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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 Digital Marketing and Social Media |
| SAQA QUAL ID | QUALIFICATION TITLE | |||
| 124145 | Higher Certificate in Digital Marketing and Social Media | |||
| ORIGINATOR | ||||
| Alpvest Institute for Future Tech (Pty) Ltd (previously PC Training & Business College (Pty) Ltd) | ||||
| PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY | NQF SUB-FRAMEWORK | |||
| - | 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 | |
| Registered | EXCO 0931/25 | 2025-04-17 | 2028-04-17 | |
| LAST DATE FOR ENROLMENT | LAST DATE FOR ACHIEVEMENT | |||
| 2029-04-17 | 2032-04-17 | |||
| 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 Higher Certificate in Digital Marketing and Social Media is to equip learners with the foundational knowledge and practical skills required to excel in a rapidly evolving technological landscape. The qualification will provide learner-centred and future-focused education, integrating research, knowledge, skills, entrepreneurship, and sustainability. This qualification will prepare graduates for high-demand roles within the digital marketing sector to address both current industry needs and future technological trends. The key objectives of the qualification are to: Upon completion of the qualification, qualifying learners will be able to: Graduates of the qualification will embody the following attributes: Rationale: With the advent of the Fourth Industrial Revolution (4iR) and the emerging Fifth Industrial Revolution (5iR), there is a critical need for experts who can navigate and leverage new digital platforms, content creation techniques and marketing strategies. This qualification will provide learners with essential theoretical knowledge and practical skills, preparing them for impactful roles in the digital marketing sector. The qualification targets a diverse range of learners, including recent graduates seeking to specialise, practitioners in digital marketing and social media aiming to upskill for career advancement, and individuals looking to transition into the digital marketing sector. The qualification is based on a comprehensive analysis of the evolving needs of the digital marketing sector, emerging global trends, and the aspirations of a diverse student demographic. In addition, it is strategically designed to address specific gaps and opportunities within the sector and society at large and meet the increasing demand for skilled practitioners in digital marketing and social media. The need for the qualification is informed by the rapid advancement of digital technologies and the 4IR and has significantly transformed industries, necessitating a workforce skilled in digital marketing and social media strategies. The qualification will bridge a skill gap in the digital marketing sector, particularly in social media management, content creation, SEO, and web analytics. Engagement with industry stakeholders, including leading digital marketing companies, professional bodies, and technology experts, has underscored the demand for qualifications that blend technical skills with strategic and ethical considerations. The qualification will address the skills gap in emerging digital marketing techniques by preparing graduates for high-demand roles in the digital marketing sector. The qualification was developed in consultation with industry bodies and the Academic Programme Development and Review Committee (APDRC) to ensure alignment with current industry standards and expectations. South Africa is committed to fostering a technologically advanced economy that can compete on a global scale. This qualification aims to support this national objective by: The curriculum is closely aligned with the current and future needs in the digital marketing sector, focusing on practical skills, emerging technologies, and innovative problem-solving approaches. Graduates are equipped with specific technical skills and the adaptability and resilience required to navigate and lead in the dynamic digital marketing landscape. Graduates can expect to find opportunities in roles such as: The qualification resides within a structured learning path that provides progression from foundational knowledge to specialised skills in digital marketing, supporting vertical advancement to higher NQF levels and horizontal mobility across different marketing domains. Graduates may pursue further studies at NQF Level 6 and beyond, including specialised diplomas and degrees in marketing or related fields, enhancing their expertise and leadership potential. The qualification offers learners a route to high-demand careers, equipping them with future-proof skills that enhance employability, entrepreneurial opportunities, and personal development. By cultivating a skilled workforce adept in digital marketing, the qualification contributes to societal resilience against technological disruptions and supports ethical, sustainable marketing practices. The emphasis on emerging digital marketing techniques and innovation directly supports the digital transformation of industries, promoting economic growth, competitiveness, and the development of a knowledge-based economy. The rapid advancement of digital marketing and social media strategies has created a critical skills gap, particularly in areas like social media management, content creation, and web analytics. The qualification caters to a broad range of learners, including recent graduates seeking specialization, working practitioners upskilling, and individuals transitioning into the digital marketing sector. Flexible learning methods (contact, blended, and distance) further enhance accessibility. |
| LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING |
| Recognition of Prior Learning (RPL):
The institution has an approved RPL policy, which is applicable to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to and advancement within qualifications. RPL may be applied for access, credits from modules, and credits for or toward the qualification. RPL for access: RPL for exemption from modules: RPL for credits The RPL policy ensures that learners who have gained relevant experience and skills through various forms of learning have an opportunity to access and progress within the qualification. Entry Requirements: The minimum entry requirement for this qualification is: Or Or |
| RECOGNISE PREVIOUS LEARNING? |
| Y |
| QUALIFICATION RULES |
| This qualification consists of the following compulsory modules at National Qualifications Framework Level 05, totalling 120 credits.
Compulsory Modules, Level 5, 120 Credits: |
| EXIT LEVEL OUTCOMES |
| 1. Demonstrate a comprehensive understanding of digital marketing principles, including the strategic use of tools such as SEO, SEM, and social media platforms to enhance business visibility and engagement.
