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 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 
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 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  Complete 

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" 
    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.