Postgraduate Diploma in Marketing Management

Purpose

Individuals who wish to enter into a career in marketing or who are already in the marketing environment can access this programme.

The Postgraduate Diploma in Marketing Management is focused on the development of managers who are skilled in the marketing domain. The programme is fully 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.

Rationale

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, an LLB or a 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.

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 marketing management qualification: One that is broad-based with large scope but aimed at senior managers.

It is assumed that students have achieved the competencies, knowledge and skills enabling successful learning at NQF Level 6 in a formal education environment.

Recognition of Prior Learning (RPL)

This qualification may be achieved in part through the recognition of relevant prior learning and through prior experience. Recognition of Prior Learning will be applied on an individual basis. Such procedures and the assessment of individual cases are subject to moderation by independent assessors.

Access to the Qualification

Learners who wish to access this qualification should

• Hold a minimum of an appropriate and recognised three (3) year undergraduate qualification.
• Have a minimum of three years appropriate marketing or marketing-related experience.
• Be currently employed.

The qualification consists of the following modules at NQF Level 8, all of which are compulsory

• Advanced Strategic Marketing: Theory and Practice, 40 Credits.
• Advanced Global Marketing, 20 Credits.
• Advanced Marketing Practicum, 20 Credits.
• Advanced Brand Management, 20 Credits.
• Advanced Digital Marketing, 20 Credits.

Total: 120 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.

Critical Cross-Field Outcomes

The CCFOs can be addressed as follows

• Demonstrate and apply practical and theoretical knowledge of strategic marketing management of an enterprise.
• Analyse consumer behaviour and the consumer decision making process.
• Analyse, interpret, write and design the contents of marketing plan.
• Show ethical responsibility in the development of a marketing mix.
• Demonstrate and integrate theoretical and practical knowledge of business, and strategic and marketing management principles.

Associated Assessment Criteria for Exit Level Outcome 1

1.1. Define the management process with specific reference to marketing. 1.2. Explain and apply the processes of effective strategic planning, goal-setting and developing marketing strategies. 1.3. Deal with the complex and integrated relations among role players.

Associated Assessment Criteria for Exit Level Outcome 2

2.1. Define leadership within the context of marketing. 2.2. Describe the tasks of a marketing leader. 2.3. Apply selected managerial skills in dealing with individuals and groups. 2.4. Create a motivating environment within an organisation and marketing department.

Associated Assessment Criteria for Exit Level Outcome 3

3.1. Explain different techniques to acquire management information. 3.2. Implement techniques to acquire effective marketing information. 3.3. Analyse information and apply it to improve the marketing decision-making process. 3.4. Make informed decisions to gain a competitive advantage.

Associated Assessment Criteria for Exit Level Outcome 4

4.1. Identify micro and macro-economic forces that influence the organisation and the marketing of a product or service. 4.2. Understand the dimensions of domestic and global economic forces.

Associated Assessment Criteria for Exit Level Outcome 5

5.1. Identify sources of information within a marketing context. 5.2. Discuss different methods available to collect applicable marketing information. 5.3. Apply different techniques to analyse information. 5.4. Present information in a variety of formats.

Associated Assessment Criteria for Exit Level Outcome 6

6.1. Define a strategic marketing plan. 6.2. List the contents of a strategic marketing plan. 6.3. Explain the components included in a strategic marketing plan. 6.4. Discuss the communication and implementation of a strategic marketing plan.

Associated Assessment Criteria for Exit Level Outcome 7

7.1. Identify the different Acts relevant to marketing. 7.2. Discuss the purpose of the different Acts. 7.3. Identify methods to communicate relevant information regarding the different Acts to different stakeholders.

Associated Assessment Criteria for Exit Level Outcome 8

8.1. Discuss the effect of the implementation of a successful strategic marketing process. 8.2. Describe the financial benefit of implementing a successful strategic marketing process. 8.3. Explain the implementation of a control system to evaluate the strategic marketing process.

Associated Assessment Criteria for Exit Level Outcome 9

9.1. Reflect on the strategies available to learn more effectively. 9.2. Develop clear guidelines towards responsible decision-making in the field of marketing. 9.3. Explore educational and career opportunities in the field of marketing.

Associated Assessment Criteria for Exit Level Outcome 10

10.1. Identify ethical issues within the marketing field. 10.2. Determine key values for the organisation with special reference to marketing. 10.3. Determine effective methods to communicate key values to stakeholders.

Integrated Assessment

The IMM GSM is committed to assessment practices that are open, transparent, fair and valid so that students are not disadvantaged in any way.

Various forms of assessment are used, such as assignments, case studies, projects and examinations.