2. Apply critical thinking and analytical skills to evaluate the effectiveness of digital marketing campaigns and strategies, using data-driven insights to optimise performance and Return on Investment (ROI). 3. Create compelling and effective digital content tailored to diverse platforms and audiences, utilizing best practices in content marketing to drive engagement and conversion. 4. Implement comprehensive digital marketing strategies that integrate various digital channels and tactics to achieve business objectives, reflecting an understanding of digital marketing as a holistic practice. 5. Navigate the ethical and legal considerations in digital marketing, ensuring compliance with regulations and respect for consumer privacy and data protection. 6. Engage in reflective practice and continuous learning to adapt to the rapidly evolving digital marketing landscape, demonstrating the ability to integrate emerging trends and technologies into practice. 7. Exhibit effective communication skills, both written and verbal, to articulate digital marketing strategies, campaign results, and insights to stakeholders, fostering collaboration and informed decision-making. 8. Apply project management principles to plan, execute, and evaluate digital marketing campaigns, ensuring timely delivery, budget adherence, and alignment with business objectives. |
| 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 The integrated assessment strategy for the qualification is designed to ensure the rigorous evaluation of learners' theoretical knowledge, practical knowledge, and skills in digital marketing, social media strategies, content creation, analytics, and digital advertising. The strategy complies with the NQF Level 5 descriptors and the institution's Learning and Teaching Policy. This allows for the assessment of integrated knowledge in digital marketing; different types of knowledge; a range of methods and their associated applications; learners being required to conduct reflective learning; ethics and professional practice; and producing and communicating information. The assessment strategy for the qualification is aligned with the learning and teaching strategy and aims to comprehensively evaluate learners' conceptual understanding, applied competencies, and successful completion of learning. The strategy incorporates various assessment types and forms, aligning with national norms and international benchmarks. Additionally, the assessment incorporates WIL to bridge the gap between theoretical knowledge and practical application. Formative Assessments for Distance Learning and Contact Delivery: Formative assessments are designed to feed into further learning. A range of formal, non-formal, and informal formative assessment procedures are used to focus teaching and learning to improve learner success. Each formative assessment is aligned with specific learning outcomes. For example, quizzes may assess understanding of key concepts, while group projects evaluate teamwork and application of knowledge. The achievement of learning outcomes is determined by learners' performance on these varied assessment tasks, which are designed to measure different competencies such as critical thinking, problem-solving, and collaborative skills. Summative Assessments for Distance Learning and Contact Modes: Summative assessments evaluate whether learners can integrate and apply their learning comprehensively. For example, a final project may assess a range of outcomes from technical knowledge to innovation and strategic thinking. Summative assessments determine whether the learner is competent or not yet competent. The weighting of summative assessments at 50% underscores their importance in measuring cumulative understanding and ensuring that learners have achieved the requisite level of competence upon completion of the course. Balance Between Formative and Summative Assessments: The 50-50 split between formative and summative assessments is strategically designed to encourage continuous engagement throughout the learning process (formative) while also ensuring a rigorous evaluation of overall competency at the end of a learning period (summative). Work-Integrated Learning (WIL) Evaluation for Distance Learning and Contact Modes: Distance Learning: Contact Learning: The achievement of WIL-related learning outcomes will be measured by the practical application of theoretical knowledge in a workplace setting, assessed through a combination of industry feedback, academic evaluation, and reflective student reports. The Assessment Strategies for Contact and Distance Learning ensure that they are equivalently rigorous and aligned with the learning outcomes of the module. A Workplace Logbook and Portfolio of Evidence (POE) ensures consistency and fairness in both modes of delivery. Online Assessment Strategies: |
| INTERNATIONAL COMPARABILITY |
| Identifying directly comparable international qualifications to the South African qualification has been challenging due to the unique undergraduate NQF system in South Africa and the nature of the qualification. However, by drawing parallels with the approaches of leading international institutions, the qualification was compared against international standards, ensuring its graduates are well-prepared for the evolving demands of the global future technology environment.
The international qualifications, while not labelled as "Higher Certificate," have a similar educational purpose by providing focused, career-oriented training in key areas of digital marketing and social media. The international institutions blend theoretical knowledge with practical application, preparing learners for immediate entry into the workforce or further studies in their chosen field. This approach aligns with the broader objectives of providing accessible, quality education that meets the demands of the evolving job market, particularly in the context of the 4iR and the emerging 5iR. Some of the specific comparison data is presented below: Country: United States of America Institution: Macomb Community College Qualification Title: Applied Science Degree in Digital Marketing Credits: 60 credits Duration: Two years full-time Entry Requirements: Purpose: The Digital Marketing associate degree will equip learners with the knowledge and skills which will prepare them for in-demand positions that include social media assistant, manager or director, marketing assistant or coordinator, or digital marketer. The qualification uniquely combines modules in marketing, graphic design and information technology. On completion of the qualifications, graduates will be able to: Modules: Principles of Marketing comparable to Foundations of Marketing, Social Media Marketing comparable to Content Creation and Social Media Strategies, Search Engine Optimization, Digital Advertising comparable to Digital Advertising and Email Marketing. Marketing Analytics comparable to Digital Marketing Practice. Similarities: Differences: Country: Canada Institution: Sundance College Qualification Title: Diploma in Digital Marketing and Social Media Management Duration: 43 weeks Entry Requirements: Purpose: The Diploma in Digital Marketing and Social Media Management equips learners with the career-focused skills, knowledge, and experience to excel in the digital marketing and social media management industry. The qualification prepares learners for dynamic roles in digital media marketing with comprehensive training in search engine optimization (SEO), pay-per-click (PPC), email marketing, social media strategy, content marketing, and digital analytics. The qualification also includes a 5-week practicum work experience with a firm, providing learners with real-world experience and preparing them for a successful career in digital marketing and social media management. Modules: Similarities: Differences: |
| ARTICULATION OPTIONS |
| Horizontal Articulation:
Vertical Articulation: Diagonal Articulation |
| 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. |
| NONE |
| 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. |