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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Develop campaign, media and creative strategies 
SAQA US ID UNIT STANDARD TITLE
10086  Develop campaign, media and creative strategies 
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 6  Level TBA: Pre-2009 was L6  20 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 
2004-12-02  2006-11-16  SAQA 1657/04 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2007-11-16   2010-11-16  

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 is replaced by: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
117589  Develop campaign, media and creative strategies  Level 6  Level TBA: Pre-2009 was L6   

PURPOSE OF THE UNIT STANDARD 
This unit standard is a core standard and forms part of the qualification, National First Degree, and is registered at Level 6 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 either Marketing Communication, Marketing Management, Market Research or Customer Management, 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 forms an integral component of any business.

The qualifying learner is capable of:
  • Developing marketing communications, objectives and strategies
  • Implementing marketing communications, objectives and strategies
  • Monitoring and reviewing marketing communications campaign 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification, will have demonstrated competency against the standards in the qualification, National Diploma in Customer Management or equivalent at NQF Level 5. 

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communication, direct marketing, relationship marketing, sponsorship and event marketing, sales promotions, public relations and alternative strategies.
  • Media will include all electronic, print, outdoor, digital media, e media and direct media.
  • Primary purpose in marketing communications including promoting image; providing information; creating, increasing and stabilising demand; differentiating product features and benefits; providing competitive differentiation; lead generation; customer retention, motivating staff. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Develop marketing communications objectives and strategies 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Environmental analysis is conducted. 

    ASSESSMENT CRITERION 2 
    2. Marketing communications brief is prepared and interpreted within time frame. 

    ASSESSMENT CRITERION 3 
    3. Marketing communications objectives are developed, evaluated and defined. 

    ASSESSMENT CRITERION 4 
    4. Target audiences are identified. 

    ASSESSMENT CRITERION 5 
    5. Competitive strategies are evaluated. 

    ASSESSMENT CRITERION 6 
    6. Marketing communications objectives and strategies are formulated (that contribute to marketing objectives). 

    ASSESSMENT CRITERION 7 
    7. Marketing communications and media options and alternatives are identified. 

    ASSESSMENT CRITERION 8 
    8. Marketing communications budgets are established and confirmed. 

    ASSESSMENT CRITERION 9 
    9. Creative and media briefs are prepared in the required format, with agreed time frames. 

    SPECIFIC OUTCOME 2 
    Implement marketing communications, objectives and strategies 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Marketing communications campaign is implemented within agreed time frame. 

    ASSESSMENT CRITERION 2 
    2. Pre-testing is conducted. 

    ASSESSMENT CRITERION 3 
    3. Quotes to implement the marketing communications campaign are obtained. 

    ASSESSMENT CRITERION 4 
    4. Media is bought to match strategy within budget constraints. 

    ASSESSMENT CRITERION 5 
    5. Marketing communications materials are produced. 

    ASSESSMENT CRITERION 6 
    6. Post-testing is conducted. 

    SPECIFIC OUTCOME 3 
    Monitor and review marketing communications campaign 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Marketing communications campaign is monitored at pre-determined intervals. 

    ASSESSMENT CRITERION 2 
    2. Campaign outcomes are evaluated, reviewed for achievement and compared against current plan, objectives and resources. 

    ASSESSMENT CRITERION 3 
    3. Variances against plan, objectives and resources are identified. 

    ASSESSMENT CRITERION 4 
    4. Identified variances are recorded and reasons for discrepancy found and analysed. 

    ASSESSMENT CRITERION 5 
    5. Marketing communications campaign strengths and weaknesses are disseminated to the appropriate individuals. 

    ASSESSMENT CRITERION 6 
    6. Marketing communications campaign report is completed in a concise manner and in the required format. 

    ASSESSMENT CRITERION 7 
    7. Opportunities to improve the marketing communications campaign are identified and initiated. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this standard will be accredited by the Educational &Training Quality Assurance Body (ETQA) of the services SETA and/or by GENFETQA. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A comprehensive understanding of principles, methods and techniques for developing marketing communications campaigns.
  • An all rounded understanding of the methods and techniques required to develop and craft marketing communications strategies.
  • 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 jointly by the relevant educating and training quality assurance body (ETQA) and the services ETQA. 


  • Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the development of strategies. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative plans, objectives and strategies exist in the event of current ones being rejected, failing or there being insufficient resources available to implement the plans, objectives or strategies. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, organise and critically evaluate information to ensure campaign direction is accurate and inline with organisational strategy. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting clients with the marketing communications campaign proposal. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Be culturally sensitive across a range of social contexts when developing campaign, media and creative strategies, so that these are appropriate and acceptable to a range of consumers with varying incomes, buying needs and cultural backgrounds. 

    UNIT STANDARD NOTES 
    This unit standard has been replaced by unit standard 117589, which is "Develop campaign, media and creative strategies", Level 6, 10 Credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  20905   National First Degree: Marketing Communication  Level 6  NQF Level 07  Reregistered  2021-06-30  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.