SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE:

Diploma: Copywriting

SAQA QUAL ID	QUALIFICATION TITLE
13806	Diploma: Copywriting
ORIGINATOR
University of Natal
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
Was CHE until Last Date for Achievement			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
National Diploma	Field 04 - Communication Studies and Language		Information Studies
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	256	Level 5	Level TBA: Pre-2009 was L5	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 2663/05	2006-07-01	2009-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2010-06-30		2014-06-30

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 is replaced by:

Qual ID	Qualification Title	Pre-2009 NQF Level	NQF Level	Min Credits	Replacement Status
72866	Diploma: Copywriting	Level 5	NQF Level 06	256	Complete

PURPOSE AND RATIONALE OF THE QUALIFICATION

The diploma aims to equip learners with comprehensive knowledge of copywriting and through continuous application develop original and expert skills in the art of copywriting. The diploma is taxing both on an intellectual and creative level, for to be successful copywriters, learners need to acquire a thorough knowledge and understanding of the whole advertising planning process and specifically the copywriter's role in it. Thus the theory and practice of copywriting is always taught in conjunction with each other to ensure that solid but adaptive skills are acquired in the following areas: (a) Copywriting, (b) Marketing and Communications Planning Processes, (c) Television Production, (d) Creative Process and Writing, (e) Reproduction and Print, (f) Radio Production, (g) Marketing and Advertising, (h) Thinking Skills and Ethics. The modules organised around these areas move from the general to the specific so that graduates learn all the fundamental concepts and processes involved in the process of copywriting as it is currently practised in South Africa's advertising industry, and are able to enter the industry at a professional level.

Learners acquire various skills with which to apply knowledge and creative thinking in the copywriting process. These skills are transferable in the sense that learners should be able to apply them in a variety of different media and types of advertising. Projects are structured around actual advertising briefs so that learners can apply their skills to real life campaigns under close guidance from lecturers resulting in the compilation of a solid portfolio of work. In addition, learners are briefed by agencies and experts in the industry, and receive feedback and critical evaluation from them. Therefore a considerable portion of instruction consists of direct interaction between learners and experts in the industry. A six week internship programme in an advertising agency is built into the diploma requirements.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Ability to identify and solve problems at an intermediate level;

Ability to manage oneself responsibly;

Ability to collect and organise information;

Ability to communicate adequately in English and other languages;

Understand how to manage information and information technologies;

Knowledge of and competency in language, communication and numeracy skills;

Knowledge of and competency in critical thinking and problem solving;

Understanding of philosophical, political, historical and sociological enquiry.

RECOGNISE PREVIOUS LEARNING?

EXIT LEVEL OUTCOMES

Understand what copywriting and the work of a copywriter entails;

Be able to present creative work and rationales;

Understand the structure of an advertising agency;

Understand a creative brief and strategy and use it in writing a copy platform;

Understand, write and execute print, television, radio advertisements;

Understand, write and execute advertisements for the various alternative media;

Comprehend and use the legal boundaries as encoded in the Advertising standards Authority of South Africa's Code of Advertising Practice;

Compile and present a portfolio;

Work successfully as part of a group in executing campaigns;

Operate functionally in a real advertising agency within the internship programme;

Gain an overview of the Marketing and Communications Planning Process;

Understand how to develop a systematic framework for identifying possible breakthrough ideas (gap analysis) to guide the search for growth opportunities;

Undertake a SWOT analysis, identify key issues and translate these into workable company and marketing objectives;

Understand the process of marketing segmentation and target marketing;

Understand how to develop and manage one's product, price, distribution, processes and systems and people in order to develop a sound marketing strategy.

Understand implementation, budgeting, evaluation and control measures;

Understand how to develop an integrated Marketing Communications Strategy;

Understand and apply various styles of writing;

Have a comprehensive knowledge of the various genres and generate individual writing material;

Explore alternative creative methods and media;

Understand and acquire the latest technical knowledge to meet the needs of the advertising industry as far as print production and reproduction is concerned;

Understand the process of radio production, post production, and be able to implement it;

Produce an Integrated Marketing Communications Campaign for a real client.

ASSOCIATED ASSESSMENT CRITERIA

Demonstrate an awareness of the place and roles of advertising in a market economy;

Demonstrate an understanding of the creative dimension of advertising;

Apply knowledge and skills appropriate to advertising industry to present creative work in written form and oral presentation;

Synthesise information from various sources to produce a rationale for a campaign;

Demonstrate the ability to work as part of a group and operate functionally in a real advertising agency;

Produce an integrated marketing communications campaign for a real client.

Integrated assessment appropriately incorporated to ensure that the purpose of the qualification is achieved:

Learners will demonstrate their ability and proficiency in each of the areas through individual projects, group projects, final projects, portfolio compilation, presentations, examinations, internship. These are assessed in an integrated manner by a full range of assessment procedures which include:

Peer evaluations

Internal Tutor evaluations

External Tutor panel evaluations

Moderators

Internship reports

Written Examinations

Written Tests.

ARTICULATION OPTIONS

The Diploma articulates upwards with BA, BSocSc degrees.

MODERATION OPTIONS

The Diploma is to be accredited by the Association of Advertising Agencies (AAA) School of Advertising who will therefore be acting as a moderating body. The ETQA system for HE is not yet fully developed. Until such time as it is, procedures described under assessors criteria suffice.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

Until the HEQC establishes a registration system for assessors in the HET Band, the University of Natal assumes that, on the basis of its rigorous selection criteria for the appointment of academic staff (who also have opportunities for staff development in assessment), staff are competent to assess students on the modules they teach. This assessment is quality assured via a university system of internal moderation and external examination. External examiners are appointed for their teaching and disciplinary expertise and subject to the approval of faculty Boards. The University of Natal ruling is that 66 % of all assessments at exit level, i.e. leading to qualifications are externally examined.

REREGISTRATION HISTORY

As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2006.

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:

When qualifications are replaced, some of their learning programmes are moved to being recorded against the replacement qualifications. If a learning programme appears to be missing from here, please check the replacement.

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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.

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