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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Develop and manage the road transport marketing strategy 
SAQA US ID UNIT STANDARD TITLE
113856  Develop and manage the road transport marketing strategy 
ORIGINATOR
SGB Transport and Logistics Operations 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 11 - Services Transport, Operations and Logistics 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  13 
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 
Learners acquiring this standard will be learning towards obtaining a national qualification or are working within a micro, market and macro environment, where acquisition of competence against this standard will add value to learner`s job, or chances of finding employment.

The qualifying learner is capable of:
  • Providing an organisational profile on a specific enterprise within the Road Transport marketing environment
  • Describing the marketing management function of the selected enterprise within the Road Transport marketing environment
  • Describing the marketing information system existing in the enterprise to collect relevant information for marketing decision-making purposes
  • Describing the product mix existing within the enterprise
  • Providing an overview on the integrated communication strategy used by the enterprise
  • Describing the pricing strategies used by the enterprise 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this unit standard / qualification will have demonstrated competence against numeracy and literacy, communication, supervision and management at NQF Level 4. 

    UNIT STANDARD RANGE 
  • Convenience products
  • Shopping products
  • Speciality products
  • Advertising
  • Sales promotion
  • Public relations
  • Personal selling
  • Direct marketing
  • Sponsorship
  • On-line marketing (Internet)
  • Controlled office or workshop environment
  • Transport depots
  • Open yard areas 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Provide an organisational profile on a specific enterprise within the Road Transport. 
    OUTCOME NOTES 
    Provide an organisational profile on a specific enterprise within the Road Transport marketing environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The division of the profile of the marketing environment is done according to the micro, market and macro environment. 

    ASSESSMENT CRITERION 2 
    2. The variables are identified accurately within the micro, market and macro environment that may influence an enterprise consistent with the specific environments within which the organisation operates. 

    ASSESSMENT CRITERION 3 
    3. The explanation of the marketing process and function is explained within an organisation`s functional structure is relevant to the Road Transport sector. 

    ASSESSMENT CRITERION 4 
    4. The definition of the market segment and target group of the organisation within the marketing environment are clear and consistent with organisational marketing focus and objectives. 

    ASSESSMENT CRITERION 5 
    5. The development of customer profiles, and their buying behaviour is relevant to the Road Transport sector and meets organisational standards and expectations. 

    SPECIFIC OUTCOME 2 
    Describe the marketing management function of the selected enterprise within the Road Transport. 
    OUTCOME NOTES 
    Describe the marketing management function of the selected enterprise within the Road Transport marketing environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The definition and explanation of the marketing management function is highlighted within the organisational structure of the enterprise. 

    ASSESSMENT CRITERION 2 
    2. Marketing management`s main responsibilities, tasks and activities within the enterprise are identified and described. 

    ASSESSMENT CRITERION 3 
    3. The explanation of the strategic marketing management plan is described and is consistent with organisational marketing policies and strategies. 

    SPECIFIC OUTCOME 3 
    Describe marketing information system existing in the enterprise to collect relevant information. 
    OUTCOME NOTES 
    Describe the marketing information system existing in the enterprise to collect relevant information for marketing decision-making purposes. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The identification of primary and secondary data sources are appropriate to a specific Road Transport organisation. 

    ASSESSMENT CRITERION 2 
    2. The marketing information system is explained within the organisation in terms of inputs used, processing of data, and outputs received. 

    ASSESSMENT CRITERION 3 
    3. The description of marketing research interventions done by the enterprise are clearly consistent with data collection approaches and instruments used, results obtained and recommendations made. 

    SPECIFIC OUTCOME 4 
    Describe the product mix existing within the enterprise. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Product lines, sub-lines and specific items are identified according to the organisation`s mission and objectives. 

    ASSESSMENT CRITERION 2 
    2. Product classification is provided with clear reasons. 

    ASSESSMENT CRITERION 3 
    3. Descriptions, illustrations and brochures and relevant documentation to communicate the product quality, features, design, brand name and packaging are provided. 

    ASSESSMENT CRITERION 4 
    4. The description of distribution decisions, strategy, distribution channels used by the organisation are clear and relates to the organisational supply chain. 

    SPECIFIC OUTCOME 5 
    Provide an overview on the integrated communication strategy used by the enterprise. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The description of the marketing communication mix is consistent with the marketing communication mix of the organisation. 

    ASSESSMENT CRITERION 2 
    2. Recommendations made regarding to marketing communication, are relevant and within the marketing budget. 

    SPECIFIC OUTCOME 6 
    Describe the pricing strategies used by the enterprise. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Factors influencing pricing decisions are identified and are within the enterprise are according to the influence of customer demand on pricing decisions, the influence of competitors on pricing decisions, as well as costs involved to produce, distribute and market the product. 

    ASSESSMENT CRITERION 2 
    2. The description of price objectives that used by the enterprise are clear. 

    ASSESSMENT CRITERION 3 
    3. The explanation of methods used by the enterprise to determine the basic price of products /services are consistent with organisational pricing methods. 

    ASSESSMENT CRITERION 4 
    4. The description of price adjustment methods used by the enterprise are clear and appropriate recommendations are made. 

    ASSESSMENT CRITERION 5 
    5. The description of pricing decisions used by the enterprise for new products are clear and relevant recommendations are made. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Nature of marketing
  • Strategic approach to marketing management
  • Relationship marketing
  • Micro environment in general
  • Market environment in general
  • Macro environment in general
  • Environmental scanning methods
  • The consumer as an individual and as a group member
  • Consumer decision-making and buyer behaviour
  • Marketing information systems and their components.
  • Environment scanning and data collection methods and techniques
  • Different distribution channels
  • Communication process
  • Advantages and disadvantages of marketing communication elements
  • Pricing models 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO ORGANISING 
    Organise and manage oneself and one`s activities responsibly and effectively, while demonstrating the above specific outcomes. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information in order to interpret the evidence as required by the specific outcomes. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively using visual, mathematical and/or language skills in the modes of oral and/or written persuasion, with regards to obtaining information. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrating an understanding of the world as a set or related systems by interacting within the micro, market and macro environment. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

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

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  48439   Further Education and Training Certificate: Road Transport Supervision  Level 4  NQF Level 04  Reregistered  2023-06-30  TETA 
    Elective  59304   National Diploma: Freight Forwarding and Customs Compliance  Level 5  NQF Level 05  Reregistered  2023-06-30  TETA 


    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. Learncorp 
    2. Learning Exchange Pty Ltd 



    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.