Higher Certificate: Brand Building Practice

Purpose

The purpose of this qualification is to provide an entry level qualification that will enable learners to enter internships or learnerships or entry-level positions in related fields or to assist learners to qualify for access to a Degree or Diploma in brand strategy, marketing, media and communication related fields. The qualification therefore focuses on brand and communication principles, theories and practices, as well as creative and conceptual development, to provide the balanced skill set identified as critical for successful further studies into the management of brand communication or appropriate entry level positions in industry.

On completion of this qualification, learners would be able to

• Demonstrate the ability to think creatively in order to craft innovative brand designs.
• Present and communicate information reliably and appropriately.
• Conduct basic research and extrapolate information in an academically accepted manner.
• Demonstrate an understanding of business principles related to corporate branding.
• Demonstrate a sound understanding of accounting and economic principles relevant to the brand communication sector.

Rationale

This Higher Certificate: Brand Building Practice qualification would assist learners who did not achieve a Bachelor's degree admission status on their NSC with an alternative route to degree (or diploma) studies. The advantage of using a Higher Certificate in this manner is that, through its combination of theory, practice and academic skills, it provides some of the grounding these learners are lacking, while also providing a stand-alone qualification closely aligned with the vocational area of focus for those that do not intend to proceed with further studies.

The qualification is designed with a balance of theoretical, experiential and practical components which facilitate the enhancement of brand/business thinking and academic growth. While the focus of the qualification is primarily aimed at creating a pathway to further studies, the core modules provide a basic business understanding for learners to enter the working world at an entry level position. In the context hereof, this Higher Certificate is aimed at individuals seeking an entry level qualification or learners seeking a foundational, exit level qualification focussing on creative brand communication.

Learners would be equipped to take on junior or assistant positions in the creative branding and corporate communication sectors as they would have mastered basic principles and applications of branding and creative communication theory and practice.

It is assumed that the learners would be competent in the language of instruction and the theoretical and practical knowledge and understanding accomplished at NQF Level 4.

Recognition of Prior Learning (RPL)

Learners can achieve this qualification in part through recognition of prior learning. Learners may apply for credits and exemptions for subjects already passed in-house or at other recognised Institutes. Skills, knowledge and experience in respect of competencies acquired through informal and non-formal learning are also assessed in the RPL process.

The institutional policy guides the process whereby skills, knowledge and experience in respect of competence acquired through formal and non-formal learning are assessed. All RPL submissions are managed by an academic committee under the supervision of the Academic Manager and Registrar.

Access to the Qualification

Access is open to learners who hold a

• Senior Certificate (SC) with English.

Or

• National Senior Certificate (NSC) with English.

Or

• NC (Vocational) at NQF Level 4.

Or

• Learners with three years' work experience and proven ability relating to the proposed qualification as well as adequate communicative skills and are at least 23 years of age.

The Higher Certificate in Brand Building Practice consists of 10 compulsory modules at NQF Level 5, totalling 120 credits.

Brand Business Principles and Fundamentals, 15 credits.

Introduction to Creative Brand Communication, 15 credits.

Communication Science, 15 credits.

Personal Computing, 5 credits.

Mathematical Application, 5 credits.

Introduction to Creative Development, 15 credits.

Introduction to Finance, 10 credits.

Introduction to Economics, 10 credits.

Introduction to Academic Reasoning and Critical Thinking, 15 credits.

Simulation Project, 15 credits.

1. Demonstrate the ability to think creatively in order to craft innovative brand designs.
2. Present and communicate information reliably and appropriately.
3. Conduct basic research and extrapolate information in an academically accepted manner.
4. Demonstrate an understanding of business principles related to corporate branding.
5. Demonstrate a sound understanding of accounting and economic principles relevant to the brand communication sector.

Critical Cross-field Outcomes

All the Critical Cross-field Outcomes are addressed in this qualification.

Associated Assessment Criteria for Exit Level Outcome 1

• The concept of creativity is explored to develop an understanding of the principles that apply to the creative process.
• The application of conceptual thought principles is explored in brand building.
• Knowledge of persuasion and argumentation is applied to construct creative brand messages and images.
• Knowledge of creative materiality and production is demonstrated in a brand building environment.

Associated Assessment Criteria for Exit Level Outcome 2

• Information is communicated effectively and professionally in a reliable and coherent manner to promote brand communication.
• Various principles related to verbal and non-verbal communication are used to promote brand messages through the communication process.
• A variety of technology-based tools are utilised to communicate information related to a brand communication environment.

Associated Assessment Criteria for Exit Level Outcome 3

• Relevant information on brand communication and applications from academically accepted sources is acquired.
• Information is assessed for validity, reliability and accuracy.
• Information required is evaluated, synthesised and presented in an academically accepted manner.

Associated Assessment Criteria for Exit Level Outcome 4

• The applications of modern business principles, practices and processes are identified and defined.
• The internal and external factors that impact on the planning, management and control of business activities are identified.
• Basic knowledge of principles and theories related to the management of brand communication is displayed.
• The application of business principles to a brand communication environment is explained.

Associated Assessment Criteria for Exit Level Outcome 5

• Basic accounting concepts and principles related to the finances of a brand communication business are identified and applied.
• Economic principles impacting on brand communication organisations are explored within a micro- and macro-economic environment.
• An understanding of the economic factors that inform market responses and impact on brand communication organisations is displayed.

Integrated Assessment

Formative Assessment

Learning and assessment are integrated. Continual formative assessment is required so that learners are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments based on the learning material and learners are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes which are assessed using tests, assignments, case studies and several different projects.

Summative Assessment

Summative assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments which test the learner's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit-Level Outcomes as a whole. Examinations, projects or equivalent assessment such as a portfolio of evidence assess a representative selection of the outcomes practised and assessed in the formative stage. Summative assessment also tests the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.