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 THAT HAS PASSED THE END DATE:

Explain and develop creative solutions for art direction in television

SAQA US ID	UNIT STANDARD TITLE
117658	Explain and develop creative solutions for art direction in television
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	11
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 develop, implement the creative processes for television and art direction within television. Learners are also able to describe the process for making of films and videos. They are also able to identify, evaluate and select the best production option to meet the requirements of the brief and organise and conduct a shoot to meet the client's needs

The qualifying learners are capable of:

Developing the creative solutions for television

Implementing creative process in art direction

Describing the process for film and video production

Identifying, evaluating and selecting production options

Organising and conducting a shoot

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

All forms of marketing communications include but is 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 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, motivating staff

Specific Outcomes and Assessment Criteria:

SPECIFIC OUTCOME 1

Develop the creative solutions for television.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Creative brief is interpreted following set company processes.

ASSESSMENT CRITERION 2

Creative concept is developed in required format.

ASSESSMENT CRITERION 3

Message platform is evaluated and selected in line with brief requirements.

ASSESSMENT CRITERION 4

Art direction, design and copy are created in required format and in line with company procedures.

ASSESSMENT CRITERION 5

Pre-testing of creative concepts is initiated and completed within required timeframe and format.

ASSESSMENT CRITERION 6

The creative concept is crafted in required format and within required time frame.

SPECIFIC OUTCOME 2

Implement creative process in art direction.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Creative concept is approved following company approval procedures.

ASSESSMENT CRITERION 2

Production is planned and scheduled in line with brief project objectives.

ASSESSMENT CRITERION 3

Supplier relationships are established according to company procedures.

ASSESSMENT CRITERION 4

Production schedules are implemented in required time frame.

ASSESSMENT CRITERION 5

Key phases of production are quality checked at required intervals and using set checklist.

ASSESSMENT CRITERION 6

Finalised creative work is inspected and approved by appropriate stakeholders within the required time frame.

SPECIFIC OUTCOME 3

Describe the process for film and video production.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Television production terminology is explained according to industry norm terminology.

ASSESSMENT CRITERION 2

Cinema production terminology is explained according to industry norms.

ASSESSMENT CRITERION 3

Film and video production processes are identified and explained in line with company practices and processes.

SPECIFIC OUTCOME 4

Identify, evaluate and select production options.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Research on the production options is conducted and documented in required format.

ASSESSMENT CRITERION 2

Pre-production issues and requirements are identified and listed in required format.

ASSESSMENT CRITERION 3

Production options are identified based on brief requirements.

ASSESSMENT CRITERION 4

Best production option is selected and reasons for selection are explained in line with brief objectives.

ASSESSMENT CRITERION 5

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

ASSESSMENT CRITERION 6

Post production issues and requirements are identified and listed in required format.

SPECIFIC OUTCOME 5

Organise and conduct a shoot.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Resource requirements for the shoot are identified and sourced within required time frame.

ASSESSMENT CRITERION 2

Shoot is organised in accordance with established procedures.

ASSESSMENT CRITERION 3

Shoot project teams are briefed and meet shoot plan and role requirements.

ASSESSMENT CRITERION 4

Shoot activities/plans are implemented in accordance with plan and creative solutions for graphic design are developed in line with plan objectives.

ASSESSMENT CRITERION 5

Pre and postproduction activities and processes are carried out in accordance with company policies and procedures.

ASSESSMENT CRITERION 6

Marketing communications production material is submitted for approval within agreed time frames.

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

Knowledge of methods and techniques for designing print, radio, television (TV) and cinema marketing communications

An understanding 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.

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, evaluate, organise and critically evaluate information so that advertisement meets specifications.

UNIT STANDARD CCFO COMMUNICATING

Communicate effectively present final copy 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, by making it the underlying intention of 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 and 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
Elective	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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