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Assessing Marketing South African Qualifications against the Official European Qualifications Framework (EQF) in a global perspective. EUROPEAN UNION DG EDUCATION AND CULTURE. Accrediting Marketing South African Qualifications against European Marketing Qualifications Standards (EMQF) standards.

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Assessing Marketing South African Qualifications against the Official European Qualifications Framework (EQF) in a global perspective


Accrediting Marketing South African Qualifications against European Marketing Qualifications Standards (EMQF) standards

Francis PETELMC AEG ChairmanCNCP memberEU Expert

Johannesburg, nov 29 th 2006

Durban, nov 30 th 2006

Capetown, dec 1 st 2006





Assessing Marketing South African Qualifications against the Official European Qualifications Framework in a global perspective





Accrediting Marketing South African Qualifications against emqf standards

A coordinated initiative by EU and a European sectoral organisation
  • EQF
  • European Qualifications Framework
  • EMQF
  • European Marketing Qualifications Framework
one main issue for a global approach to qualifications
One main issue for a global approach to qualifications
  • A strong demand for comparability
  • A huge diversity in frameworks, systems, and processes

European Union answer:

  • Transparency
  • Mutual trust

EQF (and EMQF) proposal

  • A translation device
  • A quality process
considering all relevant stakeholders
Considering all relevant stakeholders
  • Companies & professionals
  • Need for identified competencies
  • Subsidiarity
  • National frameworks
  • Common agreement on occupational standards
  • Sectors
  • A key role in the development of human capital


what is the eqf
What is the EQF?
  • EQF is the European Qualifications Framework, future EU recommendation dedicated to the needs of vocational (and professional) education and training in a lifelong learning perspective
  • Developed through the Copenhagen process(dealing with VET)
  • In relations with the Bologna process(dealing with Higher General Education)

The bologna process: a framework for the European Higher Education Area (EHEA)

The copenhagen process: a framework for vocational and professional education and training (VET)

  • professional education
  • initial and continuing education
  • learning outcomes
  • lifelong learning
  • informal and non formal learning
  • distance learning
  • competences as building blocks
  • national and sectoral approach
  • European Qualifications framework8 reference levels
  • General education
  • Mainly initial education
  • Resources
  • Programs
  • Staffing
  • Workload
  • Years as building blocks
  • University/academic
  • Or higher education authorities approach
  • Bachelor >> Master >> Doctorate

Fulfilling the lisbon objectives: towards the knowledge society

how does eqf work
How does EQF work?

Translation devicefor comparing qualifications

Neutral reference pointbased on learning outcomes


EQF Level 8


EQF Level 7


EQF Level 6


EQF Level 5


EQF Level 4


EQF Level 3



EQF Level 2

EQF Level 1

Country A

Country B

the eight eqf levels
The Eight EQF Levels


EachEQFReference Level



“Learning outcomes are statements of what a learner is expected to know,understand and/or be able to do at the end of a period of learning” (CEDEFOP)

focus on learning outcomes
Focus on Learning Outcomes



Non-Formal Learning

Informal Learning

Formal Learning


Each qualification should use commonly accepted descriptors, involving), as those included in the EQF

  • Identification and comparison need both generic and specific descriptors:

Genericdescriptors are includedin the EQF, in terms of:

knowledge, skills, andcompetences:Autonomy and responsibilityLearning competence,Communication and social competence,Professional and vocational competence


Each qualification should also refer to a description of technical competencies, related activities, specific to the profession targetted by the qualification

  • Identification and comparison need both generic and specific descriptors:

Specific descriptorsare identified through occupational mappings relatedto a family of functions

In most European countries, as well as at European level, this is done by sectoral bodies

these descriptors could appear for instance in the relevantpart of the Certificate Supplement

from eqf to emqf
From EQF to EMQF

A joint initiative by EU and a European sectoral organisation

  • EMQF
  • European Marketing Qualifications Framework
  • EQF
  • European Qualifications Framework
  • EMQF
  • European Marketing Qualifications Framework
  • EMQF
  • European Marketing Qualifications Framework
what is emqf
What is EMQF?

It is an accreditation scheme for marketing professional organisations, working at national level, directly or through partnership with well known training providers.

what is emqf1
What is EMQF?

It evaluates and compares local sectoral qualifications belonging to the field of Marketing, Sales and Communications Management with a professional mapping of the profession developed by EMC through a Leonardo pilot project

what is emqf2
What is EMQF?

It assesses its level against standards and descriptors established through the EU EQF recommandation

what is emqf3
What is EMQF?

It makes it possible for any local qualification having joined EMQF:


To identify the professional outcomes of a qualification

what is emqf4
What is EMQF?

It makes it possible for any local qualification having joined EMQF:


To identify the reference level of  a specific qualification

what is emqf5
What is EMQF?

