SAQA 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.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Commerce in Digital Marketing 
SAQA QUAL ID QUALIFICATION TITLE
90907  Bachelor of Commerce in Digital Marketing 
ORIGINATOR
Prestige Academy (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
National First Degree  Field 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  365  Not Applicable  NQF Level 07  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   2027-06-30  

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:
This qualification aims to expose learners to a specialist area of marketing, and equip them with advanced in-depth knowledge combined with practical skills to enter the digital marketing field confidently. This qualification aims to bridge the gap between theoretical knowledge and its practical application in industry. Special emphasis is also placed on applying these techniques at an international level - equipping learners for the global marketplace. At the exit point the qualification aims to produce the kind of employee that all companies would want. The qualification brings together all the necessary knowledge and skills to design, build, manage and measure effective digital campaigns weaving together the core skills of digital marketing, social media, online Public Relations, paid and organic search and measurement programmes.

The qualification aims to provide opportunity for the learners to:
  • Acquire a deep understanding of this highly specialised field of work and develop the necessary skills to operate as a member of a marketing team.
  • Develop the ability to think laterally in the digital space.
  • Develop initiative and responsibility in an academic sense right from the start, by requiring of them to make decisions and solve problems in executing a range of simulated workplace assignments.

    The qualification provides exciting and innovative career opportunities; once qualified, the graduate will have a wide range of career options such as:
  • Marketing Executive.
  • Digital Media Executive.
  • Digital Marketing Manager.
  • Digital Account Manager.
  • Digital Project Manager.
  • Sales Executive.
  • Brand Manager Project Manager.
  • Creative Director.
  • Mobile Marketing Specialist.
  • Social Media Specialist.
  • Key Account Manager.
  • Brand Promoter.
  • Digital Media Development Officer.
  • Digital Marketing Coordinator.
  • Market Researcher.
  • Marketing Advisor for Small Businesses.
  • Digital Marketing Assistant.
  • Online Public Relations Assistant.

    Rationale:
    The qualification aims to address human resource development and capacity building needs of the country. It is becoming a necessity to offer formal education and training at an advanced level in digital marketing and e-commerce. This is a result of the rapid growth of the internet and its impact on marketing as well as global communication. Digital marketing has become a primary way in which companies and organisations service and engage with their customer base. New modes of marketing are being explored and developed where modern Information and Communication Technologies (ICTs) play a central role; consequently the reliance on digital marketing continues to grow.

    The demand for qualified digital marketers is outstripping supply. In South Africa formal tertiary education opportunities in this field are limited. At most, certain qualifications such as a Bachelor of Commerce: Business Marketing includes an overview of e-commerce as part of a module. It does not provide the opportunity to specialise in this field. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    In line with institutional Language Policy, it is assumed that applicants:
  • Have a sound use of English combined with adequate academic skills (e.g. reading and writing skills).
  • Have some basic computer experience (preferably Computer Applications Technology as a National Senior Certificate subject).
  • Have hands-on knowledge and experience of the Internet and have spent some time online.
  • Comprehend what they have learned and take responsibility for their own learning, combined with applying effective time management plans.
  • Execute tasks that require application of knowledge, analysis, synthesis, creativity and evaluation.
  • Mathematics/Mathematics Literacy at NQF Level 4.
  • Competence in the English language at NQF Level 4.

    Recognition of Prior Learning:
    The learners who do not meet the minimum requirements can gain access to the qualification through the Recognition of Prior Learning. Credits will be granted where competency in a specific module is established. Recognition of Prior Learning will be applied on an individual basis. Such procedures and the assessment of individual cases are subject to moderation by independent assessors.

    Access to the Qualification:
    Access to this qualification is granted to applicants who meet the minimum entrance requirements or the alternative routes of entry, namely:
  • A National Senior Certificate (NSC) granting access to Degree studies.
    Or
  • A National Certificate (Vocational) at NQF Level 4, granting access to Degree studies.
    Or
  • Learners who have attained the age of 23 and have relevant work experience may access the qualification. 

  • RECOGNISE PREVIOUS LEARNING? 

    QUALIFICATION RULES 
    This qualification comprises 17 compulsory modules at NQF Levels 5, 6 and 7 totalling 365 Credits.

    Modules at NQF Level 5:
  • Business Communication, 15 Credits.
  • Marketing Foundations, 20 Credits.
  • eMarketing Practice, 35 Credits.
  • eBusiness Management and Entrepreneurship, 15 Credits.

    Total: 85 Credits.

