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

Demonstrate an understanding of creative principles of marketing communications 
SAQA US ID UNIT STANDARD TITLE
10035  Demonstrate an understanding of creative principles of marketing communications 
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
252198  Demonstrate an understanding of creative principles of marketing communications  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
This unit standard 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:
  • Describing and explaining the history and nature of copywriting
  • Describing and explaining the practice of copywriting
  • Describing and interpreting the characteristics and constraints of the various media
  • Describing and explaining the nature and role of the various creative elements available
  • Describing and explaining the creative philosophies of leading advertising agencies. 

  • 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 
    Describe and explain the history and nature of copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The description is complete, concise and covers all the salient points in the history of copywriting. 

    ASSESSMENT CRITERION 2 
    2. Historical methods of copywriting are contrasted with current techniques. 

    ASSESSMENT CRITERION 3 
    3. The historical development of copywriting is reviewed and explained. 

    ASSESSMENT CRITERION 4 
    4. The nature of copywriting is described. 

    SPECIFIC OUTCOME 2 
    Describe and explain the practice of copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The building blocks of copywriting are listed and explained. 

    ASSESSMENT CRITERION 2 
    2. The elements of copywriting are described. 

    ASSESSMENT CRITERION 3 
    3. Methods used by masters of copywriting are reviewed, interpreted and explained. 

    ASSESSMENT CRITERION 4 
    4. The role of the copywriter in the marketing mix is explained. 

    ASSESSMENT CRITERION 5 
    5. The role of the copywriter in contributing to the success of marketing is described. 

    SPECIFIC OUTCOME 3 
    Describe and interpret the characteristics and constraints of the various media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The description is complete, concise and accurate. 

    ASSESSMENT CRITERION 2 
    2. The characteristics of various media are listed and explained. 

    ASSESSMENT CRITERION 3 
    3. The constraints of various media are described and explained. 

    ASSESSMENT CRITERION 4 
    4. The nature of the constraints is explained with reference to its use. 

    ASSESSMENT CRITERION 5 
    5. The strengths and limitations of each are listed and explained. 

    SPECIFIC OUTCOME 4 
    Describe and explain the nature and role of the various creative elements available. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The description is complete and accurate. 

    ASSESSMENT CRITERION 2 
    2. The characteristics of various creative elements are listed and explained. 

    ASSESSMENT CRITERION 3 
    3. The strengths and limitations of each are listed and explained. 

    SPECIFIC OUTCOME 5 
    Describe and explain the creative philosophies of leading advertising agencies. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The different philosophies are listed and interpreted. 

    ASSESSMENT CRITERION 2 
    2. The description is clear, concise and in detail. 

    ASSESSMENT CRITERION 3 
    3. The philosophies are compared and contrasted to how they can be used separately and/or in combination. 

    ASSESSMENT CRITERION 4 
    4. Correct philosophy is chosen, depending on target market and communication objectives. 


    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 demonstrated understanding of:
  • An integrated and comprehensive understanding of the history and nature of copywriting.
  • A basic understanding of principles of various media used in marketing communications.
  • A basic understanding of creative thinking principles.
  • A broad understanding of elements of the creative mix.
  • 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 pertaining to the principles of marketing communications. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others to ensure that acquisition of knowledge is unimpeded. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that all aspects of the creative principles of marketing communications are in place. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems where an understanding of the creative principles of marketing communications is in place. 

    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 and aesthetically sensitive across a range of social contexts when describing and explaining the principles of marketing communications. 

    UNIT STANDARD NOTES 
    This unit standard has been replaced by unit standard 252198, which is "Demonstrate an understanding of creative principles 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
    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 
    Elective  50583   National Certificate: Public Service Communication  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  PSETA 


    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.