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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Develop and implement the marketing and advertising creative process 
SAQA US ID UNIT STANDARD TITLE
230472  Develop and implement the marketing and advertising creative process 
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
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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
117601  Develop and implement the marketing and advertising creative process  Level 6  Level TBA: Pre-2009 was L6  14  Complete 

PURPOSE OF THE UNIT STANDARD 
Learners credited with this unit standard will be able to describe the creative processes in marketing and advertising. Learners are also able to develop the communications concept, implement it and monitor it against objectives.

The qualifying learners are capable of:
  • Describing marketing and advertising creative processes.
  • Developing the marketing communications concept.
  • Implementing creative process. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence in communicating verbally and in writing, and in computer technology at NQF Level 5 or equivalent. 

    UNIT STANDARD RANGE 
  • All forms of marketing communications include but are not limited to; advertising, direct marketing and relationship marketing, sales promotions, public relations and alternative strategies.
  • Media includes 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 stabilising demand; differentiating product features and benefits; providing competitive differentiation; lead generation; customer retention, motivating staff. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describing marketing and advertising creative processes. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Marketing and advertising creative processes are described in line with industry best practice. 

    ASSESSMENT CRITERION 2 
    Marketing and advertising creative processes are described in line with company creative process procedures. 

    ASSESSMENT CRITERION 3 
    The nature of marketing and advertising creative processes is identified in line with company procedures. 

    SPECIFIC OUTCOME 2 
    Develop the marketing communications concept. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Creative brief is interpreted and objectives identified as per the brief. 

    ASSESSMENT CRITERION 2 
    Creative concept is developed in required format and time frame. 

    ASSESSMENT CRITERION 3 
    Message platform is evaluated and selected to meet requirements of brief. 

    ASSESSMENT CRITERION 4 
    Art direction, design and copy are created using available resources and in line with company standards and practices. 

    ASSESSMENT CRITERION 5 
    Pre-testing of creative concepts is initiated and completed in required format and time frame. 

    ASSESSMENT CRITERION 6 
    The creative concept is crafted using available resources and within required format. 

    SPECIFIC OUTCOME 3 
    Implement creative process. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Production is planned and scheduled in line with project plan and objectives. 

    ASSESSMENT CRITERION 2 
    Supplier relationships are established in accordance with company standards and procedures. 

    ASSESSMENT CRITERION 3 
    Production schedules are implemented in required time frame. 

    ASSESSMENT CRITERION 4 
    Key phases of production are quality checked in accordance with project plan and objectives. 

    ASSESSMENT CRITERION 5 
    Finalised creative work is inspected, approved and implemented in required format and time frame. 


    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.
  • 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 and 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, 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 and acceptable to a range of consumers with varying incomes, buying needs and cultural backgrounds. 

    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 
    This unit standard replaces unit standard 117601, 'Develop and implement the marketing and advertising creative process', Level 6, 14 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  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.