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

Demonstrate an understanding of and define integrated marketing communications and its role 
SAQA US ID UNIT STANDARD TITLE
119522  Demonstrate an understanding of and define integrated marketing communications and its role 
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 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Registered" 
2005-10-12  2008-10-12  SAQA 0362/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2009-10-12   2012-10-12  

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 is replaced by: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
335955  Demonstrate an understanding of integrated marketing communication  Level 5  Level TBA: Pre-2009 was L5  10  Complete 

PURPOSE OF THE UNIT STANDARD 
Learners credited with this unit standard are able to describe integrated marketing communications processes and history. Learners are able to describe the objectives of integrated marketing communications and identify the tools used in integrated marketing.

The qualifying learner is capable of:
  • Defining integrated marketing communications.
  • Defining and explaining the objectives of integrated marketing communications.
  • Describing integrated marketing communications tools. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence in communicating verbally and in writing and computer technology at NQF Level 4 or equivalent. 

    UNIT STANDARD RANGE 
  • Forms of marketing communication include but are not limited to; advertising, direct marketing and relationship marketing, sponsorship, event marketing, sales promotion, public relations and alternative strategies.
  • Media will include but is not limited to; all electronic, print, outdoor, digital media, e media and direct media.
  • The role of marketing communications includes but is not limited to; promoting image, providing information, creating, increasing and stablising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention and loyalty, motivating staff. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Define integrated marketing communications. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The marketing communication definition is complete, concise and contains all the relevant information and correct terminology. 

    ASSESSMENT CRITERION 2 
    Integrated marketing communication's evolution is explained in line with any other data. 

    ASSESSMENT CRITERION 3 
    Integrated marketing communication uses are described in line with current company practices. 

    ASSESSMENT CRITERION 4 
    Steps in using integrated marketing communication are listed and explained using correct industry related terminology. 

    SPECIFIC OUTCOME 2 
    Define and explain the objectives of integrated marketing communications. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Marketing communications objectives are listed in a list and are in line with organisational practices or academic discipline. 

    ASSESSMENT CRITERION 2 
    The process of communication is explained in line with company objectives. 

    ASSESSMENT CRITERION 3 
    Methods of communicating integrated marketing communications objectives are explained using standard industry specific terminology. 

    SPECIFIC OUTCOME 3 
    Describe integrated marketing communications tools. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A list of integrated marketing communication's tools is drawn up and the contents explained in line with tool specification descriptions. 

    ASSESSMENT CRITERION 2 
    Situations where marketing communications tools may be used are described with examples. 

    ASSESSMENT CRITERION 3 
    Methods to use marketing communication tools are explained with examples. 


    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 
  • An understanding of the principles of integrated marketing communication practice, tools and its role.
  • Knowledge of methods and techniques of communicating in a marketing environment.
  • 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 IDENTIFYING 
    Identify and solve problems pertaining to integrated marketing communications and its role in marketing. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting the integrated marketing communications definition. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems and how each part of the integrated marketing communication system fits into the whole process. 

    UNIT STANDARD CCFO CONTRIBUTING 
    In order to contribute to the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of: being culturally sensitive across a range of social contexts when describing integrated marketing communications so that they are appropriate and acceptable to a range of people with varying cultural backgrounds. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    UNIT STANDARD NOTES 
    This Unit Standard has been replaced by Unit Standard 335955, which is "Demonstrate an understanding of integrated marketing communication", Level 5, 10 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Reregistered  2021-06-30  CHE 
    Elective  58802   National Diploma: Disability Employment Practice  Level 5  NQF Level 05  Reregistered  2023-06-30  SABPP 


    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.