SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Diploma in Digital Marketing

SAQA QUAL ID	QUALIFICATION TITLE
117910	Diploma 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
Diploma (Min 360)	Field 03 - Business, Commerce and Management Studies		Marketing
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	360	Not Applicable	NQF Level 06	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Reregistered		EXCO 0821/24	2020-11-20	2027-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2028-06-30		2033-06-30

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:
The purpose of this Diploma in Digital Marketing is to equip qualifying learners with a detailed knowledge base and the necessary practical workplace skills critical for the digital marketing environment. This qualification will enable qualifying learners to implement digital marketing strategies and use analytics and tools to refine these strategies. The demands of the digital marketing environment necessitate the development of integrated competencies as it draws on various skills and disciplines, including marketing, business management, the effective use of the English language in the context of digital communication, analytical skills, and specific technical skills. The depth and specialisation of knowledge gained in this qualification, including the experience gained in a simulated workplace context, enables successful learners to enter several career paths within the digital marketing environment and to apply their learning to particular employment contexts from the outset.

The qualification provides learners with the foundational knowledge of marketing theories and principles to support both the general marketing and specific digital marketing processes and the application, thus equipping learners with the necessary skills to be employed in the marketing sector specialising in digital marketing. Learners enrolled in the Diploma in Digital Marketing undertake a qualification that is vocational in its orientation, which includes vocational and industry-specific knowledge that provides a sound understanding of digital marketing principles, as well as a combination of digital marketing tools and techniques and their application.

Rationale:
Digital technology is integrated into many aspects of everyday life and as a result, digital technologies and tools have become core components of business strategy, marketing, and consumer interaction. Businesses recognise the importance and strategic value of management and maintenance of their online digital activities and profile, and the use of digital technologies to connect with current and prospective customers. With increased competition, market leaders and innovators are looking for new ways to engage with their audience, and developments in various technologies 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 2018 (Government Gazette Vol.636. No.41728, 22 June 2018), where Interactive and Direct Marketing Specialists and Sales and Marketing Managers/practitioners are listed, with digital marketing being a subset of this field.

This qualification has a primarily vocational orientation that aligns intending to produce employable learners with relevant skills within the digital marketing discipline. The combination of knowledge and skills developed in this qualification are designed to address the demands of employers, and learners will be able to find employment within the digital marketing industry.

This qualification provides learners with focused knowledge of the fundamental elements of the digital marketing discipline. Furthermore, it develops learners' ability to practically apply this knowledge in an integrated manner, ensuring that the vocational skills and competencies needed within the South African e-commerce/digital marketing industry are met. The outcomes of this qualification were designed to equip qualifying learners to work within a variety of digital marketing and related positions through the development of demonstrable hands-on skills in functions related to, for example, social media marketing, digital content creation, and web analysis.

In keeping with the purpose of a diploma, a range of vocational and industry-specific competencies are included in the various modules offered in this qualification. This will allow learners to pursue further specialisation within areas of digital marketing, or to apply their learning within particular employment contexts after graduation. Career opportunities for immediate graduates of this Diploma exist as:

Digital marketing coordinator.

Social media designer/marketer.

Digital marketing assistant.

Junior pay-per-click (PPC) manager.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
The institution's Credit Accumulation and Transfer, Recognition of Prior Learning and Qualification Completion Policies distinguish between RPL for access, that provides an alternative access route into a programme of learning, and RPL for credit, which provides for the awarding of credits for, or towards a qualification or part qualification registered on the NQF.

The prior learning assessment seeks only to establish if the learner has, through a process other than the "ordinary formal certificated educational route" acquired the knowledge, competence and skills that would normally be expected for those being granted admission. Content knowledge is often not the primary consideration if it is something that can be readily acquired and will not inhibit progression, therefore, a Portfolio of Evidence (PoE) is presented. This Portfolio of Evidence seeks to recognise:

Learning resulting from experience, and not for the quantum of experience per se;

Learning that is on the level of the qualification/module for which admission is sought;

Learning that is in line with applied competence and has a balance between theory and practical application, appropriate to the qualification the candidate wishes to pursue.

