diploma in business marketing · studies. diploma in business marketing | faculty of commerce and...

BUSINESS MARKETING

Diploma in

SAQA ID: 83187 | NQF Level: 6 Credits: 375 | Duration: 3 Years

COMMERCE & MANAGEMENT

FACULTY OF

PRESTIGE ACADEMY

Welcome to

Proudly part of STADIO

REASONSto make Prestige Academy your home

www.prestigeacademy.co.za

Are you ready to change yours?

• Credible, affordable & recognised qualifications• Great access pathways, e.g. Higher Certificate to a Diploma or Degree• Quality vocational education; preparing students for the workplace• The omnipresence of academics & industry-experienced lecturers – keeping skills current & trending• Instructor-led contact lecturing in a smaller classroom environment• Comprehensive quality assurance, review & improvement processes in place• Compulsory experiential, work-based or work-integrated learning (work experience) improving employability• Central & accessible location• Dynamic, multicultural study environment ensuring quality education, support & enrichment beyond module teaching through: - support services to students such as accommodating special learning needs, counselling related to learning styles & remedial tuition for at-risk students - Strong Student Representative Body – vibrant social life - Solid emphasis on community engagement - Family value-driven culture• Hostel Accommodation for 50 students

We are persistent in our pursuit for excellence and have been changing lives for 26 years.

DISCLAIMER: Although the author and publisher have made every effort to ensure that the information in this book was correct at press time, the author and publisher do not assume and hereby disclaim any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause.

PROGRAMME ACCREDITATIONWe comply with requirements for accreditation as a higher education institution, that includes quality assurance, quality promotion and ongoing quality improvement.

• Prestige Academy (Pty) Ltd is registered with the Department of Higher Education and Training as a private higher education institution under the Higher Education Act, 1997. Registration certificate no. 2009/HE07/005

• Prestige Academy (Pty) Ltd is accredited by the Higher Education Quality Committee (HEQC) of the Council on Higher Education (CHE) to offer the Diploma in Business Marketing.

Accreditation status of the Diploma in Business Marketing:

The Diploma in Business Marketing is registered on the National Qualifications Framework (NQF) of the South African Qualifications Authority (SAQA), qualification ID 83187.

Admission requirements for the Diploma in Business Marketing:

• NSC or equivalent with a minimum 30-39% or better in the language of learning (English) • Minimum of 40-49% or better in four (4) 20 credit bearing subjects (excluding LO)

OR• Relevant Higher Certificate on NQF level 5

International student requirements:

International students must ensure that:• they have an equivalent qualification;• the equivalent qualification is recognised by SAQA; and that• they have a valid study VISA issued in the name of Prestige Academy that covers the duration of their

studies.

Diploma in Business Marketing | Faculty of Commerce and Management

The Student initially applies with Prestige Academy to study towards a specific qualification. Prestige Academy is currently in the process of a business transfer to become part of STADIO. This will result in the Student obtaining a STADIO qualification when the programme has been completed successfully.

ABOUT THIS PROGRAMMEThis is a qualification in its own right and can be categorised as a career-orientated qualification. It aims to expose students to a specialist area of marketing and equip them with advanced in-depth knowledge and methodology of discipline combined with practical skills to enter the marketing field confidently.

This qualification also promotes the objectives of the HEQF by providing a well-rounded graduate with a ca-reer-orientated qualification at NQF level 6 at the exit point. The programme was designed around the three com-mon types/levels of competence; therefore it provides for learning activities to obtain discipline specific (founda-tional) knowledge, opportunities to master the application of such knowledge (acquiring practical competence), as well as learning through simulated assignments and workplace experiences requiring candidates to adapt and transfer foundational and practical knowledge to deal with common challenges in this particular field of work. For this reason, experiential learning, requiring the candidate to demonstrate initiative and responsibility in a profes-sional context, receives significant attention especially towards the end of the programme

CURRICULUM OUTLINE1st YEAR• Fundamentals of Business Communication• Fundamentals of Advertising & Promotion• Fundamentals of Entrepreneurship• Fundamentals of Business Marketing• Information Administration Systems• Personal Selling• Fundamentals of Digital Marketing• Fundamentals of Administrative Management

2nd YEAR• Branding & Promotion• Business Management• Marketing Management in Context• Marketing Planning• Sales & Operations• Entrepreneurship (Ventures & Venturing)• Marketing Research• Consumer Behaviour

3rd YEAR• Logistics & Supply Chain Management• Consumer Behaviour• Marketing Management in Context • Strategic Marketing Planning• Work-Integrated Learning


MODULE DESCRIPTION

Fundamentals of Administrative Management

This module equips students with the fundamental knowledge of information management to enable students to manage the information needs of the organisation so that timely, relevant and accurate information is available to managers at all levels so that they can make meaningful decisions. In particular, attention is paid to the role and support functions of administrative management within an organisation, information systems and the management of information, the office environment, as well as visual presentation of information.

Fundamentals of Digital Marketing

The aim of this module is to enable students to understand the digital marketing systems. It covers vital issues in digital marketing such as the digital marketing landscape, understanding the nature of digital natives and immigrants, as well as the transformation of marketing by digital platforms. It further looks into the current legal practices in the digital world that can affect a digital marketer’s strategies.

