Diploma in Marketing Communication

Purpose

The purpose of this qualification is to equip learners with skills that will enable them to enter and operate in the marketing and communications industry, and be able to perform certain entry to middle level functions in marketing and communication functions. In addition to providing fundamental discipline specific knowledge, this qualification will contribute to honing study, life and employment skills.

Rationale

The Diploma in Marketing Communication is designed to provide learners with opportunity to pursue a career in the marketing and communications industry whilst equipping them with skills that will enable them to be work ready. This is a knowledge-based skills development qualification of relevance to the industry, aimed at achieving the required competency for further workplace training or academic advancement with relevant credits in line with the Credit Accumulation and Transfer (CAT) policy.

The national Grade 12 pass rates are not very commendable, although the overall percentages may on the surface seem good, upon deeper analysis it would become apparent that the quality of pass is not great, in that many would not be able pursue higher education or a Degree. It is assumed that the Grade 12's inability to attain the required APS (24+) is due inter alia, to a lack of sufficient knowledge on study skills, and this qualification would address this deficiency through provision of additional support and exposure to fundamental knowledge, as well as life and employment skills. This qualification will thus not only provide access to higher education, but also offer the opportunity to pursue a Degree or an Advanced Diploma.

The aim of this qualification is to assist learners who did not achieve the required level of academic achievements to be eligible for admission and meet requirements for the Degree qualification. Furthermore, this qualification aims to the direct need for entry level skilled personnel as espoused by the Association for Communication and Advertising (ACA) members, and thus increase employment opportunities. They may be employed in the marketing and advertising divisions of an organisation.

The aim of this qualification is to prepare 'work-ready' candidates, where the various modules will be offered in a very applied or practice-oriented mode, by ensuring that the theory informs the application, and this will be coupled with the two-month internship/work-based learning.

Furthermore, the institution has showcases and competitions where learners' work is adjudgicated by industry experts, and the fact that a large number of learners achieve good results is a testimony of the confidence that prospective employers have of learners' learning experience.

Qualified learners will be provided with the opportunity to better prepare themselves for further tertiary education (Degree/Advanced Diploma), as well as be equipped with the requisite knowledge to be employable in various positions in the marketing and communications industry.

Recognition of Prior Learning (RPL)

Candidates who meet the requirements as per the instutions's RPL Policy, may be considered for admission. RPL is alligned to the rationale of the policy, and also complies with National Regulations relevant to this policy. For example, there are many employees in the industry who may not have pursued any tertiary education, or their Grade 12 results may not have been suitable for admission to higher education at the time, and after years of practical experience they would like to obtain formal qualifications. By applying the RPL policy, some learners referred to above may be granted the opportunity to re-enter formal education.

Entry Requirements

The minimum requirement for admission to this qualification is

• Senior Certificate (SC).

Or

• National Senior Certificate (NSC) granting access to Diploma Studies.

Or

• Higher Certificate in an appropriate field, Level 5.

This qualification comprises compulsory modules at NQF Levels 5 and 6 totalling 360 Credits.

Compulsory Modules, Level 5, 180 Credits

• Basic Numeracy for Marketing, 20 Credits.
• Academic Literacy, 20 Credits.
• Business Communication, 20 Credits.
• Business Management 1, 20 Credits.
• Basic Computing for Marketers, 10 Credits.
• Marketing Management 1, 20 Credits.
• Popular Culture and Ethics, 10 Credits.
• Principles of Consumer Behaviour, 20 Credits.
• Marketing Communication Principles, 20 Credits.
• Basic Marketing Research, 20 Credits.

Compulsory Modules, Level 6 120 Credits

• Business Management II, 20 Credits.
• Marketing Management II, 20 Credits.
• Marketing Management III, 40 Credits.
• Work Based Learning (WBL), 40 Credits.

Elective Modules, Level 6, 60 Credits (select three)

• Brands and Branding, 20 Credits.
• Account Management, 20 Credits.
• e-Marketing, 20 Credits.
• Media Planning and Buying, 20 Credits.

