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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Define and explain the nature, role and history of marketing communication 
SAQA US ID UNIT STANDARD TITLE
230471  Define and explain the nature, role and history of marketing communication 
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 define and explain marketing communication characteristics and objectives. Learners will also be able to describe how marketing communication works and explain the term and processes of persuasive communication. They are also able to describe the changes in the marketing communication industry by analysing the history of marketing communication within South Africa.

The Qualifying learners are capable of:
  • Defining and explaining marketing communication, marketing communication characteristics and objectives.
  • Explaining how marketing communication works and how it is classified.
  • Defining and explaining persuasive communication.
  • Identifying and explaining the role of marketing communication in the overall marketing process.
  • Explaining the history, development and functions of the South African marketing communication industry. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this unit standard will have demonstrated competence in:
  • Mathematical Literacy at NQF Level 4 or equivalent.
  • Communication at NQF Level 4 or equivalent.
  • Computer Literacy at NQF Level 4 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 are not limited to; promoting image, providing information, creating, increasing and stabilising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention and loyalty, motivating staff. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Define and explain marketing communication, marketing communication characteristics and objectives. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Marketing communication is explained in relation to the requirements of marketing dynamics within their own industry. 

    ASSESSMENT CRITERION 2 
    Marketing communication objectives are described and explained in terms of industry accepted norms. 

    ASSESSMENT CRITERION 3 
    Marketing communication characteristics are listed and explained in line with standard industry definitions. 

    SPECIFIC OUTCOME 2 
    Explain how marketing communication works and how it is classified. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Factors and issues related to marketing communications are explained in line with standard practices. 

    ASSESSMENT CRITERION 2 
    The application of marketing communications in the marketing structure is described according to company and industry standards. 

    SPECIFIC OUTCOME 3 
    Define and explain persuasive communication. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Persuasive marketing communication is defined and described in line with industry standards. 

    ASSESSMENT CRITERION 2 
    The principles of persuasive communication are listed and explained in terms of textbook and industry standards. 

    ASSESSMENT CRITERION 3 
    The role in overall persuasive communication and in marketing communication is explained and emphasised in terms of standard marketing communication practices. 

    SPECIFIC OUTCOME 4 
    Identify and explain the role of marketing communications in the overall marketing process. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The role of marketing communications in the overall marketing process is listed and explained in line with industry standards. 

    ASSESSMENT CRITERION 2 
    The role of marketing communications in terms of focus is contrasted with other marketing roles and findings described using standard marketing terminology. 

    ASSESSMENT CRITERION 3 
    The role of marketing communications in contributing to profitability, sales and market share is explained for own industry using correct marketing terminology. 

    ASSESSMENT CRITERION 4 
    The planning stages of the marketing communication process are identified and explained in line with industry standards. 

    SPECIFIC OUTCOME 5 
    Explain the history, development and functions of the South African marketing communications industry. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Historical methods of marketing communications are contrasted with current techniques and differences and similarities are identified and explained. 

    ASSESSMENT CRITERION 2 
    Historical development of marketing communications is reviewed and explained in line with own industry. 

    ASSESSMENT CRITERION 3 
    The structure of the industry and its involvement with other industries is explained according common practice. 

    ASSESSMENT CRITERION 4 
    The functions of the South African marketing communications industry are established and interpreted according to company and industry norms. 

    ASSESSMENT CRITERION 5 
    Types of marketing communications are differentiated and target audiences for each marketing communications category are identified in line with company practices. 

    ASSESSMENT CRITERION 6 
    Job roles and levels within the marketing communications industry are understood and marketing communication functions are identified according to company/industry standards. 

    ASSESSMENT CRITERION 7 
    Competence, knowledge and skills that are critical to the marketing communication functions are identified and explained in line with industry requirements. 


    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 corporate and organisational marketing communications plans and strategies.
  • Knowledge of techniques and methods for oral presentations.
  • An 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 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 ORGANISING 
    Organise oneself and one's activities so that all aspects of marketing communications are understood and that retention levels remain high. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information when identifying and assessing the role of marketing communications. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when explaining the role of marketing communications. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems relating to the role of marketing communications in the overall marketing process. 

    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
    Elective  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.