Transcript Document

European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
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
Johannesburg, nov 29 th 2006
Durban, nov 30 th 2006
Capetown, dec 1 st 2006
Francis PETEL
MC AEG Chairman
CNCP member
EU Expert
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EUROPEAN QUALIFICATIONS
FRAMEWORK
EQF
SOUTH AFRICAN MARKETING
QUALIFICATIONS
Assessing Marketing South African Qualifications against the Official
European Qualifications Framework in a global perspective
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EUROPEAN MARKETING
QUALIFICATIONS FRAMEWORK
EMQF
SOUTH AFRICAN MARKETING
QUALIFICATIONS
Accrediting Marketing South African Qualifications against emqf
standards
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
A coordinated initiative by EU and a
European sectoral organisation
EQF
European Qualifications
Framework
EMQF
European Marketing
Qualifications
Framework
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
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
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
Considering all relevant stakeholders
• Companies &
professionals
• Need for identified
competencies
• National frameworks
• Subsidiarity
• Sectors
• Common agreement on
occupational standards
Providers
• A key role in the
development of human
capital
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
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)
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
The bologna process: a
framework for the European
Higher Education Area
(EHEA)
•General education
•Mainly initial education
•Resources
•Programs
•Staffing
•Workload
•Years as building blocks
•University/academic
Or higher education
authorities approach
Bachelor >> Master >>
Doctorate
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
framework
8 reference levels
Fulfilling the lisbon objectives: towards the knowledge
society
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
How does EQF work?
Translation device
for comparing qualifications
Neutral reference point
based on
learning outcomes
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
Country A
Country B
EQF Level 8
Qualification
EQF Level 7
Qualification
EQF Level 6
Qualification
EQF Level 5
Qualification
EQF Level 4
Qualification
EQF Level 3
Qualification
EQF Level 2
EQF Level 1
Qualification
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
The Eight EQF Levels
Knowledge
Skills
Competences
Each
EQF
Reference
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)
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
Focus on Learning Outcomes
EQF
Learning
Outcomes
Formal Learning
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
Level descriptors
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
Each of the 8 levels is defined by a set of descriptors indicating the learning outcomes relevant to qualifications at that level in any
system of qualifications.
Knowledge
Skills
Competence
In the EQF, knowledge is
described as
theoretical and/or
factual.
In the EQF, skills are described as
cognitive (use of logical,
intuitive and creative
thinking) and practical
(involving manual dexterity
and the use of methods,
materials, tools and
instruments).
In the EQF, competence is described
in terms of responsibility and
autonomy.
Level 1
The learning
outcomes are
basic general knowledge
basic skills required to carry out
simple tasks
work or study under direct
supervision in a structured
context
Level 2
The learning
outcomes are
basic factual knowledge of
a field of work or
study
basic cognitive and practical skills
required to use relevant
information in order to carry
out tasks and to solve routine
problems using simple rules
and tools
work or study under supervision
with some autonomy
Level 3
The learning
outcomes are
knowledge of facts,
principles, processes
and general concepts,
in a field of work or
study.
a range of cognitive and practical
skills required to accomplish
tasks and solve problems by
selecting and applying basic
methods, tools, materials and
information
take responsibility for completion of
tasks in work or study
adapt own behaviour to
circumstances in solving
problems
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
Each of the 8 levels is defined by a set of descriptors indicating the learning outcomes relevant to qualifications at that level in any
system of qualifications.
Knowledge
Skills
Competence
Level 4
The learning
outcomes are
a range of cognitive and exercise self-management within the
factual and theoretical
practical skills
knowledge in broad
guidelines of work or study contexts
required
to
contexts within a
that are usually predictable, but are
generate
solutions
field of work or
subject to change
to specific
study
supervise the routine work of others, taking
problems in a field
some responsibility for the evaluation
of work or study
and improvement of work or study
activities
Level 5
The learning
outcomes are
comprehensive,
specialised, factual
and theoretical
knowledge within a
field of work or
study and an
awareness of the
boundaries of that
knowledge
a comprehensive
range of
cognitive and
practical skills
required to
develop
creative
solutions to
abstract
problems
exercise management and supervision in
contexts of work or study activities
where there is unpredictable change
review and develop performance of self and
others
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
Each of the 8 levels is defined by a set of descriptors indicating the learning outcomes relevant to qualifications at that level in any
system of qualifications.
