[Registered Qual & Unit Std Home page] [Search Qualifications] [Search Unit Standards]
SAQA All qualifications and part qualifications 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: 

Higher Certificate in Marketing and Communication 
SAQA QUAL ID QUALIFICATION TITLE
101587  Higher Certificate in Marketing and Communication 
ORIGINATOR
AAA School of Advertising 
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 03 - Business, Commerce and Management Studies  Marketing 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 05  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2021-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

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:
Through this qualification, learners will be provided with the opportunity to prepare themselves for further tertiary education, as well as be equipped with the requisite fundamental knowledge to be employable in entry level positions in the marketing and communications industry. Upon completion of this qualification, learners will be able to:
  • Demonstrate knowledge of marketing and an understanding of key terms relating to the field of marketing.
  • Demonstrate knowledge, skills, attitudes and values needed to succeed in academic studies.
  • Understand the key terms, concepts, facts, principles, rules and theories of popular culture.
  • Understand basic concepts in Information Technology.

    Rationale:
    The national Grade 12 pass rates are not very commendable, in that although the overall percentages may on the surface seem good, upon deeper analysis it would become apparent that the quality of pass is not great, in that many would have an endorsement which does not allow them to pursue higher education. The Higher Certificate will thus not only provide access to higher education, but also offer the opportunity to pursue a relevant Advanced Certificate, Diploma or a Degree.

    This qualification is designed as a foundation for Grade 12 learners who want to pursue a career in the marketing and communications industry. It is a knowledge-based skills development qualification of relevance to the industry, aimed at achieving the required competency for further workplace training or academic advancement.

    Those learners who did not achieve the required level can use this qualification as meeting the admission requirements for the 3-year Degree qualification or articulate to the Diploma in Marketing Communications with relevant credits where applicable, in line with the Credit Accumulation and Transfer principles. Furthermore, this qualification will address the dire need for entry level skilled personnel as espoused by the Advertising and Communication Association (ACA), and thus increase employment opportunities.

    The qualification is aimed at individuals who would like to enter the marketing and communications industry, and be able to perform basic marketing and communication functions. In addition to providing fundamental discipline-specific knowledge, this qualification will contribute to honing study, life and employment skills, which can make up for the deficiencies of the schooling system. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Recognition of Prior Learning (RPL):
    Although this may not be fully relevant to an entry level higher education qualification, candidates who meet the criteria as per the institution's RPL Policy will be considered in compliance with relevant legislation.


    Entry Requirements:
  • Senior Certificate without endorsement.
    Or
  • National Senior Certificate granting access to Higher Certificate studies. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    This qualification consists of compulsory modules at Level 5 totalling 120 Credits.

    Compulsory Modules:
  • Fundamentals of Business Communication, 24 Credits.
  • Academic Literacy, 12 Credits.
  • Marketing Fundamentals, 24 Credits.
  • Popular Culture and Ethics, 12 Credits.
  • Fundamentals of Business Management, 24 Credits.
  • Computing for Marketing, 12 Credits.
  • Numeracy for Marketing, 12 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate knowledge of marketing and an understanding of key terms relating to the field of marketing.
    2. Demonstrate knowledge, skills, attitudes and values needed to succeed in academic studies.
    3. Understand the key terms, concepts, facts, principles, rules and theories of popular culture.
    4. Understand key concepts in Information Technology. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Demonstrate an awareness of the history and evolution of marketing and the challenges that it faces in the 21st century.
  • Demonstrate an appreciation of how marketing activities and strategies could affect other parts of the business and/or society.
  • Select various techniques or procedures that could be applied to particular marketing situations or case studies.
  • Identify and solve various marketing problems and to recommend solutions by providing appropriate evidence or explanations for the solution/s provided.
  • Demonstrate the discipline to work alone or in a group as a team player, seeking guidance when needed, always focusing on a high standard of work performance.
  • Source information from a wide variety of sources including literature, secondary and primary market research and to sort and assimilate his/her findings appropriately.
  • Write and verbally present various assignments, tests and exams as required.
  • Follow various instructions such as correct referencing and adherence to assignment guidelines and briefs.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Develop a vocabulary to use words effectively and appropriately in an academic context.
  • Improve reading techniques already employed and introducing new ones.
  • Understand the elements that constitute academic argument, including main claims and supporting evidence.
  • Focus on critical skills regarding plagiarism, paraphrasing and summarising.
  • Understand the function of writing paragraphs in academic assignments.
  • Develop academic writing skills in extended assignments.
  • Discover techniques and guidelines to improve study skills and making it a more enjoyable activity.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Have a broad understanding of culture and subcultures.
  • Give an overview of past and present worldwide popular cultures.
  • Understand the principles surrounding Gender and Sexuality.
  • Understand the principles surrounding "Race", Racism and Representation.
  • Provide an overview of the South African population.
  • Broadly explain the various mindsets and trendscapes in a South African context.
  • Explain what stereotypes are and how they impact on Marketing and Marketing Communications.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Log on to the network and use a mouse.
  • Use a computer and manage files.
  • Use the Internet as a research tool.
  • Communicate electronically.
  • Produce word processing documents.
  • Use an electronic presentation package.
  • Produce a spreadsheet.

