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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Higher Certificate: Advertising and Integrated Communication Practice 
SAQA QUAL ID QUALIFICATION TITLE
90819  Higher Certificate: Advertising and Integrated Communication Practice 
ORIGINATOR
Boston City Campus and Business College (PTY) Ltd 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Higher Certificate  Field 04 - Communication Studies and Language  Communication Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  136  Not Applicable  NQF Level 05  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  SAQA 06120/18  2018-07-01  2021-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2022-06-30   2025-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This qualification does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of the qualification is to ensure that individual learners are equipped with the knowledge, theory and methodology of the important disciplines in advertising and integrated communication. This should enable them to demonstrate initiative and responsibility in a professional or academic context, as a basis for entry into the labour market, professional training, undergraduate study, or professional practice, in a wide range of careers within civil society, the public or private sectors. The Higher Certificate: Advertising and Integrated Communication Practice is developed in an applied and integrated manner to cover the major functional specialisations which provide broad strategic context on issues in brand management, entrepreneurship, media law, advertising, English language, marketing communications, computer literacy and applied psychology.

The breadth and depth of learning to be achieved reflect a broad repertoire of skills and knowledge consisting of principles, theoretical engagement and levels of intellectual independence characteristic of a Higher Certificate, which facilitates access to the world of work and promotes critical and analytical citizenship.

Rationale:
The Higher Certificate: Advertising and Integrated Communication Practice is a response to the workplace need for competent individuals across all economic sectors. The current and future need for competent entry and junior practitioners has been expressed by employers and employees. The skills, knowledge, attitudes and values required by communication practitioners are captured in this qualification while remaining, a generalist programme for the field of practice rather than a specialist programme. This qualification forms part of the increase in provision of employees with higher order capabilities to grow the economy, to advance social transformation, and to remain regionally relevant and globally competitive and provides exciting career opportunities in the fields of advertising and communication, for example:
  • Advertising (Sales, Campaign or Project) Administrator and/or Assistant.
  • Junior Advertising/Brand Administrator and/or Coordinator.
  • Customer Relationship and/or Account Key Account Representative.
  • Service, Sales or Product Representative.
  • Marketing/Brand/Communication Agent and/or Representative.

    In the increasingly competitive, sophisticated and changing world of work; the continued development of higher order applied knowledge is essential. The curriculum has been designed to give individuals the skills required for managing life-long learning to build successful careers and to remain productive and responsible citizens. The qualification provides a balance in fields that are broadly enabling in relation to career pathways, while providing opportunities for both professional membership with a variety of local and international bodies and further studies through vertical and/or horizontal articulation pathways, for example:
  • Specialised studies in advertising or marketing communication.
  • Advanced studies in brand management.
  • Diploma or Bachelor's Degree studies in marketing, advertising or communication. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners who register for this programme are assumed to have:
  • Mathematics or Mathematical Literacy at NQF Level 4.
  • Capacity to do self study and complete written assignments.
  • Ability to communicate in English (read, write and speak).
  • Ability to manage their time.

    Recognition of Prior Learning (RPL):
    Learners not meeting the minimum entry requirements may be granted admission through Recognition of Prior Learning.

    Learners may provide evidence of prior learning for which they may receive credit towards the qualification by means of portfolios or other forms of appropriate evidence which may include, verified accounts of previous relevant work done and performance records and which evidence is in accordance with the requirements of the relevant Quality Council.

    Access to the Qualification:
    The access requirement for the qualification is one of the following:
  • National Senior Certificate (NSC).
  • National Certificate Vocational (NCV), at NQF Level 4.
  • A foreign qualification that is equivalent to the NSC as determined by SAQA.
  • Any Further Education and Training Certificate (FETC) at NQF Level 4. 

  • RECOGNISE PREVIOUS LEARNING? 

    QUALIFICATION RULES 
    The qualification consists of the following NQF Level 5 modules:
  • Integrated Marketing Communication, 16 Credits.
  • Brand Management, 8 Credits.
  • English, 16 Credits.
  • Advertising, 16 Credits.
  • Applied Psychology, 16 Credits.
  • Media Law, 8 Credits.
  • Computer Literacy, 10 Credits.
  • Entrepreneurship, 16 Credits.
  • Socio-Economics, 14 Credits.
  • Event Management, 16 Credits.

    Total Number of Credits = 136. 

  • EXIT LEVEL OUTCOMES 
    Upon completion of a Higher Certificate: Advertising and Integrated Communication Practice, the qualifying Learners will be able to:
    1. Apply general communication principles to real life situations.
    2. Manage technology resources in organisations.
    3. Apply basic analysis processes to key concepts and principles of advertising and brand management theories.
    4. Demonstrate entrepreneurial skills.
    5. Identify the socio-economic needs of society and display cultural sensitivity within organisations.

