SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Higher Certificate in Digital Marketing

SAQA QUAL ID	QUALIFICATION TITLE
111345	Higher Certificate in Digital Marketing
ORIGINATOR
The Independent Institute of Education (Pty) Ltd
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
CHE - Council on Higher Education			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Higher Certificate	Field 03 - Business, Commerce and Management Studies		Marketing
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	120	Not Applicable	NQF Level 05	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Registered		EXCO 0921/24	2019-08-23	2027-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2028-06-30		2031-06-30

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.

This qualification does not replace any other qualification and is not replaced by any other qualification.

PURPOSE AND RATIONALE OF THE QUALIFICATION

Purpose:
During the 21st Century, digital technologies became universal and infiltrated many aspects of our lives. Digital technologies are not mere tools to achieve traditional business and marketing goals; they are part of a paradigm shift, with an increasing emphasis on social interaction and consumer collaboration. From this perspective, not only does this qualification consider implications, opportunities and challenges faced by marketing practitioners in a digital setting, but it also critically examines what it means for 'consumers' to live in a digital world and how we market products and/or services.

Thus, the purpose of this qualification is to develop learners who can demonstrate introductory knowledge and skills in the digital marketing field and have applied this knowledge and these skills within a simulated work environment. Learners will be able to understand digital marketing practices and techniques, including the role and practice of communication, marketing and campaign planning. The design of the qualification will facilitate learning through the exposure to and application of vocational learning areas to enable learners to apply their knowledge and skills in the digital marketing environment. The introductory knowledge, coupled with practical skills, enables successful learners to enter a number of career paths and to apply their learning to particular employment contexts from the outset.

Rationale:
The skills shortage in the Business, Economics and Management sectors of the South African economy provides an opportunity for the offering of this qualification.

The Department of Higher Education and Training lists Sales and Marketing practitioners as an occupation in high demand, with digital marketing being a subset of this field. With increased competition, market leaders and innovators look for new ways to engage with their audience, and developments in various technologies are helping to drive this trend, thus creating opportunities for digital marketers. This statement is evidenced by the findings of the Department of Higher Education and Trainings (DHET) list of occupations in high demand 2015/16 (Government Gazette No34 - 39604 19 January 2016), where Sales and Marketing Managers/practitioners are listed.

As the diffusion of technology increases and more people gain access to technologies, the importance of managing a company's online and digital activities and presence has become a strategic objective for organisations. Through studying the qualification, learners will obtain introductory knowledge, cognitive and conceptual tools and practical techniques to be successful in a career within the digital marketing environment.

In terms of the benefits for industry, this qualification provides learners with the conceptual tools and practical techniques required in the digital marketing field. The outcomes of this qualification were identified as critical to develop a successful career in digital marketing. This is achieved through providing learners with vocational and industry competencies that are based on theoretical and practical application of relevant principles, processes, and procedures within the field of digital marketing. This qualification will ensure that the levels of learner's vocational skills and competencies relevant to the South African digital marketing industry are enhanced. For example, industries require workers to perform a diverse range of e-activities in organisations. This range of e-activities include both activities related to digital marketing, and those required in the daily performance of work-related tasks as learners will be enabled to use various online channels to accomplish assigned tasks. Learners, of this qualification, will primarily be equipped to carry out the work functions related to digital marketing. These include the utilisation of social media tools used in the development of online marketing campaigns and processes; assist in and be able to handle media techniques and queries; and assist other members of staff involved in the online marketing processes.

In terms of the benefits for learners, as previously stated, the qualification primarily has a vocational and industry specific focus. This includes the digital marketing industry-specific knowledge, which provides learners with a thorough understanding of the general theoretical principles needed in this field, as well as, the ability to combine the general and specific procedures of digital marketing and the application thereof. The introductory knowledge, coupled with practical skills and experience in the workplace, enables successful learners to enter a number of career paths and to apply their learning to particular employment contexts from the outset.

Career opportunities for immediate learners of this higher certificate exist as:

Digital Marketing Assistant/Administrator.

Email Marketing Assistant/Administrator.

E-Commerce Assistant/Administrator.

Social Media Consultant/Administrator.

This qualification will prepare learners to further their digital marketing studies at Higher Education Qualifications Sub-Framework (HEQSF) Level 6.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
RPL process which is governed by the relevant policies can be used to admit learners. RPL processes are qualification specific in that the criteria against which evidence of prior learning must be provided are determined by the learning normally assumed to be in place for qualifications at the level concerned in the field concerned. Instruments are only designed when requests are made as they are expensive to design, implement and assess. The procedure is governed by the Credit Accumulation and Transfer, Recognition of Prior Learning and qualification Completion Policy (IIE010).

