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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: |
| Postgraduate Diploma in Marketing Management |
| SAQA QUAL ID | QUALIFICATION TITLE | |||
| 125055 | Postgraduate Diploma in Marketing Management | |||
| ORIGINATOR | ||||
| Akademia NPC | ||||
| 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 | |
| Registered | EXCO 0836/25 | 2025-11-13 | 2028-11-13 | |
| LAST DATE FOR ENROLMENT | LAST DATE FOR ACHIEVEMENT | |||
| 2029-11-13 | 2032-11-13 | |||
| 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:
The purpose of the Postgraduate Diploma in Marketing Management is to equip learners with current marketing management theories, principles, knowledge, skills, and competencies to analyse and solve problems within a global business management context and to become creative, inspirational leaders in the marketing field. Furthermore, learners will conduct research within the field of marketing management, critically engage with various data in different formats, write up research findings, and develop marketing strategies based on these findings. Learners will gain an in-depth understanding of marketing as an integrated, holistic function in an organisation. To become leaders in marketing management, learners will be guided in self- and team management, inspirational leadership, critical, innovative thinking, communication, and data literacy. Upon completion of the qualification, qualifying learners will be able to: Rationale: An organisation's marketing manager is crucial to ensure effective customer engagement, brand growth, and revenue generation, as well as strategic planning, executing, and analysing marketing efforts. Nationally and globally, there seems to be a great need for marketing managers. The Bureau of Labor in the United States projected a growth of 10% between 2021 and 2031 in marketing, advertising, and promotions. The 2020 Future of Jobs report points to an increased demand for marketing, sales, and content production roles in the future. Marketing managers are needed to manage and lead these new roles. In South Africa, a career in marketing furthermore presents a great opportunity for higher earnings. Jobted.co.za reports that the average salary for a marketing manager in South Africa is R445 100 gross per year (R37 090 gross per month), which is 58% higher than South Africa's national average salary. The need for and importance of the qualification were identified during a need recognition survey that was completed by Akademia alumni in 2020. Marketing was identified as one of the fields that learners would like to further their studies in. The qualification provides a pathway to a career option in Marketing for learners completing an appropriate Degree/ Advanced Diploma (NQF 7), for example, BCom (Business Management). Additionally, in the years to follow, primary and secondary research were conducted to assess the need for marketing postgraduate qualifications in South Africa. The research included a desktop investigation, literature review, a content analysis of 21 job descriptions of Marketing Managers, and in-depth interviews with marketing managers and professionals. Findings that emanated from the research pointed to the need for well-equipped marketing managers with a particular skill set and competencies. According to the data of the various research methods, the following skills and competencies were needed: managerial skills (critical thinking, data analysis and interpretation, creativity and innovation) in marketing, teamwork, effective communication, attention to detail, digital literacy, and leadership skills in organisations. The findings highlighted the need for an understanding of marketing as an integrated field in business. Additionally, competencies such as communication, interpersonal skills, persuasiveness, service marketing, and technological proficiency are crucial for marketing managers in South Africa. Consequently, the qualification will provide a comprehensive understanding of marketing theories and principles to equip learners with the necessary competencies for managerial roles, highlighting critical thinking and practical application. Considering the findings, the qualification will equip learners with the necessary skills and knowledge to excel in the marketing field as well-balanced managers, marketers, team players, and inspirational leaders. The main emphasis of this qualification will be on marketing management, and a learner will acquire skills in self-management, team management, inspirational leadership, critical and creative thinking, informed decision-making based on data analysis and interpretation, as well as effective communication. This list of skills was identified during the desktop study and content analysis and was confirmed by professionals in the field. Leaners will be able to find employment in marketing departments and teams as marketing manager, market researchers, product manager, brand manager, social media marketing managers and business analysts in various areas like retailers, Small, Micro, and Medium Enterprises (SMMEs), marketing agencies, consumer packaged goods, franchises, hospitality, food and beverage, transportation, institutions, government, and financial services. Upon completion of the qualification, a learner will be able to articulate to a master's degree with specialisation in Marketing or related management fields. Providing in-depth marketing knowledge and developing critical skills will contribute to the socio-economic growth and development of South Africa by developing inspirational marketing leaders. The qualification can improve the employment prospects of qualifying learners, as well as meet the needs of commerce and industry, especially middle management marketers. In the South African business environment filled with SMMEs as well as large private and public institutions, marketing is crucial for long-term success. Effective use of marketing can help to decrease the number of business failures. |
| LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING |
| Recognition of Prior Learning (RPL):