Knowledge
Skills
Competence
Level 6
The learning
outcomes
are
advanced knowledge of a field advanced skills, demonstrating
manage complex technical or
of work or study, involving
mastery and innovation,
professional activities or
a critical understanding of
required to solve complex and
projects, taking
theories and principles
unpredictable problems in a
responsibility for decisionspecialised field of work or
making in unpredictable
study
work or study contexts
take responsibility for managing
professional development
of individuals and groups
Level 7
The learning
outcomes
are
highly specialised knowledge, specialised problem-solving skills
manage and transform work or
some of which is at the
required in research and/or
study contexts that are
forefront of knowledge in
innovation in order to develop
complex, unpredictable
a field of work or study,
new knowledge and
and require new strategic
as the basis for original
procedures and to integrate
approaches
thinking and/or
knowledge from different fields take responsibility for
researchcritical
contributing to professional
awareness of knowledge
knowledge and practice
issues in a field and at
and/or for reviewing the
the interface between
strategic performance of
different fields
teams
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
Each of the 8 levels is defined by a set of descriptors indicating the learning outcomes relevant to qualifications at that level in any
system of qualifications.
Knowledge
Level 8
The learning
outcomes
are
knowledge at the most
advanced frontier of a
field of work or study
and at the interface
between fields
Skills
Competence
the most advanced and
specialised skills and
techniques, including
synthesis and evaluation,
required to solve critical
problems in research and/or
innovation and to extend and
redefine existing knowledge
or professional practice
demonstrate substantial
authority, innovation,
autonomy, scholarly and
professional integrity and
sustained commitment to
the development of new
ideas or processes at the
forefront of work or study
contexts including
research
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
Each of the 8 levels is defined by a set of descriptors indicating the learning outcomes relevant to qualifications at that level in any
system of qualifications.
Knowledge
Level 4
The learning
outcomes are
factual and theoretical
knowledge in
broad contexts
within a field of
work or study
Level 5
The learning
outcomes are
comprehensive,
specialised,
factual and
theoretical
knowledge within a
field of work or
study and an
awareness of the
boundaries of that
knowledge
Skills
Competence
a range of cognitive
exercise self-management within the
and practical skills
guidelines of work or study contexts
required to
that are usually predictable, but are
generate solutions
subject to change
to specific
supervise the routine work of others, taking
problems in a field
some responsibility for the evaluation
of work or study
and improvement of work or study
activities
a comprehensive
range of
cognitive and
practical skills
required to
develop
creative
solutions to
abstract
problems
exercise management and supervision in
contexts of work or study activities
where there is unpredictable change
review and develop performance of self and
others
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
• Identification and comparison need both
generic and specific descriptors:
Each qualification should use
commonly accepted
descriptors, involving), as
those included in the EQF
Generic
descriptors are included
in the EQF, in terms of:
knowledge, skills, and
competences:
Autonomy and responsibility
Learning competence,
Communication and social
competence,
Professional and vocational
competence
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
• Identification and comparison need both
generic and specific descriptors:
Each qualification should
Specific descriptors
also refer to a
are identified through
description of technical
occupational mappings related
competencies, related
to a family of functions
activities, specific to the
profession targetted by
In most European countries, as well
the qualification
as at European level, this is done by
sectoral bodies
these descriptors could appear
for instance in the relevant
part of the Certificate
Supplement
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
From EQF to EMQF
A joint initiative by EU and a European
sectoral organisation
EMQF
European Marketing
Qualifications Framework
EQF
EMQF
European
EMQF European Marketing
Qualifications
Qualifications
European Marketing Qualifications
Framework
Framework
Framework
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / 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.
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
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
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
What is EMQF?
