Higher Certificate in Social Media and Communication

Purpose

Graduates will develop the skills required to effectively perform their duties. Through the coursework, the qualification aims to build skills in social media and communication to promote the effective use of social media, which is a fast growing tool in the commerce industry.

The qualification is designed to provide students with a sound understanding of the core issues in social media and communication. The qualification includes a foundation in effectively using social media for business. The qualification provides a mix of theoretical and practical elements of social media in business. The focus of the qualification is on application of theory and the development of skills required to effectively using social media in business. It is designed to equip students with the skills to function within the fast paced developing social media marketing industry. The qualification also draws on the different sub-disciplines of business communication and marketing.

Therefore, with the current skills need and the scarcity of qualification in social media and communication, this qualification aims to produce graduates who are in possession of the following attributes:

• Sound thinking.
• Fundamental problem solving skills.
• Communication skills.
• Ethical conduct.
• Due diligence.
• Customer orientation skills.

Rationale

Students are drawn from both South Africa and the Southern African Development Community (SADC) region, where the qualification will contribute fruitfully towards developing social media skills amongst the states in the region. The qualification is aimed at skill building in the area of social media which will be beneficial to those working in specialised firms that work with social media, such as marketing firms.

Marketing and communication in business is changing globally, largely due to the internet playing a huge role in the way businesses and consumers communicate. Consumers will therefore more informed about products and services on offer in the market than previous generations. The growing number of social media users also leads to consumers being more vocal with their opinions of products and services in the market. Being an online platform, security issues need to be looked at to prevent hacking into company social media accounts. It is therefore highly necessary to study social media and learn how to effectively use social media.

Effective communication through social media is therefore required to ensure that strong positive relationships will be built with key stakeholders and improve product and service offerings to ensure that business is sustainable in the long run.

Developing the required skills for effective communication through social media in today's highly connected world is a key objective of the Higher Certificate in Social Media and Communication. The qualification responds to the current situation in which there is a lack of appropriately skilled and qualified people working professionally with social media. This qualification therefore provides a foundation for social media business users to build their skills and capabilities through the practical application of the content and skills acquired in this qualification.

The Higher Certificate in Social Media and Communication will provide access to higher education for persons wishing to pursue or further their careers in the specialised social media field. The qualification will promote due diligence, security, professionalism, and sustainability within social media in business. This is necessary because of the changing demands and needs of industry in today's growing global market.

While various blogs and websites highlight the growing trend of social media use within business, there are very view qualifications that aim to equip students with the skills necessary to effectively use social media in business.

The Higher Certificate in Social Media and Communication is directed at those employed within the business sector well as those aspiring to enter in to the commerce industry, specifically working with social media within business.

This qualification is offered via distance learning therefore making it accessible to a wide range of professionals, including those who are working full time within the field of social media.

Recognition of Prior Learning (RPL)

This qualification may be obtained in whole or in part through the Recognition of Prior Learning. In the cases where prior learning is to be recognised for purposes of access to the qualification:

• It is assumed that the learning derived from work or life experience will be a major element in the profiles of non-standard entrants primarily by means of a portfolio of evidence. Candidates will be selected on the recommendation of a senior manager from applicants' organisations/companies.

Where appropriate, interviews will also be conducted to assess applicants for selection purposes. Some of the key criteria that will be used in evaluating applicants include:

• The applicant's motivation, maturity and realistic approach to postgraduate studies.
• Job description, covering relevant area of work, giving examples of tasks carried out, possibly supplying references, linked to a portfolio of evidence.
• The nature and level of life/work experience and prior study, and the learning which has resulted from such experience.
• Details of in-company short courses, length, content of material covered, standard achieved.
• The clarity of the applicant's educational goals and objectives.
• The extent to which the applicant can provide evidence of the threshold skills and knowledge for the qualification.

Where prior learning is recognised for advanced standing, credit will be given for prior certificated learning in accordance with established practice at South African higher education institutions.

Credits may only be accumulated for modules, which are prescribed within the structure of a named award.

Entry Requirements

The minimum requirement for admission to a Higher Certificate is

• National Senior Certificate (NSC) granting access to Higher Certificate studies.

Or

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

This qualification comprises compulsory modules at Level 5 totalling 120 Credits.

Compulsory Modules, Level 5, 120 Credits

• Introduction to Social Media, 20 Credits.
• Business Communication, 20 Credits.
• End User Computing, 20 Credits.
• Social Media for Business, 20 Credits.
• Principles of Marketing Management, 20 Credits.
• Introduction to Ethics, 20 Credits.

1. Understand the role of social media in the commerce industry.
2. Work confidently within the social media sector.
3. Understand the underlying theories and principles underpinning social media and communication.
4. Engage with the appropriate theory around social media and communication.
5. Possess knowledge literacy within the area of public procurement and supply chain management.
6. Assess problems in the social media industry and formulate solutions.
7. Show appreciation of due diligence (ethics, social responsibility, sustainability and accountability).
8. Understand what it means to act ethically and responsibly.
9. Demonstrate the ability to engage in self-directed learning.
10. Understand the various areas of social media.

The following Associated Assessment Criteria will be assessed in an integrated manner across the Exit Level Outcomes.

• Grasp the concepts of each module.
• Apply the management theory to a practical context.
• Develop strategic and leadership capabilities.
• Use appropriate technology to ensure effective communication of ideas.
• Develop critical thinking and problem solving.

Integrated Assessment

Assessment centres on

• The extent to which the student has grasped the concepts.
• The application of theory to a practical context.
• The methods of research used.
• A balance between theory and practice and its relevance to the level of the qualification.
• The use of appropriate technology to ensure effective communication of ideas.

Assessment methods measure the extent to which the student has achieved competence in the different areas of study.

These assessment methods include

• Assignments (Report writing, interpretative and analytical problem solving and research).
• Written Examinations.