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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Commerce in Digital Marketing 
SAQA QUAL ID QUALIFICATION TITLE
125162  Bachelor of Commerce in Digital Marketing 
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
National First Degree  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered  EXCO 0836/25  2025-11-13  2028-11-13 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2029-11-13   2034-11-13  

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 
The purpose of the Bachelor of Commerce in Digital Marketing qualification is to provide a well-rounded, broad education that equips learners with the knowledge base, theory, and methodology of disciplines, and enables them to demonstrate initiative and responsibility in an academic or professional context. Principles and theory are emphasised as a basis for entry into the labour market, professional training, postgraduate studies, or professional practice in a wide range of careers. The qualification will provide learners with a solid grounding in the application of marketing principles and techniques via information technologies.

The qualification will enable learners to follow a career in Digital Marketing that will enable them to use technology to communicate products, services, and branding messages to a target audience to grow business. Learners will understand the conventional marketing approach and be able to fulfil the marketing function for a business and understand how technology is used effectively and efficiently to accomplish this. The qualification does not intend to provide a deep skill set in technology itself, but instead, includes adequate exposure to appropriate technologies to establish an understanding of how technology can be used for marketing in business, inclusive of search engine, mobile and online marketing. Marketers will thus be able to work with technology specialists and developers to guide them to implement marketing strategies effectively to achieve marketing objectives. This will enable them to adequately understand the challenges and opportunities presented by technology to develop and deploy Digital Marketing strategies for business in cooperation with technologists.

In addition, the qualification is designed to ensure that learners understand the business environment with regards to digital marketing, management, finances, and project management, to enable them to understand business and its associated disciplines to make sound marketing decisions and to enter the industry as Digital Marketing specialists with confidence.

This qualification is designed to develop the knowledge and skills and meet the outcomes which are internationally and locally identified as critical for a career in this discipline. The specialist skill set covered in this qualification was identified by practising industry experts to comply with the need for Digital Marketing professionals focusing on online marketing solutions. Graduates will be well-positioned to add value to the establishment that employs them to pursue further studies in this field or to work as entrepreneur marketers or consultants in the industry.

Upon completion of this qualification, qualifying learners will be able to:
  • Develop and implement marketing and digital marketing strategies within a business environment.
  • Demonstrate a deep understanding of the success factors of a modern business.
  • Identify appropriate technology solutions to implement a Digital Marketing strategy and to communicate services, products, and branding messages to a specific target market.
  • Collects analyse and interpret data to inform marketing strategy development.

    Rationale:
    The need for this qualification emanated from the changing way in which individuals and businesses communicate in the modern business context. With the continual evolving of Information Technology, the world of business has changed dramatically. Businesses communicate their brand and product information to customers through an array of digital media This shift now demands that companies use technology correctly and efficiently to ensure that they reach the correct target market and that their message is efficiently and competitively conveyed to ensure consumers will select their products and services over competitor offerings. This shift is of critical importance as businesses who do not use these marketing channels correctly will not gain competitive advantage.

    Technology associated with e-commerce and the Internet have changed the way the world does business. It is imperative that specialist education be provided in the field of Digital Marketing to ensure that businesses achieve success through the development of their marketing strategies in line with the new economy for the new consumer. Marketers operating in the digital economy must have the knowledge and skills to leverage technology aimed at optimising marketing activities to remain competitive through the creation of, inter alia, digital client relationship management, social networking marketing and online reputation management. As marketing is about communicating the products, services, and branding messages in an effective, efficient, and professional manner to specific target markets to grow business, the use of technology is imperative to reach the correct target market and achieve a competitive edge for business continuity. In this respect emphasis is to be placed on search engine marketing, mobile marketing, e-mail marketing and affiliate marketing through the development and implementation of a digital marketing strategy.

    The qualification will provide learners with an opportunity to pursue further studies in marketing, branding, or advertising management.

    This qualification is designed to develop the knowledge and skills to meet the outcomes which are internationally and locally identified as critical for a career in this discipline. The specialist skill set covered in this qualification was identified by practising industry experts to comply with the need for Digital Marketing professionals focusing on online marketing solutions. Learners will be well-positioned to add value to the establishment that employs them; to pursue further studies in this field; or enable them to work as entrepreneur marketers or consultants in the industry.

