Higher Certificate in Digital Marketing

Purpose

The purpose of the Higher Certificate in Digital Marketing is two-fold; one is to provide the learner with an introduction to theoretical modules related to the field of digital marketing, while also providing the foundations of technical knowledge needed for the field of study. Successful completion of this qualification will provide aspiring marketers with an opportunity to acquire entry-level skills as a stepping stone to further learning in the subject matter of digital marketing, learners will also be provided with a foundation for excellence for a future of exponential industrial disruption, a future that demands a strong focus on innovation and technology, empowering future generations to solve problems, think critically, innovate, and empower others.

Learners will acquire knowledge and skills in a diverse yet related set of topics specific to the subject of marketing, including but not limited to understanding customer behaviour and data-driven decision-making which explore why customers and data have become essential for marketing and how mobile channels and application, eCommerce and social media advertising, copywriting, market research, social media advertising, search engine optimisation and customer relations.

At the end of this one-year qualification, the learner could either enter the industry or continue with further studies.

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

• Apply fundamental principles of digital marketing to demonstrate an understanding of the field of marketing as an essential component of a successful business.
• Apply knowledge of customer behaviour and user experiences on digital channels to inform future marketing plans.
• Understand the impact of advertising on social media platforms as a key component of a digital marketing strategy.
• Write high-quality advertising copy to support and augment brand awareness.
• Create a digital marketing strategy to support a company's business strategy.

Rationale

Prior to the onset of the COVID-19 pandemic, concepts related to the 4th and 5th industrial revolutions were talked about as events that would possibly necessitate the acquisition of new digital skills. Having to deal with the fallout of a pandemic, business leaders have had to make significant changes to the way in which they operate, including moving many operational processes into the digital sphere. An economic downturn in the economy was possibly a result of the effects of the pandemic, yet despite the downturn, many companies were able to move parts of their business processes to the digital sphere.

This not only required new digital skills, but it also meant that more companies established an online presence, with a need to market their services and products on the World Wide Web. This type of marketing - known as digital marketing - differs from traditional marketing and requires a specific set of skills. Digital marketing therefore is evolving to become the centre point for almost all marketing done today. Digital is no longer seen as a channel in the same way that a marketer might view television or radio as a channel, instead, it is now a way of life. To be successful in marketing and business today, mastering digital marketing is essential.

The institution's myWay Hybrid Digital Campus is a technology-mediated instruction and delivery platform that extends all the benefits of being a full-time learner or part-time online learner by providing maximum flexibility and catering to social impediments. Distance provisioning facilitates an approach to education that accommodates geographically dispersed learners by providing resources, materials, support, and services using various tools to support learning at a distance. This allows for broadening educational access and the creation of flexible learning opportunities for all South African learners.

This qualification provides foundational knowledge in the field of digital marketing that can provide employment opportunities in a world that is embracing technological innovation. With the skills acquired in this programme, learners can exit the qualification and have entry-level skills that will serve them in the core field of marketing, with specialist knowledge related to digital marketing, thus allowing them to play a role in various sectors of business.

Some of the career opportunities that will be available to the learner include but are not limited to

• Marketing Consultant.
• Marketing Assistant.
• Content Coordinator.
• Public Relations Representative.
• Digital Marketing Officer.
• Product Marketer.
• Brand Marketer.

Recognition of Prior Learning (RPL)

The institution has an approved Recognition of Prior Learning (RPL) policy applicable to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications.

RPL for access

• Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
• To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations.

RPL for exemption of modules

• Learners may apply for RPL to be exempted from modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

RPL for credit

• Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.
• Credit shall be appropriate to the context in which it is awarded and accepted.

Entry Requirements

The minimum entry requirement for this qualification is

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

Or

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

Or

• Senior Certificate, NQF Level 4.

This qualification consists of the following compulsory modules at National Qualifications Framework Level 5 totalling 120 Credits.

Compulsory Modules, NQF Level 5, 120 Credits.

• Strategy and Context, 12 Credits.
• Digital copywriting, 12 Credits.
• Digital Audience and Customer Relations, 12 Credits.
• Decision-making and digital marketing, 12 Credits.
• Market research, 12 Credits.
• User Experiences, 12 Credits.
• Web development and design, 12 Credits.
• Mobile channels and mobile applications, 12 Credits.
• Search Engine Optimisation and Search Advertising, 12 Credits.
• Online and social media advertising, 12 Credits.

1. Apply fundamental principles of digital marketing to demonstrate an understanding of the field of marketing as an essential component of a successful business.
2. Apply knowledge of customer behaviour and user experiences on digital channels to inform future marketing plans.
3. Understand the impact of advertising on social media platforms as a key component of a digital marketing strategy.
4. Write high-quality advertising copy to support and augment brand awareness.
5. Create a digital marketing strategy to support a company's business strategy.

Associated Assessment Criteria for Exit Level Outcomes 1.

• Identify and apply principles and practices used in the digital marketing industry.
• Challenge digital marketing fundamental principles as an enabler of the broader business marketing process.
• Reflect on digital marketing fundamental principles, concepts, and processes to create a working digital marketing framework.

Associated Assessment Criteria for Exit Level Outcomes 2.

• Identify, evaluate, and solve defined customer behaviour and user experiences to inform future marketing plans.
• Gather information from a range of digital sources and select appropriate digital marketing platforms to enable the business marketing strategy.
• Select and apply appropriate digital marketing platforms to enhance user experiences.

Associated Assessment Criteria for Exit Level Outcomes 3.

• Effectively work with stakeholders and take responsibility for the digital marketing strategy.
• Operate within a range of different digital marketing platforms and understand how one platform informs the processes of another.
• Identify and apply social media search engine, and mobile marketing to the marketing mix.

Associated Assessment Criteria for Exit Level Outcomes 4.

• Communicate digital content reliably, accurately, and coherently by applying digital copywriting principles within the digital space.
• Apply writing conventions appropriate to the digital space to support and augment brand awareness.
• Account for and act in accordance with prescribed business and professional ethical codes of conduct, values and practices while developing digital content.

Associated Assessment Criteria for Exit Level Outcomes 5.

• Construct a digital strategy with the awareness of how the digital marketing strategy develops and evolves within a business.
• Select and apply strategy formulation methods, procedures, and techniques to create a digital marketing strategy.