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 Diploma: Business Communication

SAQA QUAL ID	QUALIFICATION TITLE
20848	National Diploma: Business Communication
ORIGINATOR
Committee of Technikon Principals
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
Was CHE until Last Date for Achievement			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
National Diploma	Field 04 - Communication Studies and Language		Communication Studies
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	360	Level 6	Level TBA: Pre-2009 was L6	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		2011-06-30

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 is replaced by:

Qual ID	Qualification Title	Pre-2009 NQF Level	NQF Level	Min Credits	Replacement Status
72558	National Diploma: Business Communication	Level 6	Level N/A: Pre-2009 was L6	360	Complete

PURPOSE AND RATIONALE OF THE QUALIFICATION

The purpose of this qualification is to develop in a person the competence to plan and execute marketing communication activities.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

At least 240 credits of which at least 72 credits will be at NQF level 5, in the related fields of knowledge and skills in marketing communication (eg Diploma: Business Communication)

RECOGNISE PREVIOUS LEARNING?

EXIT LEVEL OUTCOMES

Exit Level Outcome:
1.To use theory to shape the broader context in which a marketing communication practitioner functions
2.To execute specialised marketing communication activities
3.To produce communication media for marketing communication contexts
4.To use administration and leadership qualities as a professional communication manager

Specified Outcome:
1. Select and evaluate the various theories and effects of modern communication strategies (F/C) 10 credits
Demonstrate knowledge of concepts and trends and associate them with existing and future issues and developments within marketing environments (F/C) 10 credits
Monitor economic, political and social change (F/C) 10 credits
Identify and evaluate strategic marketing information in various contexts (F/C) 10 credits
2. Plan and execute an extensive marketing communications programme (F/C) 10 credits
Define marketing traps/problems in various contexts (C) 10 credits
Present a budget and implementation for the programme (C) 10 credits
Draw up a strategic marketing communications plan for a client (C) 10 credits
3. Demonstrate the ability to use a variety of media sources (mass and organisation) (F/C) 15 credits
4. Demonstrate the ability to achieve departmental objectives (C) 8 credits
Demonstrate the ability to control the budget for a campaign (C) 5 credits
Achieve results through teamwork (C) 9 credits
Facilitate decision making and problem solving (C) 8 credits

Critical Outcome:
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 the at 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
Developing entrepreneurial opportunities

ASSOCIATED ASSESSMENT CRITERIA

1. Demonstrate how the various communication theories affect the practice of marketing communication
Apply knowledge related to concepts and trends affecting the profession
Apply pro-active interventions to address changes in economic, political and social issues
Expose marketing information strategies

2. Demonstrate the ability to plan and execute a detailed marketing communication programme (a real life project)
Demonstrate the ability to address problems in marketing communication
Apply the principles of budgetary control
Use computer aided budget software
Demonstrate the ability to assess a given situation plan, implement and evaluate strategies to communicate with all role players in a marketing environment

3. Analyse, produce and review articles/advertisements/persuasive campaigns and identify trends in the field of marketing
Plan, produce and control placement of persuasive publicity material
Apply all modern media techniques eg Internet and Intranet

4. Execute inter-departmental functions in an organisation on a day to day basis
Apply the principles of project management within communication management context
Apply interpersonal communication skills (conflict resolution/ listening/feedback)
Demonstrate participative management techniques

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 and diplomas in business communication
Progresses to Honours Degree/B Tech: Business 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:

When qualifications are replaced, some of their learning programmes are moved to being recorded against the replacement qualifications. If a learning programme appears to be missing from here, please check the replacement.

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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.

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