Advanced Diploma in Marketing Management
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Purpose:
The Advanced Diploma in Marketing Management has a number of different purposes, depending on a learner's circumstances. It may provide entry-level vocational or professional preparation or specialisation for Bachelor's Degree graduates by offering an intensive, focused and applied specialisation which meets the requirements of a specific niche in the labour market. For example, a Bachelor of Science (Pharmacy) graduate might register for this qualification in order to become a marketing consultant in the pharmaceutical industry. This qualification is therefore particularly suitable for continuing professional development through the inculcation of a deep and systematic understanding of current thinking, practice, theory and methodology in an area of specialisation. The qualification also aims to provide learners with a managerial orientation towards marketing. It covers all the relevant topics that an informed marketing professional needs to know, as well as providing insights to issues faced in strategic, tactical and administrative marketing. This qualification enables learners to be able to provide leadership and strategic direction in the marketing activities of an organisation. These learners will also be able to analyse, design and execute judgements using wide-ranging technical, creative, conceptual and managerial competencies. Thus their knowledge base may be specialised or broad within the marketing field. These learners will be accountable for group outcomes and for the overall performance of the marketing function of an organisation.
Rationale:
The latest trends such as social media, digital marketing or e-commerce have taken the business sector by storm, irrespective of which economic sector a business is operating. The South African economy is no exception to these developments, especially the retail sector. The Advanced Diploma in Marketing will contribute and equip marketing practitioners with the required skills and competencies to effectively manage and address various customer needs and so that learners will have a competitive advantage in a rapidly changing business environment, so that organisations remain competitive. With the South African economy entering a new era, both nationally and internationally, there is an urgent need for middle- and top-level marketing professionals to be proactive and exposed to ever-changing issues in the field of Marketing. The marketing function has an opportunity to play a critical role in helping organisations navigate all sorts of transitional phases it will face. In order to play this role, however, marketing will have to increase its real and perceived value. The main argument in justifying this qualification hinges on four realities:
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The learners enrolling for this qualification, will already have a qualification in a 360 National Qualifications Framework (NQF) Level 6-Credit qualification. It is argued that it is opportune for them to bridge their thinking and understanding towards becoming inclusive of the industry.
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Marketing is always at the core of effective and efficient functioning of every organisation, profitability and sustainability.
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The ever-increasing enrolment numbers and employment rates of marketing graduates makes it one of the popular qualifications.
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The industry partners have agreed to support this qualification as a viable option.
Outcomes
- Demonstrate acquired knowledge and skills for implementing marketing strategies and successfully manage the marketing of an organisation.
- Design and develop a marketing framework for an organisation as well as design, develop and implement marketing plans.
- Apply the principles, skills and techniques of marketing in selected, specialised fields of marketing such as international marketing, brand management, finance, and marketing research to achieve institutional objectives.
- Demonstrate professional skills, values and ethics, and the ability to integrate these in a practical manner.
- Communicate proficiently in professional practice to a variety of audiences and use resources and practices of marketing effectively within project work.
- Apply problem solving, design and decision making methodologies to identify and provide innovative solutions to complex problems using established frameworks in the field of Marketing Management.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Review the appropriateness of the chosen strategic marketing of an organisation of one's choice.
- Analyse the information contained in the case-studies and justify one's answer with factual responses.
Associated Assessment Criteria for Exit Level Outcome 2:
- Conduct a practical field study and develop a marketing plan for the specialised contexts.
- Apply marketing theories and principles in order to create a strategic marketing plan.
Associated Assessment Criteria for Exit Level Outcome 3:
- Understand and apply the principles of strategic marketing, consumer behaviour and marketing research in the commercial sector.
- Apply fundamental calculations and statistics to determine feasibility and use the results in a marketing plan.
- Identify and manage international opportunities.
- Apply an understanding of both developed and developing markets, and the economic shifts in a globalised world.
Associated Assessment Criteria for Exit Level Outcome 4:
- Interpret the concepts and principles of Commercial Law for use in the business and marketing environment.
- Determine the requirements for compliance with relevant business legislation.
- Apply ethical values and approaches to the marketing environment.
- Determine the value orientation of top management at a business focus on new technology and innovation.
- Critically review how a business' culture and strategy will be influenced by this value orientation.
Associated Assessment Criteria for Exit Level Outcome 5:
- Evaluate and devise marketing strategies.
- Use concepts, principles, and theories of marketing management and marketing communication to administer a marketing project and achieve marketing objectives.
Associated Assessment Criteria for Exit Level Outcome 6:
- Analyse contemporary marketing challenges or impediments towards meaningful utilisation of e-commerce or digital marketing.
- Assess the impact of micro-and macro environment on organisational competitiveness.
Integrated Assessment:
- All work and assessment are required to preferably start with situations and required decisions in an industrial setting.
- Treat a number of Exit Level Outcomes together.
- Treat a number of Associated Assessment Criteria together.
- Promote an awareness of the connections and relationships between the knowledge, processes and skills inside the different modules.
- Practice a combination of assessment methods and instruments used to achieve outcome/outcomes.
- Collect naturally occurring evidence (such as in the workplace setting).
- Learners will be expected to undertake tests, examinations, and individual and group assignments.
- The formative (40%) and summative (60%) assessments will ensure that learners have ample opportunity to analyse and evaluate relevant situations using the knowledge they have acquired.
- Learners will also be expected do a research project and produce a report.
- The research project will allow for assessment of the Exit Level Outcomes together.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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