Advanced Diploma in Marketing
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Qualification Title: Advanced Diploma in Marketing
Purpose: The purpose of this qualification is to provide learners with contemporary, intensive, focused, and applied competencies in the multidisciplinary field of marketing to enter the field of commerce and industry as middle-level marketing practitioners. Learners will develop the ability to ascertain current and emerging trends in marketing practice, apply financial, information technology, and entrepreneurial skills to marketing planning. Additionally, learners will be equipped with skills in planning, organizing, leading, and controlling entrepreneurial initiatives in marketing, as well as differentiating and applying various research methodologies within a marketing environment. Furthermore, the qualification aims to prepare learners for postgraduate study by deepening their knowledge and applying recent theories, practices, and methodologies in marketing.
Rationale: The growing complexity of marketing, influenced by difficult economic conditions, sophisticated consumers, and the increasing use of technology, necessitates marketing leaders who can develop relevant strategies across various marketing elements. The qualification aims to provide learners with the necessary skills to incorporate emerging technologies into marketing decisions and plans. Consultation with the Industry Advisory Committee ensures that the curriculum aligns with the needs of commerce and industry, integrating financial management skills and the impact of digital technologies on marketing strategies. Modules such as Entrepreneurial Marketing and Marketing to African Markets cater to the unique needs of small and medium-sized businesses and the growing importance of trade ties among African countries.
Benefits: This qualification will equip graduates with contemporary knowledge, skills, and applied competencies in marketing, allowing them to enter industry and commerce as middle-level marketers. Graduates will possess critical thinking and creative problem-solving skills necessary for success in the field of marketing. The qualification serves as a pathway to further studies, including Bachelor of Commerce, Bachelor of Commerce Honours in Marketing Management, Postgraduate Diploma in Marketing, Master of Commerce in Marketing Management, and Doctor of Philosophy (PhD) in Marketing Management.
By providing learners with the ability to anticipate and respond to emerging trends in marketing, this qualification not only benefits individuals but also contributes to the advancement of society and the economy.
Outcomes
- Develop and implement strategic marketing plans.
- Independently formulate research problems and use applied research skills to carry out marketing research.
- Develop analytical frameworks for making decisions regarding appropriate digital marketing strategies and reflect on the choices made.
- Use financial accounting, management accounting and financial management principles and concepts at a level consistent with the management of marketing activities.
- Plan and implement entrepreneurial marketing initiatives under short decision windows, unpredictable consumer needs and resource constraints.
- Analyse a range of decisions implicit in planning and implementing an international marketing strategy in the context of African regional markets.
- Apply the principles of brand equity and contemporary roles of strategic brand management to improve long-term profitability of brands.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Accurately identify and interpret business and corporate level strategies.
- Compile a strategic marketing plan for various kinds of organisations based on a given case study and describe how to implement the plan.
Associated Assessment Criteria for Exit Level Outcome 2:
- Write a coherent research proposal with an acceptable research question or hypothesis.
- Apply quantitative, qualitative, or mixed methods to investigate problems in marketing practice.
- Conduct basic research data analysis using statistical software such as Statistical Package for the Social Science (SPSS).
Associated Assessment Criteria for Exit Level Outcome 3:
- Analyse promotional mix strategy for organisations and show how digital marketing can be used to complete the existing promotional mix elements.
- Apply digital marketing knowledge and tools to enhance decision making for various marketing activities and evaluate its effectiveness on the marketing strategies.
- Apply critical thinking and problem-solving skills within the broader field of marketing.
- Critically apply critical thinking and creative problem-solving skills to challenges in marketing practice.
- Develop and implement a strategic marketing plan for a specific organisation and reflect on the applications made.
Associated Assessment Criteria for Exit Level Outcome 4:
- Assess the importance of financial accounting, management accounting, and financial management skills in marketing decision-making and strategy formulation.
- Apply the basic principles of financial accounting, management accounting, and financial management techniques to marketing programmes.
Associated Assessment Criteria for Exit Level Outcome 5:
- Identify innovative approaches to marketing and explain how they can be exploited by entrepreneurial businesses.
- Implement entrepreneurial marketing programmes to overcome challenges in the dynamic business environment.
Associated Assessment Criteria for Exit Level Outcome 6:
- Apply marketing principles to compile a cultural analysis and a macro-environmental assessment.
- Analyse African regional markets and develop an international marketing strategy for a given regional market.
Associated Assessment Criteria for Exit Level Outcome 7:
- Determine brand equity and apply contemporary roles of strategic brand management to manage brands from the stage of launching to phasing it out.
- Analyse good brand management principles in the context of international best practices.
Integrated Assessment:
- Formative Assessment will be addressed through tests, assignments, projects, and case studies, which will be addressed per module.
- Final examinations are conducted as Summative Assessment.
- The competences expected of the learners who successfully complete the programme are made clear during and through the teaching and learning methods for modules to enrich the variety of learning experience in the classroom (i.e. group discussions, debates, class exercises, PowerPoint presentations), the mode of delivery (face to face) and learning guides.
- A critical competency expectation is to ensure that the learners are able to apply concepts applicable to all fields related to Marketing.
- By also identifying a research problem in the industry, the student will be expected to write a final research project as part of the assessment for Applied Marketing Research.
- External moderation of examinations will be conducted.
- Appointment of external examiners will be based on existing institution's policies and procedures relating to such appointments.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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