Bachelor of Arts Honours in Strategic Brand Communication
Communication Studies and Language - Communication Studies
Purpose and Rationale
Programme Overview
Purpose:
- The programme aims to equip students with the necessary skills and knowledge to qualify and find employment in advertising, brand, and creative industries.
- It prepares students for junior and middle management positions in the creative industries and enhances skills in brand communication research and development.
- Graduates specializing in Strategic Brand Communication will find opportunities as Account and Research Managers, Strategic and Media Planners, etc.
- The programme blends academic, practical, business, and management areas to provide a well-rounded education.
- It focuses on real-world application, promoting accountable, competitive, and innovative brand strategies.
- Graduates will have the expertise to track, assess, and recommend brand-building strategies.
Outcomes:
- Graduates will be immediately productive with hands-on development skills in brand and brand communication strategies.
- It provides the intellectual capital for a competitive edge in the industry.
- Enables further learning through Higher Degrees and entry into Master Degree programs.
Rationale:
- Addresses the changing nature of the brand and communications industries in South Africa.
- Aims to develop skilled expertise in brand management and leadership.
- Students will contribute to building South African brands that add value to business and society.
- The programme offers an integrated approach to brand communication, development, and management.
- Focuses on practical application and strategic planning environment.
- Emphasizes the importance of lifelong learning and provides a relevant curriculum reflecting international trends.
Delivery:
- Offered as a one-year full-time course or an 18-month part-time course consisting of 5 modules.
- The programme is committed to providing a blend of global and local influences in educational material.
- Recognized for producing high-caliber students in branding, communications, and visual communications industries.
- Expected to attract high-caliber students and industry professionals.
This Honours Degree in Strategic Brand Communication aims to bridge the gap between academic knowledge and practical application, equipping students with the skills needed to succeed in the dynamic and competitive creative industries.
Outcomes
- Develop brand strategies
- Implement brand strategies effectively.
- Contextualise and assess a variety of brands and brand contexts within the South African economic and socio political environment.
- Produce appropriate research that contributes to the academic and professional fields pertinent to contemporary brands and branding.
- Brief, manage and assess internal and external brand partners.
- Produce a theoretical and academic argument with appropriate structure.
- Assess brand communications effectiveness and develop strategic recommendations.
- Identify brand building opportunities and strategies.
- Develop and define the architecture of a brand.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Contextualisation: Strategies are contextualised within the socio, economic, and political environment.
- Appropriateness: Strategies are appropriate to the product and to the markets.
- Cohesion: Strategies are cohesive and developed logically.
- Implementation: Strategies are developed to be implemented within appropriate media and time constraints.
Associated Assessment Criteria for Exit Level Outcome 2:
- Smooth Implementation: Implementation is smooth and problems are addressed appropriately.
- Ongoing Assessment: Assessment of implementation is ongoing.
- Effectiveness: Implementation is appropriate and effective.
Associated Assessment Criteria for Exit Level Outcome 3:
- Contextualisation: Contextualisation is valid and substantive.
- Accuracy: Assessments are appropriate and accurate.
- Description: Description of contexts and environments are appropriate and valid.
Associated Assessment Criteria for Exit Level Outcome 4:
- Research Contextualisation: Research is contextualised within the brand and market environments.
- Validity: Research is substantive and valid.
- Structure: Research is conducted and collated in an appropriate structure.
- Assessment: Collations and assessment of research are appropriate.
Associated Assessment Criteria for Exit Level Outcome 5:
- Clarity of Briefs: Briefs are clear, coherent, and appropriate to the strategy.
- Efficient Management: Management is efficient and effective.
- Validity of Assessments: Assessments are valid and substantive.
Associated Assessment Criteria for Exit Level Outcome 6:
- Effective Use of Research: Collected research is appropriate and has been used effectively to support the argument.
- Structure: Structure is appropriate, clear, and valid.
- Argument: Argument is clear, substantive, and presented logically.
- Historical Acknowledgement: Argument acknowledges appropriate historical precedent.
Associated Assessment Criteria for Exit Level Outcome 7:
- Validity of Assessments: Assessments are valid and accurate.
- Contextualisation: Assessments are contextualised appropriately.
- Recommendations: Recommendations are appropriate and cohesive.
- Development: Development is conceptual and original.
Associated Assessment Criteria for Exit Level Outcome 8:
- Accuracy of Definitions: Definition and description of opportunities and strategies are accurate and substantive.
- Contextualisation: Identification of opportunities and strategies is contextualised and appropriate.
- Analysis: Analyses are accurate and substantive.
Integrated Assessment:
- Formative Assessment: Integration of learning and assessment, continual feedback, assignments, real-world briefs, tests, and portfolio.
- Summative Assessment: Judgement of learning in relation to Exit Level Outcomes, examinations, projects, reports, portfolio, integration of outcomes.
The assessment criteria are crucial for evaluating the achievement of Exit Level Outcomes and ensuring the quality of the qualification. Both formative and summative assessments play a significant role in measuring student progress and competency.
Qualification Details
- Type
- Honours Degree
- NQF Level
- 08
- Min. Credits
- 135
- SAQA Source
- More Information
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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.