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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE: 

Bachelor of Commerce Honours in Strategic Brand Management 
SAQA QUAL ID QUALIFICATION TITLE
96079  Bachelor of Commerce Honours 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
Honours Degree  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 08  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Reregistered" 		 SAQA 1141/23  2021-07-01  2024-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2025-06-30   2028-06-30  

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 does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of this qualification is to deepen the learner`s expertise in brand and business strategy and management, whilst developing field specific research capacity underpinned by a strong methodological academic understanding to be able to follow a career in Strategic Brand Management. The qualification is structured in accordance with the new HEQSF guidelines and will provide learners with the knowledge, skills and applied competencies identified by industry as critical for employees in either the private, the government sector or in Non-Government Organisations. Learners will also be well-prepared with the insight and skills that are relevant for further specialised study in support of the principles of life-long learning. The specific skill sets incorporated into the design presents a combination that is highly attractive to prospective employers and will add value to the organisation that employs them.

To support the primary purpose of the qualification, the design engages with the below disciplines ensuring a high level of theoretical engagement with these key areas:
  • Brand, business and marketing strategy.
  • Research and analysis.
  • Financial planning and management.
  • Economic analysis for business/brand decision-making.
  • Sustainability and social responsibility.
  • Consumer behaviour and the study of brand strategy in developing markets.
  • Entrepreneurship and innovation management.
  • Contact and brand communication strategy.

    The purpose of this honours qualification is to develop the learners' critical thinking, analytical skills and to enable learners to apply the academic discourse in a self-directing manner in a field-specific mini-dissertation.

    Rationale:
    The Bachelor of Commerce Honours in Strategic Brand Management aims to develop learners holding a Bachelor of Business Administration or Bachelor of Commerce (with specialisation in Marketing Management, Business Management or Brand Management) in research-based postgraduate study. The qualification will equip learners with an advanced set of expertise in brand management and consequently produce a more rounded industry ready post-graduate learner. The qualification sets high demands for theoretical engagement and intellectual independence in this specialisation.

    Furthermore, stakeholders' needs will be met as the learners will be equipped with advanced knowledge and expertise in the disciplines of business and brand strategy, research and analysis, financial planning and management, economic analysis for business decision-making, entrepreneurship and innovation management and the building of sustainable and socially responsible brands in developing markets. These are the key disciplines that inform the professional practice of strategic business and brand management. Business managers in the 21st century and in this "Conceptual Age" are required to build long-term brand equity. When business strategy effectively translates brand design, integrative strategies and sustainable business, growth can follow.

    Learners will be able to contribute to the management of organisations through informed financial decision-making and business acumen, grounded in a deep understanding of holistic brand management. This qualification has been designed to develop solution-focused, systemic researchers and thinkers geared for building businesses and brands in the South Africa and for the African economy. This degree will also nurture a deep understanding of the economies, need profiles and opportunities presented in developing markets, with an understanding of current technology, communication and consumer culture.

    Brand management is increasingly being recognised as an important business function in both -commerce and non commerce environments - in leading a business, organisation, social movement or public service institution. This is evident in the formulation and growth of brand portfolios, brand management departments and the rise of the title CBO (Chief Brand Officer). The scope for employment of holistic brand management thinkers has increased in sectors as divergent as city and country brand building, person and celebrity branding, medical and legal practice branding and Small, Medium and Micro-sized Enterprise (SMME) building through brand strategy.

    The Bachelor of Commerce Honours Degree in Strategic Brand Management will qualify competent business and brand managers who are able to work in, and contribute to, the leadership of organisations and businesses in the private and public sectors. This qualification will also develop aspirant entrepreneurs as learners will gain the knowledge to start and manage entrepreneurial ventures.

    The outcomes for this qualification were identified as critical to drive a successful career in brand and business management and will prepare learners to take up positions in the commercial, brand, marketing, media, finance or communication industries, in management divisions of the public and private sectors, as well as in consultancy, non-government organisations and community-based organisations. Learners will be suitably prepared to demonstrate competencies in brand and business strategy, financial management, equity valuation and communication strategy to contribute to the economic wellbeing of organisations and businesses in a responsible and sustainable manner.

