Higher Certificate in Digital Marketing and Social Media

Purpose

The purpose of the Higher Certificate in Digital Marketing and Social Media is to equip learners with the foundational knowledge and practical skills required to excel in a rapidly evolving technological landscape. The qualification will provide learner-centred and future-focused education, integrating research, knowledge, skills, entrepreneurship, and sustainability. This qualification will prepare graduates for high-demand roles within the digital marketing sector to address both current industry needs and future technological trends.

The key objectives of the qualification are to

• Develop technical proficiency by equipping learners with foundational knowledge and practical skills in digital marketing, social media strategies, content creation, search engine optimization (SEO), and web analytics, ensuring they can address digital marketing challenges.
• Promote innovation and entrepreneurship through project-based learning and practical applications, providing learners with the skills necessary to launch marketing ventures or drive innovation within organisations.
• Enhance employability and career advancement by preparing learners for high-demand roles in digital marketing, such as social media managers and SEO specialists, and supporting further academic and professional development.
• Support sustainable and ethical practices by integrating sustainability and ethical considerations into the curriculum, particularly in digital marketing strategies and content creation, ensuring that graduates promote responsible practices.
• Foster lifelong learning and adaptability by developing graduates capable of continuous learning in response to technological advancements, encouraging a professional growth mindset.
• Provide flexible and inclusive education through contact, blended, and distance learning modes, ensuring accessibility for a diverse demographics, including working practitioners and international learners.

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

• Apply foundational marketing principles by demonstrating a comprehensive understanding of digital marketing concepts and their applications across different industries.
• Create and manage engaging content tailored to various digital platforms, ensuring effective communication and audience engagement.
• Utilise social media strategies effectively to enhance brand presence and audience interaction.
• Implement SEO and search engine marketing (SEM) techniques to improve the visibility and reach of digital marketing campaigns.
• Analyse web analytics data to measure the performance of digital marketing efforts and optimize strategies accordingly.
• Plan and execute digital advertising campaigns utilizing various online advertising tools and platforms.
• Design and implement email marketing campaigns to drive customer engagement and retention.
• Develop comprehensive digital marketing strategies that align with organisational goals and market trends.
• Integrate ethical considerations and sustainability principles into digital marketing practices, ensuring responsible and sustainable marketing efforts.
• Engage in lifelong learning and professional development to stay current with advancements in the digital marketing field.

Graduates of the qualification will embody the following attributes

• Technical proficiency with in-depth knowledge and skills in digital marketing tools and techniques.
• Ability to develop innovative and creative marketing solutions to complex challenges.
• Strong analytical skills and the ability to interpret and utilise data to inform marketing strategies.
• Proficiency in creating and managing digital content and social media campaigns.
• Commitment to ethical practices and sustainability in marketing activities.
• Dedication to continuous learning and professional development.
• High standards of professionalism and communication in diverse workplace settings.

Rationale

With the advent of the Fourth Industrial Revolution (4iR) and the emerging Fifth Industrial Revolution (5iR), there is a critical need for experts who can navigate and leverage new digital platforms, content creation techniques and marketing strategies. This qualification will provide learners with essential theoretical knowledge and practical skills, preparing them for impactful roles in the digital marketing sector.

The qualification targets a diverse range of learners, including recent graduates seeking to specialise, practitioners in digital marketing and social media aiming to upskill for career advancement, and individuals looking to transition into the digital marketing sector. The qualification is based on a comprehensive analysis of the evolving needs of the digital marketing sector, emerging global trends, and the aspirations of a diverse student demographic. In addition, it is strategically designed to address specific gaps and opportunities within the sector and society at large and meet the increasing demand for skilled practitioners in digital marketing and social media. The need for the qualification is informed by the rapid advancement of digital technologies and the 4IR and has significantly transformed industries, necessitating a workforce skilled in digital marketing and social media strategies. The qualification will bridge a skill gap in the digital marketing sector, particularly in social media management, content creation, SEO, and web analytics.

