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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Postgraduate Diploma in Media Leadership and Innovation

SAQA QUAL ID	QUALIFICATION TITLE
118428	Postgraduate Diploma in Media Leadership and Innovation
ORIGINATOR
Cape Peninsula University of Technology
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
-			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Postgraduate Diploma	Field 03 - Business, Commerce and Management Studies		Generic Management
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	120	Not Applicable	NQF Level 08	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Reregistered		EXCO 0821/24	2021-11-18	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 purpose of the Postgraduate Diploma in Media Leadership and Innovation is to produce graduates who can understand leadership, innovation and audiences in a media context, and to propose and argue new media products or services. This better prepares them to become consultants, entrepreneurs or intrapreneurs at either existing established media enterprises or start-ups, thereby enhancing their employability, improving promotional prospects and/or helping them follow new career directions in the media field. The focus is on emphasising autonomy and an ability to employ a detailed understanding of media disciplines and areas of leadership, innovation and audience studies in a complex technological context, to approach particular problems of media enterprise development either individually or in a group cognizant of the technical, legal, and ethical and of the genre or modalities that are employed.

Learners will acquire higher-order thinking and problem-solving abilities to conceive ways of engaging leadership and innovation in a media industry context. The qualification will allow learners to undertake advanced reflection and development by means of a systematic survey of current thinking, practice and research methods in an area of specialisation with a high level of theoretical engagement and intellectual independence. The learning qualification will emphasise research and planning skills through case-based, problem-based and project-based learning and assessment aimed at gauging a learner's ability to apply theory and examples of best practice to conceptualise and plan a media business product or service. All learning will be centred on core disciplinary literature and case studies, the understanding of which will inform the production of planning documentation and a pitch for a new media product or service.

Qualifying learners will acquire the following competencies:

Communicate optimally and follow through with technological solutions.

Apply practical knowledge to transform knowledge and technology to new situations.

Develop an awareness of social priorities and responsibilities which may have technological solutions.

Work in a team in addressing and solving technological problems, including those in the community;

Ability to discern whether professional practices are within ethical boundaries

Rationale:
The qualification is intended to produce skilled practitioners who can lead and innovate based on a demonstrable understanding of the intersection between society, technology, media and markets. Locally, journalists, photographers, videographers, archivists, public relations professionals, and graphic designers form an integral part of the complex and dynamic cultural and creative industries. However, this sector, which in 2014 provided almost 3% of employment in South Africa, has been massively disrupted by digital and networked media technologies, and the ever-changing modes of production and consumption that these have brought about. In particular, the scale, scope, business models, competition, and markets associated with old styles and forms of mass media across the globe have been challenged, as has the stability and predictability of business models for mass media, as a result of changes brought about by digital proliferation and the growth of digital networks that have affected how a business operates.

On a local and global scale, mass media enterprise is increasingly driven by new trends in enterprise and audience technology use including big data, cloud computing, artificial intelligence and the Internet of Things (IOT). Media are increasingly hybrid, digital, mobile, networked, decentralised, co-produced, ubiquitous and often live, and media practitioners must keep up and indeed become innovators if they are to compete locally and internationally. While employment in formal medium- and big-business media is declining, small, agile start-ups are providing the growth engine for a media and creative sector in need of innovation, entrepreneurship and growth. This accounts for projections for the Film and Electronic Media sub-sector of growth at 6.6% Compound Annual Growth Rate (CAGR) to 2020 (PwC, 2015) and for total advertising revenue in South Africa of an increase from R43.4 billion in 2015 to R53.0 billion in 2020, a CAGR of 4.1% (PwC, 2016), while magazine and newspaper total advertising revenues will show growth of 2.2% respectively with newspaper advertising forecast to take a downward turn. The qualification, therefore, aims at addressing these challenges across a wide definition of media, including news, actuality and entertainment on broadcast and networked media channels, aiming to fill the gaps formed by changes in technology and business. The main focus is to help resolve some of the critical skills shortages by capacitating learners to understand how the media has changed and is changing and to develop and design credible media and business solutions based on a sound understanding of research, innovation, leadership and business.

