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: 

Bachelor of Commerce in Strategic Brand Management 
SAQA QUAL ID QUALIFICATION TITLE
93948  Bachelor of Commerce in Strategic Brand Management 
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  Generic Management 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  375  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2033-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of this programme is to promote access to higher education and to qualify students to follow a career in Strategic Brand Management. This programme will provide learners with the knowledge, skills and applied competencies identified by industry as critical for employees to enter the world of work as brand and business strategists in either the private, the government sector or in Non-Government Organisations. Graduates will be well-prepared for this field with a set of skills which will position them to add value to the organisation that employs them and will be positioned to study further in a related specialisation in support of the principles of life-long learning. The qualification facilitates critical learning through the exposure to and application of specialised learning areas plus relevant support learning areas to enable the learner to manage the versatile and dynamic context of modern commerce. It will also focus on channel planning, which is a combination of the classic disciplines of logistics, new media and media planning.

Rationale:
Bachelors' Degrees have the primary purpose of providing "a well-rounded, broad education that equips graduates 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."

This qualification will provide candidates with a thorough grounding in the key disciplines of business management, brand management, innovation management, financial management and critical thinking. These are the key disciplines that inform the professional practice of strategic business and brand management. Graduates will be able to lead organisations through informed financial decision-making and meaningful business acumen grounded in a deep understanding of holistic brand management. This qualification has been designed to graduate solution-focused, systemic thinkers geared for building businesses and brands in the South African economy. This Degree will also endow the knowledge to nurture a profound understanding of the economies, need profiles and opportunities presented in developing markets with an understanding of relevant technology, communication and culture.

Business managers in the 21st century and "conceptual age" are often ignorant of brand equity intelligence optimisation. Only when business is seen as a translation of a well-crafted brand identity, true business literacy can follow, which includes the ability to design integrative strategies and inform actions, behaviours and decisions geared to sustainable business growth with adherence to healthy brand practice. The success of effective brand and business strategists in organisations contributes directly to its profitability, but also its good corporate social behaviour with a stakeholder-centric approach in truly leading high brand equity organisations. Business managers in the 21st century also are experts in environmental scanning and have the ability to manage change effectively with cognisance to technological advancement and efficient human capital management.

This Degree will qualify people to work in the private and public sectors and aims at providing competent business and brand managers in the private and the public sectors who, by understanding innovative brand building practice in the context of business science and financial management, contribute to the total business and communication endeavour of the organisation. This Degree will also graduate aspirant entrepreneurs as students will gain the knowledge to start their own businesses after graduating. This entrepreneurial mindset is also imperative in leading existing corporate businesses. Graduates will gain a critical understanding of business and finance theory and practice and brand building theory and practice, and will develop the ability to critically analyse and apply this knowledge to benefit the organisation in support of its business objectives in an ethical and socially responsible manner.

The outcomes for this qualification were identified as critical to drive a successful career in business management and will prepare the student to take up positions in the business, brand, marketing, media, finance or communication industry, in management divisions of the public and private sectors and in consultancy, non-government organisations, in government communications and community-based organisations. Graduates will be suitably prepared to demonstrate competencies in brand building, financial, communication and creative roles in business, and to contribute to the economic well-being of their organisation in a responsible manner.

Examples of core career opportunities for graduates exist in/as (mostly geared for blue chip companies):
  • Strategic Planner.
  • Entrepreneur.
  • Business Consultant.
  • Account Manager.
  • Brand Strategist.
  • Brand Manager.
  • Brand Auditor.
  • Digital Marketing Strategist.
  • Marketing Manager.
  • Brand contact Planner. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    Students can achieve this qualification in part through Recognition of Prior Learning. The IIE RPL Policy (IIE010) and the Academic Credit and Qualification Completion Policy (IIE004) guide this process.

    RPL for formal learning (Credit recognition):
    Students may apply for credits or exemptions for subjects already passed in-house or at other recognised institutions.

    RPL for informal and non-formal learning:
    Skills, knowledge and experience in respect of competencies acquired through informal and non-formal learning are also assessed in the RPL process.

    The IIE RPL Policy and the Academic Credit and Qualification Completion Policy guide the process whereby skills, knowledge and experience in respect of competence acquired through formal and non-formal learning are assessed. All RPL submissions are managed by an academic committee under the supervision of the Academic Manager and Registrar.

    Access to the Qualification:
    Learners must have either of the following as admission requirements:
  • Senior Certificate granting access to Bachelor Degree Studies.
    Or
  • National Senior Certificate granting access to Bachelor Degree Studies.
    Or
  • National Certificate (Vocational) at NQF Level 4. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The Bachelor of Commerce in Strategic Brand Management consists of 32 modules at NQF Level 5, 6 and 7 with one elective at NQF Level 7 totalling 375 Credits.