One of the objectives of the National Qualifications Framework (NQF) is to facilitate access to and mobility and progression within learning and career paths. This includes moving from one qualification or institution to another or re-entering a learning path. Recognition of prior learning (RPL) and credit accumulation and transfer are ways of achieving this. Recognition of prior learning in South Africa has a very specific agenda, which is to support the transformation of the education and training system and redress the inequalities of the past. The South African education system recognises two purposes of RPL for access to further learning through the recognition of prior learning within the context of required learning, and redress through recognition of prior learning for certification. The institution recognises that potential learners may have previous training or experience for which they feel they can receive credit. The institution recognises that it may receive applications from learners studying towards other qualifications who wish to change qualification or institution, or who are working in the industry, have accumulated appropriate academic credits and/or work experience, and wish to study further. However, the prior learning or experience for which they wish to receive recognition and/or credit must be assessed formally and credibly. The re institution's Recognition of Prior Learning and Credit Accumulation and Transfer Policy (2021) addresses this requirement of formal assessment. The policy has been aligned with the criteria set by the HEQC and SAQA. RPL is the comparison of previous learning and experience of a learner, however obtained, against the learning outcomes required for a specific qualification, and the acceptance of such learning for purposes of qualification of that which meets the requirements. RPL for access: Recognition is given only for current competence, as determined by the relevant department. Quality assurance processes guarantee the integrity and credibility of all aspects of the RPL process. If the applicant is not satisfied with the outcome of any stage of the RPL process, s/he can appeal to the Senate. Once registered for a qualification, the applicant becomes a member of the learner body and all academic rules and regulations. Prior learning recognition will be applied individually against the relevant exit-level outcomes of the qualification on a case-by-case basis and conducted following the institution's RPL Policy and HEQC guidelines. Status will be awarded in line with credits as they pertain to the relevant outcomes of the qualification. The management and administration of the qualifications Recognition of Prior Learning (RPL) process functions within the information management framework. The Registrar of Akademia is responsible for the reception of prior learning and credit applications from learners. In cooperation with the Registrar, the PC receives these applications from the Registrar on an Ad Hoc basis as these applications are received. This qualification is structured in such a way as to facilitate possible recognition from other institutions with similar qualifications, allowing for articulation with similar qualifications or access to higher-level qualifications, as well as the possibility of entering the qualification through Recognition of Prior Learning. Entry Requirements: Or Or Or Or Or Or Or Or Or |
| RECOGNISE PREVIOUS LEARNING? |
| Y |
| QUALIFICATION RULES |
| This qualification consists of the following compulsory modules at National Qualifications Framework Level 8, totalling 120 credits.
Compulsory Modules, NQF Level 8, 120 Credits: |
| EXIT LEVEL OUTCOMES |
| Exit Level Outcomes:
1. Demonstrate in-depth marketing management knowledge and apply theories, methodologies, and techniques at the forefront of the marketing management field. 2. Interrogate and evaluate multiple sources of knowledge in marketing with the different management roles in mind. 3. Apply critical thinking in the process of selecting and applying procedures and techniques to solve unfamiliar problems related to marketing management. 4. Demonstrate the ability to identify, analyse, and address complex marketing management problems by using marketing management knowledge and methods. 5. Ethically conduct market and marketing research and critically reflect on ethical issues within marketing. 6. Assemble and critically review information on marketing management issues to develop creative and innovative solutions. 7. Present and communicate marketing strategies to a range of audiences in the marketing field. 8. Demonstrate an understanding of the various roles and relationships of a marketing manager in the organisation and societal systems. 9. Address professional and ongoing learning needs in the field of marketing management. |
| ASSOCIATED ASSESSMENT CRITERIA |
| Associated Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1: Associated Assessment Criteria for Exit Level Outcome 2: Associated Assessment Criteria for Exit Level Outcome 3: Associated Assessment Criteria for Exit Level Outcome 4: Associated Assessment Criteria for Exit Level Outcome 5: Associated Assessment Criteria for Exit Level Outcome 6: Associated Assessment Criteria for Exit Level Outcome 7: Associated Assessment Criteria for Exit Level Outcome 8: Associated Assessment Criteria for Exit Level Outcome 9: INTEGRATED ASSESSMENT Policy implementation and quality assurance of formative and summative assessment are ensured as follows: The assessment strategy, developed by each module's lecturer, undergoes thorough review and approval by the Program Coordinator (PC). This validation ensures the alignment of both the Institutional Teaching, Learning and Assessment Strategy (2023) and the Assessment and Moderation Policy (2020), as well as with the qualification level assessment strategy. The primary focus of the qualification centres on fostering critical engagement with marketing management theory and promoting the application of theoretical knowledge. Through a set of well-planned and formulated assessments, the aim is to cultivate intellectual independence among learners. Accordingly, the assessment strategy has been designed to allow learners to demonstrate achievement of the qualification outcomes. The assessment strategy of the qualification aligns with the overarching aim to develop learners with intellectual independence and accountability, while also ensuring rigorous evaluation of their conceptual understanding and applied competencies. Tests have been replaced by assessment tools that demand advanced cognitive skills and include individual and group projects, the analysis of current