Advanced Diploma in Communication Management
Communication Studies and Language - Communication Studies
Purpose and Rationale
Qualification Information
Purpose
The purpose of this qualification is to develop the student's competence to strategically analyse, plan, apply, and evaluate communication strategies in diverse contexts. Students will be prepared to develop innovative, professional, and globally recognized solutions to address strategic communication (focusing predominantly on Communication Management and Public Relations) challenges relevant to South African contexts as well as addressing global communication management developments.
Rationale
The Advanced Diploma in Communication Management focuses on the development of applied competence within the area of communication management within a brand environment. Due to the changing nature of the communication industry and the new brand paradigm thinking, it is imperative that students gain insight into the industry and the components that contribute to sound management of brand communication within these environments. This program necessitates an interrogation of the industry and offers a deep and systematic understanding of current thinking, practice, theory, and methodology in communication management and public relations as areas of specialization.
The benefit that this qualification provides to society is based on the fact that it addresses the need for applied solution-focused communication management skills. In a global era characterized by complexity (e.g. living concurrently in an attention deficit economy, expectation economy, and experience economy), and the multi-layered textures of a local developing society, there is a need for a new way of thinking. As such, there is a need for advanced applied thinking that is integrated, holistic in orientation, and allows for whole-brain thinking. Consequently, increasing emphasis, especially from stakeholders and industry, is being placed on borderless thinking that will facilitate comprehensive and systematic insightful knowledge particularly with regards to brands and the management of their communication.
Based on the aforementioned, this qualification aims to develop knowledge and applied competence in the field of Communication Management. The qualification is aimed at individuals who currently hold a qualification registered at Level 6 in fields such as Public Relations, Communication Management, Marketing, Marketing Communication, or Brand Communication. It will also address the needs of individuals who want to make a career change and will provide entry-level vocational and professional preparation or specialization in the field of Communication Management and Public Relations.
Another critical factor contributing to the need for the development of this qualification was the formation of the comprehensive institution, the University of Johannesburg, through the merger process. This qualification responds to the new challenges, specifically the lack of articulation opportunities between qualifications of the merged institutions. The development of this new program is to replace the previously offered Bachelor of Technology (BTech) Public Relations Management. Students currently pursuing the Diploma in Communication Management and Public Relations cannot articulate vertically to other qualifications without completing an advanced diploma, thus restricting progression and access to further studies. This qualification allows for this articulation to take place.
In light of the aforementioned, this qualification has been developed considering the objectives of the National Qualifications Framework (NQF) and focuses on producing knowledgeable, skilled, and innovative practitioners for middle to senior management levels in public relations and communication management occupations. It also aims to provide opportunities to students, organizations, and the institution to contribute to the economic development of the country through more advanced qualifications.
Outcomes
- Demonstrate an understanding of the relevant theories within the field of Communication Management and relevant to both the South African and global contexts.
- Demonstrate advanced communication management skills in both oral and written communication within intercultural contexts.
- Show an understanding of the relevant research skills within professional communication management and public relations contexts.
- Participate as responsible members of society by crafting and managing a strategic communication campaign for relevant organisations and stakeholders.
- Demonstrate the ability to organise and manage oneself and one activities responsibly and effectively in various strategic communication contexts.
- Show an understanding of the current challenges facing practitioners in the field of Communication Management.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Demonstrate a heightened understanding of the related systems of work readiness in a professional work environment and how theoretical concepts relate to it.
- Critically apply relevant theoretical knowledge within a professional work environment.
- Apply solution-based thinking when faced with professional work environment briefs.
- Demonstrate an understanding of the interrelatedness of the local and international professional work environments.
- Show an understanding of the relevant theories, practices, and models relevant to the field of Communication Management.
Associated Assessment Criteria for Exit Level Outcome 2:
- Demonstrate the ability to communicate complex information effectively, using appropriate advanced communication management skills and channels.
- Craft effective verbal and non-verbal communication within intercultural contexts.
- Apply intercultural sensitivity towards stakeholders when using advanced communication channels.
- Identify, analyze, evaluate, and solve communication management problems in multi-national business contexts by using critical and creative thinking.
- Work effectively with others, as members of a team within an African context, to evaluate and solve communication problems.
- Demonstrate innovative solution-focused thinking when solving communication management problems.
Associated Assessment Criteria for Exit Level Outcome 3:
- Collect and analyze data within a professional communication management and public relations contexts.
- Understand relevant research methods that could be applied in solving a particular problem.
- Illustrate the ability to gain insight from research findings.
- Interpret research data and use it to solve a particular problem related to Communication Management.
Associated Assessment Criteria for Exit Level Outcome 4:
- Formulate and evaluate a Communication strategy based on the parameters and brief provided.
- Understand the principles of responsible citizenship with regard to communication management and public relations in local, national, and global communities.
- Demonstrate an understanding of Communication Management issues relevant to the South African context.
- Craft messages for various stakeholders considering the goals of a communication campaign.
- Craft a communication campaign that addresses management and stakeholder issues in a responsible manner.
Associated Assessment Criteria for Exit Level Outcome 5:
- Organize and manage personal activities in an accountable manner within various contexts.
- Effectively communicate with team members within various task-orientated contexts.
- Work with various individuals to deliver on client briefs.
- Manage dissensus within a group context while delivering outcomes within given deadlines.
Associated Assessment Criteria for Exit Level Outcome 6:
- Understand the South African landscape and the challenges posed to practitioners in Communication Management.
- Apply heightened cultural and aesthetic sensitivity in the process of communication management and public relations.
- Apply advanced cultural sensitivity when engaging with stakeholders in various strategic communication contexts.
- Understand the challenges faced when managing brand communication within a complex and diverse South African environment.
- Understand the relevance of personal values as a practitioner within the current world of work and a shift towards being guided by professional bodies and their rules and regulations.
Integrated Assessment:
- Lectures (face to face, limited interaction or technologically mediated), 50%
- Tutorials: individual groups of 30 or less. Syndicate groups, 20%
- Practical workplace experience (experiential learning/work-based learning etc.), 20%
- Independent self-study of standard texts and references (study guides, books, journal articles), 20%
- Independent self-study of specially prepared materials (case studies, multi-media, etc.), 10%
Assessment Policy for Integrated Assessment:
- Formative and summative assessments are conducted to gauge student learning.
- Feedback is provided constructively to guide improvement.
- Assessment processes are reliable, valid, transparent, and fair.
- Assessment criteria are clearly communicated to students.
Feedback to Students for Integrated Assessments:
- Constructive feedback is provided to students within seven days of assessments.
- Students have access to their marked evidence for a period of seven working days after assessment results are published.
- Feedback is given via multiple channels such as uLink, face-to-face communication, and consultation hours.
- Disputes with marks are handled in accordance with UJ Policy and Faculty procedures.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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