LEARNER WORKBOOK

NATIONAL DIPLOMA: MARKETING MANAGEMENT

ID 61593 - LEVEL 5 – CREDITS 243

CONDUCT A MARKETING SITUATIONAL ANALYSIS

US ID: 10041

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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
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: CONDUCT A MARKETING SITUATIONAL ANALYSIS, 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
10041 CONDUCT A MARKETING SITUATIONAL ANALYSIS 5 5

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:
 Gathering data relating to project from the environment
 Analysing data for the marketing situational analysis
 Draw conclusions and make recommendations
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: 10041, NQF LEVEL 5 WORTH 5 CREDITS
CONDUCT A MARKETING SITUATIONAL ANALYSIS

This unit standard is a core standard and forms part of the qualification, National
Diploma 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
Customer Management, where the acquisition of competence against this standard will
Unit Standard
add value to one`s job.
Purpose
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:
 Gathering data relating to project from the environment
 Analysing data for the marketing situational analysis
 Draw conclusions and make recommendations

 Learners accessing this qualification will have demonstrated competence against

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

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 SESSION 1
GATHER DATA RELATING TO PROJECT FROM THE ENVIRONMENT
SO 1

Learning  1. Data gathered is relevant and appropriate to the project

Outcomes  2. Data is gathered within the agreed time frames
(Assessment  3. Data gathering processes are methodical and well structured
Criteria)  4. Budget constraints are observed and remain within allocations

Activit
y
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Explain what does it means by collecting data
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Activit
y
2
State other excellent possibilities to conduct data graphing, visual inspection for analysis besides statistical
procedures
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Activit
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3
Give at least 5 data-generation techniques

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 SESSION 2
ANALYSE DATA FOR THE MARKETING SITUATIONAL ANALYSIS
SO 2

 1. Data processing and analysis is approached logically

Learning
 2. Main issues and/or themes are identified
Outcomes
 3. All aspects are considered including the 'big picture' scenario
(Assessment
 4. Analysis of data is recorded and documented according to requirements
Criteria)
 5. Presentation of data is in the agreed format and location

Activit
y
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Explain what Quantitative data is
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Activit
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5
State some examples of quantitative data as they are typically collected directly as numbers
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Activit
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Explain the reason of collecting and analyzing data for your evaluation

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 SESSION 3
DRAW CONCLUSIONS AND MAKE RECOMMENDATIONS
SO 3

Learning  1. Conclusions drawn and made are useful, significant and appropriate
Outcomes  2. Conclusions and recommendations solve the marketing problem
(Assessment  3. Recommendation can be applied within resource limitations
Criteria)  4. Recommendations lead to a competitive advantage

Activit
y
7
Identify and discuss how you would draw conclusions and making recommendations
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Activit
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8
Explain the importance of marketing research

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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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