SAQA 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.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Business Administration in Marketing Management 
SAQA QUAL ID QUALIFICATION TITLE
80967  Bachelor of Business Administration 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
National First Degree  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  400  Not Applicable  NQF Level 07  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   2030-06-30  

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 replaces: 
Qual ID Qualification Title Pre-2009 NQF Level NQF Level Min Credits Replacement Status
24329  Bachelor of Business Administration: Marketing  Level 7  NQF Level 08  580  Complete 
24321  Bachelor of Business Administration: Marketing Communication  Level 7  NQF Level 08  580  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:

This qualification will equip learners with the necessary skills and knowledge to work in the field of business management and marketing.

Qualifying learners will be able to demonstrate:
  • An intermediate but broad scope of management knowledge and how it applies to the discipline of marketing.
  • An intermediate understanding of the knowledge literacy regarding economics, financial management, management principles in general, business communication, marketing research and marketing activities.
  • An intermediate understanding of the economic context and systems within which organisations operate and be able to link them to marketing opportunities.

    They will also be able to:
  • Select, apply and evaluate typical methods and procedures involved in marketing.
  • Solve intermediate marketing problems in organisations.
  • Understand the code of ethical behaviour in the field of marketing and base decisions and actions on appropriate marketing management values.
  • Produce a strategic marketing plan and be able to evaluate the success of the plan.
  • Produce and communicate information in a business environment upholding conventions around intellectual property, copyright and plagiarism.
  • Show an understanding of the scope of responsibilities required of a management position in the marketing field and its accountability to senior management in an organisation.

    Rationale:

    The Bachelor of Business Administration: Marketing Management is designed as an advanced level, higher education qualification suitable for students who aspire to be managers in the field of marketing, or for employees who are ready to assume a managerial role in the marketing industry.

    A 2008 survey conducted amongst 76 marketing companies and marketing divisions in corporate organisations reaffirmed the need for such a qualification. The needs analysis has especially indicated the need for a part-time distance education qualification that will allow an employed student to pursue his/her 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 indicated the need for a full-time Bachelor of Business Administration: Marketing Management that is affordable and can be completed within three years of full-time study.

    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 that there is indeed a need for an advanced marketing management qualification - one that is broad-based with large scope. As companies nowadays are confronted with a continuous process of developing and maintaining a feasible fit between the organisation's objectives, skills and resources as well as changing marketing opportunities, the informed opinion from industry is that managers in the marketing field should have a wide-based knowledge of the world-of-business and should be able to think across different disciplines. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that students have achieved the equivalent of NQF Level 4 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, Plus:
    > A mark of at least 50% on higher grade or 60% standard grade in Mathematics.

    Admission requirements for prospective students who matriculate and exit the school system from 2008:
  • National Senior Certificate (NSC) with an achievement rating of 4 (50 - 59%) in at least four recognised 20-credit subjects including an achievement rating of at least 3 (40 - 49%) in English home language or 4 (50 - 59%) in English first additional language or 4 (50 - 59%) in English first additional language, Plus:
    > An achievement rating of at least 3 (40 - 49%) in Mathematics or 5 (60 - 69%) in Mathematical Literacy.

    The student must have met the minimum requirements for admission onto a degree programme at a higher education institute.
  • A CV is required from students over 23 years of age, who have no Senior Certificate. 

  • RECOGNISE PREVIOUS LEARNING? 

    QUALIFICATION RULES 
    The qualification consists of a Compulsory and an Elective Component made up as follows:
  • Compulsory Component (modules at NQF Levels 5, 6 and 7) = 360 credits.
  • Elective Component (2 modules at NQF Level 7, each worth 20 credits) = 40 credits.

    Total credits = 400.

    Compulsory Component:

    The following modules at NQF Levels 5, 6 and 7, each worth 20 credits, are compulsory for all learners:

    Modules at NQF Level 5:
  • Business Numeracy.
  • Marketing 1.
  • Business Management 1.
  • Business Communication 1.
  • Economics 1.

    Total compulsory credits at NQF Level 5 = 100.

    Modules at NQF Level 6:
  • Business Statistics 1.
  • Business Law 1.
  • Marketing 2.
  • Business Management 2.
  • Marketing Communication 2.
  • Financial Management 2.
  • Economics 2.

    Total compulsory credits at NQF Level 6 = 140.

    Modules at NQF Level 7:
  • Marketing 3.
  • Marketing for Africa
  • Business Management 3.
  • Financial Management 3
  • Marketing Research 3 (Theory).
  • Marketing Research 3 (Project).

    Total compulsory credits at NQF Level 7 = 120.

    Elective Component:

    Learners are to complete two elective modules at NQF Level 7, each worth 20 credits, from the list below:
  • Product Management.
  • Entrepreneurship.
  • Business-to-Business Marketing.
  • Services Marketing.
  • E-Commerce.
  • Retail Marketing.
  • Brand Management.
  • Sponsorship Management.
  • Tourism and Hospitality Marketing.

    Total credits for the Elective Component= 40 credits. 

  • EXIT LEVEL OUTCOMES 
    1. Demonstrate an intermediate but broad scope of management knowledge and how it applies to the discipline of marketing.

    2. Demonstrate an intermediate understanding of the knowledge literacy regarding economics, financial management, management principles in general, business communication, marketing research and marketing activities.

