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 Marketing and Branding 
SAQA QUAL ID QUALIFICATION TITLE
123607  Higher Certificate in Marketing and Branding 
ORIGINATOR
Red and Yellow Creative School of Business (Pty) Ltd (previously known as The Red & Yellow School of Logic & Magic) 
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 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 Higher Certificate in Marketing and Branding aims to develop learners' foundational, applied and reflexive competence in marketing and branding for successful candidates to demonstrate the requisite level of engagement with theories, principles and praxis applicable to a junior marketing-related position and appropriate to an academic context. The qualification is intended to encourage vocational skills development in marketing, brand management, brand advertising, sustainable marketing and brand practice, finance principles and practice, design thinking for marketing practice and professional practice. In addition, the qualification seeks to provide learners with the basic introductory knowledge, cognitive and conceptual tools and practical techniques for higher education and will require learners to draw meaningful connections between knowledge in marketing and relevant professional environments to the extent that learners can ultimately perform -in an occupation or role in the workplace.

Learners will develop a portfolio of evidence demonstrating their awareness of the business context and the development of related professional skills, facilitated in a module that attaches firmly to Work Integrated Learning (WIL) Modality 4 (workplace learning). In the face of exponential technological advancement in areas such as artificial intelligence, robotics, automation and the like, and with reference to graduate attributes cultivated in the qualification purposes to encourage refinement of uniquely human skills such as creative thinking, social intelligence, persuasion, mindfulness, leadership, empathy, conflict resolution, adaptability and negotiation. These graduate attributes echo the top skills for 2025 as described by the 2020 World Economic Forum (as inter alia) innovation, complex problem-solving, critical thinking, creativity, leadership, social influence, and resilience.

The qualification has the dual purpose of developing the vocational skills needed to function in the professional context as well as equipping learners with the knowledge and abilities needed to continue engagement with the focus area within academic contexts.

Rationale:
The qualification aims to power employment in South Africa, with specific reference to entry-level jobs that require basic applied competence in marketing and brand practice. The qualification is therefore geared towards addressing the need for junior positions in marketing, brand practice, and related contexts. The marketing field offers stable career prospects since marketing represents an essential aspect of almost all businesses' success. Marketing also offers the potential for high earnings and the possibility of career progression based on experience. It is estimated that the digital advertising industry in South Africa alone is estimated to reach a market volume of US$687.20m by 2027 - signalling continued growth. This growth is likely to result in increased positions in the industry - many of which will be at an entry level.

Additionally, this qualification will open up horizontal, vertical, and potentially diagonal articulation pathways to cognate qualifications in the areas of marketing, brand practice, and related contexts.
Considering that this qualification has been designed in contact and distance mode with online support, it is aligned with the directive to support widened access to Post School Education and Training in South Africa. In other words, by offering the qualification in two modes, the institution intends to make this qualification available to a diverse learner audience with varying needs and realities as these relate to time and location. This is done in alignment with the National Development Plan's belief that distance education, aided by advanced information communication technology, will play a greater role in expanding learning opportunities for different groups of learners and promote lifelong learning and continuous professional development as we move towards a more inclusive and prosperous society in 2030.

The qualification will attract school leavers who are interested in completing an entry-level Higher Education programme that seeks to afford them access to entry-level job positions OR that serves as a gateway qualification into further study. The qualification is aimed at prospective learners with a knack for marketing and brand-related practices. Considering that the qualification is mainly vocational with a distinct industry focus, it emphasises WIL modalities one to four.

The qualification intends to propel successful candidates into entry-level career opportunities related to marketing, branding, and broader brand practice, or to build pathways to further undergraduate study. Recent job postings online have indicated that successful candidates should be able to find employment in the following areas
  • Marketing Assistant.
  • Junior Marketing Assistant.
  • Marketing Assistant/Junior Brand Manager.
  • Assistant Brand Manager.
  • Junior Content Marketer.
  • Junior Account Manager (Influencer Advocacy).
  • Marketing Specialist.
  • Intern/Junior Marketing Specialist.

    As an alternative to potentially giving learners access to entry-level careers, the proposed qualification also creates opportunities for further undergraduate study. The benefits of this qualification to learners include possible career opportunities at the entry level, access to further undergraduate study, and the opportunity to engage practically with the areas of marketing, brand management, brand advertising, finance principles and practice, design thinking for marketing practice and sustainable marketing and brand practice. It is important to note that, in addition to affording learners opportunities to acquire career-relevant technical knowledge and skills relating to marketing and brand practice, the proposed programme also intends to create opportunities for learners to develop pertinent values and professional skills required in the contemporary workplace. Furthermore, learners are inducted into the Higher Education landscape and acquire the competencies necessary to engage with and produce academic writing, interpret data and present this visually, and function as responsible digital citizens in an academic and professional context. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    Recognition of Prior Learning (RPL) is a key driver in support of the transformation and redress of the postschool education and training system and is part of responding to and providing flexible entry routes to the qualification. RPL refers to the principles and processes through which the prior knowledge and skills of a person are made visible, mediated rigorously assessed and moderated for the purposes of alternative access and admission, recognition and certification, or further learning and development.

