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: 

Demonstrate an understanding of ethical, cultural and legal issues in marketing communication 
SAQA US ID UNIT STANDARD TITLE
10033  Demonstrate an understanding of ethical, cultural and legal issues in 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
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

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 does not replace any other unit standard and is not replaced by any other unit standard. 

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:
  • Identifying and interpreting regulatory issues in marketing communications
  • Identifying and interpreting social, ethical and cultural issues in marketing communications. 

  • 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.
  • Ethical issues including legality, truthful presentation, use of research, tests and surveys, decency, honesty, portrayal of people, comparative advertisements, denigration, testimonials, privacy, controversial marketing communications, safety, advertisements directed toward children, subliminal marketing communications. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Identify and interpret regulatory issues in marketing communications. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Acts that provide laws and legal issues in relation to marketing communications, are identified and interpreted. 

    ASSESSMENT CRITERION 2 
    2. The structure and purpose of the marketing communications industry self-regulatory mechanisms are identified. 

    ASSESSMENT CRITERION 3 
    3. Remedies for inaccurate and unfair marketing communications practices are identified and interpreted in relation to marketing communications activities. 

    SPECIFIC OUTCOME 2 
    Identify and interpret social, ethical and cultural issues in marketing communications 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Social responsibilities, ethical principles and cultural sensitivities are identified and interpreted. 

    ASSESSMENT CRITERION 2 
    2. Social issues and trends are identified and assessed. 

    ASSESSMENT CRITERION 3 
    3. Ethical issues are identified and ethical responsibilities are determined. 

    ASSESSMENT CRITERION 4 
    4. The advertiser's need to influence and persuade consumers is balanced with social, ethical and cultural responsibilities. 

    ASSESSMENT CRITERION 5 
    5. The marketing communications standards authority principles are explained. 


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

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • A general broad understanding of cultural, social and ethical principles.
  • A basic understanding of Acts and Regulations affecting marketing communications.
  • A basic understanding of corporate and organisational business and marketing strategies.
  • 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 IDENTIFYING 
    Identify and solve problems related to social, ethical, cultural and legal issues. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others to ensure that all marketing communications are applied and adhered to. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information in the pursuit of understanding ethical, social, cultural and legal issues in marketing. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems, in relation to the link between marketing communications and legal issues. 

    UNIT STANDARD CCFO CONTRIBUTING 
    In order to contribute to the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of: being culturally sensitive across a range of social contexts when understanding marketing communications, so that these are appropriate and acceptable to a range of consumers with varying cultural backgrounds. 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    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.