SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE:

Demonstrate an understanding of advanced conceptual processes

SAQA US ID	UNIT STANDARD TITLE
117654	Demonstrate an understanding of advanced conceptual processes
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	8
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:

Identifying and explaining the relation between metaphor, concept and message

Applying and practicing conceptual and lateral thinking skills

Implementing conceptual thinking processes

Describing and explaining concepts

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 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

Identify and explain the relation between metaphor, concept and message.

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

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.

SPECIFIC OUTCOME 4

Describe and explain concepts.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

The methods and techniques for developing concepts are described and explained in line with company practices and procedures.

ASSESSMENT CRITERION 2

The methods and techniques for testing concepts are described and explained in line with company practices and procedures.

ASSESSMENT CRITERION 3

The methods and techniques for crafting concepts are described and explained in line with company practices and procedures.

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 principles, methods and techniques of advanced conceptual processes

Knowledge of the methods and techniques for developing concepts

Knowledge of the methods and techniques for testing concepts

Knowledge of the methods and techniques for crafting concepts

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 development, testing and crafting of concepts.

UNIT STANDARD CCFO COLLECTING

Collect, analyse, organise and critically evaluate information directly related to developing, testing and crafting concepts.

UNIT STANDARD CCFO DEMONSTRATING

Demonstrate the world as a set of related systems by recognising that the conceptual process does not exist in isolation.

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 developing, testing and crafting concepts.

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.

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