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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Diploma in Integrated Brand Communications 
SAQA QUAL ID QUALIFICATION TITLE
73393  Diploma in Integrated Brand Communications 
ORIGINATOR
The Independent Institute of Education (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
Diploma (Min 360)  Field 04 - Communication Studies and Language  Communication Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  360  Level 6  NQF Level 06  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2032-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:

The Diploma in Integrated Brand Communications will equip the individual in the brand-business and marketing field with sufficient theoretical and applied knowledge and skills to function in positions in account management, communication departments within corporate communication agencies or marketing and brand-related positions.

The purpose of this qualification is to provide the qualifier with diploma-level knowledge, specific skills and applied competence in the field of Integrated Brand Communications. Applied competence implies the acquisition, interpretation and application of brand, business and marketing principles. Furthermore, students will develop the ability to internalise, reflect on and communicate decisions and applications effectively through the correct and suitable use of scientific language and technical terminology associated with brand, branding and marketing. The qualification will facilitate effective learning through the exposure to and application of relevant theory and practice by means of appropriate learning styles.

Rationale:

The Diploma in Integrated Brand Communications has been developed in order to meet a specific contemporary gap that currently exists within the field of branding, business and marketing. There is currently a need for knowledge and combined expertise in the field of brand communication that emphases integrated thinking and planning to generate the most relevant conceptual business solution. Consequently, this programme focuses on the need to expose the student to the relevant theory and practice of brand-business and marketing that will facilitate integrated brand planning and building.

Based on the aforementioned, this qualification aims to develop knowledge and applied competence in the tools and techniques in the field of basic applied brand-building. The programme is aimed at individuals who are currently in the branding, marketing or communication industry and/or corporate brand communications structures as well as individuals employed in other fields who would like to enter the communication industry and/or corporate brand communications structures. This qualification will provide skills and knowledge for positions in areas such as Public Relations, Communications, Client Service, Media, Sponsorship, Marketing, Brand Management, Event Marketing and Promotions. The individuals that are already in the communication industry would gain a wider skill set within the industry while individuals from other fields will be able to enter the communication industry and/or corporate brand communications structures.

The Diploma in Integrated Brand Communications forms part of the comprehensive set of qualifications offered by the IIE at Vega campuses. Students could start their academic careers with a Diploma in Integrated Brand Communications. After completion of the Diploma the student can continue with an Advanced Diploma in Brand Innovation (currently submitted for accreditation) which will give the individual access to further post-graduate studies. The Diploma in Integrated Brand Communications will offer the student a platform for continuous learning.

Furthermore, this qualification has also been developed to resonate with the NQF objectives as it offers the student knowledge and applied competence that is aimed at developing the ability to evaluate, select and apply appropriate methods, procedures and/or techniques related to brand-business and marketing. The programme development is based on a problem-solving approach to learning accompanied by the development of the ability to make decisions and act appropriately in unfamiliar contexts. It also requires that the student develops the ability to work effectively in a team or group. The didactic approach of the programme is based on exposing the student to a very practical approach to learning supported by a strong theoretical basis. Hence all assessments focus on both the theoretical and practical evaluation of student work.

This qualification will provide benefits to society based on the fact that the programme has been developed taking into consideration the global economy and the complexities that this economy offers. This economy has brought about a need for a new way of thinking, thus an expanded scope of knowledge, especially with regards to brands, branding and business that surpasses traditional approaches that were inward orientated and did not best serve the interests of all stakeholders. In contrast what is needed is seamless integrated and applied thinking that will ensure that the best business solutions are appropriated. This programme aims to deliver qualifying students that are capable of integrated and applied business thinking. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
It is assumed that the student would have met the admission requirements and would thus be competent in the language of instruction (English) and the theoretical and practical knowledge and understanding accomplished at that Level.

Recognition of Prior Learning:

Students can achieve this qualification in part or in whole through the recognition of prior learning. The IIE RPL Policy (IIE010) and the IIE Academic Credit Policy (IIE004) guide this process whereby skills, knowledge and experience in respect of competence acquired through formal and non-formal learning are assessed.

