University of Johannesburg

Bachelor of Arts Honours in Marketing Communication

Business, Commerce and Management Studies - Marketing

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Purpose and Rationale

The primary purpose of the qualification is to develop the intermediate applied competence of qualifying learners in Marketing Communication (MC). Intermediate applied competence implies the advanced ability to acquire, analyse, interpret, and apply complex communication principles and theories related to the context of MC within relevant sectors of the Marketing Communication industry. Furthermore, learners will develop the sophisticated ability to internalise, reflect, and communicate complex strategic decisions and applications effectively through the progressive and suitable use of scientific language and technical terminology associated with MC.

The qualification will facilitate effective critical learning through exposure to and application of specialised learning styles, thereby enabling the learner to navigate and holistically manage the multifaceted, dynamic context of MC.

Outcomes

  1. Identify, evaluate and solve advanced MC and communication problems using critical and creative thinking
  2. Manage and work effectively with others as members of an MC team or group to identify, solve and critically evaluate advanced communication and MC problems
  3. Organise and manage personal activities related to the MC learning process in an accountable manner.
  4. Collect, analyse, organise, critically evaluate and apply complex information pertaining to MC
  5. Communicate complex MC information effectively using appropriate communication skills and media, and facilitate effective verbal and non-verbal persuasive communication.
  6. Use MC science and technology effectively, critically and responsibly to address sophisticated issues pertaining to MC
  7. Demonstrate a heightened understanding of the related systems of MC and the dynamic inter-relationship between these units and the broader context.
  8. Acquire and reflect on advanced learning skills and strategies appropriate to the context of communication and MC
  9. Acquire a heightened understanding of the principles of responsible citizenship with regard to MC in local, national and global communities
  10. Demonstrate an understanding of and apply heightened cultural and aesthetic sensitivity to the process of MC
  11. Develop advanced employment-seeking skills within the MC employment context
  12. Identify and develop multiple MC entrepreneurial opportunities

Assessment Criteria

Communication and Media Studies Qualification Assessment

  1. The learner has demonstrated the ability to identify, evaluate, and solve advanced MC problems by utilizing critical and creative thinking skills effectively.

  2. The learner has worked collaboratively with others in a MC team to identify, solve, and critically evaluate advanced communication and MC problems.

  3. The learner has organized and managed personal activities related to the MC learning process accountably.

  4. The learner has effectively collected, analyzed, organized, critically evaluated, and applied complex information relevant to MC.

  5. The learner has communicated complex MC information effectively using appropriate communication skills and media, facilitating persuasive communication both verbally and non-verbally.

  6. The learner has utilized MC science and technology effectively, critically, and responsibly to address sophisticated issues within the field.

  7. The learner has demonstrated a heightened understanding of the related systems of MC and the dynamic inter-relationship between these units and the broader context.

  8. The learner has acquired and reflected on advanced learning skills and strategies relevant to communication and MC.

  9. The learner has gained a heightened understanding of the principles of responsible citizenship concerning MC in local, national, and global communities.

  10. The learner has shown an understanding of, and applied heightened cultural and aesthetic sensitivity to the process of MC.

  11. The learner has developed advanced employment-seeking skills within the MC employment context.

  12. The learner has identified and developed multiple MC entrepreneurial opportunities.

Assessment Strategy

  • Formative Assessment: Utilizes a range of strategies such as short essays, group presentations, practical activities, field visits, publications, self-assessment activities, and peer assessments.

  • Summative Assessment: Includes written assignments, formal module tests, research project execution and presentation, and end-of-semester final examinations focused on achieving exit-level outcomes.

Qualification Details

Type
Honours Degree
NQF Level
08
Min. Credits
160
SAQA Source
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University of Johannesburg
University of Johannesburg
Description
The University of Johannesburg (UJ) is a public university located in Johannesburg, South Africa. It was established in 2005 through the merger of the Rand Afrikaans University, Technikon Witwatersrand, and the Soweto and East Rand campuses of Vista University. UJ is one of the largest universities in South Africa, with over 50,000 students enrolled across its four campuses. The university offers a wide range of undergraduate and postgraduate programs in various fields, including arts, humanities, sciences, engineering, business, and health sciences. UJ is known for its commitment to providing quality education, promoting social justice, and fostering innovation and entrepreneurship.
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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.