Engagement with industry stakeholders, including leading digital marketing companies, professional bodies, and technology experts, has underscored the demand for qualifications that blend technical skills with strategic and ethical considerations. The qualification will address the skills gap in emerging digital marketing techniques by preparing graduates for high-demand roles in the digital marketing sector. The qualification was developed in consultation with industry bodies and the Academic Programme Development and Review Committee (APDRC) to ensure alignment with current industry standards and expectations.

South Africa is committed to fostering a technologically advanced economy that can compete on a global scale. This qualification aims to support this national objective by:

• Enhancing the digital marketing skill set of the workforce.
• Promoting innovation and entrepreneurial activities within the marketing sector.
• Contributing to the overall digital transformation of industries across the country.

The curriculum is closely aligned with the current and future needs in the digital marketing sector, focusing on practical skills, emerging technologies, and innovative problem-solving approaches. Graduates are equipped with specific technical skills and the adaptability and resilience required to navigate and lead in the dynamic digital marketing landscape.

Graduates can expect to find opportunities in roles such as

• Digital Marketing Specialist.
• Social Media Manager.
• Content Creator.
• SEO Specialist.
• Web Analytics Manager.
• Digital Advertising Coordinator.
• Email Marketing Specialist.
• Digital Marketing Strategist.

The qualification resides within a structured learning path that provides progression from foundational knowledge to specialised skills in digital marketing, supporting vertical advancement to higher NQF levels and horizontal mobility across different marketing domains. Graduates may pursue further studies at NQF Level 6 and beyond, including specialised diplomas and degrees in marketing or related fields, enhancing their expertise and leadership potential.

The qualification offers learners a route to high-demand careers, equipping them with future-proof skills that enhance employability, entrepreneurial opportunities, and personal development. By cultivating a skilled workforce adept in digital marketing, the qualification contributes to societal resilience against technological disruptions and supports ethical, sustainable marketing practices. The emphasis on emerging digital marketing techniques and innovation directly supports the digital transformation of industries, promoting economic growth, competitiveness, and the development of a knowledge-based economy.

The rapid advancement of digital marketing and social media strategies has created a critical skills gap, particularly in areas like social media management, content creation, and web analytics. The qualification caters to a broad range of learners, including recent graduates seeking specialization, working practitioners upskilling, and individuals transitioning into the digital marketing sector. Flexible learning methods (contact, blended, and distance) further enhance accessibility.

Recognition of Prior Learning (RPL)

The institution has an approved RPL policy, which is 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 and advancement within qualifications. RPL may be applied for access, credits from modules, and credits for or toward the qualification.

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 should they be allowed entrance into the qualification.

RPL for exemption from 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 credits

• 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.

The RPL policy ensures that learners who have gained relevant experience and skills through various forms of learning have an opportunity to access and progress within the qualification.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate (NSC), 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 without endorsement.

This qualification consists of the following compulsory modules at National Qualifications Framework Level 05, totalling 120 credits.

Compulsory Modules, Level 5, 120 Credits

• Foundations of Marketing, 15 Credits.
• Content Creation and Social Media Strategies, 15 Credits.
• Digital Marketing Tools and Web Analytics, 15 Credits.
• Digital Advertising and Email Marketing, 15 Credits.
• Digital Marketing Strategy and Planning, 15 Credits.
• Emerging Trends in Digital Marketing, 15 Credits.
• Ethics, Law, and Digital Marketing Practice, 15 Credits.
• Work Integrated Learning (WIL), 15 Credits.

