MEDIA ESSENTIALS
LEARNERSHIP
1
Get maximum B-BBEE Skills Development ROI, attract and retain key
talent, and give your business a market-leading edge by developing internal
capacity in an emerging and critical discipline....without disruption to your
business. And with SETA funding available, all of this could cost your
business nothing.
Learnerships at Red & Yellow
Red & Yellow’s range of structured 12-month Learnerships
have been developed and run over the past 4 years to
introduce critical skills to industry and ensure a world-class
learning experience for learners.
Each programme is SETA-accredited, aligned to the National Qualifications Framework (NQF) and optimised
to deliver maximum Skills Development impact to both the employer’s transformation objectives and B-BBEE
scorecard.
We believe in the unique power of education to drive deep and lasting transformation across South Africa, and
to uplift every aspect of our economy and society. All of Red & Yellow’s programmes are designed and built
with the well-being of South Africa’s diverse population and the prosperity of its future workplace first and
foremost in mind.
Learners can be either employed (i.e. existing staff) or unemployed (i.e. new entrants). The SETA, B-BBEE and
tax benefits differ slightly, but highly attractive incentives are available for both.
Programme Overview This one-year programme, developed around and resulting in the achievement of an NQF Level 5 National
Certificate in Advertising (specialising in Media Planning and Buying), will give learners industry-relevant
knowledge, expose them to international best practice, and teach them theoretical foundations and practical
techniques and skills to enter the field of marketing, advertising and media.
Lack of diversity and transformation in the media industry poses a massive challenge, and is felt particularly
severely in a scarcity of top quality entry-level candidates. More so than ever before, agencies and creative
businesses in South Africa need talent who:
• understand main market and black middle-class target markets and brands;
• can provide market research and insights into attracting and communicating with these audiences;
and
• are able to conceptualise and execute media campaigns that resonate across cultures in these
markets, across both traditional and new media channels.
MEDIA ESSENTIALS
LEARNERSHIP
2
Learners will experience Red & Yellow’s unique approach to preparing
professionals for the future, and will leave the programme equipped with a
foundational understanding of marketing, advertising and creative
conceptualisation, before specialising in Media Planning and Buying.
Foundational subjects covered include:
• marketing and business strategy
• introduction to marketing communications
• media channel selection
• conceptual ideation techniques
• brainstorming techniques and methods
• presenting advertising ideas
• developing advertising activity specifications
• selecting information for advertising
assignments
Media Planning & Buying subjects cover:
• monitoring of media engagement, shopper behaviour,
and emerging trends across traditional and digital
channels to best apply media strategy for consumer
attention
• implementing insights and conceptualising innovative,
integrated campaigns leveraging data and technology
• streamlining media plans to aid strategic media
planning and implementation and deliver maximum
financial ROI
• media procurement and supplier management
• the finances of media planning and buying
Upon completion of the programme, learners will be able to:
• analyse and source information required for decision-
making
• present ideas and make recommendations regarding appropriateness and relevance of ideas and
recommendations
• conceptualise, develop and implement multi-channel media campaigns
• interpret information for campaigns to determine resource requirements
• evaluate campaign progress and outputs
• implement and coordinate campaign activities according to brief
MEDIA ESSENTIALS
LEARNERSHIP
3
Skills Development and Tax Benefits
Red & Yellow’s Learnership programmes are structured to meet the
requirements for Category B workplace learning programmes (per the Learning
Programmes Matrix), and are as such optimised for BEE and Skills Development
purposes.
Employers can further apply for SETA funding towards the cost of the programme (up to a maximum of
R35,000 per learner, plus a monthly R1,500 stipend per unemployed learner) and, critically, will be able to
recognise both the full cost of the programme and the full salary of each learner for the duration of their
participation in the programme.
Learnerships are also heavily incentivised under Section 12H of the Income Tax Act: employers are able to
claim up to R80,000 in tax deductions per learner per year (and up to R120,000 in deductions for disabled
learners). Further PAYE deductions are also available under the Employment Tax Incentive which is designed
to encourage employers to hire less experienced work seekers.
Delivery Our Learnership programmes have been specifically designed to deliver optimal benefit to both employer and
learner, whilst enabling a structured, supportive learning environment.
Learners spend their first 6 months on campus with their lecturer, tackling the theory and practical component
of the programme. They then spend 5 months with their employers or sponsors for the workplace learning
component. The employer or sponsors assigns each learner a workplace mentor to assist throughout this
component, and to offer guidance and support as
the learners transition to the professional
environment. The learners return to campus for
the 12th (and final) month, where they put
together their final portfolios of evidence and
write their summative exams.
Red & Yellow’s signature workplace learning
methodology leverages its 24-year pedigree as an
institute of higher learning (formally accredited
by the Council on Higher Education) and a world-
class provider of online learning and corporate
training, to deliver a unique learning experience
that focuses on practical, work-based application
to ensure that employees are able to immediately
implement learnings in the workplace.
MEDIA ESSENTIALS
LEARNERSHIP
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Learnership Programme Support
A dedicated Red & Yellow Programme Co-Ordinator will be assigned to each employer to ensure that the
programme experience for both employer and employee is fluid and seamless. Red & Yellow will deal with as
much of the unavoidable accreditation red-tape as possible, so that this admin burden remains our problem and
not yours.
Learner Recruitment Many Red & Yellow clients do manage learner recruitment themselves, although we are more than happy to
assist with and facilitate this process. We have our own extensive database of candidates, and are also
connected to a number of non-profits and organisations which specialise in learner sourcing and placement.
Where we facilitate recruitment, all candidates are pre-screened against eligibility requirements and go
through a structured review and interview process. Clients are encouraged to participate in the process, as this
ensures that successful applicants are not only the cream of the crop, but that they are also the best possible
organisational and culture fit for the client. Our experience is that client involvement from an early stage
fosters much stronger relationships between learner and employer, and delivers a far more meaningful
experience for all involved. We charge a nominal fee per learner where we facilitate the recruitment process.
Hardware and Software Requirements
Red & Yellow does not provide laptops and software, and clients are encouraged to provide suitable hardware,
Microsoft Office and media planning tools for learners. We are, however, happy to assist with procurement and
to include this as an “add on” in our quotation.
Price Learnership: R40,000 per learner (excludes stipend)
Recruitment (optional): R2,500 per learner
Next Start Date Johannesburg: July 2018