RPL for Formal Learning (Credit Recognition):

Students may apply for credits or exemptions for subjects already passed in-house or at other recognised institutions.

RPL for Informal and Non-Formal Learning:

Skills, knowledge and experience in respect of competences acquired through informal and non-formal learning are also assessed in the RPL process.

All RPL submissions are centralised at the National Offices of each division and sent to the IIE Registrar and the academic Head of Programme at the Central Office for evaluation.

Access to the Qualification:

Admission Requirements:
  • National Senior Certificate with English with a rating of 2 (30-39%) and four recognised subjects with a rating of 3 (40 - 49%).
  • Senior Certificate completed prior to 2008.
  • Age of 23 at registration and three years appropriate work experience.

    All prospective students are interviewed by a Contact Navigator (student advisor) to assist students in making study choices and to ensure the student understands the specific career options enabled by this diploma. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    Year 1:

    Fundamental learning:

    Subjects; NQF Level; Credits; Compulsory/Optional (C/O):
  • Innovative Thinking (New); 6; 30; C

    Core learning:

    Subjects; NQF Level; Credits; Compulsory/Optional (C/O):
  • The Principles of Brand Management (New); 6; 30; C.
  • The Practice of Brand Management (New); 6; 30; C.
  • Creative Development (New); 5; 30; C.

    Elective learning:
  • N/A.

    Total Credits for Fundamental Contents; 30.
    Total Credits for Core Contents; 90.
    Total Credits for Elective Content: N/A.
    Total Credits for this year of study; 120.

    Year 2:

    Fundamental learning:

    Subjects; NQF Level; Credits; Compulsory/Optional (C/O):
  • Business Tools (New); 6; 30; C.

    Core learning:

    Subjects; NQF Level; Credits; Compulsory/Optional (C/O):
  • Consumer Behaviour (New); 5; 30; C.
  • Principles of Integrated Brand Communications (New); 6; 30; C.
  • Corporate Communication Tools (New); 6; 30; C.

    Elective learning:
  • N/A.

    Total Credits for Fundamental Contents; 30.
    Total Credits for Core Contents; 90.
    Total Credits for Elective Contents; N/A.
    Total Credits for this year of study; 120.


    Year 3:

    Fundamental learning:
  • N/A.

    Core learning:

    Subjects; NQF Level; Credits; Compulsory/Optional (C/O):
  • Introduction to Market and Brand Research (New); 6; 30; C.
  • Channel Planning (New); 6; 30; C.
  • New Brand Media (New); 7; 30; C.
  • The Practice of Integrated Brand Communications (New); 7; 30; C.

    Elective Learning:
  • N/A.

    Total Credits for Fundamental Contents; N/A.
    Total Credits for Core Contents; 120
    Total Credits for Elective Content; N/A.
    Total Credits for this year of study; 120

    Total Credits; 360 at NQF Level 6 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate a critically applied understanding of the principles of Brand Management:
  • Modules in which this Outcome is to be achieved:
    > The Principles of Brand Management.
    > The Practice of Brand Management.


    2. Demonstrate a critical understanding of the innovative thinking tools and how it can be applied within the process of creative development:
  • Modules in which this Outcome is to be achieved:
    > Innovative Thinking.
    > Creative Development.

    3. Demonstrate an in-depth critical understanding of the relevance of business tools and skills within an organisation functioning within the New Economy:
  • Modules in which this Outcome is to be achieved:
    > Business Tools.
    > Corporate Communication Tools.

    4. Demonstrate a critical understanding of the changing world of consumption and the trends supporting this changed environment:
  • Modules in which this Outcome is to be achieved:
    > Consumer Behaviour.
    > The Practice of Brand Management.
    > Channel Planning.
    > New Brand Media.

