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: 

Apply marketing principles in agriculture 
SAQA US ID UNIT STANDARD TITLE
116126  Apply marketing principles in agriculture 
ORIGINATOR
SGB Primary Agriculture 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 01 - Agriculture and Nature Conservation Primary Agriculture 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 2  NQF Level 02 
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 
A learner achieving this unit standard will be able to apply knowledge of the marketing principles within agriculture for a specific product or service. Specific knowledge on the value of marketing research and the marketing mix will enable learners to understand the marketing process.

Learners will understand the importance of the application of business principles in agricultural production with specific reference to marketing.

They will be able to operate farming practices as businesses and will gain the knowledge and skills to move from a subsistence orientation to an economic orientation in agriculture. Knowledge and skills to access mainstream agriculture through a business-orientated approach to agriculture will be gained by farmers.

Competent learners will be fully conversant with agricultural business practices and aspects of financial analysis as to provide the environment for the application of quality practices and thus strengthen agricultural practices in general. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
It is assumed that a learner attempting this unit standard will demonstrate competence against the unit standard or equivalent:
  • NQF 1: Demonstrate an understanding of the importance of marketing. 

  • UNIT STANDARD RANGE 
    Whilst range statements have been defined generically to include as wide a set of alternatives as possible, all range statements should be interpreted within the specific context of application.

    Range statements are neither comprehensive nor necessarily appropriate to all contexts. Alternatives must however be comparable in scope and complexity. These are only as a general guide to scope and complexity of what is required. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Understand the value of marketing research. 
    OUTCOME RANGE 
    The research process, budget allocation, personnel allocation, and time allocation should receive the necessary attention. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    An understanding of the research process with specific emphasis on the value of managerial information is demonstrated. 

    ASSESSMENT CRITERION 2 
    An awareness of the allocation of funds to the marketing research process is demonstrated. 

    ASSESSMENT CRITERION 3 
    An ability to allocate time frames to selected research outcomes is demonstrated. 

    ASSESSMENT CRITERION 4 
    An understanding of the need for access to people with specific marketing skills is demonstrated. 

    ASSESSMENT CRITERION 5 
    An ability to identify target groups is demonstrated. 

    ASSESSMENT CRITERION 6 
    An ability to apply generated managerial information within production processes is demonstrated. 

    SPECIFIC OUTCOME 2 
    Apply the marketing mix (product, promotion, place, price and people) to a selected enterprise. 
    OUTCOME RANGE 
    Application of the marketing mix's components - product and packaging, price, place, promotion and people. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    An understanding of the market requirements for a specific product on the farm in terms of its appearance (size[s], packaging, etc) is demonstrated. 

    ASSESSMENT CRITERION 2 
    An understanding of the market requirements for a specific product on the farm is demonstrated in terms of the distribution channels needed to get the product to the markets. 

    ASSESSMENT CRITERION 3 
    An understanding of the market requirements for a specific product on the farm is demonstrated in terms of its pricing in relation to the various size(s) and packaging formats offered. 

    ASSESSMENT CRITERION 4 
    The ability to differentiate between the various promotional actions available to the farm for each product format is demonstrated. 

    ASSESSMENT CRITERION 5 
    An understanding of need for productive and motivated human resources within the production and marketing processes is demonstrated. 

    SPECIFIC OUTCOME 3 
    Take limited and shared responsibility for the marketing budget. 
    OUTCOME RANGE 
    Short term, medium term and long term - personnel, outsourcing, shows, media. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    An understanding for the need of a marketing budget is demonstrated. 

    ASSESSMENT CRITERION 2 
    An understanding of the components of a marketing budget is demonstrated. 

    ASSESSMENT CRITERION 3 
    The ability to differentiate between short, medium and long term budget needs is demonstrated. 

    ASSESSMENT CRITERION 4 
    The ability to have a shared responsibility for the limited monitoring of the marketing budget is demonstrated. 

    ASSESSMENT CRITERION 5 
    An understanding of the importance of the adherence to the needs of market place and the identified target groups is demonstrated. 

    SPECIFIC OUTCOME 4 
    Have an awareness and understanding of the importance of effective distribution channels for a specific agricultural commodity. 
    OUTCOME RANGE 
    Allocation of budget, people, transport modes. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Co-participation in selecting the best distribution channel for a specific agricultural commodity taking alternative target markets and distribution channels into account is demonstrated. 

    ASSESSMENT CRITERION 2 
    An understanding of the need for the allocation of a budget for each distribution channel and the monitoring thereof is demonstrated. 

    ASSESSMENT CRITERION 3 
    An understanding for the need for monitoring the productivity of the resources involved with the transport of the specific agricultural commodity to its market place is demonstrated. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    The assessment of qualifying learners against this standard should meet the requirements of established assessment principles.

    It will be necessary to develop assessment activities and tools, which are appropriate to the contexts in which the qualifying learners are working. These activities and tools may include an appropriate combination of self-assessment and peer assessment, formative and summative assessment, portfolios and observations etc.

    The assessment should ensure that all the specific outcomes; critical cross-field outcomes and essential embedded knowledge are assessed.

    The specific outcomes must be assessed through observation of performance. Supporting evidence should be used to prove competence of specific outcomes only when they are not clearly seen in the actual performance.

