Diploma in Media Practices Specialising in Advertising
Print, television, radio, digital platforms, and social media. Advertising is everywhere.
It is an industry focused on creating and disseminating promotional messages to target audiences with the aim of influencing consumer behaviour, promoting products or services, and ultimately generating sales. Success in advertising relies on creativity, market research and strategic planning to create impactful messages that leave a lasting impression on consumers.
The Advertising major of the Diploma in Media Practices takes a hands-on approach to advertising theory and practice. Students will explore conceptual creative thinking; develop advertising proposals and briefs; construct integrated marketing communication programmes; conduct competitor brand analysis and develop differentiation strategies.
This diploma is offered at Boston Media House Pretoria and Sandton.
Employment opportunities include, but are not limited to:
- Account Executive
- Account Manager
- Media Planner
- Media Buyer
- Media Strategist
- Digital Advertising Specialist
- Media Sales Executive
- Media Analyst
- Traffic Manager
- Advertising Manager§
Entry Requirements
A minimum requirement for admission into the diploma is a:
- National Senior Certificate (NSC), with English as one of the subjects passed and an endorsement for admission to Diploma study; or
- National Certificate (Vocational) (NC(V)), with English as one of the subjects passed and an endorsement for admission to Diploma study; or
- Prior to 2009, Senior Certificate with English as one of the subjects passed.
Alternative Entry Requirements
A number of higher education qualifications may meet the requirements for admission into the diploma:
- Certificate programme, NQF Level 5 (OQSF/HEQSF), minimum Credits 12; or
- Diploma programme, NQF Level 5 (OQSF), minimum credits 240; or
- Higher Certificate, NQF (HEQSF) Level 5, minimum credits 120; or
- Advanced Certificate, NQF (HEQSF) Level 6, minimum credits 120; or
- Diploma. NQF (HEQSF) Level 6, minimum credits 240 or 360; or
- An equivalent qualification from an international higher education institution, see the section on International Applicants
Personality Profile
- Creative
- Imaginative
- Strong communicator
- Collaborative
- Strategic
- Adaptable
- Curious
- Academic Literacy 1
- Advertising 1
- Creativity
- Digital Marketing 1
- Journalism 1
- Photography
- Public Relations 1
- Radio 1
- Television 1
- Computer Skills (MS Excel, MS PowerPoint, MS Windows, MS Word)
Advertising 1 offers an overview of advertising, covering its evolution, current challenges, and the operational aspects of advertising agencies. The course explores the significance of client/agency relationships and teaches the art of crafting persuasive advertising copy and marketing communication. It concludes by examining methods for segmenting consumers and identifying target markets.
- Advertising 2
- Academic Literacy 2
- Design Thinking
- Media in a Digital Age
Choose one elective:
- Digital Marketing 2
- Journalism 2
- Public Relations 2
- Radio 2 and Sound Engineering
- Television 2 and Sound Engineering
Advertising 2 delves into advertising planning, creativity, and integrated marketing communications. It starts with the importance of research in planning and creating marketing strategies. The course explores the working of creative teams and emphasises the development of innovative advertising solutions and creative strategies. It also highlights the roles in the creative process, demonstrating how creativity enhances advertising, leading to the execution of the ‘Big Idea’.
Moreover, the curriculum covers reaching target audiences through print, electronic, and digital media. It introduces the concept of Integrated Marketing Communications and examines relationship-building through various advertising channels, including direct marketing, personal selling, public relations, and sales promotions.
Advertising 3
Entrepreneurship
Experiential Learning
Media Law
Advertising 3 builds on the knowledge gained in Advertising 1 and 2, and features insights from Joe Public, a successful South African advertising agency. Students apply theoretical models to real scenarios, developing an integrated advertising plan provided by Joe Public. The course emphasises group work, fostering a professional mindset and using tools to present plans persuasively to senior staff and clients for acceptance.