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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Explain application of marketing principles within an alternative and dynamic agricultural marketing environment 
SAQA US ID UNIT STANDARD TITLE
116259  Explain application of marketing principles within an alternative and dynamic agricultural marketing environment 
ORIGINATOR
SGB Primary Agriculture 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 01 - Agriculture and Nature Conservation Primary Agriculture 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 3  NQF Level 03 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2015-07-01  2018-06-30  SAQA 10105/14 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2019-06-30   2022-06-30  

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 
A learner achieving this unit standard will be able to apply the components of the marketing cycle in alternative agricultural marketing environments.

Learners will understand the importance of the application of business principles in agricultural production with specific reference to agricultural marketing.

They will be able to operate farming practices as businesses and will gain the knowledge and skills to move from a subsistence orientation to an economic orientation in agriculture. Farmers will gain the knowledge and skills to access mainstream agriculture through a business-orientated approach to agriculture.

In addition he/she will be exposed to the dynamic and demanding nature of bigger markets, thereby extend the learning process to dynamic economic environments. The profession will benefit from this in that more practical inputs into managerial decision-making will be made. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
It is assumed that a learner attempting this unit standard will demonstrate competence against the unit standards or equivalent:
  • NQF 2: Apply marketing principles in agriculture. 

  • UNIT STANDARD RANGE 
    Whilst range statements have been defined generically to include as wide a set of alternatives as possible, all range statements should be interpreted within the specific context of application.

    Range statements are neither comprehensive nor necessarily appropriate to all contexts. Alternatives must however be comparable in scope and complexity. These are only as a general guide to scope and complexity of what is required. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an awareness of the managerial vision of the agribusiness with specific relation to the dynamic environment in which it operates. 
    OUTCOME RANGE 
    Managerial decision-making, marketing goals, budget-allocation, sourcing of expertise and information. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Future plans of the agribusiness are explained. 

    ASSESSMENT CRITERION 2 
    The budget allocation for market research and development is explained. 

    ASSESSMENT CRITERION 3 
    Knowledge on information sources available to assist in marketing research and development is identified. 

    SPECIFIC OUTCOME 2 
    Monitor the alternative marketing environment and determine variables in marketing cycle for a specific agricultural commodity. 
    OUTCOME RANGE 
    Internal marketing value chain components includes but is not limited to external, political, economic, social, technology, e.g. packaging, pricing, etc. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The external environment with specific reference to marketing influences, risks and uncertainties is explained. 

    ASSESSMENT CRITERION 2 
    Internal marketing influences, risks and uncertainties for a specific agricultural commodity are explained. 

    ASSESSMENT CRITERION 3 
    A basic analysis of the external and internal environment regarding political, economical, social, technological, and environmental factors impacting at present and in future on the agribusiness is demonstrated. 

    SPECIFIC OUTCOME 3 
    Distinguish the characteristics and critical success factors of alternative markets for a specific agricultural commodity. 
    OUTCOME RANGE 
    Local, export and formal and informal markets, human behavioural characteristics and needs. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The characteristics and critical success factors of alternative markets for at least a single specific agricultural commodity is compared. 

    ASSESSMENT CRITERION 2 
    The ability to identify influences on consumer behaviour of alternative markets for at least a single specific agricultural commodity is demonstrated. 

    ASSESSMENT CRITERION 3 
    Demonstrate the ability to appraise the interplay of factual and behavioural aspects of alternative markets of a specific agricultural commodity. 

    SPECIFIC OUTCOME 4 
    Modify the marketing supply chain cycle for alternative markets of a specific agricultural commodity. 
    OUTCOME RANGE 
    Procurement, production, shipment and delivery. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The ability to identify and acknowledge the critical success factors of the marketing supply chain applicable to alternative markets for a specific agricultural commodity is demonstrated. 

    ASSESSMENT CRITERION 2 
    The ability to perform a basic appraisal of the marketing supply chain and distribution channels to suit alternative markets for a specific agricultural commodity is demonstrated. 

    ASSESSMENT CRITERION 3 
    An awareness of the need to integrate the supply and demand chains of a single agricultural commodity in order to achieve productivity and raise present and future/potential profits is demonstrated. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    The assessment of qualifying learners against this standard should meet the requirements of established assessment principles.

    It will be necessary to develop assessment activities and tools, which are appropriate to the contexts in which the qualifying learners are working. These activities and tools may include an appropriate combination of self-assessment and peer assessment, formative and summative assessment, portfolios and observations etc.

