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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Postgraduate Diploma in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
79846  Postgraduate Diploma 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
Postgraduate Diploma  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  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 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. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
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. 

  • RECOGNISE PREVIOUS LEARNING? 

    QUALIFICATION RULES 
    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. 

  • EXIT LEVEL OUTCOMES 
    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 
    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. 

    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 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 BBA Degree in Marketing qualifications 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 of the Postgraduate Diploma in Marketing will also be awarded entry onto the Professional Diploma in Marketing by the CIM (UK). 

    ARTICULATION OPTIONS 
    There are no horizontal articulation possibilities of this programme within the IMM Graduate School of Marketing.

    However, it will still be possible for students to articulate horizontally outside the Institution, namely with:
  • Postgraduate Diploma in Brand Contact Management offered by the Independent Institute of Education.
  • Postgraduate Diploma in Management in Marketing offered by the University of Cape Town.
  • Postgraduate Diploma in Marketing Management offered by the University of KwaZulu-Natal.

    Vertical articulation within the Institution is possible by means of the:
  • M Phil in Marketing Research to be offered by the IMM Graduate School of Marketing.

    Vertical articulation outside the Institution is available by means of the following:
  • Master of Commerce in Marketing Research offered by the University of Cape Town.
  • Master of Commerce in Marketing Management offered by the University of Johannesburg.
  • Master of Commerce in Marketing Management offered by the University of Pretoria.
  • Master of Arts in Marketing Communication offered by the University of Johannesburg.
  • Master of Technology in Marketing offered by the Central University of Technology.

    In addition, by completing the Postgraduate Diploma in Marketing Management, a student will also qualify for admission to an MBA programme on the proviso that he/she has a suitable undergraduate qualification. 

  • 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 qualification 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 selected 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.