How the learners' prior knowledge and skills will enable them to gain credits and admissions to the qualification and/or how they will be awarded credits for such learning is explained below:

To be awarded a qualification, a learner must complete the requisite academic modules resulting in the completion of sufficient approved credits in the approved period. Some of the credits for these modules can be granted in recognition of formal learning from another qualification or approved short learning programme.

For a module to be recognised for academic credit there needs to be sufficient equivalence between the module completed and the outcomes and level of the module for which credit is sought.

Entry Requirements:
The minimum entry requirement for this qualification is:

National Senior Certificate, NQF Level 4 granting access to Diploma studies.
Or

National Certificate (Vocational), NQF Level 4 granting access to Diploma studies.
Or

Senior Certificate, NQF Level 4.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification consists of the following compulsory modules at NQF Level 5, 6 and 7 totalling 360 Credits.

Compulsory Modules, Level 5, 135 Credits:

Digital Marketing 1A: Introduction to Digital Marketing, 15 Credits.

Marketing 1A, 15 Credits.

Quantitative Thinking and Techniques, 15 Credits.

Digital and Academic Literacies, 15 Credits.

Digital Marketing 1B: Introduction to the Digital Marketing Plan, 15 Credits.

Marketing 1B, 15 Credits.

Business Management 1A, 15 Credits.

English Language Practice, 15 Credits.

Work Integrated Learning 1, 15 Credits.

Compulsory Modules, Level 6, 195 Credits:

Digital Customer Experience Management, 15 Credits.

Digital Marketing 2A: Content Marketing and Digital Copywriting, 15 Credits.

Digital Marketing 2B: Email Marketing, 15 Credits.

Introduction to Website Design and Development, 15 Credits.

Digital Marketing 2C: Paid Search Marketing, 15 Credits.

Digital Marketing 2D: Social Media Marketing, 15 Credits.

Search Engine Optimisation, 15 Credits.

Digital Advertising, 15 Credits.

Introduction to Statistics, 15 Credits.

Digital Marketing Research, 15 Credits.

Digital Communication Law, 15 Credits.

Data Analytics for Digital Marketing, 15 Credits.

Work Integrated Learning 2, 15 Credits.

Compulsory Modules, NQF Level 7, 30 Credits:

Digital Marketing 3A: Digital Marketing Strategy, 15 Credits.

Digital Marketing 3B: Trends and Developments, 15 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate detailed knowledge of the digital marketing discipline and how it relates to other aspects of business, including an understanding of, and the ability to apply, key theories, principles, processes, tools and techniques to unfamiliar contexts.
2. Demonstrate foundational knowledge of the theories, principles, processes and concepts of the marketing discipline.
3. Apply appropriate marketing and digital marketing methods, tools, procedures or techniques to the implementation of digital marketing strategies or to provide digital marketing solutions within a business environment.
4. Analyse and evaluate appropriate and relevant data and information for a given purpose, and effectively communicate and disseminate this information.
5. Comprehend the cultural, ethical, and legal implications of decisions within the context of digital marketing.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Apply digital marketing theories, principles, processes, tools and techniques to a variety of scenarios.

Examine the relationship between marketing and digital marketing.

Apply marketing and business management principles to the development of a basic digital marketing plan.

Evaluate the digital marketing strategies employed by an organisation.

Associated Assessment Criteria for Exit Level Outcome 2:

Discuss the micro, market and macro environment of a business enterprise as it relates to marketing.

Apply marketing concepts and principles to a given scenario.

Discuss the relationship between the marketing function and other business functions.

Assess the influence of information systems on the competitive advantage of an organisation within the marketing environment.

Associated Assessment Criteria for Exit Level Outcome 3:

Evaluate digital marketing practices within organisations to identify and define digital marketing problems.

