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 UNIT STANDARD: 

Demonstrate an understanding of the importance of marketing 
SAQA US ID UNIT STANDARD TITLE
116164  Demonstrate an understanding of the importance of marketing 
ORIGINATOR
SGB Primary Agriculture 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 01 - Agriculture and Nature Conservation Primary Agriculture 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 1  NQF Level 01  2 
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 does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
A learner achieving this unit standard will be able to demonstrate an understanding of the importance of marketing within the agricultural production process.

Learners will understand the importance of the application of business principles in agricultural production with specific reference to marketing and delivery.

They will be able to operate farming practices as businesses and will gain the knowledge and skills to move from a subsistence orientation to an economic orientation in agriculture. Farmers will gain the knowledge and skills to access mainstream agriculture through a business-orientated approach to agriculture. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
No learning assumed to be in place. 

UNIT STANDARD RANGE 
Whilst range statements have been defined generically to include as wide a set of alternatives as possible, all range statements should be interpreted within the specific context of application.

Range statements are neither comprehensive nor necessarily appropriate to all contexts. Alternatives must however be comparable in scope and complexity. These are only as a general guide to scope and complexity of what is required. 

Specific Outcomes and Assessment Criteria: 

SPECIFIC OUTCOME 1 
Understand what is meant by "marketing concept". 
OUTCOME RANGE 
The marketing concept includes, but is not limited to supply and demand, pricing, information and regulations and standards as well as the distribution channels. 

ASSESSMENT CRITERIA 

ASSESSMENT CRITERION 1 
An understanding of the "marketing concept" is demonstrated. 

ASSESSMENT CRITERION 2 
The role of price is demonstrated. 

ASSESSMENT CRITERION 3 
The role of demand and supply within marketing processes is demonstrated. 

ASSESSMENT CRITERION 4 
The importance of quality of products/services within the marketing process is identified. 

ASSESSMENT CRITERION 5 
An awareness of the legal environment that impacts within the marketing process is demonstrated. 

SPECIFIC OUTCOME 2 
Understand the differences between and the value of demand and production driven farming practices. 
OUTCOME RANGE 
Demand and supply and the context of the specific agricultural commodity /service e.g. price, quality and consumer preferences. 

ASSESSMENT CRITERIA 

ASSESSMENT CRITERION 1 
The ability to identify and define the relevance and relationship between demand and supply for a specific agricultural commodity is demonstrated. 

ASSESSMENT CRITERION 2 
An awareness of the dangers involved within production-driven agricultural production is demonstrated. 

ASSESSMENT CRITERION 3 
An awareness of the need for and advantages of demand-driven agricultural production is demonstrated. 

ASSESSMENT CRITERION 4 
The importance of and the need for quality products and services are defended. 

SPECIFIC OUTCOME 3 
Identify the principles and factors of demand and supply and therefore basic price formulation. 
OUTCOME RANGE 
The factors influencing both demand and supply (internal and external factors - climatic, economic, shifts in demand, population growth, soil restraints, organic produce, etc) should be dealt with and how it impacts on price. 

ASSESSMENT CRITERIA 

ASSESSMENT CRITERION 1 
An ability to identify internal and external factors impacting on supply (production side) is demonstrated. 

ASSESSMENT CRITERION 2 
An ability to identify internal and external factors impacting on demand (needs of clients) is demonstrated. 

ASSESSMENT CRITERION 3 
An understanding of how the factors impacting on the demand and supply of agricultural products and services, may impact on prices is demonstrated. 

ASSESSMENT CRITERION 4 
How price changes may impact on the production process are demonstrated and understood. 

SPECIFIC OUTCOME 4 
The principles of marketing as demonstrated by the needs of customers/clients. 
OUTCOME RANGE 
The learner should be aware of the importance of the marketing mix (product, packaging, promotion, price, place and people). 

ASSESSMENT CRITERIA 

ASSESSMENT CRITERION 1 
The role of the quality of the product/service within the demand for the product/service is recalled. 

ASSESSMENT CRITERION 2 
The role of the packaging of the product within the demand for the product as well as pricing of it is recalled. 

