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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 THAT HAS PASSED THE END DATE: |
| 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 | |
|
Passed the End Date - Status was "Reregistered" |
SAQA 06120/18 | 2018-07-01 | 2020-09-29 | |
| LAST DATE FOR ENROLMENT | LAST DATE FOR ACHIEVEMENT | |||
| 2021-09-29 | 2026-09-29 | |||
| 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 is replaced by: |
| Qual ID | Qualification Title | Pre-2009 NQF Level | NQF Level | Min Credits | Replacement Status |
| 117889 | Bachelor of Commerce in Digital Marketing | Not Applicable | NQF Level 07 | 360 | Complete |
| 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: The qualification provides exciting and innovative career opportunities; once qualified, the graduate will have a wide range of career options such as: 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:
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: Or Or |
| RECOGNISE PREVIOUS LEARNING? |
| Y |
| QUALIFICATION RULES |
| This qualification comprises 17 compulsory modules at NQF Levels 5, 6 and 7 totalling 365 Credits.
Modules at NQF Level 5: Total: 85 Credits. Modules at NQF Level 6: Total: 155 Credits. Modules at NQF Level 7: 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:
Associated Assessment Criteria for Exit Level Outcome 2: Associated Assessment Criteria for Exit Level Outcome 3: Associated Assessment Criteria for Exit Level Outcome 4: Associated Assessment Criteria for Exit Level Outcome 5: Associated Assessment Criteria for Exit Level Outcome 6: Associated Assessment Criteria for Exit Level Outcome 7: Associated Assessment Criteria for Exit Level Outcome 8: 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: 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: Vertically the qualification articulates with the following qualifications, at NQF Level 08: |
| 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:
|
| NOTES |
| This qualification is now offered by Stadio (Pty) Ltd, and no longer by Prestige Academy (Pty) Ltd - effective 29 September 2020 |
| LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: |
| When qualifications are replaced, some of their learning programmes are moved to being recorded against the replacement qualifications. If a learning programme appears to be missing from here, please check the replacement. |
| 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. |