The way we consume media has shifted dramatically in recent years, from broadcasting linear media on radio and television, to a much more user-centred curation of media from online sources, podcasts, subscription services and on-demand streaming platforms.

As a workforce development council, Toi Mai has the duty of supporting Ngā Peka o Toi – the creative, cultural, recreation and technology sectors – by reviewing and developing qualifications to ensure the vocational education system meets industry and workforce development needs.

To fulfil this duty, Toi Mai brought together industry and education providers across journalism, radio broadcasting and communications media industry in 2022 to review existing qualifications in light of the evolving media landscape.

Across these engagements, radio professionals highlighted the importance of social media presence and the ability for their kaimahi to create and publish a variety of media, including graphics and video, enabling Toi Mai to make a number of valuable changes to the qualification.

Now, in 2023, these new qualifications are making their way into providers’ programmes. Based in Auckland, NZIE’s Digital Marketing School teaches right across Aotearoa with their flagship Diploma in Digital Marketing (level 7), but this year they have developed a new programme for the New Zealand Diploma in Content Creation (Level 5) with a social media marketing focus.

Working with Toi Mai and industry stakeholders, NZIE’s development of the new programme was “really collaborative” throughout the journey, according to Managing Director Rob Marks.

“As we’re developing the programme,” says Rob, “having those conversations and being able to give Toi Mai a call and ensuring that we’re on the right track I think has been really great.”

In this evolving and increasingly digital environment, it’s important for businesses in the broadcast industry to evolve with it. Through continuous engagements with industry and providers like NZIE, Toi Mai is better able to support these industries and ensure learners and sector entrants have the relevant skills as they head into the workforce.

“Now, more than ever there is demand for authentic content creators, especially on social media platforms,” says Rob, “and there had never really been a qualification that was fit for purpose around social media marketing and content creation. The [content creation qualification] has lent itself really well.”

NZIE’s final programme was approved by the New Zealand Qualifications Authority (NZQA) in September and will kick off in February 2024, providing a brand-new pathway into digital communications for ākonga who may not have entered the industry otherwise.

With NZIE and other providers picking up these qualifications, the evolution of the broadcast sector will start to be reflected in new entrants to the industry in the backend of 2024, following the completion of the first year of these programmes, establishing a more broadly skilled and thriving media workforce for Aotearoa.

Check out NZIE’s new Diploma in Social Media Marketing, starting in 2024, here.

See details about the Toi Mai communications media qualification review and our other reviews and developments.