YEAR 1

Fundamentals of Business Communication

This module introduces students to the fundamentals of effective business communication. It equips students with the nec-essary knowledge and skills to perform effectively and understand and apply key concepts in effective verbal and non-verbal communication concepts within the business work environment. In particular, attention is paid to the nature and dimensions of verbal and non-verbal communication, internal and external communication within organisational structures, as well as small group communication dynamics. Listening behaviour is explored within the various communicative contexts. Effective presentation skills within a business environment context are also highlighted. Additionally, the syllabus explores developing an understanding of the purpose of presentations within a business environment context, the different modes of communi-cation, techniques for ensuring a dynamic presentation, proper planning of a presentation, and using suitable presentation media.

Fundamentals of Entrepreneurship

This module introduces students to the fundamental principles that underpin entrepreneurship and creates a platform for further studies in this field. Students will explore the fundamental concepts used in entrepreneurship and the fundamental principles that define entrepreneurs in South Africa. Students will learn the importance of seizing opportunities at the right time and the role of the business plan in successfully establishing a new business venture.


Information Administration Systems

This is a generic module. Due to the trend of computing many business tasks (administration, accounting, information sys-tems, communication, marketing, etc.) in all fields of work, it is required that all employees today must have a basic level of computer literacy, being competent in the use of software packages such as MS Word, Excel and PowerPoint as well as in utilising e-mail and the internet. Added to this, basic computer literacy is a prerequisite for any learning program in the ICT field.

This module will equip students with knowledge and skills in utilising the computer for common workplace tasks such as ac-cessing information sources via internet, word processing, sending and receiving e-mail, preparing PowerPoint presentations, and compiling a budget. The module provides students the opportunity to master these software packages through hands-on experience, and apply their knowledge in various assignments. Be able to collect, organise and evaluate information in a concise way using effective communication skills.

Fundamentals of Business Marketing

This module introduces students to the fundamental concepts and principles that underpin the marketing process. In particu-lar, it gives a concise and contemporary overview of marketing, and examines the role and practice of marketing within the changing business environment, the marketing process, segmentation, targeting and positioning, and the extended market-ing mix, as well as different marketing segments and contexts.

Fundamentals of Advertising and Promotions

This module will equip students with a comprehensive understanding of the key areas of advertising and promotion as part of an integrated approach to marketing communications. Students will develop the ability to determine specific promotional activities in response to target audience and other stakeholders’ characteristics and needs. Specific attention is also paid to the role of below-the-line techniques, selected above-the-line techniques (including various through-the-line techniques) and how they are used as well as the integrated promotional strategy.

This is a core module that will equip students with knowledge and understanding of developing and managing promotional ac-tivities in various marketing settings. Knowledge of the integrated promotional strategy and an understanding of the various media platforms will be the focus.

YEAR 2Business Management in Context

This module builds on Entrepreneurship in the 1st year of studies. This module introduces the student to the business world and key processes for effective business management. In particular, attention is paid to the underpinning theory and con-cepts of business management, management principles, related processes, the functional areas of management, the different functions of an organisation and contemporary management issues such as corporate social responsibility and productivity.

Consumer Behaviour in Practice

This is a compulsory module. This module will enable students to understand the purchase decision-making process and to recognise the variables and situations that influence customer buying behaviour.

Entrepreneurship

The aim of this module is to prepare candidates that prefer the route of potential owners of a new business venture. This module will thus equip the candidate with an in-depth understanding of requirements to ensure success in establishing and running a new business. It includes contemporary knowledge on how to manage the new venture effectively and profession-ally with specific reference to resource requirements, legal aspects, choosing a favourable location for the business, building and maintaining networks and support structures in order to be successful. The candidate will gain insight into alternative routes to entrepreneurship, including the concept of family businesses, franchising and buying an existing business.


Personal Selling

The aim of this module is to enable students to understand the key ingredients for success in sales. It covers vital issues in sales such as the role of communication, time management, retail selling, trade shows and the importance of telesales.

Branding and Promotions

This module deals with brand management. Branding is gaining more attention in business marketing and is regarded to be one of the most important aspects when it comes to successfully managing a product/service within today’s competitive marketplace. The student will develop an understanding of why brands are so important and what they represent to consum-ers. It will also examine how firms should manage these valuable assets. The specific aspects explored in this module include brands and brand equity, customer-based equity, brand elements and brand identity, the system of brand management, new products and brand extensions, as well as corporate branding.

Marketing Management in Context

This module equips the student with knowledge of contextual issues related to marketing management. The student will develop an understanding of the complex and diverse environment of marketing by focusing on relationship marketing, mar-keting in non-traditional contexts, the extended marketing mix in the service sector as well as ethics and social responsibility in marketing context.

Marketing Planning in Practice

This module equips the student with knowledge of contextual issues related to marketing planning. The student will develop an understanding of the complex and diverse environment of marketing by focusing on environment and competitive audit-ing, the barriers to marketing planning, the marketing role of a plan including product strategy, pricing strategy, distribution strategy, the communication strategy and the implementation and review of the marketing performance.

