Bachelor of Arts Honours in Communication

Purpose

The purpose of this qualification is to build on learners' existing knowledge of key areas in the field of Communication in order to develop accountable and skilled communication professionals and leaders able to contribute meaningfully both to academic practice and to the communication planning, implementation and management activities of organisations. It emphasises the strategic role of communication in realising organisational strategic initiatives. To this end, learners will broaden and deepen their understanding of fundamental communication theories and research methodology, and will be required to interrogate and evaluate multiple sources of knowledge in key areas of business-related communication. Graduates will thus cultivate the skills required for further specialised study in support of the principles of life-long learning. Through the development of crucial communication-related skills and competencies, highly attractive to prospective employers, graduates will be equipped to take up communication-related positions in a variety of businesses and communication-related sectors where they will be able to add value to the organisation in which they are employed.

The qualification design and selection of modules and outcomes aim to guide and support the development of an honours graduate with the insight and competency to conduct rigorous academic research; critique theory using appropriate criteria; analyse the reciprocal relationship between strategic communication practices and organisational leadership; survey market conditions to forecast emerging opportunities for communication innovation; develop innovative and implementable communication strategies and apply a broad spectrum of communication skills to communication-related activities in organisations. This Honours qualification further aims to develop informed citizens that will engage critically, ethically and imaginatively with the world around them

Rationale

The Bachelor of Arts Honours in Communication forms part of a learning pathway for learners in Communication Studies. In line with industry demand, this qualification will equip learners with deeper insight into and proficiency in some of the core fields in the communication discipline and guide them in applying such knowledge in a particular context.

Due to the fact that communication encompasses such a broad spectrum of themes in inter-disciplinary areas, and since it plays a major role in many sectors such as government departments, businesses, healthcare, media institutions, information technology, non-governmental organisations and in private practice, it is essential to provide a qualification that enables candidates to acquire advanced skills, competencies and knowledge in communication practice.

Communication is fundamental on so many levels that it is vital to develop graduates who have mastered the mechanisms of communication, which will enable graduates to become communication professionals who are equipped to deal with evolving challenges in global cultural, political and business environments. Since communication is the driving force for innovation and progress, dynamic and professionally sound leadership skills need to be incorporated into the development of communication professionals who will apply these skills to the successful execution of corporate strategies.

Communication studies also provides graduates with important personal insights into the world that can broaden their horizons, and enhance skills development valuable to all employers and employees such as team work, critical thinking, analysis and problem-solving skills, as well as strong writing and presentation skills. This communication qualification is also designed to enable learners to pursue further personal and professional development, and to promote life-long learning.

The qualification thus builds on a broad knowledge base of communication that learners acquired at undergraduate level, whilst consolidating and deepening learners' insight and expertise in some of the core fields of the communication discipline; thereby, extending their knowledge of communication theory, strategic communication and leadership, contemporary communication practices, critical studies and research methodology, as applied to business contexts.

The Bachelor of Arts Honours in Communication will therefore produce qualified, competent communication professionals and leaders who are able to think critically, strategically and creatively and who are able to solve communication-related problems in business contexts in innovative ways.

Through the development of key communication-related skills and competencies, graduates will be prepared to take up positions in a variety of business and communication-related sectors. This qualification will further prepare graduates to continue their Communication studies at NQF Level 9 as a result of the strong emphasis placed on the development of advanced research skills.

Recognition of Prior Learning (RPL)

Students can achieve this qualification in part through recognition of prior learning. The IIE RPL Policy (IIE010) and the IIE Academic Credit and Qualification Completion Policy (IIE004) guide this process whereby skills, knowledge and experience in respect of competence acquired through formal and non-formal learning are assessed. All RPL submissions are managed by an academic committee under the supervision of the Academic Manager and Registrar.

RPL for formal learning (Credit recognition)

Learners may apply for credits or exemptions for subjects already passed in-house or at other recognised institutions.

RPL for informal and non-formal learning

Skills, knowledge and experience in respect of competencies acquired through informal and non-formal learning are also assessed in the RPL process.

RPL may also be used to grant admission to students who do not meet the entry requirements. This is done in accordance with the IIE RPL policy.

Entry Requirements

The minimum entrance requirements for this qualification are

• Bachelors' Degree in Communication, at NQF Level 7.

Or

• General Bachelors' Degree, at NQF Level 7 plus a 120 Credit Teacher Qualification at NQF Level 7.

Or

• An Advanced Diploma at NQF Level 7, provided that a Diploma at NQF Level 6 in a cognate field, has been completed.

This qualification consists of compulsory modules at NQF Level 8 totalling 120 Credits.

• Communication Theory, 21 Credits.
• Strategic Organisational Communication and Leadership, 21 Credits.
• Research, 36 Credits.
• Critical Studies, 21 Credits.
• Contemporary Communication Practices, 21 Credits.

1. Critically analyse communication theories and approaches.
2. Evaluate leadership and strategic communication practices in organisations within national and international contexts.
3. Apply contemporary communication techniques to inform the achievement of strategic organisational objectives.
4. Conduct primary research using an appropriate research design.
5. Demonstrate the ability to think critically and propose innovative solutions to communication problems in varied contexts.

Associated Assessment Criteria for Exit Level Outcome 1

• Analyse the key perspectives of communication theory.
• Critically examine the relevance of communication theories to varied contexts.

Associated Assessment Criteria for Exit Level Outcome 2

• Analyse the reciprocal relationship between strategic communication practices and organisational leadership.
• Critically examine issues in strategic communication practices and organisational leadership common to both a South African and an international context.
• Incorporate key ethical considerations relating to sustainability and corporate citizenship into communication practice.
• Apply suitable theoretical frameworks and approaches to strategic communication and organisational leadership practices.

Associated Assessment Criteria for Exit Level Outcome 3

• Survey market conditions to forecast emerging opportunities for communication innovation.
• Evaluate and select suitable approaches that will support innovative communication strategies in organisations.
• Apply innovative communication strategies to contemporary organisational scenarios.

Associated Assessment Criteria for Exit Level Outcome 4

• Implement an appropriate research design to investigate an identified research problem.
• Report on secondary research by means of a literature study that argues the research problem.
• Analyse primary research data to produce research findings and interpret these findings with insight.
• Write a research report that reflects the research conducted and that provides meaningful recommendations.

Associated Assessment Criteria for Exit Level Outcome 5

• Apply innovative problem-solving techniques to various contexts.
• Evaluate a range of solutions to communication problems in a specific context.

Integrated Assessment

Assessment Methods and Instruments

Formative assessment

Learning and assessment are integrated. Continual formative assessment is required so that students are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments, real-world briefs, a reflective internship journal and an integrated qualification portfolio based on the learning material and students are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes.

Summative assessment

Summative assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments which test the student's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit Level Outcomes as a whole. Examinations, projects, reports or equivalent assessments, such as a portfolio of evidence, assess a representative selection of the outcomes practised and assessed. Summative assessment also tests the student's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module.

Integrated assessments will be designed to achieve

• An integration of the achievement of Exit Level Outcomes in a way which demonstrates that the purpose of the qualification as a whole has been achieved.
• The evaluation of learner performance which can provide evidence of applied competence.
• Criterion-referenced assessment which is clearly explained to, and understood by, the students and which can be applied in the Recognition of Prior Learning.