    Modules at NQF Level 6:
  • Digital Marketing Systems 1, 20 Credits.
  • Digital Consumer Behaviour and Research, 15 Credits.
  • Marketing Management in Context, 15 Credits.
  • eMarketing Practice, 10 Credits.
  • Digital Marketing Practice 2, 15 Credits.
  • Digital Marketing Systems 2A, 50 Credits.
  • Digital Marketing Systems 2B, 25 Credits.
  • Research Methodology, 5 Credits.

    Total: 155 Credits.

    Modules at NQF Level 7:
  • Strategic Marketing Planning, 20 Credits.
  • Applied Research, 20 Credits.
  • Digital Marketing Practice 3, 10 Credits.
  • Digital Marketing Systems 3, 15 Credits.
  • Industry Experience, 60 Credits.

    Total: 125 Credits. 

  • EXIT LEVEL OUTCOMES 
    1. Comprehend relevant digital marketing principles, concepts and processes.
    2. Comprehend the key areas of advertising and promotion as part of an integrated approach to digital marketing communications.
    3. Comprehend the complex digital marketing mix including the spheres of social media, search engine marketing, mobile marketing and online Public Relations.
    4. Demonstrate understanding of the impact of the internet on the variables and situations that influence customer buying behaviour.
    5. Apply knowledge of different areas of digital marketing in an integrated manner.
    6. Comprehend the principles, scope and strategic processes of entrepreneurship.
    7. Comprehend current trends and issues in the growing area of digital marketing communication.
    8. Conduct scientific research.

    Critical Cross-Field Outcomes:

    This qualification addresses all the Critical Cross-Field Outcomes. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The concept of brands and brand equity is explored.
  • Brand elements and brand identity are investigated.
  • Branding in the digital age is explored.
  • Corporate branding is investigated.
  • Different marketing planning approaches are investigated.
  • The key stages in the process of developing a business via digital channels (using relevant business models) are investigated.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • The scope of marketing communications is explored.
  • The role and importance of advertising is investigated.
  • The role of below-the line techniques and how they are used is investigated.
  • An integrated promotional strategy is generated.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • The concept and process of marketing is investigated.
  • The concepts of segmentation, targeting and positioning are explored.
  • The elements of the extended marketing mix are investigated.
  • The application of the extended marketing mix to different marketing segments and contexts is investigated.
  • Mobile marketing engagement within the digital marketing mix is investigated.
  • The dynamics of the mobile marketing industry are investigated.
  • The role of mobile technology within the marketing context is examined.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Consumer behaviour in the digital era is explored.
  • Digital consumer behaviour trends are investigated.
  • The nature and purpose of marketing research into consumer behaviour is investigated.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • The principles of systems thinking and the systems approach are discussed.
  • Applications of systems thinking within the digital marketing context are investigated.
  • The digital marketing landscape is investigated.
  • Digital natives with digital immigrants are analysed and compared.
  • The transforming of the marketing industry by digital platforms is examined.
  • The origin, core concepts, benefits and impact of social media are explored.
  • The scope of emerging social media platforms is explored.
  • Social media monitoring in the business context is examined.
  • A digital marketing plan and a social media marketing strategy are developed.
  • Web Analytics and this impact on digital marketing performance are investigated.
  • Digital marketing performance metrics is investigated.
  • Web Analytics as key digital marketing performance analysis tools are investigated.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • The fundamentals of entrepreneurship and its constructive contributions to the economy are explored.
  • The unique characteristics of entrepreneurs that affect the nature of contributions to the business world are investigated.
  • The principles, scope and features of creativity and innovation, and their impact on new business ventures are investigated.
  • The role of a business plan as a management tool to ensure success and sustainable growth of a new enterprise is explored.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • The evolution of search engine marketing and its importance to marketers is investigated.
  • Search engine optimisation and its impact to digital marketing is investigated.
  • Paid Search Marketing with a focus on the Pay per Click (PPC) model is explored.
  • The key tasks of setting up a PPC Campaign are investigated.
  • The major issues facing marketers in the rapidly growing area of digital marketing communications are investigated.
  • The importance of online reputation management in the context of brand building is investigated.
  • The e-mail marketing processes as part of the digital communication mix is examined.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • The nature, features, scope and principles of scientific research are investigated.
  • An understanding of the processes and the related planning for the execution of a research assignment is developed.
  • An understanding of the nature and requirements of scientific writing is developed.
  • A research proposal of acceptable standard within a relevant discipline-based area of learning is conceptualised, planned and created.
  • Research according to a structured protocol displaying a systems approach is conducted.
  • A research report of acceptable academic standard using a variety of scientific writing skills is planned, generated and submitted.