    It serves to address barriers that impede access to Higher Education. With reference to RPL in the Higher Education context, forms of prior learning may include informal and non-formal learning. Prior formal learning in the same NQF sub-framework usually attracts possible credit accumulation and transfer possibilities. As such, informal learning pertains to self-study, experience gained in the workplace, community involvement, in-house education and training, training by government agencies and/or other providers, and various forms of practical experience. Forms of in-formal prior learning can be measured against the outcomes of the target qualification to ascertain whether these are equivalent to the prescribed minimum requirements for admission.

    RPL for access:
  • Applicants are required to complete and submit a portfolio of evidence in support of their application.
  • Applicants also submit an RPL application form which collects the personal information that would be required for the vetting of the applicant's eligibility for admission. The form includes sections for information on formal and informal education completed. It also serves to establish current and prior work experience.
  • Applicants may be admitted via RPL provided they meet the requirements outlined in the RPL policy. Note that academic faculty members with the requisite qualifications and subject matter expertise are responsible for assessing RPL applications.
  • Should an applicant not meet the requirements, they will be directed to other suitable learning programmes at the institution (if available) or at other institutions or be advised on further academic development if needed.
  • A maximum of 10% of a cohort of learners admitted to the qualification may be admitted via the RPL route.

    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 without endorsement. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

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

    Compulsory Modules, Level 5, 120 Credits:
  • Marketing 1, 15 Credits.
  • Brand Management, 15 Credits.
  • Brand Advertising, 15 Credits.
  • Academic, Digital and Data Literacy, 15 Credits.
  • Finance Principles and Practice, 15 Credits.
  • Design Thinking for Marketing Practice, 15 Credits.
  • Sustainable Marketing and Brand Practice, 15 Credits.
  • Professional Practice: WIL Modality 4, 15 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate an informed understanding of and applied competence in the field of marketing, as well as reflexive competence relating to sustainable marketing practices.
    2. Engage with basic brand management, the larger scope of brand practice, and brand advertising with due consideration of ethicality and the interrelationships between these contexts and contribute to the development of brand strategy and promotional campaigns.
    3. Apply the principles of design thinking in the context of marketing, brand practice, and the wider business context to address creative business problems in familiar contexts.
    4. Demonstrate an informed understanding of the basic principles that underpin financial practice and apply these in entry-level, simulated contexts.
    5. Produce coherent and professional documents and digital information that support job application and business plan creation and demonstrate the professional competencies required to engage with clients and colleagues in simulated and actual workplace settings.
    6. Demonstrate the digital and data literacy skill sets required in the contemporary academic context and produce coherent communicative outputs with an informed understanding of and respect for academic conventions. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Explain and apply the marketing mix, as well as segmenting, targeting, and positioning in simulated contexts.
  • Conduct basic market analyses and simple business portfolios and devise integrated marketing communications plans informed by the principles of sustainable marketing with reference to familiar scenarios.
  • Assess sample marketing materials from the perspective of potential sustainable impact and develop own marketing materials to promote sustainable products in familiar, simulated contexts.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Explain and use standard methods to design a basic but effective brand strategy in a familiar, simulated context.
  • Create a simple but coherent advertising and promotion plan for a simulated brand from a familiar scenario.
  • Develop a basic business case for sustainable marketing, with reference to a simulated brand functioning in a familiar context.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Explain the interplay between business, innovation, design thinking and marketing practice and use this foundational knowledge in familiar, simulated contexts.
  • Appreciate the value of design thinking in creative business contexts and apply its underlying principles in familiar, simulated business and marketing environments by utilising standard methods and procedures.
  • Apply a design thinking mindset to the resolution of problems arising from familiar business and marketing scenarios.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Explain forms of business ownership and engage with familiar case-based scenarios.
  • Appreciate and comment on the purpose and significance of monitoring financial transactions.
  • Use standard methods and procedures to perform basic financial calculations, interpret and analyse simple financial statements, and submit VAT returns in simulated scenarios.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Create a curriculum vitae and supporting collateral to secure a workplace learning placement and future employment and develop a simple but sound business plan for a small enterprise.
  • Apply professional interpersonal and communication skills in diverse simulated and actual workplace settings with cognisance of the affordances and fragilities of 21st-century workplace contexts.
  • Appraise workplace learning, own conduct and communicative competence.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Perform basic analyses and evaluation of academic sources of information drawing on available online platforms in ethical ways and use this information in accordance with intellectual property conventions to inform academic outputs.
  • Convey substantiated arguments and edit in academic essay format with cognisance of grammar and formatting conventions.
  • Conduct basic analyses of data sets and depict findings in visually compelling ways in the contemporary academic context.

