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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Arts Honours in Digital Marketing 
SAQA QUAL ID QUALIFICATION TITLE
123504  Bachelor of Arts Honours in Digital Marketing 
ORIGINATOR
AAA School of Advertising 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Honours Degree  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
Registered  EXCO 0729/25  2025-02-04  2028-02-04 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2029-02-04   2032-02-04  

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 primary purpose of the Bachelor of Arts Honours in Digital Marketing is to provide learners with a broad knowledge of digital marketing, brand building, advertising, communications, and data analytics. The qualification will enable graduates to secure appropriate employment opportunities in the world of digital marketing, social media management, creative brand communication and digital brand management.

The qualification is intended for learners who completed the undergraduate degree and wish to pursue their postgraduate studies in digital marketing. The qualification will also target prospective learners who want to pursue a career or current working individuals who want to further their careers in Marketing Communications, focusing on Digital Marketing.

Learners completing this qualification will have sound knowledge and competencies associated with Digital Marketing, Brand Building, Brand Management, Research Methodology and Research Report Writing. The research methodology and research report modules enable the learner to pursue research in an area of interest.

A cohesive curriculum aims to connect purpose and classroom experiences for learners through planned and explicit learning progressions. Many studies show that a uniform framework and alignment of instruction, material, and assessment are critical to improving learner accomplishment.

The qualification will enable learners to utilize current and dynamic digital tactics in a variety of organizational scenarios. It will provide learners with advanced academic and intellectual research knowledge and experience. The curriculum will encourage learners to engage in critical thinking and idea synthesis within the corpus of work to promote their own digital marketing arguments and concepts. The qualification will inspire innovative and meaningful responses to brand-building opportunities and challenges, whilst honing in on the marketing abilities by focusing on the development and administration of strategies and tools necessary to run a successful digital marketing campaign.

Furthermore, learners will be able to create, organize, lead, and manage a brand positioning strategy that will drive communication strategy, whilst gaining a better understanding of customer interaction. The qualification is structured to entrust learners with a practical skillset and thorough theoretical understanding, on par with industry expectations, allowing candidates to seamlessly enter the job market and move to the next level in their career path. Learners engage with various brand identity models, consumer insights, research methodologies, strategic models, brand communication tools, channel and media planning options, and stakeholder relationship management. Learners who specialise in digital marketing will acquire skills that can be utilised in brand organisations and communications consultancies and agencies or can start their own entrepreneurial venture.

As a result, the qualification combines the fundamental competencies of digital marketing, social media, online public relations, sponsored and organic search, and measurement programmes to create, implement, manage, and assess effective digital campaigns. The qualification enables learners who want to enrol for specialised master's level studies in Digital Marketing, with a sound academic and research base from which to do so.

Upon successful completion of the qualification, qualifying learners will be able to:
  • Demonstrate expertise and critical knowledge in digital marketing and multi-channel marketing.
  • Create digital marketing strategies and ensure they are implemented effectively to meet corporate objectives and goals.
  • Exhibit the ability and creativity in the application of modern technologies and systems for digital marketing.
  • Critically apply suitable innovative digital marketing methods, tools and techniques for the digital marketing strategies to create a competitive edge and a robust digital marketing experience.
  • Analyse and critically evaluate the changing marketing needs of an organisation to create feasible, suitable and robust marketing plans.
  • Analyse the best techniques for creating and organising social media content for digital marketing initiatives.
  • Conduct research and present findings of social media usage and trends in digital marketing strategy.

    Rationale:
    With over half of the population worldwide utilising the internet on some form of device, the need for Digital Marketing skills is high. Digital marketing skills are scarce and are in high demand. Furthermore, as companies worldwide realise the importance of less than traditional marketing strategies and tactics, together with social media management, the need for Digital Marketing is ever so critical.

    The qualification fits into the overall mission and plan of the institution to build on the undergraduate offerings currently offered at the institution. It provides current learners and prospective learners to further their postgraduate studies and build their education in this emerging field and discipline.

    The study of a digital marketing degree at the postgraduate level is more than just attaining an academic qualification. It provides a contemporary offering to grow and develop as an individual and as a marketing professional. The qualification will equip learners with innovative and accountable digital marketing and brand-building strategies.

    By offering the qualification via a distance learning approach, the institution creates the opportunity for any learner to enrol for the qualification irrespective of their geographical location. This also enables learners to safely study while being able to social distance in events such as COVID-19 or similar disruptions.

    The distance learning offering of this qualification will contribute further to developing the creative and marketing industries in the country by developing learners capable of applying creative and innovative thinking and effective communication strategies and digital marketing campaigns for brands and companies.

    Furthermore, the demand for employed individuals to pursue a different career path or excel in their current careers has increased tertiary studies' demand. The distance learning method enables these individuals to pursue their tertiary studies whilst continuing their day-to-day jobs. The qualification does not only upskill but also offers those individuals who cannot move to the next job position an opportunity for promotion.

