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 THAT HAS PASSED THE END DATE: 

Design and develop customer acquisition and retention strategies to meet corporate business strategies 
SAQA US ID UNIT STANDARD TITLE
10111  Design and develop customer acquisition and retention strategies to meet corporate business strategies 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 7  Level TBA: Pre-2009 was L7  40 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2026-06-30   2029-06-30  

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 
This unit standard is an elective standard and forms part of the qualification, National Second Degree and is registered at Level 7 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing environment, specialising in Marketing Management, where the acquisition of competence against this standard will add value to one's job.
This standard will also add value to learners who are starting there own business and recognises that marketing forms an integral component of any business.

The qualifying learner will be capable of:
  • Analysing and assessing customer profiles and base
  • Analysing and assessing customer strategies and activities
  • Designing, formulating and developing acquisition strategies
  • Producing and setting sales and service targets and budgets
  • Co-ordinating and managing resources 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence against the standards in the National First Degree in Marketing or equivalent at NQF Level 6. Basic accountancy and financial principles at NQF level 6. 

    UNIT STANDARD RANGE 
  • Analyses including customer profiles, product / consumer profiles, comparative analysis, competitive analysis, SWOT analysis, value chain analysis, life-cycle analysis
  • External factors including competitive, technological, economic, political, environmental, legal, social, cultural, logistical problems
  • Internal factors including sales policy, marketing policy, production, purchasing, human resources, financial, equipment, building,
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Media will include all electronic, print, outdoor, digital media, e-media and direct media.
  • Primary purpose of integrated marketing communications including, promoting image, providing information, creating, increasing, and stabilising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention, motivating staff. 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Analyse and assess customer profiles and base. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Analysis of customer profile identifies past, present and future customer base. 

    ASSESSMENT CRITERION 2 
    2. Analysis and assessment evaluates current sales performance in specific markets, buying patterns and the contribution of specific marketing activities. 

    ASSESSMENT CRITERION 3 
    3. Analysis of customer information identifies problem areas that may impact on organisational plans and strategies. 

    ASSESSMENT CRITERION 4 
    4. Internal and external factors relevant to customer profiles are examined and assessed regarding their potential impact on sales activities. 

    SPECIFIC OUTCOME 2 
    Analyse and assess customer strategies and activities. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. A Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis is conducted to assess opportunities. 

    ASSESSMENT CRITERION 2 
    2. Risk and cost assessments are completed and reviewed to identify resource issues and constraints. 

    ASSESSMENT CRITERION 3 
    3. Quantitative and qualitative issues are analysed and must contribute to the development of customer acquisition and retention strategies. 

    ASSESSMENT CRITERION 4 
    4. Customer information is analysed and identifies factors that may impact upon acquisition and retention strategies. 

    ASSESSMENT CRITERION 5 
    5. Analysis and assessment evaluates current competitive position and sales performance with target market, determine market share, rate of growth, and future business activities. 

    SPECIFIC OUTCOME 3 
    Design, formulate and develop acquisition and retention strategies. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. A consultation process is established and incorporate opportunities for input from all stakeholders. 

    ASSESSMENT CRITERION 2 
    2. Strategies developed include and incorporate corporate and marketing objectives. 

    ASSESSMENT CRITERION 3 
    3. Strategies selected provide the best fit between goals, capabilities and opportunities and match benchmark standards. 

    ASSESSMENT CRITERION 4 
    4. Strategies and plans integrate target market priorities with corporate objectives and sales and marketing strategies. 

    SPECIFIC OUTCOME 4 
    Produce and set sales and service targets and budgets. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Forecasting concepts and methods are applied to estimate market, sales and service potential. 

    ASSESSMENT CRITERION 2 
    2. Market, sales and service potential are assessed in specific markets for particular products, services and brands in terms of measurements over a specific period of time. 

    ASSESSMENT CRITERION 3 
    3. General economic conditions are assessed for their potential impact on sales and service forecasts. 

    ASSESSMENT CRITERION 4 
    4. Quantitative and qualitative methods selected are used to prepare short-term and long-range projections in accordance with marketing and organisational requirements. 

    ASSESSMENT CRITERION 5 
    5. Targets and budgets developed are communicated to individuals and groups to ensure application. 

    SPECIFIC OUTCOME 5 
    Co-ordinate and manage resources. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Responsibilities and accountabilities are assigned in terms of resources available, strategies and tactics. 

    ASSESSMENT CRITERION 2 
    2. Processes, which provide for the evaluation of the performance of resources against agreed targets are provided. 

    ASSESSMENT CRITERION 3 
    3. The nature and extent of cross-functional relationships within the organisation are identified, and management processes established to enhance communication and co-ordination links. 

    ASSESSMENT CRITERION 4 
    4. Processes for ongoing monitoring of resources are managed to ensure continued realignment of strategies, objectives and tactics to achieve corporate business objectives. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this unit standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the Services SETA and /or by The Council of Higher Education (CHE). 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A comprehensive understanding of techniques and methods for conducting Strength, Weaknesses, Opportunities and Treats(SWOT) analyses.
  • A Broad and general understanding of techniques for researching and analysing local and international market trends.
  • A general overview of corporate and organisational business and marketing strategies.
  • A broad and general understanding of techniques and methods for verbal, written and visual presentations.
  • An all rounded and generic understanding of the industry, the product and the industry role players.

    Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out jointly by the relevant educating and training quality assurance body(ETQA) and the services ETQA. 
    		•


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to sales and marketing in an organisation. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others in order to ensure that all acquisition and retention strategies are applied, monitored and compiled with. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative strategies in place in the event of current strategies being rejected or failing, or there are insufficient resources available to implement strategies and plans. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically and constructively evaluate information so that analyses conducted are accurate and inline with organisational requirement. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting targets, market related information so that all stakeholders correctly interpret and apply strategies. 

    UNIT STANDARD CCFO SCIENCE 
    Understand the world as a set of related systems where ongoing assessment and research efforts lead to overall success of marketing and sales interventions. 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  22875   National Diploma: Customer Management  Level 7  Level N/A: Pre-2009 was L7  Passed the End Date -
    Status was "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.