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: 

Describe the features of the exhibition industry 
SAQA US ID UNIT STANDARD TITLE
119165  Describe the features of the exhibition industry 
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 3  NQF Level 03 
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 demonstrate an understanding of the exhibition industry, so that the learners' ability to work successfully in the exhibition industry is enhanced. The learners' overall understanding of how and why exhibitions operate will assist them to build relationships with exhibitors in the industry and thereby ensure growth in the industry.

The qualifying learner is capable of:
  • Defining the exhibition industry.
  • Describing how an exhibition works.
  • Understanding the marketing benefits of exhibiting.
  • Identifying and describing the role players in the exhibition industry. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Competence in Computer Literacy, Mathematical Literacy and Communication at NQF level 2 or equivalent. 

    UNIT STANDARD RANGE 
  • Role players and locations include but are not limited to: organisers, clients, sub-contractors and exhibition venues.
  • Marketing includes but is not limited to: all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Define the exhibition industry. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The stakeholders in an exhibition are identified through applying research skills and are listed according to their different roles. 

    ASSESSMENT CRITERION 2 
    The components of the exhibition industry are defined using correct industry terminology. 

    ASSESSMENT CRITERION 3 
    The exhibition industry is described in line with industry standards and practices. 

    SPECIFIC OUTCOME 2 
    Describe how an exhibition works. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The purpose of an exhibition is described, in line with the organisation's objectives. 

    ASSESSMENT CRITERION 2 
    The components of an exhibition are named using industry specific terminology. 

    ASSESSMENT CRITERION 3 
    The various means of advertising an exhibition are named with an indication of which target audience each is most suited to. 

    SPECIFIC OUTCOME 3 
    Understand the marketing benefits of exhibiting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The principle of marketing is explained as it pertains to the exhibition industry. 

    ASSESSMENT CRITERION 2 
    The various types of marketing which can be used in the exhibition industry are explained in line with organisation marketing practices. 

    ASSESSMENT CRITERION 3 
    The benefits of exhibition marketing are explained in relation to, meeting the client's needs, in line with organisational practices. 

    ASSESSMENT CRITERION 4 
    The benefits of exhibition marketing are compared with the benefits of the other types of marketing and explained in a written report. 

    SPECIFIC OUTCOME 4 
    Identify and describe the role players in the exhibition industry. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The role of the organiser in an exhibition is explained, in line with industry practices. 

    ASSESSMENT CRITERION 2 
    The responsibilities of the organiser in an exhibition are explained in relation to the needs of the exhibitor and the requirements of the organisation. 

    ASSESSMENT CRITERION 3 
    The responsibilities of the exhibitor, in accordance with exhibition standards, are explained in relation to venue, exhibitors and visitors. 

    ASSESSMENT CRITERION 4 
    The relationship between the organiser and the exhibitor is described in terms of their roles and responsibilities. 


    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 or an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA or with an ETQA that has a Memorandum of Understanding 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, or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA according to the policies and guidelines for assessment and moderation of that ETQA, at its discretion, in terms of agreements reached about assessment and moderation between various ETQAs (including professional bodies). 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • The exhibition industry.
  • Methods and techniques for building and maintaining business relationships.
  • Marketing principles and practices of marketing exhibitions. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so as to ensure all the required information regarding the exhibition industry is available as and when required. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information regarding the exhibition industry, in order to make better exhibition marketing decisions. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when undertaking marketing activities for the exhibition industry, to enhance the success of exhibitors. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding as the world as a set of related systems where a comprehensive understanding of the exhibition industry improves the level of service to clients. 

    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  49447   National Certificate: Trade Exhibition Support  Level 3  NQF Level 03  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.