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 THAT HAS PASSED THE END DATE:

Certificate: Advertising

SAQA QUAL ID	QUALIFICATION TITLE
35961	Certificate: Advertising
ORIGINATOR
Rosebank Business College
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 Certificate	Field 04 - Communication Studies and Language		Information Studies
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	120	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 06120/18	2018-07-01	2018-12-31
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2019-12-31		2022-12-31

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 Certificate in Advertising provides a broad understanding of the advertising environment within the context of marketing, management and the media. The programme provides the learner with a broad theoretical foundation of advertising and related disciplines and the necessary applicative practical skills to operate in the industry.

The aim of the Certificate in Advertising is to equip the learner with a sound theoretical background and practical business related and advertising industry application skills.

Rationale

In order to create opportunities for individuals entering the job market it is envisaged that employability is enhanced by skills facilitating individual contribution to the business and specifically the area of the information studies and marketing communications environment in a productive manner at entry level.

It should be noted that the qualification does not focus on the creative side of advertising. The qualification will provide entry for the learner into the commercial side of advertising i.e. the recruitment and placement of adverts within a media environment in order to serve a specific emerging niche market.

The qualification provides a good foundation, availing entry opportunities for the individual in the marketing and sales of advertisements in various media environments.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

The qualification assumes that the learner is competent in the language of instruction of the provider and that the learner has passed grade 12 in the secondary school phase or has attained a relevant qualification on NQF level 4.

Recognition of Prior Learning

It is the policy of Rosebank College to recognize prior learning. In the evaluation of qualifications obtained Syllabus content and currency of the qualification is taken into consideration. Credits for subjects to a maximum of on third of the qualification offered can be provided after the evaluation of the qualification by the following the procedure as indicated:

The registration of the qualification will be scrutinized. In the event of the qualification being registered,

Syllabus overlap will be investigated in conjunction with the subject lecturer. In the event of a positive comparison in content,

The matter will be referred to the quality assurance committee who will,

Decide on a final recommendation and decision

A copy of the decision will be kept on record with the learner`s academic and administrative record.

PLEASE NOTE A National policy on the Recognition of Prior Learning is in a developmental phase. Rosebank College will finalize an internal policy to meet the requirements of RPL as soon as the necessary information is made available in the training end education sector.

RECOGNISE PREVIOUS LEARNING?

EXIT LEVEL OUTCOMES

Learning outcomes:

The planned combination of learning outcomes are integrated with critical cross-field outcomes for this qualification.

Practical Competencies

The learner will be able to:

Demonstrate understanding of the processes involved in the communication process by integrating knowledge gained in the correct and effective use of oral and written communication in the correct and applicable format.

Demonstrate effective use of computer skills through the use and manipulation of operating systems and systems application software, with specific emphasis on word, excel, access and powerpoint for the creation, record-keeping and retrieval of different types of communication on basic level.

Demonstrate the application of knowledge gained in terms of advertising by planning an advertising campaign.

Present proof of the ability to apply knowledge of the principles of management related to planning, organizing, implementation, time management and control as part of the development of a work ethic of self -management.

Handle a sales presentation incorporating embedded knowledge of the sales process, obstacles to sales, closing of a sale and the psychology of selling.

Incorporate the principles of marketing in the design of an advertising campaign.

Foundational Competencies

The learner will be able to:

Demonstrate understanding of the importance of Communication both as an interactive and marketing environment tool.

Utilize effective communication skills with different role players for the gathering, reflection and reporting of information linked to the specific area of responsibility both in written and typed format through the application of computer literacy competencies.

Assess requirements of the advertising environment in the South African context in terms of theories of advertising and branding.

Demonstrate understanding of the role and function of the advertising agency in the execution of an advertising campaign in the marketing environment.

Demonstrate understanding of the business environment with a specific emphasis on organizational design, organizational culture, diversity, authority, and the nature of business management.

Compare the various types of advertising i.e pring, outdoors, radio and television, trade shows for application and effectiveness.

Reflect on the processes of direct and indirect selling and after sales service.

Demonstrate a solid understanding of marketing principles

Reflexive Competencies

The learner will be able to:

Identify and explain the role, purpose and application of communication in the business and advertising environment

Apply relevant computer knowledge in the setting up, and maintenance of communication for individual and group audiences in the business environment.

Utilize information for the development of an advertising campaign through the assessment of relevant factors including media fragmentation, legislation and the needs and expectations of an emerging PDI business empowerment thrust.

Identify and describe the various roles of marketing, sales, and advertising in the business environment.

Evaluate possible options of advertising and media as a tool in the marketing process in order to address specific needs of potential advertisers.

