Higher Certificate in Digital Marketing

Purpose

The purpose of the Higher Certificate in Digital Marketing is to provide learners with the opportunity to acquire skills required to perform elementary functions in the digital marketing field. Training for this qualification is both theoretical and practical. The qualification allows learners to grasp fundamental knowledge in the workings of various software packages and the commercial environment and select digital marketing and general IT software packages.

Upon completion of this qualification, the qualifying learners will be able to

• Apply the different methods of communication in a business environment to ensure effective digital marketing practices.
• Discuss the theories, concepts, approaches, techniques practices used in the digital marketing industry.
• Discuss and apply Marketing Management theories, concepts, principles, techniques and approaches to inform and support the attainment of business goals and plans within the local and global work environment.
• Demonstrate the use of appropriate information technology and information systems with the digital marketing environment to improve business efficacy and effectiveness within the digital space.
• Discuss and apply the key business functions.
• Demonstrate the use of information systems and technical knowledge to support the completion of business processes for digital marketing and to understand the role of software, hardware and equipment.

The qualification will contribute to the full development of the learner within the marketing and digital marketing environment by providing recognition and further mobility within the field. The qualification supports the philosophy of life-long learning, because learners will be able to increase their access to employment since this qualification caters for individuals who are employed but lack the certification to perform efficiently or to be promoted.

This qualification is the start of a career path in digital marketing. The skills, value attributes, and knowledge reflected in this qualification are building blocks that will prepare learners for progression along the learning ladder.

Rationale

Steady growth in careers that are linked to digital, electronic, and web technologies in South Africa and the rest of the world. It is apparent that digital job opportunities are available in the Information Technology (IT) sector, with an increase in digitised communication between manufacturers, suppliers and clients, plus greater access to the internet by the broader public, opportunities in marketing and communication continue to open up to practitioners.

Statistics available from the National List of Occupations in High Demand (2018) reflects a need for skilled sales and marketing practitioners, administrators and managers. The need for sales and marketing managers is particularly acute since they are vital for the business or organization to function effectively due to the demanding environment in which businesses operates within, both in South Africa and globally. In addition, to function effectively within the current Knowledge-Economy, practitioners must be trained in the use of web-based technology and tools to succeed in their field, particularly in this competitive global economy.

The 2018 Academy of Web Growth study, identified Digital Marketing Managers and Digital Marketing Specialists as the most sought after in this field. This can be attributed to the rise of the internet, web or computer-based technologies that demand tech-savvy marketing practitioners who can leverage the wide vista of exciting opportunities, new markets, products and media provided by technology. In addition, the rise of companies' digital presence will open an increased number of digital marketing employment opportunities in future.

The current skills deficit across all sectors means that there is a premium placed on staff that is qualified and able to perform across the key areas of marketing management and administration. The current skills' shortage also requires that employees be equipped with skills and knowledge that are key to the transformation of the South African economy and that they can contribute to the positive performance of their employers. Furthermore, there is a need for entry-level qualifications, which are vocationally, and industry focussed.

The skills, knowledge and understanding demonstrated within this qualification are essential for social and economic transformation and contribute to the upliftment and economic growth within the business sector. The learners are trained to assist management with various administrative duties. Learners will be able to obtain employment in a range of entry-level digital marketing management and administration (Digital Marketing Assistant/Administrator, Email Marketing Assistant/Administrator, E-Commerce Assistant/Administrator, Social Media Consultant/Administrator, and Online Sales Assistants).

Recognition of Prior Learning (RPL)

RPL supports the transformation of the education and training system of the country. This calls for an approach to the development of RPL policy and practices that explicitly addresses the visible and invisible barriers to learning and assessment. Such an approach must generate the commitment of all role players to remove these barriers and to build a visible, usable and credible system as an effective and creative vehicle for lifelong learning. Consensus must be generated around the criteria and support systems within which the integrity and quality of all assessments will be protected. At the same time, the opportunities and benefits of RPL need to be extended to all students and stakeholders. It is also imperative that a viable, sustainable and credible system is built for RPL.

The institution has increasingly considered how learning that has taken place in a range of contexts may be assessed and formally recognised through RPL. This qualification may be achieved in part through the recognition of prior learning which includes informal, formal learning and work experience.

RPL for access

• Learners who do not meet the minimum admission requirements of a particular qualification, could, under certain conditions, apply for admission based on Recognition of Prior Learning (RPL).
• RPL will be applied not only for admission to the qualification but also to award credits for prior learning. The institution's RPL Policy will be applied to ensure transparency and consistency of the process.

RPL for credits

• The fundamental underlying principle of the Recognition of Prior Learning is the granting exemption for modules for which it is determined a potential learner meets the exit criteria.
• The institution awards credits for individual modules, if, the applicant has satisfied at least 50% of the outcomes or meets all or most of the outcomes to at least 50% competency level.
• The learner must demonstrate competence in the knowledge, skills, values, and attitudes indicated in the qualification to obtain credits/credit exemptions.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, NQF Level 4 granting access to Higher Certificate studies.

