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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of copy, copywriting and the copywriter 
SAQA US ID UNIT STANDARD TITLE
117597  Demonstrate an understanding of copy, copywriting and the copywriter 
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 explain the concepts that underpin copy and copywriting, they are also able to describe the role and responsibilities of the copywriter and explain and apply a professional approach to copywriting. Learners are also able to apply the copywriting styles and techniques when writing a copy in their own working environment

The qualifying learners are capable of:
  • Defining and explaining the concepts of copy and copywriting
  • Explaining the role of the copywriter
  • Identifying and defining a professional approach in copywriting
  • Persuading others of the benefits of a professional approach in copywriting
  • Applying copywriting styles and write copy 

  • 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 
  • Creative approaches and styles will include but are not limited to; Bill Bernbach, David Ogilvy, Rosser Reeves, Leo Burnett, Philip Dusenberry and Lee Chow
  • Types of copy will include but are limited to; headlines, body copy, pay-off lines, slogans and sayings
  • Self-knowledge will include personality, capabilities, talents and limitations
  • Others will include peers, employees, other learners and management 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Define and explain the concepts of copy and copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The definitions of copy and copywriting are explained in line with textbook definitions 

    ASSESSMENT CRITERION 2 
    The concepts of copy and copywriting are described and explained in terms of industry norms and practices 

    ASSESSMENT CRITERION 3 
    The jargon and terminology used in copy and copywriting are listed and explained in line with industry and company understanding of the jargon and terminology 

    ASSESSMENT CRITERION 4 
    The history of copy is described based on text book examples 

    ASSESSMENT CRITERION 5 
    Trends in copywriting are identified and explained in line with actual evidence 

    ASSESSMENT CRITERION 6 
    Types of copy are identified and explained in line with company copy activities 

    ASSESSMENT CRITERION 7 
    Fundamentals and styles of persuasive writing are described using correct terminology 

    SPECIFIC OUTCOME 2 
    Explain the role of the copywriter. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The role of the copywriter is explained in line with company job description and industry standards 

    ASSESSMENT CRITERION 2 
    Copywriter functions are listed and described in line with company standards and requirements 

    ASSESSMENT CRITERION 3 
    Characteristics of a copywriter are identified and explained in terms of best practice 

    SPECIFIC OUTCOME 3 
    Identify and define a professional approach in copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The principles of a professional approach are explained in terms of industry best practices for professionalism 

    ASSESSMENT CRITERION 2 
    All elements of a professional approach are identified and applied in line with ethical and professional practices of the organisation 

    ASSESSMENT CRITERION 3 
    Personal approach issues are put into context with copywriting functions 

    SPECIFIC OUTCOME 4 
    Persuade others of the benefits of a professional approach in copywriting. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The benefits are explained to others in order to obtain buy-in into the professional approach principles and concepts 

    ASSESSMENT CRITERION 2 
    A commitment by others is obtained through setting measurable achievable objectives 

    SPECIFIC OUTCOME 5 
    Apply copywriting styles and write copy. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Current copy trends are determined based on industry and company requirements 

    ASSESSMENT CRITERION 2 
    Persuasive copy is conceptualized following company standards 

    ASSESSMENT CRITERION 3 
    Write copy according to requirements and in required format 

    ASSESSMENT CRITERION 4 
    Terminology is used correctly in correct sequence and in line with company standards 

    ASSESSMENT CRITERION 5 
    Various styles are applied to different applications in the required format 


    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 concepts and definitions of copy and copywriting
  • Knowledge of history, jargon and terminology used in copywriting
  • An understanding of the methods and techniques for determining copy trends
  • Knowledge of creative philosophies and approaches in marketing communications
  • An understanding of the creative process
  • An understanding of various styles applicable to different applications
  • An ability to apply communication principles, techniques and methods
  • Knowledge of markets, product categories and cultural differences
  • An understanding of ethics of a professional approach 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO ORGANISING 
    Organise and manage one's self and one's activities responsibly and effectively to enhance understanding of copy and copywriting 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information pertaining to the copy and copywriting 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of related systems by recognising how creativity impacts on the final copywriting produced 

    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 writing copy 

    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 
    Elective  65050   National Certificate: Music  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  CATHSSETA 


    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.