PURPOSE OF THE UNIT STANDARD The person credited with this unit standard will be able to describe marketing communications characteristics and objectives. They will also be able describe how marketing communication works and describe how it is classified. The person will also be able to explain persuasive communications in their own working environment and describe the role of marketing communications in the overall marketing process. The qualifying learner is capable of: Defining and explaining marketing communications. Explaining how marketing communications works and how it is classified. Defining and explaining persuasive communication. Identifying and explaining the role of marketing communications in the overall marketing process.