    As a result, the qualification will provide learners with a broad knowledge of digital marketing, brand building, advertising, communications, and data analytics. It enables graduates to secure appropriate employment opportunities in the world of digital marketing, social media management, creative brand communication and digital brand management.

    The digital marketing industry is growing because of the proliferation of Information and Communications Technology. 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.
    Successful graduates will contribute significantly to alleviating shortages experienced in the marketing and communication industry in South Africa, as presented in the Sector for Education and Training Authority Scarce and Critical Skills Guide. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    RPL will be used to grant access, exemption or advanced standing. A select few candidates will be admitted to the qualification in compliance with legislation and as per the institution's RPL Policy.

    RPL for access:
  • The institution may recognise forms of prior learning as equivalent to the prescribed minimum admission requirements and may recognise other forms of prior learning for entry to the programme.
  • 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 credits:
  • Credit may be carried over either horizontally at the same level of study or vertically from a lower to a higher level of study.
  • Horizontal transfer refers to credits at the same level carried over between institutions where the outcome/curriculum statements (subject content) are identical or comparable.
  • Vertical transfer is where credits of a preceding level of study at one institution are accepted for entry into the next level of study at another institution.
  • A maximum of 50% of the credits of a completed qualification may be transferred to another qualification, provided that no more than 50% of the credits required for the other qualification are credits that have been used for a completed 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.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • Advanced Diploma in Digital Marketing, NQF level 7.
    Or
  • Advanced Diploma in Marketing, NQF level 7.
    Or
  • Advanced Diploma in Marketing Management, NQF level 7.
    Or
  • Bachelor of Arts in Marketing Communication, NQF level 7.
    Or
  • Bachelor of Commerce in Digital Marketing, NQF level 7.
    Or
  • Bachelor of Business Administration in Marketing and Brand Management, NQF level 7. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory and elective modules at NQF Level 8 totalling 120 Credits.

    Compulsory Modules, Level 8, 100 Credits:
  • Advanced Digital Marketing, 15 Credits.
  • Brand Building, 15 Credits.
  • Research Methodology, 10 Credits.
  • Strategic Digital Marketing, 15 Credits.
  • Brand Management, 15 Credits.
  • Research Report, 30 Credits.

    Elective Modules, Level 8, 20 Credits (Select two modules):
  • Social Media Marketing, 10 Credits.
  • Social Media Analytics, 10 Credits.
  • Website and Mobile Marketing, 10 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate the ability to present and communicate academic, professional or occupational ideas and texts effectively to a range of audiences, offering creative insights, rigorous interpretations and Digital Marketing problems in a critical and creative way.
    2. Demonstrate an advanced understanding of the consequences of any solutions or insights generated within a specialised context such as Digital Marketing.
    3. Demonstrate an advanced understanding of the national and international economic context and systems within which organisations operate and be able to link these to Digital Marketing opportunities.
    4. Demonstrate the ability to operate independently and take full responsibility for his or her own work, and, where appropriate, to account for leading and initiating processes and implementing systems, ensuring good resource management and governance practices within a Digital Marketing context.
    5. Demonstrate an ability to identify and critically evaluate traditional and digital marketing challenges within new and established organisations, fusing both traditional and up-to-date digital approaches towards achieving the best possible outcomes.
    6. Display an advanced understanding of the use of scientific approaches and methods in the acquisition of Digital Marketing-related knowledge (e.g. the importance of using advanced research methodologies).
    7. Demonstrate the ability to collect, analyse, organise and critically evaluate Digital Marketing related information (e.g. by writing a research report). 

    ASSOCIATED ASSESSMENT CRITERIA 
    The following Associated Assessment Criteria are assessed in an integrated manner across all the Exit Level Outcomes:
  • Demonstrate expertise and critical knowledge in digital marketing and multi-channel marketing.
  • Create digital marketing strategies and ensure they are implemented effectively to meet corporate objectives and goals.
  • Create and apply modern technologies and systems in digital marketing.
  • Critically apply innovative digital marketing methods, tools, strategies and techniques to create a competitive edge and a robust digital marketing experience.
  • Analyse and critically evaluate the changing marketing needs of an organisation to create feasible, suitable and robust marketing plans.
  • Analyse the best techniques for creating and organising social media content for digital marketing initiatives.
  • Conduct research and present findings of social media usage and trends in digital marketing strategy.

    INTEGRATED ASSESSMENT
    Learners will be required to submit one research-based portfolio or case study assignment and two formative knowledge-based assignments per module as part of the formative assessment. Upon achievement of a sub-minimum of 40% for the assignment/s, they will be allowed to write the exam, which is the summative assessment.

