SAQA 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.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Higher Certificate in Digital Marketing 
SAQA QUAL ID QUALIFICATION TITLE
117963  Higher Certificate in Digital Marketing 
ORIGINATOR
AAA School of Advertising 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
-   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
Reregistered  EXCO 0821/24  2020-12-04  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:
The overall purpose of the Higher Certificate in Digital Marketing is to empower individuals who would like to enter the marketing and communications industry with a basic working knowledge of all elements of digital marketing, leverage these effectively, and be able to perform basic digital marketing communication functions. Learners will learn how to use a rich variety of technological and digital platforms to target today's digital-savvy consumer. This qualification will equip learners with the requisite fundamental knowledge enough to be employable in entry-level positions in the digital marketing and communications industry. More specifically, they may be employed in the marketing and advertising divisions of an organisation, supporting marketing and communication managers. Upon attainment of the qualification, learners may consider continuing to pursue a relevant diploma, with credits, or admission to a degree at the institution or other tertiary institutions.

Furthermore, the introduction of ICTs into many aspects of society has led to the development of the modern-day concept of digital marketing in today's evolving business world together with the importance of ethics and ethical behaviour in the digital landscape. The availability of ICTs offers several advantages for society in general, especially for businesses wanting to market their products and services eradicating geographical boundaries. ICT applications, such as e-commerce and social media, provides a platform for businesses to market their products and services to a wider audience.

The qualification aims further to entrench specialised knowledge in digital marketing to sharpen those skills in this domain that will put them on the cutting edge in the marketing domain. This will make qualifying learners employable, not only on a local but also on a global technological scale.

Qualifying learners will:
  • Understand and explain the changing digital landscape.
  • Define e-marketing and e-commerce and understand the links to digital marketing.
  • Understand search engines and their importance.
  • Demonstrate a fundamental understanding of social media marketing.
  • Understand the major digital marketing channels.
  • Be able to interpret consumer behaviour and the implications for digital marketing.
  • Describe the major digital marketing channels - online advertising: digital display, video, mobile, search engine, and social media.
  • Understand business information systems and their links to digital marketing.
  • Demonstrate the ability to examine, develop and implement a basic digital strategy for an organisation.

    Rationale:
    This qualification will thus not only provide access to higher education but also offer the opportunity to pursue a relevant Advanced Certificate, Diploma or a Degree.

    The digital age has changed the way businesses market their products and services. This has led to companies having to tailor their strategies to reach their customers. Marketers must continue to connect with customers through all social media, display advertising as well as e-commerce. To survive this transformation, the modern-day marketer needs to combine the creative side of the discipline, using powerful narratives to tap into people's aspirations, with the technical side of data, digital engineering and analytics.

    The overall demand for the qualification is driven by the growing market needs for qualified digital marketers and managers in both public and private organisations in South Africa. The qualification aims to develop skills in the globally critical area of Digital Marketing since many employers in South Africa and abroad require this qualification as the minimum qualification for working in a particular field of business and management. The qualification seeks to equip qualifying learners with the tools necessary for them to be professional Digital Marketers in particular.

    The qualification is also designed to address the five critical areas to building a developmental information society as identified by the South African Department of Communications:
  • E­Governance.
  • E­Skills Development.
  • SMME Development.
  • Business Development.
  • ICT Rural Development.
  • Entrepreneurship.

    The qualification focuses on the role of innovation in business in the 21st century. Learners are equipped with the necessary knowledge and skills to capitalise on marketing opportunities and to solve complex problems by using creative and innovative thinking and techniques in the marketing department. This qualification is particularly relevant for those who wish to lead an organisation, to understand universal business marketing challenges, to apply best practices and to solve problems in the private and public sector. Qualifying learners take jobs with small, medium and large organisations with the potential to become entrepreneurs by starting their businesses. There are many job opportunities available in nearly every business industry imaginable.

    The demand coupled with the statistics of the national list of high demand occupation for South Africa (2018), published on the TVET College Times shows that Marketing is one of the scarce skills in the country. Furthermore, as reported by McKinley Marketing Partners, in 2017, there was a talent gap in the market, and digital marketing jobs take 16 percent longer to fill than other postings and show a growth rate of 30 percent over traditional marketing roles. Furthermore, the report on Hiring Trends revealed that 56 percent of companies plan to hire more digital marketers in 2017. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    RPL is seen as having the capacity to widen access to education and training and to enhance the qualification status of historically disadvantaged adults and youths. By enabling people to apply what they already know and can do, RPL can reduce barriers to access into qualifications and create opportunities that will lead to greater social and economic prosperity or advanced standing. Considering that the qualification is an entry-level qualification into higher education, RPL will be applied not only for admission to the qualification but also to award credits for prior learning. The institution's RPL Policy will be applied to ensure transparency and consistency of the process.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • National Senior Certificate, NQF Level 4, granting access to Higher Certificate studies.
    Or
  • Senior Certificate, NQF Level 4.
    Or
  • National Certificate Vocational, NQF Level 4, granting access to Higher Certificate studies. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at NQF Level 5 totalling 120 Credits.

