Postgraduate Diploma in Marketing

Purpose

The purpose of the Postgraduate Diploma in Marketing is to give learners an integrated understanding of applied competencies in the formulation and implementation of marketing strategies. The qualification will enable learners to develop in-depth theoretical knowledge and applied competencies in strategic brand management, digital marketing, multi-cultural marketing, contemporary issues and customer advocacy in marketing.

The qualification will enhance learners' ability to think critically by considering the dynamics of the internal and external marketing environments. Learners will come to understand the importance of evidence-based decision-making by being exposed to applied research methodologies, leading them through the process of conducting a research study. The qualification will further enable working professionals to engage in advanced reflection and development through a systematic exploration of current thinking, practices, and research methods in their area of specialisation.

Upon graduation, learners will have developed skills that address the skills shortage identified in South Africa. These skills include critical thinking, ethical decision-making, and digital agility, which would assist them in designing and implementing organisation-wide marketing strategies aligned with strategic goals and leading Integrated Marketing Campaign strategies.

Upon completion of the qualification, learners will be able to

• Demonstrate proficiency in ethical reasoning, professional behaviour, and awareness of health and safety protocols relevant to marketing.
• Demonstrate an understanding of the complexities and uncertainties of selecting, applying or transferring appropriate standard procedures, processes or techniques to unfamiliar problems in Marketing Management.
• Demonstrate the ability to use a range of specialised skills to identify, analyse and address complex or abstract problems, drawing systematically on the body of knowledge and methods appropriate to Marketing Management.
• Demonstrate the ability to operate effectively within a system or manage a system based on an understanding of the roles and relationships between elements within the system.

Rationale

In the Government Gazette, dated 2 February 2022, a number of occupations are listed as scarce skills for work visas to and permanent residence permits in South Africa. It is envisaged that the proposed qualification will supplement the marketing knowledge not addressed at Diploma and Advanced Diploma level, increasing the learner's advanced and topical marketing knowledge and skills.

The qualification further aims to equip learners with the skills to progress smoothly to post-graduate research qualifications, where they will be in a position to investigate and develop marketing solutions that address local, regional, national and even international threats to sustainability in the business and economic environments. These solutions will contribute to meeting the institutions' mission of offering an educational experience for a better world.

Upskilling marketing managers in topical business and socio-cultural issues contributes directly to the mission of the institution of providing a positive and empowering contribution towards the local business and broader community.

Recognition of Prior Learning (RPL)

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 may be applied for access, credits from modules and credits for or towards the qualification.

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 should they be allowed entrance into the qualification.

RPL for the exemption of modules

• Learners may apply for RPL to be exempt 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

The minimum entry requirement for this qualification is

• Advanced Diploma in Marketing, NQF Level 7.

Or

• Advanced Diploma in Marketing Management, NQF Level 7.

Or

• Bachelor of Business Administration, NQF Level 7.

Or

• Bachelor of Business Administration in Banking, NQF Level 7.

Or

• Bachelor of Business Administration in Retail Management, 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 Brand Management, 15 Credits.
• Digital Marketing, 15 Credits.
• Multicultural Marketing, 15 Credits.
• Contemporary Issues in Marketing, 15 Credits.
• Customer Advocacy, 15 Credits.
• Applied Analysis Techniques, 15 Credits.
• Advanced Research Methodology, 30 Credits.

1. Critique and synthesise competitive advantage for the brand by applying detailed knowledge of strategic brand management.
2. Develop and evaluate a targeted marketing strategy by integrating plans for various digital marketing channels.
3. Develop and apply appropriate marketing strategies for specific market segments.
4. Develop and analyse marketing strategies that integrate the latest trends and issues impacting marketing management.
5. Evaluate current marketing strategies and develop revised marketing strategies with a focus on customer service and management as key organisational activities aimed at delivering value to customers at a profit.
6. Critically evaluate a strategic marketing management problem by undertaking a research study and appropriately applying the research process.

Associated Assessment Criteria for Exit Level Outcome 1

• Analyse and discuss the brand management environment in relation to product, corporate and personal branding.
• Appraise the strategic imperatives for effective positioning of brands based on various case studies.
• Apply appropriate factors contributing to successful brand building were applied to various case studies.
• Incorporate strategic branding issues, market perceptions and challenges into the creation of strong brands.
• Assess the effectiveness of various brand management strategies based on various case studies.

Associated Assessment Criteria for Exit Level Outcome 2

• Evaluate the practical and strategic foundation of using digital technology to meet communication, market and product challenges.
• Apply different forms of digital assets for both web and mobile platforms for effective marketing in the virtual world.
• Advertise programmes that were developed across leading advertising media platforms.
• Develop and maintain an effective direct marketing strategy via email and mobile channels.

Associated Assessment Criteria for Exit Level Outcome 3

• Describe the impact of the diversity of traditions, culture and language of the market on marketing strategies was described.
• Explore a cross-section of various cultural dimensions to better inform global business decisions, leading to long-lasting multinational partnerships.
• Apply teamwork, knowledge and skills and collaborate effectively on research and project activities.

Associated Assessment Criteria for Exit Level Outcome 4

• Evaluate, identify the key contributions, limitations and assumptions made and relevance or implications for marketing practice and theoretical understanding.
• Communicate, analyse and evaluate contemporary marketing issues.
• Investigate current and emerging trends and issues in the macro-environment, business and society (global, national, local).

Associated Assessment Criteria for Exit Level Outcome 5

• Manage the customer relationship and create value for organisations and customers based on a relevant scenario.
• Evaluate the suitability of CRM strategies in various organisational settings based on a relevant scenario.
• Apply teamwork, knowledge and skills to collaborate effectively on research and project activities.

Associated Assessment Criteria for Exit Level Outcome 6

• Input raw data into a statistical package and generate the results.
• Select and apply appropriate data analysis techniques to address the identified problems.
• Critically reflect upon the main findings to provide conclusions, addressing the research problem.
• Interpret the results to make recommendations that are relevant to the problem under investigation.
• Present a professional and academically sound research proposal.

INTEGRATED ASSESSMENT

Modules are assessed on the basis of continuous assessment.

Formative Assessment

A balanced mixed-mode assessment strategy will be implemented as a combination of continuous, diagnostic and formative assessment:

• tasks
• assignments,

Summative Assessments

Summative assessments are aimed at encouraging learners to work consistently and to provide feedback on progress made. Preparation for assessment is undertaken by learners, working independently or in groups during the semester, to complete a variety of summative assessments.

The final mark will consist of the total of the marks awarded for various forms of summative assessment taking place continuously during the semester/year, such as:

• tests
• case studies
• seminar discussions
• short assignments and long assignments.

Assignments will be evaluated according to a previously provided rubric, along with additional comments where necessary. Verbal feedback will also be provided during contact sessions. Specific assignments will be based on cases pending in any current year. The average marks obtained for the assignments will constitute the final mark.

All assessments are compulsory and contribute to the final mark for the module.

Moderation

The collection of evaluated assessments will serve as the key instrument for external moderation of each module. A sample of learner work will be externally moderated. Moderator reports are received by the Head of Department, discussed and actioned at a departmental meeting.

No Work-Integrated Learning (WIL) is required for any of the modules.