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

National Diploma: Marketing Communications 
SAQA QUAL ID QUALIFICATION TITLE
22873  National Diploma: Marketing Communications 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
SERVICES - Services Sector Education and Training Authority  OQSF - Occupational Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
National Diploma  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  276  Level 7  Level N/A: Pre-2009 was L7  Regular-Unit Stds Based 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Reregistered" 		 SAQA 9900/00  2018-07-01  2023-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2023-06-30   2025-06-30  

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 
This higher diploma will allow learners to operate at a strategic and conceptual level in designing and strategising new technologies, methodologies and techniques of furthering the purposes and benefits of Marketing Communications.

Rationale of the qualification:

The National Diploma in Marketing Communications: Level 7 is designed to meet the needs of those learners who want to progress in the field of Marketing and will assist those who make Marketing Communications their chosen career path. The qualification in Marketing Communications offers scope for a large variety of talents, displayed by individuals of diverse backgrounds, cultures, and of either gender.

The qualification in marketing can be followed in virtually every sector, i.e. business-to-business marketing, i.e. products or services sold to other businesses; services marketing, i.e. education, real estate, travel and tourism, legal services, etc; fast moving consumer goods, i.e. products people need and use every day; financial services, i.e. banking and insurance.

At the higher levels the Marketing profession needs a set of unit standards against which to align and measure it self.

The National Diploma in Marketing Communications will provide and offer the skills, knowledge and understanding of marketing that are essential for analysis of market conditions, development of marketing strategies, product and brand development, pricing, distribution (local and international), integrated marketing communication (including advertising, promotions and public relations) and interaction with the customer (through selling and customer service).

Many different roles and careers are linked to and affected by this qualification. They include, but are not limited to:
  • Creative Directors > Marketing Traffic Controllers
  • Account Executives > Copywriters
  • Media Planners > Marketing Communication Specialists
  • Marketing Managers

    This qualification will help the learner at Level 7 to get the requirements of such a qualification, namely, the general knowledge and understanding of business functions as well as a detailed practical understanding of Marketing Communications.

    The qualification is structured in such a way that exposes individuals to a set of core competences to enable them to function in this role. The electives will provide for more special competence in the area of Marketing Communications. The qualification will also promote the notion of life-long learning. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    As this is a unit standard based qualification, any learner who is competent in the unit standard as required by the core, fundamental and elective components stipulated in the qualification, will have free access to the qualification.

    Recognition of prior learning:

    The structure of this Unit Standard based Qualification makes the recognition of Prior Learning possible, if the learner is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this Marketing Communications qualification.

    This recognition of Prior Learning may allow:
  • For accelerated access to further learning
  • Gaining of credits towards a unit standard

    All recognition of Prior Learning is subject to quality assurance by services SETA or a relevant accredited ETQA and is conducted by an accredited workplace assessor. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    N/A 

    EXIT LEVEL OUTCOMES 
    On achieving this qualification, the learner will be able to:
  • Analyse and evaluate global trends and develop a vision for an organization.
  • Develop a monitoring system and evaluate and monitor a strategic marketing plan.
  • Monitor and control all aspects of an internal or external marketing unit.
  • Interpret a brief and develop a public relations and marketing campaign.
  • Develop, plan and review alternative marketing opportunities.
  • Assess current marketing culture and set marketing culture and ethics objectives to instill a marketing culture and ethics in all stakeholder groups.
  • Create and maintain a positive culture of customer service in the supply chain and conceptualise innovative customer service strategies.
  • Develop, assess and write research policies and sponsor research activities for market research projects.
  • Develop an integrated Marketing Communications strategy and global Marketing Communications strategy.
  • Manage specialized areas in Marketing Communications and the Marketing Communications strategies. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    In particular assessors should check that the learner must demonstrate an ability to consider a range of options and make decisions about:
  • The overall process for developing an organisation vision.
  • The strategic marketing plans development and evaluation.
  • The process for starting and structuring a marketing unit and the application of financial plans and controls.
  • Public relations and marketing campaigns are defined and interpreted strategies developed to meet requirements.
  • The involvement of all stakeholders to develop alternative opportunities.
  • Marketing culture establishment in all stakeholder groups.
  • Marketing best practice ethics are established, set and implemented within given resource constraints.
  • Customer service culture is developed and innovative systems conceptualised to meet objectives.
  • Research projects are identified, sponsored and monitored.
  • Research policies are developed, agreed and recommended and assist organisation to meet its objectives.
  • Integrated marketing communications strategy is developed and managed to achieve overall marketing objectives.

