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Diploma in Integrated Brand Communications

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Details:

(3 YEARS FULL-TIME)

The Diploma in Integrated Brand Communications exposes students to the relevant theory and practice of brand-business and marketing that will facilitate integrated brand planning and building. 

The curriculum contributes to a critically applied understanding of the field of brand communications. This qualification will prepare students for careers in public relations, communications, client services, media, sponsorship and events, marketing, brand management, event management and promotions. 

 

Entry Criteria:

• A National Senior Certificate with D - admission to a Diploma            

             OR

• A Senior Certificate

             OR

•  A Higher Certificate or equivalent (HEQF level 5)

             OR

• An Advanced Certificate or equivalent ( HEQF level 6) 

• Completion of an entrance challenge and interview
• Completion of NBT assessment recommended

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Breakdown:

First year modules:

THE PRINCIPLES OF BRAND MANAGEMENT

The Principles of Brand Management provides an introduction to the field of branding and exposes students to key terminology, theories, principles and tools that form the foundation for the diploma programme.

THE PRACTICE OF BRAND MANAGEMENT

This module builds on the terms, theories and concepts of brand building introduced in the Principles of Brand Management, and explores the tools that can be used within brand management. Students are introduced to the practice of managing brands by means of objective setting, situational analysis, consumer behaviour and stakeholder analysis and brand positioning.

CREATIVE THINKING

This module introduces students to the concept of creativity and the nature of creative thinking. The development of meaningful and original brand communication strategies depends on confidence and competency in creative thinking.

CREATIVE DEVELOPMENT

This module focuses specifically on the development of creative intelligence in an innovation economy. It familiarises students with the concept of creativity, the nature of creativity, the creative self, creative resourcefulness as well as creative concept and concept development in brand communication. It also provides an overview of the basic principles of the execution of creative communication and assessing creative execution from an intelligent creative perspective.

Second year modules:

BUSINESS TOOLS

This module focuses primarily on the business tools and skills needed to function in the business environment. The module offers insight into the various types of communication and the management of communication issues in a business context.

CONSUMER BEHAVIOUR

This module places emphasis on creating an understanding of the consumer (in a stakeholder-driven context) and the behaviour of this individual in a brand relationship.

PRINCIPLES OF INTEGRATED BRAND COMMUNICATIONS

This module provides an introduction to the concept and key driving factors of Integrated Brand Communications (IBC). Emphasis is placed on the paradigm shift from a combination of traditional promotional mix elements to an approach that focuses on key driving factors that form the basis of IBC.

CORPORATE COMMUNICATION TOOLS

The emphasis in this module is on illustrating the shift in focus from the corporate communication function as a technical function to a more strategic brand-building function in the organisation.

Third year modules:

INTRODUCTION TO MARKET AND BRAND RESEARCH

This module highlights the importance of research in brand building and marketing in the 21st century, and explores the reasons for conducting research into brands and brand building. It also elaborates on the value of insight-driven research in brand building, with specific emphasis on understanding the stakeholder context that the brand functions in.

CHANNEL PLANNING

This module provides an introduction to channel planning, with emphasis on the basic principles of contact and channel planning. Students are exposed to media terminology, media forms and various media tools.

NEW BRAND MEDIA

This module provides an overview of the experience economy and the characteristics and key driving forces of this economic model. The concept of experiential branding is explored by means of exposure to brand-execution delivery mechanisms such as sport, events, audio-visual, sponsorship, mobile delivery platforms, workshops and meetings as well as 'live' delivery mechanisms such as industrial and corporate theatre.

THE PRACTICE OF INTEGRATED BRAND COMMUNICATIONS

This module explores the strategic role and application of key tools in brand communication planning. The module is process-oriented and develops students' strategic thinking skills in the planning of integrated brand communication.

 

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