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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Postgraduate Diploma in Digital Strategy 
SAQA QUAL ID QUALIFICATION TITLE
119823  Postgraduate Diploma in Digital Strategy 
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
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
Reregistered  EXCO 0333/25  2025-07-10  2028-07-10 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2029-07-10   2032-07-10  

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 Postgraduate Diploma in Digital Strategy is to enable learners to adopt a digital brand-business approach to strategy in various fields. This qualification focuses on digital strategy for the purpose of building brand identity, reputation, and equity. Strategic brand building and management principles are leveraged to facilitate analysis and systemic consideration of the digital aspects which enable corporates, not-for-profit organisations, entrepreneurial ventures, and start-ups to be well-positioned and visible in the market, and to increase both equity and profitability.

Upon completion of this qualification, qualifying learners will be able to:
  • Develop cohesive and innovative digital brand-building and communication strategies.
  • Design stakeholder-led digital user experiences for brand building.
  • Solve digital brand-business challenges through systemic design thinking and communication channel optimisation.
  • Conduct a research project incorporating strategic frameworks and methodologies for digital communication.

    Rationale:
    Digital transformation, throughout the world and Africa in particular, has prompted organisations to focus on digital initiatives for greater visibility in the market and ultimately an increase in profitability and equity (Abedin, Cerpa, Chew, & Nadeem, 2018). Digital Strategy is growing in line with this global transformation footprint, with organisations actively recruiting individuals for digital brand and marketing, and communication positions (Accenture Digital Careers, 2020).

    The growing demand in the field supports the need for the development of learning qualifications that will equip the current working professional with the theoretical and practical knowledge and skills to integrate all aspects of strategic digital communication for building a brand business.

    This qualification is suited for the learning and development needs of bachelor's degree or Advanced Diploma qualified learners seeking to upskill to keep abreast with digital transformation.

    Upon completion of the qualification qualified learners will have available many opportunities for employment in both the private and public sectors, this includes:
  • Digital Strategists.
  • Digital Communication Managers.
  • Digital Experience Designers.
  • Digital Marketing Managers.
  • Digital Channel Planners.
  • Digital Brand Managers.
  • Digital Content Managers.
  • Digital Project Planners. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The institution has an approved Recognition of Prior Learning (RPL) policy which is applicable to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications. RPL may be applied for access, credits from modules and credits for or towards the qualification.

    RPL for access:
  • Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
  • To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations should they be allowed entrance into the qualification.

    RPL for exemption of modules:
  • Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

    RPL for credit:
  • Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.
  • Credit shall be appropriate to the context in which it is awarded and accepted.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • Bachelor of Business Administration in Brand Building and Management, NQF Level 7.
    Or
  • Advanced Diploma in Management in Marketing, NQF Level 7.
    Or
  • A relevant qualification in the related field, NQF Level 7. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

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

    Compulsory Modules, Level 08, 120 Credits:
  • Principles of Brand Building, 20 Credits.
  • Digital Channel Planning, 20 Credits.
  • Digital Experience Design, 20 Credits.
  • Creativity Skills, 20 Credits.
  • Digital Strategy Implementation and Measurement, 20 Credits.
  • Research Methodology, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Develop cohesive and innovative digital brand building and communication strategies.
    2. Design stakeholder-led digital user experiences for brand building.
    3. Solve digital brand-business challenges through systemic design thinking and communication channel optimisation.
    4. Conduct a research project incorporating strategic frameworks and methodologies for digital communication. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Analyse critically the elements of the digital landscape that impact brand building and communication.
  • Assess critically a variety of digital communication platforms in the context of given brand-business opportunities and challenges.
  • Apply digital frameworks relating to the development of brand-business communication strategies effectively.
  • Evaluate strategic outcomes utilising key performance indicators accurately.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Segment markets to identify key digital target audiences appropriately.
  • Develop digital content user profiles successfully.
  • Apply knowledge of user experience design effectively to digital contact and communication strategies

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Implement design thinking for the development of innovative digital communication solutions to brand business challenges successfully.
  • Examine various strategic communication channel optimisation options critically.
  • Design solutions to optimise digital communication channel utilisation successfully.
  • Implement measurement of key digital communication channel performance indicators effectively.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Identify the criteria for meaningful digital brand building and communication and digital stakeholder research accurately.
  • Conduct research is successfully on a given field-relevant research problem.
  • Assess the limitations and delimitations to a field-relevant research study critically.
  • Develop and implement an appropriate research design successfully.
  • Conduct primary and secondary research successfully.
  • Conduct a data analysis successfully that includes meaningful recommendations for utilising digital strategy components in innovative problem solving.

