Bachelor of Commerce in Corporate Communication

Purpose

The purpose of this Bachelor of Commerce in Corporate Communication is to provide learners with the essential knowledge and skills to prepare them for opportunities and challenges within the interesting and stimulating field of corporate communication. This field consists of an intrinsic, yet the interrelated relationship between communication and business. Corporate communication is an emerging field of study and aids an organisation in creating and managing communicative activities and projects that are inclusive of stakeholders, the building and maintaining of key relationships as well as maintaining the corporate identity, image and reputation of the organisation. Thus, the blending of communication and business becomes clear.

A further purpose of this qualification is to provide learners with a holistic and robust understanding of the field of corporate communication. This qualification provides learners with a well-rounded understanding of theory, methodology, applications and processes in the key fields of corporate communication, communication science, and business management. Also, learners will be cognizant of the rapidly changing environment of corporate communication and have the skills and knowledge to contribute to this emerging industry. Lastly, due to the blend of communication and business-related modules, this qualification will develop learners' problem solving, critical thinking and strategic skills, which is what corporates seek in qualifying learners over-and-above an appropriate qualification.

Moreover, learners will learn to engage in planning, conducting research, implementing and evaluating corporate communication activities and projects in a range of corporate contexts as well as develop a research topic, in the form of a research proposal, on an area of interest in the corporate communication context. Some of the career opportunities that will be available to the learner include and not limited to: communication divisions in corporations such as a corporate communicator, communication officer, manager or specialist, internal and external communication strategist, communication analyst, communication project manager, public relations officer, manager or specialist, media liaison or correspondent, crisis or change communicator or manager, corporate affairs representative or manager, corporate advertiser, and corporate training, and developing officer or manager.

Rationale

According to Jethwaney (2018), corporate communication involves a set of communicative activities and projects involved in managing and orchestrating internal and external communication aimed at creating favourable perceptions among stakeholders on which the organisation depends. Although, corporate communication might be a relatively emerging field of study, according to Argenti (2018), organisations have realised the value of corporate communication and are adapting their structures to include this new field. Ingham (2016), concurs, "the landscape we operate in has changed - and [it has] changed firmly in our favour [that of corporate communicators] new technologies and new frontiers - under the broad banner of digital and social media - mean demand for our services is greater than ever". Also, Cornelissen (2017), argues that the environment for companies are constantly changing and have become more challenging, and as such, executives and practitioners within organisations need to become equipped with an understanding of the concepts and tools of corporate communication.

With the changing corporate landscape and the need for corporate communicators, the institution wants to provide a competent, efficient, and specialised workforce that can contribute to this valuable field. Having recognised the need for corporate communicators within not only a local context but also internationally, the institution would like to fill this specialised need. According to South Africa's President Ramaphosa (2019), South Africa is constantly looking to become better equipped to compete on a global scale. Corporate communicators can provide a strategic advantage to organisations needing to shift and transform their structures to the changing nature of the corporate world. Thus, adding to the South African economy by creating cutting edge and competitive corporates.

It is becoming apparent according to Laajalathi (2018), that corporate communication specialists are required to help organisations' cope with dramatic changes such as fundamental restructuring to revolutionary shifts in values. These changes have been brought about due to globalisation, the global economy and the advances in information and communicative technologies (Financial Times, 2018). Corporate communicators can steer the organisation and its stakeholders through these challenging times by aiding an organisation in achieving its communicative objectives and, in turn, organisational objectives. According to Zerfass, (2018), the contributions of corporate communication departments to organisational success cannot be ignored. They further argue that corporate communication serves the corporation in four strategic and operational dimensions, which emphasises the critical role of communications in reflecting and adjusting organisational strategies.

Contemporary organisations increasingly realise that they need to include their stakeholders in organisational thinking and strategising to develop and protect their reputations (Hirsch, 2018). According to Christensen (2018), one of the primary responsibilities of a corporate communicator is to create communication strategies that are inclusive of the stakeholder. Whereby the stakeholder is included in organisational thinking and strategising. Thus, creating and maintaining relationships between the organisation and its stakeholders. Lock (2018), agrees and states that corporate communication is used as a strategic management function to identify strategic stakeholders, stakeholder concerns and the consequences thereof for the organisation and solving problems in the organisation's relationships with stakeholders.

Considering the above discussion, the qualification will provide learners with the necessary theoretical knowledge and critical skills required to help organisations reach their strategic objectives using developed communication skills, strategic communication strategies and stakeholder management knowledge. Also, the qualification will provide learners with a robust practical understanding of the importance of communication in any corporate endeavour. Emphasis is also placed on the ability of learners to produce well-written and planned communication activities and projects that will assist the organisation in communicating appropriately and ethically to its various stakeholders to reach over-all organisational objectives, resolve stakeholder concerns and needs, and develop holistic and transparent strategies. Learners will also develop the critical and analytic skills of researching as a foundation for creating creative and innovative solutions and strategies for organisational purposes.