It assesses its level against
standards and
descriptors established
through the EU EQF
recommandation
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
What is EMQF?
It makes it possible for any local qualification
having joined EMQF:
To identify the
professional
outcomes of a
qualification
LEONARDO
CERCOM & EMQF
FUNCTIONAL AND
OCCUPATIONAL
MAPPING
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
What is EMQF?
It makes it possible for any local qualification having
joined EMQF:
To identify the
reference level of a
specific qualification
EQF REFERENCE
LEVELS
DESCRIPTORS
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
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
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EMQF 8 standards
I IDENTIFICATION OF TARGETED FUNCTION
Accredited 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)
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EMQF 8 standards
II IDENTIFICATION OF TARGETED LEVEL
Accredited 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.
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EMQF 8 standards
III LEARNING OUTCOMES BASED APPROACH
Accredited qualification should be based on learning outcomes. Students or trainees
should be assessed against learning outcomes.
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EMQF 8 standards
IV REFERENCE TO COMMON MAPPING DESCRIPTORS
Learning outcomes used by the accredited qualification should normally
match LEONARDO CERCOM descriptors.
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
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.
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
In case of dual certification (if several diplomas-certificates are delivered jointly to
the
theapplicant:
same candidate:
Organises
assessment,
even likely
though
has been
performed
by
name
of otherfinal
diplomas
/ certificates
totraining
be delivered
to the
same candidate
the applicant:
another
institution
Positioning
of
the
certifications
difference
oflearning
scope, ...)
candidate
have
direct
access
to (priority,
qualification
through
validation
of non
iscan
theadesigner
and
owner
of the
certification
: has
identified
outcomes
Are to
they
delivered
according
to different
If yes,
whichand
ones?
formal
or informal
prior qualification
learning?
Indicate
main
rules
related
targeted
professional
,criterias
has created
name
marketing
Controls
by
chairing,
participating
or
any
other
mean
final
assessments
when
should
follow
specific training
program
or one
of or
theany
certification
body's
brand,he
and
has aspecifically
designed
the final
exam
other assessment
organised
by programs
another certification
or the training institution itself
licenced
?and
Arekeeps
thereinstitution,
itexemptions
updated to the previous rules ? If yes,
Is qualification
modularised
provide
with precise
details ? if any (age, professional
has specified admission requirements
to the
qualification
IsDoes
it experience,
possible
to have
validated
a formal
document
(module,
the certification
body check
equalby
opportunities
between
all kindsunit,
of
prior modules
diplomas
or certifications,
professional
experience,
for
Is the designer of
thewomen,
trainingcitizens
programs
leading
to the certification
competency
…)?
candidates:
of any
European
country?
instance asmen
theyand
appear
in thecertificate,
Europass,
necessary
training
period leading to
Sets
entry
regulation
rules
and
controls
students's
enrolment
at
the
entry
of
If yes,
is
it
possible
to
build
qualification
by
piling
units?
According
to what
rules?
Is the certification a post experience
one (normally? in all cases?
for
what
certification)
training
programs
percentage?);
What
is the
nature ofdiplomas,
required experience?
onwhatever
how long?
delivers
or controls delivery
of individual
certificates, or
form
What are the
for modularisation
(group of professional
of criteria
recognition
of the level of ?
competencies
possessedactivities, bundle
enrols
himself
of competencies, interim
levelstudents
of mastering
of targeted job, learning progress,
modules corresponding to a term, a semester, a year, a number of units,
delivers training programs
leading to certification
Institutional
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMQF 8 standards
VI EQUAL ACCESS FOR ALL
Candidates to qualification should be equally assessed towards
learning outcomes.
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EMQF 8 standards
VII EXTERNAL AND INTERNAL QUALITY CONTROL
Process implemented by accredited qualification should meet quality
standards enforced by internal and external quality control.
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EMQF 8 standards
VIII EQF QUALITY STANDARDS
External quality control should relate to DG education EQF
standards and requirements.
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
An independant accreditation
procedure
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
EMC members
EMC Board
Occupational
mapping partners
AEG pool
PQC
AC
(Accreditation Expert Group)
(Accreditation Commitee)
EMC
countries
proposeplus
expert
names to the
PQC.