    Integrated Assessment:

    Because assessment practices must be open, transparent, fair, valid, reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the qualification.

    As it is a Unit Standard based Qualification, both formative and summative assessment processes are accounted for. 
    		•

    INTERNATIONAL COMPARABILITY 
    Benchmarking was done by comparison to Unit Standards / Outcomes of learning against:
  • New Zealand Qualifications
  • Australian Qualification
  • NVQ Qualifications from Britain and
  • IMM Qualifications 
    		•

    ARTICULATION OPTIONS 
    On completion of this qualification, besides careers in the formal Marketing Communications industry, learners may also be able to carry out careers in:
  • Advertising
  • Promotion
  • Public Relations
  • General Marketing
  • Customer Services
  • Direct Marketing
  • Direct Selling
  • Sales
  • Marketing Research
  • Marketing Consultancy
  • Merchandising
  • Marketing Management

    Note:

    1. The above is an indication rather than an exhaustive listing
    2. In addition learners can specialise in an industry sector eg. EMCG; Retail, Wholesale, Motor; Insurance etc
    3. Learners can also become even more specialised such as Call Center; Internet Marketing; Point of Sale etc

    A learner could follow a career in the Marketing Communications field focusing on FMCG and undertaking it in Call Centers. 
    		•

    MODERATION OPTIONS 
  • Anyone assessing a learner or moderating the assessment of a learner against this Qualification must be registered as an assessor with the Services SETA ETQA.
  • Any institution offering learning that will enable the achievement of this Qualification must be accredited as a provider with the Services SETA ETQA.
  • Assessment and moderation of assessment will be overseen by the relevant ETQA according to the ETQAs policies and guidelines for assessment and moderation; in terms of agreements reached around assessment and moderation between ETQAs (including professional bodies); and in terms of the moderation guideline detailed immediately below.
  • Moderation must include both internal and external moderation of assessments at exit points of the qualification, unless ETQA policies specify otherwise. Moderation should also encompass achievement of the competence described both in individual unit standards as well as the integrated competence described in the qualification.

    Anyone wishing to be assessed against this Qualification may apply to be assessed by any assessment agency, assessor or provider institution that is accredited by the Services SETA ETQA. 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    For an applicant to register as an assessor, the applicant needs:
  • A minimum of 2 (two) years` practical, relevant occupational experience
  • Declared competent in all the outcomes of the National Assessor Unit Standards as stipulated by SAQA
  • Detailed documentary proof of educational qualification, practical training undergone, and experience gained by the applicant must be provided (Portfolio of evidence). 
    		•

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

    NOTES 
    As per the SAQA decision to re-register all provider-based qualifications on the National Qualifications Framework that meet the criteria for re-registration, this qualification has been re-registered from 1 July 2018. N/A 

    UNIT STANDARDS: 
      ID UNIT STANDARD TITLE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
    Core  10103  Conceptualise innovative customer service systems and strategies  Level 7  Level TBA: Pre-2009 was L7  30 
    Core  10102  Create a culture of customer service in the supply chain  Level 7  Level TBA: Pre-2009 was L7  20 
    Core  10098  Develop a public relations and marketing campaign  Level 7  Level TBA: Pre-2009 was L7  20 
    Core  10095  Develop a vision for an organisation  Level 7  Level TBA: Pre-2009 was L7  20 
    Core  10099  Generate alternative opportunities  Level 7  Level TBA: Pre-2009 was L7  10 
    Core  10100  Instil marketing culture in all stakeholder groups  Level 7  Level TBA: Pre-2009 was L7  8 
    Core  10097  Manage a marketing unit (Internal or External)  Level 7  Level TBA: Pre-2009 was L7  60 
    Core  10096  Monitor and evaluate a strategic marketing plan  Level 7  Level TBA: Pre-2009 was L7  20 
    Core  10101  Set marketing ethics policy  Level 7  Level TBA: Pre-2009 was L7  6 
    Core  10105  Set research policy  Level 7  Level TBA: Pre-2009 was L7  10 
    Core  10104  Sponsor research projects  Level 7  Level TBA: Pre-2009 was L7  10 
    Fundamental  8046  Communicate at an advanced level and maintaining interpersonal relations  Level 6  Level TBA: Pre-2009 was L6  20 
    Elective  10108  Develop an integrated marketing communications strategy  Level 7  Level TBA: Pre-2009 was L7  50 
    Elective  10110  Develop and manage global marketing communications strategy  Level 7  Level TBA: Pre-2009 was L7  50 
    Elective  10109  Manage specialised areas in marketing communications  Level 7  Level TBA: Pre-2009 was L7  40 


    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.
     
    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.