SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE:

National Certificate: Marketing Communications

SAQA QUAL ID	QUALIFICATION TITLE
20903	National Certificate: Marketing Communications
ORIGINATOR
SGB Marketing
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
Was SERVICES until Last Date for Achievement			OQSF - Occupational Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
National Certificate	Field 03 - Business, Commerce and Management Studies		Marketing
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	134	Level 4	NQF Level 04	Regular-Unit Stds Based
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 0160/05	2005-09-13	2008-02-19
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2009-02-19		2012-02-19

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 qualification is replaced by:

Qual ID	Qualification Title	Pre-2009 NQF Level	NQF Level	Min Credits	Replacement Status
59276	Further Education and Training Certificate: Marketing	Level 4	NQF Level 04	139	Complete

PURPOSE AND RATIONALE OF THE QUALIFICATION

Any individuals who are or wish to be involved in Marketing Communications will access this qualification. It also serves as the entry qualification into Marketing Communications Qualifications in the higher band of learning. This qualification will be registered at NQF Level 4. This qualification is also related to other qualifications such as the National Certificate in Marketing Research, the National Certificate in Customer Management and the National Certificate in Marketing Management where all four of these qualifications will share fundamental competence as well as core competence. Portability across all four of these National Certificates are therefore ensured.

Rational of the qualification:

The National Qualification in Marketing Communications: Level 4 is designed to meet the needs of those learners who enter the field of Marketing Communications. The whole marketing field per se is a key business function necessary for the success of any organisation, both strategically and operationally. The qualification is inextricably linked to the Standard Generating Body's (SGB's), definition of Marketing, "to identify, anticipate and satisfy current and future consumer and customer expectations, needs and problems by facilitating and consummating exchange to achieve targeted levels of profitability and / or value in an accountable and socially responsible manner. The Marketing Communications National Certificate at NQF Level 4 will provide a broad knowledge and skills needed in the industry and to progress along a career path for learners who

Were previously disadvantaged or who were unable to complete their schooling and were therefore denied access to Further Education and Training.

Have worked in Marketing Communications for many years, but have no formal qualification in Marketing Communications.

Wish to extend their range of skills and knowledge of the industry so that they can become knowledge workers in Marketing Communications.

The National Certificate in Marketing Communications: Level 4 allows the learner to work towards a nationally recognised whole qualification. The qualification will allow both those in formal educations and those already employed in marketing organisations access, due to its flexibility. It aims to develop individuals who are informed and skilled in Marketing Communications.

The qualification has building blocks that can be developed further and will lead to a more defined Marketing Communications career path at NQF Level 5. It also focuses on the skills, knowledge, values and attitudes required to progress further. The intention is

To promote the development of knowledge and skills that are required in all sub-sectors of marketing.

To release the potential of people.

To provide opportunities for people to move up the value chain.

Many different roles and careers are linked to and affected by this qualification. They include, but are not limited to:

Creative Directors ? Marketing Traffic Controllers

Account Executives ? Copywriters

Media Planners ? Marketing Communication Specialists

Marketing Managers

The National Certificate in Marketing Communications: Level 4 should produce knowledgeable, skilled market communicators who are able to contribute to improved productivity and efficiency within the marketing industry. It should provide the means for current individuals in the Marketing Communications field to receive recognition of prior learning and to upgrade their skills and knowledge base. The qualification is structured in such a way that exposes individuals to a set of core competences to give a broad understanding of marketing and the electives, which will allow for a specific competence in Marketing Communications. It will also promote the notion of life-long learning.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Learners accessing this qualification will have demonstrated competence in communicating verbally and in writing and computer technology at Level 3 on the NQF or equivalent.

Recognition of prior learning:

The structure of this Unit Standard based Qualification makes the recognition of Prior Learning possible, if the learner is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this Marketing Communications Qualification.

This recognition of Prior Learning may allow:

For accelerated access to further learning

Gaining of credits towards a unit standard

All recognition of Prior Learning is subject to quality assurance by services SETA or a relevant accredited ETQA and is conducted by an accredited workplace assessor.

