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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Arts in Creative Brand Communication 
SAQA QUAL ID QUALIFICATION TITLE
117964  Bachelor of Arts in Creative Brand Communication 
ORIGINATOR
AAA School of Advertising 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
-   HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
National First Degree  Field 02 - Culture and Arts  Design Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 07  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   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 replaces: 
Qual ID Qualification Title Pre-2009 NQF Level NQF Level Min Credits Replacement Status
57884  Bachelor of Arts in Creative Brand Communication  Level 6  NQF Level 07  360  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The main purpose of the Bachelor of Arts in Creative Brand Communication Degree is to provide learners with a broad knowledge of marketing, advertising and communications industry/profession which will enable graduates to secure appropriate employment opportunities in the world of creative brand communication, in advertising agencies, design studios and in-house brands. The creative brand communication industry is growing as a result of the proliferation of Information Communication Technologies (ICTs) and this qualification will develop industry-ready learners who can be productively employed in a dynamic profession. Furthermore, they can engage in self-employment opportunities as entrepreneurs or specialists in their elective fields.

Learners completing this qualification will master the competencies associated with:
  • Creative Brand Communication.
  • Advertising and Design.
  • Brand Identity and Strategy.
  • Visual Communication.
  • Campaign Development.

    Rationale:
    This qualification meets the needs of the Marketing Communication and Advertising profession by providing learners with industry-ready skills to be able to take up employment in advertising agencies and design studios. The needs of these sectors are further met in that learners will master a range of creative brand communication skills in specialised areas, which includes Art Direction, Copywriting and Graphic Design.

    The qualification will contribute further to the development of the creative industries in the country through developing learners who are capable of applying creative and innovative thinking and effective communication strategies and advertising campaigns for brands and companies. The creative brand communication discipline is being disrupted by digital technologies, which makes the qualification delivery mode a viable option for people already employed in the sector.

    This qualification is structured in such a way that they will be able completion of the qualification, to enter the job market or proceed to Honours Degree/Postgraduate Diploma in the field of Creative Brand Communication. Qualifying learners will contribute greatly to alleviate shortages experienced in the communication industry in South Africa as presented in the SETA Scarce and Critical Skills Guide (2018).

    This qualification is a combination of modules whose learning outcomes are pegged from NQF5-NQF7, which along with the Work Integrated Learning (WIL) component, will have the defined purpose of capacitating the learner with workplace ready-applicable competencies. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The institution subscribes to the National Policy for the Implementation of the Recognition of Prior Learning (RPL) developed by the South African Qualifications Authority (SAQA) in co-operation with the policies of RPL, Credit Accumulation and Transfer (CAT) and Assessment in Higher Education developed by the Council on Higher Education (CHE).

    Access through RPL:
    The prior knowledge and skills of a person will be mediated and rigorously assessed and moderated for alternative access and admission. RPL will be used to grant access to, or advanced standing/exemption from modules or courses constitutive of this qualification.

    RPL will permit access to the qualification by the institution based on the level and extent of one's prior knowledge and experience. One's prior learning is measured against specified and prescribed learning outcomes of the Bachelor of Arts in Creative Brand Communication. Learners will have to submit a portfolio of evidence to a formal RPL process in which a panel of experts in Information Technology and RPL will assess a learner's competence against the outcomes of the qualification/module for which s/he want RPL exemption.

    Credits for or towards the qualification:
    Learners may apply for credits or exemptions for modules already passed in-house or at other accredited higher education institutions. The recognition of credits for transfer from another qualification will be determined by the nature of the qualification, the relationship between them, the nature, complexity, and extent of the curricula associated with the specific modules to be recognised for exemption and/or inclusion, and the nature of the assessment used.

    This qualification may be achieved in part through the Recognition of Prior Learning, which includes formal, informal and non-formal learning and work experience. Care will be taken that the mechanism used provides the learner with an opportunity to demonstrate competence and is not so onerous as to prevent learners from taking up the Recognition of Prior Learning option towards qualifying. Recognition of Prior Learning may also be used to grant access to the qualification to those learners who do not meet the admission requirements.

