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

Implement a generic communication strategy 
SAQA US ID UNIT STANDARD TITLE
10044  Implement a generic communication strategy 
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 
This unit standard is a core standard and forms part of the qualification, National Certificate, and is registered at Level 5 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 either Marketing Communication, Marketing Management, Market Research or Customer 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 their own business and recognises that Marketing forms an integral component of any business.

The qualifying learner is capable of:
  • Identifying and explaining a generic communications model
  • Analysing, interpreting and implementing a generic communication strategy 
    		•

    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 Diploma in Marketing, Marketing Communication or Marketing Research or Marketing Management or Customer Management or equivalent at NQF Level 4. 

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Standard applies to marketing management, customer management, marketing communications and marketing research.
  • Media will include all electronic, print, outdoor, digital media, e media and direct media.
  • Barriers to communication including distortion, ambiguity, language, emotional issues, prejudice and bias, timing and credibility. 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Identify and explain a generic communications model 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Communication elements are identified. 

    ASSESSMENT CRITERION 2 
    2. The interaction of the communication elements is explained in relation to communication model for specific situations. 

    ASSESSMENT CRITERION 3 
    3. Factors that contribute to achieving quality communication are identified. 

    ASSESSMENT CRITERION 4 
    4. Barriers to successful communication are identified for elimination purposes. 

    SPECIFIC OUTCOME 2 
    Analyse, interpret and implement a generic communication strategy 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Communication processes are identified to determine method to be used. 

    ASSESSMENT CRITERION 2 
    2. Communication processes are analysed and interpreted to determine method of achieving understanding of the message by the target audience. 

    ASSESSMENT CRITERION 3 
    3. Communications processes are applied to develop the message. 

    ASSESSMENT CRITERION 4 
    4. Target audience is assessed to establish communication method process with target audience. 

    ASSESSMENT CRITERION 5 
    5. Communication is implemented according to processes and methods planned. 

    ASSESSMENT CRITERION 6 
    6. Channels of communication are used in relation to the preferences of the target audience. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the services SETA and/or by GENFETQA. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A general understanding of the communication methods and processes.
  • A broad general understanding of barriers to communication and how to minimise these. 
    		•


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
  • Identify and solve problems pertaining to the establishment of the correct channels for communications. 
    		•

    UNIT STANDARD CCFO WORKING 
  • Work effectively with others in the implementation of the generic communication strategy. 
    		•

    UNIT STANDARD CCFO ORGANISING 
  • Organise oneself and one's activities so that alternative communication methods and processes exist in the event of current methods and processes failing or being rejected. 
    		•

    UNIT STANDARD CCFO COLLECTING 
  • Collect, evaluate, organise and critically evaluate information to enable the correct choice of process, method and target audience. 
    		•

    UNIT STANDARD CCFO COMMUNICATING 
  • Communicate effectively with all target audience in the implementation of the generic communications strategy. 
    		•

    UNIT STANDARD CCFO DEMONSTRATING 
  • Be culturally sensitive across a range of social contexts in the implementation of the communication strategy so that it is acceptable to a wide range of individuals with varying cultural backgrounds. 
    		•

    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
    Core  20908   National Diploma: Customer Management  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  SERVICES 
    Core  20904   National Diploma: Marketing Communications  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  SERVICES 
    Core  61593   National Diploma: Marketing Management  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  As per Learning Programmes recorded against this Qual 
    Core  20896   National Diploma: Marketing Research  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  SERVICES 
    Core  63369   National Diploma: Trade Union Practice  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  ETDP SETA 
    Fundamental  61592   National Diploma: Human Resources Management and Practices  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  As per Learning Programmes recorded against this Qual 
    Elective  66089   National Certificate: Human Settlements Development  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  CETA 
    Elective  58246   Bachelor of Human Settlements Development  Level 6  Level TBA: Pre-2009 was L6  Passed the End Date -
    Status was "Reregistered"     		 2018-06-30   
    Elective  80066   National Certificate: Strategic Road Traffic Operations  Level 6  NQF Level 06  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  SAS SETA 


    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. Ayoba Training Institute (Pty)Ltd 
    2. Essential Skills Management 


    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.