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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Philosophy Honours in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
79366  Bachelor of Philosophy Honours in Marketing Management 
ORIGINATOR
IMM Graduate School of Marketing (Pty) Ltd 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Honours Degree  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  140  Level 7  NQF Level 08  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  SAQA 1141/23  2021-07-01  2024-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2025-06-30   2028-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This qualification does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:

Individuals studying in the field of marketing can access this programme. The purpose of the proposed programme is to target senior marketing managers to ensure they effectively understand and implement the set of decisions and actions that will result in the formulation and implementation of a strategic marketing plan, designed to achieve an organisation's objectives. This will involve the planning, directing, organising and controlling of marketing strategy-related decisions and actions.

At a senior level, managing activities internal to the organisation are only part of the manager's responsibilities. The senior manager must also respond to the challenges posed by the organisation's internal and external, including international, environments. To deal effectively with challenges that effect the growth and profitability of the organisation, the marketing manager must implement processes that will optimise the competitive position of the organisation by maximising the anticipation of environmental changes and unexpected internal competitive demands. Although the scope of marketing management is quite broad, it is very important for a senior marketing manager to be able to produce and implement a strategic marketing plan, the basis of which normally depends on a substantial marketing research component.

Rationale:

As an outcome of its planning process and in response to the needs of the marketing world-of-work, the IMM Graduate School of Marketing has decided to introduce a Bachelor of Philosophy Honours in Marketing Management to run beside the Postgraduate Diploma in Marketing Management. The main reason is that the Postgraduate Diploma in Marketing Management is more suitable for senior managers without any previous marketing qualifications, whilst the Bachelor of Philosophy Honours in Marketing Management is a postgraduate qualification that requires a substantial undergraduate knowledge-base in marketing management. In comparison to the Postgraduate Diploma, the Bachelor of Philosophy Honours in Marketing Management includes a weighty component of advanced marketing research, which will therefore prepare students more adequately for the Master of Philosophy in Marketing Research, which will be offered by the IMM Graduate School of Marketing.

A 2008 survey conducted amongst 76 marketing companies and marketing divisions within corporate organisations has strongly indicated the need for such a postgraduate qualification for senior staff members who have already obtained a Bachelor in Business Administration or a Bachelor of Commerce in Marketing Management. The needs analysis has especially revealed the need for a part-time distance education programme that will allow employed students to pursue their studies whilst continuing to work on a full-time basis.

In designing the new qualification, organisations within the marketing industry, such as the Institute of Directors (IOD), 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 but includes a substantial marketing research component. The IMM Graduate School of Marketing aims to cap the intake at 25 students per year. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
It is assumed that students have mastered the general and academic knowledge, attitudes and skills required to complete a qualification at NQF Level 7.

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:

The applicant must hold a minimum of an appropriate, recognised three year Bachelors Degree in Marketing. 

RECOGNISE PREVIOUS LEARNING? 
Y 

QUALIFICATION RULES 
The qualification consists of the following modules all at NQF Level 8:

Compulsory modules:
  • Advanced Strategic Marketing: Theory and Practice 4: 40 Credits.
  • Advanced Global Marketing 4: 20 Credits.
  • Advanced Marketing Research: Theory 4: 20 Credits.
  • Advanced Marketing Research: Report 4: 20 Credits.
  • Advanced Marketing Practicum 4: 20 Credits.

    Elective Modules:

    Learners are to choose one of the following:
  • Advanced Brand Management 4: 20 Credits.
  • Advanced Digital Marketing 4: 20 Credits.
  • Advanced Contemporary Marketing Management Issues 4: 20 Credits.

    Learners are to complete the 5 compulsory modules and one of the three elective modules to give a total of 120 Credits for the qualification. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate advanced management knowledge and how it links to the discipline of marketing.

    2. Understand the requirements for and responsibility of a senior marketing management position and lead a marketing team in an organisation.

