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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Develop marketing strategies in line with portfolio strategy 
SAQA US ID UNIT STANDARD TITLE
10069  Develop marketing strategies in line with portfolio strategy 
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  28 
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 Management, 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 forms an integral component of any business.

The qualifying learner is capable of:
  • Identifying and assessing product positioning
  • Developing product and packaging or total product offering strategy
  • Identifying and developing pricing range and strategy
  • Identifying and developing marketing communications strategy
  • Developing and aligning promotional activities and strategies
  • Identifying objectives distribution 

  • 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 in Marketing Management or equivalent at NQF Level 4.

    Basic accounting practices at NQF Level 5. 

    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.
  • Marketing strategy including advertising, sales promotions, marketing projects, public relations campaigns, sponsorship, product type and product launch. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Identify and assess product positioning. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Target market segmentation is identified. 

    ASSESSMENT CRITERION 2 
    2. Positioning is developed. 

    ASSESSMENT CRITERION 3 
    3. Role in market is qualified. 

    ASSESSMENT CRITERION 4 
    4. In line with product equity. 

    ASSESSMENT CRITERION 5 
    5. Consumer/customer needs, habits and attitudes are understood and incorporated. 

    SPECIFIC OUTCOME 2 
    Develop product and packaging or total product offering strategy. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Product and packaging strategy is aligned with product positioning. 

    ASSESSMENT CRITERION 2 
    2. Innovation opportunities are identified and incorporated. 

    ASSESSMENT CRITERION 3 
    3. Cost saving and product profitability is taken into account. 

    ASSESSMENT CRITERION 4 
    4. International trends are identified and incorporated. 

    ASSESSMENT CRITERION 5 
    5. Packaging or product changes are highlighted. 

    SPECIFIC OUTCOME 3 
    Identify and develop pricing range and strategy. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Price range is identified and documented. 

    ASSESSMENT CRITERION 2 
    2. Price range is aligned with portfolio strategy, target market and positioning. 

    ASSESSMENT CRITERION 3 
    3. Price range ensures product profitability and that targets are met. 

    ASSESSMENT CRITERION 4 
    4. Price range is assessed against competitive environment. 

    ASSESSMENT CRITERION 5 
    5. Price increases or decreases are set according to data obtained. 

    ASSESSMENT CRITERION 6 
    6. Price range takes into account the macro environment. 

    SPECIFIC OUTCOME 4 
    Identify and develop marketing communications strategy. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Weighting of Above The Line (ATL) / Below The Line (BTL) split is identified. 

    ASSESSMENT CRITERION 2 
    2. Role of different mediums are identified and recommendations made. 

    ASSESSMENT CRITERION 3 
    3. Regional specific requirements/bias are identified and incorporated. 

    ASSESSMENT CRITERION 4 
    4. Communication strategy is written. 

    ASSESSMENT CRITERION 5 
    5. Communication strategy supports product objectives. 

    ASSESSMENT CRITERION 6 
    6. Budget is developed in line with portfolio spend. 

    ASSESSMENT CRITERION 7 
    7. Communication strategy is aligned with target market and positioning. 

    SPECIFIC OUTCOME 5 
    Develop and align promotional activities and strategies. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Promotional activities are identified and documented. 

    ASSESSMENT CRITERION 2 
    2. Promotional activity is aligned with portfolio target market and positioning. 

    ASSESSMENT CRITERION 3 
    3. Promotional budget is set and in-line with role of promotion. 

    ASSESSMENT CRITERION 4 
    4. Interactions between all stakeholders are identified and communicated. 

    ASSESSMENT CRITERION 5 
    5. Regional specific requirements are identified and incorporated. 

    SPECIFIC OUTCOME 6 
    Identify objectives distribution. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Review of current distribution status and system is completed. 

    ASSESSMENT CRITERION 2 
    2. Distribution objectives are identified and set. 

    ASSESSMENT CRITERION 3 
    3. Breadth and depth analysis of distribution on a regional basis is conducted. 

    ASSESSMENT CRITERION 4 
    4. Objectives communicated to relevant stakeholders. 


    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 general understanding of market and competitor dynamics and Consumer and/or customer needs and behaviour.
  • A basic understanding of overall business objectives and the core competence of the business.
  • A broad understanding of interaction of the elements of the marketing mix.
  • A comprehensive understanding of the impact of each strategy element on product positioning.
  • An all round and generic understanding of the role of the portfolio, and different mediums.
  • A basic understanding of information sources and systems.
  • A broad understanding of how to manage product profitability and what are the profitability drives.
  • A comprehensive understanding of the difference between Above The Line (ATL) and Below The Line (BTL).
  • A broad understanding of positioning within the market and why it is important.
  • 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 development of a marketing strategy. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others in developing the market strategy. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that all aspects and sources are used in the pursuit of developing a market strategy, which contains alternative strategies and plans. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that marketing strategies are accurate and inline with the overall operation strategy of the organisation. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively with all stakeholders when sourcing information, consulting and distribute information related to marketing strategy. 

    UNIT STANDARD CCFO SCIENCE 
    Understand the world as a set of related systems in that the marketing strategy does not exist in isolation from other business and corporate strategies. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Be culturally sensitive across a range of social contexts when developing a market strategy, so that it is appropriate and acceptable to a range of people with varying cultural backgrounds, incomes and buying needs. 

    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
    Elective  61593   National Diploma: Marketing Management  Level 5  NQF Level 05  Reregistered  2023-06-30  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.