    Examples of career opportunities for learners include:
  • Brand Manager.
  • Strategic Planner.
  • Product Portfolio Manager.
  • Marketing Manager.
  • Market Researcher.
  • Brand Auditor.
  • Brand/Marketing Consultant.
  • Entrepreneur.
  • Digital Marketing Strategist.
  • Brand Contact Planner. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    Learners can achieve this qualification in part through Recognition of Prior Learning. The institution's RPL Policy (IIE010) and the Academic Credit and Qualification Completion Policy (IIE004) will guide the process whereby skills, knowledge and experience in respect of competence acquired through informal and non-formal learning will be assessed. All RPL submissions are managed by an academic committee under the supervision of the Academic Manager and Registrar.

    RPL for formal learning: (Credit recognition):
    Learners may apply for credits or exemptions for modules already passed in-house or at any 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.

    Entry Requirements:
  • An appropriate Advanced Diploma in a cognisant field.
  • Bachelor of Business Administration.
    Or
    Bachelor of Commerce Degree with one of the following as a major: Marketing Management, Brand Management or Business Management or an Advanced Diploma in these fields. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The qualification consists of 5 compulsory modules at NQF Level 8 totalling 120 Credits:
  • Brand Building, 24 Credits.
  • Research, 36 Credits.
  • Strategic Brand and Market Analysis, 20 Credits.
  • Strategic Brand Management and Leadership, 20 Credits.
  • Practice of Strategic Brand Management, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Conduct situational research by analysing all economic factors in a developing market to identify key issues for strategic brand building.
    2. Apply appropriate financial theories and models to measure financial performance in order to develop a brand strategy.
    3. Develop a sustainable brand innovation chain utilising design thinking principles.
    4. Analyse good governance principles in brand and business management.
    5. Demonstrate applied knowledge of the theory of brand strategy and business planning.
    6. Implement an appropriate research design for primary and secondary research.
    7. Report critically and analytically on data collected through primary and secondary research. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Environment, category, stakeholder, competitor and brand dynamics relevant to a situational brand and business analysis are investigated.
  • Brand specific tools related to identity, architecture, contact auditing and equity in situational brand analysis are applied.
  • Identify economic conditions and trends and consumer behaviour variables impacting on brand building in developing markets.
  • Conduct primary and secondary research, taking economic variables in developing markets into account for a given brand challenge.
  • Develop a SWOT analysis and identify key issues facing the brand and business.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Complexity of the financial environment with a focus on structures, regulatory compliances, opportunities and risks, financial products and financial management strategies are critically analysed.
  • Variety of financial theories and models to measure financial performance are identified.
  • Appropriate methods to measure financial performance by conducting advanced ratio analyses, and employing financial theories and models to provide business management direction on identified issues are employed.
  • Brand equity audit is conducted by employing different brand metric models.
  • Financial results in a triple-bottom-line analysis to provide strategic direction in brand building are integrated.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Principles of design thinking are applied.
  • Supply chain systems and structures for cohesive stakeholder contact are explained.
  • Brand contact audit is conducted.
  • Brand is analysed by using value chain modelling.
  • Sustainable brand innovation value chain solutions are proposed.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Principles of ethics and governance in strategic brand building and business are analysed.
  • Legal requirements in social corporate responsibility and strategic brand management are identified.
  • Social corporate investment practice providing strategic direction in applying good governance principles, brand and business management is critically analysed.
  • Basic triple-bottom-line summary for a financial report is written.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Theory in drafting a strategy-blueprint that is relevant to a particular brand and business scenario is applied.
  • Brand strategy and business plan that meets all strategic requirements is created.
  • Professionally documented brand strategy and business plan is submitted.
  • Professional presentation of a brand strategy and business plan is delivered.
  • Real world conditions impacting strategic procedures, tools and metrics in managing and leading brands are reflected on.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Criteria for conducting meaningful research are identified.
  • Research steps in research design are applied.
  • Frame of reference to the research paradigm is applied.
  • Research problem and purpose, research questions and goals are defined.
  • Limitations and delimitations to a field specific research study are identified.
  • Appropriate research design is developed and implemented.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Secondary research by means of a literature study that argues the research problem is reported on.
  • Primary research data to produce research findings and insights is analysed.
  • Report that reflects on the research design and provides meaningful recommendations for further research is written.
  • Strategic procedures, tools and metrics in managing and leading brands are reported on.

