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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Higher Certificate in Digital Marketing 
SAQA QUAL ID QUALIFICATION TITLE
122029  Higher Certificate in Digital Marketing 
ORIGINATOR
Academic Institute of Excellence (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
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
Registered  EXCO 0922/24  2024-03-07  2027-03-07 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-03-07   2031-03-07  

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 Higher Certificate in Digital Marketing is two-fold; one is to provide the learner with an introduction to theoretical modules related to the field of digital marketing, while also providing the foundations of technical knowledge needed for the field of study. Successful completion of this qualification will provide aspiring marketers with an opportunity to acquire entry-level skills as a stepping stone to further learning in the subject matter of digital marketing, learners will also be provided with a foundation for excellence for a future of exponential industrial disruption, a future that demands a strong focus on innovation and technology, empowering future generations to solve problems, think critically, innovate, and empower others.

Learners will acquire knowledge and skills in a diverse yet related set of topics specific to the subject of marketing, including but not limited to understanding customer behaviour and data-driven decision-making which explore why customers and data have become essential for marketing and how mobile channels and application, eCommerce and social media advertising, copywriting, market research, social media advertising, search engine optimisation and customer relations.

At the end of this one-year qualification, the learner could either enter the industry or continue with further studies.

Upon completion of the qualification, qualifying learners will be able to:
  • Apply fundamental principles of digital marketing to demonstrate an understanding of the field of marketing as an essential component of a successful business.
  • Apply knowledge of customer behaviour and user experiences on digital channels to inform future marketing plans.
  • Understand the impact of advertising on social media platforms as a key component of a digital marketing strategy.
  • Write high-quality advertising copy to support and augment brand awareness.
  • Create a digital marketing strategy to support a company's business strategy.

    Rationale:
    Prior to the onset of the COVID-19 pandemic, concepts related to the 4th and 5th industrial revolutions were talked about as events that would possibly necessitate the acquisition of new digital skills. Having to deal with the fallout of a pandemic, business leaders have had to make significant changes to the way in which they operate, including moving many operational processes into the digital sphere. An economic downturn in the economy was possibly a result of the effects of the pandemic, yet despite the downturn, many companies were able to move parts of their business processes to the digital sphere.

    This not only required new digital skills, but it also meant that more companies established an online presence, with a need to market their services and products on the World Wide Web. This type of marketing - known as digital marketing - differs from traditional marketing and requires a specific set of skills. Digital marketing therefore is evolving to become the centre point for almost all marketing done today. Digital is no longer seen as a channel in the same way that a marketer might view television or radio as a channel, instead, it is now a way of life. To be successful in marketing and business today, mastering digital marketing is essential.

    The institution's myWay Hybrid Digital Campus is a technology-mediated instruction and delivery platform that extends all the benefits of being a full-time learner or part-time online learner by providing maximum flexibility and catering to social impediments. Distance provisioning facilitates an approach to education that accommodates geographically dispersed learners by providing resources, materials, support, and services using various tools to support learning at a distance. This allows for broadening educational access and the creation of flexible learning opportunities for all South African learners.

    This qualification provides foundational knowledge in the field of digital marketing that can provide employment opportunities in a world that is embracing technological innovation. With the skills acquired in this programme, learners can exit the qualification and have entry-level skills that will serve them in the core field of marketing, with specialist knowledge related to digital marketing, thus allowing them to play a role in various sectors of business.

    Some of the career opportunities that will be available to the learner include but are not limited to:
  • Marketing Consultant.
  • Marketing Assistant.
  • Content Coordinator.
  • Public Relations Representative.
  • Digital Marketing Officer.
  • Product Marketer.
  • Brand Marketer. 
    		•

    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 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 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.

    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:
  • National Senior Certificate, NQF Level 4 granting access to Higher Certificate studies.
    Or
  • National Certificate (Vocational), NQF Level 4 granting access to Higher Certificate studies.
    Or
  • Senior Certificate, NQF Level 4. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

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

    Compulsory Modules, NQF Level 5, 120 Credits.
  • Strategy and Context, 12 Credits.
  • Digital copywriting, 12 Credits.
  • Digital Audience and Customer Relations, 12 Credits.
  • Decision-making and digital marketing, 12 Credits.
  • Market research, 12 Credits.
  • User Experiences, 12 Credits.
  • Web development and design, 12 Credits.
  • Mobile channels and mobile applications, 12 Credits.
  • Search Engine Optimisation and Search Advertising, 12 Credits.
  • Online and social media advertising, 12 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Apply fundamental principles of digital marketing to demonstrate an understanding of the field of marketing as an essential component of a successful business.
    2. Apply knowledge of customer behaviour and user experiences on digital channels to inform future marketing plans.
    3. Understand the impact of advertising on social media platforms as a key component of a digital marketing strategy.
    4. Write high-quality advertising copy to support and augment brand awareness.
    5. Create a digital marketing strategy to support a company's business strategy. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcomes 1.
  • Identify and apply principles and practices used in the digital marketing industry.
  • Challenge digital marketing fundamental principles as an enabler of the broader business marketing process.
  • Reflect on digital marketing fundamental principles, concepts, and processes to create a working digital marketing framework.