    Critical Cross-Field Outcomes:
    All the Critical Cross-Field Outcomes are addressed in the qualification. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Demonstrate an understanding of the communication function and scope according to the fundamental integrated communication practices.
  • Apply the knowledge and skills that are associated with integrated marketing communication functions.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Apply end-user computing practices.
  • Demonstrate fluency and competency in information technology hardware and software in relation to software suites in the office environment.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Discuss brand management, with a particular emphasis on the principles and methodologies associated with brand building strategies, brand management and brand equity, and the measurement of brand value.
  • Demonstrate an understanding of the contemporary advertising milieu as well as the economic and social aspects of advertising.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Apply the knowledge and skills that are associated with entrepreneurship in a commercial context.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Distinguish between the principles and theories of individual, social and organisational behaviour.
  • Demonstrate conflict handling and motivational skills and cultural sensitivity within professional environments.

    Integrated Assessment:
    Integrated Assessment is ordinary practice in this type of qualification and is essential to ensure that the purpose of the qualification is achieved in relation to the occupational focus carried by the qualifier and in terms of its propositional and declarative knowledge, vocational relevance, reflexive competency and critical cross-field learning outcomes.

    Successful learners will have undertaken an extensive process in which assessments progressively build the learners' integrated competency to a point where the learner is able to demonstrate that they can operate effectively in an entry level occupational position within the knowledge system specified by the qualification title.

    Formative assessment integrates the cycle of teaching and learning, and assessment. Study guides and texts contain self-assessment exercises. The scheme of work includes formal assessments in the form of tests and/or assignments based on the learning material and students are graded and provided written feedback. The process is continuous and focuses on smaller sections of the work, limited in the number of outcomes assessed.

    Summative assessments take the form of proctored examinations, or equivalent assessment such as a research report which assesses a representative selection of the outcomes practised and assessed in the formative stage. Summative assessment also tests the student's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a full course. 

  • INTERNATIONAL COMPARABILITY 
    The qualification is a learning programme in communication studies. It is similar in content and outcomes to recognised international qualifications in media and integrated marketing communications offered by foreign higher education institutions like Ashworth College in the United States of America, Association of Business Executives in the United Kingdom and certificate programmes in Journalism and Media Law offered in Botswana. 

    ARTICULATION OPTIONS 
    This Qualification articulates horizontally with the following qualifications at NQF Level 5:
  • Higher Certificate: Journalism.
  • Higher Certificate: Brand Building Practice.
  • Higher Certificate: Marketing.
  • Certificate: Public Relations Management.

    The Qualification articulates vertically with with the following qualifications at NQF Level 6:
  • Advanced Certificate: Multimedia Design and Production.
  • Diploma: Copywriting.
  • Diploma: Advertising.
  • Diploma: Media Practices.
  • Diploma: Journalism Studies.
  • Bachelor of Arts in Journalism.
  • Bachelor of Arts in Communications.
  • Bachelor of Business Administration in Marketing Management. 

  • MODERATION OPTIONS 
    Assessment and Moderation Criteria:
    All formal formative and summative assessments in the learning programme are internally moderated and all formal formative and summative assessments at the exit level are both internally and externally moderated according to the policy of the institution. The programme embraces a continuous outcomes-based assessment model. External assessors and/or moderators are appointed to validate the learners' examination and final assessments. The Examinations Committee is the final decision making body that is responsible for the promotion of learners and the awarding of results. 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Criteria for the Registration of assessors:
    All assessors and moderators (internal and external) must be proficient in the declarative and propositional knowledge content of the programme and the associated occupational field and sub-fields of practice. Assessors and moderators (whether internal or external) must have a clear understanding of applying critical benchmarks and assessment practices to higher education learning outcomes, as well as have a clear understanding of current good practice standards in the related occupational contexts, in order to make valid assessment or moderation judgments about learner proficiency and in order to provide validation of, and evaluate, the learning programme.

    Internal faculty will be used as assessors and/or moderators in a manner that fits into the quality management system and accords with the institution's teaching and learning, and assessment and moderation policies. This will also apply to the appointment of outside persons. A system of workplace assessment might be initiated for certain courses in the Higher Certificate, i.e., experiential learning.

    The minimum requirement for appointment as an internal faculty member and/or external assessor and/or moderator at Boston for the Higher Certificate is an NQF (HEQF) Level 6 qualification and appropriate experience. 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Boston City Campus and Business College (PTY) Ltd 



    All qualifications and part qualifications submitted for public comment, or registered on the National Qualifications Framework, are public property. Thus, the only payment that can be made for them is for service and reproduction: it is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.