1. Demonstrate a comprehensive understanding of digital marketing principles, including the strategic use of tools such as SEO, SEM, and social media platforms to enhance business visibility and engagement.
2. Apply critical thinking and analytical skills to evaluate the effectiveness of digital marketing campaigns and strategies, using data-driven insights to optimise performance and Return on Investment (ROI).
3. Create compelling and effective digital content tailored to diverse platforms and audiences, utilizing best practices in content marketing to drive engagement and conversion.
4. Implement comprehensive digital marketing strategies that integrate various digital channels and tactics to achieve business objectives, reflecting an understanding of digital marketing as a holistic practice.
5. Navigate the ethical and legal considerations in digital marketing, ensuring compliance with regulations and respect for consumer privacy and data protection.
6. Engage in reflective practice and continuous learning to adapt to the rapidly evolving digital marketing landscape, demonstrating the ability to integrate emerging trends and technologies into practice.
7. Exhibit effective communication skills, both written and verbal, to articulate digital marketing strategies, campaign results, and insights to stakeholders, fostering collaboration and informed decision-making.
8. Apply project management principles to plan, execute, and evaluate digital marketing campaigns, ensuring timely delivery, budget adherence, and alignment with business objectives.

Associated Assessment Criteria for Exit Level Outcome 1

• Formulate digital marketing strategies grounded in theoretical principles and current practices using SEO, SEM, and social media.
• Evaluate the application of digital marketing tools through practical projects that require the creation and execution of campaigns across various digital platforms.
• Conduct examinations that test theoretical knowledge and practical understanding of digital marketing principles and strategies.
• Measure the effectiveness of the strategic digital marketing tools in real-world scenarios

Associated Assessment Criteria for Exit Level Outcome 2

• Critically analyse campaign data in case studies and provide strategic recommendations for optimization.
• Apply analytics tools to track, measure, and report on campaign performance in practical assessments.
• Evaluate reflective reports and critique the digital marketing strategies, reflecting on successes and areas for improvement.
• Conduct peer assessments and provide constructive feedback on campaign effectiveness and optimization.

Associated Assessment Criteria for Exit Level Outcome 3

• Assess the creation of content for multiple digital platforms and evaluate its effectiveness in engaging targeted audiences.
• Apply strategic content creation in projects to demonstrate adaptability and creativity in content approaches.
• Conduct peer reviews and instructor evaluations of content portfolios that showcase a range of content types and styles.
• Use multimedia presentations to evaluate and create engaging and persuasive digital content for various platforms.

Associated Assessment Criteria for Exit Level Outcome 4

• Design and execute integrated digital marketing plans in simulations or real-world projects.
• Justify the rationale for choosing and integrating various digital marketing tools through reflective essays.
• Evaluate presentations, propose and comprehensively defend the digital marketing strategies to peers and instructors.
• Collaborate with group members to create and implement integrated digital marketing campaigns in group projects.

Associated Assessment Criteria for Exit Level Outcome 5

• Apply digital marketing legal standards and ethical issues in scenario-based tests.
• Analyse papers and explore the impact of digital marketing practices on consumer privacy and data protection.
• Navigate ethical dilemmas and compliance issues in simulated business environments through role-play exercises.
• Conduct case studies that involve real-world ethical challenges and legal requirements in digital marketing practices.

Associated Assessment Criteria for Exit Level Outcome 6

• Continuously learn and adapt to emerging digital marketing trends and technologies through journals or logs.
• Incorporate the latest digital marketing technologies and practices in the project work.
• Evaluate participation in workshops or seminars focused on recent developments in digital marketing and assess the engagement and application of learned content.
• Integrate new knowledge and skills into professional practice using reflective essays to demonstrate commitment to continuous learning.

Associated Assessment Criteria for Exit Level Outcome 7

• Compile clear and coherent written reports on digital marketing strategies and campaign performance.
• Orally present digital marketing plans and results to peers and instructors.
• Present and defend marketing strategies in a professional setting through role-play scenarios.
• Conduct group discussions and peer reviews to assess collaborative communication skills, provide and receive constructive feedback.

