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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Develop an integrated marketing communication campaign 
SAQA US ID UNIT STANDARD TITLE
335958  Develop an integrated marketing communication campaign 
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
117640  Develop and present an Integrated Marketing Communication (IMC) campaign  Level 6  Level TBA: Pre-2009 was L6  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 learners from other sectors who need to develop an integrated marketing communication campaign. The person credited with this Unit Standard will able to apply all the steps and phases in the preparation and presentation of an integrated marketing communication campaign.

Learners credited with this unit standard will be able to:
  • Apply the steps of integrated marketing communication campaign planning.
  • Apply the phases of the strategic and tactical development process.
  • Compare communication with other types of objectives.
  • Present an integrated marketing communication campaign. 

  • 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.
  • Mathematical Literacy at NQF Level 4. 

  • UNIT STANDARD RANGE 
    Marketing strategies may include but are not limited to research, sales, market share, profit, communications strategy, media exposure, processing and target audience. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Apply the steps of integrated marketing communication campaign planning. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Target audiences are identified in terms of their relevance to a particular organisation. 

    ASSESSMENT CRITERION 2 
    An analysis is conducted according to campaign requirements. 
    ASSESSMENT CRITERION RANGE 
    The analysis may include but is not limited to a SWOT analysis.
     

    ASSESSMENT CRITERION 3 
    Marketing communication campaign objectives are determined in line with organisational strategies. 

    ASSESSMENT CRITERION 4 
    Strategies and tactics are developed to reach the identified target audiences. 

    ASSESSMENT CRITERION 5 
    A budget is drafted to achieve the marketing communication campaign objectives. 

    ASSESSMENT CRITERION 6 
    A description is given of the evaluation of the effectiveness of the campaign against set objectives. 

    SPECIFIC OUTCOME 2 
    Apply the phases of the strategic and tactical development process. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A description is given of the phases of the strategic and tactical development process. 

    ASSESSMENT CRITERION 2 
    The concept of zero-based planning is applied in terms of integrated marketing communication campaign planning. 

    ASSESSMENT CRITERION 3 
    Marketing communication and media mixes are selected based on the findings of the analysis. 

    ASSESSMENT CRITERION 4 
    A creative idea is developed for each of the marketing communication functions and mediums. 

    ASSESSMENT CRITERION 5 
    The timing and scheduling of the integrated marketing communication campaign is outlined as part of the tactical planning phase. 

    SPECIFIC OUTCOME 3 
    Compare communication with other types of objectives. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Communication and marketing objectives are compared in the context of integrated marketing communication. 

    ASSESSMENT CRITERION 2 
    Objectives are identified that are specific, measurable and realistic in terms of organisational and campaign requirements. 

    ASSESSMENT CRITERION 3 
    The use of consumer behaviour models is described as a means to set campaign objectives. 

    SPECIFIC OUTCOME 4 
    Present an integrated marketing communication campaign. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    An explanation is given of the consequences of not preparing for a presentation with examples of the impact on the organisation and campaign. 

    ASSESSMENT CRITERION 2 
    Appropriate presentation techniques are applied in accordance with marketing communication campaign. 


    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 IDENTIFYING 
    Identifying and solving problems in which responses display that responsible decisions using critical and creative thinking have been made when:
  • Applying the steps of integrated marketing communication campaign planning.
  • Applying the phases of the strategic and tactical development process.
  • Comparing communication with other types of objectives.
  • Presenting an integrated marketing communication campaign. 

  • UNIT STANDARD CCFO WORKING 
    Working effectively with others as a member of a team, group, organisation and community during:
  • The integrated marketing communication campaign planning.
  • The phases of the strategic and tactical development process.
  • The comparison of communication with other types of objectives. 

  • UNIT STANDARD CCFO ORGANISING 
    Organising and managing oneself and one's activities responsibly and effectively when:
  • Applying the steps of integrated marketing communication campaign planning.
  • Applying the phases of the strategic and tactical development process.
  • Comparing communication with other types of objectives.
  • Presenting an integrated marketing communication campaign. 

  • UNIT STANDARD CCFO COMMUNICATING 
    Communicating effectively using visual, mathematical and/or language skills in the modes of oral and/or written persuasion when:
  • Applying the steps of integrated marketing communication campaign planning.
  • Applying the phases of the strategic and tactical development process.
  • Comparing communication with other types of objectives.
  • Presenting an integrated marketing communication campaign. 

  • UNIT STANDARD CCFO SCIENCE 
    Using science and technology effectively and critically, showing responsibility towards the environment and health of others when:
  • Applying the steps of integrated marketing communication campaign planning.
  • Applying the phases of the strategic and tactical development process.
  • Comparing communication with other types of objectives.
  • Presenting an integrated marketing communication campaign. 

  • 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 117640, "Develop and present an Integrated Marketing Communication (IMC) campaign", Level 6, 8 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.