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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Develop, implement and evaluate a marketing strategy for a new venture 
SAQA US ID UNIT STANDARD TITLE
114583  Develop, implement and evaluate a marketing strategy for a new venture 
ORIGINATOR
SGB Generic Management 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Generic Management 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular-Fundamental  Level 4  NQF Level 04 
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 
This Unit Standard is for those learners who need to develop and implement a marketing strategy for a new venture idea/opportunity. The marketing strategy will include the understanding of the marketing components product, promotion, place and price. The learner will be competent in compiling basic market research and interpreting the findings of relevant business research.

The qualifying learner will be able to:
  • Demonstrate knowledge of marketing concepts applicable to a new venture.
  • Analyse the product/service requirements of the target market of a new venture.
  • Demonstrate an understanding of the market research process and interpretation of research findings relevant to the new venture.
  • Develop a marketing plan for a new venture. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this Unit Standard should be competent in Computer Literacy, Mathematical Literacy and Communications at NQF Level 3 or equivalent. 

    UNIT STANDARD RANGE 
  • An all rounded understanding of the marketing mix and resources available and their uses.
  • A broad understanding of marketing research. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate knowledge of marketing concepts applicable to a new venture operation. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The concepts product, price, place and promotion are defined in terms of the marketing mix. 

    ASSESSMENT CRITERION 2 
    Key marketing concepts are explained in terms of their implication for own venture. 

    ASSESSMENT CRITERION 3 
    Marketing media are compared in terms of their advantages and disadvantages for effective marketing of products and/or services of own venture. 

    ASSESSMENT CRITERION 4 
    The target market and positioning of own venture is identified and described accurately. 

    SPECIFIC OUTCOME 2 
    Analyse the product/service requirements of the target market of a new venture. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Sources of market information about similar products and/or services are identified with a view to identifying the needs of a specific target market. 

    ASSESSMENT CRITERION 2 
    Competition for the provision of products and/or services is identified in terms of the services, prices and promotions offered by the business venture. 

    ASSESSMENT CRITERION 3 
    External and environmental factors impacting on consumer or customer behaviour are assessed for impact on marketing decisions. 

    ASSESSMENT CRITERION 4 
    The competitive advantages and disadvantages of the product/service are assessed using a marketing analysis approach. 

    ASSESSMENT CRITERION 5 
    Changes to the product and/or service delivery are identified which would enhance the marketing of the new venture. 

    SPECIFIC OUTCOME 3 
    Demonstrate an understanding of the market research process. 
    OUTCOME NOTES 
    Demonstrate an understanding of the market research process and interpret the findings relevant to the new venture. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The different techniques and methodology used for market research are evaluated and one selected for a own business research. 

    ASSESSMENT CRITERION 2 
    A planned market research for own venture is designed to include all aspects of the marketing of products/services offered by the business venture. 

    ASSESSMENT CRITERION 3 
    Other studies and published data on the market are analysed in terms of own business. 

    ASSESSMENT CRITERION 4 
    Factual information is gathered and interpreted in terms of own business. 

    ASSESSMENT CRITERION 5 
    Recommendations for own venture are formulated using the factual information. 

    SPECIFIC OUTCOME 4 
    Develop and implement a marketing plan for a new venture. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    A marketing plan is developed to reflect research findings and recommendations for own venture. 

    ASSESSMENT CRITERION 2 
    The marketing plan is aligned to the business plan of own venture. 

    ASSESSMENT CRITERION 3 
    A cost effective mix of marketing methods are reflected in the plan. 

    ASSESSMENT CRITERION 4 
    The marketing plan, based on research, is implemented for own venture. 

    ASSESSMENT CRITERION 5 
    A process to monitor the marketing plan is designed to evaluate if the desired outcomes have been achieved. 

    SPECIFIC OUTCOME 5 
    Evaluate and modify the marketing plan. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The marketing plan is monitored for achieving the desired outcomes. 

    ASSESSMENT CRITERION 2 
    The positive, negative and interesting facts of the implementation of the plan are recognized and listed with a view to making the necessary amendments to the plan. 

    ASSESSMENT CRITERION 3 
    Possible modifications to the original plans are considered and tested. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • This Unit Standard will be assessed by an assessor and moderated by a moderator, registered with the relevant accredited ETQA responsible for the quality assurance of this Unit Standard.
  • Any institution offering learning that will enable achievement of this Unit Standard must be accredited as a provider through the appropriate quality assuring ETQA, or Learning Programme approval with an ETQA that has a Memorandum of Understanding with the quality assuring ETQA.
  • Verification (external moderation) of assessment and moderation by the provider, will be conducted by the relevant quality assuring ETQA according to the moderation guidelines in the relevant Qualification and the agreed ETQA policy and procedures.
  • An individual wishing to be assessed through RPL against this Unit Standard, may apply to an assessment agency or provider institution accredited by the relevant quality assuring ETQA, or by an ETQA that has a formal agreement/accreditation with the relevant quality assuring ETQA. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Marketing objectives includes selling products and/or services, attracting customers, developing and maintaining customer loyalty, maintaining image, providing information.
  • Marketing concepts include needs, demands, market, marketing mix, promotion, public relations, service and advertising.
  • Marketing media include radio, television, print media advertisements, print media editorials, brochures, telemarketing and public relations.
  • Research processes, methods and techniques, i.e. surveys, interviews, questionnaires.
  • External and environmental factors include cultural, social, economic, regulatory, technological, demographic and competitive.
  • Marketing recourses include people, time, capital and space.
  • Marketing includes marketing communications with sponsors and public relations. 

  • 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 marketing a new venture. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others utilising skills and abilities to ensure the best marketing strategy for the new venture. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information pertaining to marketing. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively so that correct processes are followed and correct channels are utilised in marketing the new venture. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology to communicate with customers in the marketing and research processes. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of related systems and how it would impact on the marketing of the new venture. 

    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  23953   Further Education and Training Certificate: New Venture Creation (SMME)  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2009-05-13  Was SERVICES until Last Date for Achievement 
    Core  20884   National Certificate: New Venture Creation (SMME)  Level 4  NQF Level 04  Passed the End Date -
    Status was "Registered" 
    2005-04-10   
    Elective  58761   Further Education and Training Certificate: Early Childhood Development  Level 4  NQF Level 04  Reregistered  2023-06-30  ETDP SETA 
    Elective  59097   Further Education and Training Certificate: Real Estate  Level 4  NQF Level 04  Reregistered  2023-06-30  SERVICES 
    Elective  58394   National Certificate: Film and Television Production  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MICTS 
    Elective  65050   National Certificate: Music  Level 5  Level TBA: Pre-2009 was L5  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.
     
    1. Big Fish School of Digital Filmmaking (Pty) Ltd 
    2. Comfortable Tech 
    3. Enjo Consultants 
    4. FILM Mentorship & Training 
    5. Footprint Media academy Pty ltd 
    6. Motheo Training Institute Trust 
    7. South African Film Institute 
    8. Teachers Learning Centre (Pty) Ltd 
    9. Zuzulwazi Development 



    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.