Bachelor of Arts Honours in Marketing Communication

The primary purpose of the qualification is to develop the intermediate applied competence of qualifying learners in Marketing Communication (MC). Intermediate applied competence implies the advanced ability to acquire, analyse, interpret and apply complex communication principles and theories related to the context of MC within relevant sectors of the Marketing Communication industry. Furthermore, learners 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 MC. The qualification will facilitate effective critical learning through exposure to and application of specialised learning styles, thereby enabling the learner to navigate and holistically manage the multifaceted, dynamic context of MC.

To enrol for this qualification, potential learners need to demonstrate the following competencies

• The ability to synthesise different texts into a logical argument;
• The ability to write essays;
• The ability to develop an argument that is supported by evidence;
• The ability to engage with and critique the ideas of their peers in a constructive manner;
• The ability to reflect on their own learning experiences and to use this to improve the quality of their own work;
• The ability to design, plan and execute a basic research task based on a theoretical framework in a group context, to reflect on their own research and to report on research findings
• The ability to search for, access, organise and interpret information
• The ability to discuss, problematise and investigate Marketing Communication, particularly in the South African industry and communication context
• Know the meaning of, and be able to provide, definitions for terminology and theoretical constructs used in communication science, and specifically MC, and be able to use these correctly
• The ability to critically and creatively describe and apply different communication models and constructs to specific MC problems in the South African Marketing Communication context

Potential learners should be in possession of a Bachelor's degree with Communication as a major subject and learning in the relevant specialisation field with an average of 65% at NQF level 6, with a minimum of 360 total credits. Potential learners who are not in possession of such a degree, but who are in possession of a qualification that could be regarded as equivalent to such a qualification, must apply to the Accreditation Committee of the Faculty of Arts for accreditation

Recognition of prior learning

All potential learners who are not in possession of a Bachelor's Degree with Communication as a major subject and learning in the relevant specialisation field, need to provide proof of an equivalent qualification. Those learners who claim that they have achieved relevant prior learning that should give them access to the programme, need to apply to the Departmental Chairperson of the Department of Communication for recognition of prior learning.

A potential learner who wants to be credited for prior learning and/or experience for a particular module(s), needs to apply in writing to the Departmental Chairperson of the Department of Communication, clearly stating the title(s) of the module or modules he/she wants to be credited for as well as the basis on which he/she believes the accreditation should be granted.

The principles of RPL are subscribed to and will be implemented in a flexible manner. The principle of flexible and open access, however, is offset by the provision that this is not to the detriment of the potential learner and that his/her chances of success are reasonable.

The Committee will assess learners' competencies in order to determine whether they are eligible for

a) access to,

b) advanced placement in, or

c) recognition of status for this qualification

1. Identify, evaluate and solve advanced MC and communication problems using critical and creative thinking
2. Manage and work effectively with others as members of an MC team or group to identify, solve and critically evaluate advanced communication and MC problems
3. Organise and manage personal activities related to the MC learning process in an accountable manner.
4. Collect, analyse, organise, critically evaluate and apply complex information pertaining to MC
5. Communicate complex MC information effectively using appropriate communication skills and media, and facilitate effective verbal and non-verbal persuasive communication.
6. Use MC science and technology effectively, critically and responsibly to address sophisticated issues pertaining to MC
7. Demonstrate a heightened understanding of the related systems of MC and the dynamic inter-relationship between these units and the broader context.
8. Acquire and reflect on advanced learning skills and strategies appropriate to the context of communication and MC
9. Acquire a heightened understanding of the principles of responsible citizenship with regard to MC in local, national and global communities
10. Demonstrate an understanding of and apply heightened cultural and aesthetic sensitivity to the process of MC
11. Develop advanced employment-seeking skills within the MC employment context
12. Identify and develop multiple MC entrepreneurial opportunities

1. Did the learner identify, evaluate and solve advanced MC problems by using critical and creative thinking?
2. Did the learner work effectively with others as a member of a MC team or group to identify, solve and critically evaluate advanced communication and MC problems?
3. Did the learner organise and manage personal activities related to the MC learning process in an accountable manner?
4. Did the learner collect, analyse, organise, critically evaluate and apply complex information pertaining to MC?
5. Did the learner communicate complex MC information effectively using appropriate communication skills and media and facilitate effective verbal and non-verbal persuasive communication?
6. Did the learner use MC science and technology effectively, critically and responsibly to address sophisticated issues pertaining to MC?
7. Did the learner demonstrate a heightened understanding of the related systems of MC and the dynamic inter-relationship between these units and the broader context?
8. Did the learner acquire and reflect on advanced learning skills and strategies appropriate to the context of communication and MC
9. Did the learner acquire a heightened understanding of the principles of responsible citizenship with regard to MC in local, national and global communities?
10. Did the learner demonstrate an understanding of, and apply heightened cultural and aesthetic sensitivity to the process of MC
11. Did the learner develop advanced employment-seeking skills within the MC employment context?
12. Did the learner identify and develop multiple MC entrepreneurial opportunities?

Integrated assessment

Continuous assessment practices form an integral part of the design of this qualification. Learning outcomes are made explicit to learners and there is a coherent assessment strategy in place for each module, with a fair balance between formative and summative assessment strategies.

Formative assessment practices that will be implemented

A range of formative assessment strategies is used. Formative assessment strategies include, inter alia, short essays, presentations in small groups and practical activities, field visits, publications and productions. Self-assessment activities are included in study guides. Opportunities for peer assessment are included.

Summative assessment practices that will be implemented

Integrated assessment, focusing on the achievement of the exit-level outcomes, will be done by means of written assignments, formal module tests and the execution and presentation of a research project as well as end-of-semester final examinations.