Higher Occupational Certificate: Advertiser

Purpose

The purpose for this qualification is to prepare a learner to function as an Advertiser.

An Advertiser devises, plans, creates, coordinates and implement advertising campaigns, which encourages consumers to purchase goods or services. A qualified candidate should demonstrate among others the following attributes: meticulous, punctuality, ethics, problem solving, respect, professionalism, communication, and commitment.

A qualified learner will be able to

• Profile client advertising needs and objectives.
• Create an advertising project plan.
• Conduct research, develop the strategy and a creative brief.
• Conceptualise ideas for the client brief and brand objective.
• Present advertising plan to the client for approval.
• Implement and optimise advertising campaigns.
• Analyse and report on campaign performance.

Rationale

The qualification is aimed at building skills for effective and efficient advertising agency processes, systems and technical methods to enhance competitiveness. The qualification shall assist the advertising sector grow and develop as the solutions and related hardware must be advertised to potential clients. The advertisement helps the industry expand and create job opportunities, thus grow the economy.

The industry benefits from increased efficiency, saving time, money, and improved competitiveness and quality. Access to information and communication products and services by society shall improve the standard of living. Currently there is no similar Occupational qualification registered on the National Qualification Framework. The advertising industry in South Africa generally requires two sets of competences, namely, frontline (with a focus on the big picture) and behind-the-scenes/back-end (with a detail focus) competencies. People employed in advertising agencies apply these sets of competences to fulfil copywriting, art direction and design, client service, media buying, television/radio production and/or print production functions. Historically, agencies have engaged in a large amount of informal training in the workplace but are facing challenges (i.e. in terms of resources and competitiveness) to address training needs in this way. The qualification defines and standardises learning outcomes and competencies for the advertising industry, with national recognition. Typical learners for the qualification are those who are already employed and new entrants to the industry. It shall provide learners with both learning and career pathway to grow to accounts management. The qualification was developed in collaboration with the advertising sector to ensure industry informs the expected competencies. There is no similar occupational qualification registered on the National Qualifications Framework.

Recognition of Prior Learning (RPL)

RPL for access

Learners will gain access to the qualification through RPL for Access as provided for the QCTO RPL Policy. RPL for access is conducted by accredited education institution, skills development provider or workplace accredited to offer that specific qualification/ part qualification.

RPL for Credits

Learners who have acquired competencies of the modules of a qualification or part qualification will be credited for modules through RPL.

RPL for access to the external integrated summative assessment

Accredited providers and approved workplaces must apply the internal assessment criteria specified in the related curriculum document to establish and confirm prior learning. Accredited providers and workplaces must confirm prior learning by issuing a statement of result.

Entry Requirements

• NQF Level 4 qualification.

This qualification is made up of compulsory Knowledge, Practical Skill and Work Experience Modules

Knowledge Modules

• 243101-000-00-KM-01 Communication Skills, Level 5, 5 Credits.
• 243101-000-00-KM-02 Client Services, Level 5, 10 Credits.
• 243101-000-00-KM-03 Project Management, Level 5, 5 Credits.
• 243101-000-00-KM-04 Marketing Strategies, Level 5, 10 Credits.
• 243101-000-00-KM-05 Creative Thinking and Ideation, Level 5, 5 Credits.
• 243101-000-00-KM-06 Tactical Approaches, Level 5, 10 Credits.
• 243101-000-00-KM-07 Analytics and Optimisation, Level 5, 5 Credits.

Total number of credits for Knowledge Modules: 50

Practical Skill Modules

• 243101-000-00-PM-01 Client needs, Level 5, 5 Credits.
• 243101-000-00-PM-02 Project Management, level 5, 5 Credits.
• 243101-000-00-PM-03 Marketing Strategies, Level 5, 5 Credits.
• 243101-000-00-PM-04 Ideation, Level 5, 5 Credits.
• 243101-000-00-PM-05 Client Sign-off, Level 5, 5 Credits.
• 243101-000-00-PM06 Implementation, Level 5, 5 Credits.
• 243101-000-00-PM07 Post-Implementation and Optimisation, Level 5, 5 Credits.