    Compulsory module, Level 5, 120 Credits:
  • Digital Marketing, 10 Credits.
  • Business Management, 10 Credits.
  • Business Communication, 10 Credits.
  • Business Information Systems 1, 10 Credits.
  • Social Media Marketing, 10 Credits.
  • Consumer Behaviour, 10 Credits.
  • E-Commerce, 10 Credits.
  • Search Engine Marketing, 10 Credits.
  • Business Information Systems 2, 10 Credits.
  • Digital Marketing Strategy, 10 Credits.
  • Mobile Marketing, 10 Credits.
  • Work Integrated Learning, 10 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Understand and explain the changing digital landscape and related concepts.
    2. Understand search engines and their importance.
    3. Demonstrate a fundamental understanding of social media marketing.
    4. Be able to interpret consumer behaviour and the implications for digital marketing.
    5. Understand information systems and their links to digital marketing.
    6. Develop and implement a basic digital strategy for an organisation. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Define digital marketing.
  • Explain e-marketing and e-commerce.
  • Explain digitisation and digitalisation.
  • Compare traditional and digital marketing.
  • Identify digital marketing trends.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Define a search engine.
  • Explain the importance of search engines.
  • Describe the methods used to improve a website's SEO ranking.
  • Understand per-per-click advertising.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Understanding the kind of social media used for social networking.
  • Explain the important aspects of web public relations.
  • How to manage the brand's online reputation.
  • How to manage social media marketing efforts and budgetary spend.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Differentiate between consumer behaviour and digital consumer behaviour.
  • Explain the determinants of consumer behaviour.
  • Understand the different types of buying decisions and marketing implications.
  • Describe the benefits of new technologies such as the Internet in consumer decision making.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Explain data management and databases.
  • Demonstrate the ability to navigate through the internet and the world wide website (WWW).
  • Understand business software and systems.
  • Differentiate between information systems and business information systems.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Understand digital strategy in the context of marketing strategy.
  • Identify digital advertising technologies.
  • Explore the viability of digital technologies.
  • Develop a basic digital marketing strategy.

    Integrated Assessment:
    Since the participants would be required to develop a digital marketing strategy or demonstrate evidence of having the ability to develop such a strategy, integrated learning will become evident in this assessment.

    Learners will be required to draw on the theoretical knowledge gained from the various modules which comprise the curricula of this qualification to develop the strategy. Thus, integrated assessments will be conducted where a need exists to assure overall applied competence to prevent disjointed learning experience. Since much of the learning will be of an applied nature, there will be ample opportunities to conduct both formative and summative assessments in an integrated format. Some form of assessment may be conducted through case studies applied to some modules. 
    		•

    INTERNATIONAL COMPARABILITY 
    A comparative analysis of this qualification with similar qualifications offered in other parts of Africa and the Global World reveals some similarities since the disruption of business through digitalisation is an international phenomenon. However, most of the academic qualifications are either short courses sometimes referred to as a Diploma or Postgraduate qualifications such as a Master's Degree or equivalent. Nevertheless, the qualifications include similar modules, albeit, that it is offered at different academic levels.

    United States of America:
    Duke University's Certificate in Digital Media and Marketing, offered through the Office of Continuing Studies at Duke University, is a self-paced qualification designed for people who want to improve their skills in digital marketing or start a new career in the field. It is one of the most comprehensive, non-credit qualification with 350 combined instructions/study hours. The qualification empowers learners with the right skills required to be professional digital marketers. The syllabus includes:
  • Digital Marketing Certified Associate (DMCA).
  • Search Engine Optimisation Practitioner.
  • Content Marketing.
  • Social Media Practitioner.
  • Mobile Marketing Practitioner.
  • Pay Per Click Practitioner.
  • Conversion Optimisation Practitioner.
  • Web Analytics Practitioner.
  • Email Marketing.

    The University of Vermont's Digital Marketing Fundamentals Certificate ranks as the #1 in the US and is taught by professional practitioners who work with Fortune 1000 companies to create and implement digital marketing plans. The qualification is designed for marketing generalists, people who are new to marketing, and seasoned marketing leaders who need to know more about the digital marketing landscape. The qualification which is delivered on-line comprises the following modules:
  • Search Engine Optimisation.
  • Paid Search.
  • Email Marketing.
  • Display Advertising.
  • Social Marketing.
  • Mobile Marketing.
  • Analytics.
  • Marketing Project.

    DePaul University's Integrated Marketing Communications Certificate provides detailed knowledge of the basics required to create a clear, cooperative communication strategy for an organisation by using advertising, promotion, direct and digital marketing. Delivered online or on campus, the qualification is designed for marketing managers, account managers, experienced marketers, and advertising professionals looking forward to launching into the digital marketing niche.

    The University of California's online Digital Marketing Certificate is designed for professionals who want to enhance their website performance, create online marketing campaigns, and acquire analytic skills and those who will like to advance in their marketing career. It covers strategies across mobile marketing, social media, search engine marketing, geared towards helping learners to acquire, convert and retain customers. To earn a digital marketing certificate, learners are required to complete six required courses and two elective courses. The compulsory modules are:
  • Overview of digital marketing.
  • Social media and Internet Audience Profiling.
  • Online Analytics & Measurements.
  • Planning and Developing your Search Engine Marketing Strategy.
  • Website Optimisation and Personalisation.
  • Developing a Social Media Strategy.

    The elective courses include:
  • Display Advertising.
  • Transmedia Marketing through Storytelling.
  • Email Marketing.
  • Mobile Marketing.
  • Online Video Marketing.
  • Content Marketing.

    From the few examples cited above, it is evident the institution's Higher Certificate in Digital Marketing not only very popular and in-demand internationally, but the curricula are more or less similar to the institution's qualification. 
    		•

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

    Horizontal Articulation:
  • Higher Certificate in Visual Marketing, NQF Level 5.
  • Higher Certificate in Marketing Communication, NQF Level 5.

    Vertical Articulation:
  • Advanced Certificate in Marketing, NQF Level 6.
  • Diploma in Marketing, NQF Level 6.
  • Diploma in Visual Communication, NQF Level 6.
  • Bachelor of Commerce in 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.
     
    NONE 


    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.