Associated Assessment Criteria for Exit Level Outcome 8

• Develop detailed project plans that include scope, timeline, budget, and resource allocation for digital marketing campaigns.
• Execute marketing projects and evaluate adherence to project plans and the effective management of resources.
• Evaluate post-campaign reports and analyse project outcomes, budget management, and achievement of business objectives.
• Identify and address challenges in project simulations to ensure successful project completion.

INTEGRATED ASSESSMENT

The integrated assessment strategy for the qualification is designed to ensure the rigorous evaluation of learners' theoretical knowledge, practical knowledge, and skills in digital marketing, social media strategies, content creation, analytics, and digital advertising. The strategy complies with the NQF Level 5 descriptors and the institution's Learning and Teaching Policy. This allows for the assessment of integrated knowledge in digital marketing; different types of knowledge; a range of methods and their associated applications; learners being required to conduct reflective learning; ethics and professional practice; and producing and communicating information.

The assessment strategy for the qualification is aligned with the learning and teaching strategy and aims to comprehensively evaluate learners' conceptual understanding, applied competencies, and successful completion of learning. The strategy incorporates various assessment types and forms, aligning with national norms and international benchmarks. Additionally, the assessment incorporates WIL to bridge the gap between theoretical knowledge and practical application.

Formative Assessments for Distance Learning and Contact Delivery

• For online delivery, formative assessments such as quizzes, online discussions, MCQs, and presentations are conducted through the learning management system (Moodle), which allows for timely feedback and flexibility.
• In contact delivery, formative assessments include in-class participation, group projects, and oral presentations, which promote engagement and allow for immediate feedback and interaction.

Formative assessments are designed to feed into further learning. A range of formal, non-formal, and informal formative assessment procedures are used to focus teaching and learning to improve learner success.

Each formative assessment is aligned with specific learning outcomes. For example, quizzes may assess understanding of key concepts, while group projects evaluate teamwork and application of knowledge. The achievement of learning outcomes is determined by learners' performance on these varied assessment tasks, which are designed to measure different competencies such as critical thinking, problem-solving, and collaborative skills.

Summative Assessments for Distance Learning and Contact Modes

• In the Distance Learning environment, summative assessments like case studies and research projects are submitted at the end of the learning programme and are assessed digitally, allowing for a broader scope of formats and multimedia integration.
• For Contact delivery, practical assignments and written examinations are conducted at the end in a controlled environment within the institution, ensuring academic integrity and allowing for complex problem-solving tasks.

Summative assessments evaluate whether learners can integrate and apply their learning comprehensively. For example, a final project may assess a range of outcomes from technical knowledge to innovation and strategic thinking. Summative assessments determine whether the learner is competent or not yet competent. The weighting of summative assessments at 50% underscores their importance in measuring cumulative understanding and ensuring that learners have achieved the requisite level of competence upon completion of the course.

Balance Between Formative and Summative Assessments

The 50-50 split between formative and summative assessments is strategically designed to encourage continuous engagement throughout the learning process (formative) while also ensuring a rigorous evaluation of overall competency at the end of a learning period (summative).

Work-Integrated Learning (WIL) Evaluation for Distance Learning and Contact Modes

Distance Learning

• Virtual work-integrated learning, remote projects, and online simulations are used.
• Workplace supervisor evaluations and industry feedback are facilitated through virtual meetings and digital submission of reports.

Contact Learning

• On-site placements or industry projects.
• In-person feedback from workplace supervisors and industry professionals.

The achievement of WIL-related learning outcomes will be measured by the practical application of theoretical knowledge in a workplace setting, assessed through a combination of industry feedback, academic evaluation, and reflective student reports.

The Assessment Strategies for Contact and Distance Learning ensure that they are equivalently rigorous and aligned with the learning outcomes of the module.

A Workplace Logbook and Portfolio of Evidence (POE) ensures consistency and fairness in both modes of delivery.

Online Assessment Strategies

• Measures to maintain assessment integrity in the online environment include the use of proctoring software.
• Methods for online assessments include multiple-choice quizzes, timed assignments, and scenario-based assessments.