In addition to RPL a Credit Accumulation and Transfer mechanism exists for access and advance standing for formal learning from a recognised, registered and accredited institution on a registered and accredited qualification. CAT rules as proposed by national policy are applied.

If an applicant applies for an RPL admission, the learning assumed to be in place for the qualification is assessed against Exit Level Outcomes equivalent to the formal learning required for admission. This would include an evaluation of the content as well as the applicant's cognitive and technical competence. Applicants prepare a portfolio against these stated requirements which is then assessed by a team of experts/academics in line with the policy.

Recognition is awarded for:

Learning, and not for experience per se;

Learning that is on the level of the specific level descriptors of the qualification/unit standard; and

Learning that is in line with applied competence and has a balance between theory and practical application appropriate to the subject or unit standard.

Entry Requirements:

National Senior Certificate (NSC), NQF Level 4 granting access to Higher Certificate Studies.
Or

National Certificate (Vocational) NC (V), NQF Level 4 granting access to Higher Certificate Studies.
Or

Senior Certificate (SC), NQF Level 4, without endorsement.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification consists of the following compulsory at National Qualifications Framework Level 5 totalling 121 Credits.

Business Communication10 Credits.

Marketing 1, 20 Credits.

Introduction to Academic and Digital Literacy 12 Credits.

Introduction to Personal Computing 5 Credits.

Digital Marketing 1A, 20 Credits.

Web Development (Introduction) 10 Credits.

Digital Marketing 1B, 20 Credits.

Marketing in the 21st Century 12 Credits.

Work Integrated Learning (WIL) 12 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate knowledge and comprehension of the principles and practices used in the Digital Marketing industry.
2. Apply fundamental knowledge of digital marketing to the business environment.
3. Demonstrate proficiency in using appropriate technology associated with the Digital Marketing industry.
4. Communicate in a professional manner within the Digital Marketing environment.
5. Apply knowledge and skills in order to succeed in higher education studies and in the workplace.
6. Acquire knowledge of the marketing principles and process that would assist in the creation of a digital marketing plan.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:
Learners will:

Explain digital marketing key terminologies, fundamental concepts and requirements for using practical examples.

Demonstrate comprehension of the principles and practices used in the Digital Marketing industry.

Demonstrate knowledge of the tools used to effectively market an organisation in the 21st Century on a digital platform.

Demonstrate knowledge of the 21st Century consumer.

Explain how to design a website to ensure that the content of the website receives optimal search engine rankings.

Associated Assessment Criteria for Exit Level Outcome 2:
Learners will:

Apply knowledge of digital marketing strategies accurately and appropriately.

Apply digital marketing tools and techniques effectively to support the marketing strategies in a business environment.

Design an effective digital marketing campaign in a given context.

Apply different forms of digital marketing strategies and marketing techniques for effective marketing in the virtual world.

Demonstrate knowledge and understanding of how to optimise search engines and electronic platforms for effective marketing.

Associated Assessment Criteria for Exit Level Outcome 3:
Learners will:

Demonstrate the use of basic windows functions.

Demonstrate the use of various application software features to create, view and modify a professional document.

apply Digital media and software skills to engage professionally, constructively and safely in the execution of academic related tasks.

Identify factors, which may influence the design of a website.

Explain the features and functionality of a commercial web development software package.

Incorporate web elements and other interactive components into the website.

Associated Assessment Criteria for Exit Level Outcome 4:
Learners will:

Use different communication techniques to communicate in their work environment.

Associated Assessment Criteria for Exit Level Outcome 5:
Learners will:

Engage effectively and critically in the sourcing, analysing, reporting, evaluating and completing of academic and work-related tasks.

Apply knowledge of digital ethics issues, laws and practices to given scenarios on intellectual property, privacy and security in the knowledge of a technologically driven knowledge economy.

Associated Assessment Criteria for Exit Level Outcome 6:
Learners will:

Demonstrate knowledge of the basic concepts, principles and theories of marketing.

Apply marketing concepts and principles to a given scenario.

Apply the principles and practices of marketing to develop a marketing plan for a business.

Integrated Assessment:
Formative Assessment:
Learning and assessment are integrated. Continual formative assessment is required so that learners are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments, real-world briefs, tests and an integrated qualification portfolio based on the learning material and learners are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes.

Summative Assessment:
Summative Assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments which test the learner's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit Level Outcomes as a whole. Examinations, projects, reports or equivalent assessments, such as a portfolio of evidence, assess a representative selection of the outcomes practised and assessed. Summative assessment also tests the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

Integrated Assessments will be designed to achieve:

An integration of the achievement of exit level outcomes in a way which demonstrates that the purpose of the qualification as a whole has been achieved.

