Diploma in Integrated Brand Communications
Purpose:
Sources: SAQA official qualification record, SAQA registered qualifications record. Yiba Verified does not own the underlying qualification data shown on this page.
Qualification type
Diploma (Min 360)
Credits
360
Sub-framework
HEQSF - Higher Education Qualifications Sub-framework
Providers listed
1
Qualification snapshot
Official qualification identity fields captured from the qualification record.
Originator
The Independent Institute of Education (Pty) Ltd
Quality assurance functionary
CHE - Council on Higher Education
Field
Field 04 - Communication Studies and Language
Subfield
Communication Studies
Qual class
Regular-Provider-ELOAC
Recognise previous learning
Y
Important dates
These dates are carried directly from the qualification record.
Registration start
2024-07-01
Registration end
2027-06-30
Last date for enrolment
2028-06-30
Last date for achievement
2032-06-30
Purpose and entry context
Official SAQA text formatted for easier reading.
Purpose and rationale
Purpose
The Diploma in Integrated Brand Communications will equip the individual in the brand-business and marketing field with sufficient theoretical and applied knowledge and skills to function in positions in account management, communication departments within corporate communication agencies or marketing and brand-related positions.
The purpose of this qualification is to provide the qualifier with diploma-level knowledge, specific skills and applied competence in the field of Integrated Brand Communications. Applied competence implies the acquisition, interpretation and application of brand, business and marketing principles. Furthermore, students will develop the ability to internalise, reflect on and communicate decisions and applications effectively through the correct and suitable use of scientific language and technical terminology associated with brand, branding and marketing. The qualification will facilitate effective learning through the exposure to and application of relevant theory and practice by means of appropriate learning styles.
Rationale
The Diploma in Integrated Brand Communications has been developed in order to meet a specific contemporary gap that currently exists within the field of branding, business and marketing. There is currently a need for knowledge and combined expertise in the field of brand communication that emphases integrated thinking and planning to generate the most relevant conceptual business solution. Consequently, this programme focuses on the need to expose the student to the relevant theory and practice of brand-business and marketing that will facilitate integrated brand planning and building.
Based on the aforementioned, this qualification aims to develop knowledge and applied competence in the tools and techniques in the field of basic applied brand-building. The programme is aimed at individuals who are currently in the branding, marketing or communication industry and/or corporate brand communications structures as well as individuals employed in other fields who would like to enter the communication industry and/or corporate brand communications structures. This qualification will provide skills and knowledge for positions in areas such as Public Relations, Communications, Client Service, Media, Sponsorship, Marketing, Brand Management, Event Marketing and Promotions. The individuals that are already in the communication industry would gain a wider skill set within the industry while individuals from other fields will be able to enter the communication industry and/or corporate brand communications structures.
The Diploma in Integrated Brand Communications forms part of the comprehensive set of qualifications offered by the IIE at Vega campuses. Students could start their academic careers with a Diploma in Integrated Brand Communications. After completion of the Diploma the student can continue with an Advanced Diploma in Brand Innovation (currently submitted for accreditation) which will give the individual access to further post-graduate studies. The Diploma in Integrated Brand Communications will offer the student a platform for continuous learning.
Furthermore, this qualification has also been developed to resonate with the NQF objectives as it offers the student knowledge and applied competence that is aimed at developing the ability to evaluate, select and apply appropriate methods, procedures and/or techniques related to brand-business and marketing. The programme development is based on a problem-solving approach to learning accompanied by the development of the ability to make decisions and act appropriately in unfamiliar contexts. It also requires that the student develops the ability to work effectively in a team or group. The didactic approach of the programme is based on exposing the student to a very practical approach to learning supported by a strong theoretical basis. Hence all assessments focus on both the theoretical and practical evaluation of student work.
This qualification will provide benefits to society based on the fact that the programme has been developed taking into consideration the global economy and the complexities that this economy offers. This economy has brought about a need for a new way of thinking, thus an expanded scope of knowledge, especially with regards to brands, branding and business that surpasses traditional approaches that were inward orientated and did not best serve the interests of all stakeholders. In contrast what is needed is seamless integrated and applied thinking that will ensure that the best business solutions are appropriated. This programme aims to deliver qualifying students that are capable of integrated and applied business thinking.
Entry requirements and RPL
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 recognised 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 centralised 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
Admission Requirements
- National Senior Certificate with English with a rating of 2 (30-39%) and four recognised subjects with a rating of 3 (40 - 49%).
- Senior Certificate completed prior to 2008.
- Age of 23 at registration and three years appropriate work experience.
All prospective students are interviewed by a Contact Navigator (student advisor) to assist students in making study choices and to ensure the student understands the specific career options enabled by this diploma.
