DIGITAL MARKETING

Bachelor of Commerce in

SAQA ID: 90907 | NQF Level: 7 Credits: 365 | Duration: 3 Years

COMMERCE & MANAGEMENT

FACULTY OF

PRESTIGE ACADEMY

Welcome to

Proudly part of STADIO

REASONSto make Prestige Academy your home

www.prestigeacademy.co.za

Are you ready to change yours?

• Credible, affordable & recognised qualifications• Great access pathways, e.g. Higher Certificate to a Diploma or Degree• Quality vocational education; preparing students for the workplace• The omnipresence of academics & industry-experienced lecturers – keeping skills current & trending• Instructor-led contact lecturing in a smaller classroom environment• Comprehensive quality assurance, review & improvement processes in place• Compulsory experiential, work-based or work-integrated learning (work experience) improving employability• Central & accessible location• Dynamic, multicultural study environment ensuring quality education, support & enrichment beyond module teaching through: - support services to students such as accommodating special learning needs, counselling related to learning styles & remedial tuition for at-risk students - Strong Student Representative Body – vibrant social life - Solid emphasis on community engagement - Family value-driven culture• Hostel Accommodation for 50 students

We are persistent in our pursuit for excellence and have been changing lives for 26 years.

DISCLAIMER: Although the author and publisher have made every effort to ensure that the information in this book was correct at press time, the author and publisher do not assume and hereby disclaim any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause.

PROGRAMME ACCREDITATIONWe comply with requirements for accreditation as a higher education institution, that includes quality assurance, quality promotion and ongoing quality improvement.

• Prestige Academy (Pty) Ltd is registered with the Department of Higher Education and Training as a private higher education institution under the Higher Education Act, 1997. Registration certificate no. 2009/HE07/005

• Prestige Academy (Pty) Ltd is accredited by the Higher Education Quality Committee (HEQC) of the Council on Higher Education (CHE) to offer the Bachelor of Commerce in Digital Marketing.

Accreditation status of the Bachelor of Commerce in Digital Marketing:

The Bachelor of Commerce in Digital Marketing is registered on the National Qualifications Framework (NQF) of the South African Qualifications Authority (SAQA), qualification ID 82146.

Admission requirements for the Bachelor of Commerce in Digital Marketing:

• NSC or equivalent with a minimum 30-39% or better in the language of learning (English) • Minimum of 50-59% or better in four (4) 20 credit bearing subjects (excluding LO)

OR• Relevant Higher Certificate on NQF level 5 or Diploma on NQF level 6

International student requirements:

International students must ensure that:• they have an equivalent qualification;• the equivalent qualification is recognised by SAQA; and that• they have a valid study VISA issued in the name of Prestige Academy that covers the duration of their

studies.

POSTGRADUATE Admission requirements:

Honours Degree (NQF level 8):• Three-year Bachelor degree (or equivalent sufficient for admission to

honours programme) • A minimum of 60% in undergraduate studies for the major module area

of specialisation during the honours programme

Bachelor of Commerce in Digital Marketing | Faculty of Commerce and Management

The Student initially applies with Prestige Academy to study towards a specific qualification. Prestige Academy is currently in the process of a business transfer to become part of STADIO. This will result in the Student obtaining a STADIO qualification when the programme has been completed successfully.

ABOUT THIS PROGRAMMEThe Bachelor of Commerce in Digital Marketing addresses human resource development and capacity building needs of the country. It is becoming a necessity to offer formal education and training at an advanced level in dig-ital marketing and e-commerce. It evolves around the rapid growth of the internet and its impact on marketing as well as global communication today. Digital marketing has become a primary way in which companies and organ-isations service and engage with their customer base. New modes of marketing are being explored and developed where modern information and communication technologies (ICTs) play a central role; consequently, the reliance on digital marketing continues to grow.

The demand for qualified digital marketers is outstripping supply. In South Africa formal tertiary education op-portunities in this field is very limited, if not completely non-existing. At the most, certain qualification such as a BCom (Digital Marketing) includes an overview of e-commerce as part of a subject. It does not provide the op-portunity to specialise in this field.