    Formative Assessment:
  • Formative Assessment will include real-world simulation scenarios or problem-solving assignments, company-based projects, group or individual assignments, or a case study. > The assignments will include case studies, scenarios, presentations, and group discussions, among others.
  • Formative assessments will primarily be case study-based requiring written responses.

    Summative Assessment:
    Learners will be required to participate in one summative assessment per module, for which they will be required to attain a sub-minimum of 40%, and an overall module mark (assignment plus exam) of 50%, to pass/obtain credit for the module.

    In summary, the total number of assessments for each module will be as follows:
  • Two assignments.
  • One examination.

    The final mark (100%) will be made up of
  • 40% Reflective Assessments (case studies & scenarios for assignments).
  • 60% Synoptic Assessment (written exam).

    The results of any formal assessments (assignments, projects, presentations, creative production or traditional examinations) will be expressed as a mark reflecting a pass or as a failed mark.

    With respect to formative assessments, feedback will be provided to learners electronically via the learner platform, Moodle, using a specially designed assessment framework. In addition, detailed comments will be reflected on the assessed assignments. However, regarding the research reports and the mini-dissertation, the learner will be provided with detailed chapter-by-chapter comments so that they can revise and re-submit the chapters. Learners who are unclear about the feedback may interact with the programme administrator, who will refer them to the Programme Coordinator for clarification and support.

    Feedback, including test/assignment marks, will be provided to all learners within a reasonable period depending on the nature of the assessment and the response. The Programme Coordinator will oversee, and quality assures the process, including following up with staff who are late in submitting their assessment feedback. Learners are formally notified in writing, of their results after moderation and after the Programme coordinator signs off the marks for release by the learner administrators/Personal Programme Advisors.

    Specific guidelines will be provided on how the learner could have improved their assignments in terms of application of theory, critical analysis, referencing and research. An assignment feedback form with specific comments relating to the learners' submission is submitted to the learner together with the assessed assignment. A copy of the learner's assessment will also be filed electronically for record purposes.

    All assessments will be prepared by relevant academics and overseen by the Programme Coordinator, as the first step in the quality assurance process. Internal and external moderation will be performed by expert staff specifically appointed for this purpose. In the case of internal moderation, preferably, full-time academic staff will be allocated this responsibility as part of their workload. 
    		•

    INTERNATIONAL COMPARABILITY 
    The qualification is assessed and scored through a rigorous, benchmarked International Advertising Association's education (IAA) Education Council process. This ensures the internationally recognised quality of formal content and teaching required by the global communications industry for its learners and future young professionals.

    Country: Ireland
    Institution: South-East Technological University
    Bachelor of Arts (Honours) Marketing and Digital Media
    NQF Level: Level 8
    Duration: Four years
    Credits: 240

    Entry Requirements:
    Leaving Certificate: Minimum entry requirements
  • 2 subjects: H5.
  • 4 subjects: O6/H7.
  • English or Irish: O6/H7.
  • Mathematics: O6/H7.

    Purpose/Rationale:
    Marketing is responsible for developing strategic communications and building relationships with customers. It involves researching customer needs, developing products and services that satisfy these needs and converting them into brands. A combination of communications strategies such as Advertising, Sales Promotions, PR and Influencer Marketing to sell these brands to customers is used.

    In recent years Marketing has shifted into the Digital Media sector where businesses communicate directly with customers using websites, mobile phone apps and social media. Marketing and digital media encompasses all social media platforms that connect organisations to customers and these platforms are constantly evolving as we strive to meet changing customer needs.

    The qualification prepares learners for employment in marketing in the digital age. The first two semesters consist of general marketing and business subjects and then learners study the specific marketing, advertising and media subjects.

    Compulsory Modules:
    Year 4
  • Digital Media Advertising comparable to Strategic Digital Marketing.
  • International Marketing comparable to Strategic Digital Marketing.
  • Services Marketing Theory,
  • Strategic Public Relations.
  • Web Design comparable to Website and Mobile Marketing.
  • Digital Marketing comparable to Strategic Digital Marketing.
  • Marketing Challenge comparable to Strategic Digital Marketing.
  • Global Strategic Marketing comparable to Strategic Digital Marketing.
  • Search engine optimization (SEO) and Analytics comparable to Website and Mobile Analytics.
  • Strategic Brand Management comparable to Brand Building and Brand Management.
  • Social Media Technologies comparable to Social Media Analytics.

    Elective Modules: (Choose one of the following modules):
  • Professional Selling Skills.
  • Marketing/Advertising Project 1.
  • Marketing/Advertising Project 2.
  • Social and Ethical Marketing.
  • Small Business Management.

    Similarities:
  • The South East Technological University (SETU) and the South African (SA) qualifications are registered at NQF Level 8.
  • Both qualifications prepare learners for employment in marketing in the digital age to meet changing industry needs.
  • Both qualifications consist of compulsory and elective modules.

