Bachelor of Arts Honours in Communication Studies

Purpose

The purpose of the Bachelor of Arts Honours in Communication Studies is to promote access to learning by expanding educational and employment opportunities for graduates; to support social transformation and to promote engagement of new media technologies that are part of the fourth industrial revelation phenomena. The qualification will promote excellence in general information distribution through ethical, creative, and innovative teaching and learning. The qualification will increase opportunities for lifelong learning in response to the educational, social, political and economic challenges of the present and future communication sector.

The qualification will equip learners with the critical and analytical communication skills to be able to operate in a 21st-century media environment and Information Age. Learners will be exposed to theories, debates, and discussions about the role of communication in society as well as being exposed to ways of analysing the operations of the communication, and media products for consumption by audiences. This qualification is aimed at improving communication operations within a business or improving operational communication environments, producing usable communication content and applications for specific outlets. This qualification is therefore suitable for continuing professional development through the inculcation of a deep and systematic understanding of Communication Studies, the current thinking, practices, theories, and methodologies applicable across different contexts, channels and cultures.

Rationale

The qualification is aligned to the institution's mission and vision which are to provide quality, career-focused education responsive to the development needs of society in partnership with the local and global community. The institution recognises the impact of communication on contemporary society. The Department of Communication Science recognises that both media creators and citizens bear responsibility for the quality and impact of media in contemporary society. Research and teaching about the media are essential to the development of an informed and critical public. With the rapid change that the 4IR has brought within the mass communication sector, academics in communication science must be able to train and develop graduates who will be to be fit for this purpose.

The large amounts of misinformation that is transmitted through social network sites have brought confusion to many users of these sites. This qualification is geared to produce communication practitioners who will participate in this digital landscape by promoting the ethical use of new media technology.

Graduates can progress into careers of becoming

• Communication specialist.
• Media specialist in radio, TV, and print media.
• Public Relations Managers.
• Press media Journalism.
• Media Content creditors
• Media Researchers.

The qualification provides learners with flexible learning pathways in becoming competent communication practitioners. Moreover, graduates of this qualification can advance to a master's degree in communication science, Business Communication and Entrepreneurship, Public Relations, Journalism, Marketing and Advertising, Mass Media (Print, Radio, Film and Television), Educational Communication and Digital Communication

The qualification will benefit learners and society as it is career-focused, relevant and responsive to the communication sector's needs. Graduates will contribute substantiated information towards the development of our South African democracy. The competencies attained will contribute towards:

• Responsible communication.
• Accountable freedom of expression.
• Access to reliable information.
• Improving the credibility of the communication profession.
• Advancement of ethical Communication Studies discipline.

Recognition of Prior Learning (RPL)

The Recognition of Prior Learning in this qualification will be conducted in accordance with the Policy and Procedures for Recognition of Prior Learning (RPL) of the institution. RPL is regarded as one of the critical mechanisms for achieving redress and equity and accelerating access in the institution. The principles of RPL are subscribed to and will be implemented in a flexible manner. The principle of flexible and open access will, however, be offset against the provision that this should not be to the detriment of the potential learner and that his/her chances of success are reasonable. The Committee will assess the competencies of these learners to determine whether they are eligible or not.

RPL for access

• The RPL policy and set of procedures will be used in the admission of a candidate to a learning programme where the minimum requirements have not been met (excluding the mature age exemption category of exemption for admission to undergraduate programmes), but the candidate has evidence that the requirements can be met through RPL.
• All potential learners who are not in possession of an undergraduate degree in Communication Science need to provide proof of an equivalent qualification.
• Those who claim that they have achieved relevant prior learning which should give them access to the qualification need to apply to the Head of the Department of Communication Science for recognition of prior learning.

RPL for credits

• Learners who completed a specific module, may apply for credit for that module.
• Potential learners who want to be credited for prior need to apply in writing to the Head of the Department of Communication Science clearly stating the title(s) of the module or modules they want to be credited for, as well as the basis on which they believe the accreditation should be granted.

RPL for exemption of modules

• Candidates who completed the equivalent of a specific module either at the institution or at another recognised higher education institution, may apply for exemption from that module.
• In the case of a practically orientated module, a learner who can demonstrate appropriate competence may be granted exemption from that module.
• Only up to 50% credits or less may be considered.

Entry Requirements

The minimum entry requirement for this qualification is

• Advanced Diploma in Communication Science, NQF Level 7.

Or

• Advanced Diploma in Communication Management, NQF Level 7.

Or

• Advanced Diploma in Media Studies, NQF Level 7.

Or

• Bachelor of Arts in Intercultural Communication, NQF Level 7.

Or

• Bachelor of Arts in Communication and Journalism, NQF Level 7.

Or

• Bachelor of Arts in Communication Studies, NQF Level 7.

This qualification consists of the following compulsory and elective modules at NQF Level 8 totalling 120 Credits.

Compulsory Modules, Level 8, 80 Credits

• Communication Theory, 20 Credits.
• Strategic Communication for Marketing, 20 Credits.
• Integrated Organisational Communication, 20 Credits.
• Communication, Media and Society, 20 Credits.

Elective Modules: Communication Research Paper, Level 8, 40 Credits (Select one of the following specialisations)

• Business Communication and Entrepreneurship, 40 Credits.
• Public Relations, 40 Credits.
• Journalism, 40 Credits.
• Marketing and Advertising, 40 Credits.
• Mass Media Print, Radio, Film and Television, 40 Credits.
• Educational Communication, 40 Credits.
• Digital Communication, 40 Credits.

1. Demonstrate the ability to engage and apply communication theories to a given research project.
2. Demonstrate the ability to design a dynamic integrated approach to marketing communications.
3. Demonstrate the ability to manage Integrated Communication for an organisation.
4. Demonstrate the ability to develop an integrated communication plan that encompasses the identity of society and culture.
5. Demonstrate the ability to produce a research report on one area of specialization.

Associated Assessment Criteria for Exit Level Outcome 1

• Engage and apply communication theories relevant to the research project.
• Produce a case study in line with a given theory in research.
• Use relevant communication theory in the research project.
• Interpret and use market research information to define, label and reach potential markets.

Associated Assessment Criteria for Exit Level Outcome 2

• Produce a market segmentation audit report.
• Analyse the effectiveness of an organisation's marketing communication.
• Design integrated Marketing Communication as a case study.

Associated Assessment Criteria for Exit Level Outcome 3

• Design and integrate crisis communication strategies for the organisation.
• Evaluate the organisational messaging relevant to both the internal and external public.
• Analyse organisational communication processes.
• Apply persuasive communication for effective conflict resolution.
• Design strategic messages on social media and conduct a social media audit through web analytics.

Associated Assessment Criteria for Exit Level Outcome 4

• Create media approaches that can be efficiently used in the contemporary world
• Critically analyse the effects of the media on different international social, political and cultural contexts.
• Analyse relationships between the media theoretical models on society and culture from a global perspective.
• Evaluate the impact of media on identity and culture including biases, ethnicity and feminism.

Associated Assessment Criteria for Exit Level Outcome 5

• Design a research proposal.
• Produce a final research report.
• Present findings in a simulated conference environment.