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

Monitor and manage portfolio communication strategy 
SAQA US ID UNIT STANDARD TITLE
10092  Monitor and manage portfolio communication strategy 
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  32 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2005-09-13  2008-09-13  SAQA 0160/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2009-09-13   2012-09-13  

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 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:
  • Agreeing portfolio expenditure
  • Approving media strategy
  • Monitoring and reviewing advertising development
  • Managing agency relationship
  • Developing consumer insights
  • Monitoring brand positioning within the portfolio 
    		•

    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 and relationship marketing, sponsorship, event marketing, sales promotion, public relations and alternative strategies
  • Brand budgets including sales, promotion, expenses, launch, test.
  • Media will include all electronic, print, outdoor, digital media ,e-media and direct media 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Agree portfolio expenditure 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Individual brand budgets are agreed 

    ASSESSMENT CRITERION 2 
    2. Above The Line (ATL) and Below The Line (BTL) splits are determined in line with brand objectives 

    ASSESSMENT CRITERION 3 
    3. Portfolio budget is presented and approved 

    ASSESSMENT CRITERION 4 
    4. Portfolio and brand budgets are monitored for adherence to plan 

    ASSESSMENT CRITERION 5 
    5. Variances are identified and reversed with necessary action plan 

    SPECIFIC OUTCOME 2 
    Approve media strategy 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Media objectives are agreed to ensure alignment to brand strategy 

    ASSESSMENT CRITERION 2 
    2. Brand expenditure is agreed for appropriate allocation within the total brand marketing portfolio 

    ASSESSMENT CRITERION 3 
    3. Media briefing process is monitored for adherence to agreed brand strategy and budget 

    ASSESSMENT CRITERION 4 
    4. Communication strategy is approved and briefed to the media house 

    ASSESSMENT CRITERION 5 
    5. Quarterly media reviews attended to ensure brand objectives are met through effective media buying 

    SPECIFIC OUTCOME 3 
    Monitor and review advertising development 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Advertising brief for brand is approved 

    ASSESSMENT CRITERION 2 
    2. Agency briefings attended to ensure clear communication of objectives and requirements 

    ASSESSMENT CRITERION 3 
    3. Strategic and creative proposals are reviewed for alignment to brand objectives 

    ASSESSMENT CRITERION 4 
    4. Individuals who have authority for action approve creative executions 

    ASSESSMENT CRITERION 5 
    5. Production costs are monitored for adherence to brand budget 

    SPECIFIC OUTCOME 4 
    Manage agency relationship 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Agency relationship is established and maintained through respect, sharing, and open and honest communication/feedback 

    ASSESSMENT CRITERION 2 
    2. Conflict between organisation and agency is managed for resolution 

    ASSESSMENT CRITERION 3 
    3. Agency performance is reviewed against agreed objectives 

    ASSESSMENT CRITERION 4 
    4. Agency evaluations are completed and reviewed with authorised individuals and agency 

    SPECIFIC OUTCOME 5 
    Develop consumer insights 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Consumer habits and attitudes study is conducted 

    ASSESSMENT CRITERION 2 
    2. Research findings are assessed for insights into consumer behaviour 

    ASSESSMENT CRITERION 3 
    3. International case studies are reviewed for addition insights 

    ASSESSMENT CRITERION 4 
    4. Category analysis is completed in terms of offerings, needs and behaviours 

    SPECIFIC OUTCOME 6 
    Monitor brand positioning within the portfolio 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Guidelines for exploitation opportunities are reviewed 

    ASSESSMENT CRITERION 2 
    2. Brand identities within the portfolio are monitored and are in line with overall strategy 

    ASSESSMENT CRITERION 3 
    3. Brand identity is maintained across all aspects of brand communication 

    ASSESSMENT CRITERION 4 
    4. Innovation is reviewed with the relevant incumbent 


    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 general understanding of research methodologies
  • An all rounded and generic understanding of methods and techniques for developing communication strategy
  • A broad understanding of organisational budgets and brand portfolios
  • A broad and general understanding of methods and techniques for monitoring budgets, activities and objectives
  • A general understanding of methods and techniques for communicating orally, in writing and visually
  • An all rounded understanding of processes and procedures for managing projects
  • A broad understanding of methods and techniques for interpreting and analysing data
  • 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 related to the implementation and management of the communication strategy 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others in ensuring the communication strategy is implemented according to the plan 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative communication strategies exist in the event current strategies being rejected or failing or there being insufficient resources available for implementation 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information to assist in the managing, interpreting and monitoring of a communication strategy 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively with all parties when seeking agreement and approval and when monitoring the communication strategy 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  20901   National First Degree: Marketing Management  Level 6  Level TBA: Pre-2009 was L6  Passed the End Date -
    Status was "Reregistered"     		 2018-06-30   


    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.