Advanced Diploma in Brand Innovation

Purpose

The primary purpose of the Qualification is to develop theoretical and applied competence within the field of innovation with specific application to branding-building. Applied competence within the field of innovation with application to brand-building implies the ability to acquire, analyse and interpret brand-business and marketing principles and theories. This is limited to the aforementioned as it does not include application of these principles and theories to develop brand strategy. Furthermore students will develop the ability to integrate knowledge from the fields of strategic thinking and branding and a qualifying student should gain a deep and systematic understanding of current thinking, practice, theory and methodology within the area of innovation within brand-building. Innovation has become the lifeblood of every brand within the global economy and this qualification addresses the need for theoretical and applied knowledge within innovative brand-building.

This Qualification aims to develop the ability to demonstrate an applied understanding of the relationship between innovation and brand-building and the relevance of a strategic thinking approach within both these fields. The student also needs to gain an applied understanding of the critical strategic thinking process and the role and relevance of innovation within this thinking process. Furthermore, the student needs to demonstrate the ability to gain insight from research and innovatively plan brand contact taking into consideration context and channel to develop sound brand-building solutions.

Rationale

The Advanced Diploma in Brand Innovation focuses on the development of applied competence within the area of innovative thinking within a brand environment. Due to the changing nature of the industry and also the new brand paradigm thinking, it is imperative that students gain insight into the industry and also the components that contribute to sound brand-building within these environments. This programme necessitates an interrogation of the industry and offers a deep and systematic understanding of current thinking, practice, theory and methodology in brand innovation as an area of specialisation.

The benefit that this qualification provides to society is based on the fact that it addresses the need for applied innovative thinking skills. In a global era that is characterised by complexity (for example we live concurrently in an attention deficit economy, expectation economy and experience economy etc.) and the multi-layered textures of a local developing society there is a need for a new way of thinking. As such there is a need for advanced applied thinking that is integrated, holistic in orientation and allows for whole brain thinking. Consequently, increasing emphasis, especially from stakeholders and industry, is being placed on borderless thinking that will facilitate comprehensive and systematic insightful knowledge particularly with regards to brands and sound brand-building practices.

Based on the aforementioned, this qualification aims to develop knowledge and applied competence in innovative brand thinking. The part-time programme is aimed at individuals that are already in the brand communication or marketing industries currently holding jobs such as account executive or client service executive, media planner, marketing executive or brand management executive and have already completed a marketing or marketing communication/brand communication qualification registered on an NQF Level 6. Furthermore, this programme is also aimed at individuals who want to make a career change and will provide entry-level vocational and professional preparation or specialisation into the field of brand-building and innovation.

A student can gain entry into this qualification after completing the Diploma in Integrated Brand Communications (this is subject to the approval of the Diploma in Integrated Brand Communications by the HEQC), the current Diploma in Communication Management or any other relevant branding/marketing/brand communication qualification registered on a NQF Level 6. Applications from individuals with a comprehensive recognition of prior learning (RPL) skill set will be considered. The Advanced Diploma in Brand Innovation will offer the student a platform for continuous education.

In light of the aforementioned, this qualification has been developed taking into consideration the objectives of the NQF and thus focuses on a deep and systematic understanding of current thinking, practice, theory and methodology in the area of innovation with specific application to the field of brand-building.

It is assumed that the student would have met the admission requirements and would thus be competent in the language of instruction (English) and the theoretical and practical knowledge and understanding accomplished at that level.

Recognition of Prior Learning

Students can achieve this qualification in part or in whole through the recognition of prior learning. The IIE RPL Policy (IIE010) and the IIE Academic Credit Policy (IIE004) guide this process whereby skills, knowledge and experience in respect of competence acquired through formal and non-formal learning are assessed.

RPL for Formal Learning (Credit Recognition)

Students may apply for credits or exemptions for subjects already passed in-house or at other recognized institutions.

RPL for Informal and Non-Formal Learning

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

All RPL submissions are centralized at the National Offices of each division and sent to the IIE Registrar and the academic Head of Programme at the Central Office for evaluation.

Access to the Qualification

The admission requirements relate to the academic level of an Advanced Diploma. Admissions are based on successful completion of a NQF level 6 qualification or RPL (including credit recognition). Please refer to the Teaching and Learning Strategy Section 12 and the IIE RPL Policy.

All prospective students are interviewed by a Contact Navigator (student advisor) to assist them in making study choices and to ensure the student understands the specific career options presented by this diploma. It is important to note that access to this qualification is not based on the submission of a portfolio as evidence of prior learning.

Year 1

Learning Components; Subjects; NQF Level; Credits; Compulsory/Optional

Competencies relating to Fundamental learning

• Fundamental learning; Research and Market Intelligence (New); 7; 30; Compulsory.

