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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Postgraduate Diploma in Digital Marketing 
SAQA QUAL ID QUALIFICATION TITLE
117087  Postgraduate Diploma in Digital Marketing 
ORIGINATOR
Regent Business School (Pty) Ltd t/a Regent Business School 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Postgraduate Diploma  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 08  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered  EXCO 05171/20  2020-05-28  2023-05-28 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-05-28   2027-05-28  

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:
The purpose of the Postgraduate Diploma in Digital Marketing is to impart knowledge and skills focusing on the design, build, management and measure of effective digital marketing campaigns that comprise of the core skills of digital marketing, social media, online Public Relations, paid and organic search and measurement programmes. The exit level outcomes are aligned towards the research that shows the demand and needs and skills requirements for Digital Marketers in South Africa.

The field of study in digital marketing is versatile; learners can choose a career path or specialisation in this field and decide to pivot later, and will only need a little training to make the switch. In this sense, learners can build on existing skills while still learning new ones but still, stay in the same field. As the digital marketing industry grows and changes, there's always something new and exciting to learn, and this qualification will enable learners to strategically place themselves and impart skills that allow learners to adapt to the changes as well as take the lead on these initiatives.

There is a growing demand for people with digital skills, particularly for those in the middle-income bracket, especially soft skills. This qualification seeks to provide future learners with the opportunity to adapt to this particular industry as well as enter this industry.

Digital marketing is a career that has plenty of room for techs, creatives, and business people. There are so many avenues that can be followed. This is a field that's ever-changing and engaging; there is always something new to learn. There are plenty of choices, in digital marketing, and ongoing learning opportunities, where different skills fit together in different ways.
Rationale:
The digital economy is embedded in every corner of people's lives. There is a substantial budget going into digital marketing now as opposed to traditional marketing. 93% of online activity starts with a search engine and ensures the continued effectiveness of SEO (Search engine optimisation) as a superior marketing strategy while about 80% of Americans make an online purchase at least once a month. Anyone thinking about starting or leading business needs to have a basic understanding of digital marketing to convert customers. There is plenty of room for people looking to enter the world of digital marketing and related careers. According to Smart Insights, some of the most in-demand skills for 2017 were digital advertising, content creation, content strategy, and social media, which is excellent news for those who veer towards the creative, social and business end of the spectrum.

Digital marketing incorporates all marketing efforts that make use of an electronic device or the internet. In the current business environment, organisations seek to leverage digital marketing channels such as search engines, social media, email, and other websites to connect with current and prospective customers. Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their increasingly online time. From the organisations website to online branding assets, digital advertising, email marketing, online brochures, and beyond there's a spectrum of tactics that fall under the term of "digital marketing".

There is also plenty of demand and quite a high earning potential for those who specialise in technology like SEO and SEM (Search Engine Marketing) since this is what can be at the base of what drives profits in any business.

Content marketing relies on traffic and anyone with the technical expertise to analyse these patterns is going to be a valuable asset, especially as these types of jobs become more complex with the advent of Artificial Intelligence.

South Africa has a total population of around 55 million people, within that, 28,6 million (52%) people utilise the internet in some format. Furthermore, there is a severe lack of digital specialists with the necessary levels of training and experience. A research conducted by Fractl and Moz (in which they reviewed over 75,000 job listings on Indeed.com, a South African Job placement website) established that the demand for digital marketing learners had increased rapidly over the past ten years. The emergence of modern technology and new platforms such as Google Analytics enables organisations to capture and use data to create and conduct targeted campaigns and customer profiling which makes the business environment more competitive.

The qualification aims to equip marketing professionals and those in the marketing environment with the necessary knowledge and skills related to this sector. The qualification incorporates modules that are relevant to this field and will enable learners to apply digital marketing strategies, conduct digital marketing campaigns and evaluate digital marketing data to enable success in this field. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
RPL will be applied in line with the institution's policies and guidelines. Learners that possess skills acquired through life or work experience and non-formal education are catered for. The RPL assessment will focus on ways of evaluating a person's lifelong experiences (formal and informal) against a set of pre-determined criteria.

Recognition of prior learning takes account of:
  • formal study
  • age
  • work experience
  • studies that were undertaken for personal gain/interest
  • company - based training
  • industry-baseded training
  • working with experts in the field
  • internships, and life experience

    Credit is granted for RPL in the assessment of the institution's selection committee if the learner's knowledge and skills correspond to the learning outcomes of the course or specific module for which credit is applied. It is important to remember that the selection committee will focus on the quality and not the quantity of prior learning and/or experience. Learners may be admitted via the alternate admissions route of RPL.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • Advanced Diploma in Digital Marketing, NQF Level 7.
    Or
  • A relevant Bachelor's Degree in the related field, NQF Level 7. 

  • RECOGNISE PREVIOUS LEARNING? 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at National Qualifications Framework Level 8 totalling 120 Credits.

