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: 

Develop an integrated marketing communications strategy 
SAQA US ID UNIT STANDARD TITLE
10108  Develop an integrated marketing communications 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 7  Level TBA: Pre-2009 was L7  50 
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 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 Marketing Communication, 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 will be capable of:
  • Establishing integrated marketing communication objectives
  • Developing an integrated marketing communication programme
  • Implementing integrated marketing communication programme
  • Monitoring and review integrated marketing communication programme 

  • 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.
  • Media will include all electronic, print, outdoor, digital media, e-media and direct media.
  • Primary purpose of integrated 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 etc. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Establish integrated marketing communication objectives. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Integrated marketing communication objectives and strategies are formulated that contribute to marketing objectives. 

    ASSESSMENT CRITERION 2 
    2. Alternative integrated marketing communication options and alternatives are developed. 

    ASSESSMENT CRITERION 3 
    3. Integrated marketing communication objectives are developed, evaluated and determined that enhances buyer empathy. 

    ASSESSMENT CRITERION 4 
    4. Integrated marketing communication budgets are established and confirmed. 

    ASSESSMENT CRITERION 5 
    5. Environmental analysis is conducted. 

    ASSESSMENT CRITERION 6 
    6. Target audiences are identified. 

    SPECIFIC OUTCOME 2 
    Develop an integrated marketing communication programme. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Integrated marketing communications brief is prepared and interpreted within time frame. 

    ASSESSMENT CRITERION 2 
    2. The primary purpose of marketing communications is defined. 

    ASSESSMENT CRITERION 3 
    3. Creative and media briefs are prepared in the required format. 

    ASSESSMENT CRITERION 4 
    4. Media brief is prepared in required format and with agreed time frames. 

    ASSESSMENT CRITERION 5 
    5. Integrated marketing communication strategy is presented to the client. 

    ASSESSMENT CRITERION 6 
    6. Competitive strategies are evaluated. 

    SPECIFIC OUTCOME 3 
    Implement integrated marketing communication programme. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Integrated marketing communication programme is implemented within agreed time frame. 

    ASSESSMENT CRITERION 2 
    2. Pre-testing is conducted. 

    ASSESSMENT CRITERION 3 
    3. Quotes to implement the integrated marketing communication programme are obtained. 

    ASSESSMENT CRITERION 4 
    4. Media is selected to match strategy. 

    SPECIFIC OUTCOME 4 
    Monitor and review integrated marketing communication programme. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Integrated marketing communication programme is monitored at pre-determined intervals. 

    ASSESSMENT CRITERION 2 
    2. Programme outcomes are evaluated, review 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 an analysed. 

    ASSESSMENT CRITERION 5 
    5. Integrated marketing communication programme strengths and weaknesses are disseminated to the appropriate individuals. 

    ASSESSMENT CRITERION 6 
    6. Integrated marketing communication programme report is completed in a concise manner and in the required format. 

    ASSESSMENT CRITERION 7 
    7. Opportunities to improve the integrated marketing communication programme are identified and initiated. 


    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:
  • An all rounded and broad understanding of principles, methods and techniques for conducting marketing communication campaigns
  • 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 WORKING 
    Work effectively with others when consulting with individuals and team in the development of the integrated marketing communications. 

    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, evaluate, organise and critically evaluate information to ensure analysis of campaign is accurate and inline with organisational strategy. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when briefing clients on integrated marketing communication campaign. 

    UNIT STANDARD CCFO SCIENCE 
    Understand the world as a set of related systems where ongoing assessment efforts lead to the overall success of integrated marketing communication interventions. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Be culturally sensitive across a range of social contexts when developing integrated marketing communication strategies, so that these are appropriate and acceptable to a range of consumers with varying incomes, buying needs and 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  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 


    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.