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 Arts Honours in Strategic Brand Communication 
SAQA QUAL ID QUALIFICATION TITLE
98012  Bachelor of Arts Honours in Strategic Brand Communication 
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 04 - Communication Studies and Language  Communication Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  135  Not Applicable  NQF Level 08  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   2031-06-30  

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 impart the necessary skills and knowledge to students in order that they are able to demonstrate the necessary outcomes to be qualified at this level of study and to enable them to find employment in the advertising, brand and creative industries at an appropriate level. The purpose is to provide students with the postgraduate skills and knowledge in order to prepare them for junior and middle management positions in the creative industries as well as to equip them with further skills and competencies in their chosen area of application.

This qualification is aimed at students who wish to further their skills and knowledge in brand communication research and brand development as well as learners who wish to manage and implement brand communication strategies. One of the main strengths of this Honours Degree lies in the combination of an academic and practical focus together with business and management areas of application. The graduates who specialise in Strategic Brand Communication will find employment as Account and Research Managers and Strategic and Media Planners across all sectors of the communications industry.

This Honours Degree in Strategic Brand Communication will graduate students with a real world understanding and skills to build and manage brands in highly competitive and cluttered communications environments. Students will also acquire the ability to apply knowledge and insights gained to the development of accountable, competitive and innovative brand and brand communications strategies. Graduates will have the expertise to track and assess brand-building strategies and to develop strategic recommendations as well as the ability to brief, manage and assess brand-building partners. The outcome of this programme is to graduate an immediately productive learner with the ability to apply knowledge and insight in the hands-on development of real world, accountable and innovative brand and brand communication strategies.

The Honours Degree in Strategic Brand Communication will give qualifying students the intellectual capital for a competitive edge in industry, and will also provide them with the basis on which to continue learning through Higher Degrees, and in particular enable them to enter into Master Degree programmes. The programme will provide students with real world understanding and the skills to build and manage brands in a highly competitive and cluttered communications environment.

This qualification is primarily intended for application in the advertising and brand industries whereby graduates will be able to move into more senior positions as Account and Research Managers, Marketing and Brand Communication Managers, Strategic and Media Planners. This Honours programme is an important opportunity for professionals in the brand industries to build on their existing qualifications, and in turn, become part of an important move to upskill these industries.

The Honours Degree in Strategic Brand Communication is delivered as a one-year full time course, or an eighteen-month part time course, where students complete 5 modules.

Rationale:
The Honours Degree in Strategic Brand Communication is borne out of the ever-changing nature of the brand and communications industries in South Africa, and answers a need for skilled expertise in the relatively new arenas of brand management and leadership. The students who graduate from this programme will be employed into various marketing and communications industries with the skill and expertise to develop and build brands that will add value to business and society as a whole. When brands die, businesses die. We believe that our students will play a valuable role in building South African brands that will grow South African business.

The advertising, marketing and communications industries have identified the necessity to change the nature of brand management as it functions in the South African climate. The Honours Degree in Strategic Brand Communication addresses the need and rationale for change on a number of levels. The curriculum offers an integrated approach to brand communication within the context of brand development and management in South Africa.

Students acquire valuable business, marketing and communications knowledge in University and University of Technology programmes but often do not know how to go about applying their knowledge in a hands-on strategic planning environment. The nature and scope of brand building and brand contact planning is, to our knowledge, also not a core area of focus in marketing and communications Degrees/Diplomas offered at Universities and University of Technologies. Industry shifts and the pace of change demand that students have profound insight into brands and brand building and can apply their skills and expertise in strategy planning. This Honours Degree in Strategic Brand Communication answers this need.

The Honours Degree in Strategic Brand Communication will give qualifying students the intellectual capital for a competitive edge in industry, and will also provide them with the basis on which to continue learning through higher Degrees, and in particular enable them to enter into Masters Degree programmes. The programme will provide students with real world understanding and the skills to build and manage brands in a highly competitive and cluttered communications environment. The emphasis is on learning how to learn, and encouraging life long learning at our institution, and within South African society as whole.

The Honours Degree in Strategic Brand Communication is delivered as a one-year full time course, or an 18-month part time course.

We have committed ourselves to forging a truly South African blend of educational material with both global and local influences, giving our students the benefit of an immediately relevant curriculum that reflects international trends. Our wide network of industry connections and active support from many individuals in the field help shape this aspect of our programme.

We are well recognised and admired in the industry for producing high calibre students who have good all round knowledge of the branding, communications and visual communications industries. Our reputation as educational leaders in the fields of branding leaves us in no doubt that the Honours programme will attract both high calibre students and industry professionals. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
RPL can be used to admit no more than 10% of a cohort but to date very few students have been admitted through the formal RPL process which is governed by the relevant policies. RPL processes are programme specific in that the criteria against which evidence of prior learning must be provided are determined by the learning normally assumed to be in place for qualifications at the level concerned in the field concerned. Instruments are only designed when requests are made as they are expensive to design, implement and assess. To date most applications to The Independent Institute of Education (IIE) for RPL of non-formal learning are at the Honours level. The procedure is governed by the Academic Credit Policy and Qualification Completion Policy [IIE004] while recognition of non-formal learning is governed by the Recognition for Prior Learning Policy [IIE010]. Both are discussed here.

