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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of creative principles of marketing communications 
SAQA US ID UNIT STANDARD TITLE
252198  Demonstrate an understanding of creative principles of marketing communications 
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 4  NQF Level 04 
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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
10035  Demonstrate an understanding of creative principles of marketing communications  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
The person credited with this unit standard will be able to explain the history of copywriting as well as the practice of copywriting. Learners will also be able to interpret and explain the characteristics and constraints of the various media with regard to copywriting. They will also be able to describe and explain the nature and role of various creative elements that are available in copywriting.

The qualifying learner is capable of:
  • Describing the history and nature of copywriting.
  • Describing the practice of copywriting.
  • Interpreting the characteristics and constraints of the various media.
  • Explaining the nature and role of the various creative elements available. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this unit standard will have demonstrated competence in:
  • Communication at NQF Level 3 or equivalent.
  • Mathematical Literacy at NQF Level 3 or equivalent. 

  • 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 include 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 
    Describe the history and nature of copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The description is complete, concise and covers all the salient points in the history of copywriting. 

    ASSESSMENT CRITERION 2 
    Historical methods of copywriting are contrasted with current techniques. 

    ASSESSMENT CRITERION 3 
    The historical development of copywriting is reviewed and explained with examples. 

    ASSESSMENT CRITERION 4 
    The nature of copywriting is described with examples. 

    SPECIFIC OUTCOME 2 
    Describe the practice of copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The building blocks of copywriting are listed and explained with examples. 

    ASSESSMENT CRITERION 2 
    The elements of copywriting are described with examples. 

    ASSESSMENT CRITERION 3 
    Methods used by masters of copywriting are reviewed, interpreted and explained with examples. 

    ASSESSMENT CRITERION 4 
    The role of the copywriter in the marketing mix is explained with examples. 

    ASSESSMENT CRITERION 5 
    The role of the copywriter in contributing to the success of marketing is described with examples. 

    SPECIFIC OUTCOME 3 
    Interpret the characteristics and constraints of the various media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The characteristics of various media are listed and explained with examples. 

    ASSESSMENT CRITERION 2 
    The constraints of various media are described and explained with examples. 

    ASSESSMENT CRITERION 3 
    The nature of the constraints is explained with reference to its use. 

    ASSESSMENT CRITERION 4 
    The strengths and limitations of each are listed and explained with examples. 

    SPECIFIC OUTCOME 4 
    Explain the nature and role of the various creative elements available. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The characteristics of various creative elements are explained with examples. 

    ASSESSMENT CRITERION 2 
    The strengths and limitations of each are explained with examples. 


    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 
  • An integrated and comprehensive understanding of the history and nature of copywriting.
  • A basic understanding of principles of various media used in marketing communications.
  • A basic understanding of creative thinking principles.
  • A broad understanding of elements of the creative mix.
  • An all rounded and generic understanding of the industry, the product and the industry role players. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the principles of marketing communications. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others to ensure that acquisition of knowledge is unimpeded. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that all aspects of the creative principles of marketing communications are in place. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems where an understanding of the creative principles of marketing communications is in place. 

    UNIT STANDARD CCFO CONTRIBUTING 
    In order to contribute to the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of: being culturally and aesthetically sensitive across a range of social contexts when describing and explaining the principles of marketing communications. 

    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 
    This unit standard replaces unit standard 10035, "Demonstrate an understanding of creative principles of marketing communications", Level 4, 4 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  67464   Further Education and Training Certificate: Marketing  Level 4  NQF Level 04  Reregistered  2018-06-30  As per Learning Programmes recorded against this Qual 


    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.