Bachelor of Business Administration: Media Operations Management

Purpose

This qualification aims to provide individuals working, or interested in working in the field of Media with the knowledge, skills and competencies expected of professionals in management positions within the broader media operations context.

Qualifying learners will be able to

• Demonstrate a clear understanding of the media operations environment as it applies to both the national and international media environments and to the legislative framework regulating the media environment.
• Apply principles of research to investigate issues pertaining to media operations and business management which may contribute to effective operations in the media environment.
• Apply knowledge and understanding of the economic environment to encourage effective and efficient operations in a media organisation.
• Apply Human Resources Management and Project Management principles to support the operational strategy of a media operations organisation.

Learners will be able to further their learning in other aspects of business administration and management as they will have foundational understanding of:

• The structures, operations and legislative framework specific to the broader media environment.
• The planning, implementation and management of the application of media technology.
• Inter-active related media disciplines.

Learners successfully completing this qualification will be eligible to assume entry-level management responsibilities in a media operation within a chosen area of media specialisation.

Rationale

This qualification aims to produce knowledgeable, skilled individuals with the capacity to contribute to productivity and efficiency within a media organisation. In particular, individuals will gain the necessary knowledge and skills to coordinate and manage the business operations of a media organisation. Such organisations include:

• Advertising.
• Radio.
• Television/Video.
• Marketing.
• Public Relations.
• Journalism (Print Media: Newspaper, Magazine).

The qualification provides the necessary knowledge and competencies associated with the relevant business administration and management skills applicable to the operational media communications environment.

Holders of this qualification, on entering the field of Media Operations Management will be able to progress in management positions as they would have gained relevant experience in and exposure to the different specialisations in the Media sector.

The qualification will enable the qualified learner to assume job responsibilities such as

• Account/Divisional Manager (Media Organisation).
• Station/Broadcast Manager (Audiovisual Media).
• Production Manager (Audiovisual Media including Radio. Advertising, Television).
• Junior Editor (Print Media operation).
• Operations Manager (Media Organisation).
• Programme Coordinator (Audiovisual Media).
• Media Planner and Strategist.
• Media Project Manager.
• Media Director.

Learners wishing to enter this qualification are assumed to be competent in

• Communication in the medium of instruction at NQF Level 4
• Numeracy at NQF Level 4
• Computer Literacy at NQF Level 3

Recognition of Prior Learning

This qualification may be achieved wholly or in part through the Recognition of Prior Learning (RPL).

Learners who developed relevant competencies as a result of workplace and experiential learning and who are able to provide a relevant portfolio of verified evidence may be credited for applicable modules after the necessary assessment has been made.

Learners who do not meet the requirements for admission may be admitted to the qualification through RPL.

Access to the Qualification

Applicants must be in possession of

• A National Senior Certificate or recognised NQF Level 4 equivalent qualification granting access to Bachelor Degree study.

Or

• A Higher Certificate or an Advanced Certificate in a similar/related field of study.

All modules are compulsory.

Modules at NQF Level 5

• Communication, 10 credits.
• Media Law and Ethics, 15 credits.
• Media Economics, 15 credits.
• Creativity and Critical Thinking, 10 credits.
• Computer Literacy, 10 credits
• Financial Management, 10 credits
• Marketing 1, 10 credits

Total credits at NQF Level 5: 80 credits.

Modules at NQF Level 6

• Applied Communication, 20 credits.
• Academic and Research Principles, 10 credits.
• Journalism, 15 credits.
• Advertising, 15 credits.
• Public Relations, 15 credits.
• Audiovisual Media, 15 credits.
• Business Management 1, 15 credits.
• Applied Financial Management, 15 credits.
• Business Economics 1 (Macro), 10 credits.
• Business Economics 2 (Micro), 10 credits.
• Personnel Management 1, 10 credits.
• Marketing 2, 10 credits.
• Principles of Project Management, 15 credits.

Total credits at NQF Level 6: 175 credits.

