Advanced Diploma in Marketing
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Purpose: This qualification is designed for continuing professional development, aiming to enhance the learner's understanding of contemporary marketing functions by promoting independent decision-making, analytical approaches, and the application of cutting-edge technologies. It empowers learners with specialized knowledge and skills tailored to specific niches within the labor market, enabling them to perform effectively at operational levels in a multi-disciplinary marketing environment. Additionally, learners will deepen their knowledge in their chosen specialization area as well as general marketing areas. The qualification also introduces learners to Quantitative Techniques such as research methodologies and techniques, providing a holistic understanding of marketing strategies and operations.
Upon completion, graduates will possess the ability to effectively plan, develop, implement, and manage marketing strategies, equipping them to navigate managerial challenges and optimize marketing operations.
Rationale: The evolving field of marketing demands specialized knowledge and skills to meet industry and academic requirements. Employers seek individuals with advanced knowledge and skills, leading to the development of demand for qualifications at the Advanced Diploma level. The qualification incorporates three areas of specialization to cater to industry needs and prepare learners for further studies within their chosen specialization. With specializations in Professional Selling, Digital Marketing, and Integrated Brand Communication, graduates are equipped for specialized roles within the marketing sector. Furthermore, this qualification provides access to postgraduate studies, paving the way for entry into the Postgraduate Diploma in Marketing upon completion of the Advanced Diploma in Marketing.
Outcomes
- Demonstrate integrated knowledge of the central areas of the field and practices of marketing, including an understanding of and an ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field### and detailed knowledge of an area or areas of specialisation and how that knowledge relates to other fields, disciplines or practices.
- Demonstrate an understanding of a range of methods of enquiry in the field of marketing research, and their suitability to specific investigations### and an ability to select and apply a range of methods to resolve problems or introduce change within a practice.
- Demonstrate integrated knowledge of the central areas of the field and practices of Professional Selling, including an understanding of and an ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field### and detailed knowledge of an area or areas of specialisation and how that knowledge relates to other fields, disciplines or practices.
- Demonstrate integrated knowledge of the central areas of the field and practices of Digital Marketing, including an understanding of and an ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field### and detailed knowledge of an area or areas of specialisation and how that knowledge relates to other fields, disciplines or practices.
- Demonstrate integrated knowledge of the central areas of the field and practices of Integrated Brand Communication, including an understanding of and an ability to apply and evaluate the key terms, concepts, facts, principles, rules and theories of that field### and detailed knowledge of an area or areas of specialisation and how that knowledge relates to other fields, disciplines or practices.
Assessment Criteria
Associated Assessment Criteria for Exit-Level Outcomes 1:
- Evaluate several market plan options and select an appropriate option.
- Develop a marketing plan and evaluate its viability.
- Select a market plan for the international market that will be recommended.
- Develop and evaluate an international marketing plan.
- Evaluate factors relating to implementation of international marketing plan.
Associated Assessment Criteria for Exit-Level Outcomes 2:
- Demonstrate an understanding of and the ability to apply relevant marketing research principles, concepts and processes.
- Apply appropriate research design, methods and techniques for a given project.
- Analyse data and communicate results to a diverse audience.
- Demonstrate scientific writing and professional presentation.
Associated Assessment Criteria for Exit-Level Outcomes 3:
- Explain the conceptual foundations of sales force management in the 21st century.
- Justify the importance of organising and developing the sales force.
- Compare the different management styles and the methods for directing sales force efforts.
- Apply the different sales force performance appraisals.
Associated Assessment Criteria for Exit-Level Outcomes 4:
- Apply the relevant concepts, terminology, and processes relating to digital marketing.
- Implement the digital marketing window.
- Identify the key aspects of the digital marketing mix.
- Distinguish the extended digital marketing platforms.
Associated Assessment Criteria for Exit-Level Outcomes 5:
- Categorise the key components of brand building.
- Analyse the value of a brand's identity.
- Apply the positioning of a brand within the competitive environment.
- Apply the principles for building an effective brand in the competitive environment.
Integrated Assessment:
The overall assessment strategy of the Department of Marketing, Logistics, and Sport Management is that of integrated assessment which is evident in the approach to the assessment of applied competence. Applied competence is understood as the learners' ability to integrate concepts, ideas, and actions in authentic, real-life contexts. The assessment is broken down into the assessment of:
- Foundational competence: demonstrated understanding of what the learner does and why they do it.
- Practical competence: demonstrated ability to perform tasks and actions in authentic contexts.
- Reflexive competence: demonstrated ability to integrate learner's performances with their understanding to adapt to changed circumstances and explain the reason behind these adaptations.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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