    3. Assess 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 secondary and primary research information and process the information for the purpose of producing a marketing research report.

    6. Produce an advanced strategic marketing plan, communicate it to all relevant role players and implement it.

    7. Produce and communicate information in a business environment respecting conventions in regard to intellectual property rights, copyright and plagiarism.

    8. Evaluate the success of a strategic marketing process as an input for future decisions.

    9. Develop 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 qualification addresses all, the Critical Cross-Field Outcomes. Some examples of how this is done are:
  • Contribute to the personal development of the student by making the individual aware of the cultural differences and diversities.
  • Solve problems responsibly by analysing and evaluating different options.
  • Understand the interrelationship between systems and the impact of decisions on a system.
  • Develop entrepreneurial skills through business-related subjects.
  • Communicate effectively, using various methods such as written communication, illustrations and mathematical skills.
  • Realise the interdependence of systems against the context of a business and the business environment. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    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 leadership within the context of marketing.
  • Describe the tasks of a marketing leader.
  • Apply selected managerial skills in dealing with individuals and groups.
  • Create a motivating environment within the 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 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 macroeconomic forces that influence the organisation and marketing of a product or service.
  • Understand the dimensions of domestic and global economic forces.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Describe the marketing research environment.
  • Understand the nature and scope of marketing research.
  • Discuss the role of marketing research in the design an implementation of marketing programmes.
  • Discuss the types and roles of research suppliers externally and internally.
  • Describe a conceptual framework for conducting market research.
  • Understand the ethical aspects of marketing research and the responsibilities of each of the marketing stakeholders.
  • 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 an appropriate structure.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Define a strategic marketing plan.
  • List the contents of a strategic marketing plan.
  • Explain the components included in a strategic marketing plan.
  • Explain 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:

    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. 
    		•

    INTERNATIONAL COMPARABILITY 
    The IMM GSM has always had a focused strategy in establishing contact on a broad international basis, including into Africa. It has achieved this in regard to this qualification by strengthening its ties with the Chartered Institute of Marketing (CIM) in the United Kingdom. The CIM (UK) has recognised that the Diploma in Marketing and the Bachelor of Business Administration in Marketing cover its own CIM Professional Diploma syllabus sufficiently and therefore allows IMM GSM graduates entry directly into the CIM Professional Postgraduate Diploma qualification. Furthermore, graduates with the Bachelor of Philosophy Honours in Marketing Management will also be awarded entry onto the Professional Diploma in Marketing by the CIM (UK). 

    ARTICULATION OPTIONS 
    Horizontal articulation is possible within the IMM GSM with the following qualification:
  • Postgraduate Diploma in Marketing Management offered by the IMM Graduate School of Marketing.

    Horizontal articulation outside the IMM GSM is possible with:
  • Bachelor of Arts Honours in Marketing Communication offered by the University of Johannesburg.
  • Bachelor of Commerce Honours in Marketing and Supply Chain Management offered by the University of Kwa Zulu-Natal.
  • Bachelor of Commerce Honours in Marketing Management offered by the University of Kwa Zulu-Natal.
  • Bachelor of Commerce Honours in Marketing Management offered by the University of Pretoria.
  • Bachelor of Commerce Honours in Marketing Management offered by the University of Johannesburg.
  • Postgraduate Diploma in Brand Contact Management offered by The Independent Institute of Education.
  • Postgraduate Diploma in Marketing Management offered by the University of Cape Town.
  • Postgraduate Diploma in Marketing Management offered by the University of KwaZulu-Natal. 
    		•

    MODERATION OPTIONS 
    Anyone examining a student against the qualification must be an approved member of the IMM GSM Faculty. Assessors are required to have an NQF Level 9 qualifications and at least three year's relevant experience in the industry and/or as an assessor. 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Assessment is conducted by one or more internal assessors/examiners identified and registered by the IMM Graduate School of Marketing. 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015. 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. IMM Graduate School of Marketing (Pty) Ltd 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.