Critical Cross-field Outcomes

The qualification contributes to the development of competencies linked to critical cross-field outcomes including:

Communication:

A strong emphasis is placed on business communication skills in the programme through the lecturing of Business Communication theory and the application of skills.

The use of Science and Technology:

Learners are provided with a sound foundation in terms of computer literacy to be utilized in the application of skills obtained in the more theoretical components of the programme.

Problem solving:

Problem solving skills are developed through the completion of various assignments and programme related activities where learners are expected to address practical problem scenarios relevant to the content of the programme.

Working with others:

In addition to individual input learners are also expected to develop group interaction skills through the completion of assignments in group context. The practical exposure to group dynamics will be utilized effectively in the promotion of a culture of teamwork often expected in employment situations.

Organizing and managing oneself:

Organizational and planning skills are developed in the execution of progamme related activities.

Critical thinking skills:

Learners are required to apply knowledge gained in practical scenarios linked to programme content in order to promote initiative and problem solving skills in the workplace.

Understanding the world as a set of related systems:

The programme contributes to the enhancement of employability of the individual in the employment market as the necessary theoretical and practical skills foundation is developed for career path development in the employment sector.

ASSOCIATED ASSESSMENT CRITERIA

Formative and summative assessment is used to gauge the learner`s performance. Learners are continuously assessed via practical, group and class assignments, essays, presentations, and tests. Integrated assessment is done by means of a 3 hour written examination and practical assignments at the end of each semester.

Learners are expected to demonstrate knowledge and skill through:

The correct and effective use and application of verbal and non-verbal communication and communication formats accepted in the business environment.

Demonstrating theoretical understanding of the principles and models of communication.

The use of communication both for the sourcing and reporting of information in the relevant field of study.

Show a good understanding of the requirements, use and application of computer literacy skills terms of the creation, recording, storing and accessing of information.

Utilizing computer literacy skills for the creation and maintenance of a customer database.

Utilizing of computer literacy skills for the preparation and execution of a sales presentation.

The correct and effective use and application of foundational marketing theory for the planning of a marketing communications plan with en emphasis on the effective utilization of various media for advertising of a product or brand.

The integration of sales principles for the planning and presentation of a professional presentation.

Demonstrate competence at applying the theoretical principles of management in the planning, implementation and control of activities within the framework of organizational design and applying knowledge gained to the advertising agency environment in particular.

The effective use of computer literacy skills in the planning, creation and record keeping of various formats of communication, the preparation of presentations and the after sales service.

Demonstrate knowledge and understanding of the role and function of advertising, sales and marketing as variables impacting on the planning, design, implementation and assessment of a marketing campaign.

Demonstrate knowledge and understanding of the history, development and current status of the South African marketing environment with specific emphasis on the emerging previously disadvantaged business and consumer sector.

Integrated Assessment

Learners are assessed on a continuous basis throughout the academic period and can only gain access to the examination if they meet the requirements stipulated for each section of the programme. Theoretical knowledge and the application of knowledge are measured against the identified outcomes by means of content driven projects, assignments, class presentations and practical work. This is supplemented by assessment through theoretical and practical class tests and examinations.

The assessment of the programme is governed by the Rosebank College Rules and Regulations. In the programme and study units offered at the College, no learner is provided with access to the examination unless he/she, in the specific academic period:

Received tuition for the subject as a registered learner at the College;

Has achieved, at a specified date, the completion of a specified amount of work, assignments and continuous assessment marks as demanded in the prescribed syllabus of the programme or study unit as a calculated mark for the academic period.

Met a minimum of 80% class attendance as required by the College and verified by formal class attendance registers as kept by the College for the academic period.

To enable learners to track their performance against the set criteria, a weighting document is provided to each learner at the onset of the academic period for the programme. The advantage of the system is that learners are fully aware of their responsibilities at the onset of the programme and are fully informed of the performance requirements for each subject and the programme in a transparent manner. The "weight" or value of each assessment for a specific section of the programme is provided and all marks towards the attaining of the qualification is calculated as per the indicated procedure as depicted on the weighting document for the programme.

The following additional regulations govern the standard, quality assurance, integrity, operational conduct and quality assurance maintenance of learner assessment:

1. Setting of class tests

The language of the papers set for class tests and assessment will be in the same language as the instruction/training was given.

Class tests for individual subjects is set by an identified lecturer at the College in accordance with the syllabus content and requirements of the programme. In the event of more than one class being offered for the specific subject, input from all the lecturers are obtained to ensure that the standard of assessment is maintained. The programme coordinator will ensure that input is received from all relevant lecturers at the sites of delivery. A test bank will be available as a frame of reference and will be accessible to all lecturing staff at the College.

2. Setting of assignments

It will be expected of learners to complete assignments in the same language as the instruction/training was given.