    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 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
    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 that test the student'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 student'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 that demonstrates that the purpose of the qualification has been achieved.
  • The evaluation of learner performance can provide evidence of applied competence. Criterion-referenced assessment, which is clearly explained to, and understood by learners and which can be applied in the recognition of prior learning. 
    		•

    INTERNATIONAL COMPARABILITY 
    The South African, Australian and Canadian Higher Education systems are similarly structured, with progression levels per year of study, a stipulated number of credits required per qualification, and entry requirements aimed primarily at postgraduates looking to change career direction or acquire additional qualifications.

    Country: Canada
    Institution: Confederation College
    Qualification title: Graduate Certificate in Digital Marketing and Marketing Analytics
    Admission Requirements: Bachelor's degree qualification
    Duration: Two years

    Purpose and Rationale:
    The Graduate Certificate aims at the utilisation of marketing communication and analytical skills, to build a brand, attract customers and communicate effectively in a digital marketing environment. Learners will develop their marketing, communication, and analytical skills, to build a brand, attract customers and communicate effectively in a digital marketing environment. At the same time, they gain training in workplace business practices, communications, and interpersonal dynamics. Combined, these help business graduates obtain employment that is commensurate with their interest in marketing, their business skills, and their qualifications. Upon graduation, learners can expect to find employment in a broad range of marketing positions across Canada, in both the public and private sectors. Graduates may apply to work in professional occupations in advertising, marketing, and public relations. Potential position titles include Digital Marketing Specialist, Digital or Online Marketing Manager, Digital Marketing Copywriter, Marketing Analyst, Marketing Researcher and Customer Service Representative.

    Modules in qualification:
    International Business Communications.
  • Marketing Essentials.
  • Cross-Cultural Communications and Negotiations.
  • Audio/Visual Storytelling I.
  • Professional Development.
  • Business Law.
  • Business Communications.
  • Transmedia Storytelling: Digital Postproduction.
  • Entrepreneurship.
  • Social Media Applications and Measurement I.
  • Social Media and Internet Marketing.
  • Integrated Marketing Communications.
  • Consumer Behaviour.
  • Social Media Strategy.
  • Social Media Applications and Measurement II.
  • CRM Process and Patterns.
  • Sociology of Community: The Indigenous Context.
  • Project Management.
  • Sustainability, Responsibility and Ethics.
  • Data Integrity and Organization.
  • Capstone Project.

    Similarities:
    The Confederation College qualification compares favourably to the south African qualification as it includes qualification content that is related to digital strategy.

    Differences:
  • The Confederation College qualification is more broad-based than what has been proposed in the South African qualification as general business and traditional marketing management modules are included.
  • Both qualifications have a degree qualification as an entry requirement to their respective qualifications.
  • The Confederation College qualification takes a more general and high-level approach regarding exposure to theoretical principles, as opposed to the South African qualification where the focus is on the application of theoretical learning.
  • The Confederation College qualification has less focus and specialisation as compared to the South African qualification.
    The Confederation College qualification has a train-out period of two years while the South African qualification is a one-year qualification.

