Bachelor of Commerce in Digital Marketing COURSE INFO PACK

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1 Registered as a Private Higher Education Institution with the Department of Higher Education and Training in South Africa under the Higher Education Act 1997 Registration Nr. 2001/HE07/005 Bachelor of Commerce in Digital Marketing COURSE INFO PACK 2016

2 2 BACHELOR OF COMMERCE IN DIGITAL MARKETING REGISTRATION AND ACCREDITATION Prestige Academy (Pty) Ltd is a widely recognised and credible institution. Prestige Academy is registered with the Department of Higher Education and Training as a private higher education institution (PHEI) under the Higher Education Act (Act No 101 of 1997), registration number 2001/HE07/005. We offer exclusive career-orientated and vocational training of a very high quality standard. All qualifications are accredited by the Council on Higher Education and registered by the South African Qualifications Authority (SAQA). CONTACT DETAILS PRESTIGE ACADEMY CAMPUS BUILDING Bellville Business Park D J Wood Street Bellville 7530 POSTAL ADDRESS P O Box 2220 Bellville 7535 GPS CO-ORDINATES S E Tel: Fax: ADDRESS: WEB ADDRESS: FACEBOOK: TWITTER:

3 3 ADMISSION REQUIREMENTS All South African applicants must meet the following list of entry requirements to be eligible for admission. The minimum admission requirements are a National Senior Certificate (NSC) with a minimum of 30% 39% in the language of learning and teaching of the institution (in our case it is English). The following is a list of the DESIGNATED subjects. You require 4 of these subjects with a rating 4 (achievement 50% - 59%) or better to qualify for degree studies. Accounting Agricultural Sciences Business Studies Dramatic Arts Economics Engineering Graphics and Design Geography History Consumer Studies Information Technology Languages (one language of learning and reaching at a Higher Education Institution and 2 other recognised language subjects) Life Sciences Mathematics Mathematical Literacy Music Physical Sciences Religion Studies Visual Arts Refer to the Higher Education Act, 1997 (Act 101 of 1997), Government Gazette Appendix: Group A and B Government Gazette (Refer to our Website for Namibian admission requirements) GENERAL INFORMATION The degree is provisionally registered with the South African Qualifications Authority (SAQA) on the National Qualifications Framework as: Bachelor of Commerce in Digital Marketing. Duration: 3 Years NQF Level: 7 Exit Level Credits: 365 SAQA Qualification ID no.: PURPOSE / PROGRAMME DECRIPTION Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer focused communications in an increasingly dynamic environment. This digital marketing qualification will ensure that you are equipped to deal with this shift and make the most of the new business opportunities it offers. This qualification focuses on understanding Key Performance Indicators (KPIs) and selecting the right measurement tools. Through this qualification you will learn the essential knowledge to monitor and analyse your digital marketing activity, so you can make informed adjustments to improve campaign performance for clients. The student will understand the fundamentals of social media marketing by focusing various social media platforms, social media monitoring and the development of social media strategies. Students will also develop knowledge on how the mobile industry works, the power of mobile within the digital marketing mix and the impact of mobile technology on marketing campaigns. The student will develop the understanding of search engine marketing, organic search, paid search and the practical application of SEM skills. Web analytics, Google analytics and key digital marketing metrics and optimisation of campaigns forms part of the in-debt understanding of Google analytics.

