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: 

Advanced Diploma in Digital Marketing 
SAQA QUAL ID QUALIFICATION TITLE
98842  Advanced Diploma in Digital Marketing 
ORIGINATOR
Red and Yellow Creative School of Business (Pty) Ltd (previously known as The Red & Yellow School of Logic & Magic) 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Advanced Diploma  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 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   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 qualification is to provide learners with integrated knowledge and equip them with digital marketing skills that will prepare them for opportunities and challenges related to digital marketing. A qualified leaner will be able to:
  • Function as an effective professional member of a marketing team, by developing personal branding, presentation, negotiation and relationship management skills.
  • Understand theoretical and practical basis of Customer Relations Management (CRM), and the importance of data in CRM.
  • Assist in creating effective web properties such as websites and mobile applications, by implementing suitable design, usability, copywriting and content marketing principles.

    Rationale:
    The Advanced Diploma in Digital Marketing is designed to provide learners with integrated knowledge and equip them with advanced skills relating to digital marketing. This qualification is composed of a highly sought after toolkit of knowledge and skills focused on digital marketing principles, channels and strategies, in order to augment existing marketing and business acumen and to update skills for the modern marketing age. The aim of this qualification is to produce digitally savvy, up-to-date, highly skilled professionals for the Marketing, Advertising and Communication industry. The qualification structure has been designed with a holistic understanding of a marketing landscape that is in constant flux, with full awareness of the impact of digital technologies, the connected consumer and the challenges facing brands today. Learners will be able to find employment in a variety of settings within the marketing industry, in Marketing, Public Relations, Brand Management, Advertising, Product Management and Communications.

    This qualification will equip students with both theoretical and practical skills grounded in sound strategic thinking, rooted in critically analysing contemporary marketing opportunities and challenges, a deep understanding of human motivation and behaviours, as well as an understanding of the vast number of media touchpoints available to contemporary marketers today. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    Applicants who fall outside of the normal admissions process and who can demonstrate to the satisfaction of the University that they have a qualification or experiential or work based learning which has taken them to a level equivalent to the above, under formally accredited learning, may be considered for admission for the recognition of prior accredited and or prior experiential learning. Applicants who after such assessment, are deemed to have sufficient potential but are in need of further academic development, may be require to broaden their curriculum to include preliminary programmes prior to admission or parallel programmes after admission.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • A two year Diploma at NQF Level 6 or Equivalent. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of compulsory modules at NQF Level 7 totalling 180 Credits.
    Modules:
  • Marketing Strategy in a Digital Age, 26 Credits.
  • Creating Effective Digital Marketing Assets, 36 Credits.
  • Earned and Paid Digital Marketing Tactics, 41 Credits.
  • Creating Effective Digital Marketing Assets, 36 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Function as an effective professional member of a marketing team, by developing personal branding, presentation, negotiation and relationship management skills.
    2. Assist in creating effective web properties such as websites and mobile applications, by implementing suitable design, usability, copywriting and content marketing principles.
    3. Understand theoretical and practical basis of Customer Relations Management (CRM), and the importance of data in CRM. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Digital marketing context and modern consumer are discussed.
  • Digital research is conducted on a brand's target audiences and user habits, behaviours and actions on digital media are analysed.
  • Effective working relationships between colleagues and clients in the advertising, marketing and communications workplace are built.
  • Personal presentation, branding and communication skills that are essential to today's marketing professional are developed and applied.
  • Digital marketing data is examined and analysed from a range of sources in order to evaluate the success of digital marketing tactics, implementations and campaigns.
  • Online tests are devised and executed to improve the effectiveness of digital tools, tactics and campaigns.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Social media marketing strategies, campaigns and results are developed and analysed.
  • Digital marketing challenges and objectives are solved by applying the principles and techniques of digital relationship marketing.
  • Email marketing executions are created and assessed to ensure they support the overall marketing strategy and assist in building relationships with customers.
  • Online advertising campaigns (Google AdWords, Google Display, booked media placement, social media and video advertising) are built and evaluated.
  • A mobile marketing strategy that takes into account the opportunities, challenges and unique considerations of mobile devices and consumers is formulated.
  • Key considerations surrounding the legalities and ethics of relationship marketing through digital channels are outlined and applied.
  • Online marketing strategy that encompasses a range of media types, formats and placements is constructed.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • CRM is defined and where it fits in the business process.
  • The negative impact of poor customer service is investigated.
  • Data is explained, and customer insights are explained in particular, including how they can be used to grow business value.
  • Objectives for CRM implementations are formulated based on business needs.
  • Customers are segmented based on their attributes, in line with business objectives.
  • Various ways to implement CRM are compared and ways in which systems of engagement can be leveraged for CRM analysed.
  • Challenges and implications involved in implementing CRM are listed.

    Integrated Assessment:
    Each subject includes a written formative assessment, completed at the end of that subject. Formative assessment strategies include, among others, research papers, case studies, strategy development and practical activities.

    The assessments take the form of individual assignments and research projects. These assessments are aimed at not only assessing learners' knowledge and research capabilities, but also assess their ability to apply their knowledge, prove their competency within a practical real-world context, and demonstrate the individual's understanding of the key concepts and their application. This gives learners the opportunity to test, evaluate and build on their knowledge in a practical and applied manner.

    Integrated assessments, focused on the achievement of the exit level outcomes, will be completed at the end of modules 2 and 3 - one of an applied knowledge nature in the form of an individual practical summative written assignment and one of a theoretical understanding and application nature in the form of a written individual examination.

    The individual examinations are designed to assess the application of theoretical knowledge within the teaching and learning framework. These will assess learner's theoretical knowledge and understanding of the core concepts as well as their ability to apply this knowledge. 
    		•

    INTERNATIONAL COMPARABILITY 
    New England College of Business:
    The New England College of Business in the United Kingdom offers a Bachelor of Science in Digital Marketing. This qualification is designed to introduce learners to new and emerging marketing technologies and teach them how to apply those technologies to the rapidly evolving business landscape. Learners are also taught how to create and manage ways to engage audiences, sell products and grow companies.

    Fanshawe College:
    The Fanshawe College in Canada offers a Bachelor of Commerce in Digital Marketing. This qualification equips learners with skills and strategies that empower businesses with the strategies to reach their market in the digital world. Learners are trained in specialised digital marketing courses, including brand management and media integration, analytics, strategic website management and search engine marketing.

    Conclusion:
    This qualification compares favourably with both qualifications offered in the United Kingdom and in Canada. All qualifications focus on a broader understanding of digital marketing skillset. Learners are also trained to use a variety of technologies to promote marketing practices for business advancements. 

    ARTICULATION OPTIONS 
    This qualification allows possibilities for both horizontal and vertical articulation.
    Horizontal Articulation:
  • Bachelor of Commerce in Digital Marketing, at NQF Level 7.
  • Advanced Diploma in Marketing, at NQF Level 7.
  • Bachelor of Business Administration: Marketing, at NQF Level 7.

    Vertical Articulation:
  • Bachelor of Commerce Honours in Business Marketing, at NQF Level 8.
  • Bachelor of Commerce Honours in Marketing, at NQF Level 8.
  • Postgraduate Diploma in Marketing, at NQF Level 8.
  • Bachelor of Administration Honours in Media Studies, at NQF Level 8. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    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. Red and Yellow Creative School of Business (Pty) Ltd (previously known as The Red & Yellow School of Logic & Magic) 


    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.