Bachelor of Commerce in Strategic Communication

Purpose

The Bachelor of Commerce in Strategic Communication qualification aims to provide learners with a well-rounded, broad education in strategic communication, which equips them with a strong knowledge base, as well as the required theory and methodologies of the discipline. Learners will be equipped to take responsibility in the workplace, incorporate good judgment, apply critical consciousness, practice creativity, and embody active and social engagement with civil society. Ultimately, learners will be able to navigate the complexities of a changing world as work-ready professionals. Furthermore, learners will be able to continue their higher education studies in a postgraduate capacity or enter the working environment with a deep understanding of the challenges faced by the communication industry, as well as the ability to apply valuable tools and techniques for goal-driven problem-solving and innovative thinking.

The qualification incorporates values, knowledge, and skills in the core areas of accounting and economics, along with advanced knowledge and understanding of business management and strategic communication. Theoretical depth is further ensured through the incorporation of a range of relevant supporting knowledge areas, including ethics, information technology, academic and language fundamentals, legal principles, legislation and regulations, marketing, and research methodologies. This prepares a sound knowledge base for continued academic endeavour or for entry into a range of positions in the industry including at the managerial level.

Upon completion of the qualification, qualifying learners will be able to

• Demonstrate an understanding of and the ability to utilise and apply information technology systems and platforms in the strategic communication context.
• Demonstrate competence in the ability to compile, analyse, structure and present material in a logical and coherent manner.
• Demonstrate understanding of the theoretical principles, theories, functions, and strategies underlying the business environment in a local and global context.
• Demonstrate knowledge and understanding of the fundamental principles of economics, accounting, and financial management in the business context.
• Demonstrate knowledge and applied understanding of ethics and the laws governing strategic communication.
• Demonstrate integrated knowledge and applied understanding of the principles, theories, and practices underlying strategic communication.

Rationale

The need for strategic communication practitioners has increased in response to the paradigm shift being experienced by the communication industry. Strategic communication considers organisational communication from an integrated and multidisciplinary perspective by grounding ideas and issues in different traditional communications disciplines The field successfully integrates various disciplines, such as marketing, brand management, public relations, organisational communication, and communication management to further the organisation's mission by means of a strategic communication plan aimed at both internal and external stakeholders.

In 2019, the sector of Communication and Marketing Services, which includes strategic communication, formed part of the top employment sectors in South Africa This is further evident in the number and type of jobs currently available in the field of strategic communication in 2023. Positions currently being recruited for on online South African job portals, such as PNet, Careers24, and LinkedIn, include Head of Communications, Communications Specialist, Marketing and Communications Manager, Brand Manager, Communications Officer, Senior Strategist, Strategic Communications Specialist, Digital Marketing Specialist, PR and Communications Officer, and Content Strategist.) also indicates a demand for copywriting professionals who research, plan, and create written content for advertisement purposes, as well as the production of blog posts, emails, sales letters, technical documents, speeches, scripts, and website content. Various internships in the field of strategic communications also exist for the purpose of building learners' experience in the field, including internships with Corporate Communication companies. Positions such as these and the skills gap identified highlight the need for a qualification in Strategic Communication that prepares learners for an integrated approach to communications, marketing, media relations, and public relations.

According to Services SETA there is a dearth of relevant and up-to-date qualifications. Currently, South African higher education institutions focus primarily on communication and public relations, with strategic communication primarily being offered at a post-graduate level or as a Bachelor of Arts qualification. Still fewer qualifications in communication exist in the distance mode of provision, none specifically focusing on strategic communication. In keeping with the institution's mission "to provide quality, relevant education and training" and its vision to "enhance, uplift and continuously improve the quality of education and training in Southern Africa," offering a Bachelor of Commerce in Strategic Communication will contribute towards bridging the current skills gap. It will supply the industry with much-needed graduates in the field of strategic communication. The qualification will provide learners with both a strong theoretical base, as well as the required skills and capabilities to function effectively in an integrated and strategic environment.

The development of this qualification is an important step toward achieving the institution's vision of enhancing, uplifting, and continuously improving education and training in the country.

Recognition of Prior Learning (RPL)

RPL for exemption of modules

The principles of recognising learning that has already taken place will be applied at a modular level.

Learners need to be able to demonstrate their prior learning either through evaluation/verification and/or assessment. Each application will be considered on a case-by-case basis and learners will enter into discussion with the RPL advisor to determine the requirements for the RPL assessment/portfolio of evidence.

Although learners are rigorously assessed, as per the principles of RPL, there is no guarantee that a learner will gain admittance into a qualification or receive exemptions from modules.

The institution adheres to the guidelines set by the CHE (CHE, 2016), and only 10 % of a cohort will be allowed admittance to a qualification on an RPL basis.

All RPL applications will be adjudicated by the Academic Committee and Registrar: Administration. The outcome of the applications will be communicated to learners in writing (via email).

Entry Requirements

The minimum entry requirement for this qualification is

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

Or

• Senior Certificate, NQF Level 4 with matriculation exemption.

Or

• National Certificate Vocational, NQF Level 4 granting access to Bachelor's degree studies.

This qualification consists of the following compulsory modules at National Qualifications Framework Levels 5, 6 and 7 totalling 378 Credits.

Compulsory Modules, Level 5, totalling 136 Credits.