    INTEGRATED ASSESSMENT
    The assessment strategy for the qualification is informed by the assessment practices and principles as set out in the institution's Assessment and Moderation Policy. This policy will focus on the key aspects related to the assessment strategy employed in the qualification. In addition, it should be noted that both the institution's Assessment and Moderation Policy, as well as the assessment strategy for the qualification, are underpinned by the guidelines set out in the CHE's Policies on the Recognition of Prior Learning, Credit Accumulation and Transfer, and Assessment in Higher Education (2016) Policy document.

    The Exit Level Outcomes (ELOs), module outcomes and components will be assessed throughout the qualification. The assessment strategy document details the exact weightings of formative and summative assessments per module. However, as a rule, each module has two formative assessments to the value of 25% each, and one summative assessment to the value of 50%. More detail in relation to the assessment strategy as it pertains to the determination of conceptual understanding and applied and reflexive competence

    Integrated assessment is a form of assessment which permits the [learner] to demonstrate applied competence, and which uses a range of formative and summative assessment methods. Assessment strategy indicates formative assessment moments as occurring during the process of learning and teaching to shape learners' progress and provide further direction and describes summative assessments as a process of evaluating or making judgements about achievement. The assessment strategy for summative assessment entails assessment at the conclusion of each module of learning. 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: Canada
    Institution: Southern Alberta Institute of Technology
    Qualification Title: Certificate in Marketing
    Credits: 30 credits
    Duration: 1 year
    Entry Requirements: High School qualification or equivalent

    Purpose:
    The aim of the qualification is to equip working professionals with the skills and techniques to successfully apply skills in communications, marketing, business development, and project management to entice new customers and drive brand loyalty. Furthermore, it intends to facilitate entry into further academic studies, such as a Business Administration diploma or Bachelor of Business Administration programmes offered at the institution.

    Learners completing this qualification will be able to:
  • Use technology to make businesses more efficient and use digital marketing tools to create marketing channels and promote products online.
  • Apply marketing theories and processes in a real business setting.
  • Create product, pricing, and promotion strategies that align with a company's goals and learn how to identify the most relevant market segments
  • Apply project management theories and tools, show effective critical thinking and problem-solving skills in various business situations, and achieve project goals by collaborating effectively in teams.

    At the end of the qualification, learners will complete a capstone project. This project will help learners develop critical thinking, communication, collaboration, and organizational abilities. Learners will be prepared for exciting roles as marketing or communications assistants, marketing managers, social media specialists or event coordinators.

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

    Compulsory Modules, 27 Credits:
  • Communication and Presentation Skills 3 Credits.
  • Marketing Essentials 3 Credits comparable to Marketing.
  • Digital Marketing Foundations 3 Credits comparable to Marketing and Design Thinking for Marketing Practice.
  • Building and Managing Brands 3 Credits comparable to Brand Management.
  • Business Development and Customer Relationship Management 3 Credits.
  • Integrated Marketing Communications 3 Credits.
  • Introduction to Business 3 Credits.
  • Business Certificate Capstone 3 Credits comparable to Professional Practice (fundamental with WIL Modality 4).
  • Project Management 3 Credits.

    Elective Modules, 3 Credits (Choose one of the following electives).
  • Business Productivity Tools and Technology 3 Credits.
  • Business Context for Data Analysis 3 Credits comparable to Academic, Digital and Data Literacy.
  • Digital and Social Media Advertising 3 Credits comparable to Brand Advertising.
  • Marketing Action: From Concept to Creation 3 Credits comparable to Marketing.

    Similarities:
  • The Southern Alberta Institute of Technology (SAIT) and the South African (SA) qualifications are offered over one year of full-time study.
  • Both qualifications require applicants who completed the secondary school qualifications or equivalent.
  • The purpose of the SAIT and the SA qualifications is to upskill working professionals, equipping them to develop and adapt in ever-changing situations and function in roles related to different aspects of marketing and branding successfully in the contemporary marketing context.
  • Both qualifications facilitate entry into further academic studies, both locally and abroad.
  • Both qualifications include work-integrated learning (WIL) modules in the form of workplace-based learning - both with similar focal areas.