Structure and assessment
Qualification rules, exit outcomes, and assessment criteria from the SAQA record.
Qualification rules
Year 1
Fundamental learning
Subjects; NQF Level; Credits; Compulsory/Optional (C/O)
- Innovative Thinking (New); 6; 30; C
Core learning
Subjects; NQF Level; Credits; Compulsory/Optional (C/O)
- The Principles of Brand Management (New); 6; 30; C.
- The Practice of Brand Management (New); 6; 30; C.
- Creative Development (New); 5; 30; C.
Elective learning
- N/A.
Total Credits for Fundamental Contents; 30.
Total Credits for Core Contents; 90.
Total Credits for Elective Content: N/A.
Total Credits for this year of study; 120.
Year 2
Fundamental learning
Subjects; NQF Level; Credits; Compulsory/Optional (C/O)
- Business Tools (New); 6; 30; C.
Core learning
Subjects; NQF Level; Credits; Compulsory/Optional (C/O)
- Consumer Behaviour (New); 5; 30; C.
- Principles of Integrated Brand Communications (New); 6; 30; C.
- Corporate Communication Tools (New); 6; 30; C.
Elective learning
- N/A.
Total Credits for Fundamental Contents; 30.
Total Credits for Core Contents; 90.
Total Credits for Elective Contents; N/A.
Total Credits for this year of study; 120.
Year 3
Fundamental learning
- N/A.
Core learning
Subjects; NQF Level; Credits; Compulsory/Optional (C/O)
- Introduction to Market and Brand Research (New); 6; 30; C.
- Channel Planning (New); 6; 30; C.
- New Brand Media (New); 7; 30; C.
- The Practice of Integrated Brand Communications (New); 7; 30; C.
Elective Learning
- N/A.
Total Credits for Fundamental Contents; N/A.
Total Credits for Core Contents; 120
Total Credits for Elective Content; N/A.
Total Credits for this year of study; 120
Total Credits; 360 at NQF Level 6
Exit level outcomes
1. Demonstrate a critically applied understanding of the principles of Brand Management
- Modules in which this Outcome is to be achieved
> The Principles of Brand Management.
> The Practice of Brand Management.
- Demonstrate a critical understanding of the innovative thinking tools and how it can be applied within the process of creative development:
- Modules in which this Outcome is to be achieved
> Innovative Thinking.
> Creative Development.
- Demonstrate an in-depth critical understanding of the relevance of business tools and skills within an organisation functioning within the New Economy:
- Modules in which this Outcome is to be achieved
> Business Tools.
> Corporate Communication Tools.
- Demonstrate a critical understanding of the changing world of consumption and the trends supporting this changed environment:
- Modules in which this Outcome is to be achieved
> Consumer Behaviour.
> The Practice of Brand Management.
> Channel Planning.
> New Brand Media.
- Demonstrate an in-depth critical understanding of the core principles of Integrated Brand Communications (IBC) and the tools that can be used within the application of these principles:
- Modules in which this Outcome is to be achieved
> The Principles of Brand Management.
> The Practice of Brand Management.
> The Principles of Integrated Brand Communications.
> The Practice of Integrated Brand Communications.
> Corporate Communication Tools.
> Channel Planning.
> New Brand Media.
- Demonstrate a critical understanding of the communication toolbox and the application of these tools as brand-building tools:
- Modules in which this Outcome is to be achieved
> Corporate Communication Tools.
> Business Tools.
> The Practice of Integrated Brand Communications.
7. Demonstrate a critical understanding of research and the basic methods of research available
- Modules in which this Outcome is to be achieved
> Introduction to Market and Brand Research.
> Channel Planning.
- Demonstrate a critical understanding of the concept of channel planning in the current branding environment.
- Modules in which this Outcome is to be achieved
> Channel Planning.
> New Brand Media.
> The Practice of Integrated Brand Communications.
9.Demonstrate a critical understanding of the application of the principles of channel planning.
- Modules in which this Outcome is to be achieved
> Channel Planning.
> The Practice of Integrated Brand Communications.
> New Brand Media.
Associated assessment criteria
Associated Assessment Criteria for Exit Level Outcome 1
- Demonstrate knowledge of the principles of Brand Management.
- Identify, explain and apply the concepts of Brand Management within a given scenario.
- Identify the various Brand Management tools available within the practice managing the brand.
- Correctly apply the various Brand Management tools within a given scenario.
Associated Assessment Criteria for Exit Level Outcome 2
- Demonstrate knowledge of the various innovative thinking tools available.
- Identify relevant innovative thinking tools based on a specific situation.
- Demonstrate knowledge with regards to the processes of critical thinking techniques.
- Apply the tools within the Ideation toolbox within a given scenario.
- Identify the principles of creative development.