    Differences:
  • The SETU qualification has 240 credits whereas the SA qualification has 120 credits.
  • The SA qualification takes one year of full-time study whereas the SETU qualification takes four years of full-time study.
  • The SETU qualification requires applicants who completed the School Leaving Certificate while the SA qualification requires candidates who completed the undergraduate qualification in a cognate field.

    Country: Malaysia
    Institution: INTI International College Subang
    Qualification Title: Bachelor of Arts (Honours) Advertising and Digital Marketing
    Duration: 3 Years Full time
    Entry Requirements:
    STPM (The Malaysian Higher School Certificate)
  • Minimum of 2 passes at Grade C+ (GP 2.33) and SPM grade C in Mathematics
    A-level Minimum of 2 full passes totalling 80 UCAS points and Grade C in either SPM or O-Level Mathematics
    Foundation/Pre-University
  • Successful completion of a relevant Foundation/Pre-U programme to include Mathematics with a CGPA of 2.00, a credit in Mathematics and a credit in English at SPM / equivalent.
    The Unified Examination Certificate (UEC).
  • 5Bs including at least a pass in Mathematics and a credit in English
    South Australian Certificate of Education (SACE) International (formerly South Australian Matriculation)
  • Pass 5 subjects with ATAR 70%, a pass in English and Mathematics and no subject below 50%.
    CPU
  • Minimum 6 Year 12 passes with an average of 65% and pass in English and Mathematics at Grade 12.
    NSW: Higher School Certificate (HSC)
  • Minimum 10 units with ATAR 70%, a pass in English and Mathematics and no subject below 50%.
    International Baccalaureate (IB)
  • Minimum 24 points with at least 4 points for SL English and 4 points for SL Mathematics.
    Diploma
  • Successful completion of a relevant Diploma programme to include Mathematics with a CGPA of 2.001, a credit in Mathematics and a credit in English at SPM/equivalent.

    Purpose:
    This qualification integrates the disciplines of advertising and digital communications, recognising the integrated nature of contemporary marketing communications. It is designed to equip learners with the knowledge and skills needed for a career in advertising and digital marketing, whether on the client side or within creative agencies. This qualification strikes a balance between academic underpinning and the creative and digital skills required for employment. Learners will be expected to engage at a strategic level in campaign planning, whilst also acquiring practical skills such as copywriting, video editing, and basic digital design, alongside knowledge of and the practical application of marketing technology. Career opportunities include Digital Marketing Specialist, Content Strategist, Marketing Research Analyst, social media/Digital Marketing Manager, Creative Director, Brand Manager, Web Media Advertising Specialist, Marketing Coordinator, Creative Production Manager

    Qualification structure:
    The qualification consists of compulsory and elective modules.

    Compulsory Modules:
    Year 3
  • Marketing Research comparable to Research Report.
  • Social Media and Social Influence.
  • Agency Practice and Management.
  • Branding and Communications Strategy comparable to Brand Building and Brand Management.
  • Digital Analytics and Social Media Monitoring comparable to Social Media Analytics.
  • Global Marketing comparable to Strategic Digital Marketing
  • Managing the Customer Journey.
  • The Future of Marketing comparable to Strategic Digital Marketing.

    Electives (choose from the following):
  • Integrated Marketing Communications and Strategic Product Management.
  • Dissertation: Marketing comparable to Research Report.

    Similarities:
  • The INTI International College Subang (INTI CS) and the South African (SA) qualifications are designed to equip learners with the knowledge and skills needed for a career in advertising and digital marketing.
  • The INTI CS consists of a Dissertation similar to the research report in the SA qualification.
  • Both qualifications consist of compulsory and elective modules.

    Differences:
  • The INTI CS is offered over three years of full-time study whereas the SA qualification is offered over one year of full-time study.
  • The SA qualification requires applicants who completed the undergraduate degree in a cognate field whereas the INTI CS qualification requires applicants who completed the Malaysian Higher School Certificate. 
    		•

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

    Horizontal Articulation:
  • Bachelor of Commerce Honours in Business Marketing, NQF Level 8.
  • Bachelor of Commerce Honours in Marketing Management, NQF Level 8.
  • Postgraduate Diploma in Digital Business, NQF Level 8.
  • Postgraduate Diploma in Digital Marketing, NQF Level 8.
  • Postgraduate Diploma in Marketing, NQF Level 8.
  • Postgraduate Diploma: Marketing Management, NQF Level 8.

    Vertical Articulation:
  • Master of Arts in Digital Communication, NQF Level 9.
  • Master of Commerce in Marketing, NQF Level 9.
  • Master of Commerce in Marketing Management, NQF Level 9.
  • Master of Marketing, NQF Level 9.

    Diagonal Articulation:
    There is no diagonal articulation for this qualification. 
    		•

    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. AAA School of Advertising 


    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.