SOUTH AFRICAN QUALIFICATIONS AUTHORITY (SAQA)

REGISTERED QUALIFICATION: 

NATIONAL DIPLOMA

MARKETING MANAGEMENT

PURPOSE AND RATIONALE OF THE QUALIFICATION 

Learners acquiring this qualification will have demonstrated competence at NQF Level 4 in the area of Marketing Management or will have attained an equivalent qualification at that level. This qualification will be registered at NQF Level 5 on the National Qualification Framework and learners will have acquired a range of fundamental, core and elective competence around the areas of Marketing Strategy, Marketing Customer Relations, Principles of Marketing, Marketing Communications, Marketing Management, Marketing Research and Customer Management. Learners will have also demonstrated competence against specialised outcomes in the area of Marketing Management.

RATIONALE OF THE QUALIFICATION:

The National Diploma in Marketing Management: Level 5 is designed to meet the needs of those learners who are already involved in the field of Marketing Management or who enter the field at a higher level. Learners recognise that marketing is an essential and key business function necessary for the success of any organisation, both strategically and operationally. The qualification is inextricably linked to the Standard Generating Body`s (SGB`s), definition of Marketing, “to identify, anticipate and satisfy current and future consumer and customer expectations, needs and problems by facilitating and consummating exchange to achieve targeted levels of profitability and / or value in an accountable and socially responsible manner.

This qualification also reflects the needs of the marketing sector both now and in the future: it gives accessibility and flexibility to the learner and to the employer. The level of flexibility is reflected in the multiple job roles and careers, organisational requirements and changing technological nature of marketing and at the same time it allows the individual to work towards a nationally recognised qualification.

Many different roles and careers are linked to and affected by this qualification. They include, but are not limited to:

Marketing Managers > Marketing Directors

Brand Managers > Marketing Assistants

Brand Assistants > Product Managers

Category Managers

The National Diploma in Marketing Management is structured in such a way that it exposes learners to a broad set of core competences while the electives allow for special competence in Marketing Management. It certainly promotes the notion of life-long learning.

ON ACHIEVING THIS QUALIFICATION, THE LEARNER WILL BE ABLE TO:

• Conduct a marketing situational analysis while leading a team of Marketers and Service Providers.
• Develop, implement and manage a marketing related project and / or activity plan, and implement   a generic marketing communications strategy.
• Present the features, advantages and benefits of products to customers so that a deal can be closed.
• Provide product training to others in the organisation and coach others on the principles of marketing in an organisation.
• Identify brand mix elements and financial implications for decision making.
• Integrate marketing plans with the business process.
• Monitor and control the handling of customers, customer needs and requirements and areas of customer service impact.
• Analyse and interpret marketing information and present marketing data to stakeholders.
• Identify, implement and manage marketing strategies and plans to meet organizational requirements.

THIS COURSE INCLUDES THE FOLLOWING MODULES: