Francis PETEL MC AEG Chairman CNCP member EU Expert

1. Assessing Marketing South African Qualifications against the Official European Qualifications Framework (EQF) in a global perspective EUROPEAN UNIONDG EDUCATION AND CULTURE 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

2. EUROPEAN QUALIFICATIONS FRAMEWORK EQF SOUTH AFRICAN MARKETING QUALIFICATIONS Assessing Marketing South African Qualifications against the Official European Qualifications Framework in a global perspective

3. EUROPEAN MARKETING QUALIFICATIONS FRAMEWORK EMQF SOUTH AFRICAN MARKETING QUALIFICATIONS Accrediting Marketing South African Qualifications against emqf standards

4. A coordinated initiative by EU and a European sectoral organisation • EQF • European Qualifications Framework • EMQF • European Marketing Qualifications Framework

5. 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

6. 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 Providers

7. 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)

8. 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

9. How does EQF work? Translation devicefor comparing qualifications Neutral reference pointbased on learning outcomes

10. EQF Level 8 Qualification EQF Level 7 Qualification EQF Level 6 Qualification EQF Level 5 Qualification EQF Level 4 Qualification EQF Level 3 Qualification Qualification EQF Level 2 EQF Level 1 Country A Country B

11. The Eight EQF Levels Knowledge EachEQFReference Level Skills Competences “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)

12. Focus on Learning Outcomes EQF LearningOutcomes Non-Formal Learning Informal Learning Formal Learning

13. Level descriptors

19. 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

20. 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

21. 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

22. 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.

23. 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

24. What is EMQF? It assesses its level against standards and descriptors established through the EU EQF recommandation

25. What is EMQF? It makes it possible for any local qualification having joined EMQF: LEONARDO CERCOM & EMQF FUNCTIONAL AND OCCUPATIONAL MAPPING To identify the professional outcomes of a qualification

26. What is EMQF? It makes it possible for any local qualification having joined EMQF: EQF REFERENCE LEVELS DESCRIPTORS To identify the reference level of  a specific qualification

27. 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

28. 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)

29. 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.

30. EMQF 8 standards III LEARNING OUTCOMES BASED APPROACHAccredited qualification should be based on learning outcomes. Students or trainees should be assessed against learning outcomes.

31. EMQF 8 standards IV REFERENCE TO COMMON MAPPING DESCRIPTORSLearning outcomes used by the accredited qualification should normally match LEONARDO CERCOM descriptors.

35. EMQF 8 standards V DELIVERY PROCESS TRANSPARENCY Process and organisation of local body in charge of delivering qualification should be described in a transparent way.

36. 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

37. EMQF 8 standards VI EQUAL ACCESS FOR ALL Candidates to qualification should be equally assessed towards learning outcomes.

38. EMQF 8 standards VII EXTERNAL AND INTERNAL QUALITY CONTROLProcess implemented by accredited qualification should meet quality standards enforced by internal and external quality control.

39. EMQF 8 standards VIII EQF QUALITY STANDARDSExternal quality control should relate to DG education EQF standards and requirements.

40. An independant accreditation procedure

41. EMC members EMC Board Occupationalmapping partners AEG pool(Accreditation Expert Group) AC(Accreditation Commitee) PQC 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 Applicant

42. 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 8 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. 9 5 7a AEGpanel(Accreditation Expert Group) AEG pool(Accreditation Expert Group) AC(Accreditation Commitee) PQC 6 7b 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. 4 AEG meets to decide upon the application. Applicant local body should attend in order to answer any final questions (3a) 3 Request for further information 1 2 (3b) Applicant

44. EQF reference levels descriptors Dharmisha GOVIND Born March the 5th 1986 in Capetown EMQF Leonardo CERCOM functional and occupational mapping

45. Thank you for your attention And for helping us to build a global zone of mutual trust for the marketing profession

46. fpetel@magic.fr 33 6 62 66 12 96 Visit EMC website www.emc.be Visit CNCP (French National Qualification authority website www.cncp.gouv.fr