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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 Creating Digital Content |
| SAQA QUAL ID | QUALIFICATION TITLE | |||
| 111555 | Higher Certificate in Creating Digital Content | |||
| ORIGINATOR | ||||
| Red and Yellow Creative School of Business (Pty) Ltd (previously known as The Red & Yellow School of Logic & Magic) | ||||
| 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 | 2019-08-23 | 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:
The qualification structure has been designed for a holistic understanding of a digital marketing landscape that is in constant flux, with full awareness of both traditional marketing knowledge and tactics, as well as the impact of digital technologies, the connected consumer and the challenges facing brands today. This qualification will equip learners with both theoretical and practical skills grounded in sound strategic thinking, rooted in understanding how creative thinking affects the way brand are perceived, a deep understanding of human motivation and behaviours, as well as an understanding of the vast number of digital media touchpoints available to contemporary marketers today. Through maintaining and leveraging close ties with the industry, this qualification ensures that the preparation of learners meets the needs of this shifting and dynamic field. Emphasis is placed on developing the values of professionalism and flexibility as demanded in the workplace, and aims to build knowledge, confidence and a specialised basic skill set. Emphasis is placed on developing the values of professionalism and accountability as demanded in the workplace and aims to instil knowledge and confidence through individual and teamwork, building learners' ability to implement constructive work place practices - alongside contrasting personalities and expertise. The teaching and learning environment ensures that knowledge and theoretical practices result in grounding that is highly applicable within industry through four formative overarching modules, entitled: Marketing Communications and Consumer Research, Insight and Creative Concept Development, Copywriting for Digital Media and Managing Audience Engagement. The outcomes and teaching and learning of these four modules are then measured in the two summative modules: Summative Assessments and Workplace Learning. Through this, the learners' experience is of a highly theoretical and applied nature as their academic knowledge is developed and refined through constant evaluation, such as knowledge assessments and applied practice, as well as live digital media simulations, case studies and scenarios. This gives them the opportunity to test, evaluate and build on their critical knowledge and theoretical competency in practice. This integrated process ensures that at exit level the learner is able to work effectively as an entry-level digital content creator in a number of possible positions including digital copywriter, social media manager, content manager, digital content specialist and social media influencer. In addition, the qualification will also prepare learners for postgraduate study and provide articulation options into relevant qualifications. The Exit Level Outcomes for this qualification are as follows: Rationale: As a field, digital content marketing and creation is well established from an academic research and industry practice standpoint. However, qualifications focusing solely on this subject area are few, and in the South African context, none. In contrast, industry indicates (through job positions and the growth of digital content creation-based opportunities) that there is a significant need. So whilst ostensibly this offering is new in the academic context, the industry need and growth potential indicate that the development of this qualification is long overdue. Research conducted with panels of industry leaders by the institutions has confirmed a great need for professionals with the skills that will be taught in this qualification. Industry leaders were interviewed in two separate panel discussions about this proposed qualification and overwhelmingly confirmed the necessity for this type of training of new professionals in the digital marketing, advertising, journalism, public relations and social media marketing industries. In addition, there is currently no other full-time study Higher Certificate qualification in South Africa that offers the same skills training as this, yet clearly there is a great need for professionals who can produce, create and market digital content in the industry. Whilst there are some institutions that offer training in digital content creation and marketing, this training usually occurs as a smaller part of a larger related discipline, or in a short-qualification online format. There are no National Tertiary Institutions that offer training with this specific focus. However, digital content creation processes form an increasing part of the practice and processes of the Advertising, Marketing and Communications industry. Many entrants into this field often come from related disciplines and may receive training at their place of employment; others are school-leavers requiring training in a specific skillset in order to enter the industry. Therefore, there is a large market of current industry professionals, learners from related disciplines and learners entering tertiary education who need upskilling and/or qualification in the specific field of digital content creation, in order to gain entry. The qualification is aimed at individuals with primarily strong writing skills - school-leavers who do not necessarily attain an exemption but who demonstrate the ability and potential to pursue a career in digital content creation, school-leavers with an exemption who want to pursue a career in digital content creation and learners and professionals who want to upskill from their current position as a copywriter or journalist into a more digitally-focused career in content creation. Digital content creation is concerned with the creation of meaningful, impactful, attention-arresting and engagement-driven creative communications for digital media, including social media, between people and brands, driving active interaction online. A qualified learner will strategically apply digital content creation processes and methods in the creation of these experiences and relationships. There is scope for them to enter the industry in the branding, content management, media, communications, web, or software development industries. This would include (but not be necessarily limited to): This would be typically as part of a content management team. There would be growth potential for the learner to eventually enter senior positions in the above, with progression in the specialty of choice within the industry. Further, the qualification contributes to regional and national goals in a variety of ways, including: |
| LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING |
| Recognition of Prior Learning (RPL):
The school makes provision for clear guidelines for admission via Recognition of Prior learning to qualifications offered. The institution is aware of the different pathways that must be in place to enable admission of learners to enter qualifications aside from those entering the qualifications from formal education and those that have completed qualifications at tertiary level. Most importantly, it is an essential tool in the redress of the inequalities of the past by allowing access to Higher Education to those previously denied this access. It further ensures that cognisance is taken of the need to build a more diverse learner profile more reflective of the demographics of South African society by the widening of access to the institution. Entry Requirements: The minimum entry requirement for this qualification is: Or |
| RECOGNISE PREVIOUS LEARNING? |
| Y |
| QUALIFICATION RULES |
| This qualification consists of the following compulsory modules at NQF Level 5 totalling 120 Credits.
