Advanced Diploma in Brand Innovation
Communication Studies and Language - Communication Studies
Purpose and Rationale
Qualification Summary
Purpose:
The primary purpose of the Qualification is to develop theoretical and applied competence within the field of innovation with specific application to brand-building. Applied competence within the field of innovation with application to brand-building implies the ability to acquire, analyze, and interpret brand-business and marketing principles and theories. This is limited to the aforementioned as it does not include application of these principles and theories to develop brand strategy. Furthermore, students will develop the ability to integrate knowledge from the fields of strategic thinking and branding.
- Gain deep understanding of current thinking, practice, theory, and methodology in innovation within brand-building.
- Demonstrate applied understanding of the relationship between innovation and brand-building.
- Develop insights from research to plan brand contact considering context and channel for sound brand-building solutions.
Rationale:
The Advanced Diploma in Brand Innovation focuses on developing applied competence in innovative thinking within a brand environment to adapt to the changing nature of the industry and new brand paradigm thinking. The qualification aims to address the need for applied innovative thinking skills in a global economy characterized by complexity. It offers a deep understanding of current thinking, practice, theory, and methodology in brand innovation as a specialization.
- Provides insight into the industry and components contributing to sound brand-building.
- Addresses the need for advanced applied thinking for comprehensive and systematic insightful knowledge in brand-building practices.
- Prepares individuals already in brand communication or marketing industries for advanced applied thinking.
- Allows career changers to enter the field of brand-building and innovation with vocational and professional preparation.
Entry Requirements:
- Completion of a marketing or marketing communication/brand communication qualification registered on an NQF Level 6.
- Completing the Diploma in Integrated Brand Communications or a relevant branding/marketing qualification on NQF Level 6.
- Comprehensive Recognition of Prior Learning (RPL) skill set will be considered.
Conclusion:
The Advanced Diploma in Brand Innovation offers a platform for continuous education focusing on a deep understanding of current thinking, practice, theory, and methodology in innovation applied to brand-building in the field of brand communication and marketing.
Outcomes
- Demonstrate a critically applied understanding of the critical strategic thinking process: Modules in which these Outcomes are to be Achieved: > The Principles of Strategic Thinking. > Integrated Brand Communication Management. > Context Planning and Channel Innovation.
- Demonstrate a critically applied understanding of the relationship between strategic thinking and conceptual thinking: Modules in which these Outcomes are to be Achieved: > The Principles of Strategic Thinking. > Integrated Brand Communication Management.
- Demonstrate an in-depth critical understanding of the relationship between the consumer (and other stakeholders) and the brand: Modules in which these Outcomes are to be Achieved: > The Principles of Strategic Thinking. > Integrated Brand Communication Management. > Context Planning and Channel Innovation.
- Demonstrate an in-depth critical understanding of the philosophy, principles and practices of the branding industry within South Africa: Modules in which these Outcomes are to be Achieved: > The Principles of Strategic Thinking. > Integrated Brand Communication Management. > Context Planning and Channel Innovation.
- Demonstrate the ability to critically compile and implement original independent research: Modules in which these Outcomes are to be Achieved: > Research and Market Intelligence. > Integrated Brand Communication Management.
- Demonstrate the ability to critically express convergent thinking within a research context: Modules in which these Outcomes are to be Achieved: > Research and Market Intelligence.
- Demonstrate an in-depth critical understanding of consumerism and the relevance of the context and channel utilised when communicating with the consumer: Modules in which these Outcomes are to be Achieved: > Integrated Brand Communication Management. > Context Planning and Channel Innovation.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Demonstrate in-depth knowledge of the role of how strategic thinking underpins the development of idea, message and media opportunities.
- Apply logic thinking and argumentation within a given brand context.
- Demonstrate a critically applied understanding of using strategic thinking as a tool for developing strategic innovation within the South African business environment.
Associated Assessment Criteria for Exit Level Outcome 2:
- Demonstrate in-depth knowledge of strategic conceptual thinking.
- Demonstrate knowledge and in-depth understanding of creative conceptualisation within a strategic thinking paradigm.
Associated Assessment Criteria for Exit Level Outcome 3:
- Identify the relevant tools that can be used within the relationship between the consumer and the brand.
- Demonstrate knowledge of the channels available when building a relationship with the consumer.
Associated Assessment Criteria for Exit Level Outcome 4:
- Demonstrate knowledge of the nature of the South African brand communication industry.
- Explain the trends affecting the South African brand communication industry.
- Identify, explain and apply the concept of Integrated Brand Communication and how it has manifested within the South African branding environment.
Associated Assessment Criteria for Exit Level Outcome 5:
- Demonstrate a critical understanding of the formulation of research parameters and the relevance thereof when conducting research.
- Demonstrate a critical understanding of generating a workable research design.
- Illustrate the ability to gather and process data.
- Demonstrate the ability to present research findings.
Associated Assessment Criteria for Exit Level Outcome 6:
- Demonstrate the ability to integrate research results and generate insights.
Associated Assessment Criteria for Exit Level Outcome 7:
- Identify and explain the relevance of context and channel in brand communication.
- Demonstrate knowledge of consumer culture and how that can impact brand decision making.
- Explain the relevance of alternative media and the value thereof in the current branding environment.
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 | Observation | Product evaluation | Questioning written/oral |
|---|---|---|---|
| Portfolios | Simulations | Y | Y |
| Written examinations | N | Y | Y |
| Practical examinations | Y | Y | Y |
| Oral examinations | Assignments | Y | Y |
| Classrooms presentations | N | Y | Y |
| Participation in group discussions | N | N | Y |
| Mid-term tests | N | Y | Y |
| Class tests | N | Y | Y |
| Case studies | N | Y | Y |
| Practical exercises/demonstrations | N | Y | Y |
| Projects | Y | Y | Y |
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.