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: 

Investigate and explain marketing communications concepts 
SAQA US ID UNIT STANDARD TITLE
10064  Investigate and explain marketing communications concepts 
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 5  Level TBA: Pre-2009 was L5 
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 Diploma and is registered at Level 5 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 Communication, 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 explaining marketing communication concepts and ideas
  • Implementing low and high focus thinking
  • Explaining and applying lateral thinking processes 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence against the standards in the National Certificate - Marketing Communications or equivalent at NQF Level 4. 

    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 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 
    Identify and explain marketing communication concepts and ideas. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Marketing communication concepts are identified and explained. 

    ASSESSMENT CRITERION 2 
    2. Explanation integrates current issues and marketing communication used. 

    ASSESSMENT CRITERION 3 
    3. Applicable legislative requirements and self-regulatory requirements are identified and applied. 

    SPECIFIC OUTCOME 2 
    Implement low and high focus thinking. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Low focus thinking principles are explained. frames. 

    ASSESSMENT CRITERION 2 
    2. Low focus thinking methods are demonstrated. 

    ASSESSMENT CRITERION 3 
    3. High focus thinking principles are explained. 

    ASSESSMENT CRITERION 4 
    4. High focus thinking methods are demonstrated. 

    ASSESSMENT CRITERION 5 
    5. Implementation of low and high focus thinking is actioned within agreed time frames. 

    SPECIFIC OUTCOME 3 
    Explain and apply lateral thinking processes. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Lateral thinking principles are described. 

    ASSESSMENT CRITERION 2 
    2. Lateral thinking techniques and methods are explained. 

    ASSESSMENT CRITERION 3 
    3. Lateral thinking material is produced. 

    ASSESSMENT CRITERION 4 
    4. Creative elements are selected. 


    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 Council of Higher Education (CHE). 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A general and broad understanding of high and low focus thinking methods and techniques.
  • A broad understanding of principles of lateral thinking.
  • An all rounded understanding of methods and techniques to apply lateral thinking in the workplace.
  • 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 jointly by the relevant educating and training quality assurance body (ETQA) and the services ETQA. 


  • Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems related to marketing communication concepts and lateral thinking processes. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others when conducting and implementing marketing communication concepts. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that the thinking process is based on facts. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when sharing ideas obtained through the thinking process. 

    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  58820   National Certificate: Advertising  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MICTS 
    Core  62610   National Diploma: Copywriting  Level 5  NQF Level 05  Reregistered  2021-06-30  As per Learning Programmes recorded against this Qual 
    Core  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Reregistered  2021-06-30  CHE 
    Elective  23433   Further Education and Training Certificate: Micro Finance  Level 4  Level TBA: Pre-2009 was L4  Reregistered  2023-06-30  BANKSETA 
    Elective  20904   National Diploma: Marketing Communications  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Elective  48785   National Certificate: Specialised Translation  Level 6  Level TBA: Pre-2009 was L6  Reregistered  2021-06-30  CHE 
    Elective  49317   National Certificate: Scriptwriting  Level 7  Level N/A: Pre-2009 was L7  Reregistered  2023-06-30  MICTS 
    Elective  49062   National Diploma: Interpreting  Level 7  Level N/A: Pre-2009 was L7  Reregistered  2021-06-30  CHE 
    Elective  48801   National Diploma: Specialised Translation  Level 7  Level N/A: Pre-2009 was L7  Reregistered  2021-06-30  CHE 


    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. Chartall Business College 
    2. Compuscan Academy 
    3. Digital School of Marketing (Pty) Ltd 
    4. Etest 
    5. Felix Risk Training Consultants 
    6. I.C.E Computer College 
    7. Jeppe College of Commerce and Computer Studies 
    8. Mosadikago Trading Cc 
    9. Nedbank Ltd 
    10. Onalenna Technologies (Pty) Ltd 
    11. South African Film Institute 
    12. Tira Telecoms 



    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.