Advanced Diploma in Integrated Communication
Communication Studies and Language - Communication Studies
Purpose and Rationale
Purpose
The purpose of this qualification is to provide learners with the necessary knowledge and skills that build on the National Qualifications Framework (NQF) Level 6 Diploma in Integrated Communication with the aim of providing learners with opportunity to deepen their knowledge and understanding in areas of Organisational Communication, International Communication, Public Relations as well as Advertising and Marketing Communication.
The qualification comprises of focused curriculum that provides learners with the ability to apply a range of methods to resolve problems or introduce change within the various communication fields of practice using sound research principles. Learners will have the opportunity to specialise in one of the following three areas: International Communication; Advertising and Marketing Communication; and Public Relations and Organisational Communication. In specialising in one of these areas, learners will have detailed knowledge in the area of specialisation, and will also have knowledge of how this field of specialisation relate to other fields. This will ensure that they have the necessary skills to identify, analyse and critically reflect on complex problems across various contexts, cultures, channels and media in the field of specialisation, and solve these problems by applying evidence-based solutions and theory-driven arguments.
This qualification will allow learners to obtain theoretical and practical knowledge of how to do formative research analysis of the organisational environment to enable them to compile advance organisational integrated communication strategies and plans as well as to evaluate these strategies and plans. Learners will also obtain practical knowledge of the ethical practices of Integrated Communication in all organisations. They will also have a detailed knowledge of current and relevant communication, public relations and media theories and context. This knowledge will equip the learners with the necessary essential knowledge and skills in the areas of media practice, communication and public relations policies to ensure learners have the ability to function independently in a postmodern, de-colonised society.
The purpose for the wide choice of electives (International Communication, Public Relations and Organisational Communication and Advertising and Marketing Communication) is to enable learners to focus on their areas of specialisation in order to assist them achieve their career goals. The electives offer learners a more in-depth knowledge in the relevant area of specialisation and build upon the electives undertaken by learners in the previous Diploma in Integrated Communication. The elective Public Relations and Organisational Communication will equip learners with the knowledge and skills required to address communication issues that are both internal and external to the organisation. The role of communications in the international system, and an analysis of the relation between international communication and international relations are addressed in the elective of International Communication. The elective module Advertising and Marketing Communication will prepare the learner to focus on the role of marketing communication in society. This qualification introduces learners to the analysis of advertising and the role that it plays in society. In addition, learners will have the ability to efficiently and diligently evaluate and select appropriate media for communicating with different stakeholder groups. They will also be able to do formative research analysis of the organisational environment to enable them to compile organisational integrated communication strategies and plans as well as to evaluate these strategies and plans.
Through this qualification learners will acquire skills and applied competencies by doing group work, presentations and research projects. The intent is to ensure that learners are well-rounded and this can only be ensured if the learners can interact effectively with their changing environment and act responsive and responsible within a variety of social and cultural settings. Aligned to the graduate attributes and Exit Level Outcomes, the learners will be guided through activities like problem-solving and reflexive practices.
Rationale
The rationale for this qualification is to develop an array of skilled and knowledgeable learners who when they graduate will be employable industry experts who can communicate effectively, and be critical thinkers, as well as team players in society. The curriculum for the Advanced Diploma is developed in consultation and with input from the Advisory Board Committee of the Department of Integrated Communication. Ultimately, this qualification will equip learners with the ability to apply a range of methods to resolve problems in the wider fields of communication including, managerial communication; integrated marketing communication and public relations; organisational communication; advertising and marketing communication; corporate social responsibility; stakeholder relations; and international relations.
Outcomes
- Demonstrate detailed knowledge and understanding of, and an ability to apply, evaluate and integrate key terms, concepts, facts, principles, rules and theories within the specialised area, which are public relations and organisational communication### or international communication### or advertising and marketing communication.
- Select and apply methods to solve complex problems within the integrated communication field by investigating and critically reflecting on a range of methods related to the integrated communication industry and other disciplines in the respective fields.
- Take decisions and act professionally within the respective integrated communication environments.
- Develop and communicate ideas using appropriate discourse, manage unfamiliar processes and variable contexts by applying appropriate problem solving methods.
- Identify, evaluate and address own learning needs in a self-directed manner to facilitate collaborative learning processes.
- Demonstrate the ability to gather information from a range of sources including oral, written or symbolic texts to select information regarding the field of communication, advertising and public relations.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Recognise and practice integrated and detailed knowledge of integrated communication concepts, principles, rules, and policies.
- Introduce change within communication fields by critically analyzing and reflecting on complex media policies.
- Link theory and practice to shape research, policy, and professional practice within integrated communication.
Associated Assessment Criteria for Exit Level Outcome 2:
- Justify and adhere to appropriate academic and occupational discourse in solving problems using relevant technologies and methodologies.
- Critically evaluate evidence-based solutions in case studies related to integrated communication.
- Identify, analyze, and resolve concepts, theories, and strategies in communication fields using industry examples.
Associated Assessment Criteria for Exit Level Outcome 3:
- Formulate and execute activities ethically and professionally within integrated communication.
- Defend ethical values and approaches in decision-making.
- Adhere to professional behavior and attitudes in all communication settings.
Associated Assessment Criteria for Exit Level Outcome 4:
- Use visual and language skills effectively in oral and written communication.
- Validate information sources independently and communicate findings coherently.
- Communicate complex information using appropriate academic and professional conventions.
Associated Assessment Criteria for Exit Level Outcome 5:
- Take responsibility for work, decisions, and resource use.
- Display team communication and interpersonal skills.
- Provide appropriate support to achieve task outcomes.
- Consider ethical implications in actions and decisions.
Associated Assessment Criteria for Exit Level Outcome 6:
- Evaluate information sources in communication, advertising, and public relations.
- Select relevant information for tasks.
- Apply communication strategies and monitor processes using appropriate conventions.
Integrated Assessment:
- A variety of assessment methods will be used to achieve stated Exit Level Outcomes.
- Formative assessment will provide continuous feedback to support learner development.
- Summative assessment at the end of modules will assess competence levels.
- Assessment methods include group discussions, presentations, quizzes, case studies, assignments, tests, and examinations.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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