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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of marketing communications roles 
SAQA US ID UNIT STANDARD TITLE
10065  Demonstrate an understanding of marketing communications roles 
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  12 
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 
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:
  • Explaining the principals and roles of art direction
  • Implementing art direction
  • Explaining the role of art director
  • Describing and implementing desktop publishing and multi-media
  • Describing and explaining marketing communications research
  • Describing and explaining graphic design 

  • 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.
  • Art direction including conceptualisation, implementation and production. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Explain the principles and roles of art direction 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Art direction principles are identified and explained. 

    ASSESSMENT CRITERION 2 
    2. Roles of the art director are explained. 

    ASSESSMENT CRITERION 3 
    3. The principles of "the big idea" are described. 

    SPECIFIC OUTCOME 2 
    Implement art direction. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The brief is analysed and approaches are identified and interpreted. 

    ASSESSMENT CRITERION 2 
    2. Creative approaches and expressions are conceptualised. 

    ASSESSMENT CRITERION 3 
    3. Creative techniques are implemented. 

    ASSESSMENT CRITERION 4 
    4. Creative techniques are illustrated. 

    ASSESSMENT CRITERION 5 
    5. Media requirements are interpreted as per brief and communicated to creative team. 

    ASSESSMENT CRITERION 6 
    6. Art direction is applied in print, radio, television, cinema, outdoor and e-media. 

    ASSESSMENT CRITERION 7 
    7. Production and research issues are assessed, identified and confirmed. 

    SPECIFIC OUTCOME 3 
    Explain the role of art director. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The role of the art director in the brief is explained. 

    ASSESSMENT CRITERION 2 
    2. The role of the art director in conceptualisation is explained. 

    ASSESSMENT CRITERION 3 
    3. The role of art director in research is explained. 

    ASSESSMENT CRITERION 4 
    4. The role of art director in application is explained. 

    ASSESSMENT CRITERION 5 
    5. The role of art director in production is explained. 

    SPECIFIC OUTCOME 4 
    Describe and implement desktop publishing and multi-media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The principles of desktop publishing are explained. 

    ASSESSMENT CRITERION 2 
    2. Methods of using desktop publishing are demonstrated. 

    ASSESSMENT CRITERION 3 
    3. The principles of multi-media are explained. 

    ASSESSMENT CRITERION 4 
    4. Methods of utilising multi-media are identified and demonstrated. 

    SPECIFIC OUTCOME 5 
    Describe and explain marketing communications research. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Concept and pre-testing principles and techniques are identified and explained. 

    ASSESSMENT CRITERION 2 
    2. Media research techniques are described. 

    ASSESSMENT CRITERION 3 
    3. Brand tracking principles are identified and described. 

    ASSESSMENT CRITERION 4 
    4. Competitor analysis is interpreted and described. 

    ASSESSMENT CRITERION 5 
    5. Post testing and continuous evaluation techniques are explained. 

    ASSESSMENT CRITERION 6 
    6. Attitudinal research principles are described. 

    ASSESSMENT CRITERION 7 
    7. Consumer/Buyer behaviours are identified and linked to marketing communications. 

    ASSESSMENT CRITERION 8 
    8. Brand positioning principles are explained. 

    SPECIFIC OUTCOME 6 
    Describe and explain graphic design. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Principles of graphic design are explained. 

    ASSESSMENT CRITERION 2 
    2. Design terminology, elements and issues are identified and described. 

    ASSESSMENT CRITERION 3 
    3. Design processes are followed. 


    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:
  • A broad understanding of research methodologies.
  • A basic understanding of brand tracking and positioning principles
  • A broad understanding of methods and techniques for competitor analysis.
  • 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 roles of marketing communications in the marketing communications structure. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others when implementing and initiating marketing communications roles. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that research analysis is accurate and inline with research norms. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting findings of research conducted. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Understand the world as a set of related systems where marketing communications roles play an important part in the marketing communications success.

    Be culturally sensitive across a range of social contexts when analysing data from research so that it is acceptable to a range of people. 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    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  Reregistered  2021-06-30  As per Learning Programmes recorded against this Qual 
    Core  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Reregistered  2021-06-30  CHE 
    Elective  20904   National Diploma: Marketing Communications  Level 5  NQF Level 05  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.
     
    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.