Bachelor of Commerce in Digital Marketing
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Purpose:
This qualification aims to provide learners with a comprehensive education that equips them with the necessary knowledge, theory, and methodology in various disciplines. It aims to prepare learners for entry into the labor market, postgraduate studies, professional training, or professional practice in a wide range of careers. The Bachelor of Commerce: Digital Marketing specifically focuses on applying marketing principles and techniques through information technologies. The goal is to prepare learners for a career in Digital Marketing, where they can utilize technology to effectively communicate products, services, and branding messages to target audiences, thereby enhancing business growth. This qualification aims to provide learners with an understanding of traditional marketing approaches and how technology can be leveraged to fulfill marketing functions efficiently. While not focusing on technology skills per se, the qualification includes exposure to relevant technologies to demonstrate how they can be used for marketing purposes in business contexts. This will enable marketers to collaborate with technology specialists to implement marketing strategies successfully and achieve objectives. By understanding the challenges and opportunities presented by technology, learners will be able to develop and deploy Digital Marketing strategies in cooperation with technologists. Additionally, the qualification aims to ensure that learners grasp the business environment concerning digital marketing, management, finances, and project management. This knowledge will empower them to make informed marketing decisions, enter the industry as Digital Marketing specialists, and contribute confidently to their organizations.
Rationale:
The need for this qualification arises from the evolving communication landscape in modern business settings due to advancements in Information Technology. Businesses now rely heavily on websites, emails, and SMSs to communicate their brand and product information to customers. To remain competitive and ensure consumer preference, companies must effectively utilize technology to reach their target audience and convey messages efficiently. Specialist education in Digital Marketing is essential to help businesses develop competitive marketing strategies aligned with the new economy and consumer behavior. Marketers operating in this new economy must possess the knowledge and skills to leverage technology for optimizing marketing activities and staying competitive. Key areas of focus include electronic client relationship management, social networking marketing, and online reputation management. Emphasis is placed on search engine marketing, mobile marketing, e-mail marketing, and affiliate marketing to create and execute digital marketing strategies effectively. Graduates of this qualification will be prepared to pursue further studies in marketing, branding, or advertising management, equipping them for success in the dynamic field of Digital Marketing.
Outcomes
- Develop and implement Marketing and Digital Marketing strategies within a business environment.
- Demonstrate a deep understanding of the success factors of a modern business.
- Identify appropriate technology solutions to implement a Digital Marketing strategy and to communicate services, products and branding messages to a specific target market.
- Collect analyse and interpret data to inform marketing strategy development. Critical Cross-Field Outcomes: All the Critical Cross-Field Outcomes are addressed in this qualification.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Define the role and purpose of marketing and Digital Marketing within the business sector.
- Contextualise Marketing and Digital Marketing processes and relationships with other areas of business.
- Identify appropriate target markets for specific products and services.
- Formulate and implement plans and strategies to meet marketing objectives.
- Analyse Marketing and Digital Marketing requirements to promote business succession.
- Develop and implement Digital Marketing plans and strategies to grow business.
- Develop a marketing plan relevant to the client's needs and intended target market using project management principles.
- Evaluate a Digital Marketing strategy in the context of given marketing objectives.
Associated Assessment Criteria for Exit Level Outcome 2:
- Identify and evaluate the relevance of market trends in the context of specific business and marketing risks.
- Relate the respective roles of different business functions to business success.
- Identify economical and financial factors that may influence profitability and corporate economic well-being and impact Digital Marketing applications.
- Identify and evaluate Digital Marketing budgeting, funding, and financing strategies.
- Demonstrate a critical understanding of the role of social, economic, political, and technological forces when developing a Digital Marketing plan.
Associated Assessment Criteria for Exit Level Outcome 3:
- Evaluate different technology solutions for use in Digital Marketing solutions and select the most appropriate ones to achieve specific objectives.
- Identify information technology solutions appropriate for communicating with specific target markets.
- Formulate and deploy Digital Marketing messages and communication campaigns to achieve specific marketing objectives related to managing client relationships and social networking.
- Conduct market analysis to identify gaps where various Digital Marketing tools can be used to promote products/services.
- Develop Digital Marketing campaigns specific to selected technologies to promote and enhance interaction between business and customers/clients.
- Guide a team of technologists to develop Digital Marketing solutions for various platforms such as search engine marketing, e-mail marketing, and mobile marketing.
- Identify and apply methodologies and techniques to organise and coordinate activities for efficient project completion.
Associated Assessment Criteria for Exit Level Outcome 4:
- Perform gap analysis on Digital Marketing applications to achieve business objectives.
- Apply deductive, analytical, comparative, and circumscriptive research methods to analyse market trends and Digital Marketing techniques in business environments.
- Conduct research to assess, interpret, and present findings related to Digital Marketing applications and trends in a professional and academically sound manner.
Integrated Assessment:
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Formative Assessment:
- Learning and assessment are integrated.
- Continual formative assessment with feedback provided on progress.
- Tests, assignments, portfolios of evidence, case study evaluations, and practical projects used for assessment.
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Summative Assessment:
- Judgement of learning in relation to Exit Level Outcomes.
- Integrated assessments to test learners' ability to integrate knowledge, skills, and attitudes.
- Examinations, projects, laboratory reports, or portfolios of evidence assess a representative selection of outcomes.
- Tests learners' ability to manage and integrate a large body of knowledge to achieve module outcomes.
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 370
- SAQA Source
- More Information
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