Increased equity will be achieved by giving candidates from historically disadvantaged communities wider access to learning opportunities in digital marketing to address imbalances of the past.

CURRICULUM OUTLINE1st YEAR• Business Communication• Financial Accounting• Entrepreneurship• Marketing Practice (Advertising & Promotion)• Business Marketing• Fundamentals of Economics• Digital Marketing• Statistical Methods

2nd YEAR• Marketing Practice (Branding & Promotions; Exhibitions &

Trade Shows)• Marketing Management in Context• Marketing Planning• Digtal Marketing Systems (Social Media Marketing & Digital

Marketing Communicatoin)• Micro Economics• Macro Economics• Consumer Behaviour• Academic Literacy

3rd YEAR• Digital Marketing Systems• Consumer Behaviour• Research Methodology• Strategic Marketing Planning• Work-Integrated Learning

Bachelor of Commerce in Digital Marketing | Faculty of Commerce and Management

MODULE DESCRIPTION

Business Communication

This module will equip students with the necessary knowledge and skills to perform effectively and understand and apply key concepts in effective verbal and non-verbal communication concepts within the business work environment. In particular, attention is paid to the nature and dimensions of verbal and non-verbal communication, internal and external communication within organisational structures as well as group communication dynamics. With the emergence of information technologies, the importance of digital media in the business communicative environment is also emphasised. Effective presentation skills within a business environment context are explored whilst developing an understanding of the purpose of presentations with-in a business environment context, the different modes of communication, techniques for ensuring a dynamic presentation, proper planning of a presentation, and using suitable presentation media.

Fundamentals of Economics

The objective of this module is to introduce students to introductory concepts and practices in micro- and macroeconomics. Introduction to economics covers the basics of economics, economic systems and microeconomic theory. This module also covers the basics of macroeconomic theory, such as economic growth, unemployment, inflation, interest rates, the national budget and international trade.

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.

YEAR 1

Digital Marketing

The aim of this module is to enable students to understand the digital marketing systems. It covers vital issues in digital marketing such as the digital marketing landscape, understanding the nature of digital natives and immigrants, as well as the transformation of marketing by digital platforms. It further looks into the current legal practices in the digital world that can affect a digital marketer’s strategies.

Financial Accounting

This module serves as an intermediate introduction to financial accounting. It provides the student with an orientation to core concepts, principles and processes, combined with the basic concepts and principles of financial accounting. In particular, attention is paid to the recording of transactions from source documents into subsidiary journals and the general ledger, reconciliations and financial reporting using financial statements, notes and adjustments.

Entrepreneurship

This module introduces students to the theoretical aspects of entrepreneurship creates a platform for more advanced studies in this field.

Students will explore the unique characteristics of the ‘Entrepreneur’ as an individual who seizes opportunities to develop new products and services which satisfy the multiple needs of consumers with limited resources. Specific techniques for releas-ing creativity in the development and growth of new business ventures will be presented in practical terms. The differences between concepts such as: ‘entrepreneur’ and ‘entrepreneurship’; ‘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 busi-ness environments. This module 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.

Bachelor of Commerce in Digital Marketing | Faculty of Commerce and Management

Marketing Practice Branding and Promotions; Exhibitions & Trade Shows

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. Specific attention is also paid to the role of below-the-line techniques, selected above-the-line techniques (including various through-the-line techniques) and how they are used as well as the integrated promotional strategy.

This is a core module that will equip students with knowledge and understanding of developing and managing promotional ac-tivities in various marketing settings. Knowledge of the integrated promotional strategy and an understanding of the various media platforms will be the focus.

YEAR 2Academic Literacy

Academic Literacy is of vital importance for students studying at a tertiary institution. This module will equip students with the necessary basic knowledge, understanding and skills that they should apply across all other modules during the completion and presentation of assignments. The content is structured around the following key themes: analyse an assignment topic, planning the first draft, using the correct vocabulary and tenses, formulating a paragraph, avoiding plagiarism, citing and referencing sources as well as correctly and professionally delivering a presentation.

Consumer Behaviour

This is a compulsory module. This module will enable students to understand the purchase decision-making process and to recognise the variables and situations that influence customer buying behaviour.