    Essential embedded knowledge must be assessed in its own right, through oral or written evidence and cannot be assessed only by being observed.

    The specific outcomes and essential embedded knowledge must be assessed in relation to each other. If a qualifying learner is able to explain the essential embedded knowledge but is unable to perform the specific outcomes, they should not be assessed as competent. Similarly, if a qualifying learner is able to perform the specific outcomes but is unable to explain or justify their performance in terms of the essential embedded knowledge, then they should not be assessed as competent.

    Evidence of the specified critical cross-field outcomes should be found both in performance and in the essential embedded knowledge.

    Performance of specific outcomes must actively affirm target groups of qualifying learners, not unfairly discriminate against them. Qualifying learners should be able to justify their performance in terms of these values.
  • 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 overseen by the relevant ETQA according to the moderation guidelines in the relevant qualification and the agreed ETQA procedures. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    The person is able to demonstrate a basic knowledge of:
  • The application of the marketing mix to a selected agricultural commodity.
  • The identification of target groups.
  • The monitoring of budgets allocated to the marketing process.
  • Awareness of the value of monitoring time frames and budgets of marketing components.
  • The importance of productivity within marketing channels. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Problem Solving: relates to specific outcomes:
  • Understand the value of marketing research.
  • Apply the marketing mix (product, promotion, place, price and people) to a selected enterprise.
  • Have an awareness and understanding of the importance of effective distribution channels for a specific agricultural commodity. 

  • UNIT STANDARD CCFO WORKING 
    Teamwork: relates to all specific outcomes. 

    UNIT STANDARD CCFO ORGANISING 
    Self-management: relates to all specific outcomes. 

    UNIT STANDARD CCFO COLLECTING 
    Interpreting Information: relates to specific outcomes:
  • Apply the marketing mix (product, promotion, place, price and people) to a selected enterprise.
  • Have an awareness and understanding of the importance of effective distribution channels for a specific agricultural commodity. 

  • UNIT STANDARD CCFO COMMUNICATING 
    Communication: relates to all specific outcomes. 

    UNIT STANDARD CCFO SCIENCE 
    Use Science and Technology: relates to specific outcomes:
  • Understand the value of marketing research.
  • Take limited and shared responsibility for the marketing budget.
  • Have an awareness and understanding of the importance of effective distribution channels for a specific agricultural commodity. 

  • UNIT STANDARD CCFO DEMONSTRATING 
    The world as a set of related systems: relates to specific outcome
  • Apply the marketing mix (product, promotion, place, price and people) to a selected enterprise. 

  • UNIT STANDARD CCFO CONTRIBUTING 
    Self-development: relates to all specific outcomes. 

    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 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  48976   National Certificate: Animal Production  Level 2  NQF Level 02  Reregistered  2023-06-30  AgriSETA 
    Core  48977   National Certificate: Mixed Farming Systems  Level 2  NQF Level 02  Reregistered  2023-06-30  AgriSETA 
    Core  48975   National Certificate: Plant Production  Level 2  NQF Level 02  Reregistered  2023-06-30  AgriSETA 


    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.
     
    1. Balemi Consulting Pty Ltd 
    2. Boikgantsho Consulting & Events 
    3. Bumunhu Services Providers Cc 
    4. Cedara College of Agriculture 
    5. Dihwai Food Cultural and Agricultural Services 
    6. Elsenburg Agricultural Training Institute 
    7. Escay Catering and other Services 
    8. Ghoenas Kraal Opleiding Sentrum 
    9. Goldfields FET College 
    10. Heedmorine Training 
    11. Ikhwezi Drakensburg Rural & Urban Development Chamber 
    12. Impact Plus Training Consultants 
    13. KayDee Project Management Cc 
    14. Kgopane Trading Enterprise 
    15. KMK Training Services (PTY) Ltd 
    16. Knowledge For Ever 
    17. Leap Projects 
    18. Madzivhandila Agricultural College 
    19. Maishamalema Development Training 
    20. Mananthatshema Skills Dev. Centre 
    21. Matotomana Training & Gen Trading 
    22. Mbimbini Training and Community Development 
    23. Mobile Agri Skills Development and Training NPC 
    24. Mogaladi Business Enterprise 
    25. Montshepetsa Bosui Farming & Training Cnt 
    26. Morwa Agri-development cc 
    27. Mpontshe Training 
    28. Mthashana FET College - Vryheid Campus 
    29. Mvelo Consultant 
    30. National Institute For The Deaf 
    31. Ngwato Wa Mphela Agriculture Training Services 
    32. Nophelo Training Centre 
    33. Novi General Services 
    34. Peritum Agri Institute 
    35. Sekhukhune FET College - Central Office 
    36. Selipha Trading (Pty) Ltd 
    37. Setlakala Business Development 
    38. Siyafundisa I Africa 
    39. Siyasanga Training Centre 
    40. Skills Fusion 
    41. South Cape Public FET College - George Campus 
    42. Suidwes Beleggings Eiendoms Beperk 
    43. Take Note Trading 227 cc 
    44. Taletso FET College - Central Office 
    45. Thuto Boshwa Skills Development Services 
    46. Tompi Seleka Agricultural College 
    47. TPN Training and Recruitment cc 
    48. Tripple R Training Provider 
    49. University of Limpopo 
    50. Vari Consulting 



    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.