketing.

This qualification demands a high level of theoretical engagement and intellectual independence, as well as the ability to relate and apply knowledge and skills effectively and efficiently to a range of marketing or marketing-related contexts. It builds on the knowledge and skills acquired in the Advanced Diploma in Marketing or related experience to enable qualifying learners for practices in more complex marketing environments. The qualification further seeks to cultivate a higher level of critical strategic thinking, preparing learners to be able to perform tasks that require increasingly more complex and abstract mental levels. This simultaneously ensures that the articulation into the next qualification is addressed and further cementing the research methodology through application in an industry-related relevant and appropriate current research project.

Rationale

The conceptualisation and the development of the qualification were finalised after rigorous situational analysis and benchmarking of the structure and content and relevance thereof in the Marketing sector and higher education. It demanded intensive and thorough research to determine the appropriateness and relevance of the qualification in the marketing sector.

The stakeholder analysis involved extensive consultations with several key stakeholders including former learners, industry partners and advisory board members with various affiliations in industries such as advertising agencies, marketing consultancy, marketing research, rail transport, retail, heritage, hospitality and members of the advisory board. Industry and academic trends were monitored through environmental scanning which involved an analysis of job advertisements, marketing-related publications and broader media readings. Alumni were surveyed to ascertain the knowledge and skills they found the key in the performance of their Marketing functions and what further gaps were necessary to take them to the next levels in the work environment. These key qualities such as in-depth knowledge of the subject discipline, research and strategic related thinking were identified as the strength of the programme and it was further required that the qualification addresses the need to advance graduates further in their respective professional lives.

Due to the fast-changing world of work and the technological demands impacting the sector the qualification needed to be able to respond to this ever-changing environment and learners responding and negotiating effectively and strategically in a technologically driven Marketing space. The extensive service economy in South Africa and across the world continues to demand the need for more intensive marketing knowledge for engagement national and international levels and to apply at a strategic level. The technological criteria were identified in the subject content and specifically in digital marketing. This was further supported by the continued application of online Teaching and Learning methodologies as the institution and the department embrace a blend of face-to-face and online tools to effectively meet learners in a world dictated to by the fourth industrial revolution.

The industry analysis indicated a growing trend to support the continuous professional development (CPD) of marketing practitioners and this qualification is designed to elevate the knowledge levels of learners.

Marketing evolved into a new marketing paradigm where customers have become co-creators of value and the qualification has been developed to reflect this new direction and trend. This new paradigm has revolutionised traditional business structures and given rise to new business thinking that requires the commitment from the entire organisation to effectively respond at a strategic level. Marketing by nature is a cross-disciplinary service function. It cuts across fields like engineering, science, pharmaceutical, financial services, energy and the public sector. Congruently the content of the qualification is designed to address these challenges that organisations will face on a strategic level to enable them to compete effectively in the new marketing era. The qualification content is designed to produce qualifying learners to be able to be strategic and operate at managerial level in this cross-disciplinary marketing environment to subsequently add value to the business and the community at large.

Due to nature, focus and level the qualification will produce qualifying learners who can use various marketing applications to analyse, research and strategically apply themselves at managerial levels in the marketing environment and effectively respond to the changing trends at a strategic level. Also, this qualification opens opportunities to those individuals working in fields other than marketing to formally obtain and further develop their marketing knowledge. It gives access to those whose employment demands a deepened knowledge of marketing and who gained appropriate and sufficient marketing experience in the world of work to consolidate and deepen their knowledge in the field.

The development of the qualification similarly took into consideration the trends in the identity of this learner who will pursue the qualification. It responded appropriately to the needs of this learner in a demanding and continuously changing environment. The qualification has been designed to meet the learners who find themselves working in a professional fast-paced world, who do not require the traditional classroom-based lecture mode of instruction and who live and work in the era of emerging and disruptive new technology accessing the world with available online facilities and means.

The design of the qualification in its delivery addresses the modern learners who find themselves applying knowledge and skills during this emerging and disruptive technologically driven milieu. Therefore, the qualification adopted a blended mode of delivery to allow for ease of access and meeting the needs of this modern learner. This will entail employing a combination of dedicated contact time, online monitored and controlled teaching and learning interaction and opportunities designed within the dictates of institutional and learner resources. Relevant research will be conducted culminating in the completion of a capstone research project which will be industry related, pertinent and current.

Recognition of Prior Learning (RPL)

RPL is a process of identifying the knowledge and skills of an applicant against the admission requirements of the qualification and/or for credits against part of a qualification. The RPL process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal and or formal learning. The RPL process is multi-dimensional and multi-contextual, aimed at the individual needs of applicants and will be dealt with following the institutions' RPL policy.

Access to the qualification may be considered with any other formal and/or non-formal qualification with marketing at the appropriate NQF Level as a major field of study. RPL would seek to determine the applicant's relevant experience and knowledge concerning marketing and to determine the appropriate level of said marketing experience and knowledge to competently pursue the qualification.

The RPL process will include the preparation of a portfolio of evidence to be presented by the RPL candidate to assess and determine the level of qualification the applicant would be considered for. The learner will be advised timeously of the assessment criteria and what it will entail. The portfolio of evidence will consist of a compilation of different kinds of evidence. In the Marketing Department and for purposes of the qualification the evidence presented will be checked for sufficiency, validity, reliability and authenticity of the evidence. The portfolio should contain; A motivation and summary by the applicant of his or her competencies and qualifying and linking the RPL application to the portfolio of evidence and all the relevant different types inter alia the applicant' CV, evidence from the workplace and testimonials to demonstrate the knowledge, experience and skills in marketing. If required, the Department may use further tools such as an interview or assessment to verify or clarify evidence presented. The Department will ensure that evidence is screened according to the institution's policy for authenticity, validity and reliability. The institution's appeal procedure is in place to accommodate queries.

