IIE Postgraduate Diploma in Brand Building

Overview

The IIE Postgraduate Diploma in Brand Building is designed for the student who may not have an undergraduate degree (NQF level 7 qualification) in brand or marketing communication or management but wants to obtain an NQF level 8 qualification in the field of brand building. Students from various undergraduate fields will be introduced to the concepts of brand and brand building, and the importance of brand communication in growing a business. Postgraduate Diploma programmes are typically undertaken by students and working individuals wishing to add a different dimension to their fields of undergraduate study, or to enable a change in career path. Students will produce a research project and participate in a ‘live’ brand challenge where they will develop and present a brand communication strategy to a real-world client. This programme will enable students to enrol for Master’s degree, subject to meeting the admission requirements, should they wish to continue their studies.

Modules:

• Principles of Brand Building
• Brand and Business
• Brand Contact and Communication
• Channel Planning and Digital Media
• Integrated Planning for Brand Building
• Research Methodology

Brand and Business
The module focusses on the relationship between brand, marketing, and business that guides planning for brand building. Students will consider macro, market and microenvironments, as context for leveraging holistic brand and business strategies. Emphasis will be placed on profiling target markets and determining objectives on which to base strategic decisions regarding brand offerings, logistics, and pricing options.

Principles of Brand Building
Students will develop an understanding of the core frameworks, principles and concepts used for constructing and building purposeful brand identities and architecture. The role of brands in adding value to stakeholders and society will be explored utilising design and systemic thinking to develop innovative brand building solutions. The principles of brand leadership and brand management will be discussed.

Brand Contact and Communication
Students will construct integrated brand communications plans driven by positioning statements derived from brand elements and stakeholder insights. A variety of communication tools and platforms will be assessed, including advertising, public relations, sponsorship, and promotions. Emphasis is placed on practical application in context of a multichannel everchanging communication landscape.

Channel Planning and Digital Media
This module exposes students to the various media channels and platforms available for the practical implementation of a brand communications plan. Both ‘traditional’ and ‘digital’ media options will be evaluated, and a multichannel approach is taken to communicating coherent and authentic brand messages to various stakeholder audiences across multiple contact points.

Integrated Planning for Brand Building
This module provides the opportunity to apply theory covered in all programme modules to a given practical brand building scenario. Student teams will engage in the development and execution of original and meaningful solutions to briefs provided by members of industry. Emphasis is placed on research-based collaboration and ideation to develop practical innovative solutions which could be implemented in the workplace.

Research Methodology
The purpose of this module is to introduce students to the process of research and to develop their understanding of the techniques of gathering, analysing, interpreting, and evaluating data. Emphasis is placed on a controlled application of methods and techniques to solve a practical problem in the field of brand building. This module introduces the ways in which the processes and outcomes of research can be constructively embedded within professional practices.

Tuition Fees

First year fee for new registrations starting in 2024
R108 000 Full Settlement Total Fee
R115 800 Instalment Total Fee (10 Monthly Instalments)
A *Pre-Registration Fee of R2 500 is included in the Total Fee
*Refundable if admission criteria for the qualification is not met.

Please note:

• Applications for the 2024 intake are subject to a non-refundable application fee of R700.
• You will be required to complete a new contract annually which will include fees for that year.
• Returning students can consult the bill of costs on the website to obtain their 2024 fees based on their basket of modules.

Entry Requirements

• An appropriate HEQSF Level 7 Bachelor’s degree; OR
• An appropriate Advanced Diploma; OR
• An equivalent NQF Level 7 qualification
• Recognition of Prior learning (RPL) – Where candidates do not satisfy the formal admission requirements for this qualification, The IIE may consider an admission application in terms of the Credit Accumulation and Transfer, Recognition of Prior Learning and Qualification Completion Policy (IIE010).

International Admission

• A SAQA Evaluation Certificate with NQF L7 equivalence in an appropriate field.