    3. Select, apply and evaluate typical methods and procedures involved in marketing.

    4. Solve marketing problems in organisations.

    5. Demonstrate an understanding of the code of ethical behaviour in the field of marketing and base decisions and actions on appropriate marketing management values.

    6. Produce a strategic marketing plan and evaluate its success.

    7. Produce and communicate information in a business environment upholding the conventions regarding intellectual property, copyright and plagiarism.

    8. Demonstrate an intermediate understanding of the economic context and systems within which organisations operate and link them to marketing opportunities.

    9. Show an understanding of the scope of responsibilities required of a management position in the marketing field, its the accountability to senior management in an organisation.

    Critical Cross-Field Outcomes:
  • Contribute to the personal development of the student through making the individual aware of the cultural differences and diversity.
  • Solve problems responsibly by analysing and evaluating different options.
  • Understand the inter-relationship 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 of planning, organising, leading and controlling within a given context.
  • Explain and apply the processes of effective strategic planning and goal setting within the marketing field.
  • Describe the systems approach to managing change and discuss the diversity of change within an organisation and marketing department.
  • Analyse the types of managerial decisions and power/authority relationships that affect them.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Apply the principles of business communication techniques in a business situation.
  • Demonstrate an understanding of basic economic concepts.
  • Explain the optimising of the behaviour of consumers and producers.
  • Interpret financial reports and apply basic financial techniques to marketing operations.
  • Propose a design for a marketing research project.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Present the consumer's decision-making process.
  • Describe the marketing process.
  • Plan and conduct a marketing audit.
  • Discuss components of the marketing mix.
  • Design and implement a marketing planning system.

    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:
  • Discuss the term 'ethics'.
  • Identify and discuss core values.
  • Describe ethical issues identified within the field of marketing.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Analyse customers, competitors and industry in terms of local and international markets.
  • Analyse a case study and draw up a marketing plan.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Interpretation of legal issues around the following:
    > Law of contracts.
    > Sale.
    > Credit agreements.
    > Trademarks.
    > Suretyship.
    > Trademarks.
    > Copyright.
    > Competition Act.
    > Consumer Act.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Explain concepts such as resource constraints and scarcity, opportunity cost, absolute advantage, comparative advantage as well as terms of trade.
  • Distinguish between different market forms.
  • Identify economic trends that can influence the business and marketing of a product or service.

    Associated Assessment Criteria for Exit Level Outcome 9:
  • Identify the different levels of management and discuss the decision-making taking place at different levels of management.
  • Identify the functions within an organisation.
  • Discuss the inter-relationship between the functions of an organisation.

    Integrated Assessment:

    A mix of formative and summative assessment is used to assess learners, which includes assignments, case studies, projects and examinations. 

  • INTERNATIONAL COMPARABILITY 
    The IMM GSM has always had a focused strategy of establishing and maintaining 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 
    This qualification articulates horizontally with the following qualifications:
  • Bachelor of Business Administration: Marketing and Business Management offered by the University of KwaZulu-Natal.
  • Bachelor of Commerce: Marketing Management offered by Unisa.
  • Bachelor of Commerce: Marketing Management offered by the University of Johannesburg.
  • Bachelor of Commerce: Marketing Management offered by the University of North-West.
  • Bachelor of Commerce: Marketing Management offered by the University of the Witwatersrand.
  • Bachelor of Commerce: Management Science offered by the University of Stellenbosch.

    Vertical articulation within the Institution is possible with the following qualifications:
  • Bachelor of Business Administration Honours: Marketing Management.
  • Postgraduate Diploma: Marketing Management.

    Vertical articulation outside the Institution is possible with the following qualifications:
  • Bachelor of Commerce Honours: Marketing Management offered by the University of Johannesburg.
  • Bachelor of Art Honours: Marketing Communication offered by the University of Johannesburg.
  • Bachelor of Commerce Honours: Business Management offered by the University of Johannesburg.
  • Bachelor of Commerce Honours: Business Management offered by Unisa.
  • Bachelor of Commerce Honours: Marketing Management offered by Unisa.
  • Bachelor of Commerce Honours: Marketing Management offered by the University of the Witwatersrand.
  • Bachelor of Commerce Honours: Business Management offered by the University of the Witwatersrand.
  • Bachelor of Commerce Honours: Marketing Management offered by the University of North-West.
  • Bachelor of Commerce Honours: Business Management offered by the University of North-West.
  • Bachelor of Commerce Honours: Marketing offered by the University of North-West.
  • Bachelor of Commerce Honours: Business Management offered by the University of Free State. 

  • MODERATION OPTIONS 
    Anyone examining a student against the qualification must be an approved member of the IMM GSM Faculty. Moderation of student assessments is done according to the approved policy of the IMM and includes both internal and external moderation. 

    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. Assessors are required to have an NQF Level 7 qualification and at least three year's relevant experience in the industry and/or as an assessor. 

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

    NOTES 
    This qualification replaces following qualifications:
  • ID 24329: "Bachelor of Business Administration: Marketing", Level 7, 580 credits.
  • ID 24321: "Bachelor of Business Administration: Marketing Communication", Level 7, 580 credits. 

  • LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced 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.