Advanced Diploma in Marketing and Advertising Communications
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Qualification Information
Purpose:
This qualification aims to create critical, reflective marketers prepared to enter the fast-evolving, digitally-focused marketing, advertising, and communications industry. It equips learners with the necessary skills, knowledge, and applied competence to integrate theory and practice effectively in today's workplace. The specific objectives are as follows:
- Conceptualise and execute integrated holistic marketing strategies and plans.
- Create and implement effective communication strategies for building strong brands.
- Analyse consumer behaviour and human motivations.
- Apply marketing data to drive strategic thinking and communication strategies.
- Develop, implement, and evaluate media plans aligned with marketing and communication strategies.
Rationale:
The Advanced Diploma in Marketing and Advertising Communications is designed to provide learners with a comprehensive understanding of the marketing landscape. It incorporates both traditional marketing knowledge and modern digital technologies, recognizing the impact of the connected consumer on brand challenges. The qualification seeks to equip learners with theoretical and practical skills grounded in strategic thinking, consumer behaviour analysis, and media touch-point utilization.
By maintaining close industry ties, this qualification ensures that learners are prepared for the dynamic marketing field. Emphasis is placed on professionalism, accountability, and teamwork skills necessary for the workplace. Additionally, the qualification contributes to regional and national goals by:
- Broadening access to higher education.
- Recognizing Prior Learning.
- Including generic competencies.
- Developing specific marketing, advertising, and communication management competencies.
- Incorporating digital design marketing competencies.
- Ensuring graduates are employable while possessing critical knowledge for further learning.
- Serving as a pathway to postgraduate qualifications in marketing, advertising, and communication management studies.
Overall, the qualification aims to meet industry demands, prepare learners for future challenges, and contribute to the development of competent marketing professionals.
Outcomes
- Conceptualise and execute integrated holistic marketing strategies and plans.
- Create and implement effective communication strategies aimed at building strong brands.
- Examine consumer behaviour and analyse human motivations.
- Interpret and apply marketing data to drive strategic thinking and communication strategies.
- Create, implement and assess media plans against marketing and communication strategies and objectives.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Identify and describe core concepts and role of Marketing.
- Examine the integration of digital principles and concepts into marketing strategies.
- Analyse the importance of social, legal, ethical, and environmental impacts on the effectiveness of a marketing strategy.
- Construct holistic marketing strategies and plans.
- Generate integrated brand plans that move beyond just advertising.
Associated Assessment Criteria for Exit Level Outcome 2:
- Recognise the importance of Integrated Brand Communications (IBC).
- Examine and interpret core concepts and different methodologies used to build brands within the IBC.
- Investigate how advertising as a prime IBC tactic is implemented in practice.
- Formulate marketing solutions based on market research data.
- Generate integrated brand plans that move beyond just advertising.
Associated Assessment Criteria for Exit Level Outcome 3:
- Construct holistic marketing strategies and plans.
- Define the role and methodologies of market research in making informed marketing decisions.
- Conduct market research to collect and process consumer data.
Associated Assessment Criteria for Exit Level Outcome 4:
- Analyse data by considering psychological and social factors influencing consumer buying behavior.
- Assess the impact of social amplification on planning and marketing strategies.
Associated Assessment Criteria for Exit Level Outcome 5:
- Distinguish between various channels available to marketers within the diverse media landscape.
- Illustrate the integration of digital channels into planning strategies.
- Design comprehensive media plans considering principles of paid, owned, and earned media.
Integrated Assessment:
- Completion of applied knowledge and theoretical understanding assessments.
- Practical summative simulation assessment and a written individual examination.
- Final research paper as an open brief focusing on individual work.
Formative Assessment:
- Range of assessments throughout the year aligning with module outcomes.
- Strategies include research, case studies, presentations, simulations, and more.
- Assessments in group and individual assignments to test theoretical knowledge, research capabilities, and practical application.
Summative Assessment:
- Group projects assess understanding of Marketing concepts and development of marketing plans.
- Integration of knowledge from all modules for strategic communication and media plans.
- Individual examinations assess theoretical knowledge and application within the framework.
- Individual research project evaluates ability to identify marketing challenges and formulate strategic solutions.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.