Programme Exit Level Outcomes

There are nine learning outcomes in this programme

1. Demonstrate advanced skills in implementing marketing knowledge and principles, appreciating how it contributes to and draws on the other functional areas of business.
2. Understand and take full responsibility for a marketing position as a functional leader as well as being a contributing member of a management team in an organisation.
3. Provide an assessment of an organisation’s internal strengths and capabilities, as well as the external environment opportunities, and link the organisational resources with practical marketing activities in the field when interacting with clients.
4. Demonstrate a practical understanding of the national and international economic context within which organisations offer their products and services to clients and institute practical action steps to capitalise on marketing opportunities the environment presents.
5. Demonstrate the application of academic knowledge in evaluating and selecting relevant information from the field and processing this for the purpose of developing a plan for the active management of key accounts as well as the generic expansion of the client base.
6. Produce an action plan for identifying new clients, using appropriate information on the products and services offered by the business and documenting this for communicating the marketing plan to management.
7. Develop appropriate systems and methods for evaluating business progress and for quantifying the personal contribution to organisation-wide targets.
8. Illustrate an understanding of the ongoing need for mastering life-long learning strategies in the rapidly changing field of marketing management.
9. Identify and address ethical frameworks in the field of marketing management and base decisions and actions on appropriate values in keeping with generally accepted and sound principles of ethical behaviour.

The programme is assessed as follows:

• Submission of assignments in each module except Applied Marketing Project. (Refer to the calendar of events).
• An open book examination in Applied Brand Management and Communications and Applied Global Marketing Dynamics. (Refer to the examination timetable).
• Completion of an online Applied Marketing Project. This module is presented , in the form of a marketing simulation game. No examination is required. There are however continuous ongoing assessments in the form of online tasks, culminating in a final online assignment

Modules

The Postgraduate Diploma in Marketing Management is offered at level 8 of the NQF (HEQSF aligned) and consists of 120 credits. The Postgraduate Diploma in Marketing Management comprises five modules:

• Applied Brand Management and Communications (20 credits)
• Applied Digital Marketing Dynamics (20 credits)
• Applied Marketing Metrics (20 credits)
• Applied Marketing Project (40 credits)
• Applied Marketing Leadership (20 credits)