    Integrated Assessment:

    Assessment should be conducted in line with the institutional Assessment Policy, which states that assessment of competence is an integral part of the programme. Assessment is conducted throughout the duration of the qualification as a mechanism to monitor learning progress, identify areas for remedial intervention, or guidance to individual learners towards further learning (formative assessment). This is complemented by summative assessment to evaluate competence in terms of achieving all outcomes at the end of each module and the qualification as a whole.

    A combination of appropriate formative and summative assessment methods is used at fundamental, intermediate as well as advanced levels. These include oral tests, written tests, examinations and practical assignments. In addition, the learning progress of learners will be assessed by way of individual presentations during group seminars, and one-to-one consultations between a learner and the lecturer, or study leader supervising the research assignment during the first advanced level (final academic year) of study.

    Since the execution of job-related tasks requires the integration of theory and the application of knowledge as well as skills, assessment practice will, as far as possible, be conducted along the same lines. This means that assessment methods will be suitable to assess mastery of knowledge, and the ability to apply knowledge, singley, or in combination. Different outcomes are thus also assessed in a combined manner.

    At the same time, the Critical Cross-Field Outcomes and Exit Level Outcomes are implicit in the learning specific to this qualification; therefore those outcomes will be assessed jointly (in an integrated manner) with specific outcomes, e.g. creative problem-solving, the ability to organise and manage oneself responsibly and effectively, to collect, analyse, organise and critically evaluate information, as well as using computer technology in a responsible manner.

    Integrated assessment will also give assessors the opportunity to assess a combination of specific outcomes from different related modules simultaneously at a given point. 

  • INTERNATIONAL COMPARABILITY 
    The theoretical component of this qualification is consistent with that in respected international Bachelor Degrees in digital marketing.

    Middlesex University in the United Kingdom offers a Bachelor of Science in Digital Marketing which provides learners with the skills and knowledge to become marketers in the digital world. This qualification is jointly offered by the Business School and School of Engineering and Information Science. Similar to the Bachelor of Commerce: Digital Marketing, this qualification aims to introduce learners to the principles of Digital Marketing as well as the essentials of online consumer behaviour.

    The University of Michigan in the United States of America offers a Bachelor of Business Administration in Digital Marketing. A comparison of the objectives/outcomes, embedded knowledge as well as module/subject titles in this qualification was done and the best of these were incorporated into the Bachelor of Commerce: Digital Marketing customised for the local context.

    This Bachelor of Business Administration in Digital Marketing has certain features which are not common to similar qualifications:
  • The qualification maintains a balance of specialised knowledge and the opportunity to apply knowledge in practice in a variety of contexts.
  • Studies related to contemporary issues in the digital marketing management context, e.g. social media marketing, mobile marketing, digital communication as well as optimal functioning in a technology era where digital marketing and analysis is critical.
  • Formal qualitative or quantitative research leading to a mini-dissertation on a relevant issue or topic in digital marketing.
  • Entrepreneurship studies to prepare learners for offering of services on a private enterprise platform.
  • General systems theory to develop an understanding in digital marketing from a holistic perspective.

    Conclusion:
    The Bachelor of Commerce: Digital Marketing is comparable to both Middlesex University qualification and the University of Michigan qualifications in duration and theoretical content. The University of Michigan's qualification, in addition, also introduces the learner to research at undergraduate level. 

  • ARTICULATION OPTIONS 
    This qualification is intended to provide learners with both horizontal and vertical articulation possibilities.

    Horizontally the qualification articulates with the following qualifications, at NQF Level 07:
  • Bachelor of Business Administration: Marketing Management.
  • Bachelor of Commerce: Marketing Management.
  • Bachelor of Commerce: Management Science.

    Vertically the qualification articulates with the following qualifications, at NQF Level 08:
  • Bachelor of Commerce (Honours): Marketing Management.
  • Bachelor of Commerce (Honours): Business Management.
  • Bachelor of Commerce (Honours): Marketing. 

  • MODERATION OPTIONS 
    Moderation will be conducted in line with the institutional Moderation Policy. The moderation system requires both internal moderation of formative assessments (on an ongoing basis) and external moderation in all modules at the exit point of the qualification. 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Assessors are appointed in line with the institutional Assessment Policy, as well as the Human Resource Management Policy, which specifies the minimum qualifications and experience of academic staff. In line with those policies, anyone acting as assessor of learning must meet specified requirements, namely:
  • Relevant formal education at the minimum required NQF Level 8, for which verified evidence must be provided.
  • At least three years of relevant industry experience.
  • Being declared competent in all the outcomes pertaining to this qualification for which he/she will act as an assessor. 

  • 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. Prestige Academy (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.