RECOGNISE PREVIOUS LEARNING?

EXIT LEVEL OUTCOMES

On achieving this qualification, the learner will be able to:

Work with other members of a marketing team to meet performance standards and objectives.

Identify, assess, utilize and account for marketing expertise and resources in order to meet marketing objectives and report on results.

Identify prospective customers and their needs and present the correct features, advantages and benefits to enable customers to make informed buying decisions.

Demonstrate an understanding of product positioning, product life cycles, market segmentation, marketing mix and the competitive environment for products and services.

Demonstrate an understanding for and comply with legislation, rules, activities and transactions.

Identify and evaluate brand product and service promotional opportunities and co-ordinate and evaluate promotional activities and results.

Comply with organisational ethics by applying marketing principles, concepts and culture through the identification of all stakeholders and their relationships.

Liase with a range of customers ad identifying and solving customers complaints and problems.

Identify, monitor and review marketing information and gather and process data for research and information purposes.

Demonstrate an understanding of issues around Marketing, ethical and legal issues pertaining to marketing and Marketing Communications.

Monitor and control an inter-departmental traffic system ensuring the client's brief is met and communication between client, providers and organisation is controlled.

ASSOCIATED ASSESSMENT CRITERIA

In particular assessors should check that the learner must demonstrate an ability to consider a range of options and make decisions about:

The importance of working together and communicating with all stakeholders in order to meet marketing requirements and objectives.

Giving identified customers the correct information (features, advantages and benefits) to enable them to make informed buying decisions.

The legal and ethical requirements in the marketing field.

Product positioning, target markets and the competitive environment.

Promotions which deal with either brand, product or service.

The importance of knowing the internal and external stakeholders and believing in marketing as a profession.

The methods, techniques and principles of dealing with customers and clients to meet their needs.

Being able to source expertise and resources to assist with information gathering and processing.

Defining and explaining the concept of Marketing Communications and integrated Marketing Communications.

Identifying and interpreting legal, regulatory, social, ethical and cultural issues in Marketing Communications.

Describing and interpreting issues and concepts pertaining to creative principles of Marketing Communications.

Processing, controlling and maintaining an inter-departmental traffic system between all stakeholders.

Integrated Assessment:

Because assessment practices must be open, transparent, fair, valid, and reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the qualification.

As it is a Unit Standard based Qualification, both formative and summative assessment processes are accounted for.

INTERNATIONAL COMPARABILITY

Benchmarking was done by comparison to Unit Standards / Outcomes of learning against:

New Zealand Qualifications

Australian Qualification

NVQ Qualifications from Britain and

IMM Qualifications

ARTICULATION OPTIONS

On completion of this qualification, besides careers in the formal Marketing Communications industry, learners may also be able to enter careers in:

Advertising

Promotion

Public Relations

General Marketing

Customer Services

Direct Marketing

Direct Selling

Sales

Marketing Research

Marketing Consultancy

Merchandising

Marketing Management

Note:

1. The above is an indication rather than an exhaustive listing
2. In addition learners can specialise in an industry sector e.g. EMCG; Retail, Wholesale, Motor; Insurance etc
3. Learners can also become even more specialised such as Call Center; Internet Marketing; Point of Sale etc.

A learner could follow a career in the Marketing Communications field focusing on FMCG and undertaking it in Call Centers.

MODERATION OPTIONS

Anyone assessing a learner or moderating the assessment of a learner against this Qualification must be registered as an assessor with the Services SETA ETQA.

Any institution offering learning that will enable the achievement of this Qualification must be accredited as a provider with the Services SETA ETQA.

Assessment and moderation of assessment will be overseen by the relevant ETQA according to the ETQAs policies and guidelines for assessment and moderation; in terms of agreements reached around assessment and moderation between ETQAs (including professional bodies); and in terms of the moderation guideline detailed immediately below.

Moderation must include both internal and external moderation of assessments at exit points of the qualification, unless ETQA policies specify otherwise. Moderation should also encompass achievement of the competence described both in individual unit standards as well as the integrated competence described in the qualification.

