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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Explain marketing for SMMEs 
SAQA US ID UNIT STANDARD TITLE
115857  Explain marketing for SMMEs 
ORIGINATOR
SGB Generic Management 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Generic Management 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular-Fundamental  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 
The person credited with this Unit Standard is able to define marketing pertaining to SMMEs and how market segmentation, positioning and the competitive environment impacts of the SMME. They will also be able to seek or resolve customer service problems in SMMEs

This will also help the learner to be able to provide a better quality service to the SMMEs they serve

The qualifying learner is capable of:
  • Identifying and defining marketing within the SMME environment
  • Describing market segmentation and marketing segmentation processes for SMMEs
  • Explaining positioning strategies for chosen segments
  • Explaining the nature and the extent of the competitive environment for SMMEs 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners are competent in:
  • Computer Literacy at NQF Level 3
  • Mathematical Literacy at NQF Level 4
  • Accountancy and Communications at NQF level 4 or its equivalent 

  • UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies
  • Marketing principles including marketing definition, marketing concepts, marketing planning, macro marketing, micro marketing, economic development, marketing mix, marketing promotion, selling, storing and buying
  • Stakeholders will include customers, suppliers, the public, employees, management, consumer councils, local government, shareholders, trade unions and financial institutions. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Identify and define marketing within the SMME environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Marketing for SMMEs is explained and all the elements of marketing are defined in line with industry norms. 

    ASSESSMENT CRITERION 2 
    The marketing function for SMMEs is put into context with other organisational/business functions. 

    ASSESSMENT CRITERION 3 
    The principles of marketing for SMMEs are explained in line with industry norms. 

    ASSESSMENT CRITERION 4 
    Practical marketing processes for SMMEs are identified and explained in line with industry standards and processes. 

    SPECIFIC OUTCOME 2 
    Describe market segmentation and market segmentation processes for SMMEs. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The purpose and types of market segmentation in SMMEs are listed and explained according to standard practice. 

    ASSESSMENT CRITERION 2 
    Market segmentation implications for SMMEs are identified and described in line with industry practices. 

    ASSESSMENT CRITERION 3 
    The potential for segmentation is assessed and explained in line with company and industry standards. 

    ASSESSMENT CRITERION 4 
    The segmentation basis for the SMME in question is identified and explained and includes geographic, demographic, psycho graphic and behaviouristic, end use and operational basis. 

    ASSESSMENT CRITERION 5 
    Profiles for market segmentation are explained and identified in line with existing profile types. 

    SPECIFIC OUTCOME 3 
    Explain positioning strategies for chosen segments. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Target market segments for SMMEs are identified and explained as per industry norms. 

    ASSESSMENT CRITERION 2 
    Position variables in SMMEs are identified and explained for each target market. 

    ASSESSMENT CRITERION 3 
    Product positioning strategies to be communicated to the SMME target market are identified in line with strategic positioning methodologies. 

    SPECIFIC OUTCOME 4 
    Explain the nature and the extent of the competitive environment for SMMEs. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Issues surrounding the competitive environment for SMMEs are identified and explained according to historical data. 

    ASSESSMENT CRITERION 2 
    Strengths, weaknesses, opportunities and threats of the competitive environment for SMMEs are identified and explained based on factual data. 

    ASSESSMENT CRITERION 3 
    Organisational tactics for SMMEs to match competitive strategies are explained and identified in line with industry trends. 

    ASSESSMENT CRITERION 4 
    Roles and responsibilities of team members within the competitive environment are identified and explained in line with organizations organogram. 

    SPECIFIC OUTCOME 5 
    Maintain customer satisfaction and relationships. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Processes that establish communication with customers are implemented according to organisation requirements. 

    ASSESSMENT CRITERION 2 
    Product and service support is provided that is consistent with identified customer needs and the resources of the organisation. 

    ASSESSMENT CRITERION 3 
    Opportunities for the recognition of feedback from all stakeholders are implemented in relation to maintaining and improving customer satisfaction and relationships. 

    ASSESSMENT CRITERION 4 
    Methods and techniques that provide for the ongoing identification of customer satisfaction are followed in accordance with established requirements. 


    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 
  • Methods and techniques for maintaining a competitive environment
  • Methods and techniques for obtaining competitive information, yet remaining ethical and within legal boundaries
  • Marketing principles, methods and techniques
  • Positioning and repositioning including needs, wants, features, advantages, benefits, usage, users and competition
  • Methods and techniques for responding to customer needs and requests
  • Methods and techniques for measuring and evaluating customer satisfaction levels
  • Methods and techniques for improving customer satisfaction levels 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to maintaining a competitive environment for the SMME and thus enhancing customer satisfaction. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that own knowledge of marketing for SMMEs is kept up to date at all times in order to maximise marketing advice to clients. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information pertaining to marketing issues and to the level of customer satisfaction. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when dealing with clients regarding marketing issues and the provision of superior customer satisfaction. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology in the orientation and persuasion of computers in a marketing culture in SMMEs. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems where accurate marketing information impacts on both the success of the SMME and customer satisfaction. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Contribute to the full personal development of each learner and the social and economic development of the society at large, by making it the underlying intention of any programme of learning to make an individual aware of the importance of being culturally and aesthetically sensitive across a range of social contexts in marketing SMMEs. 

    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
    Core  79886   National Certificate: Business Advising  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Core  48886   National Certificate: Business Advising  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered" 
    2010-11-11  Was SERVICES until Last Date for Achievement 
    Elective  66249   Further Education and Training Certificate: New Venture Creation  Level 4  NQF Level 04  Reregistered  2023-06-30  SERVICES 


    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.