    To prepare learners for a career in Digital Marketing, the qualification focuses on conventional marketing principles, concepts, and strategies and its application using technology to promote marketing in a digital environment. To further inform this specialisation, business management and strategy are included, together with exposure to appropriate and relevant technologies. Career opportunities available for learners include:
  • Marketing Manager.
  • Marketing Consultant.
  • Content Coordinator.
  • Public Relations Officer/Representative.
  • Business Owner.
  • Communications Manager.
  • Corporate Consultant.
  • Advertising Professional/Executive.
  • Digital Marketer.
  • Services Marketing.
  • Product Marketing.
  • Marketing Analyst. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    The Institution subscribes to the principles as outlined in the CHE Policies on the Recognition of Prior Learning, Credit Accumulation and Transfer, and Assessment in higher education as well as the SAQA National Policy and Criteria for the Implementation of RPL.

    RPL for access:
  • Credits towards a qualification are not awarded by RPL but can be achieved through the Credit Accumulation and Transfer Process.
  • RPL can be used to give a learner access to a qualification if they have the required prior qualification but not at the performance level normally required.
  • RPL can be used to give a person admission to a qualification without having completed a qualification normally required at a lower level.
  • Only 10% of any cohort can be admitted through RPL.
  • RPL is applied to formal, informal, and non-formal learning achieved through any means other than formal study towards a recognised qualification or part of a recognised qualification, which is normally recognised through a process of Credit Accumulation and Transfer.
  • Assessments for RPL are carried out by subject matter experts and are normally against the conventional entry requirements or assumptions about learning associated with entry requirements for a qualification.

    RPL lends itself to an integrated form of assessment. As the learning is normally not gained entirely through a formal process, it is often something the candidate is best able to present in an integrated manner through the presentation of evidence (often from their work environment) and/or the completion of a task or tasks that will enable demonstration of the required competences.

    The prior learning assessment seeks only to establish if the candidate has, through a process other than the ordinary formal certificated educational route acquired the knowledge, competence and skills that would normally be expected for those being granted admission. Content knowledge is often not the primary consideration if it is something that can be readily acquired and will not inhibit progression, therefore, a Portfolio of Evidence (PoE) is presented.

    The institution Credit Accumulation and Transfer, Recognition of Prior Learning and Qualification Completion Policy (IIE010) distinguish between RPL for access, which provides an alternative access route into a qualification of learning.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • National Senior Certificate (NSC), NQF Level 4 granting access to bachelor's degree studies.
    Or
  • National Certificate (Vocational), NQF Level 4 granting access to bachelor's degree studies.
    Or
  • Senior Certificate, NQF Level 4 with endorsement. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

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

    Compulsory Modules, Level 5, 120 Credits
  • Accounting 1A, 15 Credits.
  • Business Management 1, 15 Credit.
  • Applied Communication Techniques, 15 Credits.
  • Introduction to Website Design and Development, 15 Credits.
  • Accounting 1B, 15 Credits.
  • Introduction to Marketing Theory and Practice, 15 Credits.
  • Digital Marketing 1B, 15 Credits.
  • Introduction to Micro and Macro Economics, 15 Credits.

    Compulsory Modules, Level 6, 120 Credits
  • Digital Marketing 2A, 15 Credits.
  • Financial Management for Strategic Brand Management, 15 Credits.
  • Project Management, 15 Credits.
  • Quantitative Techniques, 15 Credits.
  • Small Business Management, 15 Credits.
  • Digital Marketing 2B, 15 Credits.
  • Brand Activation, 15 Credits.
  • Data Analytics for Digital Marketing, 15 Credits.