Assignments are set at the discretion of the lecturer with the agreement that it must focus on the outcomes and where possible the practical application of knowledge gained. Guidelines are provided in the syllabus. Lecturers are encouraged to ensure that practical application of skills across the programme is incorporated for example, a Business Communication assignment could be prepared on Computer, utilizing the practical application of both the subject`s content and the content of the computer literacy module in the programme.

In the event of more than one class being offered for a specific subject, input is obtained from all the lecturers by the Programme Coordinator to ensure that the group completes the same standard of assignment ensuring the maintenance of the overall standard of assignments at the sites of delivery.

3. Marking of class tests and assignments

Lecturers mark the class tests and assignments according to the Master Memorandum set for the assignment or test. The procedures linked to appeals and the availing of final results and qualifications are followed explicitly.

INTERNATIONAL COMPARABILITY

Rosebank College endeavors to ensure that all qualifications offered, compares well with industry standards and requirements on a national and international level. This is mainly achieved through input during the compilation and assessment of the programme and d subsequently through programme reviews driven by the Programme Advisory Committee.

The utilization of academic material including textbooks published nationally and internationally is also used to gauge comparability. The foundational principles of marketing, sales, advertising and management are internationally accepted and compares well with content of similar programmes offered in marketing and advertising on certificate level.

ARTICULATION OPTIONS

The programme articulates vertically with programmes such as the IMM certificate in Marketing or Advertising Management and the fundamental skills obtained avails entry opportunities for further studies in Advertising, Media and Computer skills as well as Business studies on Diploma level within the Rosebank and Advtech Education Group.

MODERATION OPTIONS

External examiners and moderators are appointed to validate Learner assessments. The appointment of individuals in this capacity is governed by specific regulations and individuals are selected for appointment against the set of criteria.

Curriculum Vitaes of the potential candidates are scrutinized and qualifications as well as industry and academic experience in the subject field are evaluated. Individuals are contacted for a personal interview and are contracted for their services linked to their area of expertise.

Recommendation of a Moderating Body

The qualifications and experience required from external examiners and moderators with regard to this programme:

The selected individual will meet the following minimum requirements to be appointed as an external examiner/moderator:

The individual should not be an active lecturer at Rosebank College.

The individual should have lecturing and assessment experience in the field of tertiary education.

The individual must have at minimum a NQF level 6 qualification, but preferably a NQF level 7 qualification in the subject for which the paper is set.

The individual should be familiarized with the syllabus content and required outcomes of the syllabus

The individual must have relevant practical working experience in the field of study.

In the validation of the assessment it is the responsibility of the individual to:

Scrutinize the standard of the paper in accordance to the syllabus of the subject.

Ensure that the outcomes requirements are assessed adequately and in a fair manner.

Ensure that all questions included in the paper meet the requirements of clarity and that no ambiguous interpretations will occur

Ensure that academic and the application of academic knowledge are adequately tested.

Scrutinize the memorandum to be used for the marking for accuracy of all papers written for the specific component.

Evaluation context of external examiners and moderators

External examiners and moderators contribute predominantly to the quality assurance process through input delivered on the standard of examinations utilized at the end of the academic period which depends on whether the subject is offered is assessed as a year course or semester course.

Rosebank College has included the training of assessors in accordance with the National Unit Standards for Assessors in the 2002-2003 Workplace Skills Plan in order to move towards the development of registered assessors as part of our continuous Quality Assurance Management planning.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

The required qualifications of assessors

The selection and appointment of assessors are governed by the Rosebank College rules and regulations. Assessors for specific subjects included in the programme are required to meet the criteria:

The individual must have at least a NQF level 6 qualification in the subject for which the paper is set.

The individual must be au fait with the syllabus content and required outcomes of the syllabus.

The individual must have relevant lecturing experience in the subject.

The individual must preferably have practical working experience in the field of Study.

It is the responsibility of the individual to:

Draft the paper in accordance to the syllabus of the subject.

Ensure that the outcomes requirements are assessed in the paper.

Ensure that the paper is constructed in a fair manner to test the appropriate content.

Draft the Master memorandum to be used for the marking of all papers written for the specific component.

REREGISTRATION HISTORY

As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2006; 2009; 2012; 2015.

NOTES

Language of Qualification

The language primarily used for instruction at Rosebank College is English. However, due to the Linguistic profile of the majority of our learner population multi-lingual academic staff may address concepts in a Learner`s mother tongue should the need for clarification arises.

The Language policy of the institution makes provision for the acknowledgement of the diversity of the official languages of the Republic of South Africa.

It encourages a culture of language upgrade and inclusivity within the framework of the reality that a good command of the English language, regardless of the individual`s language of cultural preference, is an advantage.

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.	Rosebank Business College