Competencies relating to Core learning

• Core learning; The Principles of Strategic Thinking( New); 7; 30; Compulsory.
• Core learning; Integrated Brand Communication Management (New); 7; 30; Compulsory.
• Core learning; Context Planning and Channel Innovation (New); 7; 30; Compulsory.

Total Credits for Fundamental Contents; 30.

Total Credits for Core Contents; 90.

Total Credits for this year of study; 120.

1. Demonstrate a critically applied understanding of the critical strategic thinking process

- Modules in which these Outcomes are to be Achieved

> The Principles of Strategic Thinking.

> Integrated Brand Communication Management.

> Context Planning and Channel Innovation.

1. Demonstrate a critically applied understanding of the relationship between strategic thinking and conceptual thinking:

- Modules in which these Outcomes are to be Achieved

> The Principles of Strategic Thinking.

> Integrated Brand Communication Management.

1. Demonstrate an in-depth critical understanding of the relationship between the consumer (and other stakeholders) and the brand:

- Modules in which these Outcomes are to be Achieved

> The Principles of Strategic Thinking.

> Integrated Brand Communication Management.

> Context Planning and Channel Innovation.

1. Demonstrate an in-depth critical understanding of the philosophy, principles and practices of the branding industry within South Africa:

- Modules in which these Outcomes are to be Achieved

> The Principles of Strategic Thinking.

> Integrated Brand Communication Management.

> Context Planning and Channel Innovation.

5. Demonstrate the ability to critically compile and implement original independent research

- Modules in which these Outcomes are to be Achieved

> Research and Market Intelligence.

> Integrated Brand Communication Management.

6. Demonstrate the ability to critically express convergent thinking within a research context

- Modules in which these Outcomes are to be Achieved

> Research and Market Intelligence.

1. Demonstrate an in-depth critical understanding of consumerism and the relevance of the context and channel utilised when communicating with the consumer:

- Modules in which these Outcomes are to be Achieved

> Integrated Brand Communication Management.

> Context Planning and Channel Innovation.

Associated Assessment Criteria for Exit Level Outcome 1

1. Demonstrate in-depth knowledge of the role of how strategic thinking underpins the development of idea, message and media opportunities.
2. Apply logic thinking and argumentation within a given brand context.
3. Demonstrate a critically applied understanding of using strategic thinking as a tool for developing strategic innovation within the South African business environment.

Associated Assessment Criteria for Exit Level Outcome 2

1. Demonstrate in-depth knowledge of strategic conceptual thinking.
2. Demonstrate knowledge and in-depth understanding of creative conceptualisation within a strategic thinking paradigm.

Associated Assessment Criteria for Exit Level Outcome 3

1. Identify the relevant tools that can be used within the relationship between the consumer and the brand.
2. Demonstrate knowledge of the channels available when building a relationship with the consumer.

Associated Assessment Criteria for Exit Level Outcome 4

1. Demonstrate knowledge of the nature of the South African brand communication industry.
2. Explain the trends affecting the South African brand communication industry.
3. Identify, explain and apply the concept of Integrated Brand Communication and how it has manifested within the South African branding environment.

Associated Assessment Criteria for Exit Level Outcome 5

1. Demonstrate a critical understanding of the formulation of research parameters and the relevance thereof when conducting research.
2. Demonstrate a critical understanding of generating a workable research design.
3. Illustrate the ability to gather and process data.
4. Demonstrate the ability to present research findings.

Associated Assessment Criteria for Exit Level Outcome 6

1. Demonstrate the ability to integrate research results and generate insights.

Associated Assessment Criteria for Exit Level Outcome 7

1. Identify and explain the relevance of context and channel in brand communication.
2. Demonstrate knowledge of consumer culture and how that can impact brand decision making.
3. Explain the relevance of alternative media and the value thereof in the current branding environment.

Integrated Assessment

The Independent Institute of Education (Pty) Ltd practices a system of integrated assessment, in terms of which students are assessed using different methods and instruments allowing the illustration of applied competence across modules.

Assessment of competence is done via a fair, valid, reliable and transparent system of integrated formative and summative assessment methodologies, tools and procedures. The integrated assessment practice assesses the integration of theory with practice as well as the transfer of skills during the experiential learning component. These techniques thus assess applied competence, demonstrated understanding and achievement of outcomes.

Assessment Methods

Different Assessment Instruments for This Programme.

Instrument; Methods: Observation; Product evaluation; Questioning written/oral

• Portfolios;
• Simulations; Y; Y; Y.
• Written examinations; N; Y; Y.
• Practical examinations; Y; Y; Y.
• Oral examinations;
• Assignments; Y; Y; Y.
• Classrooms presentations; N; Y; Y.
• Participation in group discussions; N; N; Y.
• Mid-term tests; N; Y; Y.
• Class tests; N; Y; Y.
• Case studies; N; Y; Y.
• Practical exercises/demonstrations: N; Y; Y.
• Projects; Y; Y; Y.