Total number of credits for Practical Skills Modules: 35

Work Experience Modules

• 243101-000-00-WM-01 Client Needs, Level 5, 5 Credits.
• 243101-000-00-WM-02 Project Management, Level 5, 5 Credits.
• 243101-000-00- WM 03 Marketing Strategies, Level 5, 5 Credits.
• 243101-000-00-WM-04 Ideation, Level 5, 5 Credits.
• 243101-000-00-WM-05 Client Sign-Off, Level 5, 5 Credits.
• 243101-000-00-WM-06 Implementation, Level 5, 5 Credits.
• 243101-000-00-WM-07 Post-Implementation and Optimisation, Level 5, 5 Credits.

Total number of credits for Work Experience Modules: 35

1. Profile client advertising needs and objectives.
2. Create an advertising project plan.
3. Conduct advertising research, develop the strategy and a creative brief.
4. Conceptualise advertising ideas for the client brief and brand objective.
5. Present advertising plan to client for approval.
6. Implement and optimise advertising campaigns.
7. Analyse and report on advertising campaign performance.

Associated Assessment Criteria for Exit Level Outcome 1

• Select appropriate communications for stakeholders based on an informed understanding of stakeholder mapping and stakeholder needs.
• Create a client roadmap based on hypothetical client needs identified, in line with the client's brand, product or service.
• Create, unpack, and scope out a client brief in an industry-related scenario.
• Present a client brief to internal teams.

Associated Assessment Criteria for Exit Level Outcome 2

• Produce an advertising project schedule in alignment with hypothetical project requirements.
• Create based on hypothetical advertising project tasks, a work breakdown structure (WBS) and Gantt chart.
• Identify and allocate resources to advertising project.
• Create advertising project documents, such as communication and risk plans, for an industry-related scenario.

Associated Assessment Criteria for Exit Level Outcome 3

• Devise an advertising strategy and suitable tactics to achieve advertising objectives.
• Produce an advertising plan in alignment with the target audience identified in a hypothetical scenario.
• Develop a creative brief that speaks to the advertising strategy.

Associated Assessment Criteria for Exit Level Outcome 4

• Generate advertising ideas to address hypothetical client needs using ideation techniques.
• Select generated advertising ideas are evaluated against criteria set out in the brief, and the best ones are for implementation.

Associated Assessment Criteria for Exit Level Outcome 5

• Persuasively communicate ideas that align with client advertising objectives and feasibility in a hypothetical scenario, with due cognisance of the most suitable communication platform.
• Implement hypothetical insights from client advertising feedback to secure client buy-in.
• Produce basic client advertising bills for industry-related scenarios.

Associated Assessment Criteria for Exit Level Outcome 6

• Select the most suitable advertising delivery platform for briefing a hypothetical team on timings and deadlines of specific campaign-related outputs.
• Communicate an advertising brief in an industry-related setting, using appropriate communication skills in context.
• Select a suitable marketing channel based on hypothetical advertising campaign objectives.
• Select appropriate advertising content strategy for a specific channel based on an informed understanding of marketing tactics.
• Map user journeys and metrics for monitoring progress through conversion funnels are selected for advertising campaign optimisation.
• Correctly interpret and use data generated from a variety of advertising sources to make data-driven advertising (marketing) decisions in industry-related scenarios.

Associated Assessment Criteria for Exit Level Outcome 7

• Identify, discuss, compare, and select types of advertising campaign performance data to be collected.
• Identify, discuss, compare, and select advertising campaign performance data sources required in an industry-related scenario.
• Identify, discuss, compare, select, and apply advertising campaign performance data collection methods and tools.
• Collect, collate, clean, and organise advertising campaign performance data.
• Analyse and interpret advertising campaign performance data to uncover actionable insights, and insights are distilled into a compelling data story in a hypothetical context.
• Compile and present advertising campaign performance report to client.

Integrated Assessment

Integrated Formative Assessment

The Skills Development Providers will use the curriculum to guide them on the stipulated internal assessment criteria and weighting. They will also apply the scope of practical skills and applied knowledge as stipulated by the internal assessment criteria. This formative assessment leads to entrance into the integrated External Summative Assessment.

Integrated Summative Assessment

An External Integrated Summative Assessment, conducted through the relevant QCTO Assessment Quality Partner is required to issue this qualification. The External Integrated Summative Assessment will focus on the Exit Level Outcomes and Associated Assessment Criteria. Additional to the written assessment the learner must also submit a portfolio of evidence compiled of outcomes achieved in the workplace.