    Country: Canada
    Institution: Centennial College
    Qualification title Postgraduate Certificate Marketing Digital Engagement Strategy
    Admission Requirements: a degree qualification in a business or media field
    Duration: One year
    Purpose /Rationale
    The Postgraduate Certificate in Marketing - Digital Engagement Strategy is a business qualification that will provide the learner with the digital marketing skills required in today's business world. Learners will learn to analyse trends in technology, derive insights from data, design content management strategies, and execute plans across paid, owned and earned media. Learners will gain insight into how to develop and evaluate digital marketing strategies to maximize customer engagement and create meaningful interactions in support of business growth. Experiential learning opportunities with a marketer, a retailer or an agency serving clients will be included in this qualification. The learner will be able to learn leadership, entrepreneurial, organizational, project management and teamwork skills, while effectively applying learning in a real-world environment.
    Upon the Completion of the qualification learners will be able to find employment in these areas:
  • Marketing Manager
  • Online Marketing Professional
  • Digital Marketing Specialist
  • Digital Media Planner
  • Manager Performance Marketing
  • Web Analytics Specialist

    Modules in qualification
  • Coop/Employment Preparedness
  • Marketing in a Connected World
  • Customer Segmentation and Journey Mapping
  • Online Advertising and Programmatic Trading
  • Search Engine and Performance Marketing
  • Social Media Marketing
  • Innovation and Change Management
  • CRM Strategies
  • Digital Transformation Strategy
  • Omni-channel Retailing
  • Content Creation and Curation
  • Web and Conversion Analytics
  • Capstone - Digital Engagement Strategy

    Similarities
  • The Centennial College (CA) qualification compares to the South African (SA) as it includes the same content, but in greater depth and with more practical application.
  • Learners from both qualifications are developed and evaluated in digital marketing strategies to maximize customer engagement and create meaningful interactions in support of business growth.
  • Both qualifications are offered in one year.
  • Both qualifications provide the learner with the digital marketing skills required in today's business world.

    Differences
  • The Centennial College qualification has modules in digital marketing as well as social media Marketing while the South African qualification doesn't have these modules.
  • The Centennial College qualification enables learners to analyse trends in technology, derive insights from data, design content management strategies and execute plans across paid, owned and earned media, while the South African qualification includes a module that includes research.

    Country: Australia
    Institution: Monash University
    Qualification Title: Graduate Certificate of Marketing and Digital Communications
    Entry Requirements

    Monash University in Australia requires an Australian undergraduate degree or equivalent qualification. The Confederation College in Canada requires a four-year degree from an accredited university or college in Business, with marketing experience, or a Media/Digital Arts field (2nd Division/2.0 (4.0 GPA scale) where applicable). In addition, English Proficiency is required: Academic IELTS: 6.5, no band lower than 6.0.

    Exit Level Outcomes
  • Identify and explain the possibilities, challenges, and impact of marketing and digital communication.
  • Critically analyse a range of texts and cultural products pertaining to marketing and digital communication.
  • Apply research methodologies to real world problems of marketing and digital communication, recognising an ethical framework for solutions.
  • Communicate research findings in a range of formats to professional and non-professional audiences.
  • Recognise and develop skills to undertake work in a world of constant digital disruption.

    Content/Modules
    Monash learners have a choice of two electives in Semester One and 2 electives in Semester 2.
    The modules offered in Semester One are Principles of Global Communications, which considers political economy and the power of media ownership, representation and social media, media reception and consumption, networked communications, and the complexities posed by policy, regulation, data and privacy; Strategic Communications in a Digital Era, which includes theories of strategic communication across sectors in a global context, the use of digital communication to advance personal business and institutional goals, the complexities of new social movements, and the ethics of professional digital communication; Data Analytics in communications, which explores the intersection between audiences and data, online research, and the ethical concerns surrounding the collection and use of 'big data'; Crisis Communication, where strategies to manage crises and critical issues are examined and a focus is placed on ethical and effective communication during a crisis; Social Media Marketing, with emphasis on the utilisation of various tools and technologies to communicate with a variety of stakeholders; Digital Marketing, including the critical analysis of traditional marketing and technological change, online transaction, and delivering customer value; Marketing Principles in a Digital World, where an understanding is developed of how organisations create, maintain and disseminate value to their stakeholders; and Integrated Marketing Communications which integrates theoretical and industry based perspectives to develop marketing communications that influence consumers to achieve specific marketing and promotional objectives.