To address the large scale changes in the industry, the qualification is targeting learners with base-level existing knowledge and experience of the business of media production gained either through vocational undergraduate study and/or a combination of underlying theoretical knowledge and on-the-job experience in the business of media production. Most learners will articulate from the Advanced Diplomas in Journalism, Photography, Film Production or Public Relations, while some may come from media-related qualifications at other institutions. All will have some experience in the media industry and all will be seeking in-depth knowledge and experience of the thinking and processes of leadership and innovation in media practice, and will therefore want a professionally-focused qualification as a Postgraduate Diploma rather than a theory-focused Honours degree.

Further, the qualification will enable learners to occupy new set of management and middle management media roles, with an orientation towards entrepreneurial development that is appropriate for the fourth industrial revolution that sets them up as digital media creative, concept developers, media project managers, media planners, marketing managers, or media start-up entrepreneurs. The supports the values and objects of the National Development Plan (2030) of South Africa by empowering learners to become active participants in national economic development through engendering the skills to develop new vibrant media enterprises, media projects, formats, channels, tools and services. Graduates will therefore be able to work in or support small businesses (including cooperatives), initiatives such as public and private incubators, and organisations focused on sustainability through better technologies, research and adaptation strategies. The qualification offers career pathways to the Masters in Communication and Media and the Masters in Public Relations and Communications.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):

In keeping with national policy frameworks and the institution's mission and vision, widening of access is promoted through Recognition of Prior Learning. The qualification may be achieved in part or completely through the RPL, which includes formal, informal and non-formal learning and work experience.

Recognition of Prior Learning (RPL) is a process of identifying the knowledge and skills of an applicant against a qualification or part thereof. The process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal and/ or formal learning. The RPL process is multi-dimensional and multi-contextual, aimed at the individual needs of applicants and is handled in accordance with an institutional RPL policy by a unit dedicated to this activity. The RPL process includes guidance and counselling, as well as the preparation of a body of evidence to be presented by the RPL candidate to meet institutional requirements.

Recognition of Prior Learning (RPL) will be applied to:

To grant access:

If learners demonstrate the required academic competencies, they will be granted RPL for Access.

To grant credits and/or advanced standing:

Credit may be granted if any of the previous studies are comparable in content, equivalent in standard and suitable to be included as part of the course.

Entry Requirements:
The minimum entry requirement for this qualification is:

An appropriate Bachelor's Degree, NQF level 7.
or

Advanced Diploma, NQF level 7 in the field of Journalism, Photography, Film Production and Public Relations.
or

Bachelor of Technology, NQF level 7.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification consists of the following compulsory modules at National Qualifications Framework Level 8 totalling 120 Credits.

Compulsory Modules, Level 8, 120 Credits:

Media Innovation, 30 Credits.

Media Leadership, 30 Credits.

Market and Audience Studies, 30 Credits.

Applied Research Project, 30 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate extensive knowledge of important elements of the history, trends and ecosystems in one or more media sectors that have informed leadership best practices and innovative products and services.
2. Demonstrate the ability to describe leadership best practices as foundations for the planning of new media products or services.
3. Demonstrate the understanding of innovation as foundations for the planning of new media products or services.
4. Demonstrate knowledge and skills of market segmentation and research methods as foundations for the planning of new media products or services.
5. Gather and analyse information about leadership, innovation and markets for the purpose of proposing a new media product or service.
6. Produce a researched pitch in a professional context to argue for the development of a new media product or service.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Explain and apply the key elements of history and/or trends relevant to innovation in a media context, as found in academic literature explaining a given sector of the media industry.

Evaluate and apply the key elements of history and/or trends relevant to leadership in a media context, as found in academic literature explaining a given sector of the media industry.

Describe the key elements of history and/or trends relevant to market strategies, consumer behaviour, consumer research methods and media analytics in a media context, as found in academic literature explaining a given sector of the media industry.

Compare and contrast causal factors relevant to innovation and leadership in a media context, as found in academic literature explaining a given sector of the media industry.

Compare and contrast causal factors relevant to market strategies, consumer behaviour, consumer research methods and media analytics in a media context, as found in academic literature explaining a given sector of the media industry

Associated Assessment Criteria for Exit Level Outcome 2:

Apply theories, methods and techniques relevant to Innovative Leadership.

Select the most appropriate leadership style for a particular business venture to activate creativity and innovative thinking amongst staff.

