SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE:

Develop campaign, media and creative strategies

SAQA US ID	UNIT STANDARD TITLE
117589	Develop campaign, media and creative strategies
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	9
REGISTRATION STATUS		REGISTRATION START DATE	REGISTRATION END DATE	SAQA DECISION NUMBER
Passed the End Date - Status was "Reregistered"		2018-07-01	2023-06-30	SAQA 06120/18
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2026-06-30		2029-06-30

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 replaces:

US ID	Unit Standard Title	Pre-2009 NQF Level	NQF Level	Credits	Replacement Status
10086	Develop campaign, media and creative strategies	Level 6	Level TBA: Pre-2009 was L6	20

PURPOSE OF THE UNIT STANDARD

Learners credited with this unit standard will be able to develop and implement a marketing communication objectives and strategy. They will also be able to monitor and review the campaign as well as evaluate the effectiveness of the campaign against the original objective

The qualifying learners are capable of:

Developing marketing communications objectives and strategies.

Implementing marketing communications objectives and strategies.

Monitoring and reviewing marketing communications campaign.

Evaluating the effectiveness of the strategy.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Learners accessing this qualification will have demonstrated competence in communicating verbally and in writing, and in computer technology at NQF Level 5 or equivalent.

UNIT STANDARD RANGE

All forms of marketing communication include but are not limited to; advertising, direct marketing, relationship marketing, sponsorship and 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 in marketing communications include but is not limited to; promoting image; providing information; creating, increasing and stabilising demand; differentiating product features and benefits; providing competitive differentiation; lead generation; customer retention, motivating staff.

Specific Outcomes and Assessment Criteria:

SPECIFIC OUTCOME 1

Develop marketing communications objectives and strategies.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Environmental analysis is conducted in required format and timeframe.

ASSESSMENT CRITERION 2

Marketing communication briefs are prepared in the required format, with agreed time frames.

ASSESSMENT CRITERION 3

Marketing communications objectives are developed, evaluated and defined in line with original strategy and objective.

ASSESSMENT CRITERION 4

Target audiences are identified using set company standards and procedures.

ASSESSMENT CRITERION 5

Competitive plans are evaluated and best strategy is determined based on objective.

ASSESSMENT CRITERION 6

Budgets are established and confirmed following set company standards and procedures.

SPECIFIC OUTCOME 2

Implement marketing communications objectives and strategies.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Marketing communications campaign quotes are obtained in line with company standards and quotation procedures.

ASSESSMENT CRITERION 2

Marketing communications campaign is implemented within agreed time frame.

ASSESSMENT CRITERION 3

Pre-testing is conducted in required format and timeframe.

ASSESSMENT CRITERION 4

Marketing communications materials are produced in required format.

ASSESSMENT CRITERION 5

Media is purchased to match strategy within budget constraints.

SPECIFIC OUTCOME 3

Monitor and review marketing communications campaign.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Marketing communications campaign is monitored at pre-determined intervals in required format.

ASSESSMENT CRITERION 2

Campaign outcomes are reviewed for achievement and compared against current plans.

ASSESSMENT CRITERION 3

Identified variances are recorded and reasons for discrepancy analysed according to agreed company/customer standards and procedures.

ASSESSMENT CRITERION 4

Marketing communications campaign strengths and weaknesses are distributed to the appropriate individuals.

ASSESSMENT CRITERION 5

Marketing communications campaign report is completed in a concise manner and in the required format.

ASSESSMENT CRITERION 6

Opportunities to improve the marketing communications campaign are identified and initiated following company policies and procedures.

SPECIFIC OUTCOME 4

Evaluate the effectiveness of the campaign.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

The effectiveness of the campaign is evaluated against required objectives.

ASSESSMENT CRITERION 2

Corrective action is implemented to meet objectives in line with company standard operating procedures.

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

An understanding of principles, methods and techniques for developing marketing communications campaigns

Knowledge of the methods and techniques required to develop and craft marketing communications strategies

An 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 by the relevant Educational and Training Quality Assurance Body (ETQA)

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 development of strategies.

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

UNIT STANDARD CCFO COMMUNICATING

Communicate effectively when presenting clients with the marketing communications campaign proposal.

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 sensitive across a range of social contexts when developing campaign, media and creative strategies.

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

This unit standard replaces unit standard 10086, "Develop campaign, media and creative strategies", Level 6, 20 credits.

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"	2023-06-30	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.

1.	Digital School of Marketing (Pty) Ltd