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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Higher Certificate in Marketing Practice 
SAQA QUAL ID QUALIFICATION TITLE
97230  Higher Certificate in Marketing Practice 
ORIGINATOR
Boston City Campus and Business College (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
Higher Certificate  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  122  Not Applicable  NQF Level 05  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
Marketing Practice resides at the core of commerce. The Higher Certificate in Marketing Practice has been developed for a particular purpose of facilitating access to the world-of-work, as learners will be able to attain knowledge in support of those areas of the world-of-work that rely on the application of the knowledge and skills systems supporting marketing practices. For a rapidly evolving and growing nation, it is crucial to increase the supply of competent learners with the necessary skills if South Africa is to continue to grow and to remain globally competitive.

The purpose of the qualification is to ensure learners are equipped with the knowledge, principles and practice-based methodologies relevant to marketing practice to enable them to demonstrate initiative and responsibility in a professional or academic context where application of the principles. Having knowledge of these principles is necessary as it forms the basis for entry into the labour market, professional training, further study, or professional practice in a wide range of careers within civil society, the public or private sectors. The modules within the Higher Certificate in Marketing Practice are developed in an increasingly applied manner covering the major functional specialisations and culminating in an integrated manner which provides broad strategic context for; learners on issues in marketing practice, brand management, advertising and sales promotion, media law, computer literacy, event management, business communication, entrepreneurship and experiential learning.

The breadth and depth of learning achieved by learners reflect a broad repertoire of skill-sets and knowledge-sets consisting of principles, practical engagement and levels of intellectual independence characteristic of Higher Certificates which facilitates access to the relevant worlds of work and promotes critical and analytical citizenship. For a rapidly evolving and growing nation, this qualification forms part of the increase in provision of learners with skills to grow the economy, to advance social transformation, and to remain regionally relevant and globally competitive.

Rationale:
The Higher Certificate in Marketing Practice is a response to the need for competent managers across all economic sectors in the workplace. The current and future need for competent managers has been expressed by employers and employees. The skills, knowledge, attitudes and values that are required for managers to develop are evident in this qualification while remaining, to a certain degree a generalist qualification for the field of practice rather than a specialist qualification, by offering good breadth on the important topics combined with appropriate occupational and professional depth for its intended purpose. The qualification provides exciting career opportunities in the fields of marketing management, for example:
  • Advertising (Sales, Campaign or Project) Assistant.
  • Junior Marketing/Brand/Event Coordinator.
  • Customer Relationship, Key Account Supervisor Assistant.
  • Assistant or Junior Researcher/Advisor/Consultant in Advertising, Branding and Marketing.
  • Service, Sales or Product Representative Assistant.
  • Marketing/Brand Assistant.

    In the increasingly competitive, sophisticated and changing world of work; the continued development of middle to have higher order applied knowledge is essential. The curriculum has been designed to give learners the skills required for managing life-long learning to build successful careers and to remain productive and responsible citizens. The qualification provides a balance in fields that are broadly enabling in relation to career pathways while providing opportunities for both, professional membership with a variety of local and international bodies and for enabling further studies through vertical and/or horizontal articulation pathways, for example:
  • Specialised studies in brand management or event management.
  • Advanced studies in marketing or advertising.
  • Diploma studies in advanced marketing practice or marketing communications. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The institution's existing Recognition of Prior Learning policies and practices will be operationalised in relation to the Higher Certificate in Marketing Practice qualification. The principle of recognising (through evaluation/verification and/or assessment) learning that has already taken place will be applied to learning programme module levels. Please refer to the institution's RPL policy for an indication of the provision for Recognition of Prior Learning access pathways to the qualification.

    Entry Requirements:
  • National Senior Certificate (NSC).
    Or
    Senior Certificate.
    Or
  • National Certificate (Vocational) NC(V) at NQF Level 4. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The qualification consists of compulsory modules at NQF Level 5, totalling 122 Credits.
  • Marketing Practice, 16 Credits.
  • Advertising and Sales Promotion, 10 Credits.
  • Business Communication, 10 Credits.
  • Brand Management, 16 Credits.
  • Event Management, 16 Credits.
  • Computer Literacy, 16 Credits.
  • Media Law, 8 Credits.
  • Entrepreneurship, 16 Credits.
  • Experiential Learning, 14 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Apply general marketing and advertising principles to real life situations and interpret economic realities of local and global communities.
    2. Analyse data, advertising and brand information.
    3. Demonstrate professional business communication and event management skills.
    4. Identify the socio-economic needs of society and display cultural sensitivity within organisations. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Understanding of the marketing function and scope according to the fundamental general marketing practices is demonstrated.
  • Core general marketing and advertising practices in a business context are applied.
  • Relevant ethical practice is complied with.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Brand management, with a particular emphasis on the principles and methodologies associated with brand building strategies, brand management and brand equity, and the measurement of brand value is discussed.
  • Understanding of the contemporary advertising milieu as well as the economic and social aspects of advertising is demonstrated.
  • The foundations and determinants of an advertising strategy, planning and implementation are discussed.
  • Information and research data for advertising, branding and marketing purposes is managed and interpreted.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Knowledge and skills associated with professional business communication functions are applied.
  • Understanding of the event management scope by initiating, planning and explaining the overall conduct of an event through to the closure of the event is demonstrated.
  • Proficiency in control, evaluation and scoping of plans for an event is shown in the planning and management.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Principles and theories of individual, social and organisational behaviour are distinguished.
  • Conflict handling and motivational skills, and cultural sensitivity within professional environments are demonstrated.