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

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory and elective modules at National Qualifications Framework Level 5, 6 and 7 totalling 360 Credits.

    Compulsory modules, Level 5, 90 Credits:
  • History of Art and Advertising 500, 10 Credits.
  • Principles of Illustration 500, 15 Credits.
  • Principles of Typography 500, 15 Credits.
  • Principles of Marketing, 10 Credits.
  • Photography in Visual Communication 600, 10 Credits.
  • Computer Software for Creative Application 621, 20 Credits.
  • Computer Software for Creative Application 622, 10 Credits.

    Electives modules, Level 5, 70 Credits (Choose two modules per group):
    Group 1:
  • Art Direction, 10 Credits.
  • Graphic Design, 10 Credits.
  • Principles of Applied Writing, 10 Credits.
  • Copywriting, 10 Credits.

    Group 2:
  • Art Direction, 25 Credits.
  • Graphic Design, 25 Credits.
  • Principles of Applied Writing, 25 Credits.
  • Copywriting, 25 Credits.

    Compulsory modules, Level 6, 20 Credits:
  • Marketing Communication in Multicultural Markets, 10 Credits.
  • Consumer Behaviour 600, 10 Credits.

    Electives modules, Level 6, 60 Credits (Choose two modules):
  • Art Direction 621, 30 Credits.
  • Graphic Design 621, 30 Credits.
  • Copywriting 621, 30 Credits.
  • Art Direction 622, 30 Credits.
  • Graphic Design 622, 30 Credits.
  • Copywriting 622, 30 Credits.

    Compulsory modules, Level 7, 60 Credits:
  • The Marketing and Advertising, Planning Process 700, 10 Credits.
  • Marketing Advertising Research 700, 10 Credits.
  • IM Campaigns 700, 20 Credits.
  • Work Integrated Learning 700, 20 Credits.

    Electives modules, Level 7, 60 Credits (Choose one per group):
    Group 1:
  • Art Direction 731, 40 Credits.
  • Graphic Design 731, 40 Credits.
  • Copywriting 731, 40 Credits.

    Group 2:
  • Art Direction 732, 20 Credits.
  • Graphic Design 732, 20 Credits.
  • Copywriting 732, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Develop highly specialised professional and technical skills and knowledge in the discipline of Creative Brand Communications (CBC).
    2. Critically review, consolidate and extend a coherent body of knowledge relating to Brand Communications.
    3. Analyse, transform and critically evaluate new information, abstract data and concepts from a range of sources in the discipline of CBC.
    4. Transfer and apply diagnostic skills in a range of CBC contexts.
    5. Operate in complex, variable, highly specialised and unpredictable contexts within the broad parameters of CBC in their specialised functions of Copywriting, Graphic Design or Art Direction.
    6. Select from a full range of advanced procedures in their respective majors within CBC.
    7. Diagnose problems and create appropriate responses to resolve contextual and abstract problems within the field of CBC.
    8. Determine, achieve and evaluate both personal and team output in a CBC environment. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Use the correct terminology, concepts and principles in the discipline of Creative Brand Communications.
  • Analyse, evaluate and synthesise relevant research findings in the practice of creative brand communication.
  • Communicate efficiently using industry discourse and conventions of Creative Brand Communications.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Critically review, consolidate and extend this, within the practice of brand communication.
  • Demonstrate a coherent knowledge, and the ability to expand this through study or practice, of creative brand communication.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Analyse, transform and critically evaluate new information, abstract data and concepts from a range of sources.
  • Evaluate and reflect on information and concepts from a variety of sources and perspectives.
  • Produce new and coherent concepts based upon a range of methods of enquiry.
  • Propose evidence-based solutions to complex brand communication problems.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Transfer and apply effective diagnostic skills in a range of brand communication contexts is understood.
  • Propose coherent solutions across a range of communication media and situations.
  • Demonstrate an understanding of the specific communication principles of print and digital media and appropriate application of them.
  • Identify and analyse the characteristics of various media platforms (traditional and digital) and apply this knowledge to create brand communication solutions for them.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Operate in complex, variable, highly specialised and unpredictable contexts within the broad parameters of brand communications and their specialised functions.
  • Develop complex solutions to a variety of practical problems based on a comprehension of the parameters of the discipline.
  • Adapt to the variable communication requirements of the brand, medium and target market.
  • Manage productive processes in the highly variable discipline of brand communication.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Select from a full range of advanced procedures in the respective specialisations within Brand Communications.
  • Apply a range of solutions wards solving brand communication problems from a variety of perspectives.
  • Deploy typical processes in the practice of brand communication projects.
  • Show understanding of the full range of advanced procedures in the respective specialisations within Brand Communications.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Diagnose problems and create appropriate responses to resolve contextual and abstract problems within the field of Brand Communications.
  • Resolve a variety of complex brand communication problems, from the brief, through the various stages of development - from concept to production - in the chosen field of specialisation.
  • Put theory into practice, research and present effective brand communication ideas in a cohesive manner, willingness to learn on the job and as the brief demands.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Demonstrate complete accountability for determining, achieving and evaluating both personal and team output in a brand communications environment.
  • Manage and take full responsibility for personal and team productivity.
  • Conceptualise and deliver complex brand communication projects in the context of mixed discipline teams.
  • Develop cohesive and original campaign projects for the specified brands that include multiple elements that connect in logical consumer journeys.