Or

• Senior Certificate, NQF Level 4.

Or

• National Certificate Vocational, NQF Level 4, granting access to Higher Certificate studies.

This qualification consists of the following compulsory modules at National Qualifications Framework Level 5 totalling 128 Credits.

Compulsory Modules,128 Credits

• Digital Marketing, 24 Credits.
• Digital Marketing Practice, 16 Credits.
• Digital Marketing Environment, 20 Credits.
• Marketing Management, 16 Credits.
• Business Communication, 16 Credits.
• Business Management Fundamentals, 16 Credits.
• End User Computing, 20 Credits.

1. Demonstrate the ability to communicate information reliably, accurately, and coherently, using conventions appropriate to the digital marketing context, in written and oral or signed form or in the practical demonstration, including an understanding of and respect for conventions around intellectual property, copyright and plagiarism, including the associated legal implications.
2. Demonstrate an informed understanding and knowledge of theories, concepts, approaches, techniques practices used in the Digital Marketing industry.
3. Discuss and apply Marketing Management theories, concepts, principles, techniques and approaches to inform and support the attainment of business goals and plans within the local and global work environment.
4. Demonstrate the use of appropriate information technology and information systems with the digital marketing environment to improve business efficacy and effectiveness within the digital space.
5. Demonstrate a sound knowledge of the principles of management and apply the key business functions.
6. Demonstrate the use of information systems and technical knowledge to support the completion of business processes for Digital Marketing and to understand the role of software, hardware and equipment.

Associated Assessment Criteria for Exit Level Outcome 1

• Explain basic communication concepts, theories and principles.
• Apply the different methods of communication in a business environment to ensure effective digital marketing practices.
• Examine various communication channels used to communicate with a range of audiences.
• Discuss the importance of effectiveness and accuracy in written and oral communication.
• Use different communication techniques to communicate in the media environment.
• Explain effective verbal and written communication skills.
• Demonstrate evidence of people skills such as tolerance, listening skills and empathy.

Associated Assessment Criteria for Exit Level Outcome 2

• Analyse and apply digital marketing strategies accurately and appropriately.
• Apply digital marketing tools and techniques effectively to support the marketing strategies in a business environment.
• Design an effective digital marketing campaign in a communication media context.
• Evaluate and apply different forms of digital marketing strategies and marketing techniques for effective marketing in the virtual world.

Associated Assessment Criteria for Exit Level Outcome 3

• Demonstrate knowledge of the basic concepts, principles, and theories of marketing to develop a market plan for a business.
• Analyse and apply marketing approaches and advertising principles to a given scenario.
• Apply knowledge of digital ethics issues, laws, and practices to given scenarios on intellectual property, privacy, and security in the knowledge of a technologically driven knowledge economy.
• Develop the marketing competition using Porter's model.

Associated Assessment Criteria for Exit Level Outcome 4

• Analyse and evaluate digital marketing key terminologies, fundamental concepts, and requirements for using practical examples.
• Identify and apply principles and practices used in the digital marketing industry.
• Examine and apply the tools used to effectively market an organisation in the 21st Century on a digital platform.
• Explore and critique the characteristics and attributes of the 21st Century consumer.
• Demonstrate the use of email and social media platforms as effective marketing tools.
• Analyse and apply the elements of designing a website to ensure the content of the website receives optimal search engine rankings.
• Identify and implement E-Commerce systems to plan, manage and market electronic business operations, products, and services provided online via the Internet.

Associated Assessment Criteria for Exit Level Outcome 5

• Describe and explain the elements and components of various organizational types and models.
• Identify and explain organisational cultures, the leadership and management styles.
• Distinguish between planning, leadership, organising, motivating, and controlling as business activities and functions of managers.
• Analyse and apply the fundamental accounting terms and processes and basic accounting principles.
• Perform basic financial accounting practices and explain accounting documentation (ledgers, journals, source documents).
• Apply procurement management principles and decision-making frameworks to manage operational risks.
• Analyse accounting transactions and accounting cycles.
• Demonstrate knowledge and understanding of the importance of the purchasing and procurement functions in the media context.
• Describe accounting legal requirements and basic human resource legislation and regulations in marketing fields.
• Explain the routine human resource operations (recruitment, selection, retention, and Industrial Relations), models and approaches.
• Explore and apply human resource management models and approaches.

Associated Assessment Criteria for Exit Level Outcome 6

• Explain and apply information management security practices for an organisation.
• Discuss the purposes and use of business computing equipment and devices.
• Utilise computer hardware, software applications, office software to complete business tasks.
• Demonstrate the use of the internet to complete business tasks.
• Investigate and apply the marketing mix across digital marketing, social media, and branding.
• Identify and apply social media, search engine, and mobile marketing to the marketing mix.