In addition to RPL a Credit Accumulation and Transfer (CAT) mechanism exists for access and advance standing for formal learning from a recognised, registered and accredited institution on a registered and accredited qualification. CAT rules as proposed by national policy are applied - no more than 50% of a completed qualification which cannot represent more than 50% of the target qualification will be awarded. In reality these percentages rarely exceed more than 25%.

If an applicant applies for an RPL admission, the learning assumed to be in place for the programme is assessed against Exit Level Outcomes equivalent to the formal learning required for admission. This would include an evaluation of the content as well as the applicant's cognitive and technical competence. Applicants prepare a portfolio against these stated requirements which is then assessed by a team of experts/academics in line with the policy.

Recognition is awarded for:
  • Learning, and not for experience per se.
  • Learning that is on the level of the specific level descriptors of the qualification/unit standard.
  • Learning that is in line with applied competence and has a balance between theory and practical application appropriate to the subject or unit standard.

    Entry Requirements:
  • An appropriate Bachelors' Degree in a cognate field.
    Or
  • An appropriate Advanced Diploma in a cognate field, provided that a 360 Credit Diploma or appropriate equivalent has been completed. Candidates who have completed an Advanced Diploma after an NQF Level 5 Diploma must be admitted as a Senate Discretionary admission.

    Recognition of Prior Learning (RPL) - Demonstrate suitability for admission in terms of Senate's resolution 6.6 of 20 October 2005 which allows for Senate's discretionary conditional admission (if applicable).

    Additional Admission Requirements:
  • Candidates are normally required to have a minimum average of 60% in their third year of their third year modules of their Degree or equivalent qualification, and they may be required to undergo an interview. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    Level, credits and learning components assigned to the qualification:
    Higher Education Qualifications Sub-Framework (HEQSF) Level 8:
  • Module 1: Brand and Brand Building: 20 Credits.
  • Module 2: Brand and Communication in Context: 25 Credits.
  • Module 3: Brand Communication Strategy and Planning: 25 Credits.
  • Module 4: Channel and Media Planning and Relationship Management: 25 Credits.
  • Module 5: Research Methodology: 40 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Develop brand strategies
    2. Implement brand strategies effectively.
    3. Contextualise and assess a variety of brands and brand contexts within the South African economic and socio political environment.
    4. Produce appropriate research that contributes to the academic and professional fields pertinent to contemporary brands and branding.
    5. Brief, manage and assess internal and external brand partners.
    6. Produce a theoretical and academic argument with appropriate structure.
    7. Assess brand communications effectiveness and develop strategic recommendations.
    8. Identify brand building opportunities and strategies.
    9. Develop and define the architecture of a brand. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Strategies are contextualised within the socio, economic and political environment.
  • Strategies are appropriate to the product and to the markets.
  • Strategies are cohesive and developed logically.
  • Strategies are developed to be implemented within appropriate media and time constraints.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Implementation is smooth and problems are addressed appropriately.
  • Assessment of implementation is ongoing.
  • Implementation is appropriate and effective.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Contextualisation is valid and substantive.
  • Assessments are appropriate and accurate.
  • Description of contexts and environments are appropriate and valid.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Research is contextualised within the brand and market environments.
  • Research is substantive and valid.
  • Research is conducted and collated in an appropriate structure.
  • Collations and assessment of research are appropriate.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Briefs are clear, coherent and appropriate to the strategy.
  • Management is efficient and effective.
  • Assessments are valid and substantive.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Collected research is appropriate and has been used effectively to support the argument.
  • Structure is appropriate, clear and valid.
  • Argument is clear, substantive and presented logically.
  • Argument acknowledges appropriate historical precedent.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Assessments are valid and accurate.
  • Assessments are contextualised appropriately.
  • Recommendations are appropriate and cohesive.
  • Development is conceptual and original.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Definition and description of opportunities and strategies are accurate and substantive.
  • Identification of opportunities and strategies is contextualised and appropriate.
  • Analyses are accurate and substantive.

    Integrated Assessment:
    Assessment Methods and Instruments:

    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, real-world briefs, tests and an integrated programme portfolio 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 
    With regards to international comparability, the one-year Honours programme prepares graduates for similar positions to those graduates who qualify from standard one year Honours programmes across the world in brand management and communications. It compares in periodic framework to a Bachelor of Arts (BA) Honours Degree.

    The Brand Communications Industry is in the process of radical transformation. It is moving away from the traditional agency structure and 'beauticians' role at the consumer end of the marketing cycle towards a virtual agency and a strategic business partner in the development and positioning of products that results in an improved bottom-line. 

    ARTICULATION OPTIONS 
    The Independent Institute of Education (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 in line with credit accumulation and credit transfer rules for relevant modules successfully completed.

    The development of further qualifications in various other specialisations related to Branding, Marketing and Strategic Communication will improve articulation opportunities from this honours degree. Students can articulate onto our existing Master of Arts in Brand Leadership after completing their Honours Degree. Beyond The IIE, in terms of the Higher Education Qualifications Sub-Framework (HEQSF), this qualification should articulate with an appropriate Masters Degrees at public South African universities or other accredited qualifications. 

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced 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.