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:

Produce and write copy in marketing communications

SAQA US ID	UNIT STANDARD TITLE
117602	Produce and write copy in marketing communications
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 5	Level TBA: Pre-2009 was L5	10
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 credited with this unit standard will be able to identify and develop the content of a written copy, present the copy and evaluate the effectiveness against the required objectives and take correct action where necessary

The qualifying learners are capable of:

Developing copy concept

Developing and writing copy for marketing communication

Presenting written copy for evaluation

Evaluating the impact/effectiveness of the copy

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Learners accessing this qualification will have demonstrated competence in communicating verbally and in writing and computer technology at NQF Level 4 or equivalent

UNIT STANDARD RANGE

All forms of marketing communications include; advertising, direct marketing and relationship marketing, sales promotions, public relations and alternative strategies

Media will include but is not limited to; all electronic, print, outdoor, digital media, e media and direct media

Primary purpose in marketing communications includes but is not limited to; promoting image, providing information, creating, increasing and stablising demand: differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention, motivating staff

Specific Outcomes and Assessment Criteria:

SPECIFIC OUTCOME 1

Develop copy concept.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

The creative brief is read and interpreted and the creative concept is developed in the required format

ASSESSMENT CRITERION 2

Current copy trends are determined based on objectives

ASSESSMENT CRITERION 3

Persuasive copy is conceptualized in required format and timeframe

SPECIFIC OUTCOME 2

Write copy for marketing communications.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Correct terminology is used in copy in line with industry standards and practices

ASSESSMENT CRITERION 2

Various styles are applied to different applications in accordance with best known practices and brief objectives

ASSESSMENT CRITERION 3

Copy is written according to requirements and within agreed format and time frames

ASSESSMENT CRITERION 4

Short stories and poems are written according to instructions and in required format

SPECIFIC OUTCOME 3

Present written copy for evaluation.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

Copy is developed in required format

ASSESSMENT CRITERION 2

Copy is presented following company standards and procedures and within required timeframe

SPECIFIC OUTCOME 4

Evaluate the impact/effectiveness of the copy.

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

The copy is evaluated for impact/effectiveness against required objectives

ASSESSMENT CRITERION 2

Corrective action is implemented to meet objectives in line with company standard operating procedures

UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS

An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA

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 conducted by the relevant ETQA at its discretion

UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE

An understanding of methods and techniques for designing print radio, television (TV) and cinema marketing communications

An understanding of methods and techniques for interpreting creative briefs

Knowledge 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 by the relevant Educational and Training Quality Assurance Body (ETQA)

UNIT STANDARD DEVELOPMENTAL OUTCOME

N/A

UNIT STANDARD LINKAGES

N/A

Critical Cross-field Outcomes (CCFO):

UNIT STANDARD CCFO IDENTIFYING

Identify and solve problems pertaining to writing marketing communications and copy

UNIT STANDARD CCFO WORKING

Work effectively with others when developing the creative process

UNIT STANDARD CCFO ORGANISING

Organise oneself and one's activities so that alternative creative processes exist in the event of current process being rejected

UNIT STANDARD CCFO COLLECTING

Collect, analyse, organise and critically evaluate information so that advertisement meets specifications

UNIT STANDARD CCFO COMMUNICATING

Communicate effectively; present final copy to clients

UNIT STANDARD CCFO CONTRIBUTING

In order to contribute to the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of: being culturally sensitive across a range of social contexts when developing marketing communications so that these are appropriate and acceptable to a range of consumers with varying incomes, buying needs and cultural backgrounds

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	62610	National Diploma: Copywriting	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	As per Learning Programmes recorded against this Qual

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.	Digital School of Marketing (Pty) Ltd