Entry Requirements

The minimum entry requirement for this qualification is

• Bachelor of Technology in Marketing, NQF Level 7.

Or

• Bachelor Degree in the related field, NQF Level 7.

Or

• Advanced Diploma in Marketing, NQF Level 7.

This qualification consists of the following compulsory modules at National Qualifications Framework Level 8 totalling 120 Credits.

Compulsory Modules, Level 8, 120 Credits

• Strategic Marketing Management, 30 Credits.
• Research Methodology, 30 Credits.
• Strategic Digital Marketing, 30 Credits.
• Strategic Brand Management, 30 Credits.

1. Develop a comprehensive understanding of the requirements of, and take full responsibility for, a senior marketing management position, and lead a marketing team in an organisation.
2. Conduct an internal and external analysis of the marketing environment and develop solutions to marketing problems and recommend brand positioning and strategic direction for an organisation.
3. Select and evaluate information and processes to develop and implement cohesive strategic marketing plans creating customer value.
4. Execute a comprehensive applied research study within specialist marketing fields by identifying information needs, using research methods to collect data, analysing the data, presenting and communicating findings and applying the findings effectively in the relevant context.
5. Produce and communicate information in a business environment that demonstrate and reinforce the commitment to ethical practices.

Associated Assessment Criteria for Exit Level Outcome 1

• Identify the different levels of management and apply decision-making processes required at different levels of management related to marketing management.
• Apply knowledge of business process management and how it applies to strategic marketing within an organisation.

Associated Assessment Criteria for Exit Level Outcome 2

• Analyse case-based marketing scenarios for organisational enhancement.
• Conduct environmental scanning to determine brand positioning and strategic direction for an organisation.
• Demonstrate the dimensions of domestic and global economic forces on strategy development within the organisation.
• Analyse the current brand identity and positioning to improve future planning.
• Develop a brand identity and positioning strategy within an organisation.
• Design digital marketing strategies for different audiences as it relates to marketing management.

Associated Assessment Criteria for Exit Level Outcome 3

• Determine the influence of scenario planning on strategic marketing decision-making for an organisation.
• Apply comprehension of organisational learning and knowledge management in a business context.
• Formulate a strategic marketing plan for an organisation to stimulate customer value.
• Demonstrate relevant knowledge of the drivers of implementing a strategic marketing plan to effect successful implementation within an organisation.
• Evaluate a strategic marketing plan to promote organisational effectiveness.
• Identify corrective action to stimulate organisational market value.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate appropriate knowledge of the psychology of post-graduate research, theories, research methodologies, methods and techniques relevant to marketing.
• Select an appropriate research topic relevant to marketing.
• Formulate a suitable research approach, research problem/question, research proposal and ethical conduct to the selected research topic.
• Conduct an appropriate literature review, research design and data collection techniques relevant to the research.
• Correctly implement the study as it pertains to the selected research.
• Aptly process, analyse and interpret data related to the chosen research.
• Coherently make conclusions and report the findings of the research.

Associated Assessment Criteria for Exit Level Outcome 5

• Demonstrate and appreciate the ethical values when producing and communicating information related to the organisation's marketing practices.
• Understand accountability and responsibility for consequences of decision-making and organisational direction ensuring alignment with ethical practices.

Integrated Assessment

There is an appropriate balance between formative and summative assessments. Formative assessment aims at enhancing learner learning and provides learners with an opportunity to reflect critically on their learning and to improve their levels of personal accountability and time management. Formative assessment will consist of a variety of assessment such as practical online exercises based on case scenarios, podcasts or videos, class activities that include analysis of cases and presentation of recommendations, online and offline discussion forums, shared Google docs and multimodal reflections on learning and feedback options will be used.

The modules are offered concurrently as year courses and learners will complete all modules to complete the qualification. Summative assessment is anchored in real-world issues and is aimed at assessing learners' attainment of the learning outcomes of the qualification and module(s). Summative assessments are internally and externally moderated based on institutional policy and requirements. Summative assessments will consist of a variety of formal assessment tasks and relevant to marketing at this level. Summative assessments will include amongst others online assessments, face-to-face presentations, case analysis and recommendations using a multimodal portfolio of evidence, such as blogs or e-portfolios, submission of strategic plans and research projects presented in a written and oral format.

The capstone research project is an example of an integrated assessment that will be informed by industry realities and challenges. It will enable learners to critically and strategically operate in the Marketing environment by applying the theoretical grounding and understanding of conducting applied research in a relevant business sector.

All summative assessments are moderated in a three-step process, namely pre�assessment, post-assessment and an integrated review. This is done to ensure that each assessment is valid, reliable, fair, accurate and well designed. Assessments should have appropriate criteria and rubrics to guide both the learners and the examiner.

The formative and summative assessments form part of a series of continuous evaluations to determine learner's ability to engage critically with complex Marketing theories, thus develop critical thinking abilities that enable them to understand the complexities of the world, and strategically respond to it. These assessments will further provide opportunities to develop reflexive competence and assess whether the learner has integrated the marketing professional roles, knowledge, practice and skills delivered through the learning outcomes of the subjects of this qualification.