    Compulsory Modules, Level 7, 120 Credits
  • Digital Marketing 3A, 15 Credits
  • Strategic Management, 15 Credits.
  • Introduction to Research, 15 Credits.
  • Digital Communication Law, 15 Credits.
  • Digital Marketing 3B, 15 Credits.
  • Research Practice, 15 Credits
  • Brand Challenge, 15 Credits.
  • Digital Brand and Business Strategy, 15 Credits. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Identify and define the roles and purposes of marketing and digital marketing within the business sector.
  • Correctly contextualize marketing and digital marketing processes and relationships to other areas of business.
  • Proficiently identify and define target markets as the focus of specific products and services.
  • Competently formulate and efficiently implement plans and strategies to meet marketing objectives.
  • Identify and analyse marketing and digital marketing requirements accurately to promote business succession.
  • Develop and effectively implement digital marketing plans and strategies capably to grow business.
  • Successfully develop a marketing plan relevant to the client's needs and intended target market is through the application of the appropriate project management principles.
  • Evaluate a digital marketing strategy suitably in the context of given marketing objectives.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Correctly identify and evaluate the relevance of market trends in the context of specific business and marketing risks.
  • Adequately explain the relationship between the different business functions respective roles and contributions to the success of the business.
  • Accurately identify economical and financial factors which may influence profitability and corporate economic well-being and impact on Digital Marketing applications are.
  • Adeptly identify and evaluate digital marketing budgeting, funding, and financing strategies.
  • Illustrate critical understanding of the role of social, economic, political, and technological forces when developing a Digital Marketing plan.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Evaluate the different technology solutions available in Digital Marketing solutions a and those most appropriate to achieve specific objectives.
  • Correctly identify Information technology solutions most appropriate to communicate to specific target markets.
  • Efficiently formulate Digital Marketing messages and communication campaigns to achieve specific marketing objectives aimed at managing client relationships and social networking.
  • Appropriately conduct market analysis to identify gaps using a variety of Digital Marketing tools within the business to promote products/services.
  • Appropriately developed digital marketing campaigns specific to selected technologies to promote and enhance interaction between business and customers/clients.
  • Illustrate the ability to work as a team member and/or guide a team of technologists in the development of appropriate Digital Marketing solutions for various platforms such as search engine marketing, e-mail marketing and mobile marketing.
  • Correctly identify and apply methodologies and techniques to organise and coordinate activities needed for efficient project completion.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Accurately perform a gap analysis on Digital Marketing applications to achieve business objectives.
  • Proficiently apply deductive, analytical, comparative, and circumscriptive research methods to analyse market trends and Digital Marketing techniques within business environments.
  • Research assesses, interpret and present findings relating to Digital Marketing applications and trends is conducted in a professional and academically sound manner.

    INTEGRATED ASSESSMENT
    Integrated Assessment
    The assessment strategy for the qualification includes projects, portfolios of evidence (PoE), assignments, Integrated Curriculum Engagement (ICE) tasks, examinations, and a research proposal.

    Formative Assessment:
  • As competence develops over time and is improved with feedback, formative assessment should take place throughout the learning process and must result in feedback that enables learners to improve their performance and prepare for summative assessments.
  • Feedback to learners may include a model answer, or rubric, depending on the nature of the discipline. However, these are not sufficient as they do not provide an individual learner with feedback on the relationship between the learners' response and the desired response in such a way that the learner knows what action is needed to improve their performance particularly in preparation for the summative assessment.
  • Some formative assessments are not graded (awarded marks) and function to provide learners with feedback to promote their development but performance on the actual task does not contribute to the final module mark.
  • ICE tasks would be an example of formative assessments that are not graded insofar as each task does not make a performance-based, assessed contribution to the final mark although completion of the tasks is required to earn a contribution to the final mark.

    Graded Formative Assessment
  • Some formative assessments are graded and thus have both the feedback and evaluative role.
  • Graded formative assessment results are included in the Cumulative Assessment (CASS) Mark.
  • Graded formative and summative assessments are designed centrally in a standard manner and format for all learners in a module against the module outcomes. Unlike ICE, graded assessments are not tools for class-specific responsive evaluation and feedback by the lecturer to the learner group they are teaching.
  • The feedback from graded formative assessments should be used by learners to improve performance in their summative assessments but this feedback is generally subject to a time delay.
  • Tests.
  • Essays.
  • Tasks in a Portfolio of Evidence (PoE) are examples of graded formative assessments.

    Summative Assessment
  • The purpose of summative assessments is to evaluate learner learning, skill acquisition and academic achievement at the end of a defined instructional period.
  • Unlike formative assessments, which summarise learners' development at a point in a module and are intended to improve the learners' learning capacity or skill, summative assessments focus on analysing learner achievements after the completion of the learning process.
  • Normally, learners are only given a grade for summative assessments and not detailed feedback.
  • Summative assessments are typically the work of individual learners, rather than a group of learners. 
    		•

    INTERNATIONAL COMPARABILITY 
    Country: New Zealand (NZ)
    Institution: University of Canterbury's
    Qualification title: Bachelor of Commerce specialising in Marketing.
    Duration: three years fulltime

    Entry requirements
  • NCEA (National Certificate of Educational Achievement) with University Entrance or equivalent.

    Purpose/rationale
  • Marketing goes beyond advertising and sales pitches it analyses customer needs to design and produce goods or services that match buyer expectations or even convinces them to change their buying habits.
  • UC's Marketing degree is focused on building practical skills and includes real-world marketing opportunities.

    Qualification structure:
  • Principles of Marketing, comparable to Introduction to Marketing Theory and Practice.
  • Marketing Management.
  • Marketing Research, comparable to Research Practice.
  • Consumer Behaviour.
  • Services Marketing and Management.
    Or
  • Business, Society and the Environment.

