Walter Sisulu University

Advanced Diploma in Public Relations Management

Business, Commerce and Management Studies - Public Relations

Purpose and Rationale

Purpose

The purpose of the qualification is to develop in a person the competence to administer and perform strategic public relations in a global environment.

Outcomes

  1. Grasp the theoretical principles underpinning the broad field of communication, and relate them to varied contexts of public relations management.
  2. Develop and manage advanced communication tools with the emphasis on strategic thinking and planning.
  3. Implement policies, structures and trends and the consequences that affect decision-making processes in organisations.
  4. Apply theoretical principles, using qualitative and quantitative research methods.
  5. Manage staff and administrative processes.
  6. Demonstrate knowledge of the global environment as it relates to the field of public relations: Define and apply various elements within communication theories. Write advanced copy for the electronic, broadcast and printed media. Demonstrate strategies to benefit organisational functions at a senior management level. Utilise qualitative and quantitative methods to address research problems. Apply effective human resource management strategies. Apply knowledge of the global environment to organisational strategic management. Implement environmental scanning.

Assessment Criteria

Associated Assessment Criteria

The following Associated Assessment Criteria will be assessed in an integrated manner across the Exit Level Outcomes:

  1. Define and apply various elements within communication theories.
  2. Apply late twentieth and early twenty-first-century theories of communication.
  3. Write advanced copy for the electronic, broadcast, and printed media.
  4. Plan, produce, and control placement of corporate advertising.
  5. Apply all modern media techniques.
  6. Compile and manage organizational information for senior management.
  7. Utilize sophisticated technology for organizational communication.
  8. Demonstrate strategies to benefit organizational functions at a senior management level.
  9. Utilize qualitative and quantitative methods to address research problems.
  10. Apply effective human resource management strategies.
  11. Apply effective information management processes.
  12. Apply knowledge of the global environment to organizational strategic management.
  13. Apply knowledge gained from monitoring international public relations trends.
  14. Implement environmental scanning.

Integrated Assessment

Integrated assessment is applied in this qualification:

  • Formative assessment: Continuous learning progress assessment. Performance assessment tasks on an integrated variety of knowledge, skills, and values.
  • Summative assessment: Written examination of mastery of theoretical/academic component of learning. Research project. Portfolio assignments.
  • Continuous product assessment.

Qualification Details

Type
Advanced Diploma
NQF Level
07
Min. Credits
120
SAQA Source
More Information

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Walter Sisulu University
Walter Sisulu University
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Description
Walter Sisulu University (WSU) is a comprehensive university located in the Eastern Cape province of South Africa. It was established in 2005 through the merger of three institutions: the University of Transkei, the Eastern Cape Technikon, and the Border Technikon. WSU offers a wide range of undergraduate and postgraduate programs across various disciplines, including arts and humanities, business and management sciences, education, health sciences, natural sciences, and engineering. The university is committed to providing quality education and promoting social justice, equity, and sustainable development. WSU has multiple campuses spread across different regions of the Eastern Cape, including Mthatha, Butterworth, Buffalo City (East London), and Queenstown. Each campus offers a unique learning environment and facilities to cater to the diverse needs of students. The university is named after Walter Sisulu, a prominent anti-apartheid activist and leader of the African National Congress (ANC). It aims to honor his legacy by fostering a culture of activism, social responsibility, and community engagement among its students and staff. Overall, Walter Sisulu University strives to be a leading institution of higher learning in South Africa, providing accessible and relevant education to empower individuals and contribute to the development of the Eastern Cape region and the country as a whole.

This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.