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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of integrated marketing communication 
SAQA US ID UNIT STANDARD TITLE
335955  Demonstrate an understanding of integrated marketing communication 
ORIGINATOR
Task Team - Public Relations 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Public Relations 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  10 
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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
119522  Demonstrate an understanding of and define integrated marketing communications and its role  Level 5  Level TBA: Pre-2009 was L5  Complete 

PURPOSE OF THE UNIT STANDARD 
This Unit Standard is intended for learners specifically within the Public Relations and Marketing fields, but can be used by other learners who need to understand integrated marketing communication. Learners credited with this Unit Standard will be able to describe the components of integrated marketing communication and the steps required to ensure consistency with global practices. Further they will be able to explain integrated marketing communication tools and situations where it will be used.

Learners credited with this unit standard will be able to:
  • Define integrated marketing communication.
  • Explain integrated marketing communication from a global perspective.
  • Describe integrated marketing communication tools. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that the learner has the following knowledge and skills:
  • Communication at NQF Level 4. 

  • 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 stabilising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention and loyalty and motivating staff. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Define integrated marketing communication. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Intergated marketing communication is described using relevant concepts and terminology. 

    ASSESSMENT CRITERION 2 
    An explanation is provided for the development of integrated marketing communication. 

    ASSESSMENT CRITERION 3 
    A description is provided of the components of integrated marketing communication. 

    ASSESSMENT CRITERION 4 
    Steps in applying integrated marketing communication are explained using appropriate industry related terminology. 

    ASSESSMENT CRITERION 5 
    Intergrated marketing communication uses are described in line with current industry practices. 

    SPECIFIC OUTCOME 2 
    Explain integrated marketing communication from a global perspective. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A description is given of the influence of globalisation on integrated marketing communication. 

    ASSESSMENT CRITERION 2 
    A description is given of the principles to ensure global brand and message consistency. 

    ASSESSMENT CRITERION 3 
    The business and societal perspectives on globalisation are identified in the context of integrated marketing communication. 

    SPECIFIC OUTCOME 3 
    Describe integrated marketing communication tools. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A description is given of a holistic approach to the promotional mix in terms of integrated marketing communication. 

    ASSESSMENT CRITERION 2 
    Integrated marketing communication tools are explained in line with industry standard. 

    ASSESSMENT CRITERION 3 
    A description is given of situations where marketing communications tools may be used and/or integrated. 

    ASSESSMENT CRITERION 4 
    An explanation is given of methods to use marketing communication tools. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through Recognition of Prior Learning) against this Unit Standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA, or an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Anyone assessing a learner against this Unit Standard must be registered as an assessor with the relevant ETQA or with an ETQA that has a Memorandum of Understanding 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 or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    N/A 

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO COLLECTING 
    Collecting, analysing, organising and critically evaluating information to better understand and explain:
  • Integrated marketing communication.
  • Integrated marketing communication from a global perspective.
  • Integrated marketing communication tools. 

  • UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrating an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation when:
  • Defining integrated marketing communication.
  • Explaining integrated marketing coomunication from a global perspective.
  • Describing integrated marketing communication tools. 

  • 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 
    This Unit Standard replaces Unit Standard 119522, "Demonstrate an understanding of and define integrated marketing communications and its role", Level 5, 6 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  73129   National Diploma: Public Relations Practice  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.