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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Recognise and apply conceptual and lateral thinking in the developmental process 
SAQA US ID UNIT STANDARD TITLE
117578  Recognise and apply conceptual and lateral thinking in the developmental process 
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 5  Level TBA: Pre-2009 was L5  12 
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 
Learners credited with this unit standard will be able to describe the importance of conceptual and lateral thinking techniques in the development process and will be able to apply these techniques in their own activities. Learners are also able to explain the relationship between metaphor, concept and message in terms of industry practices and norms.

The qualifying learners are capable of:
  • Applying and practicing conceptual and lateral thinking skills.
  • Identifying and applying research techniques to help lateral thinking.
  • Identifying and explaining the relation between metaphor, concept and message.
  • Describing and explaining concepts.
  • Explaining and applying thinking skills in the copy developmental process. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence in:
  • Mathematical Literacy at NQF Level 4 or equivalent.
  • Language Literacy at NQF level 4 or equivalent.
  • Computer Literacy at NQF Level 4 or equivalent. 

  • UNIT STANDARD RANGE 
  • Conceptual techniques will include right and left brain processes.
  • Concepts will include but are not limited to; above-the-line, below-the-line, through-the-line advertising.
  • Creative approaches and styles will include but are not limited to, Bill Bernbach, David Ogilvy, Rosser Reeves, Leo Burnett, Philip Dusenberry and Lee Chow. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Apply and practice conceptual and lateral thinking skills. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Conceptual thinking processes and techniques are identified to create copy in required format. 

    ASSESSMENT CRITERION 2 
    Informal, logical and critical thinking skills are identified and applied to create copy in required format. 

    ASSESSMENT CRITERION 3 
    Advertisements, projects and campaigns are created by applying conceptual and lateral thinking techniques. 

    SPECIFIC OUTCOME 2 
    Identify and apply research techniques to help lateral thinking. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Research techniques to help lateral thinking are identified and explained in line with standard practices in the industry. 

    ASSESSMENT CRITERION 2 
    Market and product research are conducted according to company standards and procedures. 

    ASSESSMENT CRITERION 3 
    Target market expectations, needs and problems are identified, described and explained using company standards and in line with industry best practice. 

    ASSESSMENT CRITERION 4 
    Cultural practices, traditions and beliefs are identified according to company standards. 

    ASSESSMENT CRITERION 5 
    Solutions for different target markets are identified and implemented within company parameters. 

    ASSESSMENT CRITERION 6 
    Differences between product and consumer benefits are explained using correct terminology. 

    SPECIFIC OUTCOME 3 
    Identify and explain the relation between metaphor, concept and message. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Metaphor, concept and message principles are identified and explained in terms of current practice and textbook definitions. 

    ASSESSMENT CRITERION 2 
    The relationships between a metaphor, concept and message are described in terms of their application within the marketing communication context. 

    SPECIFIC OUTCOME 4 
    Describe, develop and explain concepts. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The methods and techniques for developing concepts are described in line with company standards and practices. 

    ASSESSMENT CRITERION 2 
    The methods and techniques for testing concepts are described and explained as per company testing processes. 

    ASSESSMENT CRITERION 3 
    The methods and techniques for crafting concepts are described and explained using correct terminology. 

    SPECIFIC OUTCOME 5 
    Explain and apply thinking skills in the copy developmental process. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Thinking techniques for the copy development process are identified and explained in line with standard practices in the industry. 

    ASSESSMENT CRITERION 2 
    Thinking skills are applied in the copy development process in line with best practice. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Knowledge of conceptual thinking, processes and techniques.
  • An understanding of lateral thinking processes and techniques.
  • An understanding of the differences of product and consumer benefits.
  • Knowledge of marketing research principles.
  • Knowledge of the methods and techniques for developing concepts.
  • Knowledge of methods and techniques for testing concepts.
  • Knowledge of the methods and techniques for crafting concepts. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the application of conceptual and lateral thinking skills and processes. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others to ensure thinking processes are enhanced so as to become a natural lateral thinker. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information when applying thinking processes to develop copy. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively with others throughout the thinking process so that all stakeholders contribute to it. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems where recognising and applying the correct thinking impacts on the results of the copy written. 

    UNIT STANDARD CCFO CONTRIBUTING 
    In order to contribute to the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of: being culturally and aesthetically sensitive across a range of social contexts during the thinking processes so as to show lateral thinking. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  62610   National Diploma: Copywriting  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered" 
    2020-07-30  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.