ASSESSMENT CRITERION 3 
The role and value of promotional aspects within the marketing process are recalled. 

ASSESSMENT CRITERION 4 
The role of the pricing of the product/service within the marketing process is recalled. 

ASSESSMENT CRITERION 5 
The role of 'place' or distribution of the product/service within the marketing process is recalled. 

ASSESSMENT CRITERION 6 
The importance of quality and dedicated people within the marketing process are recalled. 


UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
The assessment of qualifying learners against this standard should meet the requirements of established assessment principles.

It will be necessary to develop assessment activities and tools, which are appropriate to the contexts in which the qualifying learners are working. These activities and tools may include an appropriate combination of self-assessment and peer assessment, formative and summative assessment, portfolios and observations etc.

The assessment should ensure that all the specific outcomes; critical cross-field outcomes and essential embedded knowledge are assessed.

The specific outcomes must be assessed through observation of performance. Supporting evidence should be used to prove competence of specific outcomes only when they are not clearly seen in the actual performance.

Essential embedded knowledge must be assessed in its own right, through oral or written evidence and cannot be assessed only by being observed.

The specific outcomes and essential embedded knowledge must be assessed in relation to each other. If a qualifying learner is able to explain the essential embedded knowledge but is unable to perform the specific outcomes, they should not be assessed as competent. Similarly, if a qualifying learner is able to perform the specific outcomes but is unable to explain or justify their performance in terms of the essential embedded knowledge, then they should not be assessed as competent.

Evidence of the specified critical cross-field outcomes should be found both in performance and in the essential embedded knowledge.

Performance of specific outcomes must actively affirm target groups of qualifying learners, not unfairly discriminate against them. Qualifying learners should be able to justify their performance in terms of these values.
  • 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 overseen by the relevant ETQA according to the moderation guidelines in the relevant qualification and the agreed ETQA procedures. 
    		•

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    The person is able to demonstrate a basic knowledge of:
  • The marketing concept and what it entails within agricultural production.
  • The differences between production versus demand driven agricultural production.
  • The components of the marketing mix and how it may impact on prices.
  • The role of demand and supply within price formulation. 
    		•

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Problem Solving: relates to specific outcomes:
  • Understand what is meant by "marketing concept".
  • Understand the differences between and the value of demand and production driven farming practices.
  • Identify the principles of demand and supply and therefore basic price formulation. 
    		•

    UNIT STANDARD CCFO WORKING 
    Teamwork: relates to all specific outcomes. 

    UNIT STANDARD CCFO ORGANISING 
    Self-management: relates to all specific outcomes. 

    UNIT STANDARD CCFO COLLECTING 
    Interpreting Information: relates to specific outcomes:
  • Understand the differences between and the value of demand and production driven farming practices.
  • Identify the principles of demand and supply and therefore basic price formulation. 
    		•

    UNIT STANDARD CCFO COMMUNICATING 
    Communication: relates to all specific outcomes. 

    UNIT STANDARD CCFO SCIENCE 
    Use Science and Technology: relates to specific outcome:
  • Identify the principles of demand and supply and therefore basic price formulation. 
    		•

    UNIT STANDARD CCFO DEMONSTRATING 
    The world as a set of related systems: relates to specific outcome:
  • Identify the principles of marketing as demonstrated by the needs of customers/clients. 
    		•

    UNIT STANDARD CCFO CONTRIBUTING 
    Self-development: relates to specific outcome:
  • Identify the principles of marketing as demonstrated by the needs of customers/clients. 
    		•

    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 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  48970   National Certificate: Animal Production  Level 1  NQF Level 01  Reregistered  2023-06-30  AgriSETA 
    Core  48971   National Certificate: Mixed Farming Systems  Level 1  NQF Level 01  Reregistered  2023-06-30  AgriSETA 
    Core  48972   National Certificate: Plant Production  Level 1  NQF Level 01  Reregistered  2023-06-30  AgriSETA 
    Elective  61755   General Education and Training Certificate: Business Practice  Level 1  NQF Level 01  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.
     
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    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.