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 QUALIFICATION THAT HAS PASSED THE END DATE: 

National Certificate: Business Communication 
SAQA QUAL ID QUALIFICATION TITLE
1361  National Certificate: Business Communication 
ORIGINATOR
Committee of Technikon Principals 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
National Certificate  Field 04 - Communication Studies and Language  Communication Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Level 5  Level TBA: Pre-2009 was L5  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Registered" 		 SAQA 9900/00  2003-07-01  2006-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2007-06-30   2010-06-30  

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 qualification does not replace any other qualification and is not replaced by any other qualification. 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
The purpose of this qualification is to develop in a person the competence to orientate themselves in the five basic marketing communication tools (i.e. advertising, personal selling, sales promotion, public relations and direct marketing.) 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
At least a qualification at NQF level 4 

RECOGNISE PREVIOUS LEARNING? 
N 

QUALIFICATION RULES 
The qualification will be awarded to a learner who has provided evidence to the satisfaction of the assessors that the stated competence of the qualification, as detailed in the specified outcomes, has been achieved, either through education and training in a single provider's learning programme, or through experience that complies with the stated specified outcomes. 

EXIT LEVEL OUTCOMES 
1 To apply standard English in speaking and writing
2 To obtain knowledge of the key role players in the industry ie agencies, media, research houses, production houses and specialists agencies
3 To implement basic marketing communication activities
4 To produce elementary communication media
5 To provide administrative and marketing support

Specified Outcomes

1.1 Demonstrate the ability to articulate effectively, both orally and in writing, with colleagues, supervisors and internal role players
(F/C) 12 credits

1.2 Demonstrate the ability to articulate effectively, both orally and in writing, with external role players
(F/C) 12 credits

2.1 Demonstrate a thorough knowledge of interaction and interdependency of the various fields (ie PR personal selling, sales promotion, direct marketing and advertising)

2.2 Assist in the preliminary research for any marketing communication programme

2.3 Establish a network of mass media, production and research facilities

2.4 To use the network effectively, in marketing communication campaigns
(F/C) 17 credits

3.1 Assist in conducting research into marketing communication issues
(F/C) 13 credits

3.2 Assist in the planning and execution of marketing communication programme
(F/C) 21 credits

4.1 Assist in the production of presentations publications and speeches
? 12 credits

4.2 Assist in the production of marketing materials such as advertising, direct mail or sales promotions
? 15 credits

4.3 Demonstrate the ability to work within the parameters of the law applicable to marketing communication
? 9 credits

5.1 Demonstrate basic office administration skills

5.2 Supply staff with basic marketing information
? 9 credits

Critical Outcomes

Identifying and solving problems in which responses display that responsible decisions using critical and creative thinking have been made

Organising and managing oneself and one's activities responsibly and effectively

Collecting analysing organising and critically evaluating information

Communicating effectively using visual, mathematical and/or language skills in the modes of oral and/or written persuasion

Demonstrating an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation

Reflecting on and exploring a variety of strategies to learn more effectively

Being culturally and aesthetically sensitive across a range of social contexts

Working effectively with others as a member of a team 

ASSOCIATED ASSESSMENT CRITERIA 
1.1. Address a group of people confidently

* Write purposeful communication such as memos, business letters and contact reports

1.2. Present short speeches to external role players under supervision

2.1. Identify the characteristics advantages and disadvantages of the various fields

* Identify the advantages of an integrated marketing communication programme

* Assess at least one real life programme in terms of the above

2.2. Do footwork research (background) for strategic media and creative proposals

2.3. Establish a databank consisting of contact people in agencies, production and research houses, media and specialists agencies

2.4. Meet at least 60 people in the marketing communication industry

* Write detailed contact reports

3.1. Demonstrate the ability to retrieve information effectively

* Compile an elementary questionnaire

* Conduct the interviewing process

* Analyse data gathered during the interviewing process

* Contribute to marketing data base

3.2. Determine objectives for the marketing programme

* Construct and control a budget

* Compile and use checklists to co-ordinate the activities associated with the programme

* Evaluate the success of the programme

4.1. Contribute to the design and content of presentations, publications and speeches

4.2. Compile a media list

* Write a simple news release

* Develop a simple advertisement/direct mailer or campaign

4.3. Apply relevant legal/ethical principles to marketing

* Apply relevant legal principles to marketing communication

5.1. Demonstrate word processing skills

* Operate basic office equipment

* Handle and process complaints and comments

* Process economic information

* Process basic marketing information

Integrated assessment:

Formative assessment:

Continuous learning progress assessment.

Performance assessments tasks on an integrated variety of knowledge, skills and values.

Summative assessment:

Written examination of mastery of theoretical/academic component of learning

Portfolio assignments 

ARTICULATION OPTIONS 
Articulates with certificates in marketing communication

Progress to diploma in marketing communication 

MODERATION OPTIONS 
External moderation

SERTEC quality assurance 

CRITERIA FOR THE REGISTRATION OF ASSESSORS 
Assessors will demonstrate the ability to:

Develop an assessment

Prepare learners for an assessment

Carry out a pre-developed assessment

Monitor an assessment

Carry out an integrated assessment

Moderate the assessment process 

NOTES 
While South Africa still had Technikons, all of their qualifications were registered under the Committee of Technikon Principals. After the Technikons became Universities of Technology or merged with Universities, the qualifications were registered under each of these institutions, and the CTP qualifications fell away (hence the end date of 2006, above). Where relevant, replacement information is
shown in the table above. 

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
 
NONE 


PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
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.