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

Develop and manage public diplomacy strategies 
SAQA US ID UNIT STANDARD TITLE
260017  Develop and manage public diplomacy strategies 
ORIGINATOR
SGB Diplomacy, Protocol and Foreign Affairs Assist 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 08 - Law, Military Science and Security Sovereignty of the State 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 7  Level TBA: Pre-2009 was L7  20 
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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
114705  Promote South Africa abroad  Level 7  Level TBA: Pre-2009 was L7  10   

PURPOSE OF THE UNIT STANDARD 
This unit standard is for people training to become diplomats or to work in diplomatic contexts at a high level by promoting South Africa in the world.

People credited with this unit standard are capable of:
  • Demonstrating understanding of communication strategies within a diplomatic context.
  • Identifying trends in public diplomacy.
  • Developing public diplomacy strategies.
  • Planning and managing public diplomacy events. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    A qualification at NQF Level 6. 

    UNIT STANDARD RANGE 
    This unit standard applies to the macro environment. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate understanding of communication strategies within a diplomatic context. 
    OUTCOME RANGE 
    Includes marketing and public relations. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Definitions of communications and marketing are consistent with Departmental usage. 

    ASSESSMENT CRITERION 2 
    Communication and marketing strategies are explained in terms of their purpose and process. 

    ASSESSMENT CRITERION 3 
    A variety of communication and marketing strategies are compared in terms of their effectiveness and cost benefits. 

    ASSESSMENT CRITERION 4 
    Comparisons identify characteristics of successful international communication campaigns. 

    SPECIFIC OUTCOME 2 
    Identify trends in public diplomacy. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Public diplomacy is defined in line with Departmental definitions. 

    ASSESSMENT CRITERION 2 
    Public diplomacy is explained in terms of historical perspectives. 

    ASSESSMENT CRITERION 3 
    Trends in public diplomacy are identified in terms of challenges and opportunities. 

    ASSESSMENT CRITERION 4 
    Media content and trends in host country are monitored and reported upon in relation to foreign policy priorities. 

    SPECIFIC OUTCOME 3 
    Develop public diplomacy strategies. 
    OUTCOME RANGE 
    Media monitoring, media liaison, public communication and branding. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Media relationships with the host country are established, developed and managed to promote the image of SA and the policies of Government. 

    ASSESSMENT CRITERION 2 
    Profiles are developed and maintained regarding South African icons, sport teams, policies, products and major achievements. 

    ASSESSMENT CRITERION 3 
    Public diplomacy strategies are multi-faceted and are suitable for promoting the image of SA and the policies of Government. 

    SPECIFIC OUTCOME 4 
    Plan and manage public diplomacy events. 
    OUTCOME RANGE 
    Events include promotions, conferences, campaigns and exhibitions. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Events are identified that will provide effective promotional opportunities. 

    ASSESSMENT CRITERION 2 
    Promotional opportunities and activities identified are consistent with promotional strategies. 

    ASSESSMENT CRITERION 3 
    Events are planned and managed so as to promote South Africa in line with public diplomacy strategies. 

    ASSESSMENT CRITERION 4 
    Information provided is current, accurate and relevant to the promotional purpose. 

    ASSESSMENT CRITERION 5 
    Events are evaluated in terms of effectiveness and cost-benefit. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Anyone assessing a candidate 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 must be accredited as a provider through the relevant ETQA by SAQA.
  • Moderation of assessment will be overseen by the relevant ETQA according to the moderation guidelines and the agreed ETQA procedures. 
    		•

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Different promotional methodologies.
  • Promotional events and activities.
  • Promotional schedules, plans and budgets.
  • Cost/benefit analysis.
  • Tourist attractions.
  • Sport codes and sport stars.
  • SA Arts and Culture.
  • SA Celebrities.
  • Games Reserves, Game and Nature Conservation.
  • The concept diplomacy.
  • Cultural and Religious events in SA.
  • Project management. 
    		•

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems that arise in the planning and managing of promotional events. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others and in teams when developing and implementing public diplomacy strategies. 

    UNIT STANDARD CCFO ORGANISING 
    Organise and manage oneself and one's activities responsibly and effectively n the course of planning and implementing public diplomacy strategies. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information for the purpose of determining most appropriate and effective strategies. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively in the course of planning and implementing promotional strategies. 

    UNIT STANDARD CCFO DEMONSTRATING 
    Understand the world as a set of inter-related parts of a system, with particular reference to the interrelationship between domestic and foreign policy, and the impact of international events and policies on SA domestic and foreign policies. 

    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 
    This unit standard replaces unit standard 114705, "Promote South Africa abroad", Level 7, 10 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  64329   National Diploma: Diplomacy  Level 7  Level N/A: Pre-2009 was L7  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  PSETA 


    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.