4 4 YEAR 1 SUBJECT 1: COMMUNICATION This subject will equip students with the necessary knowledge and skills to understand and apply key concepts in effective verbal and non-verbal communication within the business work environment. Particular attention is paid to the nature and dimensions of verbal and non-verbal communication, as well as internal and external communication within organisational structures. SUBJECT 2: e-marketing PRACTICE This module will equip students with a comprehensive understanding of the key areas of advertising and promotion as part of an integrated approach to marketing communications. Students will develop the ability to determine specific promotional activities in response to target audience and other stakeholders characteristics and needs, and to apply and justify chosen promotional mixes within a strategic and tactical framework. Specific attention is also paid to the role of below-the-line techniques and how they are used as well as the integrated promotional strategy SUBJECT 3: e- MANAGEMENT & ENTREPRENEURSHIP This subject introduces the student to the entrepreneurial world and creates a platform for more advanced studies in this field. Students will explore the unique characteristics of the Entrepreneur as an individual with limited resources who seizes opportunities to develop new products and services which satisfy the multiple needs of consumers. Specific techniques for releasing creativity in the development and growth of new business ventures will be presented in practical terms. The differences between concepts such as: Entrepreneurship and Intrapreneurship ; creativity and innovation ; feasibility and viability, will also be explained with the aim to sensitise students for business opportunities even within existing and well established business environments. This subject finally introduces the student to the requirements of a structured mini-business plan. The role of women as emerging entrepreneurs is also highlighted, accompanied with base-line knowledge of the advantages and disadvantages of the existing legal business forms available to entrepreneurs in South Africa. SUBJECT 4: MARKETING This subject introduces the student to the entrepreneurial world and creates a platform for more advanced studies in this field. Students will explore the unique characteristics of the Entrepreneur as an individual with limited resources who seizes opportunities to develop new products and services which satisfy the multiple needs of consumers. Specific techniques for releasing creativity in the development and growth of new business ventures will be presented in practical terms. The differences between concepts such as: Entrepreneurship and Intrapreneurship ; creativity and innovation ; feasibility and viability, will also be explained with the aim to sensitise students for business opportunities even within existing and well established business environments. This subject finally introduces the student to the requirements of a structured mini-business plan. The role of women as emerging entrepreneurs is also highlighted, accompanied with base-line knowledge of the advantages and disadvantages of the existing legal business forms available to entrepreneurs in South Africa. SUBJECT 5: DIGITAL CONSUMER BEHAVIOUR The aim of this module is to develop an understanding of the how the Web 2.0 era has fundamentally changed the way consumers interact online and the variables and situations that influence customer buying behaviour. The student will explore the 3 key areas of digital consumer behaviour: Web 2.0 adoption, entertainment habits and media consumption, e-commerce and mobile usage, and will also acquire knowledge of the consumer behaviour research methods SUBJECT 6: DIGITAL MARKETING SYSTEMS This module equips the student with knowledge of contextual issues related to the fundamental theory of digital marketing. The student will develop an understanding of the complex digital marketing landscape, the relevance of digital marketing to an organisation and its markets, the exploration of digital native s vs immigrants and how digital platforms are transforming marketing. These aspects are explored within context of general systems theory and systems thinking. SUBJECT 7 : STATISTICAL METHODS Statistical methods examine a set of common statistical tools in the business context, so students can solve real problems of data collection and analysis. The overall objective of the course Statistical Methods is to provide a set of statistical tools for solving problems through the use of sample information. The subject includes probability models that are used in economics and business. It also addresses the fundamentals of statistical inference, with special emphasis on the construction of confidence intervals and hypothesis testing. YEAR 2 SUBJECT 1: MARKETING PRACTICE (Brand Management) This module deals with brand management. Branding is gaining more attention in digital marketing and is regarded to be one of the most important aspects when it comes to successfully managing a

