Diploma in Integrated Communication

Purpose

The Diploma in Integrated Communication provides learners with an opportunity to gain valuable and specialised theoretical knowledge, sophisticated practical communication skills and practical experience in the interdisciplinary fields of Business Communication, International Communication, Public Relations as well as Advertising and Marketing Communication.

Learners will demonstrate applied competencies in creating and using messages to generate meaning within and across various contexts, cultures, channels and media. The qualification will further equip learners with the knowledge that would enable them to understand the role of communication in business and society.

The work-integrated learning component enables learners to acquire practical industry skills so that they are ready to contribute to industry from day one of entering the workforce. Thus, learners will identify, analyse and propose appropriate and justified solutions in the areas of communication within and across various organisational contexts. The qualification will provide all economic sectors with a pool of qualified learners whose competence will be internationally recognised.

Rationale

The Diploma in Integrated Communication is a vocational qualification, at NQF Level 6, aimed at providing learners with the necessary knowledge and skills in the field of integrated communication. Communication has assumed a greater meaning and importance in organisations both internally and externally. Corporations, governments and non-profit organisations understand the importance of communication and are seeking expertise in the field. If the organisations are to be efficient in communication, and if organisations intend to play a major role in the ubiquitous communication landscape, communication qualifications need to produce learners who are proficient communicators as well as techno-savvy. Such learners will have knowledge of and combined expertise in the sub-fields of communication that emphasise integrated thinking and planning to generate the most relevant business solutions. Therefore, the Diploma in Integrated Communication will produce learners who can demonstrate knowledge and skills in the field of Communication by offering them training that will assist in entering the various Communication career paths. The qualification will help the learners' careers through work-based learning. To achieve this, the department will collaborate with disadvantaged communities in the surrounding communities. Learners will work with several Non-Profit Organisations (NPOs) to develop and implement communication strategies.

Through engagement with these NPOs, learners will, among other things, learn how to

• Develop media plans;
• Work with and communicate with team members and stakeholders;
• Use emerging media technologies to communicate and maintain relationships with stakeholders;
• Write and edit press releases;
• Plan and organise events.

The Diploma in Integrated Communication emanated from a consultation with industry regarding their needs as well as discussion with the Advisory Board of the Department of Integrated Communication and benchmarking with international universities and universities of technology. The consultation with industry experts resulted in the identification of a lack of a qualification that addresses the dynamic nature of communication and the many sub-fields of the Communication discipline in South African higher education institutions. In responding to these needs, the Department of Integrated Communication is rationalising its Programme Qualification Mix (PQM) by phasing out the following Qualifications. The Diploma Integrated Communication replaces the National Diploma: Business Communication, National Diploma: International Communication and a National Diploma: Public Relations.

Recognition of Prior Learning (RPL)

Access to this qualification is possible through the recognition of relevant prior learning and prior experience as a practitioner in the field of Communication. The institution will develop structured means for the assessment of individual learners against the Exit Level Outcomes of the qualification on a case-by-case basis. The necessary evidence, required by the Exit Level Outcomes, and presented by the learner, should meet the following principles: the currency of evidence, the sufficiency, validity and authenticity of the evidence. RPL will follow the policies and procedures of the individual providers. Learners can achieve credits or access the qualification through RPL.

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, NQF Level 4, granting access to Diploma studies.

This qualification consists of the following compulsory and elective modules at National Qualifications Framework Levels 5 and 6 totalling 360 Credits.

Compulsory Modules, NQF Level 5, 162 Credits

• Communication for academic purposes, 10 Credits.
• Foundations of Organisational Communication, 20 Credits.
• Information Literacy, 2 Credits.
• Computer literacy, 10 Credits.
• Life Skills, 2 Credits.
• Communication Science and Practice I, 20 Credits.
• Introduction to Integrated Communication I, 36 Credits.
• Media Practice I, 20 Credits.
• Project management, 16 Credits.
• Communication through media and technology, 10 Credits.
• Communications Law, 16 Credits.

Elective Modules NQF Level 5, 20 Credits (Choose 1)

• International Communication I, 20 Credits.
• Advertising and Marketing Communication I, 20 Credits.
• Public Relations and Organisational Communication I, 20 Credits.

Compulsory Modules, NQF 6, 158 Credits

• Communication Science and Practice II, 25 Credits.
• Media Practice II, 25 Credits.
• Communication for occupational purposes, 8 Credits:
• Communication Science and Practice III, 20 Credits:
• Media Practice III, 20 Credits.
• WIL (Work-Integrated Learning), 60 Credits.

