Higher Certificate in Marketing and Communication

Purpose

Through this qualification, learners will be provided with the opportunity to prepare themselves for further tertiary education, as well as be equipped with the requisite fundamental knowledge to be employable in entry level positions in the marketing and communications industry. Upon completion of this qualification, learners will be able to:

• Demonstrate knowledge of marketing and an understanding of key terms relating to the field of marketing.
• Demonstrate knowledge, skills, attitudes and values needed to succeed in academic studies.
• Understand the key terms, concepts, facts, principles, rules and theories of popular culture.
• Understand basic concepts in Information Technology.

Rationale

The national Grade 12 pass rates are not very commendable, in that 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 have an endorsement which does not allow them to pursue higher education. The Higher Certificate will thus not only provide access to higher education, but also offer the opportunity to pursue a relevant Advanced Certificate, Diploma or a Degree.

This qualification is designed as a foundation for Grade 12 learners who want to pursue a career in the marketing and communications industry. It 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.

Those learners who did not achieve the required level can use this qualification as meeting the admission requirements for the 3-year Degree qualification or articulate to the Diploma in Marketing Communications with relevant credits where applicable, in line with the Credit Accumulation and Transfer principles. Furthermore, this qualification will address the dire need for entry level skilled personnel as espoused by the Advertising and Communication Association (ACA), and thus increase employment opportunities.

The qualification is aimed at individuals who would like to enter the marketing and communications industry, and be able to perform basic marketing and communication functions. In addition to providing fundamental discipline-specific knowledge, this qualification will contribute to honing study, life and employment skills, which can make up for the deficiencies of the schooling system.

Recognition of Prior Learning (RPL)

Although this may not be fully relevant to an entry level higher education qualification, candidates who meet the criteria as per the institution's RPL Policy will be considered in compliance with relevant legislation.

Entry Requirements

• Senior Certificate without endorsement.

Or

• National Senior Certificate granting access to Higher Certificate studies.

This qualification consists of compulsory modules at Level 5 totalling 120 Credits.

Compulsory Modules

• Fundamentals of Business Communication, 24 Credits.
• Academic Literacy, 12 Credits.
• Marketing Fundamentals, 24 Credits.
• Popular Culture and Ethics, 12 Credits.
• Fundamentals of Business Management, 24 Credits.
• Computing for Marketing, 12 Credits.
• Numeracy for Marketing, 12 Credits.

1. Demonstrate knowledge of marketing and an understanding of key terms relating to the field of marketing.
2. Demonstrate knowledge, skills, attitudes and values needed to succeed in academic studies.
3. Understand the key terms, concepts, facts, principles, rules and theories of popular culture.
4. Understand key concepts in Information Technology.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate an awareness of the history and evolution of marketing and the challenges that it faces in the 21st century.
• Demonstrate an appreciation of how marketing activities and strategies could affect other parts of the business and/or society.
• Select various techniques or procedures that could be applied to particular marketing situations or case studies.
• Identify and solve various marketing problems and to recommend solutions by providing appropriate evidence or explanations for the solution/s provided.
• Demonstrate the discipline to work alone or in a group as a team player, seeking guidance when needed, always focusing on a high standard of work performance.
• Source information from a wide variety of sources including literature, secondary and primary market research and to sort and assimilate his/her findings appropriately.
• Write and verbally present various assignments, tests and exams as required.
• Follow various instructions such as correct referencing and adherence to assignment guidelines and briefs.

Associated Assessment Criteria for Exit Level Outcome 2

• Develop a vocabulary to use words effectively and appropriately in an academic context.
• Improve reading techniques already employed and introducing new ones.
• Understand the elements that constitute academic argument, including main claims and supporting evidence.
• Focus on critical skills regarding plagiarism, paraphrasing and summarising.
• Understand the function of writing paragraphs in academic assignments.
• Develop academic writing skills in extended assignments.
• Discover techniques and guidelines to improve study skills and making it a more enjoyable activity.

Associated Assessment Criteria for Exit Level Outcome 3

• Have a broad understanding of culture and subcultures.
• Give an overview of past and present worldwide popular cultures.
• Understand the principles surrounding Gender and Sexuality.
• Understand the principles surrounding "Race", Racism and Representation.
• Provide an overview of the South African population.
• Broadly explain the various mindsets and trendscapes in a South African context.
• Explain what stereotypes are and how they impact on Marketing and Marketing Communications.

Associated Assessment Criteria for Exit Level Outcome 4

• Log on to the network and use a mouse.
• Use a computer and manage files.
• Use the Internet as a research tool.
• Communicate electronically.
• Produce word processing documents.
• Use an electronic presentation package.
• Produce a spreadsheet.

Integrated Assessment

Considering that the focus is on Marketing Communications, each lecturer will during his/her module presentation and assessment, cross reference to the other modules as well as the module outcome. One module though, Academic literacy is a module whose competencies can be assessed across all modules in the qualification.