It makes it possible for any local qualification having joined EMQF:

To be assessed in terms of quality with the same tool as any qualification belonging to a European National or a sectoral framework

emqf 8 standards
EMQF 8 standards

I IDENTIFICATION OF TARGETED FUNCTIONAccredited qualification should target an activity, or a function , or a family of functions, related to the EMQF mapping of the marketing profession (based on LEONARDO CERCOM) and assessed against its descriptors (occupational standards)

emqf 8 standards1
EMQF 8 standards

II IDENTIFICATION OF TARGETED LEVELAccredited qualification should target a level of occupation, inside the above identified activity, function , family of functions. This level relates to the DG Education EQF reference level descriptors and is assessed against these descriptors.

emqf 8 standards2
EMQF 8 standards

III LEARNING OUTCOMES BASED APPROACHAccredited qualification should be based on learning outcomes. Students or trainees should be assessed against learning outcomes.

emqf 8 standards3
EMQF 8 standards

IV REFERENCE TO COMMON MAPPING DESCRIPTORSLearning outcomes used by the accredited qualification should normally match LEONARDO CERCOM descriptors.

emqf 8 standards4
EMQF 8 standards


Process and organisation of local body in charge of delivering qualification should be described in a transparent way.


the applicant:

is the designer and owner of the certification : has identified learning outcomes related to targeted professional qualification , has created name and marketing brand, and has specifically designed the final exam or any other assessment and keeps it updated

has specified admission requirements to the qualification if any (age, professional experience, prior diplomas or certifications, professional experience, for instance as they appear in the Europass, necessary training period leading to certification)

delivers or controls delivery of individual diplomas, certificates, or whatever form of recognition of the level of competencies possessed

can a candidate have direct access to qualification through validation of non formal or informal prior learning? Indicate main rules

should he follow a specific training program or one of the certification body\'s licenced programs ? Are there exemptions to the previous rules ? If yes, provide with precise details

Does the certification body check equal opportunities between all kinds of candidates: men and women, citizens of any European country?

Is the certification a post experience one (normally? in all cases? for what percentage?); What is the nature of required experience? on how long?

In case of dual certification (if several diplomas-certificates are delivered jointly to the same candidate:

name of other diplomas / certificates likely to be delivered to the same candidate

Positioning of the certifications (priority, difference of scope, ...)

Are they delivered according to different criterias If yes, which ones?

Is qualification modularised ?

Is it possible to have modules validated by a formal document (module, unit, competency certificate, …)?

If yes, is it possible to build qualification by piling units? According to what rules?

What are the criteria for modularisation ? (group of professional activities, bundle of competencies, interim level of mastering of targeted job, learning progress, modules corresponding to a term, a semester, a year, a number of units, Institutional

the applicant:

Organises final assessment, even though training has been performed by another institution

Controls by chairing, participating or any other mean final assessments when organised by another certification institution, or the training institution itself

Is the designer of the training programs leading to the certification

Sets entry regulation rules and controls students\'s enrolment at the entry of training programs

enrols students himself

delivers training programs leading to certification

emqf 8 standards5
EMQF 8 standards


Candidates to qualification should be equally assessed towards learning outcomes.

emqf 8 standards6
EMQF 8 standards

VII EXTERNAL AND INTERNAL QUALITY CONTROLProcess implemented by accredited qualification should meet quality standards enforced by internal and external quality control.

emqf 8 standards7
EMQF 8 standards

VIII EQF QUALITY STANDARDSExternal quality control should relate to DG education EQF standards and requirements.


EMC members

EMC Board

Occupationalmapping partners

AEG pool(Accreditation Expert Group)

AC(Accreditation Commitee)


EMC Member countries will propose expert names to the PQC. The PQC will recommend a list of them to the Board that will endorse it

AC is composed of PQC members, plus an additional EMC Board member and an EMC EU funded project participant when they are not represented inside PQC



Report issues: outcomes in terms of recommendations:

    • Accreditation is unconditionally granted
    • . Accreditation is granted with recommendations (comments are not mandatory, but will be considered upon re-accreditation)
    • Conditional, subject to satisfying the conditions within a certain timeframe – process delegated to the AC
    • Reject, with reasons
    • Report to next AEG meeting, in case further information is requested; AEG member can be sent to visit applicant at applicant’s cost.
  • Case 1 or 2: Accreditation is granted for a period of five years, submitted to yearly mandatory report
  • Case 3: Accreditation is granted after AC final recommendation for a period of five years, submitted to yearly mandatory report
  • Case 4: Accreditation is refused (applicant may submit an appeal, without any further fees.)
  • Case 5: next AEG meeting takes final decision

EMC members

EMC Board

LEONARDOproject partners

reports to the Board on the accreditation and related activities (except accreditation, reaccreditation or accreditation withdrawal decisions, taken by PQC on AEG recommendation and approved by the Board).

Forwards accreditation fees information to EMC Board

Maintains & develops contacts with the relevant third parties (EU, academics, professionals, governments)

Identify additional external financial support (EU, corporate, sponsors…) submitted to Board for further action.

a negative answer is sent explaining reasons for refusal


Local Bodies express their interest in the qualification process by wri-ting to the PQC (deadline: normally 3 months prior to the annual AEG meeting).

documentation is validated >> AC forwards it to AEG panel for final examination

PQC examines the request (condition: EMC member and general relevance of the application) and sends an application form to the local body.




AEGpanel(Accreditation Expert Group)

AEG pool(Accreditation Expert Group)

AC(Accreditation Commitee)




Local body returns the application documents and files to the Accreditation Committee – with payment of the fee.

Documentation is refused (if not EMQF compatible—eg application concerning only training provision)

AEG makes recommendations to the AC regarding accreditations, accreditation renewals or withdrawals. PQC will then take accreditation decision to be transmitted to EMC Board for approval.


AEG meets to decide upon the application. Applicant local body should attend in order to answer any final questions



Request for further information






EQF reference levels descriptors

Dharmisha GOVIND

Born March the 5th 1986 in Capetown

EMQF Leonardo CERCOM functional and occupational mapping


Thank you for your attention

And for helping us to build a global zone of mutual trust for the marketing profession


[email protected] 33 6 62 66 12 96

Visit EMC website

Visit CNCP (French National Qualification authority website