Postgraduate Diploma in Marketing Management

Purpose

This qualification aims to provide specialised academic and professional knowledge to learners in the field of Marketing Management. Learners will be exposed to in-depth knowledge in the areas of branding management, digital marketing, advanced marketing and communications, financial management and global marketing. The qualification will equip learners with knowledge and skills to succeed in an increasingly competitive business environment.

Rationale

In designing the qualification, organisations within the marketing industry, have been widely consulted. The consensus of the marketing industry is that Marketing Management encompasses all factors that influence a company's ability to deliver value to customers and there is indeed a need for a Postgraduate Diploma in Marketing Management: One that is broad-based with a large scope but aimed at senior managers. This qualification seeks to respond strategically to the challenge of low educational levels which are notable in the sector. The growth in the sector, as demonstrated by statistics cannot be taken for granted and like every other successful industry re-investment in this sector is necessary. The skilling of the current and potential labour force is mainly one of the strategic investment tools that are necessary. Hence the need for the introduction of this qualification.

The Postgraduate Diploma in Marketing Management is focused on the development of managers who are skilled in the marketing domain and is also relevant to the marketing industry. Managerial skills, knowledge and competencies in the field of marketing are developed, thus creating qualified and well-equipped senior managers, who are skilled and able to practise effectively in the business environment. A 2008 survey conducted amongst 76 marketing companies and marketing divisions in corporate organisations has reaffirmed the need for a Postgraduate qualification for senior staff members who have been promoted to marketing management positions, but who do not have the relevant qualifications required for these positions. The survey has shown that a number of these individuals have qualifications, such as an engineering Degree, a Bachelor of Laws (LLB) or a Chartered Accountant (CA) qualification, but have no training in Marketing Management. The survey has also indicated that there is a need by aspirant middle-level managers, who currently hold a Diploma in Marketing Management, who require a Postgraduate qualification in the field of marketing to further prepare them for a more senior position. Furthermore, the needs analysis has especially indicated the need for a part-time, distance education programme that will allow employed students to pursue their studies whilst continuing with their work on a full-time basis.

Recognition of Prior Learning (RPL)

Recognition of Prior Learning (RPL) of learners will be conducted on an individual basis in accordance with the RPL policy of the Institution. A functional system for RPL is in place and is used as a mechanism to gain access to programmes.

RPL applications for the institution are received by the Centre for Assessments and Graduations. The candidates are required to complete an RPL application document. Accompanying the RPL application must be certified copies of all previous qualifications and a comprehensive portfolio of evidence, reflecting on extensive work learning. Once the institution's RPL coordinator has deemed the RPL application as being complete, the portfolio will be sent to the Department of Business Management. The faculty's RPL committee assesses the candidate's portfolio thoroughly against the relevant learning outcomes.

Entry Requirements

The minimum entry requirements are

• An appropriate Bachelor's Degree.

Or

• An Advanced Diploma in Marketing Management at Level 7.

This qualification comprises elective and compulsory modules at Level 8 totalling 120 Credits.

Compulsory Modules, Level 8, 96 Credits

• Applied Marketing Communication, 12 Credits.
• Digital Marketing Strategy, 12 Credits.
• Digital Marketing Tactics, 12 Credits.
• Fundamentals of Financial Management, 12 Credits.
• Management of Financial Investments, 12 Credits.
• Marketing Research Project, 12 Credits.
• Marketing Research Project, 12 Credits.
• Advanced Marketing Communication, 12 Credits.

Elective Modules, Level 8, 24 Credits (Select two modules)

• Brand Management, 12 Credits.
• Global Marketing Environment, 12 Credits.

Or

• Global Marketing Strategy, 12 Credits.
• Brand Strategy, 12 Credits.

1. Demonstrate advanced management knowledge and how it links to the discipline of marketing.
2. Understand the requirements of, and take full responsibility for, a senior Marketing Management position, and lead a marketing team in an organisation.
3. Conduct an assessment of an organisation's internal conditions and capabilities, as well as the external environment, and link its resources with desirable marketing options.
4. Demonstrate an advanced understanding of the national and international economic context and systems within which organisations operate and link these to marketing opportunities.
5. Critically select and evaluate information and processes for the purpose of designing a strategic marketing plan.
6. Develop and implement an advanced strategic marketing plan and communicate it to relevant role players.
7. Produce and communicate information in a business environment with respect to conventions around intellectual property, copyright and plagiarism.
8. Evaluate the success of strategic marketing process as an input for future decisions.
9. Master life-long learning strategies in the field of marketing management.
10. Identify and address ethical issues in the field of marketing management and base decisions and actions on appropriate marketing management values.

Associated Assessment Criteria for Exit Level Outcome 1

• Define the management process with specific reference to marketing.
• Explain and apply the processes of effective strategic planning, goal-setting and developing marketing strategies.
• Deal with the complex and integrated relations among role players.

Associated Assessment Criteria for Exit Level Outcome 2

• Define brand management within the context of marketing.
• Describe digital marketing.
• Apply selected communication approaches in dealing with individuals and groups.
• Create a motivating environment within an organisation and marketing department.

Associated Assessment Criteria for Exit Level Outcome 3

• Explain different techniques to acquire management information.
• Implement techniques to acquire effective marketing information.
• Analyse information and apply it to improve the marketing decision-making process.
• Make informed decisions to gain a competitive advantage.

Associated Assessment Criteria for Exit Level Outcome 4

• Identify micro and macro-economic forces that influence the organisation and the marketing of a product or service.
• Understand the dimensions of domestic and global economic forces.

Associated Assessment Criteria for Exit Level Outcome 5

• Identify sources of information within a marketing context.
• Discuss different methods available to collect applicable marketing information.
• Apply different techniques to analyse information.
• Present information in a variety of formats.

Associated Assessment Criteria for Exit Level Outcome 6

• Define a strategic marketing plan.
• Explain the components included in a strategic marketing plan.
• Discuss the communication and implementation of a strategic marketing plan.

Associated Assessment Criteria for Exit Level Outcome 7

• Identify the different Acts relevant to marketing.
• Discuss the purpose of the different Acts.
• Identify methods to communicate relevant information regarding the different acts to different stakeholders.

Associated Assessment Criteria for Exit Level Outcome 8

• Discuss the effect of the implementation of a successful strategic marketing process.
• Describe the financial benefit of implementing a successful strategic marketing process.
• Explain the implementation of a control system to evaluate the strategic marketing process.

Associated Assessment Criteria for Exit Level Outcome 9

• Reflect on the strategies available to learn more effectively.
• Develop clear guidelines towards responsible decision-making in the field of marketing.
• Explore educational and career opportunities in the field of marketing.

Associated Assessment Criteria for Exit Level Outcome 10

• Identify ethical issues within the marketing field.
• Determine key values for the organisation with special reference to marketing.
• Determine effective methods to communicate key values to stakeholders.

Integrated Assessment

All work and assessment are required to preferably start with situations and required decisions in an industrial setting. Such practices enable the programme and its lecturers to achieve the required integration of assessment which by definition means to:

• Treat a number of outcomes together.
• Treat a number of assessment criteria together.
• Promote an awareness of the connections and relationships between the knowledge, processes and skills inside the different modules.
• Practice a combination of assessment methods and instruments used to achieve outcome/outcomes.
• Collect naturally occurring evidence (such as in the workplace setting).