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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 
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  Reregistered  2021-06-30  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.