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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Develop a public relations and marketing campaign 
SAQA US ID UNIT STANDARD TITLE
10098  Develop a public relations and marketing campaign 
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 7  Level TBA: Pre-2009 was L7  20 
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 a core standard and forms part of the qualification, National Second Degree, and is registered at Level 7 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 will be capable of:
  • Interpreting the marketing campaign or public relations brief.
  • Defining programme objectives and identifying the target audience
  • Developing strategies and determine plans and activities for a public relations and marketing campaign. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence against the standards in the National Degree - Marketing Communications or equivalent at NQF 6. 

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Standard applies to marketing management, customer management, marketing communications and marketing research.
  • Media will include all electronic, print, outdoor, digital media, e media and direct media.
  • Communication methods including written, visual, spoken, electronics and integrated methods. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Interpret the marketing campaign or public relations brief. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The specifications of the brief are analysed to assess the issue, problem or situation and to interpret the scope and parameters of the project. 

    ASSESSMENT CRITERION 2 
    2. The nature of the brief is interpreted to assess client objectives and expectations. 

    ASSESSMENT CRITERION 3 
    3. Implications and options for strategies and plans for the project. 

    ASSESSMENT CRITERION 4 
    4. The specifications of the brief is interpreted to identify responsibilities, criteria, standards and measures for the project. 

    SPECIFIC OUTCOME 2 
    Define programme objectives and identify the target audience. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. General objectives are developed to address the situation in a manner that maintains or enhances the client's position. 

    ASSESSMENT CRITERION 2 
    2. Primary and secondary objectives are formulated to address aspects of the programme in detail. 

    ASSESSMENT CRITERION 3 
    3. The groups of people who comprise the key target audience(s) for the message or campaign are identified and are ranked in relation to achievement of objectives. 

    ASSESSMENT CRITERION 4 
    4. Key target audience(s) are defined and information or campaign needs are assessed in terms of establishing options and attitudes of target groups. 

    ASSESSMENT CRITERION 5 
    5. Objectives are established for key targets audience(s) in terms of the desired response(s) to the messages communicated. 

    SPECIFIC OUTCOME 3 
    Develop strategies and determine plans and activities for a public relations and marketing campaign. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Strategies are developed to provide a framework for the public relations or marketing campaign effort and to co-ordinate activities. 

    ASSESSMENT CRITERION 2 
    2. An action plan is developed where tactics are specified to where tactics are specified to achieve objectives, activities are scheduled to complete the project and contingencies are provided for emerging issues. 

    ASSESSMENT CRITERION 3 
    3. Communication issues are identified and resolved and barriers to communication are considered in relation to the specific target audience(s). 

    ASSESSMENT CRITERION 4 
    4. Communication methods and media are evaluated and methods and tools are selected. 

    ASSESSMENT CRITERION 5 
    5. Public relations and/or marketing campaign budgets are produced. 

    ASSESSMENT CRITERION 6 
    6. Media is selected and scheduled. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this unit standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the Services SETA and /or by The Council of Higher Education (CHE). 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A comprehensive and integrated understanding of methods and techniques for planning and developing a public relations and marketing campaign.
  • An all rounded and general understanding of methods and techniques for define target audiences. 


  • Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the development of a public relations and marketing campaign. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative plans, activities and strategies exist in the event current one's failing or being rejected by the client. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information to enable accurate decisions regarding developing a public relations and marketing campaign. 

    UNIT STANDARD CCFO SCIENCE 
    Understand the world as a set of related systems in that correct choice of media, method and target audience affect the overall success of the project. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Be culturally sensitive across a range of social contexts so that the development of the public relations or marketing campaign are acceptable to a broad range of individuals 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
    Core  22875   National Diploma: Customer Management  Level 7  Level N/A: Pre-2009 was L7  Passed the End Date -
    Status was "Reregistered" 
    2020-07-30  SERVICES 
    Core  22873   National Diploma: Marketing Communications  Level 7  Level N/A: Pre-2009 was L7  Passed the End Date -
    Status was "Reregistered" 
    2020-07-30  SERVICES 
    Core  22872   National Diploma: Marketing Management  Level 7  Level N/A: Pre-2009 was L7  Passed the End Date -
    Status was "Reregistered" 
    2020-07-30  SERVICES 
    Core  22874   National Diploma: Marketing Research  Level 7  Level N/A: Pre-2009 was L7  Passed the End Date -
    Status was "Reregistered" 
    2020-07-30  SERVICES 


    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.