The typical learners that this qualification hopes to attract are matriculants that obtained a Bachelors pass and hopes to study towards a field that will help them develop a critical, creative and solution-driven understanding of contemporary organisations and the communication related skills required to thrive in such an environment. Also, current communicator practitioners, that would like to become knowledgeable about the corporate nature of communications would benefit from this qualification. The institution facilitates distance delivery, which allows learners to either retain their full-time employment or seek employment to complement their academic journey. Although the institution utilises a distance delivery, learners are provided with a plethora of support from e-learning platforms to assist the learning journey, an information management system that manages the learning process and provides learners with the necessary academic material and support, face-to-face workshops and consultation with lecturers.

Also, elements such as the impact of the media on all aspects of contemporary social life, the ethics and law that govern over media practices and media writing skills will be explored to develop critical and creative skills in dealing with communication-related problems. Furthermore, learners will learn the importance of intercultural communication, organisational behaviour and the psychology of the workplace by delving into the challenges of communicating with other cultures and how to deal with diversity and conflict in the working world. Thus, learners will be able to think creatively about diversity, differences, change and communicate ideas strategically and assertively. The necessity of having a fair, transparent and impartial leader will also be explored as a means to motivate corporate communication groups and teams to reach common organisational goals. Also, learners will learn the importance of corporate reputation and the strategies to build and maintain reputable, transparent and ethical images and identities of corporates. Building and maintain various stakeholder relationships, both internally and externally, and creating inclusive strategies to ensure lasting relationships will also be explored to show the importance of stakeholder management as one of the primary functions of the corporate communication process.

The qualification will allow learners to seek employment in various communication-related sectors such as Corporate Communication, Communications, Public Relations, Media Relations, Branding, Reputation and Image Management, Corporate Advertising, Digital and Social Media, Marketing and Research.

Recognition of Prior Learning (RPL)

This qualification may be obtained in part through the recognition of prior learning (RPL). In the cases where prior learning is to be recognised for purposes of access to the qualification, it is assumed that the learning derived from work or life experience will be a major element in the profiles of non-standard entrants primarily using a portfolio of evidence. Such learners will be selected on the recommendation of a senior manager from learners' organisations/companies.

RPL may also be recognised for advanced standing and credits.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, Level 4 granting access to Bachelor's studies.

Or

• National Certificate (Vocational), Level 4 granting access to Bachelor's studies.

Or

• Higher Certificate in the relevant field of study, Level 5.

This qualification consists of the following compulsory modules at NQF Levels 5, 6 and 7 totalling 360 Credits.

Compulsory module, Level 5, 120 Credits

• Introduction to Corporate Communication, 15 Credits.
• Introduction to Communication Science, 15 Credits.
• Introduction to Business Management, 15 Credits.
• End-User Computing, 15 Credits.
• Corporate Communication Practices, 15 Credits.
• Interpersonal Communication, 15 Credits.
• Introduction to Project Management, 15 Credits.
• Applied Communications Skills, 15 Credits.

Compulsory module, Level 6, 120 Credits

• Corporate Identity, Image, Branding and Reputation, 15 Credits.
• Intercultural Communication, 15 Credits.
• Organisational Leadership, 15 Credits.
• Advanced Applied Communications Skills, 15 Credits.
• Inclusive Stakeholder Management, 15 Credits.
• Media and Society, 15 Credits.
• Project Stakeholder Management, 15 Credits.
• Media Ethics and Law, 15 Credits.

Compulsory module, Level 7, 120 Credits

• Strategic Communication Management, 15 Credits.
• Organisational Communication, 15 Credits.
• Organisational Diversity, 15 Credits.
• Introduction to Research, 15 Credits.
• Corporate Communication Strategy, 15 Credits.
• Global Communication, 15 Credits.
• Business Environment and Ethics, 15 Credits.
• Research in Practice, 15 Credits.

1. Demonstrate a critical, holistic understanding of applying the theoretical knowledge of corporate communication, communication sciences, and business management concepts in the organisational context.
2. Determine effective strategic communication competencies by identifying and utilising appropriate communication knowledge, techniques, strategies and technologies by planning, creating and implementing effective corporate communication activities and projects that are inclusive by nature.
3. Organise and coordinate resources and opportunities in the corporate communications field by managing and evaluating corporate communication activities and projects to ensure organisational communication delivery achieves organisational objectives and meet ethical and legal standards.
4. Evidence critical knowledge by integrating research methods and decisions relevant to the application of corporate communication activities and projects to make informed decisions that lead to effective, ethical and successful organisational communication.
5. Display accountability, ethics and professional practice in applying leadership, motivation, diversity, ethics, conflict management knowledge and practices in the role of and as a corporate communication manager.
6. Practice and evidence ethics, social sensitivity, responsibility with others and work effectively in self-directed corporate communication teams by applying key theoretical elements of team and group work resulting in providing solutions to organisational problems.
7. Apply theoretical and research knowledge and analytical skills gained in the qualification to a specialised area in corporate communication by writing a research proposal.