Use digital marketing methods, tools, procedures or techniques to provide digital marketing solutions to an identified problem.

Implement a digital marketing strategy that meets given business objectives.

Associated Assessment Criteria for Exit Level Outcome 4:

Outline best practices associated with data collection for data analytics within the digital marketing environment.

Undertake the process of setting up and configuring analytical tools and install tracking codes to gain insights about traffic and the audience of a website.

Evaluate the performance and customer conversion journeys against pre-set campaign goals.

Interpret analytical reports and features to monitor and analyse the success of digital campaigns.

Communicate the interpretation of data to stakeholders using an appropriate format.

Associated Assessment Criteria for Exit Level Outcome 5:

Demonstrate an understanding of the legislative framework affecting and governing the digital marketing environment.

Apply an ethical decision making to digital marketing activities.

Evaluate and respond to cultural insensitivity within the digital marketing environment.

Integrated 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 programme 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 is concerned with the judgement of the learning concerning the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments that 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. The 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:

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

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

Criterion-referenced assessment that is clearly explained to, and understood by, the learners and which can be applied in the Recognition of Prior Learning.

INTERNATIONAL COMPARABILITY

The qualification is comparable to the following international qualifications in the Digital Marketing or the Marketing disciplines.

Country: United Kingdom (Berkshire)
Institution: The Communications, Advertising, Marketing (CAM)
Qualification Title: Diploma in Digital Marketing

The institution offers a qualification similar to the South African qualification with the focus on Digital Marketing and Marketing. The qualification offered at CAM focuses on Search Engine Optimisation (SEO); Pay Per Click (PPC); online advertising; email marketing; viral marketing; online PR; affiliate marketing and social media marketing, which aligns to the current academic structure of this qualification. CAM offers learners a UK centred approach to learning with modules speaking to UK business and understanding the fundamentals of the UK economic system.

Country: New Zealand
Institution: New Zealand Institute of Education (NZIE)
Qualification title: Diploma in Digital Marketing

The institution offers a qualification similar to the South African qualification with the focus on Digital Marketing and Marketing. The qualification offered at NZIE focuses on Search Engine Optimisation (SEO); Pay Per Click (PPC); online advertising; viral marketing; online PR; affiliate marketing, and social media marketing, which aligns with the current academic structure of this qualification. NZIE offers learners a local approach to learning with modules speaking to business in New Zealand and understanding the fundamentals of the economic system in New Zealand.

Country: Australia (Melbourne)
Institution: The Left Bank
Qualification Title: Diploma of Business in Digital Marketing

This qualification is similar to the South African qualification with the focus on Digital Marketing and Marketing. The qualification offered at the Left Bank focuses on Search Engine Optimisation (SEO); eCommerce; digital advertising; data analytics; Digital Marketing Strategies, which aligns to the current academic structure of this qualification. The Left Bank offers learners an Australian centred approach to learning with modules speaking to Australia business and understanding the fundamentals of the Australian economic system.

The qualifications above are all directed at local contexts, whereas learning and application in this qualification are based not only in the local South African context but further develops learners understanding of global perspectives within digital marketing through modules such as Digital Marketing 3A: Digital Marketing Strategy and Digital Marketing 3B: Trends and Developments. This provides qualifying learners with the ability to apply their knowledge and skills to both local and international opportunities.

ARTICULATION OPTIONS

This qualification allows possibilities for both vertical and horizontal articulation.

Horizontal Articulation:

Diploma in Commerce in Marketing Management, NQF Level 6.

Diploma in Commerce in Business Management, NQF Level 6.

Diploma in Marketing Communication, NQF Level 6.

Vertical Articulation:

Advanced Diploma in Brand Innovation, NQF Level 7.

Advanced Diploma in Digital Marketing, NQF Level 7.

Advanced Diploma in Marketing, NQF Level 7.

Bachelor of Commerce in Marketing Management, NQF Level 7.

Bachelor of Commerce in Digital Marketing, NQF Level 7.

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