    NQF Level 5 (10 Modules totalling 93 Credits):
  • Business Communication and Digital Media 1A, 8 Credits.
  • Business Communication and Digital Media 1B, 9 Credits.
  • Critical Studies 1A, 6 Credits.
  • Critical Studies 1B, 6 Credits.
  • Accounting 1A, 12 Credits.
  • Accounting 1B, 12 Credits.
  • Quantitative Techniques A, 6 Credits.
  • Brand and Business Strategy 2A: Organisational Studies, 18 Credits.
  • Critical Studies 2A, 6 Credits.
  • Finance in Brand Building A, 10 Credits.

    NQF Level 6 (13 Modules totalling 155 Credits):
  • Critical Studies 2B, 5 Credits.
  • Quantitative Techniques B, 6 Credits.
  • Principles of Innovation (year module), 10 Credits.
  • Practice of Innovation (year module), 10 Credits.
  • Business Communication and Digital Media 2, 10 Credits.
  • Finance in Brand Building B, 10 Credits.
  • Brand and Business Strategy 2B: Developing Markets, 11 Credits.
  • Economics 1A: Microeconomics, 12 Credits.
  • Economics 1B: Macroeconomics, 12 Credits.
  • Consumer Behaviour A, 12 Credits.
  • Consumer Behaviour B, 12 Credits.
  • Brand and Business Strategy 1: Channel Planning, 20 Credits.
  • Strategic Brand Communication 1A, 25 Credits.

    NQF Level 7 (Modules totalling 145 Credits):
  • Critical Studies 3A, 6 Credits.
  • Introduction to Research, 10 Credits.
  • Research Practice, 15 Credits.
  • Innovation Management (year module), 18 Credits.
  • Strategic Brand Auditing (year module), 18 Credits.
  • Digital Brand and Business Strategy (year module), 18 Credits.
  • Brand and Business Strategy 3B: Entrepreneurship, 18 Credits.
  • Economics in Brand Building, 20 Credits.
  • Brand and Business Strategy 3A: Brand Strategy Design, 22 Credits.

    Electives (select one):
  • Brand and Business Strategy 3B: Entrepreneurship, 18 Credits.
  • Digital Brand and Business Strategy, 18 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate the ability to develop cohesive and innovative brand, business and management strategies.
    2. Demonstrate the ability to solve brand building and organisational problems ethically and professionally.
    3. Demonstrate the ability to evaluate brand building and management performance based on an appropriate selection of metrics.
    4. Demonstrate the ability to conduct a feasibly study and write a business plan for an entrepreneurial venture.
    5. Demonstrate a well-grounded understanding of building brands and businesses in developing markets by developing effective, culturally sensitive customer-led strategies.
    6. Collaborate and communicate effectively and professionally in an organisational environment. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit level Outcome 1:
  • Theoretical foundations and principles of best practice in building brand equity are critically examined to create leading organisations.
  • Profound understanding of the innovation process is demonstrated by applying design thinking to problem solving.
  • Insightful brand equity audit is conducted and viable, meaningful and impactful strategies are crafted to maximise brand equity.
  • An avid sense of emotional intelligence is demonstrated via displaying leadership qualities conducive to grow 21st century businesses.

    Associated Assessment Criteria for Exit level Outcome 2:
  • Knowledge of the major schools of thought that are applied to the study of organisational culture and change in a socio-economic context is displayed.
  • The ability to conduct brand health audits on organisations in various industries is demonstrated.
  • Strategic direction conducive to integrated triple bottom line maximisation in a professional manner is provided to organisations based on ethical frameworks.

    Associated Assessment Criteria for Exit level Outcome 3:
  • Appropriate metrics for a multi-disciplinary integrated organisational audit is selected with the focus on brand building and management performance.
  • Multi-disciplinary integrated organisational audit with the focus on brand building and management performance is conducted by benchmarking, critically analysing, providing appropriate strategic direction and succinctly reporting on observations.

    Associated Assessment Criteria for Exit level Outcome 4:
  • Good knowledge of the current entrepreneurial state, opportunities, constraints and enablers in South Africa is displayed.
  • Detailed knowledge on how various legal forms of businesses could be set up successfully in South Africa is displayed.
  • How entrepreneurs in organisations could contribute to lead high equity brands is argued.
  • A detailed feasibility study is conducted on a potential high growth business venture (of the students' choice). The feasibility study will also include prototyping. Furthermore, create a well researched and detailed business plan for the entrepreneurial venture initiated.

