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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of the target market 
SAQA US ID UNIT STANDARD TITLE
252203  Demonstrate an understanding of the target market 
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
10019  Demonstrate an understanding of the target market  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
The person credited with this unit standard will be able to describe market segmentation and related processes while identifying positioning strategies for chosen segments. The learner will be able to explain market segmentation in relation to the market mix.

The qualifying learner is capable of:
  • Describing market segmentation and market segmentation processes.
  • Explaining positioning strategies for chosen segments.
  • Explaining market segmentation in relation to the marketing mix. 

  • 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 communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Standard applies to marketing management, customer management, marketing communications and marketing research.
  • Product life cycles including development, introduction, growth, maturity, saturation and decline.
  • Positioning and repositioning including needs, wants, features, advantages, benefits, usage, users and competition.
  • Marketing mix elements including product, price, place and promotion. Marketing including 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 
    Describe market segmentation and market segmentation processes. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The purpose of market segmentation is explained in terms of the division of the market into groupings with similar characteristics, needs, wants and behaviours. 

    ASSESSMENT CRITERION 2 
    Market segmentation implications are explained in relation to improved marketing efforts. 

    ASSESSMENT CRITERION 3 
    The potential for segmentation is assessed and explained in terms of better access and return on investment. 

    ASSESSMENT CRITERION 4 
    Geographic, demographic, psychographic and behaviouristic segmentation bases are identified and explained. 

    ASSESSMENT CRITERION 5 
    Profiles for market segmentation are identified and discussed according to common descriptors. 

    SPECIFIC OUTCOME 2 
    Explain positioning strategies for chosen segments. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Target market segments are identified and explained according to common needs and characteristics. 

    ASSESSMENT CRITERION 2 
    Positioning variables are identified for each target market and explained in terms of needs and aspirations. 

    SPECIFIC OUTCOME 3 
    Explain market segmentation in relation to the marketing mix. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Changes to marketing mix variables and their positioning are identified and explained for different market segments. 

    ASSESSMENT CRITERION 2 
    Changes to marketing mix variable and their positioning are identified and explained with regard to significant cultural influences. 

    ASSESSMENT CRITERION 3 
    Monitoring mechanisms for tracking changes in buying behaviour of market segments are explained in accordance with established methods. 


    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 
  • Marketing mix elements.
  • Methods and techniques for determining market segmentation.
  • Methods and techniques for identifying target market segments.
  • Market segmentation and marketing mix implications. 

  • 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 the understanding of the target market. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that a greater understanding of the target market and market segmentations is obtained. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when explaining and describing all aspects related to the target market. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems in that the link between marketing segmentation and the marketing mix is assessed. 

    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 10019, "Demonstrate an understanding of the target market", 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
    Core  67464   Further Education and Training Certificate: Marketing  Level 4  NQF Level 04  Reregistered  2018-06-30  As per Learning Programmes recorded against this Qual 
    Core  73129   National Diploma: Public Relations Practice  Level 5  NQF Level 05  Reregistered  2018-06-30  SERVICES 
    Elective  63409   National Certificate: Wholesale and Retail Operations  Level 3  NQF Level 03  Reregistered  2018-06-30  W&RSETA 


    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. Braune Training (Pty) Ltd 
    2. Nela Kahle 80 cc 
    3. The Ed Agency 



    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.