    5. Demonstrate an in-depth critical understanding of the core principles of Integrated Brand Communications (IBC) and the tools that can be used within the application of these principles:
  • Modules in which this Outcome is to be achieved:
    > The Principles of Brand Management.
    > The Practice of Brand Management.
    > The Principles of Integrated Brand Communications.
    > The Practice of Integrated Brand Communications.
    > Corporate Communication Tools.
    > Channel Planning.
    > New Brand Media.

    6. Demonstrate a critical understanding of the communication toolbox and the application of these tools as brand-building tools:
  • Modules in which this Outcome is to be achieved:
    > Corporate Communication Tools.
    > Business Tools.
    > The Practice of Integrated Brand Communications.

    7. Demonstrate a critical understanding of research and the basic methods of research available:
  • Modules in which this Outcome is to be achieved:
    > Introduction to Market and Brand Research.
    > Channel Planning.

    8. Demonstrate a critical understanding of the concept of channel planning in the current branding environment.
  • Modules in which this Outcome is to be achieved:
    > Channel Planning.
    > New Brand Media.
    > The Practice of Integrated Brand Communications.

    9.Demonstrate a critical understanding of the application of the principles of channel planning.
  • Modules in which this Outcome is to be achieved:
    > Channel Planning.
    > The Practice of Integrated Brand Communications.
    > New Brand Media. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Demonstrate knowledge of the principles of Brand Management.
  • Identify, explain and apply the concepts of Brand Management within a given scenario.
  • Identify the various Brand Management tools available within the practice managing the brand.
  • Correctly apply the various Brand Management tools within a given scenario.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Demonstrate knowledge of the various innovative thinking tools available.
  • Identify relevant innovative thinking tools based on a specific situation.
  • Demonstrate knowledge with regards to the processes of critical thinking techniques.
  • Apply the tools within the Ideation toolbox within a given scenario.
  • Identify the principles of creative development.
  • Demonstrate knowledge with regards to the application of the principles of Creative Development.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Identify the role of the various business tools within the New Economy.
  • Demonstrate knowledge on the use of the various business tools within a given scenario.
  • Compile the various business tools as brand-building tools.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Identify the trends within consumer behaviour.
  • Demonstrate knowledge of the consumer in a social-cultural consumption context within the New Economy.
  • Identify and explain how consumerism and consumption impacts brand-decision making for a given scenario.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Demonstrate knowledge of the paradigm shift from traditional promotional mix to Integrated Brand Communication.
  • Identify the basic principles of an Integrated Brand Communication plan.
  • Identify and apply the various drivers of Integrated Brand Communication.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Identify the tools within the communication toolbox.
  • Demonstrate the knowledge to develop and manage the tools within the communication tools utilising the principles of brand building tools.
  • Demonstrate knowledge on the relevance of an integrated communication approach within an Integrated Brand Communication plan.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Identify the basic principles of the various research paradigms.
  • Identify the various advantages and disadvantages of the various research paradigms.
  • Demonstrate knowledge on the various methods of research available.
  • Explain the relevance of insight driven research within branding research.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Demonstrate a thorough understanding of the concept of channel planning.
  • Identify and explain the various media tools available.
  • Demonstrate knowledge of the role of research within channel planning.
  • Identify the various research sources available to brand communicators.

    Associated Assessment Criteria for Exit Level Outcome 9:
  • Demonstrate knowledge of the basic research sources available to brand communicators.
  • Identify new brand media tools.
  • Demonstrate knowledge on the application of the principles of channel planning.

    Integrated Assessment:

    The Independent Institute of Education (Pty) Ltd practices a system of integrated assessment, in terms of which students are assessed using different methods and instruments allowing the illustration of applied competence across modules.

    Assessment of competence is done via a fair, valid, reliable and transparent system of integrated formative and summative assessment methodologies, tools and procedures. The integrated assessment practice assesses the integration of theory with practice as well as the transfer of skills during the experiential learning component. These techniques thus assess applied competence, demonstrated understanding and achievement of outcomes.