    Associated Assessment Criteria for Exit Level Outcomes 2.
  • Identify, evaluate, and solve defined customer behaviour and user experiences to inform future marketing plans.
  • Gather information from a range of digital sources and select appropriate digital marketing platforms to enable the business marketing strategy.
  • Select and apply appropriate digital marketing platforms to enhance user experiences.

    Associated Assessment Criteria for Exit Level Outcomes 3.
  • Effectively work with stakeholders and take responsibility for the digital marketing strategy.
  • Operate within a range of different digital marketing platforms and understand how one platform informs the processes of another.
  • Identify and apply social media search engine, and mobile marketing to the marketing mix.

    Associated Assessment Criteria for Exit Level Outcomes 4.
  • Communicate digital content reliably, accurately, and coherently by applying digital copywriting principles within the digital space.
  • Apply writing conventions appropriate to the digital space to support and augment brand awareness.
  • Account for and act in accordance with prescribed business and professional ethical codes of conduct, values and practices while developing digital content.

    Associated Assessment Criteria for Exit Level Outcomes 5.
  • Construct a digital strategy with the awareness of how the digital marketing strategy develops and evolves within a business.
  • Select and apply strategy formulation methods, procedures, and techniques to create a digital marketing strategy. 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: Australia
    Institution name: Swinburn University of Technology
    Qualification title: Diploma of Digital Marketing
    Duration: One year
    Credits: 72

    Entry requirements:
  • Minimum of completion of Year 12 or equivalent.

    Course structure
    Modules:
  • Conduct omnichannel marketing compares with Digital Audience and Customer Relations.
  • Plan and conduct performance marketing.
  • Facilitate organic and earned marketing.
  • Apply marketing automation, compares with Decision making and digital marketing.
  • Develop social media engagement plans, compares with Online and social media advertising.
  • Develop strategies to monetise digital engagement.

    Similarities:
  • The Swinburn University of Technology (SUT) and the South African (SA) qualifications share similarities in several ways including the duration of their studies.
  • The SUT qualification accepts learners who have completed a 12-year schooling certificate.
  • Similarly, the SA qualification accepts learners who have completed a national senior certificate.
  • Both qualifications are offered online with the SA qualification having additional options.
  • Both qualifications share similar modules such as, Develop social media engagement plans, comparable to Online and social media advertising, Apply marketing automation, comparable to Decision-making and digital marketing and Conduct omnichannel marketing comparable to Digital Audience and Customer Relations.

    Differences:
  • The SUT qualification has 72 credits whereas the SA qualification has 120 credits.

    Country: Canada
    Institution name: Toronto School of Management
    Qualification title: Digital Marketing Associate Certificate
    Duration: 51 weeks

    Entry requirements
    Ontario Secondary School Diploma
    Or
    Equivalent or be at least 18 years of age and pass the Wonderlic test.

    Purpose:
    The Digital Marketing Associate Certificate builds a sound marketing strategy using research, understanding the PPC marketing model and making the most of social media to thrive in our evolving digital world. Learn from guest speakers and gain hands-on co-op experience for in-demand transferable skills.

    Course structure
    Modules:
  • Introduction to Marketing and Branding
  • Website Building and Design for Marketers, compares with Web development and design.
  • Google Analytics
  • Managing Social Media Sponsored Campaigns
  • Campaign Management, Regulations, and Compliance
  • Copywriting compares with Digital copywriting.

    Similarities:
  • The Toronto School of Management (TSM) and the South African (SA) qualification accepts learners who have completed the highest schooling qualification in their respective countries.
  • The SA qualification aims to provide learners with an introduction to theoretical modules related to the field of digital marketing, while also providing the foundations of technical knowledge needed for the field of study.
  • The TSM qualification similarly focuses on building a sound marketing strategy using research, understanding the PPC marketing model, and making the most of social media to thrive in the evolving digital world.
  • Both qualifications share similar modules such as Website Building and Design for Marketers, comparable to Web development and design and Copywriting comparable to Digital copywriting. 
    		•

    ARTICULATION OPTIONS 
    Horizontal Articulation:
  • Higher Certificate in Digital Marketing Practice, NQF Level 5.
  • Higher Certificate in Business Marketing, NQF Level 5.
  • Higher Certificate in Marketing, NQF Level 5.
  • Higher Certificate in Marketing and Communication, NQF Level 5.

    Vertical Articulation:
  • Diploma in Digital Marketing, NQF Level 6.
  • Diploma in Business Marketing, NQF Level 6.
  • Diploma in Commerce in Marketing Management, NQF Level 6.
  • Diploma in Marketing, NQF Level 6.
  • Diploma in Marketing Communication, NQF Level 6.
  • Bachelor of Commerce in Digital Marketing, NQF Level 7.
  • Bachelor of Commerce in Marketing, NQF Level 7.

    Diagonal Articulation
  • Occupational Certificate: Marketing Coordinator, NQF Level 5. 
    		•

    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. Academic Institute of Excellence (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.