Advanced Diploma in Marketing and Advertising Communications

Purpose

This purpose of this qualification is to create critical, reflective marketers who are equipped to enter the fast evolving, digitally focussed marketing, advertising and communications industry by enabling learners to integrate theory and practice with skills and the applied competence required by today's employer. The qualification aims to provide marketers with the knowledge and ability to:

• Conceptualise and execute integrated holistic marketing strategies and plans.
• Create and implement effective communication strategies aimed at building strong brands.
• Examine consumer behaviour and analyse human motivations.
• Interpret and apply marketing data to drive strategic thinking and communication strategies.
• Create, implement and assess media plans against marketing and communication strategies.

Rationale

The Advanced Diploma in Marketing and Advertising Communications is designed with a holistic understanding of a marketing landscape that is in constant flux, with full awareness of both traditional marketing knowledge and tactics, as well as the impact of digital technologies, the connected consumer and the challenges facing brands today.

This qualification will equip learners with both theoretical and practical skills grounded in sound strategic thinking, rooted in critically analysing brand challenges, a deep understanding of human motivation and behaviours. As well as an understanding of the vast number of media touch-points available to contemporary marketers today.

Through maintaining and leveraging close ties with the industry, this qualification ensures that the preparation of learners meets the needs of this shifting and dynamic field. Emphasis is placed on developing the values of professionalism and accountability as demanded in the workplace and aims to instil knowledge, confidence, and the ability to work individually and in teams, building the learner's ability to implement constructive work place practices - alongside contrasting personalities and expertise. Further, this qualification contributes to regional and national goals in a variety of ways, including:

• Broadening access to higher education.
• Recognition of Prior Learning.
• Inclusion of certain generic competencies.
• Inclusion of certain specific marketing, advertising and communication management competencies.
• Inclusion of certain specific digital design marketing competencies.
• Ensuring that students will be employable on graduation, but at the same time will have the critical knowledge and theoretical competency to continue with further learning.

Furthermore, this qualification serves as an access point to postgraduate level qualifications in marketing, advertising and communication management studies, by providing a sound basis in marketing, advertising, consumer behaviour, strategic thinking and communication management strategies, for those learners who wish to progress on to honours study.

Recognition of Prior Learning (RPL)

The Institution makes provision for clear guidelines for admission via Recognition of Prior Learning (RPL) to qualifications offered. The Institution is aware of the different pathways that must be in place to enable admission of learners to enter qualifications aside from those entering the qualifications from formal education and those that have completed qualifications at tertiary level.

Most importantly, it is an essential tool in the redress of the inequalities of the past by allowing access to Higher Education to those previously denied this access. It further ensures that cognisance is taken of the need to build a more diverse student profile more reflective of the demographics of South African society by the widening of access to the institution.

It should be noted that the Institution does not award a qualification on the basis of RPL only. A maximum of 50% of the credits of the qualification may be transferred to another qualification, provided also that no more than 50% of the credits required for the other qualification are credits that have been used for a completed qualification. (Government Gazette: 36721) 2 August 2013.

Entry Requirements

The minimum entry requirement for this qualification is

• A Diploma at Level 6 or equivalent.

This qualification comprises compulsory modules at Level 7 totalling 120 Credits.

Modules

• Marketing Communication Strategy 24 Credits.
• Integrated Brand Communication 24 Credits.
• Consumer Behaviour/Research 20 Credits.
• Channel Planning and Acquisition 16 Credits.
• Integrated Brand Challenges 36 Credits.

1. Conceptualise and execute integrated holistic marketing strategies and plans.
2. Create and implement effective communication strategies aimed at building strong brands.
3. Examine consumer behaviour and analyse human motivations.
4. Interpret and apply marketing data to drive strategic thinking and communication strategies.
5. Create, implement and assess media plans against marketing and communication strategies and objectives.

Associated Assessment Criteria for Exit Level Outcome 1

• Identify and describe the core concepts and role of Marketing.
• Examine the integration of digital principles and concepts into marketing strategies.
• Analyse the importance of social, legal, ethical and environmental impacts on the effectiveness of a marketing strategy.
• Construct holistic marketing strategies and plans.
• Generate integrated brand plans that move beyond just advertising.

Associated Assessment Criteria for Exit Level Outcome 2

• Recognise the importance of Integrated Brand Communications (IBC).
• Examine and interpret the core concepts and different methodologies used to build brands within the IBC.
• Examine and interpret the core concepts and different methodologies used to build brands within the IBC landscape.
• Investigate how advertising as a prime IBC tactic is implemented in practice.
• Generate integrated brand plans that move beyond just advertising.
• Formulate marketing solutions based on market research data.

Associated Assessment Criteria for Exit Level Outcome 3

• Construct holistic marketing strategies and plans.
• Define the role and methodologies of market research in order to make informed marketing decisions.
• Conduct market research to collect and process consumer data.

Associated Assessment Criteria for Exit Level Outcome 4

• Analyse the data by taking into account psychological and social factors that influence the buying behaviour of consumers.
• Assess the impact of social amplification on planning and marketing strategies.

Associated Assessment Criteria for Exit Level Outcome 5

• Distinguish between the various channels available to marketers within the diverse and ever-evolving media landscape.
• Illustrate the integration of digital channels into planning strategies.
• Design comprehensive media plans taking into account principles of paid, owned and earned media.

Integrated Assessment

Integrated assessments, focused on the achievement of the Exit Level Outcomes, will be completed at the end of each semester - one of an applied knowledge (practical) nature in the form of a practical summative simulation assessment, one of a theoretical understanding and application nature in the form of a written individual examination. Added to that will be a final research paper that will be completed by individual students in the form of an open brief.

Formative Assessment

A range of formative assessments are completed throughout the year in line with each of the module outcomes. Formative assessment strategies include, among others, research, case studies, presentations, simulations, practical activities and written tests.

The assessments will take the form of both group and individual assignments. These assessments are aimed at not only assessing learners' theoretical knowledge and research capabilities, but also their ability to apply their knowledge, as well as to assess their competency within a practical real-world industry environment. This gives learners the opportunity to test, evaluate and build on their knowledge in a practical and applied manner.

Furthermore, the assessments are designed to test the ability to work within a team to achieve a solution as well as to assess the individual's understanding of the key concepts and their application.

Summative Assessment

The group projects, referred to as Practical Summative Simulation Assessments, are aimed at assessing the student's ability to demonstrate and apply a critical understanding of the Marketing, Communication and Advertising concepts covered in the first half of the year (Intermediate Brand Challenge) and again at the end of the year (Advanced Brand Challenge). Integration of knowledge from all four modules is key as learners critically analyse and interpret active client/industry briefs into well-constructed marketing plans. These are then developed into strategic communication and media plans, both backed by in-depth consumer research, analytics and measurement, resulting in strategic, creative solutions to real business challenges, enabling the building of strong brands.

The learners work in teams, mirroring the workplace environment, instilling the values and expectations of professionalism and accountability expected at this level. The challenges further involve briefing and working alongside creative teams.

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

The individual research project will assess the learners' ability to identify a marketing challenge, research solutions and formulate a strategic plan to provide solutions to the identified problems. This will require them to integrate knowledge they have learnt across all four modules and apply the competence gained over the entire qualification.