    Differences:
  • The SAIT qualification has 30 credits whereas the SA qualification has 120 credits,
  • The SAIT qualification consists of compulsory and elective modules while the SA consists of compulsory modules and no electives.

    Country: Hong Kong
    Institution: University of Hong Kong
    Qualification Title: Advanced Diploma in Marketing and Brand Management
    NQF Level: HKQF Level 4
    Credits: 120
    Duration: 20 months part-time
    Entry Requirements:
  • The Hong Kong Advanced Level Examination (HKALE (Grade E in 2 subjects).
    Or
  • The HKALE Grade E in 1 subject, and have 2 years of relevant work experience:
    Or
  • The HKCEE Grade E in 4 subjects, and Level 2 in English Language, and have 2 years of relevant work experience.
    Or
  • The HKDSE Examination Level 2 in 5 subjects including English Language.
    Or
  • Hold a certificate in the marketing, business or related discipline.
    Or
  • Be aged at least 21 with 3 years of relevant work experience.

    Purpose:
    This qualification provides a firm foundation to equip learners with knowledge and skills in developing brand strategies and managing brands in a multicultural market environment. It also prepares learners for higher education at degree level and career advancement in brand management in a competitive market environment.
    The qualification aims to equip participants with the principles, theories and practices in marketing with specialisation in brand management. On completion of the qualification, participants should have acquired a basic understanding of marketing and brand theories and be able to apply these to day-to-day operations at work. The qualification also prepares students for further education as well as career advancement in the marketing and brand management areas.

    Qualification structure:
    The qualification consists of 10 compulsory modules

    Compulsory Modules:
  • Principles of Marketing comparable to Marketing
  • Digital and Social Media Marketing comparable to Design Thinking for Marketing Practice
  • Multichannel Marketing Communications comparable to Marketing
  • Consumer Behaviour
  • Introduction to Branding comparable to Brand Management
  • Management Skills for Effective Managers
  • Shopper Relations and Customer Services
  • Marketing Research and Information comparable to Marketing
  • Digital Advertising Communications and Campaign Planning comparable to Brand Advertising
  • Strategic Brand Management comparable to Brand Management and Sustainable Marketing.

    Similarities:
  • The University of Hong Kong (UHK) South African (SA) qualifications have 120 credits.
  • The UHK qualification requires applicants who completed the Hong Kong Advanced Level Examination which is Hong Kong's new Senior Secondary qualification similar to the South African (SA) qualification National Senior Certificate.
  • The purpose of the UHK and the SA qualifications is to equip participants with the principles, theories and practices in marketing with specialisation in brand management. > Both qualifications will prepare learners for further education at a degree level or equivalent.
  • The UHK and SA qualifications facilitate the development of problem-solving skills, effective communication, presentation skills and guidelines on the development of interpersonal skills.

    Differences:
  • The UHK qualification is registered at level 4 on the QF Level HKQF whereas the SA qualification is registered at level 5 on the SA NQF.
  • The UHK qualification runs over 20 months whereas the SA qualification has been designed to run over 12 months.
  • While both qualifications focus on both marketing and brand management, the SA qualification includes finance practice and academic literacy, whereas the HKG qualification has a stronger focus on digital marketing.
  • The UHK qualification does not contain a WIL component, whereas the SA qualification has a WIL component based on the belief in the value that experiential learning and practical experience offer, in accordance with the purpose and characteristics of a Higher Certificate

    Conclusion:
    Based on this detailed comparison, it can be assumed that graduates who exit the SA qualification should be able to articulate into the SAIT Certificate in Marketing at the discretion of the receiving institution. 
    		•

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

    Horizontal Articulation:
  • Higher Certificate in Business Marketing, NQF Level 5.
  • Higher Certificate in Digital Marketing, NQF Level 5.
  • Higher Certificate in Marketing Practice, NQF Level 5.
  • Higher Certificate in Marketing Management, NQF Level 5.

    Vertical Articulation:
  • Diploma in Marketing, NQF Level 6.
  • Diploma in Marketing Management, NQF Level 6.
  • Bachelor of Business Administration in Marketing and Brand Management, NQF Level 7.
  • Bachelor of Business Administration in Marketing, NQF Level 7.
  • Bachelor of Commerce in Marketing, NQF Level 7.
  • Bachelor of Commerce in Strategic Brand Management, NQF Level 7.

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

    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. Red and Yellow Creative School of Business (Pty) Ltd (previously known as The Red & Yellow School of Logic & Magic) 


    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.