The evaluation of learner performance which can provide evidence of applied competence.

Criterion-referenced assessment which is clearly explained to, and understood by, the learners and which can be applied in the recognition of prior learning.

Work Integrated Learning (WIL):
The practical experience will take place through the Work-Integrated Learning (WIL) module, and is designed to enhance, facilitate the development of basic industry specific skills and competencies. This simulated work experience is combined with the use of case studies and scenario based work in other modules. Therefore, with a strong vocational focus, the qualification design facilitates the development of work-ready digital marketing assistants.

This coherence is further evidenced in the design of the learning outcomes, module purposes, curriculum choices and the prescribed and recommended reading lists (Criterion 1 (iii) CHE, 2004:7). This qualification will be offered on sites of institution brand. More detail about how quality is supported and developed are in other sections of this application.

INTERNATIONAL COMPARABILITY

This qualification is designed to teach learners on the basic principles of business and to illustrate how pivotal the role of Digital Marketing is in achieving organisational objectives. A comparison with other academic institutions both locally and internationally is difficult because the concept of Digital Marketing is still in the infancy stages with only a small percentage of academic institutions offering full qualifications in this field. Most other institutions incorporate workshops or short learning qualifications of a similar nature and tend to focus exclusively on those already in industry. The design of these qualifications includes a more practical component, assessing learners on their ability to develop and execute a task.

Higher Education Institutions and professional bodies across the world, who offer qualifications and courses in Digital Marketing, do so at various levels. While it can be argued that the standard and approach to education in these fields vary across countries, there appears to be little difference in its focus. The Higher Certificate in Digital Marketing, proposed by the Independent Institute of Education is designed against the backdrop of knowledge of competency components of international qualifications such as the Professional Diploma in Digital Marketing, which is endorsed by the Institute of Digital Marketing, New Zealand. The qualification aims to provide learners with competitive advantage in the country and to operate proficiently in an increasingly dynamic and globalised business environment.

The Higher Certificate in Digital Marketing compares favourably with domestic and international qualifications. The short learning qualification in Digital Marketing conducted at the University of the Witwatersrand focuses exclusively on Digital Marketing. The course covers areas such as mobile marketing, marketing strategy, email marketing and incorporates the use of various digital and social media reports. These elements form part of the Independent Institute of Education's Higher Certificate qualification.

The University of Cape Town (UCT) also offers a Digital Marketing Short Course. This course is conducted exclusively online and its focus is on digital marketing principles only. It is conducted over 10 weeks with special attention given to website design and development, web analytics, search engine optimisation, online advertising, social media, email marketing, mobile marketing and digital marketing strategy. These areas are covered in The Independent Institute of Education qualification through modules such as the Digital Marketing 1A and 1B, and Marketing in the 21st Century.

Similarly, the Professional Diploma in Digital Marketing, which is endorsed by the Institute of Digital Marketing New Zealand, focuses its attention to mobile and social media marketing, email marketing, 'pay per click' and search optimisation. These elements are covered in the Digital Marketing 1A and 1B modules in The IIE qualification.

The Diploma in Digital Marketing offered by the New Zealand Institute of Education shows similar digital marketing content. Their offerings include an emphasis on social media marketing, email marketing, search engine marketing and on websites and the principle of e-Commerce.

The international comparison revealed a substantial qualification of similarity in the digital marketing modules. These qualifications differ in that they offer exclusive focus on Digital Marketing whereas this qualification proposed by The Independent Institute of Education (The IIE) contains supplementary module such as Business Communications resulting in a more rounded learners who will be better prepared to enter and thrive in the Digital Marketing industry.

The Higher Certificate in Digital Marketing proposed by the Independent Institute of Education is found to be in line with industry standards and expectations ensuring that the learners will receive sufficient knowledge and skills allowing them to be successful in the Digital Marketing industry. The Higher Certificate in Digital Marketing is designed to comprehensively provide the graduates with in-depth competencies aligned with the knowledge, skills and competencies found in most international qualifications.

ARTICULATION OPTIONS

This qualification allows both vertical and horizontal articulation possibilities.

Horizontal Articulation:

Higher Certificate in Business Management, NQF Level 5.

Higher Certificate in Marketing, NQF Level 5.

Vertical Articulation:

Diploma in Commerce in Marketing Management, NQF Level 6.

Diploma in Commerce in Business Management, NQF Level 6.

MODERATION OPTIONS

N/A

CRITERIA FOR THE REGISTRATION OF ASSESSORS

N/A

NOTES

N/A

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:

NONE

PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION:

This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.

1.	The Independent Institute of Education (Pty) Ltd