5 5 product/service within today s competitive marketplace. The student will develop an understanding of why brands are so important and what they represent to consumers. It will also examine how firms should manage these valuable assets. The specific aspects explored in this module include brands and brand equity, customer-based equity, brand elements and brand identity, branding in the digital age as well as corporate branding. SUBJECT 2: MARKETING PLANNING This subject builds on and integrates previous knowledge of marketing, including Business Marketing 1 and Marketing Practice 1. In particular, it equips the student with knowledge to apply and evaluate analytical tools in the development of marketing plans. Upon completion, students will understand the planning needs of organisations, present a marketing plan to meet target market needs, and achieve specified strategic marketing objectives. Marketing audits, barriers to marketing planning and ethical issues in marketing are also addressed. SUBJECT 3: DIGITAL MARKETING SYSTEMS (A) (Social Media Marketing/Mobile Marketing) This module equips the student with knowledge of all aspects of social media marketing within the digital marketing framework. The student will develop an understanding of the fundamentals of social media marketing by focusing on the definition of social media, the social media platforms, social media monitoring and the development of a social media strategy. Students will develop insight into how the mobile industry works, power of mobile within the digital marketing mix and impact of mobile technology on marketing campaigns. SUBJECT 4: DIGITAL MARKETING SYSTEMS (B) (Search Engine Marketing) This module equips the student with knowledge of all aspects of social media marketing within the digital marketing framework. The student will develop an understanding of the fundamentals of social media marketing by focusing on the definition of social media, the social media platforms, social media monitoring and the development of a social media strategy. Students will develop insight into how the mobile industry works, power of mobile within the digital marketing mix and impact of mobile technology on marketing campaigns. SUBJECT 5: MICRO ECONOMICS The objective of this course is to introduce students to introductory concepts and practices in micro economics. The Principles of Micro Economics covers the basics of micro economic analysis as well as the structure and operation of the economy explained through the role of micro economic theory including the price mechanism, consumer and producer equilibrium and market structures models. No prior knowledge of economics is necessary in order to successfully complete this subject. Students with prior knowledge of Economics or Business Economics may however have an initial advantage. SUBJECT 6: RESEARCH METHODOLOGY This module deals with the principles, concepts and processes pertaining to academic-scientific research. It will equip the student with sufficient knowledge to be able to plan, prepare and conduct research at a basic level. The syllabus includes the features of scientific research, types of research, as well as common aspects in the execution of a research assignment, such as problem identification, motivation of the study, formulating a hypothesis, research objectives, selecting suitable methods, planning and preparing the research action, as well as the gathering of data, and performing analysis and interpretation of results leading to a research report. The student is also equipped with knowledge about research report writing. To this end, attention is paid to formulating the research title, objectives, structuring of chapters, correct referencing and technical rendering such numbering of tables and figures as well as a variety of typographic rendering elements. YEAR 3 SUBJECT 1: DIGITAL MARKETING PRACTICE This module equips the student with the employable knowledge of digital marketing communication by introducing current trends and issues in the evolving area of digital marketing communication, online PR and reputation management, and marketing as part of the multi channel digital communication mix. SUBJECT 2: DIGITAL MARKETING SYSTEMS (Digital Marketing Analytics) This module equips the student with the understanding of digital marketing optimisation based on specific digital marketing and web analytics. It will provide the student with the understanding of factors impacting on digital marketing performance, web analytics, key digital marketing metrics and optimisation of campaigns by an in-depth understanding of Google Analytics. SUBJECT 3: STRATEGIC MARKETING PLANNING This module equips students to implement digital marketing capabilities into strategic marketing planning. It outlines how an understanding and analysis of the macro- and micro-environments can enable

6 6 organisations to assess the impact of the digital landscape in delivering objectives and developing strategic recommendations. It recognises how digital marketing mixes can enable organisations to respond with agility to market needs, while examining how the management of digital channels and the application of key digital measures help to achieve business objectives SUBJECT 4: RESEARCH PROJECT This subject builds on knowledge acquired in Research Methodology 2 and provides the opportunity for students to do research with the view of specialising in any particular area of visual communication design, depending on individual interest. It is required to plan, prepare and execute research according to a well structured plan/protocol. This includes the identification of a research question or problem, formulating a research title, setting relevant aims and objectives, agreeing on a timeframe, and developing feasible contingency plans under supervision of a supervisor. It is also required to implement the plans, gather and analyse the results as well as evaluate findings and make recommendations for follow-up research. This should culminate into a mini-thesis/dissertation that reflects sound scientific writing skills. The topic for the student research must correlate with the topic chosen for the portfolio of practical work in 3D Computer Graphics (CG33). SUBJECT 5: WORK-INTEGRATED LEARNING This module provides the opportunity to students to develop and refine their research competence. It is required to plan, prepare and execute research according to a well structured plan/protocol. This includes the identification of a research question or problem, formulation of a title for the research, setting relevant aims and objectives, agreeing on a timeframe, and feasible contingency plans under supervision of a study leader. It is also required to implement the plans, gather data and analyze the results, as well as evaluate the findings and make recommendations for follow-up research, if possible. This should culminate in a mini-thesis/dissertation that reflects sound scientific writing skills and application of scientific research methodology. The topic for the research must be relevant to any area of digital marketing depending on individual interest and abilities. Amongst the different options, the candidate could, for example, choose a case study (explorative combined with descriptive research) of the company or organization where the required work-based learning is done focusing on its strategic marketing planning, digital marketing mix, and/or social media. CAREER OPPORTUNITIES Digital Marketing Manager Digital Account manager Digital Project Manager Mobile Marketing Specialist Social Media Specialist Digital Media Development Officer Director: Social Media Accounts Director

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