Bachelor of Commerce in Digital Marketing | Faculty of Commerce and Management

Business Marketing

This module introduces students to the fundamental concepts and principles that underpin the marketing process. In particular, it gives a concise and contemporary overview of marketing, and examines the role and practice of marketing within the changing business environment, the marketing process, segmentation, targeting and positioning, and the extended marketing mix, as well as different marketing segments and contexts.

Statistical Methods

It will develop the student’s thinking about statistics and create an understanding of its application in real work situations. This introduction to statistics aims to develop skills to recognise that all data contain levels of variation and choices, and the outcome of a situation is determined by the recognition of these choices and how our responses impact on business decisions. The student is furthermore introduced to the basic statistical application of Microsoft EXCEL in the application of statistical concepts.

The syllabus centres on the basic division of statistics namely descriptive and inductive statistics. Descriptive statistics im-plies the ability to assess the available or gathered data, order the data in a convenient and informative manner, graphically or numerically, extract information from the sample and present the data to enable business decisions. After data has been correctly gathered, arranged and presented, they can be further processed in order to interpret them and make deductions. Techniques to interpret data and make further deductions enable management to formulate decisions are called inductive statistics or statistical inference. Inferential statistics apply methods to draw conclusions or inferences about characteristics of the population, based on the sample data.

Macro Economics

This module builds on and integrates previous knowledge of Fundamentals of Economics.

The objective of this module is to further study practices in macroeconomics. The basics of macroeconomic analysis as well as the structure and operation of the economy is explained through the role of macroeconomic theory such as economic growth, unemployment, inflation, interest rates, the national budget, international trade and economic growth and business cycles.

Micro Economics

This module builds on and integrates previous knowledge of Fundamentals of Economics.

The objective of this module is to introduce students to various concepts and practices in micro-economics. The basics of microeconomic analysis as well as the structure and operation of the economy is explained through the role of microeconomic theory including the price mechanism, consumer and producer equilibrium, market structure models and the labour market

Marketing Management in Context

This module equips the student with knowledge of contextual issues related to marketing management. The student will develop an understanding of the complex and diverse environment of marketing by focusing on relationship marketing, mar-keting in non-traditional contexts, the extended marketing mix in the service sector as well as ethics and social responsibility in marketing context.

Marketing Planning

This module equips the student with knowledge of contextual issues related to marketing planning. The student will develop an understanding of the complex and diverse environment of marketing by focusing on environment and competitive audit-ing, the barriers to marketing planning, the marketing role of a plan including product strategy, pricing strategy, distribution strategy, the communication strategy and the implementation and review of the marketing performance.

Bachelor of Commerce in Digital Marketing | Faculty of Commerce and Management

Digital Marketing Systems

The 1st section of the module equips the student with knowledge of digital marketing communication by introducing content marketing, social media channels as well as platforms and online reputation management. Furthermore, this module aims to provide students with the knowledge regarding 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.

The 2nd section of the 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 email marketing as part of the multi-channel digital communication mix. Furthermore, this module equips the student with knowledge to apply and evaluate tools in the development of digital marketing strategy.

The 3rd section of the module equips the student with knowledge of search engine marketing within the digital marketing framework, including the core concepts of search engine marketing, organic search, paid search, and will practical application of SEM skills.

Marketing Practice

The first section of the module deals with brand management. Branding is gaining more attention in business marketing and is regarded to be one of the most important aspects when it comes to successfully managing a 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, the system of brand manage-ment, new products and brand extensions, as well as corporate branding.

The second section of this module will equip students with knowledge of exhibitions and trade shows as well as exhibition objectives and exhibition trends.

YEAR 3Consumer Behaviour

The aim of this module is to enable students to understand the purchase decision-making process and to recognise the var-iables, situations (consumer versus organisational) and factors (individual versus group) that influence customer buying be-haviour. Furthermore, this module aims to provide students with the insight to critically evaluate the marketing implications and integrate consumer behaviour theory in practice. This module will enable students to demonstrate integrated knowledge and understanding purchase decision-making process and to recognise the variables and situations that influence customer buying behaviour.