    Qualification progression
  • Bachelor of Commerce with Honours

    Similarities:
  • New Zealand (NZ) and South African (SA) qualifications are both offered for three years fulltime.
  • Both NZ and SA qualifications progress to a Bachelor of Commerce with Honours in the relevant field.
  • NZ and SA require learners who completed National Certificate of Educational Achievement/ National Senior Certificate.
  • NZ and SA qualifications share similar comparable modules such as Marketing Research and Principles of Marketing.
  • Both qualifications will equip learners with a strong foundation in applying marketing strategies and methods through the use of information technology.

    Country: Botswanan
    Institution: Botho University (BU)
    Qualification title: BCom in Digital Marketing

    Entry requirements:
  • BGCSE / equivalent with minimum Pass (D) in 5 subjects including English and Minimum Credit (C) in Mathematics.
  • Recognition of Prior Learning (RPL): Access through Recognition of Prior Learning (RPL) and Credit Accumulation and Transfer (CAT) in accordance with the RPL and CAT National Policies.

    Purpose/rationale
    Digital marketing is one of the fastest-growing and in-demand skills in industry. The Bachelor of Commerce in Digital Marketing degree qualification will equip learners with skills required to identify the right message and the right digital platforms to deliver this message for maximum impact. Digital marketing also helps in the understanding of conventional marketing approaches and how technology is used in areas such as Digital Marketing, Social Media Marketing, Search Engine Marketing, Mobile Marketing, E-Mail Marketing and Affiliate Marketing through the development and implementation of Digital Marketing Strategy.

    Qualification structure:
  • Introduction to MS Office.
  • Academic Writing for Business.
  • Business Management, comparable to Business Management.
  • Introduction to Financial Accounting, comparable to accounting.
  • Programming Logic & Design.
  • Introduction to Public Relations.
  • Microeconomics, comparable to Introduction to Micro and Macro Economics.
  • Business Management, comparable to Business Management.
  • Organisational Behaviour.
  • Digital Marketing Software and Techniques.
  • Digital Marketing Fundamentals.

    Elective Modules
  • French
  • Mandarin
  • Globalization and Emerging
  • Markets.
  • Creative Publications
  • Video Production
  • Social, Legal and Ethical issues in Digital Data.
  • International Service Marketing.

    Similarities:
  • Botho University (BU) and South Africa (SA) share similar comparable modules such as Business Management, Introduction to Financial Accounting, and Microeconomics.
  • Both qualifications will equip learners with understanding of conventional marketing approaches and how technology.

    Difference:
  • BU qualifications offer both compulsory and elective modules, while the SA qualification offers compulsory modules only. 
    		•

    ARTICULATION OPTIONS 
    Horizontal Articulation:
  • Bachelor of Arts, NQF Level 7.
  • Bachelor of Business Administration in Brand Building and Management, NQF Level 7.
  • Bachelor of Business Administration in Retail Management, NQF Level 7.
  • Bachelor of Commerce in Marketing Management, NQF Level 7.
  • Bachelor of Arts in Digital Marketing and Communication, NQF Level 7.
  • Bachelor of Business Administration in Marketing, NQF Level 7.
  • Bachelor of Marketing Management in Business Administration, NQF Level 7.

    Vertical Articulation:
  • Postgraduate Diploma in Brand Building, NQF Level 8.
  • Postgraduate Diploma in Futures Thinking, NQF Level 8.
  • Postgraduate Diploma in Digital Marketing, NQF Level 8.
  • Postgraduate Diploma in Management in Marketing, NQF Level 8.
  • Bachelor of Arts Honours in Digital Marketing, NQF Level 8.

    Diagonal Articulation
  • Postgraduate Diploma in Business Leadership, NQF Level 8.
  • Occupational Certificate: Marketing Coordinator, NQF Level 5
  • Postgraduate Diploma in Project Management, NQF Level 8.
  • Postgraduate Diploma in Public Administration, NQF Level 8.
  • Postgraduate Diploma in Business Administration, NQF level 8.
  • Bachelor of Arts Honours in Digital Marketing, NQF Level 8. 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    1. Develop and implement marketing and digital marketing strategies within a business environment.
    2. Demonstrate a deep understanding of the success factors of a modern business.
    3. Identify appropriate technology solutions to implement a Digital Marketing strategy and to communicate services, products, and branding messages to a specific target market.
    4. Collect, analyse and interpret data to inform marketing strategy development. 

    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.