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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Manage specialised areas in marketing communications 
SAQA US ID UNIT STANDARD TITLE
10109  Manage specialised areas in marketing communications 
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  40 
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 is capable of:
  • Managing consumer-marketing communications
  • Managing business-to-business marketing communications
  • Managing marketing communications for Non-profit organisations
  • Managing marketing communications for services industry 

  • 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.
  • Marketing Communications includes public relations events such as exhibition, events, sponsorships, brochures and displays within retail environments.
  • Legislation, statutes including Advertising Standards Act; Harmful Business Practices Act, Credit Agreement Act, Prescribed Rate of Interest. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Manage consumer-marketing communications. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Consumer marketing-communications philosophises are developed and communicated. 

    ASSESSMENT CRITERION 2 
    2. Consumer marketing-communications issues and requirements are identified and implemented. 

    ASSESSMENT CRITERION 3 
    3. In-house agency versus external agency is assessed and evaluated. 

    ASSESSMENT CRITERION 4 
    4. Brand and retail marketing communications is compared. 

    ASSESSMENT CRITERION 5 
    5. Sales results are planned for. 

    SPECIFIC OUTCOME 2 
    Manage business-to-business marketing communications. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Business-to-Business marketing communications environment is explained. 

    ASSESSMENT CRITERION 2 
    2. Buying motives are identified. 

    ASSESSMENT CRITERION 3 
    3. Buying influences are researched. 

    ASSESSMENT CRITERION 4 
    4. Marketing communications role in integrated marketing communications is explained. 

    ASSESSMENT CRITERION 5 
    5. Marketing communications is properly planned. 

    ASSESSMENT CRITERION 6 
    6. Media options for marketing communications are assessed and chosen. 

    ASSESSMENT CRITERION 7 
    7. Creative marketing communications is used in business-to-business marketing communications. 

    SPECIFIC OUTCOME 3 
    Manage marketing communications for non-profit organisations. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Products of Non Government Organisation (NGO's) are identified. 

    ASSESSMENT CRITERION 2 
    2. Characteristics of Non Government Organisations (NGO's) are identified and explained. 

    ASSESSMENT CRITERION 3 
    3. Image formation is utilised to address special needs of Non Government Organisations (NGO's). 

    ASSESSMENT CRITERION 4 
    4. Types of marketing communications used for Non Government Organisations (NGO's) is identified and implemented. 

    ASSESSMENT CRITERION 5 
    5. The role of marketing communications in integrated marketing communication is explained. 

    SPECIFIC OUTCOME 4 
    Manage marketing communications for services industry. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Products for services industry are identified and listed. 

    ASSESSMENT CRITERION 2 
    2. Communication activities between client and agency are kept open. 

    ASSESSMENT CRITERION 3 
    3. Legal and regulatory issues are identified and are complied with. 


    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 General understanding of marketing communications regulations, methods and principles.
  • A broad understanding of legislation and regulations pertaining to the marketing industry.
  • 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 management of marketing communications. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others in a team when managing marketing communications interventions. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities in order to assure alternative strategies exist. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that marketing communications is correctly applied to the various types of business. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when dealing with clients. 

    UNIT STANDARD CCFO SCIENCE 
    Understand the world as a set of related systems so that all marketing communications is linked. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Be culturally sensitive across a range of social contexts when designing and planning marketing communications interventions. 

    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.