Advanced Diploma in Communication Science
Communication Studies and Language - Communication Studies
Purpose and Rationale
Purpose:
The Advanced Diploma in Communication Science is designed to promote access to learning by expanding educational and employment opportunities for qualifying learners and supports social transformation and redress. The qualification aims to promote excellence in general information distribution through creative and innovative teaching and learning and increase opportunities for lifelong learning in response to the educational, social, political, and economic challenges of the present time.
The qualification aims to equip learners with critical and analytical communication skills to operate in a 21st-century media environment and Information Age. Learners will be exposed to theories, debates, and discussions about the role of communication in society, as well as ways of analyzing the operations of communication and media products for audience consumption. It aims at improving communication operations within a business, producing usable communication content, and applications for specific outlets.
Rationale:
Access to, proficiency with, and media and information technologies are essential in the public mind and critical to policy-making and teaching in government, schools, and universities. The press, media, and information sectors are of intense public concern with growing recognition of their importance in daily lives and democratic institutions. The convergence of news, stored knowledge, and mass media and entertainment industries locally, nationally, and globally highlights the need for informed and critical public engagement.
Qualifying learners can contribute substantiated information towards the development of the South African democracy, promoting responsible communication, accountable freedom of expression, access to reliable information, improving credibility in the communication profession, and advancing ethical communication science discipline.
Graduates can progress to become communication specialists, media specialists, or public relations managers. They can also pursue a Bachelor of Arts (BA) Honours in Communication Science or any other Honours Degree or Postgraduate Diploma within the Communication Science field.
Outcomes
- Design and integrate internal and external strategic communication plans for an organisation.
- Develop and communicate communication strategies in well-formed augments using appropriate research discourse.
- Analyse, engage and manage communication for diverse cultural behaviours.
- Manage and apply Public Relations strategies when engaging stakeholders.
- Manage communication in any organisation.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Design and evaluation of organisational communication plans for internal and external publics.
- Production of an audit report and analysis of the effectiveness of an organisation's communication plan.
- Application of innovative technologies to enhance organisational management of team members' activities.
- Interpretation and use of market research information to define, label, and reach potential markets.
Associated Assessment Criteria for Exit Level Outcome 2:
- Application of appropriate methodologies and ethical procedures in conducting research within the communication studies discipline/profession.
- Application of multiple research methods and understanding their role in knowledge construction.
- Display of awareness of research methods and techniques through analysis, writing, researching, and data gathering.
- Compilation of a proposal for problem-solving in communication-related professions.
- Undertaking communication research into online social media to increase market segmentation for the organisation's brand.
Associated Assessment Criteria for Exit Level Outcome 3:
- Definition of cultural communication.
- Analysis of worldviews and strategies for engaging diverse communication for cultural relevance.
- Design of communication strategies that enhance communication between members of diverse cultures.
- Development of communication plans that embrace cultural diversity.
Associated Assessment Criteria for Exit Level Outcome 4:
- Design of strategic Public Relations plans for various types of print news briefs and addressing an organisation's stakeholders using public speaking.
- Development of strategies for diverse types of Public Relations events and possible solutions for the organisation.
- Application of Public Relations Strategies to effectively engage various stakeholders.
- Development of case studies using the experience of current events for the organisation's future development.
Associated Assessment Criteria for Exit Level Outcome 5:
- Design of crisis communication strategies for the organisation and their integration.
- Evaluation of organisational messaging relevant to both internal and external publics.
- Analysis of organisational communication processes.
- Application of persuasive communication for effective conflict resolution.
- Design of strategic messages on social media and conducting a social media audit through web analytics.
Integrated Assessment:
- Utilization of integrated assessments to combine learning outcomes from multiple assessments.
- Conducting assessments with formative and summative components over a period.
- Integration of knowledge fields and synthesis into a coherent framework.
- Application of complementary skills and knowledge gained from each module.
- Continuous assessment focusing on the application of learning.
- Use of various assessment types including individual assignments, group assignments, class work, multiple choice tests, essay type questions, case studies, presentations, and research proposals.
- Implementation of regular, cyclical, and formative assessment practices.
- Policies for internal formative and summative assessment and responsibilities of external examiners.
- Monitoring mechanisms for learners' progress ensuring validity and reliability of assessment practices.
- Inclusion of term tests, major assignments, group projects, and case studies in each module.
- Formative assessment comprising at least 50% of all assessment.
- Re-assessment opportunities for outcomes not achieved.
- Use of a variety of methods for formative assessment.
- Implementation of re-assessment within a decided cut-off time by faculties.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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