    Integrated Assessment:
    Formative Assessment:
    Learning and assessment are integrated. Continual formative assessment is required so that learners are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments, real-world briefs, a reflective internship journal and an integrated programme portfolio based on the learning material and learners will be 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 learner'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 learners and which can be applied in the recognition of prior learning. 
    		•

    INTERNATIONAL COMPARABILITY 
    The Bachelor of Arts Honours in Advertising and Brand Management is offered at the Manchester Metropolitan University in the United Kingdom. This degree has been developed in close co-operation with practitioners from the communications industry who are also actively involved as expert guest lecturers, mentors and placement employers.

    The studies will cover the main areas of this dynamic and fast-moving sector, namely marketing, advertising, market research, consumer behaviour, brand management, customer relationship management and direct marketing. The media that is used continues to evolve at a rapid rate and learners will analyse integrated campaigns that combine digital communications (viral marketing via YouTube, Facebook and Twitter, search engine optimisation and html emails) with more traditional media (newspapers, magazines, radio, television and poster sites) to reach a wide range of audiences.

    Creativity is a highly valued attribute in this industry and course assignments are designed to develop the learners' ideas, to encourage learners to take a few risks and devise memorable advertising materials. At the same time, learners will also be able to take a strategic approach to their work and check how the concepts can contribute to a marketing strategy to build or transform a brand.

    The University of Canterbury in New Zealand offers the Bachelor of Commerce Honours in Marketing. This Honours degree is an internationally recognised qualification representing a high level of academic achievement. The aim of the Marketing Honours qualification is to graduate learners who have demonstrated a high level of academic achievement and understand the relationship between theory, research and practice and can use this understanding to effectively inform their behaviour. A Marketing Honours learner is well prepared for professional roles within the field of marketing and various forms of business consulting. Many Marketing Honours learners are "snapped up" by companies with graduate recruitment qualifications.

    Because the Marketing Honours Qualification provides a thorough grounding in one discipline area, learners gain an in-depth academic foundation from which to launch or develop their careers. The qualification emphasises analytical, communication and project management skills. Advanced skills in these areas are highly sought after in industry and commerce. These skills also provide an excellent foundation for further graduate study towards Higher Degrees.

    The Marketing Honours Qualification is intellectually satisfying in its own right, but is also essential preparation for anyone wishing to undertake a Master of Commerce, PhD or an academic career in marketing-related areas. The Marketing Honours Qualification also builds learners' skills and mindsets that become valuable in the commercial workplace.

    Honours is a short intense qualification of study that spans one academic year (February to October inclusive) if completed full-time. The degree may also be completed in up to two years of part-time study.

    Conclusion:
    Although the international institutions cited above either offer Bachelor of Commerce (BCom) Honours Degrees in Marketing or Bachelor of Arts Honours in Marketing; but the focus of these qualifications is on classical marketing modules, with brand management. These Degrees furthermore have a strong focus on Marketing Management with limited emphasis on financial planning and analysis.

    Thus it is evident that this qualification compares favourably with the international qualifications in terms of the purpose of the qualifications. 

    ARTICULATION OPTIONS 
    The qualification allows learners to articulate vertically and horizontally.

    Horizontal Articulation:
  • Advanced Diploma in Brand Innovation, NQF Level 8.
  • Bachelor of Arts Honours in Brand Leadership, NQF Level 8.
  • Bachelor of Arts Honours in Creative Brand Communications, NQF Level 8.
  • Postgraduate Diploma in Brand Contact Management, NQF Level 8.

    Vertical Articulation:
  • Master of Arts in Creative Brand Leadership, NQF Level 9. 
    		•

    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 
    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.