Bachelor of Arts Honours in Strategic Communication

Purpose:

The purpose of the Bachelor of Arts Honours in Strategic Communication is to develop students with an advanced ability to acquire, analyse, interpret and apply complex communication principles and theories related to the context of the Strategic Communication industry. Students 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 Strategic Communication. The qualification will facilitate effective critical learning through the exposure to, and application of, specialised learning styles, thereby enabling the student to navigate and holistically manage the multi-faceted dynamic context of Strategic Communication.

Rationale:

The current era is characterised by a shift to Strategic Communication which is a dynamic and evolving field. Previously Corporate Communication, Marketing Communication, Public Relations and Management Communication were seen as separate fields, Strategic Communication has attempted to transcend these boundaries of both knowledge and practice. The environment in which most organisations and businesses find themselves necessitates the ability to adapt to: the increasing pace of change, economic instability, the shift of power away from traditional authority and the impact of technology on every aspect of human existence. Increasing digitisation represents major transformations in information ownership and dissemination, how problems are solved, and how people relate and communicate. Social structure is not only influenced by the communication demands of the organisation and its work environment, but also by social context and institution.

The Bachelor of Arts Honours in Strategic Communication Degree is a unique qualification that has been developed to empower the student with the knowledge that is essential to succeed in this changing context and industry. In response to both societal and disciplinary shifts the Department of Communication at the University of Johannesburg changed its name to the Department of Strategic Communication in 2010 when the Department was restructured. The name change was prompted by the need to reflect disciplinary paradigm shifts that have emerged in recent years within the discipline. The increasing convergence in the fields of Marketing and Corporate Communication within a Strategic Communication paradigm is reflected in the name of the Department, and therefore this shift should also be reflected in the name of its qualifications.

As the first Department of Strategic Communication on the African continent, the Department is positioned as highly responsive to global disciplinary shifts, as well as relevant to changes in the societal context where relational skills are increasingly valued in managing diverse and complex stakeholder relationships in an increasingly volatile and unpredictable societal context. This Degree has been developed to provide both practical and theoretical knowledge pertaining to the Communication Practitioner's role in achieving organisational goals through purposeful communication, and facilitating stakeholder relationships in postmodern contexts where the values of community, collectivism and activism are increasingly valued. This is accomplished through knowledge and skills pertaining to digital skills and Reputation Management, Change Management, Employee Engagement and Stakeholder Relationship Management. These dimensions are explored within a broader global, governmental, business, society as well as individual context.

Upon completion of this Degree, students may take up various and diverse careers in many diverse fields of practice. These include Communication Practitioners, Communication Managers, Fundraiser, Events Managers, Investor Relations Consultants, Public Affairs, Community Relations, Corporate Social Investment, Social Media Strategists, Digital Strategists, Content Developers, Internal Communicators and Media Relations Specialists as well as Strategic Communication Educators and learning facilitators in many diverse contexts such as business organisations, government departments, non-profit organisations and/or communication agencies and consultancies, as well as private practice. The Department of Strategic Communication has very successful academic partnerships and close relationships with industry and industry specialists.

Students receive 'real life' briefs from clients in the industry and get the opportunity to enter competitions with the work produced while benefiting from expert mentorship and get involved in authentic work practices. In addition, the Department has formal academic partnerships with international organisations such as Corporate Communication International and the Global Alliance, as well as a formal relationship with professional bodies such as PRISA (Public Relations Institute of South Africa). The relevance of qualifications is assured through regular liaison with relevant industry bodies, and formal and informal advisory structures. The Department also has strong relationships with its alumni.