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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Develop a marketing plan for a small/micro craft enterprise 
SAQA US ID UNIT STANDARD TITLE
117529  Develop a marketing plan for a small/micro craft enterprise 
ORIGINATOR
SGB Art, Craft & Design 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 02 - Culture and Arts Visual Arts 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  8 
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 
Learners working towards this standard will be working within a Marketing Environment of a craft enterprise. This standard will add value to learners who are starting their own business, or managing a craft enterprise and recognises that Marketing forms an integral component of any business.

The qualifying learner is capable of:
  • Describing factors influencing branding.
  • Explaining brand familiarity.
  • Monitoring the marketing environment and determining variables for marketing activities.
  • Distinguishing the role of marketing research and marketing information systems in investigating and understanding the operations of the market place.
  • Distinguishing characteristics of major markets.
  • Identifying influences on consumer behaviour in relation to marketing activities.
  • Designing a suitable marketing campaign for a craft enterprise. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners are competent in:
  • Communication, NQF Level 4.
  • Mathematical Literacy, NQF Level 4. 
    		•

    UNIT STANDARD RANGE 
    The following statements provide a general guide to the scope and complexity of the competence expected of the learner:
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies, local and international markets.
  • Standard applies to marketing management, customer management, marketing communications and marketing research.
  • Brand terminology including branding, brand name, brand mark, trademark, copyright, familiarity, family brands, licence brands, individual brands, manufacturer brands and dealer brands.
  • Branding means the use of a name, term, symbol or design or a combination of these, which will identify a product or service.
  • Broad factors influencing consumer behaviour including psychological factors (needs, perception, learning, attitudes and personalities) and social factors (family, social class, reference groups, opinion leaders and culture).
  • Marketing campaign refers to coming up with ideas within the broad parameters of a given strategy and budget. 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Understand and explain the importance of branding in a small/micro craft enterprise. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The purpose of branding goods is clearly explained. 

    ASSESSMENT CRITERION 2 
    The conditions that are favourable to branding are listed and clearly explained. 

    ASSESSMENT CRITERION 3 
    The characteristics of a good brand name are listed and clearly explained. 

    ASSESSMENT CRITERION 4 
    The protection of brand names and trademarks is clearly explained. 

    SPECIFIC OUTCOME 2 
    Decide on a suitable brand name for a small/micro craft enterprise. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Research is conducted before deciding on a suitable brand name for the craft enterprise. 

    ASSESSMENT CRITERION 2 
    The chosen brand name is suitable to the identified target market. 

    ASSESSMENT CRITERION 3 
    Procedures to protect the brand name are understood. 

    SPECIFIC OUTCOME 3 
    Monitor the marketing environment and determine variables for marketing activities. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    External marketing environmental factors are analysed for the impact upon marketing activities. 

    ASSESSMENT CRITERION 2 
    Internal influences on the marketing organisation are accurately identified and analysed. 

    ASSESSMENT CRITERION 3 
    The marketing orientation of the enterprise is accurately assessed. 

    SPECIFIC OUTCOME 4 
    Distinguish the role of marketing research and marketing information systems. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Information systems used for collating, processing, analysing and producing marketing information are accurately identified. 

    ASSESSMENT CRITERION 2 
    The need for quality information in making marketing decisions and developing marketing plans is justified in terms of implications for decisions and plans. 

    ASSESSMENT CRITERION 3 
    Research functions for establishing and maintaining markets are identified and are sensitive to cultural and ethnic differences. 

    SPECIFIC OUTCOME 5 
    Distinguish characteristics of major markets. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Dimensions of international and domestic markets are accurately differentiated. 

    ASSESSMENT CRITERION 2 
    Characteristics of markets are researched and documented accurately. 

    ASSESSMENT CRITERION 3 
    Current trends are identified justifiably. 

    ASSESSMENT CRITERION 4 
    Markets focussed on ethnic and indigenous consumers, societies and end users are differentiated. 

    SPECIFIC OUTCOME 6 
    Design a marketing campaign. 
    OUTCOME RANGE 
    Marketing campaign refers to coming up with ideas within the broad parameters of a given strategy and budget. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Different media are compared for costs and exposure. 

    ASSESSMENT CRITERION 2 
    A marketing campaign is designed to suit the budgetary requirements of the craft enterprise. 

    ASSESSMENT CRITERION 3 
    The results of a marketing campaign are evaluated and related to the targeted turnover. 

    ASSESSMENT CRITERION 4 
    Changes to the marketing campaign are implemented where necessary. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Assessment of learner achievements takes place at providers accredited by a relevant ETQA (RSA, 1998b) for the provision of programs that result in the outcomes specified for this unit standard.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with a relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard must be accredited as a provider with a relevant ETQA.
  • The relevant ETQA according to the moderation guidelines and the agreed ETQA procedures will oversee moderation of assessment and is responsible for moderation of learner achievements of learners who meet the requirements of this unit standard. 
    		•

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Organisational strategies.
  • Marketing and communications strategies and plans.
  • Elements of the marketing mix and marketing mix components (general and broad).
  • Techniques and issues relating to brand decisions.
  • Strategic importance of the brand mix and its application.
  • Legal protection or right to use a brand name.
  • The importance and impact of a marketing campaign. 
    		•

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
  • Identify and solve problems when the marketing orientation of the enterprise is assessed and the marketing environment is monitored.
  • Identify and solve problems when implementing the necessary changes to the marketing campaign. 
    		•

    UNIT STANDARD CCFO ORGANISING 
    Manage and organise information when research is conducted before deciding on a suitable brand name for the craft enterprise, and a suitable brand name is decided on for a craft enterprise. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology effectively when information systems are used for collating, processing, analysing and producing marketing information and research functions for establishing and maintaining markets are identified and are sensitive to cultural and ethnic differences. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of related systems when dimensions of international and domestic markets are differentiated and market focussed on ethnic and indigenous consumers, societies and end users are differentiated. 

    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  49119   National Certificate: Craft Operational Management  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  CATHSSETA 


    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.