Sales and Operations in Practice

The aim of this module is to develop a critical awareness of sales planning and operations. Students will analyse the stages in-volved in the selling process, and evaluate the role of personal selling in creating value and developing customer relationships in a variety of contexts. Other aspects that will be explored include the management and organisation of the sales force to achieve sales objectives.

YEAR 3Consumer Behaviour

The aim of this module is to enable students to understand the purchase decision-making process and to recognise the var-iables, situations (consumer versus organisational) and factors (individual versus group) that influence customer buying be-haviour. Furthermore, this module aims to provide students with the insight to critically evaluate the marketing implications and integrate consumer behaviour theory in practice. This module will enable students to demonstrate integrated knowledge and understanding purchase decision-making process and to recognise the variables and situations that influence customer buying behaviour.

Logistics and Supply Chain Management

Logistics, and the closely related concept of supply chain management, form an integral part of business strategy, and thus business management. This module provides students with an understanding of the elements of integrated business logistics and the application of logistics principles to supply chain management that will assist in management decision-making.

This module focuses on the management of activities involved in the flow of materials, products and information from the point of origin through the supply chain to the point of consumption. In particular, students will learn about the management of sourcing and procurement, transportation, warehouse and facilities, inventory, distribution, reverse logistics and customer service. Students will understand the interconnectedness of business units and organisations within the supply chain and will learn to analyse the different logistic strategies and tools commonly used for design and management of the supply chain.

This module also equips students with an understanding of contemporary issues in logistics management that are needed for organisations to gain a competitive advantage. This includes a focus on global logistics, logistic challenges that arise with e-commerce and the information systems that are used to identify and monitor products in the supply chain.


Marketing Research

In this module the student will explore the marketing research process and assess the importance of different types of in-formation and marketing research requirements needed for effective marketing management in a competitive environment. This module will also provide students with specialised knowledge on the preparation and presentation of a marking research proposal.

Marketing Management in Context

This is a compulsory module that builds on and integrates previous knowledge of marketing. In particular, it equips the student with contemporary marketing knowledge by focusing on e-marketing, global marketing and customer relationship marketing.

Strategic Marketing Planning

This module builds on and integrates previous knowledge of marketing, including Business Marketing, Marketing Practice and Marketing Planning. In particular, it equips the student with knowledge to apply analytical tools that can be used in the world of marketing, in the development of strategic marketing plans. An organisation needs a reference point for decision making, which can be provided by the strategy and the planning process involved in designing the strategy. A strategic role for marketing in strategic planning is the management of the markets to be served, how competition is handled and the timing of market entry or exit.

Work-based Learning

Work-based Learning is an educational strategy that enables students to do real-life work and the experience the practicalities thereof. The students can apply academic and vocational skills (gained during their studies) that will develop their employability. At this institution the diploma and advanced certificate programmes on NQF level 6 will do work-based learning. It will focus on the practical implementation of skills acquired during the learning process at the institution. It will not be expected of these students to do analysis of business plans, but rather to receive such a plan and implement it according to the company policies and procedures. The student will be using the knowledge and skills gained during the learning period at the institution to fulfil these tasks.


HOW TO APPLY

UNDERSTAND STUDENT FINANCE

Follow these steps to start your education journey at Prestige Academy, proudly part of STADIO:

1. Choose your study career• Make sure that you meet the admission and/or additional admission requirements • Download the application form or apply online

2. Take Note of the following• our events calendar• closing date of applications & the special discount application dates

3. How is your application considered? • Complete & submit your application form together with the registration proof of payment.• The academic approval will take place according to the admission requirements for the specific programme you apply for.• Financial approval is based on your payment plan indicated in your application, together with the credit analysis to determine affordability for the programme you apply for.• Only signed & completed, application forms with all accompanying documentation & proof of payment for the application will be considered.

4. Acceptance• Congratulations! You have reached the step where you will be informed of your acceptance.

5. Student Number• Once you have received written approval, you will be issued with a unique student number. This student number must be used as a reference for all future payments and correspondence.

Unsure how you will pay for your studies & what financial support is on offer? Don’t worry! There are many financial support structures available.

Please contact us for our latest tuition and special fee structures or set up an appointment to discuss any issues of concern.

www.prestigeacademy.co.za*Please note that the details are correct at the time of publishing this prospectus. Please view our website for more & up-to-date information.

VIRTUAL OPEN DAY

CONTACT US

CLOSING DATE

Bellville Campus:Tel: +27 21 949 5036 | [email protected] Business Park, DJ Wood Street, Bellville

www.prestigeacademy.co.za

Centurion Campus:Tel: +27 12 683 9942 | [email protected] Bank Avenue, Centurion

Application & Registration: 30 November

Attend our Virtual Open Day and stand a chance to WIN R10 000 partial bursary –T’s & C’s Apply.

Virtual Open Day Launch: 22 May 2020 Unlimited access to visit the Open Day

IMPORTANT DATES:

diploma in business marketing · studies. diploma in business marketing | faculty of commerce and...

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