    Integrated Assessment:
    Assessment for this qualification is both formative and summative. Formative assessment integrates the cycle of teaching and learning, and assessment. Study guides and texts contain self-assessment exercises. The scheme of work includes formal assessments in the form of tests and/or assignments based on the learning material and students are graded and provided written feedback. The process is continuous and focuses on smaller sections of the work and limited in the number of outcomes assessed.

    Summative assessments are in the form of examinations, or equivalent assessment such as a research report which assesses a representative selection of the outcomes practised and assessed in the formative stage. Summative assessment also tests the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes. 
    		•

    INTERNATIONAL COMPARABILITY 
    International comparison for the Higher Certificate in Marketing Practice at NQF Level 5 was conducted against international qualifications from three institutions: The Edexcel Examination Authority in the United Kingdom, Ashton College in Canada, and the UC San Diego Extension in the United States of America.

    Edexcel Examination Authority - UK:
    The BTEC Professional Diploma in Advertising and Marketing Communications qualification is accredited on the Qualifications and Credit Framework (QCF). The purpose of the qualification is to help learners develop marketing and advertising skills. In addition learners will develop knowledge and skills in understanding clients' needs and priorities, identifying and understanding target audiences, and producing creative concepts and solutions for clients.

    Marketing Certificate - UC San Diego Extension - USA:
    The Professional Certificate in Marketing is designed to help learners to develop a broad understanding of the modern marketing functions that are most important in today's new economy. Learn how to apply savvy marketing techniques to draw in new clientele and drive customer loyalty. Acquire the core knowledge and skills needed to design innovative marketing plans and implement successful marketing strategies. The qualification is offered over a period of one and half years.

    Certificate Guidelines:
    The qualification has elements of Marketing as a prerequisite that must be completed prior to enrolling in other core marketing courses. Strategic Marketing Planning is the capstone module in the qualification.

    The certificate is designed to allow learners to develop specialised marketing skills. Modules covered will include Corporate and Community Relations or Interactive Marketing. Remaining modules may be taken in any sequence.

    Certificate in Sales and Marketing - Ashton College - Canada:
    The Sales and Marketing Certificate is offered in partnership with the Canadian Professional Sales Association (CPSA) and is designed to enrich learners' knowledge and skills in core areas of business, preparing them for career advancement or entry into the field. Learners of the Sales and Marketing Certificate will learn essential business concepts such as: marketing planning, strategy, management, business law, sales fundamentals, communication, information technology and finance, and apply them in practical business situations. The College`s curriculum includes modules from the Canadian Professional Sales Association (CPSA) knowledge base for certification, and incorporates current business concepts and real-life examples to illustrate a worldly view of the corporate sales and marketing environment.

    Career Opportunities:
    Learners of the Sales and Marketing Certificate can pursue a career in a variety of areas, from private industries to government and non-profit organisations. The following are possible career opportunities:
  • Advertising coordinators.
  • Market researchers.
  • Retail trade supervisors.
  • Department store supervisors.
  • Head cashiers.
  • Produce department supervisors.
  • Rental service supervisors.
  • Retail sales.
  • Telemarketing supervisors.

    Conclusion:
    The Higher Certificate in Marketing Practice qualification compares very well with the cited qualifications. The current qualification compares well with the said qualifications in terms of the aim and purpose statement since all of them seek to develop effective skills, knowledge, attitude and values for managers and most importantly preparing them for entry into the labour market. Modular similarities such as communication, marketing, sales management, advertising, brand management, law and computer in these qualifications were found. 
    		•

    ARTICULATION OPTIONS 
    The qualification provides possibilities for learners to articulate both horizontal and vertical as follows:

    Horizontal Articulation:
  • Higher Certificate in Business Management in Retail Management, NQF Level 5.
  • Higher Certificate in Advertising and Integrated Communication Practice, NQF Level 5.
  • Higher Certificate in Marketing Management, NQF Level 5.
  • Higher Certificate in Entrepreneurship, NQF Level 5.

    Vertical Articulation:
  • Advanced Certificate: Business Administration, NQF Level 6.
  • Diploma in Casino Resort Management, NQF Level 6.
  • Diploma in Event Management, NQF Level 6.
  • Diploma in Marketing Management, NQF Level 6. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    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. Boston City Campus (Pty) Ltd formerly Boston City Campus and Business College (Pty) Ltd 
    2. Boston City Campus and Business College (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.