Associated Assessment Criteria for Exit Level Outcome 1

• Examine origins, context and impact of corporate communication, communication sciences, and business management to understand the foundations that underpin corporate communication.
• Investigate principles, concepts, and processes of corporate communication, communication sciences, and business management to understand the integrative nature of the communication processes in an organisational context.
• Explore roles, purposes, functions and benefits of corporate communication, communication sciences, and business management to highlight the key principles of corporate communication's role in the organisational environment.
• Contextualise corporate communication, communication sciences, and business management processes and relationships to other areas/functions of the organisation.
• Investigate the scope, role and dynamics of corporate communication perspectives and theories gain an in-depth understanding of the dynamics of the corporate communication industry.
• Evaluate the transformation of the communication industry by the new digital age to understand the importance and need for corporate communication.

Associated Assessment Criteria for Exit Level Outcome 2

• Explore strategic communication and management to determine the importance of strategic thinking and decision-making in reaching organisational objectives.
• Analyse the relationship between communication, stakeholder management and inclusiveness to understand the importance of creating inclusive corporate communication activities and projects.
• Identify and examine corporate communication requirements of the organisation to determine communication objectives.
• Identify, develop and implement corporate communication plans and techniques to ensure inclusive corporate communication activities and projects.
• Explore strategic communication techniques and technologies to complement inclusive corporate communication activities and projects.

Associated Assessment Criteria for Exit Level Outcome 3

• Examine managing corporate communication activities and projects to show the importance of the managing process in creating communication activities for organisational purposes.
• Explore corporate communication activities and projects to understand the importance and benefits of evaluation as part of the communication process.
• Investigate key stages and process for managing and evaluating corporate communication activities and projects to develop a holistic understanding of corporate communication.
• Solve corporate communication delivery related problems to inform future corporate communication activities and projects.
• Apply corporate communication audits to corporate communication activities and projects to analyse the effectiveness of communicative tasks for reaching organisational objectives ethically and legally.

Associated Assessment Criteria for Exit Level Outcome 4

• Analyse various research methods and tools to help achieve effective and successful corporate communication activities and projects.
• Examine key research methods, strategies and processes that lead to effective, ethical and successful communication to determine best practices for corporate communication activities and projects.
• Explore strategic decision-making to emphasise the importance of informed decisions for corporate communication activities and project success.

Associated Assessment Criteria for Exit Level Outcome 5

• Explore concepts, processes, functions, and theories of leadership, motivation, diversity, ethics and conflict in contemporary organisations' to illustrate the importance of management in ensuring organisational success.
• Examine corporate communicator as a leader, strategic manager and communications specialist to determine the role, functions, responsibilities and benefits of the corporate communicator.
• Examine problems associated with leadership, motivation, diversity, ethics and conflict management to develop mechanisms that can assist in improving the effectiveness of the communicator role as a leader.
• Explore challenges posed by communication barriers by the corporate communicator.
• Utilise various strategies, techniques and practices by a corporate communicator to display accountable, ethical and professional behaviour will be analysed to ensure that the application of communication instruments meets the challenges thus encountered.

Associated Assessment Criteria for Exit Level Outcome 6

• Analyse team and group work concepts, principles and functions to provide solutions to organisational communication-related problems.
• Explore work effectively in corporate communication teams to ensure that organisational communicative related problems are addressed ethically.
• Utilise team building knowledge and techniques to ensure the success of corporate communication activities and projects.

Associated Assessment Criteria for Exit Level Outcome 7

• Evidence key theoretical knowledge and practical skills by conducting desktop research relevant to corporate communication.
• Develop and apply personal presentation, writing and communication skills by developing a research topic in the field of corporate communication.
• Develop critical researching skills by providing solutions to corporate communication-related problems.
• Analyse the effectiveness of the communication proposal in meeting the organisational corporate communication challenges.

Integrated Assessment

The nature of assessment and feedback to learners serves as an important factor when evaluating learner's learning experience and the institution has adopted an effective assessment strategy that uses multiple components. The institution's Assessment Strategy has been reviewed and amended according to Council on Higher Education Accreditation Criteria (2012) and the National Policy and Criteria for Designing and Implementing Assessment for NQF Qualifications and Part-Qualifications and Professional Designations in South Africa (SAQA, 2014). Both formative and summative assessments will attempt to integrate knowledge, skills and attitudes and applied competence.

Formative assessment

The scheme of work includes assignments based on the learning material and students are given feedback. The process is continuous and focuses on smaller sections of the work and a limited number of outcomes. The formative assessment consists of knowledge checks, reflective assessments and learning community assessment. Knowledge checks may comprise of matching columns, multiple-choice questions, true and false and drag and drop assessment methods. Reflective assessments may consist of a short essay, long essay/case studies and posting comments/peer review.

Summative assessment

Examinations or equivalent assessment such as a research essay or portfolio to determine a representative selection of the outcomes practised and assessed in the formative stage. The 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. Summative assessment consists of projects, pen/paper exam, portfolio of evidence and dissertation.