    Associated Assessment Criteria for Exit level Outcome 5:
  • A well-grounded, well-argued and critical understanding of the dynamics in building brands and businesses in a developing market based on solid knowledge relevant to the discipline of developmental economics is demonstrated.
  • Mastery in the application of recognised consumer behaviour models is displayed in context of developing markets and in particular the South African market.
  • Brand building and business strategies are crafted for the South African market by demonstrating a profound understanding of the different cultures and segments of the South African market.

    Associated Assessment Criteria for Exit level Outcome 6:
  • A high group dynamic intelligence is displayed.
  • In context of design thinking the benefits of nurturing pro-active and constructive cross-functional collaborations is critically argued.
  • A strong ability to access organisational context, to act and speak accordingly, and to communicate persuasively, respectfully and with clarity of argument is displayed.

    Integrated Assessment:

    Formative assessment:
    Learning and assessment are integrated. Continual formative assessment is required so that students are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments based on the learning material and students are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes.

    Summative assessment:
    Summative assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments which test the student's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit Level Outcomes as a whole. Examinations, projects, reports or equivalent assessments, such as a portfolio of evidence, assess a representative selection of the outcomes practised and assessed. Summative assessment also tests the student's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

    Integrated assessments will be designed to achieve:
  • An integration of the achievement of Exit Level Outcomes in a way which demonstrates that the purpose of the qualification as a whole has been achieved.
  • The evaluation of learner performance which can provide evidence of applied competence.
  • Criterion-referenced assessment which is clearly explained to, and understood by, the students and which can be applied in the Recognition of Prior Learning. 
    		•

    INTERNATIONAL COMPARABILITY 
    Countries that operate on the basis of an NQF include the United Kingdom, Australia and New Zealand. Comparison with qualifications and outcomes for Marketing and Business Management in higher education institutions in Australia, New Zealand and England was conducted.

    A direct comparison of the title, Exit Level Outcomes and Assessment Criteria was undertaken with each, but no searches yielded a qualification with the same title. The qualification was compared with Bachelor of commerce in marketing management and business management in the United Kingdom and Australasia.

    The qualification is compared to the following Degrees:
  • Bachelor of Commerce (BCom) at Australian School of Business UNSW Sydney that is aimed at developing a breadth and depth of knowledge across a wide range of business disciplines.
  • Bachelor of Commerce at the University of Adelaide in South Australia that develops among learners an analytical and decision-making skills to prepare them for future leadership roles.
  • Bachelor of Commerce in Marketing at the University of Melbourne in Australia. The qualification equips learners in the fields of human resource management, international management, marketing, operations management and organisational development.
  • Bachelor of Commerce (BCom) majoring in Marketing Management at the University of Otago in New Zealand. The qualification also focuses on brand management.
  • The Bachelor of Commerce at the University of Delhi in India. The qualification has been designed in such a way that learner is exposed to a wide array of topics giving equal emphasis to pure and applied aspects of the subject.
  • Bachelor of Commerce at the College of Business, Public Policy, and Law at National University of Ireland.

    Conclusion:
    International comparisons are difficult in that this degree is unique in its dedicated and integrated approach to brand management whilst maintaining a sound financial planning and analysis underpinning. Many international institutions offer Bachelor of Commerce Degrees in marketing or business management; however the focus of these programmes is on traditional marketing modules, with brand management occasionally covered in a stand-alone module. These Degrees typically have a strong focus on marketing management and little emphasis on financial planning and analysis. 
    		•

    ARTICULATION OPTIONS 
    The IIE is committed to the principles of lifelong learning and opening access to higher education. A student who transfers from one programme to another within The IIE, will be given credit at the discretion of the Senate for relevant modules successfully completed.

    The qualification also allows articulation across other institutions that offer related qualifications.

    Horizontal articulation is possible with the following Qualifications at NQF Level 07:
  • Bachelor of Business Administration in Brand Building and Management.
  • Bachelors Degree in Creative Brand Communications.
  • Diploma in Media and Graphic Design.

    Vertically the qualification articulates with the following Qualifications at NQF Level 08:
  • Postgraduate Diploma in Brand Contact Management.
  • Bachelor of Arts Honours in Creative Brand Communications. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2015. 

    NOTES 
    These qualifications will be aligned to the requirements of the Occupational Qualifications Sub-Framework (OQSF), which will, inter alia include a renaming of the qualification title. The QCTO has initiated the alignment process. 

    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.