Postgraduate Diploma in Marketing Management

Purpose

The purpose of the Postgraduate Diploma in Marketing Management is to equip learners with advanced knowledge and skills essential for marketing management roles. Learners will demonstrate a profound understanding of marketing principles, the ability to strategically lead teams, assess internal and external organisational factors, integrate economic insights into marketing decisions, critically analyse information for strategic planning, execute and evaluate marketing plans, and uphold ethical standards in marketing management.

This qualification will ensure learners are prepared for impactful contributions to the national and professional context, working in an organisation or within their businesses or consultants, fostering lifelong learning in marketing management.

Upon completion of this qualification, qualifying learners will be able to

• Demonstrate advanced management knowledge and how it links to the discipline of marketing.
• Identify the requirements of, and take full responsibility for, a senior marketing management position, and lead a marketing team in an organisation.
• 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.

Rationale

The qualification is currently offered by the institution's Graduate School. However, to keep the qualification applicable and current, a decision was taken and approved by the Academic Board to re-accredit. This will ensure regulatory compliance as well as ensure the qualification remains applicable and updated in terms of the latest industry standards and trends.

The institution identified the following range of learners who will benefit from the qualification

• Currently employed in marketing: provide those who are already employed in the sector with an opportunity to expand their marketing knowledge with insight, understanding, and practical skills related to marketing and business management principles.
• Entering the marketing industry: aimed at prospective learners entering the business or professional marketing industry, it provides a practical opportunity for learners to broaden their career prospects.

The qualification provides learners with the opportunity to pursue a lifelong learning journey. Learners who have completed a bachelor's degree will be able to embark on completing this qualification, pursue a Bachelor of Philosophy Honours in Marketing Management, and ultimately register for a Master of Philosophy in Marketing with the proviso that learners complete the research modules (Research Report).

The benefits of the qualification to the sector, learners, and economy

• Learners are exposed to current and future marketing insights, models, and approaches. Furthermore, the curriculum is taught by academic and industry experts who provide input into the development of the learning content, as well as provide practical, real-world scenarios and solutions.
• The Postgraduate Diploma in Marketing Management is diverse in its module offerings. It focuses not only on marketing management at a strategic level but also in practice.
• Learners are offered real-time simulations and opportunities to assess a company's related business documentation from a marketing metrics perspective.
• All modules address specific and relevant areas of marketing management practically.
• The overall benefit of the qualification is that learners will be able to garner an in-depth understanding of marketing at both a strategic and operational level, allowing them to expand their career or business prospects.
• Upon completion of the qualification, the learners will be equipped to start up their own small businesses or consultancies, which will contribute to the economy and the sector.

Recognition of Prior Learning (RPL)

The institution has systems and mechanisms to evaluate and acknowledge prior learning. The methods in place are to choose potential RPL candidates, as well as the staff and resources needed to support these learners during the RPL procedure.

The RPL process entails the identification, documentation, assessment, and evaluation of prior learning in relation to predetermined learning outcomes so that such learning can align with admissions requirements to specific programmes and be acknowledged for entry to and exemption from certain modules.

The RPL process involves portfolio building, attendance at knowledge enhancement workshops, presentations, and demonstrations, and if applicants are successful, they can be admitted into a qualification in the following academic year.

There are two options for RPL, which will be implemented using a phase-in approach: RPL for Exemption or credits for certain modules within their chosen qualification.

RPL for admission into postgraduate studies. This is an RPL option if the learners meet the selected criteria and/or admission criteria for a postgraduate diploma.

A maximum of 10% of a cohort of learners in a programme will be admitted through an RPL process.

Entry Requirements

The minimum entry requirement for this qualification is

• Advanced Diploma in Digital Marketing, NQF Level 7.

Or

• Advanced Diploma in Digital Marketing Management, NQF Level 7.

Or

• Bachelor of Business Administration, NQF Level 7.

This qualification consists of the following compulsory modules at NQF Level 8, totalling 120 Credits.

Compulsory Modules, Level 8, 120 Credits

• Applied Brand Management and Communications, 20 Credits.
• Applied Digital Marketing Dynamics, 20 Credits.
• Applied Marketing Leadership, 20 Credits.
• Applied Marketing Project, 30 Credits.
• Applied Creative Economy Practice, 30 Credits.

1. Demonstrate advanced management knowledge and how it links to the discipline of marketing.
2. Demonstrate the ability to identify 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. Develop and implement an advanced strategic marketing plan and communicate it to relevant role players.
5. Evaluate the success of the strategic marketing process as an input for future decisions.
6. Identify and address ethical issues in the field of marketing management and base decisions and actions on appropriate marketing management values.
7. Demonstrate mastery in blending creativity with business acumen to navigate and contribute to the dynamic creative economy.
8. Master lifelong learning strategies in the field of marketing management.

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 effectively with the complex and integrated relations among role players.

Associated Assessment Criteria for Exit Level Outcome 2

• Define leadership within the context of marketing.
• Apply the tasks of a marketing leader.
• Analyse and apply selected managerial skills 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

• Define a strategic marketing plan.
• Identify pertinent content included in a strategic marketing plan.
• Address strategic marketing plans.
• Discuss the effectiveness of the communication and implementation of a strategic marketing plan.

Associated Assessment Criteria for Exit Level Outcome 5

• 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 6

• 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

Associated Assessment Criteria for Exit Level Outcome 7

• Analyse business principles and trends in the creative economy using design thinking and strategic marketing.
• Develop practical skills in designing service-based businesses and the finances required for marketing ventures.
• Cultivate a unique brand identity to product promotion strategies.
• Manage branding assets effectively, including online presence and marketing collateral.
• Utilise Intellectual Property laws and strategies to manage and monetize assets, including addressing challenges like online trademark infringement.

Associated Assessment Criteria for Exit Level Outcome 8

• 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.

INTEGRATED ASSESSMENT

The assessment strategy utilised in the NQF level 8 qualification is diverse and comprehensive, employing a range of formative and summative assessment methods. These methods include essay assignments, case studies, practical applications, video presentations and online simulations, each with clear weighting and marking criteria.

Such assessments enable learners to showcase their knowledge, critical thinking, and practical skills relevant to the marketing industry. Formative assessments provide continuous learning support and feedback, while summative assessments evaluate learning outcomes through critical evaluation and the practical application of knowledge.

The use of Turnitin and Invigilator Apps on the eLearn platform, along with rubrics, ensures transparency, consistency, and academic integrity throughout the assessment process. Incorporating individual and group assessments, along with authentic assessments, encourages learners to collaborate, learn independently, and develop industry-relevant skills. These assessments are supported by regular feedback opportunities, providing learners with the necessary guidance and support to achieve their full potential.