    Compulsory Modules, 120 Credits:
  • Digital Marketing, 20 Credits
  • Information and Knowledge Management, 20 Credits
  • Leading Digital Business Transformation, 20 Credits
  • Developing Digital Marketing Channels, 20 Credits
  • Social Media Marketing Strategies, 20 Credits
  • Business Research, 20 Credits 

  • EXIT LEVEL OUTCOMES 
    1. Assess the impact of digital technologies on the marketing function.
    2. Know the strategic benefits and implementation of digital marketing and multi-channell marketing.
    3. Effectively implement information systems to achieve business objectives and goals.
    4. Develop strategies using information systems to harness a competitive edge in digital marketing.
    5. Develop a transformation framework for becoming a digital enterprise.
    6. Understand the terms and tools used to measure and improve digital market effectiveness.
    7. Develop an appropriate process to collect metrics for digital marketing effectiveness.
    8. Assess strategies for developing and organising social media content digital marketing campaigns.
    9. Examine the impact of social entertainment on digital marketing strategies. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Refine and automate business processes using information systems to improve organisational marketing performance.
  • Design and develop a database to improve marketing performance and decision-making.


    Associated Assessment Criteria for Exit Level Outcome 2:
  • Develop and implement a digital marketing strategy.
  • Conduct a situational analysis of the digital marketing environment.
  • Understand and gain insight into consumer's digital journeys.
  • Assess the influence of digital marketing on consumer behaviour.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Analyse information technology hardware and software trends to meet the demands of an evolving marketplace.
  • Deploy telecommunications, the internet, and wireless technologies to support communication and e-business.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Critically discuss the impact of technological trends on achieving business excellence.
  • Assess an organisations innovation capability.
  • Develop a transformation framework for becoming a digital enterprise.
  • Develop a digital capability framework for digital enterprises.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Examine new channel structures created by technology.
  • Understand the terms and tools used to measure and improve digital market effectiveness.
  • Develop an appropriate process to collect measures for digital marketing effectiveness.
  • Identify and develop the activities necessary for managing an online presence.
  • Evaluate the effectiveness of the different types of digital media channels.
  • Examine strategies for effective social data management.
  • Discuss the benefits and impact of social commerce on an organisations activities.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Demonstrate knowledge of business research methods.
  • Identify and analyse a business research problem.
  • Distinguish between the various research paradigms, methods and designs.
  • Identify and define operational variables.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Demonstrate knowledge of relevant marketing metrics.
  • Implement marketing metrics in the development of a digital marketing strategy.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Demonstrate knowledge of utilising appropriate social media strategies.
  • Conduct effective social media data management strategies

    Associated Assessment Criteria for Exit Level Outcome 9:
  • Demonstrate knowledge of different social entertainment channels.
  • Analyse the impact of social entertainment on the overall digital marketing strategy.

    Integrated Assessment:
    The assessments will centre on:
  • The extent to which the learner has grasped the concepts.
  • The application of theory to a practical context.
  • The methods of research used.
  • A balance between theory and practice and its relevance to the level of the qualification.
  • The use of appropriate technology to ensure effective communication of ideas.

    Assessment methods measure the extent to which the learner has achieved competence in the different areas of study. These assessment methods include case studies, report writing, interpretative and analytical problem solving and work-based assignments.

    Formative assessment implies being supportive of learning, non-judgemental and focused on providing constructive feedback or criticism to the learner, takes place during the learning process and informs the planning of future learning activities.

    Summative assessment implies assessment to be mainly concerned with summing up the learning process and therefore, usually takes place at the end of the relevant learning process.

    Integrated assessment is used extensively across the qualification, particularly in the case studies. Self-and formative assessment takes place through case studies, assignments, including the writing of proposals and financial plans. Summative assessments are integrated into the learning in that they take place at the end of each of the constituent modules of the qualification. 

  • INTERNATIONAL COMPARABILITY 
    The following international qualifications were identified as being comparable to this qualification:

    In most other countries, the Graduate Diploma following a Bachelor degree offers similar learning to the South Africa Postgraduate Diploma, such as the Graduate Diploma in Professional Digital Marketing at Level 6 offered by the Chartered Institute of Marketing regulated by OFQUAL. The modules show a favourable similarity with the modules of the South African qualification, namely: Marketing and Digital Strategy, Innovation in Marketing, The Digital Customer Experience, Resource Management, Managing Brands, and Digital Optimisation.

    In Australia, the Graduate Diploma in Marketing from Deakin University is on the AQF Level 8 stretching over 1.5 to 2 years with the purpose very similar to this qualification. The Graduate Diploma qualifies individuals who apply a body of knowledge in a range of contexts to undertake professional or highly skilled work and as a pathway for further learning. Bearing in mind that the AQF has 10 levels, similar to South Africa, this graduate diploma offers a suitable parallel qualification.

    The University of California, Irvine (UCI) accredited the Australian College of Marketing to offer a Postgraduate Diploma in Digital Marketing that also spans over one academic year. The core modules of this qualification are Digital Marketing, Social Media and Online Audience, Digital Analytics and Metrics, Search Engine Marketing Strategy, Optimising Online Brand Presence and Strategic Social Media Planning which compare well with this qualification. 

    ARTICULATION OPTIONS 
    This qualification allows possibilities for both vertical and horizontal articulation.

    Horizontal Articulation:
  • Postgraduate Diploma in Business Management, NQF Level 8

    Vertical Articulation:
  • Master of Philosophy in Marketing, NQF Level 9
  • Master of Commerce in Marketing Management 

  • MODERATION OPTIONS 
    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. Regent Business School (Pty) Ltd t/a Regent Business School 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.