• Computer Literacy (Word, Word Advanced and Outlook), 16 Credits.
• Academic Literacy, 14 Credits.
• Business Management 1, 16 Credits.
• Strategic Communication 1: Introduction to Communication, 16 Credits.
• Computer Literacy: Digital Transformation, 4 Credits.
• Economics, 16 Credits.
• Marketing Management, 16 Credits.
• Accounting Principles, 14 Credits.
• English Foundations, 10 Credits.
• Commercial Law, 14 Credits.

Compulsory Modules, Level 6, totalling 112 Credits.

• Business Management 2, 18 Credits.
• Introduction to Cost and Management Accounting, 10 Credits.
• Strategic Communication 2A: Principles and Practices of Strategic Communication, 22 Credits.
• Business Ethics, 10 Credits.
• Strategic Communication 2B: Business Communication, 20 Credits.
• Strategic Communication 2C: Integrated Marketing Communication, 18 Credits.
• Public Relations and Digital Media, 14 Credits.

Compulsory Modules, Level 7, totalling 130 Credits.

• Business Management 3, 32 Credits.
• Strategic Communication 3A: Brand Management, 20 Credits.
• Financial Management, 10 Credits.
• Public Discourse Law, 4 Credits.
• Project Management, 14 Credits.
• Strategic Communication 3B: Media and Communication in Society, 20 Credits.
• Research Methods, 10 Credits.
• Strategic Communication 3C: Strategic Communication Strategy, 20 Credits.

1. Demonstrate an understanding of and the ability to utilise and apply information technology systems and platforms in the strategic communication context.
2. Demonstrate competence in the ability to compile, analyse, structure and present material in a logical and coherent manner.
3. Demonstrate an understanding of the theoretical principles, theories, functions, and strategies underlying the business environment in a local and global context.
4. Demonstrate knowledge and understanding of the fundamental principles of economics, accounting, and financial management in the business context.
5. Demonstrate knowledge and applied understanding of ethics and the laws governing strategic communication.
6. Demonstrate integrated knowledge and applied understanding of the principles, theories, and practices underlying strategic communication.
7. Demonstrate detailed knowledge and applied understanding of the principles, theories, and practices of marketing for strategic communication.
8. Demonstrate an applied understanding of the principles, theories, and methodologies of research for strategic communication.

Associated Assessment Criteria for Exit Level Outcome 1

• Apply computer systems and platforms skillfully to carry out day-to-day tasks.
• Create a professional presentation using appropriate computer software.
• Apply skills in database management software effectively and efficiently.
• Adequately understand digital transformation and the role thereof in a business environment, including data management, artificial intelligence, and machine learning.

Associated Assessment Criteria for Exit Level Outcome 2

• Identify, discuss, and effectively apply reading strategies to be followed whilst reading academic texts.
• Construct cohesive and coherent sentences to compile, analyse, structure and present material in a logical and coherent manner.
• Apply the fundamentals of the English language adequately to write compelling pieces.
• Apply skills to write a professional and compelling piece based on a given topic.

Associated Assessment Criteria for Exit Level Outcome 3

• Apply and reflect on the fundamental principles of Business Management in a local and global context.
• Analyse real-world examples to adequately understand global capital markets and institutional frameworks.
• Illustrate an applied understanding of the project life cycle, including the initiation, planning, execution, and closure phases.
• Discuss and apply strategic practices and resource management to real-world examples.

Associated Assessment Criteria for Exit Level Outcome 4

• Apply the basic principles of micro- and macro-economics.
• Interpret the micro- and macro-economic aspects of an economic cycle effectively.
• Define and apply the basic principles and concepts of accounting and the accounting process accurately.
• Illustrate an appropriate understanding of the accounting cycle, from recording financial transactions to the key elements of financial statements, and the effect of these transactions on the accounting equation.
• Illustrate sufficient understanding of, and apply the basic financial management principles, including budgeting.

Associated Assessment Criteria for Exit Level Outcome 5

• Apply an efficient understanding of the principles of the South African legal system.
• Illustrate sufficient understanding and application of the principles of copywriting law and intellectual property law.
• Illustrate knowledge of, and adequately apply the theoretical underpinnings of ethics and make ethically sound decisions.
• Illustrate detailed knowledge of the South African legal context in which public discourse takes place.

Associated Assessment Criteria for Exit Level Outcome 6

• Apply principles of communication and practices underlying strategic communication.
• Evaluate, understand, and apply the principles of strategic communication, including internal and external communication.
• Create a strategic communication strategy and apply the principles of public relations successfully.
• Illustrate an appropriate understanding of the roles and primary areas of communication practice in the public sphere.

Associated Assessment Criteria for Exit Level Outcome 7

• Apply the principles of content creation and storytelling to produce content that resonates with the business's target audience.
• Illustrate an adequate understanding of the fundamental principles of marketing and an applied understanding of the principles of brand management.
• Apply the principles of integrated marketing communication, and expertly utilise tools, and tactics to support and enhance marketing activities.
• Create a social media post that effectively communicates a brand's message.

Associated Assessment Criteria for Exit Level Outcome 8

• Contextualise the research process in the field of commerce.
• Critically differentiate between qualitative and quantitative research approaches and methodological principles.
• Distinguish between qualitative and quantitative data suitably and successfully analyse academic texts and present findings logically and coherently.