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: 

Demonstrate an understanding of marketing communications production 
SAQA US ID UNIT STANDARD TITLE
117604  Demonstrate an understanding of marketing communications production 
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 printing processes and identify areas that will enhance the production of printing. Learners are also able to list and explain the requirements and processes for internet, web design, films, video and radio production, they are able to evaluate the best option for a project and explain why they have selected it.

The qualifying learners are capable of:
  • Describing printing processes to enhance production
  • Describing the requirements of internet and web design
  • Describing the process for the production of films and videos
  • Identifying, evaluating and selecting production options
  • Describing the process of radio production 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence against the standards in the qualification, National Certificate in Copywriting at NQF Level 5 or equivalent. 

    UNIT STANDARD RANGE 
  • Forms of marketing communication include but are not limited to; advertising, direct marketing and relationship marketing, sponsorship, event marketing, sales promotion, public relations and alternative strategies.
  • Media will include but is not limited to; all electronic, print, outdoor, digital media, e media and direct media.
  • The role of marketing communications include but is not limited to; promoting image, providing information, creating, increasing and stabilizing demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention and loyalty, motivating staff.
  • Marketing communications materials include but is not limited to; newsprint, leaflets, brochures, posters, banners, outdoor and arena. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe printing processes to enhance production. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Printing process selected is correct and will enhance the printing process. 

    ASSESSMENT CRITERION 2 
    Print terminology is explained in accordance with established procedures. 

    ASSESSMENT CRITERION 3 
    Printing processes are described and explained according to printing process requirements. 

    ASSESSMENT CRITERION 4 
    Paper selected is correct and contributes to job requirements. 

    ASSESSMENT CRITERION 5 
    Colour separations, process colour and Pantone systems are explained in line with industry standards and specifications. 

    ASSESSMENT CRITERION 6 
    Printing jobs are set up on the computer and meet the requirements of the job. 

    SPECIFIC OUTCOME 2 
    Describe the requirements of internet and web design. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Processes for internet systems creation are explained in line with system/programme requirements. 

    ASSESSMENT CRITERION 2 
    Processes for web designed are explained according to web design specifications. 

    ASSESSMENT CRITERION 3 
    Process chosen interprets the creative brief and meets client's needs. 

    SPECIFIC OUTCOME 3 
    Describe the process for the production of films and videos. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Television production terminology is explained using industry terminology and standards of practice. 

    ASSESSMENT CRITERION 2 
    Cinema production terminology is explained using industry terminology and standards of practices. 

    ASSESSMENT CRITERION 3 
    Film and video production processes are identified and explained using industry terminology. 

    SPECIFIC OUTCOME 4 
    Identify, evaluate and select production options. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Research on the production of commercial is conducted and documented in required format. 

    ASSESSMENT CRITERION 2 
    Pre-production issues and requirements are identified and listed according to project specifications. 

    ASSESSMENT CRITERION 3 
    Production option selected meets requirements and is made within agreed time frame. 

    ASSESSMENT CRITERION 4 
    Production options are identified and selected and reasons for selection are explained to meet requirements of project specifications. 

    SPECIFIC OUTCOME 5 
    Describe the process of radio production. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Radio production terminology and processes are identified and explained in line with industry standards. 

    ASSESSMENT CRITERION 2 
    Radio pre-production issues and requirements are identified in line with project specifications. 

    ASSESSMENT CRITERION 3 
    Radio production is carried out according to company standards and within required time frame. 

    ASSESSMENT CRITERION 4 
    Post production activities and processes are carried out in line with company standards and within required time frame. 

    ASSESSMENT CRITERION 5 
    Radio production material is submitted in required format and time frame. 


    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 all rounded and general understanding of print, film, radio and video production processes and procedures.
  • A broad understanding of commercial shoot principles and procedures.
  • An all rounded and generic 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 jointly by the relevant educating and training quality assurance body (ETQA) and the services 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 production of marketing communication products. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others to ensure production processes run smoothly. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative strategies exist in the event of current strategies being rejected or failing and there are insufficient resources available. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that communication production processes are in line with client and organisational requirements. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively with all stakeholders when managing a marketing communications production. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related where ongoing production processes selected and used lead to the overall success of the marketing communications production. 

    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 producing the marketing communication, so that it is acceptable and appropriate to a range of people with varying cultural backgrounds. 

    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.