marketing strategies, and assignments that require desktop as well as marketing research. Through these assignments, learners will demonstrate their ability to investigate theoretical concepts, gather and analyse data, and apply various knowledge sources to develop solutions in marketing management. Learners will be required to do written and verbal presentations of their work. In addition to traditional assessments, reflective reports are integrated into all modules to assess learners' development of intellectual independence and self-management. Learners will be provided with assessment opportunities that assist them to critically reflect on their learning journey, analyse their strengths and areas of improvement, and demonstrate their ability to take ownership of their academic and professional growth. Each module comprises components of formative assessments, which provide ongoing feedback to learners and promote continuous improvement. These assessments require in-depth feedback from assessors to guide learners ' learning progress effectively. At the end of each module, summative assessments are conducted to evaluate learners' overall learning outcomes and determine their successful completion of the program. This comprehensive assessment approach ensures that learners are thoroughly evaluated across various dimensions of their learning journey and equipped with the needed skills of self-management, team management, inspirational leadership, critical and creative thinking, data analysis and interpretation, and effective communication of ideas. Work-integrated learning (WIL) will be integrated through an industry-related research project as part of the summative assessment in the Applied Marketing Research Project module. The assessment strategy for the qualification involves the development of various types and forms of assessments to evaluate learners' conceptual understanding and applied competencies. This strategy encompasses integrated assessment methods, including both formative and summative assessments, with each carrying a designated percentage weighting to the semester and final mark. Academic staff members hold the responsibility of developing the assessment strategy for their respective modules, ensuring alignment with institutional and qualification aims and learning outcomes. The institution oversees this alignment process and implements any necessary amendments. Institutional Teaching, Learning and Assessment Strategy (2023) and the Assessment and Moderation Policy (2020), as well as the qualification level assessment strategy, academic staff members develop appropriate formative and summative assessment tools and are responsible for marking the learners' work within a reasonable time framework with thorough feedback. Additionally, each module is supported by an Internal Moderator who oversees the assessment tools and tasks, ensuring their appropriateness, and moderates the assessment scripts. Assessment adheres to the approved institutional Assessment and Moderation Policy (2020). All summative assessments will be externally moderated. |
| INTERNATIONAL COMPARABILITY |
| This qualification was compared with similar qualifications offered by the following countries:
Country: United Kingdom Institution: Stratford College of Business and Management Qualification Title: Postgraduate Diploma in Strategic Marketing NQF Level: Regulated Qualifications Framework (RQF) Level 7 Credits: 120 Duration: 6 months full-time Entry Requirements: Purpose: The purpose of the Postgraduate (Level 7) Diploma in Strategic Marketing qualification is to provide learners with the skills and understanding in marketing and branding that align with good strategic decision-making to maintain organisations' competitive advantage. Learners acquire knowledge through an integrated approach of theory in marketing, branding, consumer behaviour, and digital communication management and practice using real-time activities. Successful completion of this qualification will develop learners' strategic marketing management, consumer behaviour, and branding skills, and their ability to focus on the requirements of implementing an organisation's strategy. The Postgraduate (Level 7) Diploma in Strategic Marketing qualification enables learners to progress into or within employment and/or to work toward a relevant master's programme with advanced standing. Qualification structure The Postgraduate (Level 7) Diploma in Strategic Marketing qualification consists of 6 mandatory units for a combined total of 120 credits, 1200 hours Total Qualification Time (TQT), and 600 Guided Learning Hours (GLH) for the completed qualification. Compulsory Modules, 120 Credits: Compulsory Modules, NQF Level 8, 120 Credits: Similarities: Differences: Registered at SA NQF Level 8. Country: Australia Institution: University of Melbourne Qualification Title: Graduate Diploma in Marketing NQF Level: AQF level 8 Credits: 112.5 credit points Duration: One year full-time Entry Requirements: and Purpose: The Graduate Diploma in Marketing is designed to equip managers with a strong understanding of markets and marketing decision-making. Learning outcomes: Upon completion of this qualification, successful learners must be able to: Qualification structure: The qualification comprises nine modules, three of which are compulsory General Management subjects (two units plus two full subjects). There are compulsory Marketing subjects, and the remainder are Marketing elective subjects. Compulsory Modules: Elective Modules (Choose three modules): Similarities: Differences Conclusion: Although there are slight variations in the above international qualifications, all three qualifications share a common purpose, entry requirements, and exit outcomes of equipping learners with diverse knowledge and skills necessary for success in marketing roles, tailored to meet the varied needs of aspiring marketing professionals. However, the SA qualification distinguishes itself by focusing on the marketer as a middle manager and emphasises specific skills identified through industry research. |
| ARTICULATION OPTIONS |
| Horizontal articulation:
Vertical articulation: Diagonal Articulation: Occupational Certificate: Marketing Coordinator, NQF Level 5. |
| MODERATION OPTIONS |
| N/A |
| 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. | Akademia NPC |
| 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. |