SAQA ID: 118279  Operate a Windows System NQF Level 05 Credits Regular-Provider-ELOAC 

PURPOSE AND RATIONALE OF THE QUALIFICATION
Purpose:
The purpose of the Higher Certificate in Digital Marketing is to provide the learner with the necessary skills and knowledge to prepare them for opportunities and challenges within the Digital Marketing environment. This qualification provides the learner with a well-rounded understanding of the theory and methodology which enables learners to engage with marketing tools in a professional context.

The qualification will enable the learner to follow a career in Digital Marketing that allows them to utilise technology to communicate products via Social Media platforms such as Facebook, Instagram, LinkedIn and other websites. The learner will be able to apply branding concepts to aid with conceptualising the product to target niche markets. The qualification does not intend to provide the deep skill set in the technology itself, however, the learner will be exposed to web design and development which will allow learners to analyse information to work in collaboration with technology specialists and web developers. The learner will further engage with various mobile, online, search engines and social media platforms to establish an understanding of how technology can be utilised to market a business. An emphasis will be placed on Digital Marketing strategies and solutions and the increasingly important role that both play in achieving the overall marketing objectives of the organisation.

Furthermore, the qualification will ensure that the learner understands the organisational environment with regards to Branding, Web Analytics, Social Media and Communications to make informed decisions within the professional context. Learners will be able to engage with technology specialists and web developers to aid with implementing strategies to achieve marketing objectives.

Rationale:
Digital marketing scholars argue that organisations are realising the value and need for effective digital communications and Digital Marketing. There is also a growing need globally for digital marketers. This is, however, constrained by the scarcity of professionals in the field. This qualification will bridge this gap by allowing learners to obtain a qualification with a specialising in Digital Marketing. Currently, there has been a drastic shift to effectively utilise Digital Marketing as a competitive advantage to ensure organisational messages reach various target markets. The high unemployment rate coupled with what the scholars state as a gap in specialists’ educational qualifications showcases the dire need to offer this specialised qualification in Digital Marketing.

A vast majority of organisations struggle with the implementation of effective marketing strategies utilising digital communication technologies. This highlights the dire need for Digital Marketing strategies in the form of digital content development, web marketing, email marketing, mobile marketing and, ultimately, the specialisation and professionalisation of this field.

The typical learners that this qualification hopes to attract are holders of a National Senior Certificate who did not obtain a Bachelor’s degree pass and hope to complete the Higher Certificate to gain entry into Bachelor’s Degree studies. Members of an organisation that would like to expand on their Digital Marketing knowledge and obtain a qualification in this field may also enrol for this qualification. The qualification would also benefit current marketers who would like to become knowledgeable about the digital nature of marketing.

Some of the career opportunities that will be available to the learner include and not limited to include:
Marketing Consultant.
Marketing Assistant.
Content Coordinator.
Public Relations Representative.
Digital Marketing Officer.
Product Marketer.
Brand Marketer.

Qualifying learners will be cognisant of the rapidly changing environment of Digital Marketing and have the skills and knowledge to contribute to this sector. They will gain knowledge in and develop the following competencies:
Analyse and apply digital marketing, social media, business communications and branding principles, concepts and processes.
Differentiate between the contexts and relationships of digital marketing, social media and branding as part of an integrated approach to digital marketing communication.
Examine and apply spheres of digital content development, social media marketing, search engine marketing, and mobile marketing.
Develop digital marketing strategies and techniques such as digital content development, social media marketing, search engine marketing, and mobile marketing and analyse digital marketing strategies and techniques to inform future marketing strategy development ethically and professionally.
Critically examine and provide solutions to the digital marketing environment by exploring branding and business communication principles.