Compulsory Modules at Level 5,120 Credits: |
| EXIT LEVEL OUTCOMES |
| 1. Apply conceptual thinking to develop original creative concepts for digital media.
2. Integrate creative strategy techniques and apply these in conceptual ideation and digital content creation. 3. Plan, conduct, analyse and communicate audience research and analytics. 4. Incorporate and apply digital media channel knowledge in media suitability, content planning and transmedia content creation techniques, to communicate the core campaign objectives. 5. Manage and maintain an online social media community. 6. Integrate, practice and employ copywriting best practice communicating techniques (principles and elements): language, proofreading and accuracy. 7. Integrate and apply knowledge of agency procedure and planning. |
| 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: > The Marketing Environment (micro- and macro-environment); > How to define and create a differentiated product offering; > Focusing on the impact marketing has on the society as a whole; 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: Integrated Assessment: Formative Assessment: A range of Formative Assessments is completed throughout the year in line with each of the module outcomes. Formative assessment strategies include, among others, research, rationales, presentations, practical activities and written tests. The assessments take the form of both group and individual assignments. These assessments are aimed at not only assessing learners' theoretical knowledge and research capabilities, but also their ability to apply their knowledge, as well as to assess their competency within a practical real-world industry environment. This gives learners the opportunity to test, evaluate and build on their knowledge in a practical and applied manner. Furthermore, the assessments are designed to test the ability to work within a team to achieve a solution - a critical cross-field outcome - as well as to assess the individual's understanding of the key concepts and their application. Summative Assessment: Integrated summative assessments in Module 2, focused on the achievement of the Exit Level Outcomes, will be completed at the end of the final semester - one of an applied knowledge (practical) nature in the form of an integrated campaign assessment, one of a theoretical understanding and application nature in the form of a strategic communications plan. Exams in Module 3, and Work Integrated Learning in Module 4 are the summative assessments for those modules. Work-Integrated Learning (WIL): As part of the summative assessment process, learners are expected to complete a three-week period of Work-integrated Learning (WIL) in a professional advertising/digital content agency or start-up in order to become acquainted with working life, apply their learned skills to live client briefs and demonstrate their ability to perform at entry level in the workplace. |
| INTERNATIONAL COMPARABILITY |
| i) The communications council of Australia - Ad School. Ad School is an industry-recognised training program for people working in the advertising and marketing communication industry. Conducted by The Communications Council, its modules cover all disciplines of advertising and marketing, are designed for all levels from trainee to senior executive level, and are taught by senior industry practitioners. Established in 1991, each module is developed in close consultation with industry groups, practitioners and academic education leaders. Modules are taught by leading advertising and marketing specialists who share their IP. Classes comprise a mix of lectures, case studies and group work. All classes require active learner participation and discussion, as well as a series of practical exercises, group activities and in many cases an end-of-term exam.
ii) Miami Ad School is at the intersection of education and real-world experience. Learners learn by doing from instructors who are professionals from the advertising, design and tech world. Learners develop ideas and advertising campaigns, videos, social media strategies, websites, apps, products and new business models. iii) The Art Institutes. The Art Institutes is a system of over 50 schools across North America. They provide hands-on education in the creative and applied arts by offering master, bachelor and associate's qualification programs as well as non-qualification programs. For employers, they provide an important source of culinary, design, fashion and media arts professionals. At The Art Institutes schools, the curriculum is carefully scrutinised and developed by industry professionals and prominent employers who inform what skills are needed in the workplace. This means that the education is relevant, practical and hands-on. In fact, the classroom often mimics what is found on the job. Members of the faculty also continue to work professionally in the fields they are teaching, so learners have an opportunity to learn what's currently happening in your chosen field. In all of the programs, technology and media help learners to realise their vision. iv) The Digital Marketing Institute (DMI). The DMI offers both undergraduate and Postgraduate Diploma and Degree qualifications. Described as "the global certification standard in digital marketing and digital selling education. To date, over 20 000 people in 80 countries have studied with the Digital Marketing Institute, making ours the most widely taught digital certification standard in the world. The DMI collaborates with global digital experts to define and develop the skills and qualifications required of today's digital professionals." Conclusion: From the above, it is apparent that the current offering compares well with qualifications on offer across broad front at the most reputable institutions abroad. The level and module profiles would seem to reflect focus on the same areas of competence. |
| ARTICULATION OPTIONS |
| This qualification allows possibilities for both horizontal and vertical articulation.
Vertical Articulation: Horizontal Articulation: |
| MODERATION OPTIONS |
| N/Á |
| 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. | Red and Yellow Creative School of Business (Pty) Ltd (previously known as The Red & Yellow School of Logic & Magic) |
| 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. |