LEARNER WORKBOOK

NATIONAL DIPLOMA: MARKETING MANAGEMENT

ID 61593 - LEVEL 5 – CREDITS 243

IMPLEMENT A GENERIC COMMUNICATION STRATEGY

US ID: 10044

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Learner Information (Please Complete this Section)
Name & Surname:
ID Number
Tel/Cellphone Number
Email Address
Organisation/Venue:
Workplace Unit/Dept:
Facilitator Name:
Date Started
Date completed

©Copyright©
All rights reserved. The copyright of this document and any annexures thereof is protected and expressly reserved.
No part of this document may be reproduced, stored in a retrievable system, or transmitted, in any form or by any
means, electronic, mechanical, photocopying, recording or otherwise without the prior permission.

Declaration
I(Learner)…………………………………………………………………………………………….herewith declare
that I am ready for the assessment, that we have reviewed the assessment preparation and plan, I understand the
assessment process and I am happy that the assessment will be conducted in a fair manner.
Learner Signature: Date: Facilitator Signature: Date:

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Learner Workbook Information
This Workbook has been designed and developed to evaluate learners’ level of understanding relating to the
following skills program or unit standard: IMPLEMENT A GENERIC COMMUNICATION STRATEGY,
which has been developed for the qualification: NATIONAL DIPLOMA: MARKETING RESEARCH ID 20896
- LEVEL 5 – CREDITS 243 Learners will be evaluated on the specific outcomes and/or assessment criteria of the
following SAQA Registered Unit Standard(s), which represent the Formative Assessment component:
US ID US Title Level Credits
10044 IMPLEMENT A GENERIC COMMUNICATION STRATEGY 5 10

Instructions to Facilitators and Learners

Facilitators will be required to:
 Explain the completion of the workbook to each learner.
 Interview the learner on similar questions, should he/she not be able to write.
Learners will be required to:
 Complete the workbook as per the instructions.
 Ensure that all questions are completed.
 Ensure that the workbook is completed and authentic.
 Ensure that all annexure are attached to the workbook and clearly referred to.

Total Marks & Equipment

In order to meet the pass mark, learners are required to achieve a minimum of 80% of the total marks, and learners
are required to have the following equipment in order to complete this workbook:
 Pen and Pencil
 Ruler
 Exam Pad – for additional paper.
Outcomes
The qualifying learner is capable of:
 Identifying and explaining a generic communications model
 Analysing, interpreting and implementing a generic communication strategy
Assessment Criteria
The assessment process involves collecting and interpreting evidence about the learner’s ability to perform a task,
which will be achieved through a combination of formative and summative assessments. In this guide there may be
assessments in the form of activities, assignments, tasks or projects, as well as workplace practical tasks. The learner
is to perform these tasks and provide required and authentic evidence in their portfolio of evidence.
To qualify and receive credits towards the learning programme or unit standard, a registered assessor and moderator
will conduct an evaluation and assessment of the learner’s portfolio of evidence and competency.

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Learner Responsibility
The responsibility of learning rest with the learner, so:
 Be proactive and ask questions,
 Seek assistance and help from your facilitators, if required.

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 Learning Unit 1 US: 10044, NQF LEVEL 5 WORTH 10 CREDITS
IMPLEMENT A GENERIC COMMUNICATION STRATEGY

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
Unit Standard Customer Management, where the acquisition of competence against this standard will
Purpose 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

 Learners accessing this qualification will have demonstrated competence against

Learning Assumed to the standards in the National Diploma in Marketing, Marketing Communication or
be in Place Marketing Research or Marketing Management or Customer Management or
equivalent at NQF Level 4.

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 SESSION 1
IDENTIFY AND EXPLAIN A GENERIC COMMUNICATIONS MODEL
SO 1

 1. Communication elements are identified.

Learning
 2. The interaction of the communication elements is explained in relation to
Outcomes
communication model for specific situations.
(Assessment
 3. Factors that contribute to achieving quality communication are identified.
Criteria)
 4. Barriers to successful communication are identified for elimination purposes.

Activit
y
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List the forms of communication
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Activit
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What is a Model?
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Activit
y
3
Explain in details the following based on how barriers in communication effect business communication.
 Noise acts as a devil in business communication.
 Unorganized and Haphazard thoughts also lead to ineffective communication in organizations.

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 SESSION 2 ANALYSE, INTERPRET AND IMPLEMENT A GENERIC COMMUNICATION
SO 2 STRATEGY

 1. Communication processes are identified to determine method to be used.

 2. Communication processes are analysed and interpreted to determine method of
achieving understanding of the message by the target audience.
Learning
 3. Communications processes are applied to develop the message.
Outcomes
 4. Target audience is assessed to establish communication method process with target
(Assessment
audience.
Criteria)
 5. Communication is implemented according to processes and methods planned.
 6. Channels of communication are used in relation to the preferences of the target
audience.

Activit
y
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Why should you develop a plan for communication?
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Activit
y
5
Explain the importance of the following when you creating your message
 Content

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 Mood
 Language
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Activit
y
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List the advantages of oral communication
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Facilitator Feedback & Remarks

Assessment Judgement

Competent(Tick/Cross) Not Yet Competent(Tick/Cross)

Action/s required (if any):

By when:
Learner Feedback & Comments

Declaration by the Learner

I …………………………………………………………………………………. (Learner) declare that I am satisfied
that the feedback given to me by the Facilitator was relevant, sufficient and done in a constructive manner. I accept
the assessment judgment and have no further questions relating to this particular assessment event.
Declaration by the Facilitator
I …………………………………………….............................................. (Facilitator) hereby certify that I have
examined the learner workbook and I am satisfied with the evidence provided by the learner.
Declaration by the Assessor
I ……………………………………………............. (Assessor) hereby certify that I have examined the learner
workbook and I am satisfied with the Facilitator Judgment of this assessment.

Learner (Sign) Date Facilitator (Sign) Date

Assessor (Sign) Date Moderator (Sign) Date

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