Bachelor of Arts

Purpose: The purpose of this qualification is to promote access into higher education and to enable qualified learners to function effectively in communication-related jobs in a range of environments. Learners will be prepared to apply their competencies in Media, Communication, English language skills which are relevant in a number of industries. Learners will be able to contribute positively and responsibly to the economic well-being of their organisation. This 3-year degree is structured in accordance with the new HEQSF guidelines and will provide learners with the knowledge, skills and applied competencies which have been identified by the industry as critical for employees to have when entering the world of work. Learners will be well-prepared with insight and skills to make them employable. Learners will also be prepared to further their studies which support the principles of life-long learning. Through a focus on interdisciplinary areas, the essential skills of creative problem solving, critical thinking, working effectively in teams, and the ability to take and adapt to criticism in changing environments will be practised and imbued. Significantly, the ability to communicate effectively using written and verbal skills will be thoroughly addressed throughout the degree by focusing on media writing, communication and literature. This indispensable proficiency will provide Learners with an advantage in the workplace, and promote access into a variety of entry-level positions from which they may promote themselves.

Rationale: Bachelor's Degrees have the primary purpose of providing a well-rounded, broad education to equip Learners with the knowledge base, theory and methodology of disciplines, and fields of study, and to enable them to demonstrate initiative and responsibility in an academic or professional context. The general Bachelor's Degree emphasises general principles and theory as preparation for entry into general employment or into a postgraduate qualification. (HEQSF, 2013). This qualification has been designed to address specific skills shortages identified within the industry. This proposed industry-relevant curriculum will address scarce and critical skills in areas such as in electronic media and film, and business sectors which require a high level of communication-related skills, knowledge and competences. Thus the degree is designed to respond effectively to industry-demands whilst maintaining the core nature of a general Bachelor of Arts qualification, and to prepare learners to further their studies at NQF Level 8. This Degree will enable qualified people to be competent to work in various sectors. The aims of the qualification is to produce competent and professional communicators who will be able to understand and apply the theory of communication science and practices, English language skills and knowledge of media studies in order to meet the communication-related needs and demands of an organisation. Learners will have access into various NQF Level 8 qualifications at other tertiary institutions such as Honours Degrees in English, Communication Science or Journalism because all three of these disciplines are completed by learners up to the third year of study. The outcomes of the Bachelor of Arts are structured in a manner that will prepare learners for a variety of positions in an assortment of work environments and in support of good employability prospects as this degree addresses the necessity for excellent written and verbal communication skills, flexibility in approach, and the ability to think and act ethically, creatively and critically.