SUMMATIVE ASSESSMENTS MEMORANDUM

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

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No part of this document may be reproduced, stored in a retrievable system, or transmitted, in any form or by any
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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:

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 Assessor Information

Name:

Surname:

Date:

Contact telephone No:

Assessor No:

ID

Moderator Information

Name:

Surname:

Date:

Contact telephone No:

Moderator No:

ID

Summative Assessment Information

The purpose of this summative assessment is to award credits to learner achieving the following skills program/unit
standard: IMPLEMENT A GENERIC COMMUNICATION STRATEGY, and is intended for use by the
accredited Training Providers, for the following qualification: NATIONAL DIPLOMA: MARKETING
RESEARCH ID 20896 - LEVEL 5 – CREDITS 243
NOTE
The assessment instruments included in this assessment pack are all summative assessment instruments and are to be
read in conjunction with the formative assessment instruments Contained in the learner workbook. Both formative
(workbook) and summative assessments are to be retained as part of the learner’s portfolio of evidence.
 A number of the assessment instruments contained in this assessment are workplace knowledge based
questions.
 This means that you will arrange with the learner, a time that is suitable, during which the learner will
complete each questions.
 Answer all the questions.

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 1 US: 10044, NQF LEVEL 5 WORTH 10 CREDITS
Learning Unit 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
Marketing Communication, Marketing Management, Market Research or Customer
Unit Standard Management, where the acquisition of competence against this standard will add value
Purpose 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
1
Discuss the advantages of models
The Advantages of Models
1.     They should allow us to ask questions.
Mortensen: “A good model is useful, then, in providing both general perspective and particular vantage points from
which to ask questions and to interpret the raw stuff of observation. The more complex the subject matter—the more
amorphous and elusive the natural boundaries—the greater are the potential rewards of model building.”
2.     They should clarify complexity.
Models also clarify the structure of complex events. They do this, as Chapanis (1961) noted, by reducing complexity
to simpler, more familiar terms. . . Thus, the aim of a model is not to ignore complexity or to explain it away, but
rather to give it order and coherence.
3.     They should lead us to new discoveries-most important, according to Mortensen.
At another level models have heuristic value; that is, they provide new ways to conceive of hypothetical ideas and
relationships. This may well be their most important function. With the aid of a good model, suddenly we are jarred
from conventional modes of thought. . . . Ideally, any model, even when studied casually, should offer new insights
and culminate in what can only be described as an “Aha!” experience.

Activit
y
2
List and describe the 7 C’s of effective communication, don’t include the features

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There are 7 C’s of effective communication which are applicable to both written as well as oral communication.
These are as follows:
1. Completeness - The communication must be complete. It should convey all facts required by the audience.
The sender of the message must take into consideration the receiver’s mind set and convey the message
accordingly.
2. Conciseness - Conciseness means wordiness, i.e, communicating what you want to convey in least possible
words without forgoing the other C’s of communication. Conciseness is a necessity for effective
communication.
3. Consideration - Consideration implies “stepping into the shoes of others”. Effective communication must
take the audience into consideration, i.e, the audience’s view points, background, mind-set, education level,
etc. Make an attempt to envisage your audience, their requirements, emotions as well as problems. Ensure
that the self-respect of the audience is maintained and their emotions are not at harm. Modify your words in
message to suit the audience’s needs while making your message complete.
4. Clarity - Clarity implies emphasizing on a specific message or goal at a time, rather than trying to achieve
too much at once.
5. Concreteness - Concrete communication implies being particular and clear rather than fuzzy and general.
Concreteness strengthens the confidence.
6. Courtesy - Courtesy in message implies the message should show the sender’s expression as well as
should respect the receiver.
7. Correctness - Correctness in communication implies that there are no grammatical errors in
communication.

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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
3
Define written Communication and explain the advantages and disadvantages of oral communication
Written Communication - Meaning, Advantages and Disadvantages
Written communication has great significance in today’s business world. It is an innovative activity of the mind.
Effective written communication is essential for preparing worthy promotional materials for business development.
Speech came before writing. But writing is more unique and formal than speech. Effective writing involves careful
choice of words, their organization in correct order in sentences formation as well as cohesive composition of
sentences. Also, writing is more valid and reliable than speech. But while speech is spontaneous, writing causes
delay and takes time as feedback is not immediate.
Advantages of Written Communication
Written communication helps in laying down apparent principles, policies and rules for running of an
organization.
It is a permanent means of communication. Thus, it is useful where record maintenance is required.
It assists in proper delegation of responsibilities. While in case of oral communication, it is impossible to
fix and delegate responsibilities on the grounds of speech as it can be taken back by the speaker or he
may refuse to acknowledge.
Written communication is more precise and explicit.
Effective written communication develops and enhances an organization’s image.
It provides ready records and references.
Legal defenses can depend upon written communication as it provides valid records.

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Disadvantages of Written Communication
Written communication does not save upon the costs. It costs huge in terms of stationery and the manpower
employed in writing/typing and delivering letters.
Also, if the receivers of the written message are separated by distance and if they need to clear their doubts,
the response is not spontaneous.
Written communication is time-consuming as the feedback is not immediate. The encoding and sending of
message takes time.
Effective written communication requires great skills and competencies in language and vocabulary use.
Poor writing skills and quality have a negative impact on organization’s reputation.
Too much paper work and e-mails burden is involved.

Activit
y
4
How could you describe the target audiences?

Describe the target audiences in the following ways:

Demographics
• Age
 Gender
 Marital Status
 Occupation
 Other key demographics
Psychographics
 Attitudes
 Values
 Lifestyles
Usage patterns
Where did your audience members go to get their information (TV, newspaper, magazine, newsletter, others)?
• Most-used media channels?
 Tendency to be interested in a particular subject?
Prior knowledge
What prior knowledge do you believe your audience had about your message or related topic?

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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 ……………………………………………………………………………….. The candidate, declare that I have
received feedback and been informed of my overall competence for the criteria within the assignment.
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 Assessor (Sign) Date

Moderator (Sign) Date

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