Review the appropriateness of a leadership style to achieve optimal business performance and to revise if required.

Associated Assessment Criteria for Exit Level Outcome 3:

Apply theories, methods and techniques relevant to creativity and innovative thinking.

Identify contextual factors when applying creativity and innovation.

Apply multiple innovative thinking strategies in solving problems and identifying business opportunities in the creative industries.

Critically analyse the organizational, technological and social contexts in each media sector in which innovation has taken place.

Associated Assessment Criteria for Exit Level Outcome 4:

Describe, explain and critically analyse consumer behaviour approaches in a defined organizational context within which media products are created or distributed.

Describe, explain and critically analyse different consumer research methods applicable to a defined organizational context within which media products are created or distributed.

Describe, explain and critically analyse the use of Big Data and media analytics as a tool for audience segmentation, targeting, positioning, and valuation applicable to a defined organizational context within which media products are created or distributed.

Associated Assessment Criteria for Exit Level Outcome 5:

Explain and critically analyse existing leadership approaches in a defined organizational context within which media products are created or distributed.

Critically analyse components of a project life-cycle model in the processes and product development of a defined organizational context within which media products are created or distributed.

Describe, explain and critically analyse the basic principles of new venture financing, financial management and revenue development within a defined organizational context within which media products are created or distributed.

Associated Assessment Criteria for Exit Level Outcome 6:

Identify and apply various forms of research methods to inform and iterate the development of planning for a trans or cross-media project.

Describe in writing and verbally a coherent plan for a customer and consumer-focused new media product or service.

Argue in writing and verbally a coherent plan for a customer and consumer-focused new media product or service.

INTERNATIONAL COMPARABILITY

Postgraduate Diplomas as a type in general, and in Innovation, are not offered internationally. However, this qualification does share characteristics with the following related qualification in the Media and Creative fields:

Country: Belgium
Institution: Thomas More University of Applied Science
Qualification Title: Bachelor in Media and Entertainment Business

Country: Holland
Institution: Stenden University
Qualification Title: Bachelor of Creative Business, Media Management

Comparison:
The above qualifications share a similar purpose and career path progression with the proposed qualification. They both provide learners with both theoretical and practical knowledge that might underpin further study in qualifications such as:

Master of Business Administration in Media Management, Cardiff University, United Kingdom (UK).

Master of Science (MSc) in Media Management, Middlesex University, UK.

MSc in Media Management, Glasgow University, UK.

MSc in International Media Management, Griffith College, Ireland.

The Postgraduate Diploma in Innovation and Design Thinking offered jointly by Massachusetts Institute of Technology, Columbia Business School and Tuck Education is slightly similar to the proposed qualification, although not a direct correlation but it provides insights into the proposed approach. The proposed qualification will allow learners to explore processes of agile project development, which lend themselves to the reflective, participatory and iterative qualitative approaches built into Action Research as a core approach to solving problems and innovating and developing viable new proposals for new cross or trans-media products or services. A central point of reference for the proposed qualification is a reliance on digital design thinking and agile project development and management methodologies in product development and prototyping of media products.

Overall, the proposed qualification differs partly from comparable qualifications as they tend to focus more on culture and creative industries that include news media and traditional film but also extend to galleries, museums, video game development etc. Similarly, in dealing primarily with specific aspects of the media business including technology, marketing, audiences and culture, research, leadership and innovation ecosystems, among others, the proposed qualification incorporates a business focus but allows for a modularised delivery of learning across the disciplines of business, art and law- ending the siloed engagement and encouraging broader interdisciplinary collaboration. At the same time, the proposed qualification allows both the communication element of media as well as the mechanisms of production to form core components of learning, as opposed to benchmarked qualifications that focus exclusively on the substance of media content.

ARTICULATION OPTIONS

This qualification allows possibilities for both vertical and horizontal articulation.
Horizontal Articulation:

Appropriate professional Bachelor's Degree, NQF Level 8.

Appropriate Honours Degree, NQF Level 8.

Appropriate Postgraduate Diploma, NQF Level 8.

Vertical Articulation:

Bachelor of Technology, NQF level 7 in the field of Film, Journalism, Public Relations and/or Photography.

Advanced Diploma, NQF level 7 in the field of Film, Journalism, Public Relations and/or Photography.

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.

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