    Assessment Methods:

    Different Assessment Instruments for This Programme:

    Instrument: Methods (Observation; Product evaluation; Questioning written/oral):
  • Portfolios: No; No; No.
  • Simulations: Yes; Yes; Yes.
  • Written examinations: No; No; Yes.
  • Practical examinations: Yes; Yes; Yes.
  • Oral examinations; No; No; No.
  • Assignments: Yes; Yes; Yes.
  • Classrooms presentations: Yes;Yes;Yes.
  • Participation in group discussions: No; No; Yes.
  • Mid-term tests: No; No; Yes.
  • Class tests: No; No; Yes.
  • Case studies: Yes; Yes; Yes.
  • Practical exercises/demonstrations: Yes; Yes; Yes.
  • Projects: Yes; Yes;Yes. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification was compared with both local and international qualifications as detailed below.

    Local Providers:

    Name Of Local Provider; Qualification Offered; Status:
  • AAA School of Advertising; Diploma in Marketing Communication; Registered.
  • UNISA; National Diploma in Marketing; Registered.
  • IMM; Diploma in Marketing; Registered.
  • University of Johannesburg, Johannesburg; Bachelor of Arts in Marketing Communication; Reregistered.

    International Providers:

    Name of International Provider; Qualification offered; Status:
  • First Media Design School, Singapore; Specialist Diploma in Integrated Brand Communication; Unknown.
  • Institute of Advertising, Singapore; Diploma in Creative Communications; Unknown.
  • AFA Ad school, Australia; Graduate Certificate in Advertising Communications; Unknown.
  • London School of Marketing, London; CAM Diploma in Marketing Communication; Qualification awarded by the Chartered Institute of Marketing.

    Local and International Counterparts:

    In general this qualification compares well with its local and international counterparts; the only differences are the new NQF level structures which make direct comparison difficult. 
    		•

    ARTICULATION OPTIONS 
    The IIE is committed to the principles of lifelong learning and opening access to higher education. A student who transfers from one to another programme within the IIE will therefore be given credit at the discretion of the Senate for relevant modules successfully completed.

    The Diploma in Integrated Brand Communications would thus allow articulation with existing and new diplomas and the possibility of credit transfer in some cases within the Faculty of Applied Humanities. The development of further qualifications such as an Advanced Diploma in Brand Innovation will improve articulation opportunities from this Diploma. Beyond The IIE, in terms of the NQF, this qualification should articulate with other institutions that specialise in Public Relations, Communications, Client Service, Media, Sponsorship and Events, Marketing, Brand Management, Event Marketing and Promotions at an NQF Level 7. This would specifically refer to qualifications like the Advanced Diploma in Marketing Management offered at the University of the Western Cape, the Bachelor of Business Administration Degree in Marketing from the Institute of Marketing Management (IMM) or the Advanced Diploma in Marketing offered by UNISA. 

    MODERATION OPTIONS 
    Moderation Model:

    The IIE ensures the quality of its qualifications through a stringent process of internal and external control as set out in the IIE Assessment Policy IIE009.

    All exit level modules are externally moderated while all others are internally moderated.

    The IIE which is a multi site provider has a sophisticated system of internal and external moderation to assure quality and ensure equity of provision. Feedback from moderators is used to improve the quality of assessment, material and student support as well as to ensure fairness and validity in any particular examination cycle. External moderation is also used to ensure that the quality of the programme content and its assessment is comparable to that offered by other providers.

    All HEQC accreditation criteria in this regard are met and indeed exceeded because of the additional layer of internal moderation to secure equity across the sites.

    Appointment of Moderators and Process:

    To date moderators that meet the requirements (see below) are approved by the Senior Head of Programme subject to confirmation by the Director (Academic Head). The Senior Head of Programme holds the position equivalent to a Head of School in a public provider. As of 2009 a list of moderators, their institutional affiliation and qualifications will also be considered by both the relevant Faculty Board and Senate on a semester basis. Appointment is thus not at the sole discretion of any one person but is against the criteria and guidelines and with the "verification" of the Director and now, of the Faculty Board and Senate.