Modules at NQF Level 7

• Media Communication, 15 credits.
• Media and Globalisation, 10 credits.
• Media Planning, 15 credits.
• Media Operations, 15 credits.
• Media Management in Context 1, 10 credits.
• Business Management 2, 15 credits.
• Research Methodology, 10 credits.
• Personnel Management 2, 10 credits.
• Brand Management, 15 credits.
• Project Management 2, 15 credits.

Total credits at NQF Level 7: 130 credits.

Modules at NQF Level 8

• Media Management in Context 2, 20 credits.
• Strategic Business Management 3, 16 credits.
• Research Project (Field of Media Organisation specialisation), 40 credits.
• Experiential Learning, 20 credits.

Total credits at NQF Level 8: 96 credits.

1. Demonstrate an understanding of both the National and International Media Operations Environments.
2. Demonstrate an understanding of the legislative framework regulating the media environment in terms of its impact on a media organisation.
3. Apply principles of research to investigate media operations issues.
4. Apply the principles of business management in the media environment.
5. Apply the principles of marketing for effective operation in the media environment.
6. Explain the economic environment in which a media organisation functions.
7. Apply financial principles to support operational efficiency.
8. Apply Human Resource Management principles in support of the operational strategy of a media operations organisation.
9. Apply Project Management principles in support of a Media operations project.
10. Apply communicative competence in interpersonal and organisational liaison.

Critical Cross-Field Outcomes

The qualification addresses the following Critical Cross-Field Outcomes as embedded in the Exit Level Outcomes and Associated Assessment Criteria of the qualification:

• Communicate effectively: Effective communication is supported in the application of written and spoken language in the learning environment as well as an operational context as applied to business administration and the media operations environment.
• Identify and solve problems: The identification and solving of problems is supported in the qualification in terms of academic research as applied to the resolving of operational and management issues within the media operations environment.
• Collect, analyse, organise, and critically evaluate information: The collection, analysis, organising and critical evaluation of information is supported in the planning and execution of learning and practical requirements as well as research within the learning and operational environments.
• Work in a team: Teamwork is developed and supported in the qualification in the execution of learning outputs as well as the use and application of skills and knowledge within the operational environment and media context.
• Use of science and technology: The use of science and technology is supported in the qualification through the use and application of financial and project management control principles applicable to the media environment.
• Understand the world as a set of interrelated systems: The understanding of relevant linkages between different role-players, organisations and communities within the media sector in general and media organisations in particular, support an understanding of the world as a set of interrelated systems.
• Self-organisation: Self-organisation and management skills are developed and supported within the context of the learning and media operations workplace / practical component environment.
• Personal development: The qualification supports personal development and good citizenship as it establishes a good foundational knowledge and responsible conduct from an ethical and responsible media perspective.

Associated Assessment Criteria for Exit Level Outcome 1

1.1 A historical overview of the Media environment is provided in terms of its development and impact relating to the use of media as a communications vehicle.

1.2 The media operations environment is explained in terms of national and international role-players, organisations, networks and relationships.

1.3 The nature, techniques and application of media communication within the media practices environment are explained.

• Range: The media practices environment includes: Radio, Journalism, Printed Media, Audio-Visual Environment (Television and Video), Advertising, Marketing. Graphic Design, Animation, Public Relations.

1.4 The media environment is explained in terms of the inter-relatedness of operational specialisations in a media communication context.

1.5 Media ethics and principles are explained in terms of community and stakeholder accountability.

1.6 The critical linkages between society, culture and media are identified and described.

Associated Assessment Criteria for Exit Level Outcome 2

2.1 Relevant media legislation is explained as it applies to application compliance.

2.2 The impact and repercussions of non-compliance of legislative requirements in the media environment are identified and explained.

2.3 Specific legislative requirements applicable to a selected media specialisation area are identified and evaluated in terms of their impact on the specific operational environment.

Associated Assessment Criteria for Exit Level Outcome 3

3.1 A basic understanding of statistical techniques as a part of and support to research methodology and approaches is demonstrated.