1. Demonstrate academic literacy through being able to read, write and make oral and written presentations, using technology.
2. Demonstrate an understanding of the business environment, entrepreneurship and how to evaluate a business idea and plan.
3. Demonstrate an understanding of business communication and demonstrate sensitivity to culture and ethics through understanding of key concepts, principles and theories and application thereof.
4. Demonstrate an understanding of the marketing research process and conduct research to deal with marketing challenges in practice.
5. Demonstrate an understanding of marketing management, including consumer behaviour, and marketing research through the strategic marketing planning and implementation process.
6. Demonstrate work readiness and having honed employment skills, through punctuality, attitude to work and tasks allocated, energy and enthusiasm and meeting deadlines.
7. Perform certain entry to middle level tasks in marketing and communication functions by obtaining knowledge of marketing communication specialisations and demonstrate an understanding of brands and branding; account management, e-marketing, and media planning and buying and applying key concepts in various marketing or business situations.

Associated Assessment Criteria for Exit Level Outcome 1

• Evaluate written and oral (individual and group) presentations to determine effective use of words to convey a message.
• Evaluate the ability to interpret the key messages in a text.
• Evaluate an understanding of study techniques and styles necessary for succeeding in higher education.
• Examine the ability to produce documents/reports using IT packages.

Associated Assessment Criteria for Exit Level Outcome 2

• Consider several business ideas and select an appropriate one based on understanding of theory.
• Examine the importance of a business plan and its key components through mini-case studies/scenarios.
• Assess how the business environment impacts the various business functions, inter-alia, finance and human resources through mini-case studies.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate a broad understanding of culture and sub-cultures in the context of business/marketing communication.
• Demonstrate the ability to explain various mind sets and trendscapes in the South African context.
• Understand evidence of the principles surrounding gender and sexuality.
• Demonstrate how to communicate ethically, through understanding of marketing communication principles and the target market/consumers, especially their culture.

Associated Assessment Criteria for Exit Level Outcome 4

• Demonstrate an understanding of relevant marketing research principles, concepts and process.
• Explain the difference between primary and secondary data and demonstrate how these could be collected and used in business.
• Evaluate the ability to define a research problem and research objectives.
• Examine an understanding of simple data analysis in the marketing context.
• Show how marketing research can assist managers in understanding the business environment, through preparation and presentation of a simple research report.

Associated Assessment Criteria for Exit Level Outcome 5

• Evaluate the management of customers which reflects an understanding of customer value and customer satisfaction.
• Understand and evaluate the product life cycle and the marketing strategies to be used at each stage of the life-cycle.
• Conduct competitor and market analysis as part of strategic planning.
• Develop a strategic marketing plan.

Associated Assessment Criteria for Exit Level Outcome 6

• Monitor, evaluate and record participation in agency briefs, projects and campaigns by the mentee.
• Monitor and report on punctuality through maintaining an attendance register.
• Observe attention to detail and the ability to meet deadlines through tasks performed at work.
• Evaluate engagement with experienced industry/company professionals who are responsible for agency briefs, projects or campaigns, and the ability to take instructions.
• Assess interpersonal and communication skills through participation in group projects.

Associated Assessment Criteria for Exit Level Outcome 7

• Explain what an account planning is and assess the importance of having excellent project management skills.
• Differentiate between digital media and digital marketing.
• Show evidence of being au-fait with innovation in media and integrated marketing communication through inter-alia, research-based oral and written presentations.
• Assess the role of media in the marketing communication mix.
• Demonstrate an understanding of different types of media billing systems
• Assess the importance of budgeting.
• Identify problems associated with brands and branding strategy using case studies.
• Be accountable as demonstrated during group projects/campaigns and group assignments, since in the marketing communication environment working in teams is paramount for the success of a campaign.

Integrated Assessment

The nature of the modules reflects some relationships, for example Marketing Fundaments, Creative Business Practice and Fundamentals of Advertising; thus, it is inevitable that there will be integration both in the teaching approach as well as assessment. The common theme will be Marketing Communication, and this is will be demonstrated through the mini cases which would be used in both teaching and assessments. Furthermore, much of marketing strategy development entails team work, thus implying that the students need to see the 'bigger picture' and this requires drawing knowledge from the various modules and integrating this in their various projects.