Research Methodology

This module serves as foundation to research activities at postgraduate level, with the emphasis on fundamental knowledge and conceptual understanding. In particular, the student will acquire knowledge of the principles, concepts and processes pertaining to 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 aim and objectives, selecting suitable methods, planning and preparing the research action, as well as the gathering of data, and performing analysis and interpre-tation of results leading to a research report, both in written format and by way of a verbal presentation.

Digital Marketing Systems

The 1st section of this module is to enable students to be equipped 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. The importance of online copywriting as well as online Public Relations as essential com-ponents of a holistic online experience.

The 2nd section of this module is to enable students to compile and execute a detailed digital marketing strategy. The evi-dence of combining a number of holistic tools and concepts integrated into a valuable project for the business. Knowledge on setting digital goals, targets and budget should be evident. Overall optimising of the digital campaign through tracking, measuring and optimising needs to be evident.

Strategic Marketing Planning

This module builds on and integrates previous knowledge of marketing, including Business Marketing, Marketing Practice and Marketing Planning. In particular, it equips the student with knowledge to practically evaluate analytical tools for a cli-ent. Students would be equipped in the development of strategic marketing plans and strategies with in-depth theoretical knowledge that can be translated into practical plans. An organisation needs a reference point for decision making, which can be provided by the strategy and the planning process involved in designing the strategy. A strategic role for marketing in strategic planning is the management of the markets to be served, how competition is handled and the timing of market entry or exit.

Work-integrated Learning

Work-integrated learning offers a student a holistic approach to education by applying all module content (theoretical back-ground) by means of integration into tasks being performed in the workplace. This will enable the student to develop the nec-essary skills required from the industry after graduating from the institution. WIL is reserved for students studying towards a degree on NQF level 7. During the period of doing WIL it will be expected of the student to be able to perform on higher order thinking levels where evaluation, analysis and synthesis of instances in the industry will be expected to take place. It will further be expected of the student to be able to, on the hand of high level documents from the company, make recom-mendations on improvements in certain departments/sections of the host company. WIL is not only restricted to practical application of knowledge in the workplace, but could also include work-simulated assignments.

Bachelor of Commerce in Digital Marketing | Faculty of Commerce and Management

HOW TO APPLY

UNDERSTAND STUDENT FINANCE

Follow these steps to start your education journey at Prestige Academy, proudly part of STADIO:

1. Choose your study career• Make sure that you meet the admission and/or additional admission requirements • Download the application form or apply online

2. Take Note of the following• our events calendar• closing date of applications & the special discount application dates

3. How is your application considered? • Complete & submit your application form together with the registration proof of payment.• The academic approval will take place according to the admission requirements for the specific programme you apply for.• Financial approval is based on your payment plan indicated in your application, together with the credit analysis to determine affordability for the programme you apply for.• Only signed & completed, application forms with all accompanying documentation & proof of payment for the application will be considered.

4. Acceptance• Congratulations! You have reached the step where you will be informed of your acceptance.

5. Student Number• Once you have received written approval, you will be issued with a unique student number. This student number must be used as a reference for all future payments and correspondence.

Unsure how you will pay for your studies & what financial support is on offer? Don’t worry! There are many financial support structures available.

Please contact us for our latest tuition and special fee structures or set up an appointment to discuss any issues of concern.

www.prestigeacademy.co.za*Please note that the details are correct at the time of publishing this prospectus. Please view our website for more & up-to-date information.

OPENDAYS

CONTACT US

WINTER WORKSHOP

CLOSING DATE

Saturday 9 May 2020 - 9:00 - 13:00Saturday 25 July 2020 - 9:00 - 13:00Book your place at our Open Day now onwww.prestigeacademy.co.za/opendays

Bellville Campus:Tel: +27 21 949 5036 | info@prestigeacademy.co.zaBellville Business Park, DJ Wood Street, Bellville

www.prestigeacademy.co.za

Centurion Campus:Tel: +27 12 683 9942 | info-pta@prestigeacademy.co.za1021 Bank Avenue, Centurion

30 June - 3 July 2020Experience life as a student for 4 days Apply online

30 November 2020