    Integrated Assessment:
    Considering that the focus is on Marketing Communications, each lecturer will during his/her module presentation and assessment, cross reference to the other modules as well as the module outcome. One module though, Academic literacy is a module whose competencies can be assessed across all modules in the qualification. 
    		•

    INTERNATIONAL COMPARABILITY 
    Internationally, very few institutions offer the Higher Certificate as a qualification type. However, they do have offer Certificates and Diplomas, some of which are one or two years and in most cases, the certificates are similar to the Higher Certificate. It should be noted that the description' visual' and 'creative' communication is sometimes used interchangeably; thus if a true comparison has to be made, one has to look at the curriculum of the programme and do the mapping.

    The institution, based in Rome/Italy offers a one or two year Certificate programme in Visual Communication, and the one year programme is akin to the HC.

    Miami Ad School has campuses throughout the world and they offer diploma/ certificate/portfolio programmes similar to the Higher Certificate in Visual Communications .

    Some academic institutions, inter-alia, those listed below offer a visual communications certificate/diploma programmes in conjunction with other degree and certificate programs, enhancing skills with its interdisciplinary nature. The coursework involved in a visual communications certificate programme typically combines specialised study in illustration, print design and web design, and the courses typically cover the following topics: Graphic design basics; Communication graphics history; Illustration concepts; Digital imaging fundamentals; Web design principles; Adobe Photoshop use. Some of these top institutions in the USA offer a one-year diploma programme which is equivalent to the Higher Certificate: Visual Communications.
  • Northeastern University, Boston, MA.
  • Ohio State University-Main Campus, Columbus, OH.
  • Purdue University-Main Campus, West Lafayette, IN.
  • University of California-Davis, Davis, CA.
  • University of Kansas, Lawrence, KS.
  • The University of Texas at Austin, Austin, TX. 
    		•

    ARTICULATION OPTIONS 
    This qualification offers vertical specific articulation possibilities with the following qualifications offered at AAA School of Advertising:
    Vertical Articulation:
  • Diploma in Marketing Communication, Level 6.
  • Bachelor of Arts in Marketing Communication, Level 7.

    The institution offers mostly vocational-oriented programmes which articulate to professional and general pathways on the HEQSF. Thus, horizontal articulation pathways from the Higher Certificate to the Occupational Certificate Level 5 is possible, however, the quality assurance of the aforementioned qualifications rests with the QCTO, and not the CHE. Nevertheless, institutions in South Africa, as well as international institutions offer Higher Certificates/Certificates/Diplomas in the creative or visual communications domain may allow students who so wish, to articulate horizontally upon completion or midway to similar programmes. The qualifications are internationally accredited by the International Association of Advertising (IAA), which makes it easier to articulate vertically and horizontally.

    It also offers vertical systemic articulation with similar qualifications offered at other institutions provided the holder meets the minimum admission requirements.

    Vertical Articulation:
  • Diploma in a relevant field, Level 6.
  • Bachelor's Degree in a relevant field, Level 7. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    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. AAA School of Advertising 


    All qualifications and part qualifications 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.