Why Study Marketing?
There is not much point if an organisation produces goods and services that no-one uses. The marketer’s job, therefore, is to promote and publicise whatever the organisation produces. They figure out strategies to boost sales and revenue for private companies, or educate the public about how to use government services.
This requires insight into market demand and the needs of customers while understanding how the company or entity can meet those needs and demands. Marketing is not only aimed at the customer, but also at the entity’s employees who need to be aware of the entity’s branding and marketing strategies.
Career Opportunities
There are a dizzying number of careers in marketing, either working in a company or starting your own business. You can work as a social media marketer, marketing executive, public relations executive, SEO specialist, digital marketer, content marketer, digital strategist, marketing director or product marketing manager.
About This Course
Diploma in Marketing (MAKDIP)
NQF Level: 6
SAQA Credits:360
SAQA ID: 96863
Rationale for the Qualification
This qualification opens up students to various career paths in the corporate world. It equips students with competencies that enable them to understand basic functional levels across the business and their contribution to the organisation’s mission and vision. The qualification aims to teach marketing/business skills which include the following:
- Marketing planning and implementation of marketing plans.
- Customer relationship management (CRM).
- Comprehension and analysis of the customer decision-making process (DMP) and how to manage it effectively.
- Market segmentation, targeting and brand/product positioning.
- How to optimise the concept of the marketing mix to deliver superior service quality and outperform competitors.
Statement of Purpose
The purpose of this qualification to develop marketers from entry to middle management level. This is achieved through the delivery of up-to-date marketing content, but also by developing soft skills such as organisation, problem-solving, people-centredness, digital and information literacies. The qualification provides the entry point into the diverse field of marketing; hence it prepares future marketers for various industries.
Admission Requirements
(i) National Senior Certificate with rating pass codes:
- English Home Language 4
Or
- English First Additional Language 5
And
- Mathematics 4
Or
- Mathematical Literacy 5
Or
- Accounting 4
And
- Any other four subjects with a minimum pass of 3
- The total minimum number of points required in 25
- Life Orientation and subjects passed with a rating pass code of 1 or 2 will not be considered for selection.
(ii) Senior Certificate (Old curriculum with letter symbols)
- English (Higher Grade) C
Or
- English (Standard Grade) B
- Mathematics (Higher Grade) E
- Or Mathematics (Standard Grade) D
- Or Accounting (Higher Grade) E
- Or Accounting (Standard Grade) D
And
- Any other additional subjects passed at different grades except Lower Grade
- The total minimum number of points required D average (50%)
(iii) National Certificate Vocational (NCV) level 4
- English 60%
And
- Mathematics 40%
Or
- Mathematical Literacy 50%
And
- Four other compulsory subjects with a minimum of 40%
(iv) National Certificate N4 (TVET Colleges) Students who obtained minimum points between 16 and 19 from Matric and passed four subjects at N4 Level with a minimum of 50% will be considered for selection. All business subjects will be considered. The satisfaction of other requirements for further selection may be required.
Duration of Study
The qualification is meant to be completed in three years as a minimum duration. However, a struggling student may complete the qualification in five years as a maximum duration.
Advanced Diploma in Marketing (ADVMAK)
NQF Level: 7
SAQA Credits: 120
SAQA ID: 94555
Rationale for the Qualification
This qualification is a progression from the undergraduate Diploma in Marketing to bring students to a bachelor’s degree level of study in order enable them to advance to the Post-graduate Diploma in Marketing which is equivalent to an honour’s degree.
Statement of Purpose
The functional purpose of this qualification is to equip marketers who are operating at junior and middle management with knowledge and skills to apply strategic marketing in making the necessary decisions for the business.
Admission Requirements
National Diploma in Marketing passed with an aggregate 60% or above. In instances where the prospective student obtained less than 60% aggregate pass, a minimum of two years working experience in a Marketing related field will be considered. Other admission requirements will be applied as detailed in the Recognition of Prior Learning policy. The satisfaction of other requirements for further selection may be required.
Duration of Study
1-year fulltime study 2 years part-time study.
Please note: as from 2020, the Advanced Diploma became a one year full-time programme. Those intending to take up an option for two.
Postgraduate Diploma in Marketing (PGDMAK)
SAQA ID: 110929
NQF Level: 8
SAQA Credits: 120
Rationale for the Qualification
This qualification will address the needs of marketers who aspire to function at corporate decision-making level in any business organisation. Marketing Leadership and Planning, Analysis and Strategic Decision, and Managing Corporate Reputation, are listed as the first, fourth and fifth critical skills required to operate in marketing at corporate level with regard to the curriculum of this qualification. Furthermore, this qualification will:
- Enable learners to function in specialised fields of general and marketing management, thereby preparing them to develop into Chief Marketing Officers (CMOs) of organisations.
- Equip executives operating at corporate level to initiate and manage marketing projects methodically and successfully in order to accomplish corporate goals.
There are many people either employed at middle and strategic marketing levels without a formal marketing qualification. For example, the Marketing Association of South Africa (MASA, 2019), in response to this gap recalibrated their designations to Strategic, Tactical and Operational levels. The emphasis was on the strategic marketing skills which were deemed to be in short supply. Therefore, this qualification will complement other approaches such as that by MASA to close this gap for the industry in need of strategic marketing skills.
Statement of Purpose
The purpose of the Postgraduate Diploma in Marketing is to provide learners with skills work or promoted into the middle and senior management within organisations. Therefore, this qualification will contribute to growing strategic marketing skills base for the industry at large. Also, the qualification will provide a gateway for those who would want to study further and join academia. Qualifying learners can effectively function at strategic level of any organisation and also give them leverage to lead global campaigns.
Admission Requirements
An Advanced National Diploma in Marketing passed with an aggregate 65% or above. In instances where the prospective student obtained less than 65% aggregate pass, a minimum of two years working experience in a strategic marketing related field may be considered. Other admission requirements will be applied as detailed in the Recognition of Prior Learning policy. The satisfaction of other requirements for further selection may be required.
Duration of Study
1 year – fulltime study.