- Demonstrate knowledge with regards to the application of the principles of Creative Development.
Associated Assessment Criteria for Exit Level Outcome 3
- Identify the role of the various business tools within the New Economy.
- Demonstrate knowledge on the use of the various business tools within a given scenario.
- Compile the various business tools as brand-building tools.
Associated Assessment Criteria for Exit Level Outcome 4
- Identify the trends within consumer behaviour.
- Demonstrate knowledge of the consumer in a social-cultural consumption context within the New Economy.
- Identify and explain how consumerism and consumption impacts brand-decision making for a given scenario.
Associated Assessment Criteria for Exit Level Outcome 5
- Demonstrate knowledge of the paradigm shift from traditional promotional mix to Integrated Brand Communication.
- Identify the basic principles of an Integrated Brand Communication plan.
- Identify and apply the various drivers of Integrated Brand Communication.
Associated Assessment Criteria for Exit Level Outcome 6
- Identify the tools within the communication toolbox.
- Demonstrate the knowledge to develop and manage the tools within the communication tools utilising the principles of brand building tools.
- Demonstrate knowledge on the relevance of an integrated communication approach within an Integrated Brand Communication plan.
Associated Assessment Criteria for Exit Level Outcome 7
- Identify the basic principles of the various research paradigms.
- Identify the various advantages and disadvantages of the various research paradigms.
- Demonstrate knowledge on the various methods of research available.
- Explain the relevance of insight driven research within branding research.
Associated Assessment Criteria for Exit Level Outcome 8
- Demonstrate a thorough understanding of the concept of channel planning.
- Identify and explain the various media tools available.
- Demonstrate knowledge of the role of research within channel planning.
- Identify the various research sources available to brand communicators.
Associated Assessment Criteria for Exit Level Outcome 9
- Demonstrate knowledge of the basic research sources available to brand communicators.
- Identify new brand media tools.
- Demonstrate knowledge on the application of the principles of channel planning.
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: No; No; No.
- Simulations: Yes; Yes; Yes.
- Written examinations: No; No; Yes.
- Practical examinations: Yes; Yes; Yes.
- Oral examinations; No; No; No.
- Assignments: Yes; Yes; Yes.
- Classrooms presentations: Yes;Yes;Yes.
- Participation in group discussions: No; No; Yes.
- Mid-term tests: No; No; Yes.
- Class tests: No; No; Yes.
- Case studies: Yes; Yes; Yes.
- Practical exercises/demonstrations: Yes; Yes; Yes.
- Projects: Yes; Yes;Yes.
Progression and comparability
Articulation options
The IIE is committed to the principles of lifelong learning and opening access to higher education. A student who transfers from one to another programme within the IIE will therefore be given credit at the discretion of the Senate for relevant modules successfully completed.
The Diploma in Integrated Brand Communications would thus allow articulation with existing and new diplomas and the possibility of credit transfer in some cases within the Faculty of Applied Humanities. The development of further qualifications such as an Advanced Diploma in Brand Innovation will improve articulation opportunities from this Diploma. Beyond The IIE, in terms of the NQF, this qualification should articulate with other institutions that specialise in Public Relations, Communications, Client Service, Media, Sponsorship and Events, Marketing, Brand Management, Event Marketing and Promotions at an NQF Level 7. This would specifically refer to qualifications like the Advanced Diploma in Marketing Management offered at the University of the Western Cape, the Bachelor of Business Administration Degree in Marketing from the Institute of Marketing Management (IMM) or the Advanced Diploma in Marketing offered by UNISA.
International comparability
This qualification was compared with both local and international qualifications as detailed below.
Local Providers
Name Of Local Provider; Qualification Offered; Status
- AAA School of Advertising; Diploma in Marketing Communication; Registered.
- UNISA; National Diploma in Marketing; Registered.
- IMM; Diploma in Marketing; Registered.
- University of Johannesburg, Johannesburg; Bachelor of Arts in Marketing Communication; Reregistered.
International Providers
Name of International Provider; Qualification offered; Status
- First Media Design School, Singapore; Specialist Diploma in Integrated Brand Communication; Unknown.
- Institute of Advertising, Singapore; Diploma in Creative Communications; Unknown.
- AFA Ad school, Australia; Graduate Certificate in Advertising Communications; Unknown.
- London School of Marketing, London; CAM Diploma in Marketing Communication; Qualification awarded by the Chartered Institute of Marketing.
Local and International Counterparts
In general this qualification compares well with its local and international counterparts; the only differences are the new NQF level structures which make direct comparison difficult.
Notes
As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015.
NOTES
N/A
Providers currently listed
This reflects provider names published on the official record. It is useful for qualification discovery, but it should not be treated as a substitute for checking the relevant quality body’s latest provider status.
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