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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

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
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 
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" 
    2020-07-30  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.
     
    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.