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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Explain and apply the principles of conceptual thinking 
SAQA US ID UNIT STANDARD TITLE
117648  Explain and apply the principles of conceptual thinking 
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  10 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Registered" 		 2005-10-12  2008-10-12  SAQA 0362/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2009-10-12   2012-10-12  

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 importance of conceptual thinking techniques in the development process and will be able to apply these techniques in their own activities. Learners are also able to explain the relationship between metaphor, concept and message in terms of industry practices and norms.

The qualifying learners are capable of:
  • Demonstrating an understanding of conceptual thinking
  • Applying and practicing conceptual and lateral thinking skills
  • Identifying and applying research techniques to help lateral thinking
  • Implementing conceptual thinking processes 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competency against the unit standards in the qualification, National Diploma in Visual Communications - Art Direction at NQF Level 5 or equivalent. 

    UNIT STANDARD RANGE 
  • Forms of marketing communications include but are not limited to; advertising, direct marketing and relationship marketing, sales promotions, public relations and alternative strategies
  • Media will include but is not limited to; all electronic, print, outdoor, digital media, e media and direct media
  • Primary purpose in marketing communications includes but is not limited to; promoting image, providing information, creating, increasing and stablising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention, motivating staff 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an understanding of conceptual thinking. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    A metaphor, concept and message principles are identified and explained in terms of current practice and textbook definitions. 

    ASSESSMENT CRITERION 2 
    The relationship between a metaphor, concept and message is described in terms of their application within the marketing communication context. 

    SPECIFIC OUTCOME 2 
    Apply and practice conceptual and lateral thinking skills. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Thoughts are analysed and organised to show lateral thinking techniques. 

    ASSESSMENT CRITERION 2 
    Conceptual thinking processes and techniques are identified to create copy in required formal. 

    ASSESSMENT CRITERION 3 
    Informal, logical and critical thinking skills are applied to copy in required format. 

    ASSESSMENT CRITERION 4 
    Adverts, projects and campaigns are created by applying conceptual and lateral thinking techniques. 

    SPECIFIC OUTCOME 3 
    Identify and apply research techniques to help lateral thinking. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Research techniques for helping lateral thinking are identified and explained in line with standard practices in the industry. 

    ASSESSMENT CRITERION 2 
    Market and product research are conducted according to company standards and procedures. 

    ASSESSMENT CRITERION 3 
    Target market expectations, need and problems are identified, described and explained using company standards and in line with industry best practice. 

    ASSESSMENT CRITERION 4 
    Cultural practices, traditions and beliefs are identified and implemented according to company standards. 

    ASSESSMENT CRITERION 5 
    Solutions for different target markets are identified and implemented within company parameters. 

    ASSESSMENT CRITERION 6 
    Differences between product and consumer benefits are explained using correct terminology. 

    SPECIFIC OUTCOME 4 
    Implement conceptual thinking processes. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Solutions to problems/challenges set in graphic design brief are provided through applying conceptual thinking skills and techniques in accordance with standard company practices and processes. 

    ASSESSMENT CRITERION 2 
    The process of elimination is employed to reach faster, more effective solutions following set company procedures. 

    ASSESSMENT CRITERION 3 
    Apply conceptual thinking problem solving to practical, technical and aesthetical issues towards meeting the objectives of the brief. 


    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 methods and techniques for designing print, radio, television (TV) and cinema marketing communications
  • Knowledge of methods and techniques for interpreting creative briefs
  • 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 writing marketing communications, and copy surrounding issues of graphic design briefs. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others when developing the creative process. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative creative processes exist in the event of current process being rejected. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information so that advertisement meets specifications. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively and present to clients. 

    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 marketing communications so that these are appropriate an acceptable to a range of consumers with varying incomes, buying needs and cultural backgrounds. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    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  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  CHE 


    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.