    For ease of reference the process is as follows:
  • The lecturers, Heads of Programme and other members of the team identify appropriately qualified moderators. The criteria for this identification is that they are either currently (or have recently) been lecturers at a registered higher education institution; that they carry a qualification one level higher than the one being moderated and that they are subject matter experts (by virtue of their qualification and own educational experience) in the module being moderated.
  • The identified people are approached and asked if they would be willing to be considered as moderators and a CV is requested.
  • The qualifications and experience are verified and the available moderators are presented to the Senior Head of Programme.
  • The Senior Head of Programme consults with the Heads of Programme in the faculty and decisions are made in regard to whom to finally approach.
  • The moderator is sent a pro forma contract as well as an indication of the kind of report s/he would be required to complete on the moderation.
  • If the contract is accepted the moderator is provided with the relevant academic material and then with the scripts to be moderated.
  • The pool of moderators is refreshed by the same process each semester and no moderator is used for more than three consecutive years on the same module.
  • As of 2009 the list (name, institutional affiliation and qualifications) of each moderator will be presented to the relevant Faculty Board and then in a consolidated form to the Senate.

    External Moderators' Reports and Criteria for Appointment:

    External moderators are required to submit formal reports using the given standard report template. External moderators are asked to report on the following:
  • The consistency and fairness of assessment.
  • The assessment process.
  • The overall standard of work.
  • The standard of work in relation to other courses of the same nature.

    Before this report is submitted to the relevant academic team for decisions on action, the national averages for the module and each set of campuses is included (internal examiner and moderator) so that variances can be managed whether or not they have been identified by the moderator.

    External moderators` reports are forwarded to the respective Heads of Programme (HOP) and National Heads of Department and shared with the lecturers concerned. If marking problems are identified a development process and support for the lecturer is initiated.

    In addition, the HOP ensures that all pertinent feedback is taken into account for the following year's programme and curriculum.

    In relation to the group of students whose work has been externally examined/ moderated the moderator's assessment can result in anything from the whole country being remarked to remarking on one site to the adjustment of marks or no action as required-the Assessment Policy spells out the conditions for such decisions. As of 2010 the actions that arise from internal and external moderation reports will be the same. The practices are based on standard public provider practices.

    Criteria for the appointment of external moderators include:
  • For courses at the exit level, someone not employed by the IIE.
  • A relevant qualification one level higher than the exit level of the qualification being moderated and competency in assessment.
  • For practical subjects, relevant and extensive industry/educational experience in the specific field of study.
  • For theoretical subjects, relevant educational experience and a qualification higher than the level which they are moderating.
  • Being drawn from a range of backgrounds and institutions.
  • Approval by the relevant Head of Programme subject to confirmation by the Director.

    Internal Moderation:

    The role of internal moderation is to ensure that assessments are conducted appropriately and fairly and are a valid indication of a student's performance. It is also a key element of Quality Management across all IIE campuses. Lecturers who are involved in the assessment of learning outcomes need to be able to account for all levels of assessment including assignments, examinations, portfolios etc. Moderation of assessment is formalised within the institution on both an internal and external level through the IIE Quality Management System as per IIE Policies IIE001 and IIE009.

    Feedback on internal moderation is provided to respective lecturers and academic staff across the campuses through a moderation report. 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Criteria for the Registration of Moderators and Assessors:

    No ETQA registration is required for moderators or assessors of programmes accredited by the HEQC. Assessors and moderators hold a qualification at least one level higher than the qualification being assessed or moderated. Moderators are also required to have more than two years teaching experience. Assessors with less than two years experience have their assessment work moderated by a peer.

    Assessment Appeals:

    A system of appeal and remarking is provided based either on the report of an internal or external moderator or at the request of the student. The Assessment Policy details this appeal process. 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2012; 2015. 

    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. The Independent Institute of Education (Pty) Ltd 


    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.