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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Demonstrate an understanding of and define the nature, role and history of marketing communication 
SAQA US ID UNIT STANDARD TITLE
10032  Demonstrate an understanding of and define the nature, role and history of marketing communication 
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
252192  Demonstrate an understanding and define the nature and role of marketing communications  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
This unit standard is an elective 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 Marketing Communications, 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 communications forms an integral component of any business.

The qualifying learner is capable of:
  • Defining and explaining marketing communications, marketing communications characteristics and objectives
  • Explaining how marketing communications works and how it is classified
  • Defining and explaining persuasive communication
  • Identifying and explaining the role of marketing communications in the overall marketing process
  • Explaining the history, development and functions of the South African marketing communications industry. 

  • 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 communication, direct marketing and relationship marketing, sponsorship, event marketing, sales promotion, public relations and alternative strategies.
  • Media will include all electronic, print, outdoor, digital media, e media and direct media.
  • The role of marketing communications including promoting image, providing information, creating, increasing and stabilising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention and loyalty, motivating staff etc. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Define and explain marketing communications, marketing communications characteristics and objectives 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Marketing communications is explained in relation to the requirement of marketing dynamics. 

    ASSESSMENT CRITERION 2 
    2. Marketing communications characteristics are listed and explained in detail. 

    ASSESSMENT CRITERION 3 
    3. Marketing communications objectives are described and explained. 

    SPECIFIC OUTCOME 2 
    Explain how marketing communications works and how it is classified 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The explanation identifies all the factors and issues related to marketing communications. 

    ASSESSMENT CRITERION 2 
    2. The explanation is clear, concise and is understood. 

    ASSESSMENT CRITERION 3 
    3. The explanation demonstrates the application of marketing communications in the marketing structure. 

    ASSESSMENT CRITERION 4 
    4. The marketing communications is clear and concise. 

    SPECIFIC OUTCOME 3 
    Define and explain persuasive communication. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The principles of persuasive communication are listed and explained. 

    ASSESSMENT CRITERION 2 
    2. The definition of persuasive marketing communications is described. 

    ASSESSMENT CRITERION 3 
    3. The overall persuasive communications role in marketing communications is explained and emphasised. 

    SPECIFIC OUTCOME 4 
    Identify and explain the role of marketing communications in the overall marketing process 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The role of marketing communications in marketing communication is identified. 

    ASSESSMENT CRITERION 2 
    2. The role of marketing communications in terms of focus is contrasted with other marketing roles. 

    ASSESSMENT CRITERION 3 
    3. The role of marketing communications in contributing to profitability, sales and market share is identified and explained. 

    ASSESSMENT CRITERION 4 
    4. The stages of the marketing communications planning process are identified and explained. 

    SPECIFIC OUTCOME 5 
    Explain the history, development and functions of the South African marketing industry. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Historical methods of marketing communications are contrasted with current techniques and the historical development of marketing communications is reviewed and explained. 

    ASSESSMENT CRITERION 2 
    2. The structure of the industry and its involvement with various industry bodies is explained. 

    ASSESSMENT CRITERION 3 
    3. The functions of the South African marketing communications industry are established and interpreted. 

    ASSESSMENT CRITERION 4 
    4. Types of marketing communications are differentiated and perceived; target audiences for each marketing communications category are identified. 

    ASSESSMENT CRITERION 5 
    5. Job roles and levels within the marketing communications industry are understood and marketing communications functions are identified. 

    ASSESSMENT CRITERION 6 
    6. Competence, knowledge and skills that are critical to the marketing communications functions are established. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    The relevant Educational Training Quality Assurance Body (ETQA) will accredit providers offering learning towards this standard. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • A basic understanding of corporate and organisational marketing communications plans and strategies.
  • A broad understanding of techniques and methods for oral presentations.
  • An all rounded and generic understanding of the industry, the product and the industry role players
    Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out by the relevant Educational and Training Quality Assurance Body (ETQA). 


  • Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information when identifying and assessing the role of marketing communications. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting the role of marketing communications. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems relating to the role of marketing communications in the overall marketing process. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Organise oneself and one`s activities so that all aspects of marketing communications are understood and that retention levels remain high. 

    UNIT STANDARD NOTES 
    This unit standard has been replaced by unit standard 252192, which is "Demonstrate an understanding and define the nature and role of marketing communications", Level 4, 6 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  50583   National Certificate: Public Service Communication  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  PSETA 
    Elective  20185   Further Education and Training Certificate: Banking  Level 4  NQF Level 04  Reregistered  2023-06-30  BANKSETA 
    Elective  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 


    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.
     
    1. Absa Learning & Development 
    2. Bidvest Bank 
    3. Chartall Business College 
    4. Cornerstone Performance Solutions (Pty) Ltd 
    5. Felix Risk Training Consultants 
    6. Nedbank Ltd 
    7. OnTrack Learning Solutions CC 
    8. Standard Bank Personal and Business Banking 
    9. The Facilitation Workshop 



    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.