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: 

Demonstrate an understanding of and define integrated marketing communications and its role 
SAQA US ID UNIT STANDARD TITLE
10034  Demonstrate an understanding of and define integrated marketing communications and its role 
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  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 
This unit standard is an elective standard and forms part of the qualification, National Certificate and is registered at Level 4 on the National Qualifications Framework (NQF).

Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing Environment, specialising in Marketing Communications, where the acquisition of competence against this standard will add value to one's job.

This standard will also add value to learners who are starting their own business and recognises that marketing communications forms an integral component of any business.

The qualifying learner is capable of:
! Defining integrated marketing communications
! Defining and explaining the objectives of integrated marketing communications
! Describing integrated marketing communications tools 

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. 

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 
Define integrated marketing communications. 

ASSESSMENT CRITERIA
 

ASSESSMENT CRITERION 1 
1. The definition is complete, concise and contains all the relevant information. 

ASSESSMENT CRITERION 2 
2. Integrated marketing communication's evolution is explained. 

ASSESSMENT CRITERION 3 
3. Integrated marketing communication's use is described. 

ASSESSMENT CRITERION 4 
4. Steps in using integrated marketing communication are listed and explained. 

SPECIFIC OUTCOME 2 
Define and explain the objectives of integrated marketing communications. 

ASSESSMENT CRITERIA
 

ASSESSMENT CRITERION 1 
1. The definition is complete, concise and contains all the relevant objectives. 

ASSESSMENT CRITERION 2 
2. The objective's role in the process of communication is explained. 

ASSESSMENT CRITERION 3 
3. Methods of communicating integrated marketing communications objectives are explained. 

ASSESSMENT CRITERION 4 
4. The use and control of objectives are explained. 

SPECIFIC OUTCOME 3 
Describe integrated marketing communications tools. 

ASSESSMENT CRITERIA
 

ASSESSMENT CRITERION 1 
1. The definition is complete, concise and contains all the tools used. 

ASSESSMENT CRITERION 2 
2. A list of integrated marketing communication's tools is drawn up. 

ASSESSMENT CRITERION 3 
3. How and when the tools are used, is described. 


UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
The relevant Educational Training Quality Assurance Body will accredit providers offering learning towards this standard. 

UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
! A broad and general understanding of the principles of integrated marketing communication practice, tools and its role.
! A broad understanding of methods and techniques of communicating in a marketing environment.
! An all rounded and generic understanding of the industry, the product and the industry role players

Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out by the relevant Educational and Training Quality Assurance Body (ETQA). 


Critical Cross-field Outcomes (CCFO): 

UNIT STANDARD CCFO IDENTIFYING 
Identify and solve problems pertaining to integrated marketing communications and its role in marketing. 

UNIT STANDARD CCFO COMMUNICATING 
Communicate effectively when presenting the integrated marketing communications definition. 

UNIT STANDARD CCFO DEMONSTRATING 
Understand the world as a set of related systems and how each part of the integrated marketing communication system fits into the whole process. 

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 sensitive across a range of social contexts when describing integrated marketing
communications so that they are appropriate and acceptable to a range of people with varying cultural backgrounds. 

REREGISTRATION HISTORY 
As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
  ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
Elective  20185   Further Education and Training Certificate: Banking  Level 4  NQF Level 04  Reregistered  2023-06-30  BANKSETA 
Elective  20903   National Certificate: Marketing Communications  Level 4  NQF Level 04  Passed the End Date -
Status was "Reregistered" 
2008-02-19  Was SERVICES until Last Date for Achievement 


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. Absa Learning & Development 
2. Bidvest Bank 
3. Chartall Business College 
4. Cornerstone Performance Solutions (Pty) Ltd 
5. Felix Risk Training Consultants 
6. Firstrand Bank - Benmore 
7. Nedbank Ltd 
8. The Facilitation Workshop 



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.