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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of the creative writing process 
SAQA US ID UNIT STANDARD TITLE
117600  Demonstrate an understanding of the creative writing 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 
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 creative writing processes, philosophies and techniques towards being able to apply these in the creative writing process

The qualifying learners are capable of:
  • Describing and explaining creative writing philosophies
  • Describing creative writing techniques
  • Demonstrating an understanding of the creative writing process 

  • 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 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe and explain creative writing philosophies and approaches. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Philosophies and approaches through the history of advertising are identified and described based on facts 

    ASSESSMENT CRITERION 2 
    Philosophies of the creative process are explained in terms of text book description 

    ASSESSMENT CRITERION 3 
    Creative writing principles are explained based on industry standards 

    ASSESSMENT CRITERION 4 
    Reasons of the importance of creativity in advertising are identified and described within own industry 

    ASSESSMENT CRITERION 5 
    The roles of the explorer, artist, judge and warrior are explained in line with text book recordings 

    ASSESSMENT CRITERION 6 
    Various creative styles are described in terms of industry norms 

    SPECIFIC OUTCOME 2 
    Describe creative writing techniques. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Creative writing techniques identified and described 

    ASSESSMENT CRITERION 2 
    Creative writing techniques are used according to format 

    ASSESSMENT CRITERION 3 
    Usage of creative writing techniques is evaluated 

    SPECIFIC OUTCOME 3 
    Demonstrate an understanding of the creative writing process. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Creative writing fundamentals are explained using correct terminology 

    ASSESSMENT CRITERION 2 
    Creative writing elements are listed and explained as per industry teaching 

    ASSESSMENT CRITERION 3 
    Creative writing techniques, characteristics and constraints are described in line with teaching and best practice 

    ASSESSMENT CRITERION 4 
    Blocks to creativity are outlined and described based on factual findings 


    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 creative philosophies and approaches in marketing communications
  • Knowledge of the creative process 

  • 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 the creative process 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information pertaining to the creative process 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of related systems by recognising how creativity impacts on the final product that is 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: reflecting on an exploring a variety of strategies to learn more effectively to improve creativity 

    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.