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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Apply practical principles of marketing to a specific small business 
SAQA US ID UNIT STANDARD TITLE
336075  Apply practical principles of marketing to a specific small business 
ORIGINATOR
SGB Sport 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 02 - Culture and Arts Sport 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  12 
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 
Purpose:

Learners working towards this standard will be working within a specific small business, specialising in retailing, the provision of specialised added services and event management, where the acquisition of competence against this standard will add value to one`s job. This unit standard will also add value to individuals who are seeking to develop a career pathway towards an accomplished sports management and sports administration specialist.
The qualifying learner is capable of:
  • Demonstrating an understanding of marketing concepts related to a specific small business environment.
  • Demonstrating an understanding of the 'product' element of the marketing mix in a specific small business environment.
  • Demonstrating an understanding of the 'price' element in the marketing mix as applied in a specific small business environment.
  • Demonstrating an understanding of the 'promotion' element in the marketing mix as applied in a specific small business environment.
  • Demonstrating an understanding of the 'place' element in the marketing mix as applied in a specific small business environment. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners accessing this standard are competent in:
  • Communication at NQF Level 4.
  • Mathematical Literacy at NQF Level 4.
  • Computer Literacy at NQF Level 4. 

  • UNIT STANDARD RANGE 
    N/A 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an understanding of marketing concepts related to a specific small business environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The marketing concept is defined. 

    ASSESSMENT CRITERION 2 
    The marketing concept is applied to a specific small business. 

    ASSESSMENT CRITERION 3 
    The principles of relationship marketing are understood and explained. 

    ASSESSMENT CRITERION 4 
    The customer loyalty ladder is graphically illustrated and explained with examples from a a specific small business environment. 

    ASSESSMENT CRITERION 5 
    The concept of the marketing mix is understood and explained. 

    SPECIFIC OUTCOME 2 
    Demonstrate an understanding of the 'product' element of the marketing mix in a specific small business environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The meaning of 'product' in the marketing mix is analyses and explained with examples from a a specific small business. 

    ASSESSMENT CRITERION 2 
    The characteristics of a 'product' are analysed and explained with examples from a specific small business. 
    ASSESSMENT CRITERION RANGE 
    Characteristics include, but are not limited to, physical, functional, and psychological.
     

    ASSESSMENT CRITERION 3 
    The concept of branding, its value and application to specific products in an small business are understood and explained with examples. 

    ASSESSMENT CRITERION 4 
    The product 'life cycle' is analysed, understood and applied in the context of specific products in a small business environment. 

    SPECIFIC OUTCOME 3 
    Demonstrate an understanding of the 'price' element in the marketing mix as applied in a specific small business environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The approaches to setting prices are identified and analysed in a specific small business marketing context. 
    ASSESSMENT CRITERION RANGE 
    Approaches include, but are not limited to, cost based, competition orientated, and market-led.
     

    ASSESSMENT CRITERION 2 
    The importance of non-price factors are evaluated and explained with specific examples from a specific small business. 

    ASSESSMENT CRITERION 3 
    The practice of pricing is explained with examples related to a a specific small business. 

    SPECIFIC OUTCOME 4 
    Demonstrate an understanding of the 'promotion' element in the marketing mix as applied in a specific small business environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The objectives of promotion are understood and explained within a specific small business context. 

    ASSESSMENT CRITERION 2 
    The element's of the 'promotional mix' are analysed and applied in a specific small business marketing context. 
    ASSESSMENT CRITERION RANGE 
    Elements include, but are not limited to, advertising, sales promotion, publicity, public relations, direct marketing, internet marketing, and personal selling.
     

    ASSESSMENT CRITERION 3 
    The importance of market research to remaining informed on promotional methods and opportunities is understood and explained. 

    ASSESSMENT CRITERION 4 
    The effective communication of promotional activities to customers is analysed and understood. 

    ASSESSMENT CRITERION 5 
    The promotional mix is used to promote a product or service in a specific small business. 

    ASSESSMENT CRITERION 6 
    Product layout as an essential element of promotion is explained with examples relating to the particular promotional challenges and opportunities in a specific small business retail outlet. 
    ASSESSMENT CRITERION RANGE 
    Product layout includes but is not limited to impulse versus non-impulse buying, working with shopfitters to upgrade design of shops.
     

    SPECIFIC OUTCOME 5 
    Demonstrate an understanding of the 'place' element in the marketing mix as applied in a specific small business environment. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The importance of location in the marketing of a specific small business is analysed and explained with examples. 

    ASSESSMENT CRITERION 2 
    The internal space in the retail environment is analysed in the context of specific small business marketing. 

    ASSESSMENT CRITERION 3 
    Location in 'virtual space' is analysed in the context of small business marketing. 

    ASSESSMENT CRITERION 4 
    The sensitivity to place in the specific small business environment is analysed and explained. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Any 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 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 an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    The learner must demonstrate an understanding of:
  • Marketing principles and concepts.
  • Promotional events and concepts within a a specific small business.
  • Pricing strategies in relation to marketing.
  • Consumer behaviour in relation to marketing products. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems using critical and creative thinking processes to determine how to apply marketing principles to marketing a a specific small business. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others as a member of a team, group, organisation or community to gather information about appropriate marketing tools and to keep abreast of trends in marketing a specific small business. 

    UNIT STANDARD CCFO ORGANISING 
    Organise and manage oneself and one's activities responsibly and effectively in order to ensure that promotions are proactively planned for and that the principles of marketing are integrated into specific small business on an ongoing basis to ensure success and profitability of business. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information in order to determine layout requirements, promotional opportunities, suitable location of stocks and displays and pricing principles in specific small business marketing bearing in mind consumer demands. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively using visual, mathematical and/or language in the modes of oral and/or written persuasion to promote, plan and integrate marketing concepts and products. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology effectively and critically, showing responsibility to the environment and health of others in systemising marketing processes and principles and plans in a specific small business. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of interrelated systems by recognising that marketing problem-solving contexts within the a specific small business do not exist in isolation but a variety of factors will affect this, including economic situations, location of a specific small business , demand of customers, product layout, trends in specific small business retailing and marketing and general trends in marketing. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Participating as responsible citizens in the life of local, national and global communities by promoting golfing product in most proactive and profitable way. 

    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 
    Articulation Possibilities:
  • This Unit Standard will enable a learner to articulate to other qualifications in Management, Management Services, Business Administration, Finance Management and Administration, Sports Management and Administration. 

  • QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  73209   National Diploma: Club Professional Golfing  Level 5  NQF Level 05  Reregistered  2023-06-30  CATHSSETA 


    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.