Anyone wishing to be assessed against this Qualification may apply to be assessed by any assessment agency, assessor or provider institution that is accredited by the Services SETA ETQA.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

For an applicant to register as an assessor, the applicant needs:

A minimum of 2 (two) years' practical, relevant occupational experience

Declared competent in all the outcomes of the National Assessor Unit Standards as stipulated by SAQA

Detailed documentary proof of educational qualification, practical training undergone, and experience gained by the applicant must be provided (Portfolio of evidence)

NOTES

This qualification has been replaced by qualification 59276, which is the Further Education and Training Certificate: Marketing, NQF Level 4, 139 credits.

UNIT STANDARDS:

	ID	UNIT STANDARD TITLE	PRE-2009 NQF LEVEL	NQF LEVEL	CREDITS
Core	10017	Comply with legal requirements and understand implications	Level 4	NQF Level 04	4
Core	10022	Comply with organisational ethics	Level 4	NQF Level 04	4
Core	10018	Deal with brand, product and service promotions	Level 4	NQF Level 04	4
Core	10016	Demonstrate an understanding of product positioning	Level 4	NQF Level 04	4
Core	10020	Demonstrate an understanding of the competitive environment	Level 4	NQF Level 04	4
Core	10019	Demonstrate an understanding of the target market	Level 4	NQF Level 04	4
Core	10014	Describe features, advantages and benefits of a range of products	Level 4	NQF Level 04	6
Core	10025	Handle a range of customer complaints	Level 4	NQF Level 04	4
Core	10013	Identify and utilise marketing resources to meet objectives	Level 4	NQF Level 04	4
Core	10015	Identify customers of the business	Level 4	NQF Level 04	4
Core	10026	Identify expertise and resources	Level 4	NQF Level 04	3
Core	10023	Identify internal and external stakeholders	Level 4	NQF Level 04	4
Core	10021	Instil in myself a personal marketing culture	Level 4	NQF Level 04	4
Core	10024	Liaise with a range of customers of a business	Level 4	NQF Level 04	4
Core	10012	Meet marketing performance standards	Level 4	NQF Level 04	4
Core	10027	Monitor marketing information flow and collect process marketing data	Level 4	NQF Level 04	4
Core	10011	Work as a member of a marketing team	Level 4	NQF Level 04	5
Fundamental	14947	Describe data communications	Level 3	NQF Level 03	4
Fundamental	9015	Apply knowledge of statistics and probability to critically interrogate and effectively communicate findings on life related problems	Level 4	NQF Level 04	6
Fundamental	8974	Engage in sustained oral communication and evaluate spoken texts	Level 4	NQF Level 04	5
Fundamental	12417	Measure, estimate & calculate physical quantities & explore, critique & prove geometrical relationships in 2 and 3 dimensional space in the life and workplace of adult with increasing responsibilities	Level 4	NQF Level 04	4
Fundamental	8975	Read analyse and respond to a variety of texts	Level 4	NQF Level 04	5
Fundamental	7468	Use mathematics to investigate and monitor the financial aspects of personal, business, national and international issues	Level 4	NQF Level 04	6
Fundamental	12153	Use the writing process to compose texts required in the business environment	Level 4	NQF Level 04	5
Fundamental	8976	Write for a wide range of contexts	Level 4	NQF Level 04	5
Elective	10034	Demonstrate an understanding of and define integrated marketing communications and its role	Level 4	NQF Level 04	6
Elective	10032	Demonstrate an understanding of and define the nature, role and history of marketing communication	Level 4	NQF Level 04	3
Elective	10035	Demonstrate an understanding of creative principles of marketing communications	Level 4	NQF Level 04	4
Elective	10033	Demonstrate an understanding of ethical, cultural and legal issues in marketing communication	Level 4	NQF Level 04	3
Elective	10036	Operate an inter-departmental traffic system	Level 4	NQF Level 04	8

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:

When qualifications are replaced, some of their learning programmes are moved to being recorded against the replacement qualifications. If a learning programme appears to be missing from here, please check the replacement.

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PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION:

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.

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