Elective Modules NQF Level 6, 20 Credits (Choose 1)

• International Communication II, 20 Credits.
• Advertising and Marketing Communication II, 20 Credits.
• Public Relations and Organisational Communication II, 20 Credits.

1. Demonstrate an informed understanding of the roles and responsibilities of Public Relations and Communication Practitioners.
2. Demonstrate an awareness of how knowledge and knowledge systems develop and evolve within the field of organisational communication and communication with stakeholder groups.
3. Select the appropriate methods and procedures for communicating with internal and external stakeholders as well as select the correct strategy and plan in the field of organisational communication.
4. Identify, evaluate and solve defined, routine and new problems within a communication management context.
5. Act according to the values and societal responsibility as set by professional bodies for Communication and PR Practitioners.
6. Gather information from a range of sources including oral, written or symbolic texts to select information regarding the field of communication and public relations.
7. Communicate complex information reliably, accurately and coherently.
8. Operate in a range of familiar and new communication and public relations contexts, demonstrating an understanding of different communication media, situations and stakeholders.
9. Assess own performance and those of others and take the appropriate action to better or rectify.
10. Account for own actions, to work effectively with and respect others and in a defined context, to take supervisory responsibility for others and for the responsible use of resources where appropriate.

Associated Assessment Criteria for Exit Level Outcome 1

• Demonstrate detailed knowledge of the roles and responsibilities of Public Relations and Communication Practitioners.
• Apply key concepts, terms, rules and principles in the field of knowledge, in both familiar and new contexts.
• Apply communication management of internal and external stakeholders of organisations.
• Apply management skills in the field of integrated communication.

Associated Assessment Criteria for Exit Level Outcome 2

• Evaluate the different schools of thought within the discipline of communication and public relations.
• Select knowledge and knowledge systems appropriate to the task by applying processes of analysis, synthesis and evaluation.

Associated Assessment Criteria for Exit Level Outcome 3

• Communication methods, procedures and techniques are evaluated for their appropriateness to the situation.
• Investigate and suggest communication methods and practices used in a defined context and relevant and appropriate methods and procedures.

Associated Assessment Criteria for Exit Level Outcome 4

• Problems are identified, analysed and solved in an unfamiliar organisational communication context.
• Gather and apply evidence to find solutions to such problems.

Associated Assessment Criteria for Exit Level Outcome 5

• Expose the ability to find guidance and additional information regarding dealing with ethical and professional issues about the field of organisational communication is exposed.
• Demonstrate the ethical implications of decisions and actions taken by Communication and PR Practitioners.
• Demonstrate the awareness of the complexity of ethical dilemmas.
• Ensure that all actions and decisions follow the relevant professional codes and ethics within the field of Communication and PR must evaluate them.

Associated Assessment Criteria for Exit Level Outcome 6

• Evaluate different sources of information regarding communication and public relations.
• Information appropriate to the task is selected.
• Communication strategies and plans are applied, and the process monitored, using appropriate conventions and formats relevant to the field of Communication and PR.

Associated Assessment Criteria for Exit Level Outcome 7

• Present and communicate complex information to stakeholders.
• Demonstrate respect for intellectual property, copyright and plagiarism in all levels of communication.

Associated Assessment Criteria for Exit Level Outcome 8

• Take action and make appropriate decisions to a range of familiar and new communication and public relations contexts, demonstrating an understanding of the difference in communication media, situations and stakeholders.
• Demonstrate the concept that different communication actions in one area may have an impact on other areas in the same system.

Associated Assessment Criteria for Exit Level Outcome 9

• Evaluate own performance against given criteria and areas of improvement and are accurately identify areas of improvement.

Associated Assessment Criteria for Exit Level Outcome 10

• Demonstrate the ability to work effectively in a team or group and the ability to take responsibility for own decisions and actions.

Integrated Assessment

Formative and summative assessments will be integrated to provide a coherent indication of the learners' ability, skill and experience. Formative assessment practices will be implemented and may include formal and informal class tests, module or semester tests (where applicable), projects and practical assessments. Summative assessment practices will be implemented at the end of each module to assess the achievement of outcomes and may include written examinations, practical examinations, and project assessments.

Integrated assessment approaches are required. These assessments are focused on assessing the achievement of the Exit Level Outcomes holistically, i.e. in groups rather than individually, and will be done where possible/manageable utilising written examinations, practical examinations, work-integrated learning, project evaluations and final examinations in each module, including project reports and presentation assessments.