3.2 Quantitative and qualitative research principles are applied to collect, analyse and evaluate data applicable to the internal and external environments influencing media operations.

3.3 Selected media operations issues are analysed to determine objectives and alternatives applicable in the media and business environments.

3.4 Media Communications policy issues are analysed in order to inform strategic and operational policy plans.

3.5 Creativity and critical thinking are investigated, explored and applied to solve problems.

3.6 Computer skills are used in the gathering, collation and representation of data to meet research requirements within a selected area of specialisation.

Associated Assessment Criteria for Exit Level Outcome 4

4.1 Management structures and operational requirements, systems and business functioning particular to the media environment are explained.

4.2 Management principles are described and applied in a media business environment.

4.3 The evolution of management in the context of the media operations environment is described.

4.4 A range of management theories in support of effective operational management within the media environment is described.

4.5 Organisational design is applied in a media operations context.

4.6 Planning and decision-making aids in support of business management requirements in a media operations context are applied.

4.7 Business and management principles are applied to contribute to effective management in the working environment.

Associated Assessment Criteria for Exit Level Outcome 5

5.1 The purpose, role and function of marketing from a media organisational perspective are explained.

5.2 Consumer and buyer behaviour from a media organisational perspective are explained.

5.3 Appropriate strategies and marketing plans are developed through the utilisation of the principles of marketing.

5.4 A marketing mix for a media organisational context is identified and developed.

5.5 The principles of branding and brand management within the context of a media and workplace environment are explained.

Associated Assessment Criteria for Exit Level Outcome 6

6.1 The principles of economics applicable to demand, supply and market equilibrium are explained.

6.2 The principles of perfect and imperfect competition applicable to the economic environment are explained.

6.3 The micro and macro economic and operational environments applicable to a media organisation are explained.

6.4 The relationship between production and cost from a specific media operations perspective is demonstrated.

6.5 The principles of economic growth and development from a South African perspective are explained.

Associated Assessment Criteria for Exit Level Outcome 7

7.1 Financial management requirements in the business environment are explained.

7.2 Knowledge of Accounting in the business environment is applied.

7.3 Administrative skills are utilised to develop budgets related to a project, department or organisation in line with financial requirements applicable to organisational objectives.

7.4 Reliable and accurate information is assessed and applied to make relevant decisions for financial forecasts, variances and budgets.

Associated Assessment Criteria for Exit Level Outcome 8

8.1 The principles of Human Resource Management are explained and aligned with organisational strategy, objectives, culture and values.

8.2 Safety and security regulations are explained in terms of Human Resources Management in the media environment.

8.3 Human Resource requirements are applied in the execution of operational functions in a Media organisation.

8.4 Different leadership styles are explained and personal leadership style is evaluated in terms of leadership effectiveness in a media organisation.

Associated Assessment Criteria for Exit Level Outcome 9

9.1 Project scoping and planning is carried out in alignment with project management principles and documentation requirements.

9.2 A range of project management tools is used to comply with project administration requirements.

9.3 Project management principles and techniques are applied in support of the planning, implementation and delivery of media related projects.

• Range: Project management principles include: Scoping, planning, implementation, control, closure, results orientated project management.

9.4 Management techniques are applied in support of effective project implementation and delivery

Associated Assessment Criteria for Exit Level Outcome 10

10.1 All written and verbal communication consistently recognises cultural diversity.

10.2 Communication skills are applied to maintain effective interpersonal relations and a professional environment.

10.3 Effective written and verbal communication is applied in support of internal and external business requirements.

Integrated Assessment

An integrated assessment approach is incorporated in the Qualification.

Learning, teaching and assessment are inextricably aligned. Whenever possible, the assessment of knowledge, skills, attitudes and values shown in the qualification are integrated through the practical application of skills in relevant environments.

It is required that learners are able to arrange for assessment in an appropriate natural environment.

Where it is not possible to assess the learner in the workplace or on-the-job, simulations, case studies, role-plays and other similar techniques should be used to provide a context appropriate to the assessment.

Theoretical and practical components are assessed together.