AC is Member
composed
of PQCwill
members,
an additional
EMC
The
PQC
will recommend
a list
them to
the Board
that will
Board
member
and an EMC
EUoffunded
project
participant
when
endorse
it represented inside PQC
they are not
Applicant
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
Report issues: outcomes in terms of recommendations:
LEONARDO
reports to the BoardAccreditation
on the accreditation
and related
is EMC
unconditionally
granted
EMC members
Board
project partners
activities (except
. accreditation,
Accreditationreaccreditation
is granted withorrecommendations
accreditation withdrawal
taken by PQC
on be considered
(commentsdecisions,
are not mandatory,
but will
AEG recommendation
and approved by the Board).
upon re-accreditation)
a negative
answer
8
is sent explaining reasons for refusal
Forwards accreditation
fees
information
EMC
Board
Local
Bodies express
their
interest
inthe
the
qualification
Conditional,
subject
totosatisfying
conditions
PQC
documentation
examines
is
the
validated
request
>>
(condition:
AC forwards
EMC
itmember
to AEG
9
Maintains & develops
contacts
with
the
relevant
third
process
by
wri-ting
to
the
PQC
(deadline:
normally
within
a
certain
timeframe
–
process
delegated
to
the
and5general
panel
for finalrelevance
examination
of the application) and sends3 AC
an
parties (EU, academics,
professionals,
governments)
7a
months
prior
to
the
annual
AEG
meeting).
Reject, with
application
formreasons
to the local body.
Identify additional external
financial
support
(EU,in case further
Report to next AEG
meeting,
corporate, sponsors…)
submitted
to Board
formember
further can be sent to
information
is requested;
AEG
action. AEG
AEGpool
AC
visit applicant at applicant’s
cost.
PQC
panel
6
(Accreditation Expert Group)
(Accreditation Commitee)
(Accreditation Expert Group)
Case 1 or 2: Accreditation is granted for a period of five years,
submitted to yearly mandatory report 7b
body returns
the
Documentation
is
refused
(if
not
Case Local
3:recommendations
Accreditation
is
granted
after
AC final accreditations,
AEG makes
to the AC
regarding
4
application
documents
filesyears, submitted
AEG meets to
decide
upon
(3a)
EMQF
compatible—eg
recommendation
forwithdrawals.
a periodand
of five
to yearly
accreditation
renewals
or
PQC
will then take accreditation
to
the
Accreditation
Committee
the application.
Applicant
mandatory
reportconcerning
decision
to application
be transmitted
to EMC only
Board for approval.
3
–
with
payment
of
the
fee.
local body should
attend
in
provision)
Case training
4: Accreditation
is refused
(applicant
may submit
an
Request
for
1
2
(3b)
order to answer
any
final
appeal, without any further fees.)
further information
questions Case 5: next AEG meeting takes final decision
Applicant
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
(NIMA –NETHERL ANDS INSTITUTE OF MARKETING)
MARKETING RESEARCH B
MARKET RESEARCH MANAGER level 5
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
MARKETING RESEARCH B
(NIMA –NETHERL ANDS INSTITUTE OF MARKETING)
MARKET RESEARCH MANAGER level 5
EQF reference levels
descriptors
Dharmisha GOVIND
EMC / EMQF
Born March the 5th 1986 in Capetown
NATIONAL DIPLOMA MARKETING RESEARCH
EMQF Leonardo
CERCOM functional
and occupational
mapping
(SSETA South Africa Services Education and Training Authority )
MARKET RESEARCH MANAGER level 5
EMC / EMQF
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
Thank you for your attention
And for helping us to build a
global zone of mutual trust for the
marketing profession
European Marketing Confederation / European Professional
Qualifications Framework for Marketing and Sales Managemen
EMC / EMQF
[email protected]
Visit EMC website
33 6 62 66 12 96
www.emc.be
Visit CNCP (French National Qualification authority
website www.cncp.gouv.fr