    The assessment should ensure that all the specific outcomes; critical cross-field outcomes and essential embedded knowledge are assessed.

    The specific outcomes must be assessed through observation of performance. Supporting evidence should be used to prove competence of specific outcomes only when they are not clearly seen in the actual performance.

    Essential embedded knowledge must be assessed in its own right, through oral or written evidence and cannot be assessed only by being observed.

    The specific outcomes and essential embedded knowledge must be assessed in relation to each other. If a qualifying learner is able to explain the essential embedded knowledge but is unable to perform the specific outcomes, they should not be assessed as competent. Similarly, if a qualifying learner is able to perform the specific outcomes but is unable to explain or justify their performance in terms of the essential embedded knowledge, then they should not be assessed as competent.

    Evidence of the specified critical cross-field outcomes should be found both in performance and in the essential embedded knowledge.

    Performance of specific outcomes must actively affirm target groups of qualifying learners, not unfairly discriminate against them. Qualifying learners should be able to justify their performance in terms of these values.
  • 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 overseen by the relevant ETQA according to the moderation guidelines in the relevant qualification and the agreed ETQA procedures. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    The person is able to demonstrate a basic knowledge of:
  • Managerial vision.
  • Dynamic nature of agricultural environment regarding political, environmental, social, economic and cultural environments.
  • Marketing cycle of a product.
  • Critical success factors.
  • Alternative and new markets.
  • Market penetration for various markets.
  • Demand chain for a single commodity.
  • Supply chain for a single commodity.
  • Integration of marketing chains. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Problem Solving: relates to all specific outcomes. 

    UNIT STANDARD CCFO WORKING 
    Teamwork: relates to all specific outcomes. 

    UNIT STANDARD CCFO ORGANISING 
    Self-management: relates to all specific outcomes. 

    UNIT STANDARD CCFO COLLECTING 
    Interpreting Information: relates to specific outcomes:
  • Distinguish the characteristics and critical success factors of alternative markets for a specific agricultural commodity.
  • Modify the marketing supply chain cycle for alternative markets of a specific agricultural commodity. 

  • UNIT STANDARD CCFO COMMUNICATING 
    Communication: relates to all specific outcomes. 

    UNIT STANDARD CCFO SCIENCE 
    Use Science and Technology: relates to specific outcomes:
  • Distinguish the characteristics and critical success factors of alternative markets for a specific agricultural commodity.
  • Modify the marketing supply chain cycle for alternative markets of a specific agricultural commodity. 

  • UNIT STANDARD CCFO DEMONSTRATING 
    The world as a set of related systems: relates to specific outcomes
  • Monitor the alternative marketing environment and determine variables in marketing cycle for a specific agricultural commodity.
  • Distinguish the characteristics and critical success factors of alternative markets for a specific agricultural commodity.
  • Modify the marketing supply chain cycle for alternative markets of a specific agricultural commodity. 

  • UNIT STANDARD CCFO CONTRIBUTING 
    Self-development: relates to specific outcome:
  • Distinguish the characteristics and critical success factors of alternative markets for a specific agricultural commodity. 

  • 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  49048   National Certificate: Animal Production  Level 3  NQF Level 03  Reregistered  2018-06-30  AgriSETA 
    Core  49052   National Certificate: Plant Production  Level 3  NQF Level 03  Reregistered  2018-06-30  AgriSETA 


    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. Balemi Consulting Pty Ltd 
    2. Boikgantsho Consulting & Events 
    3. Bumunhu Services Providers Cc 
    4. Cedara College of Agriculture 
    5. Elsenburg Agricultural Training Institute 
    6. Impact Plus Training Consultants 
    7. KayDee Project Management Cc 
    8. KMK Training Services (PTY) Ltd 
    9. Leap Projects 
    10. Leruo ke Matla Training and Enterprise Development Services 
    11. Mananthatshema Skills Dev. Centre 
    12. Matotomana Training & Gen Trading 
    13. Mobile Agri Skills Development and Training NPC 
    14. Morwa Agri-development cc 
    15. Mvelo Consultant 
    16. National Institute For The Deaf 
    17. Sekhukhune FET College - Central Office 
    18. Setlakala Business Development 
    19. Skills Fusion 
    20. Suidwes Beleggings Eiendoms Beperk 
    21. Tompi Seleka Agricultural College 
    22. TPN Training and Recruitment cc 
    23. Tripple R Training Provider 
    24. Vari Consulting 



    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.