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:

Evaluate and buy media

SAQA US ID	UNIT STANDARD TITLE
10063	Evaluate and buy media
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	20
REGISTRATION STATUS		REGISTRATION START DATE	REGISTRATION END DATE	SAQA DECISION NUMBER
Passed the End Date - Status was "Reregistered"		2005-09-13	2008-09-13	SAQA 0160/05
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2009-09-13		2012-09-13

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

This unit standard is an elective standard and forms part of the qualification, National Diploma and is registered at Level 5 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing Environment, specialising in Marketing Communication, where the acquisition of competence against this standard will add value to one's job.
This standard will also add value to learners who are starting their own business and recognises that marketing communications forms an integral component of any business.

The qualifying learner is capable of:

Interpreting media plan and objectives

Analysing, evaluating and buying media

Monitoring and managing media campaign

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Learners accessing this qualification will have demonstrated competence against the standards in the National Certificate - Marketing Communications or equivalent at NQF Level 4.

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 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.

Media documentation including invoicing, reports, computer printouts.

Specific Outcomes and Assessment Criteria:

SPECIFIC OUTCOME 1

Interpret media plan and objectives.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

1. Media plan objectives are identified and explained.

ASSESSMENT CRITERION 2

2. Media buying schedule is produced within agreed time frames and format.

ASSESSMENT CRITERION 3

3. Media plan characteristics and uses are defined.

ASSESSMENT CRITERION 4

4. Image and benefit characteristics are defined in relation to products or services to be advertised.

SPECIFIC OUTCOME 2

Analyse, evaluate and buy media.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

1. Target audience media preferences are analysed and media options that meet preferences are defined.

ASSESSMENT CRITERION 2

2. Media requirements are noted that are relevant for campaign.

ASSESSMENT CRITERION 3

3. Media buying factors are identified, analysed and evaluated against media budget.

ASSESSMENT CRITERION 4

4. Media contracts are negotiated and purchased.

SPECIFIC OUTCOME 3

Media campaign is monitored and managed.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

1. Media campaign is monitored at predetermined intervals and remains within required format.

ASSESSMENT CRITERION 2

2. Media space inventory is managed.

ASSESSMENT CRITERION 3

3. Information is provided for invoicing.

ASSESSMENT CRITERION 4

4. Media performance and results are analysed and evaluated.

ASSESSMENT CRITERION 5

5. Documentation relating to media campaign is completed within agreed time frames and location.

ASSESSMENT CRITERION 6

6. Placement of marketing communications is monitored at predetermined intervals.

UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS

Providers offering learning towards this standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the services SETA and/or by Council of Higher Education (CHE).

UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE

A demonstrated understanding of:

The principles of choosing a media campaign.

Marketing communication briefs and their purpose.

Negotiation techniques and methods.

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 jointly by the relevant educating and training quality assurance body (ETQA) and the services ETQA.

Critical Cross-field Outcomes (CCFO):

UNIT STANDARD CCFO IDENTIFYING

Identify and solve problems pertaining to the management of media.

UNIT STANDARD CCFO WORKING

Work effectively with others in managing media.

Work effectively with other in accounting.

UNIT STANDARD CCFO ORGANISING

Organise oneself and one's activities so that alternative media options are available should current choice fail or is rejected.

UNIT STANDARD CCFO COLLECTING

Collect, evaluate, organise and critically evaluate information so that analysis conducted and decisions made are accurate and inline with requirements.

UNIT STANDARD CCFO COMMUNICATING

Communicate effectively when liasing with media bodies so those incumbents correctly interpret and apply instructions.

UNIT STANDARD CCFO SCIENCE

Understand the world as a set of related systems where media choice has an impact on target audience.

UNIT STANDARD CCFO CONTRIBUTING

Be culturally sensitive across a range of social contexts when choosing a media so that these are appropriate and acceptable to a range of target audiences with varying cultural backgrounds.

QUALIFICATIONS UTILISING THIS UNIT STANDARD:

	ID	QUALIFICATION TITLE	PRE-2009 NQF LEVEL	NQF LEVEL	STATUS	END DATE	PRIMARY OR DELEGATED QA FUNCTIONARY
Elective	20904	National Diploma: Marketing Communications	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	SERVICES

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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