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 
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.
     
    1. African Voice Trading 31 cc 
    2. AGB Finance (Pty) Ltd 
    3. Balemi Consulting Pty Ltd 
    4. Biofuels Business Incubators NPC 
    5. Bokatoka Construction and Projects 
    6. Bumunhu Services Providers Cc 
    7. Cedara College of Agriculture 
    8. CEDARS CONSULTANTS CC (Boksburg)(TP) 
    9. Deloitte 
    10. DEW CRISP PTY LTD 
    11. Dihwai Food Cultural and Agricultural Services 
    12. Earth Child Consulting (Pty) Ltd 
    13. ELSENBURG AGRICULTURAL COLLEGE 
    14. Escay Catering and other Services 
    15. FARISANANI MANAGEMENT SERVICES 
    16. Farm Africa (SA) 
    17. Farm for Africa Training and Development 
    18. Food and Trees for Africa 
    19. Fort Cox Agricultural College 
    20. GA Community Care Consultants 
    21. Ghoenas Kraal Opleiding Sentrum 
    22. Goldfields FET College 
    23. Heedmorine Training 
    24. Hortiserve 
    25. Impact Plus Training Consultants 
    26. Interactive Trading 747 ( PTY) LTD 
    27. Interstate Clearing 092 (Pty) Ltd 
    28. Izinkanyezi Zezulu Trading (Pty) Ltd 
    29. Kgopane Trading Enterprise 
    30. Khululekani Training Centre 
    31. Kimbali Holdings 
    32. KMK Training Services (PTY) Ltd 
    33. Knowledge For Ever 
    34. Kwevhos Business Enterprise 
    35. Learning at Work 
    36. Leruo ke Matla Training and Enterprise Development Services 
    37. Longmore Training and Developen 
    38. Lovedale Public TVET College 
    39. Madzivhandila Agricultural College 
    40. Maishamalema Development Training 
    41. Mananthatshema Skills Dev. Centre 
    42. Marang Women in Agric and Development 
    43. Masidle Consulting CC 
    44. Mathapuso Construction and Projects 
    45. Matlharini Multi Centre Skills 
    46. Matotomana Training & Gen Trading 
    47. Mbimbini Training and Community Development 
    48. Medu Skills Consultants 
    49. Mitanoya Training College 
    50. Mobile Agri Skills Development and Training NPC 
    51. Mogaladi Business Enterprise 
    52. Montshepetsa Bosui Farming & Training Cnt 
    53. Morwa Agri-development cc 
    54. Mpontshe Training 
    55. Msingwa Training and Development 
    56. Mthashana FET College - Vryheid Campus 
    57. Mvelo Consultant 
    58. National Institute For The Deaf - NID 
    59. NEW HEIGHTS 1082 PTY LTD 
    60. Ngwato Wa Mphela Agriculture Training Services 
    61. Nkalebetja Agricultural Projects and Management 
    62. Nophelo Training Centre 
    63. Novi General Services 
    64. Owen Sithole College of Agriculture 
    65. P N K Management Services 
    66. Phakisa Agricultural Development 
    67. Phepha Consulting Services 
    68. Phill Skills and Development Institute 
    69. Progressive Environmental Projects 
    70. Retsogile Education and Training 
    71. SBJ Shadikamang Agriculture 
    72. Scientific Roets (Pty) Ltd 
    73. Sego Hludi Trading Enterprise 
    74. Sekhukhune FET College - Central Office 
    75. Selipha Trading (Pty) Ltd 
    76. Setlakala Business Development 
    77. Seza Bantu Rural Agricultural Projects 
    78. Sioma Training and Enterprise Developement 
    79. Siyafundisa I Africa 
    80. Siyasanga Training Centre 
    81. Suidwes Beleggings Eiendoms Beperk 
    82. Temnofto Training Cc 
    83. The Skills Development Hub (Pty) Ltd 
    84. Thuto Boshwa Skills Development Services 
    85. Thutong Learning College 
    86. Thutopele Skills Institute 
    87. Tinotsile Training and Development 
    88. Tlatlana Events Solution and Communication 
    89. TM Mashwara and Projects 
    90. Tompi Seleka Agricultural College 
    91. TPN Training and Recruitment cc 
    92. Tripple R Training Provider 
    93. Tshenkeng's Consulting 
    94. Tshepisang Research And Training Services (Pty) Ltd 
    95. Unang Business Enterprise 
    96. Vari Holdings (Pty)Ltd 
    97. VEB CELE AND ASSOCIATES 
    98. Voyano Project Management 
    99. Westco Agri Training 
    100. Working Decisions Cc 
    101. Zelpy 1382 (edms) Bpk 



    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.