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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Demonstrate an understanding and define the nature and role of marketing communications 
SAQA US ID UNIT STANDARD TITLE
252192  Demonstrate an understanding and define the nature and role of marketing communications 
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 4  NQF Level 04  6 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "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
10032  Demonstrate an understanding of and define the nature, role and history of marketing communication  Level 4  NQF Level 04  3   

PURPOSE OF THE UNIT STANDARD 
The person credited with this unit standard will be able to describe marketing communications characteristics and objectives. They will also be able describe how marketing communication works and describe how it is classified. The person will also be able to explain persuasive communications in their own working environment and describe the role of marketing communications in the overall marketing process.

The qualifying learner is capable of:
  • Defining and explaining marketing communications.
  • Explaining how marketing communications works and how it is classified.
  • Defining and explaining persuasive communication.
  • Identifying and explaining the role of marketing communications in the overall marketing process. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this unit standard will have demonstrated competence in:
  • Communication at NQF Level 3 or equivalent.
  • Mathematical Literacy at NQF Level 3 or equivalent. 
    		•

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communication, direct marketing and relationship marketing, sponsorship, event marketing, sales promotion, public relations and alternative strategies.
  • Media will include all electronic, print, outdoor, digital media, e media and direct media.
  • The role of marketing communications including 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 etc. 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Define and explain marketing communications. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Marketing communications is explained in relation to the requirement of marketing dynamics. 

    ASSESSMENT CRITERION 2 
    Marketing communications characteristics are explained in detail. 

    ASSESSMENT CRITERION 3 
    Marketing communications objectives are described and explained. 

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

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The factors and issues related to marketing communications are explained with examples. 

    ASSESSMENT CRITERION 2 
    The application of marketing communications in the marketing structure is explained with examples. 

    SPECIFIC OUTCOME 3 
    Define and explain persuasive communication. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The principles of persuasive communication are listed and explained. 

    ASSESSMENT CRITERION 2 
    The definition of persuasive marketing communications is described. 

    ASSESSMENT CRITERION 3 
    The overall persuasive communications role in marketing communications is explained. 

    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 marketing communication is identified. 

    ASSESSMENT CRITERION 2 
    The role of marketing communications in terms of focus is contrasted with other marketing roles. 

    ASSESSMENT CRITERION 3 
    The role of marketing communications in contributing to profitability, sales and market share is identified and explained. 

    ASSESSMENT CRITERION 4 
    The stages of the marketing communications planning process are identified and explained. 


    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 
  • A basic understanding of corporate and organisational marketing communications plans and strategies.
  • A broad understanding of techniques and methods for oral presentations.
  • An all rounded and generic 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 presenting 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 
    This unit standard replaces unit standard 10032, "Demonstrate an understanding of and define the nature, role and history of marketing communication", Level 4, 3 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  67464   Further Education and Training Certificate: Marketing  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered"     		 2023-07-30  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.