    The focus of the Confederation College of Canada's Graduate Certificate in Digital Marketing and Marketing Analytical is the utilisation of marketing communication and analytical skills, to build a brand, attract customers and communicate effectively in a digital marketing environment.
    The modules are:
    International Business Communications; Marketing Essentials; Cross-Cultural Communications and Negotiations; Professional Development; Business Law; Business Communications; Transmedia Storytelling: Digital Postproduction; Entrepreneurship; Social Media Applications and Measurement I; Social Media and Internet Marketing; Integrated Marketing Communications; Consumer Behaviour; Social Media Strategy; Social Media Applications and Measurement II; CRM Process and Patterns; Sociology of Community: The Indigenous Context; Project Management; Sustainability, Responsibility and Ethics; Data Integrity and Organization.

    The SA qualification emphasises the specific application of digital strategy in the context of strategic brand building and creative communications strategy, whilst other qualifications emphasise application in the context of broader business or marketing strategy or within entrepreneurial or start-up ventures. The theoretical principles and content regarding digital strategy are similar.

    Similarities:
  • The Monash University (MU) and the South African (SA) qualifications are offered in one-year full time.
  • Both the MU and the SA qualifications require applicants who hold an undergraduate degree or equivalent qualification in the cognate field.
  • The similarities in outcomes include constructivist independent learning, practical application and problem solving, understanding of situations and contexts, and communication outcomes.
    As Postgraduate Diplomas are by nature designed primarily to support career ambitions and transitions, articulation is not a focus. The Monash qualification does however articulate into the Master of Marketing and Digital Communication.

    The South African qualification articulates into the Master of Arts in Creative Brand Leadership and the inclusion of a full Research Methodology module provides the opportunity for learners to articulate into other master's qualifications such as the MBA in Digital Business.

    Differences:
  • The MU qualification consists of both compulsory and elective modules whereas the SA qualification consists of compulsory modules and no electives.
  • When comparing the MU exit level outcomes with the SA qualification, the differences are the focus on ethical, legal, and public implications of digital and social media communications, the proactive management of advanced crisis communication in the MU qualification and the marketing and analytics focus in the other two programmes, whereas The South African (SA) qualification focuses more on brand building strategy and creativity and the South African context regarding content. The SA qualification has a stronger focus on research with articulation into appropriate master's programmes.
  • The Monash qualification consists of 24 credits in total (6 units per module). The modules are electives with a choice of 2 modules of four electives in Semester One and 2 modules of four electives in Semester.
  • The assessments include practical application assignments and team projects. The qualification employs a carousel structure with 24 study weeks and a maximum completion of 2 years. Full credits may be obtained in one year or two years depending on the mode of study.
  • The South African qualification consists of 120 credits, spread over 12 or 18 months dependent on the mode of delivery. In the first semester, a contact student would complete 60 credits and 60 credits in the second semester. A distance student would complete 40 credits in the first semester, 40 credits in the second semester and 40 credits in the first semester of year two. Learners submit one formative and one summative assignment for all modules, with additional formative opportunities in the Research Methodology module where learners can obtain feedback on distinct phases of their research projects.

    Conclusion:
    The South African qualification offers the same digital strategy principles as the three comparative qualifications. The differences in the specific content application are correct as SA qualification equips learners with the knowledge of digital strategy within a brand building and communication context while ensuring a broader understanding of digital strategy. 
    		•

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

    Horizontal Articulation:
  • Postgraduate Diploma in Brand Building, NQF Level 8.
  • Bachelor of Arts Honours in Strategic Brand Communication, NQF Level 8.
  • Bachelor of Arts Honours in Strategic Communication, NQF Level 8.
  • Postgraduate Diploma in Management in Marketing, NQF Level 8.

    Vertical Articulation:
  • Master of Arts in Creative Brand Leadership, NQF Level 9.
  • Master of Commerce in Strategic Brand Leadership, NQF Level 9.
  • Master of Management in Strategic Marketing, NQF Level 9.
  • Master of Commerce in Communication Management, NQF Level 9. 
    		•

    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 


    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.