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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE: 

Higher Certificate in Marketing 
SAQA QUAL ID QUALIFICATION TITLE
79866  Higher Certificate in Marketing 
ORIGINATOR
IMM Graduate School of Marketing (Pty) Ltd 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
-   HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
National Higher Certificate  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  135  Level 5  NQF Level 05  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Registered" 		 SAQA 2663/05  2009-07-01  2012-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2013-06-30   2016-06-30  

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 is replaced by: 
Qual ID Qualification Title Pre-2009 NQF Level NQF Level Min Credits Replacement Status
86826  Higher Certificate in Marketing  Not Applicable  NQF Level 05  135  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:

The purpose of the programme is to provide students with the elementary but broad theoretical concepts of marketing, as well as guiding them through the entry-level application of marketing concepts. Students will ultimately realise that marketing is more than just an advertising campaign and that it is a way of structuring organisations to ensure that effective product-related services are designed to provide real value to customers, motivate purchases and fulfill customer needs.

Rationale:

The Higher Certificate in Marketing is designed as an entry-level, higher education qualification that is marketing industry orientated. The IMM Graduate School of Marketing (and its predecessors) has been running entry-level marketing certificates for over 20 years. A 2008 survey conducted amongst 76 marketing companies and marketing divisions within corporate organisations has confirmed the need for such an entry-level qualification. The needs analysis has especially indicated the need for a part-time distance education programme that will allow young, unqualified workers to pursue their studies whilst continuing to work on a full-time basis. A second survey conducted on 635 school leavers in 23 different schools, including schools from previously disadvantaged communities, has also indicated the need for a full-time higher certificate in marketing that is affordable and can be completed within one year of full-time study.

The consensus of the marketing industry is that there is indeed a need for an entry-level marketing qualification - one that is not too narrow and limited to retail marketing or sales management. The informed opinion from the industry is that workers in the field should have a fairly broad-based knowledge of the world of business. They should be able to think across different disciplines, as companies are confronted with a continuous process of developing and maintaining a feasible fit between organisations' objectives, skills and resources and their changing marketing opportunities.

An analysis of the feedback from current certificate students and an analysis of their results have indicated that a fair percentage of students struggle with the transition from school to university. Adult students who have worked for a number of years without studying have also indicated that they have struggled to find their feet in higher education. This has resulted in this qualification including Academic Literacy and Business Numeracy as an integral component. This will allow students to approach their studies with greater academic competencies and insights into what is required to master demands of a higher education nature. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
It is assumed that students have mastered the general skills and knowledge contained in an NQF Level 4 qualification offered in a formal education environment.

Recognition of Prior Learning:

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:
  • Admission requirements for prospective students who have matriculated up to and including 2007:

    > A Senior Certificate (Grade 12) or equivalent.
  • Admission requirements for prospective students who matriculated and exited the school system from 2008 onwards:

    > National Senior Certificate (NSC) or equivalent, granting admission to a higher certificate programme at a higher education institution, including an achievement rating of at least 3 (40-49%) in English home language or 4 (50-59%) in English first additional language.
  • A CV is required from students over 23 years of age, who do not have the entry requirements and who wish to enrol. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following modules at NQF Level 5, all of which are compulsory:
  • Academic Literacy, 15 credits.
  • Business Numeracy, 20 credits.
  • Marketing, 20 credits.
  • Business Management, 20 credits.
  • Business Communication, 20 credits.
  • Economics , 20 credits.
  • Sales Management, 20 credits.
  • Total 135 credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate an elementary but broad scope of knowledge in the field of business and link marketing activities to the functioning of organisations.

    2. Demonstrate an elementary understanding of literacy with respect to economics, management, business communication and marketing.

    3. Explain the typical elementary methods and procedures involved in marketing.

    4. Solve elementary marketing problems in organisations.

    5. Access, process and manage elementary marketing information.

    6. Demonstrate an elementary understanding of the economic context and systems within which organisations operate and link these to marketing opportunities.

    7. Manage elementary learning in the field of marketing.

    Critical Cross-Field Outcomes:

    All the CCFO`s can be addressed by the qualification. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Apply the principles of business communication techniques in a business situation.
  • Communicate clearly and appropriately in a business situation.
  • Understand the general background to the field of business management, including the environment in which an enterprise functions.
  • Explain the different management tasks that cover the fields of planning, organising, leading, motivation and controlling.
  • Discuss the functional areas of business, namely operations management, logistics management, financial management, human resources management and marketing management.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Indicate how marketing interacts with other functional areas.
  • Describing the marketing orientation and the place of marketing in a given context.
  • Discuss the importance of the external environment.
  • Discuss the effect of economic variables on the effective functioning of a business.
  • Use communication tools effectively.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Define marketing terminology.
  • Understand and apply the fundamental principles of marketing.
  • Develop a marketing mix.
  • Understand the different marketing strategies.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Identify the different types of markets and the consumers in these markets.
  • Evaluate different pricing strategies.
  • Discuss the marketing communication mix.
  • Determine the marketing communication mix for a product or service.
  • Identify suitable distribution channels.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Describe the marketing process and conduct a marketing audit.
  • Determine the importance of the external environment and the use of marketing research to gain knowledge regarding customers and competitors.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Understand basic economic concepts such as supply and demand.
  • Identify various market forms and understand national income determination and aggregate demand and supply.
  • Explain the monetary sector and macro-economics policy.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Understand the basic concepts, tasks and principles of marketing.
  • Formulate marketing objectives.
  • Describe marketing strategies.
  • Explain markets and target markets.

    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, 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 
    It is possible for students to articulate horizontally outside the Institution, namely:
  • Certificate in Commerce in Marketing Management offered by Intec College.
  • Certificate in Business Studies offered by Intec College.
  • Certificate in Business offered by University of Natal.

    In terms of vertical articulation within the IMM Graduate School of Marketing, a student will be able to have access to the:
  • Diploma: Marketing offered at the IMM Graduate School of Marketing.

    It is also possible for a student to apply for admission to the following:
  • Diploma: Marketing offered by Damelin.
  • Diploma: Marketing offered by the Institute of Bankers in South Africa.
  • Diploma: Marketing Management offered by the Independent Institute of Education.
  • Diploma: Marketing Management offered by the Midrand Graduate Institute.
  • National Diploma: Marketing offered by the Central University of Technology.
  • National Diploma: Marketing offered by UNISA.
  • National Diploma: Marketing offered by the University of Johannesburg. 
    		•

    MODERATION OPTIONS 
  • Anyone examining a student against the qualification must be an approved member of the IMM GSM assessment board.
  • Assessors must have an NQF Level 6 qualification and at least three years 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. 

    NOTES 
    This qualification has been replaced by Qualification ID 86826, which is the Higher Certificate: Marketing, NQF Level 5, 135 credits.
    This qualification replaces qualification 14707 "Higher Certificate: Marketing", NQF Level 5, 120 credits. 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some of their learning programmes are moved to being recorded against the replacement qualifications. If a learning programme appears to be missing from here, please check the replacement.
     
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    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.
     
    NONE 


    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.