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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of the creative principles of copywriting in marketing communications 
SAQA US ID UNIT STANDARD TITLE
117593  Demonstrate an understanding of the creative principles of copywriting 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 5  Level TBA: Pre-2009 was L5  10 
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 history and growth of the copywriting industry. They are also able to interpret the characteristics and constraints of the various media as well as able to explain the nature and role of the various elements within the media. Learners are able to explain the creative philosophies of leading advertising agencies to identify the strengths and weaknesses of each

The qualifying learners are capable of:
  • Describing the history and nature of copywriting
  • Identifying and explaining the practice of copywriting
  • Describing and interpreting the characteristics and constraints of the various media
  • Describing the nature and role of the various creative elements available
  • Explaining the creative philosophies of leading advertising agencies 

  • 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 computer technology at NQF Level 4 or equivalent 

  • UNIT STANDARD RANGE 
  • All forms of marketing communication including advertising, direct marketing and relationship marketing, sponsorship, event marketing, sales promotion, public relations and alternative strategies
  • Media will include all electronic, print, outdoor, digital media, e media and direct media
  • The role of marketing communications including promoting image, providing information, creating, increasing and stabilising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention and loyalty, motivating staff 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe the history and nature of copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The description is complete, concise and covers all the salient points in the history of copywriting 

    ASSESSMENT CRITERION 2 
    Historical methods of copywriting are contrasted with current techniques 

    ASSESSMENT CRITERION 3 
    The historical development of copywriting is reviewed and explained based on development patterns 

    ASSESSMENT CRITERION 4 
    The nature of copywriting is described within own working environment 

    SPECIFIC OUTCOME 2 
    Identify and explain the practice of copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The building blocks and elements of copywriting are listed and explained using correct terminology 

    ASSESSMENT CRITERION 2 
    Methods used by masters of copywriting are reviewed, interpreted and explained in line with text book explanations 

    ASSESSMENT CRITERION 3 
    The role of the copywriter in the marketing mix is explained based on company organogram 

    ASSESSMENT CRITERION 4 
    The role of the copywriter in contributing to the success of marketing is described in line with own company practices 

    SPECIFIC OUTCOME 3 
    Describe and interpret the characteristics and constraints of the various media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The characteristics of various media are listed and explained based on industry practices 

    ASSESSMENT CRITERION 2 
    The constraints of various media are described and explained based on industry standards 

    ASSESSMENT CRITERION 3 
    The nature of the constraints is explained with reference to its use 

    ASSESSMENT CRITERION 4 
    The strengths and limitations of each are listed and explained in a format that is easy to read and understand 

    SPECIFIC OUTCOME 4 
    Describe the nature and role of the various creative elements available. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The characteristics of various creative elements are listed and explained using correct terminology 

    ASSESSMENT CRITERION 2 
    The strengths and limitations of each are listed and explained in a format that is easy to read and understand 

    SPECIFIC OUTCOME 5 
    Explain the creative philosophies of leading advertising agencies. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The different philosophies are listed and explain in line with industry practices 

    ASSESSMENT CRITERION 2 
    The philosophies are compared and contrasted to how they can be used separately and/or in combination 

    ASSESSMENT CRITERION 3 
    Most viable philosophy is chosen to meet set target market and communication objectives 


    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 the history and nature of copy writing
  • An understanding of principles of various media used in marketing communications
  • Knowledge of creative thinking principles
  • An understanding of elements of the creative mix
  • Knowledge 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 principles of marketing communications 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others to ensure that acquisition of knowledge is unimpeded 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that all aspects of the creative principles of marketing communications are in place 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems where an understanding of the creative principles of marketing communications is in place 

    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 when describing and explaining the principles of marketing communications 

    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.