Master of Arts in Corporate Communication

Purpose

The primary purpose of this qualification is to develop advanced applied competence of qualifying learners in Corporate Communication. Advanced applied competence implies the highly developed ability to acquire, analyse, interpret and apply advanced communication principles and theories related to the context of public relations in the Corporate Communication industry. Furthermore, learners will develop the highly sophisticated ability to internalise, reflect and communicate highly complex strategic decisions and applications effectively through the progressive and suitable use of scientific language and technical terminology associated with Corporate Communication. The qualification will facilitate effective critical learning and foster appropriate research capabilities through the exposure to and application of specialised learning and research styles, thereby enabling the learner to navigate and manage the compounded, dynamic context of Corporate Communication holistically.

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

• The ability to write academic texts;
• The ability to write a research proposal and report;
• The ability to orally present and defend 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 design, plan, and execute a meso-level research task, based on a theoretical framework in a group context on an immediate level, to reflect on their own research and report on research findings;
• The ability to search for, access, organise and interpret information at an intermediate level.
• The ability to use various information and communication technologies in an academic environment;
• The ability to discuss the theory and methodology of Communication and Corporate Communication and to be able to contribute to current debates in Corporate Communication at intermediate level;
• The ability to, critically and creatively, describe and apply different communication models and construct specific to Corporate Communication problems in South African, and global Corporate Communication industry at an intermediate level.

A potential learner should be in possession of an Honours Degree in communication or Corporate Communication, with an average of 65% at NQF Level 7, with a minimum of 120 Credits. Potential learners who are not in possession of such a Degree, but are in possession of a qualification, must apply to the Accreditation Committee of the Faculty of Arts for accreditation.

Recognition of Prior Learning (RPL)

All potential learners who are not in possession of an Honour Degree in Communication or Corporate Communication, need to provide proof of an equivalent qualification. Those who claim that they have achieved relevant prior learning which should give them access to the qualification, need to apply to the Departmental Chairperson of the Department of Communication for Recognition of Prior Learning.

Potential learners who want to be credited for prior learning and/or experience for a particular module or modules, need 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 they believe the accreditation should be granted.

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

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

g) Access to, or

h) Advanced placement in, or

i) Recognition of status for this qualification.

Entry Requirements

The minimum entry requirement for this qualification is

• Bachelor of Arts Honours in Communication, NQF Level 8.

Or

• Bachelor of Arts Honours in Corporate Communication, NQF Level 8.

Or

• Postgraduate Diploma in Intercultural Communication, NQF Level 8.

Learners should be able to

1. Identify, evaluate, anticipate and solve advanced Corporate Communication and communication problems by using critical and creative thinking;
2. Strategically manage and work effectively with others as member of a Corporate Communication team or a group, to identify, solve and critically evaluate highly complex Communication and Corporate Communication problems;
3. Organise and manage personal activities related to the Corporate Communication learning process and research in an accountable manner;
4. Collect, analyse, organize, critically evaluate, conceptualise and apply complex information pertaining to Corporate Communication;
5. Communicate specialised Corporate Communication information effectively, using appropriate communication skills and media and facilitating effective and non-verbal persuasive communication;
6. Use intricate Corporate Communication science and technology effectively, critically and responsibly to address complex issues pertaining to Corporate Communication;
7. Demonstrate a sophisticated understanding of the related systems of Corporate Communication and the dynamic interrelationship between these units and the broader context;
8. Acquire a reflect and specialized reflective skills and strategies appropriate to the context of communication and Corporate Communication;
9. Acquire a specialized understanding of the intricate principles of responsible citizenship with regard to Corporate Communication in local, national and global communities;
10. Comprehend and apply heightened cultural and aesthetic sensitivity in the process of Corporate Communication;
11. Develop advanced career-development skills within the Corporate Communication employment context;
12. Identify and develop strategic Corporate Communication entrepreneurial opportunities.

1. Does the learner identify, evaluate, anticipate and solve advanced Corporate Communication problems by using critical and creative thinking?
2. Does the learner strategically manage and work effectively with others as a member of a Corporate Communication team or a group to identify, solve and critically evaluate highly complex Corporate Communication problems?
3. Does the learner organize and manage activities related to the Corporate Communication learning process in an accountable manner?
4. Does the learner collect, analyse, organise, critically evaluate, conceptualise and apply complex information pertaining to information pertaining to Corporate Communication ?
5. Does the learner communicate specialised Corporate Communication information effectively, using appropriate communication skills and media , and facilitating effective and non-verbal persuasive communication?
6. Does the learner use intricate Corporate Communication science and technology effectively, critically and responsibly to address complex issues pertaining to Corporate Communication?
7. Does the learner demonstrate a sophisticated understanding of the related systems of Corporate Communication and the dynamic interrelationship between these units and the broader context?
8. Does the learner acquire and reflect on specialised reflective skills and strategies appropriate to the context of communication and Corporate Communication?
9. Does the learner acquire a specialised understanding of the intricate principles of responsible citizenship with regard to Corporate Communication in local, national and global communities?
10. Does the learner comprehend and apply heightened cultural and aesthetic sensitivity in the process of Corporate Communication?
11. Does the learner develop advanced career-development skills within the Corporate Communication employment context?
12. Does the learner identify and develop strategic Corporate Communication 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, among others, short essays, oral class presentations to a group of peers, and practical computer-based activities, personal interviews and practical projects. Opportunities for peer assessment are included.

Summative assessment practices that will be implemented

• Integrated assessment, focusing on the achievement of the Exit-Level Outcomes, include the drafting of a research proposal and the writing of a research report.
• For the structured programme, summative assessment on essays and an oral examination also takes place.