    Integrated Assessment:
    Learning and assessment are integrated throughout this qualification predominantly under the mode of continuous assessment. Formative assessment is provided on this continuous basis to ensure learners understand their progress in respect of achieving the particular learning outcome. In the final year of the qualification, there are four key summative assessments towards the end of the final semester that determine the learner's applied competence and successful completion of the learning in the qualification as follows.

    In the final Integrated Marketing Campaign project learners work on live briefs in a simulated real-world work situation. This assesses their ability to produce effective and original creative brand communication solutions to complex communication problems in collaborative teams with the various disciplines that are typically found in an advertising agency.

    In the Specialist project, learners demonstrate their ability to resolve a variety of complex brand communication problems, from the brief, through independent research and the various stages of development, from concept to production in the chosen field of specialisation is assessed.

    Portfolio assessment, in which the learners must present a cohesive body of output of brand communication projects from their formative and summative projects into a professionally assembled and presented portfolio as a document to gain entry into the industry.

    Work Integrated Learning (WIL) where learners gain working experience in the electives in the world of CBC. Learners must demonstrate integrated overall knowledge of creative brand communication, an understanding of terminology and the ability to interpret the brief productively, the ability to practice in the chosen field of specialisations in the context real-world work situation. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification has been found comparable with qualifications from the following institutions:
    Ravensbourne University London offers a BA in Advertising and Brand Design over 3 years - with similar modules, live briefs campaigns and close industry participation.

    Falmouth University, United Kingdom - offers a similar BA with the same career paths as the BA in Creative Brand Communication. It is offered over three years and has similar practical and theoretical modules and studio/lecture-based delivery model.

    University of Southern Queensland, Australia offers a BA in Communication and Media with a specialisation in Advertising that has several similar modules and equips learners with the skills to pursue a career in advertising and copywriting.

    Miami Ad School in the USA runs a 3 year BA Qualification with the same specialisations as the BA in Creative Brand Communication including Art Direction, Copy Writing and Graphic Design which is similar to this qualification.

    All of these qualifications contain core knowledge and specialised knowledge that overlaps with the content of the BA in Creative Brand Communication, for example, Ravensbourne University offers a module in year 1, 'Historical Contexts' which is similar to our History of Art and Advertising module. Falmouth University offers Graphic Language and Communication in year 1 which is similar to Graphic Design 1 and University of Southern Queensland offers a module introduction to advertising which is similar to Art Direction 1. 

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

    Horizontal Articulation:
  • Bachelor of Arts in Creative Writing, Level 7.

    Vertical Articulation:
  • Bachelor of Arts Honours in Creative Brand Communication, Level 8.
  • Bachelor of Commerce Honours in Strategic Brand Communication, Level 8.
  • Postgraduate Diploma in Brand Contact Management, Level 8. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced 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.