SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Demonstrate an understanding of the target market 
SAQA US ID UNIT STANDARD TITLE
10019  Demonstrate an understanding of the target market 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 4  NQF Level 04 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 
2004-12-02  2007-12-02  SAQA 1657/04 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2008-12-02   2011-12-02  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard is replaced by: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
252203  Demonstrate an understanding of the target market  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
This unit standard is a core standard and forms part of the qualification, National Certificate and is registered at Level 4 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing Environment, specialising in either Marketing Communication, Marketing Management, Market Research or Customer Management, where the acquisition of competence against this standard will add value to one`s job.
This standard will also add value to learners who are starting their own business and recognises that Marketing forms an integral component of any business.

The qualifying learner is capable of:
  • Describing market segmentation and market segmentation processes
  • Explaining positioning strategies for chosen segments
  • Explaining market segmentation in relation to the marketing mix 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence in communicating verbally and in writing and computer technology at Level 3 on the NQF or equivalent. 

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Standard applies to marketing management, customer management, marketing communications and marketing research.
  • Product life cycles including development, introduction, growth, maturity, saturation and decline.
  • Positioning and repositioning including needs, wants, features, advantages, benefits, usage, users and competition.
  • Marketing mix elements including product, price, place and promotion. Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe market segmentation and market segmentation processes. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The purpose of market segmentation is explained in terms of the divisions of markets into groupings with similar characteristics, needs, wants, behaviours to enable precise targeting of markets. 

    ASSESSMENT CRITERION 2 
    2. Market segmentation implications are identified and described. 

    ASSESSMENT CRITERION 3 
    3. The potential for segmentation is assessed and explained. 

    ASSESSMENT CRITERION 4 
    4. Segmentation basis is identified and explained and include geographic, demographic, psycho graphic and behaviouristic, end use and operational basis. 

    ASSESSMENT CRITERION 5 
    5. Profiles for market segmentation are explained and identified. 

    SPECIFIC OUTCOME 2 
    Explain positioning strategies for chosen segments. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Target market segments are identified and explained. 

    ASSESSMENT CRITERION 2 
    2. Position variables are identified for each target market and explained. 

    ASSESSMENT CRITERION 3 
    3. Product positioning strategies to be communicated to the target market, are identified. 

    SPECIFIC OUTCOME 3 
    Explain market segmentation in relation to the marketing mix. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Implications of market segmentation outcomes for marketing mix decisions are identified and explained. 

    ASSESSMENT CRITERION 2 
    2. Implications of market positioning strategies for marketing mix decisions are identified and described. 

    ASSESSMENT CRITERION 3 
    3. Implications of significant cultural influences and impacts on the marketing mix decisions are identified and explained. 

    ASSESSMENT CRITERION 4 
    4. Monitoring mechanisms are identified for market positioning strategies and these are explained. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the services SETA and/or by GENFETQA. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A broad understanding of the marketing mix elements.
  • An all rounded understanding of methods and techniques for determining market segmentation.
  • A broad understanding of methods and techniques for identifying target market segments.
  • A broad understanding of market segmentation and marketing mix implications. 


  • Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the understanding of the target market. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that a greater understanding of the target market and market segmentations is obtained. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when explaining and describing all aspects related to the target market. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems in that the link between marketing segmentation and the marketing mix is assessed. 

    UNIT STANDARD NOTES 
    This unit standard has been replaced by unit standard 252203, which is "Demonstrate an understanding of the target market", Level 4, 4 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  24454   Further Education and Training Certificate: Real Estate  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2007-11-28  Was SERVICES until Last Date for Achievement 
    Core  20907   National Certificate: Customer Management  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2008-02-19  Was SERVICES until Last Date for Achievement 
    Core  20903   National Certificate: Marketing Communications  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2008-02-19  Was SERVICES until Last Date for Achievement 
    Core  20899   National Certificate: Marketing Management  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2008-02-19  Was SERVICES until Last Date for Achievement 
    Core  20894   National Certificate: Marketing Research  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2008-02-19  Was SERVICES until Last Date for Achievement 
    Elective  23453   National Certificate: Micro Finance  Level 3  NQF Level 03  Reregistered  2023-06-30  BANKSETA 
    Elective  20185   Further Education and Training Certificate: Banking  Level 4  NQF Level 04  Reregistered  2023-06-30  BANKSETA 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.