Advanced Diploma in Digital Marketing
Business, Commerce and Management Studies - Marketing
Purpose and Rationale
Purpose: The purpose of this qualification is to provide learners with integrated knowledge and equip them with digital marketing skills that will prepare them for opportunities and challenges related to digital marketing. A qualified learner will be able to:
- Function as an effective professional member of a marketing team, by developing personal branding, presentation, negotiation and relationship management skills.
- Understand theoretical and practical basis of Customer Relations Management (CRM), and the importance of data in CRM.
- Assist in creating effective web properties such as websites and mobile applications, by implementing suitable design, usability, copywriting and content marketing principles.
Rationale: The Advanced Diploma in Digital Marketing is designed to provide learners with integrated knowledge and equip them with advanced skills relating to digital marketing. This qualification is composed of a highly sought after toolkit of knowledge and skills focused on digital marketing principles, channels and strategies, in order to augment existing marketing and business acumen and to update skills for the modern marketing age. The aim of this qualification is to produce digitally savvy, up-to-date, highly skilled professionals for the Marketing, Advertising and Communication industry. The qualification structure has been designed with a holistic understanding of a marketing landscape that is in constant flux, with full awareness of the impact of digital technologies, the connected consumer and the challenges facing brands today. Learners will be able to find employment in a variety of settings within the marketing industry, in Marketing, Public Relations, Brand Management, Advertising, Product Management and Communications. This qualification will equip students with both theoretical and practical skills grounded in sound strategic thinking, rooted in critically analysing contemporary marketing opportunities and challenges, a deep understanding of human motivation and behaviours, as well as an understanding of the vast number of media touchpoints available to contemporary marketers today.
Outcomes
- Function as an effective professional member of a marketing team, by developing personal branding, presentation, negotiation and relationship management skills.
- Assist in creating effective web properties such as websites and mobile applications, by implementing suitable design, usability, copywriting and content marketing principles.
- Understand theoretical and practical basis of Customer Relations Management (CRM), and the importance of data in CRM.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Discuss digital marketing context and modern consumer.
- Conduct digital research on a brand's target audiences.
- Analyze user habits, behaviors, and actions on digital media.
- Build effective working relationships with colleagues and clients.
- Develop personal presentation, branding, and communication skills.
- Examine and analyze digital marketing data from various sources.
- Devise and execute online tests to improve digital tools and campaigns.
Associated Assessment Criteria for Exit Level Outcome 2:
- Develop and analyze social media marketing strategies and campaigns.
- Solve digital marketing challenges using digital relationship marketing techniques.
- Create and assess email marketing executions.
- Build and evaluate online advertising campaigns.
- Formulate a mobile marketing strategy considering device and consumer factors.
- Outline legal and ethical considerations in digital relationship marketing.
- Construct an online marketing strategy with various media types.
Associated Assessment Criteria for Exit Level Outcome 3:
- Define CRM and its role in the business process.
- Investigate the negative impact of poor customer service.
- Explain data and customer insights for growing business value.
- Formulate CRM objectives based on business needs.
- Segment customers based on attributes in line with objectives.
- Compare ways to implement CRM and analyze system engagement for CRM.
- List challenges and implications of CRM implementation.
Integrated Assessment:
- Written formative assessments at the end of each subject.
- Formative assessment strategies include research papers, case studies, and practical activities.
- Assessments in the form of individual assignments and research projects.
- Aimed at assessing knowledge, research capabilities, and application in real-world contexts.
- Opportunity for learners to test, evaluate, and build on their knowledge practically.
- Integrated assessments at the end of modules 2 and 3, including practical summative assignments and theoretical individual examinations.
- Assess application of theoretical knowledge and understanding of core concepts.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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